When a celebrity or public figure stands out and charms the public, he or she is said to have charisma—an elusive quality, often described as personality, magnetism, charm or appeal. Whatever you call it, it's highly desirable, thoughtfully cultivated, and not limited to human beings; properties can also be appealing in their own way. In today’s recovering, but still less-than-robust economy, making a good impression at the curb can make all the difference in a quick and profitable sale.

Setting the Stage

So how do condominium and homeowner associations, property management companies, real estate professionals, and individuals lay on the charm? It isn’t rocket science, but it is a science of sorts, and the good news is this elusive quality is available for everyone, regardless of time, talents or budgets.

Don’t bother to look up charisma when it comes to real estate properties—instead look for staging, and prepare for a wealth of information to make your property attractive for those who already call it home, and enticing to those shopping for a new location. The term staging goes back forty years, and like many great innovations, staging was born of necessity to address the very real challenge of showing a property at its best and most appealing.

In the 1970s, Barb Schwarz was new to the real estate industry. She soon discovered a common problem that still persists today; listing properties for sale when those properties do not show well. Sometimes an owner is objective enough to realize the property’s shortfalls, but other times it can be a painful education process for the realtor involved. Schwarz soon went to work developing a system to help sellers make the most of their apartments and homes. While working with a client whose home had been on the market with another agent for six months without positive results, Schwarz launched a plan to stage the home like the individual scenes in a theater production. “Every room is different, so we did a different scene in every room.” The client cooperated, the concept worked, and a new industry was born.

Schwarz was soon staging other homes, and reaping the benefits as a real estate agent. Almost immediately, she moved on to writing the bestselling book Home Staging, the Winning Way to Sell Your Home for More Money, and teaching other agents her system for staging homes and commercial properties. Today, she's the founder and CEO of Stagedhomes.com, and the founder and president of The International Association of Home Staging Professionals (IAHSP), When Schwarz speaks with HOAs and COAs, she starts with a two-part approach. First, she tells those involved to put away their checkbooks, “It’s not about spending money,” she explains. “Most changes can be made inexpensively and achieve worthwhile results.”

After that, she literally takes everyone to the curb—or if possible, the curb across the street from the property—for an honest, appraising look to determine where best to make changes. “View your property not as an owner, but as a potential buyer,” Schwarz advises. “Look for ways to add interest and excitement inside and out.” The Internet has made shopping for property, quick and easy, and according to Schwarz, 92 percent of buyers will click on and off a property in 3-to-6 seconds; that's not much time to make a favorable first impression.

Quick & Effective Changes

Schwarz recommends three quick and inexpensive suggestions to up the wow factor and add color and contrast almost instantly for most condominiums. Start with fresh paint at the entry way, and around the main entrance to the building or lobby. Then add a good quality classic planter on each side of the main door with vibrant, easy to care for layers of plants.

Schwarz recommends using brilliant, emerald green Arborvitae, no taller than the top of the first third of the door, and arranging additional plants in descending levels to create both balance and beauty. Finally consider visually extending the entrance by using permanent fixed shutters in a complementing color, all white or black are good choices, but so is gray or blue. Schwarz often uses the cost-effective big box stores like Home Depot and Lowe’s for the plants, paint, and materials needed to accomplish this simple but impressive redo. A new doormat and totally clean sidewalk will complete the updated look and add instant charm.

Sandra Holmes of Home Staging Concepts in Fort Lauderdale is president of the South Florida chapter of IAHSP, and she is a firm believer in the difference staging can make in a property’s appeal and resale value.

“Create curb appeal first,” she advises. “You never get a second chance to make a good first impression. With all the condominiums and co-ops for sale in South Florida it is best to enhance a building’s exterior, pool and lobby areas first.”

Creating Gardens

Holmes has seen a trend towards increased focus on nature and landscaping. “Landscaping in general helps to elevate moods and a lush tropical design can create a resort atmosphere.”

A new and exciting development on the design scene is the revival of rooftop gardens. “It is important to provide a place for residents to enjoy being outdoors while at home. A landscape designed area that is healthy for the body, comforting to the spirit, and beautiful to the eye is an excellent way to enhance property value. Holmes has two points of caution when creating this type of landscape design; be sure the sprinkler system is adequate and adjustable to allow for rainy and dry seasons, and check city ordinances on the types of plants, and heights allowed in your area. ‘There are many places to get incredible landscaping in all areas of South Florida, including tree farms, nurseries, and local Home Depot’s or Lowe’s.”

Window (and Door) Dressing

Once those few and economical enhancements have improved appeal for your property, it may be time for another walk to the curb for an honest appraisal of additional design elements that will set your condominium apart from others in your area or city.

Doors and windows also sustain a lot of wear, and it is easy for this all important feature to become neglected. In addition to aesthetics, the entry door for a high-rise or an attached group of townhomes might be a safety and security issue for the entire building. A door that is not properly installed and adjusted can be a drain on the facility’s air conditioning, pushing up maintenance costs and utility bills. Window and glass codes in South Florida are also strict due to wind and hurricane safety. When it comes to doors and windows, it may be time to call in an expert.

Richard Goodman, of Alpha Windows and Doors in Pompano Beach has a wealth of information for boards of directors. “Nothing updates and improves a building’s appearance like new windows and doors,” Goodman says.

New advances in impact resistant glass have eliminated the need for hurricane shutters, and all the problems associated with this now outdated method of protection. Putting shutters up and taking them down during hurricanes and storms put additional strains on maintenance. The opportunity for accident or injury is increased, and even in good weather, storing hurricane panels and shutters uses valuable space. Additional security benefits, reduced utility cost, and improved UV protection are all reasons to evaluate your windows and doors. Sound abatement from busy streets and improved vistas are valuable benefits from updating the windows and doors in your condominium or co-op.

Awnings are an additional design element to consider when seeking increased curb appeal, and just like windows and doors, awnings have much more to offer now than ever before. Strength, safety and durability are the hidden benefits, but beauty and function are obvious when well placed awnings are used to enhance common areas or building exteriors. American-made Awnings of Hollywood offers a wide selection of awning systems designed to fit any community association’s budget and decorating requirements.

Questions for an HOA or COA board to consider before calling in an expert include what you hope to accomplish with the addition of an awning or an awning system. Would you like to create an inviting entry way offering protection from the elements and providing a defined building front? Would you like to extend the outdoor living area? Or enhance an existing area with a gazebo, perhaps near the pool? Perhaps there is a need to reduce the glare from a window with a western exposure? Remember to ask about protection from wind and hurricanes.

Awnings are certified by an engineer to comply with the newest building codes released in October 2006. “We not only meet the Florida Building Code, we exceed it,” explains Awnings of Hollywood vice president Lori Roman. “We have multitudes of awnings that came through hurricanes Katrina and Wilma intact. If a hurricane warning is issued for South Florida, we are fully prepared to handle it. Awnings of Hollywood can send a crew over to take down and fold the covers for storage at your location,” says Roman, whose company has been in business for 50 years.

Putting a Spotlight on Staging

No matter how modest or extensive the curb appeal upgrades, proper lighting is required as the finishing touch. Basic lighting is a necessity for safety and visibility, but when lighting is used as a design element to enhance a property’s style, the results can be magical. “The quiet beauty and reminiscent charm of beautiful street lights or artfully-designed landscape lighting make communities special and create a true sense of place,” states Kimberly Weiss of Community Lighting Products in South Florida. “We are a wholesale company that sells only to homeowners associations across the country and we have a 22-year history of working with communities.” When considering changes in lighting and lighting fixtures, Weiss recommends using a lighting consultant to help plan and then a contractor familiar with common area installations. This will add years to your product life and efficiency. She also suggests to pay close attention to factory warranties and purchase the best quality your community can afford.

Finally, choose the focal points that will add the most charm and ambiance to your community and be sure to accent those areas tastefully.

One cannot emphasize enough the importance of the art of staging and generating curb appeal in order to achieve the highest price and generate the shortest marketing time. A home makeover in any market will yield positive results and make your property more attractive for years to come.

Anne Childers is a freelance writer and a frequent contributor to The South Florida Cooperator.