AFFIE SETOODEH

EXECUTIVEAGENT MAGAZINE

Affie Setoodeh Executive Agent of the Month

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Written by H. K. Wilson - Photography by Michelle Fairless

ward-winning Broker-Realtor® Affie Setoodeh proves that when you’re passionate about what you do, it shows. This real estate powerhouse leads with enthusiasm, professional know-how and creativity that distinguish her as an industry leader. As demand for her expert representation increases, so does her team at CENTURY 21 in Irvine, where she has been a consistent top producer since 2005 with more than $172 million in sales. She is also the winner of “Best of Houzz” for the past four consecutive years, with the highest rating for client satisfaction by the houzz.com community.

Affie makes real estate look easy, but her success is the result of a lifetime of hard work. Demonstrating a strength of will that few possess, she left family behind and immigrated to America at only 17 years of age. She spoke very little English when she was accepted to the University of Louisiana, and she persevered to learn the language while earning her bachelor’s degree in computer science. Affie went on to a lucrative career at Big Five accounting firm Price Waterhouse Coopers in Los Angeles.

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When she became the mother of one daughter, and then twin girls only 18 months later, the demands of corporate life and travel became difficult to manage.

“Having my daughters so close together was like having triplets,” Affie recalls, “and I felt I needed more time with them. I decided to look for a career that could be more flexible, and I explored real estate.”

In 2001, Affie courageously left her corporate post to learn real estate inside a top-producing team at CENTURY 21. She obtained her license in 2003, and by

2005, she was a top producer in her own right.

Affie quickly determined that she needed to find a niche to differentiate herself from competitors. “I targeted the Irvine area, and at that time, most of the homes were older. Many were cluttered and needed to be refreshed before being marketed, so I decided to start staging homes. I’ve always had a passion for design, so I started to buy my own furniture pieces and store them in my garage. Once I included design with my listings, I saw a huge difference.”

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Today, under the banner of Passionate Palette Staging and Design, she owns a warehouse full of furnishings, and home staging is a standard part of her listing services. Affie

that has brought her a client has been an opportunity to serve. “Even as the market goes up and down, I know it’s worth it because I see the impact I have.”

For Affie, real estate is a family enterprise that includes her husband, Ali, who is a licensed Realtor®, and two of their daughters, Mielle and Melody. Ali’s support in the operations and ancillary parts of the business has been key to their growth. “We are partners in life and business, we know each other’s strengths and trust the other’s instincts” Affie says. Their eldest daughter, Mielle, brings with her expertise she has acquired working at one of the industry’s

and her team transform each home into a welcoming place where families can immediately imagine themselves living their best lives. And statistics show that staged homes sell at higher prices and up to 87 percent faster!

As Affie reflects on her career in real estate and staging, she’s most proud of the relationships she’s forged and the hundreds of families she’s helped. “At first I thought it was about homes, I quickly learned it’s about people: advising them, earning their trust, listening to their concerns and making the transition smoother.” Whether it’s marriage, relocation, investment, or retirement, every circumstance

largest home design companies. She focuses her efforts on marketing AffieRealtor.com and on various social media platforms. She is also instrumental in executing home staging projects.

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Melody recently joined the team after a successful career with Citigroup in New York and then San Francisco.

She not only brings her corporate finance experience, but a youthful eagerness for unconventional marketing strategies. “I think real estate offers very exciting opportunities for young professionals. The future wave of homebuyers think about ownership and investment differently. I can relate to them.” She plans her first focus to be Passionate Palette, aspiring to create new partnerships for the company and establishing her network of Realtors® and homeowners. Affie has high hopes. “She’s going to bring a fresh new outlook to both businesses and take it to the next level.”

As a result of her personal zeal and uncompromising drive for excellence, Affie’s referral driven business continues to grow. A client who has hired Affie for multiple transactions described her this way: “She is patient, caring, and passionate about her work and her clients. Her expertise in home staging and great eye for design proved to be an asset as she was able to convert my vacant home into a buyer’s dream! In less than a week, we had a full price offer and a very smooth escrow process. I can always rely on Affie to get the job done and highly recommend her services!”

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AFFIE SETOODEH CENTURY 21 Award 4000 Barranca Pkwy., Suite 110 Irvine, CA 92604 - Tel: 949-510-0740 Email: AffieRealtor@gmail.com - Web: http://affierealtor.com DRE # 01390320 ExecutiveAgent Magazine