Hispanic Executive Magazine: Family Matters

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After Veronica Cervera Goes eke purchased the first computer for Cervera Real Estate in the late ’80s, a company founded by her mother Alicia Cervera Sr., her mother was quick to ask for her typewriter’s whereabouts. She couldn’t believe that her daughter spent $3,000 for the machine. Today, Cervera Goeseke, 56, and her sister, Alicia Cervera Lamadrid, 53, are among an exciting wave of second-generation family business owners pushing to take their parents’ ventures into the 21st century through innovative strategies, products, and practices. But, as fulfilling as inheriting a family business can be, it also presents unique challenges. Familial tensions can arise as second-generation leaders take the helm of companies started by their parents, aiming to strike a delicate balance between preserving tradition and evolving with the changing times.

Cervera Goeseke took over as CEO or Cervera Real Estate about five years ago, and sister Cervera La madrid became ma naging partner in 2011. Their mother, now 81, founded the firm in 1969 and created a specialization within the realestate field in the 1970s by representing developers on an exclusive basis. While the first computer came as a shock to their mother, known as the “Queen or  Brickell,” the sis te rs have introduced additional technology to take the company into the 21″ century. “We just installed a whole new accounting program that automates everything from the day you start the transaction to the day you close the transaction, which is very important as our company has grown,” Cervera La madrid says. Cervera Sr. remains active in the company to this day, and works with the new technologies and innovations her daughters are introducing to the company.

In addition, the sisters have incorporated more e-marketing and social-media elements into their marketing strategy, including boosting the firm’s presence on Facebook, Twitter, and Foursquare, Cervera Goeseke says. “One lesson that mother has always ingrained in us is that in order to keep on growing, you’ve got to keep on moving,” she says.

–Ashley Cisneros
Ashley Cisneros is a co-founder of Chatter Buzz Media, an Orlando Internet marketing firm that helps companies and organizations engage with their target markets through inbound marketing via the Internet. Chatter Buzz Media, which won the Social Madness competition for the Orlando small business market, is a full-service digital marketing firm specializing in website design, search engine optimization (SEO), social media marketing and content creation. Prior to founding Chatter Buzz, Ashley worked as a newspaper reporter, magazine editor, technical writer, marketing manager, public relations practitioner and freelance journalist. To see Ashley’s content writing, visit www.ashleycisneros.com. You can also reach Ashley on her Google profile.

By | 2012-01-26T23:13:55+00:00 January 26th, 2012|Categories: Blog, Samples|0 Comments

About the Author:

Ashley Cisneros Mejia is a journalist, entrepreneur and marketer. She began her career as a newspaper reporter and later as an editor at Florida Trend business magazine. Ashley has worked as a professional freelance writer since 2009, as a technical writer, marketing manager, and public relations practitioner. She also founded two digital marketing agencies in Orlando. Named one of Orlando’s 40 Under 40 and honored by the Women’s Executive Council of Orlando for achievements in media and communications, Ashley earned a B.S. in Journalism and an M.S. in Entrepreneurship at the University of Florida.

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