Juan Nieto of Coldwell Banker Residential Brokerage in Santa Rosa wins Latino Business Leadership Award

Juan Nieto of Coldwell Banker Residential Brokerage


Juan Nieto of Coldwell Banker Residential Brokerage in Santa Rosa has won one of this year’s North Bay Business Journal’s Latino Business Leadership Awards.

Tell us your story and that of your organization:

Born and raised in Healdsburg and Windsor. Proud son of Daniel A. Nieto and Maria De La Paz Nieto. Daniel was sole proprietor of Nieto’s Service Station in Healdsburg for over 30 years. Dad was always providing for his family and for the local farm worker community. Maria’s career started in the prune orchards along with us, but quickly left to work for many years with, Crocker Bank, Coast-to-Coast Stores, an Hewlett-Packard. Maria was a founding Latina member of the Latinos Unidos of Sonoma County in the 1970’s. My parents were great examples of work ethic and giving back to their community.

Achievement most proud off: Being active in the growing Latino professional leadership group here in Santa Rosa and throughout Sonoma County.

How do you think your profession will change?:

The Real Estate market continues to be about the relationships that are formed between the Seller/Buyer and the Real Estate Agent. One on One interaction is very important. The challenge we face is as more information is available to all via the internet, that we don’t lose the fact that relationships are still what makes the business so dynamic.

Tell us about your community involvement:

I have been an active Realtor since 2001. 2017/2018 Chair of the North Bay Association of Realtors, Santa Rosa Chapter, the largest Chapter under the NorBAR umbrella. Vice-President Elect for the Hispanic Chamber of Commerce of Sonoma County. Past President and founding member of the National Association of Hispanic Real Estate Professionals. Past member of the Santa Rosa City Cultural Heritage Board. Past member of the Economic Development Board Innovation Council and Next Project.

What advice would you give to a young person today?:

Get a good, solid education. Get a College Degree. Explore the world, travel. Be genuine in who you are. Be proud of your family experience/story.

Stress relievers: Cycling, Cooking and Entertaining.

Favorite hobbies: Growing my own vegetables, or at least trying to figure out what I can best grow in my own back yard.