Robin Howard

Aaron Pfeffer is a seasoned Business Broker and licensed California Broker (Lic #01781265) with First Choice Business Brokers Los Angeles, specializing in small business and lower middle-market transactions up to $25 million in value. With over 19 years of experience negotiating complex deals, Aaron brings more than just a license to the table — he brings lived experience, sharp financial insight, and a true understanding of what it means to own and operate a business. A graduate of Indiana University’s Kelley School of Business with a degree in Marketing, Aaron began his professional journey working for top-tier entertainment brands including Creative Artists Agency and Walt Disney Studios. But it was in the world of real estate, lending, and eventually business brokerage where he discovered his true passion: helping entrepreneurs navigate high-stakes transactions with confidence and clarity. Aaron’s clients value him not only for his deal-making instincts and extensive buyer network, but also for his genuine understanding of the emotional and strategic challenges involved in selling a business. Having owned multiple businesses himself, Aaron knows the grind, the risks, and the relentless drive it takes to build something — and what it takes to exit successfully. Whether you're preparing for a sale, searching for the right acquisition, or simply need guidance on valuation and strategy, Aaron is the confidant business owners turn to when it's time to make a move that matters.

Michael D. Preston is a Business Broker Agent with First Choice Business Brokers in Los Angeles. Michael accumulated over 25 years of experience working with businesses to help increase their productivity and improve their profitability. As a 4th generation entrepreneur he has started and run a number of his own businesses and his rare combination of successes in executive coaching, strategic planning, B2B sales and business valuation provides him the hands-on experience and expertise desired to effectively package and execute the sale of your business as well as competently evaluate business opportunities for those looking to buy. Michael is a passionate, resourceful, and results-oriented person who always goes the extra mile to ensure the best possible outcome for everyone involved. Michael is a licensed Business Broker and Real Estate Salesperson in the State of California (Lic#02075182). Michael has won numerous sales awads throughout his career for his commitment to his clients, his exceptional follow up and his ability to exceed his goals and objectives.

Lana Hout is a Top Business Broker and M&A Advisor with First Choice Business Brokers Los Angeles. Lana Hout specializes in small business transactions across all industries with transaction sizes from approximately $50,000 to $50 million. Industries include but are not limited to: Auto, Distribution, Service, Retail, Construction, HVAC, Medical Billing, E-Commerce, Manufacturing, Wholesale, Property Management, Practice Sales, B2B Services, Healthcare Services, Revenue Cycle Management, and more! Awarded Top Sales Associate Nationwide, Lana has worked with over 250+ small businesses to date! Lana has a proven track record of success helping her clients maximize the value of their businesses while managing an efficient and smooth transaction process! Lana graduated summa cum laude from the University of Southern California’s Marshall School of Business with a degree in Business Administration and concentrations in Finance and Marketing. Prior to launching the First Choice Business Brokers office in Los Angeles, Lana gained experience in business valuation and business development at top global firms. Her experience, which includes transaction advisory, financial analysis, and corporate strategy, gives her the skills necessary to effectively sell your business. Lana is motivated, intelligent and committed to results. Lana is a licensed real estate salesperson in the State of California (Lic#01957174).

Deanna Dubé is an award-winning Business Broker with First Choice Business Brokers in Los Angeles, specializing in business sales from $50K to $25M across industries including healthcare, food & beverage, entertainment, construction, and more. With 25+ years in finance, entrepreneurship, and consulting—including roles in investment banking at Banc of America Securities and launching two successful ventures—Deanna brings a unique blend of expertise and entrepreneurial insight. Passionate about helping clients achieve success, she guides business owners and buyers through every stage of the transaction to unlock maximum value and long-term results.

Melanie Smith is a 3rd Generation Business Broker with First Choice Business Brokers Los Angeles (FCBB LA). Melanie grew up with family dinner discussions revolving around listing, selling, and negotiating. After Melanie graduated from the University of Nevada Las Vegas she worked in Business Development for FCBB LA, where she aided in acquiring more clients for the brokerage and assisted business owners throughout the sales process. After that Melanie worked as a Residential Real Estate Agent with the top producing team at Keller Williams Calabasas, Team Smith, where she sharpened her negotiating skills. Melanie’s experience in working with business owners and homeowners has enabled her to have a deep understanding of what a client needs in the sale of their business, a proper evaluation, premium marketing, consistent communication, and strong representation to find the right buyers.

Robin Howard is a Business Broker and M&A Advisor with First Choice Business Brokers Los Angeles. Robin specializes in industry agnostic transactions for small and medium sized businesses up to $50 million. With a passion for community engagement, Robin brings a wealth of skills, dedication, and proactive approach to any organization. His diverse experiences and strategic mindset make them an invaluable asset, capable of driving success and innovation. Robin has a robust background in finance and sales, marked by experience in strategic planning, stakeholder management, and team leadership. He holds a B.B.A. in Finance from Baruch College, Zicklin School of Business in New York City. Prior to his transition into the finance industry, Robin worked as a Luxury Real Estate Assistant, where he managed the entire life cycle of transactions and used innovative marketing strategies to significantly improve client engagement. Additionally, as Co-founder of Red Peak Pass Capital, Robin has demonstrated an ability to drive growth and innovation. He successfully sources and acquires high-value investments, manages complex financial and operational aspects of business ventures, and builds strong partnerships with key stakeholders. Robin is continuing his passion of building businesses by taking a consultative approach with other business owners to help them achieve their financial goals. Robin is a licensed Real Estate Salesperson in the State of California (Lic#01988942).

Claudia Castro is a Business Broker Agent with First Choice Business Brokers in Los Angeles. Claudia specializes in business sales transactions across all industries, with transaction sizes from approximately $50,000 to $25 million. Claudia's career spans over 30 years, starting in the early 1990s with executive positions in Sales and Media at renowned companies such as Getty Images and Showtime. She gained knowledge in powerful sales training with C-level management while gaining B2B experience in Los Angeles and New York. In 2004, she acquired a California real estate license and applied her sales and work ethic in mortgage loans, a real estate syndicate, and hard money investments. Her early training and knowledge were compounded by analyzing financial data to qualify and acquire investment property while learning property management. Her experience owning a small company amassed business entities, employment insurance, tax strategy, and running a fast-growing, small team. She was able to hone her experience consulting small business owners in digital media and short-term housing investments. Claudia is continuing her passion by consulting business owners on selling their own companies from start to finish. She has been connecting buyers and sellers since 2021. Claudia is a licensed Real Estate Broker in California (Lic# 01425889). Among reviews of Claudia are: Claudia is “a well-spoken, intelligent and coachable sales professional who can straight up sell.” “I find Claudia to be a seriously skilled, experienced, and honest marketer whom anyone would be lucky to have as an associate in business.” Claudia “ takes a personal interest in all of her clients.”