Meet RESA® member, Ashley Vipond, the lead designer, staging expert and founder of Dec the House Design Studio based in Pace, Florida. Her degree and experience in sales and marketing have translated successfully when setting up her business model which includes consultation, occupied staging, short-term or mid-term rental design and set as well as options for clients who are looking for virtual staging services.
As a homeowner myself and a rental property owner, I know the stress that comes along with making a space truly feel like home. When decorating, furnishing, staging or renovating, you’re always met with tons of decisions that you have no idea how to start with. That’s where I step in to help, as I specialize in helping to translate your design visions into full blown reality.
In addition to Ashley’s sales and marketing background, she also is a former real estate agent. She has worked with many agents and knows the value of forming relationships and treating agents as a teammate.
They have revenue targets, care about customer experience, and want to sell the home just as much as you do. My advice would be to keep current on real estate market trends, treat agents who use your services well, and use a contract to hold you both accountable.
The Home Stager’s Perspective: A Conversation with Ashley Vipond
All photos provided by Dec the House Design Studio
Q: How does your commitment to RESA®, the exclusive nonprofit trade association for stagers, align with your professional goals and values?
Ashley: My commitment to RESA® helps me to always design with the utmost honesty and professionalism when working with clients. Knowing that I am a member of RESA® helps to hold me accountable and inspires me to create with my clients goals in mind.
Q: What inspired the beginning of your staging journey?
Ashley: I have always loved homes, even at a young age. I steered away from design for years because I did not consider myself a creative individual, but I came to realize that creativity just doesn’t come in the form of traditional artwork. I was the teenager who could spend hours watching HGTV, and get lost in a sea of decor blogs.
After graduating from college with a Sales and Marketing degree, I have worn many hats – which I understand now, have brought me to where I am. I was a Business Banker, Corporate Technical Recruiter, Logistics Associate, opened franchise Pilates studios from the ground up, ran multiple brands influencer marketing programs, was a public relations coordinator, and I even have my real estate license in the State of Florida.
I was determined to find out how I could use my talents not only for a paycheck, but as a way to spark honor and joy within myself. I wanted to wake up and be excited to go to work everyday. I thought I was destined to be a “jack of all trades, but master of none”. That was until I found design.
Creating spaces that make people feel joy every time they walk into a room, or spaces that can help people generate income towards their goals is truly “my thing.” I never get tired of creating floor plans, finding decor, listening to my clients goals, and watching their houses feel like home. Design is my forever career and I couldn’t be happier.
Q: Take us back to your very first day on the job as a home stager. What were your feelings, expectations, and the most memorable moments from that day?
Ashley: My first day on the job was nerve wrecking because I wanted everything to be perfect, but we ran into a few hiccups (because what’s a project without hiccups). The most memorable moment for me was witnessing my ability to think on my feet. I am a natural born problem solver. I was able to not only exceed client expectations, but the home sold in just 7 days! Such a big win for Dec the House Design Studio!
Q: How has your perception of the staging industry evolved since you started?
Ashley: I have learned that stagers are some of the most versatile designers in the market. A lot of my fellow colleagues stage, design, sell homes, teach courses etc. It is very inspiring.
Q: Would you share some insights into your creative process? Where do you typically find inspiration for your staging designs, and how do you translate that into your work?
Ashley: Having a background in sales, marketing, and real estate has really given me a unique way of finding inspiration and translating those ideas into my work. I stage and design with having a clear picture of who I am designing for, what are their main goals, how can attract as many people as possible to the space, and I even factor in elements of the environment in which I am staging the home. I stage with buyers in mind, and I design with my clients goals in mind. Two separate ways of tackling the project creatively.
Q: Can you recall a particularly challenging staging project? What obstacles did you face, and how did you overcome them? What did you learn from that experience?
Ashley: Yes, we worked on an Airbnb installation and the client had an issue with their delivery account being frozen. All of the decor items were running 1.5 weeks late, which kept pushing the project deadline back. I learned that it is important to stress all of the services that you can offer a client. When client’s opt out of white glove service, they run the risk of setbacks and errors. Moving forward having our team handle the project with our processes is non negotiable. We want every client to have an amazing experience, so setting them up for success in the beginning not only helps our team keep control of the project, but sets the client up for success.
Q: Staging often involves collaboration with real estate agents. Could you share some insights into how effective communication and partnership between stagers and agents can lead to successful property sales?
Ashley: As a real estate agent I have helped multiple agents stage homes. It’s important when forming relationships with real estate agents to understand that the agent works for the client as well. They have revenue targets, care about customer experience, and want to sell the home just as much as you do. My advice would be to keep current on real estate market trends, treat agents who use your services well, and use a contract to hold you both accountable.
Q: Staging can transform a property, but it’s not just about aesthetics. How do you balance design principles with the practical aspects of making a home more marketable?
Ashley: I stage with the end user in mind. One way to balance design with practicality is to understand the spaces target demographic. Look up the data, look at homes that previously sold in the neighborhood, or even drive by the home at a peak time when you think residents will be out and about. For example, if the neighborhood hosts a lot of young families with children, create a space that potential buyers with that profile will appreciate – toy rooms, open concept living area, privacy, etc.
Q: The staging industry often requires adaptability and flexibility. How do you stay current with market demands and changing client preferences? What strategies do you use to continuously improve your skills and stay competitive?
Ashley: I stay current by keeping a pulse on real estate market trends, advertising consistently, and by creating marketing materials that help clients understand how staging can benefit them. To stay competitive and improve my skills I read a design based book 1-2 times per quarter, obtain a new design skill 2 times per year, and I work hard to provide a streamlined client experience.
Q: Beyond aesthetics, what do you believe are the most important qualities or skills that a successful home stager should possess? How have these qualities shaped your own career?
Ashley: A successful home stager should be patient, willing to do research, have a firm understanding of staging + styling principles, love homes, and have a sales oriented mind set. Having these qualities have shaped my career because I they instill confidence in me whenever I tackle a project. I know what the space will be staged to sell, the target audience will be well researched, and that I have the patience to handle whatever issues come my way.
Q: If you could stage a home for any celebrity, living or historical, who would it be, and what kind of design theme would you choose for their home?
Ashley: I would definitely stage for Taylor Swift. Taylor’s aesthetic would use timeless classic pieces infused with designs and decor that remind her of nature, have a bit of feminine flair, and that provides her cat space to enjoy the home as well.
Q: In the world of home staging, sometimes surprises happen. Could you share a funny or unexpected moment that occurred during one of your staging projects? How did you handle it?
Ashley: One funny moment while working on a staging project was when I had my Mom help me do a clean up of a space (remove boxes & extra decor). Well, we wanted to be responsible and recycle the boxes, so we headed down to the recycling station and just as we were about to unload the truck it started pouring rain. We slipped, boxes got all soggy, and we were soaked, but we got the job done. I’ll never forget that day, and when other days seem tough, I just remember I could be soaking wet throwing boxes into bins.
Q: If you could collaborate with any famous interior designer or decorator, living or deceased, on a staging project, who would it be and why? What do you think you could learn from them?
Ashley: A living designer that I would like to work with is Shea McGee. Shea started out with a similar professional background – marketing, and has built an empire of design by making good decisions, finding her signature style, and having confidence in her design skills.
Q: Home staging is a competitive field. What advice do you have for other staging professionals looking to stand out in the market and build a strong client base?
Ashley: Don’t wait for people to come to you, get out and speak to people. Come from. a genuine place of wanting to serve and connect. Trust me, people will appreciate that.
Q: Balancing creativity with the demands of running a business can be challenging. What tools or systems do you use to manage your staging projects at Dec the House Design Studio efficiently and stay organized in your daily operations?
Ashley: I use Honeybook for communicating, invoicing, contracts, and time keeping. I also, use Canva to create space mood boards, and I have a Google Sheets Master Tracker to track the progress, inventory, and status of the project. I also am old school and use a paper planner and a white board.
Q: What are some common misconceptions or objections you’ve encountered about home staging, and how do you educate potential clients or naysayers about the benefits it brings to the selling process?
Ashley: The biggest misconception is that staging is “too expensive”. Naysayers don’t understand the power staging has to boost revenue. They typically just see a price tag. I educate them by providing statistics, staging wins, and also by letting them know that using staging puts them on a higher more professional level amongst their peers. It shows their clients that they have the tools to help them sell quickly and efficiently.
Q: Client testimonials and reviews can build trust with prospective clients. How do you encourage satisfied clients to share their positive experiences with Dec the House Design Studio, and how has this influenced your ability to acquire new clients?
Ashley: I have a client survey that gets sent to clients after every project, as well as an email asking kindly for referrals. Word of mouth referrals has been so helpful when it comes to my real estate agent clients.
Q: How can real estate agents better communicate the value of staging to their clients, and what role can they play in making the staging process smoother and more effective?
Ashley: Real estate agents can present the statistics to their clients before stating the price. Features tell, benefits sell. Also, agents can partner with a stager and offer other services such as a pre-sale consultation – which is a smaller investment on the clients end, but will give the client the knowledge to get their home ready to sell.
You can find out more about Ashley and Dec the House Design Studio at https://decthehousedesignstudio.com/
Marketing Assistant at Real Estate Staging Association
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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