As home stagers, we know the importance of understanding our buyers. When selling your business, the same rule applies – the most profitable exit starts with knowing exactly who you’re selling to.
If you’ve ever thought about selling your home staging business – or even buying one – you’ve probably noticed that traditional M&A (mergers and acquisitions) advice doesn’t quite fit.
That’s because staging exits don’t fall neatly into the classic ETA (Entrepreneurship Through Acquisition) playbook. The way we build, brand, and operate staging businesses makes them different from most small business acquisitions.
Our industry is service-based, operator-heavy, and built on systems, relationships, talent, and process – not machinery, warehouses, or SaaS margins.
And because of that, valuations, deal terms, buyer motivations, and risk factors vary drastically depending on who is buying the business.
Most M&A advisors don’t understand this nuance. But you must – whether you’re preparing to sell or positioning yourself to acquire.
Understanding the buyer landscape isn’t just interesting – it shapes your exit strategy, your timeline, your valuation, and how you build your business today.
Now let’s break down the 4 buyer types in the home staging space, how they compare to traditional M&A language, and what each one values most.
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This is someone who wants to own a staging business but has no experience and doesn’t want to start from zero.
What motivates them:
Fastest possible path into the industry
Brand credibility + playbook from day one
Key risk they care about:
Learning curve – they’re new and will lean on you heavily at first.
What they pay for:
Training + SOPs
Systems + brand
Inventory, contracts, and operational setup
💡 They’ll likely want a longer transition period – and value your mentorship.
Why This Matters If You Plan To Sell
Each buyer type values different things, which means:
Your exit plan depends on who you attract
Pricing varies by buyer profile
Your systems + brand determine your valuation
Transition timeline expectations shift widely
Some buyers want you gone ASAP.
Some want you to stay.
Some want your whole team.
Others just want your systems and brand.
Your job is not to appeal to every buyer – your job is to prepare your business so the right buyer sees maximum value.
And If You Plan To Buy a Staging Business?
Knowing these buyer types helps you:
Understand how deals get structured
Spot undervalued opportunities
Know what kind of seller support you can expect
Position yourself to negotiate confidently
There are people in this industry sitting on incredibly valuable businesses – but they don’t yet realize that they can sell them.
This creates a huge opportunity window for both buyers and sellers.
The Bottom Line
Home staging exits aren’t one-size-fits-all.
They’re nuanced, relationship-driven, and operationally focused – and understanding buyer profiles is the first step in a strategic, profitable exit or acquisition.
This knowledge is power.
And it’s exactly why I created the Sell Your Staging Business Bootcamp – the only program helping stagers:
✅ Prepare their business for a future sale
✅ Build systems and valuation drivers
✅ Understand buyer psychology + deal structures
✅ Position themselves to buy or sell successfully in this industry
If you’re thinking about selling one day – or acquiring and scaling – you’ll want to be in the room.
I’ve supported hundreds of staging entrepreneurs and have been through this process myself – and I know how important it is to have guidance you can trust.
If you’re already in the buying or selling process, you don’t have to navigate it alone. I offer tailored advisory and support to help staging professionals pursue the right opportunities, negotiate effectively, and plan a smart transition.
Want to talk through where you are and what you need next?
Your proposal is more than just a price quote – it’s often your first opportunity to demonstrate your professionalism and showcase the value you’ll bring to a project. The key to a successful proposal? Keep it clear, concise, and visually engaging. A well-crafted proposal can be the difference between winning and losing a client.
The Psychology of a Winning Proposal
Before diving into the technical aspects, understand that your proposal tells a story. It should guide potential clients through a journey that helps them visualize the transformation you’ll create. The key is to build trust and demonstrate value before presenting your investment options. This starts with strong visual elements that set the tone for your entire presentation.
The Power of Visual Storytelling
High-quality imagery is crucial throughout your proposal to showcase exactly what they you are selling them on. Start with a professional photo of yourself in action – ideally showing you working in a beautifully staged space. This helps create an immediate connection and showcases your expertise in real-world settings. If you’re new to staging and don’t have a portfolio of complete home transformations yet, incorporate vignette shots that demonstrate your eye for design. These carefully styled corners or room segments can effectively convey your aesthetic and attention to detail.
Essential Elements of a Converting Proposal
Professional Introduction
Your proposal should open with a strong first impression. Beyond your company name and branding, include your professional credentials and notable achievements. Keep this section succinct but impactful—remember, every word should serve a purpose in building trust and demonstrating value.
Value Communication
Before discussing prices, clearly articulate what sets you apart. This isn’t about listing every service you offer; instead, focus on the transformation you provide and your unique approach to staging. Share your quality standards and expertise in a way that resonates with your potential client’s needs.
Project Scope Definition
Clarity is crucial when outlining what’s included in your service. Rather than overwhelming clients with every detail, focus on the key elements that matter most to them. Explain your process and timeline expectations in clear, accessible language that builds confidence in your professional approach.
Investment Structure
When presenting pricing, maintain the same level of clarity and professionalism established throughout the proposal. Present your investment options in a clean, easy-to-understand format. Include rental terms and conditions, but keep them concise and clear. Specify what’s required to proceed without overwhelming the client with unnecessary details (you can get into the nitty-gritty once they’ve approved the proposal).
Making Your Proposal Process More Efficient
Creating proposals shouldn’t be overwhelming or time-consuming. The key is developing a streamlined process that maintains professionalism while allowing for customization. Use a consistent, professional template as your foundation, but ensure each proposal feels personalized to the specific client and property.
Common Pitfalls to Avoid
Many stagers make the mistake of including too much information in their proposals, thinking more details equal more value. Instead, focus on quality over quantity. Avoid unclear terms, poor visual presentation, or missing crucial details about timing and process. Your goal is to provide enough information to build confidence while maintaining engagement.
Ready to Transform Your Proposals?
Creating high-converting proposals is a key skill for any home staging business. If you’re ready to take your proposal process to the next level, we take a deeper dive into this and your complete pricing strategies in our Staging for Profit course. We’ll cover advanced techniques for creating proposals that convert and pricing strategies that maximize your profit.
Remember: Your proposal is often your first opportunity to demonstrate your professionalism and value. Make it count by keeping it clear, concise, and visually engaging. When done right, your proposal becomes a powerful tool that not only wins clients but sets the stage for successful projects.
As a home stager, setting the right price for your services isn’t just about picking numbers—it’s about understanding your value, knowing your market, and confidently presenting your worth to clients. Whether you’re just starting out or looking to optimize your existing pricing strategy, this comprehensive guide will help you price your services for success.
Understanding Your True Value
Before diving into numbers and calculations, let’s address the foundation of profitable pricing: your value proposition. Many home stagers make the mistake of focusing solely on what they do rather than the transformation they provide. Your clients aren’t just paying for furniture placement – they’re investing in faster home sales, higher selling prices, and peace of mind throughout the process.
Key elements that contribute to your value include:
Client care package or other welcome package/onboarding guide
Photography service inclusion
Awards and recognition
…to name a few.
The Goldilocks Pricing Method
One of the most effective pricing strategies in home staging is what we call the “Goldilocks Method.” This approach involves offering three distinct service tiers:
Basic Package: Essential staging services
Standard Package: Your most popular option with additional features
Premium Package: All-inclusive, luxury service level
This strategy is particularly effective because it puts clients in control of their investment while helping avoid price negotiations. Most clients naturally gravitate toward the middle option, which typically offers the best value proposition. This approach allows you to serve different budget levels while maintaining profitability across all tiers.
Calculating Your Base Rate
The foundation of all your pricing decisions starts with determining your hourly rate using this formula:
When calculating your annual expenses, consider everything from warehouse rent and inventory costs to insurance, marketing, tools, supplies, transportation, and labor expenses – including paying yourself. Your desired profit represents the money that remains after covering all expenses, which you can reinvest in the business, use for staff appreciation, or take as a bonus.
Pro Tip: Remember that not all working hours are billable. A good rule of thumb is to assume 50-75% of your working hours will be billable, depending on your business model and market. To calculate your annual billable hours, determine your weekly working hours, take 50-75% of those hours, and multiply by 48 weeks (assuming four weeks of vacation annually).
With your hourly rate established, pricing other services becomes straightforward. Simply multiply your rate by the estimated time and labor requirements, then add any non-time-based expenses (like mileage or materials) with appropriate markup. This creates a solid foundation for all your service pricing.
Presenting Your Pricing Confidently
Your confidence in presenting prices directly impacts how clients perceive your value. Use professional proposal templates and clear pricing presentations that reflect your brand’s quality. Remember: you’re not just selling staging services – you’re offering highly valuable expertise that transforms homes and maximizes sale potential.
Taking Your Pricing Strategy to the Next Level
Mastering your pricing strategy is an ongoing journey. If you’re ready to dive deeper into creating a profitable pricing structure for your staging business, the Staging for Profit course offers comprehensive training on advanced pricing strategies, including access to our exclusive pricing calculator that takes the guesswork out of quoting projects.
Remember: Your pricing reflects not just your services, but your expertise, professionalism, and the transformative results you deliver to your clients. When you price with confidence and strategy, you attract better clients, deliver better results, and build a more sustainable business.
Ready to implement these strategies in your staging business? join us in the Staging for Profit course to master your pricing strategy and scale your business profitably.
Pricing your services can feel like walking a tightrope. Charge too much, and you worry about losing clients. Charge too little, and you risk working harder without seeing the financial rewards you deserve.
If this sounds familiar, you’re not alone. Many entrepreneurs, especially in creative industries like home staging, grapple with the fear of underpricing. Here’s how you can tackle this challenge head-on and confidently charge what you’re worth.
Why Women Tend to Undervalue Their Worth
For many women, underpricing isn’t just a business challenge – it’s deeply rooted in how we’re taught to think about money, work, and value.
Cultural Conditioning: Women are often raised to be accommodating, avoid conflict, and prioritize relationships over financial gain. This can make it uncomfortable to ask for higher rates or negotiate terms.
Discomfort with Money Discussions: Research shows that women are less likely to advocate for themselves in financial matters, often out of fear of being perceived as “greedy” or “difficult.”
Imposter Syndrome: Women are more likely to doubt their expertise or feel they need to “prove” their worth before asking for what they deserve.
This mindset frequently leads to undervaluing our work and charging less than we’re worth. But here’s the truth: you can’t build a sustainable business by underpricing.
The first step to overcoming this is understanding that pricing isn’t personal—it’s about the value you bring to your clients.
Why Do We Fear Underpricing?
Let’s start with the root of the issue.
Fear of Losing Clients: It’s natural to worry that higher prices might scare off potential clients. But here’s the truth: clients who value quality often associate higher prices with higher value.
Self-Doubt: A lack of confidence in your skills or the value you bring to the table can make you hesitant to charge your worth.
Lack of Data: Without a clear understanding of your costs and profitability, it’s easy to second-guess yourself.
Sound familiar? Don’t worry – this fear is something you can overcome with the right strategies.
Step 1: Know Your Costs
One of the easiest ways to build pricing confidence is to base your rates on data, not emotion. Start by calculating your true costs:
Fixed Costs: Rent, insurance, utilities, software subscriptions, and other consistent expenses.
Variable Costs: Inventory, subcontractors, and labor costs.
Your Time: Include not just billable hours but also non-billable tasks like marketing, admin, and networking.
With this information, you can calculate the minimum amount you need to charge to cover expenses and ensure profitability.
Step 2: Use Tools to Simplify Pricing
One of the biggest breakthroughs I’ve seen with my clients is using a pricing calculator. This tool takes the guesswork out of pricing by showing exactly what you need to charge to cover your costs and achieve your desired profit margin.
For example, one of my clients, Liz, thought her jobs were profitable – until we ran her numbers through the calculator. We discovered she was losing money on every job because she wasn’t accounting for overhead like rent, insurance, and inventory investments. After adjusting her rates, Liz transformed her business and started turning a real profit.
Ask yourself:
Are you including all your costs in your pricing?
Have you considered how many times an item needs to be rented before it pays for itself?
Profit starts only after an item has covered its cost, so make sure your rates reflect these realities.
Liz was busy – she was getting lots of jobs, and money was coming in. The trouble was, she didn’t realize that the money was flowing out faster than it was flowing in, and the company wouldn’t be able to survive if she continued this.
Step 3: Shift Your Mindset
Many of us undervalue our services because we’re afraid of rejection or feel uncomfortable asking for more. But pricing isn’t just about what you’re charging – it’s about the value you bring.
Focus on Outcomes: Clients pay for the results you deliver, not just the hours you work. Highlight the benefits of your services, like faster home sales or increased sale prices, and relate those benefits to how it impacts the clients.
Embrace Selectivity: If every client is saying “yes” without hesitation, it might be a sign that you’re undercharging. The right clients will recognize your worth and happily invest in your services.
Reframe Rejection: Hearing “no” is not failure – it’s feedback. “No” doesn’t mean “I don’t want to use your services”, it means they don’t have enough information to confidently move forward with you. And “if you’re not hearing no, you’re not asking for enough.”
Step 4: Build Pricing Confidence
Start with New Clients: Increase your rates for new clients and inquiries immediately, and work to increase your loyal clients’ fees over time.
Practice Presenting Your Rates: Confidence is key when discussing pricing. Avoid apologizing or justifying your rates—state them clearly and focus on the value you provide.
Track Your Results: Seeing how changes impact your profitability can reinforce your confidence in your pricing decisions.
Step 5: Reassess Regularly
Your pricing isn’t set in stone. As your business grows and your expertise increases, your rates should reflect that. Make it a habit to revisit your pricing every 6–12 months, especially if your costs or services have changed.
The Bottom Line
Underpricing isn’t just about the numbers – it’s about your mindset and how you communicate your value. By understanding your costs, using the right tools, and shifting your perspective, you can overcome the fear of underpricing and confidently charge rates that reflect your worth.
Remember: Pricing your services correctly isn’t just about making money. It’s about running a sustainable business that supports your goals and values your expertise.
Want More Help with Pricing?
If pricing is still a struggle, check out our Staging for Profit: Master Your Pricing Strategy course, where we dive into these concepts and more. You’ll get access to our exclusive pricing calculator, actionable strategies, and a system that ensures profitability for every project.
Do friends and family constantly ask you for home décor advice?
If you’re nodding along, you might have what it takes to turn your passion for home décor into a lucrative career in home staging. The best part? With the right guidance, you can build a thriving staging business that blends creativity with entrepreneurship.
Here’s how to make it happen:
1. Understand the Difference Between Decorating and Staging
Before diving in, it’s important to know that while decorating and staging share some common ground, they serve different purposes. Interior decorating is all about designing a space that reflects the homeowner’s personal style. Home staging, on the other hand, is about creating a neutral, universally appealing space that helps prospective buyers visualize themselves in the home. Your job as a stager is to create emotional connections between the house and the buyer.
If this sounds like a challenge you’re excited to tackle, you’re already on the right track!
2. Leverage Your Natural Skills
Your love for décor likely means you already have a strong eye for color, texture, and layout. These are the creative building blocks for staging. However, there’s more to it than simply making a room look pretty. Successful staging requires understanding how to highlight a home’s best features, how to downplay its flaws, and how to make spaces feel bigger and brighter than they actually are.
If you’re new to this, don’t worry. Many of these skills can be honed with the right training and experience. And guess what? You likely already have a good instinct for what works in a room. The next step is refining that skill into a powerful business tool.
3. Build Your Portfolio
To attract clients and build credibility, you’ll need a strong portfolio showcasing your work. One of the best ways to start is by working on a variety of spaces—either your own or those of paying clients—and documenting the transformation with high-quality before-and-after photos.
Your portfolio will be the foundation of your marketing efforts, so make sure it clearly demonstrates your ability to stage different types of homes and cater to various buyer demographics. Whether it’s staging a small condo or a large family home, your portfolio should highlight how your staging improves the look, feel, and marketability of the space.
4. Get Certified and Stand Out
Although home staging is not a regulated industry, certification can help you stand out in a crowded market. A home staging certification program provides you with industry-standard knowledge, tools, and business strategies that you won’t find by simply browsing Pinterest or watching HGTV.
Certification also shows potential clients that you’re serious about your business, and it gives you credibility when approaching real estate agents for partnerships. If you want to set yourself apart from hobbyists, getting certified is a smart move.
5. Learn the Business Side of Staging
Your creativity may have sparked your interest in home staging, but to turn it into a thriving business, you’ll need to understand the entrepreneurial side of things. That includes learning how to price your services, manage contracts, market your business, and build strong relationships with real estate agents.
In addition to your passion for décor, your ability to solve problems and deliver excellent customer service will be key to your success. Homeowners and agents alike will appreciate a stager who is professional, organized, and easy to work with. A certification course can teach you the business fundamentals you need to avoid common pitfalls.
6. Market Yourself to Real Estate Agents
Most of your staging business will come from referrals through real estate agents, so building relationships with them is crucial. Offer your services with confidence and showcase the value of staging for helping homes sell faster and for more money. As you grow, leverage testimonials and referrals to build trust with other agents and clients.
Real estate agents need reliable stagers who understand the market and know how to make homes stand out. Once they see the impact of your work, they’ll be more likely to refer you to their clients and other agents. And don’t forget to leverage social media! Share your portfolio, staging tips, and home transformations on platforms like Instagram and Facebook to increase your visibility.
7. Keep Learning and Growing
Home staging is an ever-evolving industry, and it’s important to stay on top of the latest design trends and staging techniques. Attend webinars, read industry blogs, and consider joining the Real Estate Staging Association (RESA), the home staging trade association, to stay connected with the latest developments.
The more you invest in learning and growing your skills, the more successful your staging business will become.
Ready to Get Started?
If you’re ready to take your passion for décor and turn it into a profitable staging business, sign up for our free home staging starter training. You’ll learn the insider secrets to building a successful staging career, from client acquisition to pricing strategies. Let’s take that passion and turn it into a career you’ll love!
Color plays a crucial role in home staging. It has the ability to transform a space, evoking different emotions and make potential buyers feel welcoming, but it can also make a space feel dull and uninspired. The right color scheme can transform a room into a cozy retreat, a vibrant entertainment area, or an airy oasis. When it comes to selling your home, a well-executed color palette can make all the difference.
Let’s discover why color is crucial in home staging and how it can make a significant difference in the selling process.
It Sets the Mood
Color can create a mood or evoke a feeling in a space. For example, warm, earthy tones can make a room feel cozy and intimate, while cool blues and greens can create a calming atmosphere. When staging a home, it’s important to choose colors that complement the style of the space and create a welcoming atmosphere for potential buyers.
It Enhances the Space
The right color scheme can enhance the features of a room, making it appear larger, brighter, and more inviting. For example, using light colors on the walls and furniture can help a small room appear more spacious, while a pop of color on an accent wall can add interest and depth to a larger room.
It Helps Highlight Key Features
Color can be used to highlight key features in a space, such as a beautiful fireplace or a stunning view. By using contrasting colors or bold accents, you can draw attention to these features and create a focal point in the room.
It Creates a Cohesive Look
Using a cohesive color palette throughout the home can create a sense of flow and continuity, making the space feel more harmonious and put together. When staging a home, it’s important to choose colors that complement each other and create a cohesive look from room to room.
It Sets Your Home Apart
Finally, using the right colors in your home staging can set your property apart from the competition. A well-staged home with a carefully chosen color palette can make a lasting impression on potential buyers and help your home stand out in a crowded market.
In conclusion, color is a critical element of home staging. The right color scheme can transform a space, create a welcoming atmosphere, and help your home stand out from the competition. When preparing your home for sale, be sure to consider the power of color and use it to your advantage.
Here are a few tips for ensuring that you’re getting the most value from your new paint upgrade:
Consult with a professional to get the right color – professional home stagers have experience in selecting paint colors that will appeal to potential buyers. They know which colors are on-trend, which colors are timeless, and which colors will work best in your specific home. With their experience, they can help guide you towards the best options for your space.
Choose Neutral Colors: this will help to give your home that “move-in ready” look while ensuring that it will appeal to a wide range of potential buyers. Shades of beige, gray, and white are popular choices that will help make your home feel fresh and clean.
Paint All Rooms Consistently: To create a cohesive look throughout your home, it’s important to paint all rooms with the same color scheme. This will help make your home feel more put together and appealing to potential buyers. Mixing too many colors in your home can make it feel disorganized and confusing to potential buyers. Plus, the more colors you choose, the more expensive it is to paint. In home staging, we recommend no more than 3 shades of a particular color however, in most cases, we recommend using a single color throughout and enhancing it through staging with additions of artwork and decor.
Use Quality Paint: Using high-quality paint can make a big difference in the overall appearance of your home. Look for paint that has good coverage and is easy to apply. This will save you both time, and money, in the long run.
Consider Hiring a Professional: If you’re not confident in your painting skills, consider hiring a professional to help. A professional painter can ensure a high-quality finish that will make your home look its best.
Thinking of becoming a home stager?
If you’re ready to take your passion for décor and turn it into a profitable staging business, sign up for our free home staging starter training. You’ll learn the insider secrets to building a successful staging career, from client acquisition to pricing strategies. Let’s take that passion and turn it into a career you’ll love!
