17
E
"You're only given one little spark of madness.
You mustn't lose it."
Robin Williams
Within 10 seconds of entering a property, home seekers
know if they love it. More than location, more than
layout, more than fixtures and finishes, they have a
visceral reaction to the way a home feels. They
subconsciously and simultaneously take in the visual
aesthetic, textures, scents, and sounds. In the same way
we experience the world, we experience real estate
with all of our senses. The art of home staging, then, is
setting a scene that is so welcoming and beautiful that
everyone who walks in the door can instantly imagine
themselves living there. The home staging industry is
not for everyone. As the saying goes, many will try and
few will succeed. This book is about success! I have
been in the industry since its infancy, and I've been
taking notes on who succeeds and where, when, why,
and how it happens. If you're already staging as a hobby,
I'll help you polish your skills and turn your work into
a real business, a highly lucrative one. If you're doing
your research to decide whether your sense of style and
ability for design can translate into a business, you're well
on your way with this resource guide. One of the most
important lessons that I can convey is the importance of
choosing your clients carefully. Motown Records' Barry
Gordy, a great man and mentor, taught me one of life's
greatest lessons: 10% of your clients will give you 90%
of your grief. Figure out how to identify them and pass
on their projects. To that I add: When people tell you
who they are, believe them.
THE ESSENTIALS
OF STAGING
