CEO, SŌBY Real Estate
The rigor of a scientist.
The care of a friend.
Former athlete. Public-health scientist. The agent who has moved fifteen times — and treats every client's money like his own.
Soby has moved 15 times and lived in 10 different cities. That is the origin story. Every relocation taught him what anyone is really trading when they take a job in a new town — a commute, a weekend routine, a street that starts to feel like home. When he tells clients he treats their money like his own, it is not a slogan. It is the reflex of someone who has written that check himself, more than a dozen times.
A former college and professional soccer player, he brings an athlete's preparation to every deal — leverage points, timing, counter-plays. A public-health scientist by training, he brings a scientist's habit of asking better questions before drawing conclusions. The two habits do the same job in a transaction: cut past noise, protect the client's downside, and act decisively when the window opens.
He built the business on referrals. Every client so far has come by introduction — first through his own circle, then through the clients before them. That is the whole growth model, and it is deliberate. A referral-based practice cannot afford a bad transaction — so every one gets treated that way.
Knowledge is power. The more knowledge an agent has, the more successful they'll be.
— Soby Tadjalli · Atlanta Agent Magazine, 2025 Who's Who
Long after the keys change hands, a friend for the years after.
For out-of-state buyers relocating in, Soby frames the search the way he would host a family reunion — pace it, sequence it, do the small things without being asked. For local moves inside the metro, the frame stays the same. Buying and selling a home is the largest transaction most people ever make and one of the more emotional weeks of their year. It deserves an agent who behaves that way.
Common questions.
What does a boutique real estate agent actually do differently?
A boutique agent takes on fewer clients on purpose. In practice that means one agent — in this case Soby — answers the text, attends the second showing, negotiates the counter, and sits at the closing table. Volume is a byproduct of doing the work right, not the goal.
How does a referral-based real estate practice work?
The business grows by client introduction, not by paid lead generation. Every new client tends to be a friend of a past one, which sets a specific standard: the work has to be good enough to be worth introducing. Soby has run the practice this way for roughly eight years.
Does SŌBY only work with sellers of luxury homes?
No. The practice represents both buyers and sellers across metro Atlanta at a range of price points. The one constant is how the transaction is handled: personally, start to finish, at a boutique standard.
Press
The record.
Credentials
- Who's Who
- Atlanta Real Estate — 2024 & 2025
- Diamond
- Diamond Award recipient · 2018–2025
- Before
- Former college & professional athlete · public-health scientist
- Community
- RedBar limited-edition watch → Atlanta Community Food Bank
- 2024
Atlanta Agent Magazine
Who's Who in Atlanta Real Estate — 2024
“Former professional soccer player and public health scientist. Diamond Award consistently for the last five years.”
- 2025
Atlanta Agent Magazine
Who's Who in Atlanta Real Estate — 2025
“Former college and professional athlete. Built a business based entirely on referrals.”
- 2025