Lisa Wheat and Courtney Clark Turned Their Vision Into a National Franchise System
Soon after best friends Courtney Clark (left) and Lisa Wheat bought a Salt Lake City staging company in 2016, they had an epiphany. “We realized what we had actually acquired was some staging inventory and a few clients,” Clark says. “We had no systems or processes that would allow a business to scale and become more profitable.”
But Clark, now chief cultural officer of Set The Stage®, and Wheat, chief operations officer, viewed that as an opportunity. “Neither one of us wanted another job. We wanted a business,” Clark says. “A big, really special vision filled our minds.”
Set The Stage furnishes and decorates empty homes, including properties for sale, model houses, second homes and vacation rentals. But the brand is more than that, Wheat says. “Courtney and I are business builders stepping into a predominantly man’s world of furniture sales. We have spent countless hours at national furniture markets meeting with vendors. We tell them we are not just stagers, whom they frow on giving accounts to. We are a furniture sales organization, and we are a franchisor creating opportunities for franchisees— and they could become a preferred vendor providing their great products to this national network that we’re aggressively building. Vendors now come to us and ask what they can do for Set The Stage.”
Strategic Scaling
Wheat had the brainstorm to franchise, which became a focus “as we began creating systems and processes,” Clark says. “Discussions around duplicating, training and scaling were constant, keeping us mindful of the ‘who’ we were building this for. The early years brought valuable lessons. We held our vision and trusted the process.”
Set The Stage finally began franchising in 2022. Within a few months, Clark and Wheat welcomed Set The Stage of Southern Utah as their first franchise. The brand has since awarded 31 more franchises. Wheat focuses on the home office team, making sure it’s responsive to franchisees. “She is also our creative genius,” Clark says. “She oversees franchise onboarding and start-up fulfillment with her team. She is passionate about our systems and processes running smoothly.
“I play an active role in the direction Set The Stage is headed, staying aligned with our industry partners. Creating new relationships is a major focus. Just as important, I make sure our franchise owners have the resources needed for their success.” Clark also mentors and coaches franchisees individually and hosts a collaborative Franchise Mastermind Meeting each month.
Team Empowerment
Both of the working moms say their talented teams enable work-life balance. Says Wheat: “Having this great team around me lets me step away from my work life into my personal life on a much larger scale.” And Clark says, “I strive to be fully present where I currently am. If I am at the office, that is where my focus is. When Iam home, my focus is there.”
Clark believes franchising holds vast opportunities for women, affording work-life balance because of its community aspect. “Franchising lets individuals be connected and support one another in a big way. We are continually building and strengthening our community. There is power in proximity. Wheat agrees: “There are many opportunities for women wanting to be present in the business world without sacrificing their family world. Working remotely, working part time, job-sharing and 1099 opportunities are possible. Women no longer need to choose one or the other. They can enjoy the best of both worlds. Set The Stage provides these opportunities.”
Clark and Wheat, who call themselves soul sisters, believe their franchise also offers a special edge for entrepreneurs: “Working at Set The Stage — it’s not work, it’s fun with purpose!” Wheat says.
Home Staging Statistics
Staging helps homes sell faster and has become a valuable tool for Realtors. In its list of home staging statistics and trends, Architectural Digest reports that more than half (58%) of buyers’ agents noted that home staging significantly influenced buyers’ perceptions of the home, and professionally staged homes sell for an average of $40,000 over the list price.
For more about the Set The Stage Franchise, visit https://wesetthestage.com/franchise/.
