Never found alone: the California quail, the chosen emblem of Fresno's newest independent brokerage. Photo illustration by Israel Meave

After 17 years under the Keller Williams brand, one of Fresno’s most established real estate families and leadership teams is returning to its independent roots.

Central California Real Estate Pros launched Feb. 27, operating under the same ownership group, staff and agents who previously ran Keller Williams in the area. The move comes after what leadership described as an extensive review process ahead of a franchise renewal.

“After reviewing the Franchise Disclosure Document for renewal, there were just things in there that didn’t seem in line for us or for the agents moving forward,”  said Joanna Odabashian, CEO and founding owner of Central California Real Estate Pros.

The brokerage will continue serving clients throughout the Central Valley, with them noting that daily operations, training programs and compliance standards will remain the same. One of the changes is the elimination of franchise fees paid by agents.

“When we were a franchise, there was a franchise fee to pay,” Odabashian said. “Now that goes away. So that’s one thing that I think would be beneficial to agents.”

The group joining Odabashian includes her younger brother Jared Martin, partner and strategic leader, and their parents, Jennifer, partner and compliance expert and Bryan, partner and personal growth advocate. The family-led team has decades of experience in the area’s real estate market.

Jared Martin, a third-generation Realtor, served as 2010 president of the Fresno Association of Realtors and 2019 president of the California Association of Realtors. He said that independence allows them to move more quickly and reduce overhead. 

“I’m not a big believer that a franchise brings much contribution beyond systems,” Jared said. “I think the decision making, global decision making, is a big advantage.”

Jennifer Martin, a licensed Realtor for nearly 40 years and a broker since 2003, said returning to an independent brokerage was a familiar feeling and is aware of the advantages that come with it.

“Most of my career, I’ve been an independent broker,” she said. “So this doesn’t feel weird or anything like that. It’s wonderful. It makes it so that we’re nimble and quick and can kind of move with the market.”

Family decision making has become a key part of the work dynamic. Major decisions require unanimous agreement among the four partners, a model they say fosters trust and long-term stability.

Bryan Martin, shared how lucky he has been to be able to work with his family and how they have been able to navigate the work and family dynamic.

“So both of them are freaking amazing people of astronomical proportions, because they have continued to grow and to develop and learn over the years in phenomenal ways,” Bryan said of Jared and Joanna.

Jared said that he has gotten calls from Jennifer where she tells him she wants to grab coffee with her son, not her business partner.

“I think it’s the very best way to work. I love working with family, and it creates a high level of respect,” Jennifer said. “I feel really blessed to be able to share every day with them.”

Beyond structure, the firm’s branding reflects its long-term vision. Its new name highlights a regional focus, while its chosen symbol, the California quail, highlights themes of collaboration, vigilance and community roots.

“Quails are never found alone; they live in “coveys,” supporting and protecting one another as a group. This mirrors our commitment to Love and community,” they wrote in an email announcing the change to an independent brokerage. “We treat every client like a member of our own covey—with respect, care, and a “Good Neighbor” approach to every interaction,

Looking ahead, Odabashian says the transition is less about change and more about continuity.

“We don’t believe a name sells houses — people do,” Odabashian said. “But Central California Real Estate Pros state clearly where we work and who we are,” Odabashian said. “It’s business as usual… just under a new name.”