Buying and Selling: All the home’s a stage

Work with what you have to save money, sell your home for more

By Alison Gowans, The Cedar Rapids Gazette
Reprinted with permission from http://thegazette.com/subject/life/buying-and-selling-all-the-homes-a-stage-20150328

Don’t confuse decorating with home staging.

That’s the mantra home staging expert Lori Matzke repeats to clients.

You may love your kitten statues and retro lamps, but when selling your house, they can be a distraction. Potential buyers should be focused on the fireplace, not the items crowded on the mantelpiece.

Matzke, founder of Minneapolis-based Center Stage Home, led a workshop for 12 Cedar Rapids real estate professionals Monday, directing them as they transformed Rick and Cyndi Sievertsen’s home at 5600 Shiloh Lane NE, Cedar Rapids. The Sievertsens are working with Skogman Realtor Debra Callahan to sell the home.

Good staging can add thousands of dollars to your final selling price, Matzke says, or can mean the difference between your home selling or sitting on the market.

The team at the workshop was merciless, hiding oodles of fake ferns, sculptures, wreaths, candles, vases and lamps in a basement storage room. Their goal was to simplify the space, leaving room for a buyer’s imagination.

“This house was professionally decorated,” Callahan says. “But staging is about presenting the house so buyers can see themselves in the home instead of seeing the other people’s things.”

Professional home stagers sometimes bring in new furniture and accessories, but the workshop team could use only what was in the home.

The items are not as important as how they draw the eye around the space, Matzke says.

“Sometimes I have to work around turquoise sofas. You have to get over it,” she says. “That’s not the point. It’s about how you lay it out.”

The students swapped furniture between rooms to create flow and continuity. The main floor living and sitting rooms, full of modern art, didn’t match the more dated basement family room, so a glass table was moved downstairs to modernize the space. Matzke wants all three floors to look like they belong together.

“Every room should have a purpose,” she says.

Formal sitting rooms that look like they’ve never been lived in just appear as wasted space, she says. Mixing and matching furniture between sitting rooms and family rooms can make both look welcoming.

“You want your rooms to feel like they’re embracing you and pulling you in,” she says. “It’s all about how the potential buyer feels walking into that space.”

She recommends standing in the entrance to each room as you plan your layout. If that means moving the TV to a less central location or rearranging couches, so be it.

“In the first 30 to 60 seconds you’re going to capture that buyer, It’s not about how you sit and live in the room. You need to get them into the room in the first place,” she says.

In the basement family room, the agents cleared clutter from around the entertainment center. Matzke recommends hiding anything smaller than a football. She stopped them from adding even one or two accessories back to the top of the cabinet.

That would just draw attention to the TV, she says, which is not the goal.

“Always accessorize with a purpose,” she emphasizes. “You don’t want attention on the accessories. You want the attention to be on the home’s features.”

So the team added a pop of color with bright flowers and red chairs in front of a window to draw attention to the view. Upstairs, they moved a bench to illustrate a potential additional seating area.

Anything that makes a room feel bigger and brighter is a positive, Matzke says.

In the master bedroom, team members flipped over a heavy black and gold brocade duvet so the cream lining underneath showed instead. Then they raised the curtains, letting in more natural light. These simple tricks didn’t require buying anything, but they made the room feel dramatically lighter.

“Space, light and updates — I swear that’s what sells listings,” Matzke says. “Cramped and dark and cozy does not sell.”

She says it’s simple psychology — making a room cheerful makes buyers feel cheerful too.

“When things are bright and cheery, it does affect people and how they see the space,” she says. “It really does impact people’s demeanor.”

If you decide to make some purchases for staging, they don’t have to be expensive to make the space feel fresh.

Matzke recommends updating easy things, like paint colors and light fixtures. Basic updates can help whether you’re selling a $100,000 home or a $500,000 home.

“If you haven’t picked up an interior design magazine in a decade, now is the time to do so,” she says.

“If I’m buying a cardboard box by the river, I still want it to be the trendiest box by the river that I can afford.”

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Are You Making these 6 DIY Home-Staging Mistakes? from www.selfstorage.com

By Rachel M. Hartman
Reprinted with permission from www.selfstorage.com

Staging your home — spiffing it up to please the prying eyes of homebuyers — can help it sell faster and at a higher price.

HomeGain cites cleaning and decluttering as the top home improvements that real estate professionals recommend to home sellers, based on the average cost and the return on investment. If done incorrectly, however, home staging can be harmful. Potential buyers might be turned away, and the house could linger on the market for months.

Experts warn DIY home stagers about committing these six mistakes.

1. Overlooking curb appeal.
curb-appeal

“Homeowners frequently form an emotional attachment to their landscape,” said Lori Matzke, owner of Home Staging Expert. This can make it hard to spot unappealing features such as overgrown trees and shrubs.

Bare patches of a lawn also can be a turnoff. “Not only does it make the home feel like it hasn’t been taken care of, but potential buyers fear they are going to have trouble growing grass where no grass is currently growing,” Matzke said.

To spruce up the home’s exterior, trim trees and shrubs, add healthy sod, and make sure the area around the front door is clear of dust and cobwebs.

2. Not dealing with odors properly.
curb-appeal

“The house should be odor-free,” said Michelle Minch, owner of Moving Mountains Design, a home-staging and interior design company.

If there’s a distinct smell in your home, avoid masking it with heavily perfumed scents. “It’s better to get rid of the source of the odor,” Minch said.

A fresh coat of paint might clear up some scents, such as aromas from cooking certain types of food. Other smells, such as smoke, will require deeper cleaning.

3. Making spotty improvements.
curb-appeal

“While updates are usually a positive selling point for any home, especially kitchen and bath remodels, make sure that any changes made are consistent with the rest of the house,” Matzke said. “Totally modern makeovers will stick out like a sore thumb if the rest of the space is dated.”

For a streamlined look, spread updates throughout the home. Replace dated carpeting, paint walls, and opt for a midlevel remodel in the kitchen or bathroom with more basic materials.

4. Failing to put away family-related décor.
curb-appeal

If personal items are filling up your living room, for instance, “buyers won’t be able to imagine themselves in the room,” said Jennifer Campbell, owner of Set Your Stage, a home-staging company.

To make a space more appealing, remove family pictures and personal decorations. Also, change any deeply colored walls. For instance, you might love a wall that’s bright red, but not everyone will. Go with a warm, neutral tone instead.

It can be tough to evaluate your own home when it comes to personal touches, Minch said. As a rule of thumb, she said, “you won’t go wrong by having less, but you will go wrong by having more.”

5. Taking everything out.
curb-appeal

At the other end of the spectrum, removing too many large items can make it hard for home shoppers to grasp the potential of your space.

“Buyers can’t picture what can fit in the room,” Campbell said.

Perhaps you have a bedroom that has enough room for a queen-size bed. If you leave the room empty, buyers might be inclined to think there isn’t enough space for a large bed. “If you display a queen bed, you can show that yes, you can fit that in there,” Campbell said.

6. Leaving clutter.
curb-appeal

Some clutter might be obvious, such as boxes or other items lining a hallway. Other forms of clutter might involve not-so-obvious belongings, such as collectibles.

“Collections tend to be large and take up a lot of space,” said Lori Howard, owner of Hope Designs, a home-staging and interior-decorating company.

If you post pictures of the house online, potential buyers likely will notice the clutter and be distracted by the collectibles. “It becomes chaotic to the eye,” Howard said.

To showcase the dimensions of your rooms, remove clutter and collections. If you don’t have ample space for storing extra belongings in a closet, the basement or the attic, look into stashing them in a self-storage unit.

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How a Good Real Estate Photographer can Help Sell Your House!

We’ve all seen them. The crooked. The dark. The grainy. The close-up of a well-meaning Realtor’s well-manicured (or sometimes not-so-well manicured) toes in an attempt to take a close-up of the flooring. The random cat hiding out under the bed. A picture of the dining room table instead of the dining room. The occasional blur of a homeowner trying to run for cover before the picture is snapped. Yes, these are the photos that all too often get posted to the MLS.

With more and more potential buyers beginning their home search on the internet…a number that ranges anywhere from 77% to 95%, depending on which statistics you want to believe… that’s not exactly how you want your listing depicted. The key is to generate as much traffic and interest in the home as possible. The more potential buyers who find it on-line, like what they see, and want to come take a look in person, the more chances you have to sell the house!

This is where a good real estate photographer comes in! Professional photographs will capture a home at its best with quality lighting and clear, crisp images to entice potential buyers to the door. And what buyer doesn’t want to see beautiful photos of a home they might potentially want to purchase? Professional images help them visualize what it might be like to live there while fueling their imagination! And getting them to the door with buying in mind is exactly what it’s all about. A good real estate photographer can help you create a positive first impression!

While finding a good real estate photographer isn’t always easy, we want to help you streamline that process by introducing you to two photographers I’ve personally invited to join our group of Preferred Service Experts. I am extremely honored and confident to recommend them for all your real estate photography needs.

CARYN B. DAVIS
Caryn B. Davis
www.carynbdavis.com
860-526-5936

Based in Connecticut, Caryn has 15 years experience photographing interiors, exteriors, home decor and gardens for an array of architects, resorts, realtors, builders, landscape architects and interior designers. Additionally, Caryn’s images have appeared in numerous publications such as Cottages and Gardens, Early Homes, Good Housekeeping, Old House Interiors, on HGTV, and others.

Q. How did you get into Real Estate Photography?

A. I came to it naturally through my love and appreciation of architecture, design and home décor.

Q. Can you share with us what you like best about your job?

A. Creating beautiful images of different spaces that also help to sell a home.

Q. Why do you think professional photos are so important when listing a home for market?

A. We are visual society. Often the photographs are the first thing the potential buyer sees. If the images are dark, unpleasing or blurry, and do not present or represent the house well, it may deter the potential buyer from wanting to see the house in person.

Q. What are the biggest mistakes you think real estate agents and homeowners make when having their home professionally photographed?

A. They often go for the least expensive professional they can find instead of choosing a photographer who has a solid knowledge of lighting, photography and the proper equipment to do the job and do it well.

Q. What do you think is the biggest misconception real estate agents and homeowners have about hiring a professional real estate photographer?

A. That is doesn’t take a lot time to craft well lit, technically sound, beautifully composed images, and that because it is digital there is not a lot of processing time on the back end.

Q. What is the number one question you are consistently asked by clients and/or potential clients?

A. What do you charge?

Q. If you could give real estate agents and homeowners any advice on choosing a good real estate photographer, what would it be?

A. Look at the work. It speaks for itself. Are the images dark or are they well lit? Are they crooked or straight? Do the room proportions look correct? Are they blurry, fuzzy or pixilated or are they technically sound? Are they well composed and invite the viewer in? Do they show off the best features of the house? Can you get a real sense of the house from the photos?

Q. Are there any other words of wisdom or anecdotes you’d like to share?

A. You get what you pay for.

(Please Click on Images to Enlarge.)

Caryn B. Davis 1

Studio Lights

Caryn B. Davis 3

DEANNA DIMARZIO
Deanna Dimarzio
www.deannadimarziorephotography.com
508-944-7898

Deanna specializes in real estate and architectural photography in the Boston area. Dedicated to providing realtors and designers around Boston, Southern MA, Cape Cod and Rhode Island area quality real estate photography personalized service, and professional photographic knowledge. Over 10 years experience.

Q. How did you get into Real Estate Photography?

A. I have always loved architecture. I love going to cities, NYC in particular, with my camera. I’m like a kid in a candy store when I see all the great buildings and facades. I call it ‘eye candy.’ I met a realtor and started shooting their listings. I then started marketing locally and my business grew from there.

Q. Can you share with us what you like best about your job?

A. I love that each home I photograph is so different. Whether it be the lighting or design of the room, it forces me to think and be creative as to what the best angle would be to get the right shot or whether or not I have to move anything.

Q. Why do you think professional photos are so important when listing a home for market?

A. It’s that first impression! Real estate has changed so dramatically over the past few years and so many buyers now start their search on-line, having a set of great photographs to showcase a seller’s home is essential in the current market. A great comparison would be food photography. Think of all the beautiful photographs of menu items you’ve seen in print and on t.v. When you look at a great photo, you want that!Sometimes without even thinking.

Q. What are the biggest mistakes you think real estate agents and homeowners make when having their home professionally photographed?

A. I frequently find that a home hasn’t been properly de-cluttered, edited, or rearranged to make the best of the space. My rule of thumb is, ‘less is more’ and I always take the time to ask if I can make a few adjustments as needed. I think it allows potential buyers to envision how they can make the space their home.

Q. What do you think is the biggest misconception real estate agents and homeowners have about hiring a professional real estate photographer?

A. That they can do the job themselves. We have wide angle lenses coupled with vision to capture a great shot. A professional can also enhance the quality of the photos, post shoot.

Q. What is the number one question you are consistently asked by clients and/or potential clients?

A. They always notice that I moved everything off the counters for the photos and always want to know if I think that was really a good idea. Yes it is, because you want potential buyers to see the space and envision themselves living there, not looking at your stuff.

Q. If you could give real estate agents and homeowners any advice on choosing a good real estate photographer, what would it be?

A. I would encourage them to look at their portfolio, check out their testimonials, and make sure they are using professional equipment.

Q. Are there any other words of wisdom or anecdotes you’d like to share?

A. I do believe a home sells faster with professional staging and photos. I’ve seen it happen many times.

(Please Click on Images to Enlarge.)

Deanna Dimarzio 1

Deanna Dimarzio 2

Deanna Dimarzio 3

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Home Staging Tips From the Pros

nj real estate blog 2

We were lucky enough to be asked to participate in the Re/Max of New Jersey Blog featuring some great home staging advice!

HOME STAGING TIPS FROM THE PROS

We have featured some excellent guest bloggers in our Home Staging Series over the past few months, and each has offered their own unique home staging advice. All of our guest bloggers have returned for one last post to provide you with their top home staging tips. Check out their answers to some of the most important home staging questions.

Q: What are some simple ways a seller can spruce up their home before staging and putting it on the market?

“Clean your house inside and out until it is spotless. Consider a professional cleaning service that offers a one-time deep cleaning, including carpets,” Cindy Bryant, Redesign Etc Home Staging

“Keep a couple of laundry baskets empty and handy. Use these to tidy the house for those showings when you have short notice. Put the loaded baskets in your car and away you go!” Barbara Pilcher, DIY Home Staging Tips

Q: What are the best recommendations in terms of paint color when staging a home?

“Paint using a neutral color, not white. It depends on the overall color of your floors and counters, but stick to neutrals in the beige and gray families,” Cindy Bryant, Redesign Etc. Home Staging

“This is not the time to get creative with your paint colors. Strong colors should be toned down. I stick with warm neutrals. Unless a home is modern, I steer clear of white walls. Painting walls a color will bring out the beauty of any architectural features such as moldings. This is a selling feature and should be highlighted,” Angela Gagauf, NJ Home Decorating and Staging

Q: Should homeowners focus on outdoor space when staging a home?

“Absolutely! Staging an area outdoors as a sitting or entertaining area is the next best thing to adding square footage to a house. Some possibilities: Make a patio from pavers or flagstone or pay to have a cement slab poured. Turn a side yard into a shade garden with plants and a bench. Make sure any porch looks like a destination spot. Set a picnic table under a tree. Add a fire pit surrounded by outdoor chairs. Place a bistro set on a small balcony. You get the idea,” Barbara Pilcher, DIY Home Staging Tips

“Absolutely! The outdoor space, called “curb appeal” is the first impression of the house. It sets the stage for what a prospective buyer will see inside the home. If the property is immaculate on the outside it sends the message that the house has been well-cared for and will be easy to maintain. Some potential buyers will decline to view the interior of the house because of it’s exterior condition. It’s a fact, a home with good curb appeal will generate more interest than a home that does not have curb appeal,” Angela Gagauf, NJ Home Decorating and Staging

Q: How can homeowners enhance square footage when staging a home?

“Create as much visual square footage as possible! Even if a potential buyer is downsizing, they’re still looking for space. No one is ever really in the market for ‘cozy.’ To achieve this, remove as much unnecessary furniture as possible, edit excess and accessories, float major furnishings 8”- 12” off the wall and de-clutter everything from built-in’s to glass cupboards, even if they aren’t being sold with the house. This creates a sense of openness throughout and leaves the buyer with the feeling that the home has plenty of space,” Lori Matzke, Home Staging Expert

“By eliminating oversized furniture, not blocking entrances, de-cluttering and putting away items not in use. I find that most sellers have too much furniture. A professional stager will determine what should stay and how to arrange the furniture to create good traffic flow and appeal,” Angela Gagauf, NJ Home Decorating and Staging

Q: How can homeowners stage a home if they are on a budget?

“Implement as many cosmetic updates as you can within your budget. Of course changing your hardware, light fixtures, flooring and counters will make a huge difference, but if you have to choose, pick the one with the greatest impact and R.O.I.,” Cindy Bryant, Redesign Etc. Home Staging

“Avoid offering a buyer’s allowance like the plague! Most buyers today are looking for ‘move-in ready’, may not want to put in the time and effort, typically over-estimate the cost and are more likely to make an even lower offer if they make an offer at all! It’s also difficult for buyers to imagine the house looking any other way than what they are currently seeing, so a seller will be ahead if they make the changes beforehand. Many home improvement and appliance stores offer zero-down financing, no interest/payments for a certain time period, etc., so the seller can take advantage and make the improvements without paying anything out-of-pocket and can pay it off at closing,” Lori Matzke, Home Staging Expert

Q: What is the most unique or important piece of advice you can offer a homeowner when staging a home?

“Stage rooms from the view point of the entry into the room! The entire purpose of staging is to draw the potential buyer into the space. By staging rooms from this perspective, buyers have a chance to immediately see the allure of the space, and once their interest is piqued, they are more apt to walk in for a closer look rather than just pass through,” Lori Matzke, Home Staging Expert

“Pretend you are a tourist in your town to decide what’s unusual about your locale. Include touches in your staging that emphasize what’s special about your state, city, small town, or neighborhood. It could be a landscape painting, a book about the area, a posted schedule of community concerts, or just the flavor of your décor, because some buyers are relocating and are attracted to what’s unique,” Barbara Pilcher, DIY Home Staging Tips

“Home sellers can’t control 28 % of the home’s interior impressions (number of rooms and floor plan). But they are in control of the remaining 72%. And considering that home equity makes up approximately 60% of a home owner’s wealth, home sellers should do whatever is in their control to preserve that equity by eliminating the need for price reductions. Frankly, their real estate agents can only do so much. An agent can’t get a good price if the seller is not committed to presenting the property in the best condition possible. The pre-market preparations that will help preserve the home’s equity include de-cluttering, cleaning, repairing, neutralizing and updating décor and last, but certainly not least, showcasing the property,” Angela Gagauf, NJ Home Decorating and Staging

“We live in a visual society, regardless of what people tell you. Many, if not all, will form an impression of what they immediately see. Corporations spend millions of dollars on marketing and packaging to make their products stand out from their competitors to successfully strike a chord with your emotions. When it comes to staging a home, it all comes down to appealing to a buyer visually and emotionally connecting. You want to have the home that buyers connect with, grabbing their attention, making an impression and then ultimately buying it. This can be created by using unique decorative items, wall art, throw pillows and colors by appealing to and knowing the market of potential buyers for your home. If you live near the water, add classy beach decor without making it a beach themed house. Don’t be afraid to bring some industrial and urban pieces into a family home to add interest. Use metal barstools or skyline cityscape wall art. You never know where potential buyers are moving from. Be creative. Your house will stand out from the competition and buyers will definitely connect!” Cindy Bryant, Redesign Etc. Home Staging

We hope that our guest bloggers have given you a little more insight into the world of home staging. Which tip was your favorite? Let us know by leaving a comment! And of course, don’t forget to check out all the awesome homes for sale in New Jersey at www.remax-nj.com.

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“ASK THE HOME STAGING EXPERT” – WHAT DO WE DO ABOUT DATED CARPETING?

Dear Home Staging Expert -

My wife and I are finally going to be living our dream after 35 years of life in the Midwest. We are anxious, excited, and ready to head to The Sunshine State, and plan to relocate as soon as the house sells. The problem is, our realtor has asked us to replace the carpeting before the house goes on the market. I agree it is definitely old carpeting, but I don’t want to dip into our retirement funds since the move will be expensive. I think it would be better to just give the new buyer a carpeting allowance and let them pick their own. I don’t want to spend anything out-of-pocket we won’t be getting back. What do you think?

Respectfully,

Don’t-Wanna-Spend-The-Money in Chicago

Dear Don’t-Wanna-Spend-The-Money -

I totally hear ya, and really…who wants to spend money on a home you will be leaving behind for an update you won’t get to enjoy yourself? But I’m afraid your realtor is right. Buyers can’t see a carpeting allowance. They can only see what’s there right now. And unfortunately, more than 90% of potential buyers can’t seem to visualize anything beyond that. They also tend to think of an ‘allowance’ as an opening to make an even lower offer if they make an offer at all, over-estimate the cost to replace, and tend to think of it as a hassle, in general. ‘Move-in-ready’ condition is the key to enticing a solid offer on your property.

That being said, while I totally understand your dilemma, I have to disagree with you on one major point; You will definitely be seeing a return on your investment in the form of a quicker sale and higher offer! And that is the ultimate goal, right there. While it might not feel like it now, once the carpeting is replaced and the house is staged and looking fabulous, your house will suddenly appeal to a much larger market.

My best advice would be to listen to your real estate agent. I suggest you bite the bullet, shop around and look for a deal that offers interest-free financing or something similar, and replace that carpeting upfront. If you can find a financing deal like that, and they do come around quite frequently, you can purchase the carpeting and have it installed without dipping into your retirement funds and simply pay it off the investment at closing.

Look for carpeting that is nice and neutral and goes with everything! New carpeting is a HUGE selling point and will positively influence how your house is perceived by potential buyers.

Thank you for writing in, and wishing you and your wife a world of happiness on your new adventure!

If you have a question for “ASK THE HOME STAGING EXPERT”, please contact lori@homestagingexpert.com.

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HOME STAGING ROI: WHY HOME STAGING IS WORTH THE COST

Home Staging ROI: Why Home Staging is Worth the Cost
(Re-Posted from http://www.remax-nj.com/blog/home-staging-roi-home-staging-worth-cost/)

nj real estate blog

Posted by Krystina Maloney On July 9, 2014 In Tips & How To’s

In our first post in our Home Staging Series, guest blogger Lori Matzke offers her advice on why home staging is a good investment when selling your home and why it’s worth the cost to work with a professional home stager. Read what she has to say and see for yourself:

When I started professionally staging homes back in 1999, home staging was typically considered a ‘last resort’ for many people. After all other efforts had been exhausted, the price of the home had already dropped significantly or the agent was just days away from losing the listing, they’d finally cave in and give me a call. Many of my clients were unsure of what staging really was. Most of them were willing to try anything at that point and all of them were quite frantic. Home staging was a much tougher sell back then and I never understood why.

The concept of staging a house to sell creates a win-win situation for both the seller and the buyer. In turn, staging contributes toward the sale of the home. The goal for the seller is to gain as much interest in the property from as many potential buyers as possible. They also want to sell the house quickly for the best price. On the other hand, a potential buyer wants to find a house they truly love, would feel good about buying and would be proud to call home. Staging helps bridge the gap between the seller and the buyer, creating the perfect opportunity for both.

As any Realtor can attest, “a home that shows well, sells,” which is why those first few weeks on the market are absolutely crucial! New listings always generate the most activity and typically see the most showings. For that reason, I am a huge advocate of staging the home first and promoting it to the marketplace second. Once a potential buyer has seen the house, they’ve seen it! And if they don’t like what they see, they won’t be back for a second look. But when a property shows well from the start, it creates a momentum and sense of urgency among buyers, giving the seller a marketable advantage over the competition.

Selling a house is one of the largest financial transactions most homeowners will ever be involved in. Ensuring the home is properly staged to make a positive first impression is the key to grabbing and maintaining a potential buyer’s attention to garner an offer. The last thing any seller wants is for their home to linger on the market, inviting price drops and bargain hunters. Finding the right home stager and making that initial investment not only saves time and ensures a home will show its best, but will be one less hurdle for sellers to overcome between putting a house on the market and actually selling a house.

After staging hundreds of homes, I cannot think of a single house that hasn’t seen the benefits of home staging and reaped the rewards. Most received offers within days or weeks, not months. Many frequently sell for more than the asking price when a bidding war erupts! As for those clients who’ve called me in as a last resort, their number one question has been, “Why didn’t we call you sooner?” Home staging gives sellers the best advantage possible when their home is on the market. Professional staging is a small investment to make considering the potential payback. It ranks right up there with finding a good Realtor® and pricing the house right. It should always be one of the first things anyone selling a home should consider.

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