If you’re a home stager trying to find your footing, grow your team, or just feel less alone in the business side of things — this next episode of The Staging Insider is one you don’t want to miss.
On my latest RESA® podcast, I sat down with Susie Passons, founder of SP Design, a thriving home staging company just outside of Minneapolis, Minnesota. I originally connected with Susie because I’d watched her lead with strength and clarity inside her RESA® Minneapolis Chapter, where she served as both secretary and VP of Membership over the years. She’s the kind of member every chapter hopes for — committed, collaborative, and generous with her insights.
And when she casually mentioned in a RESA® Facebook group that she’d just come through a state audit with flying colors? I knew she had to be on the podcast.
Her story is rich with lessons — not just about styling rooms, but about growing a business, building a team, navigating burnout, and finding your voice as a leader.
How Susie Passons Went From Creative Director to Staging CEO
Susie didn’t plan to be a stager. She was a graphic designer turned photo stylist and art director, working in the furniture industry for years.
“I was working in a photo studio — choosing paint colors, arranging furniture, creating entire room scenes for catalogs and ads. It was all about creating a mood and telling a story visually. It wasn’t until later that I realized… I’d basically been staging all along.”
That foundation gave her a strong eye, but like so many stagers, she had to learn how to run a business from the ground up.
Pricing Is Where It Gets Real
One of the most relatable parts of Susie’s story is her honesty about pricing mistakes.
If you’ve ever undercharged, doubted your worth, or second-guessed your quotes, you are not alone. In fact, you’re in good company.
“I remember doing a vacant stage for $1,500 and thinking, this is not sustainable. But you just want the job, so you say yes. And then you realize you’re working way too hard for way too little.”
Through trial and error — and learning from other stagers at RESACON® — she found her footing.
“If you’re getting 75% yeses, it’s probably time to raise your prices. That advice stuck with me. I also learned to ask why I didn’t get a job — not confrontationally, just with curiosity. That feedback has been gold.”
I want to emphasize this: you need to know your numbers. Knowing your close rate isn’t just about ego — it’s about margin. It’s how you gauge whether you’re priced correctly, positioned well, and running a profitable company. Susie embodies that mindset as the owner of a home staging business, and it shows.
What is RESACON® and Why Did It Matter for Susie Passons?
RESACON® is the Real Estate Staging Association’s annual conference — the largest home staging event in North America. It brings together hundreds of stagers from across the U.S. and Canada for three days of deep learning, expert panels, networking, and business breakthroughs.
Susie credits her experiences at RESACON® as pivotal to leveling up.
“Every time I go to RESACON®, I learn something that helps me move forward. Even if it’s just one insight, it’s always worth it.”
Whether you’re new, scaling, or somewhere in between — RESACON® will meet you where you are.
Get your ticket before prices go up.
Building a Team That Stays
Susie worked solo for five years before hiring her first team member. Today, she leads a team of three and has a reliable moving company she’s built a relationship with over time.
“At first, I thought I’d always want to be the one doing the staging. But now, I’d rather do 30% and let my team lead the rest. It’s allowed me to grow the business and have a life.”
Her hiring approach is refreshingly honest — she looks for people who are dependable, kind, and detail-oriented over those with formal design backgrounds. Most of her training is hands-on.
“My lead stager had no formal staging experience. She was a friend of a friend who just got it. She’s still with me years later. I value trust and work ethic more than anything. Skills can be taught.” – Susie, Owner of SP Design
The Audit That Could Have Broken Her (But Didn’t)
After 8+ years in business, Susie was randomly selected for a state audit related to unemployment insurance. Her response?
“I wasn’t panicked. I had payroll in place, my CPA on deck, and QuickBooks up to date. That made all the difference. Within two weeks, it was over.”
She now encourages all stagers with growing teams to learn the difference between 1099s and W-2s — and to do it right from the start.
“If you’re telling someone when and where to show up and they’re using your inventory — they’re not a contractor. They’re an employee. It’s better to pay $100/month for a system like Gusto than risk thousands in back taxes.” – Susie, Owner of SP Design
Systems, Seasons & Social Media
In our conversation, Susie shared how she uses winter downtime to review inventory, sell off old pieces, reset systems, and plan social media content.
And speaking of Instagram — she’s got one of my favorite accounts to follow in the staging world – follow her here.
“It’s just us being ourselves. We’re friends. We have fun. I want people to see who we are, not just what we stage. We don’t overthink it — we just show up.” – Susie, Owner of SP Design
Susie Passons’ Advice for New and Growing Stagers
At the end of the interview, I asked Susie what advice she’d give to stagers at different stages of the journey. Here’s what she said:
For new stagers:
“You’re not going to have the best product right away. Just get it out there. Say yes. Try things. Make mistakes. Learn from them.”
For stagers hiring their first employee:
“Ask people in your network for referrals — for payroll, insurance, accounting. You don’t need to know it all, but you do need to ask questions and set things up right.”
For seasoned stagers feeling stuck:
“Don’t forget the basics. Reconnect with your agents. Schedule the coffee meetings. Drop off the cookies. Relationships are everything.”
Catch the Full Episode – Airing May 14th!
Watch or listen to The Staging Insider podcast episode with Susie Passons on:
- The Real Estate Staging Association’s YouTube
- Spotify
- Apple Podcasts
Make sure you subscribe so you don’t miss what’s coming next — including an episode with Cathy Hobbs, HGTV alum, warehouse owner, and author of Home Design Recipes.
Want to Find Your People? Join The Real Estate Staging Association®.
Susie is also a proud member of her local RESA® chapter in Minnesota, where she’s served on the board and built lasting relationships with other stagers — some of whom are technically her competition.
“People think it’s weird to hang out with stagers you’re bidding against. But honestly, it’s the best thing I ever did. We refer each other. We text each other for advice. We collaborate — and we all win.” – Susie, Owner of SP Design
Join RESA® to:
- Get support from other stagers who get it
- Access tools, resources, and education that help you thrive
- Become part of a community that grows with you
I can’t wait for you to hear this one. Susie’s story reminded me that success doesn’t come from doing everything perfectly — it comes from showing up, staying curious, and building smart. See you May 15!
Disclaimer: This blog shares one stager’s experience and is intended for informational purposes only. Please consult a qualified tax professional or accountant for advice specific to your business.
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