Broward Council of the MIAMI Association of REALTORS

                                                                                                     

                

  • Miami Existing Condo Sales Jump 24.6 Percent in April

    May 24, 2018
    Miami’s existing condominium market posted its best April in three years as condo transactions jumped 24.6 percent and condo dollar volume surged 40.8 percent year-over-year, according to a new report by the MIAMI Association of REALTORS® (MIAMI) and the Multiple Listing Service (MLS) system. Miami single-family home sales and residential prices rose.
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  • MIAMI REALTORS® Launches MIAMI Platinum PLUS for its Members

    May 17, 2018
    The MIAMI Association of REALTORS® (MIAMI) is now offering its members subscriptions to MIAMI Platinum PLUS, an exclusive and unparalleled suite of upgraded Realtor products and services, so Realtors can utilize an even higher level of industry tools to improve and expand their business while enhancing the home buying and home selling process for the public.
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  • Miami Luxury Home Sales Soar in 1Q 2018

    May 15, 2018
    Total Miami luxury home sales surged 12.3 percent in 1Q 2018 as median prices rose for the 25th consecutive quarter, according to a new report by the MIAMI Association of REALTORS® (MIAMI) and the Multiple Listing Service (MLS) system.
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  • MIAMI REALTORS CEO Named to South Florida’s Most Influential Business Women

    May 14, 2018
    MIAMI Association of REALTORS® (MIAMI) Chief Executive Officer Teresa King Kinney was named one of the top 25 Most Influential Business Women in South Florida. The South Florida Business Journal honored Kinney’s strong record of leadership, community involvement and industry innovation at an event on May 11 in Fort Lauderdale.
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  • Miami Luxury Single-Family Home Sales Jump in March

    Apr 23, 2018
    Miami luxury single-family home sales posted double-digit gains as median prices for all properties continued rising in March, according to a new report by the MIAMI Association of REALTORS® (MIAMI) and the Multiple Listing Service (MLS) system.
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  • South Florida Industrial Real Estate Prices, Transactions Rise in 4Q

    Apr 23, 2018
    South Florida industrial real estate prices increased 11.4 percent year-over-year in the 4Q 2017 and the Miami-Dade, Broward and Palm Beach tri-county region posted its second highest industrial transaction volume for the year,
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  • Patricia Anglero Elected 2018 Broward President of the MIAMI Realtors

    Apr 07, 2018
    The MIAMI Association of REALTORS® (MIAMI) has elected Fort Lauderdale broker Patricia C. Anglero as its 2018 Broward Council president. She and all of MIAMI’s leadership boards were installed Feb. 2 at the MIAMI 2018 Inaugural and Awards Celebration.
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  • MIAMI REALTORS Commercial Partners with Research and Data Firm Vizzda to Provide South Florida Commercial Statistics Reports

    Apr 05, 2018
    MIAMI Association of Realtors Commercial (MIAMI Commercial) has formed a strategic alliance with Vizzda (Visual Data) to provide The Quarterly Report – South Florida Commercial Real Estate, which will offer comprehensive commercial research and statistics to MIAMI’s 46,000 members and the consumers they serve.
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  • MIAMI Realtors Commercial Association Rebrands as MIAMI Commercial

    Apr 05, 2018
    The MIAMI Association of REALTORS® (MIAMI) has rebranded its commercial real estate organization, to MIAMI Commercial. MIAMI Commercial’s new name and logo is part of MIAMI’s successful expansion of the commercial reach of the Miami Association of Realtors that enhances the 25-year-old organization, which was formerly the Realtors Commercial Alliance MIAMI (RCA MIAMI).
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  • Miami Condo, Luxury Home Sales Rise in February  

    Mar 21, 2018
    Miami existing condominium and total luxury home sales increased in February, according to a new report by the MIAMI Association of REALTORS® (MIAMI) and the Multiple Listing Service (MLS) system.
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  • Miami Realtors Expands Presence of South Florida Real Estate at Global Expo

    Mar 14, 2018
    The MIAMI Association of REALTORS® (MIAMI) has increased its presence by 400 percent at the world’s largest commercial real estate conference, MIPIM. MIAMI Realtors will have exhibits promoting South Florida at MIPIM from March 13-16 in Cannes, France as part of the National Association of REALTORS® (NAR) expanded U.S. pavilion. This year, MIAMI has significantly expanded the U.S. and MIAMI/South Florida presence by adding its own adjacent exhibit space.
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  • Colombia Leads Countries Looking for Miami Homes in January

    Mar 13, 2018
    Colombian consumers registered the most international web searches for Miami homes in January, according to a new report by the MIAMI Association of REALTORS® (MIAMI). South Florida remains the most-searched U.S. market by international consumers and a top-five market for homebuyers in the world’s six largest regions, according to January data.
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  • Urgent Legal Alert from Florida REALTORS General Counsel

    Mar 06, 2018
    Recently, Florida Realtors became aware of several lawsuits filed against real estate brokers in Miami Dade and Broward counties concerning allegations of discriminatory advertising—a violation of fair housing laws. Specifically, brokers are being sued for discriminating against tenants with Section 8 vouchers. These violations, however, pertain to local ordinances, not the Federal Fair Housing Act. Under these local ordinances, landlords and Realtors are precluded from discriminating against tenants with Section 8 vouchers, as this falls under the protected class "source of income."
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  • Miami Condo, Single-Family Home Sales Jump in January

    Feb 22, 2018
    Miami existing condominium and single-family home sales rose in January as $1 million-and-up luxury transactions jumped for all properties, according to a new report by the MIAMI Association of REALTORS® (MIAMI) and the Multiple Listing Service (MLS) system.
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  • Colombia Tops Countries Looking for Miami Homes

    Feb 20, 2018
    Colombian consumers posted the most web searches among foreign countries for Miami homes in December, according to a new report by the MIAMI Association of REALTORS® (MIAMI). South Florida finished as the most-searched U.S. market by international consumers and is a top-five market for consumers in the world’s six largest regions, according to December data.
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  • Miami Single-Family Homes Post Fifth Biggest Sales Year in History

    Feb 13, 2018
    Miami recorded the fifth-most annual single-family home sales in county history in 2017 as total dollar volume and median prices rose at year-end and in 4Q 2017, according to a new report by the MIAMI Association of REALTORS® (MIAMI) and the Multiple Listing Service (MLS) system.
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  • MIAMI Realtors Releases New 2017 South Florida International Real Estate Report

    Feb 08, 2018
    Foreign home buyers spent more on South Florida homes and purchased more local residential properties in 2017 than the year before, according to the new 2017 Profile of International Home Buyers of MIAMI Association of REALTORS® (MIAMI) Members conducted by MIAMI and the National Association of Realtors (NAR).
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  • Jorge L. Guerra Jr. Elected 2018 MIAMI Realtors Residential President

    Feb 06, 2018
    The nation’s largest local Realtor association has elected Miami broker Jorge L. Guerra Jr. as its 2018 Residential President. He and the entire Board of Directors were installed Feb. 2 at the MIAMI Association of REALTORS® (MIAMI) 2018 Inaugural and Awards Celebration.
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  • MIAMI Realtors to Honor South Florida Real Estate Industry Leaders

    Feb 06, 2018
    he MIAMI Association of REALTORS® (MIAMI) will honor South Florida real estate’s industry leaders with its 2017 MIAMI Awards at its 2018 Inaugural & Awards Celebration today. “From educator of the year to humanitarian of the year to public policy advocates, the MIAMI Awards honors individuals and groups that made the real estate industry and all of South Florida a better place,” MIAMI CEO Teresa King Kinney said.
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  • Miami Native Brian Sharpe to Lead MIAMI Commercial Realtors

    Feb 06, 2018
    The Realtors Commercial Alliance of the MIAMI Association of REALTORS® (MIAMI) has elected Miami native Brian Sharpe as its 2018 president. He and the 2018 RCA Board of Governors were installed Feb. 2 at MIAMI’s 2018 Inaugural and Awards Celebration.
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Coral Gables Realtor Leverages Technology to Dominate the Local Market

by | May 13, 2016


By Chris Umpierre

MIAMI Staff

Scared. Depressed. Fearful.

All of those adjectives described Jorge Guerra Jr. at the height of the Great Recession. The Coral Gables Realtor’s income had come to a screeching halt just as he and his wife were preparing for their first child and building a dream home.

“It was one of my most depressing times,” Guerra Jr. said. “My wife and I thought we were done. All of our equity was gone. I would joke with my wife that we weren’t building the house of our dreams. We were building the short sale of our dreams.”

With his livelihood and future on the line, Guerra Jr. made a dramatic change in how his firm bought and sold real estate.

Instead of going the traditional route and waiting for consumers to walk through the door, Guerra Jr.’s Coral Gables-based Real Estate Sales Force (RESF) firm started using the Internet, immersive HD video and grassroots marketing to expand its reach to new clients. Today, RESF’s use of social media, HD virtual walk-throughs, aerial videos and grassroots branding campaigns have received national acclaim and helped the brokerage expand to 350-plus agents and five offices.

“Jorge is always the first in using the latest technology and he’s not afraid to take risks, which in this industry is rare,” said Christina Pappas, the assistant district sales manager at The Keyes Company. “Realtors like to stick to what they know, but Jorge goes above and beyond. When you look at what he’s doing with technology, it’s not just one angle. He utilizes every angle.”

For Guerra, using technology to sell real estate is a necessity in today's tech world.

“Real estate is no longer about curb appeal. It’s about web appeal,” Guerra Jr. said. “About 98 percent of real estate consumers are going online to look at properties. I realized in order to grow my company in today’s market, front-end video marketing was the way to do it.” 

Forced to Innovate

Guerra Jr. was a top South Florida Realtor before the Great Recession. He had twice sold 550 pre-construction homes in one day and was named the Builders Association of South Florida’s Broker of the Year in 2006, 2007 and 2008.

But the 2007-09 housing crash pushed him to change all of his traditional Realtor thinking.

“I was forced to innovate, forced to get creative,” Guerra Jr. said. “There was a lot of competition out there. Everybody was using the common ways to sell real estate so you had to change your game. You had to tell (clients) why you were different.”

A 2007 visit from a friend, who was studying at a New York film academy, started Guerra Jr.’s shift to video. During the visit, the friend showed him a short video podcast on the Internet, which was in its infant stages at the time.

“I had an ‘Aha’ moment,” Guerra Jr. said. “I realized if I could videotape real estate that it would be my value proposition. It would differentiate me from everybody else.”

Creating HD Virtual Walk-Throughs

Guerra Jr.’s first step involved purchasing an expensive camera. He has since expanded to HD virtual walk-through videos, aerial videos, QR codes and more.

HD virtual walk-through videos of properties have proven incredibly successful, Guerra Jr. said. Once produced (they are labor intensive and require a learning process), the videos save Realtors from showing consumers properties that don’t interest them. The videos also deliver excellent analytics.

RESF’s HD videos cut the firm’s showing time by 90 percent. Before his agents show consumers a property, they ask buyers to take a look at the HD walk-through video of the property. If they like what they see in the video, RESF’s agents will then show the consumer the property.

“It allows our agents to have more time to find clients,” Guerra Jr. said. “Imagine a world where every property is videotaped. Consumers can still take online tours of properties and see what they want. It’s a game changer, especially environmentally, when you think of the travel time saved.”

Leveraging Social Media

RESF posts its HD virtual walk-through videos on YouTube, Facebook, Instagram, Twitter and other social media platforms.

QR codes are attached to social media posts, allowing consumers to be taken directly to RESF’s YouTube channel.

Guerra Jr. utilizes online analytics to alter his strategy. YouTube’s analytics, for instance, allows Guerra Jr. to see where and when his videos are being watched. These are important statistics to report to a seller wondering how their sale is going.

It’s one of the few ways to measure real estate marketing. At a time when Realtors still print 15,000 real estate fliers, Guerra Jr.’s firm easily collects 15,000 views on videos.

“The coolest thing about video is it’s a phenomenal listing tool,” Guerra Jr. said. “’Let me show you our last listing.’ You can put video links at the bottom of emails, on a website and more. Video is a gift that keeps on giving.”

Paying it Forward

Now as chairman of the MIAMI Young Professionals Network, Guerra Jr. is passing on his video/social media knowledge to other Realtors. Guerra Jr. routinely holds MIAMI info sessions on how he is leveraging social media and video. His YPN group hosts social media classes for MIAMI members.

“Millennials have this rap that we don’t play well in the sandbox. Well, Jorge is the exact opposite,” Pappas said. “He doesn’t care if you are his competition, he is very willing to help competitors use technology. He wants to make this industry better as a whole, not only his agents.”

For Guerra, that’s his major mission.

“People ask me, ‘What is your goal, Jorge?’” Guerra Jr. said. “I don’t have one. I’ve blown away all of the goals I had in life. I’m in a fantasy. I just want to provide substance to other people. I want to help others. Some brokerages are still using the old techniques. The game has changed.”

GUERRA BIO

Name: Jorge Guerra Jr.

Board position: 2016 MIAMI YPN Chairman

Employment: Broker and owner of Real Estate Sales Force (RESF)

Achievements: Before opening his firm, Guerra was one of Doral’s leading real estate agents. He twice sold 550 homes in one day. The Builders Association of South Florida named Guerra Broker of the Year in 2006, 2007 and 2008.

Family: Jorge and his wife, Dinorah, have two children, Dominic and Alec.

Did you know? Jorge went to college with plans on becoming a doctor (his brother and sister are physicians). He completed one semester in pre-medicine at Barry University before changing course and going into real estate

ABOUT THE PROJECT

Getting to Know MIAMI Leaders highlights the 2016 presidents and chairmen of the MIAMI Association of REALTORS®. The leaders are: Chairman of the Board Mark Sadek, Residential President Carlos Gutierrez, Commercial President Maria G. Juncadella, Broward President Donna Reid, Young Professionals Network Chairman Jorge Guerra Jr. and JTHS President Susan Gaieski.

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