By DIANE WEDNER Times Staff Writer

     Arlene Roach has faced down pink carpet and floral wallpaper. She's

conquered clutter and vanquished vinyl. But nothing prepared her for the

window valences festooned with large red bows and furry fringe that she

encountered recently at a San Gabriel house for sale.


     "We don't want potential buyers to zoom in on those," said Roach, one

of a growing number of experts who "stage"--or dress up--houses for sale.

"We need to bring out the strengths of the property."


     So like a fairy godmother preparing Cinderella for the ball, Roach,

general manager of America's Home Tenders in Glendale, strategically

placed artwork away from the offending fabric, brought in some furniture

and warmed the kitchen counter with flowers. One week later, the ordinary

house that had sat unnoticed for months attracted a buyer.


     "We create miracles," said Brentwood stager Ginger Atherton, owner of

Model Homes Interiors. "I take dark, dingy, worn and tired homes and turn

them into a luxurious lifestyle. That's what I really do, create a

lifestyle."


     All over Southern California, sellers are plunking down anywhere from

$600 to $50,000 for stagers--decorators and real estate agents--to create

just the right ambience to fetch top dollar for their homes.


     Whether in modest tract houses or grand estates, stagers are