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Leveraging technology to immerse global buyers in Miami real estate, Jorge L. Guerra, Jr., leads
his team of tech-savvy agents at Real Estate Sales Force (RESF) who have a knack for making
their listings go viral.
TEX T BY ESTRELLITA S. SIBIL A
T he rise of the digital age and the development of new
technologies has caused transformational change in
almost every industry, and real estate is no exception.
Gone are the days where prospecting clients meant working
“floor time” and waiting for a potential buyer to come through
the doors of your brick-and-mortar operation.
Technology has been a real game-changer for Jorge L.
Guerra, Jr., and RESF, a real estate brokerage business he
launched in 2005.
Today, almost 98% of buyers troll the pages of the internet
in search of the perfect home. As a result, Guerra is making
sure his properties stand out amongst the sea of tiny photos
meant to entice you to click for more and fall in love with your
new home. “We’ve leveraged state-of-the-art technologies to
stage videos and allow customers to view properties as if
they’re walking through,” says Guerra, who has personally
shot over 1,100 fully immersive videos of properties using
tools like hi-def cameras and high-flying drones.
While most companies invest in back-end technologies
like e-mail campaigns, customer relationship managers and
template makers, RESF is leading the industry in front-end
technology with their property-focused videos that require
more than just shooting and editing. “With video presentations,
68 you’re required to critically think about what buyers around
the world want to see,” he says. Since Guerra spends a great
deal of time understanding industry trends, throughout time
he and his team have developed a system where they showcase
a visual walk-thru experience of a property to online buyers,
no matter where they’re located. “The goal is to provide an
immersive experience by giving complete accessibility to a
property,” he says. “We want to capture the eyes of the buyer,
to captivate them and have them emotionally invested.”
Guerra’s love for real estate goes beyond his work at the
office. He keeps up with local and national real estate trends
and is a member of the Executive Board for the National
Association Of Hispanic Realtors & Real Estate Professionals.
He’s also the President-Elect of the Young Professional Network
for the Miami Association Of Realtors and a member of the
Latin Builder’s Association. RESF has evolved enormously,
with over 1,000 transactions in the last year and a healthy
squad of over 300 agents with 4 offices throughout South
Florida. While his job is to lead, train, motivate and create,
Guerra warns that success in real estate doesn’t happen over
night. “You need to be consistent, and persistent — with your
marketing, your value propositions and your career,” he says.
“And you need to always sell yourself.”