Erin Cestero, President – San Antonio Division, JBGoodwin Realtors

In an interview with Invest:, Erin Cestero, president of the San Antonio division for JBGoodwin Realtors, discussed San Antonio’s dynamic real estate market and the company’s award-winning approach. “Our team thrives for the same reason our clients win: we’re rooted in service, powered by support, and committed to excellence daily,” she said.

What have been the key achievements, milestones, or standout moments for you over the past year?

From an industry or JBGoodwin perspective, it has been about adaptability. The slowdown forced professionals to adjust to NAR (National Association of Realtors) lawsuits, new forms, and changes in decades-old practices. Our team adapted fast, keeping clients as our priority without missing a beat. Now more than ever, clients working with our experienced agents unlock major opportunities in our San Antonio market— new construction opportunities, unique negotiation strategies, and even opportunities with resale purchases. Adaptability is this year’s theme.

What is your analysis of the real estate market in San Antonio?

There’s a unique opportunity here. San Antonio caught the nation’s attention from 2020 to 2022, with builders and investors moving here. We have a lot of inventory — more than we have seen since the housing crisis. It’s a more balanced market, but sellers must adjust to slower sales. Buyers have more choices and better negotiation power. With experienced agents, buyers can find incredible opportunities, such as builders covering closing costs and offering 2020-level interest rates. This competition creates unique affordability unseen in most of the nation.

How has the San Antonio market continued to evolve, and in what specific areas do you foresee notable growth or opportunities emerging?

People continue moving to San Antonio rapidly. While increased inventory created healthier competition and a more balanced market, strong investor opportunities remain. Affordability remains better here than elsewhere, though it’s slightly more challenging today than it was just a few years ago. As a result, many are choosing to rent, creating excellent investment potential, especially with our strong military presence driving rental demand. Interestingly, we see more millionaire military members than in many other professions because they invest in San Antonio real estate, often accidentally building portfolios that create long-term wealth.

San Antonio’s consistent, predictable growth has reliably built generational wealth for families over time.

Are you seeing a shift in preference between urban, suburban, and rural living?

We still see COVID impacts, but where the outskirts boomed during COVID, now employees are returning to offices. Demand has moved back to areas with airport access, downtown living, and amenities. These areas are seeing multiple offers, while the activity on the outskirts is slowing.

This is the adaptability I mentioned: We shifted to the outskirts during COVID, now we’re shifting back. Our cultural focus for the city was always downtown and at the River Walk, then Pearl expanded it. Now, areas like the Spurs development, The Rock, and La Canterra beyond 1604 are creating urban communities with amenities, expanding our reach.

Are there any specific tools or software you use to improve client experience or team efficiency?

Absolutely. With inventory increasing, making listings stand out virtually is critical. Virtual staging helps compete against 15,000-plus listings and shows buyers a property’s potential. We’re using AI not just for descriptions, but to see how minor price changes and marketing adjustments boost activity. With more out-of-town buyers — investors and relocators — our online presence is vital. Maximizing listing exposure matters more than ever.

On the buy side, increased inventory brings new affordability options: builder rate buy-downs, closing cost coverage. We help buyers analyze these for long-term value, using tools that project affordability three, five, and even 10 years out.

JBGodwin Realtors was recently named the top workplace in the nation. What incentives or initiatives contributed to earning that recognition?

JBGoodwin’s people-first culture has created a ripple effect from the workplace to the front doorsteps of the buyers we serve. We can teach our agents a thousand marketing strategies, but if we teach them to truly put people first in supporting their real estate needs, that creates repeat business.

Of course, this helps us foster community and a presence that leads to business for our agents. But it also helps them adapt to market changes, city changes, and build areas of expertise. They have 450 of their closest family members here in San Antonio —  JBGoodwin family members they can lean on to ensure they’re finding success for their clients. 

Our team thrives for the same reason our clients win: we’re rooted in service, powered by support, and committed to excellence daily.

How do you approach the realtor labor pool in the region?

Real estate is unique. Our professionals come from diverse backgrounds. While we need marketing skills, most agents don’t start as marketers. My top performers often come from nursing or teaching — fields that prioritize patience, education, and putting people first.

I don’t seek marketing experts. I look for resilience, patience, and a passion for education — critical traits as our industry and client needs evolve.

How is JBGoodwin contributing to the San Antonio community?

We’re deeply committed to the community through our JBGiving initiatives — complete with t-shirts and logos — because our agents prioritize several major projects monthly. Real estate isn’t just about homes; it’s about understanding communities, livability, and supporting life transitions.

Some efforts span 15-plus years, like our annual chili cook-off benefiting the San Antonio Food Bank. Recently, we aided an organization that supported an agent after his son’s passing. Other staples: “Be a Santa to a Senior,” and placing flags at Fort Sam Houston before Memorial Day.

This is core to our culture — serving the community that trusts us while strengthening team bonds. When I lost my father to cancer, my team’s support created lasting brokerage relationships. Community drives everything we do.

What is your outlook for the real estate market in San Antonio, and what are your top priorities for JBGoodwin over the next two to three years?

I speak at national conferences regularly, and almost every time, people will say, “San Antonio, Texas, sounds amazing. How can I be part of that opportunity? I literally get calls from realtors nationwide asking about investing in San Antonio afterward.

Though we’ve been adapting to more inventory, we’re in one of the most balanced, healthy real estate markets nationally. I’m grateful for that. As other cities hope to reach a similar balance, they’re asking for our guidance on how San Antonio achieved this successfully.

Our top priorities will be to continue to do good business and put education first, so that no matter what comes our way, our team can adapt and provide exceptional service. That means equipping our REALTORS® and clients with state-of-the-art marketing tools, the best resources available, and a strong foundation of knowledge. Just as importantly, we will continue putting people first and fostering a genuine sense of community.
At JBGoodwin, we believe that when you focus on people and service, success follows — in any market, at any time.