Is a Home's Celebrity Past Sexy Enough To Seduce a Buyer?
27 Apr, 2012, 09:56 ET
NEW YORK, April 27, 2012 /PRNewswire/ -- If the fact that A-list celebs such as Leo DiCaprio and Gwen Stefani have called the tribeca triplex at 51 Walker St "home" isn't enough of a unique selling point, then surely the private garden, heated outdoor pool plus jacuzzi, and private sauna would seal the deal! But Broker Fredrik Eklund (break-out star of Bravo's Million Dollar Listing NY), isn't taking any chances! Before putting the impressive 3,200sf, 3-bedroom apartment back on the market, Eklund called in his secret weapon, "stager-to-the stars" Cheryl Eisen.
"You'd think a home that has so much going for it would sell itself," says Eisen, President of Interior Marketing Group, "but this is definitely not the case." Even homes that sound perfect on paper won't seal the deal if the Buyer isn't "wowed" when they see it in person. Not even the "celebrity factor" is enough to close a deal. "In the multi-million dollar price point, the luxury Buyer has extremely high expectations," Eisen says, "and mediocre decor isn't going to seduce them." The luxury Buyer buys on emotion—not price.
According to her impressive track record, this seems to hold true. Eisen's provocative style of staging inspired a multi-million dollar bidding war ultimately won by Daniel Craig's all cash offer. Notably, Craig's property had sat on the market for an entire year without a single offer and within a week after staging a bidding war ensued, which resulted in 007's lavish buy. Eisen was also brought in to transform RoboCop Peter Weller's unusual Manhattan penthouse pied-a-terre—which, as a result, sold for an impressive price as well. The condo's unusual layout was staged for a broader appeal, which lead to the condo's sale to an eager buyer.
According to a 2011 Home Gain Survey, home staging yields a 299 percent return on investment, and "hiring a professional home stager to help you with cleaning, lightening and staging will net you a whopping combined 1200% return on investment." As for the Walker Street triplex once inhabited by DiCaprio and Stefani, it just came to market, is provocatively staged and ready to seduce a Buyer.
Interior Marketing Group, founded in 2006, specializes in transforming ordinary apartments into highly effective selling tools. To learn more about Cheryl Eisen and Interior Marketing Group, please visit: www.imgnyc.com.
Images complimentary of Rich Caplan Photography.
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SOURCE Interior Marketing Group
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