Real Estate Sales Force

What Real Estate Sales Force does

Real Estate Sales Force (RESF) is a private South Florida real estate brokerage founded in 2005 by Jorge L. Guerra Jr., headquartered in Coral Gables with additional offices in Miami-Dadeland, Fort Lauderdale, Hialeah, and Key Largo (the last operating under the RESF Island Properties sub-brand). The company represents buyers, sellers, and lessors across residential and commercial property, serving a diversified mix of local homeowners, investors, commercial tenants (including food-and-beverage operators such as Pasión del Cielo and office-building transactions such as the $5.8 million sale of 120 Giralda Avenue), and international buyers targeted through global conference outreach.

The brokerage differentiates via an in-house video production capability centered on HD walkthroughs, HDR video marketing, and drone aerial footage, with over 1,000 property videos published and 15,000+ monthly YouTube views. RESF claims this in-house media stack cuts showing times by 90 percent and enables remote offer-making. Supporting programs include RESF Reserved (premium listing tier), a Mentorship Program for agent development, and the RESF Island Properties Florida Keys specialty office.

RESF operates a commission-based revenue model on residential and commercial transactions and on leasing, with agents working under standard commission splits. Pricing is not publicly disclosed. The firm has no external funding, is privately held by its founder, and has received industry recognition including three consecutive Broker of the Year awards (2006-2008), RISMedia's No. 353 national ranking in 2018, and Jorge Guerra Jr.'s election as 2020 Chairman of the MIAMI Association of REALTORS (the largest local Realtor association in the United States).

Name

Real Estate Sales Force

Legal name

Real Estate Sales Force

Website

https://resf.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Short description

Real Estate Sales Force is a private South Florida real estate brokerage founded in 2005, operating 300-350 agents across five offices to serve residential, commercial, and luxury buyers, sellers, and lessors, differentiated by in-house HD video and drone marketing.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121), Offices of Real Estate Agents and Brokers (5312), Offices of Real Estate Agents and Brokers (531210)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

Office Brokerage (BPAJABAA), Commercial Real Estate Brokerage (Leasing & Sales) (FSAEAJAB), Tenant Representation & Corporate Services Brokerage (BPAJABAJ)

Keywords

• Residential real estate brokerage
• Commercial property sales
• Property leasing services
• South Florida realty
• Luxury condominium marketing

Headquarters

HQ city

Coral Gables

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Real Estate Sales Commission: RESF operates as a traditional real estate brokerage earning commissions on property sales and purchases. Agents work on commission splits, representing buyers and sellers in residential and commercial transactions across South Florida.
2. Real Estate Leasing: The company also facilitates property rentals, managing both residential and commercial leasing transactions in the South Florida market.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Real Estate Sales Force is a South Florida real estate brokerage that helps clients buy, sell, and lease residential and commercial properties through a network of 300+ licensed agents operating from multiple offices in Coral Gables, Miami, Fort Lauderdale, Hialeah, and Key Largo. The firm differentiates its listings with in-house HD and HDR video production, drone videography, and analytics-driven property marketing, enabling remote tours and global exposure for South Florida properties.

Product overview

Real Estate Sales Force (RESF) is a South Florida real estate brokerage operating as a unified platform with specialized sub-brands and service programs. The core offering encompasses residential and commercial property buying, selling, and leasing through a network of over 300 agents. Supporting services include RESF Island Properties (Florida Keys division), RESF Reserved Program (premium access), and Mentorship Program (agent training). The company differentiates through technology features including HDR video property marketing and in-house drone video services, which are integrated into listings to reduce showing times and enable global property marketing.

Differentiator

Problem solved

Functional benefit

Brands

• RESF Island Properties: Specialized office focusing on Florida Keys and island properties, located in Key Largo.

Products and services

• RESF Residential Real Estate Brokerage Full-service residential real estate brokerage helping clients buy, sell, and lease single-family homes, condominiums, and townhouses across South Florida through a network of 300+ licensed agents.
• RESF Commercial Real Estate Brokerage Commercial real estate brokerage services for buying, selling, and leasing office, retail, and investment properties across South Florida, including notable transactions such as the $5.8 million sale of 120 Giralda Avenue.
• RESF Island Properties Specialized sub-brand and brokerage division focused on Florida Keys and island real estate, including waterfront properties and luxury island homes in Key Largo.
• RESF Reserved Program Exclusive program providing clients with reserved or premium access to select South Florida property listings and elevated representation services.

Quantifiable outcome

• 90% reduction in property showing time through video technology
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered moderate and core.

• Spanish International Realty Alliance (SIRA)moderateStrategic or Co-development Partner · 4 June 2026Organizers of Inmociónate, one of the most recognized real estate events in the Spanish-speaking world. Dinorah and Jorge Guerra attended Inmociónate 2026 in Barcelona.
• MIAMI Association of REALTORScoreStrategic or Co-development Partner · 2 March 2020Jorge L. Guerra Jr. elected as 2020 Chairman of the Board of MIAMI Association of REALTORS, the nation's largest local Realtor association with over 41,000 members. RESF has deep ties to this organization with Jorge also leading the Young Professionals Network in 2016.
• Florida RealtorscoreStrategic or Co-development Partner · 1 August 2016RESF is an active member of Florida Realtors, with Jorge Guerra Jr. featured as a speaker at the 2016 Convention & Trade Expo discussing front-end technology and property videos.
• The Lazcos TeammoderateChannel Partner/ Reseller/ Distributor · 1 August 2016Team spearheading the RESF Island Properties Key Largo office, representing the brokerage in the Florida Keys market.
• Women’s Council of RealtorsmoderateStrategic or Co-development Partner · 1 June 2016RESF actively participates in Women's Council of Realtors events and conferences, with Jorge Guerra Jr. serving as special guest speaker at Business Resources Meetings.
• UCI (Union de Consumidores Internacional)moderateStrategic or Co-development Partner · 1 June 2016Organizer of Inmociónate conference in Spain. Jorge Guerra Jr. has represented MAR at Inmocinate/Inmociónate events since 2016.
• National Association of Hispanic Real Estate Professionals (NAHREP)coreStrategic or Co-development Partner · 1 January 2015Jorge Guerra serves as executive board member and education chair for NAHREP, which works to advance sustainable Hispanic homeownership. RESF agent Diana Medina was named a Top 100 Latino Agent by NAHREP.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Compass: Tech-enabled national real estate brokerage that has aggressively expanded into Florida with proprietary platform, agent equity, and digital marketing tools—directly competitive with RESF's technology differentiation thesis in the South Florida market.
• eXp Realty: Cloud-based brokerage with a commission-split and equity participation model that competes aggressively for agent recruitment—directly threatening RESF's ability to retain independent contractor agents in Florida.
• Coldwell Banker: National legacy brokerage franchise with deep agent presence throughout South Florida; competes for the same residential sellers and buyers and offers global referral network similar to RESF's international outreach.
• Berkshire Hathaway HomeServices: National franchise brokerage with significant Florida presence, competing for the same residential and luxury market segments with brand prestige and referral infrastructure advantages.
• Keller Williams Realty: Largest real estate franchise by agent count in the U.S., with substantial Florida market centers that compete for agent recruitment and consumer-facing residential listings using similar commission-based models.
• Douglas Elliman: National luxury-focused brokerage with significant South Florida expansion, directly competing for high-end and international buyer representation in Miami, Fort Lauderdale, and Palm Beach.

Direct peers

• The Keyes Company: Independently owned Florida-headquartered brokerage with deep South Florida presence, residential and commercial focus, and comparable agent-network model—the most direct regional competitor to RESF.
• ONE Sotheby's International Realty: South Florida-focused luxury brokerage affiliated with the Sotheby's brand, directly competing with RESF for premium condo, waterfront, and international buyer representation in Miami-Dade and Broward.
• Illustrated Properties: Long-established Palm Beach and South Florida brokerage with a comparable agent-based residential and luxury model—relevant peer for Florida Keys and coastal luxury competition.
• Premier Estate Properties: Florida-focused luxury brokerage specializing in high-net-worth waterfront and estate transactions—directly competitive with RESF's luxury and pre-construction segments in South Florida.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/jguerrajr
• YouTubeyoutube.com/user/jguerrajr?feature=mhum
• Facebookfacebook.com/resfcom
• Pinterestpinterest.com/jguerrajr/_saved
• LinkedInlinkedin.com/company/real-estate-sales-force-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Real Estate Sales Force