& Marina Accardo
Accardo Real Estate Associates (AREA) is a full-service brokerage that specializes in the Beach Cities and Palos Verdes. Tony Accardo founded the firm in 2007 as Beach City Tony and rebranded to AREA in 2015 with his wife, Marina Accardo. Together they added design, remodeling and property management to the real estate business. A unique benefit of working with Tony, Marina and their team is that AREA’s design company, M StudioHouse, partners with Compass Concierge to offer clients financing options for home improvements, staging and fix-to-sell services.
What is your firm known for?
“AREA specializes in fix-to-sell repairs. We take special pride in the preparation of each client’s home before it goes on the market.
With our in-house design division headed by Marina, clients benefit from our knowledge and talent to showcase their homes—featuring them in the best possible light. As a result, these upgrades attract more buyers. Whether your home needs minor or major improvements, we have the resources to make it happen.
Marketing a home and transforming it to its fullest selling potential so our client receives top dollar is what we do best. As a value add, Marina and our team of contractors guarantee that you are satisfied with our staging or we fix it for free.
Our listing photos, social media and video are always created with the highest level of production. We also customize marketing plans for each property. Our listings tells a story through specially curated videos, pictures and high-quality marketing collateral, which we strategically distribute across various digital channels where potential clients are shopping for homes, such as Google and Zillow, and using geotargeting techniques.”
Have you seen a recent increase in first-time home purchases? What about multifamily real estate purchases?
“Yes, a significant increase. Our team specializes in both first-time home buyers and high-profile luxury consumers (typically they are not the same profile). Home prices have climbed for a record 116 straight months, with double-digit percentage gains touching every corner of the U.S. this year. According to The Wall Street Journal, millennials accounted for 67% of first-time home purchase mortgage applications and 37% of repeat-purchase applications in the first eight months of 2021. We have also seen a significant increase in families moving from the Beach Cities and Westside of Los Angeles to Palos Verdes for its top private and public schools, large oceanfront properties and simply to have more space since the daily commute is less of a factor these days.”
Do you think home prices will continue to soar in 2022?
“We predict that the housing market will continue to soar in 2022. However, to what extent is hard to predict. We believe it will continue to be a strong sellers’ market with low inventory, high buyer demand and fast turnarounds. The Federal Reserve is expected to raise interest rates in 2022, but the rates will still beat the disadvantages of renting over the long run. We are preparing our buyers ahead of time and helping them do their research so they are fully prepared when we find them the right home.”
Do you anticipate a time that every property will feature a virtual home tour?
“The simple answer is yes. We have made this a part of our customary marketing for each listing, knowing that 97% of home buyers use the internet to search for homes. It costs thousands to properly market a home with professional photography, YouTube video production, social media advertising and digital ad syndication throughout the internet to several premium, high-traffic real estate sites. Not everyone will invest in this type of detailed marketing, and we will see another year where the larger names in real estate gain market share over brokerages or Realtors stuck in the old-school ways of marketing homes.”
What does it take to become a top earner in your field?
“You have to have a plan to be successful. You need to earn your clients’ trust so they are willing to open up, and you definitely need to be the local expert. If you’re sensitive, you need to put on your armor of grit every morning. What we love about real estate are the relationships we have developed and the opportunity to make a difference. We always do our best—there is no slacking in this business. We refine our systems along the way, and every day the goal is to do better than yesterday. Who you work with matters, and to be on top and win those deals for your clients, you need to have a winner’s mentality.”
Give us some top tips for improving curb appeal.
“1. A little paint goes a long way, and it’s the most cost-effective way to make the biggest impact. 2. Adding fresh flowers, new plants and sod can have a positive, dramatic first impression on curb appeal. 3. Add new house numbers, upgrade your mailbox and replace old garage doors. 4. Our favorite: Power-wash everything from the roof to the gutters right down to the driveway. Clean speaks volumes and shows that you care about the maintenance of your home.”
Photographed by Zoom Theory Photography