Collectors Gene Radio: Episode Summary featuring Jason Saft – "How Collecting Turns Stale Listings Into Staged Showstoppers"

Released on September 11, 2024

Introduction

In this captivating episode of Collectors Gene Radio, host Cameron Ross Steiner delves into the intricate world of home staging and collecting with Jason Saft, the proprietor of the award-winning firm Stage to Sell Home. Known for transforming New York’s most languishing real estate listings into stunning showstoppers, Jason shares his journey, strategies, and the undeniable influence of his collecting passion on his business success.

Jason Saft’s Journey: From Collector to Staging Maestro

Jason begins by recounting his early fascination with design, nurtured by a family of collectors. Growing up in Levittown, Long Island, he found solace and inspiration in design magazines, despite societal norms of the 1980s that didn't encourage design as a viable career for boys. This passion eventually led him to the challenging world of New York real estate, where an unfortunate rat infestation in his apartment propelled him into apartment hunting. The complexity of finding an apartment without modern digital tools inspired Jason to obtain his real estate license.

Turning Stale Listings into Showstoppers

Jason humorously describes his business as a "justification for my sourcing and antique addiction." His approach involves revitalizing stale homes by enhancing their visual appeal through strategic staging. This method has proven highly effective, with properties often selling within a week and sometimes exceeding their asking prices after Jason's team intervenes. He explains, “Every time I would redo a project, it would sell” (01:40).

From Hobbyist to Business Leader: The Evolution of Stage to Sell Home

Initially, Jason treated staging as a hobby, personally sourcing furniture from thrift stores and charging minimal fees. However, as demand grew, he realized the potential to scale this passion into a full-fledged business. He refined his pricing model by offering a cost-effective alternative to traditional staging companies, proposing lower fees while retaining ownership of the furniture. This innovative approach saved clients significant costs and streamlined the selling process.

Developing a Sustainable Pricing Model

Jason shares insights on how he transitioned from a hobbyist to a business owner. He invested in a larger inventory and a 23,000 square-foot warehouse, enabling him to furnish approximately 100 properties simultaneously. This expansion allowed for more efficient project management and cost control. “Now, we've come up with a very complex formula of what all our costs are overhead” (06:23).

The Artistic Side of Home Staging: Unique Collecting and Sourcing

Jason emphasizes the emotional and artistic fulfillment he derives from collecting antique and unique pieces. He often sources items that do not necessarily offer a direct return on investment but add a distinctive character to the staged homes. His collection includes rare sculptures and vintage furniture that create memorable vignettes, such as the standout ballerina statue featured in one of his projects.

Case Studies: Transforming Listings into Success Stories

Jason presents three remarkable case studies that highlight his expertise in turning stale listings into highly sought-after properties:

1. 92 Horatio Street, Apartment 1G, West Village

   • Challenge: The apartment had sat on the market for an extended period with minimal interest.
   • Solution: Jason meticulously selected vintage pieces and reconfigured the layout to transform it into a European chalet-like space.
   • Outcome: The listing price increased from $1.75 million to $2.25 million, with the seller expressing immense satisfaction. “If I love something this much, I know there's going to be someone else out there” (36:58).

2. 970 Kent Avenue

   • Challenge: Comparable units in the same building had vastly different sale prices.
   • Solution: By repainting, upgrading lighting, and adding modern yet contextually appropriate furniture, Jason elevated the apartment’s appeal.
   • Outcome: The staged apartment sold for $216,000 above its counterpart, demonstrating the profound impact of strategic staging. “The seller ... walked away with $260,000 more” (41:23).

3. 44 Gramercy Park North, Apartment 7C, Gramercy Park

   • Challenge: The apartment had been unsold for two years, cluttered with the previous owner’s outdated furniture.
   • Solution: Jason blended traditional and modern pieces, reorganized the space to highlight architectural details, and commissioned unique art installations.
   • Outcome: The apartment sold within a month with multiple offers, significantly surpassing its previous market performance. “There is this set of people who are always looking to go deeper into something and explore” (56:07).

The Collector’s Dream Rundown

In a special segment, Jason answers typical collector questions, providing deeper insights into his collecting philosophy and practices:

• One That Got Away: Jason laments numerous antique gilded mirrors lost to auctions and high bids. “There have been so many, dozens really special mirrors that I love that I just lost in auctions” (48:40).

• On Deck Circle: He is focused on creating and selling curated vignettes in collaboration with small artists and ceramicists, aiming to make unique pieces accessible to a broader audience. “I'm trying to figure out a way to create these moments... and make them available to people for purchase” (49:33).

• The Unobtainable: Jason shares his admiration for a stunning Diego Rivera painting, acknowledging its beauty while recognizing its unattainable price point. “It's Completely out of the realm” (50:23).

• Page One Rewrite: If money were no object, Jason dreams of sourcing antique pieces from Europe, infusing old-world charm into modern spaces. “I'd be going to Europe and sourcing a lot more and just really embracing that” (51:29).

• The Goat: He admires collectors like Fritz Cash and Sean Shearer for their ability to create compelling vignettes and appreciate the beauty in everyday objects. “I think in particular those two... I love walking through the warehouse and seeing the things and figuring out what I'm going to use” (52:19).

• Hunt vs. Ownership: Jason enjoys both the thrill of sourcing new items and the satisfaction of curating his vast collection. “I love both. I love walking through the warehouse and seeing the things and figuring out what I'm going to use” (54:31).

• The Collector's Gene: Jason affirms that he was born with the collector’s gene, attributing it to his family background where collecting was a cherished tradition. “Everyone in my family... always collected” (55:11).

Conclusion

Jason Saft’s unique blend of passion for collecting and strategic business acumen has established Stage to Sell Home as a leader in the New York real estate market. By transforming stale listings into vibrant, enticing spaces, Jason not only accelerates sales but also enriches the living experiences of potential buyers. His commitment to blending art with functionality exemplifies the true essence of possessing the "Collector’s Gene."

Notable Quotes

• “My business is really just a justification for my sourcing and antique addiction and habit.” — Jason Saft (01:40)

• “If I love something this much, I know there's going to be someone else out there.” — Jason Saft (36:58)

• “We bring bad homes to life.” — Jason Saft (22:17)

• “Here’s a problem, but what are the solutions? There’s always a way to make a solution.” — Jason Saft (19:10)

Timestamp Key

• Each notable quote includes its timestamp in MM:SS format, offering listeners a reference point to revisit specific segments of the podcast.

Final Thoughts

Jason Saft’s insights into the symbiotic relationship between collecting and home staging provide a fresh perspective on real estate marketing. His ability to infuse personality and artistic flair into properties is a testament to the power of the Collector’s Gene. For anyone passionate about collecting or real estate, this episode offers invaluable lessons on turning passion into profitable success.