Transform to sell. Connect to excite: Susana Ibáñez's vision from Lares Home Staging

At Goyart, we believe that decoration not only beautifies: it communicates, transforms, and sells. That's why, when we meet professionals like Susana Ibáñez, founder of Lares Home Staging, we know we share more than an aesthetic: we share a philosophy. In this interview, we talk to her about how professional home staging can accelerate the sale of a home, how art enhances spaces, and why emotion is key.

🏠 What is home staging and why is it key to selling a house?

Goyart: At Goyart, we use the term "home staging" to define that moment when you fall in love with a house at first glance. Do you think that's also the heart of home staging?

Susana Ibáñez: Of course. Home staging isn't decoration, it's emotional marketing. It's about preparing a home so that anyone who visits it feels something: they think, "I want to live here."

That's not achieved just by being beautiful: it has to connect. And that connection is built with natural light, order, proportion, good layout, and, of course, art. As you say at Goyart, art has a soul. And a space with a soul is remembered... and

Susana: Home staging is a real estate marketing technique that seeks to prepare a home for sale or rent, displaying it in an optimal and strategic way to attract the largest number of potential buyers.

It was born in the United States in the 1970s thanks to Barb Schwarz, a real estate agent with an artistic background, who began staging homes to improve their presentation. Today, it has become highly professional and is increasingly present in countries like Spain.

Although many still confuse it with traditional home decor, home staging isn't about the owner's tastes, but about the profile of the potential buyer. We depersonalize, improve lighting, organize the space, use neutral colors, and emotional details. Everything is designed to showcase the home's true potential.

👀 The WOW effect: how to make a first impression that sells.
Goyart: On your website, you emphasize that "there's no second chance for a first impression." How do you achieve that impact?

Susana: With sensitivity, strategy… and experience. Every home has something special, even if it's sometimes hidden. I analyze the type of property, the market, and the buyer's profile. Then I create an emotional setting that highlights the strong points: the square footage, the light, the layout… and also its soul.

That's where Goyart comes in. Your decorative pieces add atmosphere without distracting, and that's key to emotional decoration for home staging. We decorate without overwhelming, we excite without

Goyart: How has your professional development been in this sector?

Susana: I started when home staging wasn't widely discussed in Spain. Since then, I've been committed to professionalization, ongoing training, and outreach.

I have completed numerous training courses, both national and international, and recently completed the Master's in Professional Home Staging, which has allowed me to delve deeper into topics such as neurosales, strategic photography, and real estate project management.

Lares Home Staging has grown with me: we started with small projects and today we collaborate with real estate agencies, developers, and individuals throughout the Community of Madrid. Ongoing training has been key to offering a service that

Susana: Without a doubt. Training is a sign of respect for the client. The real estate market changes, trends evolve, and as a professional, you have to keep up to date to give your best.

But I'm not just talking about technical training: I'm also talking about emotional training. Every project teaches you, every client gives you a new perspective on the home. That human aspect is what inspires me the most.

🎨 Art as a tool in home staging

Goyart: What kind of decoration do you use in your projects? Do you include artwork?

Susana: Yes, but with great intention. In home staging, less is more. I use works that add value, visual strength, and coherence with the style of the space. I love paintings with a message, texture, and soul. That's where Goyart fits perfectly: your works work in Nordic, Mediterranean, or minimalist environments, and always provide that original touch that turns what's right into something that can be improved.

📷 The importance of real estate photography

Goyart: What role does photography play in all this?

Susana: Essential. Nowadays, the first contact with a home is digital. Professional real estate photography is key.

At Lares Home Staging, we always include this service: we take care of the lighting, framing, and composition to convey the best of the space. And, again, art is a great ally: a well-chosen painting can draw attention to the home's strong points.

🏆 Achievements that mark a trajectory
Goyart: What achievements would you highlight from your career?

Susana:

-The creation of Lares Home Staging, now a solid brand nationwide.

-Being one of the three founders of Backstage , the art of Staging, the first official home staging magazine in Spanish.

-Actively participate in AHSE and EAHSP ESPAÑA, associations that work to promote the visibility and professionalization of the sector.

-And, above all, having helped many "stuck" homes sell in weeks thanks to strategic interventions.

💡 Tips for those who want to sell their house
Goyart: What advice would you give to someone who wants to sell their house and doesn't know where to start?

Susana: Don't improvise. Don't spend money without a strategy. Before emptying the house or making renovations, you should talk to a professional. Minimal, well-planned intervention makes all the difference.

Home staging isn't an expense; it's an investment that speeds up the sales process and improves the final price.

And, above all, understand that you're not just selling a house... you're selling a chance at life.

🔮 The future of home staging in Spain
Goyart: How would you like to see the sector evolve in Spain?

Susana: I would like to see it continue to become more professional and become an essential part of the real estate process, as is already the case in other countries.

I'd also love for more brands, like Goyart, to embrace the idea of decorating to move, not just impress. Ultimately, selling a home means supporting someone through a life transition, and that requires sensitivity, respect... and artistry.

That's why we enthusiastically recommend Susana Ibáñez and Lares Home Staging as one of our go-to partners. Their work combines strategy, sensitivity, and artistry to create spaces that excite... and sell.