International Women's Day 2025: Carla Guerrera

When Carla Guerrera founded Purpose Driven Development in 2016, she set out to challenge the status quo in real estate. More than just a consultancy, her company became a vehicle for shifting power dynamics, ensuring that communities—particularly First Nations, faith-based organizations, and nonprofits—could retain control over their land and future. A mother, a leader, and a trailblazer in values-driven development, Carla sat down with us to share her journey, the challenges she has overcome, and what excites her about the future of the industry.

Carla, Purpose Driven Development has been at the forefront of creating more inclusive and triple bottom line focused real estate projects. What motivated you to start the company?

In the years leading up to Purpose Driven, I was working on large-scale development projects, and I started noticing a consistent, deeply troubling pattern—many of the groups entering into development partnerships didn’t have the same level of expertise or resources as the private sector companies they were working with. It was particularly evident in First Nations partnerships. I saw time and time again that they were sitting at the table as partners but weren’t on equal footing. It was not a level playing field in the partnership. At the same time, we were delivering highly profitable projects with profit margins growing and growing, while the housing crisis was escalating and affordability for families rapidly eroding. 

So, I left my executive role and founded Purpose Driven Development with a singular mission: to create an alternative to standard private sector partnerships—one rooted in equity, transparency, trust and true triple bottom line benefit. Using this philosophy, Purpose Driven Development has been able to deliver over 2.4M sq. ft. of new mixed-income and affordable housing development, while also currently having 2,490 units under various stages of development and construction.

What was that transition like? Leaving a stable executive position to start your own company is a huge leap, but you were also balancing a major personal change at the time.

Yes, the timing was challenging to say the least. At the same time that I was starting Purpose Driven, I was going through a separation. I became a single mom with two young kids, living in one of the most expensive cities in the world and a founder and entrepreneur. Friends and colleagues advised me to do one thing at a time—either get through the divorce or start the company, but not both at once. But my values were guiding me, and my vision of what I believed in and knew was necessary to create as a company was strong. I felt like I had no choice.

It was a struggle, but I also had an unshakable clarity about the need for what I was building with Purpose Driven Development. I saw how much demand there was for development expertise with groups who had land and wanted to develop it according to their values that are not purely profit-driven and create thriving inclusive communities. That vision carried me through the most uncertain moments. It still is crystal clear and relevant today as it was then.

You talk a lot about values-driven development and the triple bottom line. Can you explain what that means in practice?

A lot of people think that prioritizing social impact means compromising financial success, but I’ve found the opposite to be true in my 22 year career delivering large scale development projects.

I’ve worked in private sector development leading large projects, and I’ve seen projects hit countless unnecessary delays because they didn’t have municipal buy-in or because they were pushing proposals that didn’t align with community priorities. They took more time, and incurred significant unnecessary costs, one project was close to $1m of additional dollars and avoidable costs from this approach.

A triple bottom line approach—one that equally values people, planet, and profit—creates stronger relationships, removes roadblocks, and often results in projects moving faster and with fewer setbacks, and therefore more profitable. One of our projects in Vancouver, for example, was rezoned in just seven and a half months—a process that usually takes years in the City approvals process. That kind of speed doesn’t happen by accident; it is intentional in how the project is created, structured and the approach taken, it happens because the project was aligned with the city’s, partners, and the community’s needs from day one as well as being financially viable.

The past few years have been challenging for development, with rising costs and economic uncertainty. Can you share a defining moment when Purpose Driven faced adversity?

There was a project we were leading—a landmark intergenerational housing development for women—that we had spent years carefully structuring and financing. By the time we went to tender in 2023, we knew costs had escalated, but we didn’t expect just how much. The bids came back 50% over budget. It was a moment that could have killed the project.

I remember exactly where I was when I found out. I was getting ready to take my kids on vacation, and I got a text from my team that just said, "It’s bad." That should have been a phone call.

But instead of walking away, we doubled down. Our team, along with our construction partners, worked relentlessly to bring costs down by $10 million in just 2 months. We secured some additional financing, adjusted our approach, and kept moving forward. Now, that project is well underway, and it’s going to be a game-changer.

You’ve been an advocate for increasing diversity in leadership within real estate. Have you seen positive changes?

I have, but we still have a long way to go. When I was working in traditional development companies, I was often the only woman at the leadership table. I was the only woman reporting to the board, the only woman leading projects, and it didn’t sit right with me.

That’s why I’m so proud that Purpose Driven is leading North America’s first all-women development team on the Soroptimist House project. It’s a team of 25 powerhouse women—across design, development, and construction—delivering an $85 million intergenerational housing project. And we got that project into construction at a time when so many others were being shelved due to market conditions.

It proves that diverse leadership delivers results. It’s not just about representation—it’s about building better, more resilient projects that serve communities in ways traditional models haven’t.

What advice would you give to someone entering the industry today?

Find great mentors. Look for people who are where you want to be in five, ten, or fifteen years, and don’t be afraid to reach out to them. Early in my career, I was hesitant to ask for guidance because I assumed people were too busy, but I’ve learned that most people want to help.

Also, never let someone else define your worth or potential. When I was pregnant with my first child, I was passed over for a leadership role on a $55 million project that I was more than qualified to lead. That experience fueled me. It became a full-circle experience when a few years later, Purpose Driven fully financed and delivered a project of that exact same value - $55 million - only this time, we were able to do it with a much smaller team with less resources at our disposal. 

What’s next for Purpose Driven?

We’re just getting started. Our team is currently delivering the largest mixed-income affordable housing project in the history of the city of Vancouver right now, 847 homes delivered over 2 phases. 

But there is so much more work to do to reshape how development happens in this country. Housing is a human right, not a commodity, and we’re committed to proving that financially successful projects can also create lasting social impact.

The industry is changing, and I’m excited to see how we can continue to lead that shift.

Carla’s story is one of perseverance, conviction, and redefining what’s possible in real estate. As Purpose Driven Developments continues to push the boundaries of inclusive development in Vancouver, we are excited to see what milestones their team crosses next.

Read more about the other inspirational women we are featuring for IWD 2025 HERE.