Small Business Summit Center

Jill Vegas, Jill Vegas Inc.

Jill's got an unusual service — she "stages" homes for sale, by redecorating them. See her site for some before-and-after pix.

AB: Have you ever seen a house so hopeless that it couldn't be staged?

JV: The first home I transformed was a huge challenge. Overflowing with 57 years worth of stuff: Tupperware, magazines, old vitamins, hotel soaps, little tubes of toothpaste, etc. you get the picture. While they were away on vacation, we got to work removing the stuff, painting yellowed walls, removing dusty rugs, and threadbare window treatments. The process of getting all of the work done in two weeks was exhausting and I broke out with hives I was so stressed. A professional cleaner completely scrubbed the place down until it gleamed. I bought new bedding, fluffy white towels, orchids, kitchen accessories, living room accessories, window treatments so it felt like a place you could immediately live in. When the homeowners returned they couldn’t believe this was their home. The real estate agent was thrilled. The property looked so good that it sold the first day with five offers and sold for 8% over asking price. The real estate agent told other people about this success story and soon my phone was ringing off the hook.

AB: Running a small business for the first time means lots of new challenges. What part of entrepreneurship have you worked hardest on?

JV:
1. Having fun. I love using my creativity and enthusiasm to build business. My vision is to help everyone have a fantastic home where they can invite family and friends over to share fun stories, food, and love.
2. Having a positive attitude. When bookkeeping bogs me down, I focus on my vision of helping everyone and that makes it worth it. I know I can do anything I set my mind to.
3. Listening. When clients have questions, compliments, concerns or complaints, I listen. I make sure everyone receives VIP treatment. I also listen to myself. Each morning I meditate. I focus on my goals to stay grounded.
4. I’ve always loved the idea of being in business for myself. I started my first business in 1994 which was creating advertising, marketing and branding materials for nonprofits. When I worked in advertising I consulted with clients to create fun, hip campaigns. My favorite was working with Target to bring great design to the masses. In advertising there’s a 30 second commercial to make a great impression. What I’m doing now is the same thing I did in advertising— I’m marketing a product. With a home I have 30 seconds to seduce and make a fantastic first impression.

AB: What would you do if you weren't in business for yourself?

JV: Writing fiction. I have an MFA in creative writing from Sarah Lawrence College. In 1999 I wrote my first novel called 501 Ways To Learn French From the Dead. I’d love to have this book published.

Jan 8 Update: I wonder if there is a fun gene for entrepreneurs. Evidence: our profiles of Stacy Blume (custom undies), Sarah Endline (tiny chocolates), and Doug Donaldson (how-to sports video for kids). Or, perhaps a fun image just helps sell? The answer, like so many either-or-questions, is probably "both".

Jan 15 Update: Welcome FOJ (friends of Jill!). We're interested in profiling other successful NY-area entrepreneurs; send us names. While you're here, enter the drawing (nice bag), see profiles of other zippy entrepreneurs, and check out the business advice an anonymous writer got.

Business Bio
When Jill and her husband sold their New York City apartment, she wasn't thinking of starting a new career. But the property sold for way more than they thought possible— all because of how she had styled it. The broker told her she should think about styling as a career.The broker wanted Jill's help with another apartment. When it sold in a day for over asking price, the calls started coming in. That's how the whole business started in 2004.Jill infuses the staging industry with a glittery sense of style. Her sense of humor, practical ideas, and outstanding service is exactly what stressed-out sellers crave to give their property the edge. Her work has been featured on Oprah, New York Times, HGTV, Fine Living, National Public Radio, New York Daily News, New York Post, The Real Deal and Forbes.com, plus she has a caricature in the New Yorker and writes a monthly staging column in the Residential Mann Report.Prior to this Jill worked on award-winning advertising, marketing and brand campaigns for clients such as Target, Macy's, and Estée Lauder.Stay tuned for Jill's upcoming book, Speed Decorating, to be published in 2009.