Tag Archives: home staging nyc

What Home Buyers are Looking for: A Home in Move In Condition Along with Lifestyle Choices.

Buyers Don’t Want to Buy a Project:

According to a recent survey conducted by Coldwell Banker Real Estate,  87 percent of consumers who purchased their first home in the last year said finding a home that was move in ready was important to them.  Considering that according to the National Association of Realtors ® , first time buyers accounted for half of the market in 2010, that statistic provides an insight into how sellers should be preparing their properties  to sell in 2011.

“There’s a real ‘a-ha’ moment for sellers revealed by this survey, that the condition and quality of their home matters a great deal to first-time homebuyers,” said Diann Patton, consumer real estate specialist, Coldwell Banker Real Estate LLC. 

LifeStyle and Lifestyle Choices Are Important Factors:

In addition to move-in conditions, first-time buyer results revealed the old adage “location, location, location” still rings true:

  • 78 percent of respondents said the home had to be in an area convenient to shops and services
  • 75 percent of buyers said it was important to be close to their place of work
  • Nearly 66 percent said it was important to be near “highly-rated” schools

Home Staging Can Help Seal the Deal:

The insight that this survey provides makes a compelling case for home sellers to prepare their home for sale before putting it on the market.  Making necessary repairs and cosmetic changes to the property will go a long towards attracting a buyer.  It may also include the services of a qualified professional home stager.  This survey also suggests that home buyers are seeking to buy a Lifestyle and a professional stager can create a design plan to target the buyer by portraying the lifestyle.

About the AuthorGary Sefferman is President and Creative Director of Nickian Home Staging, a boutique style home staging company serving the New York City Metro area, including Manhattan, Queens, Brooklyn, Westchester, Northern New Jersey and Fairfield County Connecticut.  Nickian’s focus is working with home sellers and their real estate agents to prepare their property to appeal to the most likely buyers.  As Certified Advanced Stagers Nickian Home Staging transforms a property into a buyer’s must-have through the use of targeted lifestyle marketing techniques.

-Gary Sefferman

Copyright  © 2011 Nickian Home Staging – All Rights Reserved

Target Marketing and Lifestyle Merchandising: A New Paradigm in Home Staging

A New Staging Paradigm

The home staging industry is changing to be more effective. There is a new paradigm shift, developed in part by Matthew Finlason, host of HGTV’s “The Stagers”. Nickian Home Staging has successfully embraced the techniques employed by Finlason after attending his Advanced Staging and Marketing course. This new model makes it critical to target your buyer when preparing a home for sale. Home staging has evolved from simply de-cluttering, de-personalizing and neutralizing a home, in an attempt to appeal to the widest range of buyers. This is a somewhat one size fits all or blanket approach, which under many circumstances can be counter-productive. We are now moving towards better understanding the target buyer and focusing on what the buyer wants. It is about creating an installation where the dreams and aspirations of the buyer are addressed. Nickian Home Staging is at the forefront of this new trend using Target Marketing and Lifestyle Merchandising concepts.

Step 1:      Target Marketing
Target marketing involves breaking down a market into segments and then concentrating your marketing efforts on one or more of a few key segments. Imaging pitching a baseball to the batter with a blindfold on or practicing archery with your eyes closed. In both cases, being prevented from seeing your target would make it almost impossible to hit. This concept is also true in real estate. Selling a home without knowing who your target market is will prevent you from reaching your objective. Target marketing is the key to increased sales. You need to know the answers to the following questions to successfully market your property:

  • Who is your buyer?
  • Why would they buy this home?
  • What is their demographic?
  • What is their psychographic?
  • What are the demographics & psychographics of the neighborhood?

Step 2:      Lifestyle Merchandising

Once we identify the target buyer we will zero in on their lifestyle. We combine our research and analysis with the demographic and psychographic profiles of the potential buyer with our design aesthetics. Once all that research has been done it is critical to know how to translate this information into a meaningful and successful staging design plan. When staging a home, we are telling a story, mindful of the dreams, aspirations and lifestyle of the targeted buyers rather than presenting a neutralized, sterile looking presentation. Every piece of furniture, artwork, and accessory that we use in our story is carefully and thoughtfully selected. Home buyers buy a lifestyle.

About the AuthorGary Sefferman is President and Creative Director  of  Nickian Home Staging, a boutique style home staging company serving the New York City Metro area, including Manhattan, Queens, Brooklyn, Westchester, Northern New Jersey and Fairfield County Connecticut.  Nickian’s focus is working with home sellers and their real estate agents to prepare their property to appeal to the most likely buyers.  As Certified Advanced Stagers Nickian Home Staging transforms a property into a buyer’s must-have through the use of targeted lifestyle marketing techniques.

-Gary Sefferman

Copyright  © 2011 Nickian Home Staging – All Rights Reserved

Artwork is a powerful tool in your home staging arsenal

The use of artwork is a powerful tool in the home stager’s arsenal and often seems to be under utilized.  Nothing is more welcoming and appealing than a beautiful piece of art.  Keep in mind not to get too way-out or avant-garde.  A great poster is an excellent choice.  I have never seen a good colorful poster evoke a negative reaction.  If you are working with all traditional furnishings, then a traditional looking poster or picture will do the trick.  Think of turn of the century Art Nouveau.  If, however, you are working with a more eclectic look most genres will work.

When it comes to artwork, size is important.

In average to large size rooms the use of large pieces can create a huge impact and make an otherwise plain room pop!  On the other hand, small insignificant pictures often create what I call “vertical clutter”.   After spending time de-cluttering “stuff” from all the horizontal surfaces in a home, the last thing you want to do is create “vertical clutter” on the walls.

This is a great way to bring color into an otherwise neutral setting.

When using large pieces, one or two in a room are all that are necessary.  Use the artwork strategically to emotionally and physically draw the buyer into the room, but don’t use anything that overpowers the room.  Remember proper scale is important.  If you are lucky enough to have high ceilings use a long large picture or wall sculpture to accentuate and emphasize the ceiling height.

Another good trick in lieu of a large piece is to group smaller like looking pieces together to create a cohesive arrangement or “block” of pictures.  I like to purchase a collection of 6-12 pieces of similar works and frame them all the same.  Hanging them in rows of 3-4 pictures creates an organized grouping that the eye sees as one cohesive unit.  This also works well when you have budget considerations.  I have found that even a dozen small frames are much less costly than one very large one!

Small pieces should be avoided and should only be used in small areas where, when grouped together make a big impact.  Bathrooms and small hallways are areas where small pieces are applicable.

Turn a hallway into an art gallery.

Speaking of hallways, pictures are a good way to utilize a space that would otherwise look like un-used square footage.  People buy square footage and they don’t want to buy any un-usable space.  Give the hallway a purpose.  Turn it into a mini art gallery!  In narrow hallways where you are unable to place any furniture hang pictures in a single row, gallery style.  Black and white photographs are an excellent option.  Use of 11”x14” or 16”x20” gallery frames in black or white are a great choice.  Pictures, as always, should be hung at eye level.

Bedrooms sometimes create a special problem.

When hanging pictures above a bed keep the pictures at eye level, or only slightly above eye level.  If you are using a high headboard forego artwork above completely.  If you hang pictures over a high headboard the artwork tends to get hung too high, making it look esthetically out of place.  It also takes the focus away from, hopefully, an otherwise inviting bed.   Think instead, about placing pictures or hanging accessories on each side of the bed above the night stands.  I tend to prefer similar items or ½ pairs on each side of the bed.

As stated above, pictures should always be hung at eye level, unless you are hanging them is what is called “salon style”.  This is when pictures of different sizes and genres are arranged in groupings from floor to ceiling as they were traditionally in the art salons of Europe during the 18th, 19th and early 20th centuries.  However this method should never be used in a staged setting for obvious reasons – That’s right, “vertical clutter”.

Don’t be afraid to make use of larger pieces of artwork when staging.  Art is a wonderful thing that enriches everyone’s life and can evoke strong positive emotions and create a positive experience for the home buyer.

About the AuthorGary Sefferman is President and Creative Director  of  Nickian Home Staging, a boutique style home staging company serving the New York City Metro area, including Manhattan, Queens, Brooklyn, Westchester, Northern New Jersey and Fairfield County Connecticut.  Nickian’s focus is working with home sellers and their real estate agents to prepare their property to appeal to the most likely buyers.  As Certified Advanced Stagers Nickian Home Staging transforms a property into a buyer’s must-have through the use of targeted lifestyle marketing techniques.

-Gary Sefferman

Copyright  © 2011 Nickian Home Staging – All Rights Reserved