Staging 2 Sell It: The Art and Strategy of Turning Houses Into Homes

Walk into a well-staged home, and something intangible happens. The walls feel warmer. The rooms feel purposeful. You can imagine family photos on the shelves, dinners around the table, and sunlight pouring through windows on a Sunday morning. It’s not magic — but it is intentional. And in Marshalltown, that transformation has a name: Staging 2 Sell It.

For nearly a decade, this locally grown business has been redefining how homes across Central Iowa are presented and perceived. What started as a handful of projects for one realtor has evolved into a thriving full-service staging and design company that helps homes sell faster, photograph better, and capture buyers’ imaginations. Today, Staging 2 Sell It is a trusted partner for builders, developers, and homeowners — and its story is one deeply rooted in creativity, resilience, and community.

A Mother’s Vision, a Daughter’s Dream

The story of Staging 2 Sell It begins in 2015 with Debra Hippler, a creative eye with a knack for making empty houses feel like home. Initially, she staged properties exclusively for a single local realtor, but word spread quickly. “After just a few projects, people started asking if they could hire her too,” recalls her daughter, Alushia, who would soon become her partner in the business. “That’s when she decided to branch off and officially start the business.”

By 2016, Alushia joined her mother full-time, and together they built something far bigger than either had anticipated. What started as a one-realtor service soon grew into a business that worked with clients across the region. Over time, Staging 2 Sell It developed a reputation not just for making spaces beautiful, but for understanding how buyers think — and how homes sell.

The business reached a new milestone in April 2025, when Alushia officially purchased Staging 2 Sell It from her mother as Debra prepared to retire. “It’s been such a full-circle moment,” she reflects. “Continuing what she started while expanding our reach, refining our systems, and putting my own creative spin on the brand.”

That transition marked more than just a change in ownership. It represented a passing of the torch — from one generation’s vision to another’s evolution — and a deepening of the company’s mission to bring out the potential in every space they touch.

Marshalltown: The Perfect Starting Point

From its earliest days, Marshalltown has been at the heart of Staging 2 Sell It. Its central location made it ideal for serving clients throughout Iowa, but its real strength was in something far less logistical: the character of the community itself.

“Marshalltown has such a strong sense of community — the kind where people show up for one another,” Alushia says. “It’s been the perfect home base for our business and for continuing to grow within a supportive, small-town atmosphere.”

That sense of support was especially clear when the company moved from working out of storage units into its first warehouse-style space downtown at 1 W Main Street. “The Marshalltown Central Business District welcomed us immediately and made us feel like part of their family,” she remembers. “We were there from 2016 until March of 2024, and during that time, we truly became part of the downtown community — participating in events, getting to know fellow business owners, and watching the area grow stronger every year.”

When Staging 2 Sell It eventually outgrew that space and relocated to 3110 S 6th Street, leaving downtown was bittersweet. But the move didn’t mean leaving the community behind. “Even now, we still feel supported by that community and by Marshalltown as a whole,” she says. “The collaboration, encouragement, and pride that this town shows its small businesses is something really special, and we’re grateful to still be part of it in every way.”

The Art and Science of Staging

At first glance, staging might look like decorating — but to professionals like Alushia, it’s far more strategic than that. It’s a form of visual storytelling and psychological marketing, designed to help buyers imagine a future in the space they’re standing in.

“Staging helps buyers connect emotionally,” she explains. “When a space feels lived-in, warm, and functional, it allows buyers to see themselves in it — not the current owner or a blank box of drywall. It highlights how the home can truly be used and helps listings stand out both online and in person. In today’s market, good staging isn’t optional; it’s part of the selling strategy.”

Every piece of furniture, every piece of art, and every pillow placement is deliberate. The goal is to draw the eye to a home’s best features and subtly shift attention away from less desirable ones. It’s about flow, scale, and balance — showing buyers how a home works, not just how it looks.

And while much of the work is strategic, there’s also a deeply creative joy in the process. For Alushia, that joy peaks on staging day, when everything comes together. “Watching an empty house come to life in just a few hours never gets old,” she says. “There’s always a moment where the space clicks, and I know it’s going to photograph beautifully and make buyers fall in love. Then, when the homeowners or realtor walk through to see the finished product and I get to see and hear their reactions, it really seals the deal on why I love my job.”

When Staging Changes Everything

Some projects stand out more than others — not just because of the design work, but because of the transformation they represent. One that Alushia remembers vividly involved a new build in Waterloo that had languished on the market for over a year without a single offer.

“The builder eventually took it off the market and switched to a realtor we’ve worked with before,” she recalls. “She called us right away to give a quote and really pushed for him to use our services. After we staged it, the home sold in just 25 days.”

It’s the kind of result that perfectly illustrates the power of staging. It’s not just about making a home look nice — it’s about unlocking its potential and showing buyers what’s possible.

Weathering the Storms

Like any small business, Staging 2 Sell It has faced its share of challenges — and many have been literal storms. The business endured the 2018 tornado, the 2020 derecho, and the upheaval of the COVID-19 pandemic, each forcing the team to rethink how they operated and how they served clients.

“Each event forced us to pivot, adapt, and rethink how we worked,” Alushia says. “Persistence and flexibility of services were key to our survival, but so was the unwavering support of our client base. Those experiences taught us that resilience isn’t just about hanging on — it’s about being willing to evolve while staying true to who you are.”

Taking over ownership from her mom in 2025 brought new lessons as well. “Balancing creativity with operations like inventory, contracts, pricing, staffing, and systems has been a challenge in itself, but also a huge growth opportunity,” she explains. “Through it all, I’ve learned that good design and good business have to work hand in hand — and that adaptability is what keeps both moving forward.”

The Feeling of Home

At the heart of everything Staging 2 Sell It does is a simple mission: to make people feel at home the moment they walk through the door. “I hope they feel invited in,” Alushia says. “That instant calm of ‘I could live here.’ Every project, big or small, at any stage or in any neighborhood, deserves to be both beautiful and functional.”

That philosophy applies not just to individual homes but to the community at large. Every staged home that sells faster and for more money elevates the perception of the neighborhood — and by extension, the city. “Every well-staged home helps elevate the overall perception of the community,” she explains. “When listings look polished and intentional, buyers see Marshalltown and Central Iowa as desirable places to invest and live.”

Looking Ahead

The future of Staging 2 Sell It is full of possibilities. The company is expanding its partnerships with Iowa builders, developers, and realtors, and it’s also looking beyond traditional staging services. With the addition of a new team member, Hannah Jergensen, the business is exploring design and consulting services for homeowners who aren’t selling but still want that “staged-to-live-in” feel in their own spaces.

The goal, Alushia says, is to continue evolving while staying true to the company’s roots. “We want to keep helping people fall in love with homes,” she says. “Whether they’re selling or staying, our work is about creating spaces that feel warm, welcoming, and full of possibility.”

Staging 2 Sell It is more than a business — it’s a bridge between empty spaces and future memories. It’s the story of a mother’s vision and a daughter’s dream, of resilience through storms and creativity that never stops evolving. Most of all, it’s a reminder that every home — no matter its size, age, or location — deserves to be seen for its fullest potential.

To schedule your consultation with Staging 2 Sell It— 641-750-7797 || alushia@staging2sellit.com

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