| ALL THE HOME’S A STAGE |
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By Kerry Moore
As the real estate market begins to correct itself, homes
may be on the market longer and sell for less than they
would have during spring’s peak. An edge is always
useful; now it’s important, too.
Home staging is an edge. “No matter what condition
of the home, it is your advantage to prepare it for sale,”
says John Carter.
Carter is one of the principals in DEKORA, (www.dekora.com),
a Lower Mainland home staging company. Carter’s
background is in marketing, while his colleague, Ron Sowden
worked in film set decorating as well as marketing.
DEKORA is consulted by companies setting up display suites
in developments for sale, by people who own units they
will rent to professionals (visiting execs and film actors)
and by people wanting to sell their homes.
The latter are the more emotionally involved and require
the most tact. “We explain that this isn’t
about home sweet home. It’s not about (their) taste,
it’s about selling a product. That’s it.”
Speed is important, Carter says. “It’s important
to get the home on the market quickly so DEKORA doesn’t
have time to look at carpet samples and renovate.”
What the company does is assist with carpet cleaning and
painting (with colours they know have sell-value). They
will bring in furniture, lights and small carpets on a
rental basis to create a show suite look.
“The place has to connect with people immediately.
Buyers like to feel they can see themselves in there,”
says Carter.
“To create generic touchy-feely spots, I’ll
add a book, a wineglass a throw over a chair near the
fireplace,” adds Sowden. “They are cues to
a life –
anyone’s life.”
As a recent example of the impact of staging they mention
a home in Tsawwassen that was on the market three years
and went through
several realtors.
Sowden: “We went in and updating its 25-year-old
face. The house sold.” As if they needed proof that
staging is convincing, “the former owners bought
the rental furniture we’d put in their Tsawwassen
house and have asked us to discuss decorating their new
home.”
Some places they are called to consult on are “a
disaster,” offers Carter. “And on some we
just make one or two suggestions, that’s all that’s
needed.”
To prep a house for sale, a detached view is needed. See
it as a buyer, they advise, “and if you can’t
separate yourself, get in professionals to advise.”
TOP: Remove all the visual clues that relate to residents.
“Take out the photos, the personal stuff like doll
collections, the religious icons, toys and pet stuff.
The way you live in a home is not the way to sell it.”
What staging creates, say the partners, is a strong first
impression, “and it’s something you don’t
get a second chance to make.” |
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