Speaking to thousands of real estate professionals at Coldwell Banker’s Generation Blue Experience 2025, company president Jason Waugh told agents that today’s market — despite volatility — represents one of the greatest opportunities of their careers.

“We’ve been through three years of a contracting or flat market,” Waugh told attendees at Las Vegas’ Fontainebleau. “It’s been complex. It’s been challenging. It’s been fluid. It’s been volatile. But this moment, right now, may be one of the most important of your career.”

Coldwell Banker affiliates saw a 70% year-over-year increase in new gross commission income onboarding, Waugh announced, along with continued international expansion into 48 countries and territories.

Market turbulence creates openings

Waugh drew on decades of industry cycles to remind the audience that downturns typically last three to four years, citing slumps in the early 1980s, early 1990s and the 2008 housing crash.

With the current cycle already past the three-year mark, he said the industry is likely nearing a turning point.

Flat markets, he argued, are not “waiting rooms” but “growth windows.”

In his view, agents who lean into their businesses now will be best positioned when the market rebounds.

“When the market heats up again, the playing field levels,” Waugh said. “But right now, it’s not level. And that means you have the edge — if you’re all in.”

Waugh identified what he calls the “Impact Triangle” — mortgage rates, housing supply and home prices — as the main drivers of affordability.

Recent data, he noted, shows encouraging signs; wages outpacing home prices, declining mortgage rates, normalizing inventory and slowing but positive price appreciation.

“The data is clear: we’re nearing the end of this cycle,” he said. “Those who lean in now will be best positioned for what’s next.”

Advice for agents: More activity, deeper skills

With fewer transactions available overall, Waugh urged attendees to increase their visibility and activity.

That means more open houses, more client conversations and greater investment in skill development.

“There is absolutely enough business out there today for every Coldwell Banker professional to not only achieve their goals — but to exceed them,” he said.

To illustrate the point, Waugh spotlighted Jenna Amalfitano, a new agent with Coldwell Banker Tomlinson in Washington state.

Despite having no local connections or prior real estate experience, Amalfitano closed 18 transactions in her first year.

“She hosted three (open houses) on Saturdays, three on Sundays, and two to four during the week — each with the mindset that she would generate business. That’s what ‘more’ looks like,” said Waugh. “Whatever activities put you in front of people — do more of it. These types of markets demand it.

“We win by owning the moment we’re in. The headwinds of the past three years will become tailwinds. And the best growth doesn’t happen during the tailwind — it happens before it.”

Connection at the core

Beyond numbers and strategies, Waugh reminded attendees that real estate remains a relationship business.

From the launch of the CB Global Referral Network to the Inspired Living initiative — focused on lifestyle properties such as land, water and urban living — Waugh said the company is investing in ways to make its expansive network feel smaller and more connected.

“This industry is about people, not just property,” Waugh said. “It’s about connection.”

He pointed to stories of resilience within the Coldwell Banker community, including agent Sheronica Thompson of Virginia, who recovered from a serious car accident earlier this year with the goal of attending Gen Blue.

“Throughout her rehab, she remained determined — using the thought of attending Gen Blue in Las Vegas as motivation to power through the most challenging physical therapy sessions,” said Waugh. “And here she is, living that goal and showing us all what resilience and being all in looks like.”

Coldwell Banker Vice President of Marketing Brandon Newman unveiled the “Live Well with Coldwell” campaign at Gen Blue — urging agents to be consistent, provide real value and make every interaction feel premium.

He highlighted the Move Meter tool, which compares cities on cost of living and lifestyle, noting consumers who see it are 4.5 times more likely to work with a CB agent.

The campaign also includes refreshed playbooks and templates to elevate listings, emails and social posts.

“‘Live Well with Coldwell’ isn’t just a tagline — it’s a promise,” Newman said. “To clients, it means thoughtful experiences and confident decisions. To agents, it means deeper support and a brand that’s invested in your success.

“And to the industry, it’s a signal that Coldwell Banker isn’t just built to last – we’re built to lead.”

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