Conversation With Diane Albright, Professional Organizer

Diane Albright is a professional organizer and speaker who lives in Allentown, Pa. She is a Golden Circle Member of the National Association of Professional Organizers and a member of the Philadelphia Chapter of the National Association of Professional Organizers. In 1996, she founded All Bright Ideas, a company that offers professional organizing services and organizing products for the home. Her experiences and expertise in the professional organizing field have led her to guest appearances on two high-profile TV shows: The Montel Williams Show and Mission: Organization. As a wife, the mother of three children (ages 13, 11 and 8), and president of her own company, Ms. Albright knows all too well the constraints of living a busy life and the need for organization across the board. That’s why we thought it imperative to put Ms. Albright in the hot seat to spill the beans on the business of professional organizing, the road to success and her thoughts on the industry as a whole.

WHAT WERE YOU DOING BEFORE YOU WENT INTO PROFESSIONAL ORGANIZING, AND WHAT LED YOU TO THIS LINE OF WORK?

I hold a degree in medical assisting and was working as the practice administrator of a pediatric practice. I left the work arena upon the birth of my first child in 1992. I decided to re-enter the work field four years later, but I wanted to be able to create my own hours, work from home, and do something that was enjoyable — preferably something like my career in the medical field where I could help people and make a difference in their lives. It needed to be something that I had a passion for and could do effortlessly. Recognizing my passion for organizing, I grew frustrated with the lack of organizing products in retail stores (remember, that was nine years ago), so I combined the offering of retail organizing products and consulting services to form a business. When I started the business I didn’t even know that professional organizers existed (neither did most of us). I wanted the company name to fit with what I wanted the business to be — upbeat and positive — hence, All Bright Ideas was created.

HOW HAVE YOU SEEN THE INDUSTRY EVOLVE SINCE YOU FIRST ENTERED IT?

The media has affected the industry tremendously. Five years ago when I hosted seminars, I would ask people if they had heard of professional organizers. Two people might raise their hand. Nowadays, everyone does. I attribute this change to shows like Mission: Organization, Clean Sweep, daily talk shows and morning news shows. Organizing is even the hot topic for magazines. At the checkout counter of the grocery store, there isn’t a time you can’t find one of the magazine covers touting the title of an organizing article. Professional Organizers should applaud the media.

Not only were professional organizers unheard of, but so was the “Storage and Organization” category in a store. When I entered the industry it was very difficult to find organizing products in retail stores. To find a selection of organizing products you would have to order through a catalog.

WHAT’S YOUR FAVORITE ASPECT OF PROFESSIONAL ORGANIZING?

Making a positive difference in someone’s life. All of a sudden you can see their eyes begin to light up and a smile begins to form. You can see the burden lifted. It is not uncommon to get a hug on departure, or be told they should have called years or months ago.

HOW HAS YOUR OWN COMPANY EVOLVED THROUGH THE YEARS AND HOW WOULD YOU BEST DESCRIBE YOUR TARGET MARKET?

Nine years ago, we offered the standard professional organizing services to homes and businesses. We still offer the basics, but have become more specialized in home staging, paper management, financial records, time management and relocation. My home-based business is now in a 4,000-square-foot location in Emmaus, Pa.

Our typical client is a female, ages 35 to 60, with kids at home, and who works part or full time. We are seeing a higher incidence of clients who work full time and require an evening or weekend appointment. January is the biggest month in the organizing field; second is September.

WHAT TYPE OF CHARACTER TRAITS ARE BEST SUITED FOR THE PROFESSIONAL ORGANIZER?

I think you have to have some, if not all, of the “organizing trait,” and you need creativity, because you will always be creating new spaces and methods. You need to like working with others and be willing to work in a not-so-clean environment at times. You need to develop a rapport with your clients, so having a good personality is a plus.

Being trustworthy is absolutely essential. All work that you do for the client must be kept in complete confidence. Most professional organizers become the client’s confidant because they are seeing clients’ utmost secrets — underwear drawers; bounced checks, and the closed-door “catch-all” room. They may also tell you about their marital woes and problems with teenagers or in-laws. Therefore, you cannot relay any of the information to others.

Being an optimist is very important so you can convey hope and encouragement to your client. Being somewhat of a perfectionist helps when it comes to the clients who want their belongings organized to the very last detail and categorized with professional labels. Having patience with clients is also important.

WHAT WORDS OF ADVICE WOULD YOU GIVE NEWCOMERS?

Don’t think that by hanging out a sign or having your name in the telephone book, clients will call. It takes awhile to build up your client base.

Speak free-of-charge to groups that want you for 20 minutes or less. If they want you for longer, charge them. They will realize your time and advice is worth money and it will give you creditability.

When prospective clients call, take the time to talk to them on the telephone for 15 to 20 minutes. You will learn a lot about the client to help you prepare for the appointment. And, at the end of calls with potential clients, I never encourage them to schedule an appointment, but instead to call back later to schedule an appointment. I do this for two reasons. First, if the client is not ready to make changes, you are not going to be successful with them, and they will not be happy. So don’t try and sell yourself. You don’t want unhappy clients. The second reason happens to be an incidental marketing tool: the more you don’t seem like you are trying to get the client, the more the client is interested. You won’t seem like you are desperate for clients.

HOW HAVE YOU SET YOURSELF APART FROM THE PACK, SO TO SPEAK?

I think I initially set myself apart from others because I was the first in the area to offer such services. When entering the field, I didn’t take shortcuts to save money. I am a perfectionist. Since I have a real passion for organizing, I always give 110 percent. Therefore, clients were happy. One thing led to another, and soon newspapers, radio and local magazines were calling me for interviews. Then it was the TV media. Once the national media began, it was easy for the next media person to find me and so forth. Books and magazines followed.

I believe I am set apart from others in my knowledge of organizing products and vendors. Not only am I a professional organizer, but I am the buyer for the organizing products of our store. Since I am a buyer, I attend the International Housewares Show in Chicago to find new vendors and products. This affords me the ability to know the latest items on the market, knowledge of vendors, and the ability to work with vendors for TV shows and books. Vendors will even seek my opinion on products in the beginning, since I am an organizing expert. Having the hands-on organizing ability coupled with the product knowledge makes a great package, especially for TV shows. For the TV shows I worked with, I found the vendors for products instead of the TV producers having to do the leg work. So I am a great resource.

HOW DO YOU MAKE SELECTIONS ON WHAT PRODUCTS TO USE, WHAT TO SUGGEST YOUR CLIENTS PURCHASE, ETC.?

I consider ease-of-use, quality, décor and cost. Quality and ease-of-use are most important. If it is not easy to use, no one in the household will use it. If it is not going to hold up to weight or use, then it is not worth it. The cost and décor will vary among clients.

TELL US ABOUT SOME OF YOUR TV PERFORMANCES? HAS THE MEDIA EXPOSURE HELPED YOUR BUSINESS SIGNIFICANTLY?

It was the first time the Montel Williams Show was doing a show on organizing. After taping, the producer told me that if this show did well they would have me back. After reviewing the tape, the producers and Montel liked the show so much they decided to save it for the November network sweeps. During sweeps week, it was their number-one rated show. They kept their word, and called me back the following year. This time I was heavily involved with the show from start to finish. I did a lot of the leg work that a producer normally would do. The producer was thrilled. After taping this show, they decided to save it for the May network sweeps.

Montel knew I did a lot of work for the second show and heavily plugged me on air. I had a great response from both shows. Fortunately, because both shows were rated so high, both ran in re-run.

The Montel Show is more “live” while Mission: Organization tapes over a three-week period and the homeowners do the labor. The show producers published their first book this past year and selected their 12 best episodes to write about, and mine was selected.

All of the shows have provided great creditability for me. When you can put those shows behind your name, people take your work more seriously.

HOW DO YOU SUGGEST OTHERS GET MEDIA ATTENTION?

I would start with the local media to learn the ropes. Contact your local newspapers, radio, magazines, real-estate magazines and colleges. If your newspaper has a Sunday section on real estate or lifestyles, call that department and introduce yourself. Let them know you are available for interviews regarding organizing or an area that you specialize in.

I also suggest increasing your public speaking, so if you are ever on TV, the experience won’t be so frightening. Finally, I recommend having a publicity photo taken and on file, in case the media calls.

WHAT DO YOUR FORESEE FOR THE FUTURE OF THE INDUSTRY?

In the past four years the organizing industry has had major breakthroughs and will continue to grow well. There will continue to be TV shows, magazine articles and books on organizing because our society has more belongings and less time to deal with them. The outlook is quite bright for Professional Organizers.

I can’t wait for The Nanny to have a spin off called The Organizer.