The art of real estate staging

“Staging is for the public, while decorating is personal”

Successful home goods and furniture stores like Pottery Barn and Crate and Barrel exemplify the “art” of staging. “They appeal to the masses and they are doing it well,” says Konaxis.

Paula Gaull of New Leaf Redesign in Marblehead agrees. “Staging is preparing a house for the market so that it sells faster,” she says. “Once a house is on the market, sellers should think of it as a product.”

“You’re not selling your home, you’re selling your house,” adds Konaxis.

Admittedly, thinking of the family home as a commodity is difficult, but when sellers opt in and embrace the concept, the results are usually positive, i.e., the house sells faster. According to a national trade association, the Real Estate Staging Association, in 2009, the national average days on market for homes that were not staged was 175, as compared to 36 days for staged homes.

Sometimes the results are even better. Two weeks after Gaull staged a house that had been on the market for two years, the property was under agreement.

Faster sales are one reason the concept is gaining a following here on the North Shore. The popularity of various programs on HGTV is another reason, but a tougher housing market is also having an effect. Sellers and their realtors are looking for ways to position an individual property ahead of the competition.

The Internet is another driving force. Real estate statistics indicate that almost 80 percent of buyers start searching for homes online. “You want them to see good pictures from the get-go and not have them click on by,” says Gaull.

Although staging has become more commonplace in this area in the last six to seven years, the Northeast is, however, playing catch-up with other parts of the country. On the West Coast as well as in Denver and Atlanta, for example, stagers are called in before the ink dries on the listing contract.

“It’s an advanced form of marketing that makes your home stand out,” says Kara Woods, regional vice president, Northeast Region, RESA. “If we can create an emotional reaction, then a sale will follow. If you love something, you will find a way to get it.”

OK, so staging is…

For Woods, decorating is making a house reflect the personality of the owners, while staging is about taking the personality out of a house while keeping it warm and inviting. “It’s like walking into a fine hotel. It’s not personal, but you feel that you want to go in and stay a while,” she says.

“You want people (buyers) to imagine themselves living in the house rather than picturing who lives there now,” adds Gaull, “so that means sellers need to think like dwellers.”

Konaxis points out that staging also helps buyers focus on particular elements in the house. “Staging is all about directing the ‘eye’ to the value in a home — a fireplace, custom woodwork, etc.,” she says.

Staging can also direct attention away from flaws in a room or throughout the house. After all, not every house is perfect.

The process is relatively simple. After assessing the house, and that includes addressing the issue of curb appeal — buyers need to want to come through the front door, de-cluttering and depersonalizing is step number one. Removing personal photographs, along with collectibles, and painting rooms in neutral colors is fairly common, as is simply rearranging furniture to improve traffic flow.

Sometimes stagers bring in furniture and accessories, but repurposing items already in the house is an option. Another cost-effective approach is to hire a stager to do an assessment and a written report. Homeowners invest a little sweat equity and cut costs a bit.

And costs vary from approximately $300 to $3,000 or $5,000. Charges can be monthly, especially when furniture is rented/leased or on project basis.

“Even if a seller spends a couple thousand dollars, that’s generally a lot less than the first price drop,” says Gaull.

Joyce Corsi Hazen, President of Chariot Home Staging, Inc.
Member of the Peoria Chamber of Commerce Cell: 602-284-9822
Office: 602-284-9822
Fax: 623-505-4346


About Joyce Hazen, REALTOR, CIPS, CNE, SFR

An Arizona and Greater Metropolitan Phoenix Realtor, I am a full service professional with an International Designation, CIPS, who works with Buyers, Sellers & Investors all around the world. I have experience in both the residential and commercial communities. In addition, as a Certified Negotiation Expert I work my hardest to utilize my negotiation skills to benefit all clients. I also speak French, English and Italian. Originally from Canada, having moved to the Valley in 2000, I pay special attention to your personal individual needs and desires, to find you the home, land, or building that you’ve been dreaming of. Real Estate has given me the privilege of working with so many wonderful people and with my knowledge, tools and skill set I have been fortunate to realize that individual needs change from person to person, business to business, culture to culture, and that every request is important to you. For that very reason, when I embark on a journey, I work closely with you, whether you are buying or selling a home or commercial space, whether it is a tradition sale, short sale or foreclosure. I will help you as I am highly motivated, results driven and have taken time to research the marketplace, trends and opportunities to know how to best serve you. With my experience, culture and languages, you can rest assured that your best interests are my priority. I will help you find the home or property of your choice and professionally negotiate on your behalf. It is for these reasons that so many of my clients refer me to their friends and families. The Valley of the Sun has been one of the fastest growing U.S. metropolitan communities, Phoenix has grown tremendously over the past couple decades. Financial Institutions are working with Americans, offering terrific mortgage deals, as well as with foreign investors who are interested in purchasing second homes… the opportunities are endless. My mission and goal is to provide you with superior service. Welcoming new residents to Arizona including Americans and International clients who want to relocate permanently, a home away from home or to escape cold winters, is a pleasure! I enjoy meeting new people and always set my goals high and strive to achieve them. If you’re ready to search for the perfect property, I am here to show you the very best homes that meet your criteria.
This entry was posted in Home Staging. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s