Based in Aptos, California, Frank DeBernardo is the owner of PORTFOLIO Real Estate in Capitola, a position he has held since taking ownership of the company in 2019. As acting broker and owner of the real estate sales firm, he oversees a complete team of marketing professionals, assistants, and an escrow team. Frank DeBernardo and his team have extensive experience representing both buyers and sellers in residential real estate transactions, including transactions involving multiple landmark properties throughout Santa Cruz. In the past, he has held roles such as owner and broker at The Brokerage, a boutique real estate company, and broker at a Soquel-based family office. He has also worked as a manager in the construction industry.
Frank DeBernardo was a member of the Golden Key International Honor Society and the Pi Kappa Alpha fraternity during his time as an undergraduate at the University of California, Santa Barbara. He helped the fraternity as vice president of external affairs. He graduated from the UC Santa Barbara College of Honors with a degree in business economics and a minor in global peace and security.
What is your typical day, and how do you make it productive?
My day starts early. I’m up around 5:30 AM, usually getting in some reading or exercise before the family wakes up. I find that those quiet early hours set the tone for a productive day. I typically spend my mornings prospecting, following up with clients, and managing escrows. Afternoons are often spent at property showings or meeting with clients. I block out time for focused work and make sure to prioritize what matters most each day—whether that’s a negotiation or simply making a phone call to check in with a client.
How do you bring ideas to life?
I act on them quickly. When I get an idea, I write it down and start working on small steps immediately. For example, if I have a creative marketing concept for a listing, I’ll call my team, brainstorm the details, and get the ball rolling. Momentum is key.
What’s one trend that excites you?
The rise of virtual and augmented reality in real estate excites me. It’s transforming the way we showcase properties, particularly for luxury homes and out-of-area buyers. It allows us to create immersive experiences that weren’t possible even a few years ago.
What is one habit that helps you be productive?
Time-blocking. I live by my calendar. If it’s not scheduled, it doesn’t exist. Time-blocking helps me stay disciplined and ensure I’m consistently making progress on my goals.
What advice would you give your younger self?
Be patient and trust the process. Early on, I was always in a rush to close the next deal, but I’ve learned that long-term success comes from cultivating relationships and playing the long game.
Tell us something you believe almost nobody agrees with you on?
I believe that rejection is a gift. Most people avoid it at all costs, but I think rejection provides clarity, teaches resilience, and helps you get better.
What is the one thing you repeatedly do and recommend everyone else do?
I make at least five personal calls every day to check in with past clients, current clients, or potential leads. Real estate is a relationship business, and staying connected is everything.
When you feel overwhelmed or unfocused, what do you do?
I step outside. Whether it’s a walk around the block or a round of golf on the weekend, being outdoors resets my mind. It helps me regain perspective and focus.
What is one strategy that has helped you grow your business or advance in your career?
Focusing on providing value before asking for business. I offer insights, advice, and support without expecting anything in return. Over time, that builds trust and leads to long-term clients and referrals.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
Early in my career, I took on a listing I knew wasn’t a good fit. The seller and I weren’t aligned, and it ended poorly. I learned that not every deal is worth doing. It’s better to walk away than compromise your standards or gut feeling.
What is one business idea you’re willing to give away to our readers?
Create a concierge service for luxury homebuyers. Partner with local businesses to offer everything from interior design consultations to exclusive golf club memberships. It’s a powerful way to add value and differentiate yourself.
What is one piece of software that helps you be productive? How do you use it?
I rely heavily on my CRM. It keeps me organized, reminds me of follow-ups, and helps me track every interaction. It’s the backbone of my client relationship management.
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
One of my favorite books is The Compound Effect by Darren Hardy. It reinforced the importance of small, consistent actions that lead to massive results over time. In terms of podcasts, I’m a fan of The Brian Buffini Show for its wide-ranging real estate and insights on productivity and life.
What’s a movie or series you recently enjoyed and why?
I really enjoyed Ted Lasso. It’s a reminder of the power of optimism, leadership, and kindness—qualities that I think are often overlooked in business.
Key learnings
- Consistency is critical. Small, daily actions—like phone calls and follow-ups—compound over time to create massive success.
- Relationships are the foundation of a lasting real estate career. Providing value and building trust come before transactions.
- Rejection and setbacks are valuable lessons. Embrace them as opportunities to grow, refine your approach, and build resilience.
- Time management through time-blocking leads to productivity and balance. Scheduling everything ensures focus and execution.
- Personal touches, like handwritten notes, leave lasting impressions in a digital world. Authenticity builds lasting client connections.