2021 June Members Publication

COVER PHOTO COURTESY OF: BA STAGING & INTERIORS | NORWALK, CT

___ SETTING YOURSELF APART FOR YOUR COMPETITION PAGE 06

___

___

GET OUT FROM BEHIND THE SCENES PAGE 10

STAGING FOR SHORT TERM RENTALS PAGE 14

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CONTENT INSIDE THIS ISSUE

4

FROM THE DESK OF JANA USELTON

6

SETTING YOURSELF APART

10

GET OUT FROM BEHIND THE SCENES

14

STAGING FOR SHORT TERM RENTALS

18

HOW DO YOU STAY FOCUSED

20

LET'S GET SOCIAL

22

It's Halftime

HSRA Executive Leader: Birgit Anich, BA Staging & Interiors

HSRA Digital Coordinator: Jill Johnson

HSRA Fearless Founder: Jana Uselton

Model My Home Production Director: Jennifer Gainer

HSRA VP of Operations: Laurie Graham

HOW TO THRIVE DURING CHALLENGING TIMES HSRA Elite Member: Hana Latyn, Euro Staging

Book of the Month The 4 Disciplines of Execution

By Chris McChesney, Sean Covey & Jim Hulinh

FROM THE DESK OF

Jana Uselton

If you’re like me, you love watching football, especially if you know those playing in the game. We spent many seasons watching our boys on the field. I was also a cheerleader throughout school and even into college. I have attended and been part of hundreds of games. The excitement, the noise, the tense moments are all combined into a few short hours that result in victory or defeat.

I remember the big clock counting down to halftime. For many, this was a time to grab refreshments, watch the halftime show, or head to the fieldhouse for a debrief.

As this month approaches, we must view this as our halftime.

Maybe it’s time for you to take a refresh in the form of a vacation, do a reset on your mindset, or get clear on how you can continue to win with a few important adjustments.

We all know when we are winning and when we are behind. We look at the scoreboard, and it speaks loud and clear. This is the time to look at our numbers and compare them to our goals to see if we are still on track. If not, it’s time to reset and adjust. For our Staging company here in Dallas, we were ready for the downturn in our market many months ago. We knew there would be fewer vacant homes on the market and we had to let our clients know about our occupied services. We had to play offense on this and continue to do it today. We could not bank on one stream of income in this down market. As you know, we also went into the short-term rental setup business. We have shared with you our steps and are even hosting two HSRA Masterminds around the subject matter. We have, and continue to adjust our playbook based on the obstacles in front of us.

xoxo

How about you? Is your team active on the field and helping call the right plays as well? Are they seeing new opportunities around your company? Now is the time to push the gas and move forward to gain extra ground. We are all continuing to lead in this industry and share in our results.

What do you want your halftime to look like? Take this month to refresh, refocus, and re-assess. Play offense. Partner with those around you to create massive results so everyone wins. We are looking forward to growing with you and us all winning together!

See you soon,

Birg

git Anich

HSRA EXECUTIVE LEADERSHIP TEAM OWNER: BA STAGING & INTERIORS

SETTING YOURSELF APART FROM YOUR COMPETITION 5 WINNING STRATEGIES – GET OUT OF “LOW PRICE” JAIL I am in the middle of a staging consultation with both the home seller and Kate, the Realtor, when Kate turns to me and says, “It is very interesting to observe the stagers’ market. Whenever BA Staging & Interiors does something different in the designs, all the other Stagers in the area try to imitate it. But the most amusing part is that they do a poor job… they just cannot get it right.

LOL. That’s why we do not want to work with anyone but your company. You are the driver and are always ahead of everyone. Yes, you are not the cheapest, but you are simply the best.”

Kate kept talking about this even after the consultation. I was floored, not just by this huge compliment, but even more so by the fact that there are Realtors and clients who see the difference between us and our competition.

Many staging companies struggle to set themselves apart from their competition, so they TRY copying the ones who are more successful and offering it for less.

This is called a “ME TOO” product/service or “KNOCK-OFF”. In essence, these knock-off companies are purely competing on imitation and the lowest price. They work intensively hard for a very small profit margin and the only way to make money is through large volume. They struggle to create a competitive advantage for which clients are willing to pay more.

Here are 5 winning strategies to be different and to set yourself apart from your competition: 1.QUALITY VS. PRICE We all know that ME-TOO products are cheap imitations of a high-quality product. There is no such thing as cheap and high quality. So, make a decision whether you want to run a business that is a quality business or a low-price business.

2. EDUCATION ON SUBJECT MATTERS Acquire education on subject matters, so you do not just talk the talk, but can also walk the walk.

For example, don’t just use words on your website or client communication like “We create a buyer’s lifestyle experience”, when you have never taken a single course or any education about how to create a lifestyle experience.

You may offer professional color consultation services but have never taken a single class about color. Get the necessary education and own the subject matter. Your clients will hear and see the difference between your educated talk and an uneducated competitor’s choice of words and service results.

3. DOMINATE YOUR VALUE PROPOSITION Make sure that you understand the value that you bring to your clients. What added values do you offer them that your competition is not offering, but your clients are valuing? Understand for each project who the client is and what brings additional value to them. For example, the home seller may be interested in getting an additional area staged. The Realtor may be more interested in professional photographs.

4. DEVELOP YOUR COMPANY FROM WITHIN WITH CORE VALUES & TRAINING Be clear about your company’s core values and lead your company with them.

If your clients see that your entire team is aligned and well trained, your company image and brand identity will benefit. The way your company does anything is how you do everything! – That’s the perception and we all know perception is everything.

5. NEVER STAY STATUS-QUO Our business environment is continuously changing. This has been even more so pronounced over the past 1.5 years. The real estate market, our clients, our supply chain, our competitors, everything, are all evolving and changing. If you want to set yourself apart from your competition you will also have to keep changing. This all starts with knowing and understanding what is changing and coming up with ideas to pivot through personal development, product offering, developing the team, adapting or changing processes, etc. There are so many aspects of a business that can or need to change to provide the best possible service and product offering to our clients. For me, the best way to incorporate this important aspect of setting my company apart from the competition is through HSRA’s Masterminds, conferences, and XL Growth Coaching. I don’t know about you, but I need a monthly energy booster through coaching, the next steps to work on, the new idea generation, and most importantly the support from others to propel my company forward to the next level and then the next and the next. I do not want to stay status-quo.

Our company wants to keep converting one Realtor at the time to say, “You are our secret weapon to win the listings”, just like Kate the Realtor says. And yes, we also send listings to Kate – it is a two-way street of excellence. We are setting ourselves apart from our competition and Kate sets herself apart from her competition with our brand image, with our superior knowledge and expertise, with our superior quality, with our superior value proposition, with our innovative approach.

Now it is your turn to break free from the “low price- jail” strategy and set yourself apart from your competition.

Good luck! - Birgit

In the month of May, Laurie and I took on the challenge to record a video of ourselves just talking; whether something motivational or just rambling, and it was hard at times. I did miss a couple of days after the conference, but it was very eye opening. There really is always something to talk about, whether we think so or not.

Jill Johnson Digital Coordinator

Get out from

behindthe scenes Our very first Real Estate XChange Conference has now come to an end! If you were unable to attend the conference at the end of May, boy you missed out! The conference was jam-packed with so much information regarding branding, social media, and short-term rentals! Even though the crowd was small, we sure were mighty.

One of the big points discussed was video content for social media and marketing. A key takeaway that I had is that video does not have to be perfect, nor is it meant to be.

People relate with real people which is why being your true self on social media platforms is what seems to attract a higher audience rather than a highly produced video. However, produced videos definitely still have their place as they should.

What I wanted to write about in this article is not necessarily the kind of videos to create, but more of the how. It really is as simple as grabbing your phone, hold it in 1 hand “selfie-style”, or set it down on a table, and just talk.

As many of you know, I started with HSRA a few years ago in a shy bubble. I tended to stay behind the scenes and that’s really all I wanted to do. In the past year, with the help of my amazing team, I have been able to burst out of that bubble for the most part.

I sometimes blow that bubble back up, but I don’t really think about that anymore. We have been taught, at least in my generation, that being perfect and polished with no mistakes or mess-ups is the only way to success. Well, I am here to tell you, that’s not exactly true. As I said, people relate to real people.

We learned this at the conference from Amy Barton Cotney, a TikTok celebrity, and so many others. The way we do a video today is not the way we used to do it. So I just wanted to share a few tips on how to create real and authentic video content.

1.Don’t Rely on a Video Script If you are creating a product that is for sale, you are probably going to want to have a script of some sort. This is for an item or service to purchase, and you do want it to be the best quality possible. But if you are just creating a quick video for the ‘gram, aka, Instagram, you don’t need to have a script. These platforms were not made for super-polished content, that’s why stories and doing live videos are so important and Instagram loves those for the algorithms.

2.Trust the Human Factor As I said, people want to work with real people. If you are filming a video of a client for a testimonial, you can do the production setup or just record on your phone, depending on the type of client that you are looking to secure. The reason testimonial videos are important is because a potential client can see the actual person that has worked with you.

They can see their physical reaction to your services, rather than just written, which sometimes can get overlooked. Your potential clients want to be able to relate to someone that you have serviced, and they can do so by hearing about that person’s pain points and how you have solved them.

3.Don’t Let Perfection Get in the Way This is where filming LIVE content comes in. Now, this is the kind of content I still have moments of nervousness about because you can’t just record it, watch it, and then delete it and redo it if you don’t like it… I have spent countless times recording, watching, deleting, redoing, and just continuing that cycle. The times I did a live video have, in my opinion, been more beneficial than the ones I recorded because I wasn’t able to try to be “perfect”.

That saying “you get what you get and you don’t throw a fit” also relates to live videos.

PHOTO COURTESY OF: ASHLEY FUENTES | STAGING THE NEST

Just to sum everything up, authenticity is what people are craving right now. That is definitely not to say that you stop being professional. It just means you don’t have to be “picture perfect”; something that is hard to relate to. Your clients want to know that they are working with someone that is professional, knows what they're doing, but is also not going to be fake or unauthentic with them. If you didn’t partake in the May challenge with Laurie and me, I challenge you to at least record a video of yourself every day for 1 week. The difference you will feel in self-confidence and growth is huge. I can say with this past month, I have naturally become more comfortable speaking in general.

Take that step, get out of always wanting to be behind the scenes. Be bold, be strong, be courageous, be confident, and let the world see who you are. Have an amazing month of June, and I’ll see you back here on a different piece of paper next month.

XOXO - JILL

Authenticity

KEYNOTE SPEAKER: ELENA CARDONE

HOME STAGING & REAL ESTATE

SUMMIT

2021 HOME STAGING AND REAL ESTATE SUMMIT

Attend the Home Staging Summit and leave with the proven strategies top Staging Professionals utilize to build successful Home Staging & ReDesign businesses. You, your business, and your clients deserve the incredible knowledge you will gain during the conference. Join the scores of other Home Staging Summit attendees and share the Experience

STAGING FOR

SHORT TERM RENTALS JANA USELTON

Building your Short Term Rental Stream of

Income

By: Jana Uselton

Yes, the market is hot for vacation homes, traveling nurses, and working from anywhere. It's time to capture some of this market share in your area. Here are three steps to building your short-term rental income for your Home Staging or Design business.

1. FIND YOUR IDEAL CLIENT Begin looking for those who have a shortterm rental business in your market. You can do this by going to a short-term rental platform like Airbnb or VRBO and searching your area for properties. Note: Do not fill in the date so you can see the entire list. Scroll through the properties one by one and make note of the host.

Click and see how many other properties they have listed on the platform in your area.

You can then Google their name to find an email and/or phone number and contact them to build a relationship. Please avoid contacting them through the platform as this is restricted to those who are truly interested in renting their properties. You may go a step further and actually book one of their properties for a night or weekend getaway to connect with them.

Once you have experienced their property, reach out to see how you can bring value.

2. CREATE STR PACKAGE OPTIONS As Staging companies, we must understand this is a different type of service and set up routine. Most of us offer good, better, best package options to our clients, and the same ring true for your short-term rental services. You may give them a price to use your existing furniture (Good), provide a hybrid approach of using your items with key purchases (Better), and offer a final option of a new property setup with customized pieces you purchase where they may have input as well (Best).

We typically quote pricing for setup and ownership of the furniture, art, and accessories and give them the option or add-on to stock the kitchen and bathrooms.

Remember to always do the math. Do not forget to add up all of the costs of inventory, labor, and delivery, and profit margin within your quote. Setup times are typically twice as long as well. Our properties also contain new mattresses no matter which package they select, so we must allocate for this.

Special Note: We recommend 3-4 sets of sheets and towels for turnovers if they do not have their own laundry service or property management company that will be providing this for them.

3. SET UP THE MODEL STAY As we select and pull inventory, we must note that typical light furnishings will not be sustainable in most short-term rental properties. It’s all about how durable and sustainable the furniture is so it can withstand the maximum amount of turns possible. If you are using lighter fabric furniture, make sure that you add an extra layer of Scotchgard. One of our properties has a light suede sectional, and we sprayed two cans of Scotchgard, and it still looks great. It is the same for headboards, accent chairs, dining chairs, and ottomans.

You will also be setting up fewer accessories.

Bathrooms typically only need art, kitchens may need only a few key accents, and side tables require the bare minimum.

Statement pieces are ideal. There are also fewer accent pillows throughout. The mindset now shifts to understanding that every single piece within the property must be cleaned, can pose a potential hazard, or may not be sustainable. Design and usage are the focus when selecting items to display in these properties.

Our company, Model My Home, has set up almost 30 of these properties within the last few months for other hosts, and we are still learning the best practices as we go.

We are engaged in ongoing training from consultants and trainers, and we also personally have short-term rentals in our portfolio. They are a game-changer!

We are looking forward to our upcoming HSRA Short Term Rental Masterminds this month in San Diego. You can secure your ticket below if you want to learn more about how to implement these services into your business as well as creating your own personal portfolio.

SHORT TERM RENTAL

MASTERMIND Jana Uselton & J. Massey

There is still time to join us for this 2-day IN-PERSON Mastermind with Jana & J. Massey, founder of Cashflow Diaries.

If you want to learn more about Short-Term Rentals or you have already incorporated them into your business, you NEED to be at the event.

JUNE 26-27, 2021 | SAN DIEGO, CA

Jana Uselton

J. Massey

Founder/Owner Home Staging & ReDesign Alliance. Realtor, Business Advisor, Author, National Speaker and STR Host

J. Massey is a full-time Real Estate Investor, Entrepreneur, Popular Podcast Host, Author, Speaker, Coach & All-Around Problem Solver

STRMASTERMINDS.COM 2 Day Mastermind + Warehouse Tour Tour one of San Diego's largest Home Staging & Design Warehouses, 15,000 square feet of space, located in Mira Mesa. Everything Creative Designs house the best and most extensive pieces of hand-selected furniture, accessories, and artwork.

Special Pricing $1499 *special pricing expires 5/31/2021, regular price $1999

HOW DO YOU STAY WHEN THE BAR KEEPS MOVING? Has anyone read the book, “Who Moved My Cheese?” by Dr. Spencer Johnson? It is a profoundly simple narrative about the reality of change in life, and the inevitable, often elusive, search for happiness and satisfaction in life. If you haven’t read it, check it out through Audible if you are an onthe-go reader, or grab a copy and cuddle up with a steamy cup and comfy blanket (well maybe not the blanket in summer, but you get the drift).

If you have made it through any real “phase” of life, you know satisfaction and happiness are not something you can chase. There are certain things we can, and should, do to create space in our lives for success and passion.

However, we need to realize that circumstance, situation, and possessions do not define us or CREATE happiness in us. They are fleeting; mark my words - someday your cheese is going to shift (again, refer to “Who Moved My Cheese”).

So what steps can we take to stay focused in spite of a bar that is constantly in motion? The bars of finance, business, relationship, education, politics, etc. are either moving up or over; they are rarely stationary. How can you manifest peace and genuine forward motion in spite of this?

First, you need to define what is truly essential to YOU. That is right...I said to YOU. Realize this - you are the only YOU that will ever be. Embrace this! Accept this! Don’t attempt to fit the same mold as your neighbor, colleague, or friend. I love what Birgit has written in her article this month, “Setting Yourself Apart from the Competition”, about knowing your personal value as a business owner and determining the direction for your unique company. Be sure to check her article out in this month's publication! What do you need to experience success, growth, and favor in your personal and professional life? Hone in on those things and make them your focus when the bar seems to be moving again.

Secondly, determine what you need to achieve those things you have determined to be most important to you. Perhaps you need to take apart your previous belief about happiness? Most of us need to do this. We have been raised in a society that teaches we NEED things to be happy. But when the things are gone...what then? If anything, the past year or so has taught us (or should have) that life is short and importance comes in a much different package than we thought. You can do ALL the things - education, training, reading books, networking, etc - but if you don’t possess a firm foundation of belief in what is truly important, they do not fulfill for the long haul.

Thirdly, take a moment. Take a moment for whatever you need! That is a super blanket statement, I know...but it is so subjective. When the cheese is moved again, and you have lost your way through the “maze” of life - chasing the next best thing, do you know how to regroup?

Maybe you need a walk, a bath, a glass of wine, a date night, or a friend night.

Whatever it is, TAKE THE MOMENT. The bar is always going to be changing, but your satisfaction in life can be sound and stable regardless because your hope and peace are not based on circumstance.

Perspective is often everything. How we define life and happiness changes through various seasons, and seasons bring change as well. But the foundation created through these disciplines will help you stay focused on the path rather than the bar (or the cheese).

you

you are the only that will ever be.

Let's get

Social

Laurie Graham Creative Director | VP of Operations

Friends, marketing our business has never been more important, and with this crazy Real Estate Market, we need to put our social media platforms on performance enhancers.

At last month's Real Estate Xchange event I was given the opportunity to share with our attendee's insights on how to discover and market to their ideal client. I took everyone through a fun exercise of describing details down to the type of clothes the clients would wear, who they are, what they do and even what type of car they drive. All of these things are completely relevant because if your social media presence does not engage these items then you are not going to spark the interest of your ideal client.

This month I would like to piggyback on this topic and share some of my “go-to’s” when it comes to creating content for our ideal client. It is NO SECRET that we all need help and we all need sources of inspiration. So my number one recommendation for you, If you struggle with what to post, besides “before and after’s” you definitely will appreciate this article.

Great Communication Begins with

So, what do you post? Well, A few years ago my girl, Jasmine Star, started a little website called Social Curator. Every month she releases a new set of captions and writing prompts for you! Each includes writtenOprahmonth Whinfrey for-you captions on: Your Why Behind the Scenes Personal Insight Encouragement

About Me Benefits Showcase Products/Services

In addition to these amazing captions, she also provides articles, tips, photos, and training each month.

Creating a rockstar social media platform doesn’t have to be hard, there is help! You can literally plan out and schedule a full month of posts with Jasmine’s help in just a few hours.

Jasmine's program is definitely worth the investment, especially if you struggle with what to write about on your social media. Head over to www.socialcurator.com to start filling up your feed with content that speaks to your clients, adds items of value, and creates engagement.

Happy Posting!

HOW TO THRIVE DURING CHALLENGING TIMES ELITE LEADERSHIP

Hana Latyn

Euro Staging Falls Church, VA HSRA Elite Leadership

2020 was supposed to be our best year ever. It was our 10th year anniversary of Euro Staging. What started from nothing turned into a prosperous business with a team of employees, a large warehouse, a new truck, and hundreds of happy clients. I felt quite victorious…and then came Covid.

Suddenly my sunny sky got covered with a thick cloud of fear, worries, and uncertainty.

I watched states and businesses being shut down, and I worried that I might lose my business. As it turned out, not only did we survive, but we made 2020 an outstanding year. The challenge was to stay healthy and safe, while finding new clients, increasing revenue, and providing exceptional services.

Here are the three strategies that helped me the most: 1.Social Media This was a great opportunity to gain more connections, more exposure, and more clients without any expensive advertising.

I started posting 2 - 3 times per day: Short videos from a completed Stage Quick stories of before’s & after’s Practical staging tips Funny “Behind the Scene’s” videos Personal and family posts Listing and realtor spotlights These posts go on Facebook, Instagram, TikTok, and Twitter. I use the same content on all of the channels, multiplying the visibility without the need to constantly create something different.

It is true that this will get you high visibility, but it can be very time-consuming. Luckily I was able to hire two social media experts, who just so happened to be my teenage kids ☺

2.Education Clearly, the business is constantly changing, which means I have to keep changing as well.

First, I reached out to HSRA for help. I joined their GDP (Growth Development Program) in the summer of 2020. It was an intense experience, which allowed me to look both at my business from a higher perspective, and also dive deep into all the little details. GDP is a must for any business owner who wants to grow and improve.

In 2020 I also attended the HSRA Summit and Mastermind in Dallas, TX. Live events present unique opportunities to network with like-minded people who deal with similar challenges and search for answers.

Second, my daily learning routine includes listening to podcasts while driving.

Some of my favorites are Tom Bilyeu, Tim Ferriss, and Tai Lopez.

The third source of my improvement and education is good books. Just like you, I spend a lot of time in my car, so I listen to audiobooks. My current library includes: Essentialism by Greg McKeown, Anything You Want by Derek Sivers, and Fix This Next by Mike Michalowicz.

3.Mindset I should have started with mindset, as it is the foundation on which we build a successful business and happy life.

During these difficult times, it’s so easy to slip into negativity or a victim attitude “life is hard, there is not enough, I can’t do this”. It became clear to me that what I focus on is what I give energy to… And what I ultimately create.

Here is how I keep my mindset positive: First, I practice daily meditation. My two favorite apps are: Calm and Breathe. They help me to stay positive, focused, and centered.

Second, I follow a little morning ritual. I write my three most important tasks for the day. I set an intention or positive affirmation on how I want my day to go.

Here is an example. “My day goes as planned and my clients are happy”.

“Today will be a great day with happy clients and no traffic.”

Third, I practice the “Art of Letting Go.” This business has it’s fair share of challenges, difficult clients, and tough problems. Once I find the solution, I deliberately let it go without dwelling on it.

For that, my mantra is: “NEXT!”

Mindset is like a muscle that needs to be continuously worked on or it will atrophy.

2020 was a challenging year but it turned out to be our best year ever, because of my focus on social media, education, and mindset.

There will always be challenges. 2021 is not much different from last year, but as long as we see challenges as a chance to grow and improve, we will continue to thrive.

- Hana

ELEVATE YOUR HSRA MEMBERSHIP

ASHLEY FUENTES OWNER: STAGING THE NEST HSRA EXECUTIVE LEADER XL GROWTH MEMBERSHIP

I am so loving being a part of the XL Growth Membership program!

During our last meeting, we did a high-level check on our business growth over last year and I am excited to share that Staging The Nest's revenue is up over 77% over last year - year to date! I am so proud of our amazing team!

DESIGNATIONS Register at: myhsra.com/designations

HSRA MISSION STATEMENT

$9.99 Please place postage here

CORPORATE HEADQUARTERS HSRA INC. 2550 114th St. Suite 170 Grand Prairie, TX 75050 855.85. STAGE myhsra.com | info@myhsra.com