“It’s all about us and our team leveling up—both personally and professionally—for ourselves and our families, in all aspects of our lives.” 

That’s the message behind the name of one of Atlanta’s premier luxury property teams. Led by experienced Big Peach natives Alexandra French and Chuck MacPhee, the Level Up Real Estate Team operates as part of Berkshire Hathaway HomeServices Georgia Properties—and its members have collectively sold more than 1,200 homes in the last 20+ years.

While the Level Up Real Estate Team is relatively new to the scene—being established in 2022—its two founders have both been deeply involved in Georgia’s property market since 2011, albeit following very different avenues to obtaining their real estate licenses. After finishing college, Alexandra moved to Israel, and stumbled across a job with a close connection to home. “I saw a sign on the building I was living in,” she recalled. “It said ‘Looking for someone part-time from Atlanta, Georgia, U.S.A.’—I remember thinking ‘how random is that?’” 

Intrigued by the coincidence, she called the number and discovered that an investor was looking to invest in properties in Atlanta. For six months, she acted as the liaison between the investor and his realtor, despite facing language barriers. When she moved back to America, Alexandra took over the investor's property management. 

Realizing the inefficiency of being a middleman, she decided to get her real estate license. By 2011, Alexandra was fully immersed in working with investors, a niche that became her specialty during an economic downturn when few were buying or selling homes. Over the next 12 years, she honed her skills and steadily increased her market presence.

Chuck, on the other hand, grew up immersed in the world of real estate, with his mother a realtor and his father a builder. 

“I did what I was supposed to do, went to college, earned two degrees—one in management information systems and one in finance,” Chuck said. “Following my parents' advice, I pursued a corporate job and entered the field of consulting right after graduation, which turned out to be a great experience.”

However, real estate eventually drew him back, leading him to obtain his license and start assisting his mother with investor-focused properties.

“I didn't have a ton of interest in real estate coming out of school just because I saw how stressful it was for my mom at the time,” he recalled. “So I was just like, that's the last thing I want to do, and lo and behold, as I progressed up the corporate ladder, real estate kind of kept coming back to me and became something that I was extremely interested in.”

The year 2011 marked a significant turning point for both Alexandra and Chuck. The challenging economic climate of the time led them to focus on the niche market of investors, a decision that laid the foundation for their future success. 

Chuck transitioned from corporate life to join his mother full-time in real estate, while Alexandra continued to deepen her expertise in the investor market. Despite their individual successes, Alexandra and Chuck recognized the limitations of working alone. 

Alexandra recalls, “Chuck had a small team. I was always an individual agent, but we were always kind of like collaborating, working together. It felt very natural.”

They shared a similar vision for a collaborative and supportive work environment, a stark contrast to the often-isolating nature of the real estate industry. 

“There were four or five of us at the time, but looking towards the future, I decided that in order to grow the team, it would probably be very beneficial to have another leader—another figurehead—at the top to really kind of control the trajectory of the team. We both had a very similar work ethic, very similar goals, very similar mission and it just kind of naturally made sense.” Chuck stated.

After two years of careful consideration, they decided to merge their talents and form the Level Up Real Estate Team.

Building a Successful, Luxury Real Estate Team

Level Up is built upon a foundation of shared values, a strong work ethic, and a commitment to personal and professional growth for each team member. Understanding that not everyone excels in all aspects of the business, Chuck and Alexandra strategically delegate tasks based on individual strengths. When working within a real estate team, collaboration and idea-sharing become the norm, fostering an environment where individuals consistently consider the collective, not just themselves. Despite the initial allure of real estate as a social and collaborative field, Chuck revealed that the reality often leads to a more isolated landscape. 

“I think a lot of people get into real estate thinking it's a very social environment, that they will network and all will be fine,” Chuck said. “A lot of people don’t realize that it’s a very lonely industry.”

Professionals in real estate spend significant time alone, shuttling between appointments and showings. Additionally, they need comprehensive expertise across various domains, from social media and marketing to contracts and transactions. As an individual agent, the burden of managing these multifaceted responsibilities can become overwhelming, potentially hindering productivity and success. 

Chuck continued, “In between appointments and showings, it reaches a point where you have to be the subject matter expert in everything. You have to be a social media expert, a contract expert, a marketing expert…. When I was an individual agent, I completed 118 transactions, and I was just ready to pull my hair out at the end of the day.”

The Power of Collaboration

In contrast, the Level Up Real Estate Team recognizes that teamwork offers a collective approach, enabling individuals to achieve more collectively than they could alone. Looking ahead, the future of real estate may increasingly favor team-based models, where robust support systems and collaborative environments thrive, ensuring sustainable success in an ever-evolving industry.

Chuck and Alexandra believe compartmentalization is the key to a team functional at full capacity. They will specifically assign roles to team members based on their strengths. Transaction coordinators handle the legalities and paperwork, ensuring no detail is overlooked, while social media experts manage the team's online presence and marketing efforts. This approach allows each member to focus on their areas of expertise, resulting in a more efficient and effective service for their clients. On the personal side, Chuck and Alexandra know how important the work culture is.

Alexandra stated, “When collaborating within a team, it's essential to ensure harmony and avoid any potential friction or negative energy that could undermine collective efforts. While diversity of thought and skill sets is valued, it's crucial to maintain cohesion and compatibility among team members. The presence of even one individual whose personality or approach doesn't align can swiftly disrupt the dynamic and unravel the team's progress. To mitigate such risks, conducting behavioral profile tests, such as the DISC profile, has become a standard practice. These assessments help identify personality traits and ensure that new team members integrate smoothly and complement the existing team dynamic.”

Atlanta’s Diverse Real Estate Landscape

In discussing the real estate landscape in metro Atlanta, Alexandra highlights the city's affordability.

“Regardless of significant increases in property values over recent years, historically, Atlanta has consistently outperformed the national real estate market, offering accessibility and appeal to both individuals and businesses,” she explained. “It’s like a big melting pot.”

With a robust Fortune 500 presence and a growing tech sector, Atlanta attracts a diverse demographic, contributing to its cultural tapestry. Chuck noted how distinct Atlanta’s submarkets are, each with its unique vibe, housing options, and price points. 

Despite the range of properties available, inventory shortages remain a challenge, a trend echoed across the nation. However, Atlanta's construction boom, featuring both large-scale production builders and smaller, independent developers, offers promise for addressing this issue in the future. 

“From trendy urban lofts to expansive estates with equestrian facilities, the city caters to a wide range of lifestyles and budgets. The influx of major corporations, coupled with a burgeoning entertainment industry, ensures a constant influx of new residents and a dynamic market.” said Chuck. 

Luxury Living in Atlanta, Georgia

The luxury market in Atlanta offers a variety of properties, from stunning waterfront homes to modern condos with state-of-the-art amenities. 

Chuck noted, “I think you're starting to see wellness and fitness be incorporated into a lot of homes, whether it's ice plunges and saunas, outdoor space for sure. Plus, outdoor entertainment spaces are being ramped up drastically as far as what's being put in people's backyards—tennis courts and pools and fire pits and pickleball and water slides.”

Finding Strength Within Berkshire Hathaway HomeServices

Alexandra and Chuck emphasize the positive and supportive culture within Berkshire Hathaway HomeServices Georgia Properties. They appreciate the company's dedication to professionalism and its emphasis on an "attitude of abundance" where collaboration and shared success are encouraged. Furthermore, the extensive network and resources provided by the global Berkshire Hathaway HomeServices brand have been instrumental in their growth and success.

As the Atlanta market continues to evolve, Alexandra and Chuck remain at the forefront, adapting to changing trends and embracing new technologies. They are particularly excited about the growing emphasis on sustainability and smart home features, anticipating these to become increasingly important factors for buyers in the future. 

With their passion, expertise, and collaborative spirit, Alexandra, Chuck, and the Level Up Real Estate Team are poised for continued success in the dynamic Atlanta market. Their dedication to personal and professional development, coupled with their unwavering commitment to client satisfaction, ensures a bright future for this exceptional team, as they continue to help individuals and families find their dream homes and "level up" their lives in Atlanta.

For more information on  The Level Up Team of Berkshire Hathaway HomeServices Georgia Properties, click here.