ESSENZA
EXPERTISE IN FURNISHING, HOME STAGING AND REDESIGN
Home Staging
Professional home staging and furnishing services for property owners in Serbia, Montenegro, Croatia, and other countries in the region.
About me
Here I’ll share how I came to the idea of turning real estate into a product that sells itself.
My name is Anna
I specialize in furnishing, home staging, and redesigning apartments for sale and rent. I work in Serbia, across the Balkans, and throughout Europe — both in person and remotely.
Having spent 28 years living in Europe, I’ve developed a refined visual sense and aesthetic that shines through in every project. I don’t copy generic templates — I know what truly works in the market and create interiors that “sell” properties from the very first showing.
Having spent 28 years living in Europe, I’ve developed a refined visual sense and aesthetic that shines through in every project. I don’t copy generic templates — I know what truly works in the market and create interiors that “sell” properties from the very first showing.
Visual Strategist
I bring over 20 years of experience in creative fields — journalism, fashion, marketing, branding, and interior design. For the past 8 years, I’ve worked as a marketing director for major real estate developers and agencies in Turkey, Cyprus, and Dubai. Since 2025, I’ve been helping property owners, real estate agents, developers, and investors make their apartments truly market-ready and visually appealing.
A Signature Method
That Works
That Works
I use my own proprietary method of visual diagnostics and real estate packaging. It’s not just about selecting furniture and decor — it’s about shaping the perception of space down to the finest details. The result? A property that builds trust, stands out, and sells faster.
My 28 years of life in Europe have shaped a refined visual taste and aesthetic that’s felt in every project. I don’t follow ready-made templates — I know what truly works in this market and create interiors that "sell" a property from the very first showing.
My 28 years of life in Europe have shaped a refined visual taste and aesthetic that’s felt in every project. I don’t follow ready-made templates — I know what truly works in this market and create interiors that "sell" a property from the very first showing.
A Strong Educational Foundation
I hold three degrees: Journalism and Foreign Languages (Odessa), a First-Class Honors Diploma in Design from IMB in Milan, and a Creative Marketing degree from NABA, also in Milan. I’ve also completed numerous professional courses in home staging and interior design, and I work according to European standards for preparing properties.
Years of experience in real estate marketing have given me a deep understanding of how a property is perceived by tenants, investors, and buyers. I know which details influence decisions — and how to quickly transform a space into a visually powerful, market-ready asset.
Years of experience in real estate marketing have given me a deep understanding of how a property is perceived by tenants, investors, and buyers. I know which details influence decisions — and how to quickly transform a space into a visually powerful, market-ready asset.
WHAT IS HOME
STAGING
STAGING
This is a professional preparation of a property for sale or rent. Unlike interior design, home staging doesn’t create a space tailored to a specific owner — it’s about making the property appealing to the widest possible target audience.
I adapt European standards to the Balkans, taking into account local preferences and the cultural nuances of different audiences. I work with both empty and lived-in apartments — investment properties, new builds, and resale homes.
Design That Suits
Everyone
Everyone
I create neutral yet cozy interiors that appeal to the majority.
Helping People Feel
at Home
at Home
I help potential buyers easily imagine themselves living in the space.
Every Room Fits a
Real-Life Scenario
Real-Life Scenario
I design with real-life routines in mind — not just for beauty, but for how each room will actually be lived in.
Maximum Comfort with Minimal Costs
For resale properties, I make the most of existing furniture and keep renovation work to a minimum.
Only the Essential Changes
for Your Budget
for Your Budget
I focus on minimizing costs by making targeted improvements that truly matter, ensuring your apartment becomes market-ready and attractive.
Creating an Atmosphere
People Fall in Love With
People Fall in Love With
The result: your apartment stands out among dozens of similar listings and sparks an emotional connection with potential buyers.
I work in two main areas: new developments and resale properties.
FURNISHING & STAGING FOR NEW DEVELOPMENTS
If you own a newly built apartment — empty, standard, and lacking individuality — I can help turn it into a ready-to-market product that’s easy to rent or sell. No overload, no design extremes — only what truly works.
I work with both white box properties and fully finished units. I select everything needed: from furniture and lighting to textiles, kitchenware, and decorative accents. When necessary, I add zoning, focal points, and make adjustments to ensure the space looks convincing — not “cheap,” but refined and well-composed.
I approach each project with a clear understanding of the goal: the apartment should appeal to the majority, look great in photos, and raise no unnecessary concerns from agents or tenants. My aim is to create a cohesive, functional, and visually appealing space, perfectly suited for the market. The result is a fully furnished, decorated apartment — ready to go, turnkey.
I work with both white box properties and fully finished units. I select everything needed: from furniture and lighting to textiles, kitchenware, and decorative accents. When necessary, I add zoning, focal points, and make adjustments to ensure the space looks convincing — not “cheap,” but refined and well-composed.
I approach each project with a clear understanding of the goal: the apartment should appeal to the majority, look great in photos, and raise no unnecessary concerns from agents or tenants. My aim is to create a cohesive, functional, and visually appealing space, perfectly suited for the market. The result is a fully furnished, decorated apartment — ready to go, turnkey.
REDESIGN & HOME STAGING FOR RESALE PROPERTIES
I work with previously lived-in apartments — spaces with outdated finishes, mismatched furniture, and visual clutter. My goal is to remove the unnecessary, highlight the best features, refresh the presentation, and prepare the property for rent or sale — all without major renovations.
I start with a visual assessment to determine what should be kept and what needs to be replaced. I carefully select furniture, textiles, neutral decor, and lighting. Often, simply rebalancing proportions, refreshing the color palette, and eliminating visual noise is enough to make the apartment look modern and appealing to new occupants.
The focus is on smart, budget-friendly solutions. No excessive spending — just thoughtful updates with maximum impact. The result is a cleaner, brighter, and more coherent space. I bring the apartment into order so that tenants or buyers feel no need to “fix things themselves” — everything is already ready.
I start with a visual assessment to determine what should be kept and what needs to be replaced. I carefully select furniture, textiles, neutral decor, and lighting. Often, simply rebalancing proportions, refreshing the color palette, and eliminating visual noise is enough to make the apartment look modern and appealing to new occupants.
The focus is on smart, budget-friendly solutions. No excessive spending — just thoughtful updates with maximum impact. The result is a cleaner, brighter, and more coherent space. I bring the apartment into order so that tenants or buyers feel no need to “fix things themselves” — everything is already ready.
Numbers That Speak for Themselves:
Home Staging Speeds Up Sales by 30–60%
On average, staged properties sell within 2–6 weeks instead of 3–4 months — reducing time on the market by 30 to 60%.
Home Staging Pays for Itself 3–5 Times Over
It can increase property value by up to 15%. On average, every euro invested in home staging returns 3 to 5 times more.
Post-Staging Photos Attract More Attention
Listings with professional photos of staged properties get up to 78% more views and draw significantly more interest from potential buyers.
Move-In Ready Look Accelerates the Deal
90% of staged properties sell after the first showing. When a home looks truly “move-in ready,” buyers make decisions faster.
What You Get When You Work With Me
-
Experience with
various markets and
property types -
Time and Stress
saved -
I handle the entire
transformation process
for your property -
Practicality over
unnecessary stylistic
extremes
WHAT CLIENTS COME TO ME FOR
- The apartment isn’t selling for a long time or sits vacant while for rent
- An empty apartment fails to inspire a feeling of home
- Potential buyers offer prices lower than
expected - The property looks less appealing compared to competitors on the market
- No feedback or only rejections after
showings - The interior puts people off, even if the property itself is good
I address these challenges through redesign and décor that deliver real results. My approach isn’t about personal taste or trends — it’s grounded in marketing, visual logic, and how people perceive and experience a space.
Services and Pricing
DIY HOME STAGING PACKAGE
(ONLINE)
(ONLINE)
- Analysis of the apartment based on photos and floor plans (no on-site visit)
- Understanding of target audience and goals
- Selection of color schemes, furniture, and décor
- 3D visualization of each room
- A detailed list of items and décor with purchase links
- Instructions and tips for placement
Price: from €10/m²; minimum €350
Estimate FULL-SERVICE HOME STAGING PACKAGE (ON-SITE)
- Property and market analysis
- Diagnosis and list of necessary improvements
- Mood boards and visual concept
- Budget estimate with links and cost breakdown
- Ordering, delivery, and inspection of items
- Final décor setup and photo staging
Price: from €13/m²; minimum €550
Estimate DIY: FURNISHING + HOME STAGING
An online project designed for those who want a complete interior setup with furniture and décor—without an on-site visit. You receive a ready-made design strategy, a shopping list, and clear instructions.
Includes:
Includes:
- Layout and goal analysis
- Visual concept and mood board
- Selection of furniture and textiles
- Budget estimate with direct purchase links
- Collages of all rooms
Pricing:
Studio up to 30 m² — €650 Apartment up to 45 m² — €900
Apartment up to 60 m² — €1100
Additional room — +€200
Estimate Studio up to 30 m² — €650 Apartment up to 45 m² — €900
Apartment up to 60 m² — €1100
Additional room — +€200
FULL-SERVICE:
FURNISHING + HOME STAGING
FURNISHING + HOME STAGING
You provide an empty apartment — I deliver it fully furnished, decorated, and ready to impress visually. No stylistic or design overkill, just what works to rent or sell quickly.
Includes:
Includes:
- Concept and style development
- 3D project visualization
- Presentation showing the final look
- Budget estimate, links, and logistics
- Ordering and supply management
- Contractor selection (if needed)
- Decorating and final photo shoot
Pricing:
Studio up to 30 m² — €650
Apartment up to 45 m² — €900
Apartment up to 60 m² — €1100
Additional room — +€200
Estimate Studio up to 30 m² — €650
Apartment up to 45 m² — €900
Apartment up to 60 m² — €1100
Additional room — +€200
COZY RENTAL APARTAMENT PACKAGE
(ON-SITE)
(ON-SITE)
- Property analysis and assessment of your needs
- Diagnosis and list of necessary improvements that don’t require major renovations
- Mood boards and visual concept
- Budget estimate with links for furniture and décor
- Two personal shopping appointments to help select and purchase items
- Final décor setup and photo staging
Price: from €13/m²; minimum €550
Estimate ONLINE CONSULTATION
For those who want to do it themselves — but with a professional eye from the outside.
I review your apartment based on photos and floor plans, consider the location, target audience, and goals, and provide concrete recommendations.
Includes:
Format: Zoom / Telegram
Duration: 60–90 minutes
I review your apartment based on photos and floor plans, consider the location, target audience, and goals, and provide concrete recommendations.
Includes:
- Property analysis
- Advice on color, furnishing, style, and décor
- Answers to your questions
Format: Zoom / Telegram
Duration: 60–90 minutes
Price: €90
Estimate Work Process
Consultation
We discuss your goals, the property itself, target audience, and budget.
Property Assessment & Diagnosis
I evaluate the apartment either through photos or an on-site visit — reviewing its condition, layout features, lighting, and overall potential. I take “before” photos and analyze the space to identify key opportunities for improvement.
Concept & Budget Plan
I develop a transformation plan and visual concept, including photorealistic 3D renderings. I select the style direction and create a detailed budget estimate tailored to your financial goals.
Preparatory Work
I arrange minor repairs (if needed), cleaning, and removal of excess items or furniture to get the space ready for staging.
Home Staging
I select and order furniture, arrange lighting, textiles, and décor — creating an atmosphere that sells.
Professional Photoshoot
I arrange a photoshoot of the transformed space for use in listings and real estate platforms.
Result Analysis
After the property is sold or rented, we review the outcome of our work — including timing, final price, and overall effectiveness.
Portfolio
BELGRADE, KOSUTNJAK
In this rented apartment, I preserved the owners’ favorite furniture but refreshed the interior into a modern style with a warm palette and subtle Art Deco accents. I personally designed the posters and selected textiles and details to create a cozy and harmonious atmosphere.
The terrace was styled in a relaxed Bali lounge vibe — featuring soft textiles, lighting, and elements of privacy.
Without any renovation or extra expenses, the apartment now looks cohesive, stylish, and comfortably homey.
The terrace was styled in a relaxed Bali lounge vibe — featuring soft textiles, lighting, and elements of privacy.
Without any renovation or extra expenses, the apartment now looks cohesive, stylish, and comfortably homey.
NOVI SAD, HOUSE ON ZHELEZNICHKA
I transformed this apartment for short-term rentals — no renovation, but a complete atmosphere makeover.
Updated lighting, textiles, and furniture, added cozy details — turning an old apartment into a stylish, warm interior.
Where there was once an empty concrete area by the entrance, I created a terrace that now welcomes guests and enhances the property’s image.
I redesigned each room to make the apartment feel more spacious, logical, and attractive to visitors.
Rental rates increased from €35 to €55–62 per night, and the space now feels like a boutique hotel.
Updated lighting, textiles, and furniture, added cozy details — turning an old apartment into a stylish, warm interior.
Where there was once an empty concrete area by the entrance, I created a terrace that now welcomes guests and enhances the property’s image.
I redesigned each room to make the apartment feel more spacious, logical, and attractive to visitors.
Rental rates increased from €35 to €55–62 per night, and the space now feels like a boutique hotel.
NOVI SAD, APARTMENT ON TOMIĆA
A flipping project of a 31 m² one-bedroom apartment located in a residential area with steady demand for compact living spaces.
The team handled the remodeling and full renovation: creating a separate bedroom, walk-in closets, and dedicated zones for relaxation and work. I took care of the home staging — selecting textiles, décor, and styling the presentation so the apartment looks like a turnkey solution.
The interior features a neutral palette, making it versatile and ready to move into without further adjustments. The property became market-ready and stood out — aimed at a quick resale without extra investment.
The team handled the remodeling and full renovation: creating a separate bedroom, walk-in closets, and dedicated zones for relaxation and work. I took care of the home staging — selecting textiles, décor, and styling the presentation so the apartment looks like a turnkey solution.
The interior features a neutral palette, making it versatile and ready to move into without further adjustments. The property became market-ready and stood out — aimed at a quick resale without extra investment.
F.A.Q.
Frequently Asked Questions
From 3 days up to 4 weeks, depending on the scope of work. The schedule is tailored individually during the planning stage.
Not always. Sometimes cosmetic improvements—like painting walls or replacing hardware—are enough. In other cases, minor repairs may be needed. I assess the requirements during the initial inspection and suggest the most efficient solution.
Home staging is a comprehensive strategy for presenting a property, grounded in marketing and buyer psychology. It’s not just about tidying up or placing cushions — I create a selling image of the space that evokes an emotional response from the target audience.
Yes, I work throughout Serbia, Croatia, the Balkans, and across Europe. For properties in other cities or countries, additional travel expenses may apply.
Yes, I work under a formal contract — both with individuals and through sole proprietorship. All terms and costs are agreed upon upfront, with no unexpected changes. Payment to a bank account is available if needed.
The starting point is around €1000, but the final budget depends on several factors: the apartment’s size, current condition, and the goal — whether it’s for living, renting, or selling.
At the beginning, I always provide a detailed cost estimate, so you can see exactly what you’re paying for and what budget options are available.
Alternatively, from my experience, the cost of décor and staging usually amounts to 2–5% of the apartment’s market value. This amount is typically recouped through a higher sale or rental price than originally expected.
At the beginning, I always provide a detailed cost estimate, so you can see exactly what you’re paying for and what budget options are available.
Alternatively, from my experience, the cost of décor and staging usually amounts to 2–5% of the apartment’s market value. This amount is typically recouped through a higher sale or rental price than originally expected.
Yes, I work with all types of properties, including:
- empty apartments in bare concrete or white box condition;
- apartments with minimal finishes;
- homes you currently live in but want to "refresh" without major renovations;
- outdated secondary housing.
All key decisions are discussed together — I never impose specific colors, brands, or items.
I usually present a clear concept and style direction with explanations of pros and cons. But the final say is always yours.
If something doesn’t feel right — we’ll change it.
The process is very flexible and collaborative.
I usually present a clear concept and style direction with explanations of pros and cons. But the final say is always yours.
If something doesn’t feel right — we’ll change it.
The process is very flexible and collaborative.
I usually begin within 2–4 business days after we agree to work together.
Project duration depends on the scope:
Project duration depends on the scope:
- Consultation + shopping list — from 5 days
- Consultation + shopping list + 3D visualization + presentation — from 10 days
- Redesign or furnishing — 10 to 25 days
- Complex cases — timeline agreed individually
That only happens if you decide to expand the scope or change the original plan — for example, by choosing more expensive furniture or appliances.
I always fix the base budget before we start, so as long as nothing is added or changed, there won’t be any unexpected costs. Everything is transparent.
I always fix the base budget before we start, so as long as nothing is added or changed, there won’t be any unexpected costs. Everything is transparent.
Absolutely. You’ll receive a detailed estimate of all work and purchases, a presentation with your apartment, planned changes, and 3D visualizations showing how it will look in the end.
I only take on two or three projects at a time and know how to plan things properly.
If a supplier fails — I quickly find a replacement.
If anything critical comes up — I’ll notify you in advance.
My goal is to keep everything smooth and under control, so you always feel confident in the process.
If a supplier fails — I quickly find a replacement.
If anything critical comes up — I’ll notify you in advance.
My goal is to keep everything smooth and under control, so you always feel confident in the process.
My Contact Information
Anna Effe
Expert in Home Staging
