2015 NAR Profile of Home Staging Survey Releases Dismal Stats

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NYC Home Stager reports on NAR survey's best statThere were high hopes for the 2015 National Association of Realtors Profile of Home Staging .  We had hoped to see the NAR home staging survey would demonstrate that staging is a widely accepted practice. We hoped for big numbers that prove the marketing tactic works.  We did get some good numbers, if you mine the data carefully, but on the whole, the report suggests that there is both opportunity and an uphill battle still ahead.

Home Staging Survey Highlights

 

Home Staging NYC where staging improves offer numbersThe Good News

We are seeing that most realtors® who represent Sellers believe a benefit of staging is that Buyers will offer more for a staged home.  This tells us that staging increases the perceived value of a property. Home stagers have been saying this for years, and it’s great to finally have such a concrete stat to back this up.  Some realtors® – a whopping 20% – think the offer is over 6 to 10% higher. That’s the Buyer’s initial offer so the whole transaction starts on a higher plane (and if it goes into a bidding war, which has happened to the last 3 properties staged by Amazing Space NYC, the final sale price could soar beyond that 10% figure).  This is great proof that staging works.

 

Home Staging Survey slide 4

The Opportunity

If only 34% of realtors® stage all homes, then to be a listing agent who stages is a fairly substantial differentiator, no?  Wouldn’t you want to be a realtor® whose listings warrant negotiations that start 10% higher than ask?

 

home staging nyc

The home staging survey also identified which rooms are the most important to stage if the budget is tight and you can only do a few.  Obviously, it is more helpful for the buyer is you stager their most used spaces – the living room, kitchen and master bedroom.  Depending on where you are the dining room is a “long to have” feature.  As in anyone moving out to the suburbs from an apartment in a city.  For them, the dining room is critical. That space may be used for other things, but they want to know that it is possible in the space. The rest, you do as you can. Rooms with weird shapes or sizes are better staged. It’s just easier for the buyer to have a sense of what might fit.

The Battle

The home staging survey also identified which rooms are the most important to stage if the budget is tight and you can only do a few.  Obviously, it is more helpful for the buyer if you stage the most-used – the living room, kitchen and master bedroom.  Depending on your market, the dining room is coveted, especially for buyers moving out to the suburbs from an apartment in a city.  For them, the dining room is critical. Though the space might wind up being used for other things, buyers want to know that there is a dining room for Thanksgiving dinner with the extended family. The rest of the rooms, do what you can within the budget parameters. Note that rooms with weird shapes or sizes are better when staged. It’s just easier for the buyer to have a sense of what might fit.

Click this link to read the NAR home staging survey yourself.

Call Debbie for your staging consult

NY NOW 2015 Home Show Recap – Design Trends Continue On Familiar Ground

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Well, let’s start by saying – oops!  Little did I know that the NY NOW 2015 show would only be open for 5 hours today.  I arrived at 10:30am, ready to tackle the aisles and aisles  of textiles, rugs, furnishings, accessories, linens, lighting and art but only managed to cover about 1/3 of the show.  Enjoy the recap:
NY NOW 2015
Moroccan and ikat patterns are STILL hot, as was seen in pillows and coverlets from Kevin O’Brien Studio.  These ombre, velvet pillows add a luxurious layer to any sofa or bed.  While the leopard and dots were my favorite patterns, the moroccan tile was also very eye-catching. These are not inexpensive pillows, my friends.  At ABC Home’s flat iron store, Kevin O’Brien’s crushed and burned out velvet creations can cost between $275 and $350 a piece.  And it is very hard to stop at just one!

Metallics in textiles are also still in-style (actually Kevin O’Brien introduced a decorative pillow in ivory with gold metallic accents – very tasteful).  As for color trends, the range was enormous: we saw pillows in bright Izod-inspired hues to handsome and regal navy blues and deep chocolate browns to creams and beiges.  Basically whatever your primary color is for a staging plan can be found in textiles. One of my favorite houses for pillows continues to be V Rugs & Home based out of Miami.  I just love how simple and elegant their pillows are, and this year they added some whimsical poof ottomans to the booth.

Stagers who handle terraces and patios are endlessly searching for realistic shrubs and hedges.  I found a great resource at NY NOW.  New Growth Designs based out of North Carolina displayed an assortment of boxwoods, from hedges to balls to topiaries as well as beautiful orchards, hydrangeas, roses and ferns.
NY NOW 2015 TREND

The warm metals are still HOT, and was proudly displayed by vendors such as Emporium Home.  Mirrors, furniture and lighting all featured warm gold and brass tones.  Check out the sputnik chandelier with rock crystal bulbs – what a statement!

NY NOW 2015 TrendsAnd Mr. London also featured warm brasses in their booth.  I am so happy that this trend is still on fire.  It gives Stagers so much more flexibility when designing a room!

NY NOW 2015 Trends

And another metal was very popular at Shiraleah (based out of Chicago) – COPPER!

NY NOW 2015 Trends

Last year my favorite find in accessories were trays and mugs in Pantone color ways.  So fun and add a great splash of color when staging a kitchen or dining room.  This year, I had a few faves.  One of them is the line of linens, trays and high ball glasses from August Morgan.   Kate Hersch, originally from the north shore of Long Island (like me) created a line of affordable accessories that will certainly add a bit of whimsical humor to a staging design. Here are some of her napkin designs:

NY NOW 2015 Trends

My assistant and I were ready to take a nap when we felt the premium bamboo linens from Cozy Earth.  Temperature regulating and hypoallergenic . . . . and as soft as silk. And for backgammon fanatics, you must check out Vive Designs based out of Brooklyn.  The boards come in either acrylic, snakeskin or lacquered finishes.  Stunning!  And Made Goods won my heart with their teak and resign blocks that be used as decorative objects or book ends.  They also have accent tables to match.  I love how these 2 materials work together. It is a marriage of Organic and Modern.  Doesn’t get much better than that.

NY NOW 2015 Trends

Don’t THESE nesting tables look familiar?????

NY NOW 2015 Trends

2015 Design Trends

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Continuing trend BrassI called it! As reports trickle in from the Las Vegas Market, and MSN casts about for “1- Home Trends That Will Take Off This Year“, I am patting myself on the back for the calling the 2015 Design Trends — the trending brass fittings in bathrooms, particularly, but kitchens, too.  What has already become popular  in the  NYC home Staging is now morphing into a widespread, perhaps nationwide, trend.

Organic Modern gaining strength and identity as a movement.  Eggs?  “The first trend is a farm-fresh surprise. Though I suppose with hip urbanites harvesting eggs from their backyard chicken coops, it was only a matter of time before eggs caught on as a design trend.” writes Shannon Ggem from Vegas. Urbanites with backyard chicken coops, who are these people?

What kind of backyards do they have and which city has an ordinance that allows for that kind of noise, mess and smell? Mind you, dogs make a lot of noise too –  and NYC is FULL of them!

Eggs

I absolutely LOVE the teak remnant tables that are filled with resin that looks like quartz!  The organic trend continues – albeit with EGGS.

2015 Design Trends - Wood and Resin

Aren’t they gorgeous?  I’ve seen Holloway Teak and Cracked Resin; I’ve seen tamarind wood in layers of clear acrylic resin. Here is a set of nesting tables with barely any wood and frankly, I think those are even more remarkable: –

2015 Design Trends - Wood and Resin

The organic source – the color and texture of the wood – preserved in plastic (essentially another word for acrylic) epitomizes the “organic modern” movement for me. Spectacular, exotic woods are made timeless in this kinds of pieces.

Another advantage of these side tables is that they have see-through sections. I use a lot of acrylic pieces in smaller apartments because they don’t fill a space like a solid piece would.  By keeping the sight-lines open, buyers can see the functionality of a space and still feel like there is room for more. It has served me well, and I couldn’t be more excited about these items. Anthropologie is already sold out. Hopefully there will be options costing less than $3,000 available to the trade soon.

What are you seeing as far as 2015 Design Trends go where you are?

Stagers Should Attend the Photo Shoot. Even Experts Need Another Eye!

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stagers photo styling

Fred Astaire “helps” Richard Avedon

Recently, I read an article about Staging and Photo Styling that contained some very useful tips for preparing a room for professional marketing pictures.  Real estate experts and professional stagers agree that the first impression is often the last impression so the marketing photographs need to be eye-catching and show the property at its pinnacle.

THE DILEMNA

Should a Stager design and install a staging plan based on the angles from which the photographs will be taken or on the buyer walk-throughs?   Or is there a way to provide the best of both to a seller?

THE ANSWER

The answer is yes, and very simple.  Hire your stager to be on-site for the photo shoot.  Working directly with the professional photographer and seeing the room through the camera’s lens, we often rearrange not just accessories, but rugs, lights and the furniture in order to create dramatic and appealing photographs that will be posted on the various websites and included in tear sheets.  Maybe a rare photographer would see it as interference, but given the importance of online images as the start point for buyers, stagers should attend the photo shoot.

In a Penthouse Unit in Long Island City, the cocktail table, side table, accent chairs, sofa, rugs and accessories were all rearranged for that “wow” picture.  After we relocated the furnishings to just a few feet from the wall of windows (which was the location of the camera for this fabulous shot of the entertaining space), we rearranged every pillow, book and accessory – even in the den on the opposite side of the fireplace – in order to maximize the impact of the photograph.   Two accent chairs and table were removed from the seating arrangement in order to open the view into the dining area and out to the terrace.

Long Island City Home Staging for photos

When the listing brokers brought buyers into this penthouse, this was the furniture plan that greeted them.  Look closely at the coffee table and the sisal rug with the kilim overlay.  You can see how much we rearranging we did for this shot (along with chair substitutions along with a prop and accessory shuffle).

long Island City home staging of a penthouse apt

As another example, this is what happens when I’m not there -below- look at the rug! It’s a simple detail that’s been overlooked; the camera preview square is small, I get it. Yet this simply would not have happened had the stager been onsite. Just have us there, even you can’t bear the interference of a photo stylist!

Stage the Shoot for meticulous photos

It truly is worth the one or two hour investment to have your Stager on site for the photo shoot. You have one chance to make that first impression and to capture and present the money shot.

 

Photos courtesy of Evan Joseph.

Frank Sinatra and Mia Farrow’s UES Penthouse In Contract – My Staging BTW.

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Home Staging NYC

530 East 72nd Street – spectacular views of the east river from Frank Sinatra and Mia Farrow apartment.

It is not every day that I get to do a celebrity home staging.  And this one sat for a while.  Luxury Listings NYC announced last week that Frank Sinatra and Mia Farrow’s UES penthouse is finally under contract.  They were asking a lot of money for the home thanks to its provenance. It is a beautiful glass penthouse apartment with 18′ ceilings, a really fun spiral glass staircase and possibly the best views of the East River in town!

The apartment was built in 1961, with Frank allegedly “very active in the penthouse design.”  With 3,200 sq. ft, there are 4 bedrooms and 6 bathrooms.  There is an additional 2,000 sq. ft of terrace space. More folklore reports that Sammy Davis, Jr “enjoyed tossing champagne glasses down on FDR Drive from the apartment’s terraces.”  Andy Warhol was a frequent guest at splashy rat-pack parties and called the co-op “the glittering grotto.”

President John F. Kennedy and Marilyn Monroe are also reported guests.

These photos — taken of my staging – originally appeared in Elle Decor, taken by SF Gate.

 

 

Why Buy? And How Home Stagers Can Help Brokers Answer This Question.

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Before & AfterThose of us in the business of selling properties need to consider the other side of the equation – why buy? The New York Times recently published a report on Home Ownership and Wealth Creation, concluding – “As a means to building wealth, however, there is no practical substitute for home-ownership.”  Kristal Kraft, a nationally known real estate Broker in Denver, CO authored the article The REAL Reasons Americans Buy a Home in which she lists the top 4 reasons to own a home, (other than financial benefits).  All of a sudden, my home staging wheels started spinning.  How can Home Staging illustrate these intangibles?

I thought I would take each “Real Reason”, compare the brokers’ point of view next, then offer my thoughts on how Stagers can assist our brokers in an imaginative and supportive way:

 

Buyer’s Real Reason

The Brokers’ POV, according to Denver Realtor, Kristal Kraft

How Home Stagers Can Help
1. It means having a good place to raise children & provide them with a good education. From the best neighborhoods to the best school districts, even those without children at the time of purchasing their home, may have this in the back of their mind as a major reason for choosing the location of the home that they purchase. We tell our buyers to remove anything specific to family in the house, but a train schedule on a bulletin board talks about commuting options, and a school report summary can be a subtle sign, especially since brokers’ aren’t allowed to mention school rankings.
2. You have a physical structure where you & your family feel safe It is no surprise that having a place to call home with all that means in comfort and security is the #2 reason. Safety is a tough one for us, but we can suggest “cozy nest” with soft furnishings in inviting groupings. 
3. It allows you to have more space for your family Whether your family is expanding, or an older family member is moving in, having a home that fits your needs is a close third on the list. Illustrating the potential lifestyle each home can support is our definition: in many cases we multi-purpose a room to keep options open and flexible. 
4. It gives you control over what you do with your living space, like renovations and updates Looking to actually try one of those complicated wall treatments that you saw on Pinterest? Want to finally adopt that puppy or kitten you’ve seen online 100 times? Who’s to say that you can’t in your own home? And here is the big contradiction: pets. When we stage a house for sale, we usually want signs of your pets removed. The smell, the toys, the food, the clutter — all of these could be a major turn-off for buyers.   And, sorry, but that wall treatment will probably have to go, too! Why? Because you want a buyer to see what THEY can do with the home as opposed to what you’ve already done to make it yours.

 

Sometimes, instead of just handing out home staging tips, we find that  by understanding everyone’s point of view, we can strategically position a home for sale in a more effective way.  Staging makes the process of selling their home easier and more remunerative for the seller, but it also works well for the buyer, too.  It shows how many options there are in the home, and very often, the stager has managed to get many of the smaller renovations and repairs out of the way.

Staging is most effective when we all work together for everyone’s best interests.  More than top dollar for the seller, we need to encourage potential buyers to feel good about their decision on “Why Buy?”

 

[Kristal credits the Joint Center for Housing Studies at Harvard University, so I suppose we should too!]

Gifts, Giving and Gratitude

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Giving for the Holidays

The Holidays Season and upcoming New Year celebration are a great time to reflect on how you, as a person, have contributed to the world that surrounds you.  I am very fortunate: a wonderful husband, an intelligent and talented daughter, a lovely home in the city and a country get-away, and a successful business that continues to grow year after year.  Perhaps the things that bring me the most joy, though, are the “give’backs”.    Giving back to those in need, to research, to our community and to our world – there is truly nothing that can compare.

In his book “You Don’t Have To Die To Go To Heaven”, Derrick Sweet identifies 3  types of giving:

  1. Basic Giving
  2. Anonymous Giving
  3. Heavenly Giving

The difference between the 3 types is the level of anonymity.  With Basic Giving, everyone knows you did it.  The recipient thanks you.  You look good, feel good and maybe the receiver even tells someone else how nice you were.

 Anonymous Giving is giving without the title.  You send back the donation card with your credit card info but ask not to be listed in the thank you column by your name. You are still seen to be a generous, good soul by the person or charity since they see your name on the check.

But the truly selfless way to give back is by being a Heavenly Giver, an act in which nobody knows you are the giver and you don’t know the receiver.  Not to sound holier than thou, but this kind of gifting is actually a lot of fun. You feel really good, inside and outside.  It is the most pure form of giving, and I cannot think of a better time of year to be a Heavenly Giver than the holidays.

At my daughter’s school, I am part of a small group of moms who deliver food to families that are experiencing a hardship, be it financial or physical.  We remain anonymous, dropping off bags of prepared dinners with a doorman.  It is such a simple task yet it makes all the difference to a member of our community who is dealing with a very serious condition.  My family has also “adopted” inner city families for the holidays and played Santa Claus, buying and wrapping presents from their “wish lists” and delivering them to the principal at the school their children attend.  On Christmas morning, I often think of these children – children I have never met – and hope the presents under the tree told them how special they are. Because they ARE special!

I feel like Charlie Brown sometimes. When I see all of the decorations and the Black Friday sales and the commercialism of Christmas, it puts such a damper on the true meaning of this joyous occasion.  But acts of giving and kindness put it all back in perspective.   It does not have to center around a financial commitment.  Something as simple as helping a blind woman and her caregiver, a German shepherd named Lady (who is turning 4) to the Shuttle train platform at 42nd Street/Times Square can make the heart of even the meanest of Grinches grow twice as big.

Wishing everyone a very blessed holiday season filled with laughter, love and giving!

home staging NYC

Home Staging a Brooklyn 5th Floor WalkUp

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Home Staging Brooklyn condo

With a very minimal budget, we successfully staged this 2 bedroom Brooklyn walk-up to create marketing photographs that will attract the young professionals/families who love this neighborhood’s mature trees, rows of brownstones and a playground right on the corner!

The seller did not want to invest in a new kitchen (sigh) but did renovate the only bathroom and installed a stackable washer/dryer in one of the hall closets which will definitely increase the property appeal. One of our goals was to show how to arrange the living and dining furniture in the square-shaped room to accommodate a family and its guests. While minimal in art and accessories, the staging design clearly achieved its goal. Seller and broker were both very happy with the photographs!

Home Staging Brooklyn

“This listing is another example of prime Carroll Gardens living. The 2 bedroom 1 bathroom apartment features an oversized living room with great light, an open kitchen, fireplace, a skylight in the master bedroom and it has washer and gas dryer. In addition, this unit is on the top floor located 1 flight away from your own private roof space with stunning views of Manhattan. 200 President is conveniently located near great shops, restaurants, parks and the best schools Brooklyn has to offer. Note, this is walk up building.”

Home Staging Brooklyn

Home staging a Brooklyn walkup is not without its challenges, but we were thrilled with the result. On the one hand we hope it sells fast, on the other hand, it would be good to de-stage in January when I’m on a fitness regimen anyway!

Listed at $949,000, with a monthly Maintenance: $779
Carroll Gardens

NYC Home Staging Firm Gives Thanks!

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Brooklyn home staging

Later this week, I will be gathering with my family, as will so many New Yorkers, and celebrating our many blessings. It has been a good year and I am grateful for much. Here are my top 3 —

1. My Brokers

I am grateful for my expanding core group of brokers who trust my judgment and decisions. They know that I always have their back.

2. My Clients

I am so thankful that I have great clients who continue to refer my services and introduce me to new sources and vendors. They are another primary reason ASNYC has had a banner year.

3. Brooklyn!

I am grateful for Brooklyn! The borough is booming and I am thrilled to be a part of its robust activity.

Brooklyn Collage

And I happy that my staging designs have been so inspirational to my competition. One of the greatest forms of flattery is imitation! It is nice to see the competition stepping up their game – even if it is by copying my designs 😉

NYC home staging

Accessorizing Small Living Rooms; My interview with the NY Times

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accessorizing small living roomsI was recently interviewed by the New York Times.

We discussed accessorizing accessorizing small living rooms, of which we have an abundance in NYC, and Brooklyn! My gist was to keep it simple, with low sight-lines.Odd numbers rather than pairs of things except pillows. While pillows which work well as a pair, I like to mix them up so they are not too matchy-matchy, but not in a small apartment. There we always keep things solid or with a tone-on-tone pattern.

Accessorizing Small Living Rooms

How do you decorate your small living room?