If You're Selling...Get Your Style On!!

I am am very excited to announce the expansion of my consulting practice to include Property Styling (aka Home Staging).  As a former Real Estate Sales Agent who grew up in the business with both parents Real Estate Brokers, I can truly attest to the value of a well presented interior space.  There are so many areas in life where your built environment has such an impact on you and most of the time, we don't even know it.

You see, for as long as I can remember, I have been fascinated with a harmonious, balanced, matching environment that flows from room to room.  My little brother used to purposefully misplace items, then hide and see how long it would take for my mom and I to notice and giggle away as he watched us 'organize'.  Now, he and others satisfy this little prank by leaving cupboard doors open or not pressing clear on the microwave.

Yes, all these little idiosyncrasies drive me bonkers!!

Did you know that industry studies show that by spending as little as 1% of the value of your property on its presentation, you can increase the price by as much as 10-15%?

Your styling should, “…resonate with your target market. In the twenty-first century, we must learn to look at buildings not as objects but as advertisements and destinations. We are no longer consuming objects but sensations; even lifestyles… buildings are not about where we live, but how we imagine ourselves to be.”

Brandscapes, Anna Klingmann MIT Press Cambridge 2007

Home Staging is the process of styling a home for sale. The theory behind Home Staging is to prepare the home in such a way that it stands out from others on the market, and appeals to a wide audience.

A potential buyer must be able to walk through the door and imagine themselves living there. The more neutral a property is, and the more uncluttered and free of personal items, photos etc., the easier it will be for the client to envisage themselves living there.

Just like meeting a person for the first time, the first visit to a property is tremendously significant. Therefore, presenting it in the best way possible is the secret to reeling in and dazzling a potential buyer. With this in mind, and because we know that sometimes all a property needs to realise its full potential is a little change here and there, hiring a Property Stylist is your secret sales weapon.

Creatively Yours,

Brandelyn

Dip. Interior Design

Cert. Home Staging & Property Styling

Don't Judge a Book by It's Cover

So, in retrospect, I have to admit, I wasn't so open minded when I pulled up to the infamous 'knock down', aka my design nemesis.  However, as I learned more about the unique style (Art Moderne) and the characteristics of such, including:

• A minimalistic approach
• Angular, asymmetric lines
• Flat (butterfly) roof

I began to appreciate the natural design splendour of this vintage classic and was becoming very excited to modernize this property while maintaining it's unique style.  Since contemporary architecture is on the rise as the new en vogue, I now consider myself  privileged to be working with such a home.  Pretty far cry from my initial rash opinion.

THE BEFORE:

IN PROGRESS:

AFTER:

Eco-Friendly Products Used:

• Low VOC paint & wood stain:   Minwax^® provides a full range of environmentally responsible products that deliver beauty and protection, while meeting or even exceeding the most stringent environmental regulations. In addition, Minwax^® takes steps to minimize their environmental impact.  http://www.minwax.com/about-us/environmental-responsibility/  

• Engineered Stone:  Artificial stone products are environment-friendly engineered products that provide you with all of the advantages of natural stone with none of the draw backs.  The beauty of artificial stone and practical efficiency affords many exciting design options for both interior and exterior wall facings and treatments, creating a harmony between your outdoor and indoor living spaces.

• CanExcel Prefinished Siding:  CanExcel uses 100% SFI certified wood from small diameter, rapidly regenerating trees.  As an engineered product, it also uses less raw materials andoffers more consistent performance than traditional products.  http://www.lpcorp.com/greenbuilding/

Be sure to stay tuned as we continue with this transformation, I'm really excited to conquer the car port!  :) 

Now it's time to hang out in the hammock!  ;)

Creatively yours,

Brandelyn

The Full Production

THE SAGA:

Video Shoot, Video Edit, Video Production...no turning back now you say...just as I am writing my email draft to Sue and pasting the link to my new video...I am thinking to myself...wow...did these last 3 days really happen.  What a HOOT!!!

So....I upload my video hit send and Bob's your uncle... right?  Just when I thought it was safe to put away the marketing and self promotion kit...into my inbox appears a few more tips...

THE TIPS:

Good morning, Brandelyn,

Thank you, so very much, for submitting for 'Showhouse Showdown'. Your video is perfect! Thank you, so much, for re-shooting it! You are wonderful on camera and your tips are perfect! Very creative and you have a fabulous sense of humour.

I am presenting to the Temple Street and HGTV executives next week and will, most definitely, be presenting yours to them.

Brandelyn, I need to receive, please, your cover letter which includes your love of design and why and how you decided to change careers from being an Executive Director in the Health Care industry to design, the design school you attended and why you MUST be a participant on 'Showhouse Showdown'. Your pitch to HGTV.

Thanks, again, Brandelyn. And your home is stunning. 

Have a lovely evening and I'll be on standby for your cover letter.

Thanks, again, so very much!

Most sincerely,

Sue

Sue Skinner

Casting Director - CDC

SMS Concepts Ltd.

Office: 289-868-8949

smsconcepts@rogers.com

www.smsconcepts.ca

THE COVER LETTER:

June 15, 2012

Showhouse Showdown

c/o Sue Skinner

SMS Concepts Ltd

Dear Sue,

It has been an absolute pleasure working with SMS Concepts as I prepare my application for HGTV’s Showhouse Showdown Amateur Edition.

Ever since I can remember, I have had a passion for interior design.  The challenge of transforming an underprivileged space has always provided me an extreme appreciation of the importance of harmony and balance within your built environment.   Unfortunately, throughout my academia, I chose to ignore my natural talent (as we often do), replacing my passion with a drive for corporate success.  Conforming to my ambition, I chose a career in Health Care Administration in Private Practice Management.  Now acting as the Executive Director of an extremely busy Oral and Maxillofacial Surgery practice, I turn to my creative passion as an escape from the corporate chaos.

Until recently, the majority of my designs were a compilation of ornate Victorian elegance combined with contemporary flair.  Two years ago, a good friend of mine purchased a home on the banks of the Rideau River and I was faced with my biggest design challenge, a mid-century Art Modern bungalow and I was stumped.  Ironically, I turned to my corporate alter-ego for advice and enrolled in an online Diploma program through the Interior Design Institute.  Concurrent with this program, I had selected several other green design courses offered through the American Society of Interior Designers (ASID) as well as CE credits through AEC Daily.  Moreover, I have recently enrolled in a Feng Shui certification and credentialing program through QC Design School and am looking forward to each module.

As such, I have unleashed a creative monster!  This wealth of knowledge combined with my natural design talent and unwavering inspiration leave me longing for more.  I have since transformed my design nemesis, the 1950’s bungalow, into ‘The Eclectic Beach House’, respecting all elements of its natural architectural splendour.

I would absolutely love the opportunity to channel this creative wizardry through the reputable design programming that HGTV offers and participate in the upcoming series.  Rather than rambling on about why you should choose me, I have included the video that shows you why.

Thank you for your time and consideration.

Best Regards,

Brandelyn

THE FINAL VIDEO SUBMISSION:

THE FEEDBACK:

Perfection! Thanks, Brandelyn! You are GOOD! :-)

Have a lovely weekend.

Suze

Sue Skinner

Casting Director - CDC

SMS Concepts Ltd.

Office: 289-868-8949

smsconcepts@rogers.com

www.smsconcepts.ca

Whew...now that the pressure is off, I can kickback and relax and spend my evenings and weekends moonlighting as design wannabe.  ;)

Creatively Yours,
Brandelyn

VIDEO EDIT

Here I am contemplating the edits thinking..."OMG what have I committed myself to?"  I mean sure it's one thing to compile a bunch of before and after shots, add some music and call your static story board a video.  ;)  But to actually have to talk to a camera and send it to a casting agency to then present to the big kahuna's is an entirely different matter.  How was I going to pull this off?  What was I going to say?  Better yet...who was going to tape it?  Feeling rather nervous, I enlisted the help of my good friend Renee, who up until this week had no idea that she would be my budding videographer.  Thank you Renee, your diplomatic candor and steady hand are much appreciated.

With the following tips in mind, we were ready to roll:

Vickie Fagan notes:

'This is a good summation from Sue on what to do with the video!

The video is THEIR BIG sales pitch to make the show so... They need to pitch why we should pick them.

1. History of where they came from 20ish seconds before design

2. Why passionate for design 20 seconds

3. Their 3 design tips for a home - 1 minute

4. Why they must be on the show and are the BEST contestant participant we could ever hope for - 30 seconds-ish'

Below you will find the 1st part of my 3 part series which will take you through my video design tips.

A Few Revisions Required...

So after spending a few hours putting together a short before and after compilation of pictures converted to a video with the 'sophsiticated' Windows Movie Maker ;), I submitted my video shortly before midnight on June 12.

 

Not really expecting to hear back from anyone, you can imagine my surprise when I received this message the following day...

 

Good morning Brandelyn!

I received your video and passed it to Sue Skinner the head casting director. We both think you have amazing potential and though I can tell you put a lot into the video production, we need something a bit different from you. This isn't unusual so please don't get discouraged. We just want to present the best we can for you.  So Sue's comments are below. I also suggest you go easy on the background music as it sometimes drowns out your voice. You are definitely spunky which is great so use that and amp it up! You are very much what we are looking for with your background in healthcare and a passion for design! Tell us more about yourself and why you should be in the show instead of showing us the reno's you did. This is 80% personality! 

I will try to call you later today to go through it with you but I know you can nail this!

Vickie

Vickie Fagan

SMS Concepts 

T:905 321 3277

email:vickief@cogeco.ca

Sue Skinner notes

Could she shoot another video with someone shooting the video for her, NOTon her cell phone.

 

The videos are a 'WALK AND TALK' though a house with the camera following them. LOTS of light in the rooms required. Turn on all the lights!

Refer to 3 reno tips as you walk around the house but no need to add before and after reno shots. This is more about interior design. 

No Interiors Logo and photo off the top. 

Can you send another photo of you that looks more like you in the video?

 

Just right into walking and talking LIVELY energetic video. No cutaway visuals except the camera panning to indicate anything she talks about.

 

The Research & 'Whois' of this Showbiz

Since you all know who I am, I thought it would only be fair that I also post who I have been corresponding with on this opportunity.  Introducing Sue Skinner & Vickie Fagan of SMS Concepts Ltd:

Sue Skinner - Casting Director CDC:

Sue Skinner began her career in the casting department of the Canadian Broadcasting Corporation and then moved to Citytv where she honed her skills as a producer and field director and received a Gemini nomination and two CanPro awards for her work.

With twenty years experience in television production in Canada and the United States, Sue Skinner has produced lifestyle, reality, documentaries and children's programming as well as TALK and LIVE series in Canada and the United States.

In 1992, Sue moved to New York City where she was a Producer for Sally Jesse Raphael, was the Senior Producer on Kids These Days for Lifetime and was Coordinating Producer in the start-up, launch and production of Fox’s cable networks, fX and fXM.

In 1996, Sue returned to Canada to join CTV to supervise their children’s programming, in association with Walt Disney Canada.

In 1999, Sue entered the freelance market and was a Supervising Producer/Writer and Production Supervisor for Canadian independent productions.

In 2002, Sue joined Corus Entertainment’s CMT as the network’s Production Executive, overseeing all commissioned series as well as all in-house productions, including a LIVE remote special with Shania Twain.

Throughout her career as a Producer and Production Executive, Sue continued to cast the HOSTS, EXPERTS and CELEBRITIES for the various productions she supervised.

In 2002, Sue launched SMS Concepts Ltd, a successful television casting company that provides television networks and production companies in Canada, the US and the UK with the casting of HOSTS, EXPERTS, CELEBRITIES and REALITY "REAL PEOPLE" PARTICIPANTS.

Live Your Passion & throw caution into the wind!

Shortly after enrolling in the AFSD program at QC Design School, they posted an opportunity for novice designers to audition for an upcoming series.  After researching the source, I decided...meh...why not?  So...here begins the adventure:

The Application...

Hi There,

I am a spunky, self-proclaimed designer, who has recently completed an Interior Design Diploma to enhance my theoretical knowledge.

As a whimsical optimist with a natural flare for interior design, I have always enjoyed the challenge of an underprivileged 'space'.  Until I stumbled upon, what I originally referred  to as 'The Knock Down'.  A 1950s Art Moderne (yes, the formal education paid off in this respect ;) bungalow - otherwise known as my design nemesis.

You see, Interior Design is my alter-ego, as a Health Care Executive within the private sector, my career is extremely fast paced and demanding.  Design is my creative passion and I would love the opportunity to share this passion with the world on HGTVs Showhouse Showdown.

Combined with my creative genius, my quit witted humor is sure to please even the biggest skeptic.

Attached to this message is my design Bio, my mugshot and my amateur video, so what are you waiting for...give this design wannabe a chance.

In all seriousness though, thank you for your time and consideration.

All the best,

Brandelyn

Stay tuned as this is just the beginning of a whirlwind week!

This Wannabe Designer Tells All

So the past few months have been pretty hectic in the land of corporate chaos and sadly, I have been neglecting my creative passion.  Until recently however, I have just enrolled in a design credentialing certification program through QC Design School.  The AFSD credential, yup Advanced Feng Shui Design Professional designation.  The philosophy of restoring harmony and balance in your built environment are so fundamental in all areas of life.  I absolutely cannot wait to apply the ancient art of Feng Shui into my next design project.

To add to this excitement, I have stumbled across a very exciting design related endeavor and look forward to sharing the all  the nitty gritty details with you soon.  I promise...it won't be such a long stretch between blog posts and soon...you may not be able to get rid of my ramblings.  ;)

Creatively yours...
Brandelyn