Platinum was founded on the simple philosophy that the owner of a multimillion dollar residence should approach his selection of a luxury auction® provider just as he would approach his selection of a wealth manager to whom he was planning to entrust his multimillion dollar investment portfolio.TRAYOR LESNOCK | FOUNDER & PRESIDENT | PLATINUM LUXURY AUCTIONS®
Corporate Vision & Mission Statement
Platinum Luxury Auctions® is the only luxury auction company founded exclusively on experience in the auction sale of luxury properties on behalf of affluent owners. In fact, Platinum is responsible for developing the “luxury auction” concept for the non-distressed auction sale of multimillion-dollar real estate, and owns the rights to the term luxury auction®. The members of Platinum’s team have closed more than $758 million in luxury real estate auction sales, and have advised or consulted on more than $2.25 billion in additional luxury auction property volume. To hear what Platinum’s clients and partners have to say about these sales, please visit the Testimonials page.
Platinum’s luxury auction® platform combines key elements of the following five fields: luxury real estate brokerage, auctions, advertising, marketing and public relations. Platinum’s elegant combination of these services ensures its clients they are participating in the most sophisticated and effective auction program that is available for luxury properties. Further, the firm provides these services to its clients for a fraction of the cost required to retain experts from each of these fields individually.
Through its considerable experience, Platinum has built an extensive, global database of high-net-worth buyers. Many of these buyers prefer auctions as their venue for very high-value purchases. By only contacting these buyers with special auction opportunities, the firm maintains a positive and communicative relationship with them.
Every Platinum luxury auction® is a fair, expeditious and uncomplicated process. Successful settlement of a property is typically achieved in approximately 60 calendar days from the initiation of one of the firm’s marketing programs.
Meet the Key Members of the Platinum Team
TRAYOR LESNOCK | PRESIDENT & FOUNDER
Mr. Lesnock entered the luxury real estate industry as a sales executive for a prominent brokerage firm in Fort Lauderdale. He was then recruited into the real estate auction sector by a distinguished auction firm headquartered in southwest Florida. After more than 4 years with the firm – first as a sales executive and then as its director – he departed with a vision of improving the auction model. This vision led him to found Platinum Luxury Auctions, and to develop the luxury auction® model for the auction sale of multimillion-dollar real estate (the term “luxury auction” is now widely imitated by industry competitors). Throughout more than $758 million in completed, luxury real estate auction sales to date, Mr. Lesnock has been dedicated to upholding the highest standards of excellence and integrity in every transaction. This approach has become a hallmark of the Platinum team.
Mr. Lesnock earned a Bachelor of Science in biological sciences with a minor in physiology from Cornell University, an Ivy League institution. While studying at Cornell, he co-founded and then sold his first business venture, a specialized indoor-marketing firm. An avid lifetime athlete, Mr. Lesnock was also inducted into the Pennsylvania Sports Hall of Fame in 2000 as a recipient of the Scholar Athlete award.
He is often quoted in the Wall Street Journal on matters related to luxury real estate and real estate auctions, and has been interviewed by other globally prominent publications such as Forbes, Bloomberg and the Financial Times.
DAVID ENRIQUEZ | VICE PRESIDENT OF OPERATIONS
Mr. Enriquez brings a unique, dual skill set to Platinum, having considerable experience in both luxury real estate auctions and multi-family real estate investments. His luxury auction® experience was originally developed at a prestigious auction firm based in Southwest Florida, where he was directly involved in the sale of $30 million in ultra luxury real estate and the recruitment of a portfolio of over $200 million in luxury properties. Immediately prior to joining Platinum, Enriquez ran the acquisitions division for a real estate private equity group based in Miami, Florida. During that time, he handled all aspects of the firm’s financial modeling and underwrote nearly $1 billion in multifamily assets.
Mr. Enriquez holds a Bachelor of Science degree from Barry University and an MBA with a concentration in real estate and finance from the University of Miami.
DAVID ASHCROFT | DIRECTOR OF SALES & DEVELOPMENT
David Ashcroft honed his extensive interpersonal and relationship skills while working in the financial services industry in Tokyo, Japan for nearly two decades. After returning stateside and entering the luxury real estate brokerage industry, Mr. Ashcroft spent seven years as a top-producing sales executive with John’s Island Real Estate Company, the in-house brokerage for one of the country’s most exclusive, private membership communities (where he was also a resident). He followed his stint at John’s Island by joining Treasure Coast Sotheby’s International Realty in Vero Beach, Florida, before transitioning to the Platinum team.
Along with vast and proven hands-on experience in the listing and selling of luxurious residential properties, Mr. Ashcroft also brings to Platinum’s business development team a razor-sharp intellect for the analysis of real estate investment opportunities, market metrics, and industry trends. In his added role as Corporate Liaison, he works to develop and maintain mutually productive relationships between Platinum and the luxury brokerage community.
AARON CARMODY | BUSINESS DEVELOPMENT
Mr. Carmody spent four years proudly serving his country as a member of the United States Marine Corps before transitioning into the private defense contracting industry. After several successful private defense engagements abroad, Mr. Carmody returned to the U.S. and graduated with honors from Florida Atlantic University, earning a Bachelor of Science in finance. Prior to joining Platinum, he spent 3 years in the insurance sector, where he catered to high-net-worth professionals and business executives.
Mr. Carmody focuses on communicating with brokerage owners and management-level real estate professionals to strengthen Platinum’s relationships with leading luxury real estate brokerages throughout the country.
KEVIN VAUGHAN | BUSINESS DEVELOPMENT
Mr. Vaughan has spent years honing his business development skills in both the B2B and client-facing sides of the industry. His passion for interpersonal business relations drove him to launch a client appreciation business in Atlanta, Georgia, which focused on increasing repeat and referral business for corporate clients using dedicated customer feedback and follow-up systems. Prior to joining Platinum, he was employed as a transaction negotiator by a real estate law firm in Palm Beach Gardens, Florida.
Mr. Vaughan specializes in working with top-producing real estate agents to identify luxury auction® opportunities throughout the United States. He has also become quite adept at the use of social media as a viable business tool, generating both a large industry following and a business development pipeline through various social media channels.
CHASE BORUFF | BUSINESS DEVELOPMENT
Mr. Boruff is no stranger to demanding, performance-driven environments. Raised in a family with significant interests in the real estate, oil, and natural gas industries, he learned at a very early age what it takes to compete and succeed at the highest level. He adapted this competitive knowledge to athletics, spending six years as a professional baseball player (including four years as a pitcher with the Kansas City Royals). Between baseball seasons, he took on numerous positions within the family’s companies in order to build a well-rounded skill set in the business world.
Mr. Boruff graduated from Carson Newman University in Tennessee, earning a Bachelor of Science degree in Business Management, with a minor in Marketing. His passion for developing and maintaining productive business relationships makes him an excellent addition to the Platinum team.
TAWNY WOLF | BUSINESS DEVELOPMENT
Ms. Wolf graduated from the University of South Florida with a degree in Mass Communications, with a focus on public relations and marketing. Her love of horses then brought her to the Wellington, Florida area in 2007.
Her previous experience in the fashion industry as the Director of Sales for DerDau (a New York-based, luxury equestrian brand), combined with being an active equestrian competitor in the show jumping discipline, gives Ms. Wolf the unique ability to relate to clients seeking a lifestyle that blends the “horse world” with the luxury and elegance of South Florida.
Ms. Wolf is focused on expanding Platinum’s already stellar track record for the luxury auction® of multimillion-dollar horse farms and equestrian estates.
MATHIAS LENSSEN | BUSINESS DEVELOPMENT
Mathias (pronounced “Ma-tee-as”) Lenssen brings an interesting collection of experiences to the world of luxury real estate auctions. Living in various locales around the globe – including Germany, the Bahamas, New York City, Los Angeles, and New England – has allowed him to cultivate an international client base.
Mr. Lenssen has been active in the central Florida luxury real estate market since 2010, which includes several years as an associate with the Sotheby’s International Realty franchise in Orlando. He also possesses more than 20 years of collective experience as a professional stage and commercial actor (and as a Hollywood precision driver). These experiences have strengthened Mr. Lenssen’s interpersonal communication skills and knowledge of human interaction and psychology. He is fluent in both English and German.
JAMES SMITH | INTERNATIONAL BUSINESS DEVELOPMENT
Originally from Australia, Mr. Smith began working in the aircraft sales and leasing business in 2012 with CB Aviation, developing relationships with a global network of aviation professionals including pilots, airline personnel and aircraft owners.
Prior to his aviation career, James worked in European and Caribbean real estate markets, honing his knowledge of international property transactions, with an emphasis on luxury leasing. His international business experience is also buffeted by several years spent as a business development manager for a major paint manufacturer in Europe, where he helped develop new markets in Asia and Australia.
Mr. Smith currently focuses on the European and Asian property markets, working to develop relationships with leading real estate professionals in select areas. He has a passion for flying and is a licensed private pilot. In his spare time, he enjoys keeping fit, traveling the globe and experiencing different cultures.
LYNDEE MAYES | BUSINESS DEVELOPMENT
Ms. Mayes earned a bachelor’s degree in Marketing and Business Management from Central Oregon Community College. Motivated by her passion for property, she quickly decided to put that degree to work in the real estate industry. That passion has carried her into her eighth year as a real estate broker (currently maintaining her license with Keller Williams Realty in Bend, Oregon). Ms. Mayes consistently works to expand her real estate knowledge base, mentor new brokers in the community and help her clients match their lifestyles with select luxury properties.
Ms. Mayes was active in sports and volunteer work in her native town of Lake Havasu City, Arizona, before moving to Bend, Oregon, where she fell in love with its amazing outdoor lifestyle.
WALTER CERINI | BUSINESS DEVELOPMENT
A veteran of the auction business, Walter Cerini spent 16 years with Mike Gutierrez Auctions, a firm specializing in vintage, autographed memorabilia and collectibles (and where Mr. Cerini first began working while still in high school). He eventually acquired and rebranded the firm as Premiere Auctions in 2006.
Looking for another challenge, Mr. Cerini then transitioned to Russo and Steele Collector Car Auctions, where he worked as a consignment specialist for both new and vintage collector cars. Walter holds a degree in psychology with a double minor in pre-law and pre-medicine from Arizona State University, graduating cum laude. As part of the Platinum team, he is looking forward to turning his appraiser’s eye and knowledge of the auction process to the world of luxury real estate!
TRUDY VELLA | BUSINESS DEVELOPMENT
BRIAN RAYMOND | BUSINESS DEVELOPMENT
After graduating from Villanova University with a degree in finance, Mr. Raymond spent 25 years on Wall Street, working as an Institutional Sales Trader for several major investment banks. His clients primarily included hedge funds in New York, Miami and Chicago.
Brian is also an experienced surfer and equestrian polo player, and has traveled extensively in pursuit of these passions (including surfing in Barbados, St. Barths and Puerto Rico, and playing polo in New York, Chicago, Nashville and Florida).
In working with the Platinum team, Brian leverages his comprehensive understanding of investments, markets and trading in order to effectively advise wealthy homeowners on the sale of their unique properties.
MICHAEL O’BRIEN | STRATEGIC CONSULTANT
Mr. O’Brien’s luxury real estate sales experience is quite extensive in both its geographic scope and total volume. He boasts 15 years in the luxury resort sales industry, and has sold more than $150 million in property in some of the world’s most desirable locations, including the Caribbean, Mexico, the Bahamas, Hawaii, Utah and Oregon. As a result, he is especially keen on the nuances of luxury resort marketplaces and how to best position a luxury auction® program within these markets.
Mr. O’Brien is a dedicated fitness enthusiast whose athletic endeavors include triathlons, road races and yoga. He was also a member of the National Championship football team at Brigham Young University, where he earned a Bachelor of Science in psychology.
ILISSA KNISLEY | MARKETING DIRECTOR
Ms. Knisley brings a diverse skill set backed by a fine arts background to the marketing team of Platinum Luxury Auctions. After earning her Bachelor of Fine Arts from the College Conservatory of Music at the University of Cincinnati, she rose through the ranks of the ferociously competitive New York restaurant world, eventually managing fine restaurants and neighborhood eateries alike. In the process, she garnered press mentions in publications such as The New York Times. Her client-facing experience and keen eye for detail made the transition from luxury hospitality to luxury real estate a smooth one, and she takes pride in bringing to Platinum the same level of service she provided in the hospitality arena.
A fitness enthusiast and animal lover, Ms. Knisley now resides in South Florida and is enjoying the warm weather with her dog Simon.
BRITTANY OLMO | MARKETING COORDINATOR
Ms. Olmo has a varied background in administration, creative arts and entertainment, ranging from television and film production to visual design. This creative experience inspires her to use innovative and outside-of-the-box thinking when carrying out her tasks and solving problems. A Florida native, she attended Florida International University where she earned her Bachelor of Science degree, graduating in the top tenth percentile of her class while completing the four-year curriculum in only three years.
In her leisure time, Brittany enjoys volunteering with animal rescues, and spending time with her own pets, which include a parrot, ferret, two dogs and eight cats.
ADRIENNE FORD | CHIEF DESIGN & BRAND STRATEGIST
Adrienne Ford is an art director, designer, and brand strategist living and working in Los Angeles, CA. Before beginning her freelance career, Ms. Ford received her undergraduate business degree from the Goizueta Business School at Emory University with a triple major in Marketing, Organization and Management, and Visual Arts Management. Subsequently, she joined Saputo Design, where she produced work for many of the world’s most prominent brands, including The Ritz-Carlton, Lexus, and Infiniti. She then joined Team One Advertising, Saatchi & Saatchi’s luxury division, as a Design Strategist. There, she worked on such clients as Snapchat, Lacoste, The Tiger Woods Foundation, Dacor, Me & the Bees, Fabletics, and more.
Ms. Ford is a unique design professional, as she brings a blend of business knowledge, artistic talent, and blue-chip corporate experience to provide her clients with relevant, intelligent design, and brand strategies. She currently dedicates her time to a collection of clients and agencies around the globe, in locations such as Los Angeles, New York City, San Francisco, Washington, D.C., Miami, FL and Prague, Czech Republic.
An explorer at heart, Adrienne has traveled through five continents, mainly searching for the perfect bowl of bucatini.
ALYSSA LOEWEN | ART DIRECTOR
Between her background in visual design and her already considerable experience in the world of luxury real estate, Ms. Loewen comes to Platinum Luxury Auctions with a well-honed and nuanced skill set. With a focus on layout and branding, she is adept at translating client needs and complex concepts into tangible and effective visual solutions. Since graduating from the Visual College of Art & Design with an associate’s degree in Graphic Design, she has worked extensively in the field of luxury real estate. Before joining Platinum, Ms. Loewen worked for over a year as a Graphic Designer and Social Media Coordinator with an auction house in British Columbia, and has also done freelance work for top-real estate agents in Canada. In keeping with her entrepreneurial spirit, she maintains her own graphic design business, with clients hailing from many backgrounds including the health and wellness, lifestyle, and restaurant industries.
Not one to be caught idling in place, Ms. Loewen is an avid traveler and seeker of new experiences, as well as an avowed animal enthusiast, often combining all three in her escapades – whether that’s picking up surfing on the rugged coastline of the Pacific Northwest, volunteering at an animal sanctuary in Costa Rica, or anywhere in between.
Giving Back: Charitable Endeavors
Platinum believes in giving back to the communities in which it conducts business, and to investing in organizations dedicated to assisting those members of society who are most in need. Prior to the start of each of its luxury auctions® Platinum enjoys the opportunity to conduct a modest Charity Auction, the proceeds of which are donated to a charity that is important to Platinum or its clients.
BIG BROTHERS BIG SISTERS
For more than 100 years, Big Brothers Big Sisters have worked to provide children facing adversity with strong and enduring, professionally supported one-to-one relationships that change their lives for the better, forever. Big Brothers Big Sisters operates under the belief that inherent in every child is the ability to succeed and thrive in life. As the nation’s largest donor and volunteer supported mentoring network, Big Brothers Big Sisters makes meaningful, monitored matches between adult volunteers and children, ages 6 through 18, in communities across the country. They develop positive relationships that have a direct and lasting effect on the lives of young people.
BOYS & GIRLS CLUBS OF BROWARD COUNTY, FL
The mission of the Boys & Girls Clubs is to assure and to enhance the quality of life for children as participating members of a diverse urban society. Kids today have to face the pressures of peers, drugs, gangs, broken homes and overcrowding and the disadvantages circumstances of poor education, low income, unemployment, poor homes where love and attention are lacking. The Boys & Girls Club, provides a place a child can go to get away from those pressures and temptations. The Boys & Girls Club works to help young people ages 6-18 improve their lives by building self-esteem and developing values and skills during their critical period of growth.
CYSTIC FIBROSIS FOUNDATION
The Cystic Fibrosis Foundation is the world’s leader in the search for a cure for cystic fibrosis. They fund more CF research than any other organization, and nearly every CF drug available today was made possible because of Foundation support. The Cystic Fibrosis Foundation is a nonprofit donor-supported organization dedicated to attacking cystic fibrosis from every angle. Their focus is to support the development of new drugs to fight the disease, improve the quality of life for those with CF, and ultimately to find a cure.
HANDY’s mission is to embrace, educate, and empower vulnerable youth to become engaged, productive adults. Founded in 1985, HANDY has met the needs of more than 45,000 Broward County children and youth in foster and relative/non-relative care under protective supervision. HANDY annually serves more than 1,300 at-risk children and youth, between the ages of birth to 23 years. HANDY’s programs focus on education, youth development, and economic self-sufficiency.
JDRF is the leading global organization funding type 1 diabetes (T1D) research. JDRF’s goal is to progressively remove the impact of T1D from people’s lives until we achieve a world without T1D. JDRF is also focused on developing better treatments that will transform the way people with T1D treat the disease today, in order to help them live healthier lives now and in the future. They also aim to prevent T1D, to keep future generations from developing the disease. This is all part of JDRF’s promise of “less until none”: to progressively remove the impact of T1D from the lives of those living with the disease until it is no longer a threat to them or their families.
The James Clark Montecalvo Scholarship Fund is a 501(3)c organization based in Washington, PA. Jimmy and Platinum’s founder, Trayor Lesnock, became best friends in high school, and maintained their friendship until Jimmy lost his battle against a rare brain disease. Before losing this battle, Jimmy had triumphed over a life-threatening cancer that struck him when he was only a high school sophomore. Although Jimmy served as a hero and inspiration to all those who knew him, he’d be more likely to tell you that he’d like to be remembered as a great friend. The Scholarship Fund offers financial support for the continuing education of high school graduates who, like Jimmy, posses an exceptional character and lead inspiring lives.
ST. JUDE CHILDREN’S RESEARCH HOSPITAL
St. Jude is unlike any other pediatric treatment and research facility. Discoveries made there have completely changed how the world treats children with cancer and other catastrophic diseases. With research and patient care under one roof, St. Jude is where some of today’s most gifted researchers are able to do science more quickly. The mission of St. Jude Children’s Research Hospital is to advance cures, and means of prevention, for pediatric catastrophic diseases through research and treatment. Consistent with the vision of founder Danny Thomas, no child is denied treatment based on race, religion or a family’s ability to pay.
ADA TOUR DE CURE
The Tour de Cure is a series of fundraising cycling events held in 44 states nationwide to benefit the American Diabetes Association. Each year, more than 65,000 cyclists participate to raise money to support the mission of the American Diabetes Association: to prevent and cure diabetes and to improve the lives of all people affected by diabetes. Nearly 29 million children and adults in this country are diagnosed with diabetes and the American Diabetes Association works to prevent and cure diabetes while improving the lives of all people affected.
Trashmasters International is the world’s most unique golf tournament dedicated to providing young men and women with the opportunity to realize their educational goals and dreams. More importantly, the tournament raises money for outstanding college bound students in need of financial assistance. Since 1993, Trashmasters awarded over $1,500,000 to high school graduates from Aspen to Glenwood Springs, Colorado. Currently, 52 young men and women have graduated the program while 12 attend colleges throughout the country.
The horses’ gentle nature and rhythmic movement joined with Vinceremos staff’s extensive expertise has helped hundreds of clients conquer challenges associated with their disabilities. Vinceremos serves children and adults with developmental, physical and psychological disabilities in its dynamic stable environment. In their fun, natural and nurturing environment, riders gain greater independence and achieve a higher quality of life. The bond that is formed between the clients and the horses often motivates them to continue their equine interest, either as a long-term therapy or as a lifelong recreational outlet.