Building Bridges: Jonathan Figueroa’s Impact on Hispanic Homeownership with ERA Sunrise Realty
Atlanta, United States - July 4, 2025 / ERA Sunrise Realty Cobb /
Jonathan Figueroa, a real estate professional with ERA Sunrise Realty, is making significant strides in empowering the Latino and Hispanic community through innovative outreach, education, and community building in the real estate sector. With a career spanning over half a decade at ERA Sunrise Realty, Jonathan has positioned himself as a bridge between institutional real estate knowledge and the unique cultural needs of Spanish-speaking populations. His work addresses barriers to homeownership, including language accessibility, financial literacy gaps, and cultural misunderstandings about U.S. real estate processes. By combining traditional brokerage services with community-focused programming, Figueroa has helped his 98% Hispanic/Latino clientele achieve homeownership in the Atlanta metropolitan area.
A key factor in Jonathan’s success and return to ERA Sunrise was the mentorship received from Greg Martin, President of ERA Sunrise, which significantly shaped Jonathan’s career. Jonathan appreciates the educational resources and supportive culture at ERA Sunrise Realty that aligns with his goals. Jonathan says patience is the best career lesson learned, emphasizing its importance in understanding client needs, different learning styles, and building relationships. He believes patience is fundamental to success and guidance in the real estate business.
Jonathan Figueroa clarified that his work with the Latino/Hispanic community is not a formal program but is an outreach and a cultural movement focused on education and providing opportunities in real estate. His and his team’s efforts aim to address the lack of education in this community regarding loans, credit, and generational wealth.
In partnership with Miguel Hawkins from Cross Country Mortgage, Jonathan started a lead generating company called Latino Home Leads. This company focuses on marketing to the Hispanic/Latino community in their language and highlighting opportunities like homeownership with a tax ID. The goal is to inform people who previously thought homeownership was not an option is possible for them. While Jonathan Figueroa initially formed the team to delegate tasks and focus on commercial real estate, it organically evolved to consist of Hispanic/Latino agents with a shared mission to help their community. This shift led to a more intentional outreach, exemplified by Latino Home Leads.
Jonathan created a Facebook community called "Latina de Bienes Raíces" (Latino Community of Real Estate) to also connect people with Hispanic contractors and service providers to help foster relationships within the community. This initiative, which is trademarked, aims to fill a perceived gap in resources for the Hispanic community.
Looking to the future, Jonathan Figueroa intends for Latino Home Leads to become a brokerage affiliated with ERA Sunrise Realty, leveraging ERA's existing structure and expanding its reach within the Hispanic community. David Moody, CEO of ERA Sunrise Realty, is who Jonathan plans to be the broker for this new brokerage, so that he can still focus more on his efforts with his community. He also envisions this as an opportunity for ERA corporate to be part of a rapidly growing market segment. Jonathan discussed with Alex Vidal, ERA Corportate’s president, the idea of creating "ERA Latino" as a certified division within ERA to further this outreach nationwide and potentially internationally. A key goal of the Latino Home Leads initiative is to provide ERA Sunrise Realty and other brokerages within the ERA network with an incentive to recruit more Spanish-speaking agents. As demographic shifts continue to reshape American cities, Jonathan and his team provide both a framework and practical blueprint for other brokerages and agents to provide knowledge and resources to the Hispanic/Latino communities.
Want to learn more about Jonathan and his team? Contact him here:
Jonathan Figueroa
470-266-9635
Contact Information:
ERA Sunrise Realty Cobb
3100 Interstate N Cir SE
Atlanta, GA 30339
United States
Destinee Curtis
(706) 496-2716
http://erasunriserealty.com
