NAVIGATION
SOCIAL
ADDRESS
1780 W. Horizon Ridge Pkwy
Suite 100
Henderson, NV 89012
CONTACT
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© 2015-2020 Roberta LaRocca - All Rights Reserved
ABOUT ME
MY BUSINESS, PERSONAL AND
PROFESSIONAL EXPERIENCE
How my Business and Real Estate
Education Began
I was born and raised in suburban
Pittsburgh, PA, and fortunate to be raised
in a family with an entrepreneur as a
father, and mentor. Around age 6, I began
going to work with him, and little did I
realize at the time, he was showing me the
ropes.
Did I catch a break as the owner’s
daughter. Not really, unless you consider
his version of “The Apprentice.” There
were occasions I would get the “You Fired,”
and sent home, only to get called back the
next day.
So not only did I learn about running a
business, customer service, marketing,
and a whole lot more, I also began my
education on real estate. From
commercial to residential leases to
property purchases. This included going
with his attorney to bid on city properties
to just about everything else you could
imagine, even through my years in high
school, and college to study business at
Duquesne University.
It was also during this time that my dad
gave me my first personal lesson in real
estate. He gave me a house! I cried, but
it’s not what you might be thinking. This
wasn’t tears of joy… the place was a
disaster! I told him I didn’t want it, and he
said “Too bad, it’s yours.” I asked him what
on earth am I going to do with this? His
response, “Sell it, fix it, figure it out,” and I
did. Yes, my first home restoration project.
Going through the process of a
rehabilitation loan, hiring contractors, and
dealing with the all the surprises that can
turn up in a project like this.
From there I went on to other investment
properties, up to a design / build custom
home of my own, on 9 acres. So I’ve had a
lot of experience not only for investment,
but on both the buyer and seller side of
real estate transactions. All this was done
while owning a multi-unit customer service
oriented business, and raising a family.
While I was successful, there was always
something missing. I was never happy
living with the cloudy gloom, humidity,
rain, snow, and cold of the northeast. I
reached a point in my life I knew it was
time to make my move. I always wanted to
live in the southwest. I wasn’t sure where,
but did know one thing. I never wanted to
live in Las Vegas! It’s just a bunch of
casinos! There’s nothing to do but gamble!
Well, or so I thought, until I found all that
Las Vegas had to offer.
Relocating to Las Vegas
I was in the fortunate position to relocate
to anywhere I’d like. So why did I choose
Las Vegas? After falling for all the
stereotypes of the city, I then discovered
it’s “other” side. It’s not what you see on
TV and movies, the marketing as a tourist
destination, or the limited view from the 4
miles of the Las Vegas Strip. In the 600
square miles of the valley you find
wonderful communities with parks, trails,
and recreation that are amazing, and still
has my visitors saying, “WOW, it’s so clean
and beautiful here, and there’s so much to
do”
Moving here with my school aged sons
was also great for them. They were
exposed to a greater cultural diversity, as
Las Vegas is a true melting pot with
residents from across the country and the
world. My parents came along to help us
get settled in. They were only going to stay
a month or so, but never left. They quickly
saw what we had discovered and found it
was a great place to retire. Over the years
there were other family members that
followed in our footsteps.
So when you hear me talking about Las
Vegas, no it’s not a sales pitch. I’m still in a
position that I could move somewhere
else, but choose not to. To this day I still
consider this the best move I could have
ever made. As I have traveled to other
areas, I also find living here can spoil you.
It’s everything from Las Vegas’ 24/7
convenience and having world class
resorts, entertainment, shopping and
dining, to it’s access and weather for
enjoying the outdoors, and it’s low taxes.
Yes, it’s a unique place that offers the
amenities of much larger city, but with
small city charm.
Why Choose Real Estate as a
Profession?
With my experience and education in both
business and real estate, those
qualifications made for a natural fit. But, I
did wait before entering the industry.
Moving here during the “Boom” years, I
didn’t feel the industry or the economy
was sustainable. In good conscience, I
couldn’t place people in homes when I felt
this way, and unfortunately that did come
true.
So I waited for the market to hit bottom.
At that time I tested for both salesperson
and broker licenses and passed both
exams. This in spite of being told not to
expect passing the broker’s exam the first
time, and that it more often than not,
takes several attempts. I later tested and
added licensed Property Management.
Since then, my clients have ranged from
professionals and executives, to families,
singles, and those relocating in retirement.
I’ve helped them with luxury homes in
gated communities to more modest town
homes, and everything in between, and
acted as both a buyers agent and a listing
agent. I’ve also performed property
management and home rentals. Property
management is handled through a
separate division with Simply Vegas, but I
maintain my licensing and knowledge for
clients purchasing for investment or future
relocation.
My clients have also covered a wide range
of funding sources on either side of a
home purchase or sale, including investors
and cash buyers, conventional, FHA, and
VA financing, as well as 203K rehabilitation
loans. These have been for new homes,
models, and standing inventory with a
variety of builders, traditional resales, and
Bank Owned foreclosures.
Now to be a good agent, it’s more than
taking classes and passing a test. If you
want to be successful and truly
representing your client’s interests, it takes
a wealth of experience. The market
changes, regulation changes, and no two
home sales from either side of the closing
table are the same. Without being truly full
time, dedicated, and knowledgeable in a
variety of situations, it’s impossible to offer
quality customer service.
Researching and Choosing Your
Agent
Let me repeat what was on my home page.
From the National Association of
REALTORS® 2015 industry D.A.N.G.E.R.
report stating; “The real estate industry is
saddled with a large number of part-time,
untrained, unethical, and/or incompetent
agents. This knowledge gap threatens the
credibility of the industry.” Let me
explain why I believe this happens and how
it affects you.
Agent schools are inexpensive, and testing
and licensing as a salesperson isn’t as
difficult or have the secondary education
requirements of a broker license. This
ease of entry is the reason why there was
an increase in agents during the boom
years, and again now as the market has
become more stable and with steady, but
more moderate, price increases. Desirable
and well priced homes can move quickly.
This is what attracts the part-timers and
the return of those who dropped out of the
industry. It’s not a desire to make this a
profession, it’s more about their focus on
dollar signs. This lack of industry focus is
what leads to that knowledge gap of
untrained and incompetent agents. Their
lack of business experience also explains
their ebb and flow into real estate, and
what creates their unethical issues.
For those like myself who are experienced
in business, investment, expenses, and a
lack of guaranteed steady income are easy
to understand. There is no weekly
paycheck or expenses. A commission
check only happens days after a home sale
actually closes. Out of that, brokerage fees
of up to 36% or more can be deducted,
and if a referral, another 25% less to you.
You could also work for weeks or months
with a buyer or seller, and even through no
fault of your own, never get paid for your
time or have your expenses reimbursed.
Again, a cost of doing business, and not
unlike spending time and money to
prepare a bid, but not get a contract
because a buyer’s financing fell through.
Benefits like health care, unemployment
compensation, workman’s comp, paid
vacation, sick days and the like, don’t exist,
you’re on your own. Those FICA and
Medicaid paycheck deductions as an
employee are at 7.65% of your income, but
being self employed it jumps to the full
15.3%. You, as your employer, pay the
other half.
You can also be effected by economic
slowdowns, interest rates, seasonal slow
periods and many other outside forces. All
the while expenses remain. State and local
business and real estate licensing and
membership dues for access to the MLS.
Continuing education classes, whether in a
classroom or online. Tack on office
expenses, both at a brokerage and at
home if you want to be efficient, and the
numbers continue to climb. Plus
photography, various technology, for sale
signs and electronic lock boxes. Then the
marketing, so that you can be found, as
being with a brokerage doesn’t mean
you’re handed clients.
Anyone who is a business owner naturally
expect these expenses and situations,
knows how to budget for them and offers
a a quality product to survive these issues,
but many who enter the industry, do not. I
believe this is what can cause the unethical
behavior as mentioned in this report.
Again, their focus isn’t on the business, it’s
the lure of cash, and it doesn’t matter what
corners are cut to get it.
Then there is work schedule, as there really
is none. While this can offer some
flexibility, you can’t drop the ball when
clients are at the door. Yet it’s almost
unimaginable, even a large national chain
actually professes having “Business Hours”
as a way of gaining respect from clients.
Good to know that they don’t operate in
fields where clients may need them
beyond banker’s hours. Professionals such
as doctors, lawyers, to even a plumber
don’t gain respect this way. Having a heart
attack? Wait until tomorrow, it’s after 5pm.
You were arrested? Sorry, I’m not taking
your calls, I have family time. Your pipe
broke and is flooding your house? Sorry,
I’m off for the weekend. I feel your
investment, that can be hundreds of
thousands of dollars, can be just as
important to you.
I think now you can understand the why of
part time agents and those more
concerned with their interests, than yours.
I also believe you can see there are those
that cut corners and replace quality
service, that can cost you in the long run,
with the lure of discounts. To me, that
means you’re going to be lost in the crowd
of the volume they must do to stay alive,
and the quality of service you receive,
suffers. Unfortunately they may be the
agent on the other side of your
transaction. For your major investment,
and quality of life, I believe you can
visualize why you really need a
professional real estate agent on your side.