Founder of PURE Home Studio Arianna Valcarcel would describe her path to home staging as “winding”. From art and design studies in NYC, to designing for an iconic American clothing brand in the midwest, to working with artisans in South America (and don’t forget the modelling!). Arianna’s journey finally came full circle upon returning to her hometown of Seattle and the creation of PURE Home Studio.
As we were looking for a house for our family I was shocked to see what a difference staging was making in how buyers were perceiving homes and how much they were ultimately willing to pay for them.
Arianna realized this was the industry where she could bring her design and business skills together to help homeowners with selling their most valuable asset and buyers visualize their dream homes. She brings her unique background and design sensibility to Pure Home Studio which offers home staging and interior decor services in the greater Seattle area.
We are being invited into their homes at one of the most stressful and financially significant moments of their lives. It’s really an honor to be able to use our design skills to help them meet their goals.
The Home Stager’s Perspective: A Conversation with Arianna Valcarcel
ALL PHOTOS PROVIDED BY PURE HOME STUDIO
Q: How does your commitment to RESA®, the exclusive nonprofit trade association for stagers, align with your professional goals and values?
Arianna: I set high goals for my business when it comes to design, professionalism, and responsiveness. Being a member of RESA® and taking part in the training the organization provides, helps me keep up to date with industry practices. RESA® also lends credibility to my business and raises the bar for the industry as a whole.
Q: What inspired the beginning of your staging journey?
Arianna: My path to starting my home staging business has been long and winding, but somehow those experiences have prepared me perfectly for what I’m doing right now.
My first love was fashion. I studied at Parsons School of Design in NYC and went on to do the corporate design thing for a big brand. After several years of long work hours I was exhausted and needed a change. I left, and started my modeling career where I learned volumes about running a client based business (which is essentially what successful models learn how to do). I also started my own clothing line, twice actually, and had an online boutique that sold vintage sunglasses.
I traveled as well, living in South America for several years with my husband. We came back to the US after having our first baby. As we were looking for a house for our family I was shocked to see what a difference staging was making in how buyers were perceiving homes and how much they were ultimately willing to pay for them. I knew then that this was the industry where I could apply the design and business skills that I had acquired throughout the years and started PURE Home Studio.
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?
Arianna: This is a funny story actually. I literally took my entire living room to my first staging project! We had nothing but an area rug in the living room for a whole month. I’m sure I’m not the only stager who has started their business like this.
I remember being very nervous for my first job. The homeowner was there and clearly under a lot of stress. The mood was tense, but once she saw the completed staging some of her worries about selling the home seemed to dissipate. The home received an offer on the first weekend over asking price.
This first job opened my eyes to the psychological aspect of staging, not just for buyers but also for sellers. We are being invited into their homes at one of the most stressful and financially significant moments of their lives. It’s really an honor to be able to use our design skills to help them meet their goals.
Q: How has your perception of the staging industry evolved since you started?
Arianna: Absolutely. This job isn’t just about creating beautiful spaces. There is a phycological component, there’s the need to balance beauty with practicality, there’s logistics and inventory management. On top of that there are all the business responsibilities: pricing, billing, taxes, etc. A home staging business owner wears many hats!
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?
Arianna: The inspiration for each staging project starts with assessing the space. The light, wall or floor color might lend itself to a particular color palette for the home. A dark space might need to be brightened up. A bright space might need strong contrast. A bland space might need some color.
Additionally, I look at the architecture and location of the home. This guides the overall vibe of the staging. An urban condo might be young and edgy. A historical craftsman home might be more chic and sophisticated, and an mid-century modern home will of course have all the mid-century modern flair!
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?
Arianna: I had a project awhile back where the agent, who was a new client at the time, had some definite opinions about what furniture should be in the house.
I’ve learned the best way to deal with client objections is to listen and make sure they feel heard and understood. After listening, I talked with them about why I had made the design choices I had and how those choices highlighted certain aspects of the home.
In the end we came up with a compromise. I did switch out some of the pieces but left much of the original design concept intact. The discussion we had gave me a clearer understanding of some of their preferences and I gained a loyal client in the 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?
Arianna: Agents are our partners and counterparts and maintaining open lines of communication is very important. When an agent and a stager have a common understanding of the home, neighborhood, target buyer, and price point, we can work together to present a property in its best light and attract the highest bidder.
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?
Arianna: Design and practicality often go had in hand. For instance arranging furniture in a way that allows for flow of traffic is both pleasing and practical. At the same time we can’t stage a home based purely on aesthetics. It is a living space after all!
People need spaces to relax and watch TV, stash muddy boots, or an area where their kids can run amuck and make a mess (at least I know I do!). As stagers we can suggest those things in a beautiful way. For instance, in place of a TV I’ll often add a piece of statement art. Or to evoke the idea of a rec room I’ll add an adorable kids play area.
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?
Arianna: My first project of the year was a home that had been on the market for 100 days with no offers. The buyer contracted a new agent who then reached out to me to stage the home.
I gave the home a fresh boho vibe. The upper floor had an attic-type low ceiling that could have been seen as a drawback for buyers. I transformed the space into a kids room with reading nook to show it’s potential for a family. The sellers received multiple offers over asking price the first weekend back on the market with the new staging.
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?
Arianna: In terms of keeping my inventory fresh and updated I am constantly buying and making new art! I find that this is the best, most cost effective way to give a space a unique look. My next top purchase is chairs. Chairs add so much personality to a space. I’m also very critical of my own work. I always review the listing photos in detail after a property goes live to see what worked and what could have been better.
Sometimes details that look fabulous in person might not translate well into photos. I’m always on the look out for ways to grow professionally and improve the quality of my work.
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?
Arianna: Strong planning and organizational skills are a must for the this job. Staging a home involves a lot of moving parts coming together. Additionally, this is a client based business and strong emotional intelligence is important since we deal with so many personalities and opinions.
And finally, resilience! This business, like any business, has its ups and downs and resilience can help get you through the tough spots.
Q: Imagine you could time travel to any era in history to stage a home. Which time period would you choose, and what elements from that era would you incorporate into the design?
Arianna: The 80’s for sure! I’m on a bit of an 80’s kick right now. The bright colors, bold pattern, and rounded shapes feel so fun right now after the minimalist trends we’ve seen for awhile.
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?
Arianna: Cultivate your own unique look! Don’t try to do what everyone else is doing, they’ve already got that segment of the market covered. Bring your own personal design aesthetic to your staging and clients who identify with that look will come to you.
Also, get out there and let people know what you are doing. Talk to all your real estate friends and get into local offices to show them how you can help their listings sell quickly and for more money. As I mentioned before real estate agents are our foot in the door so cultivating relationships with them is very important.
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?
Arianna: In the end, what convinces sellers to invest in staging is the ROI. When agents show how staging made a positive impact on sale price when pulling comps the importance of staging becomes clear.
Also, before and after pictures are incredibly effective! Some sellers may not think their property is worth staging because they can’t envision how it could change. My real estate clients will sometimes include my before and afters in their client presentations. This is a very effective way to show the power of staging.
You can find out more about Arianna and PURE Home Studio at https://www.purehomestudio.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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