Latest news with #JasonSaft
Yahoo
13-06-2025
- Business
- Yahoo
This Pro Stager Knows How to Make Any Space Feel Like It Was Made for You
As Jason Saft, founder of home staging service Staged To Sell Home, gazes around his 24,000-square-foot studio and storage space in Industry City, Brooklyn, he reminisces on how he's grown from his first 8-by-10-foot space. Almost every inch of Saft's studio is covered with some object he's collected over the years, and every story makes up his winding history that's led him to where he is now. But if I had to guess, Saft wouldn't linger too long with memories of the past; he'd be poring over the details of one of the 15 staging projects he has going on at the moment. 'This is essentially my third career that took me a really long time to organically grow into,' Saft says. He founded his staging business, which was awarded #1 Luxury Home Stager in the United States in 2024 from Real Estate Services Alliance (RESA), in 2020, after 20 years in the real estate business (he was one of Compass's founding agents in 2013) and working in PR and marketing before that. But Saft's love for good design goes back to when he was a kid in the 80s: He'd eagerly read his mom's interior design magazines (and hide them under his bed for safekeeping). Cut to a few decades later, and Saft is living out his childhood dreams. 'For me, it's this ability to design, to do the thing that at my core I've always wanted to do,' he says. 'And it doesn't feel like a job. It doesn't even feel like, I mean, it is a career, but it's just a part of me.' Saft treats every staging project with an impressive level of devotion and thoughtfulness. 'It's not like there's a template, and we just cut and paste everything into it,' he shares. 'We're often [considering] the cross-section of neighborhoods, property type, architecture, history — it's so across the board,' he says. Saft explains how he and his team immerse themselves in each project: 'I try [to] teach my team, it's like you are getting into character; you are understanding that this dwelling is very different from this other one for this list of reasons.' 'Getting into character' stands out as one of the defining factors of Saft's approach. 'We are getting into the space [and] the stories that we're creating,' he says. 'It's so thought out and detailed, and there are discussions on it.' Saft welcomes a 'back-and-forth' about an approach to a home — he likes to dig into the nuances. He likens it to how your algorithm just knows what you want: 'That's my goal … creating something that someone thinks was created just for them.' Before he started Staged To Sell Home, Saft staged homes as a hobby while working as a realtor. 'That is sort of how I got my foot in the door with the business,' he explains. 'I looked for projects that had not sold, couldn't sell, and they were always rooted in issues with design.' In 2005, when Saft was 10 years into his real estate career, he created a marketing deck that outlined a 30-point action plan for fixing up and selling a home, which is still the core of his approach today. One of the points is the 'moment of entry,' which refers to helping potential buyers instantly feel good about a home when they open the door. This includes even the simplest things, like having a clean space and emptying the garbage cans. Next, they tackle all of the visible issues in a home to capitalize on a space's 'magical moments,' as Saft refers to them. 'Any time you don't fix your [home's] flaw, you're just handing leverage to someone to use it against you,' he explains. When a home's special features are on full display, Saft and his team will capture visuals of the space to give a full picture of what it feels like to live there. They'll photograph it at different times of day and show the 'nuances and subtleties' as opposed to an overall room shot. As Saft's portfolio expanded beyond a side hobby in 2020, during the COVID-19 pandemic, he took on Staged To Sell Home full-time. 'I've never had the time to think about what I wanted to do, what made me happy, what fulfilled me,' Saft says. 'And I always kept going back to design.' He appreciates all parts of redesigning homes, whether decluttering, reorganizing furniture, or painting. Mostly, he enjoys the entire transformation process: taking a home from what it was to what it could be — and attracting buyers who could envision living in it. Using his deep knowledge of the real estate industry, Saft can anticipate what a potential buyer will look for in a specific neighborhood, like Manhattan's West Village, for example. 'That's where the brokerage experience for me comes in handy. We sort of turned the house upside down, repainted it, and just approached it in a way that [reflects] a very specific buyer in the West Village,' he says. He gets very granular, considering buyers' budgets, how people will use the home, where they hang out, where they go out to dinner, where they go on vacation. You won't see 'simple, minimalist, all-white or beige environments with very little variation' or 'generic, big, white furniture' in Saft's portfolio. In breaking away from a one-size-fits-all approach, Saft had to take sourcing materials and finding inspiration seriously (as any pioneering Changemaker would). He visits museums, rummages through flea markets, and wanders into clothing stores to appreciate a design element. Of course, Saft's friends also serve as creative fonts — offering him things like vintage shoeboxes. 'I love combining different eras, time periods, and aesthetics into this one thing that feels fully thought out and realized,' Saft explains. Saft's attention to detail, keen understanding of the real estate industry, and ability to use his imagination have paid off. Since launching the brand full-time, Saft's sold more than $3 billion in properties. If Saft and his team enter an apartment that's been unable to sell, it's highly likely that once they've reimagined the space, it'll be sold — and sold quickly. Just take a project he completed in Manhattan's Upper East Side neighborhood. After remaking the space, it was on the market for 32 days and sold for $1.7 million above the original listing price. The success is great, but for Saft, it all comes back to design — he feels a responsibility as a professional interior decorator and stylist to show people how they can live in a space. 'I am constantly investing in things that are a bit more expensive and sort of break out of the traditional mold because I love design,' Saft says. 'I want to bring real design into the home from the very beginning.' We Tested (and Rated!) Every Sofa at West Elm — Here Are the Best for Every Type of Need Everything You've Ever Wanted To Know About Article's DTC Furniture We Asked 8 Pro Travelers What They Never Pack in Their Carry-On, and Here's What They Said
Yahoo
07-05-2025
- Entertainment
- Yahoo
The "Beige Flags" to Watch Out For in Your Date's Home Are NOT What You Think
"Hearst Magazines and Yahoo may earn commission or revenue on some items through these links." One of the most important things you can do on a date is spot any red or green flags. From how they treat waitstaff to how they talk about their family, these little nuances are great indicators of the character of the person you're vetting for a partner. And, as it turns out, there's one more factor to consider: how your date has designed their home. If you've ever wondered if a date is judging your design taste, chances are, the answer is yes. 'I'm always zooming in on the background of people's pictures on dating apps to see how they maintain their home,' says Jason Saft, founder of Staged to Sell Home. 'I'm much more interested in seeing bedroom pics versus their nudes to get a sense of whether we're compatible.' The first time you visit a date's home, it can be easy to judge how it's organized or their taste in decor, but it's not about having the most expensive pieces—it's about personality. Though designer Elissa Hall doesn't judge a date by their preferences right away, it does eventually come up. 'Taste speaks volumes about someone's values,' Hall says. 'When someone shares beauty and function, it tells me they're intentional. That being said, I'm more interested in why they opted for something than what it is.' You may know all about identifying red flags (Sheets that haven't been washed in months? Ick.), but what you should really be paying special attention to are the design "beige flags." A beige flag is a trait that seems quirky or innocuous, but not inherently good or bad. We tapped expert designers to weigh in on the beige flags flying in your date's home—and what they really mean. Oh, and you may want to check your own space for them, too. The Space is Walled-Off piovesempre - Getty Images If your date's home is full of random walls or weird nooks and crannies, be warned. If their home is overly difficult to navigate, imagine getting to know their heart and mind. "It could be a telltale sign that the other person is not receptive to others in their personal space and not ready to be in a relationship," Saft says. The Room is Very Symmetrical Shannon Dupre DDReps By contrast, a room that's very symmetrical in its design signals a person who focuses on balance and compromise. They've designed a space for two halves to come together and make something more beautiful. Saft calls it a "strong indicator you will balance each other out equally." The Design Looks Straight Out of a Catalog Israel Sebastian - Getty Images There's nothing wrong with flipping through catalogs for design inspiration. But if you decide to copy-paste the design you saw on a home retailer's website, it might not communicate much about your personal style. "If the home looks like a replica of a showroom, I think, ' person isn't very creative,'" says Toronto-based interior designer Janette Ewen. Anita Yokota, a licensed therapist and interior designer, warns that cultivating a space that's too trendy can add stress to your home. "Authenticity in our surroundings is key to feeling at ease," Yokota says. There's Only One Nightstand Sammyvision - Getty Images It's not surprising to find a single nightstand in someone's home, especially if they live alone. However, consider how well you'll fit in the picture if there's nowhere to leave your things when you spend the night. Saft's take? "Obviously, fear of commitment." A Well-Worn Couch is in Front of the TV Robert Daly - Getty Images A comfy couch is a necessity for any living room, but beware of one that looks a little too used, especially if it's parked right in front of a TV or gaming system. 'An oversized leather sofa or well-worn sectional paired with a massive TV lets me know the date's love for gaming will always come first,' Ewen says. We're not saying you need to hide your TV or sit on a stiff sofa. Just be sure to soften the room with other features, so it doesn't feel too much like a gaming den. 'I dated someone whose entire living room was taken up by a giant TV and one beanbag," Hall says. "No side table, no art, not even a lamp. I didn't stay long.' They've Hung Blackout Curtains in4mal - Getty Images Blackout curtains are a peak beige flag. Your date might like them because they travel often or really value their sleep. However, according to Ewen, "blackout blinds let me know he's still in a party phase." The Home Has an Overt Theme Wang ruiping - Getty Images Speaking of party phases, be wary of anything that feels too themed (man cave, anyone?). Your date might be mentally stuck in the 2010s. "Anything too themed, like a 'bachelor pad,' with black leather and neon bar signs, tends to mean they are living out some Pinterest board from 2012," says Hall. A Lot of Throw Pillows Cavan Images - Getty Images Listen, we get it. Our love for throw pillows knows no bounds, and a well-placed pillow makes all the difference for an aesthetic bed. However, there is such a thing as too many accent pillows. If you find yourself having to move them to sit down, make a note of that. "Clearly, they have issues with excessiveness," Saft says. There Are No Books or Plants Kristina Strasunske - Getty Images This is one of Hall's biggest dating fears. A home without either of these items doesn't go through many changes, whether it's from plants growing or books bringing in new knowledge. 'A place that doesn't change seems to indicate people who don't change or want to learn,' Hall says. There's a Ton of Recessed Lighting xu wu - Getty Images Can lights in the ceiling with no dimmer and a lack of lamps can both signal a lack of focus on relaxation. Not exactly a post-dinner mood setter. 'If he needs light, he has to use the overhead,' says designer Sarah Montgomery. 'That is the number one mood killer.' Follow House Beautiful on Instagram and TikTok. You Might Also Like
Forbes
31-03-2025
- Business
- Forbes
Real Estate Staging Can Slash Days On Market And Boost Sale Price In New York
When it comes to selling real estate in any market, first impressions are absolutely crucial. In the age of killer content, buyers can scroll through listing images, floorplans, and details like they scroll through Instagram: an ever-refreshing feed. If your home doesn't grab and keep attention immediately, it's getting skipped and forgotten. This is where staging steps in, as it can transform a property from a 'meh' to a 'yay!' Jason Saft, founder of Staged to Sell Home, recently joined UrbanDigs' podcast, Talking Manhattan LIVE!, to discuss how strategic staging can go beyond simply enhancing aesthetics to solving common roadblocks. We'll sort through some of his thoughts on staging below. However, it's not without cost or complexity, so a breakdown of how staging works— when it's worth it and when it's not — is useful. Many sellers think a freshly painted, empty white room helps show brightness and size, but unfortunately, empty rooms often appear smaller than they are and, worse, buyers struggle to visualize how they'd use the space. This effect is compounded for awkwardly shaped rooms. Furniture and housewares can serve as a point of reference for understanding how a room can be laid out, used, and enjoyed. Hence, a well-staged home can provide a blueprint for living in the home. This helps buyers see how their life could fit into your square footage. Case in Point: Recently, four large penthouses sat on the market for two years at a new luxury condo development in Brooklyn. The large, open layouts left too much to the imagination, and buyers just couldn't figure out how to use them. After staging, which helped illuminate the true dimensions so buyers could think about their lives in that space, all four went into contract. It's no secret that homes that sit on the market too long become stale. There's a certain stigma attached to a long days-on-market count that generally only leads to price cuts. Worse, homes that linger on the market incur costs, which can quickly add up over time. The faster a home sells, the less the owner spends on mortgage payments, taxes, maintenance, and upkeep. While price is key to selling quickly, staging can be a big help, too, especially for homes with obvious flaws or renovations needed. Effective staging can stay true to the actual condition of the home while putting forth a vision of the near future at the same time. This helps ease the cognitive dissonance buyers experience when looking at problematic units by drawing attention to the quality of the home's 'bones' and not its fixable flaws. According to Saft, a Manhattan home sat unsold for 14 months, racking up $140,000 in carrying costs. After staging, it sold in 35 days. By focusing on the positives, staging can help buyers get to 'yes' faster. Our research shows that buyers are continuing to pay a premium for turnkey homes. In fact, buyers are currently paying a nearly 20% premium to avoid the headache of renovation. However, when the comparison between turnkey and needing work is less dramatic, some recent same-building sales examples suggest that staged units may actually outperform unstaged ones. Even if the condition is marginally worse, a staged unit can present as turnkey. While staging is not a replacement for renovation, the cosmetic enhancements it can add can far outweigh the cost by focusing buyers' minds on the current livability of the home instead of the mental math maze of costs. Case in Point: Recently in Brooklyn, two identical units (one staged, one not) sold two months apart. The staged unit fetched over $200,000 more. Today's buyers expect homes to look like they came straight from a reality show. Thanks to social media and photo-centric real estate platforms like Zillow, poorly presented listings are simply dead on arrival. As Saft explained: 'We've become a society of people that just want instant gratification. And we expect: I want this, and it's going to be there and ready.' Images set buyer expectations. But if reality doesn't match those expectations, buyers are out, putting the listing at a huge disadvantage. Sellers who set unrealistic expectations unconsciously give buyers tremendous leverage. Staging can help reality meet expectations, which flips leverage to the seller. Properly done, staging can be pricey. In Manhattan, for example, larger properties could see six-figure prices. However, the near-term pain may be a long-term gain, especially if the alternative is cutting the asking price after months on the market. A 5% price cut on a $2 million listing (the average sale price in Manhattan) is $100,000. If that could be prevented by a $50,000 staging cost, the seller still comes out well ahead. Virtual staging, where sellers digitally add furniture and correct cosmetic issues by creating realistic images, is a cheaper alternative to physical staging, but it comes with risks. 'It's misleading,' says Saft. He continues: 'There's no relation to reality. And now that person has a high expectation from the virtual staging when they get there. And that expectation just goes straight down.' If you go the virtual route, be transparent. Show both the real and staged versions, so buyers aren't blindsided. So, should you stage? Here's how to decide. YES: NO: The Manhattan market is beginning to perk up after a few quiet years, but buyers are as picky as ever. Beyond aesthetics, staging can be a strategic move to reduce time on the market and maximize price. Given today's price sensitivity, sellers who invest in presentation may have a leg up on those who don't.
