Former UK marketing guru turned US realtor Johnathan (Johny) Pach reveals all about life in Los Angeles and the idea of selling multimillion-dollar listings and working alongside some of the world’s wealthiest individuals.
What inspired your move from the UK to Los Angeles, and how did your background in sales prepare you for a career in real estate?
It was all about embracing opportunity and soaking up the sunshine. At the time, I was living in Surrey, running a thriving media and marketing agency that specialised in content creation, digital marketing, lead generation, and PR management.
I had been fortunate to lead the company for seven successful years, managing a team of eight talented individuals. With over 15 years of experience in both real estate and media sales, I felt a sense of accomplishment and purpose in my work.
But after months of isolation during the pandemic, I knew it was time for a change. During this period, I discovered the captivating Bravo hit TV show Million Dollar Listing and immediately felt a spark of inspiration. I realized that America was bursting with untapped potential, and the real estate market was flourishing like never before.
I was captivated by the luxurious properties, the stunning mansions, and the vibrant energy of the industry. The idea of selling multimillion-dollar listings and working alongside some of the world’s wealthiest individuals was exhilarating. The opportunity to network, negotiate, and immerse myself in such an ambitious and positive environment became irresistible, and I knew that this was the life I wanted to pursue.
What were the biggest cultural and professional challenges you faced when transitioning from sales in the UK to real estate in LA?
When I first moved to LA with my wife three years ago, my plan was to launch my marketing agency in the US while continuing to manage it remotely and working towards obtaining my real estate license in California.
However, managing a team in London and juggling numerous international clients proved to be more challenging than I anticipated. The time difference had a significant impact on my ability to balance everything effectively.
Despite this, my agency had one of its most successful years financially in my first year in LA, and I was fortunate to work with high-profile US clients. But after seven incredible years, it became clear that the time had come to close the agency and fully commit to real estate in Los Angeles.
It was a huge risk to completely eliminate my only income stream and dive into a new career in a foreign country, especially without an established network. But looking back, it was the most rewarding decision I’ve ever made.
The most noticeable challenge was the shift in cultural norms and expectations. In the UK, the approach to business can often be more reserved and formal, whereas in LA, there’s a stronger emphasis on networking, relationship-building and a more laid-back yet ambitious energy.
People in LA tend to be more open to self-promotion, and there’s a general expectation of confidence and boldness in the real estate industry. This meant I had to quickly adapt my communication style to be more assertive and outgoing while still staying true to my authentic self.
The LA real estate market is unlike any other, particularly in terms of its competitiveness and the caliber of clients. High-net-worth individuals in LA have very different expectations compared to the clients I served in the UK. They are often looking for a highly personalized experience and expect agents to have an extensive knowledge of not just the properties but also the lifestyle that comes with owning luxury real estate.
Meeting those high standards required me to quickly learn the ins and outs of the LA market, from luxury homes to the nuances of local neighborhoods, schools, and even celebrity trends.
“In LA, personal branding is paramount. Unlike in the UK, where a more traditional approach might work, LA’s business environment thrives on social presence, Instagram and being seen at the right events.”
In LA, personal branding is paramount. Unlike in the UK, where a more traditional approach might work, LA’s business environment thrives on social presence, Instagram and being seen at the right events. Establishing a network and brand recognition from scratch was challenging, especially coming from a more behind-the-scenes role in marketing and media. I had to put myself out there, attend events, and make genuine connections, learning how to navigate the city’s social dynamics.
The pace of the LA real estate market is incredibly fast. Deals can happen at lightning speed, and there’s constant pressure to be ahead of the game. The challenge for me was adjusting from a more measured approach in the UK to a market where things change in the blink of an eye. Whether it’s a sudden influx of new listings, unexpected bidding wars, or clients demanding quick responses, I had to become more adaptable and quick on my feet.
Real estate laws and regulations are significantly different between the UK and the US. The legal intricacies of property transactions in California, from disclosures to escrow processes, were completely new to me. Getting up to speed on these details while also maintaining a high level of professionalism was a steep learning curve.
Ultimately, while there were significant challenges in making the transition, each obstacle offered valuable lessons that helped me grow both personally and professionally. The key was staying open to learning and embracing the opportunities to grow in such a vibrant and dynamic environment.
How does the real estate market in LA compare to what you were used to in the UK, and what key differences have you had to adapt to?
The real estate market in LA is significantly different from what I was used to in the UK and there have been several key differences that I had to adapt to in order to succeed.
In LA, the property prices are often much higher than those in most parts of the UK, particularly in areas like Beverly Hills, Malibu and Bel Air. The luxury market is especially competitive and even mid-range properties can be priced well above what I’d typically encounter in the UK.
Additionally, the demand in LA often exceeds supply, creating a more intense and fast-paced market where homes can sell in a matter of days, sometimes even hours.
In the UK, the market tends to have a steadier pace and it’s not as common to see bidding wars or properties selling at above asking price as frequently as in LA.
The sheer scale of the LA market, with its high-profile developments and massive price tags, required me to adjust my approach to negotiations and client expectations.
In LA, real estate clients – particularly in the luxury segment – often expect an elevated level of service and personalization. There’s a greater emphasis on not just the property itself, but the lifestyle it represents. In contrast, UK clients might place more focus on practical considerations, such as investment potential or long-term value.
In LA, the lifestyle angle – being near the beach, having a home with a view of the city, or living in an iconic neighborhood – often carries more weight in decision-making.
One of the biggest shifts for me was how essential networking and personal branding are in LA. In the UK, personal connections certainly matter, but in LA, your social presence, particularly on platforms like Instagram, can make or break your real estate career.
It’s about being seen and connecting with the right people in the right places. The LA real estate industry is incredibly social and showing up at the right events and having an online presence are often just as important as the deals you close.
In the UK, real estate agents often work more behind the scenes, focusing on the logistics of the transaction. In LA, agents are expected to be much more visible and act as both salespeople and influencers.
Marketing luxury properties in LA also requires a much more creative and high-end approach. I had to adapt to showcasing homes in a way that highlights their unique selling points – such as staging properties to appeal to an aspirational lifestyle – through professional photography, videos, and virtual tours that are standard in the LA market.
“The legal and regulatory landscape in real estate is quite different between the UK and the US, especially in California.”
The California real estate market has unique disclosure requirements, tax considerations, and contract nuances that I had to learn quickly. It was essential to understand the ins and outs of California’s escrow process and the specific legalities that apply to property transactions here, something that was a steep learning curve given the differences from the UK system.
Finally, the overall pace of the market is much faster in LA. Things move quickly here, with properties often being listed and sold in a matter of days. The level of competition and demand means that agents need to be constantly on their toes, responding to inquiries almost immediately and having the ability to act swiftly. In the UK, while the market can be competitive, it’s generally not as immediate, and there’s often more time to make decisions.
Adapting to these differences required me to rethink my approach, be more proactive in marketing myself and my properties, and learn the fast-paced, high-energy style of doing business in LA. It’s been a challenge, but also incredibly rewarding as I’ve grown both personally and professionally in this dynamic environment.
What strategies or skills from your previous sales career have been most valuable in helping you succeed as a realtor in Los Angeles?
My new real estate career in Los Angeles is a perfect fit for who I am and what I love to do. I thrive on networking, connecting with new people, sharing experiences, and discussing business—and LA offers all of that in abundance. It’s incredible how easy it is to meet people here, whether it’s striking up a conversation with someone on the streets of Rodeo Drive or connecting with potential clients at one of the many luxury events happening across the city each week.
In LA, real estate is woven into the fabric of everyday life. Everyone is involved in some way – whether it’s a high-net-worth investor seeking income-generating properties, someone looking for a lease opportunity while expanding their network or another agent wanting to collaborate on a listing to ensure the best outcome. The conversations around real estate are dynamic, constant, and always exciting.
One of my strongest skills is lead generation, and I primarily focus on cold calling from my Beverly Hills office. Over the years, I’ve developed a phone script that has become an invaluable tool for engaging with some of the biggest property owners in the market. I create real estate opportunities and build relationships directly over the phone, which has proven to be an essential part of my success.
My background in marketing has had a tremendous impact on my real estate business as well. From establishing a strong, iconic brand to building a high-profile website, producing top-tier videos, showcasing the best photography in the industry, and optimizing my social media presence—every detail plays a crucial role in standing out. It’s important to have a professional image and a recognizable presence, and thanks to my marketing experience, my content reflects a level of expertise that might suggest I’ve been in real estate for years, when in fact, it’s only been a relatively short time.
This journey in LA has been nothing short of exhilarating. The energy, the connections, and the opportunities have truly transformed my career – and I couldn’t be more excited for what’s to come.
What advice would you give to other sales professionals considering a career switch to real estate, especially in a new country?
Switching careers from sales to real estate, especially in a new country, can be both exciting and challenging. Here’s some tailored advice for making that transition:
- Understand the Local Market: Every country—and even different regions within the same country—has its own real estate dynamics. Take the time to understand local property laws, trends, and market demands. Research areas such as the types of properties that are in demand, the pricing trends, and any region-specific regulations.
- Get Proper Licensing and Certifications: In many countries, becoming a licensed real estate agent requires passing exams and fulfilling other requirements. Be sure to find out what the requirements are in your new country and take the necessary steps to meet them.
- Leverage Your Sales Skills: Sales experience is invaluable in real estate. Your ability to build relationships, negotiate, and close deals will serve you well. Focus on how you can transfer these skills to selling properties, but also be mindful of the unique aspects of real estate sales, like managing long-term client relationships and understanding the emotional side of buying and selling homes.
- Build a Local Network: Real estate is a relationship-based business. Start networking with local professionals, including other real estate agents, mortgage brokers, contractors, and property inspectors. These connections will not only help you better understand the local market but will also be valuable for referrals and partnerships.
- Learn the Cultural Norms: In a new country, understanding cultural nuances is essential. Real estate transactions can be heavily influenced by local customs and expectations. For example, negotiation styles, communication preferences, and expectations around property showings might vary. Take the time to learn about these differences so you can adapt your approach.
- Invest in Education and Mentorship: Real estate is a career that often involves a steep learning curve, especially when you’re adjusting to a new market. Look into training programs, workshops, and mentoring opportunities. Local real estate organizations can also be a great resource for gaining insights and advice.
- Embrace Technology and Digital Marketing: Real estate has increasingly become tech-driven. Familiarize yourself with platforms like MLS (Multiple Listing Services), digital marketing tools, virtual tours, and social media marketing to stand out. The ability to market properties online will be key, particularly if you’re in a new country where many buyers may start their search digitally.
- Be Prepared for a Slow Start: Real estate can take time to build momentum, especially when you’re still establishing a presence in a new country. Be patient and persistent. The learning curve, combined with the time it takes to build trust and a solid client base, means it may take a while before you see consistent results.
- Stay Informed About Legal and Tax Implications: Different countries have distinct property laws, tax policies, and regulations surrounding real estate transactions. Make sure you’re up to speed with these rules to avoid legal pitfalls and to offer accurate advice to clients.
- Stay Motivated and Keep Learning: The real estate industry is constantly evolving. Keep yourself motivated by setting small, achievable goals and staying up-to-date with the latest trends and best practices. Your background in sales should help you stay driven even when facing obstacles.
Overall, the skills you’ve developed in sales can be a strong foundation for your success in real estate but it’s important to be adaptable, patient and proactive as you navigate the complexities of a new country and market.
Johny Pach is a luxury realtor with Compass in Beverly Hills
TOMORROW ON PROPERTY SOUP: Nearly 50 days on, Johny Pach reveals all about the recent fires in LA, the profound impact on both his business and community and with it a wave of challenges and emotions.
