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

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

The law of reciprocation is the final training in this 4 part training on the Psychology of Persuasion as a Home Stager.  As I mentioned in the beginning of this series, many of these concepts are based on a great book by Robert B. Cialdini, PH. D called The Psychology of Persuasion and while his concepts are amazing, he did not use Home Staging as an example…I did that just for you!

I love the law of reciprocation because (remember the ‘because’ training in part 2?) I love to give.  In selling your home staging services, you have to learn to give a little something without the expectation of receipt and guess what, it still comes back to you!

This is how this works in your home staging business.  You may want to focus in on getting business from one specific and active real estate office in your target home staging market.  So, you send all the agents in the office a letter of introduction from yourself.  The letter does not have to be anything special, just a little about who you are, the fact that you are an APSD Certified Home Stager since APSD is recognized in 8 countries, this will carry a great deal of clout (www.APSDmembers.com ) and some recent results you have achieved in this target market area.  If you don’t yet have results, cite those of your APSD team in this way, “…and our APSD team has a national average days on market of only 21.”

In the letter, I would not recommend trying to sell, but rather, give.  You may want to send them a Starbucks card with a note of explanation, saying ‘enjoy a nice hot cup of coffee the next time you are pondering the sale of your next listing.’   You can also give them a great tip on getting a home sold fast such as ‘ According to Veranda magazine, the number one selling exterior color this year is SAND.  I hope that helps you to sell your listings faster.’

Then simply enclose your contact information without making an offer.

Just from this act of introduction and kindness, the law of reciprocity will kick in and chances are you will book a home staging job.  It might be a small one, but because you gave something first, others feel obligated to give something in return and in this case, it is a home staging job! Yeah! Yippeee! Yahoo!

Next, you will begin your cycle of marketing, 1/7/30 which I teach in all the APSD Certified Home Staging courses, www.APSDmembers.com

Once again, if you have done your marketing correctly, you will get a home staging job.  On this home staging job, give a little more than what you promise.  I refer to this as ‘under promise and over deliver.’  If you tell them you are going to do 3 main rooms, then add a small scene in a Baby room at no charge.  One of our APSD Certified Home Staging Trainers does this, Barbara Heathcote of Raleigh NC with amazing results.

Obviously, if you have done a good job with your staging and the home is priced correctly, the chances of you selling the home are very likely.  And, because you have given the agent,  a little more than you promised, once again, the law of reciprocity kicks in and you will receive your second home staging job.

The idea behind this is to give with an open heart but also be smart about it as it is an extraordinary marketing tool for you.  In return, you shall receive home staging abundance.

To your home staging success,

KarenSchaefer                                                                                                                                     Founder, APSD The Association of Property SceneDesigners                                                                      The World Leader in Home Staging Training and Certification

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.