Saul helps others achieve their goals by listening, evaluating and creating innovative alternatives and business strategies so they can identify their passion and become inspired and accountable to achieve amazing results.
He had a business degree but, since he only spoke basic English, he took a job in a restaurant washing dishes and mopping floors. He understood that it is necessary to start at the bottom sometimes, and he was committed to doing excellent work regardless of the nature of the job.
who needed a translator encouraged Saul to get his real estate license, and though his English was broken, his energy and enthusiasm for the business made him a dynamic real estate agent. He reached out to the Hispanic community like no one ever had, and was welcomed with open arms.
Due to his consistent effort, dedication, and creativity in serving Hispanics in his marketplace, ‘an overlooked community’, the NATIONAL ASSOCIATION OF REALTORS recognized him as Today’s Realtor and he graced the cover of TODAY’S REALTOR Magazine.
For his outstanding and consistent high level of production year after year (84 sales in his first year and an average of 120 per year thereafter), Saul was inducted into the Master’s Hall of Fame, an elite group of top producers worldwide.
Having achieved and surpassed all his goals in traditional real estate sales, Saul recognized that he could actually help more Hispanic consumers by training and coaching other Hispanic agents to do what he had done,…. and that is when BUSINESS FOR LIFE, his coaching company, was born. He has coached individually and in groups more than 3000 real estate agents and mortgage professionals and has become a sought after professional speaker in both English and Spanish
His sales training and coaching programs have been adapted to other industries wishing to grow their Hispanic market share. Saul authored and coached the BEST JOBS program for General Motors dealers, helping them attract, recruit and train a sales force that dramatically increased their Hispanic sales volume.
As a life coach, Saul feels the need to coach children at an early age, to help them develop good habits that will last a lifetime. Together with his wife, Jan, they wrote Just Bee ,the first ever children’s coaching book in both English and Spanish, and then developed the children’s coaching program. This book presents twelve character building and diversity coaching lessons which have inspired teachers, engaged parents and motivated students to work together and Just Bee the best they can be.
They have already implemented this program in many schools in the US, Latin America, and Kenya and look forward to expanding the program more and more, as we believe that by coaching the children we can change the world!
The Hispanic National Mortgage Association, an organization dedicated to increasing the Hispanic homeownership rate in US the United States, presented Saul with a Lifetime Achievement Award as a champion of Hispanic homeownership for the impact and inspiration he had among within the real estate community.
Saul has written numerous training and coaching manuals, including his award winning MAP to MASTERY sales training, the GMAP (created for General Motors Corporation), Business Energy and Success 21. The practical lessons and coaching tips have helped thousands of sales professionals build rewarding careers.
To consolidate all his years of experience as a real estate sales professional, broker owner and business coach, Saul wrote ‘Got Latin’ book, his best-selling book in which he shares over 140 coaching tips for increasing sales and productivity. To complement the lessons in the book, he developed the Business Tool Box, which contains additional materials and tools that make the implementation easier.
This new real estate company was formed to serve the needs of foreign investors wishing to build or expand their real estate portfolios in the United States, and for some to perhaps relocate and live their lives in the America. As an immigrant himself, Saul wants to share with others his knowledge and twenty plus years of experience in the US. He is passionately committed to taking care of each client one on one, so they, too, can too, realized the American Dream!
Century Plaza Business Center exists for one fundemental reason: to provide an extraordinary environment where people genuinely enjoy working and can reach their highest levels of productivity. This is Saul's headquarters and is shared by a diverse community of startups, entrepreneurs, independent professionals, small business teams and national and international branch offices. Different from other co working spaces, Century Plaza is a purpose-built environment that provides coaching to its members and more options for networking, socializing, innovating and sharing knowledge.
I've been working with Saul Serna for a very long time now. More than a coach or a Hispanic Market expert, Saul is a deal maker. His crystal clear vision of the Real Estate market is outstanding and he knows how to turn a property into great investment. Thank you Saul for still standing by my side and supporting me and my family!”
We have worked with other real estate brokers before, but the expertise, care and investment opportunities presented by Saul are second to none. He not only cares about finding good deals but has coached us throughout the entire process. His team of professionals gives us peace of mind and security.”
We have successful purchased properties with Saul. His coaching helped us not only with the real estate transaction , but managing our investments and even personal matters as foreign nationals. He takes time to educate us and really cares about our future.”