BTS of a Luxury Home Staging Business with Luxury Stager Lori Pedersen
About Today’s Episode with Lori Pedersen
It’s time to take a peek behind the curtain into a successful home staging business, and we’re getting into it all: workflows, what it’s like working with a team of 10+, investing in inventory systems, hiring and onboarding, pricing, 3D renderings as an add-on service, and knowing your numbers and your value as a home stager.
Lori Pedersen is one of the most celebrated experienced teachers in our industry. Based in Toronto, Ontario, her talent as a pro home stager has earned her top awards every year in the categories of vacant and occupied staging and most recently, luxury staging.
This conversation with Lori has so many nuggets of wisdom and she is so generous in what she shares with us today, it will no doubt inspire you as you continue growing and scaling your home staging business.
This Episode is Brought to You by 17hats, Our 2021 StagerCon Sponsor
17hats saved us tons of time and admin when we were busy staging houses. We were able to keep staging without worrying about dropping the ball on staging clients and project management!
Find out more about how we use 17hats here.
This Week on The Home Staging Show Podcast
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Lori shares her transition from exiting a family business to starting her home staging career (00:09:16)
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How Lori’s business background was instrumental in helping her achieve success right at the beginning (00:11:13)
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The slowdown Lori is noticing in her local real estate market (00:13:32)
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Lori shares why she remains flexible with her offerings, and gives us a breakdown of her services, including 3D renderings (00:15:35)
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How incorporating a 3D rendering helped Lori sell a house for $900,000 over asking! (00:18:11)
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Lori describes her team and the systems they use to keep everything running efficiently (00:21:18)
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Lori reveals her approach to hiring, and how she started working with stager Sonya MacDonald (00:23:15)
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Why you need a great rental partner if you want to save money and grow (00:27:10)
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Lori breaks down the logistical coordination and workflows of her home staging projects (00:28:45)
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The trigger point for Lori when she decided to invest in an inventory system (00:31:42)
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Getting into the numbers and what’s necessary to track in your home staging business (00:33:56)
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How Lori calculates her ROI on furniture and accessories (00:36:22)
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Lori shares how her home staging projects remain consistent (even if it’s not her leading the staging!) (00:37:42)
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How Lori handles onboarding and consults on her team (00:39:30)
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Lori reflects on what she would have done differently in her home staging business at the very beginning (00:42:58)
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The surprising boost Lori experienced to her business during the pandemic (00:44:12)
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What drivers contributed to Lori’s success (00:46:15)
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Knowing your numbers and your value as a home stager and being clear in your point of view (00:48:02)
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Why Lori values community over competition and regularly engages with other stagers in her local area (00:55:44)
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Lori circles back to her #1 tip for all home stagers: know your numbers! (00:57:51)
Connect With Lori
Lori’s website: https://loripedersen.ca
Lori’s Facebook profile: https://www.facebook.com/LPHomeStaging/
Lori’s Instagram profile: https://www.instagram.com/loripedersenhome/
Lori’s LinkedIn profile: https://www.linkedin.com/company/loripedersenhome/
Links & Resources Mentioned On Today’s Show
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Learn more about our partner, 17hats: https://www.staged4more.com/17hats
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If you want to support the show and keep it going, you can do so by leaving a review and rating on Apple Podcasts, that will help other people to find our show. If you find the podcast helpful to your home sale and would like to donate a few bucks to help with the hosting of the show, there’s now a donation button on the blog sidebar to your right, you can donate $5 or more to help with costs associated with the show.
