Long Beach & Los Angeles Realtors | Slava Ploshkin & Joe Goodman

Born in Belarus among identical square apartment blocks, he lived in Moscow, traveled the world and landed in America at 20 with almost no English. He became fully fluent while building the creator audience he had been growing since he was 15, then spent a year studying California real estate in his second language and passed the license exam on the first try. Today he is a licensed REALTOR® (DRE #02323623), the founder of The Slava House and the person who designed and built most of what you see on this site, including the page you are reading. Online he is known as Slev Taylor; on MLS paperwork his legal name shows up as Viachaslau Ploshkin. Same guy.

Joe grew up in the San Fernando Valley, studied at the University of Hawaii and ran his own piano store before real estate, back when the LA music scene knew him by name. The connections stayed, the showmanship stayed, and for more than 25 years he has put both into California real estate, through 2008, the pandemic and every swing in between. He founded Hayden & Bach, the brokerage behind The Slava House; on legal paperwork you will find him as Joseph L. Goodman. Ask him about either business. He likes talking about both.

Over an actual book. Slava had just moved to Long Beach and was reading a real estate book at a sidewalk table with his coffee. Joe walked by and had to stop: a twenty-something, reading about real estate, on paper, in public. They started talking, kept finding common ground and decided to work as a team. It happened on a street in Long Beach, not through an agency.

A real estate company Slava built from scratch instead of renting a franchise name. Inside it: Explore, our own MLS search platform with live listings and smart alerts; an in-house film production team; the AI tools Slava develops himself; and a combined audience of 10 million. The philosophy is simple: no spam, no cold calls, no chasing. Our systems keep buyers and sellers informed, and we call only when there is something worth a call. And yes, the name was the easy part: The Slava House just sounds better than The Joe House. Joe agrees.

Because you should not have to choose between energy and experience. Slava runs the search and the marketing. Joe checks the numbers and reads every contract. Two different brains on the same deal catch what one would miss, and you pay nothing extra for the second one.

Ask his clients. Most of them are older than he is, and they wrote the reviews. Slava passed a famously tough California licensing exam on the first try, in his second language, and he is the kind of person who actually reads the regulations, then reads them again. Talk to him for five minutes and you stop thinking about his age. And if you still want some grey hair on your side, Joe reads every deal too.

Home base is Long Beach, the city Slava chose for its character: Naples, Belmont Shore, Bluff Park, the streets we walk every week. From there we cover all of Los Angeles and Orange County, including Seal Beach, Huntington Beach, Newport Beach, Laguna Beach and Irvine, and we are especially strong on the luxury coast: Malibu and the Rancho Palos Verdes peninsula. If your city is anywhere on this coast, we will meet you at the property and probably know a great lunch spot nearby.

Да. Slava runs the entire deal in Russian when you want it: showings, offers, lender talk, contracts explained line by line. Many of our clients are Russian speakers buying their first American home or relocating from abroad, and the whole process happens in the language you actually think in. Russian or English, your call.

Start with one message: the contact form, the buyer quiz or a free home valuation. We reply fast, figure out what you actually want, then build the plan: live MLS listings and private tours if you are buying, a broker-prepared pricing strategy and a proper launch if you are selling. One promise up front: no spam calls afterward, ever. Representation terms go in writing before any tours, as California requires, so you know the terms before we start.

Most agents put a home on the MLS and wait. We film it properly and put it in front of the audience Slava has built, and Explore shows it to matching buyers within the hour. You are not left on your own at any point, and Slava still answers his own phone. Clients rate us 4.9 on Google, in English and in Russian.

Toward a new kind of brokerage. The plan: Slava becomes a broker and opens a brokerage for agents who have a story, with an in-house media team to tell it properly. Not a desk-rental agency but a place where every agent gets the same cinematic treatment our listings get. Magazines, shows, films about homes: the goal is for people to talk about real estate the way they talk about cinema.

Every California agent has a public record. Search the license number on the CA DRE website and you'll see the status, the brokerage and the history. Ours: Slava Ploshkin, DRE #02323623, and broker Joe Goodman, DRE #01300057, both with Hayden & Bach. Please do check, and not only ours. It's a good habit with everyone you hire during a purchase.