Jorge Guerra

Real Estate Sales Force (RESF)

Jorge Guerra launched Real Estate Sales Force (RESF) in 2005, aiming to transform the industry by using video technology to record listings and promote them on social media. RESF has grown to four offices in South Florida and more than 475 agents.

Guerra is the CEO of RESF, 2020 chairman of the Miami Association of REALTORS® and 2021 global liaison of the National Association of REALTORS®. He is a dynamic industry thought leader, real estate expert and international keynote speaker.

In response to the COVID-19 pandemic, Guerra conducted training sessions and seminars virtually to connect with employees and potential clients. Since its listings are videotaped, the firm was able to serve clients and keep agents safe. RESF Cares, an internal task group, donated over 1,000 meals to healthcare workers.

“This is the most difficult and competitive industry,” says Guerra. “My success has been through trial and error—mostly error.”