Meet Jason Saft, owner of Staged to Sell Home, and a f*cking real estate treasure.
I’m legitimately having trouble writing today because I decided having long, pretty nails was a good idea, and it isn’t. So I’m going to keep this short (for me) and illustrate with photos instead. Which is great, because today we are talking about staging! And in the world of staging, Jason Saft is king. Not only does he stage his own properties, but he partners with agents to help them sell theirs. Joe and Kelly have brought him in on multiple listings and although I haven’t needed his services yet, I’ve definitely gone to him for advice and learned a ton just from listening to his talks and panel discussions. Also his Instagram is upsettingly inspirational/funny/good/sweet, all things we need more of in 2020.
So what is staging? Staging is furnishing and decorating an apartment to highlight its positives and downplay its negatives. The goal is to show a potential buyer how their belongings can work in the space, maybe feel aspirational, and help them imagine living there. Since buying is such an emotional process, making the buyer connect in this way helps you sell faster and at a higher price, without actually changing the apartment itself (aside from minor cosmetic tweaks like peel-and-stick wallpaper).
I’ve lost a listing before because I insisted on staging, and the sellers didn’t want to pay for it, even using Compass Concierge up front. It’s completely my fault because it means I didn’t effectively illustrate the difference that staging can make in a home. So I figured showing actual before and after pictures and running through real world examples of how it helped properties sell would be the most effective way to explain.
As an aside, I have been advising buyers that the real VALUE they can find right now is poorly marketed, unstaged properties with low-quality photos. Because I think we are in the last year or two of this being a thing. I’ve seen firsthand how some minor changes and better photography helped a seller of mine earn significantly more than she expected, because when she bought the apartment the paint was old, the photos were just ok, and the furniture wasn’t thought out. We staged, painted, and got it press, and within 8 days of showing had multiple offers over ask (even after pricing it HIGHER than the seller thought we could get). It makes a difference.
If you are ever tempted to think that staging doesn’t matter, just take a look below at some of Jason’s work and how he was able to sell properties that had been sitting for AGES pre-staging. It’s hard to argue with the facts. (Oh, and this should also show you why working with a PROFESSIONAL is key. I could not make your home look like he can, and you can’t either.)
208 West 11th Street - Townhouse
Before: 3.5 years on and off the market. No offers.
After: Multiple offers. Officially sold & closed.
Exclusively listed: Jason Saft
23 East 10th - Apt 418
Before: 5 months on market.
After: 5 weeks on market.
Officially sold & closed - All cash.
Exclusively listed: The Spiegelman Rothman Team
102 East 22nd Street - Apt 1EF
Before: 3.5 years on and off the market with other agents/firms.
After: Relisted with Compass. In contract within 6 weeks.
Exclusively listed: Laurie Gilmore
34 Gramercy Park East - Apt 3BR
Before: 6 months on market. Previously listed with another agent & firm.
After: Relisted with Compass. Less than 30 days on market. Officially sold & closed at full ask.
Exclusively listed: Lynne Lerner & Dogan Baruh
125 West 12th Street - Apt 1F
Before: On & off the market for 1.5 years.
After: Refreshed & Relisted. In contract within 2 weeks of being relaunched.
Exclusively listed: Shari Matluck & Susan Greene
Want more of Jason’s before and after photos? Check them out here. Also let’s take a moment of appreciation for his assistant, Tanner (pictured below), who is a wizard with a sewing machine and is responsible for making pretty much all the pillows. Also just look at him. He is perfect. They both are. Now hit me up about listing your place and LET’S GET STAGING!
xo
Anna
