When you’re running your own home staging business, you have to be really careful about how you spend your limited home staging marketing funds.
Hopefully you haven’t already gone out and spent lots of money printing fancy color postcards to deliver door-to-door because these are largely a waste of money and here’s why:
Your home staging marketing postcard is arriving in the middle of a bunch of bills and other mail. Most people stand over the garbage or recycling box as they go through the stack.
While your postcard is beautiful to you, it’s pretty much junk mail to more than 99% of the people who will receive it.
If they even notice your postcard in the pile, consider that most people getting it have no need of your services. Only 10% of the population is moving at any given time. And of those who are, ask yourself, how many of these people:
- Own the house they’re moving out of? In other words, would have any vested interest in home staging services.
- Have ever heard of home staging?
- Understand that they have a need for a home stager?
- Are interested in learning about your particular home staging business?
Door-to-door flyers typically go to thousands of homes because direct mail gets less than one tenth of one percent response rate when you’re doing well! In other words, with a distribution quantity of 250, an effective postcard would only generate 25% of a single person, in other words, no one!
So if you’ve already made the mistake of printing 250 postcards and delivering them door-to-door, if you get a single phone call from it, consider it a “huge success” because it would be 400% more successful than one would expect!
Don’t sit at home waiting for the phone to ring and projects to come pouring in from this one endeavor. I’ve been a marketer since the early 1980s and an entrepreneur for over 22 years, so I know what I’m talking about from experience and tons of training.
If you’ve already printed postcards and haven’t sent them out yet, consider saving them to hand out at targeted events, or only mail them to people you know will be interested. This will help you get more impact from the money you’ve already spent.
You can learn effective home staging marketing strategies in course 4 of the Staging Diva Home Staging Training Program, Staging Diva Sales & Marketing Secrets to Boost Your Home Staging Business. During two hours of audio recordings you’ll learn tons of no-cost marketing tactics you can use that will get you guaranteed results and boost your home staging business. Other resources I’ve created to help you with your home staging marketing include:
Before wasting your money on expensive tactics like advertising and direct mail postcards that don’t really work, why not find out the smarter way to market your home staging business?
Readers, have you used marketing postcards for your home staging business? How did you use them and what results did you get?
Debra Gould, The Staging Diva®
President, Six Elements Inc. Home Staging
Debra Gould has been writing about marketing for small businesses since the early 1990s as a frequent contributor to Profit Magazine. A home stager since 2002, she developed the Staging Diva Training Program to create opportunities for others to grow their own money-making home staging businesses. There are now 4,000 students in over 20 countries following her formula for business success.