Lisa Guerra, owner of United Real Estate Solutions. Photo by Jasmin Adriana Gonzalez, JEFAS Magazine.
By Antonia Rivera
Lisa Guerra never spoke Spanish as a child; her parents made sure of it. Today, the South Sioux City real estate agent has a career built on what her parents once hid: her Latina heritage. She does business in both English and Spanish, turning what her family once saw as a liability into her greatest professional asset.
From Banker to Realtor: A Career Reimagined
After 15 years in financial services, the COVID-19 pandemic prompted Guerra to reconsider her career path. “I realized I wanted more control over my time and to be more present for my children. That led me to real estate. It felt like a natural next step,” Guerra recalls. Years as a banker while raising her two oldest daughters left her with little control over her schedule. She missed milestones and wanted to be there for her two younger children.
Her career shift marked a longer journey to reclaim the heritage her parents once hid. By embracing her bilingualism, Guerra built a thriving business while honoring her father’s values.
Navigating Discrimination and Cultural Pride
The path to success, however, began with loss and discrimination. Guerra’s grandparents were Spanish-speaking immigrants, and her U.S.-born parents were bilingual. They moved to the small town of Onawa, Iowa, in the 1970s, where Guerra was born and raised and where her father became a police officer.
Being American-born wasn’t enough to shield her family from racism. “People weren’t happy that a ‘Mexican’ was arresting people,” Guerra recalls. “He ended up losing his job.” In a predominantly white community, people often made comments about her family for being different.
In response, Guerra’s parents chose assimilation. “Spanish became a secret language,” Guerra says. “My parents never spoke to me in Spanish. Many people felt they had to speak English to avoid being looked down on. It was my parents’ way of protecting us.”
Lisa Guerra, owner of United Real Estate Solutions. Photo by Jasmin Adriana Gonzalez, JEFAS Magazine.
Learning Spanish and Building Community
Though Guerra didn’t speak Spanish growing up, she felt a deep connection to it. She sang Selena after looking up translations. In high school, her best friend’s mom insisted she speak only Spanish at their house. Guerra didn’t realize she’d become bilingual until a relative of her best friend asked a question. As she answered, he exclaimed, “Lisa, ¡ya hablas español!” (you speak Spanish now!).
After a year and a half of immersion, it hit her: she’d learned Spanish. What once felt like a family impediment would become her superpower.
Guerra didn’t stop at learning Spanish. She vowed to cherish her culture and live by the Chicano values her father taught her: help those in need, and don’t let injustices slide. She watched him protect and serve his family and community without a police officer’s badge. Although he didn’t speak Spanish at home, he became a translator for Woodbury County and was on his way to becoming a lawyer when he died in his early 40s.
Following in her father’s footsteps, Guerra looks out for her community. As a real estate agent, that means ensuring clients aren’t taken advantage of or sold products they don’t need. Other times, it means striving for authenticity through trust, advocacy, and cultural pride.
Carrying Forward a Legacy in Real Estate
Today, Guerra is a licensed Realtor in Iowa, Nebraska, and South Dakota, serving a primarily Spanish-speaking clientele. She plans her work around her children’s schedules, pushes her comfort zone, and guides clients toward homeownership.
“Being bilingual lets me connect deeply with my Spanish-speaking clients. I’m proud to be a resource and help people navigate one of the biggest decisions of their lives, making sure they feel seen, heard, and supported throughout the process,” she says.
Guerra’s journey is more than a career change—it’s a tribute to her father and a testament to cultural pride.
“Instead of forcing what didn’t feel authentic, I chose to focus on what I could control: providing exceptional service,” Guerra says. “If there’s one thing I’ve learned, it’s that our stories, our roots, and our drive are powerful. We’re building legacies. Surround yourself with people who uplift you, and remember: you belong in every room you walk into. Your culture, your perspective, and your passion are your superpowers.”
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