RESA® Member, Sarah Waterfield is the Founder and Creative Director of Modern House Staging based in Stratford, Prince Edward Island (PEI), Canada. Sarah’s focus is creating lifestyle settings that emotionally connect with potential buyers.
Think of it like a matchmaker service, but for houses. From the initial spark of attraction to the final sale, our goal is to guide the potential buyer through a journey where ‘first comes love’ that inevitably leads to ‘sold.’
Sarah got her start by earning an Interior Design diploma and diving into kitchen and bath design. However, when the urge to travel took over and she decided to follow it and embarked on a decade-long career with a Canadian airline. When the pandemic threw a wrench into the airline industry, she saw it as an opportunity to rekindle her first love, only this time she wanted to shake things up in the PEI real estate market.
Throughout my years working in the airline industry, I developed a fascination with real estate markets both near and far, but it wasn’t until I began preparing our own house for sale that I stumbled upon the intriguing world of staging. When our house sold within one hour of being listed it made me realize there was something powerful about staging.
Since jumping into the world of home staging, Sarah was named a Rising Star Finalist for both Occupied and Vacant categories in 2021 and 2022 in the Home Staging Industry Awards and is currently on the 2023 Top 100 Most Influential People in Real Estate Staging list.
The Home Stager’s Perspective: A Conversation with Sarah Waterfield
All photos provided by Modern House Staging
Q: How does your commitment to RESA®, the exclusive nonprofit trade association for stagers, align with your professional goals and values?
Sarah: RESA® serves as the central pillar of our industry, and my association with this organization has been instrumental in shaping my career and values as a real estate stager. RESA® provides a vital community for collaboration and networking within the staging industry, allowing me to connect with fellow professionals who share my passion. Additionally, RESA® offers valuable resources and tools that help me stay current with industry trends, market dynamics, and best practices. This ongoing education is essential in a field that is constantly evolving, ensuring that I can continue to offer innovative and effective staging solutions to my clients. By aligning with RESA®, I not only enhance my own professional growth but also contribute to the overall advancement and recognition of staging as a vital component of the real estate process.
Q: What inspired the beginning of your staging journey?
Sarah: If I had to pinpoint where it all started — my obsession with colour, texture, pattern, and my love for good design — I’d probably trace it back to the box of crayons my great aunt used to gift me every Christmas. Once I realized I could turn this love into a job, I earned an Interior Design diploma and delved into kitchen and bath design.
But, wanderlust took hold and led me on a thrilling decade-long career with a Canadian airline. When the pandemic abruptly halted my aviation career, I saw it as an opportunity to rekindle my first love. However, this time, my mission was to shake things up in the PEI real estate market.
Throughout my years working in the airline industry, I developed a fascination with real estate markets both near and far, but it wasn’t until I began preparing our own house for sale that I stumbled upon the intriguing world of staging. When our house sold within one hour of being listed it made me realize there was something powerful about staging.
After relocating from Ontario to PEI, I found myself sipping my morning coffee while perusing the latest listings—my version of the morning paper. Ideas began swirling in my mind: “What if the furniture were arranged differently? What if the walls had a fresh coat of paint? And what about bidding farewell once and for all to that dated green shag carpet?” At that moment, I had a thought and it hit like a bolt of lightning. It was about more than just ensuring houses didn’t look tired or dated — emotionally connecting through design was the missing link that would allow agents to sell listings quickly and for top dollar.
I knew I could help agents achieve this without resorting to costly price reductions. That’s why I founded Modern House Staging—a venture born from the realization that, just like the “mind the gap” streets of PEI in Spring, there was a hole in the industry waiting to be filled.
My true passion lies in playing matchmaker between listings and potential buyers. Listing a clients’ homes is often one of the most meaningful moments in their life and it is an honour to assist in helping them embark on their next chapter.
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?
Sarah: My first day as a home stager was a whirlwind of emotions. I remember feeling overwhelmed and it truly felt if something could go wrong it was! The first property I staged was one that had been on the market vacant for multiple weeks. Once staged it sold within a mere 48 hours and what made it even more special was the fact that my parents were the ones who bought it, sight unseen.
Q: How has your perception of the staging industry evolved since you started?
Sarah: Initially, I saw staging primarily as a means to enhance the visual appeal of a property for sale. However, as I gained more experience and insight, my perspective has broadened considerably. Staging goes far beyond aesthetics; it’s a dynamic process that involves understanding the psychology of homebuyers and creating spaces that resonate with their emotions.
Staging is not just about making a property look pretty; it’s about telling a heart-string-pulling story about the lifestyle potential buyers could have in that space. I’ve also witnessed the growing importance of staging in the PEI real estate industry. It has evolved from being a “nice to have” service to a crucial marketing strategy for selling homes faster and at higher prices. Staging has become an integral part of the PEI real estate marketing toolkit, and my perception has shifted to now view it as a strategic investment for both homeowners and real estate professionals.
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?
Sarah: My creative process draws inspiration from a variety of sources, including the natural beauty of the PEI landscape, design publications, furniture and home decor stores, trends I discover through social media. I translate these inspirations into my work by incorporating elements that evoke emotions and resonate with potential buyers,
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?
Sarah: One staging project that remains memorable was a large property that had previously been listed without success. The challenge was that I had to work with existing furnishings, which were predominantly antique pieces. By strategically rearranging and accessorizing the space, I was able to breathe new life into the property. The most rewarding part of this project was the outcome – it received an accepted offer in just over a week after staging. This experience reaffirmed my belief in the power of staging to create emotional connections. It taught me that even with challenging constraints, staging can transform a space and make it resonate with buyers on a deep level. It reinforced the idea that staging isn’t just about the furniture; it’s about crafting a story and an experience that buyers can envision themselves in. This project underscored the transformative potential of staging and remains a testament to the impact it can have on the selling process.
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?
Sarah: Stagers need to understand the agent’s goals, the target market, and any specific selling points of the property. Likewise, agents should be receptive to the stager’s recommendations and insights. This open dialogue allows both parties to align their strategies and create a unified vision for presenting the property in the best possible light. Collaboration involves recognizing each other’s expertise. Stagers bring their design and staging expertise to enhance the property’s visual appeal and emotional resonance.
Agents, on the other hand, bring market knowledge and negotiation skills. A successful partnership leverages these strengths. Stagers can help agents showcase a property’s potential, while agents can effectively market the staged space to attract potential buyers.
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?
Sarah: Balancing design principles with the practical aspects of making a home more marketable is a fundamental aspect of effective staging. It involves a thoughtful approach that considers both the visual appeal and functionality of a property.
Three big ones for me are:
- Understanding the target market and choosing the furniture and decor accordingly
- Staging rooms as their intended purpose and maximizing the perceived space through decluttering and selecting furnishings of appropriate scale
- Lighting. Proper lighting enhances both aesthetics and functionality. Natural light is particularly appealing and should be showcased whenever possible.
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?
Sarah: A successful home stager should possess qualities such as empathy, communication skills, adaptability, project management abilities, market knowledge, attention to detail, and resilience. These attributes have played a pivotal role in shaping my own career, allowing me to consistently deliver effective staging services and build strong relationships with clients and partners in the real estate industry.
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?
Sarah: They can provide statistics and case studies that demonstrate how staged properties tend to sell faster and at higher prices. Sharing success stories from past clients who benefited from staging can also be effective. Agents could also prepare their clients for the staging process by explaining the steps involved and managing expectations. It’s essential to convey that staging is an investment in the sale of their home and that it can lead to a quicker and more profitable transaction.
You can find out more about Sarah and her home staging business by visiting https://modernhousestaging.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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