INTRODUCING The Lemon and Lime Staging Group The Lemon and Lime Staging Group is an exclusive 'club' specifically for like-minded and ambitious home stagers who need to take their business to the next stage of their growth journey. The group looks to attract those who are committed to improve and generate results. It’s perfect for stagers who have already completed their initial learning via the HSA and are now serious about making their business a success, if given the right tools. You might be wondering what makes the Lemon and Lime Staging Group different from other staging focused memberships? Well, lots actually! This group is built by established stagers Lemon and Lime Interiors who have already successfully grown an award-winning staging business. They’ve developed templates, researched the best systems, tried and tested processes and are ready to share with the group the best and most efficient ways they have found to do things so far. Members are also encouraged to share their own best practice so we all grow and learn together. The content spans every area of the business including Sales, Project Management, Financial Planning, Stock Control, Strategic Direction and more. Not only this, but director and qualified business coach, Elaine Penhaul, will mentor you through your business growth equipping you with essential tools for your business to succeed. Our aim is to create realistic steps which you can begin to action alongside your existing workload. 51
The group runs under a licence agreement and is split into two different categories. The ‘Associate’ level is for the ‘solopreneur’, stagers who are at an early stage and looking to progress to the next level in their business. The coaching, forum support and access to exclusive staging documents helps these stagers progress quickly. The ‘Executive’ level is for established businesses who are looking for the next level of growth. These members are serious about scaling and will benefit from shadowing opportunities with the L&L team as well as gaining exclusive access to the support and guidance of experts in complimentary businesses who can help with a variety of topics including HR, marketing, finance and legal issues. We’re excited to share our expertise and help your business reach new limits. If you are feeling inspired, register your interest with us now and we will keep you updated once the next cohort of the group is ready to launch. Please email [email protected] 52
WEST END STYLING PRESENTS: STAGING SUCCESS of a 17th Century Castle 53
Discover the story of Monboddo Castle, a captivating 17th-century castle nestled amidst the serene Scottish countryside at the end of a discrete, gravel driveway lined with high hedges. Boasting five bedrooms, two reception rooms, a stone spiral staircase, turrets, set in three acres of established gardens with stables, rich in history and heritage. This historic gem once belonged to the esteemed James Burnett, Lord Monboddo, an illustrious 18th-century judge, soldier, and writer. Burnett became a close friend of Robert Burns, who visited Monboddo Castle as much to meet the judge’s youngest daughter Elizabeth. Immortalised by Burns in his “Elegy on the Late Miss Burnett of Monboddo”, following her tragically early death in 1790. Originally intended as a forever family home, the owners undertook significant renovations including fitting a new oak staircase, oak flooring in the drawing room and first floor landing, heated French limestone flooring throughout most of the ground floor and bathrooms, combining two rooms into a large custom-built dining kitchen, two wood burning stoves, and new heating system throughout. Unforeseen life changes later led the owners to move overseas to New Zealand, leaving the property rented out for over a decade. Despite several attempts by various estate agents, securing a suitable offer seemed elusive, even with significant price reductions. 54
Victoria's first encounter with the castle was breath-taking. Amidst ongoing repairs to the exterior of the building, she meticulously examined every inch of the internal spaces and grounds. Victoria documented the tired condition of the property and took inventory of the limited amount of existing furniture and decorative pieces throughout. Taking inspiration from the existing décor palette and window treatments to form the foundation for her staging vision that would highlight the property's true potential and appeal to discerning buyers. To add a touch of history and intrigue, she created a historical picture gallery for potential buyers, using original photographs and floorplans framed throughout the ground floor hallway. These visual delights showcased the property's evolution over the centuries, peppered with interesting facts, and later became thoughtful gifts for the new owners. Determined to breathe life into Monboddo Castle and finally secure a sale, the owners turned to Victoria Nicol of West End Styling for her staging expertise. West End Styling went above and beyond, managing all trades and procuring over five hundred items, including furniture, soft furnishings, art, mirrors, lighting, and decorative accessories. Every room, entrance, and outside dining area was meticulously dressed to exude the charm and grandeur of the castle. The result was undeniably powerful. Originally valued at £900,000 to £1,000,000, the final valuation soared to £1,150,000. Despite prevailing economic uncertainties and inflation pressures, a number of potential buyers flew in from across the UK to view the property, and in just eight weeks the property secured a sale for £20,000 over the £950,000 asking price. Thrilled with the outcome, the seller left a glowing five-star review, highlighting Victoria's dedication and professionalism, making West End Styling a justifiable and worthwhile investment for selling properties. 55
As a leading home stager in the Aberdeen and surrounding areas market, West End Styling takes pride in turning spaces into captivating stories. With meticulous attention to detail, individually tailored designs, and seamless project management, Victoria ensures each property achieves its full potential. Discover the transformative power of Home Staging with West End Styling and unlock the true essence of your property's charm. Turn your space into an irresistible story waiting to captivate potential buyers. Turning Spaces into Stories. westendstyling.com 56
Ever wondered how to make your mark in property staging? The answer is simple: stand out and offer something distinct. But how, amidst the sea of competitors and similar furniture choices? In the world of property staging, the challenge is clear: how do you create an unforgettable experience for potential buyers or tenants and how do you make your mark in the sea of competitors and similar furniture choices? Elevate your game, imagine furniture that doesn’t just fill space but shouts quality and sophistication. It’s about more than just fitting in; it’s about redefining your role. Got a signature style or a specific clientele? Embrace it! Instead of following the crowd, customise your offerings with us. With us, you’re not just competing on price; you’re enhancing your worth. Your clients deserve more than standard options. WHO WE ARE? DiffeRent Design is a forward-thinking interior design and furniture company that centres around style, functionality, and sustainability. We specialise in crafting quality designercurated furniture and tailored interior solutions as well as vintage furniture, all sourced directly from esteemed factories. PRICE VS TAILORED Tired of pricing wars? We’ve got a gamechanger for you – tailored furniture solutions that rewrite the rules of staging. The cookiecutter approach is out, and personalisation is in. Highlight properties character, attract toptier clientele, and help estate agents and owners sell, rent faster. And all that backed by tales of quality, exclusivity, sustainability, and purpose. STAND OUT. BE DIFFERENT By DiffeRent Design 57
HOW WE ARE DIFFERENT? We work with handpicked furniture factories directly across the UK and Europe, each bringing their unique strengths and styles. Our direct approach eliminates intermediaries, allowing us to offer you the best possible rates. Workshop in London with artisan furniture maker with 39 years of experience within bespoke furniture. Your clients can buy seamlessly the same stylish furniture and accessories they loved during staging while you earn a commission. Rent what you need when you need it – we’ll handle the rest! Our partnership goes beyond furniture. In a world of flexibility, we’ve got you covered with the following solutions: - white glove delivery and assembly, no more outgoings for you such as warehousing and insurance. Stagers, your time is now! Say goodbye to the ordinary and embrace a tailored approach that sets you apart as a leader in property staging. 58
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Start a conversation with us, and together we'll create a beautiful harmony of furniture and style that matches your vision. Don't get stuck in battles over prices; let your staging be defined by the charm of being unique. Your clients deserve excellence – now's the moment to offer them an unforgettable story. 62
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Home Staging REPORT 2023 the 65
In the ever-changing landscape of the real estate industry, Home Staging has emerged as a powerful tool in preparing properties for sale by enhancing their appeal to potential buyers. Recognising the significance of staying informed about the latest trends and developments in Home Staging, the HSA UK & IE takes an active role in empowering home stagers and industry partners. Each year, HSA publishes a comprehensive Home Staging Report that serves as a compass for making informed decisions and strategising for the future. The Report's findings are based on a wideranging sample of property professionals, including estate agents, property developers, property managers, and Home Staging experts, providing a well-rounded perspective on the subject. The 2023 edition of the Report brings forth encouraging insights that go beyond regional boundaries. While the focus remains on the UK and Ireland, the study sheds light on the global implications of Home Staging. According to the research, an overwhelming 100% of the respondents agreed on the positive impact of Home Staging. They acknowledged that staging properties increased the number of viewings and made homebuyers spend more time exploring a staged home compared to a non-staged one. 66
Additionally, the respondents recognised the crucial role of professional photos in attracting more viewings to a property, underscoring the importance of presentation in today's visually-driven market. The report delves deeper into various aspects of Home Staging, revealing key findings that can shape the strategies of real estate professionals. Almost unanimously, 87% of respondents emphasised that Home Staging made it easier for buyers to envision a property as their future home. This emotional connection is pivotal in influencing purchasing decisions. Moreover, a significant 71% of the surveyed professionals recommended Home Staging for over half of their properties, reflecting the widespread acceptance and effectiveness of the practice. 67
One of the most compelling outcomes of the study was the revelation that Home Staging can substantially increase a property's offer value by up to 15%. This financial benefit, coupled with the finding that at least 50% of properties withdrawn from the market could have benefitted from Home Staging, highlights the missed opportunities that sellers can avoid by embracing this transformative approach. The Report, with its rich data and valuable insights, can serve as a guiding beacon for those seeking to navigate the ever-evolving real estate landscape successfully. The Home Staging Report can be downloaded from the HSA website. For those interested in a coffee table book version, you may reach out to [email protected]. 68
In your opinion, does Home Staging make it easier for a buyer to visualise the property as their future home?* 13% NO 69
87% *Last year’s statistics YES 70
What properties are being staged the most?* OCCUPIED 21% 71
VACANT 79% *Last year’s statistics 72
Who is staging their properties?* 73
*Last year’s statistics 74
OCCUPIED HOME STAGING Empty rooms in occupied homes - it’s a fine balance. By Surfhouse Property Staging 75
Showcasing the potential of empty spaces large or small is not without its challenges, and working in fully occupied homes requires tact and sensitivity to depersonalise while at the same time maximising the potential of the space. So, what do you do when your brief is to stage empty rooms in an otherwise occupied home that already has a strong and unique design. The fact is you may find there is subtle conflict here between the creative in you wanting to go all out with the design concept and your Home Staging instinct to simplify and neutralise to appeal to as broad a target market as possible. 76
This was a recent quandary we faced in a new build property designed and built by the owners [Self Build Dreamers]. Three years of hard work creating their forever home had left them wanting to take on a new project and as such, after all their hard work they decided to sell. Understand the client and the potential buyer, at the same time. You are balancing your client's vision with the need to appeal to as many other people as you can. It's a process of translating the client's vision for a wider market. You are selling a lifestyle afterall! Embrace the colour scheme in play. You can't hide from it, so embrace it but stay true to your Home Staging principles. Use the colour scheme as your backdrop and bring in neutral furniture items that will complement but soften it. Pull in accent colours that are used around the home but mix these up with softer tones. We think so! And we learnt a few key things along the way. Was it possible to strike the balance between design creativity and Home Staging? Utilise items of the clients furniture where you can. This will undoubtedly create a more cohesive look and feel to the property, ensuring that the staged rooms are difficult to distinguish from the occupied rooms. It’s teamwork - have fun! It's a little different to staging an empty space or a fully occupied home. You can actually have fun and so can your client. It’s teamwork - their vision and yours! Enjoy working together. Our client enjoyed the process as much as we did! 77
So you see, Home Staging is a harmonious blend of creativity, understanding the client's vision, and shaping it to appeal to a broader market. The task of staging empty rooms in an occupied home might seem daunting at first, but it is achievable with a balance of tact, creativity, and adherence to proven staging principles. By utilising the existing colour scheme and furniture, alongside your carefully selected pieces, you can create a cohesive, attractive, and enticing space that is hard to differentiate from the rest of the home. Working with a home stager [Karen from Surfhouse] was great for us, it was also really important to us that the staged rooms were in keeping with the style of the rest of our house. People viewing would definitely struggle to distinguish between our furniture and Karen’s. The feedback from the estate agent was really positive! The ultimate goal is to create a space that sells not just a property, but a potential lifestyle that will captivate the imaginations of potential buyers, leaving them eager to make your client's once forever home their own. As professional home stagers, we can undoubtedly say that both design creativity and Home Staging can exist harmoniously, leading to fantastic results. @surfhousepropertystaging www.surfhousepropertystaging.co.uk [email protected] 78
It’s hard to believe that the Staging concept was created in the United States (by Barb Schwarz) more than half a century ago. It worked then, when staging was applied to the very first properties, and it works even more now. Created as a concept of professional preparation of properties for sale, today it is slowly yet steadily affirming itself as the one of the most powerful real estate marketing tools. In the nineties it was primarily used to present the “lived in” residential properties at their best, while in the last two decades vacant (empty) properties have prevailed as the most requested homes to be Staged (dressed for the market). The Industry; Home Staging then and now While years ago Home Staging services were prevalently “used” or meant to be specifically beneficial for homeowners, luckily, brokers, real estate agents, builders and investors have more recently understood the power and the profitability staging brings to real estate transactions. Home Staging makes all these professional figures more productive, increasing not only their profits, but also their client portfolio and reputation. But how? With Home Staging you obtain faster sales especially in the slow markets, and in the fast market you sell at a better price. It does not only set the listing apart from all the similar other ones on the market, it also works as a differentiating factor that sets agents especially apart from their competitors. So, we’re talking faster sales, at the best possible closing price, satisfied clients, and of course, more referrals. By Sanja Radovanovic 79
Years back, agents would recommend staging to home owners as a necessary service prior to placing the property on the market. Fortunately, in the past few years there are growing numbers of agencies who include Home Staging as part of their marketing strategy packet. Throughout the years, staging has expanded to the rental market as well, bringing profits to those who want to make the most out of their rental properties. This has led to the creation of another market niche for staging services— short term rentals. Lately, in some areas of North America, holiday staging has found successful market adherence. Almost 52 years after its creation, there are many countries that have not yet developed Home Staging as a profession and unfortunately even today, regardless of geographical location, too many people have never heard of it. Information and education are the key components to widespread and affirm the Home Staging industry in the correct manner. The first staging course was released in 1999 and since then, thousands of people have gained knowledge in the field and have opened successful businesses. Home Staging Associations around the world have played a significant role in establishing a credible presence while lobbying for the recognition of our industry. The 1st and longest running one, IAHSP has been a home and a place to go for continuing learning and networking opportunities. It has significantly contributed in building a strong community of passionate professionals- solid business owners 80
who serve the real estate market with excellence and ethics. While preparing for the 25th anniversary celebration, the International Association of Home Staging Professionals has launched several Chapters around the world such as Japan, Argentina and South Africa establishing its presence with the aim to bring support, education and tools helping local professionals succeed while raising awareness about Home Staging within the general public. EAHSP, the European Association of Home Staging Professionals, in a very short amount of time since its foundation has been capable of bringing together under its umbrella Home Staging professionals from 24 different European countries, offering them support, complimentary ongoing education and unique networking connections. With the Associate membership plan, EAHSP aims to bring closer those real estate figures that rotate around the property sales process, building more business opportunities for all. Through important institutional partnerships with Real Estate Associations and Federations, EAHSP has become the reference for education on Home Staging and is repeatedly invited to represent and to give lectures, being the voice for our industry at major Real Estate events and fairs. Through the Affiliation program, EAHSP aims to work with national associations in setting the professional standards regardless of the language, cultural differences or markets and its needs. While a lot has been done by associations, schools, academies and singular individuals, a lot more grounds are to cover while we altogether as staging professionals, business owners, leaders and institutional representatives walk and work towards the global recognition of our industry and offered services. We keep up with Barb Schwarz’s mission; to stage the world, one house at a time. Sanja Radovanovic Co-Founder and President of IAHSP® Europe, strives to establish credibility and recognition for our profession in Europe. She played a vital role in expanding IAHSP® INTERNATIONAL globally, fostering relationships with leading Real Estate Associations. Additionally, Sanja is the CEO of Handshome, an Italian Furniture Rental Company, and Creative Director of MARI Team Immobiliare, pioneering staging in every listing. About the Author 81
Stand out from the competition. Find out more 82
Stepping into the industry six years ago without prior experience, my journey has been anything but smooth sailing. The world of Home Staging is undoubtedly exciting and creative, but it's crucial to acknowledge that there's much more to it than meets the eye. While social media often showcases the final stunning results of staging, the journey leading up to those beautifully arranged rooms is a challenging endeavor that demands dedication, strategic thinking, and sheer hard work. Behind the captivating façade of a perfectly staged space lies a realm of behind-the-scenes efforts that shape the outcome. Beyond selecting cushions and arranging furniture, BEHIND THE SCENES OF HOME STAGING: NOT AS ROSY AS IT LOOKS there's an entire universe of tasks that are essential to the success of Home Staging. From marketing initiatives and winning clients to site visits and drafting meticulous proposals, the groundwork begins long before we lift a single piece of furniture. And let's not forget the puzzle of fitting sofas and headboards into London's notoriously small spaces, all while dodging parking tickets and mastering the art of staging in challenging settings. The staging industry's fortunes are intrinsically linked to the housing market, and the past five years have been a testament to its volatility. From the uncertainties of Brexit to the upheaval caused by the pandemic and By Lazer Levy 83
political decisions, we've weathered it all. However, one constant remains: the housing market never truly stagnates. People will always be on the move, driving the demand for well-staged homes. As our business evolved, we recently relocated our warehouse from London to Guilford. This strategic move has enabled us to serve both Surrey and Greater London more efficiently. Despite our base shift, our projects have taken us across the UK, from Cornwall to Wales. Our journey has also been marked by recognition, particularly the honour of winning the HSA Awards. This recognition has not only opened doors but also connected us with a vibrant community of fellow staging professionals. The interactions with other HSA members have been delightful, fostering a sense of camaraderie that extends beyond business with more then once I’ve found myself at midnight in a central London bar having a laugh with fellow stagers. Finally, I'm excited to share that we've launched a new website, www.yourfurnitureoutlet. co.uk, where we offer returned Kave Homes furniture for sale. While most items are brand new, we also provide a large section with minor scratches or defects, available at even further reduced prices, items are being uploaded weekly and good deals get snapped fast! In conclusion, the world of Home Staging may not always be as rosy as it appears on the surface, but it's in navigating the challenges that we uncover the true magic of this industry. Each step, each obstacle, contributes to the journey of transforming spaces and creating homes that resonate with buyers on a profound level. Lazer Levy is the founder and Managing Director of the multi-award-winning Home Staging company, LJ Interiors. Having explored multiple industries, from the wine world to Airbnb hosting, Lazer discovered a new market that had huge potential after helping a friend dress his vacant property for sale in London: Home Staging. Founded in 2017, LJ Interiors has gone from strength to strength. With a team of talented specialists, and bigger and better projects on the horizon, LJ Interiors has exceeded all expectations with a vision of “anything is possible”. About the Author 84
In 2019, Swyft launched after five years of careful planning and thorough research with the driving force behind the company being a belief in changing the way furniture is made. The core principles are simple: that you shouldn't have to wait weeks for delivery and that your furniture should fit, no matter how many flights of stairs or tight doorways you have to get through. Central to Swyft's philosophy is a commitment to outstanding design. Each piece is crafted with attention to detail, ensuring comfort and lasting quality. The standout feature of their collection is the core range – a set of furniture that can promptly reach your doorstep within just 24-48 hours. Even the tightest entryways pose no problem, as these pieces are cleverly engineered for quick assembly and convenient delivery in compact, manageable boxes. Swyft is always innovating - in January 2023 they launched their made to order collection, it was the first made to order UK offering to be delivered within 10 days. The company recognised that whilst with other manufacturers there is usually a made to order offering with fast delivery times, this is often with a small scope for customisation. Swyft wanted to offer consumers the chance PRESENTING: HSA AMBASSADOR 85
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to be involved in a more personalised experience when purchasing furniture. This large range of 50 plus colours and textures was selected so there is something suitable for all customers. The fabrics have been carefully curated by the company’s Head of Creative, interior designer Kelly Collins. The made to order fabrics sit beautifully on Swyft’s existing timeless furniture designs, including the Model 09 chesterfield, Swyft have taken this iconic design and reimagined it for modern living. The ability to customise with such a range of fabrics, will allow consumers the chance to decorate their homes keeping it more within their own unique style. " " The current Swyft style offers beautiful mid-century modern products that appeal to a certain demographic, but by broadening colourways and textures of fabric, we were looking to fit into more homes, suit more tastes and offer something for everyone. I have a good feeling boucle in ivory will continue to do well but I love the full collection and really enjoy seeing what styles and colours our customers choose when freshening up their interiors. We were extremely excited to launch the Made To Order edit with the new fabrics and colours as it introduced a different style that Swyft hadn’t tapped into before. I carefully chose each specific fabric and colour and was confident that there would be something for every type of interior style. Not only are they all stylish but the new range were all trend-driven. I selected these specific fabrics and colours as they all deliver the same high quality finish that our customers have grown to love. 87
Co-founder, Keiran Hewkin, Swyft comments: “The Made To Order collection is a real milestone for the business in terms of growth and expanding our range, whilst staying true to our promise of super-fast delivery. We know that customers want to own and relax on furniture that feels personalised to their specific taste, so being able to choose from 50 plus fabrics and colours on any Swyft model opens us up to a new customer and way of offering high quality furniture. It wouldn’t be a Swyft product without guaranteed speedy delivery and we are proud to be able to deliver any Made to Order product within a delivery time of 10 days which is almost unheard of in the current market.” Photographer: Alessandro de Besi Website: www.swyfthome.com Contact Email: [email protected] 88
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