[Disclaimer - "House for Sell" is being used as an experiment. According to keyword research, that phrase get 3x the traffic that House for Sale does. No idea why, but thought I'd try it for this challenge.]
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This post is the 4th in my 7 part series illustrating Home Staging in NJ with Before and After Staging photos. Today's topic is ~
Here, in New Jersey, as anywhere, kitchens serve 2 important roles deliberately and 1 important role by happenstance.
Before we get to the photos to NJ Luxury Real Estate's kitchens, let’s recall some key elements:-
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| Bit blah, no? |
Stylish yet casual, I thought. So did buyers: multiple offers. |
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Amazing what a coat of paint can do, huh? |
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The table they had they removed. I never saw it. One can only imagine!
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They just needed a table and 4 chairs, so enter this glass thing, which I use a lot and love. Elegant, leggy and see-through so a space always looks bigger. |
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Massive, beautifully finished and... I'm not sure this kitchen needed to be staged, frankly. Yes, we warmed it up. Yes, we have shown buyers how things can fit into the space. Sure, we added a glass table in a town where all the high end homes have glass tables in the kitchen - no idea why, just is. And we warmed it up, I suppose. |
Oh heavens, I just realized it's the same table! It's not like I use it that often!! This kitchen is actually from the June Bloom 2009 RESA Show House. The builder extended the contract and this room was an accumulation of the talents of Bernadette Flaim and Susan Corbo of Attention 2 Detail, Ingrid Heil of Ingridable Design and Juliet Johnson Staging. |
Here are some other New Jersey dining rooms that I'm real proud of but don't have "befores" of ~
Then there's my own kitchen, that I sold in January of this year (2009) ~ 28 days on market ~
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Other posts in this series:-
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~ Juliet Johnson ~ has been home staging NJ in the luxury real estate niche (with the predominant home value of $1 - 3 million) for the last 7 years. Juliet is taking the month of August to brush up her internet marketing skills by participating in Ed Dale's 30 Day Challenge with a blog on Property Marketing.
Dear Tide:
I am writing to say what an excellent product you have! I've used it all of my married life, as my Mom always told me it was the best. Now that I am in my fifties I find it even better!
In fact, about a month ago, I spilled some red wine on my new white blouse. My inconsiderate and uncaring husband started to belittle me about how clumsy I was, and generally started becoming a pain in the neck. One thing led to another and somehow I ended up with his blood on my new white blouse! I grabbed my bottle of Tide with bleach alternative and to my surprise and satisfaction, all of the stains came out!
In fact, the stains came out so well the detectives who came by yesterday told me that the DNA tests on my blouse were negative and then my attorney called and said that I was no longer considered a suspect in the disappearance of my husband.
What a relief! Going through menopause is bad enough without being a murder suspect!
I thank you, once again, for having a great product.
Well, gotta go, have to write to the Hefty bag people.
I rarely blog humor, but this was too good to miss. I apologise if you've all seen it before.
WARNING: Juliet Johnson Staging endorses liberal use of both TIDE and Hefty bags when marketing luxury NJ Real Estate.
[Disclaimer - "House for Sell" is being used as an experiment. According to keyword research, that phrase get 3x the traffic that House for Sale does. No idea why, but thought I'd try it for this challenge.]
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This post is the 3rd in my 7 part series illustrating Home Staging in NJ with Before and After Staging photos. (The first post was on Living Rooms.) Today's topic is ~
Here, in New Jersey, most houses have a Dining Room. Some are large and impressive. Others are smaller and utilitarian, asked to play several roles in family life: from hosting committee meetings for volunteer activities, homework, crafts, a place to put the sewing machine, a wrapping station and of course, the most often I see – a plonkery. i.e. storage, or a place you just plonk this down while you figure out what to do with them. (Plonk is British slang for mindlessly dumping an article in the most irratating place for your spouse, partner, parent, etc.!)
My series on luxury NJ Real Estate started with the Living Room, and then we moved on to the Foyer. As we begin to take a look at today’s Dining Rooms, let’s recall some key elements:-
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| Owned by a travelling executive single mom,this charming Victorian had no eat-in kitchen. In fact, the Dining Room had the only large horizontal surface on the first floor. As you can imagine, it was used for everything! Clearly visible through the sheers were a washing machine and dryer. Kinda messy, kinda junky, the room was blah and awkward, with a diagonal fireplace off to one side as well! |
We doubled up the layers of curtains so as to mask the laundry, and then kept the color palette as simple and clean as possible. Setting the tone, was an exquisite charcoal drawing from a Kenyan Safari of a leopard bending down for a cool, soothing drink. That then gave us the opportunity to marry all the other "eclectic" (read: disparate) elements together - from drooping crystal chandeliers to wooden farmhouse table, from pampas grass in an earthernware pot to a crisp white-on-white hand embroidered Edwardian table cloth with African eggs sitting in a wooden olive tray on it. Jute rug, wicker chairs... I know! Still, it worked! The thing flew off the market for well over asking. It really was a one-of-a-kind for our area of NJ.
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This mural went all around the room. Columns, flowing fountains, long-tailed birds... the thing didn't quit. How to show a young family relocating from the City with their "transitional" dining room that they could comfortably co-exist with this thing. Yeah, no question of painting over it! |
So what to do? We installed
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How to contend with doorways on 3 sides and windows on the 4th? this space is essentially a pass-through. All that panelling? How to handle something so period-specific?
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By keeping the accessories few, simple and in keeping with the period, we were able to show how the space would work with pretty much anything. Buers could see that the room is large enough for 8 though we've only shown 6 chairs, and there is still ample room for a buffet/sideboard. (Very sad to have sold those urns ~ I did love them. They reminded me of Kate's.... ) Result ~ the home sold handsomely in 53 days for over $2 million. |
Here are some other New Jersey dining rooms that I'm real proud of but don't have "befores" of ~
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~ Juliet Johnson ~ has been home staging NJ in the luxury real estate niche (with the predominant home value of $1 - 3 million) for the last 7 years. Juliet is taking the month of August to brush up her internet marketing skills by participating in Ed Dale's 30 Day Challenge with a blog on Property Marketing.
This post is the second in my 7 part series illustrating Home Staging in NJ with Before and After Staging photos. (The first post was on Living Rooms.) Today's topic is ~
Here, in New Jersey, most houses have a foyer. Some are large and impressive. Some are non-existent. When there isn't one you have to create the sense of one with a sofa table if the front door opens right into the living room or whatever.
I started the series with the Living Room, because that's the room that usually sets the tone for the rest of the house.
Once it's complete, we have the tone, the color temperatures, the overall style and feel of the home we can come back to the foyer and set up the first view.
The key elements of a foyer are -
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This house is called Tudor Rose. The conversation went like this:- (read w/ heavy English accent) "Ah, you picked up on the "rose" in the home's name to paint the foyer. What a fun idea! Of course, you know that particular color is a tricky one; tends to oxidize over time. I'm sure this isn't the color you originally put up. Moving forward, we need to find a neutral shade that will last a little longer. We might just get the same warm welcome from a simple beige. A pinkish beige. Yes?" Oh-kay, said the homeowner nervously, oblivious to the realtor's exuberant "happy dance" in the background! Never even mentioned all the ~s.tuff!! |
Pinkish, if you want to see it that way. And so soothing.
Now ~
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A fascinating house that had a fully-functioning organ in the living room that Caruso sang with. President Woodrow Wilson slept here and Madam Xiang Hai Chek visited with her classmate who's father owned the place.
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We added more chairs, a lot more LIGHTING and a central table. For the Broker's Open House we created a custom Clue Game - Caruso in the Library with a hammer - so as to emphasize the history. Now ~
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We had not included anything for the Foyer in the original proposal. then the Builder complained that it looked empy. Cold. Unwelcoming. And what was that horrible piece of amateurish art doing in a $1 1/2 million house with pool and NYC Skyline views? "Er... well, I just threw something up because I thought it looked bare and you haven't authorized anything else."
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The clock cost the same as the painting, but was new from Target as opposed to the art which came from a Yard Sale. I don't think it's that bad. (Even my husband says it's only fit for a kid's bedroom or a basement playroom!!!) (sigh) Buyers can now see
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Here are some other foyers that I'm real proud of but don't have "befores" of ~
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~ Juliet Johnson ~ has been home staging NJ in the luxury real estate niche (with the predominant home value of $1 - 3 million) for the last 7 years. Juliet is taking the month of August to brush up her internet marketing skills by participating in Ed Dale's 30 Day Challenge with a blog on Property Marketing.
[Disclaimer = For some reason, the number of people searching for House for Sell is 3 x higher than House for Sale. Since this challenge is about traffic, it seemed only sensible to use the more popular keyword.]
Here, in New Jersey, buyers are still looking for a formal living room. They may not use it very often, but they want it in a house they are going to OWN. In fact, a "good" living room is one of the more important differentiating features when evaluating which home they prefer. Therefore it made sense to start my 7-part series with a look at staging the Living Room.
Once you have cleaned out the hearth, put away all of your personal items like photos, certificates, trophies and award-type gifts, here are some additional key things to remember about living rooms -
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For many older homes, the living room is the largest room on the main floor. It might seem ridiculous to keep the best, warmest and nicest space for just formal occasions. Here, the family has understably used it as a comfy, chaotic playroom! This makes total sense for the family living there. But it does nothing to help the resale value ~ in fact, had the house gone to market like this, the message buyers would have received is ~
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Now, the formal living room is restored.
Buyers can now see that
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Two teachers, with all their reading, papers, curriculum materials x 2... PLUS a scrumptious little baby girl!
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Now, a casual but comfy living room has been created.
Buyers can now see that
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Empty rooms give a buyer not a lot to look at, beyond the molding, the floor, the windows.... With no frame of reference, they have no idea
(The after picture is taken from a different angle because, as you can see in the before, the header beam made it impossible for my flash to adjust and get the furniture highlighted properly.) |
Now, a r-e-a-l living room has been created.
Buyers can now see that
And indeed a guy sold a $4 million home to buy this one for $2.3. What a spectacular, graceful, sensual home!! |
*** ~~~ ***
~ Juliet Johnson ~ has been home staging NJ in the luxury real estate niche (with the predominant home value of $1 - 3 million) for the last 7 years. Juliet is taking the month of August to brush up her internet marketing skills by participating in Ed Dale's 30 Day Challenge with a blog on Property Marketing.
Real Estate Agency & Marketing Services for high-end homes, using home staging onsite and social media techniques online to sell each property fast and well.
A nationally recognizable voice-over actress for The Cartoon Network, Sirius Satellite Radio and ABC Radio, this former Manhattan Realtor, Juliet Johnson, has been a professional home stager in NJ for the last 6 years. While her niche has long been suburban homes in the $1 - 3 million price range, the principles she deploys are similarly effective in every market.
Since moving to the New York Metro area during college and after a stint selling Manhattan's residential real estate, Juliet went on to do live marketing, organizing corporate events, trade shows, in-store promotions and street fairs for 12 years. Growing up as a third generation Real Estate Agent/Investor, Juliet has trained with several of the industry's luminaries, synthesizing and constantly refining those techniques to best illustrate the value of the property. In 2009, Juliet will bring decades of trade information and knowledge to the Staging & Redesign Industry through her new instructor affiliation with First Impressions Home Staging & Interior Redesign.
Classes Offered: 5-day SAR Certification Course, 2-day Realtor training and Web 2.0 (Social Media Marketing) for Real Estate
Juliet has trained with several of the industry's luminaries, synthesizing and constantly refining those techniques to create the appropriate look for high-end homes in New York suburbs of New Jersey. The goal is always to show that each home can support a lifestyle of luxurious simplicity. It is tremendous fun working with sellers and developers, helping them "appreciate" what they've got!
If there's one thing that makes Juliet Johnson different, it is her sense of humor, her positive energy and her ability to make it the whole experience great fun. The British accent doesn't hurt, either.
It's The Nanny meets Designed to Sell meets Mission Organization...a great formula for $ucce$$!
Services offered include:-
Back in November[2008], during an annual staging convention, I had the pleasure of experiencing first hand Juliet's energetic, enthusiastic and engaging personality! That made me want to join RESA, IF and when Juliet became involved with it. With each meeting I grew more fond of our state president, I found myself looking forward to meeting everyone in our group and especially Juliet who always came prepared and armed with new and empowering ideas for each and everyone of us. Juliet is a great leader as well as a knowledgeable person who you can rely on as a colleague and on a personal level. Her innovative approach led her to create the first Staging Show house back in June, and involved our entire chapter with a high-end new construction. The project was a complete success, primarily thanks to the guidance and direction of Juliet, who helps her colleagues stay organized and on task.
As a colleague of Juliet's, I had the chance of working closely with her on our June Bloom project; she was an absolute pleasure, always professional, and easy to work with. Juliet is an excellent project manager, and makes the whole staging process seem effortless and seamless. If any problem arises, she swiftly finds a solution so that it is just a minor hiccup, rather than a huge road block. As a stager, she has a great European style that accentuates the specific look of any home. In the show house, Juliet staged a suite-style bedroom and creatively transformed it into a teenager's dream room. Her color scheme and choices of modern furniture creating an upscale urban setting that was distinctively unique and chic. I highly recommend Juliet, she is well versed and efficient you are sure to have a pleasant and easy staging experience! Juliet's charismatic sense of humor is something we all looked for and enjoyed, and I guarantee you will as well!
Rima Hamade
July 7, 2009
Hi Juliet, WOW!!! Thank you so much for coming to 10 Garden Ave this morning. Ida is so pleased with the rearrangement of furniture and all of the suggestions. She and I both found you so delightful to work with! Your suggestions are pertinent and right on the money!! Wonderful job! I will recommend you to anyone with a listing! And especially if the home needs some “help”. Thank you!!!! Margie Tompkins, Realtor, Chatham, NJ.
"Juliet was our "Stager 911." She is action-oriented and results focused. Within days, she developed and executed a practical plan to clean up, dress up and position our house for sale. Our house sold in less than 2 weeks and we got just 2% below our asking price. We couldn't have done it without her!" A. Mohl, 15 Winding Way, Short Hills, NJ
"Juliet Johnson's staging services transformed the feel and look of the home providing a light, sophisticated, and practical style. The home showed very well and as a matter of fact went undercontract in a matter of days. Juliet's ability to work with the sellers and her fast turn around was a key to the success of the sale." Robert Northfield, Realtor. Maplewood, NJ.
Juliet was a force of energy in getting this property prepared for sale. She was totally available and flexible to accommodate the seller's schedule. She managed to purge and stage with a smile on her face at all times and was even able to enlist the help of the seller's children. The result was a beautiful home that put its best foot forward. The response to the property has been extremely positive and it should sell very quickly. Wendy Drucker, Burgdorff ERA, Short Hills, NJ on 104 Wellington, SH, which had multiple offers the opening weekend.
My listing at 18 Tree Top Lane is a luxury home and my clients were concerned that the quality of the furnishing reflect adequately the quality of the home. We need not have feared! Juliet furnished the home beautifully with style and grace. Many Realtors congratulated us on the finished result - the house looks terrific and my clients are very pleased. Juliet does a great job and I have thoroughly enjoyed working with her. She brings energy and enthusiasm to the task and of course a great sense of style." Janet McKeown, Coldwell Banker, Madison
"The client didn't have time to prepare their home for sale. Calling in Juliet to stage it for them eased that pressure and stress. She is to the point, efficient and brilliant at what she does! The house sold in 3 days, with multiple offers, well over asking. I recommend Juliet's staging services to all of my clients. We always get great results: she can make any house shine!" Saritte Har-El Burgdorff ERA - Short Hills
"Juliet - Estelle and I are now believers! If we hadn't seen it for our own eyes, well, we'd still be sitting on the market. Moving our furniture around and bringing in pieces you said were congruent made a HUGE difference. The rooms looked larger, brighter and way more inviting. No wonder we sold our house the same month you completed. I would have bought it again, too! Money well spent, thank you. " Michael of Maplewood.
"Dear Juliet, Thank you again for all your hard work and the extraordinary results! Your energy, enthusiasm and good taste transformed shambles into an elegant home. We're all impresed, and deeply grateful. Sincerely, Barbara, Karl and Sam."
"Have I told you lately that I love you? All you did was move some rugs around and cover up those revolting sofas. I think. Whatever it was, it worked. We relaunched this weekend and as of Monday we are in contract. Keep it up, girlfriend!" My favorite realtor; I probably owe her money now.
"Thank you, Juliet! Your staging, organization and speed have made it possible for us to get our Short Hills home onto the market. The feedback all around has been really positive. You transformed a house we dearly loved into a serious "WOW" home! You were professional, yet fun to work with. My kids loved everyone on your team, as did we. No wonder we had such great results. Will you come to Europe to stage our next one?" Nita, Short Hills.
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