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The Psychology of Persuasion as a Home Stager, part 1 of 4

By
Home Stager with APSD - The Association of Property Scene Designers

Happy April! I have just finished reading The Psychology of Persuasion by Robert. B. Cialdini, PH.D. for a second time and decided to devote this entire month to the Psychology of Persuasion as a Home Stager. In other words, for all of you that have ever run into a Real Estate Agent, Home Seller or Real Estate Investor that just doesn’t see the value in home staging, now you will be able to easily and effortlessly deliver the value, with great confidence. Sound good?

One of the first things we are going to discuss is pricing. Most of you, especially those starting out, think that you have to be the ‘Wal-Mart’ of Home Staging Services. What I mean by that is you have priced your services far below that of your competitors in an effort to make sure you get home staging clients and home staging jobs. How is that working for you? Chances are, not so great.

Most of the time, home stagers don’t ‘price shop’ their market to begin with, which I highly recommend. While I give pricing suggestions for every market in the APSD Certified Home Stager Training Program (www.APSDmembers.com) it can still vary even in as small of an area as a neighborhood. So, call around and find out what others are charging.

Next, figure out exactly what your target market is looking for regarding home staging services. Normally, this has to do with solving their immediate need or problem. You may for instance, be living in an area, where people are just slashing their home prices in a desperate attempt to sell. Well, what can you do to help them sell MUCH faster without slashing their price or with a more moderate reduction? Much of this is about learning their greatest problem and then positioning your services to answer the need of their problem.

Now, you have to position the value. If you did your research and found out REALLY what people need, what is keeping them up at night regarding the sale of their home, now can begin to build the value of your home staging presentation. You will always speak to their need or desire, often agitate it even more, and then offer them the solution. The formula is: problem, agitate, solve.

What happens here is miraculous. When you can clearly define your client’s problem, position your home staging, marketing or curb appeal services to solve their problem, now you can charge a premium instead of charging ‘Wal-Mart’ prices.

Cialdini refers to this concept as a ‘weapon of persuasion.’ That is how powerful it really is.

With home staging and home staging services such as Color Analysis, Curb Appeal and the specialty of APSD, home staging marketing, you have to position yourself as the person that can take these services and solve your future client’s problem. Then, they will pay you 25% or even 50% more than the other home stagers in your local market place that are all saying the same thing, none of which solves your client’s immediate problem.

If you are frustrated with not being able to get enough home staging clients or home staging jobs, then try researching your clients true problem, position your offer in such a way that is completely solves their problem and shows extraordinary value, then double your price so they know you are serious about the value you offer. And, when you position your home staging service as a problem solving service, with a higher price, in your client’s mind, ‘expensive= good’ just like when we choose between designer jeans instead of thrift store jeans. This means you have to do a little research and be willing to stop saying the same thing as everyone else, but it will pay off, 10 fold.

To your home staging success,



Karen Schaefer Founder, APSD The Association of Property Scene Designers The World Leader in Home Staging Training and Certification www.APSDmembers.com

PS- If you would like to learn more about Karen Schaefer and APSD, The Association of Property Scene Designers, The World Leader in Home Staging Training and Certification, visit www.APSDmembers.com to receive Session #1 of the APSD Certified Home Stager Training Course, as my gift to you.

Comments (5)

Betsy Shellman
Coeur d'Alene Home Staging Services, aka Staging Wizards - Coeur d'Alene, ID

Thanks Karen, Im just about to put a marketing flyer together for an agency home tour that a project of mine is on, an your insight and timing is perfect for me!

I definitely want to be the (only!) solution for my clients!

Looking forward to reading parts 2-4, as well!

Apr 05, 2011 08:11 AM
Anonymous
Anonymous

You are welcome Betsy.  Glad I could help.  Let me know how the flyer goes, I would love to see it.

 

All my best,

Karen Schaefer

www.APSDmembers.com

Apr 05, 2011 08:38 AM
#2
Barbara "Barb" Bodnar, Licensed Associate RE Broker
Coldwell Banker Residential Brokerage - Yorktown, NY
Coldwell Banker Residential Brokerage

Karen

I have many thoughts for you as a realtor who has taken several programs in this area. Would love to chat about your program.

Apr 06, 2011 02:01 PM
Anonymous
Anonymous

Hi Barbara,

 

Thanks very much for your interest.  I am always very appreciative of any feedback.  MY office email is info@apsdmembers.com or 1-877-900-STAGE is my number. 

I will look forward to your reply.

 

Kind regards,

Karen Schaefer

Apr 07, 2011 09:52 AM
#4
Chris Smith
Re/Max Chay Realty Inc., Brokerage - New Tecumseth, ON
South Simcoe, Caledon, King, Orangeville Real Esta

Karen, interesting, looking forward to the rest of your series...

Apr 25, 2011 11:38 AM