How to Grow a Profitable Home Staging Business | Ashley Provost’s CEO Mindset Shift

If you’ve ever wondered how to grow a profitable home staging business, this episode of The Staging Insider is for you. I sat down with Ashley Provost, an award-winning home stager who transformed her business from overwhelmed and reactive to strategic and profitable.

We recorded this conversation back in October, right after she won RESA®’s Best Occupied Staging Project of the Year (USA) in 2024, and what she shared is exactly what every stager needs to hear.

This episode isn’t about fluff or quick wins. It’s about the real work that goes into building a business that lasts—from overcoming imposter syndrome to finally getting a handle on cash flow, pricing, and business strategy.

And here’s the best part—it drops Tuesday, February 11th at 10 AM PST. If you’ve been searching for practical strategies to grow your staging business, set your reminder now here.

How to Grow a Profitable Home Staging Business: Key Takeaways from Ashley Provost

One of the most interesting things about my conversation with Ashley Provost was how relatable her journey is to so many stagers.

We see the polished Instagram posts, the award wins, and the final reveal shots—but what we don’t always see is the stress, the uncertainty, and the uphill battle of building a profitable staging business.

Ashley’s story isn’t just about talent—it’s about transformation. She started like many stagers do—hustling, learning as she went, and pricing her services based on what she thought clients would pay, rather than what her business actually needed. But what makes her story powerful is how she evolved from being overwhelmed by her business to running it with the mindset of a CEO.

Here are some of the biggest takeaways from our conversation, plus my own insights on why these lessons matter for any stager who wants to move from survival mode to sustainable success.

 Overcoming Imposter Syndrome in the Staging Industry

“I thought winning the award would make me feel like, ‘Okay, I’ve finally made it.’ But guess what? The imposter syndrome didn’t magically disappear. It’s always there—you just have to learn how to keep going anyway.”

This hit hard. Ashley is an award-winning stager, recognized by her industry peers, yet she still experiences those moments of doubt.

And she’s not alone—I’ve heard this from some of the most successful stagers in the business.

What’s important here is how you respond to that doubt. Instead of waiting for external validation to erase it, Ashley made the conscious choice to move forward anyway. She stopped letting those moments of insecurity dictate how she ran her business.

My take: If you’re waiting for a “big moment” to feel like you’ve made it—whether that’s an award, a certain revenue number, or a viral project—you’ll be waiting forever. Confidence doesn’t come from achievements. It comes from taking action despite the fear.

Why Financial Tracking Is Key to Running a Profitable Staging Business

“If you’d told me five years ago that I’d be running reports and tracking numbers like this, I would have laughed. But now? The numbers don’t lie. They tell me exactly where my money is going and what I need to adjust.”

Ashley admitted that, early on, she wasn’t looking at her real numbers. She priced her services based on what she thought people would pay, not based on what she needed to cover expenses, taxes, and growth. That’s when she realized she wasn’t truly in control of her business.

My take: If you feel like you’re working harder than ever but not seeing financial growth, it’s time to get serious about knowing your numbers. The most successful stagers aren’t just great at design—they understand their business metrics.

How Winning a RESA® Award Elevated Ashley’s Business

“The minute I got back from Vegas, I had agents saying, ‘We want the best, and you’re the best now.’ It was wild. I didn’t realize how much credibility that RESA® title would give me with my clients.”

Winning a RESA® award gave her an edge. It’s proof to clients and agents that she’s not just another stager—she’s a top-tier expert in real estate staging.

My take: If you’ve ever thought, I don’t need awards to prove I’m good at what I do—you’re not wrong. But that’s not the point. The point is that buyers make decisions based on perceived expertise. Being recognized by your industry instantly sets you apart.

Want to give your business that same level of credibility? Submissions for the 2025 RESA® Home Staging Industry Awards are open through April 22, view all the categories here.

Managing Seasonal Slowdowns & Keeping Cash Flow Consistent

“October hits, and I start spiraling. Then spring comes, and I’m like, ‘Oh yeah, everything’s fine.’ It took me years to stop letting the slow months freak me out and actually plan for them.”

Ashley learned how to predict her slow months and plan ahead. Now, she focuses on saving during peak season and using slower periods for marketing, networking, and business development.

My take: If you’re in this cycle, you’re not alone. But instead of reacting every year, take control.

Track your slowest months so you can predict dips.

Set aside cash during peak seasons to cover those months.

Use downtime to build relationships with agents so they’re ready to book you when the market picks up again.

From Overwhelmed to CEO Mindset: Shifting How You Run Your Business

“I look at what I charged in my first year and just cringe. But that’s part of it, right? You start somewhere, and then you adjust as you grow. I wish more stagers understood that you don’t have to have it all figured out on day one.”

My take: Stop waiting for things to be “perfect” before you act. Your business will grow when you do. Start where you are, and refine as you go.