One on One with Chris Guziak
By Gina Dostler
Well-known real estate agent Chris Guziak co-founded a new brokerage with Dan Melhase in Laguna Beach. Last month, they recruited top-notch agents to open Provenance with the aim of bringing real estate marketing to another level.
Q: What prompted establishing Provenance?
A: I’d been looking for the right location to open up a residential brokerage in Laguna for some time. Dan is a successful entrepreneur, real estate broker and developer and so when the opportunity presented itself, we gathered our resources and created Provenance Realty. Location is critical for this type of business and the space on Coast Highway, right in the middle of downtown Laguna, offered a place with very high visibility, foot traffic and plenty of parking.
Q: Why do you believe Provenance has a special marketing niche?
A: We have created an elegant brand that stands on its own or can also serve as a “powered by” or tagline-style brand under our agents’ own individual brands. Provenance’s marketing is centered on making the agents front and center so that they can differentiate themselves. We are heavily focused on digital marketing, which few brokerages truly understand how to do correctly. We also have some unique tools for content generation. Specifically, we have resources that coach the agents for relevant content generation, and also do some of it for them. And we are on the early adopter list for some soon-to-be-released and ground-breaking mobile and online apps for realtors to help position them as experts in their markets.
Q: What is your association with luxuryrealestate.com?
Luxuryrealestate.com is an elite worldwide network of top luxury real estate brokers. These brokers and agents are from a multitude of firms, large and small, but are invited in based on their production and local market knowledge. We receive referrals from agents in other parts of the world that have buyers and sometimes sellers for properties in Orange County and can also engage our local clients with broker partners in other cities. It also serves as a vehicle for advertising in a number of prestigious international publications. Our acceptance into this network among several others serves as a solid source of referrals.
Q: Explain “the next level” of marketing luxury properties.
A: Technology is reshaping the way people buy and sell properties. Over 95 percent of homebuyers shop for their properties online, and half of them find their agent online as well. And in turn, half of the time while looking online homebuyers are finding the home that they end up purchasing themselves. These homeowners are spending, on average, over four hours per day on social media sites. We embrace these trends and make it easier for buyers and sellers of luxury properties to get the inside track in our markets, connect with the most knowledgeable agents and find the ideal property quickly.
Q: Why is this so important?
A: Now more than ever real estate agents need to differentiate themselves and stand out from the masses. By positioning themselves as experts in their markets with relevant content posted on social sites as well as posting customer testimonials, they brand themselves and show how they add value to the process for buyers and sellers. On the sell side, we create a campaign around every property we list that starts with industry-leading photography, videography, 3D imagery and aerials, which carries through to search engine optimization and discoverability of their listings everywhere shoppers might be looking online.
Q: What does it take to become an agent under your brokerage?
A: We are seeking agents who are not only solid producers, but are also entrepreneurial and progressive in their businesses. It’s not just about production, but being a good cultural fit. Some of our agents manage teams and have room for newer agents with talent and drive.
Q: Why would a very successful real estate agent want to join forces with you?
A: Agents who want to stand out from the masses, differentiate themselves and build their own brands in Laguna Beach and surrounding areas will love our marketing plan. Our value proposition for agents is simple: we offer a very competitive compensation plan, a modern and vibrant work environment in a superior location, and a forward-thinking marketing program.
Q: Who designed your new office?
A: The office design was a collaborative effort between Dan and me. We had input from some local designers. We wanted a clean modern and industrial blend, and ended up with some cool features, like a 12-foot Big A$$ Fan (the company’s actual name), a custom reclaimed-wood reception desk on casters, custom sliding barn-style office doors, custom worktables, Barcelona chairs, contemporary art from a local gallery, and an internet-enabled lighting and sound system. We replaced the floors and refinished the ceiling. The whole project was self-funded and took about six months.
CONTACT INFORMATION
Chris Guziak
Co-founder, Chief of Sales, Marketing & Branding
Provenance Realty Group Inc.
540 South Coast Highway, Suite 202
Laguna Beach, CA 92651
949.899.8300
info@ProvenanceEstates.com
