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n the high-stakes world of Los Angeles real estate, Weston Littlefield and Alex Howe have carved out a unique niche for themselves as the duo behind the Weston James Group at Christie's International Real Estate Southern California. By leveraging Instagram DMs and texts to connect with high-profile clients, they've built a business that generates a significant portion of its deals through digital channels.
Their approach is unapologetically aggressive, often relying on unconventional means like tracking social media activity to identify potential leads. "We weren't born here," Littlefield notes, "so we didn't initially have those hometown connections." Instead, they've developed a "hustle" that involves putting in the work to create leads and close deals.
Their client list reads like a who's who of LA's elite, including Restoration Hardware CEO Gary Friedman, movie producer Oren Koules, and YouTube personality David Dobrik. The duo estimates that over 70% of their deals come from cold calls or Instagram DMs, with last year's sales volume exceeding $126 million.
One notable sale was the first beachfront property in Malibu to be sold after the January Palisades fire, a $5 million transaction that saw them representing both the buyer and seller. However, as social media algorithms continue to evolve, the sustainability of their business model remains uncertain.
Littlefield credits Instagram with helping him vet potential buyers by noting who was liking what on real estate-related profiles. "We've had multiple instances where we connected with a prospective buyer through Instagram, only for them to lead us to another qualified buyer," he says.
Rebekah Longoria, owner of social media and branding agency Bangin' Creative, notes that while agents using Instagram to find qualified buyers is not new, it's become an essential tool in the high-end LA market. "Instagram is non-negotiable now for L.A. real estate agents at the high end," she says.
The Weston James Group's success can be attributed to their tenacity and willingness to take risks. They've landed big deals by scouring public records, testing phone numbers, and even guessing gate combinations to show properties to potential buyers. Their first significant deal was with Restoration Hardware CEO Gary Friedman, whom they contacted through public records and eventually sold a Beverly Hills property for $24 million.
Their approach is not without its challenges, but it's clear that Littlefield and Howe are committed to making their business work in the ever-changing landscape of LA real estate. As Howe puts it, "We put together the pieces of the puzzle and make something happen for both ends of the deal."
