As I finished my presentation this morning and walked to my car, I noticed that not just one car - but every car in the parking garage was a luxury car. This was not an economy car type of audience that I had just spoken with. This was a Mercedes, BMW, Jaguar, Hummer by the dozen type of crowd. You want to know what else I noticed? There was not one dust bunny or dirt mark on any of these vehicles. They were immaculate - inside and out.
As I continued to walk, I thought about staging (which is a constant). What about the stager? What about our appearance? Does my SUV even measure up? While I do have a yearly pass to the local car wash and I do try to keep the McDonald's happy meal wrappers to a minimum, what exactly does my appearance say to my clients?
Being a former Disney cast member, I spent many years being inspected. My hair was to be a natural color, clear nail polish and one ring on each hand (wedding set counted as one). Even my sunglasses had to be transparent so guests could see my eyes.
Now, as I a business owner and home stager, I have to wonder about the staging of the stager. If we work so hard to become successful on the merits of our creativity, then certainly we are judged by the way we present ourselves.
What I've come to realize is as the home staging industry grows, my areas of critique do as well. Instead of my clients hiring me on my merits, they are now taking extra time to judge me personally. While depersonalizing the property, I find myself getting to know my home sellers on a personal level. While removing their personal collections, they are looking to me to connect.
In my career portfolio, I have photos of Hawaii and the Diamondbacks. Why? To provide my clients with a glimpse of who I am and what I stand for. I have flyers for the American Heart Walk to show my clients that I too am effected by the world around me. I don't work after 5pm, because I have a family who depends on me.
Stage the stager? I work so hard to provide exceptional staging services, but I sometimes wonder if the cart has been put before the horse? Which came first the home seller or the realtor?
Do looks really matter in a industry that depends so much on their connections? I'm guessing they probably do.
Good post, Calie....
When we try to sell our business, we are also, in essence, selling ourselves. Appearance is important because it is the first impression that our clients will have of us (in much the same way that potential buyers form their first impression at the curb).
Our portfolios show the calibre of work that we do, but we are also measured by the way we conduct ourselves, and the quality of our promotional material (including website). Every aspect of our business should convey style, organization and flair.
I have taken some surveys of real estate consumers on how they view their realtor's cars. What I realized what that realtors *think they need to project this success image, while consumers didnt really care. They do WANT a clean, reliable car. Not a cluncker too. It doesnt have to be luxury.
I'm an advocate of projecting whom you are through how you compose yourself (inner self). If a person doesnt want to do business with me because all I can afford is a paid-for Honda Accord, then that's ok too. There are alot of other clients out there for me and alot more realtors out there for them.
It is keeping our business expenses at an efficient rate to generate the business we can service. If driving a Mercedes Benz would not get us that extra 20 transactions that is needed to pay for it, then it has defeated the purpose.
My 2 cents...
Thanks all for your insight!
Thank you James for sharing your idea of embroidered shirts. Love it!
I had some made, as well.
Thank you, Veronica, for your insight on always being "ON". You are not kidding! It's a constant.
- Calie
I am so embarrassed because I have my company name on a magnetic sign on both sides of my car and my car looks terrible. It needs to be staged, detailed at the very least. Oops.
Phylis Pafumi
Callie... as I have said before we are in the business of creating great First Impressions. Which means we have to BE what we say it do.
On a second point I love the fact that you share what you are committed to... just think what an amazing industry we could create if all stagers choose an outreach partner.
The good news is one becomes two and two becomes three... and that is another way ourindustry WILL Stage it Forward...
THANKS for this post.
Me