Admin

So You Want to Be a Home Stager: Top 10 Things to Consider

By
Home Stager with Beyond the Stage Homes

I read a featured post today called  'So You Want to Be a Real Estate Agent? Some Unsolicited Advice written by Liz and Bill Spear and it really resonated with me. Reason being is that every week we get anywhere from half a dozen emails or resumes or phone calls from people who want to become a stager and work for our company or they want to start their own staging business and would like to be mentored. I like to help people and appreciate the inquiries but it is a little overwhelming.

Its really easy to become a home stager - easier than wanting to start in real estate - because unlike becoming a realtor, you don't even have to take any courses. You can just wake up one morning and decide "hey, today is the day I start staging houses!" Bam! Now you're a home stager! Do you know what you're signing up for? Many don't; they think its this glam job where TV cameras follow us around all the time and we get to tell people their stuff is ugly and they should throw it out and buy all new. Ummm .. its not quite the same thing and it takes a lot of time, perserverence and talent to make a staging business a success.

So here are the top things to consider if you want to become a home stager:

1) Realtors aren't always your friends and most of them won't want to work with you right away. Often home stagers when they first start out think that if they go to the different real estate offices and introduce themselves, bring some business cards, their portfolio and some treats that the realtors will flock to talk to them. Not so much. Because there are SO many home stagers, especially in larger cities, realtors often feel overwhelmed by all the home stagers who drop by their offices. Many are still figuring home staging out and will say 'no' without even considering what is being offered to them. It takes time, perserverence and creating a good reputation to change that. Even then, rejection is a normal occurrance even for seasoned professionals.

2) It costs money to start a home staging business - sometimes a lot of money especially if a stager is investing in building an inventory right from the start. From business registration, liability insurance, staging training & education, branding, marketing materials, gas, storage fees, website, cellphone, laptop, camera ... and the list goes on. These are all essential business building items however if you didn't budget for them they can have you wondering what you got yourself into.

3) Its hard prospecting for clients and if realtors aren't interested in your services then its even more difficult to get actual staging jobs. If you live in an area where staging just isn't taking off then it can be very hard to make a living staging homes. I know of many stagers who want to work but are frustrated because the people in their area 'just don't get it'. 

4) While training programs have come a long way, its difficult to find one on one training (without paying a lot of $$ for it) so that an aspiring stager can benefit from the mentoring guidance of someone who is more experienced. Many of the stagers who approach us have taken a staging course but want more in depth guidance and they would prefer to be hired and trained by a successful staging company as opposed to starting their own. As there are only a handful of actual staging companies across north america - the majority of stagers work alone or with an assistant or partner - so very few can afford to mentor or hire a stager as staging doesn't really get lucrative until you have established yourself.

5) Home owners and realtors will get upset with you; you WILL offend some of them no matter what you do. Staging by its very nature is intrusive for most home owners and you touch on some very sensitive topics so its only natural that at some point you will offend some of them. Additionally because we tend to work on very tight timelines so that homes can get listed for sale, there is a high level of stress that is felt in both the sellers and realtors and can make for some tearful and angry blowups.

6) Other stagers in your area may not be your friends. As much as we want to all get along, the reality is that stagers are fiercely competitive and some may just not play nice at all. My motto is that I treat everyone the way I would like to be treated and even if I hear that someone else has not been as kind, I can't let it affect me. Stagers should find other stagers that they can befriend however - whether its in the same area or here on AR - its important to have others in your profession that you can talk to as well as exchange advice and stories.

7) The road to becoming a successful home stager is time consuming. From consults to staging jobs to social media to presentations ... and more .. its easy for the job to take over your life. This is one of the areas I constantly struggle with which is creating boundaries between work and my family life. Its very easy, especially when we are incredibly busy, to be working 10 - 12 hour days, 7 days a week.

8) Bad things can and will happen on the job. From scratching a seller's brand new cherry floors to dropping their antique birdcage that their husband's mother bought for them for their wedding, these things will happen. Ensuring you are insured, have contracts with your clients to cover you in case of surprises goes a long way in this business. You can't protect against everything however and there will be jobs where because something unexpected happened, you make no money or you lose money. C'est la vie.

9) That you need to have a solid business plan - and stick to it - to make your staging dreams a reality. Some stagers never do this but the really successful stagers that I know of have business plans not only for the short term, but also for over the next 5 - 10 years. They are extremely detail oriented, organized and focused.

10) You'll need to become a social media expert to some degree to ensure that you are hitting all your target markets. From interactive websites to Facebook Fan Pages to Tweeting to Blogging .. all of these play vital roles in creating a viable staging business. Building brand and name recognition happens slowly however if you aren't online then the odds are high your target clients will never find you. 

11) I know, I said top 10, but I had to add one more! PORTFOLIO! Get one. Make it all your own work and even if its your house and your sister's house - make it showcase your talent. You can do all the other things here but if you don't have actual staging talent then nothing else really matters. If you do have talent but don't have a portfolio then no one will know what you can do. So show them. And don't pass off stock photos or other people's work as your own. People find that stuff out and then your credibility is shot so don't do that.

So I'm not advocating that you don't give staging a shot, just understand that its not as easy or glamourous as its made out to be. Its very easy to get into the business but very hard to stay in - for many of the above reasons.

Hopefully this list helps aspiring stagers and if there are more things other stagers want to share about starting up their own staging business I hope you will share!

Posted by

Heather Cook  is Co-Owner and Principal Staging Designer of the award winning Rooms in Bloom Home Staging & Design Inc. based out of Kitchener-Waterloo, ON.


 

Contact us today so we can help you create the WOW Factor in your home.

     

Comments(64)

Show All Comments Sort:
Bonnie Allen
Classic Designs Home Staging - Knoxville, TN

Like any other business, staging will take determination, tallent, patience and a good business plan..among other things.  It's not going to happen over night, even if you do have all the "right connections".  Great post, although staging isn't the only business that people get into because it looks fun or glamorous on TV.  You are right on with all your points.  Thanks

May 01, 2011 10:28 AM
Heather Cook
Beyond the Stage Homes - Kitchener, ON
Delivering beautifully staged spaces

Marte - I completely agree! 

Matthew - Realtors specialize in selling homes, not in staging homes. Home staging is much more than just putting a few things away and usually a lot less than a complete overhaul. An experienced stager will rethink, reuse and revitalize spaces in a home so that every spaces shows to its max potential. Realtors are always amazed by what a good stager can do with a property and are an excellent tool in a realtor's arsenal!

May 01, 2011 10:30 AM
Judy Klem
Transition Stage LLC - Shelton, CT
Home Staging, Senior Move Management, Fairfield/New Haven counties

Hi Heather - This is a really comprehensive list that should be given out to anyone who thinks about doing home staging for a living. I didn't get here early enough to Suggest it - but would have, as it's really worthy of being featured. I am going to re-blog, though. Thanks for the great info!

May 01, 2011 12:27 PM
Anonymous
Cathy Morphew

Excellent post.  Wish I'd had this in the beginning. Love what I do but it isn't house fluffing or easy. I had a mentor, staged for a while then took the courses to become a certified home stager. This is a must for anyone considering staging. Thank you for a great list!

May 01, 2011 02:29 PM
#48
Limelight Home Staging
Santa Cruz, CA

Great post!  I often have people say to me, "Your job is so fun! I would love to do what you do."  While I appreciate their enthusiasm, the truth is having staging business is hard work!  It takes a lot of time, rejection, perseverance, consistency and follow through to succeed. 

May 01, 2011 02:44 PM
Robert Courtney
Lihue, HI
Century 21 All Islands, RA, CDPE, MCRE, CIAS

Heather - Your points are ones that should be considered in some variation by anyone wanting to start any business.  But for those that are stagers I believe what you offer saves clients money.  The reason I say that is if a seller is willing to allow us to use a stager their home is set and the chances of a quick turn is possible.  I say is possible only because some sellers will take awhile to get realistic on the selling price.  That is our job.  Best of luck to you.

May 01, 2011 05:30 PM
Tara Boettger
HOMEGIRL Home Staging - Poughkeepsie, NY

Fantasitc post! Every point I was thinking, Yes! So true! You nailed it. Great job.

May 02, 2011 03:09 AM
Michael Fontana
Round Rock Home Stager Austin Home Staging - Round Rock, TX
@ The Stage Coach

WOW! Ton of comments!

I love so much of this blog... I read it several days ago on Facebook, but I'm just getting around to commenting.

The first thing I ask every person who calls me, "What's your In?"  As in... Who do you know that is a REALTOR or works at a Brokerage? Who's going to give you that first chance? Who's going to refer you?

The BIGGEST error I made when starting my company was going from working at home for 5+ years in a new city/state [not having an established local network], to thinking I could just "hang a sign out" and get home staging business. It increased the cost of starting my business substantially - in both time and money. Whereas, several other Stagers I met all had an "In" at the get go... I've watched several people who called me invest in training, quit their jobs, and quickly run back to a stable job.

The Stage Coach - Austin's Home Staging Handy Man!

May 02, 2011 03:44 AM
Heather Cook
Beyond the Stage Homes - Kitchener, ON
Delivering beautifully staged spaces

Bonnie - Thank you :) Glad you agree! And you're right, staging isn't the only career that people try because they think its a glam job but its definitely in the top FIVE jobs in North America right now!

Judy - thanks for the re-blog and glad you liked my article. I am going to be sending out a copy of this whenever we get inquiries so that people have a true idea of starting your own staging business.

Cathy - I wish WE had known a lot of this too when we first started lol! Now we can only educate aspiring stagers so that they know what they are really getting into.

Limelight - I so hear you :) We have people stop us and say .. "Wow! You're a home stager! I always wanted to do that - I have a flair for decorating you know!" Hmmm, that's great but guess what? Decorating isn't the same thing as staging and running a staging business can be a very difficult and humbling experience.

Robert - Of course the points can be considered for any business because when you start your own company, you wear all the hats! Good staging makes for some pretty fantastic success stories so yes, its definitely a worthwhile investment for sellers.

Tara - Glad the post hit all your important points too!

Michael - Huge response to the article so I guess I touched on a hot topic! You address some great topics yourself and I'm glad that you make all the aspiring stagers who contact you really THINK about how exactly they're going to start getting business. Without business its just a hobby that doesn't pay very well.

May 02, 2011 05:50 AM
Gene Riemenschneider
Home Point Real Estate - Brentwood, CA
Turning Houses into Homes

What we do often looks so easy on the outside but is actually very hard.  Thanks for the reminder.

May 02, 2011 07:57 AM
Linda Meluski
Designs For You, LLC - Toms River, NJ

Heather:  Very good points.  People always think staging and merchandising model homes are "glamorous" jobs.  You are actually doing physical labor--unpacking boxes, moving furniture, cleaning out.  One problem is those people who put their homes on the market without even thinking about removing the clutter!  This is actually something they can start doing themselves, but can't seem to see beyond it.  And if they can't see beyond it, then neither can the buyer. 

May 02, 2011 08:27 AM
Janet Jones
Just Your Style Interiors, LLC - Kihei, HI
Home Staging, Interior Redesign Kihei, Maui, Hawaii

Heather--what a great post and congrats on it being featured.   I read every one of your bullets and was nodding my head all the way through.  It looks glamorous on TV but it is hard and exacting and it is so worth it--if you can persevere through the peaks and valleys. 

May 02, 2011 09:16 AM
Anonymous
Anonymous

Great post...when I tell people that I am a Home Stager, the response is usually..."what a fun job".  But the marketing is really the tough part, and anyone going into the business better have some really thick skin.  Anyway, I gained encouragement by reading your points...much thanks, Carolyn Huggins

May 03, 2011 12:32 AM
#58
Heather Cook
Beyond the Stage Homes - Kitchener, ON
Delivering beautifully staged spaces

Gene - Thanks for taking the time to comment and yes .. it almost always looks easier if you aren't the one actually doing it!

Linda - Absolutely! I can tell you that I don't show up to my staging days in designer jeans, heels and stylish tops simply because I know I'm going be working physically and I'm going to get dirty, dusty and sweaty. Not exactly glamourous!

Janet - You're right, if you can make it through all the ups and downs in this business while still carving out a great name and reputation for yourself - you'll probably make it. Its just important to realize the reality of the job and not be caught up in TV's personification of the job.

Carolyn - We get that kind of response too and I have to pause after hearing that because it signals to me that the person has no idea what I do. Really. Doesn't mean it isn't fun but it takes a lot of hard work to reach that fun. 

May 03, 2011 02:30 AM
Jennifer Wenndt
Creatively Staged - Columbus, GA
Personal Organizer - Home Stager

Heather, I so appreciated your post.  I am one of those "wannabe stagers" - started my business 6 months ago and have only had 2 jobs!  I've given presentations at realtor offices, but you're right, almost no phone calls from the realtors.  I'm trying a number of ways to get the word out about my business - social media, radio, emails, silent auctions, coupons.  It can get discouraging, but your post made me feel better knowing that it is normal for a new staging business to take awhile to get going.

May 03, 2011 05:33 AM
Jenny Kotulak
RE/MAX Real Estate Centre Inc., Brokerage - Oakville, ON
Broker - Oakville Ontario Real Estate

Wow, congrats on a well deserved feature.  Such an informative and well written post.  Like you I get many people wanting to talk to me about getting into real estate.  They think it looks like a fun job and an easy way to make money.

Many of these people have great jobs but they are bored or ready for a change.  I don't like to discourage people but just give them the cold hard facts.  You will get out of it what you put into it.  It's not cheap to get in or stay in.

 

May 06, 2011 04:40 PM
Wendy Tomm
Beyond the Walls - East St Paul, MB
CCSP, RESA-PRO, BBB - Wpg Realtors

Heather great post and I agree with many of your points.  Thanks for sharing this with others who think it is so easy and everyone will be working together.  Very important as well to have a business plan...this will allow you to become successful.

Aug 16, 2011 03:27 AM
Heather Cook
Beyond the Stage Homes - Kitchener, ON
Delivering beautifully staged spaces

Jennifer - If this is your passion then its important to keep working at it! Trust me - its not easy and it takes time to establish yourself. Big thing you should do is establish a budget for all your marketing so that money isn't just flying out of your wallet. Look for inexpensive and FREE things to do to advertise yourself - like networking groups - you just never know where your next referral will come from.

Jenny - I am sure you get lots of people who think real estate would be such a fun job. I thought that too a few years ago but after getting to know so many realtors, I had my eyes opened and realized it just wasn't for me. Also helps that my true passion was never selling homes - it was making them beautiful! And yes - keeping a business afloat is tough and expensive, especially when you first start out.

Wendy - Glad you liked the post and found it helpful! A business plan is definitely KEY to being successful!

Nov 16, 2011 07:39 AM
Michael Wayne Jackson
Coldwell Banker - Novato, CA
Broker - Seniors Real Estate Specialist Novato

Great information here on home staging. Re blog worthy on my end. 

Aug 02, 2020 01:02 PM
Bob Crane
Woodland Management Service / Woodland Real Estate, KW Diversified - Stevens Point, WI
Forestland Experts! 715-204-9671

Hi Heather,  Fantastic post!  Thanks for sharing all of this information - very comprehensive for those looking to become home stagers.

Aug 02, 2020 06:23 PM