Ladies and gentlemen, welcome back to another SLD meetup, your host Alvaro and super thrilled because today we're gonna go from Beverly Hills to the world Because we're gonna have with us a dear friend of mine coffee and RTE He's the CEO and founder of Global where they specialize on luxury real estate and development for celebrities He's also a speaker which finding off will be speaking together at a luxury real estate conference in Las Vegas And he's the author of the book celebrity. Yes, sell everything very clever very interesting concept on how he has built His brand to be selling millions of dollars to a very specific niche, which in this case are famous celebrities So excited to have him with us today and to tell us all about it Fantastic so good to see you my friend, but super thrilled to have you here with us because you have such an amazing background and everything that you've been doing It's so in tune with what we do here at SLG you specialize on lots of rules They are development for a specific niche which in this case are the celebrities And you've been doing some of the most incredible techniques and tactics to put yourself in that position because to land this type of clientele And be able to sell this type of real estate takes a lot of effort So tell us a little bit about how you got started and how did you end up getting the company global? Yes, yes, so long story short I started in real estate about 20 years ago and when I first started I really focused on townhomes and condos because that's what I knew I owned a townhome at the time and I realized in business early on that you did have to have a specialization I was coming out of the end of my acting career I had played sports before that got hurt pretty early on but had done acting for about 10 years And then I was getting in real estate and in Los Angeles everybody's either a real estate agent or an actor and I was There you go, so I had to figure out a way to differentiate myself So after I knew what I was doing with the condo market and knew about contracts I wanted to scale and elevate my business But not just to luxury because luxury was still a pretty big category of competition So I wanted to get a specific niche within that and that became sports an entertainment because I had the experience I understood the lifestyle and then I pushed that even further to say what more can I learn what greater expertise Can I bring to that type of clientele and then fast forward I launched my firm global red global real estate and development about three years ago And that's after having worked with a lot of major companies everyone from Keller Williams to the agency compass I was partnered with side and now just this week We announced you know our partnership with the real brokerage which I'm extremely excited about because that's gonna help global expand into different markets And even internationally 100% well congratulations, and I gotta tell you you know everything It's about differentiating yourself because real estate as an industry is saturated So how can you stand out and how can you really build those relationships with a specific niche? And you went straight into the lifestyle right understanding the lifestyle of these individuals be part of it because that was your background Which I know you were an actor.
Are you still are you still using that in real estate? I mean it's important right? I do these videos it's a hundred percent important there There's so many tips and tools that I've learned from my acting days and at a minimum It's just even understanding scripts, you know We have to learn sales scripts within real estate We have to learn characters and personality traits, you know in business We call them disk profiles, but in acting it's just character development and you understand and recognize different traits in different characters And you know so there are definitely some things that I've taken away from that over the years that I'm now able to apply to real estate And it was it's kind of funny because I ended up doing a lot of cameos and real estate TV shows On camera, so it made it kind of easy Which is fantastic right because now it has become so popular all these real estate TV shows and you've been having appearances at selling LA Million dollar listing also on TV through different interviews that you've gotten So it's about having that personality where you are comfortable in front of a camera Or if you're not comfortable at least be able to play the role that you're supposed to be in that camera But tell me a little bit about working with this whole category of sports and entertainment It's not easy right like how do you connect? How do you keep on building those relationships?
How do you break the bridge because sometimes what happens is that okay? You were an athlete or you were an actor and now you're going to real estate How do you make these people to trust you with the real estate investments? Well, even where I am now so I was hoping to do this from my office But I'm in my car because at the last minute I was invited to the LA Chargers the NFL team the LA Chargers I'm in the parking lot that the football car And then stop in and you know friends with a few of the players and be the coaching staff and the player engagement people So I'll be popping over some of those were done But it's amazing But that was these relationships and I think you know one easy technique I say easy, but it's easy once you have the knowledge So one thing is understanding your niche right and knowing how to service them better Knowing what's different about doing a transaction for them So for athletes and entertainers and celebrities and even just luxury clientele There's certain things that are common across the board and that's professionalism privacy Security these are things that have become important to all of them right and so if you can instead of pumping yourself up or selling yourself Give stories for examples that demonstrate your knowledge as greater than the knowledge of other people That's the best way to establish credibility. So as an easy example, you know, I tell a lot of stories instead of selling myself You know, I talk about clients where you know, we've had to do non-disclosure agreements because you know If somebody's coming in to clean the house that they're renting We don't want them taking pictures of their academy awards You know, we don't want we have provisions that says someone from the household has to be there Anyone comes into the house and you know different things that we do to protect our clients and to service them better But if you don't have that you've got to gain that first You have to have the knowledge first and then you can trickle out a little bit of that knowledge and it immediately creates credibility Like oh, I wouldn't have thought of that.
I didn't think of that and that means there are probably other things I'm not thinking about that, you know and can help me with That's one of the things that we've seen a lot with people that have built already a great network Like let's say myself, right? I'm gonna be a bit selfish here I'm going into all these red carpets and building amazing relationships on the lifestyle level Right, you connect on the lifestyle level But then to take these people into your field of real estate And for them to see you as somebody that they can trust and work with for real estate It requires some level of skills to create that credibility and that's through the stories That's through the example that how they will feel more comfortable moving forward I remember when I was transitioning out of acting that credibility piece was a bit of a challenge Because the early part of my real estate career overlaps with the end of my acting career So I would be on a movie set or a commercial set and I was a real estate agent at the time and you know Have my license and people always talk about real estate, which is the great thing about our industry They're always talking about it. So yeah, it was easy to engage in conversation But I knew that they weren't gonna take me seriously as I'm sitting there dressed as a construction worker I'm sitting there dressed as the bad guy or whatever character I was playing So I had to explain to them that I was partnered with a team that I was part of a group that focused on real estate for actors and athletes And that gave me greater credibility and I knew it was gonna be me that they worked with but if I said, hey I can do it like me and say what do you mean you can do it? You're here acting what do you mean exactly?
What has been some of the harder lessons that you had to go through in your journey? That's a that's a great question. Um, you know, I think One way I look at things and my wife and I we talk about it a lot is you have to challenge yourself to see things as they actually are Versus how they appear to be you have to see things actually are versus how they appear to be and sometimes even versus how it makes you feel Because if you can see something for what it really is It's you'll be faster to the solution because you can solve what it really is Right and so challenges in the marketplace challenges with your business sometimes your business has systems challenges But if you see it as oh, this just isn't working and you're upset about it's gonna be an emotional response versus Well, our system is kind of broken. We can get people to this point, but we can't get them to that point Let's check our system if it's the market There's always ways to pivot in the market because there's always opportunities in the market either It's a buyer's market colors market.
It's an investor's market There's somebody who can benefit from the market, but you have to sit back and say okay Where's the new opportunity and do my skills service the people that can take advantage of it Can I get my skills there quickly enough to take advantage of this new market where it is now? Right, so we're human so it's okay to have an initial response to certain things like oh, this is terrible Okay, it's not what am I gonna do about it now? You need to regroup and start figuring out what you're gonna do? I love that and look you started with something that is so profound to see things as they really are I don't know if you know but a few weeks ago I was at this 10 day silent retreat that it's called the passana is the most Meditation technique in India and we pass on that what it means is to see things as they really are and the whole process of those 10 days of silent meditation Is to actually focus on seeing things as they really are and instead of reacting is you observe it and then you act Based on what you already know, which it's basically a summary of what you were just talking about So I was like did you do that as well?
Did you do that? Yeah, no, it's fantastic 100% something that I recommend and especially what you said is to start building that self awareness to start looking things as they really are and don't react Switching things aside, you know, because I know you're in the car you have a game to go Which I'm sure you're gonna have a lot of fun, but we always ask all of our guests. What is really luxury to you? That's such a good question.
It's such a good question and I'll start by saying there's no one answer You know, it's a it's a moving target. It's sometimes situational Um, but I will say one word that always comes to mind is excellence, you know, it's excellent Um, because if something is excellence, it's achieved It's full potential right or it has come very close to its full potential and that applies to so many things in the luxury lifestyle when you look at You know travel experiences when you look at dining experiences It's walking into the reds Carl 10 of the four seasons and they know your name and each thing provides a pleasant surprise and the bed is made Perfectly and there's turn down service and the meal that you have is prepared perfectly the arrangement on the plate is just excellent That everything is excellent and I think that you know as as sales professionals and service professionals, you know, we have to strive for Excellence and what we deliver to our clients and even things that don't seem to require excellence like rest and relax The best rest you'll have is in the most excellent environment with the highest thread couch the Thread your sheets Pilly pad and your bed and just things that make that overall experience even more excellent So I think there's so many different ways to define, you know luxury, but I'll stick with excellence for today I love that. No way very well said and I love that. So thank you for sharing Uh, look, I just want to wrap this up with biggest takeaway What is something that has helped you become the person that you are today?
I see you always with a positive smile great energy go getter and doing things that a lot of people will be afraid of doing So is there a secret sauce or something that you would like to share with us today? It's not really a secret sauce. It's just filling your mind with the right ammunition, right? You know, it's not easy my life is not easy my job's not easy, you know keeping the energy in the right place It's not easy, but I just constantly fill my mind with the right ammunition to fight the negative thoughts to fight the challenge To fight the you know the things that would slow me down cause me disappointment and at the end of the day So that means that going to continue to encounter those feelings and those emotions But the quicker that I can apply that ammunition to those feelings the quicker I find myself on the other side of them So I would say continue to fill your mind with positive people with positive information with positive thoughts because we're human we're gonna face challenges But we can use that information to combat those challenges I love it.
Thank you. Thank you for giving that input and for sharing this knowledge with all of us because this is definitely a very important Ammunition that we need to keep on loading into ourselves so that we can face any challenge because life is full of difficulties It's the more that we can get ourselves as ammunition with positivity the more that we'll be able to overcome those obstacles So my friend, thank you so much for everything that you've shared with us today for everybody watching or listening now or later Please follow coffee. It's amazing what you've done is exceptional inspirational human being but also an amazing friend So thank you again for everything and I'll see you in a few days in Las Vegas. Sounds good I will see you next week.
Thanks for having me And thanks again for everybody tuning in today. We hope you enjoyed it I remember embrace it's beautiful success in life. My name is Alvaro and I'll see you next time