Page 1

THE AGENCY RED PAPER | VALLEY EDITION

THE AGENCY RED PAPER

The Valley Edition No 1


THE AGENCY RED PAPER | VALLEY EDITION

Seek and you shall find.

LETTER FROM THE AGENCY FOUNDERS No 5

Part One THE VALLEY HIGHS Studio City Spotlight Our Events Awards, Accolades & Accomplishments No 6

Part Two THE AGENCY ADVANTAGE No 16

Part THree AGENT SPOTLIGHTS No 24 No 3


As Founders and Managing Partners of The Agency’s San Fernando Valley offices, we’re proud to share this in-depth look at our market performance and agent achievements in 2020, as well as our vision for 2021 and beyond.

THE AGENCY RED PAPER | VALLEY EDITION

LETTER FROM OUR MANAGING PARTNERS

Since opening in Calabasas in 2017 and Sherman Oaks in 2018, our team has grown to almost 80 dynamic, entrepreneurial agents. Among those agents, we generated $889M in sales in 2020—an average of $10M per agent. We’ve achieved a dominant market share at the high end of the market, proudly serving satisfied clients from Hidden Hills and Calabasas, across the Valley in Encino to Sherman Oaks, Studio City and Toluca Lake. To answer the growing demand for Valley life, we recently opened our third Valley office in Studio City. This report highlights the many successes of our diverse group of professionals, as well as our record-breaking sales throughout the year. We have enterprising “Rookie of the Year” agents, incredible “Rising Star” agents, stellar “MVP” agents, and a bevy of hard-working professionals dedicated to their craft and our brand, which truly is revolutionizing real estate. And we’re just getting started.

EMIL HARTOONIAN

MICHELLE SCHWARTZ

CRAIG KNIZEK

@EmilHartoonian

@MichelleSchwartzRealtor

@CraigKnizek

No 5


e n O t Par

The Valley Highs


We’re here, Studio City.

THE AGENCY RED PAPER | VALLEY EDITION

Knock, Knock We’re thrilled to announce that The Agency’s new Studio City office is now open. Our third Valley location complements our existing offices in Calabasas and Sherman Oaks, also led by Craig Knizek, Michelle Schwartz and Emil Hartoonian.

“We’re thrilled to open a location in Studio City, a key area for our business as we continue our strategic growth both domestically and internationally. Again partnering with our esteemed agents Craig, Michelle and Emil to service Studio City and its longstanding history of luxury buyers and sellers is an exciting next chapter for our company.” MAURICIO UMANSKY Founder & CEO

No 7


THE VALLEY HIGHS

It’s a mood in The Valley.


THE AGENCY RED PAPER | VALLEY EDITION

No 9


THE VALLEY HIGHS


THE AGENCY RED PAPER | VALLEY EDITION

An Eventful (Socially Distanced) Year We Took the Leap Our agents rappelled 24 stories from the roof of the Hilton to support the Los Angeles Union Rescue Mission in their annual Over The Edge fundraising event, personally raising $25,579 in the fight against homelessness.

We Got Handy Our agents rallied in support of The Agency’s charitable partner Giveback Homes, volunteering for build days and helping to fund and build homes for families in need.

We Worked to Stop the Spread The Valley agents stepped in to support their communities through the pandemic, delivering masks and hand sanitizer to those in need and supporting first-responders and essential workers with meal deliveries to the front lines.

No 11


THE VALLEY HIGHS

Awards, Accolades & Accomplishments The Agency Chairman Award Winners 2020 The Chairman Award recognizes the Top 5% of agents at the company and the Top 5% of agents in each region based on sales volume for the year.

EMIL HARTOONIAN

CRAIG KNIZEK

Calabasas

Sherman Oaks

DANIELLE PERETZ

GEORGE OUZOUNIAN

Calabasas

Sherman Oaks


All-Stars

Rising Stars

DANIELLE PERETZ

GINA MICHELLE

CHRISTINE AGOPIAN

Calabasas

Calabasas

Calabasas

GEORGE OUZOUNIAN Sherman Oaks

INGRID SACERIO Sherman Oaks

NIKKI JOEL Sherman Oaks

Rookies of The Year

CAMELLIA YEROOMIAN Calabasas

SEBASTIAN SPADER Sherman Oaks

THE AGENCY RED PAPER | VALLEY EDITION

MVPs

Marketer of the Year

GEORGE OUZOUNIAN Sherman Oaks

No 13


THE VALLEY HIGHS

2020 Top 250 Individual Real Estate Professionals in the Country by Sales Volume

#39

#184

#235

CRAIG KNIZEK

MICHELLE SCHWARTZ

EMIL HARTOONIAN

2021 Top 100 Real Estate Agents in L.A. County

#57

#68

CRAIG KNIZEK

EMIL HARTOONIAN

#92 GEORGE OUZOUNIAN

2020 “Who’s Brokering L.A.” CRAIG KNIZEK

MICHELLE SCHWARTZ

EMIL HARTOONIAN


2021 Top 100 Real Estate Agents in L.A. County Winning Teams

Winning Agents

GINA MICHELLE & GEORGE OUZOUNIAN

EMIL HARTOONIAN

DANIELLE PERETZ ANGEL SALVADOR

JOHN TASHTCHIAN

ANDRÉ WARREN

GEORGE OUZOUNIAN

MAYA LIBRUSH

VICTOR BROWN

KEVIN DEES

NIKKI JOEL

COREY KESSLER

CRAIG KNIZEK

ANDREA KORCHEK

INGRID SACERIO

MICHELLE SCHWARTZ

DENISE SNANOUDJ

SEBASTIAN SPADER No 15


o w T t Par

The Agency Advantage


THE AGENCY RED PAPER | VALLEY EDITION

A (Not So) Humble Brag

5 Consecutive Years AMONG INC. 5000’S FASTEST-GROWING PRIVATE COMPANIES IN AMERICA AND TOP 250 FASTEST-GROWING PRIVATE COMPANIES IN CALIFORNIA

One of The America’s Fastest Growing Companies in 2020 & 2021

Swanepoel Top 1000 Brokerages RANKED #25 BY SALES VOLUME

49 Agents RANKED AMONG REAL TRENDS INC.’S AMERICA’S BEST

No 17


THE AGENCY ADVANTAGE

The Power of The Agency The Agency represented 11% of sales in The Valley’s prime markets and 15% of sales volume over the past 12 months.

During every month of the past year, the average price for The Agency sales has been higher than the market overall.

The Agency’s monthly sales volume in the Valley increased 70% over the past year, while overall, the total monthly sales volume increased by 46% over the same period.


OVERALL SALES VOLUME BY THE AGENCY VALLEY TEAM OF 80 AGENTS

$779,653,927 SALES VOLUME BY THE AGENCY VALLEY TEAM IN THE VALLEY

$2,253,335

THE AGENCY RED PAPER | VALLEY EDITION

$889,000,000 15 NEW AGENTS JOINED THE VALLEY OFFICES IN

2020

AVERAGE SALE PRICE IN THE VALLEY

346

THE AGENCY MARKET SHARE BY VOLUME HAS RANGED FROM

12

11% to 31%

MONTHS

OVER THE PAST YEAR

SALES IN THE LAST

15

4

VALLEY AGENTS WITH SALES VOLUME OVER

VALLEY AGENTS WITH SALES VOLUME OVER

$20M

$40M

3 VALLEY AGENTS WITH SALES VOLUME OVER

$50M No 19


THE AGENCY ADVANTAGE

The Agency vs. the Rest The Agency

All Market

Total Market

The Agency Advantage

MONTH

SALES

VOLUME

AVER AGE PRICE

SALES

VOLUME

AVER AGE PRICE

MARKET SHARE BY NUMBER OF SALES

MARKET SHARE BY $ VOLUME

AVER AGE PRICE DIFFERENCE

December

53

$90,412,449

$1,705,895

980

$1,158,662,619

$1,182,309

5%

8%

44%

52

$107,312,442

$2,063,701

888

$1,093,670,080

$1,231,610

6%

10%

68%

59

$91,719,044

$1,554,560

1040

$1,277,340,740

$1,228,212

6%

7%

27%

53

$102,827,200

$1,940,136

1004

$1,265,413,233

$1,260,372

5%

8%

54%

41

$88,465,800

$2,157,702

946

$1,160,604,955

$1,226,855

4%

8%

76%

53

$87,231,290

$1,645,873

901

$1,087,034,270

$1,206,475

6%

8%

36%

June 2020

26

$51,401,500

$1,976,981

641

$697,143,581

$1,087,587

4%

7%

82%

May 2020

25

$44,130,500

$1,765,220

387

$428,373,571

$1,106,908

6%

10%

59%

April 2020

20

$50,889,400

$2,544,470

437

$474,731,622

$1,086,342

5%

11%

134%

March 2020

27

$62,977,500

$2,332,500

572

$602,249,161

$1,052,883

5%

10%

122%

February 2020

23

$32,166,000

$1,398,522

541

$620,033,593

$1,146,088

4%

5%

22%

January 2020

18

$39,867,000

$2,214,833

546

$582,732,067

$1,067,275

3%

7%

108%

2020 Total

450

$849,400,125

$1,887,556

8,883

$10,447,989,492

$1,176,178

5%

8%

60%

2020 November 2020 October 2020 September 2020 August 2020 July 2020

THE Vby ALLAverage EY - ThePrice Agency Average Price Advantage The Agency Advantage $3,000,000 $2,500,000 $2,000,000

The Agency Average Price in The Valley

$1,500,000 $1,000,000

Overall Average Price in The Valley

$500,000 $0 20 20

20 20

21 20 b Fe 21 20 n Ja 0 02 c2 De 20 20 v No 0 02 t2 Oc 0 02 p2 Se 20 20 g Au 0 02 l2 Ju

ay

n Ju

M

20 20

20 20 ar

r Ap

M


The Agency vs. the Rest The Agency

By Neighborhood

Total Market

The Agency Advantage MARKET AVER AGE SHARE BY MARKET SHARE PRICE NUMBER OF BY $ VOLUME DIFFERENCE SALES

AREA

SALES

VOLUME

AVER AGE PRICE

SALES

VOLUME

AVER AGE PRICE

Woodland

54

$64,398,900

$1,192,572

759

$824,502,375

$1,086,301

7%

8%

10%

14

$20,024,000

$1,430,286

190

$256,421,531

$1,349,587

7%

8%

6%

Tarzana

24

$42,210,000

$1,758,750

263

$374,487,348

$1,423,906

9%

11%

24%

Toluca Lake

8

$15,775,000

$1,971,875

66

$120,314,200

$1,822,942

12%

13%

8%

Sherman

72

$150,040,670

$2,083,898

614

$989,526,291

$1,611,606

12%

15%

29%

Studio City

45

$96,372,062

$2,141,601

315

$643,163,668

$2,041,789

14%

15%

5%

Calabasas

27

$64,859,642

$2,402,209

237

$445,228,923

$1,878,603

11%

15%

28%

Encino

63

$204,482,500

$3,245,754

461

$940,384,086

$2,039,879

14%

22%

59%

Hidden Hills

7

$55,960,000

$7,994,286

32

$186,755,888

$5,836,122

22%

30%

37%

Hills Valley Village

Oaks

THE VALLEY The Agency Advantage by Neighborhood Price The Agency Average PriceAverage Advantage by Neighborhood $9,000,000 $8,000,000 $7,000,000 $6,000,000 $5,000,000 $4,000,000 $3,000,000 $2,000,000 $1,000,000 $0 Woodland Hills

Valley Village

Tarzana

Toluca Lake

Overall Average Price

Sherman Oaks

Studio City

Calabasas

Encino

Hidden Hills

The Agency Average Price

No 21


THE AGENCY ADVANTAGE

The Power of Collaboration

The Agency Sales in The Valley

TRANSACTIONS BY THE AGENCY VALLEY AGENTS IN THE SFV TRANSACTIONS BY NON-VALLEY AGENCY AGENTS WITHIN THE SFV

The Agency Sales Outside The Valley

TRANSACTIONS BY NON-VALLEY AGENTS OUTSIDE THE SFV BUT INSIDE LA COUNTY TRANSACTIONS BY VALLEY AGENTS OUTSIDE THE SFV BUT INSIDE LA COUNTY


The Agency Offices

The Agency VOLUME

Total Market AVER AGE PRICE

MONTH

SALES

February 2021

53

$90,412,449

$1,705,895

January 2021

52

$107,312,442

$2,063,701

The Agency Advantage

VOLUME

AVER AGE PRICE

980

$1,158,662,619

$1,182,309

8%

44%

888

$1,093,670,080

$1,231,610

10%

68%

SALES

MARKET SHARE BY VOLUME

AVER AGE PRICE DIFFERENCE

December 2020

59

$91,719,044

$1,554,560

1040

$1,277,340,740

$1,228,212

7%

27%

November 2020

53

$102,827,200

$1,940,136

1004

$1,265,413,233

$1,260,372

8%

54%

October 2020

41

$88,465,800

$2,157,702

946

$1,160,604,955

$1,226,855

8%

76%

September 2020

53

$87,231,290

$1,645,873

901

$1,087,034,270

$1,206,475

8%

36%

August 2020

26

$51,401,500

$1,976,981

641

$697,143,581

$1,087,587

7%

82%

July 2020

25

$44,130,500

$1,765,220

387

$428,373,571

$1,106,908

10%

59%

June 2020

20

$50,889,400

$2,544,470

437

$474,731,622

$1,086,342

11%

134%

May 2020

27

$62,977,500

$2,332,500

572

$602,249,161

$1,052,883

10%

122%

April 2020

23

$32,166,000

$1,398,522

541

$620,033,593

$1,146,088

5%

22%

March 2020

18

$39,867,000

$2,214,833

546

$582,732,067

$1,067,275

7%

108%

The Agency

Total Market

The Agency Advantage

MONTH

SALES

VOLUME

AVER AGE PRICE

SALES

VOLUME

AVER AGE PRICE

MARKET SHARE BY NUMBER OF SALES

MARKET SHARE BY $ VOLUME

AVER AGE PRICE DIFFERENCE

December

53

$90,412,449

$1,705,895

980

$1,158,662,619

$1,182,309

5%

8%

44%

52

$107,312,442

$2,063,701

888

$1,093,670,080

$1,231,610

6%

10%

68%

59

$91,719,044

$1,554,560

1040

$1,277,340,740

$1,228,212

6%

7%

27%

53

$102,827,200

$1,940,136

1004

$1,265,413,233

$1,260,372

5%

8%

54%

41

$88,465,800

$2,157,702

946

$1,160,604,955

$1,226,855

4%

8%

76%

July 2020

53

$87,231,290

$1,645,873

901

$1,087,034,270

$1,206,475

6%

8%

36%

June 2020

26

$51,401,500

$1,976,981

641

$697,143,581

$1,087,587

4%

7%

82%

May 2020

25

$44,130,500

$1,765,220

387

$428,373,571

$1,106,908

6%

10%

59%

2020 November 2020 October 2020 September 2020 August 2020

April 2020

20

$50,889,400

$2,544,470

437

$474,731,622

$1,086,342

5%

11%

134%

March 2020

27

$62,977,500

$2,332,500

572

$602,249,161

$1,052,883

5%

10%

122%

February 2020

23

$32,166,000

$1,398,522

541

$620,033,593

$1,146,088

4%

5%

22%

January 2020

18

$39,867,000

$2,214,833

546

$582,732,067

$1,067,275

3%

7%

108%

2020 Total

450

$849,400,125

$1,887,556

8,883

$10,447,989,492

$1,176,178

5%

8%

60%

No 23


Part e Thre

Agent Spotlights


André Warren SALES AGENT Calabasas

@DreMark

Describe The Agency culture and how it impacts your client service. Collaborative. One of the key elements that attracted me to The Agency was the collaborative and forward-leaning culture. I knew this would be an important asset to my growing business, and it’s something that I’ve immersed myself in, and I think I’ve contributed to as well. I come from a marketing and brand development background, where collaboration was a cornerstone of every project. I have found that it makes the most sense, leverages everyone’s skills, and sparks innovation. I use this approach with every real estate deal. Before I was on board, I was lucky to attend a couple of sales meetings, and meet some of the agents. I was drawn to the spirit. It felt like a natural fit.

What part of the job makes you the happiest? I’ve had the good fortune to work on some big properties and sales. I co-listed a $111M sale, which was amazing. Also, being recognized by Los Angeles Magazine and Realtrends for being a top agent, is something I’m thankful for and don’t take for granted. But, I also find helping a first-time homebuyer to be really rewarding, or working

with someone who is going through something and needs guidance and advice to navigate the process. It’s easy to get wrapped up in the size of the deal, but if you step back and think about what is involved, you’re helping someone build a future. That’s a gift.

How do you incorporate The Agency’s Valley and L.A. offices into your practice? Pre-Covid, I was always in the office. Working alongside team members and colleagues. I like the buzz. Beyond a coffee maker and copy machine, I found the camaraderie to be invaluable. Felt like a team. Staff was there for any questions - it was a real hub. I still pop by when I need something, and even during this time, it’s a resource. I look forward to getting back to the office with everyone. Be part of the community and feed off the energy. It’s a great way to keep on top of the pulse of what’s going on and deepen connections. I’ve come to rely on the people at The Agency - fellow agents, staff, marketing, PR, Social Media - it’s been a great, creative and engaging environment to thrive in. I deeply value the support from everyone like Billy, Doug, Avijé, and Craig (my patron saint). It’s been a privilege to work alongside these folks and look forward to what’s around the corner.

No 25


AGENT SPOTLIGHTS

Andrew Mortaza SALES DIRECTOR, LUXURY ESTATES DIVISION Calabasas

@AndrewMortaza

What aspect of your job do you like the most? I love the interaction with my clients. Seeing the looks on their faces when they get their new home or sell their home is priceless.

How do you utilize The Agency’s culture to address your business? I let people I meet know that I have an incredible company that backs everything I do and is a vital part of my marketing and standing in the industry. The comradery and collaboration on properties give us an advantage over other brokerages, especially in a sellers’ market.


Denise Snanoudj SALES AGENT Sherman Oaks

@Denise_Snanoudj

What was your previous profession, and how did that skillset transfer to real estate sales? How have The Agency’s Valley offices evolved since you joined in 2014? We have definitely evolved. I was the first to be hired to the Calabasas team and at that time, there was no physical location. Since then we have built-out 3 incredible Valley offices, and our presence is tremendous. We have stellar agents, and we’ve really made a huge name for ourselves here. On any given Sunday, you’ll see our red signs everywhere.

What do you love most about the culture at The Agency? Well, it’s family. At any given time, I can pick up the phone to reach out to my colleagues. Everyone is available and helpful. The family aspect and accessibility and collective expertise are what I appreciate most.

I worked for Univision under the late and great Jerry Perenchio who was one of the largest landowners in Malibu. He was a tremendous man and mentor. His business guidelines, called “the rules of the road,” have been very applicable to my work in real estate. At Univision, we collaborated and worked together to build something incredible—and that’s exactly what we do at The Agency. Jerry would advise to suit up every day like you’re playing in Yankee or Dodger stadium. That’s how I feel when I wear The Agency pin, that I’m playing in the big leagues.

What’s the most interesting thing you’ve learned in the office meetings? One of my favorite things we’ve done is offense/ defense tactics and how to handle each differently with a buyer and seller. I’ve found it super helpful and interesting.

No 27


AGENT SPOTLIGHTS

Ingrid Sacerio SALES AGENT Studio City

@IngridSacerioRE

You were the top-performing agent at another long-time Valley brokerage—what attracted you to join The Agency? I was attracted to the sophisticated team of peers and colleagues at The Agency. This business is constantly evolving and The Agency was the perfect fit for that evolution. The sense of family and fun was also a big pull for me!

How do you see the growing Valley offices supporting your business? Having an Agency home to connect with in different parts of The Valley is amazing! The three offices could not be better situated to represent and support us as Agency agents. It has elevated our brand at a rapid pace. I remember just five years ago, you rarely saw an Agency sign in the valley— now we are everywhere, and I love it!

You were recently named the All Star for the Sherman Oaks office— describe your year in 2020. This year has been a roller coaster for me. At the beginning of the pandemic, when fear and anxiety were high, I told myself to stay focused and calm. I quickly found different ways to run my business with mindfulness and sensitivity to our current situation. My clients wanted to move forward with their dreams of selling or buying but needed guidance on how to do it safely. The Agency’s virtual office hours and meetings during the beginning of the pandemic were great to keep our spirits high and to encourage us to stay in contact with our clients. Like many other agents, this year has turned out to be one of my most successful years both in sales volume and in personal growth.


James Hirsch SALES AGENT Sherman Oaks

@JimmyHirschHomes

What is your favorite part of your job? My favorite part of my job is employing my own personal experiences to counsel nervous and emotional clients during the stressful and often largest purchase of their lives—with a flair of humor.

What is consistently the most challenging aspect of this business? Something that is continually challenging as an agent is competing with discount agents and explaining that even in the world of real estate, you get what you pay for.

How do you integrate or introduce your circle of influence into your real estate practice? I don’t have to because they do so themselves! Most everybody likes to talk about SoCal residential real estate so they always mention the topic.

No 29


AGENT SPOTLIGHTS

Josh Holland ESTATES AGENT Studio City

@JoshHolland_TheAgency

How has your business grown since joining The Agency? Being a part of The Agency from the start of my real estate career meant that I had access to some of the top agents in the business for guidance, like Craig Knizek, Emil Hartoonian and Michelle Schwartz. Then, having the good fortune of joining George Ouzounian’s team just super-sized everything for me. Education, motivation and the nuanced ways to get deals to the finish line in this crazy market have been priceless.

What’s your favorite part of the job? My favorite part of the job is getting my clients’ homes. The only time in life when an adult looks like a kid on Christmas morning is when you hand them the keys to their new home. I’m exactly where I want to be at The Agency.


Michael Williams SALES AGENT Studio City

How has your business grown since joining The Agency? The gravitas of The Agency brand carries far and wide. It commands respect amongst industry peers and lends to greater confidence from our clients and referral partners. I’ve learned to leverage the brand’s influence in my business to yield more meetings, more accepted offers, and more signed listings. Throughout my real estate career, no other brand has afforded this quality of growth to my production.

What’s your favorite part of your job? Being results-oriented, I find that having the opportunity to convert possibility into reality is the favorite part of my job. It’s quite rewarding to be instrumental in turning someone’s dream of homeownership into a living reality, and the appreciation makes it all worthwhile.

No 31


AGENT SPOTLIGHTS

Rebekah Schwartz Sklar SALES AGENT Studio City

@Rebekah_Schwartz_Sklar

You’re from a Valley real estate family—what changes do you notice in the area and in the real estate business? The Valley has come a long way since I grew up here. Many parts of The Valley have become as prestigious and desirable as areas have been over the hill. It is no longer a secret as many Westsiders have proclaimed their love for the 818.

You were at an illustrious city brokerage—how do The Agency’s offices support your business? At the Agency, we are like one big family in that we all support each other and strive for everyone’s success. The founders carry prestige in the industry, and it inspires the rest of the agents to achieve the same level of success.


Tracy Taggart SALES AGENT Calabasas

@TracyTaggart.Realtor.Mom

How different is The Agency culture from other brokerages where you’ve worked? The collaborative environment differentiates The Agency from other brokerages—working together instead of individually gives us a huge advantage. The incredible access to quality marketing and technology is above and beyond.

What changes are you seeing in the West San Fernando Valley, and how do they impact real estate? People are moving to the West San Fernando Valley looking for more space and better schools—here, they have the opportunity to get more property for their money versus the Westside. The area is growing and developing, and sellers are moving out of the Valley to out-of-state destinations, bringing listings and allowing buyers to enter The Valley market.

No 33


Like what you see?

Don’t be a stranger. THE AGENCY CALABASAS 23622 Calabasas Road Unit 148 Calabasas, California 91302 818.379.7700

THE AGENCY SHERMAN OAKS 14140 Ventura Boulevard Suite 101 Sherman Oaks, California 91423 818.924.2800

THE AGENCY STUDIO CITY 12080 Ventura Place #D Studio City, California 91604 747.977.3250


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Profile for The Agency

The Agency Red Paper | The Valley Edition  

In The Agency’s Red Paper Annual Report: The San Fernando Valley Edition, we take an in-depth look at The Agency’s market performance and ag...

The Agency Red Paper | The Valley Edition  

In The Agency’s Red Paper Annual Report: The San Fernando Valley Edition, we take an in-depth look at The Agency’s market performance and ag...

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