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How an investor’s mind views luxury real estate

You have to spend money to make money

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Rochelle Atlas Maize takes the long view when it comes to selling a home. She’s not afraid to make investments of time or money into a strategy that she thinks will eventually pay off.

Which is why it’s not surprising to hear that before becoming one of Los Angeles’ top luxury agents, she was in the wealth management business, helping clients invest their hard earned cash.

As the executive director of the luxury estates division at Nourmand & Associates, Rochelle brings that same analytical mindset and a never-give up attitude to real estate.

We caught up with her to talk about how she differentiates herself in the market and what trends agents need to keep their eye on in the coming year.

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Inman: How did you get started in luxury real estate and what advice do you have for others trying to break into the market?

Rochelle Atlas Maize: I came into real estate after a successful career in wealth management. I was a senior vice president of a well-known firm here locally in Beverly Hills, and I did a lot of advising of very high net worth clients, helping them with their investment needs.

When I realized I was ready for a change and a new challenge, real estate has always piqued my interest.

As an investor myself, I’ve had a lot of experience buying and selling properties. Transitioning into the real estate industry as a Realtor was actually relatively easy.

From the start, people were really impressed because I had such a strong wealth management background, and they liked the way that I was approaching the market.

I then kind of became the decision to brand myself as a luxury specialist, and that was an obvious one, and Rochelle Maize Luxury Estates was born.

What do you think sets you apart from other agents?

I would say my fortitude/tenacity. I am not afraid to spend the time and money upfront for long-term results.

I know that it is extremely important to generate buzz for a new listing right out of the gate, so I look up the hottest food truck or restaurant and book it for the first open house — making sure every agent in town sees the house and it is in the forefront of their minds when working with their buyers.

I am also diligent about allocating equitable budgets for each listing I have — giving it the exposure that is deserves.

You never know where your buyer will come from and a lazy marketing campaign may just break the deal. Having said that, I never give up on a listing or a buyer.

I will continue to dedicate 100 percent of my time and resources for as long as needed to obtain the desired results for my clients. It takes money to make money, and what better investment, than to invest in yourself.

In the high end luxury real estate game, you pay to play!

What do you see as the No. 1 issue that the real estate industry needs to be on the lookout for in 2017?

Technology! This relates to the way we will market our properties via the internet, all the way down to the constant changes developers will deal with the latest and the greatest technological choices for their homes.

I am constantly reading and staying abreast of the latest and greatest in real estate social media/marketing.

I attend seminars and constantly read. I learned years ago in our industry — not to be afraid of change, embrace it! I live by this. I am out there always trying to find the latest and greatest.

I have young members on my team that are finding the latest and greatest and educating me. I am nor afraid of change.

For developers, home technology continues to change very quickly as well. Smart homes, media systems, appliances and so on.

I help pass the information along as to what the high-end luxury buyer wants today, and what type of technology will be coming out for homes in 2017 through 2018.

To hear more from Atlas Maize, don’t miss Luxury Connect in Beverly Hills.

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Email Kristy Hessman