Sam has managed to climb his way to the top of the industry and stay there and he puts that down to his focus on the fundamentals.
“It’s always about people,” Sam said.
“It’s about service, results, and relationships. That doesn’t matter if it’s 20 years ago, five years ago, or today.”
Sam entered real estate shortly after graduating from university while waiting for his permanent residency.
What began as a suggestion from a close friend quickly turned into a long-term career.
“I went for it and never looked back,” he said.
Since then, the Gold Coast has evolved dramatically.
Population growth, lifestyle migration and international interest have transformed the market into one of Australia’s most competitive.
“When I came here more than 20 years ago, the population was just over 400,000,” Sam said.
“Now it’s closer to 700,000. The geography has changed, the demographics have changed, and demand has increased significantly.”
That growth accelerated after COVID, with record prices set across many suburbs and some values doubling in a short period.
“The market really boomed,” he said.
“And while prices have risen sharply, compared to cities like Melbourne, the Gold Coast is still seen as relatively affordable, especially when you factor in lifestyle and climate.”
Sam is part of the team at Kollosche, where he describes himself as part of a high-performing boutique team.
While market conditions have helped, Sam says sustained outperformance has little to do with timing, and everything to do with fundamentals.
“You cannot be lazy, and there are no shortcuts,” he said.
“You need to be solid, honest, and authentic. People appreciate that in the long run.”
He believes elite agents distinguish themselves by obsessing over the small details, particularly those that affect client experience.
“If you don’t get the small things right, how are you going to handle the big things?” he said.
“Getting names right, emails right, communication right, those things matter. The first impression sets the tone.”
According to Sam, consistent high performance is built on trust earned over time.
That trust drives repeat business and referrals, even as markets shift.
“Our average sale price is around the mid-$3 million range, and we typically transact between 50 and 65 properties a year,” he said.
“But that only happens if clients become advocates for you.”
As buyer behaviour evolves, Sam says agents must adapt, without losing sight of the basics.
“The foundation never changes,” he said.
“But you must evolve with new technology, new platforms, and new consumer expectations.”
That evolution is particularly important as buyer demographics skew younger.
Sam said that transactions once dominated by retirees are now being driven by buyers in their 20s and 30s.
“We’ve sold properties over $12 million to buyers in their early 30s,” he said.
“Twenty years ago, those buyers would have been in their 60s. This is new money, and it behaves differently.”
Understanding how these buyers engage, particularly through digital platforms, is now critical.
While social media alone does not sell property, Sam believes it plays an important role in brand visibility and engagement.
“It’s about how people see you and remember you,” he said.
“You still need strong process and negotiation, but you also need to connect with the next generation.”
Looking ahead, Sam believes communication will become even more important as global uncertainty and market volatility increase.
“Clients want to be over-serviced, not under-serviced,” he said.
“That means more conversations, more transparency, and more guidance.”
For agents aspiring to stay on top, his advice is to focus on the fundamentals.
“Do the basics exceptionally well, build real relationships, and adapt without losing your values,” he said.
“That’s how you last.”
Sam Guo will appear on stage at The One Conference, sharing insights from his two-decade career at the top end of the Gold Coast market.
The One Conference is currently sold out, but a further 100 tickets are set to be released shortly.
