Let’s talk about Accreditation in the Home Staging Industry. What does it mean and who is allowed to provide it to entities?

To answer that question, we need a little history lesson.

When the Home Staging industry began, it was birthed out of real estate as a way to make properties look and show better to prospective buyers.  Back when the industry began in 1972, there was no governing body established to regulate the industry.  Maybe it is because from 1972 to the early 2000’s, Staging was not really seen as a “viable” industry.  We were sort of considered the “ugly step-sister” of the Design Industry and as such were not seen as professional or necessary.  In the late 1990’s the first Home Staging Training Course was developed and taught by Stagedhomes.com. 

In 1999 the International Association of Home Staging Professionals^® (IAHSP^®) – the first – and to date – the largest – Home Staging Industry Association was founded based on the principles and guidelines found in other reputable associations such as the National Association of Realtors.  It was not until about the early-2000’s that Home Staging really was put on the map with talented business owners providing this service and sharing their talent and expertise with homeowners around the world.

Because of the way the industry began and grew, there is NO official governing entity telling Home Stagers how they have to set up a business. Unlike real estate where someone has to take a test and pass it in order to sell property, and have required education to keep their license active, Home Staging sort of slipped under the radar of any agency taking the service and controlling who could open up a business, who can call themselves a Home Stager, how they have to operate a business or mandating any sort of educational requirements.  Individuals can literally decide one day they are going to start a Staging business, and off they go.  We are required to have a business license and pay taxes on our income, but Home Stagers do not have the same requirements for education, association or performance standards  that other industries have.

If we were able to go back in time and adjust things, it would be great if there were an agency that had oversight on our industry to help establish educational ground rules for those entering the industry, and have a place where the public could go to resolve any disputes or ethics issues.  Since there is no regulatory or government agency that exists to do that for Home Staging, the industry has self-regulation practices – and it is the Home Staging Associations that have stepped up to fill the gap.

So let’s take a look at what “Accreditation Means” and who is eligible to provide Accreditations to individuals, Training Courses or Companies in the Home Staging Industry.

Accreditation:

noun

noun: accreditation; plural noun: accreditations

1. 1.

the action or process of officially recognizing someone as having a particular status or being qualified to perform a particular activity.

“the accreditation of professionals”

• official certification that a school or course has met standards set by external regulators.
• 2.

an acknowledgment of a person’s responsibility for or achievement of something.

IMPORTANT QUESTIONS TO THINK ABOUT:

Q:  WHO is eligible to provide ACCREDITATIONS in the Home Staging Industry?

A:  In short – anyone who wants to do so, can.  Because there are no external regulators for the Home Staging Industry that are officially recognized by any legal institution or government, ANY entity can claim the ability to audit, evaluate, approve and recognize an individual, training course or company and provide an Accreditation.

Entities that claim otherwise, are sharing information that is false.  It may be their desire or opinion that our industry should function that way, but the reality is any group, association or company that claims they are the only ones able to accredit another entity, are not sharing accurate information.

There is NO agency in or outside the Home Staging Industry that has Accredited a Home Staging entity to Accredit other Home Staging entities to be Accredited! (say THAT 10 times fast!)

Home Staging Industry Associations are the closest thing we have to any sort of “regulatory agency” in the industry.  However, an association has no authority to prevent an individual from owning and operating a Staging business and has no authority in dictating what courses someone should or should not attend.  An Association CAN provide guidance to the industry and its members.  An association can provide guidelines for ethical standards, best business practices and resources to help members grow and thrive, and they can even remove a person from membership who is not representative of what that association stands for – but they cannot put anyone out of business.

Q:  WHY bother with getting Accredited?

A: Credibility.  Plain and simple.  The goal is that any course offered is evaluated based on its merit, content, complexity, and quality – it is evaluated based on a set of standards determined by the accrediting agency.  As we have already determined, anyone who wants to be an accrediting agency in the Home Staging industry CAN provide this stamp of approval.  Again there are no rules that an entity must follow in order to issue an accreditation, and the criteria is subjective.  One entity may opt to use a set of third party guides from some other industry, and another entity may opt to evaluate a course based on their expertise in the industry that qualifies them to know what courses deserve to be accredited or not.  The outcome is the course being evaluated is given a stamp of approval by the entity accrediting it.  That, in turn, lends credibility to that course and the course provider.

Q:  So WHO issues Accreditations?

A:  When you read the definition above, an Accreditation is issued by an external regulator and in the Home Staging industry, there is no governing body dictating who CAN or CANNOT issue an accreditation or who has determined who is an approved external regulator.

Q:  Can an Association who is issuing Accreditations to educational course providers in the Home Staging Industry ALSO provide their own courses that compete with the entities who have paid to be accredited by that Association?

A:  In short – YES.  But SHOULD THEY?  In our opinion, No.   In our opinion if an Association offers courses that compete with the entities who have PAID to be accredited and promoted on the association site, it represents a conflict of interest because the association is now taking potential business away from the companies that paid the association for the review and accreditation, and approval.  The association is making money off their own courses they have self-accredited instead of remaining a completely neutral entity in the Home Staging industry.

Here are some FACTS to CONSIDER:

FACT:  Any Home Staging Industry Association CAN issue an Accreditation to an entity serving the industry – whether a training provider, an individual, or a course.

FACT:  There are no guidelines an entity must follow in order to provide an Accreditation outside of being recognized as a school that is qualified to issue an accreditation.  What is required is “officially recognizing someone as having a particular status or being qualified to perform a particular activity,” and in the Staging industry, that can be done by an Association, a Company, a Course, an individual – there are no set guidelines that must be followed.

FACT:  The evaluation for the Accreditation should be without bias.  An entity reviewing and approving courses needs to be unbiased and not influenced by the entity they are evaluating.

FACT:  Being PAID to evaluate a course could constitute a bias.  If another course is unwilling or unable to pay the FEE for evaluation, and the provider is only approving those who paid, this means there are courses that are not being approved simply because they do not want to pay a high fee to an entity that is not THE official accrediting source for the Home Staging Industry.  This does NOT mean that course that is not listed is not as qualified, as good or valid.  It ONLY means the course provider opted NOT to pay a large fee to be evaluated. The ability to Accredit is a self-proclaimed status.

FACT:  Evaluations of courses do help provide the public with information on what courses to evaluate and recourse for investing in education in one of the approved courses.  If a course is Accredited by an Association and someone who attends that course is unhappy with their course or learning, that person has recourse to go to the Association and ask for resolution help.  However if a course is not listed on an association site, it does NOT mean that course is not reputable or qualified.  It only means that course provider has not asked to be evaluated or has opted not to pay a large sum for this stamp of approval.

FACT:  IAHSP^® is an entity in the Industry that DOES provide Accreditations for Courses.  We have reviewed, approved and accredited courses in the US, Canada, Germany, Italy, the Netherlands, the UK, Brazil, Israel, and Spain.  In IAHSP^®, the evaluation is conducted by individuals who have nearly two decades of experience IN the industry as educators, business owners and leaders.  Because they work IN the industry, they are qualified to recognize aspects of courses that are necessary for students to learn in order for them to be successful.

FACT:  IAHSP^® receives NO MONEY for evaluating and approving educational courses in the Home Staging industry.  The accreditation process provided by IAHSP is truly independent and without bias as no funds are being paid in order for an entity to receive an approved accreditation status.

FACT:  There are no rules prohibiting a cross-over in terms of being both in leadership in an Association and also a course developer or instructor.  Any entity or individual who states otherwise is offering up an OPINION – not a fact.

FACT:  Home Staging Courses can ACCREDIT the STUDENT.  The Accreditation recognizes the accomplishment and achievement of an individual who has attended a course.  Most courses in the industry offer a designation and a certification to graduates.  Those that offer an Accreditation as well are providing it to the graduate – giving them the highest level of credibility and status in the industry.

For more information on approved Industry Accreditations, go to www.iahsp.com.  There is a list of industry credentials approved for membership in IAHSP^®. If you are a course provider and would like to be evaluated by IAHSP to see if your course is eligible for the IAHSP^® Accreditation, please email Jennie@iahsp.com You can also UPLOAD your course to the Hyve.pro portal on the http://www.iahsp.com site and earn money from your courses by getting them in front of industry members.

The International Association of Home Staging Professionals IAHSP^® is dedicated to advancing the education of the professional Home Stager and Realtor^® as they prepare homes for sale. IAHSP^® members strive to serve the public to the best of their ability built upon the principles, practices, and education of approved Home Staging courses and designations.

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What are You Waiting for? Register NOW for The Greatest Show – the 2023 IAHSP Conference & EXPO for Home Stagers, Real Estate Agents and Designers – Feb 24-26 in NEW ORLEANS!

What You Can Expect
The business of Home Staging, Real Estate and Design.

Register Today

This year’s Conference & Expo will be emceed by celebrity designer and host of host of AWEtv’s “Behind the Gates” and “Find Me a Vacation Home”, and spokeswoman for REALTOR.com, Jennifer Farrell.

Topics will take a renewed focus on providing you the tools and inspiration to grow your business and business strategies. Whether you are just starting out, or your business has scaled and you are seeking for advanced business strategies to take your business to the next level, this year’s IAHSP Conference and Expo is loaded with content and value.

View Full Event Schedule

Industry Experts

We have assembled experts from within the industry to share strageties and answer your questions on how they have build programs, teams and strategies that have lead to success and mastery.

Outside Experts

Learn from experts from outside of the industry, who lead national and international brands and teams. Leverage their experience to expand our knowledge and set a higher level of business strategy and business mastery.

Breakout Sessions by Experience Level

Business Owners – Work “on” your business

This year we are creating two conferences in one. Where business owners will learn tools and strategies for working “on” their business. With break out sessions designed for beginner, intermidiate and advanced business owners, to focus on: – Marketing Strategies – Business & Planning – Business FInances

Teams – Work “in” your business

For the employees and teams – We have created a seperate set of sessions for the employees and teams, to learn on the job, taclical ways to perform their jobs better. We have the Top Large Scale Businesses, leading a 3-Part Breakout Session, exclusively for your teams. We will cover: Session 1 – A general overview and introduction of Home Staging, how home staging impacts Real Estate, and the importance of Home Staging in the home sales process. Session 2 – On the job, best practices, practical knowledge on Do’s and Don’ts, and customer service standards. Session 3 – Team building and communication, Apps and efficiency tools, and conflict resolution within teams and clients.

Vendor Expo

Booths and Panel Discussions

In addition to the vendor expositions on Friday evening and Saturday morning, this years conference has a few extra surprises. Cash & Carry – This year, our VIP Ticket holders will have first dibs on purchases from the vendors. Followed by members, then non-members. From The Stage – This year, we are inviting several of the manufacturers on stage for our Manufacturers Panel. There they will be able to share some insights into the industry, shipping and logistics concerns that are impacting your business.

Exclusive VIP Mixer

Saturday Night VIP Mixer – Available exclusively to our VIP Conference Ticket Holders, we are hosting a VIP Mixer, where you will get the opportunity to mingle with our speakers and brands, over a casual mixer. This is a great way to spend a little bit more time talking with and engaging our speakers and vendors, to gain insights and build relationships.

• EDUCATION from TOP Industry Pros for beginners, intermediate and advanced business owners!
• INSPIRATION that will carry you forward to new heights of success!
• MOTIVATION that will get you out the door to achieve your goals!
• NETWORKING with colleagues from around the world!
• SHOPPING OUR VENDOR EXPO with special pricing unavailable to non-attendees!
• AWARDS to recognize top staging individuals and teams!
• GALA DINNER where we have fun and enjoy celebrating each other and our industry!

Register Today

Welcome our NEW Director of Ops – Joseph Haecker!

I’m joining the IAHSP Family!

I’ve joined IAHSP to lead operations, with the goal of growing the community and creating more opportunities for the global membership. But before we get too far into that, I simply wanted to re-introduce myself.

My name is Joseph Haecker. When I was a kid, my dream was to work for Disney as an animator. My parents poured a lot of resources into me and gave me all the tools to be as creative as possible. In high school, I convinced a bunch of friends and coworkers to help me with my portfolio, but ultimately just missed getting into the animation program I was aiming for by only two students.

I went on to hold several roles in a variety of companies and industries: utilities billing company, vending food market research, security officer, resident artist, and lighting designer. It was as a lighting designer that I paused for a moment and developed my first career. I worked inhouse for three companies and went on to consult for 28 other independent custom lighting manufacturers, specializing in hospitality, casino and high-end residential decorative light fixture design and manufacturing. If you’ve been to Vegas, there is a 99.999% chance you’ve seen or even posed with one of my designs.

In 2010, I had an “aha moment”, thinking that the future of design collaboration would be a social platform. A failed attempt later, and in 2014 I formed an amazing team and became CEO of Dezignwall. At Dezignwall, we created amazing features that to this day are still ahead of its time in the marketplace. But I also learned so many of the skills that I bring forward into my business approach, that I would never have explored had we not pursued Dezignwall.

There are many startup concepts that are amazing for all businesses, such as:

• Failing fast
• Learning to pivot
• Trusting your team
• Building to scale
• Solving one problem, really well
• Listening and learning from the data
• Solving your customers problem first
• Learning to take risks, and to learn from failure

Currently, I own 23 companies, hold license on a non-profit, host a podcast, and I’m very active in the startup, entrepreneur space in Denver and Las Vegas.

What I’ve learned through my journey is that community and ecosystems are so very important. If the ecosystem can teach, be inclusive, support new ideas, gather, and grow, then the entire community benefits.

This brings me to IAHSP.

In my new role as Operations for IAHSP, my job is to serve the community.

How will I do that?

Well, first off. I’m NOT a Home Stager. And I think that’s a good thing.

Not being a Home Stager, I don’t know what you know. Which means in order to do my job, I must be a good listener and get to know each of you better.

But I also think that “Home Staging” is just one of the many hats you wear. In the past handful of years that I’ve gotten to know the Home Staging industry, what I’ve found is that many of you run hybrid business models. Many of you are also Realtors, Decorators, Interior Designers, Color Specialists, Short-term Rental Owners, Retail Store Owners, General Contractors, and Instructors. Home Staging is in most cases, only part of your business model. But the common link is that you are all business owners. And most of you are also employers, with teams, vendors, and networks within each of your communities, globally.

So, my first initiative, in getting to know everyone, is to set up a podcast and invite you to share with me and the IAHSP community about you and your business. Let’s have a conversation about what makes you and your business unique, and what you specialize in. I want this invite to go out to everyone. I would like to meet the business owners in the IAHSP community that we rarely hear from. I want to feature you and your business. This is an open invite to be featured by IAHSP.

I think we will all learn that the IAHSP community is very diverse and wears a lot of hats that most people might not have realized.

Second, I believe in community. IAHSP has a unique opportunity through Chapters.

I would like to invite as many of our IAHSP community members to consider leading a Chapter. Leading a chapter is a unique way to both give back to your local community, supporting fellow business owners, providing educational opportunities, connecting your community with brands, solutions and fun events that inspire and elevate people in your own neighborhoods. But being a Chapter Leader is also a great learning experience for you. As a Chapter Leader, you grow as a business owner, through unique connections, thought leadership and a person that cares for your neighbors and fellow business owners, and through our local IAHSP Chapter activity that we can connect with and help our neighbors grow and succeed.

So, I invite you to learn about all the benefits and the ways that IAHSP can support you as you make an impact in your local communities.

I have a ton of ideas on how we can grow the IAHSP community. But one of the last things I wanted to mention in this article is that I would like to serve you in ALL the hats that you wear. That is why, I would like to open up IAHSP to a larger community. Many of you are also Realtors, Interior Designers, and operate hybrid businesses that offer many services. I would like to open IAHSP to serve all your business needs. Though our core will be Home Staging, our education and conferences will cover the spectrum of business models and network that makes up the way we actually run our businesses. I can see a future where IAHSP Con & Expo is full of Realtors, Interior Designers, Short-term Rental Experts and a multitude of business types and needs being served.

How?

I would like to invite you to lead online and in-person education through our Hyve program. Where you can earn money through IAHSP, by leading a in-person, online and on-demand educational courses on a wide range of topics, including Real Estate, Remodel, Interior Design, and even employee training lessons. Hyve will be a community led education platform. Led by, and addressing the ever changing and expanding needs of the IAHSP Community.

I’ll close with this…

IAHSP has grown to be known as an association that is more of a family, than a traditional “association.”

Let’s come together as a community, to open ourselves up to our networks, recognizing that we do wear multiple hats, and that our needs include many other sources of support and a variety of educational opportunities. But let’s open our doors to the people of our network, fellow business owners and local communities, to provide education, resources and that community that IAHSP has developed over the past 23 years.

Let’s expand our family, locally.

Be Part of the Home Staging and Real Estate Industry Event of the Year!

IAHSP brings you the BEST Education, Speakers, Networking, Vendors, and Recognition – and you don’t want to miss out! Register NOW – only $590 for the ENTIRE EVENT including:

• Education Sessions
• Keynote Speaker Sessions
• Awards Dinner & Gala

Prices go up incrementally, so secure the BEST PRICING NOW by registering sooner than later! We have special pricing for TEAMS as well so if you have 3 or more team members we can offer you special discounted pricing for the 3rd+ team member you register.

Advance your Business Growth and Success – whether you are a NEW, GROWING or SEASONED Home Staging Pro – we have topics and education that pertains to YOU and where you are in your business journey.

Our Conference starts off with an EXPO on Friday evening where our attendees get to see our amazing VENDOR PARTNER SPONSORS who have traveled to New Orleans to share their products or services with YOU! We have music, dancing, food, and shopping! It is a great way to KICK OFF our event with a party!

Saturday and Sunday are EDUCATION DAYS with EXPERT SPEAKERS on various topics related to:

• Business Logistics
• Sales Strategies
• Marketing Strategies
• Scaling Your Business
• Adding to Your Team
• Warehousing
• Purchasing Wholesale
• Staging & Design Trends

Our conference is a TRUE CELEBRATION of the Industry – with our Annual Awards Gala Dinner! We issue the IAHSP Staging Industry Awards and our theme this year is the MARDI GRAS MASQUERADE BALL – and we will have fun recognizing all the top stagers in certain categories, and wrap up our conference with a party!

Check out some pics from our last conference!

IAHSP EU Conference and Awards 2022

By Sasha Barker

The IAHSP®’s European Home Staging Conference and Expo is just around the corner, and we are here to fill you in on those all-important details! You really won’t want to miss out on what is set to be a brilliant weekend for the Home Staging industry.

Beautiful Lisbon, Portugal

This year, the conference will be held in Lisbon’s Pestana Palace Hotel on the 28^th and 29^th of May 2022.

THE FUTURE IS NOW

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The IAHSP® Europe has lined up 7 top industry professionals to share their insights over the course of the weekend. Attendees will have access to inspiring talks on success, time management, design principles and even warehouse logistics, just to name a few! On the second day, there will be a specialist course on Senior Staging, reviewing Home Staging solutions for more mature adults.

Senior Staging Specialist Designation from IAHSP

The full schedule (subject to change), which will include lunches and coffee breaks, can be found here. Everything you need to know about what is best for your staging business will be at your fingertips, and you’ll also be surrounded by like minded individuals with a passion for Home Staging – the perfect opportunity to network and build connections. There will be opportunities to meet our sponsors and discuss their products and services throughout the conference.

On the evening of the 28^th, the 2^nd annual European Home Staging Awards will take place. This is a wonderful occasion for everybody to come together and celebrate our successes as Home Stagers from all over Europe. It is a black-tie event with a Gala Dinner, not to mention the afterparty where we can all let our hair down!

We are looking forward to seeing you all there and are confident it will be a fun, fulfilling weekend. You can find more information on our guest speakers and buy your tickets for the conference here.

World Wide Staging Service Week – Help us Fundraise for our 2021 Projects – Donate to Go Fund Me – all donations are 100% tax deductible.

Helping Those in Need with Creativity and Passion

Please help us by donating to the IAHSP Foundation that funds Worldwide Staging Service Week. The IAHSP Foundation is a 501(c)(3), your donation is 100% tax deductible. Any amount is appreciated.

In the past, we have done fundraising at our conference, and this year we are getting a jump start so projects that are taking place in September (prior to our conference) will have needed funds. WWSSW – Worldwide Staging Service Week – is all about giving back to the communities in which we work and helping those less fortunate or in need.

Since 2005, WWSSW projects have helped many entities and families in need. From Ronald McDonald Houses to Salvation Army Homeless Shelters to battered women’s shelters to foster care facilities, individuals in need, pet shelters, senior centers, VA centers, fire stations, immigrant families, and more – our talented association members around the world give of their time, creativity and passion to help others.

Please click on the link below to donate and SHARE with others. Thank you in advance for your support!

https://gofund.me/2b418a50

IAHSP Chairwoman, Jennie Norris, featured in The Top 100 People in Real Estate

Jennie Norris is featured on the cover of The Top 100 Magazine – Top 100 People in Real Estate Issue

Decorated with honors such as Innovator of the Year, five consecutive Best of Home Staging Awards, multiple individual awards for her staging work, and the only two-time winner of the Staging Award of Excellence, to say that Jennie Norris lives and breathes the art and science of home staging would be an accurate statement about a woman who has had her hands in over 5,700 staged properties and dedicated 20 years of her life as a preeminent authority in field. She is a changemaker, a torchbearer, and a champion of the industry. Recognized as one of the Top 100 Most Influential People in the Home Staging Industry, Jennie is an international expert and speaker on the subject and the author of the go-to sourcebook for anyone working in the field: Marketing Made Simple – A Guide for the Home Staging Industry. She is an Accredited Staging Professional Master® (ASPM®) Stager trained by none other the Creator of Home Staging®, Barb Schwarz, and part of the elite group of professional home stagers to have earned the rare double certification of ASP® and ASP® Master.

As chairwoman of the International Association of Home Staging Professionals® (IAHSP®), Jennie is the energic, passionate force driving the largest home staging industry trade association in the world—and she’s determined to help its over 4,000 members of real estate professionals and stagers across the globe to thrive in ways they never imagined. For 22 years, the IAHSP has been dedicated to advancing the education and staging excellence of the home staging industry—and it’s the only association that requires quality education to join. It’s also the only organization led by home staging experts who currently own and operate their own successful businesses—Jennie among them. She is also the president and CEO of the world’s leader in home staging training and education—StagedHomes®. It goes without saying, if anyone knows the intricacies of the industry, it’s Jennie.

After serving in leadership roles in the organization since 2003, Jennie took the helm of the IAHSP in 2016 and, with her team, worked to double its size, expanding into 20 countries to answer the growing demand by industry members. She’s also the imaginative mind behind its wildly popular conferences, attended by thousands of members each year. These lively, star-studded events are replete with keynote celebrity speakers—Jonathan and Drew Scott, better known as “The Property Brothers,” Jeff Lewis of Flipping Out, and HGTV stars Carson Kressley, Thom Filicia, and Candice Olson, to name a few. From speakeasies to champagne diamonds, awards dinners to dancing till dawn, for guests who manage to grab a “golden ticket” to these galas, it’s a night to remember.

As Jennie prepares for this year’s blow-out SOAR Conference with the awards gala set in the Great Gatsby theme and welcomes the steady wave of new IAHSP members, she took a few minutes to sit down with Top 100 Magazine to share more about how the industry is evolving and how she and the IAHSP are helping to propel its members—and the industry—into the future.

With home staging videos across the Internet and TV reality shows, why has a formal education and credentialing in home staging become critical for staging and real estate professionals?

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Successful home staging is much more involved than what is depicted in 30-minute video tutorials or TV shows. The staging industry has evolved, and real estate agents need to understand that staging is a key market differentiator for them to get business. Staging is no longer an option—it’s a critical necessity for both their success and that of their home sellers. The impact staging has on a property is proven with statistics that have been tracked since 2003.  There are an estimated 10,000 professional stagers worldwide and several million real estate agents, and staging makes a positive impact on 20% of the real estate sold each year just in the U.S. alone. This means properties sell faster and/or for more, making REALTORS® more successful, sellers happier, and buyers excited about the houses they purchase.

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Real estate agents need to seek out education on how home staging can help them differentiate themselves and increase their business by using it as a key listing and marketing tool. I wrote The Real Estate Agent’s Guide to the Home Staging Industry, available on the IAHSP.com site, to help agents understand how and why to include home staging as part of listing a property, process, pricing, and where to find a Pro-Stager™.  Home stagers need a professional education in staging so that they know how to own and operate a successful staging business, including logistics, pricing, services, marketing, and growth. They need to understand how to communicate their value, and to understand the partnership they have with REALTORS®, builders, and investors. Credentials also give us credibility and clout with our clients and separate us from the masses of untrained hobbyists who watch HGTV or YouTube videos and market themselves as home stagers. A reputable staging course greatly shortens the learning curve and the struggle cycle so many business owners enter when they do not invest in a proper foundation for success.

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We’ll get to the IAHSP and its mission to provide these critical credentials. But first, the burning question on the minds of many readers right now—how can real estate agents and stagers benefit from taking your accredited courses?

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In addition to being a key listing and marketing tool, staging impacts the agent’s reputation. Many agents believe they do not have to stage a listing because we are in a strong seller’s market. Agents are tying their reputations to a product that should never be for sale and shown publicly, and it makes them look bad. Many are afraid to tell sellers the truth about their properties, opting to remain silent instead of partnering with a pro-stager who can be their liaison with the seller and help preserve the client relationship. A REALTOR® has a fiduciary responsibility to get the most in the sale of a property, and staging helps them achieve that. Our ASP®-RE course increase their confidence, teaches marketing strategies, provides scripting and role playing, and supports agent productivity and profit.

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Our stager graduates rank in the top 2% of all home staging company owners in the world as far as success and revenue, and it has been one of our grads that launched staging in every major market in the U.S. and Canada. To run a successful business, stagers need to understand how they fit in the process and why a client would hire them.  Staging is not decorating or design, and people who enter the industry believing that based on what they see on TV need to adjust their perspective quickly in order to obtain business.  Our courses teach them how to market, manage and maintain a thriving and lucrative business.

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The IAHSP is the only organization that requires education. Why is this important, and how are you helping home stagers and real estate professionals keep up with the evolving trends of the industry?

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Home staging is our passion and helping our members succeed is our purpose. Since 1999, IAHSP has advocated for education, excellence, and ethics, and our members adhere to a higher standard in these three areas than any other staging association, alliance, or organization.   No one else requires education first, and that means our base level of membership is elevated and stronger.

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I believe strongly as an industry we all must establish and strive for higher standards and professionalism to make sure the public can differentiate between untrained hobbyists and educated experts. By increasing our professional standards, we will increase the visibility of our industry and the impact we make in the real estate industry as a whole. We also increase the viability of the industry for future members.

We offer our members resources and education for business success and growth, the opportunity to network and engage with industry colleagues through our member chapters and online social media groups.  We host educational events that teach vital topics to help business owners thrive.

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Since 2003, IAHSP has hosted educational conferences for our members that are truly a celebration of our industry.  From quality speakers teaching on topics vital to all business levels (beginner, intermediate, and advanced), to our Vendor EXPO, where we bring key companies directly to our members, to our Industry Awards Gala Dinner that honors members for their staging quality in various categories, to the relationships that form from meeting colleagues from all over the world—no other group hosts an event like IAHSP. And they’re a blast!

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The IAHSP has experienced astounding growth under your leadership. To what do you attribute this?

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When I took over as chairwoman in 2016, I opened up our association to the entire industry, where previously only graduates of one educational course could be a member. I felt that as the leaders of the home staging education industry, it was incumbent upon us to support all members across the growing home staging industry and the real estate agents they serve, plus mentor and groom the next generation of industry leaders. We expanded into Europe in 2018, and now have members from 20 countries as we continue to make a global impact.

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I also believe that people are looking for a place where they can connect and are accepted, a place where the negativity often found in the world is gone, and members are supported, encouraged, and cheered for their growth and success. That can only be accomplished by leaders with a heart for helping others. All our IAHSP leaders have a spirit of giving back. We either volunteer time or are paid very little compared to the number of hours we invest. We give back because we are passionate about our profession and we want to ensure our industry—and the members we serve—thrive now and for decades to come.

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Unlike other staging organizations, you and all the leaders of IAHSP currently run your own staging companies as well, is that right?

That’s right! My entire leadership team, our IAHSP Board members, and I all own and operate staging companies. Collectively, our leadership team has over 150 years of experience and over 20,000 properties staged, so we not only talk the talk; we walk the walk. No other industry association can say this. We have a personal stake in the longevity and viability of home staging.  I believe to understand what a stager experiences, a person has to live it themselves. We do not just teach theory or tell someone what they hope works—we teach what we know works.

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In what other ways is IAHSP different from other staging organizations?  

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Because we believe education is critical to the success of industry professionals, IAHSP reviews and accredits home staging courses for quality and content. We do not charge for this service, so the public knows we are truly objective, and it is not a “pay to play” scenario where the course provider has paid us to say they are a quality course. We also provide resources, such as industry statistics and informative guides to the public and clients we serve so they can see the data behind the dazzle. In early 2020, we were the first to respond to the issues surrounding diversity and inclusivity and formed the Staging Industry Diversity Coalition (SIDCglobal.com) to support our minority members now and into the future. Lastly, IAHSP has heart. Our members truly care about one another and our leaders care about our members.  We are a family and that is why one of our slogans is: “IAHSP® is Your Home in the Home Staging Industry®.”

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You mentioned that you’re not paid much for your work as the leader of IAHSP or StagedHomes. What drives you?

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That fact may surprise people, but it is true. I lead these organization because I feel that it’s my calling. I had worked in the field for 14 years before assuming the role here at IAHSP, so people look to me for guidance. My whole mission is to help people succeed, and I’m passionate about it. I am dedicated to an industry I love that has supported me and my family for years.  The reason I devote the hours I do to both the IAHSP association and StagedHomes is I feel a responsibility to carry the mission forward that was passed to me by the founder of our industry, Barb Schwarz, who was my personal mentor for years. This is why I’m in this industry, and this is what drives me every day.

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The IAHSP conferences are the most unique and popular events in the industry.  I understand this year’s theme is SOAR—Seek Opportunities and Rise—with your gala awards dinner theme of Roaring 2021—The Great Gatsby, complete with a speakeasy, is that right?

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We are all incredibly excited for this year’s conference in Denver, Colorado—The Mile High City! We added the words “Family Reunion” to our event as it is a time where our industry family comes together to learn, celebrate success, and forge strong friendships.  “The IAHSP Family Reunion Conference & EXPO” is the official title. Last year was a challenging year for all of us. We were unable to meet in person, many businesses were hampered with shutdowns, and for many it was a scary time not knowing what to expect. The anticipation of this event gives people hope and joy as they look forward to being together! 

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In addition, we are the only group that hosts a big gala awards dinner with a fun theme.  This year our theme is “Roaring 2021–Great Gatsby Gala,” and attendees are encouraged to come in costume, enjoy a great dinner and hopefully win some awards! We have a VIP Speakeasy planned and dancing to wrap up our three-day event.  We have keynote business and motivational speaker Chris Widener, sharing on Making a Big Impact in Business and Life. He’s written 22 books, worked personally with Zig Ziglar and Jim Rohn, and is ranked in the Top 50 Best Motivational Business Speakers in the world.  We also have one of the best social media experts I have ever heard, Jonny Fowler, as our keynote marketing speaker.  We have Ravi Hutheesing, cultural catalyst and former band member for Hansen, speaking on staying viable as an entrepreneur.  We’ll have over 25 speakers total and will cover a wide variety of topics with general sessions and breakout sessions by topic and business level. We also have our Advanced Stager Training (AST) workshop for six-plus figure business owners.  This training is held the two days following our annual conference and the conversations and discoveries that take place with the advanced business owners is incredibly valuable.

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That sounds like a lot of fun! Tell us about some of your past conferences. I understand one of them involved a massive diamond giveaway of sorts?

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It did! In 2019, we held our live conference in Nashville with the theme “ROCK Your Business in Music City.”  Our gala theme was “Denim and Diamonds.” I actually got a two-carat diamond and 99 cubic zirconias, put them all in individual glasses of champagne and sold them to attendees as part of a fundraiser for the IAHSP Foundation, a 501(c)(3) non-profit foundation that supports the World Wide Staging Service Week® initiative. Since 2005, our members around the globe have completed service projects to give back to their communities.

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In 2018, we were in Charlotte with keynote celebrity speakers Jonathan and Drew Scott, better known as “The Property Brothers.” In 2017, we held our conference in Fort Lauderdale and welcomed Jeff Lewis from Flipping Out as our keynote celebrity speaker.  In 2020, our conference theme was “Vision for Success: Focus, Clarity, Future,” and we delivered the best virtual event given the remote limitations and everyone had a blast—and learned a lot!  So, each year, we bring quality industry pros sharing on educational topics, and then add a little fun or flair with a special guest speaker.

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Tell us about StagedHomes and how you’re helping stagers and real estate agents thrive.  

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StagedHomes is the world’s largest and longest-running home staging training company.  It was founded in 1999, and I took over as president and CEO in 2016. To date, tens of thousands of real estate agents and stagers around the world have taken our courses. Education is the key that unlocks the understanding of the importance of proper presentation of a house for sale.  Staging is no longer optional—it is critical. First impressions matter, and as the old adage states, “You only get one chance to make a first impression. Make it a good one.” We help all levels of stagers and real estate professionals gain the knowledge they need to capture these dollars and provide the best service possible to their clients.

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Can you give us some details about the courses and credentials StagedHomes offers?

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I’ll be happy to! We offer four core courses. The Accredited Staging Professional® Stager Business Course is for those who want to build a successful staging business. Our Accredited Staging Partner® Real Estate Agent Course is for agents who want to learn how to use staging as a key listing and marketing tool for their business.  It teaches the process, foundation, and communication skills agents need to get sellers to say yes to staging, and then they know who to partner with them for staging their listings.  We offer the Accredited Staging Assistant® Course for those who want to plug into an existing company and stage for them versus running the entire operation.  Lastly, we have the Accredited Staging Professional Master® Course, which is the advanced-level training for stagers who want to increase their success, profit, and knowledge. These courses are taught worldwide and anyone can attend from the convenience of their home and learn with a virtual live course with one of our Certified ASP® Course Trainers or a self-paced recorded webinar. All graduates receive a full-year membership in the IAHSP and get access to the private Staging University®, the only online resource for our industry with forms, templates, agreements, and the ability to obtain leads for business with our exclusive online directory. 

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All graduates receive ongoing education resources that come along with their training, including over 100 hours of the Home Staging Talk Show Live segments, over 20 hours of FAST Track Sessions – Focused Accelerated Stager Training, and other niche-specific courses taught by industry professionals. We can never stop learning, as the industry is always evolving. If a person stops learning and advancing their skills, they fall behind and become stale.  It is never “one and done” with staging, and that is why we continue to update and develop new curriculum based on where our industry is headed, and not remain stuck in the past.

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Let’s end with a somewhat personal question. What do you find most fulfilling about your work?  

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I often ask my students and colleagues what their “why” is. It has to be more than money to keep a person committed long term to their business.  What you do in life has to be a passion—and that will drive a person to continue forward even when they’re facing challenges. I knew when I discovered home staging way back in 2002 that I had found my passion.  I have a degree from UCLA in Psychobiology and was pre-med. I realized that I didn’t have it in me to continue the long—and expensive—journey to med school and found my way into marketing and business development for environmental companies. I was using my science background, I loved marketing and working with people, but it was not my passion.  When I found home staging, I was excited as it combined my love of helping others with my passion for creativity. Plus, my marketing background made understanding how staging is used to help make properties more marketable. My “why” is that I truly am about helping others succeed. 

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My whole mission is to empower business owners to success—whatever that means to them.  If a person wants to learn how to make seven or eight figures in staging, I can show them how. If they want to have a smaller business, I can show them how to accomplish that. No matter the size of their dream, I know I can help someone achieve it. My “reward” is the joy I get from seeing our industry advance, the satisfaction I get from helping launch and support new business owners, and the pride I have in our team and leaders who are my colleagues and my staging family.

(article written by Heather Andrews of The Top 100 Magazine – from an interview with Jennie Norris)

https://www.thetop100magazine.com/jennie-norris

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Jennie Norris

Chairwoman — International Association of Home Staging Professionals®

President and CEO — StagedHomes®

Website: www.iahsp.com

Website: www.StagedHomes.com

LinkedIn:  https://www.linkedin.com/in/jennie-norris/

Facebook: https://www.facebook.com/JennieNorr/

Instagram:  @iahspworldwide ǀ @stagedhomesworldwide

IAHSP® Family Reunion SOAR—Seek Opportunities And Rise—Conference: www.IAHSPConEXPO.com

Are YOU Ready to SOAR – Seek Opportunities and RISE? Join us in Denver Sept 24-26

THE Home Staging Industry Event of the YEAR is coming to you LIVE in Denver – Sept 24-26, 2021.

The IAHSP Family Reunion Conference & EXPO brings TOP Educators, Expert KEYNOTE Speakers, Topics that will INSPIRE, MOTIVATE, EDUCATE and CHALLENGE you to RISE above your competition and bring in MORE business!

SEEK OPPORTUNITIES AND RISE!

We chose our conference theme carefully based on what we all experienced last year with not being able to travel, to see our colleagues and friends in person, to shift to stay viable, and more.

SPACE IS LIMITED! Do not wait to register. We have to share numbers with the host hotel – and plan for food, space and hotel rooms. You can pay 50% now and 50% later – just get registered! Go to www.IAHSPConEXPO.com and get EXCITED about what you will LEARN and who you will MEET at this year’s conference!

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HEADQUARTER HOTEL: The Gaylord Rockies

Make your reservation now – don’t wait as the hotel block with our special rate goes away August 23rd! You can reserve your room – and then if you need to change things, you can with no penalty (based on hotel terms) when canceled within the time permitted by the hotel.

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THANK YOU TO OUR CONFERENCE SPONSORS! These wonderful companies will be at our conference to meet YOU – and you can learn about the products and services and SHOP while at the conference!

Home Stager’s Guide to the Home Staging Industry

Check out this GUIDE for people who want to be Home Stagers and have a successful business. It includes all the important information you need to know to make the right choices when considering establishing a staging business and working in the home staging industry.

IAHSP Magazine April Issue is ALL ABOUT COLOR

If you want to be part of a growing community of professional Home Stagers worldwide, check out the International Association of Home Staging Professionals®. This association is comprised of real estate agents and pro-stagers from around the globe and is the largest and longest-running industry trade association. Since 1999, IAHSP® has set standards of education, excellence and ethics, and continues to lead the way to elevate industry standards by providing timely resources and communication to our industry members and those we serve.

If you are a member, check out the latest issue of IAHSP® Magazine. This month we featured COLOR – from how to work with properties and specify color to how colors make us feel to predictions for colors trends for 2021 and beyond. Full links to this publication are found in our private FB Groups and is emailed to all active members.

IAHSP® Magazine is an EXCLUSIVE benefit for our members – so what are you waiting for if you are not part of IAHSP? Join today! Only $195.00 per YEAR for those who qualify, and if you are from a country outside the US – make sure to check to see if there is reduced pricing for you to join, All graduates of the Stagedhomes.com courses receive membership in IAHSP® as part of their course tuition.