From Corporate Marketing to Home Staging: Building Brand Recognition in a Market New to Professional Staging

Written by:

Steve Marcinuk

Date:

05 Dec 2025

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The home staging industry is adapting as real estate markets respond to evolving buyer expectations and economic pressures. In central Pennsylvania, one franchise owner is using corporate marketing experience to introduce professional staging services in a region where the practice remains uncommon.

Kristie Matthai’s move from corporate marketing to home staging illustrates a trend of professionals bringing business skills into real estate services. After 15 years in marketing, talent acquisition, and branding at companies like Under Armour and Amazon, Matthai reconsidered her career when pandemic-driven remote work policies shifted.

“I was working at a Fortune Global 100 retailer, where I was a virtual employee prior to COVID. When return-to-office policies came, it impacted the entire workforce. I didn’t live near a corporate hub, which meant  I was left out of career growth opportunities and felt my job was in jeopardy. . That really pushed me to think: do I just want to go do marketing somewhere else, or is it now time to really chase what I’m passionate about?”

A Strategic Approach to Market Entry

While working toward her real estate license, Matthai came across Linden Creek Home Staging through a Facebook ad. The timing matched her goal of combining her interior design interests with real estate. After several months evaluating the opportunity, she became Linden Creek’s only Central Pennsylvania franchise owner.

Linden Creek operates with franchise owners , across in the Carolinas, Texas, Georgia, New Jersey and Florida. “Home staging isn’t just décor—it’s a marketing tool ” Matthai says. “It’s not just about making a space look pretty—it’s about presenting the property in its best possible light so it reaches the right buyers. When traditional tactics aren’t moving the needle, bringing in a professional to reimagine the presentation can unlock an entirely new pool of interested buyers.” 

Regional Market Dynamics

Matthai’s territory covers Lancaster and York counties in Pennsylvania. These two counties, separated only by a river, have very different attitudes toward staging.

“In Lancaster, I see far more listings staged before hitting the market. In York County, many homes still come to market vacant,” she explains. “It’s not about one county being better or worse — it simply reflects different mindsets and habits around marketing a listing.”

Historically, Lancaster County’s higher property values likely contributed to that difference. For example, Lancaster’s median home value was around $279,000 in 2023, and values have risen steadily over the past decade. York County, meanwhile, has seen even sharper growth. The current average home value in York County is roughly $298,000, which represents an increase of more than 45% over the past 10 years, outpacing many neighboring markets.

“With York County home values climbing this quickly,” Matthai says, “the old thinking — that staging is only worthwhile in higher-priced markets — simply doesn’t apply anymore. I’m encouraging York County agents to consider whether leaving a home vacant means leaving money on the table.”

Investment and Inventory Management

Professional staging requires a significant upfront investment in inventory and logistics. Matthai’s initial investment of about $100K allows her to stage several homes at once, following a system developed by the Linden Creek franchise.

“The franchise equips us with resources that make inventory planning incredibly strategic,” she says. “Their merchandising guidance keeps us focused on investing where it matters most — not just buying more, but buying smarter.”

The franchise model gives owners access to trade-only vendors and bulk pricing, which means higher-quality furnishings at lower cost. Carrying inventory in advance helps Matthai respond quickly to client needs.

“In this industry, inventory can become a bottleneck when stagers source pieces only as they need them,” she says. “Because we maintain our own curated collection, we’re able to respond quickly and keep projects moving — even on short notice.”

Price Points and Market Positioning

Linden Creek is known for its luxury aesthetic and typically stages homes priced at $650,000 and above. However, Matthai notes that Linden Creek Central PA will occasionally take on select lower-priced properties when there is a clear strategic advantage for the client or a strong opportunity to elevate the listing.

For example, her team recently staged a $300,000 starter home in a highly competitive segment. “The agent recognized that there were numerous similar listings on the market and wanted this property to rise above the noise,” Matthai says. “After staging, it went under contract in four days.”

In another case, staging helped a home with a dated 1990s kitchen achieve an exceptional result, selling for $50,000 over asking. “That’s a strong illustration of the value staging can bring,” she says. “Older homes and more modest price points are often where staging delivers the most visible impact.”

Overcoming Agent Skepticism

Changing agents’ perceptions about staging often requires local proof rather than broad industry statistics. Matthai relies on real case studies from her territory and encourages agents to review staged listings directly in the MLS.
“Seeing a property in our own MLS—with my staging featured in the photos—has a far greater impact than any flyer or brochure,” she says.

Relationship-building remains a key part of her approach. Matthai regularly presents at brokerage meetings, emphasizing her role as a local partner who is deeply engaged in the community and invested in helping agents elevate their listings. “When agents meet me, understand the process, and see that I’m personally involved, it builds trust and reinforces that I’m here to support their success,” she adds.

Financial Solutions and Market Conditions

Although higher interest rates have affected parts of the real estate market, Matthai notes that staging demand in her region remains steady — helped in part by flexible payment options. Linden Creek partners with a third-party vendor to offer a “pay-at-settlement” program, allowing sellers to defer staging costs until closing rather than paying upfront. “Being able to defer payment doesn’t drive the entire decision,” she says, “but it makes saying yes to staging a lot easier for sellers and agents.”

That flexibility is especially relevant now, as local market conditions begin to shift. In Central Pennsylvania as of late 2025, median sold prices recently reached around $300,000 — up significantly from prior years. At the same time, inventory has started to rise, giving buyers more choices and making thoughtful property presentation more important.

“For homes that are well prepared and staged, demand remains strong,” Matthai says. “But for properties that need work or remain vacant, we’re beginning to see longer market times and price adjustments.” By offering high-quality staging with deferred payment options, Linden Creek helps agents and sellers make strategic marketing decisions — even as the market becomes more competitive.

Growth Strategy and Expansion Plans

Matthai currently leads a growing team and oversees all aspects of Linden Creek Central PA’s operations. Looking ahead, she has a long-term vision of extending the company’s reach into additional nearby markets when the timing is right. “There’s so much opportunity in surrounding regions,” she says. “I’m excited about the possibility of bringing the Linden Creek approach to new communities over time.”

She also maintains her real estate license as a complementary part of her work, using it to stay closely aligned with the agent perspective. “Understanding what agents experience day to day allows me to better support them,” Matthai says. “It keeps me grounded in the realities of the market and reinforces how staging can elevate a listing.”

Building Brand Awareness

Matthai’s primary focus is building strong brand recognition for Linden Creek in a region where the company is still relatively new. While some established markets benefit from years of familiarity and referral momentum, Central Pennsylvania requires intentional outreach and education. “Brand awareness takes time,” she says. “We’re investing in consistent visibility and meaningful relationships so agents understand who we are and how we can support their business.”

Her background in strategic marketing shapes that approach. “My corporate experience taught me how to think long-term, evaluate what’s working, and continually refine the message,” Matthai says. “I apply the same principles here — staying focused on the strategy and adapting as we grow.”

Market Outlook

As the real estate industry faces ongoing changes, professional staging is becoming a more important tool for agents and sellers who want to stand out. Matthai’s story shows how business expertise can be effective in real estate services, especially in regions where professional staging is new.

With franchise support, local market knowledge, and corporate marketing skills, services like Linden Creek are positioned to gain market share as agents seek ways to compete in a tougher environment. For real estate professionals in similar regions, Matthai’s experience offers practical lessons on introducing professional staging to markets where awareness and standards are still developing.