What was the name of this project and why?
We called this project the Vintage Loft. Built in 1908, the building owners originally used this space as a cement warehouse. They renovated it in 1999 and now it’s one of the true vintage loft buildings in Portland’s Pearl District.
What neighborhood was this home in?
What was the demographic of the target buyer?
When selecting our furnishings, we focused on the potential of either a professional individual or a retired person looking to live in the city. Both demographics would appreciate the vintage loft’s industrial style and enjoy the proximity to the park and the ease of walking to local shops and restaurants.
Who was the client?
The homeowners contacted us to provide a proposal. They were eager to get the unit sold. Previous realtors listed it on the market for over a year with no offers! They hired a new Realtor Erin Rothrock of Hasson Realty, who suggested staging the unit to allow potential buyers to visualize the use of space. Erin knew that strategic staging would help them to connect emotionally to this beautiful vintage loft unit.
What challenges did you overcome?
One of the main challenges was showcasing the Murphy bed while at the same time arranging the living room furnishings to reflect a comfortable living space. We used the living room chairs to act as a separator between the Murphy bed and the living area.
What features were you focused on showcasing?
When staging, we always take in to account the way the camera will capture each room. In this project, we wanted buyers to notice the beautiful architecture, the pillars, and view just outside the living room window. Strategically placing the sofa against the window framed these features, looked inviting, and highlighted the stunning industrial pillar. We also highlighted the built-ins and staged the desk with black and white photos of city views to merge the view outside with the feel inside.
This loft sat for over a year without offers. With staging and the strategic marketing from their Realtor, the unit sold in just 3 days. Incredibly, it sold with a full price cash offer the day before Thanksgiving! The sellers were ecstatic and very grateful for both the staging and the strategic marketing by their Realtor and her team. Staging always delivers the upper hand in selling more quickly with more profit!