Rocio Hermosillo

Co-founder and CEO, Team ELLLA

Age: 32

Education: Bachelor’s degree in business administration and finance– Grand View University; real estate - licensed in the state of Iowa

Children: Jayden Alaniz

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Tell us four of your proudest accomplishments or accolades.

I co-founded Iowa’s first Latina-led real estate team, Team ELLLA, which has helped over 160 families achieve homeownership and was recognized as one of NAHREP’s Top 100 Latino-Led Teams in 2023.

I empower entrepreneurs and future leaders: I launched a coaching and mentorship program that has helped realtors double their transaction volume and build sustainable careers, positioning more professionals for success.

I create opportunities and break barriers: I co-organized Iowa’s first Latina Business Owner Summit, bringing together over 200 Latina entrepreneurs to foster collaboration, resource sharing and business growth.

I champion financial freedom and generational wealth: I spearheaded bilingual buyer and seller seminars to educate over 400 families — primarily Latino households — on wealth-building through homeownership, making real estate more accessible to underrepresented communities.

What's your biggest passion, and why?

My greatest passion is people — specifically, inspiring and empowering them through education, storytelling and connection. I believe everyone has untapped potential, and one of the most fulfilling parts of my work is helping others recognize it within themselves, believe in it and take action.

Through real estate, coaching and community initiatives, I create opportunities for growth — whether it’s guiding someone toward financial independence, helping them launch a business, or breaking generational cycles. But above all, I am a connector. I bring the right people together, aligning values and opportunities to create lasting impact.

Because when the right connections are made, businesses thrive, communities flourish and lives are transformed. And when others win, we all win.

How do you define success, both personally and professionally?

Success today to me means living a life that is authentic, true to who I am and led by my faith. It’s about giving my all in everything I do — as a mom, a leader and a connector — while staying rooted in my purpose. How you do one thing is how you do everything. I believe in betting on yourself, showing up with excellence, living your values in action and never forgetting where you came from. Because when you fully step into who you’re meant to be, you inspire others to do the same. Success is a daily choice, not a destination.

Tell us about an issue you think more people should know about.

We don’t talk enough about the power of financial literacy and wealth-building, especially in all of our communities. Real estate isn’t just about buying a home, a commercial building or land — it’s a pathway to generational wealth and breaking cycles that have existed for too long.

Financial freedom isn’t reserved for a select few; it’s attainable for anyone willing to learn, take action and shift their mindset. My mission is to make these opportunities accessible and empower those who want to build lasting financial independence. Because when more people have the knowledge and tools to create wealth, entire communities thrive.

What's an experience or memory that influenced how you saw the world or what you wanted to do in life?

When I was in first grade, our class was divided into reading groups — green for advanced readers, yellow for the others. I was placed in yellow, but my eyes were on the green books. I knew I belonged there.

When I asked my teacher if I could join, she hesitated, likely unsure if I could keep up. Instead of waiting for permission, I did what any determined 6-year-old would do — I grabbed a green book, opened it and started reading out loud. And I could read it.

That moment shaped me. It wasn’t just about a book; it was about self-belief, action and refusing to let limitations — my own or anyone else’s — define me.

That little girl didn’t wait to be chosen — she chose herself. And today, I live by that same belief. Opportunities aren’t just given, they’re created. If a door isn’t open, I knock. If they say no, I find another way in. If I believe I can do something, I go for it.

But now, I do it with a deeper understanding — one rooted in love, openness and trust. Not every path needs to be forced; some require faith and alignment. I’ve learned that receiving is just as powerful as taking action, and that true strength isn’t just about persistence — it’s about knowing when to step forward and when to allow things to come to you.

The healed version of me no longer fights for a seat at the table — she builds her own, invites others in and trusts that what’s meant for her will always find her.

What are your aspirations for the future?

I’ve realized that a big part of growth is understanding what season you’re in — and giving yourself permission to be in it fully. Right now, I’m in a season of expansion, exploration and alignment. I don’t have one perfectly defined aspiration, but I know I’m here to create, connect and build spaces where people can thrive.

For me, that looks like writing my first book, working on projects like the Food Hall on Sixth Avenue, and helping others step into ownership and investment. And it also means stepping more into my voice — because I know that sharing what I’ve learned, from business to personal growth, is one of the most impactful things I can do.

More than anything, I want to continue being in rooms where real conversations happen — about leadership, about business, about the work that truly transforms communities and lives. I know that the best ideas, partnerships and opportunities come when we surround ourselves with the right people. So if you’re someone who’s passionate about growth, connection or making an impact, let’s talk. Because the most meaningful work doesn’t happen in isolation — it happens when we come together.

What's one piece of advice you'd give to a young professional?

Consistency over motivation — because motivation fades, but discipline moves you forward. Consistency isn’t about giving 100% every day; it’s about giving your best that day. Don’t focus on the results — focus on the actions you commit to daily. The real growth happens in the journey, and when you show up consistently, the results take care of themselves. Start now — steady and strong. Tu puedes!

What's one regular habit that's made you successful?

A habit that has made me successful is staying curious — constantly learning and applying what I know. When I left my corporate job, I didn’t have all the answers, but I knew I would figure it out. Through faith, books, mentorship and hands-on experience, I leaned into growth, embracing every challenge as an opportunity.

I don’t believe in rigid routines, but I do have non-negotiables — daily actions that move the needle forward. The time they happen may shift, but the commitment never does. That balance of discipline and flexibility has helped me build a life of impact, faith and freedom. The bumps along the way? They’ve made the highs even sweeter.

What is one thing you would like to see Central Iowa leaders address, and why?

The communication and education gap: Information isn’t just about access; it’s about delivery. Many communities — especially working families — aren’t receiving financial education in a way that’s actionable or tailored to their realities. Schools still don’t teach financial literacy at scale, leaving kids unprepared for real-world financial decisions. With both parents working oftentimes, families are stretched thin, making it harder to focus on teaching kids about money, wealth-building and long-term planning. Financial independence shouldn’t be a privilege — it should be a fundamental part of our education system.

How this ties into leadership and opportunity: Leaders in education, business and policymaking have an opportunity to reshape the way financial knowledge is shared. It’s not enough to encourage hard work; families need tools, mentorship and access to systems that build real financial security. Without financial education, the cycle repeats. Families continue living paycheck to paycheck and kids grow up without the tools to break out of that pattern.

This brings us back to economic opportunity, homeownership and business ownership — without financial education, fewer people can take advantage of these pathways

What's one fun fact about you?

I’ve been obsessed with learning for as long as I can remember. As a kid, I couldn’t get enough — do you all remember those door-to-door salesmen who sold encyclopedias? … I BEGGED my parents for them, and they bought them! Little did I know, I was also getting my first lesson in influence.

Hobbies:

Being in nature/walks/hiking, playing any sport (soccer, golf, pickleball, kickball, volleyball) and creating new experiences (travel, places, food, people).

What is one word that best describes you?

Catalyst.

What’s one food (meal, snack, dessert, whatever!) you think people must try in the Des Moines area?

If you like carne asada, a must is to order from the Cuscatleca.

What’s the funniest or most surprising thing that’s happened to you recently?

Remember that ice storm we just had? Pure comedy. I went to grab coffee with a friend the next morning and saw a couple of adults take some serious falls. The best part? One mom just stayed down, laughing hysterically — coffee still perfectly intact. Priorities. 

What’s your favorite tradition to participate in locally?

I've attended the Iowa Games since I was 14.