Meet PLG and Netflix's Peter Lorimer

LORIMER

PETER

“When one wins, we all win”

We embrace each and every nuance of our agents persona encouraging them to run toward the traits of their personality they feel show the world who they are, never hiding or feeling that they need to pretend to be someone they are not. This “take me as I am” approach by definition breeds a more confident agent with their North star always being and unwavering from “whatever is in the best interests of the client first” mantra being the navigator of how PLG operates. Additionally, we wanted our clients to experience a far more creative environment than the sterile norm so that the byproduct is an open, free and utterly transparent experience that, thankfully, our clients seem to gravitate to as evidenced by the constant repeat business our agents receive.

Last, but certainly not least is, we at PLG treat each other as family, when one wins we all win and when one loses we circle the wagons to nurture, learn and grow how we can all benefit from the experience. Yes, we are not the norm, but that’s just how we like it here at PLG and if you are looking for a swat team of creatively-minded entrepreneurs then look no further than PLG.

Peter Lorimer

Peter Lorimer joined Keller Williams Realty, in 2005, where he was rookie agent of the year. He then went on to have 3 back to back years of being the number #1 agent in his brokerage. Culminating in 2009, where he earned the prestigious distinction of being the #1 top producing Keller Williams agent for the entire LA region, including Beverly Hills, Malibu and Bel Air and all other areas of Los Angeles County.

Never one to rest on his laurels, in 2010 Peter decided to branch out on his own and launch his long planned and awaited, PLG Estates based in Beverly Hills. He and his team of hand picked agents cater to a discerning clientele, many of whom are extremely well known individuals with creative tastes, but who wish to remain fiercely private.

Originally from the UK, Pete had tremendous success as a record producer before coming to the US, working along side some of the biggest recording artists of the 80’s and 90’s and having over 30 #1’s in the Billboard

Club Charts and another 25 around the world. It was his love of working with artists, his creative mindset – and a succession of personal real estate investment deals - that led him into the world of real estate. In 2010, Pete passed another milestone by proudly becoming a naturalized US citizen .

As Pete’s business acumen grew over the years, he realized a tremendous need to assemble a S.W.A.T. team of support staff headed up by his wife and business partner Cindy Lorimer, herself an acomplished business woman. Her natural ability for real estate and tremendous attention to detail have helped give PLG Estates its reputation for legendary customer service throughout every step of the transaction. Whether it’s a first time buyer looking for a $100, 000 condo, or a well-heeled celebrity in search of a $10 million beachfront hideaway, every client is treated equally and given top-notch service by one of a team of agents.

When did you first think about what you wanted to do as an adult? Were you encouraged or discouraged by family, friends, teachers, mentors?

As an adult I have had multiple careers and the first career I wished to have was in the music business. First, as a Top 40 band member and then as a record producer/DJ.

I was discouraged by everyone and their mother as they quite rightly gave me sound advice which was the chances of you being successful are next to nil. Regardless, I decided all or nothing it shall be, as I left home and went to England as not much more than a child at 16. I headed to London to become a record producer, but I did not know a soul nor anyone in the business. 18 months later I had my first hit and from there it spawned 16 years of consistent hit making.

What kind of kid were you? Where did you grow up? What were your influences?

I was always a mischievous kid, never mean, and ridiculously fair, to the point of, if you wanted to share something or not I was going to share it with you. I grew up in Yorkshire, an industrial part of northern England county that I could not wait to escape. I sought a much more liberal environment. I found that the industrial north of England was somewhat narrow in its parameters of thinking in a liberal way.

My influences were all music. Jazz played a very big part in my early years as my father was a jazz saxophonist up until he died. Soon after I discovered classical music, and then the big mistress of my life, electronic dance music. My early influences were Stevie Wonder, Michael Jackson, Electric Light Orchestra, and that’s about it, those are the big three.

How did you get into the music industry? Are you a singer, songwriter or musician?

I got into the music business through playing in bands at school, starting with jazz and big band swing and then

gravitating to reggae and then eventually pop. My heart was always on the production side and the songwriting side and the remixing side, so when I pursued a career in London, it was a total crap shoot. That is the genre of title I went after. I was lucky enough to carve out an extremely successful electronic music career that still gets me royalties to this day.

Why did you switch professions? And why did you think you could be successful and happy doing it? .

I produced my first record at seventeen years old and had been in the business for approximately fifteen to eighteen years, professionally from the age of sixteen. I had always been tech geek and I was in many chat rooms regarding technology. One of the chat rooms informed me that you could now rip from CD’s. I inquired, “What does that mean?” The person who was in the chat room replied, “you can pull the digital data off of CD’s so you never need to buy them anymore.” At that moment, I had a moment of clarity and I realized that the music industry was going to go through a massive change because of the digital technology. In addition, I had found myself venturing into another area. I felt that the Los Angeles property market was still under valued on the global stage so I set to carving out an investment career I made several successful real estate ventures which gave me a taste for the industry. And with me being me, I wanted to get on the inside so I decided to become licensed and really have at it in my usual all in or all out fashion. What I found was, the style created from my former life intriqued people. They became attracted to the style I worked in the real estate industry. It was far less corporate than my colleagues. This allowed me to grow a loyal, creative base of people who eventually gave me the ability to start a creative, focused real estate company.

To answer the original question...what made you think you could be successful at it... truth be told... I had no idea whether I would be successful or not. I just knew that I was gonna throw every cell of...every ounce of my energy at it and if I was going to fail or succeed, I would be happy with either outcome as I would have given it everything I had. And I would’ve succeeded or failed under my own volition...that has been a thread throughout my multiple careers.

Tell us about the evolution of the videos, shows and wildly energetic character we all at PLG know and love?

The evolution of the character known as Peter Lorimer was really born by the fact that I knew I was going into an incredibly saturated industry that was founded by Wall

Street up to the back teeth. So always having an independent mindset and wanting to find white space in an incredibly dense industry such as real estate, it led me to the conclusion that marketing via social media with a heavy emphasis on video was the route we should take as a company. I did my research and I realized that my competition was few and far between and the people that I found on social media back then were rather vanilla and a little bit dull, spouting numbers and statistics without much sparkle. That was another moment of clarity for me. I decided to put the kids college fund down the kitchen sink behind growing... no, deploying a social media campaign, but with a video that was done with authenticity, vulnerability and was characterized as Infotainment, I wanted to give information in an entertaining fashion so people would be engaged and enjoy the way that I informed them.

This brought the genesis of The Magic Minute, where I broke off bite size pieces of information regarding the real estate industry and fit them into one to three minutes videos. Then I got the internal itch to do more and for my social media to evolve. This is when the Backstage Pass happened and this was much more of a vlog format. It can be long form – sometimes as much as fifteen to twenty minutes –then the touch paper was lit. I was utterly consumed by this medium. I knew that more or less we were the only voice – certainly that I could find out there – so making content was the agenda every single day. As the Netflix show is concerned, I never intended to create media so I could get a TV show. But in a similar fashion to Justin Bieber, they discovered me on YouTube and invited me to come in and meet them. And the rest as they say is history.