Rubel + Ashman Group in the Press

What Does It Mean to Be a Move-Up Buyer?

William Ashman featured on Better Homes & Gardens

If you’re a homeowner looking for something a bit bigger or nicer, you might find yourself selling while simultaneously shopping the market for a new home. If moving to a new place will mean scoring a better property or paying a higher mortgage, you’ve likely been referred to as a move-up buyer.

“Move-up buyers can be many different kinds of people,” says Dominic Labriola, a founding partner and the COO of Craft & Bauer Real Estate Co. “They might be a growing family who needs more space or who want to get their kids into a certain school district when they come of school-age. They might be someone seeking more status by moving to a more upscale residence or area to showcase their financial success.”

So what does it mean to be a move-up buyer when shopping for a new home, and how can you best navigate the move-up market? We spoke to some real estate experts who shared their top tips on moving up in the real estate game.

Who‘s Considered a Move-Up Buyer?

A move-up buyer is anyone who currently owns property and is looking to make a vertical move. 

“A move-up buyer is an existing homeowner that has built up equity in their home and may have possibly outgrown their existing home—therefore, the perfect buyer in today’s market,” says William Ashman… “They’ve got a larger chunk for their down payment, making their payments lower and their offer more competitive.”

Ashman says that, in general, these buyers are in the market to gain more overall space for their families. Many are looking for second homes, having outgrown their starter home. Some married couples are looking because they can finally afford their dream home. And others might be moving after their children go off to college, yet still looking for something bigger and better than their current property.

What Is a Starter Home?

Labriola says that move-up buyers are often looking for more amenities and luxury features for their next homes.

“Move-up buyers are typically hunting for something that they think will make their life better, improve the lives of those they live with, or impress their social network,” Labriola says. “They might be looking for a better house in the neighborhood they want, or they might be seeking a better location.”

Buyers may also be looking for features that aren‘t available in most homes on the market at the moment.

“They might also be looking for more flashy amenities,” says Labriola. “Maybe it’s an entertainer’s backyard with a fancy pool to impress their friends or a gourmet chef’s kitchen if they do a lot of entertaining.”

There is no set demographic for move-up buyers; Krissy Many, a broker manager for the Better Homes & Gardens Real Estate Green Team, says these buyers might be moving out of a single-family home, a townhome, or a condo.

“The point in life and age people are looking for their move-up home varies,” says Many. “On average, it seems to be the 35-55 age group. This demographic is often settled into careers and experiencing life changes such as marriages, job promotions, and family growth.”

What To Look For In a Move-Up Home

As you house hunt, get clear with your real estate agent on what's on your wish list for your next property. You might want more space in the form of additional bedrooms and bathrooms, a bigger office for your work-from-home job, or maybe a larger basement for storage.

It could be that you’re interested in a different part of town, where homes are located on more spacious lots. Your next dream home might be one with a pool or deck—both outdoor features that raise the price of a home. Whatever's on your checklist, get clear on these wants and needs as you shop—and be prepared to pay a bit more for them. 

According to Labriola, if location is your top concern, you might have to make some sacrifices on other parts of your wish list. But often, for move-up buyers, the good news is that previous constraints may disappear.

“Sometimes entry-level buyers have to make concessions on things like the location—maybe it’s super close to a freeway, or maybe it’s not within the district they want their kids to go to school in,” says Labriola. “As they become a move-up buyer, they may come to find that as time has passed, they're in a position to sell their current home and get something in a more prime location, or maybe their kids are finally becoming the age where they want them to be able to attend school in a certain district and moving up to a house in that district is going to make the best sense for them at this stage of life.”

Saying 'Yes' to Success: The Rubel Ashman Group's Dynamic Approach in Real Estate

(Leverage RE Article)

No one understands the serendipitous power of “yes” like the dynamic team at the Rubel Ashman Group.

And that power has never been more critical, as over 60,000 real estate agents dropped out of the profession in the first half of 2023. But Lisa Rubel, William Ashman, and Kim Hartley of the Rubel Ashman Group continue saying “yes” – to their clients, their network, their communities, and themselves.

“I’ve been through three real estate downturns, and our team always stays strong in the game,” said Rubel. “The reason we’re so good at our job is because we care, we connect and stay with our clients through any circumstance.” 

The team thrives on the idea that new possibilities are around every turn. For Rubel, that meant agreeing to help someone who moved to the U.S. find a rental in Los Angeles for a monthly budget of $1,500. Instead of running in the other direction, she took to Craigslist to find her client a place to live. Months later, he reached out for her help buying a $3 million property. Over the years, they’ve worked together on more than $100 million in real estate.

“Most real estate agents would have written that client off based on his initial ask,” Rubel said. “But we’re successful in this business because we believe in karma, and we treat every person we come across with respect in any budget. It is the end game that matters.” 

Although the real estate news across the country seems volatile, this team is a bright spot amongst the noise; they’re buying and selling houses, guiding new clients, reconnecting with former clients, and continuing to drive significant real estate deals across California. Never one to turn around at a roadblock, the Rubel Ashman Group excels by capitalizing on their warmth, real estate prowess, and contagious energy.

“We have so many positive things happening in the housing market. The idea that the world is ending is so false,” said Ashman. “Every property that we sell right now is going over asking; every buyer who can’t find a lender – we will find them a lender.”

The Rubel Ashman Group founders first met while working together for another brokerage and were innately drawn to each other’s work styles and individual talents. Rubel and Hartley had worked on several significant deals, including the record-breaking sale of a $58 million condo building in Beverly Hills. As a native Angeleno, Hartley’s in-depth knowledge of the area is unmatched. She spent two decades as an education consultant, which enhances her ability to provide personalized insights into neighborhoods and schools.

“Collectively, we have fifty years of experience, and the beautiful thing that makes our team work so well is our distinct perspectives and abilities,” said Ashman. “People don’t care what you know until they know you care, and that’s how we approach our clients.”

Real estate is a personal business, and there’s no topic the team shies away from. They’ve walked alongside clients navigating nuanced situations like death, divorce, and defaults with an empathetic approach. Hartley echoed the sentiment, saying clients often refer to the team as their “ride or die realtors.” 

“We’re here for you no matter what your situation is, no matter how difficult. People always say that we stick with them through every life chapter, and we’re not afraid to handle a challenge,” she shared. “Clients always want a rockstar agent – everyone on our team is a rockstar agent, and we actually work with rockstars too!”  

Rubel Ashman team member Michael Berger has worked with Kiss, Def Leppard, Deep Purple, Sheryl Crow, and Mick Jagger, among others. He knows exactly what is needed to deliver A-list concierge service to his clients. It was his love of working with artists in Los Angeles, spending time in their estates and home studios, that led him into the world of real estate.  

Whether they’re selling high-end luxury real estate or working with clients across varying home value levels, the team offers the same level of service to everyone they encounter.

“Our team is so unique – we’re funny, we’re direct, we have a fresh perspective,” said Ashman. “Real estate is such a personal process, and when you meet someone you might work with, you have to think, ‘Could I go on a three-hour road trip with this person?’ We have to have personal conversations about things like how much money you make, goals, and even your debt. We genuinely love connecting with people.”

The team is also passionate about empowering clients to leverage real estate as an investment vehicle. “I always tell buyers, ‘You’re scared to buy a property, but you should really be scared that you’re building no equity.’ The American Dream is changing, with one in five houses purchased by investors. Our team understands the power of investing because we’re investors, too,” shared Ashman.

Rubel added, “People make real money in real estate. You can always live in your house, but you can’t live in your stock portfolio.”

The team’s gusto is not just at the forefront of their interactions; it’s driving their numbers too. Avenue 8 awarded the Rubel Ashman Group with the Founder’s Circle Award for achieving the highest tier of sales volume company-wide in 2022. They recently launched a blog to foster deeper connections with their community by tackling common issues and real estate questions.

Powered by their collective vivacity and driven by their extensive real estate expertise, the Rubel Ashman Group continues to set the standard for service in California. 

Ashman aptly highlighted their approach with this idea: "When I worked with Joan Rivers, she would say, ‘Just say yes to opportunity.’ That’s our philosophy – there’s no situation we can’t deal with, big or small.”

New Rules of Buying a Home

(Leverage RE Article)

William Ashman of Rubel+Ashman Real Estate Group in Los Angeles emphasizes how the pandemic caused buyers to desire a sense of family and community when looking at homes. “More than ever, buyers are aware of the inadequacies of their current homes wanting more space outdoors and less coldness in the home with more conversational warm spaces with textures, warm beige and pastel colors, reminiscent of the early 70s postmodern era.”

“To sell your home for the best price in this market, sellers need to make sure their home has a warm but new vibe, and if you’re not capable of staging yourself, you definitely need to hire someone,” says Ashman. “Buyers are wanting to buy into an experience that they can imagine themselves living in.”

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“It’s exciting to be on the ground-floor of something new and cutting-edge, especially in an industry as ripe for innovation as real estate. Fresh ideas are a major draw that you can’t find in every brokerage.”
– Lisa Rubel

Avenue 8’s mobile-first approach is enabling us to run our teams and operations more smoothly, while exponentially increasing our opportunities for growth”

- William Ashman

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