JBGoodwin REALTORS® - Austin & San Antonio Real Estate Blog

Oct 12, 2025 - Despite a continued market slowdown throughout the year, the leaders at JBGoodwin Realtors remain optimistic, focused on instilling confidence in its agents through a people-first environment.

Five years after the pandemic spurred a boom in affordable inventory and a frenzied pace of sales, its agents now are dealing with homes lingering on the market longer as interest rates creep up and inventory continues to rise. For JBGoodwin, its education efforts are crucial to helping both its agents and clients handle the roller-coaster market.  "Consumer education is a big focus for us because, as the market flows, helping sellers and buyers set realistic expectations for reaching their real estate goals has been really key," said Erin Cestero, president of JBGoodwin's San Antonio office. "Going from one extreme to a slower pace has created a lot of misunderstanding on how things would be handled and really just meant that we had to reeducate our agents on some of our core business practices."

JBGoodwin was honored as the Top Workplace among large employers in the San Antonio area this year. This is the first time the brokerage has been listed in this category, but the seventh time in nine years it has earned recognition as the top workplace in its group.  The real estate brokerage bested dozens of other large employers, including 2024 winner Randolph-Brooks Federal Credit Union. Rounding out the top five are LJA Engineering, Chesmar Homes and Broadway Bank.  J.B. Goodwin started his eponymous firm in 1972 in Austin and has since expanded into San Antonio and the Hill Country, with 397 agents and staff members in San Antonio and 858 overall in Central and South Texas. 

The company debuted on the Top Workplaces list in 2012, when it was No. 6 in the small workplace list. In 2016, it shifted to the midsize employer list. This year, the survey placed companies in categories based on their overall employee count, rather than just how many employees it has in the region, to better evaluate each firm on its actual size. That change put JBGoodwin in the large category - for employers with more than 500 workers - for the first time. Pennsylvania-based Energage conducts the survey that determines the Top Workplaces rankings on behalf of the San Antonio Express-News. 

Solution-driven leadership

Not only has JBGoodwin's team had to adapt to the ebbs and flows of the real estate market, but they've also had to adjust to the changing landscape of the industry, especially in the wake of the National Association of Realtors' $418 million settlement. As a result, regional associations, including the San Antonio Board of Realtors, have created solutions to offer more transparency and reduce agents' risk within the industry. SABOR separated from its Multiple Listing Service this year, establishing it as an independent entity.

"We're just learning to use our tools differently, so we can maximize those opportunities for ourselves and stand out even more," Cestero said. "Our agents are lifelong learners, and we invest in reeducation because today's expertise is tomorrow's advantage." The separation allowed the new LERA MLS to broaden its listings and combine services with other nearby associations outside of San Antonio.

"Now we can serve clients better without having to use five different tools to find a property," Cestero said. "We have a broader range of exposure for their listings because we have agents in a broader market utilizing the same tool." JBGoodwin also is finding ways to use AI technology to create more efficiency within the workplace. They've created a companywide version of ChatGPT called ChatJBG, which uses JBGoodwin's educational tools to answer agents' questions and help with marketing strategies using the company's approved literature and recommendations. They also can use it to analyze properties to make sure they're not missing any opportunities for improvement.

"What used to take me four hours, reviewing all of our new listings on a Monday that came out in the past week, I can do with the help of AI in 30 minutes now," Cestero said.

Putting people first

JBGoodwin is shaped by its "Help People" philosophy. Whether it's clients or agents, the brokerage has created a family-like environment to make people feel heard and comfortable through some of their most important life decisions.  For example, JBGoodwin participates in the Department of Defense's SkillBridge program, which lets active-duty service members spend their last six months of service getting hands-on training and career development. At JBGoodwin, they learn to become a licensed real estate agent or pursue other roles in the office.

Jim Payne was a member of the U.S. Air Force for 34 years before he decided to transition into the industry as an agent and join JBGoodwin four years ago. Although he did not join JBGoodwin through the SkillBridge program, he admires the brokerage's efforts to help service members. 

"I personally didn't get into real estate for the same reasons that I think a lot of folks may do, thinking they're going to turn a quick buck," Payne said. "It's about extending my service, like I did in the military, to be able to speak to a prospect, make them a client and let them know that I'm there to serve them. I'm not there to serve my own needs, and that's one of the things that JBGoodwin does. They really espouse the fact that we are there to serve the clients. We're not here for ourselves, and customers can see that."

"Every month, we have events that are geared toward causes that are important to our staff," Cestero said.

Open-door policy

Cestero, along with the San Antonio's vice president, Alberto Hernandez, has an open-door policy, inviting every member of the team to come in to discuss any concerns or questions they may have. Even J.B. Goodwin himself stops by the office to get to know each of the agents, Michael McCall said. After interviewing at five McCall joined the brokerage as an agent seven years ago, knowing nothing about real estate. He was looking for mentors who could help get his business started and guide him in a new industry.brokerages, Payne ultimately landed on JBGoodwin because of the "dignity, respect, camaraderie and encouragement that permeates throughout the building," he said.

He also valued the brokerage's charitable efforts under its JBGiving program, where agents and staff engage in philanthropic initiatives and community service, including helping out with the Alzheimer's Association, Habitat for Humanity and San Antonio Food Bank. "From the top to the bottom, everyone helps each other out," McCall said. "There's never been a time when I felt like I couldn't go to the management for a question or to collaborate with another agent."

This philosophy extends to their clients. McCall created a YouTube channel to help prospective customers learn more about San Antonio's real estate industry. It's been his No. 1 source of business, and even if he doesn't get a deal out of it, he's willing and able to help anyone who wants to learn more about the area. "The ‘Help People' attitude extends across the board," he said. "It's the way we do business in every aspect."