The Business Year

Paula Couttolenc

MEXICO - Real Estate & Construction

Virtual Real Estate

COO & CMO, Redus


In 2018, Paula Couttolenc was appointed as the COO & CMO of Redus. Her previous experience resides mainly in business development and marketing. After earning a scholarship at NYU based on technology entrepreneurship, she returned to Mexico and started a career in digital marketing. Couttolenc has collaborated in both the public and private sectors, including the Secretary of Tourism and Prowell Media.

Redus is transforming the Mexican real estate sector by offering an online platform that specializes in buying, selling, and renting real estate in the country.

What were the motivation and reasons behind the creation of Redus?

Redus is a result of an issue we faced as entrepreneurs. A few years ago, we needed to find land to develop a building, the search process was difficult and time consuming. As for technology, we did not find the support we needed to find a solution. For example, the contacts on the ad pages were not answering the phone or they showed something online that was physically completely different. A large majority of the advertised properties online are frauds and can put investment at risk. Being in the real estate market is a great responsibility because buyers invest their wealth and savings into it. Real estate is often a once-in-a-lifetime purchase. We wanted to develop a platform in the market that could offer a safe space to conduct these investments. Another thing that we noticed is that real estate brokers in Mexico do not require a title or a license to operate. At Redus, the people who are part of our team of real estate brokers, with or without previous experience, have all the tools to give the best service to our clients. We train our Representatives via online tutorials on the different topics and trends in the industry. We mix two of the most important businesses in the world: technology and real estate. Redus is the safest platform for buying, selling, and renting real estate. Anyone who is looking for a property to buy or rent can find it through us with all the security guarantees of a certified property.

What verification process does the company use to prevent fraud?

We have a strong team of attorneys who review each property. All advertised properties on our website are supervised by a team of lawyers that has already ensured all the papers are in order and that it is not a fraud. We rely on Mexican law. We certify each property according to what is required for the deed. The most important factor is knowing that the person offering the property has the real intention and means of selling it. People offer their property and put it up for sale without realizing that maybe they cannot sell it. It makes a client wonder why it is even for sale in the first place if it cannot be sold. We want to avoid these situations in the real estate market. At Redus, we aim to be the bridge between the buyer and the seller. The company’s headquarters are in Mexico City, where we have the strongest presence, but we are present all around the country.

What role does Redus strive to have within the Mexican economy in the long term?

We are starting with real estate but Redus is a platform that connects buyers and sellers and ensures a safe transaction through technology. In the future, we see Redus selling practically any product that a buyer and a seller wants. We call ourselves Redus and not “Real” Taking as an example Amazon, the world largest e-commerce platform. Amazon started by selling only books, if Jeff Bezos had named Amazon “,” Amazon would not be the most successful platform in the world. In the future, Redus will be able to carry out any purchase-sale transaction. We believe that technology has no limits, and Redus is the living proof of that. In the short and medium term, we are focused 100% on the real estate sale but we have strong technological infrastructure that in the future could give life to a platform where you can sell or buy any product digitally. œ–



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