About Us

Jennifer Falla Firkins, Realtor

Jennifer started her real estate career in 1999, joining the consistently top producing team of Falla Associates, along with Alva Falla and Janice Guehring. She grew up in Marin County, moving from North Beach, San Francisco in 1972, and currently resides in Novato. She is an alumnus of Marin Catholic High School and received a bachelor’s degree from the University of San Francisco in Business Administration. As a second generation Marin County realtor, Jennifer has extensive knowledge of the Marin County market place and was taught the highest standards in business ethics and customer care. She uses this combined experience and her business administration background to help guide both buyers and sellers through the sales process. Her success comes from having a high level of integrity toward all her clients and always wanting to give them the best experience of customer care possible. Her greatest reward is always a happy and satisfied client. Jennifer believes wholeheartedly in doing business locally and supports her local community by donating a portion of every transaction to local charities including the Marin Humane Society, Hospice of Marin and the local schools.

Alva Falla, Broker Associate

Alva was born near Lucca, Italy and moved to North Beach in San Francisco as a small child. She moved to Marin County in 1972 to raise her own family. Honoring the American dream, Alva decided to pursue a career in real estate in 1977 and has been a successful top producer in Marin County, consistently in the top 25 in the county and number 1 in San Rafael. Alva obtained her broker’s license in 1984 and was an innovator in her field forming one of the first successful top producing realtor teams in Marin, Falla Associates. Alva specializes in selling homes throughout Marin County. She has extensive knowledge of home values throughout the county. Her innovative marketing techniques and extensive network contacts, including the Top Agent Network, Luxury Agents Group, Marin Platinum Group and the Marin Real Tours Networking Group, increase exposure of her inventory, provide information on upcoming listings and help keep her a step ahead of the changing marketplace. Alva also has extensive firsthand knowledge in new home construction, working with many builders throughout Marin County. She brings this experience in design and building homes to her clients offering them her guidance on which home projects are the best investments. Alva prides herself on acting as a counselor and consultant, providing accurate, up-to-date information and advice so that her clients can make educated decisions whether buying or selling. Her down to earth, easy going nature compliments her hard hitting business style. Her integrity is second to none always valuing her client’s needs first.

Janice Guehring, Realtor

After graduating from the University of San Francisco with a degree in psychology, Janice moved from San Francisco to Marin in 1973. She settled in San Rafael with her husband, where they raised their three children. In 1985 Janice began her real estate career as an associate of Alva Falla, the former Frank Howard Allen’s top producing Realtor. She is now a member of the award winning team of Falla Associates which includes Alva’s daughter, Jennifer Falla Firkins. This innovative team offers three experienced, licensed agents with extensive knowledge of the Marin marketplace. Falla Associates has a proven track record of expertly guiding both buyers and sellers through the many phases of the sales process. Superior service and client satisfaction are of utmost importance to Janice. Whether implementing Falla Associates unique marketing program for sellers, focused on providing their homes maximum exposure, or helping buyers find their new home, Janice strives to provide a consistent, high level of service. She is determined to make the client’s real estate experience both successful and rewarding through open, honest communication and a thorough understanding of the client’s motivation and desires. She actively networks and tracks inventory throughout Marin so that both buyers and sellers are aware of market trends and available properties. Whether working with first time buyers, experienced sellers or seniors transitioning to a new stage in life, Janice is passionate about helping her valued clients reach their goals by providing personalized, unmatched service and is honored to have been the recipient of numerous client service awards.