HOA Pros Podcast — CGSS (Customized Guard Services & Systems) Full Transcript

Opening

[0:01] Hosts:
Real Life Homeowner Association Professionals, the HOA Pros Podcast. Thank you.

Host 1:
Hey, yo, we’re back. We’re back.

Host 2:
It’s a rainy week out there.

Host 1:
I know. It’s too rainy. Rainy freaking cats and dogs.

Host 2:
It was. I got a couple calls over the holiday, but we’ll all survive. We were walking this property and there’s just like millions… major roof tiles missing.

Host 1:
Oh. Yeah, that’s going to be a problem.

Host 2:
Yeah. This week, ouch.

Host 1:
Well, and what I’ve found with the rains have been extra strong this last couple of storms we’ve had. And it’s not just the roofs, it’s the siding, it’s the windows, it’s the seal around the windows.

Host 2:
Keeping me in business.

Host 1:
It’s the decks.

Host 2:
I mean, it’s keeping me in business, too. Thank goodness for good vendors out there because, man, it’s been rough.

Sponsors

Host 1:
Speaking of, we’re proudly sponsored by 24 HRC. Hey, they do all that stuff.

Host 2:
They do.

Host 1:
Global Disposal, Pacific Backflow, Property Cleaning Experts, Splash Plumbing, HOA Mailers, The March Group, Fenton Grant Law Firm, Reserve Studies, Inc., Purpose Roofing.

Host 2:
Hey, they do that stuff, too.

Host 1:
They do.

Host 2:
Southern Cross Property Consultants, Alan Smith Pools, and Vote HOA Now. Thank you, sponsors. Shout out to y’all. We love you. There’s links below for all of those wonderful companies.

Rain & Property Talk

Host 1:
But yeah, the rain is just nuts. And it’s so funny. Our whole backyard gets like… it was like two inches of water.

Host 2:
Yeah, because the infrastructure can’t handle it all. So look at your drains, because we had that issue at Westchester Bay where we had to renovate redo a lot of the drains, put in some sump pumps. Because we’re just not equipped to get six inches at one time.

Host 1:
Yeah. It’s too much. It was like it was crazy how hard it was raining yesterday.

Host 2:
Well, one of my board members, he said, you know, they sleep with their slider open. And last night, they’re right on the water. He was like awoken at like 3.5. Like 3 in the morning. And he was panicking. He was like 50 mile an hour winds. Rain. Like going sideways.

Host 1:
Yeah.

Host 2:
Mason is such a dorky dog. He came running in our room.

Host 1:
Yeah. The lightning.

Host 2:
Well it’s a lot of sounds. Yeah. Freaking out.

Gifts & Guest Introduction

Host 1:
So I’ve got to give a shout out to our guests before they introduce themselves. They brought us pretty much the most epic gifts I’ve ever seen. I’m sorry. They absolutely won.

Host 2:
They did.

Host 1:
I got a huge bottle of rosé that is etched with our logo. Like, are we joking? Figurines. Pillow figurines with our faces on them. How did you guys know me so well? You brought me a pink cup, champagne glasses, and an etched bottle of rosé. I was like…

Host 2:
They know me.

Host 1:
Nailed it.

Host 2:
And the little stuffed animals with our faces on them are cute.

Host 1:
Well, you got to post pictures right away. You guys are the best. Well, please introduce yourselves. Thank you.

Luz:
Hi, good afternoon. My name is Luz, and I’m the Chief Operating Officer of Customized Guard Services and Systems.

Host:
Awesome.

Guillermo:
And I’m Guillermo, Guillermo Amador, President and CEO of Courier—

[3:03] Host:
—of course, customized guard services. And we’re so happy for, you know, thank you both of you guys for having us.

Host:
Yeah, of course. Thanks for coming in.

Guillermo:
It’s been in our bucket list for over a year. Finally, I ran into Mike and I’m like, Mike, get us in there.

Host:
That’s awesome. We love your show.

Guillermo:
Oh, thanks. And kudos for a great job that you guys are doing.

Host:
Thank you so much.

Host 2:
You’re great people too. That helps a lot.

Luz:
Thank you. We are very blessed. For sure that we get to do this every week. We try to keep it real, have fun.

Host:
Have you guys ever done a podcast?

Luz:
No, this is a first for both of us.

Guillermo:
Yeah, this is a first for both.

Host:
All right. I don’t think we’ve ever had a guard company on. We’ve never, have we?

Host 2:
I don’t think we have, actually.

Host:
No. Is it bad that I ran through all your episodes to see if you had a company? Did you see?

Host 2:
No, I didn’t.

Host:
Yeah, I don’t think we have.

How They Got Here (Backgrounds)

Host:
So we always like to start off with how you got into the HOA world. So, Luz, why don’t you tell us your story? How did you get here?

Luz:
Goodness. I am born and raised in San Francisco. Oh, cool. And I moved to Los Angeles in 1996. Okay. Where I got my first job here in Los Angeles as a receptionist. Nice. For a security guard company slash facilities company. Okay. There you go. In the South Bay.

And… I’ll tell the story because there was this couple that ran a property management division and they stood at the copy machine for about an hour and shot the breeze every day. And then they would go grab their stuff and go to lunch for another hour. Meanwhile, I’m at the desk thinking, who has five minutes because I have to go to the ladies room. Right.

And I thought, what should I do to get myself at the coffee machine? You’re like, what am I doing wrong?

And look, I was the best receptionist they had. And quickly they said, hey, would you be interested in learning how to do some invoicing? And I said, sure. Okay. And they brought me in there.

I was there for about a year. And then they said, would you be interested in learning how to do this? And of course, yes.

Two, three years later, I was overseeing an accounting department of about 20 people. Wow.

And then I got a little bit bored and interested in the operational part of the business. So they allowed me to move into the operation.

And fast forward 25 years, I was overseeing the company. Oh, my gosh. Had my own receptionist. Oh, that’s so cool. And I got to shoot the breeze at the copy machine and go to lunch for as long as I wanted.

And in the year of 2020, our company was owned by this older gentleman… and it was a little bit stagnant and felt a little sad.

And they had heard of Guillermo through the industry. And that’s how he came to the company. And that’s where I think I’ll end. I’ll pass it over to Guillermo.

Host:
I love that story.

Guillermo:
Yeah, no, it’s… I’ll get to it in a minute and just kind of share how blessed I am… in the year 2020 coming across meeting Luz.

But my journey after a four-year military stint in the U.S. Army—

Host:
Thank you for your service.

Guillermo:
After 94, for whatever reason, I thought that I have saved enough money to put me through college. But three months later, I found out I didn’t have that much money.

So I needed a job and something that kind of support my school. And I started working as a security officer. I got a position as a lobby ambassador in a 52-story building in downtown LA and just kind of moved up the ranks there too.

And I… you know my aspirations was to be a police officer and one of my managers basically said when you graduate school before you sign in the dotted line let me know… And then ultimately at that time, and I think 1999, you know, he basically said:

Do you want to make $60,000 wearing a suit and tie? Or do you want to wear, make $60,000 wearing a gun?

And I’m like, you know, I kind of like the suit and tie, you know? So I bypassed the whole police and then started moving up the ranks.

Worked for a large corporate company for close to 18 years and then moved in the private side… for about seven years and became, you know, very successful.

And… never in my wildest dream that I ever imagined being an owner or a partner. And all of a sudden… I started getting calls… Hey, if you’re doing it, why don’t you have a skin in the game and be an owner, be a partner.

So I, in 2020, I took a partnership position. And that’s kind of where I met Luz with this company.

[7:33] Guillermo:
As soon as I kind of saw that she was really the one running the company, I said, oh, man, I’m going to grab onto her as much as I can.

And then this is kind of where we turn a negative into a positive. The founder who hired me… a year and a half afterwards passed away… had unfortunately a heart attack.

And then Luz and I kind of like, well, why don’t you start your own company? You know, we already have business.

And ultimately in March 2023, that became a reality, our licenses. And then we came up with the name Customized Guard Services. And here we are.

Next month will be three-year anniversary.

Host:
Happy anniversary.

Guillermo:
And we’re going to Disneyland.

Host:
Oh, that’s cute.

Guillermo:
Every year we celebrate our anniversary with our team. We close the office and we all spend a day in Disneyland.

Host:
Oh, that’s fun.

Guillermo:
Yeah, so it’s been surreal. I mean, we didn’t even get the feeling like we started a company from the ground up because all the business that I started in 2020 just kind of transferred over.

And my market has been the greater Los Angeles area. And I’ve had great partnerships, a tremendous loyalty that… customers were like, I don’t care who you work for. As long as you’re there, I’m going with you.

And I never imagined that kind of taking off. And it just kind of paved the way. And it’s been such an amazing journey.

Merch & Sponsor Inserts (As Heard)

Podcast Insert:
Hey guys, we want to tell you about some exciting merch… Mommy the Manager… Managers Against Humanity…

Sponsor Insert:
Since 2006, 24HRC has been the go-to for HOA reconstruction and restoration… (full sponsor copy)

HOA “Crazy Stories” & What Security Sees

Host:
We always love to tell real life, like crazy HOA stories. So what kind of crazy… I would imagine the security stuff has got to be nuts.

Host (story):
These two homeowners didn’t know we had installed cameras in the clubhouse kitchen and they decided to have their little rendezvous there… security company said don’t open it in front of people… subject was XXX…

Host:
Yeah, no, that’s definitely not uncommon, especially in communities with pools… especially at 10, 11, 12 at night.

Guillermo / Luz:
There always is.

Host:
So what’s your craziest story?

CGSS:
To be honest, we don’t have crazy, crazy ones, but we do have… two 94-year-old women in an HOA community… both renters… one lives over the other… literally every single day complaining.

One’s hitting the ceiling with the broom. The other hitting the kitchen floor with the broom. Officers know them already… They walked outside their doors with broomsticks… yelling at each other with brooms.

Host:
That would have been epic.

CGSS:
But residents bickering is always on top of the list.

Guillermo:
I started an account two years ago, and on the day we started, I was training our first officer — two neighbors into a physical altercation in the lobby and moved into the elevator, moved into the floor.

Our team has to be trained to deescalate. It’s really difficult to observe and report when you have two people pounding on each other.

The woman was beating the man… she was winning.

Documentation, Body Cams & “He Said / She Said”

Host:
Documentation… it’s nice when you have that backup… body camera footage takes the he said/she said out.

CGSS:
It protects us too. We want supporting actions that our employees did what they needed to do.

There was never a knock… no one told me… smelled like marijuana… etc.

Services Offered & Industry Shift

Guillermo:
You have to stay up with the industry and demands. The industry has shifted from your standard rugged security guard. In communities, perception of even using the word guard — they don’t like it.

So now: customer service, attendant, front desk attendant, concierge services.

Recruiting has changed. Now it’s more hospitality, customer service — we’ll teach you the security aspect.

Services range from customer service front desk, lobby ambassador, security officer, patrolling officer.

Latest high demand is fleet patrol services.

Host:
What’s that?

Guillermo:
Example: eight hours, seven days a week is a big investment. But need isn’t always there. Recommendation: field supervisor patrol 45 minutes to an hour, predetermined route, reports.

They’re there two or three times per that eight-hour span. Savings of over $50,000. Sometimes better because they show up at different times.

Cameras are advanced and affordable. Last year we launched our 24/7 command center.

If cameras have remote capabilities, we tap into our command center, monitor, eliminate overnight guard sometimes, saving $70,000 a year.

And the great thing is fleet supervisors can respond if we see something suspicious.

Why Customization Matters

Host:
Every community is different. Budget, demands, what the board wants is different.

CGSS:
Documentation comes with us automatically. If items help overall security program, we absorb cost because it shows services better and makes the manager’s job easier.

We want to know challenges before start. Two neighboring communities: one has transience, other has parking. Customize to needs.

We’re the experts — let us recommend what works and blend with needs.

Sponsor Insert (Pacific Backflow)

(Sponsor copy appears here as provided.)

Site Assessments & “Solutions, Not Guard Hours”

Guillermo:
One of our biggest offerings with really no strings attached: free site assessment. Five to eight page document. Recommendations: cameras and more. No strings.

It’s not about selling you guard hours. It’s selling you solutions. Sometimes less manpower but better solution.

Technology: Audio Deterrence & Command Center

Host:
Technology is exciting… Ring cams… what are you excited about?

Guillermo:
Commercial cameras with voice recording. Command center operator can speak into speaker.

He sees an intruder or homeless, he speaks. Startles people. They think speaker is inside building.

When you have someone saying: “Hey you in the green hat and orange shoes… police on the way,” it makes a big difference.

Host:
Community played Baby Shark on repeat to drive transients away…

Hosts:
(reacting)

Why Boards & Managers Should Learn Camera Tech (Savings)

Guillermo:
I would love if I had a wish for general managers/community managers to become more familiar with camera technology because it could be such a large savings.

Guard is not cheap. Minimum wage, taxes. Ways to save tremendous money.

Communities spend $30,000 on cameras; eliminating a couple positions pays off. First year savings ~60%, then year after year 100% savings.

Our site assessment introduces board members and communities to think outside the box.

Hospitality vs “Super Cop” Security Guards

CGSS:
We’ve become more lobby ambassadors and front desk people than security in beautiful communities.

Not “bring me a seven-foot tall guard.” More: “bring somebody less intimidating.”

Host:
I’ve had intimidating guards who follow residents around and it becomes a problem.

Sponsor Insert (Property Cleaning Experts)

(Sponsor copy appears here as provided.)

Philosophy: Report, Don’t Intimidate

CGSS:
Their job is to remind residents of rules and regulations, not enforce them.

We can build reports with pictures; parents notified; report to manager/building — not intimidate someone in their own home.

Our guards understand: they’re home; you’re at work.

Hiring, Vetting, Matching & Retention

Guillermo:
Big differentiator is vetting process. Five-tier hiring process. Everyone recruits from same pool, but we’re stringent.

We interview 50 to 60 employees per week. Winning week hiring five to seven.

Because we dig deeper: overnight or morning? Customer service oriented? Can you say good morning?

Some people don’t want to deal with anybody — perfect for graveyard/retail.

We want right fit for shift and property.

Luz:
We do a 30-day transition plan. Everyone learns account as if they’ll work it. Recruiting, scheduling, aesthetics, uniforms fit — whole matchmaking.

Luz:
Phone call, application review — two years, 20 jobs — then communication skills — then office interview.

If I see a suit and tie, they go to the front.

Candidate with wrinkled suit made effort. Another didn’t make effort — character difference.

Teaching Skills & Investing in People

Host:
In HOA hiring, sometimes you need immediate need… but sometimes you can invest…

CGSS:
We’ll teach security aspect. Customer service presentation has to be there. Many accounts suit and tie. We provide equipment at no cost.

It all comes down to vetting and investing time. If you cut corners, you’ll pay somewhere.

We have 90% employee retention — unheard of.

We invest time to ensure right for property: orientation, training, development, supervision.

Even 50/50 guards — give us 90 days; policies and procedures can make them successful.

Sponsor Insert (Splash Plumbing)

(Sponsor copy appears here as provided.)

Growing Too Fast vs Building Infrastructure

Host:
Security companies grow fast, don’t build infrastructure, implode.

Guillermo:
Everyone has an agenda. We love what we do. Focused on right security company for customers, not bottom dollar.

If I can give back and make investment, in long run it pays off.

Managerial involvement in everything.

Service Areas

Host:
Service areas?

CGSS:
Greater Los Angeles, Orange County, San Diego. A little Inland Empire.

Big push now: Orange County and San Diego. Expand outward, not pockets everywhere.

LA Challenges: Transients, Break-Ins & Police Response

Host:
Unique LA situations?

Guillermo:
Transient/homeless… organized groups breaking into buildings/parking lots.

LAPD hands are tied; red tape. Response time different in OC/SD where officers care more.

Liaison officer said transient call isn’t high priority; recommend guard go face-to-face escort out — puts guard in danger, shifts liability.

Body cams common in LA properties; not in OC.

Building Partnerships, 311 & Resident Education

Luz:
We shifted gears. Developed relationships with city liaisons.

City of Los Angeles has platform called 3-1-1, app/online. Report anything, remove encampments.

Educating communities is big. Either janitor or security blamed first for anything.

Resident returns from vacation, car broken into: tells guard call 911 — 911’s not coming. Call insurance, file claim.

We partner with police liaisons, building management. We host town hall meetings rooftop pool, bring food, invite police.

If they hear it from police, it helps. Educating the masses alleviates burden from building manager.

Sponsor Insert (HOA Mailers)

(Sponsor copy appears here as provided.)

Police Example: Beverly Hills Story

Host:
Manager had homeowner with hatchet; police wouldn’t come… asked “has he used it yet?”

Luz:
Sometimes you have to take badge number and name. Sometimes they don’t respond. You have to say “I think I see a weapon.”

Story: starting account in Beverly Hills. Heard faint “help.” Older man on porch on ground. He said don’t call 911. We called 911.

Manager ran for master key — within 30 seconds, like 20 Beverly Hills responders: fire truck, ladder truck, police cars. For one man that fell. Different by region.

Behind-the-Scenes Work with PD Liaisons

Guillermo:
There’s a lot of work a security company can do behind the scenes.

Go to local PD office; meet liaison officers for city sections. Brief them. When call comes in, they’re aware.

When we take over buildings in West Hollywood, Beverly Hills — we make appointment with liaison: new security company, previous problems, response time.

Security at Board Meetings

Host:
If manager expects a crazy board member at meeting—can security attend?

CGSS:
Absolutely. We highly recommend it. Deterrent of uniform is effective.

We like to get invited to board meetings to discuss incident reports.

Management team available. We want feedback, even not good feedback. Opportunity to correct.

People don’t say anything because they don’t want to bother us. Call us. Partnership. Not personal.

Sponsor Insert (The March Group)

(Sponsor copy appears here as provided.)

HOA Gratitude Segment

Host:
HOA Gratitude — recognize someone and send a care package.

Luz:
Thankful for partnerships… frontline employees… One person: Marla Fernandez, Action Property Management, downtown LA, community called the 1050. Best heart, gracious, kind. Even difficult conversation last week — great human.

Hosts:
We represent 1050 also. Marla’s amazing.

Guillermo:
I had doubt in 2020 when becoming partner. Leaving after 19 years, then leaving next venture after seven years… big decisions.

One person who welcomed me: Rich Crane (now with PMP). Tie between him and Sheridan Thompson (regional manager for Action). Sheridan started as graveyard concierge and now regional.

Those two welcomed me, gave me a shot no matter what patch on sleeve.

Closing

Hosts:
We’ll send them a care package.

CGSS:
Thank you. Appreciate that.

Hosts:
Thank you guys for joining us.

CGSS:
Thank you so much. Thank you for having us.

Hosts:
We’ll put links to your website and everything in the podcast so people can check you out.

CGSS:
Absolutely. Customized Guard Services, right? Yes, sir.

Hosts:
Thank you guys again. We’ll see you soon.

CGSS:
Thank you. Appreciate it. Thank you.

Hosts:
Real Life Homeowner Association Professionals, the HOA Pros Podcast. Thank you.