Emerald Bay – A History

Premiere Estates will be auctioning 102 Emerald Bay in Laguna Beach, CA on February 11th.  It is, quite simply, the most exclusive oceanfront property available in California, and directly fronts legendary Emerald Bay…an area with a colorful history.

In 1906, coastal rancher James Irvine, eager to pay off his gambling debts, sold 148 acres of his land for $26,000. He had no way of knowing that 23 years later, on May 6, 1929, this beachy soil would become home to the oldest most venerable private beach community in Southern California.

The land changed hands, serving as a farm and then as a stop-off for rumrunners. In 1929, it was divided into smaller lots, sold off and the Emerald Bay Community Association (EBCA) was formed. Early purchasers built small, rustic summer homes on their lots. During World War II, when the cottages were rented out to the families of officers stationed at El Toro military base, Emerald Bay’s population became increasingly permanent.

After the war, with land values soaring, many beach cottages were replaced by larger, more luxurious houses. Today, the 500-or-so homes are the primary and vacation residences and compounds of the wealthy, visionary and fortunate.

Your chance to own the finest piece of this exclusive, private beachfront community is coming on February 11th….don’t miss this opportunity!

How To Create a Successful Real Estate Marketing Event

In this episode of Premiere Pulse, we learn what makes an open house (or any marketing event) successful. Learn how to target your buyer pool, make the event experience cohesive, interact with your audience….and how to market your event to the right people.

At Premiere Estates, we know that at the most successful events, your potential buyers interact, feel welcomed…and have a great host. Our Event Coordination Team works with the finest caterers, musicians, and decorators to create an event that your buyers won’t forget.

Premiere’s Auction Data Form

You have a listing that you suspect is an ideal candidate for the auction process, and the seller is itching to get it sold….but what’s the next step? How do you get this ball rolling?

In Episode 10 of Premiere Pulse, Ed Kaminsky discusses Premiere’s Auction Data Form, which is our primary info-gathering tool for new properties. Using the data you (as the listing agent) provide allows us to more specifically tailor a sales platform and marketing plan that best fits the property’s unique traits and the seller’s needs.

Have a property in mind? Download our Auction Data Form here.

How To Identify An Auction Candidate

At Premiere Estates, we believe that the sale process for a property should be tailored to the property’s specific traits, desired price point, position within the larger market and overall condition. The first step we take when considering a new property for our auction process is to ensure a good fit; not every estate is a good auction candidate.

The best and most successful auction candidates meet three specific criteria; in today’s episode of Premiere Pulse, Ed Kaminsky explains these in greater detail.

Property Value: More Than Just Price Per Square Foot

“What’s my property worth?” is the number one question asked by our sellers.

You’ll find that many real estate agents rely solely on the concept of price per square foot to determine property value.   It’s certainly a measuring tool that’s easy to use, and has frequently been cited since the rise of real estate values several years ago.

However, the problem with using price per square foot as your only measuring tool to determine value is that it’s rarely accurate in determining the true value of a property.   It’s more accurate in large home developments where similar homes were developed at the same time, built by the same builder on comparable lots, and with similar amenities.  With more unique properties, price per square foot is rarely an accurate tool for appraising value, but it’s definitely one tool to have in your toolbox.

For example, Premiere Estates recently valued a property in an affluent area of Southern California, and in the process determined that there were a total of 57 variables to consider.   Outside of price per square foot, those factors included view, proximity to the beach, style, age, upgrades, and functionality.  On the other coast, our appraiser in the Hamptons area tells us that too large of a home can actually detract from its value after it exceeds a certain size…a home’s functionality can become useless if the design isn’t properly thought out.

Appraising and valuing a home isn’t a one stop shop – it doesn’t start with price per square foot, and it certainly doesn’t end there.  Analyzing price per square foot is just the beginning of your valuation process.  Call us today…we’ll help you with the valuation of your home, or recommend an appraisal expert in your area who will consider all of the relevant factors.

Asking the Experts

Premiere Estates Auction Company makes it our business to keep abreast of the latest and greatest in all things real estate, including the newest design and architecture trends. We frequently work with the industry’s top experts to consult on our incredible estates, and often refer our clients to architects, designers, and consultants to make their estate decorating and design dreams become a reality.

On this week’s episode of Premiere Pulse, we’re interviewing some of our favorite architects about hot new trends in the décor and design world. These experts share their insider tips and tricks about what’s new, what’s hot, and what provides the most value.

Uninterrupted Bliss in Ojai, CA

Premiere Estates is proud to introduce our latest and greatest auction offering, located in picturesque Ojai, CA.  World-renowned for its peaceful beauty and scenery, Ojai is located just south of Santa Barbara, CA and a stone’s throw from Los Angeles. Visitors from all over the world travel each year to enjoy Ojai’s incredible climate, Pacific Ocean views, and active equestrian community.

This auction opportunity is a luxury retreat so stunning it rivals Ojai’s own natural beauty. We present Rancho Fino – an expansive, 20+ acre luxury retreat, with a Mediterranean/Spanish-influenced estate home designed by renowned architect Marc Whitman.  It includes 6,250 sq ft of living space, with 4 bedrooms and 5 bathrooms. A unique master suite encompasses an entire wing of the home.  Enjoy Ojai’s temperate climate year-round in a nearly 4,000 sq ft outdoor living space that you’ll have to see to believe.  Currently used as an active equestrian ranch, Rancho Fino is seated on a versatile property that would allow all of your dreams to come true; whether they are establishing your own winery, growing fruit from your own orchards, or enjoying a lush escape from it all, Rancho Fino will help make your dreams a reality.

Open houses are scheduled for September 20, October 4 & October 18.  To schedule your private tour, please contact Michael SchwartzRancho Fino and the bliss of Ojai can be yours at auction on October 21, 2015.

Flashback Friday

In recent years, Premiere Estates Auction Company has become known for selling historic estates in the Virginia and Washington, D.C. area.  Today, we’re reflecting back where our expertise started, with the historic Brandon Plantation located in Brandon, Virginia.

In 2012, we were approached by a client who was interested in Premiere Estates procuring the sale of The Brandon Plantation – the oldest continuously operating farm in the United States.  The Estate counted two former U.S. Presidents as previous owners, and had entertained countless political and historical figures throughout its over 100 year history.   Our Vice President of National Sales, Michael Schwartz was the agent to head up this initiative.   Michael was struck by the Estate’s rich historical importance, its custom design by Thomas Jefferson, and its uncanny likeness to the Premiere Estates Auction Company logo – the home on the Estate was nearly identical to the home on our logo.  The Estate and Premiere Estates Auction Company were a match made in heaven.

The Brandon Plantation campaign was one of our most successful to date, attracting unprecedented exposure, international inquiries and ultimately winning huge awards for the success of the campaign.  The end result was a sales price that greatly exceeded the bank’s appraisal and Seller’s expectations.   The new owner requested anonymity and non-disclosure of the final sales price, but we can say that both the Buyer and the Seller were extremely pleased with the end result.

Since the resounding success of the Brandon Plantation, we’ve worked on incredible estates like Talisman Plantation, Green Plains Waterfront Estate, and many more.   It’s a unique market we’ve cornered here, but we’re proud to be a part of the sales of some of America’s finest historical estates.  We’re reflective today; sometimes you have to look back at where you’ve been to see where you’re going.  What President’s home will we auction next?  Stay tuned.

Employee Spotlight: Peyton Toomey


Premiere Estates Auction Company prides itself on being the worldwide leader in accelerated marketing services and auctioneers of exceptional properties. We attribute our successes to our incredible client base, but equally to our dedicated team of consummate professionals. Each month, we’ll spotlight a selected employee and discuss experiences at Premiere Estates, his or her expertise, and provide a day to day perspective of their duties and passions outside of work.

– – – – –

Name: Peyton Toomey

Role: Director of Marketing

Where are you from and where did you attend school?  I was born and raised all throughout the state of Florida, and attended the University of Florida for undergraduate studies.

How did you end up in Manhattan Beach?  The challenge and opportunity of a cross-country move to a new industry was intriguing to me.  I had spent my entire life living in the state of Florida, and was ready to move outside of my comfort zone and pursue new opportunities.  In my previous role, I felt that I had reached the peak of my opportunity in that industry, and was ready to move to a new challenge.  After a series of successful interviews with Premiere Estates, I packed my bags and headed cross country to pursue my next career endeavor.  It was a huge, life changing decision for me, and I’ve never looked back.

What kinds of hobbies and interests do you have outside of work?  I am a big foodie and truly enjoy spending as much time in the kitchen as possible, exploring the Southern California restaurant scene, and taking cooking classes.  I balance out my passion for cooking and eating with an active lifestyle and enjoy distance running, yoga, and hiking.  Travel is also a huge passion of mine, and it’s important to me to explore other countries as often as possible.

When and why did you join Premiere Estates?  I’m just celebrating my one year anniversary as the Marketing Director here.  It was important to me to find a new challenge with a strong leadership charge and work for an innovator in the specific industry.  Real Estate has always spoken to me as a calling.  Once I saw the wide variety of services and expertise that Premiere Estates offered, it was an easy decision for me to make the change.  I knew it would be an incomparable opportunity for me to learn about every piece of the real estate industry and investment field, and take on the unique challenge of marketing to those different sectors.

What is your primary role? My principal responsibility is to define and grow brand awareness and market share for Premiere Estates and our family of companies.   I also run the Marketing Department for Premiere Estates, so that includes managing a staff of project managers, coordinators, graphic designers, media buyers, videographers, interns, and more.    Each day brings a new and exciting challenge!

What career advice do you have to offer?  Take time and care in choosing the right career path for yourself, even if that means trying a few different industries.  Find your passion, and live all aspects of your life giving your absolute best to everything you do.   Work hard, and play hard, too!

Mid-Year Momentum

Can you believe we’re already halfway through 2015?  This has been a huge year for Premiere Estates Auction Company; once June came around, we realized we needed to take a moment to pause and reflect on the year so far, as well as what’s coming in the second half of 2015.

It’s been a banner year for us, both as a brand and for breaking even more barriers in the luxury real estate auction world. We hired our new Lead Graphic Designer in March, and his vision has helped take Premiere Estates to the next level.  We’re setting the standard for luxury with our newly-designed website, marketing materials and soon-to-come logo.

But our branding isn’t all that’s improved; among our other highlights for this year, we also launched the world’s first ultra-luxury multi-country property auction.  Simply put, we put the Caribbean on sale, with stunning investment and development opportunities all throughout the Caribbean basin.  And there’s so much more coming.

Join us in reviewing the first half of 2015. We look forward to an even more successful second half.