In this week’s Rentometer Agent Spotlight, we’re featuring a Los Angeles-based multifamily advisor who helps investors navigate one of the most competitive and nuanced rental markets in the country.

Meet John Swartz of True NorthCRE—an experienced real estate advisor known for guiding investors through complex decisions with a data-driven, long-term approach

Professional Overview

📍 Markets Served: The greater Los Angeles metro including Palms, Mar Vista, Venice, Santa Monica, West Hollywood, Hollywood, Inglewood, Koreatown, North Hollywood, Reseda, Sherman Oaks, Valley Village, Burbank, and Pasadena.

Licensed Real Estate Agent: 17 years

Annual Sales Volume: $40M

Known for combining multifamily expertise with a principal’s perspective, John advises investors on complex, high-stakes decisions with a focus on long-term value, underwriting discipline, and market nuance.

We asked John to share more about his journey, client philosophy, and approach to serving today’s market.

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A Conversation with John

What inspired you to become a real estate agent, and what continues to motivate you today?

“What initially drew me to real estate was the combination of entrepreneurship, strategy, and the ability to create real, tangible value.

I was attracted to the idea of building something on my own—where my results were directly tied to my effort, decision-making, and relationships.

Multifamily in Los Angeles, in particular, stood out because it sits at the intersection of finance, development, and community impact.

Every deal isn’t just a transaction—it’s a long-term investment that affects how people live and how neighborhoods evolve.

Over time, what has kept me in the business—and continues to motivate me—is the opportunity to operate at a high level as a trusted advisor. I work closely with owners making significant financial decisions, often tied to generational wealth, 1031 exchanges, or major life transitions.

Being able to guide those decisions with a principal’s perspective, backed by deep market knowledge and data, is something I take seriously and find incredibly rewarding.

Today, my motivation has evolved beyond just closing deals. It’s about building a brand and a team—True North CRE—that represents a higher standard of professionalism, collaboration, and long-term thinking in this industry.

I’m driven by the pursuit of growth, both personally and professionally, and by creating a business that not only performs at a high level but is also sustainable, impactful, and aligned with the life I want to build outside of work.”

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When is the best time/age to invest in real estate?

“There’s no perfect age to invest in real estate—the best time is when you’re financially prepared and have a clear strategy.

I’ve seen people successfully invest in their 20s by house-hacking or buying small multifamily properties, and others build significant wealth starting later with more capital and experience.

What matters most isn’t age—it’s understanding your goals, risk tolerance, and the fundamentals of the deal.

That said, time is one of the most powerful advantages in real estate. The earlier you start, the more you benefit from compounding appreciation, rent growth, and loan amortization. Even a modest first investment can create momentum that leads to larger opportunities over time.

Ultimately, the “right time” is when you’re ready to take a disciplined, long-term approach. Real estate rewards consistency, patience, and smart decision-making far more than timing the market perfectly.”

The emphasis here is less about timing and more about preparation, discipline, and clarity of strategy.

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How important are investor clients to your business?

“Investor clients are the foundation of my business. Unlike one-time transactions, investor relationships are built around long-term strategy—acquisitions, dispositions, 1031 exchanges, and portfolio growth over time.

That creates a more consistent, repeatable business and allows me to operate as an advisor rather than just a transactional broker.

Working with investors also elevates the level of the conversation. These clients are focused on metrics, market cycles, and value creation, which aligns with how I approach multifamily real estate. It pushes me to stay sharp on underwriting, local trends, and investment strategy so I can provide real insight—not just listings.

Most importantly, strong investor relationships compound over time. One successful deal often leads to multiple transactions, referrals, and deeper partnerships.

That long-term alignment is what drives both my business and the value I’m able to deliver to my clients.”

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What makes your local market unique compared to other parts of the country?

“The Los Angeles multifamily market is unique because of its combination of high demand, limited supply, and complex regulatory environment.

Unlike many other parts of the country where development is more straightforward, Los Angeles has significant barriers to entry—zoning restrictions, rent control, and lengthy entitlement processes—which naturally constrain new supply and help support long-term asset values.

Another key differentiator is the diversity of submarkets within a relatively small geographic area. Neighborhoods like Santa Monica, Venice, West Adams, and Koreatown each operate almost like their own micro-markets, with distinct tenant bases, pricing dynamics, and investment strategies.

That makes hyper-local knowledge critical—what works in one neighborhood may not translate just a few miles away.

Finally, Los Angeles attracts a global investor base. Capital comes from local owners, institutional groups, and international buyers, all competing for well-located assets.

That level of demand, combined with strong rent growth fundamentals over time, makes it one of the most competitive—but also most resilient—multifamily markets in the country.”

The takeaway is clear: real estate performance today is driven far more by hyper-local dynamics than broad market trends. What works in one neighborhood may not translate just a few miles away—making precise, street-level insight essential for investors.

This aligns with findings from Rentometer’s 2025 Single-Family Rental Report. While Los Angeles rents have largely stabilized since 2022, nearby submarkets like Pasadena and Long Beach continue to see meaningful growth—reinforcing just how localized rental trends have become.

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How does Rentometer support your pricing and market analysis process?

“Rentometer is a valuable tool in my pricing and market analysis process because it provides a quick, data-backed snapshot of rental comps at a very granular level.

When I’m underwriting a deal or preparing a Broker Opinion of Value, it helps validate whether in-place rents are at, above, or below market—especially for specific unit types and bedroom counts within a tight geographic radius.

I don’t rely on it in isolation, but rather as part of a broader analysis that includes my own comp database, recent lease-up activity, and on-the-ground market knowledge.

Rentometer is particularly useful for identifying trends and supporting rent assumptions in pro forma underwriting, which is critical when advising clients on value-add opportunities or repositioning strategies.

Ultimately, it enhances the speed and credibility of my analysis. It allows me to back up recommendations with real-time data while still applying the local expertise and judgment that come from actively working in the Los Angeles multifamily market.”

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What’s the best piece of advice you’ve received about investing in real estate?

“The best advice I’ve received is to focus on buying the right asset in the right location—and hold it long term.

Real estate isn’t about timing the market perfectly; it’s about time in the market.

If the fundamentals are strong—location, demand, and the ability to create or grow income—the investment tends to perform over time.

Another key lesson is that you make your money on the buy. Having discipline on price, understanding the true in-place numbers, and not overestimating future upside are critical. It’s easy to get caught up in pro formas, but the best investors are conservative going in and opportunistic on the upside.

Lastly, think like an owner, not a trader. The most successful investors I’ve worked with approach every deal with a long-term mindset—focusing on durability, cash flow, and scalability rather than short-term wins.

That perspective not only builds wealth, but also helps you stay grounded through market cycles.”

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Connect with John

If you’re buying, selling, or investing in the Los Angeles-area markets and want to connect:

📧 Email: john.swartz@compass.com

📲 Phone: 310-922-9668

Follow John on social media or check out his site:

• Instagram
• LinkedIn
• Link

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