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In the following interview, Will Palmer, broker/owner of CENTURY 21 Coast Properties in Santa Rosa Beach, Fla., discusses his firm, how he retains talent, and more.

Region Served: The Florida Panhandle, from Pensacola to St. George Island
Years in Real Estate: 15
Number of Offices: 2
Number of Agents: 19

Please describe some of the trends you’re seeing in your market.
Despite primarily being a seasonal resort market, in the past five years, we’ve seen a major push of people moving here full-time. From a real estate standpoint, we’re a very healthy market that’s seeing some transition from a strong seller’s market to more equilibrium between supply and demand. In other words, we’re seeing a good, healthy and well-balanced marketplace for seasonal and full-time residents.

How are your agents utilizing technology to better serve their clients?
Technology and tools are two of the main reasons we chose to affiliate with the CENTURY 21® brand, and we’re excited about the new offerings on the C21® platform we can now provide both our agents and clients. As our business continues to grow more and more online, it’s key for our brokerage to stay on the cutting edge of new technology. Being a part of the CENTURY 21 family helps us keep that edge and stay ahead of the competition.

You’ve had great success over the years. What’s another one of your secrets for staying ahead of the competition?
Working harder. When the financial crisis hit in 2008, I was a young agent with a new family, a steep mortgage and a lot of confused customers. Instead of burying my head, I rolled up my sleeves and went to work. It was because of my hard work during those difficult times that I was able to rise to the top and be one of the top producers in our area.

What is one of the most significant challenges your market faces, and what are you doing to overcome it?
Keeping pricing in check. Since we’re a highly desirable resort market, when the economy is good, new agents flock to our area. This has both positive and negative effects. As a broker, the most important thing is to make sure my agents are trained in detail on our market and know how to properly price properties. We tend to see a lot of overpricing by new agents who are eager to get listings in this highly competitive market.

Where do you see yourself and your business five years down the road?
I hope to be blessed enough to be doing exactly what I’m doing today.

Final Question… 

What’s your top tip for attracting and retaining agents?
Offer them a culture of growth, and access to the best tools and resources in the industry. 

For more information, please visit

Jameson Doris is RISMedia’s blog and social media editor. Email him your real estate blog ideas at