Friday, April 17, 2009

The Importance of Floral Design to Real Estate Staging

What is the one common feature in rooms showcased in decorating magazines, regardless of design style? Floral Accents!

Everyone would agree that flowers and plants are beautiful decorative accents to these stylish rooms. But please consider that flowers are so much more than decorative room jewelry. With more than 80% of home buyers shopping on the internet, shouldn’t we all be paying attention to what the decorating magazines already know? In the same way that I say that, "staging isn't decorating, staging is marketing,"

Attractive floral design isn’t optional – it should be a key component of staging. I believe flowers and plants help sell real estate!

Recent Research:

Did you know?

  • Scientific research conducted by Rutgers University, The Emotional Impact of Flowers Study, has proven that flowers improve emotional health, having a profound effect on mood and well-being.
  • At Texas A & M, research showed that a change as simple as adding flowers and plants can be important in the most meaningful way to businesses. Workers’ idea generation, creative performance and problem solving skill improve in workplace environments that include flowers and plants.
  • Research by The Color Institute showed that people start forming impressions in the first 90 seconds and that up to 60% of that impression can be based on color alone.

For more information on this groundbreaking research visit www.aboutflowers.com

Given the powerful impact of color and emotion, flowers in different color combinations can enhance or adjust feelings. When we stage a house to sell, our goal is to transform the home to a living space that will appeal to a broad base of potential buyers. As we set the stage in various rooms, we aim to create positive emotional responses from potential buyers. Flowers can help us accomplish our goals in a subtle yet highly effective way.

From the first, all-important, impact of curb appeal, a beautiful garden will tell buyers that this is a well-maintained, well-loved home. And when the front door is opened, flowers will instantly welcome visitors. Think of the grand hotels. What do they all have in their lobbies? Fabulous floral arrangements! Think of fine restaurants and special events – flower arrangements! These businesses invest in floral design as a key component of their marketing budget, because of the positive response from their clients. If they weren’t achieving a significant return, they wouldn’t waste their money.

Given that up to 60% of the first impression is based on color alone, pleasing color palettes are key in the first 90 seconds. A pretty flower arrangement on a foyer table will become an attractive focal point and have enormous impact on the potential buyer’s emotional response.

Throughout the rest of the rooms of a home, floral accents, plants and trees should be integrated to draw the buyer’s eye to key strengths and away from weaknesses. They also add instant vitality and color to any space. Color theory teaches us about the impact of color on emotions. Floral accents can enhance the desired color palette of any room and help evoke the desired emotional response from potential buyers. While white orchids can add a sense of calm and a spa-like feel to a bathroom, vibrant tropical flowers will instantly energize a loft space.

However, poor floral design can have a hugely negative impact on potential buyers, Dusty dried flower arrangements and wreaths should be removed. High quality silk floral accents look remarkably authentic and photograph extremely well, but cheap "fake" flowers will draw the buyer’s attention like a magnet. Also critical is attention to style, scale and mechanics.

I believe professional floral design should be a key component of real estate staging. Before becoming a real estate stager, I achieved my certification in floral design from the prestigious New York Botanical Garden. I interned and then freelanced with a top New York floral designer and gained invaluable experience in event staging. I bring this specialty and experience to all my staging projects and staging training.

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