Extraordinary Staging Puts Clients/Customers In a Buying Mood-Part 2

Services for Real Estate Pros with Napa Consultants


Caruso Flagship Store in Milan, Italy


Excellent staging in marketing luxury real estate or showcasing luxury products can accelerate the speed of sales because it swiftly engages the imagination of the consumer. It allows you to set a positive tone for the sales process and makes the client or customer more inclined to buy.


Co-incidentally, on the day we were set to see The Marriage of Figaro at La Scala in Milan during our recent trip to Italy, we had the good fortune to discover a sensational new men’s clothing brand, called Caruso.  It is named after the famous Italian operatic tenor, Enrico Caruso who was under contract with La Scala at the age of 27 in 1900. 


The distinct mannequins in their flagship store window grabbed our attention, as did the view all the way to the end of the store that created the effect of the customer being "on stage" at the theatre. At Caruso, the customer is the STAR! They get the importance of staging. The “set design” was so compelling that it was next to impossible to just walk by without checking out their fine clothing. 


Caruso is known for its innovative fabrics, especially “gobigold”, made of pure camel which is used in suits for the first time in the history of men’s clothing–or mixed with merino wool for jackets, coats and sportswear. Only 2000 tons of wool is produced from the camels that live in northern Asia in the Gobi Desert in Mongolia. And, just 30% is suitable for clothing.


The touch of this fabric was amazing! It is so incredibly soft, stretchy and lightweight that you cannot make it wrinkle even when you bunch it together in your hand.  If you are in New York, visit Caruso next door to the Four Seasons Hotel, and feel this fabric for yourself!


Think of ways in which you can use staging to accelerate your sales. Check out Part 3 of this article series as we highlight one of the most provocative and outrageous examples of staging we have ever seen in a woman’s clothing store: Moschino.


Read Part 1

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Written by Ron & Alexandra Seigel-




ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 


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Nick & Trudy Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtors, Philly Main Line

Love the image, yes you do feel as if you are on stage. Sometimes that is how we feel about life, being on stage and clothes definitely make the man. Being well dressed can give you confidence. Looking forward to part 3.

Nov 14, 2016 11:44 PM #1
Jeremy K. Frost
Keller Williams Realty - Dripping Springs, TX
Associate Broker, CNE, CRS, ePro, PSA

This is a very informative post. Thank for sharing and best of luck!

Nov 14, 2016 11:46 PM #2
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hi Ron and Alexandra, aside from our listings and marketing material, we are always on stage. Buyers and sellers choose to work with us because they like and trust us. Before they get to know us as individuals, it's our appearance that attracts them to us, always act the part. Love the post!

Nov 15, 2016 01:25 AM #3
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

Ron and Alexandra Seigel  In today's world it may not be a suit and tie but you should make an impression when you walk in the door .  My broker looks like he walked out of GQ everyday even if it is 100 degrees he has on a 3 piece suit and initialed cuffs on his sleeves . He demands respect . In my humble opinion

Nov 15, 2016 01:50 AM #4
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Good morning, Ron and Alexandra -- lights - camera - action.  The stage is set and you(the customer/client) is the star.  As it should be.  

Nov 15, 2016 01:51 AM #5
Belinda Spillman
Aspen Lane Real Estate Colorful Colorado - Aurora, CO
Colorado Living!

This store staging does cath your eye and it was unique enough to make you enter through their doors.  Very good point about staging.

Nov 15, 2016 03:23 AM #6
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Ron & Alexandra - That's a very attractive showroom, and, along with your description of that fabric, almost makes me wish I was still willing to wear suits. Almost.

Nov 15, 2016 04:43 AM #7
Robert Bob Gilbert
Berkshire Hathaway HomeServices Anderson Properties - Katy, TX
Your Katy TX ( West of Houston) Real Estate Expert

Alexandra, I agree this is exceptional staging and certainly sets a buy vibe with folks. There are so many cool store front windows in Milan. We took pictures of some and I will have to look at mine again. 

Nov 15, 2016 05:40 AM #8
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Don't I agree with you in every way! This is my whole business and everything makes a difference from where I'm standing! Amen to everything

Nov 15, 2016 05:51 AM #9
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel - I can only imagine the cost of one of those suits!  I am looking forward to part 3. !!! 

Nov 15, 2016 05:53 AM #10
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® my parents raised me with the concept that it is better to have a few good items, than a whole bunch that would wear out in no time.  When you divide the price by the number of years of use, it becomes minimal and less expensive in the long run.  Ron still has a couple of suits from his commercial real estate days that are as good as new, and still in style.  Classic lives on.

Nov 15, 2016 07:41 AM #11
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dick Greenberg and I see your point.  Ron did not buy a thing, not even a T-shirt, but I would love to visit with Giancarlo Giannini at that elegant home and stay a spell or 3.  A

Robert Bob Gilbert Milan is the fashion city in Italy.  They really take pride in that, and this has to be the most phenomenal staging I have seen there...but then wait till you see Part 3 on Thursday.  A

Nov 15, 2016 07:44 AM #12
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Hannah Williams love the story of your broker looking like he walked out of GQ!  Bravo to him, and he does command respect among the others!  He differentiates himself beautifully and that would inspire confidence in the most cynical person.  A

Nov 15, 2016 07:46 AM #13
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay your comments are always so insightful.  When you play your role on stage in accordance to your DNA you are very trustworthy, there is nothing false about you.  Thanks for adding your wisdom to the discussion.  A

Nov 15, 2016 07:48 AM #14
Debbie Reynolds
Platinum Properties - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

I love to feel texture and buy many of my clothese based on weight and texture. It sounds amazing.

Nov 15, 2016 12:07 PM #15
James Dray
Fathom Realty AR LLC - Bentonville, AR
Exceptional Agents, Outstanding Results

Good morning Ron. I'm not much into suits however, with that stage I just may change my mind.

Nov 15, 2016 07:00 PM #16
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Thank you very much for sharing this very interesting staging.

Have a great day and a most productive week.

Nov 16, 2016 01:58 AM #17
Carol Wilson
Your $imple Home - Toronto, ON

Wonderful series!  Can't wait to see part 3.  At the edge of my seat....

Nov 20, 2016 07:12 AM #18
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Carol Wilson I will post it the week after our Thanksgiving.  I think it is the most expressive one of them all in terms of a brand.  Thanks for your support.  We appreciate it.  A

Nov 20, 2016 07:24 AM #19
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