Carla Perez Sells the Vision of New Luxury Construction

I can’t think of anyone that understands new luxury construction or how to sell it better than Briggs Freeman Sotheby’s Realtor Carla Perez. It’s not easy to walk a client onto a plot of dirt and bring a non-existing home to life, but Perez excels at successfully selling a vision for an unseen property.

CandysDirt.com: How did you get involved in this end of the business?

Carla Perez: I have been involved in new construction for 20 years. In 2008 when the market was challenging, I took over a development that builders were ready to pull out of, and I said, let me bring it to life. They had sold three or four in the prior year. I came in and sold 28. 

I have a passion for new construction. I love soil testing and engineering and teaching clients about what is behind the walls. Until a few years ago, I really had no idea why. Then my step-grandfather passed away, and while digging through papers, I ran across newspaper clippings about my biological grandfather. He was a real estate developer in Barcelona who migrated to Laredo and built a lot of the city. Now I understand this is why I love the dirt so much. It’s in my blood.

CD: How do you decide which builders or developers to work with?

CP: I have to believe in the product. It’s a long-term commitment. Right now, I’m working with five builders and a developer.

CD: What is the biggest challenge in selling new luxury construction?

CP: Getting clients to visualize something that does not exist. I prepare them for site visits and tell them to bring their boots because this will not be a standard showing. I talk to them about how a home will be positioned on the lot, where they will have breakfast, what they will see out the windows. I can keep someone out there and engaged for hours walking the lot and building the vision.

Mark Siepiela is one of the best builders I have ever seen in terms of providing outstanding renderings, but I don’t always get that. So I take it upon myself to think outside the box. I do a lot of discovering upfront. The key is what the client doesn’t know they want. That is a challenge to break the barriers and build trust to see the vision and ask the right questions. They need to hear themselves say, I did not even know this is what I wanted! The relationship unfolds here, and the reality comes to life.

CD: Who is typically looking at new luxury construction?

CP: People that have never built before and don’t know what to ask and experienced buyers, many of whom may not have had a great experience. For new buyers, building a home can be like a dessert tray. There are many choices, and while it may all look good, you don’t need to eat everything on it! For experienced buyers, I make sure they understand I’m going to be there for any hiccups, and I will stay involved and resolve any issue.

CD: What is the most important thing for these buyers to understand about buying non-existing new luxury construction, and what are the advantages of purchasing this way?

CP: If buyers have the patience and the means, they can move into their vision instead of one created by someone else. Some clients agree with what the builder has chosen, trust us, and only make minor modifications. Some are very hands-on, and there is the opportunity for that. You ask questions upfront and bring their vision to life while being realistic. I manage expectations, so clients are not overwhelmed. New construction is always going to be somewhat stressful. People can be overwhelmed and feel vulnerable. We build a relationship and make sure that right up to closing, they are comfortable.  

CD: What do you like best about working with non-existing new luxury construction?

CP: I love walking a lot with a new client and explaining the value of the dirt. I love that I’m involved in bringing a vision to life, creating a reality for a client that they’ve dreamed of. When I see a client’s face, their smile, the way their eyes light up, it’s gratifying.