Chris Suarez, the dynamic CEO and co-founder of PLACE, is making waves in the real estate world with a mission to elevate both the agent and the client experience. In an industry known for fragmented systems and outdated models, Suarez is introducing an all-in-one platform designed to optimize real estate transactions while empowering agents to scale their businesses. His powerful vision is built on the belief that agents don’t need more leads, they need a system to convert and service them better.
PLACE, headquartered in Bellingham, Washington, is not your typical proptech startup. Founded in 2019 by Suarez and real estate powerhouse Ben Kinney, the company is a real estate technology and business services platform designed to help top agents and teams focus on what matters most: delivering exceptional service. In just a few short years, PLACE has not only attracted major investors like Goldman Sachs, which led a $100 million Series A funding round in 2021 but has also gained national attention for its bold approach to modernizing the real estate experience.
From Law to Real Estate Leadership
Before becoming a technology innovator, Chris Suarez had an unexpected start. Originally trained as a lawyer, he shifted gears early in his career to follow a passion for entrepreneurship and human connection. He stepped into the world of real estate in the early 2000s, and it didn’t take long for his sharp analytical mind and leadership instincts to shine. He built one of the top-performing real estate teams in the United States, then went on to become a franchise owner with Keller Williams Realty.
It was through these experiences that Suarez identified a consistent challenge: top producing agents were often overwhelmed by operational tasks, struggling to maintain service quality while scaling their businesses. That insight planted the seed for PLACE.
Why PLACE Is Different
The key to PLACE’s appeal lies in its comprehensive approach. Rather than offering just software or marketing tools, PLACE provides a full-stack platform that includes operations, staffing, marketing, accounting, legal support, and even technology development all under one roof. Suarez calls it “a business-in-a-box” for agents.
This model is attracting high caliber agents across the U.S. who want to grow their teams without sacrificing service quality or work-life balance. PLACE real estate teams gain access to centralized tools and services that allow them to focus more on client relationships and less on administrative burdens.
“Agents are entrepreneurs,” Suarez has said in interviews. “They want freedom, but they also want systems that give them leverage. That’s what PLACE delivers.”
Tech Meets Human-Centric Service
In an era where proptech is exploding, PLACE stands out by merging automation with human insight. The platform’s backend is powered by intuitive real estate technology, enabling real-time reporting, lead management, marketing automation, and client communication tools. However, Suarez insists that the heart of real estate is still deeply human and that tech should support, not replace, those relationships.
Chris Suarez is often quoted emphasizing the “agent-first” mindset that drives PLACE’s development. By focusing on agent needs first, the company ensures that client satisfaction follows naturally. This philosophy has earned PLACE a reputation not only as a tech innovator, but also as a company that truly understands the industry from the inside out.
Recognition and Rapid Growth
PLACE’s growth has been nothing short of remarkable. After launching in 2019, the company hit unicorn status by 2021, thanks to its $1 billion valuation. The funding was not just a financial milestone, it was a signal that investors believe in Suarez’s vision for the future of real estate.
The platform now supports hundreds of high-producing real estate teams across North America. Its success has made Chris Suarez a respected name among both traditional real estate professionals and Silicon Valley investors. In 2022, Suarez was recognized on several industry leadership lists and continues to speak at major conferences, promoting a more sustainable, scalable future for real estate professionals.
Future Plans and Mission
Looking ahead, Suarez is focused on expanding PLACE’s offerings while maintaining the company’s core mission: to make running a real estate business simpler and more rewarding. Upcoming product updates include enhanced AI driven tools for client engagement, more advanced reporting features, and even greater integration with local MLS data.
But Suarez isn’t just thinking about PLACE’s growth. He’s also passionate about elevating industry standards. Through PLACE, he’s mentoring a new generation of real estate leaders who prioritize both performance and ethics.
In a world where many tech companies treat real estate as a numbers game, Chris Suarez is reminding the industry that relationships, vision, and purpose still matter. His approach is powerful not just because of the technology involved, but because it addresses the full spectrum of what it means to succeed in real estate today.
Chris Suarez’s journey from law to real estate technology leader is a testament to what happens when innovation meets purpose. By creating PLACE, he’s not only enhancing how real estate is done he’s redefining what it means to thrive in the business. His leadership is proving that you can be tech savvy and service driven at the same time, and that the future of real estate is as much about people as it is about platforms.
With Suarez at the helm, PLACE is poised to continue reshaping the real estate landscape, one powerful agent at a time.
