By: William Jones
Cheri Salazar has built her career around one of the most consequential decisions people make, buying or selling a home. But after years in the industry, she began to see a consistent pattern. Most people weren’t struggling with the transaction itself. They were struggling long before it began.
As the principal broker and owner of RE/MAX LIGHTHOUSE, Salazar works with buyers, sellers, and investors facing complex financial decisions. Many arrive with intent, but without the clarity or preparation needed to move forward with confidence. That realization reshaped how she approaches her work.
It also led her to co-found NestSTEPS, a company designed to address the gap she saw firsthand. By turning homeownership into an employee benefit, NestSTEPS helps individuals build financial habits, accelerate savings, and prepare for homeownership over time. Through both her brokerage and her work with NestSTEPS, Salazar is working to redefine how real estate services are delivered, shifting the focus from transactions to long-term financial stability.
A Different Starting Point
This vision has guided how she runs her brokerage and how she approaches each client who sits across from her. “Much of the real estate industry is built around transactions,” Cheri said. “I’ve built my work around what those decisions mean for people’s lives.”
The distinction is not a slogan for her. It shows up in how she talks with first time buyers who believe homeownership is out of reach, with investors weighing risk and timing, and with sellers trying to protect the equity in what is often their largest asset. In each case, she tries to slow the conversation down long enough for her clients to understand what they are actually deciding.
“Most of my clients come to me feeling uncertain, not just about the process, but about whether they’re making the right decision for their future,” she explained. “I help them overcome that by bringing clarity and strategy into the conversation.”
Expanding the Role of Real Estate
Alongside her role at RE/MAX LIGHTHOUSE, Cheri has set out to reset how homeownership is achieved. As the CEO and co-founder of NestSTEPS, she is helping create pathways to homeownership through employer partnerships. By turning homeownership into an employee benefit, employers can actively support employees in their journeys. And in the process, employers are able to build workforce loyalty and cut turnover costs. This creates an environment that benefits the individual seeking financial well-being and the American dream, while giving employers greater workforce stability.
“This is a win-win situation that helps individuals move from feeling priced out to having a clear, structured plan to buy, and gives employers the tools to tackle retention issues that have plagued them for years,” Cheri said.
Leading a Brokerage With Intention
That broader mission feeds directly into how she leads her brokerage. Rather than chasing higher agent count to drive sales volume, Cheri has focused on developing agents who think strategically and advocate for their clients in real, meaningful ways. She often talks about education, long-term planning, and the responsibility that comes with guiding someone through a major financial decision.
In 2023, the brokerage received the Eagle Award. In 2024, it was named RE/MAX Brokerage of the Year. It was also recognized as the Business Rate Top Real Estate Agency in both 2025 and 2026. On a personal level, Cheri has been included in the RE/MAX President’s Circle for three consecutive years and has been recognized in the Executive Club, 100% Club, and Platinum Club.
“They represent something deeper, consistent results built on trust and long term relationships,” she said.
A Brokerage Rooted in Community
Community work has been part of that story, too. RE/MAX LIGHTHOUSE was named Children’s Miracle Network Top Single Office in both 2024 and 2025, an achievement Cheri ties back to the culture her team has built together. She sees giving back as part of what a brokerage owes the community it operates in, not a separate project bolted onto the business.
That same perspective carries into her work with clients. Her work with first time buyers often requires patience. Many come looking to buy, but still uncertain whether they’re making the right decision or fully prepared for what it requires. With investors, the conversation turns toward long term returns. With sellers, she focuses on pricing, preparation, and protecting what they have built.
In each case, the goal is the same. Not just to complete a transaction, but to help people move forward with greater clarity and confidence.
“The ideal outcome isn’t just a successful closing, it’s confidence,” she said.
