One thing still cuts through advertising cacophony: genuine, consistent service
In the high-stakes housing market of Orange County, Calif.—where the average home price sits at $1.4 million—building trust and long-term relationships is key. Instead of relying on flashy billboards or targeted digital ads, brokers should consider focusing on putting clients first at every stage of the homebuying journey.
Rather than chasing short-term wins, the focus is on consistency, education and ongoing support. Over the last five years, Rey Reyes (pictured), of WeLoan USA, has spent zero on advertising, instead relying on consistency with clients.
First-time buyers aren’t treated as one-time transactions but as partners in a long-term process. That means staying connected, even when a purchase may be months - or years - away.
“From now to 10 years, most of the people who you do a first-time home buyer consultation with are going to purchase a house in the next 10 years, no matter what,” Reyes said. “Now, whether they're going to purchase with you or not, it's completely up to you.”
That philosophy drives a proactive follow-up strategy. When a client says they want to buy “next year,” the commitment doesn’t pause, Reyes said. They can expect monthly check-ins, tailored guidance, and practical advice - ensuring they feel supported from consultation to closing.
Every detail, from underwriting prep to fine-tuning debt-to-income ratios and organizing finances, is handled with care and transparency. It’s a model built on service, not sales. This approach resulted in Reyes being named Orange Country's top broker in 2024.
“You have to have the client’s best interest at heart,” Reyes said. “That’s number-one priority.”
Reyes doesn't forget about the client after closing. He takes a long view, often reaching out post-purchase to help clients refinance - even when the difference is minimal.
“Even if it's half a percent, as long as I can get your rate lower by half a percent, I'm going to go ahead and do it at no cost,” he said.
Keeping clients at “the bottom of the market when it comes to the rates” is not just about financial efficiency—it’s about embedding his service into the lifetime of the home.
“I want to make sure that they remember me,” he said.
