Have you ever felt that way when marketing your home staging business? I know I have. If you are fortunate to be in an area where home staging is very well known, then your main focus is marketing your business and marketing against the competition.

However, if you are in an area where home staging is still considered new, then you have a different task. Not only do you need to focus on marketing your business, you also have to promote what staging is and why people should consider it. We are marketing against the “unknown”.

As home stagers, we all know and understand why people should stage. We know that if you are planning to sell your home, then it is in your best interest to stage. To keep an objective outlook and really show the best your home has to offer, then you should hire a Home Stager.

But just because we know that people should stage before they sell, doesn’t mean that they will consider it, or even hire a home stager.

Living here in the Toronto area in Canada, every July we see the beginning of what is known as “The Winter Coat Season”. Retailers begin to bring out racks of warm parkas. But who wants to think about a parka, it is July after all. We all know we will soon need warmer clothes and we all know that a warm coat can be essential to “surviving” our winters (pardon me if I am a bit dramatic – I am a complete wimp when it comes to the cold).

So what my point? Just because we know we might need it, doesn’t mean that we are ready to buy it.

How do you market against the “unknown”, how do you sell a parka in July?