Love of Sales Turned Shy Student into LA Real-Estate YouTube Powerhouse
“When the Pandemic first started, a lot of the classes we worked with just canceled, everything went downhill,” Loida Velasquez, an LA-based real estate broker, said. “But starting in June until now— everything turned around. Inventory is so low, and there are so many buyers, most houses are selling in 24 hours. I’ve never seen a market like this before.”
It’s a seller’s market like you can’t believe right now, said Velasquez, and that’s what she specializes in: running a cold-calling, door-knocking real estate firm that jumps on expired listings, revamps properties, and sells them on the open market.
After five years of rapid success, Velasquez has taken her charisma to social media, creating a series of Youtube videos to help other brokers find the success she has in the real estate world.
“When I started my real estate career, I remember trying to find videos of people sharing their experience, but most of them were men: I didn’t find many women,” Velasquez said. “So I told myself, ‘you know what, I’m going to start creating videos to put out my journey so people can see what it’s like not only as a real estate agent but as a younger woman in this business.’ And that’s how my channel started.”
Velasquez has also begun teaching online courses for brokers who need help developing their skills. She offers an all-encompassing approach, including cold calling and knocking on doors, that she said many modern brokers don’t use anymore, even though they never became any less viable.
“I knew that the old school approach of cold calling and door knocking was something that a lot of agents don’t like to do,” she said. “So if I became very good at it, I knew that I was going to become successful a little faster than someone who doesn’t incorporate that type of prospecting.”
It has set her apart, and part of why she launched online classes: her videos on real estate were so successful other agencies were telling their trainees to watch her work. Many agencies don’t offer adequate training, Velasquez said, some give out unethical advice. When newly licensed brokers find Velasquez, she said she stands out as an agent with standards and knowledge of the industry.
That knowledge comes in the form of hard-earned experience, one that includes making slip-ups along the way, something she said ocassionally still happens. It’s all part of the game, she explains. Many of her leads come in from her online networking now, but her techniques are still honed to reach out to sellers looking for a knowledgeable agent who knows the market.
“A lot of my business comes from social media, whether it’s from agents that watch me and send me referrals, or just consumers that are trying to learn what it takes to buy or sell a house,” Velasquez said. “But aside from that, I still cold call a lot of ‘for sale by owners’ and expired. Many of them still want to sell, but they had to pull their home off the market. Many of them didn’t have a good relationship with the last agent and want to find someone else who can do a better job.”
And that relationship comes in the form of Velasquez calling out of the blue, flipping the house successfully in a matter of weeks, sometimes two or three sales every month.
Things were not this easy for what outwardly looks like a charismatic, polished agent; Velasquez attests that she was quiet and anxious even to present a school project before she found her love of sales.
“I was the shyest person ever, and I was terrified of talking in group projects,” Velasquez said. “If people from my past saw me, they would never guess I would be doing public speaking events and would have never known this is what I would become.”
Velasquez was a sociology major before getting a side job as a brand ambassador, traveling to conventions and selling face to face to customers. Everything changed.
“Telling people about the product, getting paid to talk to people, helped me get myself out of my shell and comfort zone,” She said. “I don’t know why I was scared of talking to strangers, but it helped me get out there, and I switched my major to marketing.”
After she went back to get an MBA in 2015, she started making Youtube videos and found her passion. She said that with determination, anyone could get over hurdles and find success. Selling real estate is not what it looks like on TV, but Velasquez noted the hard work is worth it for the payoff.
“After the turning point, I started to see people responding ‘because of this video, I got my first listing.’ I said, if I need to get myself out of my comfort zone to help people, this is something I know I need to do,” Velasquez said. “If you stay focused and surround yourself with the right people, you’ll make it. There will be many times you will doubt yourself, and it is not like what you see on TV.”Last modified: December 18, 2020
Kevin Travers was a Reporter at deBanked.