Adam Brawer
President & Founder of Adam Brawer Estates
Aaron Daigen
FAME: How has your background in entertainment influenced the way you approach real estate?
AB: I came into real estate knowing virtually nothing, other than what I learned in the courses. So I had a fresh slate. My background in Hollywood allowed me to bring storytelling into real estate in new ways - I began creating short films to market properties with a cinematic flair. I hired commercial directors, licensed drone pilots, celebrity photographers and created experiences in houses that went beyond the norm and got attention.
FAME: How do you build trust and confidence with high-profile or private clients?
AB: I first let them know that everything we discuss is strictly confidential, as if we've signed an NDA. I offer complete privacy, especially when someone public doesn't want anyone to know who owns the home; often it's held in a trust with the business manager as the trustee. I also like find common ground and common interests in an organic way so they feel comfortable that they're dealing with someone who will protect them, whom they enjoy speaking with and who is also capable of getting the job done. I ask a lot of questions before I ever pitch myself, sort of interviewing them to ensure I want to work with them - which isn't always the case. Once I can tell we're mutually interested in exploring working together, I then share more about what I bring to the table, a strategy and I speak with calm confidence.
“I first let them know that everything we discuss is strictly confidential, as if we’ve signed an NDA. I offer complete privacy, especially when someone public doesn’t want anyone to know who owns the home”
FAME: How do you balance market data with intuition when advising clients on buying or selling?
AB: Every situation is different. I first listen to the clients to fully understand what they're looking for. If it's a seller, I use market data heavily to manage expectations. I share a scattergram showing comp sales with prices and SF to illustrate a line of market value. I then ask them where they feel the home's value is. If it's way off the chart, I know this seller isn't realistic and will be a difficult client. It's kind of a litmus test. If they understand what the data says and are cooperative, I'm excited to move forward. On the buying side, I look at it like a treasure hunt. First I ensure the lender has them properly preapproved and get an understanding of their financial situation. Then we get clear on what matters to them and start the hunt. I like to say the feeling of the home is equally as important as the metrics - price, location, SF, lot size, level of finishes... if it's a great home on paper, but the lighting is terrible, there's no view and it feels heavy inside, it's not going to be worth what the market says it's worth. Conversely, if it feels incredible inside, it's drenched in light, expansive with spellbinding views, but the finishes are a little dated, I encourage buyers to lean in. An interior can be renovated, but a view, the lighting and the energy of the home can't be.
“The feeling of the home is equally as important as the metrics...an interior can be renovated, but a view, the lighting and the energy of the home can’t be.”
FAME: What are the two most common mistakes clients make when buying a property?
AB: First mistake is not being decisive when the dream home presents itself. Real estate is a game of speed chess and those who are decisive, fast and confident win. Those who are nervous, overthink and don't act lose out and I see this often. Sometimes a buyer needs to lose the home in order to get serious. Another is when a buyer plans to live in the home for a decade or more but when the bidding becomes competitive, they lose out on the home by $25K. In the scheme of things, $25K over 10 years is around $100 per month. For that price, if the buyer loves the home and can afford it, they should. In the Los Angeles market, over longer periods of time, the home will appreciate well.
“First mistake is not being decisive when the dream home presents itself. Real estate is a game of speed chess and those who are decisive, fast and confident win.”
FAME: How do you decide the best way to present and market a property?
AB: Every property is unique. I think about the potential buyer archetypes and then frame the marketing around those demographics. Pricing is the most important, and then marketing strategy, the best time to list and so forth.
FAME: What is the most challenging property you’ve ever sold or bought?
AB: 10066 Cielo Drive. It's an Andalusian mega mansion on 3 acres in Beverly Hills that I listed for $50M. That type of architecture is so specific which limits the buyer pool, and the price put it in the highest category with the fewest buyers. On top of that, the land that the home sits on, not the home itself, was the location of the Manson Murders, which certainly didn't help.
FAME: How do you help clients navigate complex or high-stakes transactions smoothly?
AB: I play therapist often. Cooler heads will prevail and so I calm clients down when things get heated and talk through the situation calmly and rationally. I then offer guidance on what I would do if I were in their position. I tell people "allow me to do what I do best, and together we will win." Not all clients agree, and so I suggest they sleep on it and see how they feel in the morning. I always strive for great communication with the agent on the other side of the deal, because once in escrow, we are essentially partners steering the deal to the finish line.
“I play therapist often. Cooler heads will prevail and so I calm clients down when things get heated and talk through the situation calmly and rationally.”
FAME: How do you get your clients the best deals? Do you have a story or example?
“I like to know the story of the seller, when I’m representing the buyer. I look for pain points”
AB: I like to know the story of the seller, when I'm representing the buyer. I look for pain points: is this a divorce sale, is this a distressed seller, have they already bought another property and so they're carrying two mortgages, how much does the seller owe on their current mortgage, how much did they buy it for and what are they in it for after renovations? Once I have a clear picture I can better advise clients on how to write up the offer for acceptance. Sometimes the best deals are gotten off market when there's no other competition. I was working with a family once who wanted something out of their price range in a high demand neighborhood. I became aware of a home that was owned by an elderly couple who needed to sell to use the proceeds to move into an assisted living facility. They couple had a number in mind that was about 20% below market value and they didn't have a Realtor because they wanted to save on commission. I was able to work with a neighbor who knew them to present the offer and got them someone with a license to handle paperwork for them and negotiated an incredible deal. The home was in disrepair, so I paired my clients up with a contractor who I trusted and he did substantial work - partial foundation, roof, flooring, paint, repairs - at a steep discount. A few years later that home has appreciated hundreds of thousands of dollars and when they sell, the first half a million in profit will be tax free. It was a fantastic deal.
FAME: What is your real estate agent superpower?
I'm known as The Spiritual Realtor and I lead my clients through intention setting ceremonies to get clear on how we want the transaction to go so we're fully aligned. I'm also known to clear the energy of homes, especially when the energy is dark or heavy. I've sold homes where people have died multiple times. I've sold homes where there's been domestic violence or nasty divorces. When the home's energy feels repulsive, I'll bring in energy healers to clear the space. I also sage homes for clients before listing and after purchasing and I trademarked the phrase "From Staged To Saged." One client called me "the house whisperer" and another said I was like a midwife the way I helped her family throughout the entire process.
“I’m known as The Spiritual Realtor...I’m also known to clear the energy of homes, especially when the energy is dark or heavy.”
FAME: What is your favorite LA restaurant?
I'm a creature of habit and Topanga is my backyard. I personally love Endless Color - the burger is to die for!