Power Broker Perspectives

Building a Boutique Business

by Keith Loria

Anthony Vulin has been involved in real estate since graduating from UCLA in 2000, and has always found success in the Los Angeles area.

After stints at Keller Williams Hollywood Hills and Keller Williams Los Feliz, he launched his own boutique real estate company in 2013, a West Hollywood firm called The Collective.

Vulin is currently president of the Greater LA Association of REALTORS®, the organization that named him REALTOR® of the Year in 2013. With a passion for both the business and his home city, Vulin continues to lead The Collective to serve those in the Los Angeles area.

What was it about real estate that first piqued your interest?

Anthony Vulin: Real estate is the No. 1 way to build wealth in our country. I’ve always been passionate about helping others build wealth, so this industry was a no-brainer for me. I started as an agent 20 years ago, helping clients build wealth through real estate, which has evolved to where I stand today with my own brokerage of 50 agents. The Collective is one of the largest independent brokerages in LA, and I enjoy helping my agents change their lives while building wealth.

How is the Los Angeles market faring today?

AV: Home values are up 8% in most of the neighborhoods we work in. Inventory is still very low, but we’re finally beginning to see a slight increase in the number of homes coming on the market. There are [fewer] multiple offers than there were earlier in the year, however, most properties still have multiples and sell the first week over list price.

Are there any growth initiatives planned for the firm this year?

AV: We’re always looking for talented agents with a good track record who are ready to take their business to the next level. We grow slowly, hiring only 10% - 20% of the agents we interview, as it’s important to find agents who fit our family-like culture and provide world-class service.

When it comes to technology, how important is it to have the latest and greatest tech tools?

AV: While technology is important, it’s not our main focus. I still believe that human interaction and exceeding expectations are everything in our business. Our business is not an algorithm; it’s much more complicated. Our agents’ one-on-one service and past experiences bring much more value than any technology can.

VITALS:

The Collective Years in business: 20 Size: 1 office, 52 agents Regions Served: Greater Los Angeles Area 2021 Sales Volume: $120 million www.thecollectiverealty.com

What lessons did you learn during the pandemic?

AV: That real estate will always be in demand, and that more people attend our training online than in-person.

What is your firm’s unique value proposition?

AV: In addition to having no monthly fees, we also have a cap on commissions the company takes from an agent. We have a marketing coordinator who helps customize marketing for our agents, and most importantly, we constantly focus on our mission: creating paths to wealth through real estate. This applies to our agents and clients.

How do you maintain a successful work-life balance?

AV: I recently got married, so I have no choice but to maintain this. Exercise is part of my routine, and yoga, spin classes and weight training help keep my body and mind in balance. I have a lot of family and friends in Los Angeles, so I schedule family and friend time before work time. RE