Congratulations to Active Rain member and fellow merchandiser Allegra Dioguardi for hosting a standing room only Real Estate merchandising event in the Hampton's this past month; confirming that sellers are taking advantage of the marketing power of a well merchandised property. Merchandising is more than just staging: it's strategic marketing, updating, addressing all the little issues that make potential buyers make an offer, it's about marketing a lifestyle and maximizing what the location has to offer to a new resident in the neighborhood.
Allegra has a degree in Interior Design from Parsons School of Design in NYC and is a design instructor and published author of the e-book, "Styled by Design- A Guide to the Design Principles of Home Staging" (www.styledbydesign.com)
Never underestimate the power of Real Estate Merchandising to grab buyers attention. This property had originally been on the market for several months; went under contract but after the inspection the buyers decided to withdraw the offer. Not a particularly unusual story in the current market as many buyers if faced with a choice, will pick move in ready properties over those with big To-Do lists.
The challenge in this particular situation was getting the Real Estate agents in the area to revisit the property after it had sat on the market for months and on top of that, had a buyer withdraw an offer. Since the seller didn't want to lower the price it came down to the properties Marketing and Merchandising. As Real Estate Merchandisers we pay close attention to the general condition of the property and suggest improvements that first address any inspection issues that might compromise the sale and then address the many details that catch the buyers eye. Wall color, flooring, fixtures, and staging are the primary focus of Real Estate Merchandisers at JDS Consulting. Selecting cost appropriate and effective improvements is very important in Merchandising a property for sale so as to maximize the greatest return on the improvements made.
Over-developing a property can cost sellers big bucks that most often are never recouped in the sale. Adding high end fixtures to mid range properties sounds like it might attract more buyers to make offers but most often it has the opposite effect. High-end design and fixtures often means a comparatively high price tag for the property; Sellers typically don't want to reduce the price of their recently remodeled properties and cost conscious buyers often don't see the rational of paying tens of thousands of dollars more for a property that has granite counter tops and exotic hard wood cabinetry when they can get a more reasonably priced property with middle of the road updates they can live with. Buyers always have the option of making improvements over time and to their personal taste but the key words are MOVE IN READY.
In order to keep the remodel as cost effective as possible, we chose new laminate counter tops, flooring and durable but comparatively inexpensive Berber carpeting. We refurbished all the existing furniture and kept our staging costs to a minimum. We avoided budget busting details such as stainless steel appliances, and granite and maximized the budget by improving the entire appearance of the unit, not just the kitchen and bathrooms, by adding new flooring and carpeting throughout. We also utilized the strategic use of colored accent walls and coordinated accessories.
Four days after the first open house since it's remodel, the two bedroom two bath unit went under contract. The offer came from a buyer who was intent on purchasing another unit in the building but changed her mind after seeing the newly updated unit. Her reasoning, "I can just move in, I don't need to do anything to it!"
Under Contract in Four Days:Why Real Estate Merchandising Gets Buyers Attention!
There have only been a few dozen individuals throughout the entirety of Human civilization who have garnered the epithet of "The Great". You might be familiar with Rameses, Xerxes, Alexander, Cyrus, Herod, Charlemagne, Akbar, Saladin, Ferdinand, Frederick, Peter, Catherine, Napoleon, Genghis Kahn, Rajaraja, Yu and Hang Wu to name but a few. Masters of nations and empires fitting of their titles. But perhaps more fascinating than these giants of history is the King of a tiny nation archipelago, the most remote island chain in the world. This King, a giant in his own right standing over 7 feet in height and renowned for his legendary strength, would come to be known as Kamehameha the Great of Hawai'i!
Hawaiian prophecy proclaimed that a great king would one day unite all of the Hawaiian islands, and that the sign of his birth would be heralded in the skies. He would be known as a Killer of Chiefs and his rule would bring great change to the island nation which would eventually be known to the world as Hawai'i. Halley's comet was visible from Hawai'iin 1758 and legend has it that Kamehameha was born shortly after its appearance, in the monthof February, however, there are other accounts that place his birth in November of 1737. Born into royalty, Pai'ea as he was known would grow into a formidable warrior, statesman, diplomat and cultural scion and would lead the Hawaiian people into the modern world with skill, dignity, and unity.
Engaging in a series of military campaigns starting on the Big Island and moving to Moloka'i, Mau'i, and then Oahu. Kamehameha took advantage of the modern technology made available to him through western interaction. Using muskets and cannons to vanquish his enemies, Kamehameha conquered all of the islands save Kaua'i whose King Kaumuali'i agreed to serve as vassal under Kamehameha who was declared Ka Mo'i Ali'i o' Hawai'i nei or King of all Hawai'i.
Kamehameha took several steps to propagatethe independence of the islands even after his death. He codified the legal system and he used the resourcesof the islands to promote trade with Europe and the United States. Kamehameha did not allow non-Hawaiians to own land; they would not be able to until the Great Mahele of 1848 many years after his passing. No foreign ownership of land protected Hawai'i's sovereignty from foriegn encroachment even as other Polynesian nations succumbed to western colonization.
The Kingdom of Hawai'i retained its independence, except for a five-month British occupation in 1843, until the illegal overthrow of the Monarchy by a cadre of American and European business owners abetted by the United States Navy on January 16th 1889. Hawaii celebrates the many accomplishments of Kamehameha the Great on June 11th, officially known as Kamehameha Day with parades and events state wide.
As some of you already know I'm a big Dutch Modern fan and love the modern design aesthetic of Marcel Wanders and Moooi. Unfortunately when I was in Amsterdam this past winter the Moooi gallery had yet to open it's doors to the public. Finally the highly anticipated moment has arrived and the gallery is poised to release it's new collection in it's new diggs on June 12th 2009. Here's a little peak of what's inside.
Moooi Gallery Opened June 1st this year and anticipating the release of it's new collection fresh from Milan's Salone di Mobile on June 12th, the gallery will offer lifestyle products, furniture, and l'objet d'art, all within a broader co-existing creative context. The new collection reveals an assortment of signature Moooi items juxtaposed with other historic more traditional pieces from around the globe. The Moooi Gallery is intent on becoming the modern Mecca for your home interior and decor needs. So be prepared, you may see a new Moooi gallery moving to your metropolis in the near future. If you live in Hawaii, you can find Moooi at the Honolulu Design Center.
"The Gallery wishes to achieve a position next to some of the most important design galleries in the world such as MOSS in New York, Rosanna Orlandi in Milan or The Design Republic in Shanghai."
What you can find at the Moooi Gallery * Moooi collection * Moooi Gallery; exhibitions and installations of stylists & artists * Pre 19th century Swedish furniture * Unique pieces from Marcel Wanders * Unique gifts from around the world * Books and creative literature * Interior consultations and workplace
Moooi Gallery Westerstraat 187 1015 MA Amsterdam The Netherlands Open: Tuesday to Sunday from 10.00 - 18.00 (Monday closed) Thursday and Friday from 10.00 - 21.00 T: +31(0)20-5287760
Below are photos of my trip to Amsterdam this past winter.
In the perpetual pursuit of the perfect accessories...
One of my favorite accessories and fine furnishings store INTO is having a 25% to 50% off sale now until the end of June. INTO is located at 40 North Hotel Street near the intersection of Smith and Hotel in Honolulu's historic Chinatown.
INTO offers an abundant assortment of furnishings including traditional and contemporary home accessories, furnishings and lighting together with a selection of specialty books from publishers including Assouline, Taschen and teNeues.
Owner Alan Carrell offers eco-friendly, socially conscious products from around the world andwill be happy to assist you in finding that exceptional conversation piece for your home or design project.
Above is a decorative lamp from the Philippines made from hundreds of shells. The detail to the right shows how the shells have been cut in two to reveal the polished interior and allow opaque light to pass through the shade.
These eco-friendly chiclamp shades are designed by XYDecor and are made from wood veneer and bent into these modern and engaging shapes.
To the left is a "faces" lamp by renowned potter and interior designer Jonathan Adler.
The Bok Choy bowls and dishes including the Lilly blossom bowl were created by the South African socially conscious company Mustardseed and Moonshine.
Below hand turned Koa and Milo wood bowls with stunning grains.
Above to the left are deliciously scented decorative spheres made from Coffee beans by a collective of women craft workers in Mexico. The whimsical pear to the right is made from Lima beans.
The lamps below are designed by Mark Chaian award-winning, Hawaiian artist. The lamp to the left is made from Koa veneer and the lamp to the right is made from recycled plastic.
Take advantage on some top of the line accessories at incredible prices. Accessory Quest: If your INTO accessories, theirs are on sale.
edit - (!e-dut):to prepare (as literary material) for publication or public presentation b. b to assemble (as a moving picture or tape recording) by cutting and rearranging c. c to alter, adapt, or refine especially to bring about conformity to a standard or to suit a particular purpose - carefully edited the speech - edit a data file -Webster Online Dictionary
As active bloggers we are usually acutely aware of our editing skills or lack there of when it comes to writing but developing an editors eye for ones own occupation can be applied successfully to almost every profession with amazing results. As a Real Estate merchandiser it is an invaluable skill that requires constant application. Learning to develop your editorial eye sight takes plenty of practice and perseverance to perfect, the benefits of which are not only noteworthy but profitable especially when your occupation involves details great and small. None the less it is not as difficult to become a master in observation as one might think but does take a considerable amount of concentration, presence of mind, and practice.
The majority of our perceived reality is brought to us by the miraculous machinery of the oculus humanus or the Human eye. Unfortunately, in our busy lives we often don't have the ability or patience to calm the mind enough to allow the information collected by the eye to actually seep into our consciousness. The Human brain Just like DSL or cable, can process only so much information at any one time. The more neurons being dedicated to thinking, problem solving, communicating, the less details in it's environment the brain pays attention to; just as the information being processed by your DSL connection slows dramatically when the number of people gaining access information on the Internet increases. How many times, in a rush, have you downloaded a file from the Internet and then forgotten what you named it, where you stored it, or when you filed it?
In our modern, hectic, ADHD, whirlwind of an existence our brain is so involved with the crackle of excessive thinking that it often times forgets where it stored what it has "seen" and in it's place an imperfect simulacrum presents itself as reality. The brain forgetting where it stored the information to complete the picture begins to interpret, extrapolate, and substitute what it cannot find or it simply leaves the detail out all together. Eye witnesses are notorious for unintentionally giving false or incomplete testimony. There are a number of reasons why scientists believe this happens but the usual causes are the brain was engaged in doing something else, was distracted or preoccupied with thought, or it happened so quickly that the event did not register entirely in the brain. Regardless, If you are not focusing on what your looking at most often your going to miss something important.
When it comes to professionals who make a living from ones ability to discern details it istantamount to develop your editing eye as much as possible as your reputation usually depends upon it. Now many of us have tricks and tools to help us compensate. Photographs are a fantastic tool to help one keep up on the details. The saying that a photo never lies is appropriate in that the data that has been collected by the camera is not competing with the brains activity or idiosyncrasies and is not constrained by the passing of time. What the camera sees is what is there. Now it is not enough to just recognize detail, when it comes to developing an editors eye, one must also apply the editing part as well.
Recognizing and manipulating content, relevance, structure, flow, and the artfulness in which these elements are conveyed are what separates one editor from another. However, at some point when we are in the creation process we can loose are ability to edit ourselves and we usually end up with a disaster as a result.
Erudite art dealer and Manhattan socialite Fran Kitteridge, from the play and film 6 Degrees of Separation,makes a poignant observation about creative abilities and how it takes more than just talent to be successful.
...how easy it is for a painter to lose a painting. He paints and paints, works on a canvas for months, and then, one day, he loses it.
Loses the structure, loses the sense of it. You lose the painting...
I remembered asking my kids' second-grade teacher: "Why are all your students geniuses?" Look at the first grade - blotches of green and black. The third grade - camouflage. But your grade, the second grade...Matisses, every one.
You've made my child a Matisse...What is your secret?
I don't have any secret. I just know when to take their drawings away from them.
Self editing, requires emotional separation from the subject so one can objectively "observe" not judge, rationalize, or let the ego run fancy free in creative overflow. Whether your writing a post, negotiating a contract, or staging a property for sale, developing your editors eye can define you and your services as exceptional. We all have a Matisse hiding inside we just need that 2nd grade teacher lurking over our shoulder preventing us stopping too soon or from overworking our project.
The biggest obstacle to developing your self editing is, of course, your mind. Setting aside a time to edit your project calmly and objectively can be an inconveinent luxury in our busy world. There are, however, some exercises that can calm and relax the eyes and your mind so the editors eye can be operating and working for you at anytime anywhere.
In the figure to the left does the white panel face towards you or away from you? Allow your eyes to relax and see if you can see both perspectives. Keep your focus soft and try to switch perspectives at will. This takes a little practice. In the figure to the right are you looking at the top side of the stairs or the underside? Practice shifting you perspective.
These exercises allow one to recognize that perceptions and perspectives of an object can change while the object and the position of the observer remains unchanged. Recognizing, your ability to change your perceptions is a crucial step in developing the editors eye.
It is important to always avoid any kind of eye strain. Before engaging these exercises consult your eye doctor or ophthalmologist if you should use the folowing tecniques. Stop If you experience any discomfort or strain.
Sitting comfortably with your eyes open, look straight ahead, straighten your spine with your feet flat on the floor and your hands in your lap.When doing the eye exercises don't move your head and keep your eyes open.
Raise your eyes and find a small point in front of you that you can see clearly without moving your head or straining your eyes.While doing this exercise look at this point each time you raise your eyes.
Now, lower your eyes to find a small point on the floor which you can see clearly when glancing down. Look at it each time you lower your eyes. Take a few deep breaths and relax the corners of your eyes
1) Move your eyes upwards as far as you can, and then downwards as far as you can. Repeat four more times. Blink quickly a few times 1 to relax the eye muscles.
2) Now do the same using points to your right and to your left, at eye level. Keep your raised fingers or two pencils on each side as guides and adjust them so that you can see them clearly when moving the eyes to the right and to the left, but without straining. Keeping the fingers at eye level, and moving only the eyes, look to the right at your chosen point, then to the left. Repeat four times. Blink several times, then close your eyes and rest.
3) Choose a point you can see from the right corner of your eyes when you raise them, and another that you can see from the left corner of your eyes when you lower them, half closing the lids. Remember to retain your original posture: spine erect, hands on knees, head straight and motionless. Look at your chosen point in right corner up, then to the one in left corner down. Repeat four times. Blink several times. Close the eyes and rest. Now do the same exercise in reverse. That is, first look to the left corner up, then to the right corner down. Repeat four times. Blink several times. Close the eyes and rest.
4) This exercise should not be done until three or four days after you have begun eye exercises given here. Slowly roll your eyes first clockwise, then counterclockwise as follows: Lower your eyes and look at the floor, then slowly move the eyes to the left, higher and higher until you see the ceiling. Now continue circling to the right, lower and lower down, until you see the floor again. Do this slowly, making a full-vision circle. Blink, close your eyes and rest. Then repeat the same action counterclockwise. Do this five times then blink the eyes for at least five seconds. When rolling the eyes, make as large a circle as possible, so that you feet a little strain as you do the exercise. This stretches the eye muscles to the maximum extent, giving better results.
5) While doing this next changing-vision exercise you alternately shift your vision from close to distant points several times. Take a pencil, or use your finger, and hold it under the tip of your nose. Then start moving it away, without raising it, until you have fixed it at the closest possible distance where you can see it clearly without any blur. Then raise your eyes a little, look straight into the distance and there find a small point which you can also see very clearly. Now look at the closer point-the pencil or your finger tip then shift to the farther point in the distance. Repeat several times, blink, close your eyes and squeeze them tight.
6) Close your eyes as tightly as you possibly can, so the eye muscles contract. Hold this contraction for three seconds, and then let go quickly. This exercise causes a deep relaxation of the eye muscles, and is especially beneficial after the slight strain caused by the eye exercises. Blink the eyes a few times.
7) This exercise is called 'palming' and is used to help preserve the eyesight. It is best to sit at a desk or table with your elbows raised on a pillow so that you will be able to keep the neck straight, and easily keep your palms over the eyes. Briskly rub your palms until they are warm from friction and place the cupped palms over your closed eyes. The fingers of the right hand should be crossed over the fingers of the left hand on the forehead. The elbows should be supported and the neck should be kept straight. Don't bend your head. Start deep breathing while palming your eyes do this for a few minutes to complete your eye exercise session.
There are many marketing and merchandising truths in the fashionably funny film "The Devil Wears Prada" based on the novel by Lauren Weisberger of the same name. When it comes to real estate merchandising, color selection is serious business and a priority in Real Estate Merchandising as well as in the Fashion World! The film clip below is one of my favorites.
There's an old adage about God and the devil being found in the details and when it comes to real estate merchandising there is a fine line between too little and too much color. So if you want a heavenly versus hellacious color experience, take color missals from the color designers as they set the trends in the industry along with the coordinated accessories. Home stagers might find Cerulean on the walls as anathema; prosetylizing anything other than neutral will lead one straight to you know where but believe it or not color, and it's use in merchandising, is a multibillion dollar industry that effects everything dyed, stained, painted, and or applied.
Color Marketing Group, and a handful of other associations, located in more than 20 countries, dictate color trends nineteen months or more in advance for manufactured products and services. These organizations provide a forum for the exchange of non-competitive information relating to all phases of color marketing: color trends and combinations; design influences; merchandising; sales; and education. Merchandisers use this information to help coordinate all matters of color selection. Pantone is another company that provides color R&D information to merchandisers.
Color forecasting is a profession that, originally dates back to the 18th century when Parisian milliners first issued color books or cards, made from paper and ribbon samples, offering the colors du jour used by dressmakers and textile manufacturers during any current season.These samples were passed on to tanners, leather, feather, and fur workers so that accessories like hats, shoes, parasols, and gloves could be matched accurately to the latest fashion. In essence these organizations began to dictate to the public what colors would be en vogue in any particular season, allowing them to fine tune, coordinate and market their products without any surprises.
Today color designers are hard at work interpreting, creating, forecasting, and selecting colors to enhance the quality, function, and saleability of anything and everything manufactured from automobiles to blenders. Real Estate Merchandisers utilize the services of color designers to access the latest color trends designed towards specific tastes and lifestyles in their target market. Marketed through fashion and lifestyle magazines and other media outlets. Consumers are offered a limited seasonal selection of "new" colors with specific shades, tones, and color combinations that are reinforced by advertising and designers of all kinds.When consumers, after seeing a designer on HGTV apply Cerulean Blue to a Bathroom, decide they want the same; manufacturers are already prepared with product on the shelf. The choices are made for the consumer in advance, subtly fed through the media. Everything from prom gowns to coffee grinders will come shellacked in Cerulean in an endless parade with complementary colored Chocolate and Jet accents... and you thought you were being original.
The Devil wears Prada and makes one hell of a Real Estate Merchandiser.
In celebration of Maoli Arts Month (MAMo), Bishop Museum will host the Native Hawaiian Arts Market & Keiki Day; co-sponsored with the PAI Foundation. The 4th Annual Native Hawaiian Arts Market and Keiki Arts Festival will feature over 40 Native Hawaiian visual artists, from fine arts to contemporary craftwork. Highly collectible and of extraordinary quality, featured works will include feather work, silk scarves, turned bowls, carved images, decorated gourds, weaponry, and weaving.
There will be demonstrations throughout the day with workshops, food, entertainment, as well as, arts and crafts for the keiki.
Reduced Admission Rate of $3.00 for kama'āina and military; otherwise, regular admission rates apply - $15.95 Adults; $12.95 Youth (4-12) and Seniors (65+); Children (3 & under) and Bishop Museum members Free.
Here is our latest Real Estate merchandising project in the heart of Waikiki, Hawaii. We replaced most of the lighting, installed Berber carpeting, laminate floors(bamboo), replaced the kitchen counter-top, replaced the kitchen sink, repainted the cabinets, inside and out, replaced bathroom vanity, refurbished the furniture, and staged the property.
Comparing Golden Delicious to Granny Smith: The TOP TEN Differences Between Real Estate Merchandising and Home Staging.
Knowing whether you need a Home Stager or a Real Estate Merchandiser can save you money, time, and aggravation when it comes to preparing your property for sale. Both professions prep properties for sale but there are subtle and not so subtle differences between the two design denominations that might make one more helpful in your specific selling situation than the other.
Below is my Top Ten Differences Between Real Estate Merchandising and Home Staging, hopefully, you may use it as a guide to determine who might serve you better in your "Designed to Sell" needs.
10. Merchandisers often have a well analyzed target market and cater specifically to that market. Stagers are typically shooting for broad buyer appeal.
9.Real Estate Merchandisers tend to have larger budgets and their services cost more as remodeling and updating are par for the course in Real Estate Merchandising. Home Stagers, in most instances, deal only in furnishing and accessorizing and tend to cost less.
8.R.E. Merchandisers encourage clients to initiate an inspection before the property goes on the market and address any inspection issues before an offer is made. Home Stagers typically are not involved with the inspection processes and don't address inspection issues.
7.R.E. Merchandisers work regularly with R.E. Agents, Investors, Contractors, Developers, and Management Companies. Home Stagers work most often with Home Owners and RE Agents.
6.Focusing on improving the appraised value of a property and marketing the property to a specific demographic is the priority of a R.E. Merchandiser. Example: Vacation and second home owners might appeal most to retirees with disposable income and investors. Home Stagers work by changing the over all appearance and feel of a property to instill an emotional connection with as many potential buyers as possible.
5.R.E. Merchandisers use themes, amenities, durable, exotic and high end furnishings; and are turn key orientated; stocking everything from soup bowls to nut crackers, head boards to foot stools, to be sold with the property. Home Stagers most often rent furniture to their clients and don't typically do turn key and steer clear of the exotic.
4.Greater freedom with the use of color in their paint choices is a luxury that R.E. Merchandisers utilize in their target marketing. "Neutralize" color is the "Bon Mot" of Home Stagers.
3.All R.E. Merchandisers are Stagers but not all Home Stagers are Merchandisers.
2.The most important places for improvement in a home as seen through the eyes of a R.E. Merchandiser: Flooring, Lighting, Paint, capital improvements in the Kitchen and Bathrooms and anything seen or touched. For Home Stagers focusing on Living Room Decor, Master Bedroom and Bath Decor, and overall cleanliness and depersonalization of the property.
1. Real Estate Merchandisers add quantifiable appraisable value to properties and offer a greater return on the sellers investment. Stagers showcase lifestyle and architectural elements and affect perceived value but not actual value.
Some famous Home Stagers & Real Estate Merchandisers: Home Stager Barb Schwartz (coined the term "staging"), Interior Designer Dorothy Draper (Merchandiser), Boutique Hotelier Ian Schrager of Studio 54 fame(Merchandiser).
Disclaimer: ActiveRain Corp. does not necessarily endorse the real estate agents, loan officers and brokers listed on this site. These real estate profiles, blogs and blog entries are provided here as a courtesy to our visitors to help them make an informed decision when buying or selling a house. ActiveRain Corp. takes no responsibility for the content in these profiles, that are written by the members of this community.
floor, then slowly move the eyes to the left, higher and higher until you see the ceiling. Now continue circling to the right, lower and lower down, until you see the floor again. Do this slowly, making a full-vision circle. Blink, close your eyes and rest. Then repeat the same action counterclockwise. Do this five times then blink the eyes for at least five seconds. When rolling the eyes, make as large a circle as possible, so that you feet a little strain as you do the exercise. This stretches the eye muscles to the maximum extent, giving better results.
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Saturday May 23 and Sunday May 24, 2009;
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