Alright – so today we’ve got the honor of introducing you to Denise Mendoza. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Denise thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
Everything I touch or do with my business has a sense of creative artistry in the development stages. Everything around me from stories told, nature and experiences inspire me. I knew I was ready to be my own business after learning what I liked and didn’t like from other brokers and brokerages. The first step I took was the fun part, branding. I wanted to feel the representation of my business to encompass the entire business venture I was about to embark on.
When it came to the vision of my logo – I woke up to a dream that ROOF would be inside of a pineapple. One story that stuck out when I woke up was how my Lola (grandmother), and even my dad sold pineapples. I’d like to think it was my Lola, who has since passed on, that sent the hint during my dream. My graphic designer, Ivera (Ivey) Pennant brought the logo to life. It took more than 3 months sketching, sending it back and forth to one another til we had the official logo that we felt was “the one”. I take great pride in the logo created because it has set the tone for who we are and represent as.
When it comes to all the business plans we have going for my brokerage, it goes back and forth from inception to modification or to beta mode. I actually do this all with the trust of my family and very close girlfriends who know my creativity, and, how it has launched me to all the endeavors that I have accomplished. So to say the least, if it isn’t for my support system, I wouldn’t be where I am, today,
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I was actually a professional singer/songwriter in the music industry since I was 14 years old. Real estate has always kept me afloat – from owning property to becoming a broker. When I was 29 I made a promise to myself that when I’d finally turn 30 years old I would be just happy working as a full-time agent in the real estate industry only, and have music be a passion I could just enjoy rather than to continue pursuing it as a profession. I have always been a leader in any role I’ve taken from sales to directing videos for the company or holding gatherings for our company and clients, I’ve always wanted to inspire those I meet and those around me. One of the main things and if I had to ever leave anything for the world especially as an entrepreneur is, “to stay creative.” Everyone has a gift, whether it be as a painter or a person that knows how to listen, it’s all inspiration, it’s all still apart of creativity and innovation.
We respectfully perpetuate the spirit of aloha in everything we do as a company. We believe everything and everyone has an energy that we give and take in with respect and love, always. We make sure we add all the aloha into the āina (land) properties we represent and mālama (take care) every property we list and/or manage. And either you decide to sell, buy or lease and have we will take pride and confidence that the property, the transaction, the experience will be taken care of as if it was our very own property.
Can you talk to us about how your funded your business?
I have been 100% self-made. Anytime I’ve made any income with my business I have always put it back to the company to scale it, to build and to create efficiency. I can’t recall how much I started with the business – but I took each expense one at a time, I didn’t pay for everything all at once. I knew that I could figure out what was need vs a want – I still do that to do this, taking time and mulling ideas and expenses over before executing has always been my rule for the business.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
My clients and my talented crew members on this ship. They are all ohana.
Each encounter from clients to vendors and contractors have been the reason ROOF’s reputation speaks volumes. Without the landlords, homeowners, tenants and management companies this ohana wouldn’t exist, they are what makes us stand out from other brokerages. From their personalities and characters mirrorInc our own respecting the aloha spirit we share – it’s truly a symbiotic relationship. It is what fuels us to continue working the way we have been for years.
And as far as my Kaupoku crew, I’d give a billion leis each day for them, without the crew both Los Angeles and San Francisco would not stay afloat. ROOF’s reputation continues to flourish because of them.
Contact Info:
- Website: ROOFALOHA.com
- Instagram: @ROOF.LA @ROOF.SF
- Facebook: /ROOFLOSANGELES & /ROOFSANFRANCISCO
- Youtube: @ROOFALOHA
- Yelp: WE HAVE TWO OF THEM
- Other: https://www.google.com/search?sca_esv=577922779&cs=0&output=search&q=ROOF+LA+(Los+Angeles)&ludocid=17644066890432237982&lsig=AB86z5X5e_unZp7A61bCY_VKJK34&sa=X&ved=2ahUKEwjRvoOt156CAxWjKn0KHbR2AZ4Qj9IGKAB6BAgeEAE&biw=1323&bih=740&dpr=2 https://www.google.com/search?sca_esv=577922779&cs=0&biw=1323&bih=740&q=ROOF%20SF%20(San%20Francisco)&stick=H4sIAAAAAAAAAONgU1I1qDBKSU1LNTc0TDW3TDEwTkmxMqgwSbNMszBOtTC1TDU0SrEwXcQqHuTv76YQ7KagEZyYp-BWlJiXnFmcnK8JAMYLHYdDAAAA&mat=CdGBWrS-Qn9b&ved=2ahUKEwiZl6fF156CAxX5IjQIHYsTAfYQrMcEegQICRAH
Image Credits
Jonny Joaquin of MIGHTY EGGPLANT