Market Less and Make MORE Money
As the real estate market is getting more competitive than ever, we are seeing more and more home stagers entering the market. While it’s a sign for a healthy economic environment, it can become tougher and tougher to stand out in the marketplace. What would make a home seller or a realtor hire you vs. the other stager down the street? How can you compete with stagers who charge less than you do or stagers who have bigger warehouses than you do? Do you feel overwhelmed by how many estimates you have to write in to get the client to say yes?
Here is the trick, market to FEWER people and make MORE money.
To do that, potential clients need to see clear distinctions between you and your competitors. This is why it is essential to have a clear marketing message that speaks to your potential market.
When it comes to marketing, almost every home stager says very similar things. Here are a few that I had pulled from a Google search:
“I am a professional home stager with X years of experience.”
”I stage homes to sell for more money in less time.”
”We stage to sell your home fast. Free consultation.”
”We transform your property to sell.”
”We are a boutique home staging firm in [city] providing professional
home staging services for real estate agents to prepare a home for sale.”
Imagine you are a home seller or a real estate agent looking for a home stager, and these are the Google results. Not too different from one another, right? There is no clear distinction from one stager to another. This makes clients’ decision difficult. When it comes to marketing, your job as the business owner is to MAKE IT EASY TO SAY YES TO YOUR PROPOSAL.
This is why it is important to define a niche, your sweet spot for your business, something you can do extremely well for your clients and you can build a reputation to be the king/queen for that niche. By catering to a smaller group of people, you can actually make MORE money.
As business owners, we have this invisible pressure that sits on our shoulders. We want to get every job there is, and we are always in the feast or famine mode, depending on the current real estate market. By specializing in one particular area of the entire market, you can more effectively weed out unsuitable clients and only work with clients you want.
By focusing down the type of clients you serve, it will actually cost less for you to market, less to buy inventory (you won’t have to buy a great variety of inventory, just ones that serve your niche), be more efficient, more likely to become the go-to person for your niche and in turn make more money.
The real estate market is enormous. There are many different types and styles of homes: country, traditional, modern, Craftsman, Victorian, starter homes, fixer upper, investment properties, model homes, luxury homes, celebrities homes, just to name a few. There is a lot for you to pick and choose from by leveraging your strengths.