Deliberate or by discovery, starting a new business requires essential steps to ensure success. I started my home staging and styling business in 1999, and shortly after, relocated to a new city.

Here are 6 business start-up pearls from my business start and restart from my early days as a business owner.

Success Step #1 - Even before you hang out your shingle, get a set of “calling cards”. A calling card is just basic information about you (no business name needed.) I got mine before I even had TAKEN my specialty training certification class. Start promoting yourself, tell people you’re excited for your new career journey, spread the word on what services you are going to offer, and start a buzz.

Relocating from S.F. to Chicago - Start, then Restart.

Before even moving back, my business had been featured on the front page of the Real Estate section of the Chicago Tribune about HOME STAGING. I was included in that article because I had a presence on the web and had updated my profile to read residency for both San Fran., and Chicago and importantly, on the trade association's website I was a member of. The reporter found me.

Months before arrival, I worked on setting up my business for the new location - any business forms, state, county or city that needed registration. Ordering marketing materials, updating my website with contact information for both my CA and IL locations. ( Just to put things in perspective, when I started my business in 1999: GOOGLE started in 1998, phone books were a go-to information source, and AOL or Prodigy were used for the Internet.)

Success Step #2- Make sure people can find you. Have a website, social media presence, phone, and email address - and make sure any business listings on the web, especially if you belong to a trade association(s) have all your updated and current contact information.

Those few lines in the article piqued the interest of a reporter at another newspaper, and a week later while sitting in my new home office with stacked boxes around me,  I was asked to do a full business feature with a photo shoot at my next HOME STAGING.  I had no home staging appointments of course, but told her to give me a day and I would. I called the closest Real Estate office, asked for the manager, and explained my quandary. Within hours I had a home to stage, and a few weeks later was on the front page of yet another paper.

Success Step #3 - Be tenacious. If an opportunity arises, grab it. No time to be unsure of yourself, your skill set, or abilities.  If you don’t know it, learn it. If you don’t have it, find it. If you are unsure, convince yourself you are sure. 

Those early Newspaper articles brought me clients. But I had a revelation about my business name., CASA JAMBALAYA when leaving a phone message for my 1st client with her husband -  “Can you tell her that Julea Joseph from Casa Jambalaya called?” and he replied with “WHO, WHO, WHAT?” 

The business name Casa Jambalaya had cleverly worked regionally in California, but wasn’t going to work in Illinois.  I remember my Webmaster telling me that name was too difficult to spell when creating my website in 1999 - I should have listened.   I then created 2 business identities - One for my home styling/re-design services, one for my home staging services. More lessons learned on that concept as well…. (that requires another blog post…)

Success Step #4 - K.I.S.S. (Keep it Simple Stupid) when it comes to your business name. Yes you want to be creative, but consider the public finding you, understanding what you do, and building a good brand. Make sure that the name is easy to spell, isn’t too long, and gives a glimmer on what you do. Don’t make your branding complicated.

When I first started my business, I asked a friend of a friend who was a PR Executive for a few words of wisdom, she gave me the best advice - to which I still use today. She told me to start marketing within arms length, not to think big ; that people just like me were my clients. So my 1st elevator pitch was :

Success Step #5 - Marketing is easy when you can identify, relate and communicate with your ideal client. Mine was Moms with young kids that were ready to recapture their homes from them. I was there to solve a problem and was just like them. 

Talking about marketing, in 2006 I got a call from Entrepreneur Magazine about an article on Interior Re-designers and Home Stagers. Not only was I featured in the article, my picture was featured on the inside magazine cover! Why? I had a professional headshot. Professional photos matter. Whether it is your portfolio or your “About Me” page -invest in professional photos.

Success Step #6 - Look professional.  Whether it’s you or your portfolio, professionalism will get you on a magazine cover.

Want more of my pearls of wisdom? I’ve got a barrel of them. Stay tuned for my next post about being on HGTV, hosting a local Public-access TV cooking show, and many more business adventure pearls and a few perils of being a home stager/stylist for over 2 decades.

I am happy to chat with you about your new home staging and styling business. Even better, check out my upcoming in-person 2 day HOME STAGING technique workshop, HouseStager Pro. Check my calendar for home staging workshops, interior design seminars, and upcoming classes. Celebrate home! - Julea.