Our Family History_Version 1

With the release of my book, I’m reminded of the events that have shaped me: My birth in Germany, my childhood on the East Coast, my marriage to Saeed, our move west as Newlyweds, raising a family, and building a business in Beverly Hills. It’s a journey that motivated me to write my book. But this isn’t the first time my family’s story has been told.

In Among the Mansions of Eden: Tales of Love, Lust, and Land in Beverly Hills by David Weddle, the author devotes a section to my husband and me. Saeed and I met at SUNY-Buffalo. I was a sociology major, and Saeed’s family sent him to study in the US. He arrived from his native Iran in 1965. You can read more about our history and about the lives of many more influential Westside families for free. Click here and Google’s Book Search will show you this fascinating book. (From page 130 you'll find details about us.)

Our past is a collection of stories that we’ve amassed over our lifetimes. We’re provided countless opportunities to learn and grow, and at some point I believe that it’s our responsibility to give back. Like all of you, my life has had its share of ups and downs. But with so many things to be thankful for, I’m convinced that every event—good or bad—is important.

When I first returned to full-time work after raising my three kids there was a lot of trial-and-error learning that took place. In 1988, I became a licensed broker but had no real estate experience. And I was working in one of the most competitive real estate markets in the country among very talented, respected, and renowned salespeople. I plunged into my new business with lots of motivation, but the process was far from easy.

At the same time, I still had my commitments to family and community. As any working mom can attest, building a business while being a loving mom is an enormous responsibility. I’m thrilled to have the opportunity to give back and guide others through my book. Without the support from my husband, my extended family, and friends, my career would not be nearly as successful as it’s been. And I look forward to helping others--in a way only a book can—to fulfill their dreams.

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A Mother's Pride Never Ceases

Today, I wound my way across Sunset Blvd. to check out the development of our newest office. I knew that the rain meant that traffic from the Beverly Hills office to the Sunset one would be worse than usual. (You how skittish we Angelenos get once the weather is less than sunny.)

But with the new office furniture delivery today, I had to be there. Just like the fabled postal service motto says, "Neither snow, nor rain, nor heat, nor gloom of night stays these courageous couriers from the swift completion of their appointed rounds," the task had to be completed. As an aside note, according to the USPS website, the belief that it's their motto is a product of urban myth. They actually don't have an official one.

With the addition of our third office (Beverly Hills and Brentwood being one and two), Nourmand & Associates continues to grow. And I have my son, Michael, to thank for continuing our company's success.

Which brings me to my next thought. A mother's pride never ceases. Michael was recently quoted on the Reuters website. The article summarizes the family company's history. "The Nourmand family has acquired and developed properties in Los Angeles since 1972. By 1976, Stephan Nourmand founded Nourmand & Associates and quickly expanded his residential real estate business from a small office of 5 agents, to the 3 burgeoning offices operating today comprised of over 125 agents."

Our business is one of the only boutique real estate companies left on the Westside. Numerous others were swallowed up by nationally known companies. These businesses were buying out smaller brokerages throughout Beverly Hills, Santa Monica, Malibu, and other cities throughout LA so quickly that it's hard to remember what the real estate business was like before they arrived.

Nourmand & Associates continues to thrive under the tough competition. I believe that much of our success has to do with our company's commitment to community, our brokers and agents, and our families.

After sizing up the latest development of the new brokerage on Sunset, I had to be back at my Beverly Hills office by 5:00 p.m. to prepare my latest listing. Driving back and forth across town during rush hour is never fun, and made worse by inclement weather. It's just another small example of the commitment it takes to succeed in this business.

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A Big Chapter Added to My Life This Afternoon

An advanced copy of my book made it from the publishing house to my office in Beverly Hills today. From Homemaker to Breadwinner's publication is another incredible event to add to the many blessings in my life. Here are some photos that we took in my office, minutes after tearing open the shrink wrap from the first copy of my book.

I show one of my favorite parts of the book, the photos of my family, to Libby Shapiro, the manager of our Beverly Hills brokerage.
The proud author of a new book at her desk. The cream puffs you see on the right are a little celebratory treat all the way from Patisserie Chantilly, located in LA's South Bay. Like Jonathan Gold, the Pulitzer Prize winning food columnist for the LA Weekly, everyone in the office agreed that they're some of the best pastries we've had. When are they going to open up one in Beverly Hills?
I stand with three fabulous women. From left to right: Wilma (my assistant), me, Libby, (the office manager of our 90210 brokerage), and Victoria (my assistant). As I said in my book dedication, "Thank you Victoria Peters and Wilma Winer, whose organizational skills and incredible dedication keep me running in the right direction."

I'm with my book in the lobby of our Beverly Hills Brokerage.

I give Victoria a big celebratory hug on this special day.

Now that I’ve seen the advanced copy, I can’t wait to send my book to all my friends and family who have supported me throughout my journey as homemaker and breadwinner.

It’s a dream come true, icing on the cake, or more accurately, the cover. My son, Howie and his company grand-jete, designed the book cover. If you look at the image, which appears at the top of my blog, you'll see the title looks like icing. That's because it is icing--He actually went to a local bakery and had them ice the title of the book. So what you see is an image of real butter cream. If you look at it long enough, you may want to even eat it. His talent continues to amaze me. I'm a firm believer in the adage that mom's are more proud of their children's accomplishments than they are of their own.

To reach this point has been along process. Since I started this project a couple of years ago, my career and family have continued to bring fulfillment to my life. Here are a some events that have marked the time between two years ago and today.

I’ve sold 24 listings and there's still more demand than supply in the West Side. My daughter has two kids now--Eva is two years old and Joshua is five. In my most objective view, they are two of the most talented and beautiful grandkids a grandmother could have. Nicole, my daughter, has transitioned from residency to private practice at Cedars-Sinai. Howard's company, grand-jete is continuing to thrive. He was even the featured on Apple's website, click here to see more. And Michael's ambition, talent, and business savvy are taking the family business into the future.

Today is a day to celebrate. And I'll continue to do so as another chapter has been added to my life as a result of From Homemaker to Breadwinner.

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The Secret to Longevity in Real Estate

Real estate’s a tough business. A lasting career requires not only hard work but an ability to weather the ups and downs of this industry.

I’ve been a broker for nearly 20 years, and I’m confident that the secret to my longevity in this business, which is notorious for high turn over—meaning when the market is hot everyone including his plumber and hairdresser is an agent—is a result of practices that I maintain everyday.

When you read stories about successful people in any industry, you’ll discover that they all share a passion for their work while having fun in the process. What does having fun mean? This is different for every profession.

In real estate, one of the most enjoyable aspects is working with interesting people. Your clients could be CEOs, actors, lawyers, or doctors. You’ll constantly meet people with fascinating lives. Having fun in real estate involves making the most out of the relationships you create.

For instance, giving away chocolates to my friends and providing treats for children were simple and fun ways to leave a lasting impression on my clients. Here are three following other suggestions:

1. Get to know your client
2. Always smile
3. Create a work environment that’s positive and will make smiles happen naturally

First, get to know your client. News is an easy way to start conversation. I read the Los Angeles Times every morning. I keep up with current events and always have something to discuss when I’m driving my clients to a listing.

Look through each section of the paper: world news, business, food, health, or entertainment. Then start a conversation with something like, “Hey, did you see the latest Julia Roberts film? It got great reviews in the Times.” Or, “I recently read an article about a sushi restaurant on the Westside. Mori Sushi got three stars in The Times. Have you tried it?” From these conversations, you may learn that your client enjoys films or fell in love with Japanese food during a recent trip to Tokyo.

Secondly, remind yourself to continually smile. It has a powerful effect on you and those around you. The opposite is true as well. Do you know people who consistently have a frown on their face? They appear as if their lives are full of tragedy or that they are unhappy with life. It’s difficult to be around these people because they manage to sap the energy out of you.

On the other hand, there are individuals who seem to always have smiles on their faces, greet you, and treat you warmly. These individuals project confidence and optimism. If you’re lucky enough to be around successful, positive people like these, they are great sources for picking up tips. Watch what they do and emulate them. Remember, you’re fortunate to be in a profession where the sky is the limit to your success.

Finally, create an environment that encourages you to feel happy, where you can’t help but smile. For instance, I have nicknames that I give the homes around my neighborhood. This light-hearted practice always makes me smile.

There is one house that I call Caesar’s Palace. The property is located on a huge lot, and the front yard extends far beyond the main house. The residents have taken advantage of their expansive front yard by placing plaster statues on the lawn. Twelve life-size sculptures of biblical figures such as David and icons like Caesar greet visitors just like they do at the famous casino in Las Vegas.

Homes nearby are tough to sell because buyers balk at the idea of living next to something that could belong on the Vegas Strip. Another home that was a hard sell had a miniature Statue of Liberty on the front lawn. When I asked the owner why he had Lady Liberty greeting guests, he said that it reminded his wife of her New York roots. I told the story to the buyer, and this actually led him to leave the symbol of freedom on the lawn. So much for “Give me your tired, your poor, your huddled masses…”

There is another home that I call Taco Bell. Its architecture is a combination of Mediterranean and Meximelt. Nicknaming houses has two benefits. First, it’s an amusing way to point out a home’s distinct features. Secondly, it makes it easier for your clients to recall the home later. “I really like the house that was close to the Taco Bell one,” is something that I’ll hear my client tell me.

With strong sales skills, hard work, and intense focus your success is inevitable. Add “Making your job the most fun you’ve ever had” and you’ll enjoy many years in your career.

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2008 Predictions: Another Good Year for Real Estate

As I’ve said in previous blog posts, despite the negative news, real estate continues to move along at a brisk pace. 2007 was a great year for real estate on LA’s Westside, which includes Beverly Hills, Holmby Hills, Bel Air, Malibu, Santa Monica, and more.

In August, I was quoted in a First Republic Bank press release titled, “California Luxury Home Values Continue to Rise.” For the full article, click here.

The article highlights what my colleagues and I have been saying throughout 2007, the year in which our industry has taken quite a beating by the media: It's not all doom and gloom in real estate. In fact, the skies have been pretty bright over the past few months.

Mike Kelly, a Realtor in Sonoma, California, posts the same article ins his real estate blog, “The Mike Kelly Real Estate Show” Click here to read it.

If you’re feeling nervous about the market, I understand your concern. But it’s important to counter your fears with facts. And the fact is, in high-end markets throughout the country, real estate prices continue to rise. And that’s good news for professionals like us and our clients.

It’s only January, so I can’t make any guarantees. But based on what I’ve experienced up until the end of 2007, I’m expecting to report good news to you throughout the New Year.

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Your best source of business is people you’ve worked with in the past

The New Year is the perfect time to commit to improving the way you currently work in real estate. Whether the market is in good shape, like in the Westide, or not, like in other areas, your connections are one of the most important parts of your business and will help you stay afloat despite market conditions.

To stay at the top, you’ve got to maintain peak performance. Resolve to take advantage of the New Year by expanding your contacts within your community and deepening the relationships you’ve already created.

Take the next few weeks to connect with your past clients. The communication doesn’t have to be complicated or elaborate. A simple phone call wishing them a good New Year, and adding a plug about the solid state of real estate in their neighborhood will be welcome information. They may be nervous about the market so be prepared to back up your good news with some examples of listings you’ve represented or know of.

After wishing them a Happy New Year here are some ways to continue the conversation:

1. “How’s the family?” Add children, pets, and extended family—the more specific the better.

2. “How’s business?” Again, the more you know about her professional life, the better

3. “How’s the house?”

Your clients may say, “Thank you, thank you, I love the home.” Then you’ll follow-up with something like, “If you know of anyone else who’s in them market, tell them to call me—a friend of yours will be mine too I’m sure.”

They may share that things are going really well, they’re considering buying a bigger house, and they were just thinking about you.

Or they may share that they’re struggling now. A divorce, a death, or debt means that they need to sell. Offer to provide a market evaluation to see what they can possibly get for the house.

New Years, Hannukah, Christmas, birthdays, and anniversaries always provide a reason to reconnect with your clients, who, if you want to do business like me, are really your friends. Commit to improving your communication this year. The connections you make now will benefit you over the next 12 months.

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