A new chapter for Guthrie Rocha

Now, the agency is entering a new chapter. By becoming Coldwell Banker Guthrie Rocha, the team is joining an international network while keeping the local approach and identity it has developed over the years.

We spoke with the team about why the partnership came at the right time, what will change behind the scenes, what will remain the same for clients, and how growing international interest could shape the future of Aljezur and the western Algarve.

Guthrie Rocha has built its own name in Aljezur over the past eight years. What made you feel that now was the right time to become part of Coldwell Banker?

Like any industry, real estate is constantly evolving and changing. After consolidating our own brand for over eight years, we understood that having the solid backing and support of a larger structure was essential for innovation, growth and long-term sustainability.

How did the partnership with Coldwell Banker first come about?

It was very interesting how things happened, because we already felt that we needed to implement some form of change within our organisation, as we were not able to fully address some challenges we were facing. And just as that feeling was emerging, we were contacted by Coldwell Banker regarding a potential partnership.

Was joining a larger international network something you had already been considering?

Not really, to be honest, as we had been very successful in building our own brand and we were proud of what we had achieved independently.

Was it a difficult decision to put a global name alongside a brand you had built yourselves?

Once we understood Coldwell Banker shared the same values and principles, and also placed healthy human relationships at the forefront, it was not a difficult decision. In fact, it made a lot of sense.

What was important to you when deciding which larger company to partner with?

We were looking for a brand with global reach and a long tradition. Coldwell Banker has over 100 years of history, a family-based structure in Portugal and a very approachable leadership willing to work together in a positive and constructive way, with the goal of helping us out with our challenges.

Credits: Supplied Image; Author: Guthrie Rocha;

What does becoming Coldwell Banker Guthrie Rocha actually change for the business day-to-day?

Mostly, the day-to-day remains the same. Coldwell Banker highly respects what we have built until now and does not want to change our philosophy. Of course, the fact that there is a shared set of values is very important in that regard. The emphasis is on improving efficiency, establishing clearer procedures and policies, and strengthening our capacity to constantly train our staff, implement new technology, support recruitment and expand our operation in the Algarve.

And what will remain exactly the same?

The way we approach our clients and respect the local rhythm of Aljezur stays exactly the same.

Will clients still get the boutique, personal approach Guthrie Rocha was known for?

I believe even more so. By having this structure behind us, we will have clearer pathways for both existing and new agents, offering tailored training and up-to-date market knowledge.

We pride ourselves on having been in the Aljezur area for so many years with a lot of strong connections to the local community. We are always looking to find a healthy lifestyle balance for our staff, while also helping our buyers fulfil their dreams and supporting all our clients through the changes they are going through.

Coldwell Banker has a worldwide network. What opportunities does that open for you that you didn't have as an independent agency?

More and more, small independent agencies will face difficulties in keeping up with technology (specially, AI and software-related), training, recruitment support and professional development. Coldwell Banker invests significantly in these aspects and will provide us with the tools and support we need to remain sustainable in the long term.

The possibilities within the network itself are also great, with the American market rapidly growing. Our colleagues from agencies in other parts of the country and around the world, through our own GRN system (Global Referral Network), are already looking to build strong links with us, as buyers become more qualified, demanding and increasingly look at the western Algarve with interest.

Do you expect the partnership to bring more international buyers to Aljezur and the Costa Vicentina?

Yes. This area is limited in supply, and there is very little new construction due to natural park restrictions. Many properties that were purchased over the last decade have been renovated to a very high standard, with significant investment and attention to detail, so we are increasingly seeing a more premium buyer profile. Coldwell Banker buyers will expect from us the quality of service and support they have in other areas of the world. We are here for that!

American buyers have become increasingly important in Portugal. Are you already seeing that change in this part of the Algarve?

Yes. After the initial interest in Lisbon, Porto, the Silver Coast and other urban areas, Americans are starting to show greater interest in the amazing natural environment, climate and safety that the Algarve provides.

Why do you think Aljezur and the western Algarve are becoming more attractive to international buyers?

I think there is ever-growing demand for nature and safety. You can only take so much value out of a property itself, but the surroundings play an equally important role in defining the overall experience. The way the southwest Algarve coast still offers stunning landscapes, beaches and a sense of peace is priceless.

At the same time, Aljezur has a very particular character and local community. How do you balance growing international demand with preserving what makes the area special?

We pride ourselves on the fact that if you look at our portfolio, we have always had a diverse range of sales. From small rustic plots for permaculture projects, to farms to be renovated into off-grid properties, family villas, and, of course, the unique modern seafront villas.

We have also always been very active in employing local people and working with partners from the community. We also support cultural events, sports and charities as well. We all moved to live in the area long before we opened the agency, so locals know we are not in the area just for business.

Coldwell Banker chose your agency for its first presence in the Algarve. What does that mean to you personally?

It is an honour and a privilege. The fact that Coldwell Banker recognised that our values aligned with theirs meant a great deal to us.

Does becoming part of a larger network mean expansion is coming? Could we eventually see Coldwell Banker Guthrie Rocha elsewhere in the Algarve?

Yes, we are looking at expanding, but we want to do so in a sustainable and solid way. We are also potentially looking at expanding into the lower parts of Alentejo.

Where would you like the business to be five years from now?

We would like to have a strong presence across the Algarve and Alentejo, while remaining true to who we are. We do not want to be the loudest brand, but rather a genuine and trusted one. A brand that people know they can rely on.