Home Staging is the art of making a home appealing as a part of the process of selling a home as swiftly and profitably as possible. Staging techniques focus on improving a property's appeal by transforming it into a welcoming, attractive product to the highest number of potential buyers. After 9 years of helping clients meet with success in greater Los Angeles, Just The Right Touch founder Cheryle Brown-Williamson knows all of the ins and outs.
“This company was born out of a story for me. I had just purchased a home, and I was working closely with an Interior Designer whom I really appreciated, and I turned and said to her: ‘I want to do what you do!’, Brown-Williamson explains. “She educated me on the process and encouraged me to get certified, which I did. And after helping my first handful of clients, I learned about Home Staging, and realized this special niche in the real estate marketplace interested me more than simply decorating houses. Home Staging clients need their homes to sell, and I can bring-in design elements to make that happen very quickly.”
Indeed, that business aspect at the core of Home Staging differentiates it from interior design or other home improvement projects. For example, a home may be occupied by its owners while being on the market, in which case Cheryle’s job is to bring design elements, furniture or even small repairs and remodels, to compliment and work around what they already have. People often add paintings, accessories, lights, greenery, and carpet to “stage” the home, and give potential buyers a more attractive first impression of the property. In such instances, Cheryle may suggest rearranging or "temporarily replacing" furniture. “Properly executed staging is the art of leading the eye to attractive features while down-playing flaws,” she explains.
Just The Right Touch takes care of staging homes for sellers, investors, real estate agents and real estate developers all over Los Angeles, including Long Beach, Orange County and even all the way out to Dana Point. “Especially for a charming, eclectic waterfront community like Dana Point, who wouldn’t be willing to make the drive. I love that area,” Cheryle explains with a warm smile. During our interview, Brown-Willamson discussed the extensive networking that supports her efforts to grow her impressive list of clientele, and how she attends a variety of networking events in all areas of real estate, all the while keeping a keen-eye on developers. “I would say that relationships with real estate developers are key to the thriving business at Just The Right Touch, as they often own multiple properties,” Cheryle continues. “But at Just The Right Touch, we take pride in being attentive and responsiveness to every player in the sale of a home, from Owner/Seller to big-time real estate investor, to licensed real estate agent.”
Another key to Brown-Willamson’s success is maintaining a healthy base of relationships with contractors and handymen, who she can pull-into projects where her consultation reveals the need for a small repair or remodel. “I’ve seen some houses where, upon walking through the front door, you just know that paint, curtains, carpet or light fixtures just… aren’t gonna be enough to help!” Cheryle says with a chuckle. A lot of times, this decision for her client is significantly impacted by financial considerations. “If a major repair is going to be pricey, and they don’t have the budget for it, well that’s when I roll-up my sleeves and put my Interior Design training and expertise to work.”
In producing the sale of a home quickly and profitably for her clients, Cheryle Brown-Williamson has “Just The Right Touch!”
By Flip Barnes