Home Staging NJ Luxury Real Estate

The more I do this, staging that is, the more I think we need, I need, some items recreated specifically for us stagers.  Items that really wouldn't be useful to anyone else quite this way.  More than the plastic onion, tomato and artichoke for a kitchen "set-up" I've started to re-think what I want out of pillows.

Most of us use brightly colored accent pillows to

• add color
• draw the eye one way or the other
• add texture
• demonstrate lushness
• cover up the rubbishy sofa we rented that arrived with dirty spots that will look worse if you try and clean them!

I no longer think they need to be REAL pillows.  I've started using what might be called a prop pillow - it's sewn up 3 sides, with an open bottom.  It has lush fabric, usually tone on tone, or migrating tones so that no matter what the light, the pillow matches something in the room and closes with velcro.  For 3 reasons

1. so that it stands up straight - the velcro creates a little ledge for the thing to sit on.
2. so that I can make my inserts work all the time, and just swap out fabrics.
3. I'm only storing the covers, not the bulky bags of pillows pairs.

I started with napkins, but now buy yummy fabric remnants for $1 a yard... and I'm off.  Now, I don't sew particularly well, but even I can haphazardly make it up 3 straight lines!

Whadya think?  Want photos?

Here's the first episode of the napkins... will go over to the house tomorrow for a closeup.

You can see what I mean on the orange one and the green.  I didn't attach velcro to these ones, but do now.  And you can see the results - they don't stand up properly. 

Juliet Johnson Staging offers home staging for sale services and furniture rental services throughout New Jersey, with special emphasis in Essex, Morris and Union Counties. More informatio can be found at www.julietjohnsonstaging.com.

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Be careful what you wish for.  Isn't that a popular saying in these post-'Secret' days?  I like staging, and I want to be busy.  Two vacants in one day is unusual for me, despite my 5 years in, but man, it was fun!  The details... I was constantly afraid I was going insane! 

Two towns, two different price ranges, two different styles of home, two VERY different REAs, but same company, same expectation, same need to deliver in time for pictures the same day.  (i.e. no room to go back and tweak, which I dearly love, and rely on, to be honest.)

Here's the results:-

 Outside

 Living Room

Dining Room

 Family Room

 Breakfast Nook

                       In the kitchen above, I did replace the table witha glass top and a big red glass bowl of grapes.  Looks much better.  Will have to take a photo of it soon.

Here's the interesting thing though - the house on the left came out at $409K.  The house on the left was over $1 million and is now just under. The one on the right was photographed by me.  One the left, it's Dan Harris of Pocono Marketing - the best professional real estate photographer I've ever come across.  As result, the little house looks way superior!  Not sure it looks more expensive, but it sure looks better staged!!!  Plus, my Cannon is starting to produce these weird circles in some shots.  I'd switch to the Kodak v705 if I thought it was the camera's fault; I'm worrying it's the photographer!

I'm thinking I will go back in to the little house and change up the bedding (and the lighting) in the Master. 

 Otherwise this week, I staged a 3rd home (an owner-occupied), de-staged a 4th and furnished a 5th divorcing-parent home, top to bottom with 5 bedrooms of stuff (just ahead of the Child Services' inspectors).  I'd love it to always be this busy --- but could I keep up?  49 will soon be in my rear mirror....

Juliet Johnson Staging home stages the luxury real estate market of North Central NJ.  For more information, please click here  - www.julietjohnsonstaging.com

When owners and realtors believe they can save a seller money by not using a stager but deploying staging principles, here is the result.  My guess is that the "principles" were read about online, not from a seasoned staging practitioner.

The pictures, and what you see in them, tell you a lot about the home don't they?

 (I don't know whose listing this is - it was sent to me this morning.  I just know it's in Short Hills, listed at $729,000 and has been on the market for 50 days)

What are the tactics, what is the overriding message about staging/merchandising a home to go to market has our realtor/homeowner heard and obviously deployed?

 DECLUTTER ?

 ANGLE FURNITURE ?

 LESS IS MORE ?

 CLEAR SHINY SURFACES REFLECT LIGHT AND DRAW THE EYE........?

What can you presume?

  ESTATE SALE?

  EVERYTHING NEEDS TO BE UPDATED?

  BASEMENT's GONNA SMELL?

 Here's what I'm thinking - $729K is on the upper end for that neighborhood and that repairs, new kitchen, new baths, you know the basement is going to need work, are easily upwards of $150K.  If you move in 3 years you're hoping the market has appreciated how much?  You're going to need $942K just to break even!!! (including commission, closing costs, lawyers, etc.)  For a 3 BR, that's a crazy number!

Obviously this approach isn't working - it's been on the market for 50 days and just had another price reduction.

Simple steps that could have been taken...what do you think?

1.  Remove shag from FR floor?

2.  Update all upholstery with slipcovers, fabric, throws, fun pillows?

3.  Fill in empty spaces with warm, colorful items to draw the eye to focal points, flow, space?

4.  "sumptuize" master bedroom with luxurious bedding, decorative "lifestyle" accessories - books, magazines, jewelry boxes, crystal, perfumes, candles ----- yeah, junk to the unknowing, but "touchstones" to those trying to imagine living in the place?

5.  And so much more

I dunno, it seems we STILL have to so far to go, in terms of educating and proving our worth as stagers?  why do people think they can do it themselves?  They leave money on the table.  And to Barb Scwartz's point - isn't that a realtor's fiduciary responsibility - to make the seller the most amount of money they can (in a legal, ethical way)? <my addendum>

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For over 5 years, Juliet Johnson Staging has provided home staging services in NJ, mostly in the luxury real estate markets of Essex, Union and Morris Counties.  The preferred provider for Burgdorff-ERA of Short Hills, JJS as won recognition for creative, luxurious simplicity congruent to a variety of architectural styles, from Dutch Colonial to Jefersonian Classicism, from Steamboat Gothic to Hollywood Whimsy, from Split Level to Postmodernism. 

                                                A house sells when someone wants to call it home.

Here's a nifty vintage home that evokes Donna Reed in the best way possible.  A simple layout with well-sized rooms, excellent storage and great light throughout!  Located in a lovely neighborhood of family homes, this home enjoys a wide, grassy yard with stately trees in all the right places.

Juliet Johnson Staging brings 5 years of experience to the practice of home staging in NJ. The team serves Essex, Union and Morris counties.