Enhance and excite: the real strategies for communicating living spaces (and not just selling them).

by Anna Baldo

To talk about home staging, or marketing applied to real estate, we ask for an expert's opinion.

 

Home Staging practical tips

We interview Lucia Baù, architect and interior designer, coordinator for the Triveneto region of the National Association “.“Home Staging Lovers”.

A multifaceted professional who knows how to go deep, drawing on knowledge, practical skills and aesthetic taste, she has a charge of energy that stands out and is immediately transmitted by her open smile; it just so happens that we meet her when she is June's “Face Lovers”.

We ask her for her vision of home staging, and some practical advice.

The interview - Lucia Baù, Home Stager OT: We have already seen what the’Home Staging, now tell us what you think it is really for?
LB: For me, the watchwords are to enhance and excite.
We are not talking about interior design but about knowing how to best present and then communicate to sell a very special commodity, the home, which we value so much, both when selling and buying.
The objective to always be clear is to give an idea of how the house will be lived in and used by the new inhabitants, perhaps suggesting something appetising, such as the new habit of having an aperitif with friends on the terrace, starting from a house that is apparently the home of the grandparents. enhance and excite - “Staging and photos by Lucia Baù Home Staging and Interior Design”.” OT: It makes you want to steal the secrets of home staging to renovate your house, without selling it!
LB: In fact, this observation is often made to me by clients who want to use home staging to sell their home better, and faster.
In the end, they almost do not recognise their own home and declare that they have never seen it so beautiful; the children then, who are immediate and spontaneous (and thus voice the truth) often come up with an exclamation such as “why don't we keep it for ourselves, forever, so beautiful?”
Then, in reality, the reasons for selling a house prevail, because the choice comes from the desire, or need, to adapt the house to one's own life, the size of the family, which may increase or decrease, and so on.
From my experience, I see that the home stager intervenes largely on inhabited houses (in about 60-70% of cases), or on houses that are already furnished but not inhabited, and finally on empty houses, where the staging is completely handled by the professional. OT: Can we talk directly about carpets? How much do you use them in your interventions?
LB: Of course we can talk about it!
Carpets are one of the fundamental elements to make a home more cosy and functional, to transform a room into an emotion, which is one of the primary goals of home staging.
First of all, it has to be said that in the houses I work on, carpets are often missing or used inappropriately, so introducing them already makes a huge difference.
A carpet helps to enlarge a room, and thus allows it to be enhanced to the maximum.
When it is proportioned to the room, it allows you to grasp and appreciate its dimensions; it also allows you to define areas that have different functions: think, for example, of living areas that can be used partly for relaxing, partly for dining, or for cooking.
In the case of small rooms, then, they are a real magic touch, because they immediately make spaces appear larger.
When fitting out a house to present it to potential buyers, the carpet is the final touch that conveys the image of a finished, complete home, communicates comfort, because it makes one imagine walking barefoot, in a pleasant way, and gives a strong sense of welcome. The visitor thus finds himself immersed in an atmosphere where he can easily imagine himself staying, in total enjoyment or functionality. the carpets basic elements - “Setting up and photos by Lucia Baù Home Staging and Interior Design”.” OT: How do you choose carpets for the house to prepare for visits?
LB: The basis is the colour palette that is designed for each case.
This means for each type of house, which needs targeted intervention, and for the type of customer it is designed for: a three-room house will be aimed at a family, and will therefore need to appeal to adults, but also to children.
The old grandmother's house will have to be lightened and refreshed in colour, perhaps revealing a different use for the new inhabitant (which could be a single person or a young couple). As a general rule, light pastel tones, such as sand or greige, are preferred, then gradually intensifying, if appropriate, towards sugar paper or aviation, or aquamarine.
Otherwise, if you aim to give a contemporary flavour to a house, you will artfully introduce a bold colour, or a fashion reference (such as “industrial” furniture or “jungle” elements).
The surprising touch is to use the black/white contrast, a choice that provides both a touch of sophistication and modernity. OT: And the other textiles, what role do they play?
LB: Curtains are always used strategically, and are therefore usually light or neutral.
They serve to veil some inappropriate details (such as heaters under windows) but mainly to screen out light, like the filters used in photography.
Let's not forget that the set-up is always functional for a photo shoot and emotional promotional videos, for which soft, diffuse light is needed.
The same ambience will then greet visitors when they visit the flat in person.To create atmosphere, and to complete the set-up, all textiles, such as pillows, blankets, towels, all appropriately selected and positioned, are important.
Here it is a question of taste and the “clinical eye” of the home stager. OT: From the stages of your work to advice for everyone. How can we schematise?
LB: I would say in three main stages, each of which brings with it many arguments and nuances.
1 - REMOVE. The first action, and an advice that really applies always, and to everyone, is decluttering.
Houses are always crammed with objects, whereas an airy, free environment has a very positive effect.
On our check list of what needs to be cleared out we usually find: bookshelves that are too full, papers piled up and in disarray, an excess of knick-knacks.
As far as tidying up for visits is concerned, we also have to remove anything that personalises the house too much, such as family photos, trophies or anything else.
This is because those who enter will have to find the space to imagine themselves living there, and not feel they are in someone else's home.
In the bathroom, objects of daily use and personal hygiene, from toothbrushes to bathrobes, should be removed and replaced with appropriately chosen accessories, such as containers, plants, textiles and furniture, or seating. 2 - CUSTOMISE, but in a different way, i.e. thinking about the type of customer for whom we think the house is interesting.
The new decorating elements should trigger the falling in love (it is no coincidence that we are also “Lovers”) with the house.
It is here that the former owners are in danger of falling back in love with the house they are selling.

(If we want to steal the advice, try making changes in our house, to change its character or atmosphere, and rediscover it beautiful! Editor's note:.)

3 - PROMOTING. The set-up is taken care of in a way that is functional to the photo shoot or an emotional video that will be made to make the real estate advertisement social.
With communication, a narrative is brought to life, a tour that simulates the real one, and that lingers over the details, choosing only those that are useful to the viewer, to answer his questions and satisfy his curiosity, but above all to ignite the interest and desire that will lead to a visit in person.
At this point, the ball is in the real estate agent's court. Removing, personalising and promoting - “Staging and photos by Lucia Baù Home Staging and Interior Design”.” OT: Thank you, Lucia, it makes me want to see your work.
We will follow you on Facebook https://www.facebook.com/luciabau.homestaging LB: Thank you.
It is always nice to talk about a passion that has become a profession.

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