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Who We Are

About Serve First Realty

From Coast to Sierras, Redwoods to Desert, we serve all of California's diverse communities and markets.

The gold Tower Bridge over the Sacramento River with downtown Sacramento behind it

Service First, Always

At Serve First Realty, our name is our promise. We believe great real estate begins with putting people before transactions, listening first, advising honestly, and guiding every client through one of life's most important decisions with clarity and care.

As a licensed California real estate brokerage, we bring deep local knowledge across the state's remarkably varied markets, from the Sacramento Valley and the Sierra foothills to the coast and beyond. Whether you're buying your first home, selling a longtime property, or investing, our team is built to serve.

Local Expertise

Every California market is different. We know the neighborhoods, the pricing, and the process.

Honest Guidance

Straight answers and clear advice, so you can make confident decisions at every step.

Full Service

From first showing to final signature, we handle the details so you don't have to.

Led by Broker Guillermo Serafin

Serve First Realty is a California real estate brokerage based in Roseville, led by Broker and Owner Guillermo Serafin (DRE #01471159). Guillermo brings a background in real estate, mortgage lending, insurance, and entrepreneurship. He is also a licensed mortgage loan originator (NMLS #1176274) and insurance broker through the affiliated Ashlar businesses, so our team sees the full picture of a transaction, from financing to closing.

What we promise every client

  • A streamlined, customized process. Every transaction is planned around your goals, timeline, and situation.
  • Honesty, delivered in a friendly way. You get straight answers about pricing, offers, and options, even when the news is not what you hoped.
  • Reliability. We return calls, meet deadlines, and keep you updated from first meeting to closing.

Help for situations other brokerages avoid

Many agents focus only on traditional sales. We also work with:

  • Probate and trust sales. Selling a house that belongs to an estate or trust, including sales that need court confirmation. See our probate sale guide.
  • Homes facing foreclosure. Selling before a trustee sale, short sales, and other options to protect your equity.
  • Creative financing. Seller financing and other structures for buyers and sellers who need flexibility.
  • Investors. Finding, financing, and managing rental and investment property.

See every service on our What We Offer page.

Serving all of California

Our main office is in Roseville, and our agents serve Sacramento, Placer, El Dorado, Yolo, San Joaquin, Solano, Napa, and Los Angeles counties, with statewide service through our broker. Most of the process can be handled by phone, email, and secure e-signature, so distance is rarely a problem. See the areas we serve, or meet the people behind the work on our Meet Our Team page.

Frequently asked questions

Does Serve First Realty work outside the Sacramento area?

Yes. We serve buyers and sellers throughout California, with agents in Northern and Southern California and statewide coverage through our broker.

Can you help me sell a house that is in probate or a trust?

Yes. We help executors, administrators, trustees, and heirs prepare, list, and sell estate property, and we coordinate with the estate's attorney. We do not provide legal advice.

I am behind on my mortgage. Can you still help me sell?

Yes. Selling before a foreclosure sale, or through a short sale, can protect your equity and credit. Contact us as early as possible, ideally soon after you receive a Notice of Default.

Do you offer mortgage and insurance services?

Yes, through our affiliated companies, Ashlar Lending Inc. (NMLS #2699657) and Ashlar Insurance Services (California Department of Insurance license #0H04158). You are never required to use an affiliated business to work with Serve First Realty.

How do I get started?

Call us at (916) 436-3776, or send a message through our Contact page. A consultation is free and there is no obligation.

Let's find your place in California.

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