I felt this topic deserved a blog of its own . . . Training works in whatever forum you prefer. The APPLICATION of that knowledge has to be done in order for Success to come!
Training Companies help fill a need - a DEMAND for this service in a market. They do not create the demand but they help SUPPLY those that are needed.
I have to agree 100% with Lori who posted on Craig's blog on training or lack-thereof being the reason Stagers don't succeed. I thank her for putting it out there with so clearly. When considering this topic - have you actually attended a class to offer up blog thoughts or is it based on speculation? Using someone else's reasons (translation: excuses) for why they found it hard to succeed doesn't count either - because usually when someone does not make it in Staging - the only thing or person to "blame" (for lack of a better word) is themselves. They did not put out the effort to get rewards. I can't speak for all training companies out there but I am familiar with most of the larger ones, and I have to say, this is not what I see and hear is happening.
Targeting the classes now for the problems in the industry - it just does not fly with those that have actual experience - and on both sides. AND I know there is cause and effect - and the MARKET DOES create a NEED for Stagers - that's why the classes fill up! When Staging begins to grow in an area, it grows not because a bunch of people decide to "BE A STAGER" - it grows because there is a service need - and these people realize they can fill that need. To me - I see it opposite of what you wrote - find a need and fill it. In my market, the Staging took off when the market needed it to and not the other way around.
There are many, many Stagers that are successful and doing LOTS of work. These same Stagers could have been in a class with an individual that will proclaim, "There is just no work here." or "No one where I live wants to hire a Stager." Attitude is Key. Truth is - when someone is focused on a goal and has a strong motivation they WILL achieve what they set out to do because they HAVE to in order to get the results they NEED. It can't be a WANT or DESIRE - it has to be a firm NEED. When the motivation - the WHY - is not strong enough when the challenges come (and they will) those people give up. It's sad but true - AND it happens in EVERY industry! I actually tell students that the 80/20 rule applies in our industry too. That is not my rule - it is a rule of thumb for business. Those that put forth effort strategically and are patient for success, and are in it for the long term, will do the bulk of the work.
There is no "end all" of education for Staging. Have you learned it ALL yet? I doubt it. Neither have I. There are ideas related to Staging that have not even been discovered yet. To expect any training company to provide it ALL is unrealistic. If you have taken a class, you would know that there is a limit to how much a brain can absorb as well. When I teach, the goal is to give a good foundation and then it's up to the individual to put the steps in place to properly set up and market their business. Make no mistake, the classes are taught with the clear understanding that it takes WORK to succeed. I have not seen any course offered that guarantees income, or says it's so easy to be a Stager. That is NOT being sold to a person looking at being a Stager.
The culprits of the misperception really are often the family and friends that tell a person - "You should be a Stager - you have such a flair for decorating." And then they research what they want to do - some decide to take a class, they invest $$ in a class, and then when they have no business skills to back it up - they struggle. Also people we work with - they often have that impression. They see what we do as so fun - we get to shop, and Stage. And they are not seeing the WORK that went into getting a job in the first place, the planning, they physical side of Staging, the sweating that goes on. Staging is NOT glamorous, but it IS rewarding. And it takes money to make money - so there is an investment to set up a business- basic costs to the investment in inventory for those that choose to pursue that avenue of income.
What a good course should do is offer a foundation, and then ongoing support and help. We don't want people to struggle, but as Lori wrote, we don't follow people home and hand-hold. The company I train with gives opportunities to be mentored for free, paid coaching services, free networking to get around successful Stagers in the same market, to learn, to stay plugged in, conference calls, monthly meetings, annual convention, and more. I can't tell you the number of Stagers that CHOOSE not to participate in things that would help them succeed. It is a CHOICE and the person responsible is the individual.
The fact is, you can lead a horse to water and yet you can't force them to drink. If someone really wants to succeed, they have to take ACTION. Those that have fallen by the wayside - there was no shortage of work in Staging - they just did not want to put out the action to get results. It boils down to motivation! Those that are willing to get out and DO get the rewards. When it is set up as a BUSINESS from the start with professional systems in place to marketing activity, then it rewards like a business.
As for the educating of the public - as Lori stated, there are hundreds of articles that share about Staging benefits that help drive business to Stagers. Many of the articles feature Stagers found through training organizations, or the organization itself. The awareness of Staging comes from the foot-soldiers of Stagers that are TAUGHT what to say to a particular audience to help educate them. They are coached what to say - but then they have to actually open their mouths. To state that is not happening is not acknowledging the truth as all you have to do is look at the hundreds of articles found on Staging and see who they feature and why.
And because there are so many avenues of business for a Stager - many of which have NOTHING to do with the sale of a house - there is no shortage of work for all of us. Planting a seed of fear in people to make them think that the market will be flooded with Stagers and we will all lose income or painting a doomsday picture of the future of Staging - is not telling the reality of the situation. With over 240 million people in the US, and millions of home owners, 1.2 Million licensed REALTORS, and many more agents . . . there is no shortage of work. What I have learned is the more people that know about Staging, the more Stagers we will need! One person could not Stage an entire city or even for one entire Real Estate office of 20+ or more agents - if all the agents were using Staging for all their listings. You or I would burn out and we would NEED more help! And as I said above, there are many services we can offer as Stagers that have nothing to do with selling - so even in a slow market, there are many avenues of income. It's all HOW we MARKET ourselves and carve out niches that count.
So the issue at hand is how to get the sellers and Realtors on board by continuing to educate them, using what is taught through various methods - classes, online, real-life experience - and not discourage people from following their passion.
- Jennie
If we have TOO many stagers, for what the market can tolerate, then the price for the services goes down. THIS is what is happening. Schools are getting the students... but there are not enough jobs upon "graduation".
I posted this on Craig's blog - but it needs to be here too. . . He wrote that statement above - which is his opinion. Respectfully, I have to disagree here - and not because I train. I Stage too and in my market we have gone from 1 Stager (me) to over 100 in 5 years. I have not slowed down, I have increased the number of people needed on our team, we have calls coming in and continue to expand our client base. The new people did not take our business, and prices have not gone down. They continue to rise. We have seen a 33% increase in rates we charge from the inception of Staging in this market. In some markets, the price increase has been significantly higher. I wonder if you have actually done a poll to proclaim this - because what you write and what I have found from both polls AND teaching across the country contradicts that statement. And since I do have the opportuntity to get to other markets and talk to those that are out there, I know that the prices for Staging are rising in most areas. If they have not risen, they have not gone backward. There are studies on this very topic, and in one year, the hourly range rose from $75-$125 to $85-$150. This was based on nationwide numbers the Stagers turned in.
Maybe you are upset because you have to actually compete for business now because there are more Stagers in your market and you are not the only game in town. That does happen as more enter the market, but as steel sharpens steel - having competition raises the game for us all - and makes us get better. I experienced that - and I don't win every job I go after, but we are not slowing down, and our prices are not going down. We don't make PRICE the determining factor when there are other issues such as reputation, rapport, experience, availability - that come into play and in many instances are more important.
Not all the Stagers that have been trained have gone on to success - the attrition rate for our industry is not "special" nor should it be expected to be - it follows the same pattern of success in the business world for any industry. But I'll tell you this - there are 13,000 Realtors in our market - and we are FAR from the point where ALL of them get it and are using Staging. So the OPPORTUNITY is still very BIG. Many of your markets (for those reading) have thousands more - like in Phoenix - 40,000-60,000 Realtors in the greater Phoenix regional market!! I know in the Chicago area - you have thousands more than I do! That is HUGE opportunity! And don't forget the SELLERS that call us directly now as a result of the exposure found online AND with the MEDIA in general.
If someone feels that they are not worth their value and drop prices to get a job, they will devalue the market. That is why getting training on HOW to price yourself for value is important. See the training classes DO bring value! One of the core principles that we suggest is to not under-cut the market to get business. I can speak for the group I am associated with that we really honor that principle, and there is accountability if someone does not do it. So that is a good reason to be associated with others too. We openly discuss rates so that a new person KNOWS what the going rates are, so the market is not going down. I wonder how many of the Stagers out there have ever sat down with a "competitor" and told them how to price, what to do, and how to do it right. I have - many times. I have sent over 90 people to take classes - essentially creating my own competition - and by the way, this was BEFORE I was ever a trainer.
My reason? I was NOT going to stop these people from getting in to the Staging business, so I at least wanted them to have a foundation and have a benchmark of excellence for our region. These people did not find out about Staging by having a random search on a website just cruising the internet- and "OH - Gee there is a site about Training to be a Stager. Hmmm - I think I want to be a Stager! Yeah!" It does not work that way.
What happens is THEY Decide FIRST to be a Stager - and make that decision not because of the Training Companies - but because they have a gift, an eye, a DESIRE to follow their passion - and then they find that there is a business they can wrap around this gift and talent. THAT is how it happens. Then the training companies help set these people on a course for success, which they then have to take ACTION in order to succeed.
I have openly shared with dozens of Stagers - helped them avoid the same pitfalls I experienced. We can't stop people from wanting to do what we do - and we can't blame the training companies! They are a resource, but it takes a DESIRE for someone to BE a Stager - FIRST.
If you really want to point a finger - aim it at all those "bad" Realtors that are adding Staging as a key tool for their businesses so they can gain an edge, or the homeowners that want their houses to sell in the best time and for the best price - and need a 3rd party opinion. They are the ones ASKING for help - and when they know someone that has a flair and talent - they suggest "Hey you should be a Stager - you really have a gift." Tell me I am not right there - how many of you on AR ever had someone suggest that to you?
Supply and Demand - the training classes are not creating the demand - the Real Estate industry is and the people that want to sell their houses are - and the media is and all the positive exposure and results from Staging. The training companies are NOT planting the seed! They just help them come to fruition!
- Jennie
Another great post Jennie!
When I attended my first training course, I sat next to a woman who lived very close to me (by Atlanta standards). We started our businesses at exactly the same time. She has done tons more work than I have, because she put out more effort. I made the choice to build my business slowly and find my niche. I have been in control of my level of success from day one. Could my business be bigger? Absolutely, but 'you reap what you sow'. I'm happy as a clam.
Hi Jennie,
True, True, True!! You absolutely must put in the work to be successful and you must have the drive, faith and confidence in yourself to keep moving forward. My Training was a key to my success because it covered every aspect of the Staging Biz and gave me the confidence to jump in with both feet! I have yet to come across something unexpected, and say "Wow, that wasn't in my training". I never felt that I was all alone (plenty of support out there), and now that I have discovered A/R, I couldn't be happier! I feel very blessed to be a part of a network with such talented people!
I knew that becoming a Stager would be hard work and I knew that my phone wouldn't ring unless I put in the work to make it happen. Failure is not an option for me........I don't do this part time.....and it's not a hobby. In my case I felt it was time for me to work doing something that I loved, instead of doing something just for the paycheck. I took my time setting up my business, with insurance, brochures, cards, website, portfolio, business license etc. while I was still working at a law firm, then I made the leap!!! I am happy to say that I now have the business that I was looking for and have come in contact with many wonderful positive people.
The real truth here is that if you want something bad enough and are determined to make it happen, it will happen. Failing and then blaming the failure on "various obstacles" is just too easy.
Angel - this is true! People grow at their own pace. For some that means a fast pace out the gate. For others, they take more time to get things in order and may have to grow into their marketing role as a business owner. Either way, if Stagers are happy with where they are and are moving forward towards goals, it's a good thing!
Eva - Glad to hear your training was so great and equipped you so well. I agree it's too easy to blame outside circumstances for failures when in reality it's the individual that does not work for their success and then gives up.
Thanks for your thoughts!
- Jennie