Fernando was asking the question, Does your Staging Business come in waves ? I have to say that certainly in the beginning it did for me. I remembered and followed the lessons that I learned as the administrative manager of a real estate office. There were successful agents, not successful agents and then those that rode the waves. They would have a great listing or sale and then there would be this lull where they had to market themselves like crazy to get business. Then there would be another great listing or sale (or even a series of them) then that slow time again where they had to market like crazy.
What made the difference between the successful agent and the wave rider? The truth is that the successful agent worked their business every single day. It didn't matter if they had a closing that day, if they brought in 3 listings the day before, or if they were going to spend the entire week with buyers. Every single day they did something to reach out personally to potential clients. Notice those words I underlined. This means they didn't spend all their time in front of a computer emailing, checking email or blogging. They were actively working their businesses.
What defines actively working your business? In some way specifically reaching your target audience. You should be out there pounding the pavement. You should have some time in your day set aside to prospect and market yourself... NO EXCUSES! The busy agent doesn't decide that they are busy enough that today they don't need to market themselves. On the contrary, they know that business next week, or next month depends directly on what they do today. Let me also be clear here that passive marketing isn't going to cut it! You can't just send emails, blog, put ads in newspapers, ads on TV, etc and expect to suddenly have a booming business!
If you decide that you want to work a campaign - let's say you've gotten a list of properties that have been on the market over 90 days and want to target either the agent or the homeowner. You could send a letter (which will end up in the trash most likely - it may or may not have ever been opened). You could send an email (which probably was read and deleted). OR you could call the agent/homeowner directly. Do you feel uncomfortable just picking up the phone and doing that, probably. You could soften the blow and send them an email with general information first AND THEN follow up with a phone call reminding them of the email. That might help you feel more confident.
This process doesn't take very long. You may be surprised at how many phone calls you could make in 30 minutes if you strictly kept it to work. I know most of you are uncomfortable with this. This is the behavior of most top producing real estate agents. They aren't all cold calls, many are referrals (which they asked for from agents they worked with) and many were from their COI (Center of Influence) lists. When those ran cold, however, they begin the cold call for the rest of their set aside time.
Because I could go on and on, but know you won't read blogs that are toooo lengthy... (I know I don't)... let me just sum this up for you. If you want to be out of the ebb & flow, set aside a specific amount of time every day (usually the morning works best - before email or you will find an excuse not to do it). Work that time every workday (whatever your weekly schedule is) without fail - even when you are already swamped with work and soon you will find that you will always have work waiting for you.
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Melissa Marro, a published artist, now turned staging advocate and national speaker speaks her mind about real estate and the home staging industry. In her 'no holds barred' approach, audience members find real answers to the industries pitfalls and learn how to overcome them with tried and true information and guidance. With marketing as her passion, she turned a small home based business into one of the nation's largest home staging and training facilities. Selling her successful home staging company in January 2012, Marro is now a full time speaker and instructor for Staging And Resign and Real Estate Staging Association (RESA)'s trade events.
For more information on having Marro speak at one of your real estate functions, please contact her at 843.619.1593 or email at marro.melissa@gmail.com
Melissa -- I made a similar blog about this last week, "What were you doing three months ago?". If a person doesn't have any sales training it is difficult to figure this out on your own, but consistent prospecting will produce consistent results.
Melissa I really appreciate you writing this it means a lot to me. You are right blogging, emailing, advertising is passive and that is really all I have done to survive my first year. I will be following your wise advise to a "T" . I made a wonderful powerpoint opresentation and Im intimidated to do it. But you know eventhough necessity is the most unnecessary thing . I need to move to the next level. As Im writing Im printing cards and brochures and I promise myself tomorrow morning I am hitting the pavement as you say. I am a winner and will do anything to get my business to the next level, and will not allow me to be scared of presentations. I know I have a great personality (so Ive been told) so I will use it to my advantage . And if I make mistakes I will be the first to laugh with everyone else. I have admired and am a Big fan of your work and Bevin and your whole team. Tomorrow is a brand new day, I will get up, get out and do it! I will personaly be out there to shake brokers hands and open my path to success. Your words of advise and all my collegues that have given me advise too in my blog have started a fire in my "butt" and Im ready to take off early AM tomorrow. It wAs Lil' Orphan Annie that said best "The sun'll come out tomorrow bet your bottom dollar that tomorrow comes what may" Big bear hug to you
and a kiss of appreciation
XXX
OOO
Fernando
Tori Lynn - I must have missed that blog.... off to look for it now! Thanks!
Fernando - I'm so glad that you feel this was helpful! It truely makes a difference. The best thing is that after you do it a few times, it's not hard anymore!
Great Advice Melissa, as always. As I read this, you are right and I am guilty of riding the waves myself. I have been very fortunate that I have always had work coming in, but never at the same rate. I can see that the market is getting tougher as new stagers enter the market in our area and all the designers now getting on board. I cannot be passive and ride the wave and grow, so thank you for the inspiration.
Thanks for the advice, Melissa. Like the others...I am guilty...guilty...guilty! If I may impose upon your wealth of knowledge....any suggestions on getting into real estate offices that specifically don't allow "soliciting?" There are many in my area....can't get past the crabby receptionist and I am sure that my info goes into "FILE 13." Thanks again!
Teresa
Looking Fine by Redesign, N.Olmsted, OH
Melissa, Great post, it's like your other post - you told us how - now will we do it? You are a great encourager. I'm trying to go back and read all your posts. You share wonderful advice. I'm moving slowly right now, but each day I do something to grow. I started my newsletter last month (with your help) now I'm calling on agents that have opened them. Working on building my website. Getting ready to do a news release. I don't have enough time to do everything at once, but a little each day will pay off soon. Thanks for sharing!
Michele - Thanks for stopping in! It is important to always be leading the pack, stay on top of your game!
Teresa - Let me tell you a little true story! There is this place in Charleston called Daniel Island. It is a pretty exclusive community. They don't let 'outsiders' in. I do a monthly newsletter and saw that several agents from this community office read my emails. I decided to write each of these agents a handwritten card thanking them for taking the time to open and click through my newsletter. A few days later I received a phone call from the BIC (Broker in Charge) letting me know how impressed with me, my company & our website. I offered to come in to talk about our services to the agents but was told that because I did not live on DI and my office was located in Summerville that I could not come to speak at their meeting. I asked if I could send some of our brochures and He agreed to set out the information for the agents. Immediately I thanked him for his time and told him I understood completely (which I really don't, but whatever).
After this rejection, I sat down and wrote a very nice thank you card. I thanked him for his time and honesty and included several brochures & business cards. A few days later I received another call from the BIC. This time he was really really nice and said that there just wasn't this type of service anymore and that he was going to change the rules and let me come and speak in their meeting.
Now, what would many of us have done? Do you continue AFTER you've been rejected, or do you cross that office off of your list? Be persistant. Send thank you cards to the agents with every thing you see them do. If they have a sign outside their office that says, 'Congrats Mary Smith - May top producer" Send Mary Smith a Congratulations card! Let her know you noticed! Do the unexpected! Also, if you can somehow work food into the equation that's always good (when you drop off the brochures with the receptionist next time, put them in a basket of candy bars!) Those won't go in the trash!
Donna - I'm so glad to hear it! Excellent job. Tony Robbins calls is CANI - Constant And Neverending Improvement! It is what will make you excel as a professional....
Melissa... this info is GOLD. I call my REAs every Wednesday... yes EVERY Wednesday. I am following up, asking about property status, reconfirming escro, just shooting the breeze... asking about their son's soccer game.. etc, etc. And... I always send out my newsletter to anyone who has called me. I am in their life... yes, I am ;)
My Realtors are part of my family. They are part of my "hub". Is that why I am so busy all the time? Yes... am I constantly helping them sell homes? ABSOLUTELY!!!
Melissa,
As always, thanks so much for pushing us to give our best marketing effort everyday.. I am guilty of getting in a rut.. I have a banker friend that has been after me to go to lunch, I will make that call tommorrow!! Melissa, I just want to know one thing, do you ever sleep ?? ;-)
Its called discipline - I have "another voice" inside my head (yes I admit it) that yells at the lazy side of me. Great advice!
Great advice Melissa. I'm guilty too of riding the wave. Not that I'm making excuses (hmm, did I just say that, maybe that means I am), but it's a little harder to set that time aside with a full-time job on top of my staging business, but I'm going to have to do it. Thanks for the gentle push!
Hi Mellissa,
You are such a great teacher, I appreciate your efforts to constantly encourage people here on AR. sometimes you need that extra push for being accountable, I always learn something new everyday, I read all your blogs, and try to listen to what you are saying, I am waiting for my business cards to come, as soon as they come, I will be out there in the trenches, working myself. Keep writing and keep sharing your experience with all of us, you know we appreciate it.
Shobha
Melissa, Great story...great advice and encouragement. Thanks so much for sharing....BTW I'm off to the Post Office with my "Thank You" cards! :-)
Teresa
Lori - WOW! Now that is follow up & follow through! I may even need to start doing that! What a great idea!
Cheryl - I get asked that a lot (do I ever sleep)! The truth is that my favorite thing is to sleep in late (9:30 or later!) and then romp around in my pjs until 11!!! Ok, that doesn't happen often, but I'm quite known (by friends and neighbors) to be seen working at home in my duckie jammies acting and sounding quite professional.... lol! This is not for the untrained, however!
Cari - Whew! I thought I was the only one with voices in my head around here!!
Charlene - I'm going to let you decide if that was really an excuse or not! You may have answered your own question! I guess the question is that if we reduced the time to 10-15 minutes every day instead of 30, could you find the time? If you can't then you probably aren't worried about not having enough business... I mean 10 minutes a day to market your business isn't very much. I bet you might even have spent that amount of time here on AR....
Now I don't mean that in the least bit snotty or snide. I have a couple of team members that work full time jobs and they have to work around their schedules. They aren't worried when the calls don't come in, but are rather grateful when they do. If this applies to you, then maybe you are exactly where you need to be!
Shoba - glad to hear I have been of help and/or inspiration! I know you'll do great as soon as you get those cards.... one thing though, phone calls don't require business cards!!! lol... I only say that because I don't want you to wait until all your ducks are in a row to start business... you may never start!
Teresa - you know that's what I like to hear!! Good luck!
Melissa - I did answer my own question didn't I? (LOL). I didn't take your comment the wrong way at all, you are absolutely right. If I really wanted to, I could find 30 minutes a day. I probably do spend close to that on AR on average, (but not as often in the evening or on weekends when I'm available for staging or marketing of my business ;-). ) Lately I've been working with an agent in my city that gives me quite a bit of work (although it seems to come in waves). I guess lately I've become a bit lax and haven't been out there trying to find more agents to also work with, because at this point I'm not relying on staging as my sole income source. I shouldn't just depend on the one agent as my only source of staging work if I want to take my business to the next level - i.e. full-time. Thanks for taking the time to go into detail for me and giving me that incentive, you're awesome!
Melissa, this is something that I have just started doing and it works! For the past three months I have been targeting FSBO's through mail and email on a week to week basis, but became discouraged to see that some had already listed with another realtor. I knew I was on the right track but something was amiss. I realized the only think that may have set me apart was not actually calling or knocking on their door (out of fear of rejection). I saw a sign that read, "What would you do if you knew wouldn't fail?" That really got to me... I knew I had to push myself and take myself out of a comfort zone. I have already started seeing results.
Melissa I am so happy you got featured ! This is great advise and I think that is what Activerain is also about...helping your peers. Congrats!
Fernando
Great advice! You get out of it what you put into it, so you need to work at it every day.
Great advice, Melissa. I am guilty of resting on my laurels when we are busy. Sometimes there just doesn't seem like there are enough hours in a day. But you are absolutely right. We have to pay constant attention to our marketing efforts in order to be successful.
A admit I am VERY guilty of not following through with personal phone calls. Hand written notes and cards - yes, but phone calls, no. Sometimes they just need to know that there is a human on the other end, off I go to make some calls =) Thanks for the kick in the you-know-what!
Melissa, I'm going to admit that I'm at fault with not making phone calls and hitting the pavement for . I started a networking group in November and I have more then double the people who are involved. We meet once in the first part of the month and I'm energized and ready to go but the further the month goes the slower I get. If that make sense! So thank you for getting my butt in gear!
I honestly never thought about following up those that I emailed or sent postcards to with a phone call the next week. I will put that on my list to do next week!
Keep motivating us! :)
Charlene - it happens to all of us! Sometimes we just need someone else to tell us what we already know!
Michelle H. - I love that one! I've heard it a hundred times, but I don't think that it has been often enough because it is so easy to forget. The great thing when we step outside our comfort zone is that our comfort zone continues to grow and grow until fewer and fewer things become uncomfortable!
Fernando - I wouldn't have the gold star without you! Thanks!
Nancy - well said!
Michelle M. - No resting on laurels for us, right?
Connie - hey, if you've got the follow up with cards then you are already in the right mindset! The calls will just have that much more impact!
DeVerie - It's like going to the gym... when you are there it is great, but getting the motivation to actually go.. that's a different story!
Beth - ah good.... something new to think about! Good luck!
You hit it hard on the head Melissa and this proactive stance can make the difference to any business. I took a leap of faith last year and wrote a proposal to teach home staging to Realtors and sellers in my area and it was accepted by a local college. Was I nervous? YOU BET! Was I excited and passionate? EVEN MORE! If you know your subject it's easy to talk about it.
(FERNANDO - you can do your powerpoint I know it!)
Positioning yourself in your area as an expert in your field is also highly effective. 3 years is what it takes most businesses (who last that long) to see a profit. Keep at it, and believe in yourself (everyone!) and the sky's the limit!
As my business mentor likes to say: "hang on to your fork, the best is yet to come!"
Wow: such powerful information, thank you Melissa for posting. As always you speak and "we" follow, lol. Thanks to everyone else for contributing such great suggestions....I'm taking notes!!
You are so right you have to reach your target audience every day every week, every month, every year
I want to thank you too! We are definitely in a "campaign" phase right now, our biggest ever. If I told you how many hours I have dedicated this past two months to our business, no one would believe me. I am literally running on two months of 4 hours of sleep a night, and sometimes not even that. Today I had to squeeze a funeral in between two Realtor presentations, 3 hours commuting, and 3 hours of computer image work.
I have a goal to be making 15 staging consultations a week within 60 days. I know it sounds lofty, but with 1200 agents in Lafayette ,and God knows how many listings, my goal is well under 1% of BOTH Realtors and listings!. But I also have another goal...to do a power point presentation in every single real estate office within a 50 mile radius of Lafayette.
The thing is, my consultation fee is over twice what my biggest competitor charges for a consult. But there is just no possible way I can justify a lower price. Our consult is so comprehensive, with our curb appeal package for the the front exterior included in the consulting fee. I just cannot justify a price reduction or paring back the service I provide. So I am just going to keep on offering an amazing consultation, and charging what I know is a superb value.
Add on top of that the curb appeal packages I already do each week for Realtors nationwide and the fact that I work as a color consultant for Benjamin Moore, and it's obvious I am eating, drinking, and sleeping "staging." My only fun is Active Rain, and I stick strictly to the staging groups. Thank God for coffee and Diet Rock Star.
But I know it will pay off for us. It is impossible that it won't. Blogs like yours make me even more determined. And that kind of determination is bordering on scary.
~michelle
Wise words Melissa. Get out of the office and meet new people to avoid the ups and downs of this business,
Great blog Melissa. I have always been a fan of getting up between 4 - 5 in the morning to get the must dones done so you can work on your business before the crazy day starts. Its so true! Kym
This is RIGHT ON..sending emails is the safe way....I have always said we need to GET OUT THERE and not only show people what we do but help them connect with a face and a company. I have been very busy over the past couple of months and have not gone to new agencies but have met new agents thru Broker's Open Houses of the homes that I have staged.
Thanks for the advice, I like Lori's marketing approach.
Phyllis Pafumi
Melissa - what you write is so, so true. Reaching out to new prospects should be the goal every day.
Good post. Yes, one has to work every day and building a business or soon there will not be a business there.
I know that every day I need to do something to prospect to get myself in front of people so that I don't ride the wave. Still, even knowing this, it is good to be reminded of something that while necessary, can be tough to do.
Melissa,
Great post---It hit a little nerve for me (one that certainly needed to be hit.) I always enjoy the excellent blogs you post here.
Thanks for the motivation, Melissa. Followup and face time help us to stay memorable and this is critical when there are several staging companies that Realtors can utilize.
Kathy
Melissa, Great advice. It's so easy to have a busy week and start doing the happy dance rather then promoting yourself! Personally, I do the happy dance while making the phone calls. Another tid bit I remember from my realtor daze...When making cold calls have a mirror in front of you and make sure you're smiling, it really radiates in your voice.
Oh man! Guilty.
I get busy and then commit 24/7 to current clients rather than to my business.
Thanks for the kick in the butt!
Wow it can be hard to keep up with comments sometimes!
Karen - I remember you blogging about that! I am glad it is going so well for you.
Lori - well, I don't know about all that, but thanks!
Russ - BINGO! When we rest on our laurels we soon find out we have to start all over again!
Michelle - WOW! Pretty lofty goals, good for you! I wish you the best of luck!
Wayne - the bigger your COI, the more likely that you won't have to continue to hit the pavement as hard.
Kym - OK, you lost me there... lol. Apparently I don't get to play in the big girls club because I refuse to get up that early unless it is to catch a plane... lol... and even then I protest... lol. I'm always impressed by people who can do that. Bowing down to you!
Phyllis - I agree about the open houses being great opportunities! We have gotten many staging jobs out of them!
Lisa - you are right! It is the only way to keep business flowing every day!
Bob & Carolin - funny how we actually have to WORK to have a business, huh?
Christine - what is the saying, "It is only worth having if it is worth working for?"
Diane - glad to be of help!
Kathy - Have you noticed more and more stagers in your area too? whew... they are cropping up everywhere!
Kimberly - You are impressive.... I am usually too pooped to dance... lol! seriously though, you are right... give yourself a moment for the dance and then get right back to work!
Lynn - in any sales job you will come across people who don't want your phone calls. The fact is that they aren't anyone you want to work with anyway most likely. Successful agents understand why you are calling them. If they are yelling at you or being in any way disrespectful then they aren't really 'professional' and I wouldn't want to work with them! Top agents who use this technique know that it is a numbers game. warm phone calls are better than cold, if you can get an agent you do work with to refer you to other agents that is your best bet!
As far as working with the agencies, unless you are in a very small community then there are always options. You may need to set up lunch and learns or other educational opportunities to meet agents and educate them on what you do, how you can grow their business, etc.
Dane - it is a fine line sometimes. It can be difficult to stay focused on growing the business when you are busy at the time, but if you don't then you'll find yourself on that wave!
I'm actually needing the wave today. Migraine and my best friend Fiorinal is not 'there for me' like it used to be.
I'm also now in a mad rush to get my own house ready to stage. Lots of work...but as you said, I NEED to sit down and dedicate at least 30 minutes each day to keep the momentum going.
Are YOU moving? I've already vowed that next time I move, my team is coming in to make the assessments this time. I hate having to judge myself and try to make sure I"m not keeping too many personal items. (I'm not much of a minimalist, quite the opposite actually!)
Melissa, this is such important stuff and still I need the reminder to do what I know I need to do.
Melissa,
Have you encountered a large RE office that has received printed and e-mail material on your business with the only response coming from one of the owner/broker's wife stating she does staging for much less than my suggested fees?
Do you Strike that office off your list or do you persue individual agents within the office? I have met with one agent in this office (an aquaintance), giving a 1 on 1 presentation, but no bites.
Your advice and experience is greatly appreciated in this post and all of your blogs. Your response to the forum is admirable.
A student in the college of new life adventures.
Student - I would continue to e-market, IF you have an opt-out option for those agents (programs like constant contact give you that option). I'm sure there are other offices out there and that is where I would put more energy. At the same time realize that many agents don't agree with hiring their broker's spouse for this type of work & want an outside party. Likewise that broker may offer incentives that you cannot compete with (like payment due at closing).
There are always other options. Don't let one difficult issue keep you from marketing and networking!