Staging & Design: From Homes to Multifamily & Commercial

Chapter: Staging & Design: From Homes to Multifamily & Commercial

This chapter delves into the principles and practices of staging and design across a spectrum of real estate types, from individual homes to multifamily residences and commercial spaces. While interior design focuses on personalizing a space, staging aims to depersonalize it, allowing potential buyers or tenants to envision themselves living or working there. We will explore the scientific underpinnings of these processes and their impact on property value and marketability.

I. Staging Existing Homes for Sale

The goal of staging a home for sale is to create a universally appealing environment that maximizes its perceived value and minimizes its time on the market. It’s about strategically showcasing the property’s best features and mitigating potential drawbacks.

A. The Psychology of First Impressions

• The 15-Second Rule: Studies consistently show that potential buyers form a significant impression of a property within the first 15 seconds of entering. This highlights the critical importance of curb appeal and a welcoming entryway. This phenomenon aligns with primacy effects in cognitive psychology, which suggest that the first information we receive about something strongly influences our overall perception.
• Sensory Marketing: Staging leverages sensory marketing by appealing to the senses of sight, smell, and touch. A clean, well-lit space (sight), a subtle, pleasant scent (smell), and comfortable textures (touch) all contribute to a positive first impression. This aligns with research in environmental psychology, which examines how physical environments affect human behavior and well-being.

B. The Five C’s of Successful Staging

1. Clean: Immaculate cleanliness is paramount. This extends beyond surface cleaning to include deep cleaning of carpets, floors, walls, and bathrooms. A clean environment reduces the perception of risk associated with buying a new property.
2. Clutter-Free: Removing personal belongings, excess furniture, and accumulated clutter creates a sense of spaciousness and allows potential buyers to visualize their own belongings in the space. This is directly related to the cognitive load theory, which suggests that simplifying visual input reduces mental strain and enhances information processing.
3. Color: Neutral color palettes are generally preferred as they appeal to a wider range of tastes and allow potential buyers to easily envision their own furnishings and décor. Bright or unusual colors can be polarizing and may detract from the property’s overall appeal.
4. Creativity: Adding unique and memorable touches can help a property stand out from the competition. This might include a carefully curated vignette, a statement piece of art, or a well-placed architectural element.
5. Compromise: Staging is an iterative process. Be open to feedback from your stager and willing to make adjustments based on their recommendations.

C. Optimizing Space and Light

• Spatial Perception: Staging techniques manipulate spatial perception to make rooms appear larger and more inviting. Using mirrors, strategically placing furniture, and maximizing natural light can create a sense of spaciousness.
• Lighting Principles:
  • Ambient Lighting: Provides overall illumination for a room.
  • Task Lighting: Focuses light on specific areas for activities like reading or cooking.
  • Accent Lighting: Highlights architectural features or artwork.

Proper lighting design contributes to a balanced and visually appealing environment.
The amount of light can be measured in lux (lx), which is lumens per square meter.
* Illuminance (E) = luminous flux❓ (Φ) / Area (A)
* E = Φ / A

Where:

*   E is illuminance in lux (lx)
*   Φ is luminous flux in lumens (lm)
*   A is the area in square meters (m²)

D. Addressing Energy Flow (Feng Shui)

• The Science of Space: While rooted in ancient tradition, Feng Shui principles can be interpreted through a modern lens as optimizing spatial arrangement, natural light, and air quality to create a harmonious and balanced environment.
• Clearing Negative Energy: Practices such as decluttering, improving ventilation, and introducing natural elements like plants can positively impact the perceived “energy” of a space.

E. Experiment: Evaluating the Impact of Staging

• Objective: To quantify the impact of staging on perceived property value.
• Method:
  1. Control Group: Present un-staged photos or virtual tours of a property to a group of potential buyers.
  2. Experimental Group: Present staged photos or virtual tours of the same property to a similar group of potential buyers.
  3. Data Collection: Ask both groups to estimate the property’s value and rate its overall appeal on a scale of 1 to 10.
  4. Analysis: Compare the average value estimates and appeal ratings between the two groups.
• Expected Outcome: The experimental group viewing the staged property will provide higher value estimates and appeal ratings.

II. Designing Multifamily Housing Projects

Designing multifamily housing requires a different approach than staging individual homes. The focus shifts from personalization to creating a cohesive and appealing environment for a diverse range of potential residents.

A. Target Resident Profile

• Demographics and Psychographics: Understanding the target demographic (age, income, lifestyle) is crucial for making informed design decisions.
• Needs Assessment: Identify the needs and preferences of the target resident (e.g., amenities, security, accessibility).

B. Key Design Considerations

1. Curb Appeal: First impressions are just as important for multifamily properties. Landscaping, exterior paint, and architectural details all contribute to a positive initial impression.
2. Accessibility: ADA compliance is essential, ensuring that the property is accessible to individuals with disabilities.
3. Location: Proximity to amenities, transportation, and employment centers is a key factor for potential residents.
4. Security and Safety: Security features such as gates, cameras, and alarms enhance residents’ sense of safety and can justify higher rents.
5. Durable Finishes: Selecting durable and easy-to-maintain finishes is important for long-term cost-effectiveness.
6. Neutral Finishes: Neutral color palettes and classic design elements appeal to a broader range of tastes.
7. Common Area Aesthetic: Well-maintained common areas (e.g., pools, clubhouses, courtyards) enhance the overall resident experience.
8. Views: Maximize views whenever possible, and avoid overlooking unsightly areas.

C. Model Units

• Showcasing Potential: Furnishing a model unit allows potential residents to visualize living in the space and appreciate its features.

D. Senior Living Communities

• Age-Friendly Design: Senior living communities require specialized design considerations, such as accessibility, safety, and comfort.
• Active Lifestyle: Designs should promote an active lifestyle with amenities such as fitness centers, walking trails, and social spaces.

III. Designing Commercial Spaces

Commercial spaces require a balance between functionality, aesthetics, and branding. The design should support the business’s operations while creating a positive impression on clients and employees.

A. Understanding the Tenant’s Needs

• Business Type: Different businesses have different spatial requirements.
• Brand Identity: The design should reflect the business’s brand identity and values.
• Employee Well-being: The design should promote employee well-being by providing comfortable and functional workspaces.

B. Key Design Considerations

1. First Impressions: A welcoming lobby and reception area are crucial for creating a positive first impression on clients.
2. Functionality: The layout should support the business’s workflow and operations.
3. Flexibility: Commercial spaces should be flexible enough to accommodate future growth and changes in the business.
4. Sustainability: Incorporating sustainable design principles can reduce operating costs and enhance the company’s image.
5. Accessibility: ADA compliance is essential for commercial spaces.
6. Lighting and Acoustics: Proper lighting and acoustics are important for creating a comfortable and productive work environment.
7. Branding: Incorporating the company’s logo, colors, and other branding elements into the design reinforces its identity.
8. Amenity Spaces: Break rooms, lounges, and outdoor spaces provide employees with opportunities to relax and recharge.

C. The Impact of Color on Productivity

• Color Psychology: Different colors have different psychological effects. For example, blue is often associated with calmness and productivity, while red is associated with energy and excitement.

D. Biophilic Design

• Connecting with Nature: Incorporating natural elements such as plants, natural light, and natural materials can improve employee well-being and productivity. Studies show that exposure to natural light can increase productivity by up to 20%.

E. Experiment: Optimizing Workspace Design

• Objective: To determine the impact of workspace design on employee productivity and well-being.
• Method:
  1. Control Group: Employees work in a traditional office setting.
  2. Experimental Group: Employees work in a redesigned office setting with features such as natural light, plants, and flexible workstations.
  3. Data Collection: Measure employee productivity (e.g., output, error rate), job satisfaction, and stress levels (e.g., using surveys and physiological measurements).
  4. Analysis: Compare the data between the two groups to determine the impact of the workspace design.
• Expected Outcome: The experimental group working in the redesigned office setting will exhibit higher productivity, job satisfaction, and lower stress levels.

By understanding the principles of staging and design and applying them strategically across a range of real estate types, investors and developers can maximize property value, attract tenants, and create spaces that are both functional and aesthetically pleasing.