With more than two decades of experience in the real estate industry, 117,000 followers on Instagram, and profiles in mainstream magazines and design publications, Jason Saft has built a reputation as a home staging guru. And among his followers and industry experts, Mr. Saft's annual tag sale, in which he unloads furniture used for staging and selling homes, is available at 60 to 70 percent off retail prices.
On the morning of this year's sale on October 25, the line snaked around the 7th floor hallway of his building in Industry City, Brooklyn. At 9:30 a.m., half an hour before the sale began, more than 300 shoppers were looking for a bargain.
About 1,100 items available ranged from small tchotchkes — vases, decorative baubles and light fixtures that cost a few dollars each — to larger items, including sofas, dining tables and a vintage wooden bookshelf. The products were taken from the approximately 150,000 items located in Mr. Saft's 24,000-square-foot warehouse and office four floors below. A Lappi sofa that cost $1,500 was now $700. Eames chairs, originally $250 each, sold for $75. A table and pedestal purchased from a designer for $900 cost $250.
Mr. Saft, 48, estimated that 300 people showed up last year and bought about 200 items. This year, he estimated, the number of visitors has quadrupled. “People trust my eye and feel like they’re finding something interesting,” he said. “And everyone loves a bargain.”
Nana Eyeson-Akiwowo, 48, an independent luxury brand consultant, drove by with a friend from Englewood, New Jersey, and secured a prime spot in line at 8:15 a.m
“When Jason posted on Instagram that he was having a Crazy Eddie-style sale, I knew I was coming,” she said. “I love the way he designs.”
Ms. Eyeson-Akiwowo was clear about what she was looking for. “Furniture for our master bedroom. And yes, I already have furniture, but I have a feeling I'm going to find something great,” she said. “In the words of Denzel Washington, 'I'm leaving here with something.'”
As the line grew, the crowd remained quiet and unfazed. People stood together and deliberated with each other; others sat in groups on the floor, drinking coffee, scrolling on their phones and chatting. Some came with their dogs, others with babies.
The mood quickly changed when the doors opened promptly at 10 a.m. and the previously quiet group made their way in.
A quick look around the room revealed stacks of pillows, rolls of carpet wrapped in unopened plastic, lamps, tables, nightstands, and plants. Artworks ranged from $10 to $30, while marble slabs were free to take away. Yes, free.
The more than 35 sofas and about 300 chairs included weathered outdoor furniture as well as higher-end pieces “that didn't work aesthetically or were overbought,” Mr. Saft said.
In a denim shirt, khakis and brown suede shoes, Mr. Saft moved like a politician running for office. He greeted everyone warmly and enthusiastically and was impressed by the large turnout and those who wanted to meet him.
“I worked three jobs and graduated from a working-class school. I was told from a young age that I wouldn't make it big,” he said. “I was always in trouble, but I always wanted to achieve something.”
In his 20s and 30s, Mr. Juice drank heavily and did drugs, and as he put it, he “kind of gave up on life,” he said. “When I turned 40, I got sober. I feel very lucky. I never thought I would accomplish anything. Seeing so many people and how excited they are gives me a sense of pride that I've never felt before. It's profound.”
Saft said deciding what to part with was possible in part thanks to Airtable, the organizational tool he uses to log every item his company purchases and tracks how often an item is used.
Compiling the list took six weeks, longer than it takes Mr. Saft to furnish a house.
“Physical preparation can take two days,” he said. “If we do cosmetic work such as painting, wallpapering or floor repairs, it can take three days to two weeks depending on the size of the house.”
Currently, Mr. Saft is building 50 projects, ranging from a 650-square-foot one-bedroom home to the 10,000-square-foot, five-story Pfizer mansion in Clinton Hill, Brooklyn. Mr. Saft's fees start at $22,000 for a one-bedroom and can skyrocket from there. He recently asked $175,000 to stage a 45-foot-wide duplex home priced at $75 million.
Sarah Kruse, 40, a The interior designer and founder of design firm Storie was in attendance for the third time and found a couch for a client's office for $1,200, of which she originally bet $3,000.
Mark Boyett, 60, audiobook producer for Bookmark Audio, and his husband Paresh Patel, came to replace her couch.
“Ours are a bit dog-eared,” said Mr. Patel, 56, an operations manager for the city administration. “He wants to stick with neutral tones. I want our color to stand out. The goal is to stay married after this sample sale. So hopefully we can come to a consensus.”
Rob Friedman, 38, a freelance filmmaker and editor, was looking for items to sell on Facebook Marketplace. He arrived 10 minutes after the sale began and found that “a lot of things had been sold,” he said, while the 30-minute wait for payment didn't faze him. His pockets were filled with $1 decorative hanging balls “that I could sell for $20 apiece,” he said.
While serious buyers came armed with tape measures and photos of their floor plans, others guessed. Some marinated. MS. Eyeson-Akiwowo made a quick decision.
She beamed as she sat cross-legged on a gorgeous velvety silver sofa that cost $450. Her stance reinforced the fact that this was hers now.
When Ms. Eyeson-Akiwowo felt a sticky feeling on the side, she wiped away the imperfection. “I’ll get a pillow cleaner and everything will be fine,” she said.
Buyers brought out what they could: large plants and small chairs, cushions and vases balanced on them, rugs hung over shoulders, picture frames held under their arms. Mr. Saft's moving team handled larger items using professional moving blankets, clear packing tape and transport carts.
The hustle and bustle subsided at 11am. Undecided buyers sat on couches they had been considering; others needed extra laps to see if they were missing something.
By midday the pickings were scant. The prices have been reduced by a further 25 to 30 percent. And by 1 p.m. only outcasts remained.
For many shoppers, this was a chance to grab discounted household goods. For A. Piper McCoy, sales were a lifeline.
“We had a house fire in February and lost everything,” said Ms. McCoy, 39, who lives in West Orange, New Jersey, and traveled with her fiancé.
Ms. McCoy, vice president of global communications at independent ticketing platform DICE, was awake at 6 a.m. for the event. “This sale allows us to create new memories. Given Jason's background, I have confidence in that,” she said.
Ms. McCoy scored with an orange acrylic side table, two green velvet chairs “and knick-knacks that we can place throughout the house to bring back some personality and charm,” she said.
That was part of her shopping goal. Mr. Saft also had a goal.
“I don’t want to have anything left,” he said. “I wanted to give people the feeling and rush of someone who loves selling. Then I want to donate the rest to charity.”