Los Angeles Real Estate

Fresh off his appearance on Real Estate Riches with Kathy Byrnes, Beverly Hills broker Matias Baker Masucci sat down for a rapid-fire conversation about the playbook behind his growth: AI, social proof, and precision targeting. What follows is a tight, no-fluff Q&A packed with tactics you can use today.

Kathy: For readers who don’t know you, give us the 15-second version.

Matias: I’m a Beverly Hills–based broker serving Los Angeles County. I started at the very bottom as a resident manager, learned the business the hard way, and built an operation that runs on systems. I sell, my team executes, and everything is measured.

Kathy: Everyone talks about “systems.” What does that actually look like day to day?

Matias: Trello runs our projects. We have listing and buyer workflows with roughly 200 discrete marketing actions that escalate week by week. Week one primes distribution. Week two repurposes and expands. By week eight, we’ve delivered the impressions required to convert. If a property sells in week one, great. If not, the system compounds reach without guesswork. And the great thing about this system is that it builds upon itself. So week nine, essentially, it grows exponentially and so forth. Now, to tell you the truth, most of our listings sell relatively fast, no matter what the market conditions are. But for those that need a little bit more attention, the system never stops until we get results. And I’m never going to be tired of repeating this: it’s not the market, it’s the marketing. When people complain about their home not selling or whatever, it’s not the market, it’s the marketing.

It’s not the market, it’s the marketing. Agents need to stop blaming the market, because we can’t control it. What we can do is adapt, stay accountable, and strive to deliver consistent results in any environment.

Kathy: You say real estate marketing is stuck in the ’90s. What’s the modern alternative?

Matias: Passive marketing is photos, MLS, an open house, and a prayer. Active marketing is precision targeting:

• Build a buyer profile for the asset.
  
• Source lists that match the profile. Example, for a downsizer-friendly condo, pull public records for owners with 40+ years tenure.
  
• Hit those audiences with coordinated creative across Google, Meta, YouTube, email, and direct outreach.
  
• Track KPI ladders. In today’s market, I plan on touching ~100,000 people to generate one listing conversion. Different assets have different thresholds, but the math is the math.

Kathy: What role does AI play in your engine?

Matias: Three big ones.

1. Repurposing at scale. I record about one hour a week. AI slices that into shorts, quotes, captions, and thumbnails.
   
2. Search visibility via social proof. Press releases, reviews, and platform consistency help AI search understand who you are. When someone asks an AI for “top Beverly Hills agent,” you want credible artifacts it can find.
   
3. Ops acceleration. We maintain template libraries for client updates, status emails, and checklists. AI drafts. We edit. Speed without sloppiness.

Kathy: Social proof feels noisy. What actually moves the needle?

Matias: Authenticity plus evidence. Keep client testimonials, case studies, and before-after marketing samples easy to find. Post real work and a little real life. People Google you the second they meet you. Give them reasons to trust and to call.

Kathy: Give us one precision-targeting example any agent can try.

Matias: Selling a high HOA, low-maintenance condo?

• Profile likely buyers: long-tenured homeowners within a defined radius who are ready to downsize.
  
• Build a list from public records.
  
• Coordinate messaging that solves their pain: maintenance, stairs, yard work, travel flexibility.
  
• Retarget site visitors and video viewers until they convert to showings.
  It’s not magic. It’s message-to-market match, measured.

Kathy: What metrics matter most in your system?

Matias: A short stack:

• Top-of-funnel reach: impressions to reach the asset’s conversion threshold.
  
• Click-through and video completion: are we earning attention.
  
• Inquiry to appointment ratio and appointment to offer ratio: where friction lives.
  
• Days on market vs exposure delivered: are we under-marketing or mis-messaging.

Kathy: You advocate building a business you could sell, even if you never will. Why?

Matias: It forces documentation, delegation, and predictability. Most agents own a phone and a CRM. That’s not a business. A sellable operation runs on roles, SOPs, and dashboards. The side effect is freedom. You can step away and the work still happens.

Kathy: Team structure for agents who want to scale without becoming a 50-agent zoo?

Matias: Core three:

1. Full-time assistant to run the board.
   
2. Part-time marketing pro to handle creative, posting, and paid distribution.
   
3. Showing agent or buyer agent once volume justifies it.
   Your job becomes rainmaking and quarterbacking. Meet, price, negotiate, and review the numbers. Let specialists execute.

Kathy: Favorite fast wins with AI for agents who feel behind?

Matias:

• Content sprint: Record a 10-minute market take. Use AI to cut 5 shorts, 10 quotes, 1 blog. Ship in 48 hours.
  
• Review gravity: Ask past clients for Google reviews and feed highlights into marketing releases and your website.
  
• Template vault: Build 20 client update emails using AI, then personalize. Saves hours every week.

Kathy: Final advice to agents who want to thrive in today’s market?

Matias:

• Fall in love with the craft. Curiosity compounds.
  
• Be measurable. If you can’t count it, you can’t scale it.
  
• Be distinctive. Don’t be the “neighborhood agent” if your strategy is national-caliber marketing.
  

Act like media. Publish value, earn trust, and distribute it with precision. The listings follow.

This conversation shows how the business of real estate is shifting: away from guesswork and toward systems, data, and adaptability. Marketing, not market conditions, is what drives outcomes—and the agents who embrace structure, technology, and measurable strategies will be the ones who continue to thrive no matter what the cycle brings.

When it comes to selling your home in Los Angeles, the goal is clear: net the most money, sell within your timeline, and minimize stress throughout the process. In this second part of our seller’s guide, we’ll delve deeper into essential strategies to ensure a smooth and successful home-selling experience.

Understanding Your Selling Strategy

Before diving into the market, it’s crucial to establish a clear plan. Here’s what to consider:

• Decide on Selling As-Is or Making Repairs: Weigh the benefits of selling in its current condition versus investing in repairs and renovations.
• Craft Your Property’s Story: Present your home’s unique features and charm. Potential buyers are often drawn to personal narratives that enhance their emotional connection to the property.
• Prepare Documentation: Ensure all necessary documents are in order, including authority to sell and property disclosures.

The Importance of Presentation

A well-presented home can make all the difference. Keep these points in mind:

• Listing Price and Staging: Determine an appropriate listing price and consider staging your home to appeal to buyers.
• Showing Strategies: Plan how you will showcase your property—private showings, open houses, or exclusive viewings upon accepted offers.

Preparing for the Market

Before launching your property into the market, make sure to:

• Choose Your Title Company Wisely: Engage with a reputable escrow and title company to avoid complications later on.
• Conduct a Safety Check: Ensure the property is safe for potential buyers, especially if there are maintenance issues.

Monitoring Market Response

Once your home is live on the market, it’s essential to track its performance. Here’s what to observe:

• Activity Metrics: Keep a close eye on clicks, calls, emails, showing requests, and open house attendance to gauge interest.
• Avoid Rushing into Offers: If your property receives attention but no offers, don’t panic. Use this time to evaluate and adjust your strategy.

Navigating Offers

When offers start rolling in, it’s critical to differentiate between buyer types and evaluate the offers carefully:

• Beware of Wholesalers and Ret Traders: These buyers often have different intentions. Be cautious and prioritize serious buyers.
• Understanding Terms: Carefully interpret the terms of each offer. Counter offers may be necessary to align with your goals.

Managing Contingencies

Once you enter escrow, several contingencies will need your attention:

• Common Contingencies: These often include financing, inspections, and disclosures.
• Negotiating Repairs: Be prepared for requests for repairs or credits. Understanding common negotiation options can save you time and stress.

Possible Outcomes for Negotiations:

1. Seller Completes Repairs: Make necessary repairs before closing.
2. Credit to Buyer: Offer a credit to the buyer at closing.
3. Price Reduction: Reduce the sale price based on requested repairs.
4. Buyer Cancels: The buyer can walk away if contingencies aren’t met.
5. Seller Takes No Action: This may not be in the seller’s best interest, as defects must be disclosed later.

Final Steps in the Selling Process

After negotiations, the appraisal stage and closing become pivotal:

• Appraisal Preparation: Although sellers don’t deal directly with appraisers, providing a list of upgrades can assist in getting a fair valuation.
• Final Verification: About five days before closing, the buyer will conduct a final property inspection. Ensure that any agreed-upon repairs are completed to avoid delays.

Closing the Deal

Once all contingencies are cleared, it’s time to celebrate:

• Documentation and Recording: Once the buyer’s money is secured with the title company and the transaction is recorded, congratulations! You have successfully sold your home.

Full Video:

Key Takeaways

• Establish a clear strategy before listing.
• Pay attention to presentation and showing strategies.
• Monitor activity metrics to gauge market interest.
• Carefully evaluate offers and understand buyer intentions.
• Prepare for common contingencies and negotiations.
• Ensure all final checks are in place before closing.

Selling a home in Los Angeles can be a complex journey, but with careful planning and expert guidance, you can navigate the process effectively.

I am Matias Baker Masucci, your trusted Los Angeles realtor. Thank you for reading, and I look forward to helping you with all your real estate needs in Beverly Hills.

Selling your home in Los Angeles is a significant financial decision, and if done correctly, it can net you the most money, help you sell within your desired time frame, and reduce stress. While the idea of selling might seem daunting, breaking it down into manageable steps will ensure a smoother process and ultimately lead to a successful transaction.

Plan Your Next Move

Before listing your home, the most critical question is: What happens after the sale? Whether you’re downsizing, upsizing, or using the sale’s proceeds to pay off debt, you need a solid exit strategy. Are you staying in the city, moving out of state, or investing elsewhere? Without a clear plan, you risk finding yourself under contract with no place to go, which can jeopardize the sale.

This step is particularly important because it guides your entire selling process. Are you aiming to sell quickly due to pre-foreclosure, or do you have more flexibility because you’re generating rental income? Your time frame directly impacts pricing, marketing, and negotiations.

Selling As-Is or Renovating?

Once you have a plan, the next question is whether to sell your home “as-is” or make repairs and renovations. Not every fix is worth the cost or time, so it’s essential to weigh four key factors: market conditions, repair costs, liabilities, and your timeline. Don’t get into the remodeling business unless that’s what you do professionally.

In some cases, making cosmetic repairs can boost your home’s appeal. In other instances, particularly in a hot market, selling as-is may be more efficient. If you’re not sure, consult with your realtor, but always start by making a list of known upgrades and defects. Was the roof replaced two years ago? Write it down. Did a fire damage the kitchen? Write that down too. Every detail helps potential buyers see the full picture.

Tell Your Home’s Story

One often overlooked but vital aspect of selling your home is telling its story. Buyers want more than just facts; they want to connect emotionally. As a homeowner, you’re in the best position to share meaningful details that no one else knows. For example, if you’ve experienced the most breathtaking sunsets from your backyard, share that.

Crafting a narrative around your home helps buyers envision their future there. I once sold a home where the seller pointed out a specific spot on the terrace where he and his wife enjoyed their morning coffee. Sharing that detail during an open house gave buyers a personal connection, making the property feel more special and, ultimately, more valuable.

Setting the Right List Price

One of the most crucial elements of selling your home is setting the right list price. The list price is not the market value or an appraisal figure; it’s a strategic number designed to attract the right buyers. When pricing your home, you’ll need to analyze both your competition and the properties that have already won—those that have sold within the last 90 days.

Ignore homes that have been on the market for 400+ days without selling. Those are not your competitors—they’ve already lost the game. Your goal is to price competitively, make a great first impression, and stand out from other listings. Pricing too high could cost you valuable time, while pricing too low may leave money on the table.

Preparing for Showings and Staging

First impressions are everything. Before you allow buyers to walk through your home, consider how it presents compared to others. Does your home need to be staged, virtually staged, or will it show better empty? Full staging works best for vacant homes, while partial staging, using a mix of your own furniture and a few key staging pieces, is ideal if you’re still living in the property.

Staging helps buyers visualize how they might live in the space, but beware of going overboard, especially in small rooms. If a room feels cramped due to oversized furniture, it’s better to leave it empty or opt for digital staging. Just make sure the digital staging looks professional, as poorly executed staging can do more harm than good.

Don’t forget curb appeal—trim overgrown vegetation, mow the lawn, and consider some simple landscaping. Outdoor staging can also be a game-changer, especially if you have a pool, cabana, or gazebo.

Full Video:

Photography and Marketing

Once your home is prepped, it’s time for professional photography. You may also want to consider additional options such as 3D tours, floor plans, or even aerial photography to showcase your property’s best features. Twilight photography can add a luxurious feel to your listing, especially for properties with impressive outdoor spaces.

When marketing your home, make it available for showings through private appointments or open houses, depending on what suits your schedule best. If you’re still living in the home, be prepared for some disruptions and consider carrying a stack of business cards to hand out to any curious visitors who stop by unannounced.

I am Matias Baker Masucci, your trusted Los Angeles realtor. Thank you for reading, and I look forward to helping you with all your real estate needs in Beverly Hills.

Are you dreaming of settling in Culver City, one of Los Angeles County’s most intriguing neighborhoods? This vibrant area offers a diverse range of properties, from cozy condos to luxurious single-family homes, making it an attractive option for homebuyers of all kinds. But before you dive into the home-buying process, there are a few things you should know to make the most informed decision possible. Let’s explore the essential tips for navigating the Culver City real estate market.

Understanding Culver City’s Real Estate Market

Culver City is home to around 40,000 residents and has a wide variety of properties, including modern constructions and charming older homes. The real estate market here varies significantly by neighborhood. Last year, single-family home sales ranged from $700,000 for a fixer-upper to nearly $5 million for a newly constructed home. Condominiums followed a similar pattern, with prices ranging from $350,000 to over $2 million depending on the area.

Before deciding where to look, determine your budget. A good rule of thumb is the 28/36 rule. This guideline suggests that your monthly mortgage payment should not exceed 28% of your gross income, and your total debt obligations, including your mortgage and other loans, should stay under 36%. With this financial framework in mind, you’ll have a clearer picture of what you can afford.

Choosing the Right Neighborhood for Your Lifestyle

Culver City’s neighborhoods are diverse, offering different advantages based on your lifestyle and priorities. Here’s a quick rundown of some key areas to consider:

• Fox Hills: One of the most affordable areas, known for its large condominium complexes. It’s close to the beach and LAX, making it a convenient choice for those who commute around the city.
• Sunkist Park & Blanco Culver Crest: Trendier areas with a mix of single-family homes, many from the 1950s. These neighborhoods offer a suburban feel but can be pricier, especially for remodeled homes.
• Studio Village & Lindberg Park: A blend of old and new homes, this area was originally developed to house studio workers. It’s known for its family-friendly park and proximity to schools, making it a favorite among families.
• Carlson Park: One of the most desirable and expensive neighborhoods, Carlson Park offers quiet, tree-lined streets and is popular among entertainment professionals due to its proximity to Sony Pictures Studios.
• Blair Hills & Lucerne Higuera: Blair Hills offers scenic views of the Los Angeles skyline, while Lucerne Higuera is one of the city’s oldest neighborhoods, featuring homes dating back to the 1880s and 1920s.

Each area has its own charm, so be sure to drive through the neighborhoods, explore the amenities, and consult with a real estate agent to find the best fit for your needs.

Know the Benefits and Drawbacks of Different Home Types

Culver City has a mix of new construction, remodeled homes, and fixers. While a new construction may offer modern conveniences and fewer repairs, it comes at a premium price. On the other hand, fixers can be a good investment if you have a reliable renovation team in place, but they can turn into a financial burden if not handled correctly. Remodeled homes strike a balance but often come with a higher price tag. The key is knowing what you’re comfortable taking on and seeking expert advice to avoid costly mistakes.

Making the Right Offer

Culver City’s housing market can be competitive, with multiple offers on many homes. The list price is often a starting point, not the final sale price. When deciding how much to offer, look at recent sales in the area, particularly homes similar to the one you’re interested in. Don’t hesitate to have your lender reach out to the listing agent to assure them of your financial qualifications—sellers love smooth transactions, and a little extra effort can make your offer stand out.

Navigating the Home Inspection and Negotiation Process

Once your offer is accepted, inspections are crucial. Start with a general inspection, then call in specialists if the initial report reveals potential problems. Common issues in Southern California homes include roof repairs, termite damage, and HVAC problems. While it’s essential to focus on significant repairs, be mindful not to nitpick small details that could offend the seller and derail the deal. Negotiating repairs or credits is an art, and it’s helpful to have an experienced agent on your side.

Stay on Top of Your Loan and Local Requirements

As you move through the buying process, make sure to stay in close contact with your lender. They will ask for a lot of documentation, and just when you think you’ve provided everything, they’ll ask for more. Don’t be discouraged—this is a normal part of the process. Additionally, Culver City has unique transfer requirements, such as a residential building record report, which your escrow company will help coordinate.

Final Thoughts

Buying a home in Culver City can be an exciting journey, but it comes with its nuances and challenges. By understanding the local market, choosing the right neighborhood, and working with a knowledgeable real estate agent, you can find your dream home and make a smooth transition into this vibrant community. Remember, real estate isn’t just about finding a house—it’s about finding a place where you can build your life.

Full Video:

---

Key Takeaways:

• Use the 28/36 rule to determine your home-buying budget.
• Explore different neighborhoods in Culver City to find the best fit for your lifestyle.
• Understand the pros and cons of new construction, remodeled homes, and fixers.
• Make a competitive offer by considering recent sales and market conditions.
• Be prepared for inspections and negotiations, focusing on significant repairs.
• Stay organized with your loan paperwork and adhere to Culver City’s local requirements.

I am Matias Baker Masucci, your trusted Los Angeles realtor. Thank you for reading, and I look forward to helping you with all your real estate needs in Beverly Hills.

Santa Monica is known for its iconic beaches, vibrant city life, and unique blend of California cool and laid-back charm. However, with all the beauty and excitement, living in this coastal paradise comes with a price tag. In this article, we’ll explore the true cost of living in Santa Monica—from housing and groceries to transportation and utilities—so you can plan accordingly if you’re considering making this city your home.

Housing Costs: A Premium for Ocean Views

Santa Monica’s housing market is one of the most expensive in the U.S. The cost of buying a home here is 3189% higher than the national average, and this number continues to rise as appreciation keeps pace. As a homeowner, budgeting for your mortgage is essential since housing costs typically consume 30-35% of your income in Santa Monica, with some people spending up to 50%.

It’s important to note that the price of your primary home only matters at two crucial moments: when you buy and when you sell. Therefore, budgeting effectively while riding the appreciation wave is key.

• Tip: Ocean views always come at a premium, so if you have your heart set on a coastal home, expect to pay more.

Utilities: An Unexpected Win

Unlike many other expenses, utilities in Santa Monica are only 10% higher than the national average. Why? The city’s incredible climate does most of the heavy lifting. With over 300 days of sunshine and cool ocean breezes, there’s little need for central air conditioning, even in older buildings.

Santa Monica’s climate makes it not only beautiful but also energy-efficient for homeowners.

Grocery Costs: Variety with a Price Tag

When it comes to groceries, you can expect prices to be around 10% higher than the national average. However, what sets Santa Monica apart is the sheer variety of options. From high-end specialty markets to local grocery stores, you’ll find everything from farm-fresh produce to imported foods. Though grocery prices can add up, the quality and variety are second to none.

• Pro Tip: Shop smart by picking stores wisely. Even though you’re on the Westside, where prices tend to be higher, selecting the right stores can help keep your grocery bills manageable.

Transportation: Ditch the Car

One of the best perks of living in Santa Monica is its excellent public transit and bike-friendly infrastructure. The city is incredibly walkable, with plenty of public transportation options, meaning you won’t need to rely on your car as much as in other parts of Los Angeles.

However, when you do need to drive, gas prices are typically 30% higher than the national average. So, if you’re moving here, it might be worth considering alternative ways to get around.

Sales Tax and Other Considerations

Another factor to keep in mind is Santa Monica’s sales tax, which currently sits at 10.25%. Whether you’re dining out or shopping at the many stores on Third Street Promenade, it’s something to factor into your everyday spending.

On the real estate front, Santa Monica has some of the strictest rent control laws in the nation, which helps keep rental prices steady but can be challenging for landlords. That said, rental properties tend to appreciate quickly due to the limited supply and high demand, making real estate investment in Santa Monica a potentially lucrative opportunity.

Bonus Tip: Resident-Only Parking Passes

Parking in Santa Monica can be tricky, especially near the beach where overnight parking is restricted. However, if you become a Santa Monica resident, you can apply for exclusive parking permits, including overnight beach parking and even RV permits. Just visit the local Gold SaMo Center to get started, but be sure to check the rules and restrictions.

Full Video:

Key Takeaways: Cost of Living in Santa Monica

• Housing: Expect to allocate 30-35% of your income for housing, with oceanfront homes carrying a premium.
• Utilities: Only 10% higher than the national average, thanks to the mild weather.
• Groceries: Roughly 10% more expensive than the national average, but offers top-tier quality and variety.
• Transportation: Public transit and biking are great options, but gas prices are 30% higher than the national average.
• Sales Tax: 10.25% on purchases, so be prepared for slightly higher spending.
• Parking: Special parking permits are available for residents, making life near the beach a little easier.

If you’re considering a move to Santa Monica, it’s essential to factor in these costs. While the city is undeniably expensive, it offers a lifestyle that blends coastal beauty, rich culture, and urban amenities. With proper planning and budgeting, living in this iconic California city can be more than just a dream—it can be a smart move for those who want the best of both worlds.

I am Matias Baker Masucci, your trusted Los Angeles realtor. Thank you for reading, and I look forward to helping you with all your real estate needs in Beverly Hills.