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Writer's pictureNatalia Ramírez

Investing with values: A journey through the lives of Saul Serna and Carlos Serna


Saul Serna and his son Carlos Serna share their journey in the real estate world and the lessons learned along the way.


Throughout the discussion, Saul reflects on what he has learned from Carlos, stating: "What I have learned from you is the balance and humility you possess... and that family is more important than business..."


Carlos, in turn, shares that what he enjoys most about working in the real estate business is helping people. He is motivated by the feeling and emotion of his clients when they have their own home. These words reflect the passion and dedication that both Carlos and Saul have for their profession.


They also emphasized the importance of ethics in every step of the process. According to them, they would never offer a property they wouldn’t be willing to buy themselves, as their experience allows them to recognize when a property is not a good option. This commitment to transparency and quality service is what sets them apart in the competitive real estate world.


Carlos Andrés offers valuable advice about the real estate market, specifically in Rockford, Illinois: "It is always a good time to invest if you are prepared and ready to do so."


He also shares the benefits of investing in Rockford:


• Prices continue to rise due to the demand.

• The Rockford market is special; it is an excellent place to live, with easy access to other cities like Chicago.

• The cost of living is stable.

• The Hard Rock Casino, which opened this year in 2024, brings economic benefits to the city.

• The city offers beautiful natural parks, excellent cuisine, recreational activities, and good schools close to residential areas.


Saul, at the end of the conversation, closes with an emotional reflection upon seeing his son’s success: "It was worth it because of Carlos Andrés." These words express the pride and satisfaction of watching his son grow, not only professionally but also personally, always maintaining an ethical and human-centered approach.


This father-and-son conversation not only offers a glimpse into success in the real estate world but also highlights the importance of balancing professional life with family values, selfless service, and respect for the client.


If you wish to contact

Saul Serna +1 305 906 2247

Carlos Serna +1 815 262 3919

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