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Women in Real EstateWomen in Real EstateI am so excited to have been featured in Pasadena Weekly again. Take a read below and let me know what you think! The feminine touch
Real estate used to be dominated by men, so what happened? Where did all these Rosie-the-real-estate-agents come from and how can they rock so prodigiously, from Pittsburgh to Plano to Pasadena? In his forward to Ebby Halliday’s recently released biography (“Ebby Halliday: The First Lady of Real Estate”), Dallas Cowboys Hall of Fame quarterback Roger Staubach writes: “Football and real estate have a lot in common. Leadership matters. Ambition counts. Heart energizes. Ebby Halliday might have made a good quarterback.” Based in Dallas, Ebby Halliday Realtors sells more homes than any other brokerage in Texas and was ranked in 2007 by RealTrends Inc. as the 11th largest brokerage in the country. Halliday graduated from Abilene High School in 1929 and started out by selling hats. The husband of a client visited her shop one day in 1945 and asked her to sell some homes for him. They were ugly cement bungalows and he figured, according to legend, that if Halliday could sell the unlikely millinery concoctions that his wife brought home, she could sell a couple of his houses. In perhaps the earliest effort at staging a model home, Halliday decorated the concrete residences with draperies, curtains and furniture and sold them all within a year. Inspired by the accomplishment, she began to build her empire. Maybe that’s what Malcolm Gladwell would call the tipping point, or the point at which a confluence of events causes a significant social or personal upheaval. Women were increasingly and differently empowered throughout the first half of the 20th century. The war lured them from the “sanctuary” of their homes into economic life. The country was on the verge of that proliferation of humanity known as the baby boom and a period of relative wealth and expansion. And, as everybody knows, Texas girls kick ass — on a ranch, in an office and in a living room. It’s not a Texas trend at this point; it’s a national reality. And while I don’t usually get excited about sociological games or decoding statistics, here’s what I do think is cool: people who are good at what they do. And there’s another thing I like: When different capabilities come together in one person and make this really vibrant, faceted thing called a successful adult, with nuance and skills that defy expectation. Irina-the-Tsarina Netchaev, one of Pasadena’s talented real estate agents, doesn’t think that her male clients perceive her any differently than do her female clients, whether they come in singles or pairs. Gender, in terms of her image, seems fairly insignificant to Netchaev. However, she does believe that her identity, or persona, or whatever you call that feminine mystique, serves her and her clients well in the business. “In my opinion, what gives me an edge is combining my business skills and education with my natural sense of intuition and mothering instinct,” says Netchaev. “It’s an unbeatable combination.” Instincts and skills don’t entirely drive career choices. Women are nothing if not pragmatic, and many women raise children, want to earn a living and also feel compelled to engage in the public sector. Real estate offers them the flexibility and autonomy that their busy lives require. “I got into real estate two years ago when both my girls were in school,” says agent Kerri Glotfelty. “It was a tough time to enter the market, but I’ve learned so much from my colleagues and I’ve been able to develop at my own rate.” Ultimately, real estate is more about people than property, and it’s more practical than political. “The Internet has empowered real estate consumers by providing them with information never before available,” says Netchaev. “I have had to quickly move with changes and incorporate the habits of consumers into my business. By creating real estate blogs and sites I provide information that consumers crave and at the same time market my clients’ homes to millions of potential buyers. Real estate is much more interactive now. Homes are bought and sold on social networks like Twitter and Facebook.” Good news for women, who are notoriously social. But, for male and female agents alike, technology doesn’t negate Ebby Halliday’s leadership, ambition and heart; it just puts these qualities on the grid. The original article can be found at Joanna Beresford’s page at Pasadena Weekly. READ MORE: Opportunity Knocks Buyers and sellers have good reason for hope in economic crisis – “Best Of” issue of Pasadena Weekly, October 16, 2008 Barefoot in the park Walking miles without anyone’s shoes is an eye-opening experience – Pasadena Weekly, September 18, 2008 What Price Paradise? Now may be the best time to make that move to a new home – Pasadena Weekly, August 14, 2008 History in the Making Short sales make owning a home a reality for many- Pasadena Weekly, June 22, 1008 Posted by: Irina Netchaev
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Pasadena Real Estate: Best Of IssuePasadena Real Estate: Best Of IssueAnother great article by my friend Joanna Dehn Beresford in the Best Of Pasadena issue of Pasadena Weekly this week. Granted, it mentions yours truly, but it also gives some sound advice on what to look for in a Pasadena Real Estate Agent. Buyers and sellers have good reason for hope in economic crisisBy Joanna Beresford 10/16/2008
Sellers don’t know if they should sell, rent or hold. And agents have to keep up with constant changes in the industry, work a lot harder to make the same number of sales and serve their clients in the same way that they did in the past.” But even during economic tumult, Irina is no pessimist. Her family struggled to reach America, a country that her grandmother had dreamed of for years; when they arrived in the United States, Irina and her parents had left fear and despair behind them in Kiev. “The best thing about the era we’re in right now is the opportunity!” Irina says. “Opportunity for buyers to get into a home at a more affordable price. Opportunity for sellers who want to move or trade up, to exchange their present home for the home of their dreams. It’s also an opportunity for savvy and creative agents who want to build their business, and position themselves for developments in the market.” I can’t claim unequivocally that Irina is the best real estate agent in the San Gabriel region, because there are so many realtors in the area. Many of them are terrific, and most of them I’ve never even met. But I do know that Irina is among the best. I know that she delights in the artistry of her craft. I know that she’s learned a great deal from her corporate experience, and also from her experience as mother to teenage children. I know that she’s an avid student of life, real estate and human nature – and I know that she’s not perfect. “It’s really important to have a consultation before making any decisions or commitments,” says Irina, alluding to the chemistry and compatibility involved in the agent-client relationship. “I can’t help everyone.” The best Pasadena real estate agent will demonstrate several, fundamental characteristics. Some of these are self evident. Like, if you’re selling a home, you don’t want to hire an agent who’s going to nosh on your leftovers, drink out of the milk carton and indulge in a shower in the master bath during a lull in open house activity. Second, don’t mistake “top producer” for “best agent.” The truly gifted agent may spend more time, therefore earning less money, to properly serve a client, than the agent who maintains a madcap momentum of million-dollar home sales and massive commissions. Often snubbing other agents in the process, which is another thing you should consider if you want the best agent in the business; find someone who cultivates friendly, supportive relationships within the real estate community. Now more than ever, we all need each other in the course of buying, selling and living in our homes. Also, among other things, the best agent knows how to take a decent photo, write a decent description and return calls in a decent amount of time. It also helps if your realtor knows how much it costs to replace a 50-year-old furnace or rewire a converted garage. The best real estate agent will provide you with references and comprehensive market analysis. He will negotiate effectively on your behalf. He will, according to real estate coach, broker and author Jennifer Allan, put your needs above his/her “need for a paycheck.” Obviously your agent should know the region intimately. And who wouldn’t want to know Pasadena intimately? “Where else can you find a sunny, 76-degree climate?” asks Irina. “Where can you be an hour away from skiing, 40 minutes from the ocean, surrounded by chic boutiques, theater, museums, culinary schools, academia, upscale restaurants and amazing hole-in-the-wall dives – all within a few mile radius of tree-lined streets and quiet neighborhoods? It’s an amazing place to live and work!” The thing is, the beauty of Pasadena persists through good times and bad, and the pleasures of living and working here make our community shine among the best-of-the-best idyllic regions in the world. The best real estate agents share our passion for the landscape, climate and community and their passion creates productivity. “The example of my grandma following her dream,” Irina says, “the courage that it took for my parents to leave their homeland with almost nothing and make a life in this country has instilled in me the idea that anything can be accomplished if you just dedicate yourself and are clear about your goals and passions.” Contact Joanna Dehn Beresford at truewrite@yahoo.com. Posted on October 17th, 2008
Posted in About Us
Posted by: Irina Netchaev
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Go to Disneyland for FREE!Go to Disneyland for FREE!Disneyland is giving the best present of all – a free Disney ticket to the happiest place on earth. The only condition is that you have to visit Disneyland on your birthday. Why not? What a fun way to spend your birthday! So visit the Free Disney Ticket site here.
I found the Disney information on a great new website – new to me, but has been around for awhile. It’s called Fitness for Busy Moms and is run by my Altadena neighbor, personal fitness trainer – Stephen Cooper. Stephen offers great exercise and relaxation tips that are quick to read and easy to incorporate into our schedule. Check Fitness For Busy Moms website out. You’ll be glad you did.
What websites are you reading? Share them here. I’d love to hear about them – spread the love! Posted by: Irina Netchaev
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The Pulse of the Pasadena Real Estate Market by Pasadena Weekly ReporterThe Pulse of the Pasadena Real Estate Market by Pasadena Weekly ReporterYesterday, I met with Joanna Beresford of Pasadena Weekly. Joanna is a report writing a weekly real estate column for this local Pasadena periodical. As we chatted about the health of the Pasadena real estate, she asked me if I saw any changes in the real estate market since the Wall Street bail out announcement. Absolutely! I thought I’d share my real estate blog’s statistics and personal observations with you to give you a sense of what is going on in the Pasadena real estate market. This Pasadena real estate blog is barely six months old. It is still visited daily by about 100 readers and gets somewhere around 500 to 800 hits a day. I usually get one to three people each day signing up for the free home search option allowing readers to find Pasadena home listings from the comfort of their home. Since the announcement of the bail out recovery bill and the volatility that we’ve been experiencing in our economy over the last week or so, I have not had one person register to search for homes. I have also spoken to some of my colleagues in the real estate industry. Pretty much across the board, I hear the same thing. The phones stopped ringing and the existing home buyers are taking a wait and see approach. Now… I am not predicting doom and gloom for the state of the real estate market in Pasadena. September’s Pasadena Real Estate Market report shows signs of stagnation in sales which is normal as we start heading into the slowest part of the real estate cycle – fall and winter months. And, I am getting phone calls from cash heavy real estate investors that are recognizing amazing opportunities to pick up Pasadena homes in this buyer’s market. But, the average Pasadena home buyer is concerned about the bank’s tightening of credit and is feeling a lot of fear and uncertainty at this time. I’d love to hear your opinion on the Pasadena real estate market. If you were thinking of buying a home in Pasadena, are you taking a wait and see approach or are you actively taking advantage of the opportunities that a buyer’s market is offering us? Posted by: Irina Netchaev
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Is Your Pasadena Realtor Using Today's Technology to Give Your Home Listing an Edge?Is Your Pasadena Realtor Using Today's Technology to Give Your Home Listing an Edge?Real estate is changing.
Boy, how things changed – thank goodness! Today, Pasadena real estate agents and their clients get automated home notices via email as soon as new properties are listed. Of course we still visit other broker’s open houses and network with agents. But, what is new and exciting is the advent of the internet and how the internet is changing the Pasadena real estate market place. Most of my real estate business personally has come from referrals and repeat clients. Recently, I’ve been getting a lot of phone calls and emails from people that have been referred to me by google, yahoo and msn. What does this mean? Home buyers start their search for Pasadena homes on-line by searching the internet. They put key terms like “Pasadena homes for sale” or “Pasadena real estate” or “Pasadena home listings” into the search engine of their search and then surf the web. Once they see something they like, they email or call the real estate agent. Personally, I have been preparing for this change for the last several years and have built a multitude of websites and blogs like www.pasadenacarealestatehomes.com, www.sanmarinoluxuryrealestate.com, www.montereyhillscarealestate.com, www.pasadenaviews.com , www.activerain.com/blogs/irina4realestate , www.irina4realstate.com, providing buyers access to the information they crave like market reports and free home search tools. I have featured homes on realtor.com for Pasadena and San Marino amongst a few others so that the buyers will see my seller’s homes immediately – exposure = more money for the seller. I also participate extensively in social networks like twitter, facebook, plaxo, utterly, friendfeed, linkedin and many more. Why is internet presence important to you as a home seller?It’s simple… this is the new face of real estate. Real estate is not about putting your house in a local newspaper anymore! Any real estate agent worth their salt will tell you that newspaper ads do not bring in home buyers, but they sure pacify the home sellers. I say that home sellers are very savvy these days and understand the power of exposure via the web, of getting as many “eye balls” on their home as possible – that’s how you sell homes! So if you are thinking of selling your home, please ask your real estate agent the following questions:1. Does your real estate agent have a website that provides timely buyer information and MLS home search tools? 2. Does your real estate agent have a real estate blog? A blog is simply an interactive website. A Pasadena real estate blog like this one allows consumers to interact with a real estate agent in a non-threatening atmosphere, learn and search for homes. Blogs are the Web 2.0 version of a website. 3. What kind of traffic does your realtor get on their website or real estate blog? Remember, traffic = exposure to your home for sale which in turn creates more money for the seller and a quicker home sale. A good real estate site should drive about 100 unique visitors a day and about 500 – 800 hits. 4. Does your Pasadena real estate agent create a personal home website for each and every home that they are listing? Where do they market these websites? Will they provide you with weekly statistics on how many home buyers visit these personalized home websites. 5. Which social networks do they belong to and how do they use them to your “seller’s” advantage to market your home for sale? How active are they on these networks? 6. Most importantly GOOGLE your real estate agent. Do they have a presence on the internet. For example – see google results for Irina Netchaev. As you can see, there were close to 8,000 internet pages for Irina Netchaev. That’s a lot of internet presence! Of course, my name is pretty unique. If your realtor’s name is John Smith, you’ll get a lot more pages! But, for the most part you’ll get a pretty good idea of how active your real estate agent is on-line. Another cool tool to use is www.searchme.com It is a great site that allows you to put anyone’s names and actually see some of their internet presence. For an example see Irina Netchaev’s search me results. Try putting your name in the search and see what comes up. This post is not to brag about how many social networks I am on or how many websites I sponsor. It is to bring light to the fact that real estate indeed is changing. Demand the best of your realtor. The real estate market is changing and the way the real estate is being marketed has already changed. It’s just that some real estate agents haven’t figured it out yet. Connect with Irina on the following networks: Irina Netchaev on Trulia Real Estate Voices the following networks: Posted by: Irina Netchaev
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How do you experience Pasadena?How do you experience Pasadena?Pasadena Weekly’s real estate columnist, Joanna Beresford has written another article. Not only is it a very beautifully written story, but it also mentions a couple of quotes from yours truly. Here it is for everyone’s enjoyment. Barefoot in the parkBy Joanna Beresford 09/18/2008
The outlandish Disney Center erupts on the block between Grand and Hope streets, where the blue plastic thong wrenched itself free from one of those flip-flops. After that, I was barefoot, but I really didn’t mind. The pavement was warm beneath my feet and the view was spectacular. I was looking for something and I may as well have found it with my scummy blistered toes as anywhere else. Now I just can’t remember exactly what I was looking for, except I do know that I felt sad and worried and angry about a bunch of things, most of which had to do with money and love, naturally. I thought, if I can’t find some answers here, between the Disney Center and the Mark Taper Forum, these two bastions of culture, civilization and good taste, where am I gonna find them? So I walked all the way around the soaring structure that some call a monstrosity and others call miraculous. The light and surfaces stimulated me to the point of renewal, and that’s something. But I wanted more, so I headed toward the cathedral. You know, The Cathedral. That Spaniard Jose Rafael Moneo’s vision of heaven – Cathedral of Our Lady of the Angels on Temple Street. I’ve been there pretty often. I attended Sunday morning Mass once, and I bought a coffee and sat under the trees with the sparrows, reading. I love the sunbaked adobe color and the transparent walls and everything. But I should have known that a building famous for its lack of right angles (a design element dedicated to the aura of mystery that Moneo wished to explore) wasn’t exactly going to give me any solid answers. Anyway, it was late in the day, gates were closing, bells were ringing, and I kept walking. Past tourists, city employees and homeless people mostly. “The first loss is the best loss,” Irina Netchaev says. She’s a Realtor, but she’s also my friend, so I believe just about every word that comes out of her mouth. Posted on September 18th, 2008
Posted in About Us
Posted by: Irina Netchaev
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Pasadena Real Estate Dusty Deals – Sept 2008Pasadena Real Estate Dusty Deals – Sept 2008As a real estate agent working in and around Pasadena California, I am constantly getting phone calls from buyers looking for great deals and information on the latest real estate prices. If you are looking for a real estate deal, you came to the right place. I will be posting my “Dusty Deals” by area on a monthly basis right here for your review. What is a “Dusty Deal” list? It is a list of homes for sale in Pasadena including homes, condos and townhomes that have been on the market for over 100 days. Are all of these great deals? Not necessarily. BUT, the seller has been actively marketing their homes for a very long time and is probably ready to deal. Why are these homes on the market still? The most likely reason is that they were overpriced to begin with. The first few weeks of marketing a home for sale are the most critical weeks for any seller. If the property is overpriced, or not marketed correctly, it gets stale. Local real estate agents ignore these homes and avoid showing them to their buyers. Potential home buyers look these homes up on the internet, but wonder what is wrong with these homes since they didn’t sell. My take on this is, if you are looking for a deal, these homes are the best place to start. Why? Home sellers are tired of showing their homes and most are ready to NEGOTIATE their price and SELL! READ MORE: So here’s a list of homes for sale in Pasadena that have been on the market for over 100 days:Pasadena’s real estate home deals
As you’re going through the list, please look at the last column titled DOM (Days on the Market). This will tell you how many days these homes have been on the market. Are you looking to buy a home in Pasadena California? We are happy to give you all the information available on any Pasadena homes for sale or you can go ahead and search right now and see all the properties for sale by all real estate companies in the Pasadena MLS. Information gathered from Pasadena Foothill Association of Realtors (ITEC) Posted on September 10th, 2008
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Posted by: Irina Netchaev
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Yet Another Mention in Pasadena WeeklyYet Another Mention in Pasadena WeeklyJoanna Beresford, a Pasadena Weekly reporter, wrote an article asking the ultimate real estate question – To Buy or Not To Buy? She was kind enough to interview me to get my perspective and gave me an honorable mention. So… here’s this week’s, August 14, 2008, Pasadena Weekly’s real estate article: What Price is Paradise?
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First Time Home Buyer Programs Information SeriesFirst Time Home Buyer Programs Information SeriesPasadena Real Estate Blog welcomes our new guest writer - Sean Thomas Furlong of The OCD Group. Sean is an expert when it comes to govenrment assistance programs for first time buyers. He will be sharing his wealth of experience with us in a series of posts.
You can find many of these programs on your own with a bit of research. The problem with self-research is that there are many “fine-print” guidelines for these first time buyer programs which make it difficult or impossible for the programs to work with each other. Occasionally, the programs aren’t even funded. What you want to do is find a Lender who is an expert on the programs that are available, and will be able to explain how they work with each other. For the sake of this article, we will be covering the most usable products available through the California Housing Finance Agency (CalHFA). All of these program have Income, Property and Geographic limitations. For more details, you will want to call me at The OCD Group at 800.963.4623. CalHFA is a State run agency providing secure loans to First Time Home Buyers in California. They offer competitive rates, eased credit restrictions, and up to 102% financing! CalHFA also offers a variety of specialty programs and Down Payment Assistance (DPA) programs to qualifying borrowers. These programs can lower your first mortgage and keep your monthly payments LOW. A First Time Pasadena Home Buyer is someone who has not owned a property during the past three years. These programs include, but are not limited to, the following: 1st Mortgage Products: 30 Year Fixed, 35 Year Fixed with 5 Year Interest Only Period, 40 Year Fixed
Keep in mind that ALL programs, even within CalHFA, do *not* work together. In the coming weeks, we will be covering additional programs that remain funded and available. These programs can provide you thousands of dollars in buying power, while keep your payments deferred. In the meantime, for more information, please call 800.963.4623. To start your Pasadena home search, click on the Find Your Home button below or call Irina at 626.627.7107.
Posted on August 3rd, 2008
Posted in About Us
Posted by: Irina Netchaev
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The typical American
“These are the best and worst of times for real estate,” says my favorite real estate agent, Irina-the-Tsarina Netchaev. “The worst is uncertainty. Buyers wonder if it’s the right time to buy.
No longer can a
Earlier this week I was walking barefoot through the streets of downtown Los Angeles. Backpack over my shoulder and head down, I carried a pair of dilapidated flip-flops in my hand – Corona blue and gold, bought for 99 cents, having traveled many miles on many feet already and deserving their rest.
Now may be the best time to make that move to a new home
In case you haven’t read, seen or heard, now is the time to buy a 






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