Founded in 2023, the Chattahoochee-based business center empowers Hispanic agents and their clients.
As an agent-centric company, KW believes in serving as a community where everyone belongs and anyone can thrive. That means engaging in conversations that help us learn what agents need, so they can serve their clients to the fullest. It’s not uncommon for those conversations to happen in a language other than English. Just ask Loredana Ghete, team leader and CEO of Keller Williams® Realty North Atlanta, and co-founder of the KW® Bilingual Now business center.
“We saw a need in the market,” Loredana explained. “We created Bilingual Now to help support and also attract more bilingual agents.”
Working alongside Associate Broker and Productivity Coach Enrique Alatrista and Operating Principal Andy Peters, both of Keller Williams® Realty – Chattahoochee North, the trio gathered a group of motivated investors to realize their vision of creating a business center that focuses on empowering Hispanic agents and clients, as well as others who speak English as a second language.
“Keller Williams stepped forward and saw our vision for what we were trying to accomplish in the bilingual community, and resources poured in.”
Loredana Ghete
According to The National Association of Hispanic Real Estate Professionals, Hispanic homeownership reached a record 9.8 million households in 2024, the largest increase of any racial or ethnic demographic for the second consecutive year. In the same year, NAHREP also reported that 80% of Hispanic homebuyers used a real estate agent to navigate the homebuying process.
Bilingual Now opened its doors in 2023, and the business center was turning a profit within the first quarter. Within the first year, it had grown to 85 agents strong, proving the ROI on prioritizing agent support.
Dual-Purpose Training and Education
When it comes to real estate, language can be a barrier for agents and clients alike. “We had agents that had the passion, the drive, that wanted to get things done properly, but language was an issue,” Enrique said. An agent’s ability to educate their clients in a shared language can also play a critical role in a client’s understanding of the U.S. real estate market.
“You hear the stories — especially in minority communities — agents that have had clients that would say, ‘How much do you charge to show a house? I can only afford to see four houses,’” Enrique said. Dispelling myths and misconceptions, and serving as a trustworthy advisor, can make an agent a key asset in their community, which in turn helps them build their business.
Today, Bilingual Now offers a robust calendar of classes in Spanish that cover various aspects of real estate, including listing presentations, buyer consultations, contract negotiations, and inspections. The center also offers Spanish-language business coaching, along with training, technology support, and virtual training on KW Command®.
In addition to education, agents benefit from being part of a supportive community where they can share their wins and help one another navigate challenges. And when it comes to networking, the business center maintains strong connections with KW Spain, KW Mexico, and other Spanish-dominant market centers throughout the KW® ecosystem. “If you look at KW around the world, it is a culture of helping each other and supporting each other,” Loredana said.
KW Worldwide also offers a major benefit to agents who speak more than one language: a global network of agents Enrique said has been underutilized here in the U.S. — until now. “We have all of these international resources that very few agents are taking advantage of,” Enrique explained. “You have more business between different Keller Williams offices in different countries, among themselves, than you do from the States.” Fostering relationships through the KW Worldwide network attracts business from afar. “We wanted to bring that to the forefront here in Atlanta — such a cosmopolitan city that has become an international destination — and we wanted to take advantage of it,” Enrique said.
Bilingual Now serves as a model of Keller Williams’ celebration of diversity and the company’s longstanding commitment to equity for all — and the Georgia-based business center is just the beginning. “We see a great opportunity for a network of bilingual business centers across the country,” Andy said. “We know that we’re just scratching the surface of the need and the future’s really, really bright.”
Learn more about KW market centers and watch the Keller Williams Role Models series on YouTube @kellerwiliams.
Books and Resources in Spanish
Su Primera Casa, Segunda Edición
Millionaire Real Estate Agent: Spanish Edition (Pre-order Only)
