COVER PHOTO COURTESY OF: EURO STAGING | FAIRFAX, VA
___ THE WHY BEHIND AUTOMATION PAGE 08
___
___
EXPERIENCE BREAKTHROUGH IN YOUR BUSINESS PAGE 12
DESIGN TRENDS FOR THIS SEASON PAGE 27
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CONTENT INSIDE THIS ISSUE
5
FROM THE DESK OF JANA USELTON
8
THE WHY BEHIND AUTOMATION
12
EXPERIENCE BREAKTHROUGH IN YOUR BUSINESS
16
KEEPING YOUR DIGITAL MARKETING HUMMING PT.2
20
HSRA MEMBER SPOTLIGHT
27
DESIGN TRENDS
Strength in numbers
HSRA Digital Coordinator: Jill Johnson
HSRA Fearless Founder: Jana Uselton
HSRA Digital Assistant: Ramon Reyes
Hana Latyn | Euro Staging
HSRA Interior Designer Sueann Badillo | Moxie Design Group
Book of the Month NINJA SELLING
SUBTLE SKILLS. BIG RESULTS Book by Larry Kendall
JanaUselton FROM THE DESK OF:
Greetings! We hope this season in your personal and professional life has been new, fresh, and full of expectations. We are all
on
this
journey
together
and
figuring out what the next is for us. Sometimes our days begin with the same routine, but now more than ever, there are new focuses and distractions all around us. The worry, the fear, the stress can overtake us if we are not careful. The last year and a half have shown us many things. It has proven our
resilience,
our
fortitude,
5
and
pushed
us
into
uncomfortable
territory.
The
past
rhythms
and
It starts with asking the questions.
routines were disrupted and we are
In our publication this month, we
creating new ones daily.
address multiple topics that relate to you, your teams, and your business.
Take an assessment of where you were
Moving forward, we know there is
before and where you are now.
strength
in
numbers.
There
are
solutions in numbers. There’s new What has changed around you?
hope and strategy when we are doing
How have you changed?
this
How has your family changed?
another year over year.
together
and
supporting
one
How has your business changed? How has your team changed?
When we set out on the journey to
How have your clients changed?
create HSRA, we didn’t know what it
How have your services changed?
would look like. This may be true about your
own
business.
It’s
grown,
When we ask questions like this and we
morphed,
dig deep for answers, we find solutions
expectations
and gain new hope that we are on the
relationships and the difference made
right track.
in others and ourselves.
and in
exceeded the
form
our of
As we all continue to evolve and grow, let’s also continue to support one
another
daily
as
changes arise all around us. When we are part of the
solution,
we
can
never be part of the problem. As the end of this
year
approaches,
let's celebrate together! Here’s to the coming of an incredible end to an unprecedented year and here’s to looking forward to an incredible future together! Blessings
STRONGER
TOGETHER
THE WHY BEHIND AUTOMATION IMPORTANCE
JILL JOHNSON DIGITAL COORDINATOR
Hello September! I don’t know about you but I am ready for the “fluffy socks and cute sweaters” season which is coming up SO fast. With this season rolling around, I can’t help but pair it with strategy and end-of-year reviews, as I’m sure many of you do the same. With strategy coming up in the next few months, I am thinking about all of the different things that have been done this year within HSRA and Model My Home. The biggest one, and my favorite, has to be implementing automation to the next level. When thinking about a Staging business and automation, it can sometimes seem almost impossible, or maybe you’re thinking “What would I even automate?” All of your marketing, sales, reporting, admin duties - can all be automated, but that is not what I will be getting into in this article. In this month's article, I want to share the importance and the “why” behind automation, other than it being a huge gamechanger…
Before getting into this, please note that
Improved Consistency:
there are many different platforms, programs, CRMs (my favorite is HubSpot
This comes back to human and manual
BTW), etc., that can make automation
labor. Instead of having to go search
easy. Some are free and some are paid.
for that template that was created to
There is a bit of legwork that must be
send to someone that has a specific
done when setting up your automation.
service they want to be completed, it’s
Make sure to leave a full day for setting
as easy as having to push only 1 button
up automation if you don’t have any
or click on one thing that will then send
setup already. It will take some time and
them out that service quote, all while
brain work.
still
being
consistent
with
your
verbiage and service descriptions. So, what is the WHY behind the importance of automation:
Your Employees Will Love You Even More:
Becoming More Efficient: Manual tasks can get brain-boggling, This one is a given. When implementing
repetitive, and some are just downright
automation, you will be reducing time
stressful or boring. When automation
and effort. It will also reduce human and
is set up, it allows your employees to
manual errors that sometimes take
continue on doing their highest and
place,
your
best in the company with peace and
employees and yourself more time to
ease knowing there is a little robot
focus on the priority tasks to complete.
doing
which
in
turn,
gives
all
of
the
work
on
the
automation end of things. Time-Saving: Your Clients Will Love You Even Just like the above states, your time will
More:
be almost cut in half or more when it comes to not having to remember to
When your team is happy and at ease,
send out that “thank you for submitting a
that allows them to put their energy
quote” email or having that new lead
and
inputted manually into your CRM - they
service. Your team is able to aid in
will already be there with everything you
boosting
need to know.
which then leads to referrals and so on!
effort
into
the
amazing
customer
customer satisfaction
As our world is becoming more and more tech-driven, we have to be sure we are staying up to date with things and not just going the “old school” route. Don’t get me wrong, I love my pencil and paper, but when times get busier and days get packed fuller and fuller, you are going to want something or someone able to get the repetitive tasks done without having to think about it. As we close out with this article, there are 2 programs or platforms that I wanted to share with you that are my 2 favorites for automation: 1. HubSpot - literally the best CRM there is. It is perfect for everything, from sales to marketing, to handling your processes and procedures. 2. Zapier - If you haven’t heard of Zapier, it is a must-have tool. Many of us probably have multiple different programs or apps that we use in our business and don’t you wish there was a way to connect them all. Zapier has got your back! Now that you know the WHY behind it, next up we’ll learn the HOW! Stay tuned for next month to find out my favorite tips and tricks.
Experience Breakthrough in your Business ENDURANCE, ENCOURAGEMENT, ENERGY, AND EXCITEMENT BY: JANA USELTON
We just received a message from a Realtor letting us know the the seller received a lower Staging price from another company and decided to go with them. Have you ever received a message like this? How about this one? “So sorry to let you know at the last minute. The property sold yesterday, and they’ve moved all of your furniture to the garage. We received an offer so quickly and forgot to call you.” Or, “I need to turn in my notice today.” Someone you have invested time, energy, effort and money into is now ready to turn their back on you and the business and move on.
Any and all of these situations can get us down, frustrated, and discouraged. So, what do we do when we face obstacles that seem to pile up on each other? How do we handle objections, challenges, and the continued pressure of day-to-day business and life? Our answers are multifaceted. First, we go back to our roots. Why are we in this business in the first place? What do we love about this industry? Why do people need our services? We, personally, believe in letting go and letting God do the miraculous through our businesses.
When we have this perspective, it forces us to release unmet expectations from others and especially ourselves. We can’t do it all nor can we expect it all from others. We can do only what we can do. If you need more done, you must let go of something or hire more people. The choice is yours. At both HSRA and Model My Home, we have chosen to hire more people and open new opportunities so others can be part of the big picture we are painting. When you give others opportunities to partner together, the miraculous can happen. All of the sudden, your focus is on growth, not lack. You don’t have time for the negative. You don’t have time for drama. If it does not align with your core values and your purpose, you immediately move on. I’ve noticed this mindset in other high-impact people we have met recently in the last 5 years. They are not about wasting time, they’re not about being pulled in different directions or anything else that may distract them. They are full-time forward focused on continuous improvement and growth. It is an entirely different level than I experienced in my early years as a business owner. What makes these high achievers so accountable? They have a relentless determination and the discipline to influence and impact others for the greater good.
It’s hard to put these concepts in a practical sense but let me try. Here are the early situations you have or will face.
THE CLIENT WHO DOESN’T WANT TO PAY YOUR PRICES.
THE CLIENT THAT MOVED THE YOUR ITEMS TO THE GARAGE.
THE TEAM MEMBER WHO DECIDES TO LEAVE.
No problem, let’s figure out a
No problem, we will have to
No problem, you bless them
payment plan or add more
charge our Rush Removal fee
on the way out. Speak into
services that help them see
and will be taking pictures of
them and let them know how
the value in what we do.
items in place to ensure
much
there are no damages.
contribution. Hopefully, your
you
appreciate
their
company has also deposited greatness in them as well.
Remember the client who doesn’t want to pay your price? No problem, let’s figure out a payment plan or add more services that help them see the value in what we do. The client who calls you last minute because the property has already sold and they’ve moved the items to the garage. No problem, we will have to charge our Rush Removal fee and will be taking pictures of items in place to ensure there are no damages. Client, we know you understand we have our policies and procedures to protect our inventory and our business. Being clear and concise on our agreements is vital. Before situations get to this point though, we are letting them know about our Destage Process in the agreement, with a Quick Reminders follow-up email as a bullet point after the agreement is signed and services are paid. Then, a call or email every two weeks to find out how the property is showing. It is as much our responsibility to know when a property is under contract as our clients. We always play offense until we have to play defense.
And when team members decide to leave, No problem, you bless them on the way out. Speak into them and let them know how much you appreciate their contribution. Hopefully, your company has also deposited greatness in them as well. We never try to hold on to people that feel like they have been released from the company. If it is a situation about money, we may be able to step in with some solutions, however, once someone decides to decommit, it is difficult for them to recommit. Know that people will join your team for seasons and some for a lifetime. Those who invest their time, energy, and effort on the beginning level of growth will be part of making history with your company and should be rewarded for doing so. They are not only growing professionally and financially but personally as well. High achievers experience breakthrough day after day. They also invest their time with others who are at their level or greater. Know that it takes endurance to continue to run the race. You must replenish and recharge so you have the energy you need. Encourage one another on this journey and make sure you are not involved or around distraction or drama. Recognize those in your world that are and distance yourself. When we begin levels of high achievement and start seeing the difference it is making and the new people we are becoming, excitement is in the air. People love to be excited about something, and it is our goal to create those opportunities for excitement. If you’re lacking in any of these, get vertically aligned so you can also be horizontally aligned with others. Continue to run the race with energy and excitement. You’ll find the people you are running this race with are there to also encourage and help you succeed. The goal at the end of the day for all of us is to influence and impact others through our lives and our businesses.
Keep Running… Others are counting on you!
Keep Your Digital Marketing Thingmajig Humming. Have you ever had that unforgettable
Why looks matter
date where everything was perfect?
No one wants to look shabby in front
Maybe the stars were out, and the
of visitors. You want to look well put
night
was
together. That is web aesthetics, the
dreamy. The words heard and spoken
confluence of color, font, and design
were just memorable.
elements
was
warm.
Your
date
experience
that in
affect your
the
user
website.
Come down to earth, honey. It never
Professional aesthetics will make your
happens, but the experience of a first-
website very appealing to visitors. They
time visitor on your website should
will stay on-site longer and increase
feel like that date -- albeit with your
the chances of discovering the relevant
digital persona.
details of your staging business. You want to engage with them, hence the
Like any date, perfection is the goal
term engagement (frequently used in
because you want the "getting to
digital marketing).
know you" phase to end with getting a lead. On the web, like in real life --
Design and color.
looks matter, and words are far-
So let's talk colors and brands. Most of
reaching.
us associate a brand with color.
For example, we will always expect the
All the elements that make up your
Coca-cola
and
website design, like the menu, fonts,
McDonald's is yellow. We know that
content, and graphics (boxes, lines, bars),
something is wrong if Home Depot is
must be colored by the 60-30-10 rule.
logo
to
be
red,
blue. The design is [in most cases] the basis for Color selection is based on values and
a snap judgment of your brand or staging
attitudes. For example, HSRA's shade of
ability. Every visitor has that tendency. In a
red tells of the passion of its members for
study by the University of Surrey, 75% of
home staging.
visitors
made
snap
decisions
about
credibility based on the web design. Have you identified your brand color, and most importantly, do you know why it is
Words are crucial
your color?
Words (others refer to it as messaging) are crucial.
Snap Decisions Your brand colors will combine with a few
Have you ever noticed how good friends
other colors to make up the color scheme
talk? It may be at a noisy bar or while
of your web design.
strolling a busy street. Between good friends, the conversation is always lively,
The
frequently
used
rule
for
color
with heaps of positive vibes. Even the tiny
schemes is the 60–30–10 Rule. Everyone
facial expressions confirm that they are
knows this-- 60% of the color scheme
full-on engaged with each other.
(palette) is for one color (on the web, a neutral color), 30% is complementary, 10% is used for accents (for example, bars and lines)
Talk to your visitor as you would your
As an example, COVID, regardless of
friend.
a
your views, everyone is affected by it.
conversation with a friend. Try to
There might be people visiting your
avoid too much sales talk.
site--some coming off Google search.
You
don't
overpower
For sure, they have seen the COVID Engagement is the whole point of
statements of other companies. Crisis
your digital marketing thingmajig.
management is a good indicator of a
You do it by the words and the
well-managed company. Why are
images and videos you use.
they not seeing your statement?
The former, however, will be pivotal
Craft the messaging, engagement will
to persuading your visitor to become
follow.
a client. You can also set aside a blog section Even with a fully developed website,
and write content related to promos,
you need to review your message
holidays, and more. Blogs are the best
periodically.
and
way to increase domain authority.
circumstances happen and disrupt
Omg, what is that? That is Google's
life and the way we do business. You
fancy-schmancy way of saying -- hey
must have some discussion (content)
business owner, update your website
about this on your website.
often if you want it to rank high.
Current
events
Placing a comment section allows you to chat up your visitors. Google interprets every new comment as an update that positively affects your web ranking. Do fonts matter? Absolutely. The fonts you use on your
Do not assume anything. Clear your mind must be. - Yoda
website reflect the character of your business and the brand psyche. Do you use serif fonts? You are telling visitors that you are traditional and reliable. San Serif fonts like Helvetica suggests modernity and style. In her book,
Why
Hyndman
Fonts said
Matter,
that
fonts
Sarah have
different personalities that evoke trust or make a product taste better. Mix and match fonts so you look yummy to visitors. Design theory suggests you can use up to three font types.
include their professional license or certificates (certs) on their resumes. The same kind of distinction and prestige is placed on your business if you
display
certs,
affiliations,
or
awards, if any, on your website. You gain a clear advantage over your colleague or competitor. No cert? HSRA course, and certificates are issued
Every Star Wars fan saw how Yoda tested Skywalker to near breaking point. On your website, you need to find the breaking point, if any. Yoda did say, “do not assume anything. Clear your mind must be."
whereafter. The real work begins after you build it. My father once told me that when the work is finally done, the other work— the real work—begins and continues.
In other words, your should test thoroughly. Every link should work. If you use a map, make sure you have a working link to the provider (like Google Maps). Sometimes the map can go blank, which is indicative of a cookie
Job recruiters usually favor people who
offers Designations. It is a short
Test always, young padawan.
browser
Display your certs on the website
issue.
Most
importantly, if you use a fill-up form, it should store every information. Many promising lead conversions go bust just because of a failed fill-up form.
The web construction project may be over but, now the maintenance of it begins. Also, do not forget the other half
of
your
digital
marketing
thingmajig-- the social media baby. If you want it to grow, it will need some tender loving care. But, that is a topic for another time..
Ramon R.
MEMBER SPOTLIGHT
HanaLatyn
TELL US A LITTLE ABOUT YOURSELF AND WHERE YOU ARE IN BUSINESS TODAY. Hey! I’m Hana, the owner of Euro Staging LLC, servicing Virginia, Maryland, and Washington DC. I am originally from the Czech Republic. Besides Home Staging, I love to ride motorcycles with my hubby, travel, climb trees, mix music, and paint large canvases. 2021 is my 11Th year in the Home Staging business!
TELL US A LITTLE ABOUT YOURSELF
In addition to running errands, my job
AND WHERE YOU ARE IN BUSINESS
was to deliver furniture, hang wall art,
TODAY.
or add cute pillows. One day I asked, “Lisa, what am I doing?” She said,
My beginnings in 2010 were more than
“Hana, you are Staging.” That’s how
humble: Divorced and living with two
Stager Hana was “born”.
small kids in a tiny basement apartment in Arlington, VA. I couldn’t return back
It’s been a long and exciting journey
“home”
complicated
that started with picking up free stuff
divorce lawsuit, so I had to quickly
off the curb, occasional dumpster-
transition from stay-at-home mom to
diving,
earning money to provide for my children.
stores…to
because
of
my
or
scouting now
a
local
Goodwill
beautiful
3,000
square foot warehouse full of nice To
survive,
I
cleaned
houses,
sold
furniture,
an
18-foot
truck
we
refrigerators in K-Mart, and watched
affectionately called “Snow White”, and
children. For a while, we even lived on
seven amazing employees.
food stamps and the generosity of friends.
My point is: if a foreigner with no formal
education
and
big
Then I received a position as an office
challenges can make it - EVERYONE
assistant for a local RE/MAX agent (and
can!
now a dear friend) Lisa DuBois.
HAS COVID CHANGED YOUR BUSINESS? Last
year
we
unexpected
all
turn
went when
through the
an
Covid
pandemic hit. For a short period of time, I was worried if my business would fold. I feared that events and forces beyond my control would wipe out instantly all those years of hard work. We had to adapt to the new
12 DAYS OF CHRISTMAS CAMPAIGN
‘normal."
Our biggest challenge was to keep my team, my family, and our clients safe and healthy. As all the other businesses, we implemented all necessary precautions and procedures. The second problem we faced was a crazy hot market with low listing inventory: properties selling fast without being Staged. This required different marketing strategies that would bring more business and more clients. Following the HSRA coaching advice, I came up with the “12 Days Of Christmas” campaign. And it turned out to be one of the most successful promotions we’ve ever done.
We used social media posts, pictures, and videos to connect with our existing clients as well as new potential agents. Every day we raffled out nice holiday gifts like gift baskets, gift cards, or wine sets. We made short daily videos to announce winners and posted them on all social platforms. We then personally delivered all the gifts, took pictures, and posted them again on all our social media. It was wonderful to give back to all those clients who have been supporting our business over the years. This campaign not only brought new business, but also created plenty of good will and authentic human connections, so sorely missed during these challenging times.
We
keep
adapting
and
changing, and as a result, Euro Staging keeps growing. We are moving
to
warehouse more
team
a this
new,
bigger
fall,
hiring
members,
and
getting a second truck. We are also opening VON HOUSE – a new boutique store selling home accessories and gifts. The most exciting part is that my daughter, Lilly, will be my business partner.
WHAT ADVICE WOULD YOU GIVE
WHAT SUGGESTIONS DO YOU HAVE
SOMEONE STARTING OUT?
ON MANAGING INVENTORY AT AN EARLY PHASE AND MOVING TO A
1. Start with the right mindset. There
MORE SEASONED BUSINESS?
are plenty of opportunities, if others have succeeded, so can you.
Start simple and start early. Even if it's a basic Excel sheet or a phone app. Good
2. Educate yourself. There is plenty of
inventory systems can help you generate
good free information on YouTube.
more rental income. It will also speed up
Follow other good Stagers on
your Staging process and help you
Instagram (#EuroStaging ;), read good
determine when it’s time to purchase
business books, and listen to podcasts
more items.
instead of binging on TV. Inventory management was not my 3. Do GDP!!! HSRA’s Growth
priority when I started. This was a big
Development Program has helped the
mistake that cost us time and potential
growth of my business tremendously.
rental income.
4. Be patient. Entrepreneurship is not a
Our plan is to fix it while moving into our
sprint. It will take time and work (and
new warehouse this fall. We will be using
occasional long nights and weekends)
the Stageforce inventory system because
for you to build your dream business.
it was created by Stagers for Stagers.
5. Be persistent. There will be victories
HOW ABOUT SOME ADVICE FOR THE
and there will be defeats. Each
PERSON DOING MOST EVERYTHING
challenge also means an opportunity to
IN THEIR BUSINESS?
learn and grow. Stay with it. In
the
beginning,
we
all
start
as
6. Stay flexible and adapt. You may be
solopreneurs wearing all the hats.
tired of ‘pivoting’, but the business –
There is nothing wrong with running your
and the world is constantly changing.
own shop solo.
You have to keep up and evolve as well. But if you want to grow, there will come a 7. Balance. Yes, for a driven
point to delegate. My biggest challenges
entrepreneur, Work & Life balance is
were to let go, give up control, and find
impossible. Do the best you can. In
the right people.
addition to your business, remember to include your family, your health, and your time to recharge.
It is liberating to hand off things you
Master the art of listening. Some of our
dread to do, or you’re not good at.
“unhappy” clients turned out to be
Focus on your strengths. What are you
extremely thankful in the end. Selling a
great at? Do more of that.
Delegate
home and moving is number three on
activities that do not generate you
biggest stress factors in life, right next
direct income or enjoyment. As I LOVE
to divorce or the death of a loved one.
to say “Teamwork Is The Dream Work”
Be kind. Never assume. Communicate. Listen.
HOW ABOUT EXTRA HELP? If you have kids, put them to work. Growing up I saw my parents hustling and building a business from their garage - and turning it into a busy shop in a prime location of my hometown. Our children learn from observation and if you give them a chance early, they
can
become
a
part
of
your
success. My kids are actively involved in Euro Staging. They help with assembling furniture, repairing damaged inventory,
ANY LAST-MINUTE ADVICE FOR OUR
Staging, running errands, editing videos,
MEMBERS?
marketing, social media… And, yes, they get paid.
Stay flexible! Because: “It is not the strongest of species that survive, not
WHAT
ARE
SOME
LESSONS
LEARNED?
the most intelligent, but the one most responsive to change.” Charles Darwin Always remember WHY you started this
Never give up. Failure is a lesson in
(sometimes)
lonely
journey
of
an
disguise. Pain from failure can help you
Entrepreneur. For me it was survival,
if you are willing to learn.
which also means Path to A Better Life.
DESIGN (& ReDesign) tips with
Design Trends Trends
are
constantly
evolving
The addition of an accent wall has the
especially in interior design. A few
ability to soften a design as well as
current interior design trends of 2021
strengthen it. An accent wall has the
consist of using strong accent colors,
ability to impact the design by making
bold accent walls, and incorporating
a bold statement. Including an accent
curved statement pieces into a design.
wall can further your design in many different ways. There are a variety of
Incorporating a strong primary color
different ways that accent walls can be
against a muted, neutral palette has
created in a space. For example, the
become a popular trend. This trend
usage of interior paint, wallpaper, or
helps create balance and harmony
even decorative wood paneling can
within the space. The neutral tones
lead to a functional, successful, and
provide
trendy accent wall within a design.
warmth
and
comfort.
Meanwhile, the primary colors provide energy, liveliness, and animation. The
Curved statement pieces have become
additional
the
a current trend due to the impact the
space adds personality to the design.
specific pieces have within a design.
Neutral colors and primary colors
Curved
complement one another without one
movement and architectural design as
of the colors overpowering the other.
well as maintaining a soft and relaxed
This helps create a comforting contrast
space. Curves capture attention while
between
radiating clarity and freshness. Curved
color-infused
the
colors
within
within
the
environment.
statement
pieces
provide
statement pieces are an important factor in creating an original design.
Accent walls are a popular current
The unique, curved statement pieces
trend. The addition of an accent wall
add an element in the process of
leads
having the design tell its
to
more
opportunities
to
incorporate texture and warmth into a space.
own story.
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
$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
