The brainchild of sisters Margarida and Catarina Diniz (trained in interior design and advertising/branding respectively), Home Staging Factory is the culmination of a project whose aim was to revolutionize the way real estate was presented on the market. To this end, and in an effort to innovate the sector and highlight the potential of the homes on sale, the founders imported the North American concept of “home staging”, which consists of “putting the real estate product on stage”, i.e. making it shine. All of this is based on a strategic restyling that allows them, through reconfiguring the space, creating environments and other techniques, to highlight their assets and maximize their commercial potential, explains co-founder Catarina Diniz.

With creativity, innovation and the ability to offer a turnkey service as its strengths, Home Staging Factory has gradually managed to win the trust not only of real estate developers and homeowners looking to make a profit from their homes, but also of a growing range of foreign investors. The secret behind this success lies in the commitment to working on each property based on a commercial objective and bearing in mind that every euro invested must have a financial return, emphasizes Catarina Diniz. It is therefore no surprise that the great advantages of opting for a service of this nature include the guarantee of faster marketing and the effective maximization of the profitability of each and every property.

Focused essentially on the investor segment, although able to meet the most diverse requests from the market, Home Staging Factory has contributed to optimizing investments in the hospitality sector, with projects developed for Troia Resort (owned by the SONAE Group), the Libertas Group and the NAU Hotels & Resorts Group in its portfolio. At the same time, Margarida and Catarina Diniz have put their art and ingenuity at the service of Local Accommodation establishments, Guest Houses or charming hotels from the north to the south of the country, such as the “Valeriana Exclusive Guesthouse” in Évora. Inseparable from all this success has been the tremendous evolution that the Portuguese real estate sector has witnessed since 2012 (the year Home Staging Factory was born). “I think that nowadays we see greater care in detail, in the choice of materials and a higher quality of construction,” says Catarina Diniz, before adding that these attributes are ‘essential for foreign investors’ at a time when the spotlight is all on Portugal. It is in this context that Catarina Diniz stresses the urgency of continuing to establish “good brands in construction, real estate development, decoration and home staging” in Portugal. On the other hand, when asked about the challenges facing the real estate market, the founder believes in the need to develop “increasingly sustainable projects” that ensure effective energy and economic efficiency, as well as new housing solutions, such as the “co-living” concept. As for Home Staging Factory, there is a promise that the ambition to innovate will remain the key to a project that is increasingly linked to the “hospitality segment”.