As founder of the Forza family – my biggest role is to hold the bar high. Forza’s bar is not a common business bar – it’s not one based on production and systems, it’s one based on gratitude. 

I have been surrounded by some really intelligent people with an abundance of talent and at some point along the way – they have fallen because they were missing the key part of true abundance…..gratitude. The inner scorecard will always outweigh the outer scorecard. You see, gratitude is visceral and spiritual – not something that can be taught. It comes from within as an affirmation of goodness. We affirm that there are good things in the world, gifts and benefits we’ve received. We can recognize that the sources of this goodness are outside of ourselves..  We acknowledge that other people—or even higher powers, gave us many gifts, big and small, to help us achieve the goodness in life. 

Gratitude truly is a relationship strengthening emotion because it requires us to see how we’ve been supported and affirmed by others. True gratitude encourages us not only to appreciate gifts but to repay them (or to pay them forward) – it’s like the moral memory of mankind. The difference manifests itself in the care taken by the servant… first by making sure that other people’s highest priority needs are being served. This part is missing in so many relationships, both personal and professional. I have seen people write a thank you note to someone who made a difference in their life and that note may have made the other person happier — but it didn’t improve the well-being of the person that wrote the note. That finding suggests that gratitude is an attainment associated with emotional maturity – not just a system or process. This is why it cannot be taught and is thus becoming the hardest bar to hold in a business.  

It has been painful, I am not going to lie – but it has come with the biggest reward. You can’t train it – you can only model it and build a culture around it. While Forza is only 3 years old – it has been built on decades of gratitude. We have been non-negotiable with the professionals we partner with on this journey – from our team players, brokerage, lenders, title, contractors and everything in between. 

Why this focus on gratitude vs production?  Because buying or selling a property is one of life’s biggest milestones, right along with marriage and having a family. If we lack gratitude and servanthood…. we have failed you as not just a client – but as a human. We failed to be mindful of your sacrifices and trust that led to our opportunity to serve you as you manage a slice of earth to protect yourself and loved ones. We can produce but if we don’t come from gratitude, we have not truly helped you buy or sell with a straight arrow. 

 As you can all imagine – it’s rare to find people that can put themselves in the shoes of others and can genuinely treat others the way they would dream to be treated. You can absolutely trust that our Forza family works with gratitude from beginning to forever (we don’t have an end). This is why we provide a servanthood method – an educational and collaborative approach – because that is how true relationships are formed. They are kept and grown by true gratitude. The Forza family is thankful for each and every single one of you that has been a part of our lives – from childhood to now and for those to come.  As crazy as life can be – the struggle ends when gratitude begins.

-Fabiola Llaguno


Happy Thanksgiving from our families to yours. 
May your day be full of gratitude & creating new memories with those you love!