Interview in Häuser

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Interview in Häuser

In September’s edition of HÄUSER (www.haeuser.de), the most well-known magazine for architecture and design in Germany, the two owners of Fantastic Frank Germany Lea Kaufmann and Nico Richter were interviewed. Amongst other they talked about how a space can be improved before selling a property, why the interplay of light and shadow is so important to them and that a certain wall color can lead to new clients.

Wir sind so beschäftigt mit Shootings und der Vermarktung von einzigartigen Immobilen, dass wir es ganz verschlafen haben, diesen tollen Artikel mit euch zu teilen. In der September-Ausgabe von HÄUSER (www.haeuser.de) wurden die zwei Inhaber von Fantastic Frank Deutschland, Lea Kaufmann und Nico Richter interviewt. Unter anderem erzählen sie über das Herrichten von Räumen vor einem Verkauf, warum das Licht- und Schattenspiel für sie so wichtig ist und dass eine besondere Wandfarbe den einen oder anderen Kunden bringen kann.

Das ganze Interview gibt es hier zu lesen.

 

THE I-WANT-THIS-FEELING

Property sales for the generation Instagram: If you want to achieve a higher price, you can stage your property by a professional company. Lea Kaufmann and Nico Richter from the estate agency Fantastic Frank explain how to market houses emotionally.

INTERVIEW: DOROTHEA SUNDERGELD


HÄUSER
You brought the concept of a Swedish brokerage firm to Berlin, which markets houses and apartments with home-staging and photography. What are you doing differently?

NICO RICHTER
It already starts when we visit the property for the first time: When we get an assignment for a real estate sales, we do not walk around the house with our mobile phone to be online with the first photos as fast as possible. We sit down with the seller and consider: Who could be the buyer? Then we decide if a complete home-staging is necessary, or if it's enough to bring along a few accessories, schedule a photo session, and produce a high quality printed booklet.

LEA KAUFMANN
We ask ourselves: Does the real estate appeal to the single IT worker or a young family? Then we decide on a suitable interior. If necessary, we will furnish everything from the bed to the soap dispenser.

HÄUSER
Is the type of soap so crucial?

LEA KAUFMANN
People love the Scandinavian look that we use to stage the properties. First of all, interested parties are simply appealed by our photos and they come to a showing. Homestaging is an elaborate process involving photographers, stylists, interior designers and partly also architects. The high-class photos create this "I want to have this“ feeling and the images quickly find their way through social media channels like Instagram, Pinterest, Facebook and blogs.

HÄUSER
How do you make rooms look better?

NICO RICHTER
This differens from property to property. For many, it helps to just put everything a bit in order so that you can see more of the architecture in the photo. If the windows are cleaned and the personal belongings of the inhabitants are cleared away, much has already been gained. That may sound banal, but if you knew in how many real estate exposés a drying rack standing in the bedroom can be seen...

HÄUSER
What are the ingredients for a good photography?

LEA KAUFMANN
Light is the most important thing. An interesting interplay of light and shadow emphasizes the rooms in the best way. They should not be too cluttered and nicely decorated. We deliberately work with photographers who are not from the real estate industry, who have a different view of architecture. For example, one of our photographers is specialized in snowboard photography, others come from the fashion world. They just work differently, creating more emotional, less slick images.

HÄUSER
What can be achieved through home-staging?

NICO RICHTER
About 10 to 15 percent higher sales prices and a much shorter marketing time.

HÄUSER
Who pays the extra effort?

NICO RICHTER
All our services are covered by the brokerage commission borne by the seller.

HÄUSER 
But where is the advantage for the buyer?

LEA KAUFMANN
The buyers also like our approach. The commission they have to pay anyway. And with us they get more value for their money. On the one hand, through the staging the buyers recognize the potential that is given by the rooms. On the other hand, we provide them with suggestions for the furnishing thanks to our interior images.

HÄUSER
Homestaging is not undisputed. Where is the line between good marketing and concealing defects?

NICO RICHTER
We are usually confirmed in what we do when the customer is on site and sees the property. We do not beautify the objects. If a room is dark, we would not lighten it up. Or make a narrow hallway look wider with a wide-angle photography. Our photography teams simply know how to make the most of a space and what the target audience likes.

HÄUSER
Who are your clients?

NICO RICHTER
Until a few years ago we mainly had international buyers, now this is changing, and there are more and more interested Germans.

LEA KAUFMANN
Above all, young city dwellers with an affinity for design and architecture are coming to us. The interest in beautiful furnishings is becoming more and more widespread through social media - and they are changing our perception of design. We see more and more living spaces that appeal to us emotionally. For us, Instagram, Pinterest and co are important branding tools. Through these we get many contacts and inquiries. Some people only want to know where they get a certain color, but one or the other wants to sell his house through us.

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