López-Rosa Forum Fifth Edition: An Event That Strengthens the Industry with Every Edition

The Siglo XXI Convention Center in Mérida, Yucatán, became the epicenter of an unforgettable experience: the Fifth Edition of the López-Rosa Forum. On June 11 and 12, 2025, we once again brought together the brightest minds in the real estate industry to share ideas, inspiration, and future vision. This event was designed to awaken the real estate instinct that drives us to be the best in our profession.

We’re excited to share the key details, insights, and reflections from these two powerful days. With over 12 hours of content, 500 attendees, and 11 world-class speakers, the forum offered everything from resilience and artificial intelligence, to current trends in the real estate market and the sociopolitical climate of the region—all the way to discovering the secrets of becoming a better salesperson. These were moments that left a lasting impression on everyone present.

Day 1: Powerful Talks to Fuel Your Real Estate Instinct

We kicked off the fifth edition of the López-Rosa Forum with a day full of learning, reflection, and practical tools designed to strengthen both the personal and professional growth of our community.

Keynote No. 1: The Power of Resilience

The day began with a moving and impactful keynote by Mariana Fresnedo, a clinical psychologist and speaker focused on personal development, emotional intelligence, and mental well-being. Through her talk, we explored how our emotions, thoughts, and life experiences directly shape the way we make decisions, face challenges, and chart our path toward our goals.

Highlight of the talk: Mariana reminded us that resilience is not just a trait—it’s a tool we can all cultivate and apply daily, both in our personal lives and our professional journey.

Keynote No. 2: Real Estate Market Outlook

Next, we moved on to a valuable and up-to-date analysis of the real estate market, led by Juan Cataño, General Director of Eureka Strategic Research. He shared key insights to better understand shifts in the sector, anticipate emerging trends, and empower the work of our advisors.

Highlight of the talk:

This was an enriching session that encouraged us to rethink how we position ourselves in front of clients—and how we can deliver greater value from our roles.

Keynote No. 3:  If You Don’t Sell, You Don’t Win

Closing the first day on a high note, we enjoyed a dynamic session with Karla Berman, a sales and marketing expert, investor, and judge on the TV series Shark Tank México. Karla delivered a high-energy talk filled with practical insights and targeted tips to sharpen our commercial skills.

Highlight of the talk:

We were invited to view sales as a human connection process, where trust, authenticity, and preparation are key to building long-lasting relationships and generating strong results.

We closed the day with a very special moment: the COIN Games Awards, a space created to promote competitive spirit, commitment, and teamwork. We recognized those who stood out for their performance, with special celebration for Franklin Canúl, real estate advisor, who demonstrated exemplary attitude, dedication, and passion for growing in this profession.

Day 1 was only the beginning of everything we experienced together—a powerful reminder that learning, sharing, and celebrating as a community drives us to keep elevating our vision.

Day 2: The Advisor of the Future — Between Ethics and Artificial Intelligence

We kicked off the second day of the forum with great enthusiasm, once again recognizing the effort, dedication, and competitive spirit of our community through the second round of COIN Games Awards. It was a meaningful moment to honor those who have shown consistency, focus, and commitment to their growth.

We were proud to present well-deserved recognition to Ivonne Urbina, Franklin Canúl, and the Antoka Real Estate team, who stood out for their outstanding performance and for being exemplary leaders within our real estate community.

Keynote No. 1: The Advisor’s Journey

The first talk of the day invited us to reconnect with the essentials of the real estate industry, guided by Luis Arredondo, certified business coach from ActionCOACH SBP. In this inspiring session, we reflected on the challenges, lessons, and opportunities that emerge daily for those building their path in the real estate world.

Highlight of the talk:

The session emphasized not only the importance of the commercial role, but also highlighted service vocation, perseverance, and adaptability as fundamental pillars to remain relevant in an ever-evolving environment.

Keynote No. 2: Sociopolitical Climate Analysis on the Yucatán Coast

We then explored a highly relevant topic with a deep dive into the factors currently influencing investment decisions in the region. This insightful panel discussion featured:

• Gianni Rosa, General Director of Grupo López-Rosa

• Rafael Bentata, public policy specialist

• Jesús Conde and Asís Alcocer, natural resource managers

Highlight of the session:

It was a thought-provoking space that helped us recognize the responsibility we carry as advisors and developers to promote sustainable growth—growth that is respectful of the environment and conscious of the impact our actions have on the local community, wildlife, and natural resources.

Keynote No. 3: Artificial Intelligence and Emerging Technologies Applied to Real Estate

To close the day’s lineup of talks with a forward-looking perspective, we enjoyed a fascinating session on technology and innovation. This talk introduced us to a fresh outlook on how digital tools are transforming the industry—from automating processes to personalizing client experiences.

Highlight of the session:

It was a clear call to embrace innovation, prepare for what’s ahead, and always stay one step ahead in an increasingly dynamic and competitive market.

This day was another strong reminder that at the López-Rosa Forum, it’s not just about sharing knowledge—it’s about building vision, strengthening values, and driving change from within.

Headlining Event with Miguel Layún: It’s All Your Fault

One of the most anticipated moments of the López-Rosa Forum was, without a doubt, the keynote session by Miguel Layún, former professional footballer and now a successful entrepreneur and natural-born leader.

With a bold and thought-provoking title—“It’s All Your Fault”—Layún took us on a deep and profoundly human journey through his life both on and off the field. His talk wasn’t just emotional; it delivered powerful, clear lessons for everyone on our team.

From a young age, Miguel learned that life doesn’t always align perfectly with your dreams. He shared what it was like to grow up with a single, clear goal: to become a professional footballer. A path filled with criticism, sacrifice, and moments of uncertainty. And yet, what defined his career above all was an unwavering determination never to give up.

“If we let luck decide for us, we will never reach what we’re truly meant to achieve,” Layún stated firmly.

Throughout his career—both in Mexico and abroad—he faced obstacles that would have made many walk away. But his conviction, passion, and relentless focus on his goals outweighed every fear and doubt.

Highlight of the Talk: Taking Responsibility as a Path to Growth

Layún reminded us of something essential: no one is going to fight for your dreams but you. And that taking full responsibility for your life, your choices, and your outcomes—that’s where the title “It’s All Your Fault” comes from—is the only real way to move forward and grow.

It’s not about blaming yourself harshly, but rather understanding that if something isn’t working, you have both the power and the duty to change it.

Miguel also spoke about how your environment might not always be on your side—but that should never stop you. Because instead of seeking outside blame, the truly transformative act is to look inward, strengthen your character, and take determined action.

His Story: A Lesson in Honesty, Energy, and Humility

Miguel Layún’s story, told with honesty, vitality, and profound humility, reminded us that dreams are non-negotiable, that hard work always pays off, and that the attitude with which we face challenges is what truly makes the difference.

Without a doubt, this talk not only motivated us, but also left us with a personal responsibility: to believe more in ourselves, to push a little further each day, and to understand that limits exist only if we choose to respect them.

Thank you, Miguel, for sharing your story with us and reminding us that real change starts from within.

More Than an Event—A Growing Community

The López-Rosa Forum is no longer just an event—it’s the reflection of a community that evolves, strengthens, and inspires one another.

Over five editions, we’ve watched this forum transform from a date on the calendar into an unmissable gathering where ideas flow, connections multiply, and insights turn into practical tools that impact our daily work.

Each edition represents a new step on this path of collective growth. And this year was no exception: we surpassed expectations, lived memorable moments, and reaffirmed, once again, the value of bringing together people committed to their own development and to advancing the real estate industry.

None of this would be possible without the active participation of our advisors, guests, strategic allies, and of course, the entire team that works tirelessly to make this forum an unforgettable experience. Your energy, enthusiasm, and professionalism are the driving force that keeps this initiative alive.

We are deeply grateful to everyone who was part of this fifth edition. You are the engine that inspires us to keep innovating, to create spaces that bring value, spark new ideas, and strengthen lasting bonds.

Together, we are building far more than just a forum—we are forging a community where professional and personal growth go hand in hand. What lies ahead excites us… and this is just the beginning.

Thank you for being part of this story.

See you at the next edition!