What brokerage does Pedro Rivera own?

reThought Real Estate, a boutique brokerage he founded in 2019 with offices in Central Florida and metro Milwaukee. It is deliberately small: agents get weekly one-on-one time with the broker, systems that are already built, and bilingual marketing, instead of being one name on a large roster.

How long has Pedro Rivera been in real estate?

More than a decade. He started in Milwaukee, Wisconsin, where he learned the business working with families block by block, and founded reThought Real Estate in 2019. He has since been recognized nationally as a Latino leader in the industry, including by Top Agent Magazine, NAHREP's Top 250, and Telemundo.

Is Pedro Rivera licensed in more than one state?

Yes. He holds an active broker license in both Florida and Wisconsin, which is unusual and is what lets him handle relocations between Central Florida and metro Milwaukee end to end rather than referring the other half of the move to someone else.

WHO IS PEDRO · BROKER, FL & WI

Real estate is personal. Así soy yo.

GUAYNABO, PR → MILWAUKEE, WI → KISSIMMEE, FL

I'm Pedro Rivera. Born in Guaynabo, Puerto Rico, raised on Puerto Rican and Dominican roots, made in Milwaukee, building in Central Florida. Broker and founder of reThought Real Estate, licensed in Florida and Wisconsin. 976+ families, one promise: you work with me directly. En inglés o en español, paso a paso.

BUILDING SINCE: 2007
FAMILIES GUIDED: 976+
LICENSES: FL + WI
LANGUAGES: EN + ES

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KISSIMMEE, FL · MILWAUKEE, WI

PEDRO RIVERABROKER & FOUNDER · RETHOUGHT REAL ESTATE

RECOGNITION

The receipts, not the pitch.

ON AIR

01
NAHREP Top 250 Latino Agents
Named in 2018 and 2019, one of the first Wisconsin agents on the national list.
02
NAHREP Rookie Chapter of the Year
2021, as founding president of NAHREP Milwaukee, in the chapter's first year.
03
NAHREP National Board
Current board member, pro bono, for the largest Latino trade association in the US.

THE THROUGH-LINE

The word was never broker. It's builder.

Every three or four years, a bigger build. Every build compounds on the last. Business, community, and culture, treated as one thing, not three.

MY STORY

Eighteen years of building, chapter by chapter.

2007
2007
The apprenticeship
Four and a half years under Dr. Soler at the Multicultural Entrepreneurship Institute in Milwaukee: helping teach night classes to Latino entrepreneurs, running marketing for Latino small businesses, coordinating the Cesar Chavez Business Improvement District. Business, community, and culture fused into one operating system. I never unlearned it.
2009
2009
The first company, at 18
A design and promotions studio at the height of the reggaetón era. I built a 25,000-member music community, ran digital for artists like Héctor "El Father" and Ñengo Flow, and promoted shows across Milwaukee. Shipping for a real audience before I could rent a car.
2012

SYSTEMS OVER HUSTLE

The seven rules I run everything on.

01TrackingIf it doesn't get measured, it doesn't get managed.
02ScoreboardsEveryone on the team knows the number.
03DisciplineSystems over hustle.
04OwnershipNo one's coming to save you.
05ConsistencyCompound interest applies to behavior.

WHAT I BELIEVE

“To raise the standard of how real estate is taught, practiced, and experienced.”
Pedro Rivera · Founder

WHY PEOPLE STAY

Clients come for a house. Agents come for a career. Both stay.

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COMMON QUESTIONS

Questions I hear a lot.

Pedro Rivera is a bilingual real estate broker licensed in Florida and Wisconsin, and the founder of reThought Real Estate, which he started in 2019. He began his career in Milwaukee and now brokers in both Central Florida and metro Milwaukee, and he serves on the NAHREP national board.