Avram Goldman, president and CEO of Pacific Union GMAC Real Estate, decided to pursue real estate after buying a house from a for-sale-by-owner seller.

Goldman serves San Francisco Bay Area markets, where he says much of the economy and demand is still healthy.

Goldman will speak at Real Estate Connect in San Francisco, July 23-25, 2008.

He answered a set of questions posed by Inman News:

What do you see happening in the real estate market in 2008?

Currently, we are bouncing along the bottom of a course-correcting cycle, but certain areas like San Francisco are impervious. Like weather reports, one size doesn’t fit all. Some areas will be more challenged in 2008 and 2009, while others like San Francisco still have sunny skies. Inventory as well as demand and health of local economies will determine the forecast.

What advice do you have to help real estate agents and brokers get through this market?

Obviously, this is not a market where you put up a sign and wait for the buyers to come. First, agents and brokers must know their markets in-depth, including the inventory, data and statistics. They need to become more sophisticated marketers in how they position and stage a home, and how they work with a seller to make sure they have immediate emotional appeal and immediate value appeal. Without either, there will be no sale. Buyers know value and aren’t just buying anything today. They want to make sure that the value does not slip further. Agents must know how to negotiate well and guide their clients through the transaction process. It is imperative to manage both buyer and seller expectations.

What was your first job?

My first job as a 12-year-old boy was working at a produce market. My first professional job was as an inner-city high school social studies teacher.

What made you join your current company?

I joined Pacific Union in January of 2007. I teamed up with Pacific Union for its culture, tradition, perception in the marketplace and the people. I entered real estate after I bought a house from a "For Sale by Owner." I enjoyed the process so much that I decided to pursue a career.

What’s been your biggest challenge in running the business?

The biggest challenge is keeping all the plates spinning.

If you had one thing to do over again in your life, what would it be?

I’d buy more property.

What style of home do you live in and when did you buy it?

Sonoma wine country vineyard property on six acres. I bought it in 2003.

What worries keep you awake at night?

I worry that I can’t keep up with all my e-mails.

What lesson did you learn in the last year?

What I continually learn is to have patience.

What would your second career choice be?

Wine maker or radio DJ.

What kind of music do you listen to?

World music.

Who is your hero?

My father-in-law.

Hear Goldman speak at Real Estate Connect in San Francisco, July 23-25, 2008. The conference program and registration are available online via the Connect Web site.


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