Episode 65: The Art & Science of Business Brokerage with Fernando Gonzalez

This week we welcome a new(er) face to the Aesthetic Industry but certainly not to the business brokerage landscape. Fernando Gonzalez spent nearly the last 20 years in high-end real-estate brokerage bringing buyers and sellers together on high-density luxury developments. He’s always approached the role of a broker as more of a trusted guide or partner, helping clients to achieve financial, emotional, and transactional success with each encounter.

He's built a successful brokerage firm, The Gonzalez Group, in the Dallas-Fort Worth area where he's still involved. But, with a veteran team who actively manages those residential and commercial relationship, Fernando is now shifting his focus to Aesthetics! He’s a big relationship guy, it’s evident from the moment the episode starts. Make no mistake, he’s still absolutely focused on helping sellers maximize the value of their Practices, but the way he gets to that end goal is anything but transactional.  To listen to Fernando describe his methodology is equal parts art and science.

He started ORO Medaesthetic Brokerage to fill a gap in the industry- one where brokers operate alongside their clients, fighting for high multipliers and big payouts, but never forgetting the human element of the process. He’s very focused on forging relationships that allow him to be the best representative of the owner’s vision, their operating reality, staff involvement and overall business desires. When he’s able to act as that trusted partner, the artistry of brokerage comes into focus. And it’s not only for the seller, but he’s also playing matchmaker between two parties, so he’s equally as focused on understanding the buyer, their investment thesis, long-term goals and the overall portfolio of practices in the mix, not just the offer. Finding the perfect match is the truly the artistic side of the broker's role.

In this episode, we talk about the ORO methodology and what a Practice owner can expect in a typical transaction. The process is equal parts art & science from making the right match to putting pen to paper and getting to the right number. But throughout it all, it’s very apparent that Fernando and the ORO Team spend as much time cultivating and focusing on the human element of the sale- the Practice owner’s desires, the desires of the staff and what happens to them in the transition, helping to manage the change as it comes, and never forgetting that the M&A process is not just the numbers. Behind it is a small business owner who’s embarking on a new, potentially scary and stressful process that involves handing over their life’s work. They’ve entrusted the care of their Practice to ORO, and Fernando's track record proves he's up for the challenge!

As ORO enters the Aesthetic space, there’s no doubt Fernando’s relationship-based approach will permeate every part of the “deal.” That's a big win for Practice owners who have been reluctant to take those next steps. Fernando’s passion for this industry and the opportunity to show a different side of the PE coin. One thing is certainly clear, he’s just getting started!

To learn more about ORO Medaesthetic Brokerage, visit their website at www.OROMB.com
and follow Fernando and team on Instagram at https://www.instagram.com/oromedaesthetic/