Altadena Community Unites to Rebuild and Resist Predatory Practices

Realtor Abraham Prattella took the stage Wednesday evening at La Cañada Congregational Church to deliver a powerful message to a standing-room-only crowd: “Altadena is not for sale.”

The town hall-style meeting, spearheaded by longtime resident Fred Sayegh, an Altadena attorney, brought together pastors, government officials, insurance experts, and real estate professionals to address the concerns of those affected by the devastating Eaton Fire.

More than half of the attendees lost their homes in the devastating fire, with scores more suffering smoke and ash damage .

Prattella warned residents about predatory real estate practices targeting fire-affected homeowners.

“If anyone approaches you with an offer below market value, report them,” he declared. He encouraged homeowners to take advantage of property tax reductions, mortgage forbearance programs, and rebuilding assistance rather than selling under duress.

“There is help,” he said. “Don’t let fear drive you to make a decision you’ll regret.”

Altadena resident Steven Scott Lamb, who lost his Altadena home, agreed, recalling that he received a text from a realtor on Thursday, while standing in the ashes of his ruined home:

“I hear you have a total fire loss,” the text read. “I’ll buy your land for $95,000.”

Lamb laughed bitterly at the thought, saying, “If for some reason, I could not rebuild my home, I would just clear the land and call it Edison Memorial Fire Park.”

Sayegh, who has lived in Altadena for 51 years, then set the tone for the night talking about the town’s deep-rooted ties.

“Altadena is our final destination,” he declared. “When we land in Altadena, we land here for life.” He shared his family’s painful losses, including multiple homes, businesses, and his father’s residence of 78 years.

“My father lost the home he thought he would die in,” said Sayegh.

Pastor Kyle, who hosted the event at the historic La Cañada Congregational Church, echoed the sentiments, saying, “This building has seen its fair share of people grieving and hoping and finding strength in times they did not know they had,” he said. “This is an opportunity to show just how strong Altadena can be.”

He led the attendees in a moment of silence for victims, and a prayer for renewal, emphasizing that even the darkest chapters of life are not the conclusion, but the beginning of a new story.

Pastor BJ King of Loveland Church of Altadena, encouraged the crowd to lean on one another, not just for physical rebuilding, but for emotional strength.

“We’ve been so busy trying to recover that we forget to show love to each other,” he reminded them. King had everyone in the room embrace a neighbor, saying, “Somebody here really, really needs it.”

The meeting featured an array of speakers offering practical assistance, including representatives from Congresswoman Judy Chu’s office, FEMA, the Small Business Administration (SBA), and the Army Corps of Engineers. Each provided critical information about available resources and the steps needed to access assistance.

Maile Plan, Director of Outreach for Congresswoman Judy Chu’s office, assured residents that the congresswoman was working at the federal level to secure aid for Altadena’s recovery.

“Congresswoman Chu immediately urged President Biden to declare a major disaster, ensuring FEMA and SBA resources would be available faster than ever before,” Plan stated. “She has pushed for additional federal disaster funds and has personally taken other members of Congress to see the damage firsthand to advocate for further assistance.”

Plan also highlighted efforts to keep residents informed. “We’ve emailed over 250,000 constituents and texted nearly 60,000 more about applying for disaster relief. Congresswoman Chu has hosted multiple resource events, including a telephone town hall with FEMA, SBA, and state agencies to ensure everyone knows what is available.”

Beyond immediate aid, Chu’s office is advocating for long-term solutions, including stronger environmental protections and financial support for homeowners who face difficulty rebuilding. “We know the recovery will be long, but we are here with you every step of the way,” Plan assured the audience.

Representatives from FEMA and SBA also urged residents to apply for assistance, clarifying that even those with insurance should still register.

“Every FEMA decision is appealable,” said Imus De Jesus, Deputy Individual Assistance Coordinator for FEMA. “We can still provide additional funding if, once the analysis is done, there are unmet needs.”

SBA spokesperson Corey Williams highlighted financial relief options, explaining that homeowners could borrow up to $500,000 for home repairs and up to $100,000 for personal property, including vehicles.

Renters were also eligible for assistance, he noted. “This is about making sure you have the funds available when you need them,” he emphasized.

One of the most critical discussions centered on how Altadena would rebuild. Sayegh outlined an ambitious plan calling for collective bargaining and purchasing. He proposed that residents band together as a unified force to negotiate bulk purchasing power for construction materials, appliances, and labor.

“If we go out alone, we’ll get taken advantage of. But if we negotiate as a group, we can dictate the terms,” he asserted. “We’re going to need 8,000 refrigerators. We’re going to need thousands of tons of concrete. Why should we buy them at full retail price when we can go directly to the manufacturers?”

The concept of community-led redevelopment was met with strong support. Later, Sayegh clarified that negotiating with contractors would not come at a cost to workers.

“We would be negotiating for materials,” he said.

As the evening drew to a close, Sayegh called on the community to form a coalition that would take control of the rebuilding process. He invited residents with expertise in law, real estate, construction, and finance to join the effort, ensuring that every decision would benefit the people of Altadena, not outside interests.

“We must get together. We must unify. We must be strong,” he implored. “We have the power, and we’re not going to let anyone take it from us.”

As Pastor Kyle said, “Even the hard parts of our stories are not the way we conclude, but are simply the way we start to tell a better story.”

Altadena residents are hoping that that better story is now being written, one step at a time, by the people of Altadena.