Wendy Rich-Soto
& Rachel Rodriguez

  • Co-owners

    Rich-Soto & Associates
    Keller Williams South Bay 

  • Address

    23670 Hawthorne Blvd., Torrance

  • Phones

    310-944-8062 (Wendy)
    424-536-7511 (Rachel)

  • Website | Social

    SellingLASouthBay.com
    IG: @wendyrichsoto_southbay_realtor

  • Special Section

    Women of the South Bay

Rich-Soto & Associates has been in business since 2001 and operates under the umbrella of Keller Williams South Bay. Owner Wendy Rich-Soto started her real estate career in Northern California and spent five years working in new home development, marketing and sales. Moving to San Pedro in 2008, Wendy started working under the Keller Williams umbrella with her own team and was CEO for Keller Williams market centers in City of Industry and Long Beach.      Wendy has sold more than 1,200 homes so far during her career. Her daughter Rachel Rodriguez gained professional management experience by working for years with large corporations before she joined Rich-Soto & Associates.


How does your professional performance exceed your clients’ expectations?

We are problem-solvers. We listen to clients’ needs and wants and work to remove obstacles and find creative solutions. Our goal always is to exceed clients’ expectations. We utilize a variety of market strategies. We make ourselves available to our clients, other agents and other consumers who may be interested in the properties we represent. We have a strong network of local vendors as well as access to the connections and services that Keller Williams provides nationally and internationally. We are plug and play.


What is the #1 thing you do to ensure your business is successful?

We build a relationship with each client that will go beyond the close of a transaction. It is important to gain someone’s trust not just as a professional but as an individual in their community. We cherish our relationships with clients and work to maintain them.


Why did you choose the real estate career field?

Wendy: I’ve always known that I wanted to be a Realtor® since I was a child. I was always going to open houses and model homes with my grandmother. As an adult, I was buying a new home and needed to sell my existing home. My broker had his daughter list my home, but she didn’t do much to help sell it. It was very stressful. I decided to be my own Realtor at that point and sell my own home. I was successful, and the broker was so impressed he offered me a job. The rest is history.

I love helping people, and I know what it is like not having someone help you when you need it. I take great pride in the work that we do and always make sure we are there for our clients 100% of the time.


What role does your family play in your career?

Wendy: Two of my daughters are also Realtors. It is a privilege to work with Rachel and have the experience that she brings to our team from corporate America to enhance our clients’ experience. My other daughter is great with marketing and helps us with video production and social media exposure. We come from a long line of business owners and Realtors. Our family has an entrepreneurial spirit. I have coached multiple agents to success, and teaming up in partnership with Rachel is actually a dream come true!


What is the best advice you’ve heard?

Help others get what they want so you can also have what you want. Seek first to understand. Find out what their needs are so you know how to help them get those things.


What advice do you like to share?

Stay hungry and stay passionate in what you want. Go after your goals with tenacity.


Tell us your favorite quote.

Wendy: “You gain strength, courage and confidence by every experience in which you really stop to look fear in the face. You are able to say to yourself, ‘I have lived through this horror. I can take the next thing that comes along.’ You must do the thing you think you cannot do”. – Eleanor Roosevelt

Rachel: “Begin with the end in mind.” – Stephen R. Covey


Describe your leadership style.

Rachel: I would describe my leadership style as “servant leadership.” I say this often: “Know your audience.” It is so important to understand who you are leading so you can explain, teach and recognize them in ways that make sense to them. No two people are the same. Trying to use a one-size-fits-all approach may get things done, but tailoring the experience to whom you are working with results in a much more successful, rewarding experience for the leader and those being led.


Who is your role model?

Wendy: When I moved to the South Bay in September 2008, I was at Main Street Realtors in Long Beach, which was owned by Geoff McIntosh. He was the broker of record and always seemed to have time for me even though I wasn’t a top producer at the time. Geoff has been the president of the California Association of Realtors multiple times and had a thriving business of his own as a Realtor. Yet he had time to give me one-on-one advice and guidance to help me help my clients.      Geoff was and is an inspiration to me. He always puts others ahead of himself, and it showed in all that he did. That opened me up to giving all I have to help others just like he has done.