Creations New Home Sales has changed its name to Stasse & Company. The company’s principal owner is Jodi Stasse. She and her husband, Jay Goldberg, the firm’s managing partner, market and sell homes — with a specialty in high-end downtown residences, including the $1 million-plus Residences at Palmer Square, which are now rising on Paul Robeson Place.
In addition to greater Princeton, Stasse & Company is active in the New York, Philadelphia, and “New Jersey Gold Coast” markets in Hudson County opposite Manhattan. Among the firm’s clients are Trump Plaza Jersey City, CancoLofts in Jersey City, and the Residences at the Heldrich in New Brunswick.
Stasse founded Stasse & Company as Creations Home Design Studio in 1999 following an eight-year tenure at K. Hovnanian Companies. She went into real estate right after high school, says Goldberg, who married her two years ago.
Beginning her career at Trafalgar House Residential, now Beazer Homes, Stasse moved to K. Hovnanian Companies in 1991. There she was instrumental in the origination of K. Hovnanian’s 18,000-square-foot design studio in Edison, where she and Goldberg met when he was working for an advertising firm that represented the builder.
Goldberg, a 1982 graduate of Penn State, joined Stasse & Company as managing partner in 2008. Prior to the company, he held the position of vice president, sales and marketing for national homebuilder D.R. Horton. His career also includes 20 years with two advertising agencies that specialize in real estate, Pace Advertising in New York and Group Two in Philadelphia.
In addition to marketing and sales, his company works with builders to choose products and materials for the home they are putting up. He says that Stasse & Company provided this consultation service to the Residences at Palmer Square, which will begin to sell its units in the fall.
Aware of the challenges of selling real estate in a generally down market, Goldberg is nevertheless “cautiously optimistic” about the new condominiums in the heart of Princeton. “I will market with all humility,” he says, “but they really are quite unique. There is nothing else so close to downtown. It’s a challenge, of course, but I think people will see the value.”
Pricing is still not set in stone, but the units will probably sell from about $1.5 million for a 1,600-square-foot unit up to $3 million for a unit of up to 4,000 square feet. Goldberg says he is aware that this is a substantial amount of money, but he is confident that buyers will see it as a solid investment. “Will the condos’ value increase 100 percent in five years, as was the case between 2000 and 2005? No. But they will appreciate over the long term.”
Whether or not Goldberg is right in this case, it does appear that a move downtown is afoot, not only in Princeton, but across the country. Empty nesters are a group that is particularly eager to get out of their cars and shed the work that goes along with a big suburban spread. While he will not be targeting any particular demographic as marketing the new condos gets under way, Goldberg says that many early inquiries have come from “empty nesters and pre-empty nesters.”
When he and Stasse are not busy marketing properties, Goldberg says that they enjoy golf — both playing and observing. “We’ve been to five Ryder Cups,” he says, “and we’re going next year — it’s being held in Wales.” The couple live in Hopewell with their two Siamese cats. Goldberg has two children. Tyler, one of his favorite golf partners, is a student at Pennsbury High School, and Melissa is studying journalism at the University of Wisconsin.