logo web
March 2011 Newsletter
Greetings!

Did you know that staging is all about "lifestyle merchandising"?  Recently I attended an advanced staging course given by Matthew Finlason, host of HGTV's "The Stagers". 

 

It was an intense, 2-day course attended by only a handful of New York City area stagers.

 

What I learned will be put to good use and will differentiate me from most of the other stagers out there: 

  • Casting a "wide net" with staging in order to attract the broad range of buyers is a thing of the past.
  • Crafting a "perfect lure" to attract the right buyer with staging represents a paradigm shift.
  • Home staging is now known as Target Staging.
  • Before staging, it's important to first learn the demographics of the potential buyer (age, income, marital status, etc.).
  • It's also important to focus on the psychographics of the buyer (the industry they're in, their leisure time activities and interests, the profile of retailers in the area = the profile of the residents).
  • Stage this buyer's dream house with colors, shapes, textures, objects and artwork that will make them emotionally connect with the space.
  • Stage in order to "tell stories" based upon the buyer's profile.
  • Staging is "lifestyle merchandising" and "dialing in the buyer". Stage to create a life that buyers can aspire to and relate to.

Warmest regards,


Donna M. Dazzo, President
Designed to Appeal
 
In This Issue
Testimonial of the Month
Tudor Transformed
Market Overview: New York, NY
Tips and Tricks of the Trade: Where to Find Drapery Panels in Any Length
Did you know...
Market Overview: The East End
F/REE Closet Organization, Open House & Moving Checklists
 
Exterior
 
 
 
 
 
Testimonial of the Month
  
  
  
John Rusk's charming 1920's Tudor home in Riverdale had been on the market for rent for 3 months, after he and his family relocated to Manhattan to be closer to work and their children's schools.
  
Frustrated, John asked Designed to Appeal to help make the home look more appealing to potential renters.
  
After seeing our transformation, this is what he said:  
  
"Wow! The house looks great! I am so impressed, and so is my wife. It really looks like a million bucks! I am really, really happy with your work. You are a very talented stager and designer." 
 
See for yourself the before and after photos directly below.
 
Tudor Transformed
 
After being on the market for 3 months, this home was rented just two weeks after staging!
 
Shortly after our staging, the owner said:"We've fallen in love with our house again.  It makes us so happy whenever we go there." 
 

We knew it was important to stage this home for an affluent family, as this would most likely be the demographic of the potential renter.  The home has 5 bedrooms and is in an area with a number of top-notch private schools.

 

Living Rm Bef

The living room looked anything but comfortable and inviting for a family to relax and entertain in.

   

 Living Rm After
 
So we moved in a sofa from the owner's apartment, rearranged the seating arrangement and added some color through some decorative accessories and by using the rug in the dining room

  

Child Bdrm Before

The "neon yellow" bedroom had a sofa in it (the living room didn't - go figure!), and needed to be shown as a bedroom to attract the right demographic to this house.

 

Child's Bdrm After

So, we painted the walls a more neutral color, moved the rug to the dining room, and found "animal" treasures around the home to make this a room any child would love to live in.

 

Master Bdrm Before

The master bedroom did not look worthy of being an inviting and plush sanctuary for its new inhabitants.

 

Master Bedroom After

It's amazing what new bedding, throw pillows and artwork can do to transform a room!

 

Teen bdrm before

We knew this bedroom with its own bath on the 3rd floor away from parents and siblings would appeal to a teenager. However, looking like it did, I don't think any teenager would want to hang out here.

 

Teen Bdrm After

So we bought a bed and some decorative accessories, using the green walls in our green and brown color scheme.

 

Guest bdrm before

Despite the "neon green" walls, this bedroom had a severe case of the blahs.

 

 Guest Bdrm After

So we decided to position this as a guest bedroom and painted the walls and brought in some beautiful cream and blue bedding and artwork as well as a proper nightstand. Now any guest would love to spend a weekend at this home.

 

Porch before

The entrance from the living room to this pretty sun porch was blocked by two chairs.

 

Sun Porch After

So we rearranged the furniture, removed the dead plants, painted the floor and purchased an indoor/outdoor rug to create an inviting space.

 

   NYMarket Overview:
     New York, NY


According to Corcoran's February 2011 report:

 

"February's sales activity saw continued positive momentum for 2011 in comparison to last month and last year."

 

Market Wide:

 

There are 8,888 units currently listed on the market. Absorption of new listings increased 10% since last February. The number of new listings decreased since last month, however this is expected since January typically sees a lot of new listings.  

 

The following is a comparison of February 2011 vs. February 2010:

 

Condos:

  • The median sale price of $1,420,000 represents an increase of 49%
  • The average price per square foot of $1,362 is a 16% increase
  • Discount from last ask to sale decreased 27% to 6.1%
  • However, days on the market so no change at 266 
  • Listed inventory decreased 10% to 3,989

Co-ops:

  • The median sale price of $663,500 decreased slightly at 2%  (Note: the average sale price increased 22%)
  • The average price per square foot of $1008 is up 10%
  • Discount from last ask to sale decreased 16% to 3.9%
  • Days on the market also decreased 7% to 154
  • However, listed Inventory increased by 10% to 4,349
 
 
Drapes 
 
 
Tips and Tricks of the Trade: Where to Find Drapery Panels in Any Length 

 

 

For a recent staging project, we had to find drapery panels that were 98 inches long for both the bedroom and living room windows.  We don't always use drapes when we stage. In newer, more modern buildings, we usually leave the windows alone in order to showcase the view or the architecture, assuming there are no privacy concerns.

 

But in some cases, the windows are unattractive, or softness is needed in the room. And we need to stage fast and inexpensively - we can't wait for, nor do homeowners want to spend money on, custom window treatments.

 

98 inches is not a standard size in drapery panels, but we found drapes in this exact length at Ikea.

 

Here are our favorite sources for drapery panels: 

  • JCPenney: Known for their wide selection of window treatments, JCPenney's stocks mostly the standard 63" and 84" lengths, with some items available in 95".  However, 95" and 108" lengths can be ordered online.
  • Target:  Their stores have a very nice selection of standard 63" and 84" drapery panels and sheers.  Panels in 95/96" length can be ordered online. Great looking considering the price.
  • Ikea: The great thing about their drapery and sheer panels is that they come with iron-on tape so you can adjust the length.  All of them come in 98" and 118" lengths. And the prices are so reasonable!
 
Did you know....      
 
Our regularly featured column will return next month.
 
 

 
     EastEndMarket Overview: The East End




 

Comparison of February 2011 YTD vs Year 2010 by Town
(year-to-date figures have been annualized)
 
East Hampton Town:
  • The median sales price decreased 11% to $845,000
  • The number of sales decreased 19% to 456
  • The dollar volume of sales decreased 35% to $629 million 
Southampton Town: 
  • The median sales price increased 19% to $950,000
  • However, the number of sales decreased 14% to 900
  • While, the dollar volume of sales increased 12% to $1.717 billion  
  Southold Town: 
  • The median sales price decreased 3.4% to $455,000
  • The number of sales decreased 21% to 252
  • The dollar volume of sales decreased 4% to $182 million
 
Quick Links

me


For More Info
 During the Month...

Visit my blog

Follow me on Twitter

 

Find us on Facebook


View my profile on LinkedIn

 

View our videos on YouTube


   

F/REE Closet Organization,
Open House, and Moving Checklists

 

Checklist


To request your FREE Closet Organization,  Open House and Moving Checklists, contact us.  Just put "Free Checklist" in the subject line, and we will know what to email to you. 


Home Staging
Consultation
(occupied homes)
 
For Manhattan and the Hamptons from Montauk to Southampton:  $300 for the first 2 hours, $100/hour thereafter
Other Areas:
  A travel premium will apply.

Click here for more information and to schedule a Home Staging Consultation.


FREE VACANT STAGING ESTIMATES IN MANHATTAN AND THE HAMPTONS