Most Popular Posts

Apr
14
2010

Will The Government’s Short Sale Plan Cause A Second Wave of Downward House Prices?


 

 

_DSC2143On April 5, the Obama administration  launched a new program aimed at ‘helping’ underwater homeowners avoid foreclosure.  The program is called HAFA (Home Affordable Foreclosure Alternative), and unlike its predecessors, its stated mission is not to ‘save’ the family home but to grant homeowners already in default what it calls a “graceful exit” via a three-thousand dollar  ‘get out without damaging the property’ incentive payment after completing either a Short Sale or Deed in Lieu of Foreclosure. The rationale behind  the HAFA foreclosure ‘prevention’ plan is that short sales and deeds in lieu of foreclosure are less damaging to defaulting homeowners credit scores than foreclosures.  I suppose one could surmise that, according to the government, it is possible to be a little bit pregnant with regards to credit worthiness.  Or perhaps the government would prefer that its economic engine – consumer spending on credit – be restored sooner rather than later.  Aside from the three-thousand dollar payment to homeowners, other financial incentives built into the HAFA program are extended to real estate agents in the form of (surprise/gasp) guaranteed commission levels for short sales; to servicers for partial reimbursement for the high administration costs of the program; and there’s a pittance to investors holding the ill-rated notes or securitized pools.

What are they thinking in Washington?  Accelerating the volume of distressed properties  places the government in the untenable position of facilitating further house price declines and jeopardizing the economy’s anemic and uneven recovery.  Through encouraging short sales, the government is signaling lenders of a policy change in the form of an all-clear sign that it’s acceptable to finally release the “shadow inventory” and to start writing down non-performing assets off loan books.  Perhaps  the timing is not coincidental, as an end may be coming soon to the Financial Accounting Standards Board (FASB) bizarre Rule 157  that allowed insolvent banks to mark assets to mythical valuations to artificially inflate their capital base –  and game their stock price.  

The administration seems to believe that the economy and the banks are strong enough to handle a foreclosure blow-out.  Now?  But when has the government been right about assessing risk and forecasting collateral damage?  Anyone?  The very real problem with this new policy is that there is a direct correlation between the percentage of distressed properties and house prices. A well orchestrated spike in distressed property sales is sure to cause wholesale price declines and destabilize the economy. Recent small gains in the Case/Shiller and other housing indices should not be taken as an all-clear signal. As backward indicators, the indices do not reflect the dramatic spike in foreclosures that has occurred over the last month. In California, for instance, there has been a 100% increase in foreclosure activity for March 2010, compared to March  2009.

Government directed compensation to lenders and real estate agents  – with taxpayer funds – for their participation in additional economic destruction is bad government policy.  It would be better for the government to address the financial damage done to Americans under its watch by undoing it, through changes in the tax code, bankruptcy code, and temporary changes in consumer credit reporting outcomes. (Of course, none of this will happen because of powerful lobbying groups).

And while short sales are heralded as doing less damage to credit scores and costing lenders less in expenses than foreclosures, short sales do just as much collateral damage to neighborhood house values as bank owned listings do. So why is the government doing this? Perhaps, in part, HAFA is designed to help prop up the perennially insolvent duo of Freddie Mac and Fannie Mae, which have oversight authority over the HAFA program. Thus, Fannie and Freddie’s participation becomes somewhat of a quasi-government jobs program and guaranteed revenue generator. The other slap-happy beneficiary of the  HAFA program are members of  The National Association of Realtors. On its website, the lobbying group boasts about fighting hard for a guaranteed 6% commission clause in the Short Sale Agreement contract for its members. (In fact, the 6% commission is referenced on five separate pages among the 43 page HAFA Supplemental Directive 09-09 document). Mission accomplished.

Some of HAFA’s objectives are mildly attractive, such as the anti-deficiency clause and the forgiveness of taxes (only on the first note). However, lenders have already implemented many policies that mirror HAFA, and have done so without blowing more TARP money and without the bias that the administration is exhibiting by determining which socioeconomic strata ’deserves’ to be helped by its programs and which groups are to be left out. The criteria for ‘benefitting’ under HAFA is printed below in gray. Keep in mind that homeowners must be turned down for  the HAMP (Home Affordable Modification Plan) program before being accepted into the HAFA program. What this essentially means is that after all ‘hope’ of being able to keep the home has been extinguished, people are supposed to call up their local Realtor to list their property as a ‘short sale’ and then cooperate with Disclosure Statements, Open Houses, Showings and the inevitable Offer and Inspection period.  Frankly, a deed in lieu of foreclosure may be a better option for the faint of heart. Short sales are, after all, asymmetrical transactions where the homeowner operates in the least powerful position and is the only party that has everything to lose in the outcome of the transaction. The mere fact that every potential buyer who enters a short sale property already knows the financial position of the homeowner should give one pause, as this type of information sharing  should bring up questions regarding the law of agency. The only possible advantage I can think of for a homeowner in a short sale transaction versus signing a deed in lieu is the possibility of extending their duration in residence.  But the trade-off requires a steely disposition.

In accordance with the provisions of Supplemental Directive 09-01, a loan meets the basic eligibility criteria if all of the following conditions are met:

  • The property is the borrower’s principal residence;
  • The mortgage loan is a first lien mortgage originated on or before January 1, 2009;
  • The mortgage is delinquent or default is reasonably foreseeable;
  • The current unpaid principal balance is equal to or less than $729,750; and
  • The borrower’s total monthly mortgage payment (as defined in Supplemental Directive09-01) exceeds 31 percent of the borrower’s gross income.

My notes:

1) The $729,750 number refers to the unpaid principal balance and does not include the capitalization of arrears.

2) A condition of HAFA is that the homeowner must provide lien releases and proof of clear title.

 

At the end of the day, perhaps  HAFA is merely a political exercise in  future spin. With the mid-term elections coming up, perhaps the program will be touted as yet another stellar effort by this administration to protect homeowners from ‘ruthless’ lenders.  Regardless of the outcome, the ‘blame the banks meme’ is getting as tiresome as the ‘nobody could have seen this coming meme.’

Mar
26
2010

Spring Blooms


It was such a beautiful day today that I just couldn’t resist taking pictures of young blooms in my garden. Thought I’d share my photos and some mood-tuning  music along with photo’s  from a youtube contributor: “What a Wonderful World.” Enjoy.

 

 

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Mar
22
2010

Geolo Capital’s John Pritzker has a Brilliant New Vision for Carmel Valley Ranch Resort


 . . . this place is magical

                                                  - John Pritzker

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Over the course of a perfect summer day last year, the transcendent beauty of Carmel Valley Ranch Resort  became the creative inspiration for John Pritzker’s all-together-different resort concept.  If nature can seduce a man straight through to his heart, then seduce it did.  For at  some point during his potential acquisition tour of the property, the renown investor  and Geolo Capital founder - whether he knew it, or not - was about to become the knight  in shining armor that a long neglected property had been waiting for. Between the land and the man, it was a perfect fit.

Of course  it only serves to enhance the fairy tale nature of the story that from an investment standpoint the acquisition had its happy ending too: Geolo Capital’s negotiated purchase price for the entire built-out property was less than the replacement cost of just its hotel units. Sweet.  However, as  Forbes  magazine found out in an interview with Pritzker last year, he takes umbrage with queries framing the purchase as merely the ’value play of a lifetime’ - or perhaps he simply grows impatient with one dimensional thought. Regardless, he’s far more interested in discussing the property’s experiential marketing potential, or its intrinsic value from a philosophical perspective. He told Forbes that he sees Carmel Valley Ranch as “the perfect canvas on which to paint a lifestyle and authentic resort brand.”  Then, more recently, in a  Travel Weekly interview with Arnie Weissmann, he provided more color as to the lifestyle brushstrokes he will be layering onto the resort experience.  What Pritzker wants to do, according to Weissmann  “. . . is create an environment that is, emotionally, a return to summer camp: a combination of recreation, education and relaxation. And he wants to inject a significant dose of whimsy into the experience.” 

 

_DSC1770 copyBy way of background, Carmel Valley Ranch Resort is a 400-acre, 30 year old, built-out property  neatly tucked into the Santa Lucia Mountains above Carmel’s mid-valley and  just  a quick 15-minute drive to  the quaint European-style village, Carmel-by-the-Sea. The resort property, notoriously sunny when the rest of the Monterey Peninsula is not, sits atop wildflower blanketed rolling hills,  has an incredible viewscape all the way to the coast, is generously dotted with majestic oaks and teams seamlessly with cute little bits of wildlife. It includes a picture perfect Pete Dye golf course that winds its way from the valley floor up through the steep foothills; and there’s a tennis club located in a historic, garden-lined, farmhouse adobe on the valley’s floor near the Carmel River. The resort grounds include 144 private hilltop hotel suites perched among the oaks, all with fireplaces and scenic balcony’s, accessible through meandering walking-paths flanked by billows of sweet lavender and bright copper canyon daises. In short, the natural landscape of Carmel Valley Ranch is absolute eye candy. Pity that the built environment’s interiors aren’t yet a match. (How fortuitous it is  for the property that John Priztker is quite smitten with the place).

As it stands now, there’s kind of no ‘heart’ to the property

                              – John Pritzker

Pritzker  immediately saw  the property’s “good bones” but he also knew that  in re-establishing the resort as a viable brand, he and his partners at Geolo Capital would have to commit far more than  just the requisite capital needed to realize their transformative ‘vision thing.’  A substantial, additional sum, is required just to mitigate the damage done to the property by the unfortunate remodel three years ago by fleeting owners and would be condo-flippers, Blackstone Capital (see my rant/post here) - who left an unintentional stain of  mind boggling sensory incongruity permeating almost the entire property.  Ergo, Pritzker, in addition to multiple fabulous add-ons, is also gutting almost every inch of structure on the property.  Thus, the “bones” acknowledgement.

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The history of ownership at The Ranch only serves to illustrate the adage: who buys what and why, matters.  Its original developer, Gerald Barton, of Landmark Land Company, had a reputation  for developing  iconic golf course communities in beautiful places: La Quinta Resort and Club; Kiawah Island Golf Resort, SC; and the recently opened Apes Hill Club in Barbados, BWI – to name a few.  At Carmel Valley Ranch, Barton developed a golf course/resort property that tried its best to bring justice to the raw land it replaced. Instead of drenching the environment in the gaudy, faux-aristocrat style of the 1980′s, he carved out a lifestyle niche in the valley that was congruent with its natural surroundings: creating a sort of ‘California meets artist Doris Ewing inspired English gardens meets Provence’ environment that simply worked. What a pity it was all cut  short when the federal government egregiously swooped down in a blatant and baseless attempt to destroy Barton’s empire, and, in the process, made Carmel Valley Ranch and much of its meticulously selected friendly staff, collateral damage. (A 1999, Business Week story about Barton vs.  The U.S. is here)  In the end, a government agency, the Resolution Trust Corp, auctioned off the Ranch in 1994, netting just thirty-two cents on the dollar, as compared to the best offer Barton had on the table, which the government summarily rejected. Throughout the years, bought and sold, The Ranch merely became a small and somewhat souless holding of one conglomerate after the other, purchased at a discount and maintained on the cheap.

I wonder what Gerald Barton would think of  The Ranch today. Would he be pleased that a new owner had finally come along with big plans for the place. Plans referenced in heartfelt terms?  I think so. For, unlike a succession of other owners, John Priztker and his Geolo partners possess both the capital and the marketing gravitas to pull off the Ranch’s rebirth. Pritzker’s background as part owner of what was privately held, Hyatt hotels, is where he first honed his knowledge of the leisure and hospitality sector.  (Pritzker is credited as being the only family member that could actually check someone into a hotel).  But, as the story goes, he grew restless there. And so he left for greater challenges. Eventually, he founded Geolo Capital, where he and his overachieving partners have assembled a dynamic portfolio of  companies by either establishing or re-establishing consumer brands across multiple platforms, e.g.: Red Sail Sports, Ticketmaster, Western Athletic Club, MandaraSpa, Brand Connections (an experiential marketing company) and Aidells (the famous gourmet sausage company).

I’ve got a different take on how to do a resort

           - John Pritzker

 

_DSC1818 copyJohn Pritzker’s concept resort build-out is  truly going to be a tyranny of the status quo:  a dynamic alternative to all of the cookie-cutter resorts out there, still basically offering up the same old time-tested static luxury formula: a formula, lest we forget, that the Pritzkers created a long  time ago.  ”I don’t want to do just another golf and tennis spa” he told Travel Weekly.  And so he’s not.     

 The project began for Pritzker  last fall during an extended stay to take in the property’s ‘vibe.’  What appears to be among his first inspirations came to him in the form of the majestic oak tree (pictured below #6). The earth surrounding the tree has been lowered by about three feet, which coincidentally or not, elevates its status as the centerpiece for Pritzker’s resort concept and new whimsical logo: a swing hanging from an oak tree.“The swing is the thing,” he told Travel Weekly’s, Arnie Weissmann, “without the swing, we take ourselves too seriously.”

 If it can’t be done on a very fun basis, I don’t want to do it

               

_DSC1790-copy5Pritzker’s injection of fun will come in the form of a sort of open and optional participation for resort guests to experience for themselves all the Ranch has to offer – or not. For example, rather than merely boasting to guests about an organic garden on restaurant menu’s, guests can walk through the two acre garden, pick their own produce and then help to prepare it in the new adventure kitchen. There will be lectures and art classes available, a yoga platform, beekeeping, a playground, bocce ball, basketball, tennis, golf, stargazing, hiking, swinging from trees and swimming in one of three  pools – where hopefully, cannonballs are optional.  And fun has a romantic side too:  Carmel Valley Ranch Resort is an  absolutely idyllic setting for wedding ceremonies and receptions. Two new wedding lawns are being added in a  sun-drenched setting, punctuated by majestic oaks and a vineyard nestled  just above the valley’s floor.

treeswingguest copyTo oversee their multi-million dollar baby, Geolo has found the resort an ideal  General Manager/maternal presence in the form of Anna Olson, an immensely talented, yet thoroughly approachable executive, who was General Manager of Ojai Valley Inn and Spa, and  instrumental in its spectacular rebirth and transformation into a AAA 5 star resort four years ago. Olson’s selection is quite telling of the direction that the Geolo partners envision for their resort. Telling too is the selection of the resort’s new Executive Chef, Tim Woods, whose impressive resume is matched only by his affability. Wood’s can often be found in the dining room chatting it up about cuisine and he is always open to suggestions – a rare quality in a chef of his background. (Noteworthy too, is the inclusion on the menu encouraging substitutions: a green flag that your, albeit quirky, epicurean happiness is more important to the chef than his ego).

oak copyAll this gushing about the new ownership at Carmel Valley Ranch on my part  is in equal measure to the level of disgust I exhibit when I see poorly executed marketing. Point is, what Geolo is in the process of doing at Carmel Valley Ranch is truly groundbreaking marketing.  If all goes according to plan, the end result will be a unique resort space that is fully capable of creating meaningful and memorable resort experiences for its guests and visitors. As a bonus, Carmel Valley Ranch Homeowners will once again find themselves in the sweet spot of desirability after a long dry spell. Of course, homeowners wanting to sell their property, especially in this real estate environment, would be wise to effectively leverage Geolo’s  ’lifestyle play’ through implementing a dynamic real estate marketing plan.

 

 

websitelistingpageDiane Loren Christopher is Broker/Owner of Belle Haven Properties, a Monterey Peninsula start-up real estate boutique company specializing in experiential marketing strategies. All-inclusive listing services include: lifestyle-vignette staging, sensory enhancement, high dynamic range photography, eloquent copywriting, dazzling online advertising, six-panel property brochures and  leveraged-in area lifestyle collateral. Diane can be contacted at  Belle Haven Properties 831-625-9930 or bhpcarmel@gmail.com

 

Photographs: Diane Loren Christopher

1)  Sunlight peaks through the clouds on a rainy day and illuminates the 10th tee, 14th green and 15th fairway.

2) The ladies tee on the 12th hole.

3) Moss dangles from a young oak tree near hotel suite #115.

4) What is most remarkable about the property’s beauty is that the picture perfect scenes are everywhere on the property. These horizontal tree branches are along Barn Way at the cart path to the 15th men’s tee.

5) The bucolic setting of the hotel suites exemplified. This grouping overlooks the 11th fairway as seen looking back from the green.

6) The resort’s signature oak tree, located  just in front of the new reception area. (girl and swing -obviously -photoshopped in).

7) The honorary first swing (photoshopped).

 

 

 

 

 

          

 

 

 

 

        

 

       

 

 

Mar
19
2010

Using Scent Research To Elevate Mood In The Home


 

 

(Video from Scent Worldwide Expo)

 

Scent research is among the most fascinating areas of marketing and behavioral research to emerge in decades.  In one landmark scent study, conducted in Japan during the 1980′s, researchers infused work environments with a citrus scent and then measured changes in productivity. What they discovered is that ‘citrus’ scented workplaces increased productivity by 30%. Needless to say, I began wearing a citrus fragrance during exams. 

Of course, it stands to reason that if a particular scent  can increase productivity in work and academic environments, then other scents, too, could affect behavior in a wide variety of built environments.  Naturally, it wasn’t long before research had mapped-out the expected emotional responses to just about every scent imaginable. By the turn of this decade, scientists were using FMRI brain scans to follow the neural activity of subjects while being exposed to a variety of scents.

Corporate marketers were so enthralled with scent science that they began sharing their research in “White Papers” on corporate and academic websites.  The Internet was abuzz with “Neuromarketing” studies. A top athletic shoe company found a particular scent that significantly increased perception of value; an auto manufacturer gained back market share by creating a complex leather scent to mitigate the loss of rich fragrance notes brought about by advances in leather manufacturing.

And then all the research sharing suddenly ended. Ralph Nadar, co- founder of a consumer protection coaltion called “Commercial Alert“, sought to have legislation passed through congress to stop what he considered to be the Orwellian practices brought about by fusing neuroscience and marketing.  Needless to say, for marketers, Ralph was a bit of a buzz-killer.  And so, in reaction to the sudden increased scrutiny, marketers expunged the web of almost all their research. (They certainly didn’t want a repeat of what had happened to advertisers after subliminal messages were regulated on network television back in the 1970′s).

Ralph Nadar’s paranoia aside, it is important to recognize that there are some great benefits that have come out of scent research.  For instance, we can now transfer this growing body of knowledge from the retail, work, and academic environment and deliver it right into the home. The proper scent can affect emotions in very positive ways. Science has mapped it all out for us. Why not use the power of scent research in our home’s  to increase our sense of well-being and modify our behavior.

A Few of My Top Picks for your Home:

  • Westin White Tea . This fragrance was developed for Westin by Scent Air corporation for use in Westin’s signature resorts. 12 months in the making, the scent is designed to appeal to both men and women. It’s success has been overwhelming. Originally designed as a lobby scent, guests wanted to take the heavenly fragrance home with them and Westin responded by launching a product line. It is a heavenly mixture of green tea, geranium, green ivy, black cedar and freesia.
  • Trapp Private Gardens Reed Diffusers  1) Orange Vanilla. The perfect combination of crisp orange notes elevated by the exquisite addition of Tahitian vanilla. 2) Fresh Cut Tuberose. A tropical white flower with an intense, heady floral fragrance – suggestive of a gardenia, only more powerful and memorable. 3) Water sophisticated and clean, with a fresh and energizing spirit
  • K. Hall  1) Moss. Crisp fresh green and sandalwood create this earthy fresh scent reminiscent of a moss filled forest. 2) Milk.This blend of coconut, vanilla and cream is mellow.  K. Hall is available at Monarch’s Heaven -- just click the Trapp link above to their site.
  • Alora Ambiance 1) Isola. Gardenia, tuberose and fig. 2) Due. Jasmine, cucumber, basil and ylang ylang.
Mar
7
2010

Bad Photography Can Render Your Listing Dead on Arrival


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Imagine that you have just finished preparing your house for sale, e.g.: you maxed out its curb appeal; the place is absolutely immaculate; you’ve decluttered and depersonalized; infused the space with natural elements, appropriate scents and subtle lifestyle vignettes. In fact, it looks and smells so good that you would consider keeping the place if you had that option.

 And then it happens: Your real estate agent wafts in to take pictures of your property with her cellphone camera. (Cue “Taps”). 

Predictably, the sky in your front exterior shot is white and your house is grey and shaded. The verticals are off  and one-third of your house is missing. The few interior shots she took are  narrow-angled and under-exposed. Naturally, all the windows are all blown-out (white) to match the sky.

Sadly, for your bottom- line, your realtor is marketing a gloomy house with views not worthy of  imagery and dark, soulless interior shots of your furniture and not the space you are selling.   

But if your agent is a part of a humongous network and it is the network that ‘really’ sells houses, does embarrassingly executed marketing really effect your bottom-line? You bet it does!

  ”90% of people start their home search online. . .” and they cull the list of the homes they would have seen if they left the search to their real estate agent by 50%.   -California Association of Realtors

This is a stunning statistic and it means two things. One, that people are getting dragged around to a lot of listings they really don’t care to see by their agents (time management problem). And two, there must be some sort of criteria online that makes the home search far more efficient – a criteria that culls the “must see” list by 50%.

“The most important criteria online for potential homebuyers are the number of photographs. . “ and, of course, the quality of those images.   -Realtor.com

Your odds of a successful sale increase exponentially with each crisp, clear, beautiful photograph included in your online advertising.  If your agent doesn’t think your home deserves professional photographs, what else isn’t your agent doing to effectively market your property?

 To see some great real estate photography jump to Flickr here

 

Mar
5
2010

Essential Home Staging Techniques


  

StagingStaging is the essential foundation from which your home’s marketing plan begins.  Just as pricing your property too high could render your listing dead on arrival, so too will a poorly executed marketing plan.  Staging isn’t exactly rocket science but there is quite a bit of science involved when staging is done correctly.  We begin inside the home, as I have already addressed exterior prepping and staging in a prior post. First up are the obvious readying your house for sale tips.

  

  • Q-Tip clean: Ultimately, your home should be so clean that the question you will be asked about your house is ” you don’t stay here often, do you.” It needs to be that clean. Which means that you will begin with a professional cleaning company to come in and concentrate on the baths and your kitchen, polish floors, clean carpets, baseboards, the tracks of sliding glass doors, clean the windows, dust and polish light fixtures, clean interior cabinets and polish the wood. Your blinds, shutters and curtains need to be cleaned as well. When searching for a good cleaning company it’s a good idea to ask a custom builder or your realtor for a referral rather than pick a company randomly out of the phone book or use the lowest cost bidder that gets the contract work at tract home sites. If you prefer to do your own cleaning then I suggest you purchase  a few outstanding specialty products to add to your favorite household cleaners. Edfred Shower Stall & Tile Cleaner (Orchard Supply/Ace Hardware)  removes hard water spots, soap and oxidation on your shower glass doors and can clean the chrome, grout and tile as well. If you have marble floors and countertops, shop at a marble supply store and pick up a product called “StoneTech Professional” for cleaning and polishing. In a separate post I recommended Signature Isbell’s Cleaning Polish and Conditioner for stainless steel, wood, door thresholds and wrought iron (available online here). Make sure that all your doorknobs and light switches are clean – never sticky.
  • De-clutter and De-personalize: Your home’s staging will begin somewhat painfully, with the removal of most of your favorite nic-nacs, accessories, paintings, family pictures and collectibles. These things can become a distraction from your home’s attributes and should be kept at a minimum. People are going to want to visualize their things in your home, so it’s important to promote easy spatial thinking. Fear not, after a few days you will get used to the clutter-free look and may even feel less stressed in your home:  too much stuff can become oppressive.  Besides, your tabletops will not be devoid of all things decorative. The rule of thumb for decorative groupings on coffee tables, sofa tables, and counters is to display items in groups of three or five. For example, you can have a carved standing wooden object, a candle and a plant forming a triangle on a coffee table and the display will be homey without being distracting. You can add a small glass bowl of chocolates and a book as well.  Next, your stager will want to remove most of the paintings from your walls and all of your family photos.  I know, ouch.  Again, these are distractions from the space that you are selling. Plus, our minds are very inquisitive and we enjoy solving puzzles about other people. If you have your last vacation photo of the two of you on your fireplace mantle, people will naturally regard everything they see in the rest of your house as additional information about you. Remember, that too much of you will transform your showings into a lifestyle tour of your life –  and people will forget the space and remember you. (Wonderful You).
  • Neutral Colors and generic accessories: If you have some fun crazy paint colors going on, it’s important to tone things down by repainting in generic taupe or beige. As an aside, I recall a new housing development where the models were all decorated using very bold complimentary wall colors. As the development built out, people began copying the boldness that the interior designer had used to decorate the models. Unfortunately, very few people pulled it off properly and their homes looked like little chopped-up  condiments: ketchup, mustard and relish. O-K. Back to neutral colors and generic accessories. It is important that your stager strives to make your home as generic as possible while taking into consideration the demographic (age, income, education) and psychographic (values, attitudes, lifestyles) profile of your targeted buyer(s). You want congruity: furniture and accessories tied to price point, architectural style and area lifestyle perceptions. 

Lifestyle Vignettes: It is important that each room in your house has a stated purpose. Which means that your extra bedroom that became a storage room years ago needs to be transformed back into a bedroom. Stagers can be very resourceful about creating something out of very little.For instance, the two thumbnail pictures are a Before and After that I recently did. The finished bedroom is an illusion: two inflatable mattresses with down comforter and pillows, a IMG_2060detachable floor screen, movable art and the ubiquitous curly willow display on a small bedside table. Moving along, in your dining room, your table should be set for four with the table expansion removed and excess chairs away from the table - otherwise the room will look small and cluttered. Another anecdote. I was looking through a photographer’s portfolio and came across a dining room that had been staged by a decorator rather than a stager. The dining room table was quite large and she set it for 12. What came to my mind was “no elbow room.” Additionally, it looked like she was selling a table, not marketing a house. In fact, that table became such a source of pride for her that the photographer didn’t even bother to shoot the room with a wide-angle lens – leaving one to wonder if there were 320by240br2any doors or windows or perhaps a fireplace in the dining room. Who knew.Getting back to your home’s staging:  most of what will be displayed to replace your accessories will be tactile  textures to achieve a more sensory experience and natural elements: Large floor vases with dramatic branches of curly willow trees; baskets with green apples; rolled-up Egyptian towels; river rocks; lavender and imported soap displays. Your stager will also draw attention to the most significant areas of your house through staged vignettes, e.g.,  chairs rearranged in front of the living room fireplace with a classic novel opened up with a pair of reading glasses, used as a page-marker; an outdoor dining table set with wine glasses and a bowl of green apples; a large bathroom transformed into a resort style retreat – including the transference of your shampoo and shower gel into beautiful display bottles. Then there is the silly and over-used guest bedroom bed- tray, which brings to mind illness rather than pampering, in my opinion. In the kitchen a stager will remove all small appliances from your counters (coffee maker is negotiable) and place a wine display and baskets of fruit, an orchid, and perhaps a trio of decorative jars filled with colorful peppers in oil. 

Staging

 

Since staging is foundational marketing, the homeowner should not pay for it unless the house is empty. If you are paying an agent to market your property, they should market your property – not make excuses. Should you require rental furnishings, pricing for a small home begins at $1000 a month for a modest but tasteful look. Depending on the stager, they should also have access to antiques and estate pieces for very high-end properties.

If all goes according to plan, your home should sell faster than competing properties and may sell at a higher sales to list price. Of course, while staging is not 100% guaranteed to work in every sale, it may be best to think of it in terms of the following sports analogy: The best team doesn’t always win the Superbowl, but that doesn’t mean that they wasted their time in training. You always want to give every endeavor your absolute best.

At the end of the day, you are far better off in knowing that everything possible was done to professionally market your house. You don’t want to regret what could have been,  if only  . . .

Mar
3
2010

Optimizing The Built Environment For Our Well-being


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Judith Heerwagen of  J.H. Heerwagen & Associates, Inc.,  in writing the Psychosocial Value of Space, has created an insightful and must-read analysis how to optimize the built environment’s design to positively affect our well-being. The article gives one pause for thought about the portents of our central planners’ mandate to develop high-density, souless communities close to rail and major traffic corridors. The science is indisputable. Chronic stress from over-crowding and noise is very bad for our brains, and it is downright dangerous to the development of our children’s brains.  Building residential communities close to traffic hubs and utility services is certainly more cost efficient for local governments.  But what becomes of a culture that mandates that its development schemes move in the direction of the old-zoo model.  

                       Article excerpt . . . 

                                                                                                                                                                                                                                                                                                                                                 ” psychosocial_1What “What would a building space look and feel like if it were designed to promote psychological and social well-being? How would it affect the senses, the emotions, and the mind? How would it affect behavioral patterns and sense of community? For insights, it is useful to look not at buildings, but at zoos. Zoo design has gone through a radical transformation in the past several decades. Cages have been replaced by natural habitats and geographic clustering of animals. In some places, the animals are free-ranging and the visitors are enclosed in buses or trains moving through the habitat. Animals now exist in mixed species exhibits more like their natural landscapes. And, as in nature, the animals have much greater control over their behavior. They can be on view if they want, or out of sight. They forage, play, rest, mate, and act like normal animals.  psychosocial_2What brought about this transformation in philosophy and design? A key factor was concern over the animals’ psychological and social well-being. Zoos could keep animals alive, but they couldn’t make them flourish. Caged animals often exhibit neurotic behaviors—pacing, repetitive motions, aggression, and withdrawal. In one famous example, an animal psychologist was hired by the Central Park Zoo to study a polar bear that spent the day swimming in endless figure 8s in its small pool. This was not normal polar bear behavior and the zoo was concerned about it. After several days of observation, the animal psychologist offered a diagnosis. The bear was bored. To compensate for this unfortunate situation, the zoo added amenities and toys to the bear’s enclosure to encourage exploration and play. Are there lessons from the zoo that we can apply to building design? The answer is clearly “yes.” Key lessons, applicable to all building types, include the following:”

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