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Introduction to

Home
Staging
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TABLE OF CONTENTS
Introduction............................................................................................................
Chapter 1...............................................................................................................
What is Home Staging?.........................................................................................
An Overview of Home Staging.............................................................................
Advantages of a Home Staging Business............................................................
Disadvantages of Home Staging........................................................................
What you Need to Get Started with a Home Staging Business..................................
What a Professional Home Stager Does.................................................................
How Much Money can be Made from a Home Staging Business?...............................
Will Home Staging be Successful in your Area?......................................................
Why Should you Start a Home Staging Business?...................................................
Chapter 2...............................................................................................................
Getting your Home Staging Business Started............................................................
Home based vs. Renting an Office Space...............................................................
Rent furniture vs. Your Own Inventory..................................................................
Do you need Start up Funding?............................................................................
Start Up Costs................................................................................................
Setting your Pricing Structure..............................................................................
Sample Fee Chart............................................................................................
When to Collect Payment....................................................................................
Sample Invoice...............................................................................................
Marketing your Home Staging Business.................................................................
Building a Website...........................................................................................
Literature.......................................................................................................
Networking.....................................................................................................
Encouraging Repeat Business............................................................................
Your Portfolio.....................................................................................................
Testimonials...................................................................................................
Sample Client Satisfaction Form...........................................................................
Chapter 3...............................................................................................................
Working with Clients.............................................................................................

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Your Services Agreement....................................................................................

Dealing with Difficult Clients................................................................................
The Client that Cant Make up their Mind............................................................
The Unreliable Client........................................................................................
The Pack Rat..................................................................................................
Chatty Kathy..................................................................................................
How to Handle it When a Home you Stage Does Not Sell......................................
Chapter 5...............................................................................................................
Home Staging Checklist.........................................................................................
Begin with the Outside........................................................................................
Depersonalize:................................................................................................
Repair and Deep Clean.....................................................................................
The Homes Entryway......................................................................................
In the Kitchen...................................................................................................
De-personalizing and De-cluttering:...................................................................
Repairing and Deep Cleaning............................................................................
The Living Room................................................................................................
Depersonalize and De-clutter:...........................................................................
Repair and Deep Clean:...................................................................................
Tips for Furniture Arrangements........................................................................
The Dining Room...............................................................................................
Depersonalize and De-clutter:...........................................................................
Repair and Deep Clean:...................................................................................
Tips to Make the Most of the Dining Room..........................................................
Make Small Rooms Look Larger by:......................................................................
Staging Bedrooms..............................................................................................
Depersonalize and De-Clutter:..........................................................................
Childrens Rooms...............................................................................................
Repair and Deep Clean:...................................................................................
Make it Stand Out:..........................................................................................
Bathrooms........................................................................................................
Depersonalize and De-Clutter:..........................................................................
Repair and Deep Clean:...................................................................................
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Make it Stand Out:..........................................................................................

Closets.............................................................................................................
De-Clutter:.....................................................................................................
Utility Room......................................................................................................
The Finishing Touches......................................................................................
Troubleshooting.................................................................................................
Conclusion..............................................................................................................

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Introduction
Home staging has swept the country by storm as sellers turn to professionals to help them clear out
their homes and make them more appealing in an attempt to attract buyers and seller their homes
faster and for more money.
This industry is ideal for individuals who are looking for a start-up business opportunity that offer low
start-up costs and an incredible opportunity for profit. Even better, it is possible to operate a home
staging business part-time, full-time or however you desire based on your current schedule.
Starting your own home staging business can provide you with incredible opportunity. Like any
business; however, there are a few things that you need to know in order to operate a business for
long-term success. Understanding more about this industry and possible hurdles you should watch
out for can help you to overcome critical mistakes that many people make when starting their own
home staging business.
In this guide we will walk you through what you need to know about the home staging industry,
how to set your pricing, how to handle difficult clients and how to market your business for the
most success. We will also look at some common problems you may run into, including clients that
are difficult to work with and how you should handle it if a home that you stage does not sell.
We will also take a look at some critical issues you need to understand about running a successful
home staging business, including what needs to be done in each area of the home in order to declutter, de-personalize and really make every room within the home stand out for the best results.
There is even a handy checklist included that you can use with each home you stage.
Home staging provides an excellent business opportunity. Researching and preparing ahead of time
can put you on the path to achieve success.
Lets get started!

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Chapter 1

What is Home Staging?

Home Staging become popular around the world; allowing real estate agents and homeowners the
ability to refocus homes that have been sitting on the market too long and attract buyers that might
have otherwise overlooked a home because it seemed too small or cramped.
Around the country, a large number of people have become interested in getting involved in this
industry because of the number of benefits it provides. If you are considering starting your own
home staging business, it is important to first have a good understanding of what this industry
involves and what you need to succeed in the home staging business.

An Overview of Home Staging

Home staging can involve a variety of different tasks, all of which are meant to accomplish the same
goal; help a home to sell. Home staging frequently involves arranging furniture and accessories in
a manner that is pleasing to the eye, makes the home feel more spacious and helps the buyer to
envision themselves living in the home.
There is often more involved in home staging; however, including deep cleaning and de-cluttering
the home of excess items and items of a personal nature. Every home staging project is completely
different. On one project a home stager may find all they need to do is arrange furniture and make
suggestions to the homeowners while on another project they may need to help with everything
from deep cleaning to clearing the home of excessive clutter.
If you are considering starting your own home starting business, it is important to consider both
the advantages as well as the disadvantages in order to arrive at an informed decision regarding
whether this is the right business for you.

Advantages of a Home Staging Business

There are very low start-up costs with a home staging business. If you do not wish to do so,
you do not need to carry any inventory and only minimal supplies.

The services of a professional home stager are very much in demand. Even when the
economy and housing market are in a slump, the services of a home stager can be in
demand.

You do not need any specialized training or licensing to get your business started.

Home staging is an excellent business for individuals who are looking for a business
opportunity that is flexible and can be handled part-time. Retirees and stay at home parents
will find this business opportunity attractive.

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Home staging can easily be grown through word of mouth and testimonials from satisfied
prior clients, meaning you can cut down on marketing expenses.

Disadvantages of Home Staging

In order to get your business off the ground you will need to first find clients who are willing
to hire you and allow you to gain experience and add to your portfolio

You may need to work evenings and/or weekends with this business due to the fact that
clients may only be able to meet with you during those times.

What you Need to Get Started with a Home Staging Business

When you decide to get started with a home staging business, there are a few things that you need
in order to make your business successful:

Make sure you have a good understanding of your local real estate market. Remember that
regardless of what the national statistics indicate, every market can be different. Make sure
you know what buyers in your local market are looking for.

You must have a portfolio to show prospective clients and help them to understand the
services you offer why you are worth the money.

A good eye for decorating or design is important in this business.

Excellent people skills are important as well. Remember that you will be dealing with people
on a routine basis with this business.

What a Professional Home Stager Does

So, what exactly does a professional home stager do in the course of a day? Understanding what
goes on behind the scenes can help you to understand whether this is the right business for you
based on your interests and skills.
A professional home stager is much like an artist. The goal is to take a room and create a portrait
of what it would be like to live in that room and experience the lifestyle associated with that home.
Remember that most buyers do not actually purchase a home; they purchase a lifestyle. Your goal
as a professional home stager is to demonstrate to buyers the lifestyle they can enjoy if they decide
to buy a home. In order to meet this goal you are going to need to set a scene that will appeal to
all five of the senses. This can be done in a variety of different ways, including:

Display accessories in groups of one, three or five

Arrange furniture in an appealing arrangement

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Add unique elements to draw attention to the focal point of a room

Use simple lines in the home to make it seem spacious

A variety of different accessories may be used by a professional home stager in order to set the
appropriate scene in a home that is on the market to be sold. Some of the items that a home stager
may be used to accomplish that goal include:

Mirrors

Plants

Table and floor lamps

Silk flowers

Small love seats

Area and throw rugs

Afghans and throws

Ottomans

Decorator or accent pillows

Baskets and trays

Inflatable queen size beds

Furniture slipcovers

How Much Money can be Made from a Home Staging Business?

This is probably one of the most frequent questions that is asked by individuals considering starting
a home staging business. The truth is that the sky is the limit with this business opportunity. It just
really depends upon the market in which you plan to open your business and how much time you
are willing to dedicate to it. Prices can vary according to the local demand and where you live. In
larger metropolitan cities and near the coast, you are likely to see that home stagers are able to
bring home a larger profit due to the fact that the idea of home staging is not as new in these areas.
The fee for a home staging can range from $500 to $5,000 or even more depending upon the area
in which you are doing business and the number of rooms that are being stage in the home as well
as the amount of work that is required.

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Will Home Staging be Successful in your Area?

Another frequently asked question is whether it is possible for home staging to become a successful
business in your particular area, especially if you live in a rather small or rural area. Taking the
time to figure out whether home staging will work in your town is definitely something that you
should do. Keep in mind that just because you live in a rural or small area does not mean that home
staging cannot be a success. There are some rural or small areas where home staging will work
and others where it will not.
Whether or not home staging will work in your particular area will depend upon a variety of factors.
Doing some research ahead of time will help you to make an informed decision. There are three
crucial factors that should be considered in order to determine whether home staging will work in
your local area.
First, consider whether you area is near a larger city. You must always take into consideration
how far you would be willing to travel in order to reach a job. If you live an hour or more from the
nearest city, you must consider whether you would feel comfortable driving that distance multiple
times per week for your business. If you do decide that you are comfortable with this then you
would have the opportunity to market in the city near your area as well as neighboring cities. If not,
you may find that your business opportunities would be limited.
You should also find out the average number of homes that sell in your area in a year. You can
obtain this information by contacting your local real estate board. Keep in mind that there will be
a percentage of those sellers who will be interesting in hiring you, but you should not bank on all
of the sellers hiring you. This will give you an idea of the amount of business you can expect. Do
not allow yourself to be discouraged if the numbers are relatively small, but do be realistic. Home
staging can pay quite well. Even if you only have 50 clients per year you could still earn a nice
income.
Finally, find out the number of homes that are listed for sale in your area each year. Remember
that this is not the same thing as the number of homes that actually sell every year. Far more
homes are usually listed than actually sell, especially in a down market. The idea here is to find
out the difference between the number of homes that are listed and the number that are sold. The
argument can be used that if some of the homes that did not sell had been staged they may have
gone under contract.
Rather than sitting around wondering whether a home staging business would be successful in your
local area, it is important to actually do some research and get the facts and figures. In addition
to the questions above, you should also take into consideration the following to determine whether
your area can support your services:
How many home stagers are already in business in your area? This is a critical area that should
not be overlooked. If there are already home stagers working in your area you should not become
discouraged but you should find out as much information as possible about the competition.
Remember that home stagers are like any other professionals and not all of them can be held to
the same standards. If you know how to provide valuable services and market your business you
could still do quite well even if you are not the only game in town.

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How many real estate agents work in your area? Chances are, there are probably more real estate
agents actively serving your area than home stagers. If so, you have an opportunity to form an
affiliation with one or two of those agents and provide yourself with the chance to bring in a good
amount of business.
How much money do you personally need to earn? Regardless of what your research tells you can
be made in your local area, you must stop and consider how much you personally need to earn in
order to make a living.
Keep in mind when you are considering whether your local area can support a home staging
business that this can be an extremely low cost business to operate. You do not need to carry an
inventory as is the case with many other businesses. Also, if you prefer not to do so, you do not
even need to operate a storefront. You can operate out of your own home, save yourself the cost
of owning or operating an office space and possibly take advantage of tax breaks.
Also, remember that you do not have to operate a full-time home staging business. If this business
really appeals to you do not think that it has to be all or nothing. Home staging can easily translate
to a part-time job, allowing you to accept only the projects that you can handle while still enjoying
the benefits of this business. Whether you want to supplement your regular full-time income or you
are looking for a way to just make a few extra dollars or you are looking for a regular living, home
staging is flexible enough to provide you with numerous options.

Why Should you Start a Home Staging Business?

Home staging has become extremely popular today thanks to the number of television shows
focusing on the topic on stations such as A&E and HGTV. As you have probably seen from the
previous sections, there are numerous reasons for starting a home staging business.

The earning potential for a home staging business can be very high. Even if you are only
working part-time you still have the opportunity to earn a good living.

You do not need a lot of capital to start a home staging business. If there was ever a business
that you could start on a shoestring budget, home staging is definitely it.

This is a very flexible business opportunity. You can easily work part-time as a home stager
while also working a full-time job, go to school or stay home with your kids.

Home staging allows you to tap into your creative talents and let those creative juices
flow!

When you open your own home staging business, you have the opportunity to be your own
boss, set your own schedule and make the decisions necessary to take your business to the
next level.

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The only things you really need to succeed with a home staging business are a willingness to learn
and a desire to succeed. With these two critical elements you can easily start a business from
scratch and build it into a successful opportunity.

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Chapter 2

Getting your Home Staging Business Started

Getting any business started can be a daunting task. You naturally wonder whether you have what
it takes to make your business succeed and what steps you need to take in order to make sure that
it does. In the following sections we are going to cover a few areas that need to be addressed to
help your home staging business become successful.

Home based vs. Renting an Office Space

One decision you will need to make early on regarding your new business is whether you will rent
office space or you will work from your home. This can be an important decision that will greatly
impact your bottom line. There are benefits as well as drawbacks associated with both options.
Most home stagers decide to operate out of their homes, at least in the beginning in order to save
money and enjoy the convenience of operating from home.
Basing your office from home can definitely provide a time saving benefit. Not only will you be able
to save the time required to commute to an office but you will also likely find that you will be able
to be more productive when working from home as well.
In addition, you will be able to save money by working from home because you will not need to pay
extra rent or utilities. In addition, you may very well be able to benefit from tax benefits as well
by claiming a percentage of your mortgage payment and property taxes on your taxes. There are
some rules associated with this so make sure you consult an account.
Do keep in mind that in some cases local zoning regulations can have an impact on whether you
are able to base an office in your home or not. There may be regulations regarding whether you are
able to place a business sign in front of your home or even prohibitions regarding parking.
There are many benefits associated with basing your office in your home, but also keep in mind
that working from will also require some adjustments as well, especially if you have a family.
You will need to take special care to ensure that you are able to set up a schedule that will keep
everyone happy.
Renting office space can provide advantages as well. The single largest benefit of having a separate
office is that it exudes professionalism. You may also find that it is easier to draw a line between
your personal life and business if you have a separate office space. The biggest drawback is that
you must be committed to a large ongoing investment. This may be difficult to afford in the early
days of your business.
Still, if you do find that you can afford separate office space, there are few factors to consider in
order to ensure you find the right place:

Location-as is the case with any real estate you need to make sure that you choose the right

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location. Look for one that is conveniently located near your home but also one that is easy
to access and provides ample parking.

Space-you should also make sure there is sufficient space in the location you choose. You
need a place to work as well as meet with clients. Depending on your needs you may also
require storage space as well.

Price-make sure you rent only what you can afford and do not go beyond what you can
afford or you could easily find yourself stretching your budget to the point of breaking.

Rent furniture vs. Your Own Inventory

In addition to determining whether you should work from home or rent your own office space, you
also need to give some thought to whether you will rent furniture for your home staging projects
or whether you will have your own inventory.

Many home stagers make the mistake of thinking they must have their own inventory when they
first start out. As a result, they go out and invest a lot of money in buying furniture for their home
staging projects. This can seem like a good idea at first because it allows you to eventually save an
ongoing expense while also providing convenience. There are inherent problems with this method
that must not be overlooked; however.
The biggest problem with having your own inventory is that you will have a lot of your money
tied up in inventory. There are any number of things that could happen which would cause your
inventory to remain tied up in a home that you have staged, putting your business at risk. Suppose,
for example, that a home does not sell as quickly as you think it will. In this case your inventory
would remained tied up, forcing you to either turn down future projects or go out and rent or buy
more furniture in order to accept new projects.
When you have your own inventory you must also worry about storage space. If you do not have
enough space at your place of business then you must pay an ongoing fee for storage. This is yet
one more expense that can eat into your profits.
Ultimately, most home stagers find that it is more profitable for them to simply rent the furniture
pieces they need for each project as it comes along. While this is an ongoing expense, it is one that
you can plan for and cover in the fees you charge without having to worry that a good portion of
your profit is tied up long-term.

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Do you need Start up Funding?

When starting your business you will need to determine whether you will need start-up funding for
your business. One of the great benefits of this business is that you can start out slow and you not
need a large amount of money in order to open your business. Many people find they are able to
open their businesses on a very small budget and then purchase other items as they go along.
The majority of the funding you will need to get started will be known as working capital. This
covers such items as office related expenses and marketing your business. When considering the
amount of money needed to start your home staging business, keep in mind that it could take a
little bit of time before you book your first client. In the interim you will need to make sure you have
a sufficient amount of funding to keep everything going.
The amount of money needed to start your business will also depend upon whether you plan
to continue working at a regular job even after you have started your business. Of course, this
is a personal decision but you do need to give some thought to how much money you need for
living expenses, especially if this is to be a full-time endeavor. As a general rule of thumb, you
should make sure you have enough living expenses to cover six months following the start of your
business, just in case.
Below you will find a guide to start-up costs that may be necessary to get your business started.
Keep in mind that this is a completely discretionary budget and as such it could very well vary from
one person to another. It all depends upon your personal requirements.

Start Up Costs
Expenses

Low Range

High Range

Rent
$0
$2,300
Equipment
$0
$17,000
Inventory
$0
$15,000
Communications $100
$250
Payroll
$0
$4,000
Advertising
$500
$2,000
Legal Fees
$700
$1,500
Insurance
$900
$1,700
Misc.
$800
$1,500
Total

$3,000

$45,250

There can be a variety of different sources that are available to you for starting your business based
upon the amount of money needed. You may find, for example, that you already have a sufficient
amount of money if expenses are not that night.

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Another option might be turning to family. Family can often be a valuable resource when it comes to
funding a start-up business, but you should make sure you feel comfortable borrowing money from
family members before you proceed with this route. In the event there are problems, this can lead
to misunderstandings and hurt feelings later on. To avoid such problems, make sure everything is
in writing regarding the amount of money borrowed, interest and repayment terms.
Other possible sources for funding include banks, credit unions and savings and loans. Just make
sure you are prepared with a business plan in advance if you plan to borrow money from a financial
institution as this will likely be required.

Setting your Pricing Structure

Anytime that you decide to open a service business you must decide how you are going to set
your pricing structure. The home staging business is no different. Before you open your business
you must give some thought as to how you are going to charge for your services. There are a few
different option that are available to you but you must make sure that you choose the right option
because choosing the wrong price structure can easily wreck your business.
One option would be to set a flat fee. With this type of price structure, you would charge either
by the room or by the amount of square footage. At first glance this may seem as though it would
be the simplest way of handling matters but as many home stagers will tell you, this method can
quickly lead to disaster.
The problem with a flat fee is that no two homes are equal. Just because two homes have the same
number of rooms or the same amount of square footage does not mean they will be equivalent
when it comes to the amount of work you will need to put in. One home could easily need far more
work in terms of de-cluttering and deep cleaning than may be needed in the other home. In this
type of situation you would spend far more time on one home than the other. Naturally, you should
make more money on that home, but with a flat fee structure that would not be possible.
Even if a home does not actually require more work than another home there could still be situations
arise that would arise which would require you to spend more time on that project than a project
with a similar amount of rooms or square footage. For example, suppose you run into a client
that is particularly chatty, becomes easily distracted or simply cannot make up their mind? In all
of these situations, you could easily find yourself spending far more time on that project than it
actually called for. While it is only fair for you to be compensated for the amount of time that you
spend on a job, once again, with a flat fee structure, you would be cut short.
In order to make sure that you make a profit and do not find yourself in a situation where you
are actually losing money, the only fair way to set your prices is to charge by the hour. When
you charge by the hour you are able to fairly and accurately charge each project based upon the
amount of time you actually spent on the project you will be able to ensure you make a profit. In
addition, even if you do run into clients that turn out to be time wasters you will not have to worry
about it impacting your bottom line.

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Sample Fee Chart

INITIAL CONSULTATION

$150

PROPERTY STAGING

(Payable upon consultation)

2 rooms from $350
3 rooms from $450
4 rooms from $500
5 rooms from $550

HOME STAGING FOR OPEN

6 rooms from $600

1 bedroom from $275

HOUSE:

2 bedrooms from $375

3 bedrooms from $425
4 bedrooms from $475

SUBSEQUENT STAGINGS:
PROFESSIONAL ORGANIZING:
SHOPPING FOR CLIENT:

5 bedrooms from $525

$75 per hour.
$75 per hour.
$75 per hour.

When to Collect Payment

This is another frequently asked question by individuals who are considering starting a home
staging business or who have already started their own business. One of the biggest mistakes you
can make in this business is to offer to wait until a house sells to be paid. While it would be hoped
that every home you stage sells and sells fast, the simple fact of the matter is that there may be
some homes that do not sell or at least may not sell for some time. If you have offered to wait
until the home sells to collect payment you could find yourself in a difficult situation that could
potentially put your business at risk.
Remember that if a home seller is only willing to hire if you if they can wait to pay you when their
home sells, you would be better off turning down the job than taking the risk.
You should always make sure you reach an agreement regarding the terms of payment before you
ever agree to take on a home staging project, regardless of whether it is small or large. Everyone
involved should have a clear understanding regarding the amount of money that is to be paid for
the services rendered, which services will be rendered and when payment is expected.
There are just too many things that can happen when you agree to wait until later to be paid.
In addition to the fact that the home might not sell or might take awhile to sell, there is also the
possibility that the owners might decide to take the home off the market altogether. In this case,
there is the very distinct possibility that you might never get paid.

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If you were contracted by the real estate agent to handle the staging and you have not previously
worked with that agent before you must ask yourself how much you trust them and how comfortable
you feel waiting for them to pay you upon closing. This is your livelihood and you do not want to
leave it up to chance or in someone elses hands.

Sample Invoice
Name
/
A
d
d
P
h
F
E
m
W
US Federal Tax Payer ID
D
a
Invoice number
Clients
C
o
n
Company
P
h
Email
Description of Services Performed:

r
o
a
a
e

Company
e

i
t

t
o

Name
s
e
x
l
b
e

c
n

Details
t
Name
e

Rate per hour_________ x ___________hours

Total Amount Payable:

Payment Terms:

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Marketing your Home Staging Business

Marketing is important to any business. It will not matter if you are the best stager in the area
and if you can accomplish miracles with a home, you will not ever have a chance to prove that to
prospective clients if you do not successfully market your business.
No matter what stage you happen to be in with your home staging business, marketing is crucial.
It can prove to be incredibly important when you are trying to get your business off the ground.
In order to build a portfolio and elicit testimonials from satisfied clients, you must market your
new business. There are many different things that you can do in order to market your new home
staging business.

Building a Website
One thing that you absolutely must do before you even begin to try to get customers is to set up a
website for your business. Marketing any business or service is much different today than it was just
a few years ago. Today, if you want your business to succeed you absolutely must have a website.
Everyone today looks to the Internet to find businesses when they need a service performed or to
find information about a business they are considering hiring.
It does not take a lot of money to set up a website for your business, but the benefits can be
well worth the small investment. You can purchase a domain name for just a few dollars and
hire a hosting company for not much more than that per month. Keep in mind that while there
are numerous companies that will offer free hosting, it is really worth it to go ahead and pay for
hosting. You can avoid having ads displayed on your site and give it a much more professional
appearance.
Keep in mind that even if you do not consider yourself to be a techie person, most web hosting
companies provide templates that make it very easy to set up a basic website. When you are
first starting out you do not need an extensive website. Elements that should be included on your
website include:

A home page describing your business

An about us or bio page that describes your experience and skills

A services page that talks about the services you provide and how clients can benefit by
hiring you

A contact us page that provides contact information for you and your business

At some point as your business expands you might decide that you would like to expand your
website to include an online portfolio of prior projects, but in the beginning the elements described
above will enough to get you started.

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Literature
In addition to a website, you must also make sure that you have business cards and pamphlets or
brochures that outline the services that you provide. You should have these printed up even before
you get ready to open your doors. Always make sure that you keep a stack with you at all times.
Even if you are at the supermarket or your daughters dance class you just never know when you
may run into someone who could be interested in your business.

Networking
Getting involved in your local community can prove to be invaluable when it comes to marketing
your business. If you are already involved in community activities and organizations, do not hesitate
to let others know about your new business. If not, make sure you do not put off getting involved.
Become a member of the chamber of commerce, get to know your local real estate board and offer
to speak at meetings for local organizations and clubs such as the Kiwanis Club, the Lions Club, etc.
Networking is one of the single best things you can do to grow your business.

Encouraging Repeat Business

Once you have established a client base, there are also several things you can do in order to
encourage customer loyalty and repeat business. This is especially true if you work with local
realtors who may be interested in booking your services to stage the homes they list.
One method you can use is a frequent buyers program. This method works similar to the cards you
may have seen some businesses hand out which they will punch or stamp each time a customer
makes a purchase. When the customer has made a certain number of purchases they become
eligible for a discount or a free product. You can do the same thing with your home staging business.
For example, you might offer a free consultation when a client has purchased five consultations or
when they have booked three staging projects.
The idea behind this method is to encourage clients to return to your service rather than hiring
someone else. You may find that this method is particularly helpful if there are multiple home
stagers working within your local area. To make this incentive even more effective you can place
an expiration date on the offer so that the points earned must be redeemed within a specific period
of time.
You might also think about having a sale. This is a marketing method that has been used by
businesses throughout time in order to generate new business as well as to encourage repeat
business. There are many different ways that you can do this, but keep in mind that the sale
method is most effective when it is not ongoing. For example, you might consider hosting a holiday
sale or anniversary sale or even a sale that is just for new customers, depending upon what it is
that you want to accomplish.
A prepay agreement is another method that can be very helpful, especially at encouraging repeat
business. This method works similar to a membership agreement. For example you might offer
clients a membership that is good for a certain number of consultations within a certain time
period. This method works well with real estate agents because they are more likely to book
multiple services within a short time period. If they purchased the consultations separately you

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might chart one amount, but by purchasing they membership they are able to save 25% off the
regular price. Keep in mind that there is no overhead associated with this method. All you have to
do is put in a little time.
Finally, make sure you accept major credit cards for your business. Opening a merchant account is
one of the first things that you should do for your new business. Make sure you accept MasterCard
and Visa at a minimum. If you can swing you might even make sure you accept Discover and
American Express as well.
Making it as easy as possible for clients to purchase services from your business by offering a variety
of payment options is a great way to encourage business. Accepting credit cards also ensures that
you are paid as quickly as possible and that you do not have to deal with sending out invoices. All
you have to do is automatically charge the clients credit card at the appropriate time.
Another method you might consider utilizing to promote your business is mail marketing. Mail
marketing can be effective for both current as well as past customers. Direct mail methods you
might use include postcards, fliers, a monthly newsletter or letters.
A newsletter that you publish on a regular basis can be a very powerful marketing tool, especially
for realtor clients. Keeping in touch with clients by sending out a newsletter allows you to stay at
the forefront of their mind as well as let them know what is going on in the industry. When the time
comes for them to book a staging service they will automatically think of you.
The key to a newsletter is to make sure that you pass along information and tips that are useful and
which your customers will appreciate. Not only will they automatically think of you, but this also
helps to encourage word of mouth referrals and advertising as well. You can also use the newsletter
to advertise special offers, sales, new services, new products, new locations, etc.
Keep in mind that you can either send out a hard copy newsletter or you can also send out an
electronic version known as an ezine. Ezines are growing increasingly popular today because they
are easy to send out and have a lower overhead than hardcopy newsletters.

Your Portfolio
Your portfolio can also prove to be a crucial marketing tool. Before you book your first client you
should make sure that you have a solid portfolio. The problem that many people run into in building
a portfolio is that they feel they cannot build a portfolio without clients and cannot book clients
without a portfolio. It can seem like a Catch 22 situation, but there are some things that you can
do get around this problem.
One technique you can use to build a portfolio before you have actually booked your first client is to
ask friends, neighbors and family members to let you practice on them. Remember that prospective
clients need not know that the project photos included in your portfolio are actually pictures of
your friends or neighbors homes. The only thing they need to see is what you can do with a space
using before and after photos. While you should never include photos of spaces that you have not
personally staged, there is absolutely nothing wrong with using pictures of spaces that belong to

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people you know which you have staged or even of your own home, for that matter.
Remember that you must start somewhere and this is a good place to build a base upon which
you can expand. Along with before and after photos of spaces that you have staged, your portfolio
should also include other information such as testimonials from satisfied customers. The latter may
need to wait until after you have handled a few projects, but once they start rolling in do make sure
you have included them. Testimonials can be powerful proof of what you are able to accomplish and
ultimately can be what it takes to convince a prospective client to book your services.
Keep in mind that you can use a physical portfolio or you can use a portfolio on your website. You
could even have both if you wanted. The advantage to a physical portfolio is that you are able to
take it with you wherever you go and have something tangible to show clients. A website can also
be advantageous as well. With a website you can be assured that prospective clients can view your
portfolio whenever they wish without having to wait to book an appointment with you. By having
both, you can have the best of both worlds.

Testimonials
As previously mentioned, testimonials can be crucial to your business. After every project you
complete, you should make sure you ask your clients for testimonials regarding the services you
provided. Keep in mind that unless you specifically ask for testimonials, chances are you will not
receive them or at lest not very many. There are many different ways you can ask clients for
testimonials.
One way that you might consider is by asking clients to complete a satisfaction survey. A survey
can serve a variety of different purposes. Not only can you receive feedback that can help you to
improve your services but you can also receive valuable testimonials as well. Just make sure you
obtain written permission from clients to use their testimonials in your portfolio and marketing
materials.

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Sample Client Satisfaction Form

Client Satisfaction Survey Form

H i g h l y Satisfied
Satisfied

N o t Strongly
Satisfied Dissatisfied

How satisfied were you

with the level of expertise
provided?
How satisfied were you
with the timeliness and
turnaround of the services
provided?
How satisfied are you that
your needs and concerns
were addressed?
How satisfied are you with
the final presentation?
Please rate your satisfaction
with the overall quality of
the services provided.
Value for cost

General Comments:

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Chapter 3

Working with Clients

One of the most challenging aspects of your new career may be working with clients. If you are
accustomed to working with people and the public then you may find that this is not a problem.
Otherwise, it could take you some time to become accustomed to working with people.
Anytime that you sell services to the public there is a chance that misunderstandings and difficulties
can arise. This is just part of the industry. You can do a few things that can help to eliminate
problems early on and ensure a good working relationship with your clients.

Your Services Agreement

The first thing that you should do is make sure you have a home staging services agreement that
all parties sign at the time that services are contracted. Keep in mind that this is a business and you
should never allow your business to be operated simply on verbal agreements. To do so can leave
you open to a tremendous amount of liability not to mention put you at risk for non-payment.
It is a good idea to consider consulting an attorney to have a professional contract written which
you can use in relation to all of your projects. There are a few items that should be included in your
services agreement. Your contract should include provisions for the following:

The homeowner should acknowledge that your staging services do not guarantee the home
will sell or that the home will sell for a specific price

The staging services do not include the cost of hiring outside contractors such as contractors
to handle repairs, painters, etc.

When possible, you should be able to use existing furniture belonging to the homeowner.

The homeowner will be responsible for de-personalizing, de-cluttering, packing and cleaning
the home. The homeowner should also be responsible for storage costs associated with
items that are removed from the home.

If rental items are used in the home, the homeowner should agree to be responsible for
ensuring that rental items are only used for display.

Dealing with Difficult Clients

Hopefully you will always have clients that are easy to work with but the reality is that there may
come a time when you must deal with a difficult client. There are several different types of clients
you may encounter from time to time.

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The Client that Cant Make up their Mind

The indecisive client can be an extremely difficult client that can ultimately cause you to spend
more time on a project than you planned. The problem with this type of client is that you will have
already set down and arrived at a plan with the client for transforming the home and may have
already made arrangements for furniture rentals and have settled on paint colors when the client
calls and says they have changed their mind about using your services all together or they have
changed their mind on what you have agreed on regarding the plans of the house.
With this type of client you run a great risk of losing money and wasting time, so its important to
know how to prevent this from happening. One strategy you can use is to make sure you have a
good pricing structure in place to avoid losing money because a client cant make up their mind.
Second, you can make sure you stay in touch with clients frequently so that you can try to detect
it early if they seem to be wavering. Another strategy you can use is a cancellation fee in the event
the client does decide they no longer want to use your services before the project is complete.

The Unreliable Client

Another type of client that you may encounter is the client who is full excuses and who just
simply cannot seem to keep an appointment. Imagine how frustrating it could be to schedule an
appointment with a client only to have them call you two hours before and say they cant make the
appointment because of one excuse or another. A client that continually reschedules appointments
can definitely be frustrating as well as expensive. In this business time is money and when you
have a client that cancels appointments at the last minute you are left with unfilled spaces in your
schedule which you will not be able to fill at the last minute, ultimately costing you money.
One way to handle this problem is by charging a cancellation fee if the client cancels an appointment
or reschedules an appointment in less than 24 hours. This ensures that even if the client does
cancel or reschedules that you will still be compensated.
Another problem you may encounter with this same type of client is the tendency to continually
change their mind about what they want done regarding their home. This client is much like the
indecisive client. Once again, charging by the hour can really help to eliminate problems with this
type of client. A gentle reminder that they are being charged by the hour cold be all it takes to
move this client along. If not, at least you will know you are being compensated for the time spent
on the project.

The Pack Rat

At some point or another you will run across a pack rat client. We all know people like this, who
simply cannot get rid of things. When working with them on a staging project they can be a real
nightmare. With this type of client, you may find that not only do they have a lot of furniture and
accessories but they also have a lot of everything else; mainly junk.

This type of situation can easily eat up a lot of time because it means the junk must be sorted

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through before you can even begin to think about how you will arrange the rooms for the most
impact.
In order to effectively cope with this potential problem, you absolutely must make sure you do not
charge a flat rate. Charging a flat rate leaves you open for tremendous losses when you come across
situations like this. Second, when you do come across a problem like this you must make sure that
the client is responsible for removing personal items. Certainly, you can make recommendations or
you may even offer to outsource help at the expense of the client, but you should not tie up a lot
of your own time in helping the client to sort through their personal junk.

Chatty Kathy
We all know people who like to chat and who just simply cannot seem to get anything accomplished
without telling you their entire personal history. The simple fact is that some people just love to talk
and while it is certainly a good idea to build a rapport with your clients, when it comes to a client
that just cant be quiet it could cost you money if you do not know how to handle it.
Charging by the hour is one way that you can help to effectively cope with this situation. It might
not help the client to be any less talkative, but at least while you are having to sit through hearing
about their last medical procedure you will know you are making money.

How to Handle it When a Home you Stage Does Not Sell

It would be great if all the homes you stage sell, sell quickly and sell for the asking price or even
better. Unfortunately, the reality is that this may not always the case. Even if you are the best home
stager in the world, there could be many reasons why a home that you have staged does not sell.
Perhaps the asking price for the home simply could not be supported by the local market. No
matter how well you stage a home if the asking price is too high there is nothing you can do
about it. Another common problem is that after you have spent time staging the home, there is
no guarantee that the homeowner will leave it that way when you are finished. You can certainly
encourage them to do so, but that does not mean they will.
Regardless of the reason why it doesnt sell you should be prepared for the fact that the homeowner
may be upset that they have spent money on services they thought would sell their home and then
it doesnt happen. The first thing that you need to do to make sure that you do not take the fall
for the home not selling is to ensure that your contract has a provision ensuring the homeowner
understands that you do not guarantee the home will sell or that it will sell for a specific price.
Second, when the homeowner contacts you and is upset that their home has not sold, you must
politely remind them that while you are responsible for helping to present their home in the best
light possible, you are not responsible for showing the home, advertising the home, setting the
sales price for the home or ultimately selling the home.

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Chapter 5

Home Staging Checklist

The following checklist will help you to ensure that nothing is overlooked when staging a home to
sell.

Begin with the Outside

Dont overlook the outside! Remember the importance of curb appeal. This is often what is necessary
to make a buyer stop and want to come inside and see more.

Make sure you pay attention to the following:

Depersonalize:

Remove decorative items, chimes, birdhouses, etc.

Pick up pet droppings, lawn and gardening equipment and childrens toys
Remove any swings that are not stationary
Make certain vehicles are parked in the garage
Remove construction materials and old flower pots
Get rid of excess furniture and grilling equipment

Repair and Deep Clean

Touch up paint as necessary, hose it off or paint the house if the paint is fading or peeling. If
repainting the house, consider a neutral color.

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 Repair broken boards on porches and decks. Paint, stain and maintain as necessary.
Be sure shingles are nailed down.
Fix any loose gutters
Repair any broken fences. Paint if needed.
Clean windows and shutters
Clean fixtures.
Trim any overgrowth, particularly if it is blocking the view of the home or windows.
Mow the lawn, fertilize and edge.
Remove any dead plants. Snip dead leaves, branches and flower heads.
Sweep sidewalks, decks, patios and porches.
Weed and rake flower beds
Trim any branches around the roof.
Clean and then sweep any paved driveways.
Consider repainting the doors and trim to provide the house with a crisp look
Update fixtures and hardware if needed
Be sure that carports are completely cleared of everything except vehicles.
Garages should be organized and swept. The doors should be kept down.
Any RVs or boats should be moved to a storage facility.
Apply rustoleum to rusted mailboxes.
Place a new door mat in front of the front door.
Set out some flower arrangements in terra cotta pots near the front door, but make sure the
entry is not blocked.

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The Homes Entryway

The goal in the entryway of the home is to make it look as spacious and welcoming as possible:

Be sure the entryway is kept free and clear. Remove any items that clutter up the space.
Clear the hall table. Add some ivy or greenery only.
Remove all clutter in the entryway such as shoes or a coat tree that is overwhelmed.
Remove anything that obstructs the view of the remainder of the house such as furniture,
lamps, etc.
Use only a neutral rug.
Make sure the space flows easily into the next room.

In the Kitchen
The kitchen is an area of the home that can quickly become cluttered and overly personalized. It is
also one of the biggest selling points a home has. Follow these tips to set the right stage:

De-personalizing and De-cluttering:

Clear off the countertops
Clear out the cupboards so they appear spacious instead of cramped
Make sure there is no stray mail lying around
Remove photos, drawings, magnets, etc from the fridge
Store all cleaning supplies, towels and soap under the sink
Pack away any small appliances that may be cluttering up the countertops
Pet dishes should be placed out of the way

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Repairing and Deep Cleaning

Make sure light bulbs work and match
The kitchen sink should be emptied and cleaned
Make sure there are no leaking faucets
Burner pans should be cleaned and replaced as necessary
Be sure all appliances are working and cleaned
Windows and screens as well as tracks should be cleaned
Tile and grout should be cleaned
Any damaged Formica or tile should be repaired
Exhaust fans and hood should be cleaned
Windows ledge and blinds should be cleared and cleaned
Garbage should emptied
Place sliced lemons in the garbage disposal for a fresh smell
Replace outdated wallpaper and paint using neutral colors
Remove throw rugs-they make a room look small
Set out a freshly baked pie or fresh flowers to give a welcoming look

The Living Room

Remember that most people spend a good portion of their time in this room. While people typically
arrange their living room for comfortable living, when it comes time to sell, it may be necessary to
make some adjustments.

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Depersonalize and De-clutter:

Begin by clearing off the tables, walls, shelves and entertainment center. Remove the following:
Decorations
Collections
Toys
Photographs
Blankets and afghans
Excess pillows
Anything else that personalizes the space

Repair and Deep Clean:

Dust
Vacuum
Clean carpets
Clean window blinds
Make sure all light bulbs match and are working
Repair any holes in the walls
Repair any cracks in the ceiling
Clean the ceiling fans

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Tips for Furniture Arrangements

Good furniture arrangement can be crucial to staging a living room. When furniture is placed
against the walls, it can actually make the room appear smaller. Furniture should be placed three
inches at a minimum away from the walls. You can also make a room look more interesting by using
angles and varying heights as well.
Pieces of furniture that are too small or too large can detract from a room. To avoid this problem,
be sure to break up sets. Also, you can use slip covers to tone down furniture that is worn or too
distracting. If you do need to use slipcovers, consider white cream linen. In addition, consider
exchanging furniture from one room to another. Make sure the walkway into the room is not
blocked.
More Tips:
Walls should be a neutral color
Limit or remove wallpaper
If you need to leave decorations, make sure they are limited and grouped in sets of threes.
Use a larger decorative item on larger fireplaces
Make sure the television is not the focal point of the room

The Dining Room

The dining room can be another important selling point in a home. To make the most of this space,
make sure of the following:

Depersonalize and De-clutter:

Begin by clearing off the tables, walls, shelves and entertainment center. Remove the following:
Decorations
Collections
Toys
Photographs
Anything else that personalizes the space

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Repair and Deep Clean:

Dust
Vacuum
Clean carpets
Clean window blinds
Make sure all light bulbs match and are working
Repair any holes in the walls
Repair any cracks in the ceiling
Clean the ceiling fans

Tips to Make the Most of the Dining Room

Consider setting the dining table so it looks ready to host a dinner party. This will give the room a
dressier look and remind buyers how the room should be used. When possible try to use elegant
china, candles, linen and flowers.

Make Small Rooms Look Larger by:

Removing extra leaves from the table
Removing extra dining room chairs
Clearing off the table so that only one centerpiece is left

Staging Bedrooms
Bedrooms are notoriously personal, which can actually detract buyers from the true beauty and
appeal of a home. In order to make a bedroom more appealing to a buyer it is critical to move out
all personal items and make the room look as spacious as possible.

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Depersonalize and De-Clutter:

Take out photos

Clean off tables or chests
Limit the number of books and magazines
Clear the floor of any clutter
Close closet doors

Childrens Rooms
Take out the television and video game systems
Limit the amount of obvious kid stuff from the walls
Clean the shelves and closet

Repair and Deep Clean:

Vacuum
Dust
Clean window blinds
Clean carpets
Clean ceiling fans
Replace light bulbs so they are all the same
Repair holes in walls
Repair ceiling cracks

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Make it Stand Out:

Replace outdated accessories such as window dressings and comforters
Use bold colors for throw pillows to add accents of color
Paint the walls a neutral color
Place a throw on the end of the bed for a welcoming look
Roll the bedding back to display coordinating sheets
Open a magazine or book and position it on the bed

Bathrooms
Bathrooms are another area of the home that easily become cluttered, making it difficult to see the
true beauty of the space.

Depersonalize and De-Clutter:

Place items that are used on a daily basis in a bag in a drawer or in a basket
Thin out the drawers
Remove toilet lid covers and scatter rugs
Place the trash can out of sight or under the sink
Remove toiletries and soaps from the shower, bath and counter tops.

Repair and Deep Clean:

Make sure everything shines with a deep cleaning
Use soft scrub on the shower walls, toilets, tubs and sinks
Replace faucets that are leaky
Update old fixtures
Clean fans and vents

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 Clean drawers
Clean mirrors
Clean the grout on the floor and in the shower, sink, tub and in the floor.
Replace or clean the shower curtain and keep it drawn
Use caulk around the edges of the sink and shower as necessary
Remove all stains and mold

Make it Stand Out:

Use new matching coordinating towels and hand towels for a splash of color.
Leave a few decorative toiletries on a tray or in a basket
Roll up three white towels and place them in a wicker basket along with toiletries
Leave out liquid soap only in a nice dispenser
Make sure the lids on toilets are down.

Closets
The closets can be an important area of the home. They are so important that some buyers will
dismiss a home if they feel there are not enough closets or they are not large enough. Consequently,
it is extremely important to make sure that closets look well organized and spacious.

De-Clutter:
Be sure the floors are clear and clean
Touch up any nicks in the walls
Clean out the cobwebs

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 Be sure there is good lighting and the light is on

Get rid of any excess hangers
Use only white plastic hangers
Move out any clothing that is not needed so that the closet looks as spacious as possible

Utility Room
It can be easy for this area of the home to become grimy because it is often used but not often seen
by others outside the family. Still, in order for a home to sell, the utility room needs to shine.
Clean washer, dryer, sinks and counters
Store dirty laundry in the washer or dryer temporarily
Make sure there is adequate wattage in light bulbs so the room is bright
Keep boxes and stored items at a limit and only in one spot
Make sure the water heater and furnace are in good condition

The Finishing Touches

When staging a home to sell, you need to make sure that you focus on the focal points of the home.
Look for the areas that stand out such as a bay window, fireplace, custom cabinets, hardwood
floors, etc. These areas should be emphasized using furniture arrangements and accessories.
Replace or clean carpets. If you need to replace carpet, choose light colored or beige
carpet.
Clean mantles, glass doors and fireplaces
Replace light bulbs so they are all of the same wattage.
Make sure there are no pet, smoke, mildew or laundry odors
Wash all windows
Update fixtures that are outdated

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 Keep all blinds and curtains open during the day

Limit the number of pictures to one large picture or a group of three small pictures per
room

Troubleshooting
If there are indentations in the carpet, you can use a fork to carefully remove them
Use air fresheners sparingly. They just mask an odor. Instead it is better to address the
source of the smell
If there is dark paneling in a room, paint over it using a neutral color
Make sure there are no boxes cluttering up the house. If the family is already packing, boxes
should be stored out of the way or in a storage facility.

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Conclusion
Are you ready to start your own home staging business? After reading through the preceding guide
you should have a good idea of what is required in this business and what you need to do in order
to get your business off the ground and up and running.
As you can see from the previous chapters, home staging is the ideal business opportunity for an
individual who wants to operate their own business, but who also needs an opportunity that will
provide them with flexibility while also offering low start-up costs and the opportunity for high
income.
Congratulations on your decision to start your home staging business and best of luck!

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