Acacia Creek Home Staging was established in 2009 when home staging was still a relatively new concept to the real estate market. Founder, Jessica Bass‘ love for design blossomed when she started working at her mom’s retail store where she quickly took over designing and decorating all of the displays. She attended Cuesta College where she completed the Interior Design program and soon found herself working with her aunt, who owned a real estate company.
I realized early on that becoming an agent wasn’t for me. However, during my time in the agency, I found myself adding accessories to the homes we were listing. It wasn’t long before other agents began to inquire about the stager responsible for these enhancements. My first project was a ranch house that included a pool house and a loft above the barn. To fulfill this job, I had to rent, borrow, and purchase a significant amount of furniture, art, and accessories. The project was a huge success, and as a result, I accumulated a substantial inventory. This led me to the decision to launch my own staging business.
Upon deciding that creating a staging company would not only fulfill her love for interior design but her interest in real estate as well, Jessica created Acacia Creek Home Staging.
Jessica teamed up with her mom, Janet, who had just recently closed a local retail store that she had owned for 25 years, to start staging homes. They stored furniture in shipping containers on the family’s ranch.
The business quickly grew into the preeminent staging company on the Central Coast. Janet has since retired and the company has continued to flourish under Jessica’s leadership. Acacia Creek Home Staging now operates out of a large industrial warehouse serving clients up and down the Central Coast and boasting over 100 staged homes each year.
The Home Stager’s Perspective: A Conversation with Jessica Bass
Q: How does your commitment to RESA®, the exclusive nonprofit trade association for stagers, align with your professional goals and values?
Jessica: You can’t grow without learning and RESA® is such an amazing resource for stagers to further their business and design skills. Running a business can sometimes feel lonely but RESA® has created an unparalleled community for stagers to network and support each other.
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?
Jessica: My first job was incredibly overwhelming! It took 6 days to complete the stage! I had to keep running out to shop for more items. I was nervous about the money I was spending but at the same time, excited about the possibility of this being something I could turn into a career.
Q: How has your perception of the staging industry evolved since you started?
Jessica: When I first started, I was asked “What exactly is home staging” all the time! This industry has grown so much in the last 15 years! Every year that goes by I become more confident that home staging is a thriving industry.
We live in such a visual environment currently, with social media in our faces every day. The new generation is conditioned to wanting instant gratification and when it comes to buying a home, staging is the best possible solution to grabbing their attention.
ALL PHOTOS PROVIDED BY Acacia Creek Home Staging
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?
Jessica: I find inspiration from other stagers and designers. I love following designers on Instagram who inspire me in my design work. I take the mood, colors, and design styles that speak to me the most and try to convey that within my designs.
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?
Jessica: I would say the most challenging projects are when homeowners have a hard time letting go of what they want in the design. I don’t mind hearing client’s input about the style they envision but it is very challenging when they don’t grasp the idea that staging and professional interior designing are two completely different things.
I overcome these obstacles by being clear with clients about what our company provides and how our job is to present the home so it appeals to the most buyers and not their personal preference. I’ve learned a lot of communication skills and how to be patient yet firm on our standards.
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?
Jessica: Communication and networking with real estate agents in imperative for business success! They are our main “clients”. They are the ones who help advocate for us and relay the importance of home staging to their sellers.
Being flexible and available is so important because the real estate market moves quickly and has so many moving parts to it.
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?
Jessica: Home staging has so many more benefits than just making a home aesthetically pleasing. By creating a beautiful, clean space, the perceived value of a home is raised. Staging helps distract from flaws, helps buyers envision themselves living there, and drivers amazing listing photos!
99% of buyers do online searches for homes before they commit to viewing them in person. Having good listing photos is imperative to gain traffic.
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?
Jessica: One of our offers is that everything we stage with is for sale! Not only is it a great buyer incentive to have the opportunity to buy the furniture, artwork and accessories, but it helps up continuously update our inventory.
We use neutral and contemporary furniture as our base but bring in trending designs with our art and accessories. We use the style and location of the home to help direct us in our design style. Whether it’s coastal, modern, rustic or contemporary.
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?
Jessica: Beyond aesthetics, it’s very important to decipher how staging is different from personal home design.
We need to be careful with our furniture layouts so as not to visually block off rooms, keep walkways clear and not add too much to the space so buyers can easily move through the home and feel comfortable.
Q: Could you share a memorable success story where your staging made a significant impact on a property’s sale price or time on the market? What were the key elements that contributed to that success?
Jessica: One home we staged sat on the market for 86 days over summer. Prime buying time! It was taken off the market, we staged it, new photos were taken and it was re-listed.
After only 6 days it was under contract. This home was unique and built specifically to the original owners wants. We worked with the awkward layouts and funky design elements to make the home “make sense” and distract from flaws.
Q: If you have a team of home stagers, could you share some insights into your approach to team management? What strategies do you use to ensure cohesion and consistent quality across your projects?
Jessica: I have a team of two movers and 4 design assistants. Creating clear expectations of what each person is in charge of, training on safety for themselves and client homes, and supporting my team to help them feel confident is something I strive to accomplish at all times.
I wouldn’t have a successful business without my team’s support and I show them that appreciation by offering incentives, holiday bonuses, and the flexibility with schedules to be available for family obligations.
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?
Jessica: Taylor Swift. She’s humble and I think her style could be a mix of country, natural elements, and luxury design.
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?
Jessica: We’ve staged multiple projects surrounded by open land. Unfortunately, mice or squirrels tend to inhabit these homes if they aren’t occupied. When clearing out the homes we find piles of acorns under beds and in between sofa cushions.
We always take good care in keeping our inventory nice but in these situations, a little added cleaning is a must. Good vacuuming, steam cleaning or laundering bedding take care of the mess.
Q: Imagine you could time travel to any era in history to stage a home. Which period would you choose, and what elements from that era would you incorporate into the design?
Jessica: I think I would go back to the 20’s. Glamour and Art Deco isn’t on trend at the moment but I think it would be so fun to style a home in the bold, moody colors and geometric patterns.
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?
Jessica: Hands down, Amber Lewis. I love her blend of patterns, layers, and vintage pieces. She has a way of making a newly decorated space feel like it’s been curated for over a decade. She could teach me how to source materials and vintage furniture and how to layer texture and pattern without feeling overwhelmed.
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?
Jessica: Hard work, dedication, and the willingness to be confident in your work. Being flexible with agents’ schedules and having enough inventory to service more clients has helped us stand out.
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 efficiently and stay organized in your daily operations?
Jessica: Delegating to my team so I don’t get too overwhelmed and can focus on working on my business instead of just working in my business.
I use Docusign for contracts, HoneyBook for all my invoicing, and have outsourced bookkeeping, taxes, and social media. Continuing education is also huge in my success strategy!
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?
Jessica: It’s too expensive and it’s not necessary. I always tell clients that staging their homes will always be less expensive and more appealing than their first price drop.
You never get a second chance at a first impression! I’ve created flyers with staging statistics for agents to add to their marketing materials to help convince sellers of the benefits of home staging.
Q: Client testimonials and reviews can build trust with prospective clients. How do you encourage satisfied clients to share their positive experiences, and how has this influenced your ability to acquire new clients?
Jessica: I this is something I need to implement more, but if a client is thrilled with the staging I ask if I can use their comments for marketing. Building relationships with agents is one of the most important ways I’ve grown my business. Their word-of-mouth referrals are imperative to my thriving business.
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?
Jessica: I use my marketing flyers to help agents pass on my info and staging benefits. Communication with agents on our services and pricing is so important that they can easily relay that info to their clients.
You can learn more about Acacia Creek Home Staging at https://www.acaciacreekstaging.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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