Here is an article I had published in Dans Papers back in October http://www.danshamptons.com/content/danspapers/issue32_2009/19.html

Painting to Sell, Painting to Dwell

By Allegra Dioguardi

When it comes to updating interiors, paint is one of my favorite mediums. It's so versatile and affordable. Paint can brighten, lighten and provide a room with an entirely new appearance. To the inexperienced, selecting the perfect paint color and finish can be intimidating. After 27 years of selecting paint colors, I can tell just by looking at a paint chip what it will look like in a room and how it will change a space. If you are considering painting, here are a few tips.

Color Selection: When painting a home that you live in, color choice is very personal. There are no "right" or "wrong" colors. It depends on the home and the individual. In general, lighter colors will expand space and make a room feel larger. Dark colors can make a room cozier, moodier and more masculine. Dark colors have a reputation for making rooms feel smaller but, when a dark color is used at the end of a sight line, such as an accent wall, it can produce an effect which will push the wall back and expand the room. Very small spaces such as powder rooms and dens are excellent opportunities to use dark, rich colors. No one expects a powder room to be "spacious" and using strong color can create architectural interest where there is none as well as punctuate the rhythm of an otherwise neutral palette running throughout a house.

If you are planning to sell your home in the near future, the days of "paint it all white" are over. If you look at a listing photo of an all white/vacant room; it's difficult to tell what you are looking at, and it also lacks character. If you want your home to stand out from the competition, I recommend using neutralized colors. These are universally accepted colors that just feel good. Examples of "neutralized" colors that are good for selling are straw, golden beiges, mushroom, warm grays (trending hot this year) and silvery sage green. In general, muted earth and soft water colors are very effective.

Whether you are designing to dwell or designing to sell, make sure the paint color you choose complements the wood tones in floors and cabinets, the color of granite, tile or stone and any other existing finishes. You want the wall colors to flow from room to room and complement each other. Selecting the right paint color can make your moldings stand out and your cabinets and tiles look richer and more expensive.

Paint comes in several different finishes. Flat or Matte finish is just that - flat, because it doesn't reflect much light. It is very forgiving if there are imperfections on your walls but it doesn't have much zip. Eggshell is what I usually recommend for walls. It is slightly shinier than Matte finish so if your walls have imperfections they may require some prep work. Satin finish is slightly more reflective and shows a shine when looking directly at the surface. It is typically used on trims and doors to make them "pop," but can be effective on walls that are in pristine condition. Semi-gloss paint works well for moldings and doors, as it is easy to wash and very durable. High Gloss paint has the highest sheen and is typically used for doors and built-in bookcases or cabinets.

Additionally, there is an array of textural designer finishes that offer interesting options. For example, Ralph Lauren Paint line has a "Suede" finish (just roll it on) and another called Candlelight, which emulates the "flickering glow of candles" on your walls. Benjamin Moore and Ralph Lauren also offer metallic finishes (an old-world bronze, silvery iron and subtle gold). Used on a ceiling or in a powder room they can be very dramatic.

Painting a kitchen, before and after.

Some of my favorite paint transformations include painting a worn hardwood floor for a fresh new look. You can paint the entire floor or design a painted "faux area rug" to break up a large expanse of hardwood. Your new "area rugs" can be used to define seating areas or "rooms" within the room or simply create interest. You must first prep the floor by sanding it, then lay out your design (borders and geometrics like diamonds are easy) and tape it off with painters tape before painting. Most people don't realize that laminate counters and cabinets can be updated by painting them with a finish called Melamine paint. Make sure you sand them well and wash them with TSP (found in any paint or hardware store) to remove grease so the paint adheres. If you have builders' standard oak cabinets, you can stain them with a dark walnut stain and replace the hardware for a trendy new look. Also, paint dated wood paneling for a total transformation from dull and dark to House Beautiful! These techniques will require some elbow grease but they are affordable options for a do-it-yourselfer. You'll be amazed at the transformation.

Allegra Dioguardi, President of Styled and Sold, located in Sag Harbor, is available for affordable paint consultations, home staging and interior redesign, and is now offering a home staging training program. www.styledandsold.com

As Home Stagers, part of what we do, is to know all of the best resources available at the best prices. In other words, we all tend to be great shoppers.

I know I spend an inordinate amount of time cruising the Internet looking at prices, discounts and deals not to mention the time I spend hoofing it through brick and mortar stores looking for the best prices for my clients. You know the old saying "Time is money"  and it's been my experience that the folks I meet here at Active Rain are very generous as far sharing information, so I though it would be a great idea if everyone shared one or two of their favorite resources. We can all save time and money and pay it forward. Everyone could bookmark this blog and add to it and refer to it as time goes on. Share about accessories, furniture, window treatments....anything!

I recently posted a question on Facebook asking where the best place to buy wood ball drapery finials i(I need 18 of them in a hurry/on a budget). I haven't found what I needed but I got a lot of responses.

I'll get the ball rolling and post a few of my favorites and hopefully this will be an ongoing thing!

Stagers love afgans, (probably too much in my opinion lol) but I do like to use one on occassion and I recently purchased a lovely Ritva Throw at Ikea for only $7.99

Drapery Rods: Tuesday Morning Store has by far the best prices I've found although you have to pick through them.

Solid Silk Toss Pillows: The Great Indoors- many colors and they look expensive.

And a source I've shared before is Save on Crafts for decorative balls, bath salts, natural sponges, apothecary jars, sticks-branches, silk flowers and about a gazillion other items that stagers use.

So add your favorite to the list!

Want "The Look for Less?" Styled and Sold Home Staging LLC, merchandising homes to sell for 27 years serving all of Suffolk County Long Island, NY

Interested in a Career of Home Staging? Staging Training by Design is a Home Staging  training program, which will teach you, step -by- step, everything you need to know to start, grow and enjoy a flourishing career in Home Staging. We are small, personal, affordable and professional.

Allegra Dioguardi is the preseident of Styled and Sold Home Staging and Staging Training by Design and the author of the Home Staging E-Book Styled by Design

I know there have been several posts in the past regarding insurance for stagers but I'd like to add my experience. I had an unusual situation not too long ago and I was having difficulty finding insurance.  I was staging a vacant home valued at over 4 millions dollars. I found a high end  furniture store who had never leased their furniture but they were willing to try but I had to walk them through the whole thing. Long story short, I leased the furniture myself from the store, my client paid me a fee that covered the lease plus my services and I was stuck having to cover insurance for $50,000 worth of furniture.

I called around locally and got some quotes that were very high and I wasn't even sure they understood what I was looking for. I found one company on Active Rain that a lot stagers liked but they would not insure me due to my close proximity to the water. Finally I found someone else on Active Rain, Ryan Hanley from the Guilderland Agency.  You can view his Active Rain Profile here: Active Rain Profile.

Ryan is great! He came up with what is basically a custom made policy that fit my needs and my budget. He understands what we as stagers do. His prices were less that any of the other agencies which saved me a bundle and did I mention, he's a nice guy?

If you need a quote on insurance, I highly recommend Ryan.

I don't typically get excited about things like this but I love decorative balls for use in accessorizing. When you need something to fill up a bowl or a third item to round out a grouping there is nothing like a decorative ball. I love to sit one on a stack of books. I love them in glass canisters. I hate to sound like I'm rhapsodizing about decorative balls but, what did we ever do with out them? There is nothing like bumpy moss balls when you need something green and soft and you've already used a silk fern or ivy. I even have a favorite ball, it's a bright red seed ball that adds a nice pop of color. 

Recently I've been having a hard time finding decorative balls retail other than the typical grapevine variety, which are nice but.....! Also, the ones I've been finding are a bit pricey even with a designer discount. I have a huge blue and white porcelain bowl which is demanding green bumpy moss balls so I searched the Internet and was delighted with what I found! I found a decorative ball bonanza, a plethora of dazzling orbs, a multitude of round thingies at Save on Crafts .   Feast your eyes! In addition they have great prices on large ivory pillar candles (yes!), bags of bath salts, the elusive and expensive curly willow that I am so enamored of as well as silk orchids, apothecary jars and all sorts of grasses, sticks and greenery and more.

I just had to share! It's a fun site with a huge assortment,  the prices can't be beat, check it out!

I am very pleased to announce my latest endeavor! Home Staging Training by Design with Allegra Dioguardi.

After 3 and half years of fielding requests from prospective Stagers asking me to recommend a Home Staging training program, I’ve decided to offer training myself. I have 27 years of experience designing homes to sell and 20 of those years I spent also teaching model home merchandisers. After years of trial and error, I devised a “system” to teach the principles of designing to sell that works! 

I am aware of all of the unscrupulous training programs out there that make empty promises and I believe there is a need for good training, on a more personal level, taught by an honest professional who knows how to stage a house. Now, I can feel comfortable recommending a training program!”

All of my Active Rain friends know how I love staging and I have no intention of stopping my staging but you probably also know how much I love teaching as well. With the bar being raised in our industry and Home Staging becoming more and more important and competitive I want to get more involved in helping both aspiring and seasoned professionals to enhance their design vocabulary and knowledge so they can create even more beautiful interiors that sell more homes more quickly.

I invite all of my Active Rain Fellow professionals to visit my brand new Staging Training by Design website and offer any critique or feedback.

(Just check it out....)

Perhaps you or someone you know might benefit from it. Pass it on! Thanks!

Best,

Allegra

Allegra Dioguardi president of Styled and Sold Home Staging LLC located in the Hamptons, LI, Suffolk Co. NY

Author Styled by Design, the Design Principles of Home Staging

I recently did an 90 second interview for Energized Seller. I chose the topic of listing photos. We are experiencing a huge shift in the way people buy houses. thanks to the Internet home buyers can sit in bed on their laptops or sit in Starbucks and shop for homes. What they see on the Internet has become even more important.

Here is a link to the interview if you'd like to hear it.

Staging Your Listing Photos-

A Picture is Worth 1000 Words

• Approximately 90% of all homebuyers start their search for a new home on the Internet.
• How your listing appears to potential buyers before they even set foot in the door is crucial. If you listing photos don’t stand out from the competition, you won’t get buyers in the door.
• Buyers need visual clues on how to live in a home. They will wonder, “How will my family entertain here?” and “Where will we watch TV?” Those considerations start an emotional connection to the house.  That means appropriately staging with furniture and artwork and it is also why vacant homes are harder to sell.
• Buying a home is an emotional decision often made within minutes, the buyer needs something to fall in love with. Look at your home through a camera lens and make an appraisal. Do you like what you see?
• Dark paint on walls may not be appropriate but a “vanilla box” doesn’t stand out on the Internet.
• There is a direct correlation between the quantity and quality of Internet listing photos and days on the market. More/better photos= more showings.
• Professional Real Estate photographers are a good investment. They have the right equipment and know-how to ensure portraying your home in the best possible way.

Summary

“You never get a second chance to make a good first impression” and your listing photos really are your very first impression.  Don’t let potential buyers pass by your home; ensure that your listing photos are beautifully staged. Many stagers offer affordable “photo styling” services that will showcase your home in the best possible light.

Stage your home for “Love at First Sight”

Styled and Sold Home Staging located in Sag Harbor is available for Listing Photo Styling service ensuring that your Suffolk County Long Island listing photos stand out amongst the competition.

Call Allegra Dioguardi at 631-899-3305

View our website here.

Get the picture??

Interior Redesign Works with What You Have

By Allegra Dioguardi

Before (left) and after (right) utilizing Interior Redesign concepts

Interior Redesign, also known as Interior Styling and One Day Decorating, known by all of these names, Interior Redesign is a relatively new, up-and-coming trend in the design industry. "Redesign," offers you a more affordable and less intimidating option for restyling your home than more traditional design services do. I like to think of redesign as a professional "make over" for your home.

As redesign is a relatively new concept, there are no hard and fast rules and the specifics may mean different things to different designers. However, it is generally agreed upon that the basic concept of hiring an Interior Redesigner is for them to visit your home intent on creating a fresh, updated, and more elegant look by utilizing many of the your existing belongings without spending a lot of money. Typically charging by the hour, the day or the room, a Redesigner can skillfully re-arrange your furniture, artwork and accessories creating a smart, new look. Depending on the designer, your budget and needs, they may also recommend fresh paint colors, window treatments, updated lighting fixtures, as well as selecting new furniture if needed. Taking into consideration how you live, using a working knowledge of focal points, space planning, accessorizing and an eye for the existing architecture, a Redesigner can transform your home very affordably. You get maximum impact on a minimal budget.

A redesign consultation may be as straightforward as a two-hour brainstorming session and generating a "to do" list, or it may be a full day makeover, involving furniture replacement, artwork rearrangement and re-accessorization. Frequently, what starts out as a consultation is so successful that it evolves into a long range plan focusing on one area of the home at a time and may even encompass minor renovation work to be completed at whatever pace you are comfortable with. A major renovation project is not only costly, but can also be emotionally draining and difficult to live with. The redesign process can be done one room at a time or one concentration at a time, such as adding new paint and finishes, then refinishing floors, after that reworking furniture, adding window treatments, etc. It is geared to be less stressful, more affordable and at the same time, you do get some instant gratification reworking what you already own.

Interior Redesign has emerged as a popular trend hand in hand with the Home Staging industry. Frequently, when people see the transformations that occur in their neighbor's staged home when preparing it for sale, they decide they would like the same results in their own home. The primary difference between Interior Redesign and Redesign for Real Estate (Staging) is depersonalizing. Studies show that homes where personal belongings and mementos are removed sell faster, because homebuyers are better able to visualize themselves living in a space. In the case of redesigning, the homeowner's most personal belongings may be edited somewhat, but will also be artfully incorporated into the design. Their commonality is that both Home Staging and Interior Redesign, when done by a professional, are based on good, solid design principles. They are not all about smoke and mirrors. They are not about purchasing everything new. They are all about working with your treasured belongings as much as feasibly possible, enhancing what you have and creating a home that is "staged" or "redesigned" in the best possible way for people to live in.

There are several professional organizations that "certify" Interior Redesigners within their group, however there is no official certification and training is typically minimal and not a replacement for experience and talent. When hiring a redesigner I recommend reviewing their portfolio and asking about their qualifications and references. It's also important that you and your designer are a comfortable fit. This ensures that the process feels more like having a friend who happens to be a professionally trained Interior Designer coming to your home and making recommendations. It should be a fun and enjoyable process.

It makes no difference if your home and your belongings are new or old, high-priced or modest, or whether your budget is limited or unlimited. You may be a "do it yourself-er" or you may want ongoing help and advice, shopping completed and trade referrals. Either way, a redesign home makeover can create spectacular results and be very rewarding. Redesigners cater to your specific needs. Why wait to stage your home just prior to when you eventually sell when you can enjoy the results now yourself?

Redesign is a great way to redecorate on a budget or prepare your home to sell or perhaps you simply want a professional eye to help you pull everything together. You can also use an interior redesign specialist for decorating to match the season, preparing for a party or a special event, help with selecting paint colors or help with settling in after relocating to a new home. A gift certificate for a two-hour consultation makes a unique and affordable gift for that person who has everything. The possibilities are endless.

Allegra Dioguardi is the president of Styled and Sold Home Staging and Interior Design located in Sag Harbor. She is the author of the Home Staging ebook, Styled by Design, A Guide to the Design Principles of Home Staging . Visit her Web site at Styled and Sold Home Staging. Contact For Home staging and Interior Redesign in the Hamptons or in Suffolk Co, LI. contact Allegra at 631-899-3305 or styledandsold@optimum.net.

Link to original article in Dans Papers.

Due to the huge success and "standing room only" crowd at my Home Staging seminar at the Westhampton Beach Library last month I am offering a more comprehensive and in depth seminar on Wednesday July 8th from 7:00 to 9:00.  at the Southampton Inn (91 Hill Street, Southampton, NY). I will offer tips and ideas covering the process of merchandising a home for sale.  Attendees will learn how to command top dollar and potentially save months of showings by having a professionally staged home. I have assembled and will be joined by  a team  of professional home service experts, including:

•  ER House Cleaning
• Packard Classic Painting
•  Hampton Services Handy Man
•  Hedges & Gardens Landscaping

All of whom will offer special pricing and discounted services to seminar attendees. 
A raffle for a two-hour Styled & Sold consultation will also be offered to seminar attendees.

Real Estate Agents and Home Sellers are welcome.

The cost of the seminar is $20 in advance, and $25 at the door.  As seating is limited, advance registration is requested.  For more information and to register, visit www.styledand sold.com, click on the Home Page seminar link and pay via credit card or call Allegra at Styled & Sold at (631) 899-3305 or e-mail styledandsold@optimum.net.

Join us! I promise it will be fun!

Allegra Dioguardi, president of Styled and Sold Home Staging LLC is a graduate of Parsons School of Design. She has 27 years experience as an award winning designer merchandising new homes for the building industry. She started her own Home Staging firm 3.5 years ago. She is the author of the e-book "Styled by Design A Guide to the Design Principles of Home Staging found at Styled by Design.

Veiw our Home Staging Website for more about Allegra, Styled and Sold and how we can help you sell you home in the Hamptons and in Suffolk Co. Long Island NY

I recently had the opportunity to do a two hour/owner occupied Home Staging Consultation in East Hampton, NY.

The two hour consultation was formerly my "bread and butter" when I lived in MD and I loved doing them. In the six months I've been back in The Hamptons I've only done two. It seems to be a concept that hasn't caught on here....YET!

The two hour consultation is a fabulous bargain for the an owner occupied home that needs a "face-lift" and some TLC from a trained professional. If the owner is a DIY-er, even more so, they can complete most of the work themselves. Rearranging furniture and rehanging artwork to create focal points, a coat of fresh paint where appropriate and some de-cluttering can make a world of difference! I hope the word gets around what an affordable option this is for home sellers who want their homes to sell faster and at top dollar.

I'm posting a few before and after shots. Remember, this was accomplished by utilizing what the client had in the house plus a coat of paint and a good cleaning.

Before Staging

After Staging

Before Staging

After Staging

Before Staging

After Staging

Here is what the home seller had to say:

In a brief two hours, Allegra  utterly transformed  my East Hampton home.  With her advice about  furniture and picture reorganization, new paint colors, a thorough cleaning and improved "curb appeal," my house now looks absolutely wonderful...at a surprisingly modest cost."
Helen Horowitz, East Hampton

And the Realtor who referred me:

"Allegra, thank you for the list of recommendations, I agree
with you 100%. With the living room furniture in that position now you can see  the fireplace as you walk up the stairs. Even if Mrs. Horowitz will do only some of your other suggestions, that will be a great improvement.

“Less is more”
 “God is in the details”
- Ludwig Mies van der Rohe

Do you ever leaf through the pages of Interior Design Magazines and wonder how to apply what you see and admire in your own home? Do you know what you like but don’t know how to put it all together? Good Interior Design is both a learned skill and an intuitive gift combined; there is no substitute for a hiring a good professional designer. I was tempted to subtitle this article: “Caution: Do Not try this at home!” however, there are a few simple “tricks of the trade” that anyone can utilize in their homes to achieve more of a “designer look”. If you apply some of these design principles in your own home, you may be inspired and appreciate what professional designers are capable of achieving even more so.

Throughout my 26-year career as an Interior Designer merchandising homes to sell  I have observed various fundamental design faux pas that people tend to frequently make. We all have a tendency to be “gatherers” and we love our stuff, it’s part of who we are, our memories and our personal possessions are reflections of ourselves. Hence, when it comes to our own homes we can’t see the forest for the trees.  At times all it takes is a well-trained eye to cull through your belongings, some rearranging and some editing to make major strides towards improving the overall look of your home. Here are some general rules of thumb to get you started.

Focal points
A well-designed room will have a focal point and larger rooms with multiple entrances will have more than one. A focal point is defined as “The central or principal wall you see upon entering a room, or the wall facing the room’s dominant flow of traffic.” Establishing a focal point will provide order and a sense of balance.  It is a starting point, an epicenter for the room.  Focal points give the eye a place of impact at which to start before beginning their visual tour.  They help the viewer to maintain a focus and act like a homing device that can be returned to again and again. If a room lacks a clear focal point, it can make the observer feel chaotic and restless. A well-defined focal point will invite you to linger and enjoy the surroundings in a comfortable and serene environment.

Some focal points occur naturally in a home.  They are inherent in the architectural features.  Most commonly, these include fireplaces, bookshelves and built-in cabinetry or prominent windows such as bay windows and picture windows or sometimes it’s simply one blank wall that begs for an important piece of furniture.  These features should always be highlighted and accentuated.  Allow them to be the stars. If a room is lacking focal points, you can create your own dramatic points of interest.  Center a sofa, armoire, wall unit or any large piece of furniture on the most important wall or alternately use color, artwork or sculpture to emphasize it. Imagine you are setting a stage for a beautiful room. Well-ordered spaces with clear points of interest tend to evoke positive feelings.  People are drawn to rooms with successful focal points, as they are ultimately more “livable” environments, which encourage conversation, intimacy and conviviality.

Scale and Balance
 When it comes to designing your home “too much of a good thing” is a common problem. Indeed less is often more and bigger is frequently better. One really good piece of furniture or art can literally “make” a room. Clutter, even expensive and tasteful clutter, rarely makes a successfully designed room. Empty (or negative) space is a necessary part of good design, as it gives the eye a place to rest and what you do place in the room becomes more important and more precious. If you invest in one really good piece that you love, you can design a room around it. The same holds true for accessories. There are several key methods to attaining that desired “designer” look when accessorizing a home.  Think of accessories as “mini” focal points on a mantle, bookcase or tablescape. Some important things to consider are: color, height, weight, shape and texture of accessories.  A good rule of thumb is to display accessories in odd numbered quantities of one or three, three frequently being the magic number.  Try to achieve a harmonious balance and strive for larger more prominent accessories, as weight and drama will create more impact. Keep it simple and elegant.  Try varying the heights of objects because accessories that are all on the same plane, unless it is intentional symmetry and architectural, will appear boring. If you are a collector, and not inclined to edit your accessories, group like objects together for more impact rather than spread them out.
 
Window Treatments
The proper height to hang window treatments may just be the greatest design secret never told.  I rarely see draperies hung at the optimal height.  Draperies should be mounted as high as possible, directly under the crown molding or at the ceiling.  This will pull your eye upward, bring in more natural light and make the room appear larger. Mounting the drapery treatments outside the window (just barely covering the outer frame and extending well beyond the window) can visually extend small-scale windows and create a much grander effect.   I recommend you never cover any interesting architectural features on windows, such as transoms or arched windows and strive to follow the architecture. But, please don’t mount your window treatments below the transoms or arches, as this visually shortens the space.

Artwork
Hang your most important and impressive artwork on your focal wall when possible. The bottom portion of the frame of your artwork typically should be placed close to eye level and group your art close together for more impact. Spacing artwork further apart or spreading it out on a large wall is not effective. It will appear under scaled and as if you are trying to “stretch” it.  Pairs of prints and groups of three and four are desirable and will create the most impact. On volume walls strive to bring the eye up by hanging large artwork or groupings to accentuate the volume.

The concepts outlined above are simply some good solid design principles that people are commonly unaware of or frequently neglect to practice. You can experiment with them. There are also various additional and equally important design principles to explore, including: the use of texture, lighting, color and space planning. These “rules” are good guidelines and will help you to get started but remember, rules are meant to be broken. There is no substitution for creativity.

Allegra Dioguardi is the president of Styled and Sold Home Staging and Interior Design located in Sag Harbor, NY. She is the author of Styled by Design, A Guide to the Design Principles of Home Staging. Visit her website at www.styledandsold.com.
Contact Allegra at styledandsold@optimum.net.