An AUTHENTIC BRAND consistently delivers what it says it will

By now you know how important it is that you have a marketing plan so that your business will grow on a steady basis. Be aware that marketing plans can and may need to change if your business is not growing. Regardless, it is crucial that you understand whom your ideal client is because if you don’t know who you are ‘talking to’, you won’t know ‘what to say’, and you won’t know ‘where to find’ them. Let’s take a look at some of the key questions you need to be asking to help you create your Ideal Client Profile.

Even if you have not yet worked with your Ideal Client spend some time ‘imagining’ what he or she would be like. Ask yourself some of the following questions but also include ones that are very specific to your niche market. As a home stager your primary clients will be home sellers and realtors.

You want to understand the geographics, demographics and on-and-off-line psychographics of your ‘ideal client’. This exercise requires that you really zero in on who you want to sell to and who will buy what you want to sell. Once you have determined who your ideal client is you need to create a message that attracts your ideal client to want to learn more about you, and finally you need to determine several strategies as to how you will market your message to your ideal client.

Here are a few key questions for you to ponder while creating your list for your ideal client profiles:

Ideal Client Profile as a Home Seller:

  • Do they have enough money so they will happily pay my fee?
  • When I make my recommendations in preparing the house for selling are they eager to implement my suggestions?
  • Do they respect me and value my work as a professional home stager?
  • What kind of neighbourhood do they live in? Where do they shop?
  • Do they have a family and might they have elderly parents needing to downsize?
  • Would they be happy to refer me to people they know who are selling?

Ideal Client Profile as a Realtor:

  • Do they have enough money so they will happily pay my fee?
  • Do they respect me and value my work as a professional home stager?
  • What real estate company do they work for? Does the company have a good reputation in the market place?
  • Do they have a good reputation in the market place?
  • Will they introduce me to other realtors they know and give me a great referral?
  • Will they be on time for meetings and be willing to build an exclusive relationship with me as part of their marketing plan?

You may find that over time your ideal client changes perhaps because your market has changed, or you may decide you want to change your business offerings. Many home staging entrepreneurs evolve as their business grows. What they offered in the beginning may no longer be where their main revenues are coming from. It’s important to know that and make the necessary adjustments!

Colleen McClure
Colleen McClure Administrator & Proud owner of PRES Staging® - Expert Home Stager. When I was very young I began drawing interiors, it just came naturally. When I work with a client now, I see the finished project completed in my minds-eye as they explain how they would love to see their space created. I am able to provide sketches on the spot of their vision so this invokes client confidence and excitement for the project from the inception through to the brilliant manifestation – How Fun! When the economy did not support the luxury of home improvements, other passions led me to full-time work as a career counsellor. I very much enjoyed assisting people one-on-one to discover their own talents but this was an arena where I would develop effective techniques in workshop design and group facilitation as well. This would lead to a ‘happy marriage’ as I would apply these skills and passions when I purchased PRES Staging® - The Professional Real Estate Staging Centre. It’s truly the greatest joy to inspire others to discover and hone their innate talents – To witness their emerging confidence while coaching them on design principals and providing them the tools to start and run their own Home Décor businesses for Redesign and Staging. If you’ve ever thought you might enjoy this line of work, or even to do it for yourself and friends, get in touch – Let’s chat!