Real estate is more than buildings; it is where families grow and futures take shape. Few leaders understand this more deeply than Carlos de Saro Castillo, Chief Commercial Officer of Grupo Guía, the largest and most influential real estate company in Western Mexico. With more than fifteen years in the industry, Carlos has transformed what began as an unexpected career shift into a mission-driven journey defined by innovation, service, and a relentless commitment to elevating the client experience.
His leadership has helped position Grupo Guía as one of the most advanced PropTech companies in Latin America, blending digital transformation, human-centered service, and predictive intelligence to redefine how people buy, rent, and invest in property.
Discovering a Purpose in Real Estate
Carlos entered the real estate world almost by accident. Fifteen years ago, he accepted a marketing role with no prior experience in the sector. Yet he quickly realized that real estate is not merely a transaction, it is a transformative moment in a person’s life. Choosing a home shapes family dynamics, financial stability, happiness, and personal identity.
“The moment I stepped into it, something changed in me,” he recalls. From that point on, he committed himself to making the buying experience magical, transparent, simple, and emotionally meaningful.
This purpose continues to define Grupo Guía’s philosophy today:
Transforming people’s lives through innovation, technology, and exceptional service.
“Real estate transforms lives; technology transforms real estate. Our mission is to build the bridge between both.”
From Marketing Assistant to CCO: A Journey of Reinvention
Carlos’ growth within Grupo Guía is driven by curiosity, humility, and a deep commitment to problem-solving. Beginning in marketing, he moved across legal, administration, HR, technology, and sales, gaining a 360-degree understanding of the business.
This cross-functional experience uniquely prepared him to lead the company’s commercial strategy across 350+ advisors, multiple cities, and a portfolio of ambitious developments.
The pandemic became a defining moment. With physical sales centers closed, Carlos and the leadership team accelerated the creation of VISION, a digital platform enabling customers to purchase property online with the same ease as e-commerce, while maintaining full legal certainty, validated documentation, digital signatures, real-time inventory, and complete process transparency.
Today, VISION is regarded as one of the most advanced PropTech solutions in Mexico.
Driving Innovation Through Technology, AI, and Data
For Carlos, innovation is not a trend, it is a responsibility. Grupo Guía has built a fully integrated digital ecosystem:
VISION
An end-to-end, legally certified online buying experience designed with the simplicity and clarity of a major e-commerce platform.
Guía Rent
A digital rental model allowing tenants to rent without an aval, while ensuring landlords receive 100% of rent payments, even in cases of default.
Guía Link
A partnership with Grupo More that enables mortgage pre-approval in under one minute.
Artificial Intelligence & Predictive Data Models
Developed in-house by a 20+ member technology team, these tools allow Grupo Guía to anticipate demand, guide design decisions, optimize pricing, and forecast market shifts up to five years in advance.
This data-driven approach gives the company a competitive edge rarely seen in Mexico’s real estate sector.
Guía Flex (Launching 2026)
A forthcoming platform that will allow certified advisors across Mexico and the United States to sell Grupo Guía inventory with full legal support, digital tools, training, marketing assets, and transparent commission structures, effectively democratizing access to opportunity.
Overcoming Challenges Through Adaptability and Vision
Carlos notes that real estate development cycles often span 4–7 years, while market preferences can change in months. The pandemic forced a rapid reinvention of processes, from virtual tours to fully digitized legal workflows.
“Leadership relies on transparency, consistency, and real human connection,” Carlos explains.
“Trust is built by being present and leading by example.”
VISION became the backbone that allowed Grupo Guía not only to endure disruption, but to grow through it.
“Growth begins where comfort ends — that’s where we build the future.”
— Carlos de Saro Castillo
Leadership Influence: Learning to Let Go, Trust, and Build Together
A defining chapter in Carlos’ leadership journey has been learning that strength doesn’t come from control — it comes from trust. “I realized that trying to carry everything myself was not leadership — it was a bottleneck,” he says. That shift led him to build stronger teams, empower decision-making, and create a leadership structure focused on growth.
This evolution aligns with the philosophy of Pablo Errejón Alfaro, President & CEO of Grupo Guía, who has instilled a 10X mindset across the organization — encouraging leaders to think bigger, act boldly, and innovate without fear.
Award-Winning Developments: Best Place to Live 2025
Several flagship projects have earned the Best Place to Live 2025 certification, recognizing excellence in sustainability, design, community integration, and long-term value.
Kulkana – Cancún
A master-planned community offering residential lots starting from 115 m², designed around a 20-hectare lake, parks, green mobility, and essential services.
Greenwood – Cancún
A modern apartment development featuring lifestyle-driven amenities and strong investment potential.
Ventura & Punto Sur – Guadalajara
Mixed-use and vertical communities built for modern urban living, recognized for quality, livability, and innovation.
For International Investors and U.S. Readers
Whether investing for lifestyle, retirement, rental income, or long-term value, Grupo Guía offers access to some of Latin America’s most awarded communities through secure digital transactions and legally verified developments.
A QR code included in the final publication will allow readers to explore inventory, schedule consultations, or connect with a certified Grupo Guía advisor.
Closing Thought
Carlos summarizes his mission simply:
“Our purpose is simple: transform lives through innovation, service, and trust.”
