Over the Holidays I went through my client roster to get the names of the Realtors we had worked with that year so that I could give them a gift to thank them for their business. What most surprised me was that even though we staged over 300 homes in 2006, only 47 Realtors had hired us! Most of our work had been repeat business. I realized that the secret to success in the staging business is to become part of the team that works together to list and sell a home. The idea of team work in Real Estate is not a new notion. Real Estate Agents have many people that they rely on to support their business. This includes marketing teams, mortgage and legal teams, and administration staff. This morning Real Estate Contributor Alan Heavens wrote an article in The Philadelphia Inquirer about Real Estate Agents that service their clients better because they work as teams. They are more flexible and can offer more benefits to the consumer.

So how do you as a real estate staging professional become part of that team? You need to build and nuture a relationship with your client- the Realtor- and show them how staging can make their job of selling homes easier and make them more successful and profitable. In sales this is known as WIFM- the what's in it for me strategy. In my opinion, building a relationship with your client is far more important than any other advertising that you can do because for the most part it costs nothing but your time and energy but the results are astonishing. When you are able to service your client and give them great results they are more willing to use you again and recommend you to other Realtors. A referral is the best form of advertising since essentially they are selling you.

Below are some steps that I encourage new stagers to take to become part of the team:

1. Create a target list of agents-

When I look for a Realtor to service I look for Realtors that have a lot of listings. These Realtors have less time to service their clients personally. As a stager that is part of the their team you can personally service their clients for them.

2. Look for agents that are already part of a team and have support people helping them-

These agents undestand that there are many hats that an agent must wear and already understand that the responsibilities need to be divided up.

3. Introduce yourself and your firm-

I find that the best way to introduce yourself to a Realtor is to find someone that knows them and ask them to introduce you. This could be another Realtor in the same office or a past client of that Realtor. This way you are not making a cold call since the Realtor is prepped about you. Once you meet them or speak with them keep it short and sweet. Tell them what your firm offers and how it can help them to sell more homes. Then give them some information to take with them (brochure, pictures, articles etc)

If it is not possible to get an introduction I recommend an email first to introduce yourself and your services. Keep it to 1-2 paragraphs and include a link to your website where they can see photos of your work and read client testimonials. Also let them know that you will call to follow up on your email.  You have to take the initiative since they are busy selling properties. I then follow up the email with a letter of introduction and my marketing materials (brochure, articles I have written and photos) and send this packet in the mail. 3-5 days later I call their admin and make sure that they have received it. Sounds like a lot of work but the results are worth it.

4. You just told them now show them-

After you send the above info I feel that it is important to let the Realtor try your services for free. Some stagers will disagree with me BUT the Realtor is the person that is going to convince their seller (and hopefully other agents) to use you. Would you buy a car without test driving it? Would you hire a stager to join your team with out seeing her work first? NO WAY. So let the Realtor see what you offer. I recommend a staging consult for a furnished home, the staging of one room for a furnished home, or a free estimate for staging a vacant home (I do not expect you to rent the furniture and stage a vacant for them!) This is marketing yourself and it only costs you your time and energy but if it results in many staging jobs it is well worth it.

5. Provide them with the tools they need to do their job-

Now that the Realtor sees what a valuable resource you are, you have to keep being a valuable resource to them and their team. I recommend that you create a listing packet that they can take on their listings to talk about staging with their client. This can be a simple brochure or something more elaborate like a folder with your brochure and articles about the benefits of staging and pictures of your work. This way they can sell you and your services. Another great way to build a relationship with your Realtor is to write articles for them to use in their mailings or newsletters. This will show their clients that they have special services to offer and you can use this article in your marketing materials too! Help your Realtor to gain more clients. Offer to be a guest speaker at an event they are hosting for potential sellers and offer to help with the invites and catering.

6. Follow up, follow up, follow up-

Once you have established a relationship with a Realtor make sure to nurture it.  When they send you a referral to another Realtor call them or write them a note to thank them. After you complete a staging for them send them a thank you email or note and send them pictures they can use to market the listing. If you have not heard from a Realtor in a while check up on them with an email or phone call. Make sure to remember them at the Holidays and their Birthday. Sounds simple but it makes a huge difference. Sales are about relationships and Realtors are your gateway to clients.