103
ESTABLISHING YOUR
TARGET MARKET
I've staged homes internationally, however, my signature target
market is Beverly Hills, $5 million and up. I chose that market
because it's my comfort zone—the lifestyle I choose to live, the
people I choose to spend time with, the homes I enjoy working
on. You're responsible for becoming the expert in your region
and knowing what home size and value you're comfortable
working on. Keep in mind that the base amount of work
required to properly stage a home is significant, regardless of size
or value, so I recommend a minimum design and staging fee of
$5,000, though some properties command as much as $100,000.
Remember, this is a business, not a hobby! Larger homes require
more inventory volume, better inventory quality, and more time
designing and planning the logistics—the stakes are higher, and
so is the earning potential.
