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When José Roque left West Hollywood in 2016 to return to his hometown of Ajijic, he expected the move to be temporary. Instead, he found a growing international community — and an opportunity that would redefine both his career and the town’s evolving identity.
Jalisco ranks among Mexico’s leading destinations for expatriates, offering everything from the coastal appeal of Puerto Vallarta to the urban energy of Guadalajara. According to the 2020 census by the National Institute of Statistics and Geography (INEGI), the state is home to 91,987 foreign-born residents. Beyond those well-known hubs, the Lake Chapala region — about an hour from Guadalajara — has, over the past decade, strengthened its reputation as a premier retirement enclave.
Within that region, the town of Ajijic has drawn international attention for its natural beauty, tranquil atmosphere, temperate climate and welcoming community. It is also widely recognized for its vibrant and highly engaged LGBTQ+ population, which plays a central role in the town’s social fabric.
That growth is something Roque has witnessed firsthand. Born in Ajijic and raised in Orange County, California, he built a career in marketing and entertainment in the United States, with acting credits that included network television projects and pilots for major streaming platforms, including Netflix’s “Narcos.” When he returned to care for his ailing brother, he was struck by how much the town had evolved — and by the opportunities emerging alongside its expanding international community.
“I returned to the village to care for my brother, who was ill. To be honest, I was surprised by the level of activity here. I fell in love with the peaceful pace of life and recognized a significant business opportunity,” José explains. Much like the visitors he now assists, once he experienced the local lifestyle, he knew he was home.
Leveraging his bicultural background, José opened “El Infierno,” Ajijic’s first gay bar, which quickly became a local staple. He eventually sold the business to transition into the real estate sector.
Today, he serves as an agent for Ajijic Real Estate, a pioneering firm with over 30 years of history founded by businessman Jaime Niembro. The agency is a member of AMPI (Mexican Association of Real Estate Professionals) and the Chapala MLS system. Their offices are centrally located at Morelos 4, just steps away from the Ajijic Malecón.
Why Invest in Ajijic?
“We enjoy a temperate climate year-round,” says José. “Furthermore, it is a picturesque and quiet town filled with bars, restaurants, cafes, live music, and art. It offers an exceptional quality of life.” According to Roque, approximately 20,000 expatriates currently reside in the town.
Regarding the real estate inventory, José notes that properties typically range from an average of 6 million pesos to upwards of 20 million pesos, encompassing both traditional Mexican-style residences and contemporary modern estates.
Featured Listings and Property Details
The following listings from José’s portfolio exemplify the diversity of the local market:
Casa Cuatro Sueños Price: $849,000 USD
Details: 8 Bedrooms | 8 Bathrooms
An expansive estate designed to capture the quintessential charm of the region. This property offers a unique layout, making it ideal for large families or those interested in operating a boutique hospitality venture. It blends traditional Mexican aesthetics with ample living spaces.
Bjorn Borg 12 Price: $12,500,000 MXN
Details: 3 Bedrooms | 2 Bathrooms
Located in the prestigious Raquet Club area of San Juan Cosalá, this contemporary residence stands out for its craftsmanship and thoughtful design. It offers a balanced lifestyle of privacy and modern luxury within a short distance of local amenities.
Galeana 46 Price: $449,000 USD
Details: 4 Bedrooms | 3 Bathrooms
This fully furnished, turn-key property is a standout in “Upper Ajijic.” It features a main residence plus a separate guest house, providing versatility for owners who wish to host visitors or generate rental income while enjoying the vibrant local culture.
Encarnación Rosas 7 Price: $5,350,000 MXN
Details: 3 Bedrooms | 3 Bathrooms
Situated in the heart of Ajijic Village, this three-level home is designed for comfort and accessibility. Its central location makes it perfect for those who want to be steps away from the lake, the plaza, and the town’s best restaurants and galleries.
For those interested in exploring real estate opportunities in Ajijic, José Roque can be reached at +52 33 2957 7173 or via email at jose@ajijic.com.
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