Staging

Staging That Sells

While virtual staging is a great way to present the home of a client who doesn’t want to change their furniture it often creates disappointment when a potential buyer visits the apartment. So, whenever possible, I stage my listings. Over the years I’ve collected furniture and accessories which I keep in storage. Whenever possible, my trusty, red Honda HR-V has served as my moving van and it’s astonishing how much it holds. At one listing the doorman was a magician, finding nooks and crannies for pillows, benches, tables, vases, art, kitchenware…saving us a return trip. I must admit that a lot of my success relies upon the kindness of strangers…and a healthy tip.
Real State Broker
When possible, I rent furniture, rugs and anything else to update the look of the home. It’s a delicate dance with the client as everyone believes that their furnishings are wonderful, and often they are. But sometimes their taste is too specific and we risk alienating a potential buyer who doesn’t relate to that look. Another delicate part of staging is asking the client to de-clutter. Of course, most folks love what they surround themselves with, often because memories are held in these pieces. Unfortunately, not everyone is gifted with an ability to see past the stuff in order to appreciate the “bones” of a home. This works two ways, however. In a studio apartment, for instance, I may add a large dining table and chairs to show that there’s enough space to entertain.
Even if the buyer doesn’t serve big meals for guests it shows them a large space that they can use for something else. If I put a diminutive table with two chairs the effect is that the apartment isn’t large enough for dinner parties.
Decluttering and setting the stage is just as important in the bathroom. It must convey a sense of space, enough room for your “stuff” and what I call “a vanilla” sense of color. If the walls, countertops, or floors are busy it’s best to have the towels be plush but disappear into the walls. The same is true in the kitchen. We store as many appliances as possible, leaving only those which are used on a daily basis. I try to invoke a sense of living in this room as much as I do throughout the home. The buyer should be able to imagine him or herself living there. It’s all in the details. IF you’re thinking about selling, call me and we’ll reimagine your home in a way that makes you comfortable and gives our visitors a feeling of being right at home.

405 West 23rd Street, 3K

After a building flood we had everything ripped out. The client asked that I oversee construction, select appliances and design each room and stage each room.

After

Before

405 West 23rd Street, 11-I

The apartment was painted Tuscan yellow and filled with period furniture, some of which was tattered. I re-staged that until she moved out then painted it white and re-furnished.

After

Before

410 West 24th Street, 12-I

After tenants left I had minor work done to the bath, changed lighting, and staged.

After

Before

The "Queen of London Terrace," has orchestrated two purchases and a sale for me over the last eight years. Given that back in 2013 I was undertaking my first property purchase in the USA and knew nothing about Co-Ops, I needed extra special handling. Susan was patience incarnate. She's incredibly loyal and thoughtful and always maintains great communication. A thoroughly decent person, Susan's exactly who you need on your side in the crazy world of NYC property.
Sara K
Susan is professional, responsive and honest. Those are the three most important traits for a broker to have.
To me, the three most important traits in a real estate broker are professionalism, responsiveness, and honesty. In my opinion, these are Susan’s three best qualities. She is far and away the best agent I’ve ever met in terms of these attributes, and she’s a real pleasure to work with. I’d recommend her without hesitation. She’s incredibly knowledgeable about the Chelsea area and the buildings within the neighborhood.
Henry G.
Susan’s guidance, support and responsiveness made all the difference.
For a number of years we thought about living in New York City but quite frankly, the entire process overwhelmed us. This past May, we met Susan and the journey towards owning an apartment began. Susan’s help, guidance and support in our quest to become NYC apartment owners were immeasurable. She was by our side, step-by-step, providing valuable information about the market, community, co-op living, etc.
Michelle S.
Susan provides the utmost level of service to her customers. When I sought to rent out my apartment, Susan took a commanding lead on the process, organizing the marketing, board approval process, document drafting, and numerous other details that I didn’t have to worry about. She has a keen sense of the market – my apartment was in contract the day after it was listed – and a confidence that I found reassuring throughout the process. Susan’s experience and knowledge at London Terrace are unparalleled. There is no doubt that I work with Susan again.
Marc S.
Susan is very professional, highly detail oriented and very easy to work with. She is a straight shooter and extremely honest with her clients, wanting the best for them. I can highly recommend her to anyone seeking a truly professional Realtor.
Anuraag B.
Extremely pleasant, comfortable and successful experience.
My experience working with Susan was extremely pleasant and comfortable. Susan took the time to understand what I was looking for in an apartment and helped me find just the right one. Susan was thoughtful, patient, extremely professional and always responsive. She was able to facilitate and expedite the process so that both the seller and I were very pleased with the timetable. I believe that Susan is a strong negotiator who worked diligently to ensure that both parties moved smoothly towards an agreement and ultimately a contract. I can say for certain that I will turn to Susan again when I am in need of a real estate agent and I highly recommend her to all.
Mary G.
Susan is always a step ahead. Very pro-active.
I’ve bought and sold with Susan now, and I’ve never been as comfortable with another agent as I am with her. She’s very pro-active, is always a step ahead, but she keeps me well-informed with the whole process, so there are never any surprises. I highly recommend her. In selling my apartment, I think Susan priced the property perfectly, and her negotiating skills were remarkable. On the buying end, she took care of me while still representing her seller, and I really have the utmost respect for her because of that. Whether purchasing or selling, working with Susan is a wonderful experience.
Chris J.
She is extremely professional and truly a fantastic broker.
I would like to highly recommend Susan as the best I’ve ever worked with! She was not only able sell my apartment in one open house– but also at A much higher price than I had valued myself. Susan was also able to find me the apartment I was looking for in less than a month. She understood what I wanted immediately and was extremely well edited and efficient in showing me only what I might be interested in.
Monica P.
Not everyone has someone like Susan guiding them through the process Selling and buying is so stressful. Everyone knows that. But not everyone has someone like Susan guiding them through the process … and they should. She listens. She advises. She calms. She cares. She does what’s best for YOU. I can’t imagine going through this without her.
Vicki J.
Susan Singer was our real estate broker during the recent sale of our co-op in New York. Her work was exemplary. She got the sale and the closing done rapidly. She also quickly and efficiently surmounted the many obstacles that occurred during the period between the signing of the sales contract and the closing. All this was done while we were located outside of New York City.

I highly recommend her and would use her again should the opportunity present itself.
Robert S
I recommend her strongly. Susan is an advisor, an advocate, someone you can trust. I've had the most extraordinary circumstances that she has helped me navigate. She's committed to the long term relationship and is relentless in the pursuit of solutions that work(ed) for me. I would never venture into a real estate endeavor without her.
Morgan Shorey
Susan is very professional and has tremendous experience in the Manhattan real estate market. Her expertise was a huge asset in our sale since I was handling the sale of a very unique older penthouse from long distance. Without my need to fly to New York, she handled staging,marketing and showings. Highly recommended
Hal Shapiro
Susan was our broker for the sale of our co-op in New York. Our sale was a breeze thanks to Susan. When we sat down with her the first time, she came prepared with comps, and after viewing the apartment, she set the initial price that was just right. She was able to find buyers who truly loved our apartment, and we sold the apartment very quickly with no drama. Great communication and really accommodating. Having said that, what sets her truly apart from other brokers is her decades of experience imo (e.g. setting the right price, understanding the market and target audience). Highly recommended.
Y Nam

Recent Articles