As prices (and stakes) soar in the real estate market, staging has evolved from
simple decluttering into a bona fide and competitive profession.
Leslie Whitlock excuses himself for the third time during our phone interview. Holding his mobile away from his mouth, he shouts, “Hey, come here!” to a mover unloading too much at once from a van parked outside a Dutch colonial revival house in Pasadena, California. “Under your arm is a beautiful matelassé bedspread,” he says, politely but firmly chastising the mover. “By carrying it that way you’re crushing the linen.” Turning back to his interlocutor, he sighs. “They don’t get it. You have to keep the furniture clean and the quality high. Who wants to walk in and see somebody’s dirty chair?”
Whitlock is energetic and funny, but he doesn’t fool around. He can’t afford to. His business—staging homes to ensure they sell fast and for a premium—used to be the quaint purview of third-tier decorator housewives who glided in, tidied up a bit and arranged pretty flowers in a vase. Today, the business is fast-paced and high-pressure. Last year, Whitlock staged 800 houses. “I have three or four projects a week, 52 weeks a year,” he explains. Acquiring a poor reputation (for shabby furniture, say) could land him on stagers’ skid row.
A perfect storm contributed to the higher visibility and increased stakes of home staging. In a video interview with Shell Brodnax, CEO of the 10-year-old REAL ESTATE STAGING ASSOCIATION (RESA), real estate legend Barbara Corcorantalks about the growth of the profession. “Ten years ago, no one knew what it meant,” she recalls. “I think the advent of the Internet set the stage for home staging. Heretofore, people would ride by a house and have a peek at the front… and decide if they wanted to see it. Now everything’s obvious inside the house. Everybody shops online. Nine out of 10 people start their search there… [Home staging] used to be an extra; now it’s an essential.”
Nadeau Los Angeles presented Leslie Whitlock in a speaking engadgement on Saturday October 1st, 2016. Around 30 people attended. The event was from 12-2pm although there was a line of people waiting to speak with Leslie that kept the meeting til 4pm. It was a great event and brought some new business to the store.
Come out to Nadeau Los Angeles this Saturday to see how I stage their unique pieces! There will be food & drinks and $500 in prizes. I’ll be there from 12-2 and would love to see you. RSVP here: https://www.eventbrite.com/e/nadeau-los-angeles-designer-meet-and-greet-leslie-whitlock-tickets-27714294200
Saturday, October 1, 2016 12:00 PM – 2:00 PM
Nadeau Los Angeles
176 North La Brea Avenue, Los Angeles, CA
snacks, beverages, and music
Raffle of $500 in Nadeau prizes
Leslie Whitlock Staging and Design was recently featured in California Home+Design. Read Ca
Our recent project in Nichols Canyon, A mid-century modern masterpiece was featured in Modern Living LA Magazine. Click here to see this marvelous work of art.