Jorge Guerra: Elevating South Florida Real Estate

Meet Jorge Guerra: Elevating South Florida Real Estate | Real Estate Excellence Podcast Ep. 169

As host of the Real Estate Excellence Podcast, I'm always searching for true leaders who are shaping the real estate industry — and Jorge Guerra Jr. is exactly that. In Episode 169, I had the honor of interviewing Jorge, the founder and broker/owner of RESF (Real Estate Sales Force), a tech-forward brokerage with nearly 500 agents across South Florida. Jorge is not only an elite broker but also a visionary leader, keynote speaker, and active advocate for the future of our industry.

Why Jorge Guerra Stands Out in South Florida Real Estate

When you talk about South Florida real estate, you can’t ignore the massive impact Jorge Guerra has made. As the 2020 Chairman of the Miami Association of Realtors and the upcoming 2025 Vice President of Florida Realtors, Jorge’s influence reaches from local neighborhoods to national policy. But what makes him truly exceptional is how hands-on he is with his agents — from training and mentorship to tech innovation and brand strategy.

Jorge built RESF during one of the toughest market crashes and transformed it into a powerhouse brokerage. His early recognition of the internet's role in real estate led him to prioritize video marketing and online presence. "It’s no longer about curb appeal — it’s about web appeal," he says, highlighting the need for agents to be visible, authentic, and engaging online.

At RESF, every listing is treated like a movie production — an approach that not only elevates the brand but also sets a high bar for how homes are marketed. This strategy resonates with modern buyers and sellers who often make decisions digitally before ever stepping foot in a home.

The RESF Advantage for Buyers and Sellers

Buyers benefit from Jorge’s tech-forward vision through immersive online experiences, while sellers gain maximum exposure with professional-grade video and consistent branding. Jorge understands that real estate is emotional, and he emphasizes that video marketing connects buyers to properties on a deeper level. "Real estate is an emotional decision. Any opportunity to create that emotion — you have to take it."

Beyond client service, Jorge’s dedication to agent development is unmatched. He mentors his team like a coach, training them across residential, commercial, rentals, and investment sales. “The only way you're going to make it is to work harder, work smarter, and stay ahead of the market,” Jorge explains — a philosophy that drives the culture at RESF.

Host Insight

Speaking with Jorge was a masterclass in leadership. I was struck by his relentless drive, authenticity, and dedication to mentoring others. He doesn’t just talk — he acts. Jorge leads by example and inspires loyalty by investing in the success of each agent under his brand. It’s clear why RESF agents thrive — they’re being coached by one of the best.

Watch Jorge Guerra’s Full Episode:
🎥 YouTube: https://youtu.be/kYNV2IO6Rjk
🎧 Apple Podcasts + Spotify: Search “Real Estate Excellence Podcast”

👉 Learn more: www.tracyhayespodcast.com/169
👉 Connect with Jorge:
Instagram: https://www.instagram.com/jguerrajr/
Facebook: https://www.facebook.com/jorge.guerra
LinkedIn: https://www.linkedin.com/in/jorgeguerrajr/
RESF Website: https://resf.com/

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