Profiling the 2022 RRC President Holli Woodward

Incoming RRC President Holli Woodward, CRS, shares her joy of family life and her hopes for the future of the Council

Moving came naturally to Holli Woodward at a very young age. Growing up, her father was a superintendent for an industrial construction company, overseeing power plants across the U.S. With each new assignment came a new place to call home.

After marrying her high school sweetheart, Steve, and starting a family, they hit the road with Steve’s job. To be together as a family, they stored all their belongings and lived in an RV. After a few years and a new job opportunity, it was time to create a home of their own in Oklahoma. Working with an under-experienced agent left Woodward handling most of the transaction herself. In fact, her agent even suggested she get into the business. She has been taking on the real estate industry ever since.

“It was a matter of personal experience—watching how it worked with my parents and going through the homebuying process with my husband—that really gave me the real estate ‘bug,’” says Woodward.

Woodward’s family experiences got her involved in real estate, and family keeps her going. She says her parents, husband and two sons are her biggest supporters.

“We are an extremely close-knit family. They have always been there and supported me in all aspects of my career,” says Woodward.

Her eldest son, Joshua, is also her business partner and a CRS. Although they come from two different generations of conducting business, they work together seamlessly and complement one another. “It is a different level of mother-son relationship, and to have the opportunity to work side by side is a tremendous blessing,” says Woodward.

Q: Your son, Joshua, is a CRS. How has family shaped your career? Would you consider him one of your motivators?

Any full-time REALTOR^® who raised children, or is in the process of raising children, can tell you that without your family’s support, it does not work. It just doesn’t. This industry can take everything out of you, but there are also tremendous blessings as a result.

My sons are 25 and 28 now. [My oldest] Joshua is a CRS Designee and has gotten extremely involved in the industry. It was the very best decision for him because he is just a natural. I have often thought, if I knew when I got started at age 28 what he knows at his age, it would have been amazing. It’s fun and exciting to see it from a fresh, different perspective. It’s hard to believe that he has been in the industry for eight years—and yes, he absolutely motivates me to look at things differently and try new things. I always want to be learning.

Q: What do you think is the biggest difference in the way you and your son approach this career? And what is the biggest asset to having those different approaches?

I’ll have people call me and say, “Hey, my [child] got her real estate license, and we’ve watched you and Josh work together successfully for a lot of years […] What’s the secret?” They’ll also ask, “Do you guys get into arguments?” And we absolutely do not. When we’re here in the office and when we’re working in business, I am Holli—I’m not mom—and he is Joshua. [He’s] not my son; we are business partners and we respect our roles. I am constantly listening and learning from him, and he does the same. Seeing the Young Professionals Network perspective is a lot of fun. It has forced me to look at things differently and be OK with getting uncomfortable. That is growth!

Q: What skills have served you the most and helped you be successful in this business?

Empathy. Not just with clients but other associates. We have been working in intense times as of late in this industry. Listening and wanting to understand where clients are coming from and what they want to accomplish is imperative because the narrative is different for all. It is a fact that REALTORS^® make and break transactions every single day, so show grace. Empathy paired with communication and compassion—communication (or lack thereof) is such an unnecessary challenge in our industry, especially in a complex market laced with unprofessional or under-experienced agents. And compassion, because everyone is going through something you know nothing about. We are all in this together.

Q: What are your industry predictions for 2022? What would you personally like to achieve this year in your business?

In the 21 years that I have been in the industry, [the current market] was nothing like any of us have ever seen, and it has continued. I believe things will improve for educated REALTORS^®. I believe we will continue to see new construction being built at elevated prices, because if builders simply dropped their prices because supply costs have decreased, it would destroy home values for those who purchased at the height. I believe we’re going to see more inventory with consumer confidence.

I believe we will see interest rates start to climb over the next year and beyond, and, humbly, our economy depends on it. That will cause one of two things: People will start moving or they’ll pause because they will want to wait it out until rates come back down. The truth of the matter is, those of us who are constantly equipping ourselves with education and went through 2008 and 2009 understand that there will always be people who have to buy and sell. We must have the knowledge and skill set to guide them through the uncertainty. Every single buyer and seller deserves to work with a CRS.

As far as what I see happening in real estate as a profession and for us as REALTORS^®, I see reengagement. Face-to-face networking on steroids. The energy in the rooms at Sell-a-bration^® Re-connect and the excitement that we experienced at the NAR Presidents’ Circle conference are indicators of great times ahead in this amazing industry. I have no doubt we will experience it again at Sell-a-bration Envision in Phoenix. I hope everyone that can will join us!

It is a mind-blowing honor to be the first president of RRC to be elected by the members. I do not take the trust placed in me lightly. I will operate in our members’ best interest to ensure the future of the Council. I promise to do that with honor, integrity, determination and grace.

I pledge to remain forward-thinking and objective as we grow membership, expand the Council’s reach and increase our member referral network. I have always said that every CRS deserves to work a transaction with another CRS (or RRC member working on their designation). There is no way that can be accomplished alone, and it shouldn’t be. I will work together with our Board of Directors, RVPs, state leaders and staff, and be reaching out to you, the members, to help accomplish our goals. #Team22, we cannot do it without you!

Q: What advice would you give new agents getting involved in today’s market?

I would tell them now, more than ever, you need to “Say yes to CRS.” Education is imperative. You never want to stop learning. Invest in yourself because investing in yourself is an investment in your clients, as well. If you’re educated, you can have more intelligent conversations, and you have more confidence when you’re walking into a listing appointment or preparing or negotiating a contract for a buyer or seller. I would absolutely encourage them to become members today and enjoy the amazing benefits while working towards their CRS Designation.

Q: What has been the best professional advice you’ve received?

That would be to invest in myself, to take that time to educate yourself. I have said that is my new acronym: ABL—always be learning. It also means “able.” If you are always learning, you will always be able to keep up with the market, keep up with the trends, keep up with the industry and be an effective advocate for your buyers, sellers, investors, etc.

Also, to get involved—because if you don’t have a seat at the table, you may be on the menu.

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Photo: Adam Murphy