When I first started using social media for my home staging business, I didn’t realize that just posting isn’t a strategy. I thought that just by posting, I would get my business in front of as many people as possible and stand out as a local expert.
So I posted.
And posted.
Every post was about me or what I thought my audience was interested in. Every caption was a sales pitch. I didn’t stop to figure out what my ideal audience was interested, but rather just assumed I knew what they wanted without doing any research to back those theories up. When that didn’t work, I tried copying other stagers who I assumed had it all figured out. I downloaded every Canva template I could find. And after awhile, my feed looked like a hot mess (or an ode to Canva) but the response? Crickets.
What was most frustrating? I was trying. I was showing up. But the results didn’t reflect the effort I was putting in.
Eventually, I realized the problem wasn’t how often I was posting, it was that I didn’t have a real plan. I was posting for my own benefit, not for the people I was trying to reach. The moment I shifted that focus, and started creating content for my ideal audience instead of just posting to post… everything changed.
Let’s talk about why that happened, and how you can make that same shift. Especially if you’re doing the work but getting crickets online.
Why Just Posting Isn’t a Strategy
Posting without strategy is akin to throwing spaghetti at all and hoping something (anything) sticks. Sure, it feels productive in the moment, but it doesn’t help you achieve the kind of results you’re looking for.
Random posts, recycled Canva templates, and captions that sound like a sales pitch don’t help you stand out, build connection, or create trust with your audience. And copying what you think is working for other stagers often leads to content that’s disconnected from your own brand and audience.
It’s not about showing up more; it’s about showing up strategically.
Without a real content strategy, your posts aren’t doing the heavy lifting they should be. You might be busy on Instagram, but busy doesn’t equal engagement, growth, or leads.
If this sounds familiar, you’re not alone. I talk to home stagers all the time who feel stuck in the “post anything” cycle. If you’re not getting the kind of engagement, inquiries, or growth you want, it’s not because you’re bad at social media. It’s because you need a better framework.
The Connect + Convert Method (aka the Strategy that Actually Works)
Inside the Social Stager Club, and in every strategy I create for my social media management clients, I use a method I call the Connect + Convert Method. This method is designed specifically to help brands build a strong, memorable brand and create connection online with their audience, driving engagement and leads for their business. I’ve adapted it specifically for home stagers and interior design professionals who want to market smarter, not harder.
This method rotates through four strategic content types that work together to help you grow, build trust, and generate inquiries and leads consistently.
Let’s break them down:
Growth Content
This type of content is your scroll-stoppers. It’s goal is to attract new people to your account, boost engagement, and help you connect with your ideal audience online. Examples: bold opinions, trending audio reels, before & afters, fun or entertaining videos, or anything that’s highly shareable or eye-catching.
Nurture Content
This kind of content helps establish you as an expert and thought leader. With this type of content you can educate, provide value, and help your audience see you as the local expert. Examples: Hacks and tips, staging stats with context, carousel posts, or lessons learned from projects.
(See my article on 10 home staging Instagram post ideas for some great examples of this kind of nurture content).
Brand Content
Brand content is where you let your personality, brand story, and values shine. This type of content humanizes your business, helps you step out as the face of your brand, and encourages people to connect with you. These types of posts work hand-in-hand with nurture content to again, help set you apart as an expert (but one with personality).
Examples: Behind-the-scenes stories, talking reels with you sharing your expertise, posts about why you started your business or what sets you apart, and reels that show your personality.
Conversion Content
Conversion content are posts that are designed to move people from follower to lead or client. They show off your expertise, share the results you get, and demonstrate the value of the services you offer. Their goal is to convince your audience that not only do you know your stuff, but you get results too. Examples: Testimonials, results-focused Reels, success story carousels, stats with context, and project showcases.
The power of this method is that it enables your audience to deeply connect with your brand, build trust, and move them towards working with you. By posting strategically using this method, you stop posting randomly and start posting the types of content that are going to help you reach your marketing goals.
How to Use This Strategy in Your Own Business
One of my social media management clients, Karen, came to me feeling totally done with Instagram. She knew she had to use it for her home staging business, but she had no real strategy, wasn’t getting engagement, and honestly was starting to think social media was a waste of her time.
Her posts were sporadic, mostly sales pitches, and they didn’t reflect her brand or speak to her audience. Within weeks of using a customized content plan based on the Connect + Convert method, her engagement skyrocketed. Her audience more than tripled. She started getting inquiries, saw a spike in website traffic, and even got DMs from people who had never interacted with her before.
By month three, she was getting new clients directly from her content.
The best part? She wasn’t posting daily. She was posting intentionally.
If you want to generate similar results for your own business, start by rotating through the four types of content listed above. Even 2 – 3 posts a week, if they’re strategic, will make a big difference.
And if you’re not sure who your ideal client is or what kind of content they want to see, then start defining them. Often, not knowing who you serve (and making other mistakes), is one of the biggest reasons why your posts might be falling flat.
Want a Smarter Way to Show Up Online?
If you’ve been winging it on social media, you’re not alone. But trust me, there’s a better way.
I remember how challenging it was to try and figure out all this marketing stuff and still find time to run a home staging business. That’s why I created The Social Stager Club. Inside the Club, I give you everything you need to post with purpose including, done-for-you content plans (using this method), social media templates, marketing strategy guides + tools, plus the support you need to stay consistent and focused.
It’s the system I wish I had when I was running my home staging business full-time.
Want to see what this looks like in action? Start with my free Home Staging Starter Kit, a 5-day content plan that introduces this exact method and helps you show up consistently with high-value content (without a lot of effort or time).
Ready to stop guessing and start marketing intentionally? Join the Social Stager Club and get the strategy, tools, and support you’ve been missing.
Social media marketing doesn’t have to be hard. You can do this. We can help.
