By: Matthew Kayser
In an industry where success is often measured by transaction volume and commission checks, Carla Giustino stands apart as an inspiration of authentic service and unwavering integrity. Since 1997, this dedicated Realtor has consistently been recognized as a leading producer, but her greatest achievement isn’t found in sales figures—it’s in the trust she’s worked to build with clients across all price ranges and the lives she’s touched along the way.
From Humble Beginnings to the American Dream
Carla’s story is one of determination and belief in the transformative power of real estate. “My family had very little, but each of us purchased homes early in life with the little money we had because we understood that through real estate and hard work, we could achieve the American dream,” she reflects. This wasn’t a journey of luxury—quite the opposite. “I went without many luxuries because I believed in real estate far more than in fancy cars or things that don’t bring lasting value.”
Her family’s journey from Italian immigrants to building a legacy through smart investments exemplifies the very American dream she now helps others pursue. “To this day, I genuinely believe in real estate as the foundation for building wealth and stability,” Carla shares, her conviction evident in every word.
The Velvet Hammer Approach
What sets Carla apart in the real estate world is her unique approach to client advocacy. She’s earned a distinctive reputation as “the velvet hammer”—a description that perfectly captures her ability to be “firm when needed, yet always with a respectful and compassionate approach.” This isn’t just a catchy nickname; it represents her philosophy of standing up for what’s right while maintaining dignity and grace.
Specializing in Life’s Most Meaningful Transitions
As a Seniors Real Estate Specialist (SRES), Carla has found her calling in helping older adults navigate what are often their most challenging property transitions. “Some of the most challenging—and most meaningful—situations are when clients have lived in their beloved homes for decades,” she explains. These homes, often unchanged for years and filled with a lifetime of treasured belongings, present unique challenges for seniors preparing for what may be their final move.
The process, Carla acknowledges, “can feel overwhelming and even traumatic” for these clients. But this is where her expertise truly shines. “My goal is always to simplify and support,” she states, outlining a comprehensive approach that helps transform what could be a stressful experience into a more manageable transition.
Innovation Through Compassion
Carla’s approach to serving her clients extends far beyond traditional real estate services. Working with her trusted team of specialists, she handles everything from organizing and moving to preparing homes for the market. But perhaps most importantly, she’s worked to eliminate the financial stress that often accompanies major home preparations.
“Best of all, clients don’t need to pay upfront—all costs are generally settled after the home successfully closes escrow,” Carla explains. This method allows clients to “focus on the transition itself, knowing they’re in caring and capable hands.”
Her commitment to presenting properties at their best is unwavering. “I partner with programs that offer everything from a simple refresh to a complete remodel to prepare a home for the market and achieve top dollar. I rarely list a property without ensuring it shows at its very best.” The beauty of her system? “My clients don’t need to pay anything upfront—there are no out-of-pocket costs. They simply pack their belongings, move on to their next chapter, and my team and I handle the rest.”
More Than Houses, It’s About People
For Carla, real estate transcends mere transactions. “Real estate isn’t just about houses; it’s about guiding individuals and families through one of the most important decisions of their lives with compassion, professionalism, and unwavering commitment,” she emphasizes. This philosophy drives her approach to every client relationship, regardless of price point or property type.
Whether working with first-time homebuyers taking their first step toward homeownership, families moving up to accommodate growing needs, or seniors downsizing for their next chapter, Carla treats every client “with the same integrity and care as I would a member of my own family.”
A Career That’s Been a Blessing
Reflecting on her journey, Carla’s gratitude is unmistakable. “My career in real estate has truly been a privilege. Helping people find a home, start families, and build their futures is the most rewarding part of what I do. Every client’s journey reminds me why I started—and why I love this business.”
Her approach has always been “rooted in honesty, transparency, and full disclosure”—principles she believes her clients deserve nothing less than. This commitment to ethical practices, combined with her extensive experience and compassionate approach, has established her as more than just a leading producer; she’s become a trusted advisor and advocate in one of life’s most significant decisions.
In a world where real estate can sometimes feel impersonal and transaction-focused, Carla Giustino reminds us that at its heart, this business is about people, dreams, and the fundamental human need for home. Her story continues to unfold, one client at a time, one dream at a time, illustrating that success in real estate isn’t just measured in sales—it’s measured in lives touched and futures built.
