An Evening With Candice Olson

Lauri, Candice Olson, Nancy and Betsy

The Stageworks team recently attended the High Point Market, the largest wholesale furniture show in the world. We had the opportunity to spend a little time with Candice Olson of Divine Design, who has designed a stunning line of furniture for Revco International.

Watch the Video With Candice at the Revco Showroom.

Aside from Revco International, the designers outdid themselves with cutting edge showroom designs. While the list of our favorites is long, two special awards honored the most creative and innovative exhibitors.


Best of Market Award
Four Hands

Known for providing an eclectic mix of products collected from a variety of different countries, expressing the aesthetic ideals of numerous cultures, Four Hands has established itself as trend-setting leader in the home furnishings industry. Judged as the very best at the Fall 2009 High Point Market, this showroom–designed by Stephen Cannato, Justin Hatch and Fran Weil–makes exceptional use of color, lighting and textures to create a visually rich and emotionally engaging experience.

People's Choice Award (New)
Global Views

Launched this year to honor the voice of market attendees, the High Point Market People’s Choice Award takes showroom competition to a whole, new level. Not only does the winning exhibitor have to present a spectacular display, they have to develop and implement a strategy to get their guests to vote.

Global Views, winner of the High Point Market’s 2009 People’s Choice Award, excelled in both aspects of the competition. Their showroom design was so creative and compelling that it earned Second Runner Up status in our juried Best of Market. On top of that fine performance, the Global Views team also did an exceptional job of promoting their display.

We're Full of It

Municipal waste, that is.

According to the U.S. Environmental Protection Agency, furniture and furnishings make up 5.5% of the more than 169 million tons of municipal solid waste (MSW) that was discarded in 2007.*

Stageworks doesn't want to continue adding to this "disposable economy" mindset by buying furniture that lasts about as long as the football season.

So, along with new purchases, our warehouse is full of furnishings that we have purchased from estate sales, private owners, Craigslist, etc. With a discriminating eye, we buy only fine pieces of classic design that span many different styles and tastes.

From antiques to mid-century modern to contemporary, we try to keep as much fine furniture in circulation as possible. This means that when we stage your house, it won't look like the typical model home. Adding pieces with character makes a house feel more livable. It makes a house feel more like a home. And buyers will be more likely to fall in love with a home that feels good than one that has an expected, cookie cutter look.

So maybe you should rethink that new dining table or buffet. Using a piece with history can infuse your home with that little something different. It shows that you have a creative streak and that you care about the environment to boot.

*Source: 2007 MSW Characterization Report

An Offer in 7 Days!

Before we could get the photos together to post on our website, the Realtor informed us that the homeowners of our last staged home received an offer. We are crossing our fingers that an agreement will be met soon. Could it be the beautiful and stylish interiors helped them visualize their family making it a happy home?

This could be a record for us....7 Days!

Before & After

You can view more photos and the full profile of the home here.

$1,275,000 Home - Contract in 51 Days!

One of our recent staging projects has just received an offer and if all goes as expected, will close in a few weeks.

Look for our upcoming ad in the San Marco Magazine's September Issue


The owners were savvy enough to know that competing with the two homes directly adjacent to theirs would take some smart marketing. So they staged it BEFORE it was listed. Stageworks made the home a standout with simple furnishings, stylish updates and infused it with a sense of balance.

And the cost of staging was far less than what a monthly mortgage payment is for a house in this price range. By selling quickly, they saved thousands in carrying costs and now can move forward with their life. This is why we put that extra effort into all of the details. Happy sellers, happy buyers and money in the Realtor's pocket.

51 DAYS, that's worth celebrating!

I Don't Understand Why More Agents Don't Suggest Staging

Don Tepper of Fairfax, Va. recently answered that question on Trulia.

"I'm an agent in Virginia (and a real estate investor), and my wife is a home stager. So here's a double perspective, at least from the East Coast.

A couple of years ago, agents didn't see the need for stagers because the houses would sell without staging. Sure, the argument was that they'd sell for more, or (except during the peak, when anything would sell instantly) that they'd sell more quickly. But someone who'd bought at, say, $250,000 didn't much care whether that home'd sell for $600,000 or $625,000, or that it'd sell in 15 days rather than 30 days. So, some agents who began their careers then don't have the perspective to understand the benefits of staging.

But today is different. And the agent's mantra is "Price is everything" and "If it's not selling, lower the price." Well, sure, nearly anything will sell at some price. But not all agents (and homeowners) understand that it may be far more economical to stage a home for, say $5,000 than to cut the price by $15,000. That's especially true if the house doesn't show particularly well. It doesn't have to be a dump...and that's what agents don't understand.

In addition, not all agents are willing to be honest with their clients about their homes. You have someone who has lived in a home for 25 years and it's their pride and joy. There are the pictures of their three children on the walls...many of the walls. Plus hubby's diplomas and certificates of achievement. There's the artwork they bought in Peru, and the Chinese wall hangings they acquired over there. They're religious, so there are plenty of framed prayers and pictures on the wall. The last of their kids is at college now, but the kids' rooms were the way they left them--little Sally liked pink, so everything in the one bedroom is pink. Billy was a bit of a rebel and liked black. He wasn't really a goth, but that's the style of his room. The whole house is full of memories. It takes a good agent to talk reality to the owners. Many of them don't have the courage to do so.

I don't disagree with Phil that many clients don't want to pay for the service. Partially, it's because they don't understand the benefits, and their agents haven't informed them of the benefits. ("Well...we could stage it. It'll cost you some money up front and there's no guarantee it'll sell your house. You can do it if you want, but most of my other clients haven't. And, really, price is what's going to sell your house. Now, let's talk about a price readjustment. I can get that into the MLS this evening."

The agents out here who've tried it seem to see the value in it. And I've seen some agents who've taken the courses themselves and actually do a pretty good job themselves. It's not "real" staging, but it does declutter, organize, and better present the house. And I know some investors (rehabbers) who really see the value in staging. They're willing to spend some money to sell a house quickly for top dollar."

We agree, Don!

Recent Staging Project - Virtual Tour

2105 SALT MYRTLE LN, ORANGE PARK, FL

We posted some photos of the Pace Island Residence a few days back, and now the listing is active and the virtual tour of the house is up and running.

This prestigious Pace Island Estate is located in Northeast Florida on the St. Johns River. It has the most spectacular views. In fact, when taking our breaks during staging, we took advantage of the vista once or twice by strolling out onto the private dock. What gorgeous sunsets we have in Florida!


To view the entire house, visit Linda Hurlbert's (Watson Realty Corporation) listing here.

And if you know anyone who is looking for a wonderful Florida home on the water, that is convenient to downtown Jacksonville, the beaches and lots of great schools, museums and shopping, be sure send them a link to the listing.

It's Never Too Late to Stage

When presenting a staging proposal, we find that the biggest obstacle to overcome is convincing sellers that it really will save them money in the end. Considering carrying costs, monthly mortgage payments, insurance, etc., the cost to stage is very small.

Let's say your house is on the market for $300,000 and it hasn't sold in several months. You decide to reduce your price. If you lower you price by only 3%, it would be a $9,000 reduction. Staging cost vary, but a good rule of thumb is .5 - 2% of the selling price for an average sized home. If you Stage your property instead of reducing your price, you could gain $3,000-$7,500!

Often you can forgo costly renovations by staging. By lightly furnishing a home, your online photos will get the attention of online house hunters much quicker than boring, empty rooms. And it gives your Realtor an opportunity to re-list with the info that it has been professionally staged. Other Realtors will be much more likely to show a staged home than an empty one.

A majority of the homes we stage have been on the market for some time before we do our magic. One house was on the market for the better part of a year. It was furnished, but was cluttered and had no obvious traffic pattern or balanced room arrangements. After staging and some fresh paint, the home received two offers within two weeks. They accepted an offer 23 days after staging. And this is not an isolated incident.

Stageworks' average "days on the market" after staging is 37 days! That is right in line with national statistics.

See the most recent staging statistics here.

Common Mistakes Home Sellers Make

Stageworks recently staged a home on the St. Johns River in Jacksonville. Sadly, the home owner had past away, but the family understood the importance of making the best possible impression BEFORE listing it.

Often we hear, "Let's wait to see what happens, and if it doesn't sell, then we'll consider staging it". This is a big mistake many home sellers make.

There are several reasons why staging before listing the property is the best plan of action.

• Those house hunters who first view the property will not likely come back to see it again after staging if the first impression was ho-hum. So, the sellers have lost the opportunity to wow those first - and possibly most interested - buyers forever.
• Statistics are clear that staged homes sell faster and by selling faster, there's no need for a price reduction.
  
• The photos of a staged home will grab online lookers much quicker than houses with empty or cluttered rooms.

Using much of what the homeowner already had, we created a warm and inviting environment. The goal is to create a flow to the home, eliminate clutter and allow the buyer to see how rooms work when furnished with just the right amount of pieces.

After the staging was complete, we walked through with the V.P. of Wachovia Bank's Trust Department. Her first comment was "It's really amazing, what you did makes the house seem more like a home. What a difference - you guys really have the touch!"

Before and After

The next step is to have professional photos taken of the home and place it on the market! We're sure this one will go fast.

Trivial Pursuits?

There are many challenges facing our country and the world, and it often seems that considering what color sofa to use in an upcoming staging project is trivial in comparison.
Then I am reminded of the economic struggles that many are experiencing, and resolve that selling homes quickly and for the most money does, in fact, contribute to helping folks.

The most recent survey published by RESA (the Real Estate Staging Association) reveals impressive statistics on home staging.

"In 2007 vacant homes in our study that were previously on the market on average of 131 Days as un-staged properties had not sold. Those same homes were then taken off the market and staged and re-listed. Those properties on average sold after 42 days on market after they were staged,which is 68% less time on the market.

In 2008 vacant homes in our study that were previously on the market an average of 190 days as un-staged properties, had not sold. Those same homes were taken off the market and staged and re-listed. Those properties on average sold after 28 days on market after they were staged, which is 85% less time on the market." You can read the entire report here.

Decorating decisions may seem insignificant in the grand scheme of things, however, creating balanced, comfortable, and beautiful living spaces affects our lives in many positive ways. As they say, the sapling needs a balanced and enriched environment to thrive. And the hope is that potential buyers will see a beautifully staged home as the perfect place to raise their family.

Now... I'm off to pick the perfect paint color for that nursery!

Our Latest Redesign Project

Stageworks Home Staging & Redesign recently traveled to Hot'lanta to redesign a gorgeous home in the suburbs of the city. The owners had some great things to work with, and we only purchased a few items to complete the look. But we did move things around to create better flow in the home ... even though it involved lugging things up and down three floors!

Here are a few pics of the final results.

Family Room Before

Family Room After

Office Before




Office Turned Bedroom After


Dining Room Before and After

Basement Dining Room Before



Basement Dining Room After

First Impressions Count

Planning to sell your house? One of the biggest mistakes homeowners make is not taking a long hard look at the view from the street. If you don't grab attention at this crucial moment, you're sure to lose the opportunity to get the potential buyer into your home.

Here is a good example of how to boost your curb appeal. By updating the exterior, adding a fresh coat of paint and a little new landscaping, this home becomes a charmer.

Before

After

ANOTHER HOME SOLD!

The final paperwork is about to be signed. The homeowners of the Cayman Rd residence received two offers on a house staged by Stageworks. AND the accepted offer was $5000 over the current asking price!

The cozy home was vacant before Stageworks fully furnished each room. The responses we received from Realtors and house hunters were overwhelmingly positive. We can't say enough about the importance of staging a vacant home. The online photos alone can make a difference between being passed over and sparking interest with warm inviting interior shots.

Visit our website to see all of the interior photographs.

The Importance of Great Photos

I recently picked up a flyer from a house for sale that had great curb appeal. That's a good start. But as I looked through the photos I was surprised that they showed unappealing, cluttered and poorly lit rooms. My first thought was, what a wasted opportunity. My second thought was, for very little money, I could really make this place look great.

The Realtor and home owner certainly didn't intend to show the house in a poor light. But often it takes a trained eye to create the best possible presentation. Many don't know the importance of staging for photos. It's a trick of the trade that not all home owners and Realtors know how to pull off. Depth perception and perspective are crucial in creating a photo that evokes that inviting sense of balance and style.

These photos of professionally staged rooms show clean, bright, uncluttered interiors. Staging doesn't have to cost a lot. It can often be done using what the homeowner already owns and usually involves removing items to present a simple, uncluttered final product. These photos would definitely "wow" a potential buyer and would bring them running to beat the crowd.



It is said that over 80% of house hunters begin their search on the Internet. And with the glut of homes on the market today, it has never been more important to attract buyers with exceptional photos.

The statistics are clear, Home Staging works!

Curb Appeal?

Yeah, maybe you're right, this is an extreme example. But you get the idea. My guess is that you would never consider buying this house--unless you had the ability to see its potential.

Most people can't.

Buyers usually start their search for a new home on the internet. In order to grab attention, your online photos must present a warm and welcoming look. They also must send the message that a home has been well cared for. Unless you're interested in months of rehab work, this home would be quickly passed over.

Now, how about this one?

Yep. Same house. This one just had a little facelift.

If you were looking for an adorable cottage home with charm and character, this one would get your attention.

If you overlook the importance of a first impression, it is guaranteed that prospecive buyers will do the same.

For great advice on improvements that give the greatest return on your money, visit HGTV's FRONTDOOR.