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Messy Branding, Messy Business: Key Takeaways from Laurie Graham’s Webinar

Posted on by Joanna Fraley

When it comes to home staging, first impressions matter—and not just for the properties you stage. Your branding plays a critical role in attracting clients and building trust. In a recent RESA® Professional Development Webinar, branding expert Laurie Graham shared insights on why “messy branding equals messy business” and how home stagers can refine their aesthetic to grow their businesses. Here are my top takeaways from the webinar that every stager should know.

1. Branding Builds Trust and Increases Your Value

Laurie kicked off the webinar with a powerful reminder: “Just as staging increases a home’s perceived value, good branding increases your business’s perceived value.” In other words, a strong, consistent brand helps clients understand and trust your expertise—and that trust can lead to higher-paying clients.

Laurie also pointed out that people make judgments about your business within seconds of seeing your website or social media. “They literally did a study. And as soon as they come to the website within 50 milliseconds, they decide what type of company you are.” That’s why your visual presentation—online and offline—has to be clean, cohesive, and professional.

2. Consistency is Key: From Instagram to Your Website

One of Laurie’s biggest pet peeves? A messy Instagram grid. “Avoid cluttered layouts, uneven spacing, and too many mixed fonts,” she advised. Your social media is your digital portfolio, so it should reflect the same level of care and attention you put into staging homes.

And don’t forget to update your website regularly. Laurie mentioned a common issue she sees during brand consultations: “I’ll look at the website and I’m like, ‘Oh, you do consultations?’ And they’ll say, ‘Oh, no, no, I don’t do that anymore.’ You need to go update that.” Consistency across platforms helps potential clients know exactly what services you offer.

3. Develop Your Signature Style

While staging often focuses on neutralizing spaces to appeal to a wide range of buyers, Laurie stressed the importance of developing a signature style that sets your business apart. “What you post about should also be your own signature style… You need to make sure that it’s not the exact same as the other staging company in your area.”

She shared examples of successful staging companies with distinct aesthetics, like Toni’s Show & Sell Home Staging and Attractive Interiors—two businesses that serve overlapping areas but stand out thanks to their unique styles and visual storytelling.

4. Show Up and Be Seen—Especially on Instagram Stories

“Now more than ever, people need to see you,” Laurie emphasized. With so much digital content available, clients want to know that you’re relatable, approachable, and knowledgeable. Sharing your face and personality—especially through Instagram Stories—helps build that connection. And if you’re nervous about putting yourself out there, Laurie had this advice: “Stories go away within 24 hours, so if you really, really don’t like seeing yourself, just do the story and don’t come back for 24 hours.”

5. Practical Tips for Elevating Your Visuals

When it comes to photography, Laurie had one non-negotiable rule: “Clean your lens. Clean your lens. Clean your lens.” Beyond that, she recommended capturing a variety of shots, including portraits, landscapes, and vignette photos that highlight design details. Whether you hire a professional photographer, partner with a real estate photographer, or take photos yourself, high-quality imagery is essential.

For social media, she encouraged stagers to create a brand kit in Canva that includes logos (in multiple variations), a color palette with hex codes, and brand fonts. This makes it easy to create on-brand content quickly and consistently.

6. Take Action: Conduct a Brand Audit

Laurie wrapped up the webinar with an actionable challenge: “Take a review of everything you have. And trust me, this doesn’t have to take a long time.” Grab a friend, head to a coffee shop (or a “bougie hotel” if you’re feeling fancy), and look at your website, social media, and marketing materials with fresh eyes. Ask yourself:

  • Is my logo professional and modern?
  • Are my colors, fonts, and imagery consistent across platforms?
  • Do my photos showcase the style and quality of my work?
  • Are my service offerings clearly stated and up-to-date?

If anything looks outdated or inconsistent, it’s time for a refresh!

Ready to Clean Up Your Branding?

If these takeaways resonated with you, don’t miss the full webinar! RESA® members can access the replay anytime in the Members Only Webinar Library—the perfect resource to help you start cleaning up your branding and attracting more clients.

RESA® Members can log in now & watch!

Not a member? This webinar replay is available to purchase here!

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Joanna Fraley
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Joanna Fraley

Joanna creates marketing, advertising, and social media messaging for the purpose of conveying the organization's mission, vision and value, educating consumers, attracting new members, highlighting member accomplishments, providing content for real estate agents, and promoting strategic partners.

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