To Stage, Perchance to Dream
By Robin Jovanovich
Walk into a home where Fiona Dogan is the listing agent, and you can count on it being staged to sell.
In her view, if you want to sell a home quickly in a town like Rye or Harrison or Purchase, where home prices are high, it needs to be in ship-shape condition.
“The ‘money rooms’ are the kitchen and baths,” Dogan emphasized, “so the cabinets should be freshly painted, preferably in white, and the tile sparkling and caulked. Replacing dated backsplashes and installing new knobs and cabinet hardware also make a world of difference.”
Even newly constructed homes need staging, she added. “Empty spaces don’t attract buyers, but rooms furnished with flair do.”
Dogan makes sure a home is appropriately priced before calling in Dana Franchellaof LD Staging & Design, who brings in the necessary flair.
“Staging begins with removing clutter and making necessary repairs and ends with adding a veneer of luxury,” explained Dogan. “It’s not necessary for sellers to spend a fortune on staging to get their price, but I encourage them to make smart investments inside and out.”
One of those investments is lighting that pops. (For our two cents, head to York Antiques on Purchase Street, which has dozens of dazzling chandeliers and sconces for the important rooms, and Patdo Light Studio in Port Chester, which stocks chic, contemporary fixtures for every room.)
“When you list your home for sale, just remember you’re selling a dream,” said Dogan, a longtime agent at Julia B. Fee Sotheby’s, who has made many dreams come true.
Allison: Box the following with before and after exterior photos of small Cape cottage.
A small Cape cottage was transformed by painting the brick white. The owners trusted Dogan and Franchella, who changed every room in the house. For an investment of $15,000, the owners sold the house for $250,000 more than expected.
Box: Kitchen before and after.
With a coat of white paint, new knobs and pulls, and modern lighting above the kitchen island — which partners perfectly with the Lucite stools —, this dark kitchen came alive. Removing the dated basket motif on the tile behind the range was a good design move.