How a professional home stager helps Irish properties sell faster for more
WHEN the for-sale sign went up outside her family home, it also heralded a new career chapter for Dara Carey.Dara, whose parents were downsizing, took one look at the photographs being used, decided they “were terrible”, and swiftly set the scene for a Selling Sunset-worthy success story. “Since then, I’ve helped a few family friends who were selling properties to present them at their best,” says Dara. “I didn’t even realise that what I was doing was ‘staging’ — that it was actually ‘a thing’ — until I saw an article about it while scrolling late one night on maternity leave. I signed up for a course the very next day.”Creating warmth and cosiness lets the buyer imagine themselves in a space, says Dara Carey.In this Instagram era, we’ve all become more aware of how visual marketing is a crucial factor in achieving faster sales and higher offers in real estate.Since launching Create Property Staging (a member of the Home Staging Association UK and Ireland) in April 2025, Dara has worked with estate agents, property investors, and developers across Cork, Limerick and Dublin to bring this international best practice to Irish homes.Around 90% of buyers struggle to visualise a property’s full potential, she says. “That’s where staging comes in. Professionally styled homes create an emotional connection with buyers, allowing them to imagine living in the space. Internationally, staged homes spend significantly less time on the market and can sell for 10%–15% more than unstaged properties. The goal is simple — I want to present your home in a way that makes buyers stop scrolling, walk in and say, ‘This is the one!’”Dara Carey believes in creating an emotional connection when staging a property.In markets like Australia, the US and the UK, home staging is considered standard practice, she adds: “Ireland was long overdue for this approach. Buyers now expect properties to be presented professionally online and in person, and sellers who invest in staging are seeing huge returns.”Originally from Silverbridge, Co Armagh, Dara relocated from Australia to the Tipperary-Cork border. “I lived in Sydney for five years, and it’s where I met my husband. We now live in Glenacunna, South Tipperary, right on the border with Cork. Noel, my husband, is a farmer, so I got no say in where we would live!”A living room styled by Dara Carey.They built their own bungalow three-and-a-half years ago. “I grew up in a two-storey, but we were refused planning for that style ourselves, and now that we have a bungalow, I wouldn’t change it,” says Dara.She and Noel share their quarters with their son Charlie, four, daughters, Anna, three, and Orla, one, and two cockapoos, Freddie and Minnie.Home stager Dara Carey.Has Dara implemented any key changes in her own home since becoming a professional stager? “Definitely — such as moving our sofa out from the wall, which really does make a huge difference in creating flow,” says Dara. “I also use more rugs, throws and cushions to create warmth and texture. Just when my husband thought we couldn’t possibly fit any more cushions in our home.”We have to ask: When Dara visits friends, is she tempted to think up ways she could revamp a room? “Sometimes my stager eye can’t help it, but I try not to,” she says. “What looks good for staging isn’t always practical for everyday living. Anyone who comes to my house unannounced will be tripping over toys and clutter — with the three small culprits running around!”What’s her typical nine-to-five like? “Every day is different, which I love,” says Dara. “There are client consults to initially review properties, shopping and sourcing to suit specific projects (my favourite days), choosing pieces from our warehouse, loading up, staging, destaging, re-organising the warehouse, administration (my not-so-favourite days) and networking, which is key to building connections.”A bedroom staged by Dara Carey.Dara’s motto is “let’s make your space unforgettable”. How? “Creating warmth and cosiness that makes the buyer imagine themselves in the space,” she says. “We want to set a scene so they can picture themselves curled up on the sofa reading a book or having a glass of wine after a long week at work. Or having a Sunday lie-in a bed that has a hotel feel with lots of layers and throws.”The principles of staging are the same, no matter what the job or setting, she adds, “maximising the layout so it flows really well and neutralising the palette so it appeals to as many people as possible”. That said, every job is different. “The particular style of furniture we would use in a newbuild would differ from, say, an older home with period features. We also consider the flooring and the paint colours,” adds Dara. “This is why I like to visit a property whenever possible beforehand if I don’t have detailed, quality pictures to work from.”Home staging is not just for properties about to make their debut on the market. “We kitted out an apartment for a company that purchased it for their employees with everything they might need from beds and a sofa to cutlery and a Henry vacuum cleaner,” says Dara. “This week, we are staging an Airbnb to give it a cosier aesthetic and help win the clicks online.“All it needs are some cushions, throws and artwork. A small spend will go a long way.”Q&A How would you describe your own home interiors? I personally love modern farmhouse. We live in the countryside surrounded by fields and trees and have beautiful views of the Galtee Mountains. Our home has a lot of earthy colours and wood textures, which I think flow well with the views, and I find them very calming.How would you describe your design style?Contemporary and classic.Any challenges with the job? People hear what I do, and they say ‘Oh, that’s a lovely job’ or ‘How glamorous’, but they don’t realise the hard work behind the scenes, that’s not just shopping and fluffing cushions. A larger percentage is actually logistics, heavy lifting and putting together furniture.Recently, we were staging an apartment, and the door was on a latch. When I went out to get something, the door closed behind me, locking us out and the apartment key, my car keys and phone inside. Luckily, there were some very helpful neighbours on hand to save the day. That same day, we needed three men to lift a very heavy sofa up three flights of stairs. The job didn’t feel one bit glamorous that day, but it was all worth it for the end result.Any cool storage or lighting tip? Vacuum pack bags are excellent for condensing clothes and bedding to save space. When getting ready for house viewings, your cupboards and wardrobes should be 80% max capacity to give the impression that you’re not tight on storage space.Three-layer lighting is so effective — ceiling lights, a floor lamp and a table lamp create a beautiful ambience and make a space feel brighter and airier. If you have dated or very small lampshades, swap them out for a bigger and more modern alternative.Where is your happy space in your own home? Our open-plan living/kitchen/dining space. I love that the whole family can be in one space together, and whoever is cooking or cleaning up is still able to be involved in the fun that’s going on.Best bargain ever? Storage bags from Ikea are an absolute bargain, and we’d be lost without them. I even use them at home now and have noticed them at friends’ and my sister’s house too since discovering them.Biggest extravagance? I purchased a Thermomix before Christmas, and while expensive, it has been a game-changer in preparing meals at home. I had friends over to stay recently, and they were all raving about the fresh dips I’d made from scratch. All credit to the Thermomix.Are you a DIY whizz? I like to think I’m a DIY whizz, but in reality, I just want the end result and don’t have the patience for all the steps to get there. Luckily, my husband is very handy, so he gets roped into my DIY projects. He seems to become very busy on the farm when he sees me walking around with the measuring tape.Who would be your ideal dinner-party guests?I love the TV show Cheap Irish Homes, so I would invite Maggie Molloy for some insights into the Irish property market, Shea McGee for design inspiration, Tony Robbins for some high-energy motivation, and Joanne McNally to bring the laughter.Key home-staging advice Depersonalise and neutralise are my top tips. Potential buyers can more easily imagine their own style and memories when they’re not distracted by your family photos or patterned cushions. Replace family portraits with neutral artwork and put away photos and personal items. Neutralising can be done at a small cost but instantly adds value.Create Property Staging, Fermoy, Co Cork; see Createpropertystaging.com
