Los Angeles-based Meredith Baer may have begun life as an actress, but she now inhabits a far more aesthetic realm of the make-believe.
For the past 15 years, Baer has thrived as one of America’s most important home “stagers” — a unique form of interior design aimed at accenting and beautifying homes on the sales market. With offices in LA, New York, the Hamptons and Miami, Meredith Baer Home clients range from high-wattage celebs — Christina Aguilera, Michael C. Hall and Bryce Dallas Howard — to high-flying execs. In between, Baer has also found time to star in the recent HGTV show, “Staged to Perfection.” As her business grows, we spoke with Baer to learn how staging can help get homes sold.
What is staging and why is it important? Staging is using furnishings to dress a property in its finest form — to turn a house into a home. Much like when prepping a magazine shoot, empty rooms are filled and dated rooms become fashionable. The home is fully furnished so buyers can imagine how they would live in it. Staging answers the visual and spatial questions buyers have when entering an empty home.
So how does staging work? Staging begins with an analysis of a home’s strengths and weaknesses — after which our salespeople and designers determine the optimal design scheme for the intended buying demographic. Our team then takes measurements and photos, and heads for our large warehouse to select furnishings for the home. Our crew delivers the furnishings to the property where they’re installed by a designer.
Is staging “interior decorating?” Staging is not interior design because we are not installing pieces in accordance with the homeowner’s taste. Staging aims to appeal to the maximum number who would potentially buy the property.
Can staging add “value” during the sales process? On average, staging a property decreases a home’s sell-time by 15 percent, while increasing its sales price 10 percent.
Is a stager always needed? If you have amazing taste and your home is already updated, you may not need to hire a stager. Look at your home with fresh eyes. Step outside, then walk in and see the space from the perspective of someone who wants to buy the home for themselves. They don’t want to look at your clutter or photos of your beautiful kids.
What about costs? The cost of staging is as diverse as the housing market itself. We’ve staged entry level homes for $5,000 and we’ve staged luxury, $50 million homes for over $100,000. Price is dictated by the level of design, customization and fabrication.
So what won’t stagers do? Stagers won’t move walls, paint, or act as contractors. We always recommend that sellers do some basic cosmetic work before bringing us in.
How do you know if staging worked? You know staging has worked if your house sells fast, for top dollar and with multiple offers!