Coldwell Banker’s Jason Waugh on data, skills and seizing market opportunity

On a recent call with HousingWire, Jason Waugh, the president of Coldwell Banker Affiliates, reflected on a milestone at home — his oldest daughter heading off to college.

“We’re putting the finishing touches on summer before she leaves,” he says.

For Waugh, it was a reminder of transition, which is a theme that also defines today’s housing market. Just as his family prepares for change, so too must brokers and agents navigate a slower, more complex real estate environment.

Waugh, who grew up in the industry and has led through many up and down conditions, believes today’s environment demands sharp skills, smart data and a relentless focus on the consumer experience. “We’re in what I call a ‘super skills’ marketplace,” he says. “The most skilled professionals will win.”

From ‘super skills’ to strategy

Waugh points out three distinct markets in recent years — the frenzied pace of the COVID-19 pandemic; the post-2022 shift to a skills-based environment; and today’s demand for professionalism.

Coldwell Banker, he notes, is investing heavily in professional development and data-driven tools to help agents thrive. “When opportunities present themselves, clients need to act with confidence,” Waugh says. “That boils down to how well-informed we put them in a position to be.”

Coldwell Banker’s upcoming Gen Blue conference will highlight a focus on innovation. A new event will be the “AI Innovator of the Year” contest, where real estate agents pitch real-world use cases for generative artificial intelligence (AI) — from administrative efficiency to lead generation — live on stage.

“This isn’t just about recognition,” Waugh says. “It’s about thousands of real estate professionals sharing the best ideas in one place.”

Clarity of purpose in a competitive market

Amid shifting models and new competitors, Waugh stresses clarity. “You can’t be all things to all people,” he says. “There are two models: high value or low cost. We’ve chosen high value, and we’re doubling down on service.”

To keep that edge, Coldwell Banker hosts monthly sessions called “Agents Helping Agents,” where they share what’s working today. It’s a grassroots approach to collaboration that reinforces the brand’s core focus: helping agents attract and retain clients.

With the commission lawsuits bringing new attention to consumer value, Waugh sees opportunity. “We’re in an experience economy,” he says. “Those who create the best experience will win.”

That means over-communication, clear market intelligence and consistent follow-up, especially now that homes stay on the market longer and price reductions are more common. “If you’re not communicating weekly about what’s happening with their property or the market, you risk getting left behind.”

Growth through consolidation and recruiting

Looking ahead, Waugh sees 2025 and 2026 as relatively flat years, with 2027 marking the start of a new cycle. Now is the time to grow, he says, through mergers and acquisitions, franchise conversions and recruiting.

“In appreciating markets, everyone does well. But in flatter markets, the best separate themselves,” he says. “We want to capitalize on this last window.”

Recruiting, he adds, still comes down to fundamentals: clarity of value proposition, consistent relationship-building and timing. “There are no tricks. You’re either committed to it or you’re not.”

Waugh is also closely watching the rise of multigenerational living. He says that 17% of buyers last year purchased with that intent. He believes it could reduce transaction volume while increasing deal complexity. Combined with affordability pressures and rising senior living costs, this shift could reshape demand in unexpected ways.

The future landscape

As for the future of brokerages, he expects more consolidation across real estate and mortgage, with real estate brokerages becoming the distribution point for a one-stop shop of services. He adds that boutique firms will thrive, while midsized independents face the greatest uncertainty.

“The real estate transaction has always been the distribution point to these other services,” Waugh says. “The question is who can deliver it at scale with excellence.”

For Waugh, the industry’s path forward is about discipline, focus and service. Coldwell Banker’s 120-year legacy offers both perspective and staying power. “We block out the noise and invest in skills and service,” he says. “That’s how you win in a market like this.”