Knowledge Gives Them a Competitive Edge
Gone are the days when savvy real estate agents think they have an edge on the competition by dropping off flyers, refrigerator magnets and pads of stationery on neighborhood doorsteps. That’s particularly true in high-end areas of Los Angeles – or any neighborhood with homes of historic or architectural significance.
Realtors packed the Thomas Lavin Showroom to learn about the rich variety of residential architectural styles in Los Angeles
“When you’re dealing with property in Los Angeles, if you don’t know the elements of a house, you’re at a disadvantage,” says Dan Venturoli, a Realtor who is based in the Beverly Hills office of Coldwell Banker.
Yet, it was only very recently that real estate agent Bret Parsons launched a lecture series to educate his fellow Realtors on residential architecture in Los Angeles. I was honored to give a talk on the region’s architectural styles at the inaugural presentation, held Nov. 5 in the Thomas Lavin Showroom in West Hollywood’s Pacific Design Center. Thomas spoke on the role of real estate agents assisting their clients with interior design and home furnishings.
Bret Parsons, who heads up the Architectural Division of Coldwell Banker Residential Brokerage, organizes the presentations
The event was a sellout with more than 60 in attendance – in fact, Bret told me he had to turn away many colleagues – and the audience was clearly hungry to learn.
Bret – the author of the definitive book on L.A. architect Gerald Colcord and co-author of a soon-to-be-published book on prolific architect Gordon B. Kaufmann – heads up the Architectural Division of Coldwell Banker Residential Brokerage.
His passion for architecture – and for educating his professional peers in L.A.’s design – extends beyond his writings and presentations. He also compiles the inside back cover of Vie
w, Coldwell Banker’s glossy real estate magazine that appears each Saturday in the Los Angeles Times. That page profiles a leading architect, designer or contractor – plus a spotlight on three “Architectural Homes of the Week.”
“As Realtors we sell sophisticated product and knowing all the intricacies is paramount,” Bret says.
I was honored to give a talk on architectural styles to a group of eager-to-learn real estate agents
Those in attendance at his architectural presentation echoed his comments.
“I think architecture is becoming more and more important for clients who are looking for purity in style,” said Galina Blackman, a Realtor in the Coldwell Banker Previews International’s Beverly Hills office.
“These kinds of presentations should be the norm,” she added. “Realtors have to be more educated than their clients, and if the clients know more than they do, shame on them.”
Real estate agent Dan Venturoli points out that there is such a diversity of residential styles in Los Angeles – including Spanish Colonial Revival, Art Deco, Victorian, Beaux Arts, English Tudor Revival, French Normandy and Craftsman – that “you better know your game,” particularly when your client is knowledgeable.
Many real estate agents wanted even more information after the presentation
He even goes so far as to say that Realtors should be well versed not only in architecture, but also in interior design, home furnishings – even food and wine.
For me, these kinds of comments are music to my ears. I love to have a receptive group of professionals who can share my passion for architecture and design. But beyond that, Realtors can become the guardians of architecturally or historically significant homes when local ordinances are weak in protecting such treasures.
As Galina said, “I would never advise a client or a developer to tear down a beautiful home of architectural significance.”
Amen to that.
