Lana Wear’s Journey to Founding a Real Estate Flipping and Staging Company

A brief introduction about Lana and her business:

Lana is Founder and CEO of HomeWear Designs, a real estate flipping and staging company in New York City, the Hamptons, and St. Petersburg, FL. Lana’s career began in Sales, first as a Real Estate Agent in NYC and later as a Sales leader for multinational corporations. Her MBA and corporate career honed her business acumen, while her passion for real estate led her to buy and renovate properties and to ultimately start HomeWear Designs. This unique combination of experiences distinguishes Lana in the home staging industry — she not only understands the real estate market and buyers’ needs but also deeply values the importance of return on investment. Lana holds a degree from Wellesley College and an MBA from the University of Florida. When she’s not geeking out over real estate, you’ll find her strolling through Central Park with her husband and dog or spending time with her mentee through Big Brothers Big Sisters NYC.

Who are your customers?

For the staging line of the business, our customers are homeowners and investors who want to sell or rent their property for top dollar as quickly as possible.

What was your background prior to starting your own business?

For over a decade, I worked as a Sales and Post-Sales leader in the corporate sector, most recently as Head of Commercial for a fintech company before launching the business. I specialized in leading teams through change, including overseeing global business model transformations and mergers and acquisitions. All of these skills have proven invaluable for launching and running my own business!

What made you take the leap to start your own business?

After completing an M&A process at a company, I initially planned to take on “one more corporate role.” However, I also started building my business on the side. I have always loved real estate and renovation; on the weekends you could find me roaming the aisles of Lowes, browsing Zillow, or tackling DIY projects. So I decided to take the leap and pursue my HGTV dreams!

Did you always know you wanted to be an entrepreneur?

I had an incredible role model in my mother. She started her own business when I was 3, and I always joked that her company was my only sibling. She saw the impact I had in corporate roles and has been my cheerleader, encouraging me to go out on my own. She inspired me to overcome my fears and bet on myself.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

We all have our areas of strength and weakness. While my in-person and email marketing efforts have gone as planned, I’m still developing my skills on social media. Having never been on Instagram before starting the business, I’m still finding my footing there!

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

Leaving behind corporate health insurance and a consistent bi-monthly paycheck has been one of the most nerve-wracking parts of entrepreneurship. It can also be a somewhat lonely place. Joining a community like Entreprenista has been so helpful in countering that! I have not only picked up tactical skills and learnings from the group, but I have also started building genuine friendships with other female business owners. It’s rare to find a group of bold, brave women who understand the challenges and opportunities of entrepreneurship. I’m so inspired by them!

What accomplishment are the most proud of to date in your business?

I’m honestly most proud of taking the leap into entrepreneurship. I can be somewhat conservative and tend to make what I deem to be “the responsible choice.” I’m proud of betting on myself. Life is short, so you may as well do what you love!

Do you have any recent wins from the last year that you’d like to celebrate with our community?

The addition of the staging line of our business happened organically this year. My husband works in residential real estate, and one of his listings needed to be staged for sale. We took on the project through HomeWear Designs, and the results were incredible— the client received seven offers, with the apartment selling above the asking price. It was thrilling to see such a fantastic outcome and a strong return on the staging investment for our client. I’m excited to continue growing this part of the business!

What’s next for your business? What can we expect to see over the next few years?

You can expect to see the business grow! I am currently focused on building out the staging arm of the business and plan to purchase my next fix-and-flip in the coming months. I will scale that part of the business over time as well. For any real estate lovers, you can follow along at @HomeWear_Designs. I promise to improve my Instagram skills in the next few years as well!

What is your top productivity tip? 

Entrepreneurship provides a sense of freedom, but it also requires thoughtful decision-making and careful time management. Every week, I start by asking myself, ‘What are the most important things I can do for my business this week?’ Then, I use time blocking to dedicate time specifically to those activities. This practice keeps me focused and ensures I use my time wisely.

On the flip side, how do you avoid burnout?

When “paid vacation days” no longer exist, you can feel pressure to work all of the time. While I’ve allowed myself the flexibility to work when needed, especially during these early days, I make a conscious effort to take evenings and weekends off whenever possible. This helps maintain structure and creates space for non-work activities — which is often when my best problem-solving and creative brainstorming happens!

What is your approach to work-life balance / integration?

I’m less concerned with work-life balance right now. Because I’m doing something I enjoy every day, it has changed the dynamic between work and life. I still make time for non-real estate activities because I know it’s important, but I’m also giving myself the freedom to invest the time needed to get the business off the ground. In the long run, that’s what will make me happiest.

What is one thing you wish you had known when you started your Entreprenista journey?

Getting started is always harder than you think. It requires patience and perseverance. I love the quote from a very modest Albert Einstein who said, “It’s not that I’m so smart, it’s just that I stay with problems longer.” It’s a helpful reminder that sometimes the key to success is sticking with it!

Do you have a co-founder? If so, how did you find the right one for you and what are your best partnership tips?

My husband and I started the business together — yes, it’s a bold move! He’s been a residential real estate agent in NYC for years, and together, we bring a deep understanding of the market, buyer needs, and sales strategy. Our focus is on maximizing ROI, whether for our own flips or for clients. Since your home is often your biggest investment, it’s worth the effort to ensure you get the best return, and our combined expertise helps make that happen.

What’s the one app on your phone you absolutely cannot live without and why?

I have a very anxious rescue dog, so I’ve become unusually concerned with the weather, especially when we’re in FL during pop-up storm season. I check my weather app a few times a day.

What is your favorite business tool or solution and why?

Canva has quickly become my go-to tool for everything from Instagram posts to designing business cards. Its versatility is impressive, and it saves me a huge amount of time.

What advice do you have for aspiring Entreprenistas?

Be prepared for things to take longer than expected. It’s essential to be strategic with your resources and ready to pivot based on early learnings. Having a strong network of mentors and peers—like the ones in Entreprenista—can be incredibly valuable. I’ve gained so much from others who have already navigated the entrepreneurial path. Networking can also unlock unexpected collaborations and opportunities. I truly believe we will all go further together, so don’t hesitate to reach out and build a network of supporters and mentors.

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