Tale of two condos: why staging pays

I've done some home staging for a few clients over the last few years, but more often in my area, sellers don't see the value and don't want to spend the money. And, honestly, it's always a bit of a crap shoot. I did one home a few years ago and it sold during the first weekend on the market in a bidding war. But another house I worked on, which was on the market for nearly $9M, is still on the market after several years and several price reductions. There are no guarantees.

Last week, I was condo shopping with a friend and client who is looking for a small pied a terre in Boston. He has a country house on the Cape and he's looking for a small city place so he doesn't have a long daily commute to and from work at Harvard.  One of the buildings we checked out is a full service concierge type new building - lots of amenities including valet parking (which I would love!) We saw two basically identical units on different floors and with different views. The first unit we saw was empty, the second fully staged. The difference was amazing and I wanted to share just what a difference staging can make.

Condo 1 Living room - unstaged

Condo 2 Living Room - staged

Condo 1 Kitchen - unstaged

Condo 2 Kitchen - staged

Condo 1 Bathroom - unstaged

Condo 2 Bathroom - staged

Condo 1 Bedroom - unstaged

Condo 2 Bedroom - staged

For 500 sq. ft. these are nice little spaces. Now, clearly, there is little difference between the two units. And the staging is pretty basic and not at all upscale. However, the difference between the two units was like night and day.  Both my client and I have pretty good imaginations when it comes to mentally placing furniture, but even for us, just seeing it laid out made all the difference. He even said the words "I could live here".  Music to a seller and realtor's ears.

Still, staging remains a pretty uncommon thing here in New England. Sometimes Yankee frugality gets in our way.



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Home Staging At Gregorian Oriental Rugs

I'm on the board of the New England Chapter of the IFDA (International Furnishing and Design Association) and we have regular events for networking and learning. Last week, we were treated to an evening at Gregorian Oriental Rugs for a talk on home staging. Interim Furnishings' Sharon MacDonald and Susan Durfee offered some interesting pointers on the value of home staging when selling in this market. I actually don't like the term "staging" as it seems to indicate a kind of "trick" of the eye. It's really about Home Presenting - presenting your space in it's best light. At most, you want to highlight the positive, while downplaying the negative (much like wearing big hoop earrings and a low cut top to keep the eyes off the thighs). You can't, and shouldn't, hide flaws - but you can put them in their place. You want people to focus on why they want to be there and how the positives outweigh the negatives.

In any event, the evening was lovely and I wanted to thank Scott, Susan and Sharon for a nice evening!

Some of Gregorian's amazing oriental rugs. I was walking around barefoot and ooh la la!

Susan Durfee, Scott Gregorian and Sharon MacDonald

Gratuitous cupcake shot. Aren't these amazing? Little chairs, window treatments and all. From The Icing on the Cake.

I offer home staging/presenting services both locally and nationally. Click here for more information.

Design Consulting via web and phone now available

Designing an interior is not for the faint of heart. First, you have to get inspired. Then you have to figure out what you can afford. Then the real decision making begins: Furniture, colors, textiles, window treatments, flooring, artwork, lighting and accessories. Then you have to pull it all together so that it works for you and your family.

That’s why many hire interior designers. And if you don’t think you can afford professional advice, think again. I offer phone and virtual consultations to anyone – even if you live outside of Eastern Massachusetts. (Of course, nothing beats the personal service the face-to-face consultations that I offer through my design business .)

Come to me with your questions and ideas and I can help you design the home of your dreams.

"InsiDecor" - your access to trade only goods

Ever see something in a magazine - fabric, furniture, wallpaper or accessories - that you just love, but it's listed as "To the Trade"? For those who don't know, this means that the vendor only sells to designers or other similar design trade professionals.

If you've been frustrated by the fact that you don't want to hire a designer just to purchase a single item, then this service is for you.

Click here for more details.

A detailed answer for a quick question

Need help with color selection or just how to begin? Maybe it's figuring out what to do with an old piece of furniture or how to mix two design styles.
Based on my vast experience and resources, I will provide a detailed written response – actually it’s more like a detailed how-to guide.
Since some questions may seem like single topic questions, but require a multi-part answer, I reserve the right to breakup the question into parts and charge accordingly. Please email me your question and we will come to an agreement prior to billing.
COST: $50

Telephone Consultations:
Pick my brain. I’ll tell you everything I know.

Most people know what they want; they just don’t know how to execute the plan. Book a design conference with me to brainstorm your ideas, talk about your home, lifestyle and family. We’ll talk ideas and I’ll do my best to answer your questions. You’ll come away inspired. You’ll know what you’ll need and how to go about getting it done.
COST: $50 - 30 minutes
$90 - 60 minutes

We can also schedule a series of 60-minute calls and I’ll help you throughout your design project. Think of me as your designer-on-call.

$175 - two 60 minute calls
$240 - three 60 minute calls
$300 - four 60 minute calls

Please email me for more information. It is recommended that you provide a short list of the items you wish to discuss so that I can prepare for our calls.

Design Budget Review

Ever experienced sticker shock when it comes to your design plans? You think you've put aside a significant amount of money for a room makeover, only to find that it only covers about 50% of what you had planned? Before you start your plans, you must create a realistic budget. I can help. You will provide me with a detailed list of what your plans and wishes are, what new furniture or finishes you are thinking about and I will help you come up with a realistic budget. Please email me for more information.

COST: $100 per room

Home Staging Plan

Selling your home in today’s market is a tricky business. The market is flooded with sellers for limited number of buyers. That means if you’re selling your home, you have to make the most of what you have. The goal is to highlight the good and obscure the bad. I know what I’m talking about: Homes I've staged have sold in bidding wars and have been previewed in glossy magazines.

Send me photos of the rooms in your home and I will provide written recommendations for how to best present your space to the widest array of potential buyers.

Expect tough love. I will be very blunt about what I see and what you need to do.

Please email me for more information.

COST: $150 per room.

Where should I put the sofa? Floor Plans.

Sometimes rearranging the furniture can give you a whole new outlook. I can provide computer rendered drawings of your room, including furniture layouts and recommendations for furniture sizes. You must be able to provide a drawing, complete with accurate measurements. In most cases, I will be able to provide 4-6 furniture layout options for each room.
Please email me for more information. I can provide you with a worksheet to facilitate this project.
COST: $375.00 per room
Note: The cost of this service is higher than other offerings due to the many hours we’ll need to devote to this project.

Get That Look!

One of my most popular regular features are my Get That Look posts where I create a shopping list for how to get the look of a popular movie or television program. I've received national media attention for these posts.

Have you ever wanted to design around a specific look or theme, but don't know where to start? With this plan, you will receive a multi page list of recommendations on how to get the look for yourself - tailored to your specific needs and desires. You will send me photos and answer a short questionnaire about what you are looking for, why this theme, etc. Please email me for more information.

COST: $1000

Please note that all plans and fees will be agreed to prior to billing. All plans must be paid for in advance.

These plans are not intended to replace the traditional in-person design consultation, which is still recommended for those located in Massachusetts.

Media Talk: Staging a home for sale

(click on the images to read the article)

Home staging is only just taking hold here in New England. We're a DIY kind of people, so it's hard for some folks to believe that they may need help making their home more attractive to buyers. This is an article in South Shore Living Magazine on a house that's for sale in my town. I did the staging on this home. While it was already quite beautiful, it was still a family home filled with lots of cast-off kids items and the clutter of every day life. It's a luxury property which meant that it had to be even more perfect for a potential buyer. One of the big issues was that the dining room was completely empty. It has spectacular views of our Bay and is quite large. The client wasn't interested in purchasing a new dining room set, understandably, and luxury rentals are hard to come buy. So, I suggested we turn it into a music salon/intimate dining room. The client rented a grand piano for one corner (the kids took lessons so it gave them a place to practice when staying there) and moved a stunning round Dakota Jackson table in from another room. We purchased simple contemporary red leather chairs from Design Within Reach and a new hand knotted oriental carpet to anchor the eating area. Both the chairs and carpet would easily be usable in a new house down the road. Click here for more photos of the dining room.

I brought in a my professional organizer friend Sharon Fisher of COME to ORDER!, to work her magic on all the closets, attics and basement storage rooms, and garage. I re-arranged furniture around the whole house, swapped out tired looking painted shades for wooden blinds in the kids rooms, and turned the master bath into an oasis with orchids and chocolates. All while keeping in mind that it will take quite a while for such a premium property to sell and the current owner and kids need to be able to live in the house comfortably in the meantime.

Staging Your Home for Sale

Homes of all sizes require careful consideration when on the market. Click on this photo for images of this beautiful seaside home that is currently on the market.

Have you ever bought a bottle of wine just because you liked the label? Corporations spend millions of dollars creating the right packaging for a new product launch. Publishers spend top dollar creating provocative book jackets to help their titles stand out on the shelf. This is marketing at its most fundamental level, and the same principles apply when selling a home.

The first step in obtaining the best price on your home is to stop thinking about it as. . . your home. Instead, try to think about it as a product in a competitive market. You want your home to stand apart from the crowd. There are several very simple steps that can be taken to improve the prospects of selling your home.


Cleanliness sells! Be sure all major appliances, cupboards, heating units, air-conditioning vents and the like sparkle the entire time your house is on the market. All beds should be made every day. Replace shower curtains and liners and say goodbye to all that mildew. Have all windows professionally cleaned, inside and out, and don't forget any skylights. Everyday odors -- from pets, tobacco smoke and strong cooking -- can turn off potential buyers. Drapery and carpeting should be cleaned in every room where smoking occurs; once this is done, smoking should not take place anywhere inside the home while it is on the market. Remove, clean and store all ashtrays. Be sure to run the fan while cooking in the kitchen; if necessary, open the windows for a while, regardless of season, to clear out strong cooking odors. Have all wall-to-wall carpeting shampooed by a professional. If the carpeting is very old, consider replacing it with something in a neutral color. This is not an inexpensive step, but it will greatly improve your home's appeal to house shoppers.

Lighten up - prospective buyers will be attracted to a bright and cheery home. Start by removing heavy drapes to admit as much sunlight as possible. If the view from your home is beautiful, take full advantage of what Mother Nature offers; if it's less than ideal, consider adding sheers or blinds that admit light but partially obscure the view. Pay attention to how artificial lighting adds, or detracts, from the home's appeal. Keep several lights on at all times, especially in hallways, entryways and small rooms. Make sure all closet lights work. Consider brightening lights by increasing wattage, but be careful -- don't exceed the capacity rating on the lamp or fixture. Re-arrange table and floor lamps to create an even distribution of light around the Prospective buyers frequently drive by properties being offered for sale in the evening. Make sure all outside lights are on and several rooms are lit from within, even if no one is in them. A brightly lit home is a welcoming home. Space, or the perception of it You want to show off all the space your house has to offer.

If your home is small -- or "cozy," as the real-estate agents say -- it's possible to create the feeling that it has more space than it really does. So, start packing before you start selling! Donate and dispose of the things you no longer want, and pack up the rest of everything for storage off site that's not essential to living right now. If necessary, rent a storage unit. Here's what to look for:

* Pack up small photos, decorative items and refrigerator magnets. Clear off horizontal surfaces -- tables, windowsills and shelves.
* Store all off-season clothing, shoes, boots and the like. · De-clutter bookcases and built-ins, and dispose of paperbacks and magazines.
* Clean and organize closets. They will look more spacious if they are relatively empty. Don't forget to paint closets when painting rooms. Leave empty hangers and open shelf or floor space. Suitcases make great places to hide clothes, bedding, etc.
* Remove excess furniture. One of the biggest mistakes homeowners make is having too much furniture in their rooms. When selling, leave no more in place than absolutely necessary, and store the rest. Empty floor space makes the room feel bigger.

Atmosphere: the temperature should always be comfortable during showings, so keep the heat on in winter and run the air conditioner during summer months. Bake cookies before an open house. This is so obvious as to be almost a cliché, but it's always a winner. Don't you just love the smell of fresh-baked cookies? Photos of family members, loved ones and good times will help buyers envision their own good times in the future. Don't overdo this, however. If you've got lots of personal pictures framed and hung on the walls, reduce those on display to the best of the bunch and store the rest.

Decorating tips: If your walls have seen better days, give them a fresh coat of paint, and consider refinishing dark paneling or moldings if they are peeling, dingy or dated. Stick with neutral wall colors such as white, cream or light gray. Add new throw pillows in cheery colors to sofas and beds, make sure bathroom towels are clean and well coordinated and place scented candles or soaps in the bathroom. Living-room and den furniture should be arranged to create conversation zones instead of focusing these rooms on the TV set. Replace switch plates, particularly ones made of brass that have seen better days. Add under-cabinet lighting in the kitchen, and replace old, dated cabinet knobs and pulls in the kitchen and bathrooms. Place live plants and fresh flowers in the home; large houseplants can even be rented if necessary. Re-paint the front door, and expose or refinish any hardwood floors. Finally, play up all your neighborhood and region has to offer. If you're in a seaside community, coffee table books on the ocean and beaches will set a nice mood, as will magazine titles such as "Coastal Living."
©2006 Linda Merrill, Chameleon Interiors

Staging Your Home For Sale

Have you ever bought a bottle of wine just because you liked the label? Corporations spend millions of dollars creating the right packaging for a new product launch. Publishers spend top dollar creating provocative book jackets to help their titles stand out on the shelf. This is marketing at its most fundamental level, and the same principles apply when selling a home.

The first step in obtaining the best price on your home is to stop thinking about it as. . . your home. Instead, try to think about it as a product in a competitive market. You want your home to stand apart from the crowd. There are several very simple steps that can be taken to improve the prospects of selling your home.


Cleanliness sells! Be sure all major appliances, cupboards, heating units, air-conditioning vents and the like sparkle the entire time your house is on the market. All beds should be made every day. Replace shower curtains and liners and say goodbye to all that mildew. Have all windows professionally cleaned, inside and out, and don't forget any skylights. Everyday odors -- from pets, tobacco smoke and strong cooking -- can turn off potential buyers. Drapery and carpeting should be cleaned in every room where smoking occurs; once this is done, smoking should not take place anywhere inside the home while it is on the market. Remove, clean and store all ashtrays. Be sure to run the fan while cooking in the kitchen; if necessary, open the windows for a while, regardless of season, to clear out strong cooking odors. Have all wall-to-wall carpeting shampooed by a professional. If the carpeting is very old, consider replacing it with something in a neutral color. This is not an inexpensive step, but it will greatly improve your home's appeal to house shoppers.

Lighten up - prospective buyers will be attracted to a bright and cheery home. Start by removing heavy drapes to admit as much sunlight as possible. If the view from your home is beautiful, take full advantage of what Mother Nature offers; if it's less than ideal, consider adding sheers or blinds that admit light but partially obscure the view. Pay attention to how artificial lighting adds, or detracts, from the home's appeal. Keep several lights on at all times, especially in hallways, entryways and small rooms. Make sure all closet lights work. Consider brightening lights by increasing wattage, but be careful -- don't exceed the capacity rating on the lamp or fixture. Re-arrange table and floor lamps to create an even distribution of light around the Prospective buyers frequently drive by properties being offered for sale in the evening. Make sure all outside lights are on and several rooms are lit from within, even if no one is in them. A brightly lit home is a welcoming home. Space, or the perception of it You want to show off all the space your house has to offer.

If your home is small -- or "cozy," as the real-estate agents say -- it's possible to create the feeling that it has more space than it really does. So, start packing before you start selling! Donate and dispose of the things you no longer want, and pack up the rest of everything for storage off site that's not essential to living right now. If necessary, rent a storage unit. Here's what to look for:

* Pack up small photos, decorative items and refrigerator magnets. Clear off horizontal surfaces -- tables, windowsills and shelves.
* Store all off-season clothing, shoes, boots and the like. · De-clutter bookcases and built-ins, and dispose of paperbacks and magazines.
* Clean and organize closets. They will look more spacious if they are relatively empty. Don't forget to paint closets when painting rooms. Leave empty hangers and open shelf or floor space. Suitcases make great places to hide clothes, bedding, etc.
* Remove excess furniture. One of the biggest mistakes homeowners make is having too much furniture in their rooms. When selling, leave no more in place than absolutely necessary, and store the rest. Empty floor space makes the room feel bigger.

Atmosphere: the temperature should always be comfortable during showings, so keep the heat on in winter and run the air conditioner during summer months. Bake cookies before an open house. This is so obvious as to be almost a cliché, but it's always a winner. Don't you just love the smell of fresh-baked cookies? Photos of family members, loved ones and good times will help buyers envision their own good times in the future. Don't overdo this, however. If you've got lots of personal pictures framed and hung on the walls, reduce those on display to the best of the bunch and store the rest.

Decorating tips: If your walls have seen better days, give them a fresh coat of paint, and consider refinishing dark paneling or moldings if they are peeling, dingy or dated. Stick with neutral wall colors such as white, cream or light gray. Add new throw pillows in cheery colors to sofas and beds, make sure bathroom towels are clean and well coordinated and place scented candles or soaps in the bathroom. Living-room and den furniture should be arranged to create conversation zones instead of focusing these rooms on the TV set. Replace switch plates, particularly ones made of brass that have seen better days. Add under-cabinet lighting in the kitchen, and replace old, dated cabinet knobs and pulls in the kitchen and bathrooms. Place live plants and fresh flowers in the home; large houseplants can even be rented if necessary. Re-paint the front door, and expose or refinish any hardwood floors. Finally, play up all your neighborhood and region has to offer. If you're in a seaside community, coffee table books on the ocean and beaches will set a nice mood, as will magazine titles such as "Coastal Living."
©2005 Linda Merrill, Chameleon Interiors