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Stagers: Working For Free Doesn't Belong on Your Menu of Services

By Debra Gould

Home Stager with Staging Diva / Six Elements Inc.

March 08, 2009 12:09 PM

Free should not be on the menu I'm committed to ending this practice of free home staging because it lowers the perceived value of a stager's expertise and does a disservice to all of us.

My students don't stage homes for free "just to get their business started," they get paid for their time and expertise because they are providing a valuable service and should be compensated for it.

I know many new home stagers, afraid that they can't get their first client, will disagree with me. But hear me out for a moment:

Picture this ... there's a new restaurant...

The chef's on the sidewalk, saying "come in and have a free dinner so I can get some experience cooking for customers."

Now picture this... there's a new restaurant....

You've read an article (not an ad) about it in the newspaper announcing it's opening, you were at an event and there were some samples, you heard a bunch of different people mention this new restaurant, you've heard it's hard to get a reservation.....

So, where would you rather eat?

Stagers, I don't believe working for free belongs on your menu of services. It may get you volunteer work but it only positions you as new and inexperienced to those you are trying to impress.

The only exception being this: you need some before and after photos for your home staging portfolio so you offer to do a project for free for a friend or family member.

With a professional image, the right presentation of your services (how you explain it in writing and when you're actually speaking to someone) and great before and after photos (which can even be from your own house), you should come across as experience and knowledgeable.

In the Staging Diva Home Staging Business Training Program, I teach my students how to "burst on the scene" (like the second restaurant example described above did) so they don't have to work for free to get a real estate agent to "try them out."

Related posts:

The Stench of Desperation

The Wrong Pricing Strategy Can Kill Your Home Staging Business

Stagers: Are You on the Path to Burnout and Bankruptcy?

Debra Gould, The Staging Diva®
President, Six Elements Inc. Home Staging

Home Staging expert Debra Gould also known as The Staging Diva knows how to make money as a home stager and is determined to inspire and teach others to do the same. There are over 1000 Staging Diva Graduates who have learned to use their decorating talents and run their own home staging business in the Staging Diva Home Staging Business Training Program. Frequently profiled in the media in both the US and Canada, Debra is the author of of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide.

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Sheila Kennedy

J29 Project - Rochester, NY

Love this advice Debra! I recently was in a team meeting at a realtor's office. She really gave me my start and I owe her lots. Anyway, the team was thinking about having an open house and everyone was going to give away "free" stuff - a credit check, a market analysis, etc. I got a bunch of pressure to give away free consultations and I just said no! A consultation takes me about 7 hours start to finish and I didn't want to give up that much time for no money. I have given away free consultations for charity events, but not to entice people through the door. I am happy to report I don't feel the need to do that anymore. Thanks for emphasizing our worth! You have lucky students!

Mar 08, 2009 01:58 PM

April Greenwood

Greenwood Creatives Home Staging & Redesign - Lakewood, CO

Debra, I absolutely agree with you. This is something I have learned specifically from you. However, as you said, as I am getting started, I am asking a few friends and family to "let" me stage their homs and take pictures for my portfolio. I am also working with one (only one) Realtor and offering to do *one* complimentary first Consultation and *one* Staging, and getting testimonials and photos from him and his sellers as well. Making that offer specifically to him got my foot in the door. It is also for my experience. I would be happy to hear your feedback. Am I just lacking in confidence here?

Mar 08, 2009 09:30 PM

Michelle Minch

Moving Mountains Design Home Staging, Pasadena, CA - Los Angeles, CA

Home Staging Los Angeles and Orange County, CA

Debra: I couldn't agree more. I used to give free estimates, but now I charge a deposit on future services. My time and knowledge are valuable. I've been working on changing my website to reflect that philosophy.

Mar 09, 2009 04:09 AM

Anonymous

Leesa Barnes

Seems that this is a problem with every industry. I'm a trainer and I see many other trainers discounting and even offering seats for free in a paid workshop just to fill up the room or because it's a bad economy. What a way to cheapen your expertise and offerings.

Now, I strongly believe that people should get a free taste of your offering. Sort of like the pink spoon analogy my friend Andrea J. Lee uses. You go to an ice cream store, you want to sample a new flavour, so you get a taste on a iddy biddy teeny pink spoon. You don't get a whole $3 scoop for free.

I find that those who get a paid product or service for free tend to devalue the item, disrespect the expert and want the person offering the freebie to jump through hoops. Also, by offering a paid product or service for free, you have given that person room to forever negotiate your fees. Definitely not a client you want in your funnel.

Take Debra's advice. Don't offer your staging services that people normally pay for at no cost.

Mar 09, 2009 07:49 AM

Patsy Overton

Patsy Overton Interiors, Atlanta, Georgia - Duluth, GA

Amen! My days of working for free are over. You're right -- you must come across a trained professional from the beginning. Thanks for the reminder.

Mar 09, 2009 08:36 AM

Anonymous

Staging To Sell LLC

AMEN! I got a call today from a prospective client. They sounded very interested and we actually got to the point in our conversation to set up an appointment. However, the husband handed the phone to his wife when we got to the fee part of the conversation. I talked about my consultation fee and what that time encompassed and she then said she would get back to me. The phone hasn't rung yet! Back in the day, I would have been freaking out about this. Today I stay calm and stand fast on NO FEEBIES! Hopefully, I will hear back from them, but in the meantime I won't be running myself ragged and not getting paid for it.

Staging To Sell LLC

Jill R. Monczunski / President/Designer

231.690.0398 / www.stagingtosellbyjill.com / stagingtosellllc@gmail.com

Serving Central and Northern Michigan

Mar 09, 2009 10:36 AM

Sandi Gerrard

Toronto, ON

As instructors, trainers and mentors ... we really can't stress this enough. Great reminder, Debra.

Mar 09, 2009 11:15 AM

Melissa Marro

Keller Williams First Coast Realty - The Marro Team - Orange Park, FL

Jacksonville Real Estate and Home Staging

I couldn't agree more!! There is a local stager who advertises that initial consultations are free.... she's not new in the business. I keep wondering how she is making any money. I know one large job that we both 'interviewed for' and one of the main reasons I got the job was because I charged the client for my time from the moment I arrived.... the client hired me saying, "We knew you were the professional because you wanted to get paid."

Mar 09, 2009 02:56 PM

SHARON CHARBONEAU

UPSTAGING YOUR HOMES - Sechelt, BC

standing by iron railing I am a Staging Diva graduate, and Debra stresses this in her training and on-going business reports. The only way I have strayed slightly from that in my new business is by offering a few gift certificates to realtors who have been helpful in the past. I designed oversized postcard gift certificates for a 2 hour consultation to be given out by realtors to clients or others who want to buy a gift certificate for someone moving or getting married, for e.g. I made sure I filled in the expiry date before I handed these out. Now I wait for a return on this marketing strategy.

Sharon Charboneau - "Upstaging" Your Homes on the Sunshine Coast of BC

Mar 09, 2009 08:07 PM

Kay Murray

Summer House Style - Ocean Gate, NJ

I recently offered to do a free re-design for a realtor that I had a close relationship with. I don't have any photos of a re-designed space on my website, and I wanted the photos.

He asked me to look through his listings, and select an approporiate candidate. I spent quite a bit of time analyzing his listings, and then carefully worded an email which stated which listing I thought would benefit most from re-arranging, and eliminating some furnishings.

He has not even answered my email!

I will not make the mistake of selling myself short again. If people perceive you as needy- you will not get hired.

I do offer a free consultation, but I use this time to let the client get to know me, show them my portfolio, and explain my services.

Mar 10, 2009 01:39 AM

Debra Gould

Staging Diva / Six Elements Inc. - Toronto, ON

The Staging Diva

I'm glad this restaurant analogy helped hit this point home about the high correlation between giving free estimates and looking desperate, unprofessional or just plain too needy. Melissa, I love your real life example of them hiring you BECAUSE you charged for your services. It happens all the time but most people won't come out and tell you that.

Kay: The type of client that will only hire you because you're willing to run over there for free is not usually the kind of client you want. I call this the Free Estimate Trap because they will often just want to get you in the door for free advice.

You should be able to help them get to know you by phone rather than in person and if you've got a professional web presence then you don't need to present a portfolio in person. I wrote an article which you might find helpful called Home Stagers Fall Into Free Estimate Trap.

Mar 10, 2009 06:52 AM

Ashley Whittenberger

Ashley Whittenberger Fine Art - Austin, TX

Debra,

Thank you for spreading the word! In our last month's expert speaker teleseminar, our guest expert, Ellen Rohr of Bare Bones Biz spoke on this exact topic. As she told everyone on the call they should raise their prices, I heard a collective gasp around the "virtual room". Some stagers got it, though. I've received several e-mails from stagers on the call who said they've raised their prices and were relieved to have been given "permission" by an expert business consultant to do so.

I see it time and time again, stagers (and women) who undervalue themselves and their talents. Our staging talents are more important than ever. We are helping struggling realtors stand out in their competitive marketplace, we're helping homeowners who are desperate to sell, not to mention, we're providing jobs to the economy by referring work to subs and vendors. A talented stager should feel justified in charging what they are worth. I always tell my team that if I'm going to do something for free (or minimum wage, which is what you end up making if you undercharge for a job) then I'd be doing volunteer work for the needy or spending a day at the park with my son. I'm not going to give my precious time away (unless your hungry, homeless or my kid.) :-)

Mar 10, 2009 08:22 AM

Liz Jenkins

a fresh space :: home staging & thoughtful organizing - Franklin, TN

It's interesting how many times I used to get from agents - oh, could you just run over and take a look - I'm sure it won't take long. I did it at first before I knew better, then realized - what am I doing - wasting my time and not fully doing my job AND not getting paid - bad move. Now I've got a 2 hour minimum at my full price for any staging consult, visit, whatever. It just takes a while, I think, for anyone to get to the point where they feel fully comfortable and confident in what they do. It takes experience and a few hard knocks to get the point through.

What's interesting is that I teach courses on downsizing, organizing and simplicity - and one of my main points is to truly evaluate what is important, who you are and where you want to be. Taking my own advice was the best thing I ever did. I really analyzed my business model, and what I was doing - then made changes to reflect that. To the point - I value myself and my services and fully expect that others will as well.

Mar 10, 2009 03:16 PM

Lori Bennett-Davies

Essentials Home Staging - Kitchener, ON

Essentials Home Staging

Yes I too have been tempted to "give away" my knowledge when the pressure was put on!

A call I received from a home seller was fairly adamant that it would Not take the 2 hours I describe as my minimum to "review" his home. The Kicker is I had already been in that home during an open house (left a business card/intro letter)! That's why he called me----This house needed a lot of work!

I held firm- he booked an appointment, cancelled and took his home off the market. Clearly he was not motivated to sell as many other people are.

I was disappointed, but not sorry!

Mar 11, 2009 03:34 AM

Kimberly Uksik

Independent - Pickering, ON

Home Stager - Durham, Toronto, On.

Thank you Debra for bring this to light.

I had often thought about doing such when I first started but as you and the rest of us know the time and energy that goes into everyone of our jobs! It is just not worth it.

If you respect your time and your business you respect yourself to charge your fees and be paid for them

Mar 11, 2009 03:43 AM

Kathleen Garvey

HomeSmart Cherry Creek - Denver - Denver, CO

Denver's Neighborhood Expert - Listings & Sales

Hi Debra-- This subject continues to be one which needs to be addressed. With many Homeowners and Realtors still learning about how to work with (not use) professional home stagers, proper charging for services rendered is a must-do!

My time is valuable, as is my expertise. Every so often I am asked why I charge a fee (credited toward the staging package) and my competitors do not. As a professional, I do believe that when you value your knowledge and what you offer the client, they in turn treat your guidance with more respect. Even if the client initially felt that the fee was too high, I simply state that they may choose to find stagers who will be happy to do the work 'cheaper'. I do not spend much time defending the fee and take a moment to ask why/how they chose to call me. (They then remember why they wanted to call me specifically in the first place!!) It may take a day or two to sink in...and then I usually receive the call back to schedule the consultation. : )

And without prompting, nearly all clients will exclaim that my work was worth every penny and then some! Charge onward. Regards--Kathleen G

Mar 11, 2009 11:12 AM

Virginia Tatseos

Stage-Show-Sell - Bloomfield Township, MI

The last time I had a call from someone who found me on AR said that they were calling on the Stagers in my area. I told them what my fee was for coming in the door and giving them list of 'honey do projects' iF they needed them. I would then do report for staging the home.

They excepted it for free.

I had enough of that as Realtor. The public go used to free market analysis

Mar 11, 2009 11:27 AM

Aron Bailey Bruser

Win-Win Home Staging & Redesign - Huntingdon Valley, PA

Very good Debra, thanks. Bursting out on the scene is the way to go.

Mar 12, 2009 07:38 AM

Nicole Hurst

Cole House Design - Georgetown, ON

Your Halton & Peel Home Staging Expert

With being a Staging Diva Graduate, you taught us very quickly NOT to fall into the free estimate trap. I have had home owners and Realtors ask on different occasions if I would just "pop by" and take a look at a property. I have also had a mortgage broker and a painter also ask if I would come by and quickly speak to one of their clients, about a decorating dilemna they were having.

In reply to all of those people, I have quoted my fees, NEVER offering my services for free. I have still been hired by many of them. Some though have been thoroughly dismayed that I would not drop everything and run over immediately to help. Most of those people live in the same small town as myself, and I have gotten the comment "that's not very neighbourly", a few times. However, it has not changed the way I run my business.

If I were to work for free, that is time that I am not able to spend with PAYING clients (or my family for that matter). To those people who think my services do not have value, I always ask "you wouldn't ask a plumber to come and look at your drains without thinking that he's going to give you a bill at the end, would you?".

Mar 13, 2009 04:00 AM

Karen Nardella

The Emporium Your Home for Elegant Resale - Conway, NH

Hi Debra, You have sound business advice within your training program, students do learn the business and marketing of this profession. You do a great job. I also hear it a lot when I am speaking with the same when I am finding a referral match for a client. Many give too much away for free. I think it is ok, depending on where one lives, to ask what one feels comfortable with, but it needs to be consistent. There is no shame in making a profit, its jwhy we are in business.

I always leave them with food for thought, why they need to value themselves more and share ideas that they can use to help them grow more confident in regards to the finance end of their work. I have gotten a few thank you cards fromthe same, I am glad to help them with their business and get it on more firmer footing. Out here in NH helping were I am able. Hope all is well. Karen

Apr 02, 2009 09:30 PM

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