By Jennifer Merin

Often, people don't realize the potential of the space they're living in. But after I've "staged" their apartment, they fall in love with it and feel sad about putting it on the market. They say, "Oh, Carlos, I don't want to move, now that I see what my place can be." By then, though, they've already committed themselves to moving to another place. I feel sorry for their regrets, but must admit some gratification—because I know I've done my job well if I'm able to sell the apartment to the sellers. Sometimes, as it's turned out, my "staging" clients then rehire me to design the interior of the new apartment they've bought. That's also a very gratifying indication that you've done a good job. I feel I'm helping people live better.

—Carlos Ortiz-Quiles, 49, interior designer

For the first 20 years of his professional life, Carlos Ortiz-Quiles designed and decorated office interiors for large nationwide and multinational corporate clients.

His degree in architecture, advanced studies in the hospitality industry and management, experience as a theatrical set designer on Broadway and as a prop-maker for elaborate corporate events gave him a unique approach to his work. Ortiz-Quiles'‚ great design flair brought tremendous success.

Before Sept. 11, he was employed by Prudential Securities, happily designing and decorating the corporation's office interiors nationwide. Due to post-tragedy downsizing, and Wachovia's subsequent acquisition of Prudential, Ortiz-Quiles lost his staff job. He started freelancing, taking private clients—one of whom lead him to "staging," a new phase in his career.

"A real estate broker who sold an apartment I'd designed for one of my private clients asked me if I'd be interested in 'staging' some condos that weren't attracting enough interest from potential buyers. I'd heard about the concept of staging, but I hadn't tried it—and I didn't know anyone who was doing it at the time. It just wasn't a commonplace practice in New York, although it was already an important marketing tool among West Coast real estate brokers, especially throughout California."

In the past year, though, staging has become more popular in New York "because it's so effective," says Ortiz-Quiles. "The idea is simple, really—to give an apartment a quick makeover that makes the most of the available space and shows the potential of the place."

It's a different process than interior design. "Staging" is meant to be temporary, while an interior design is intended to last.

"You want to show potential, not make a defined statement. Potential buyers usually want to put their stamp on the place," says Ortiz-Quiles. "As stager, my objective is to whet their appetite by revealing the best in a place."

Ortiz-Quiles begins by clearing away the clutter.

"When people occupy a place, they don't see clutter. They need someone to tell them what should stay or go," he says. "I remove clutter, assess the space and arrange furniture to make the place look as large and welcoming as possible. Lighting's a key factor. I hate overhead lighting because it shows every flaw in a place and can make it look dreadful. I prefer lighting that's dramatic, that creates good ambience and a welcoming atmosphere. It's all about lighting, like in department-store windows—we want people to walk in and buy. I like cheerful colors to brighten a place. And, it should look pristine: no cracked walls, peeling ceilings, stained floors. I may rent furniture, buy pillows and other props, or suggest painting, floor sanding and appliance replacement—but the idea is to prepare for market quickly and cheaply, not make it move-in perfect. It's common sense, but most people don't know how to do it—so they hire me."

Staging makes a big difference in property value, and the spaces not only sell for more but also faster.

"Quick sell is a big benefit," says Ortiz-Quiles. "After I staged a 2nd Ave. and 57th St. apartment, it sold in two weeks. It'd been on the market three months."

Staging costs vary with apartment size and condition. Ortiz-Quiles charges $150 for the first hour (basic consultation), plus $125 each additional hour. Prop purchases, furniture rental, painting and other improvements are extra.