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Issue 88: February 2014
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On stage this month

To Set the Stage

Backstage with Debra

When to Hide Your Business Cards

Home Staging Leads to Surprise Bidding War
Rob Reinhart

Staging Success Spotlight
Red Barrinuevo, Sharron Strauss

Save the Dates
5 Simple Secrets to a Home Staging Business, and Staging Diva Dialog

Hats Off to 6 Home Stagers
Susan Atwell, Beth Berg, Naomi Pena, Catherine McDaniel, Andrea Bayford, Noleen Bester

staging diva store

Did you get a birthday present from me?

Birthday gift from Staging Diva

Don't forget to join my birthday list here for free so I can send you a free birthday gift on your special day!

To Set the Stage

“To live a creative life we must lose our fear of being wrong.” Joseph Chilton Pearce

Backstage with Debra

Last month I wrote that a tree crashed into my roof during an ice storm over Christmas. Winter drama continued in January's "Polar Vortex" when my furnace died in -30 degree weather, followed shortly thereafter by my oven. As my mother said, when I eventually sell, I can report that my 2007 home has almost everything new.

All this to say, when you run your own business, "real life" will sometimes get in the way. Fortunately since I run my staging and training companies from my home office, I make my own schedule and get my work done around whatever else I have going on.

You may have to do this too, and it doesn't mean your business is "off track".

In this issue you'll meet 9 successful home stagers, some of whom also have full-time jobs. You'd never know they were home stagers on "the side" because of the outstanding job they do marketing their home staging businesses. Their clients never need to know.

In this month's newsletter you'll also discover where you should never leave your business cards; see a staging project that started a surprise bidding war; and find 2 dates you should set aside in February so that you'll be ready for the busiest home staging season of the year.

Together we can make your dream of doing work you love, and earning a nice income at the same time, come true.

To your success,


Debra Gould, The Staging Diva®
President, Voice of Possibility™ Group Inc.

P.S. Special thanks to Staging Diva Grad Lorraine Young for sending that awesome quote about living a creative life.

P.P.S. Watch your inbox on Valentine's Day for a special gift coming your way :)

When to Hide Your Staging Business Cards

If you've been reading my newsletter or blog, Home Staging Business Report, for any length of time, you've probably noticed that in addition to a passion for home staging, "marketing" is definitely "my thing." In addition to having a university Master's Degree in the subject, I've been marketing since I started my first business in my teens.

That said, I don't always believe it's appropriate to display our business cards, especially in a home that's on the real estate market.

It's of course tempting to leave them on the kitchen counter next to the real estate agent's cards, but I don't believe it's in our client's best interest.

See if you agree with my arguements in this article, and then share your comments. Many home stagers have already jumped into the discussion.

> Read more in Do Home Staging Business Cards Belong Here?

home staging marketing

Home Staging Leads to Surprise Bidding War

It's only been a few months since Staging Diva Grad Rob Reinhart, of Make It-Home in Palm Springs CA, took the Staging Diva Program. Since that time, I've gotten to know him inside our monthly Staging Diva Dialog calls.

I was thrilled when he shared this recent home staging success with me.

Robert proved that staging could make a $90,000 difference in this home. He surprised everyone including the Realtor who never expected 11 offers and a bidding war on a house that had been neglected for years.

bedroom home staging

bedroom home staging

"The house was run down and the owner was a bit of a hoarder," says Rob. Fortunately the location was good and he was able to get rid of the massive clutter and excess furniture. The real estate agent wanted to price the house well below comparible homes in the area but agreed to raise the asking price by $20,000 once she saw Rob's home staging.

After the first weekend on the market, the Realtor had a bidding war on her hands with 11 offers. The owner sold for $70,000 over the asking price. The agent admitted her surprise, and that it would never have happened without Rob's home staging.

Rob writes, "The Staging Diva's step-by-step process explains all aspects of the business of home staging. Debra prepared me to present myself and my services with confidence. From my very first phone inquiry, I knew not only what information to give, but when to give it. I knew what to bring to my first staging project, and had a clear outline to follow for every step of the process."

Photos provided by Rob Reinhart. Learn how to have your project featured.

You can learn the Staging Business Success Formula I taught Rob through these products:

sales script for home stagers

Staging Success Spotlight

Congratulations to Staging Diva Graduate Red Barrinuevo, of Redesign4More (ON) on being selected as one of the Top 10 Professional Home Stagers in Canada for 2014. He also won Top 10 Best Redesigns for North America last year along with winning Canadian Home Trends Magazine's Editor's Choice Award for Best Redesign for 2013.

Not bad for a guy who is also a stock trader!

About his Staging Diva Training, Red says:

Toronto home staging

"I never thought I could decorate professionally. It was only when I read one of Debra's articles that I came across home staging. After taking the Staging Diva Program, it has been non-stop for me! Now I realize that when you start doing what you truly love, it will translate and the feeling of happiness is unbelievable. Being a stock trader and a home stager is not easy, but I am having the best time. Opening my own company was one of the best decisions ever. The best years of my life have finally begun. Thanks Debra, I just can't thank you enough!"

> Check out this awesome home staging project by Redesign4More.

> Read additional reviews from Staging Diva Students.

australia home staging

Congratulations to Staging Diva Graduate Sharron Strauss of Style with The House of Strauss (AU) who landed her first media interview and home staging project shortly after completing her training. She writes, "Last night I had booked in professional photos for my very first staging project. Everyone was very impressed with my results including the professional photographer. Plus I received payment with a $200 bonus. Debra, it is such an amazing feeling to be paid for your worth and something that you enjoy, also to be recognized."

Save These Dates and Be Ready for 2014

Times indicated are eastern (NY time). Please adjust for your time zone.

5 simple secretes to making money in home staging

February 5 (8 PM)
5 Simple Secrets to a Home Staging Business: How to Make Money Doing What You Love

(Free Live Teleseminar + Recording)

You'll learn how to avoid following the faulty business formula that most home stagers fall into.

"Your 5 secrets conference call was amazing. I devoured every word and look forward to living my dream with your expert help and teachings." Alfredia Jackson, aspiring stager

> Sign up here F'REE if you've never taken Staging Diva courses (otherwise you already know these 5 secrets!)

Staging Diva Dialog

February 20 (7pm)
Staging Diva Dialog Coaching Call

For beginner and established home stagers. You don't need to be our student.

Ask me questions and get semi-private coaching in a small group for only $47.

You're guaranteed to make $500 when you implement the ideas from our conversation.

"I just listened to this month's Staging Diva Dialog and got 2 great ideas, one of which I wish I had a few weeks ago. Now I know for next time!" Donna Dazzo, Designed To Appeal

"Speaking with other stagers exposed me to topics that I had not yet even considered. Can't wait until next month's call." Darby Dwyer, Queen Bee Staging Company

> Join us this month + get the recording too

Hats Off To 6 Home Stagers

Join me this month in congratulating these 6 home stagers in reaching significant milestones in their businesses and welcoming them to the Staging Diva Directory of Home Stagers. Check out their profiles and get inspired.

NY home stager
Year 7!
Susan Atwell, NY
AtWell Staged Home

Special congrats to Susan Atwell on her 7th year in home staging and my appreciation for her taking the time to share her thoughts:
"Debra Gould has a simple, logical, and effective business model. Right from my very first paying job, I had all the information that I needed to succeed. I came across as a seasoned and experienced pro. I would recommend this education highly for new home stagers. It is also a great formula for seasoned stagers that might not be getting the most out of their current business model. The Staging Diva Training Program is more than just business training—it’s a roadmap, a business model. If you follow the plan I believe it will lead you down the path to success." > Read the rest of Susan's story.

home stager colorado
Beth Berg, CO
Artemis Interior
home stager ontario
Naomi Pena, ON
Stage With Style
home stager
Catherine McDaniel, VA
Blue Diamond Staging

home stager NJAndrea Bayford, PA/NJ
Get Going Designs

home stager TexasNoleen Bester, TX
NB Designs
Did You Know?

When you're a member of the Staging Diva Directory of Home Stagers, you don't even have to build your own website to promote your business. You'll make it easy for potential clients to find you online within 7 days of submitting your materials to us.

You also get free project referrals for any home staging projects we get in your area.

Plus, with a Profile listing, I'll custom design a brochure for you at no charge.

brochure sample front brochure sample back

Sample front & back of custom brochure

Here's what Jennifer Farnham says about hers, "Many thanks for providing the brochure as part of the directory listing. I'll be using it in an upcoming silent auction to promote my business. Thanks again for all your help in this new chapter of my life. You provide much more than straight business advice. Your emotional and psychological support is just as important, if not more!"

Learn how you can have a successful staging business like Jennifer and the other members of the Staging Diva Inner Circle.

About Staging Diva

Debra Gould has been a serial entrepreneur since 1989. She is president of Voice of Possibility Group Inc. with a mission of helping entrepreneurs create their ideal businesses and lifestyles.

An internationally recognized home staging expert, Debra created the Staging Diva Home Staging Business Training Program with 8,000 students in the U.S., Canada and 20 other countries. She is the author of 5 guides, offers a Directory of Home Stagers to help home sellers and agents locate stagers in their area and is frequently profiled in the media.

Direct inquiries to:

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® Staging Diva, Voice of Possibility and the Staging Diva logo are trademarks of Voice of Possibility Group Inc.