When we ask our soon-to-be Designers and Home Stagers, to tell us what they are Selling, ( one of the most important questions when you are starting a new business), we always get the same answer… “why I am doing home staging” or “offering interior design services.” That answer only encompasses one aspect of why people will hire you, the practical and functional aspect. The functional aspect is also not the reason most people will choose a home stager or designer. If you do a google search you could find many, many designers or home stagers who can fill that functional aspect (to stage a home or design a room), so what will make someone choose YOU?
It’s important to understand that there are other aspects, more important ones, that propel people to buy. You have to appeal to these aspects and realize that these are what you should be selling to. Human beings are emotional, we react based on our emotions and this especially shows up, when you study the psychology of sales. People are drawn to the business marketing, that understands their emotions. So you aren’t selling home staging, you are selling the newly divorced dad’s chance to sell his martial home and start somewhere fresh with his children. Maybe you’re selling, the newly retired couple’s chance to move closer to their kids and grandkids or the young couple’s opportunity to sell their condo to purchase a home where they can start a family. This is emotional selling, closely tied with this is life changing, you want to sell the lifestyle they wish to have. If you can show how owning a product or purchasing this service can make someone’s life better, that buyer will be interested in what you’re offering. When you’re staging a home you’re offering someone a fresh start. Doing a redesign of someone’s house can offer a welcoming place that represents their family, a place that becomes the home they always wanted.
Tips for Emotional Selling… Show happy people accomplishing their goal (selling their house, entertaining in their beautiful home). Use emotional language and language that is life changing… ex. helping you along the path to the home of your dreams.
The other aspect of selling is Social, how other people will think about us. Will this product or service somehow, improve our “status’ with others? Interior Design is easy to think of the social aspects, “when everyone comes to the wedding and sees our newly designed rooms, they will know we are successful. ” When my sister comes for the holidays and sees our new living/dining room, she’s going to die of jealousy.” It’s also a motivation in home staging, “my neighbor is so nosey, she will be the first inline at our open house, won’t she be surprised to see how great the house looks. “I need to get top dollar for my home, to move my family into a more upscale neighborhood.”
Tips for Social Selling: Tips for Social Selling: Use Competitive Language, “Don’t let the pictures of your home be the reason a buyer buys someone else’s! Or something like this: Redesign your home for the holidays and make your friend’s green with envy… (after all green is the color of the season).
All this, the functional, emotional, life changing and social aspects are what you are truly selling. For your marketing to be successful, it needs to reflect this, from everything to your name, tagline, posts and ads. Look at some of the ads for major companies, Nike’s Tagline “Just Do it”, and their advertising is about changing your life. It plays on all of theses aspects, “if I buy Nike sportswear, I can do it. I will be more energized, more successful, skinnier, prettier, I will have the life I want.” Victoria’s Secret, had their perfect body campaign, because we all want to have a perfect body and all the perks that come with that.
Think carefully about all this when marketing for your business, it is a crucial step that will help you outshine your competition.