We were lucky to catch up with Dana Carmel recently and have shared our conversation below.

Hi Dana, thanks for joining us today. Please tell us about starting your own firm and if you’d do anything different knowing what you know now.

Starting my own firm in 2022 was a big leap. Leaving Compass meant walking away from a very established platform and deciding to build something that felt more aligned with how I wanted to do business and serve clients.

What people don’t always see is that starting your own firm is not just about launching a brand. It’s about building the entire foundation behind it. I had to think through everything from operations and systems to marketing and client experience.

One of the biggest challenges was balancing both sides at once, building the business while still actively serving clients in a very competitive market. That season taught me a lot about leadership, prioritization, and the importance of having strong infrastructure behind the scenes.

If I could do anything differently, I would have built even more infrastructure earlier. My biggest advice to someone considering starting their own firm is this: don’t just focus on building a business that looks successful. Build one that actually functions well behind the scenes. That foundation matters more than people realize.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Dana Carmel, founder of Represent Realty, a boutique real estate firm serving Menlo Park, Atherton, Palo Alto, and the surrounding Silicon Valley communities.

I got into real estate because I genuinely love helping people through major life transitions and giving them clear, honest guidance in a process that can feel overwhelming. Over the years, I’ve built my business around being highly hands-on, detail-oriented, and deeply knowledgeable about the local market.

Today, I work with buyers and sellers throughout Silicon Valley, with a strong focus on Menlo Park and Atherton. This is a very nuanced market, and what sets my approach apart is how local and personalized it is. In this area, details like neighborhood dynamics, school boundaries, and timing can have a meaningful impact, so I spend a lot of time helping clients make smart decisions with confidence.

The business I’ve built is intentionally boutique, highly relationship-driven, and rooted in the communities I serve. A large part of my business comes from repeat clients, referrals, and long-standing local relationships, which means a great deal to me. I’m also proud to have built a business that stays connected to the community through my Make the Move program, which supports local schools and education.

More than anything, I want people to know that I take this work seriously and personally. My goal is always to help clients feel informed, well represented, and well taken care of from start to finish.

How’d you build such a strong reputation within your market?

What’s helped me build my reputation in this market is being consistent in how I show up for clients and in the level of care I bring to the work.

Menlo Park and Atherton are incredibly nuanced markets, and over time I think people have come to know me as someone who understands the area deeply, gives honest advice, and pays attention to the details that really matter. In this market, small decisions can have a meaningful impact, whether that’s pricing, timing, preparation, or understanding what buyers are really looking for.

I also believe reputation is shaped just as much by how you work as by the results you produce. Being responsive, thoughtful, steady, and deeply invested in the client experience matters, especially when people are making major financial and personal decisions.

How do you keep your team’s morale high?

In a business like real estate, where things move quickly and expectations are high, people do their best work when they feel supported, know what’s expected of them, and can rely on strong communication. I’ve found that a lot of stress comes from disorganization or unclear expectations, so having good systems makes a real difference.

I also think it’s important to build a team culture where people feel trusted and genuinely valued. High standards matter, but so does creating an environment where people can do great work without constantly feeling overwhelmed.

For me, the goal has always been to build a business that runs at a high level while still feeling collaborative, thoughtful, and sustainable for the people behind it.

Contact Info:

• Website: https://danacarmelgroup.com
• Instagram: https://www.instagram.com/danacarmelgroup/
• Facebook: https://www.facebook.com/DanaCarmelGroup1/
• Linkedin: https://www.linkedin.com/in/dana-carmel-824b65/
• Youtube: https://www.youtube.com/@danacarmelgroup