LEAD YOUR COMMUNITY

WELCOME

Hey, everyone. Like me, I imagine y’all have been glued to television coverage of the LA fires for the past week. It’s just inconceivable.

What’s so traumatic about this is not just the scope of the devastation, but also exactly how unrelenting it’s been; it just keeps coming. Think of it—with most weather disasters, they hit quick and don’t linger for too long. A tornado comes in fast. A hurricane lasts only so long. A snow storm is finite. But these winds and resulting fires have just been a constant for days and days. My heart aches for everyone impacted. The duration has been unthinkable.

So today, let’s talk about what we can do as professionals—and also as caring human beings.

STORY TIME WITH GLENNDA

Thinking About the Unthinkable

Atlanta was snowed in over the weekend and not for one second did I bemoan my fate. Oh, my stars and stripes, I couldn’t have been more grateful to be safe and dry and warm, considering what Los Angeles is going through right now.

What really got me was the irony of the Rams football game being moved to the State Farm stadium in Arizona, the same insurer who’d just cancelled the policies for those who lost everything in the Pacific Palisades.

Per Newsweek: “Several private insurers have cut coverage in at risk areas across California in the past three years, leaving homeowners, scrambling to find options for coverage. As a result, California's FAIR plan, which works as an insurer of last resort in the state, has more than doubled its policies between 2020 and 2024.

Most insurers who have limited their offer in the state mentioned the rising wildfire risk as well as the state's regulations as the main reasons behind their decision. Unable to increase their premiums to a level that will match their growing risk, companies have decided instead to cut coverage.

This has triggered an ongoing property insurance sector crisis in the Golden State as homeowners are finding it increasingly harder to find coverage at a time when they so desperately need it.”

Imagine the dilemma of being required by your lender to hold insurance for your mortgage yet not being able to find it, because this speaks to a larger problem. And we’re not just seeing this phenomenon in Los Angeles. What these companies are saying is, “We’re losing too much money in California, too much in Florida, so we’re going to pull out, even though we’re making a ton in places like Illinois or Iowa.”

I understand that insurance is a for-profit business, but I don’t understand why everyone can’t be put in the same risk pool. How are we not lobbying for this? Are they encumbered by state regulations?

What’s more is with homeowner’s insurance, you’re penalized for using it. For 35 years, I never had a claim. I paid into the system the whole time, but in an 18-month period, I had a roof issue, a car wreck, and a tow truck, so they cancelled my policy. Did I receive any sort of discount or deal for the 35 years I was pure profit? No. And once you’re cancelled by an insurance company, your ability to get a policy with a different carrier is impacted and your rates skyrocket. I understand how this is a great business model for the insurance companies, but it doesn’t work for the people they’re supposed to be protecting. At what point do we start caring for communities over stockholders?

My friends Carrie and Eric live in Los Angeles and they had exactly five minutes to grab their dog and evacuate their home. They have each other, but everything else is gone. And now they have to figure out if they want to rebuild, which will take nine months of permitting and three years of plans and construction. If they don’t rebuild, what does that mean for the value of their lot? And what about those people whose homes were miraculously spared, but they’re surrounded by a landscape that looks like Mars and is full of toxic ash?

I’m in a Facebook group where one of the members has 20 rental homes. His rental home rates are spiking right now. Properties that were $8,000/month are suddenly now listed for $15,000. It’s like these people don’t realize that it’s illegal to raise prices more than 10% during a natural disaster, so some are going to lose their real estate licenses over a quick payday.

And yet in this kind of situation, Mr. Rogers taught us to look for the helpers. My friend Stephanie Younger, who is the top Compass agent in LA, is waiving every single leasing commission and donating back to those who lost their homes. I am so proud of her leadership by example. We have the opportunity to be heroes to our communities when disaster strikes. It’s our chance to show how entrenched and connected we are.

There are a lot of people in our industry who are doing what they can to help. For example, the Agency hosted an emergency meeting to coordinate relief efforts for clients, agents, and the broader community. Compass made their Santa Monica Main Street office available for agents needing workspace or refuge. And Jason Oppenheim has offered to represent fire victims free through his firm.

But if you’re not in LA and you’re feeling helpless, donations are needed and here are vetted places that public officials suggest:

Wildfire Recovery Fund

American Red Cross

Los Angeles Fire Department Foundation

Remember, if you rise to the occasion when people are at their worst, they will remember you when they’re at their best.

REAL ELITE

Your Pass to Luxury Real Estate Success—Now Free for 14 Days!

Estate Elite has assembled a crack team of real estate’s top producers—and now top coaches! Because Josh Flagg, Tracy Tutor, James Harris, David Parnes, and I are ready to share our proven strategies and insights. If you’ve been on the fence about joining us, here’s your chance for a 14-day free trial!

If there’s one subscription you will use this year, this is it. We’re doing live workshops, Q&A sessions, and exclusive Masterminds in Beverly Hills (in person! with me!), where you'll learn directly from the best in the business. This month, our focus is on branding and platform, and specifically, we’ll cover

• Getting comfortable on camera and choosing the right platform

• Creating social media content that resonates with audiences

• Building multiple streams of communication and revenue

• Mastering the podcast space

• The pillars of a strong personal brand

• The best ways to show a luxury listing on social media

• How to collaborate and work with other real estate agents and brands in the social space

• Building newsletters (hey!), emails, and direct communication channels for your clients

Selling luxury properties comes with higher stakes, but with those stakes comes the change for that incredible growth! With Estate Elite, we’ll give you the proven strategies and step-by-step tools that we’ve used to succeed.

Y’all, this is your chance to elevate your game so you can step into the luxury space with confidence.

So activate your FREE trial now and start building your brand and your business!

Because the other coaches and I will be there every step of the way!

GLENNDA’S GURU

Welcome, Dawn McKenna!

I am so happy to share the conversation I had with the one and only Dawn McKenna! Dawn hit the ground running as Rookie of the Year in 2003 and she hasn’t stopped since. Dawn and the Dawn McKenna Group were named the #1 luxury team in the United States by Inman last year, with more than $5.1B of sales under their belts, so she’s the real deal. So please enjoy our conversation as much as I did!

Thanks so much, Dawn!

GLENNDAISM

As Always

GLENNDA BAKER & ASSOCIATES

Home of the Week

Here’s a new listing that I am just head over heels for! This is new construction, minutes away from Marietta Square, and it is absolutely perfect for anyone who loves cooking or entertaining. It comes with not just one pristine kitchen, but a second kitchen on the terrace level!

Now, not only is the primary suite on the first floor, but the terrace level is perfect for an in-law suite or guests. And if I told y’all how low the taxes were, you wouldn’t believe me. It’s the perfect place to call home!