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All About Redesign

Time to Add Design

I always say that home staging and redesign are two sides of the same coin...the only difference is the "Who" we are designing for.  For staging, we design for the buyer demographic and take a more impersonal approach.  For redesign, we take a very personal approach and create functional, harmonious spaces that "work" with the home owner and are perfectly tailored to their needs, tastes and desires.

Earlier in the HSR Guide to Success, I said you could easily use the same approach to redesign as you do for staging in terms of the 8-step, FEEL HOME process.  In this training, I'm going to expand upon that approach with some business tips and a systematic way of handling design jobs.

The terms "redesign" can be interchanged with "interior styling", "design" or just "styling" so use the terms you are most comfortable with as they are all the same.  Do not use the term "interior design" unless you have taken a full interior design course that fits with the ASID requirements.

In this video, I outline how you handle design clients from start to finish but you can manage this service any way you prefer and even go more simple by following the HSR Guide to Success model.  Feel free to pause the video or play back if needed.

 

If you are having trouble viewing the video above, please go to this private YouTube link:  https://youtu.be/_-bBuUhBZq8

If you are able to spend time with the client and completely fill out the Design Order Sheet, then there is no need to send them the Initial Design Life Style Questionnaire because your questions are already answered.  Spend as much time building rapport with the client as possible! 

Use our phone script for taking phone calls from the Consultation section in the same way you take design phone calls.

If you're an Expert E-Designer Member, add a design board image from the HSR Templates (that fits with your client's style and the conversation you had about the home) to the follow-up email along with the importance of PLANNING the remodel ahead of time to SAVE money.

The Resources and Downloads Mentioned in This Section Are:

Referrals & Testimonials

Getting Testimonials and Referrals

Once a client sees the work you do in the home, it's very easy to simply ask them for their feedback, a testimonial and potential referrals. Feedback is important because it allows you to critically reflect and improve. Testimonials are worth their weight in gold because you can use them in your marketing materials, website and email campaigns. Referrals will be the growth in your business that you rely on over time because ultimately, that is how small businesses grow exponentially!  Here's some easy tips to follow:

Make it Easy

Even though we provide a "Client Satisfaction Survey" below, I recommend keeping it very simple and sending an email with direct links to where you would like an online testimonial (choose either Houzz.com if the client is registered there or Yelp.com as two popular places for reviews)

Be Complimentary Then Gracious

Time is precious, so use verbiage that appreciates their time!

"Thank you so much for the privilege of working with you in your fantastic home!  Testimonials are the lifeblood of a service business, so I would love if you could take one-minute, click on one of the links below and provide a testimonial about my business..." (Put the direct links below the text, so it's an easy click away)

OR

"My business relies on satisfied customers like yourself providing testimonials, so that others can make an educated decision about choosing a home stager! I really enjoyed working with you and hope you don't mind sending a quick reply and giving a testimonial as to how I did in your home."

Text Your Full Contact Information

Think about how people share their "contacts" via their mobile devices.  Make sure to have full information about your business in your phone, so that you can easily send a quick text to a client after a job and share your full contact, so that it's easy for them to refer your business to others.  Here's an example of what you would say...

Don't Forget the Vendors You Work With!

Use those same tactics with your vendors!  Very likely they are not going to keep your business cards on hand BUT they will share your contact information if it's in their phone easily!

Referrals for Redesign

Referrals from folks who could benefit from the Redesign side of what you do are almost a no-brainer! If the client was extremely happy with your work, ask if they could host an "open house" or  "Wine and Redesign Party" where they invite their friends, show off their newly staged/redesigned home and are given your brief pitch about the beauty of living in a home that is tailored to them.

The Resources and Downloads Mentioned in This Section Are:

Public Relations

Creating a Buzz About Your Business

Professional home stagers are in a unique position to offer interesting content and photos simply by bragging about the work they have done.  Media writers are always looking for good ideas and visuals to write about.  Put the two together, and you have publicity. 

§      Write a column for your local newssheet with before-and-after photos.  Sometimes they'll even give you ad space for free when you do this! 

§      Send notices of newly staged homes to the real estate section of your paper.  

§      Treat the media with respect.  Think of them as your prospective clients and that your story idea is the item they've been waiting for. 

§      Learn about the media outlet before you contact them and frame your story idea around their customer’s needs and interests. 

§      Request media kits from the publications you are targeting to get demographics and editorial calendar.  For example, if they are doing a magazine on no-cost home improvements, you want to be listed as a redesigner.  

§      Do your research.  Put together interesting content.  Be patient.  

 

Here is a quick rundown of how to get good public relations:

§      Research exactly who to contact. – Every publication will have the author’s name and contact information.  Build your local media list by finding out who the editor of the real estate section in your paper is or who does the writing in local publications that center around what you do.  Do this for your local magazines and real estate publications. 

CLICK HERE for an online list by state!

§      Cultivate the art of a good email. – I know you’re probably not fond of the idea of picking up the phone and pitching your idea, so don’t.  Craft a short email news story with a link to your Kodak album that will interest their readers.  Include your quotes and any other people’s that would have interest to the story, for example, “‘This was the best money I’ve ever spent to market a home!’ said Jane, a Coldwell real estate agent.”  You can also include a press release on the bottom of the email.  Make sure the subject line of the email pertains to what they would be interested in, e.g., “Unique Home Selling Story”.

§      Cultivate the art of a good press release. – You can also include a press release in the body of the email or on the bottom of the email.  Below are some good examples in the Resources section.

§      Be professional. – Watch what you send and don’t be too pushy.  If they like it, they’ll use it.  Make sure you send success stories, special interest stories and lots of photo links to keep it interesting.

 

The Resources and Downloads Mentioned in This Section Are:

Marketing Step 5-Capitalizing on a Job Well Done

Marketing Step Five

One of the best things about the home staging business model is the fact that each job you do is a marketing statement and activity all on its own! Why? Because your number one target market (real estate agents) will then be "caravanning" through each home you stage. Don't miss any opportunity to brag about your work!

Please review the HSR Marketing Step 5 of the First 50 Marketing Guide in the Training Manual before continuing on to the following online sections for today.

Direct Mail

How to Send out Mailers to Target Markets

Direct mail can be hit or miss, so it never hurts to "try" it in your area to see what kind of results you may achieve.

Rules of Direct Mail

  • Consider WHO you are speaking to and only write in terms of how you benefit them.
  • Have a "juicy offer" like the ones we recommend you use in our Facebook Advertising section that compels them to your website and your contact list.
  • Give them the facts, stats and solutions of your business - Again, it's about how they benefit with you.
  • Consider a coupon discount when they mention the mailer
  • Speak in the first person, be genuine and try and get your contact's first name for personalization
  • NEVER use the bulk mail option that the post office offers (those are easily discarded)
  • Handwrite the address on the envelope/postcard and consider handwriting the whole card using gorgeous stationary for a more personal, better chance at getting the mail read.

Direct Mail to Sellers

Unfortunately there is not an easy way to find the first name's of sellers who recently list. However, it is very easy to get their address auto-delivered to your email box the moment they list, so I recommend starting there. Here are the easy steps:

  1. Go to www.realtor.com or www.redfin.com and create a search that encompasses all the homes in the area you are willing to drive to. Remember, the more "open" your search, the more email results you'll get.
  2. Create a folder in your email box for "Seller Listings" and set up an action in your email that automatically files those emails to this box (or you can drag it there by hand). This way you are being very efficient by filing them quickly and doing the mailers at the end of the week.
  3. Create your direct mail piece to sellers. When you go to the Marketing Materials section, the postcards are designed for specifically for this but it's also a good idea to use our letter examples below to get more personal and print them on stationary.
  4. At the end of the week, go into your email folder and quickly write down the addresses of the homes that are newly listed on each of your direct mail pieces, a "Dear Home Seller" will suffice. Better yet, go to http://www.whitepages.com and do a reverse address look-up to find the name of the home owner and personally address each letter.

Direct Mail to Real Estate Agents

You know that I mostly recommend a more personal touch with agents (see Wave Marketing ) but also know that a "touch" is still a good thing! Luckily your local Realtor Association is very good at working with you as an Affiliate when you join to connect with their members via mailings, flyers and during events so you'll want to contact them first. You may even be able to get the labels of all the agents in your area to send a large mailing to.

**Never is it acceptable to mass email agents (your email account will be suspended for this) while you can mass direct mail them.

Direct Mail to New Home Owners

One of the great benefits to staging is the fact that we are working with client's who are also very likely to want to use us for their new homes! Luckily there are "New Movers & New Home Owner" lists that you can buy and auto-mail to through websites that can do this easily and efficiently. Even our very own Vista Print Dealer Portal has an easy way for you to send postcards to New Movers and New Home Owners starting at 18 cents a name.

Here are a few other companies that do the same thing:

The Resources and Downloads Mentioned in This Section Are:

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