Cheryl Eisen is the CEO of Interior Marketing Group (IMG), the largest luxury staging and property marketing firm in the United States. Under her leadership, IMG has redefined how luxury real estate is marketed, delivering strategic presentation and branding solutions for high-profile properties across premier markets including Park Avenue, Billionaires Row, Palm Beach, and the Hollywood Hills.
Known for her ability to transform presentation into a powerful marketing tool, Cheryl has helped shape the modern role of staging within luxury real estate. Her work focuses on the intersection of branding, perception, and buyer psychology, helping agents and developers position properties to create stronger demand and protect pricing integrity.
In addition to leading Interior Marketing Group, Cheryl founded Eisen Design House, where she extends her vision for bespoke interiors that combine artistry with functionality. Through both brands, she continues to influence how luxury properties are presented, marketed, and experienced worldwide.
Cheryl is widely recognized as a leader in luxury real estate marketing and regularly educates industry professionals on the strategic role of positioning, branding, and presentation in driving measurable market results.
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Positioning Over Pricing
Become the Only Choice in the Room
The strongest staging businesses are not built by being the lowest price in the room. They are built by becoming the most trusted, most differentiated, and most obvious choice for the right clients.
In this RESACON session, Cheryl Eisen, CEO of Interior Marketing Group, will challenge stagers to look beyond pricing, packages, room counts, rental fees, and discounts, and focus instead on the strategic value their business brings to the real estate process. Too often, staging companies unintentionally train clients to compare them on cost alone because that is how the service is presented. Cheryl will show how shifting the conversation from price to positioning can change the way clients understand, value, and choose your company.
Using IMG as a real-world example, Cheryl will share how a staging brand can become known for a specific market, client type, property category, and level of expertise. IMG did not become recognized in the ultra-luxury space by being the least expensive option. It became trusted by understanding high-net-worth buyers, luxury real estate, visual storytelling, and the expectations of a highly specific audience.
This session will help stagers think more intentionally about what they want to be known for, how to define a stronger niche, and how to build the confidence to charge based on expertise, outcomes, and reputation instead of fear. The goal is not to win every project. The goal is to win the right projects by building a brand that clients trust before the proposal is ever compared.
Attendees will leave with a clearer understanding of how brand positioning influences perceived value, client decision-making, and pricing power in a competitive staging market.