Home Staging Skill Set - Make sure you're shrink wrapped!

Back in the day, when I had just started my new business, Reinventing Space I struggled with defining my bio for my brochure. Yes, I had taken specialty redesign & staging training, yet I didn't have a degree in Design, but rather a degree in Psychology. My naivety pressed me to think that my degree would be meaningless to my prospects.

Little did I know that one of my greatest assets in the success of my business has been my wonderful degree! And because I quickly discovered that what I did for a living, yes, required me to have great decorative creative, and business skills - more importantly was my aptitude and understanding of the psychology of people and their needs.

...I'm not a home stager, I'm your house shrink!

I can't stress the absolute significance of refining your skills to include an in-depth education in understanding your clients and prospects. Whether you are meeting with a Realtor as a potential associate, conducting a staging evaluation, coming up with your staging plan, or talking to a reporter on the phone - One of the main components to your trade success - is that you understand the needs and personality types of not only your clients, but those associated to your business.

How do your honed skills benefit your business? The list is endless...

•· We are in the business advising and consulting homeowners regarding the most expensive purchase they ever made, and likely a majority slice of their net worth; as well as their safe haven and emotional grounding- board. Knowing their personality type is a crucial element in not only conducting one-on-one business with them, but also how you creatively and productively provide your services for them.

•· We are in the business of understanding what the latest trends are in consumer spending and needs in the Home & Garden arena. Having sharp listening, communication and trend spotting skills allows you to be on the cutting-edge of your industry and serve your clients well.


  We are in the business of  offering home staging services that update, rejuvenate and capture the essence of the home's soul and re-package  it for the new family that will be moving in - Allowing the prospective buyer to emotional connect with the home.

•· We are in the business as being a reliable and educated resource for our Business Associates, helping them create a better revenue stream and professional image. Understanding your associates' personalities, how they conduct business and how you can morph your skill and service set to benefit their business style is a crucial component to your business philosophy and plan.

•· For business success, one has to been able to network and promote themselves in the community and media. Understanding how to effectively pursue these key associations, and create a long term relationship with them allows you to become the go-to resource - Keeping you in the Public's Eye.


How do you refine these skills? There are so many resources available.

•· Learn through industry mentoring and additional training.  Find someone in the industry that is an expert in this area, and learn from them. The best education is to be educated by someone just like you.

•· Take courses in psychology and use your to-the-trade only resource partners' educational forums. Many of your business or industry partners have wonderful education workshops on this subject - One of my favorite ones came from a window hardware company!

•· Be a voracious reader - Take the time to be a student of text. I dug up an awesome Doctoral Thesis on the psychology of the home buyer as it pertained to model homes, and found in its bibliography an eye awakening book on the social psychology of home decorating and design.


Since 1999, interior stylist Julea Joseph has owned Chicago area based design and staging business - Reinventing Space.  Your can see her work on HGTV or in the news giving homeowners expert insight on how to refresh, style and celebrate their space -Whether prepping their home to go on the market, just settling in, or just in need of a change.  Julea also offers her expertise with educational and mentoring  offerings to Realtors and Home Stagers in the industry. Visit her site, http://www.julea.com/ for more information.

Never a One Hit Wonder - My Progressive Service Menu

As an Interior Stylist I define myself as a progressive designer (just like a progressive dinner, but for your home.) My a la carte service menu offers  appetizers right through dessert - From the staging evaluation right through helping out the harried hostess when she hosts her 1st party.

I'm there to help you celebrate your home no matter which chapter you may be on.

Fall marks a rotation for my services. The Real Estate market is slowing down here in the Midwest, so home staging services get put on the back burner, and on the front burner fall marks the commencement of my residential design and lifestyle consultation rush (definitely the main dish!)

From home remodel projects left undone due to summer fun, to a finalized family conversation exclaiming "It's Your Turn to Host This Year" -Fall starts my business rush for redecorating, redesigning , shopping and accessory rotation (aka Holiday/Seasonal Decorating.)

Don't be a One Hit Wonder!

Offering a broader array of services is a very important factor to your business productivity and revenue income. Yes, offering one or two services you got from your initial training may be fine when you 1st start off, but once you've established yourself, are you closing the door to color consultations, personal shopping assistance; and more lifestyle driven services such as seasonal decorating, party redesign, and hostess consultation help?  By tapping into and getting the needed education on these additional services, you can offer a full service menu to your existing clients, and have a marketing edge to new ones - All your burners will be on all the time!


Once you've expanded your expertise - As far as marketing these services:

• Newsletters are a wonderful tool - By keeping in touch with clientele and business associates, you not only remind them of what your services are, you can let them know of other services you may offer.
• Write an article for a local paper, newsletter, blog or publication. Many papers would be thrilled to have to have your ideas added to their line-up, especially the small local or FREE ones.
• Send out press releases - Newspapers are always looking for new ideas.
• Consider workshops and speaking engagements - A fabulous opportunity to showcase your expertise. From Real Estate Offices to Church groups, speaking can be a fantastic marketing tool.

The Interior Stylist Program offers workshops, education, and certification programs for both the Interior Redesign, Home Staging and Decorating professional.  We want you to discover and fully appreciate our most cherished possession - The home.  It is the Interior Stylist Program's mission to guide and enlighten you to fully embrace everything about a home - From curbside to back fence and create a retreat within. Visit us...

The "Glamour Don'ts" of Staging and Redesign

Just like our favorite magazine, we home stagers/redesigns have our own list of pet peeves when it comes to our craft. Here are a few....








•1.) Faux Greenery/Silks in Odd Areas. Always place trees or greenery in areas that they could actually GROW! Their sole purpose is to give the illusion they are real, therefore need photosynthesis to grow. Oh... and placing ivy as a window valance or China cabinet topper went out when Dynasty went off the air.

•2.) Floating Art. When hanging art over a sofa or a case good, associate the height to the item to retain good visual contact. The display will not look right if it seems to float too high  above the object - it needs to be grounded. 18" from the back of the sofa is a good rule of thumb. And slightly above the smallest arrangement for the case good.

•3.) The Rug Scale to Conversation Area Faux Pas. A rug can create and define a conversational grouping. Make sure that the scale of the rug is in-tune to the scale of the furniture/objects associated to it. A sofa should either be sitting on or no more than 8"away from a rug.  Just about the same size as the cocktail table is not a scale formula for rug size.

•4.) Accessorizing with Evens. When accessorizing or creating vignettes, the golden rule is "Always in Odd Numbers."

•5.) Forgetting the Focal Point. Every space has a fabulous purpose or emphasis. Focusing on the purpose and/or emphasis of the room will allow you to set the mood and arrange the furnishings and accessories properly.


•6.) Forgetting the Stature of the Home or Room. Wicker doesn't belong in formal living rooms, nor does a Big Lots ficus tree in a Tony Tudor. Make sure the things placed in a room or home go with the  stature of the space.


•7.) Flood Window Treatments. Traditionally drapery panels are set 1/2 in. off the floor. 1" is pushing it and 3" off the floor is creating a Capri.


•8.) Being Light Challenged. Every room should have at least three light sources for the function of space. Ceiling lights do not count. The perfect formula is to have them placed in a triangle pattern around the room; which will create movement and flow to the space.


•9.) Table Short. Anywhere someone sits in a functional space should have a table in reach of a seated person. The exception is a transitional space such as a foyer or hall.


•10.) A Mirrored Mess. Mirrors over fireplaces, sofas, or lonely on a wall oh my... Mirrors should always reflect something beautiful - Not a ceiling fan, walk rail or wall. You can be excused if it is a decorative mirror that shows as art rather than function.

•11.) Oddly Angled Furniture.  Don't think your being creative if you put it on an angle.  Angles instantly slice through visionary planes, can make people psychologically feel uncomfortable, can eat up floor space and can render the piece or room functionless.