El objetivo del presente artículo es analizar el movimiento de compra y venta de bienes raíces en Cali (Colombia) durante la primera mitad del siglo XX. Para ello, se toma como referencia la empresa del comerciante Jorge Garcés Borrero, la cual, se enfocó principalmente en la ejecución de este tipo de negocios. Dicha empresa, a pesar de no haberse constituido legal y jurídicamente, presentó las características de una compañía como tal, generando importantes inversiones y ganancias a partir del mercado de bienes. Apoyados en fuentes notariales se explica el desarrollo de esta actividad comercial entre 1900-1944.Throb of the Modernity: the Real Estate Business in Cali (Colombia), from Case Stady of Jorge Garcés Borrero, 1900-1944 AbstractThe aim of this paper is to analyze the motion of buying and selling real estate in Cali (Colombia) during the first half of the twentieth century. For this, the company draws on the trader Jorge Garcés Borrero from Cali, which was primarily focused on the implementation of this type of business. This company, even though had not constituted legal and legally, presented the characteristics of a company as such investments and generating significant earnings from the real state business. Supported by notarial sources the development of this commercial activity between 1900-1944 is explained. Keywords: Jorge Garcés Borrero, purchase, sale, real state, businessman and modernity