Bay Area brokerages Party With Style at Holiday Events

Residential and commercial agents cut loose at their holiday parties this year, whether that meant a live animal show or getting down on the dance floor.

Some companies tried new ideas while others stuck with old favorites to build morale and camaraderie at the end of a year when office leasing and home sales finally picked up after 2023’s slow market.

Vanguard Properties held three holiday parties this year, according to COO David Chol. One covered Wine Country for Napa and Sonoma agents, one was held in San Francisco for agents in the city and the East Bay, while a luncheon in Marin had more than 50 agents. Just like last year, the San Francisco event was held at the agency’s Mission headquarters. But while last year’s North Bay event was at Vanguard’s Healdsburg office, this year the festivities moved to the Sebastopol office at the Barlow, a 12-acre outdoor shopping and dining marketplace.

Both the San Francisco and Sonoma parties had an open bar, hors d’oeuvres and a DJ. Chol said that given all the new agents this year, the events attracted “agents of all tenures” at larger turnouts than last year. Agents both reconnected with old friends and got to know the new recruits.

“It felt like two families combining for the first time at a wedding reception,” he said.

There were agent-hosted pre-parties and post-parties, he said, with everyone coming “in waves” to the main event.

“I think our agents are really looking forward to a fruitful 2025 and were ready to party,” he said.

It was a mix of a new venue with some old favorites for Keller Williams Peninsula Estates, according to agent concierge and event coordinator Nicole Berrios. For the first time, the brokerage held its holiday party for about 175 people at CuriOdyssey, a hands-on science museum in San Mateo, which included a dance party with lit up sculptures and a live animal show.

But the agency also continued “beloved traditions” such as an end-of-year recap video and a raffle with prizes.

Attendees included Tony Brodie, regional operating partner for Northern California, Hawaii, D.C. and Maryland; and office owner Rick Cunningham, who is based in L.A. but owns Keller Williams franchises in Northern and Southern California. Cunningham has partnerships with Greystone Insurance and RE Mortgage Advisors, according to his website, who were among the sponsors of the evening event.

Berrios said the annual holiday party adjusts along with the market, but is so important to the company culture that it is worked into the budget every year, no matter what.

“I’ve seen firsthand how events like these play a significant role in fostering a strong sense of community and boosting morale,” Berrios said, adding that it is one of the few that spouses are invited to attend.

Commercial celebrations

Ramon Kochavi, district manager in Northern California for Marcus & Millichap, said the commercial firm’s two parties in the Bay Area were also for the agents and their significant others. He added that there is an annual kick-off breakfast for agents only in early January to prepare for the year ahead.

The firm threw virtually the same parties as last year, one for San Francisco agents at Fog City on the Embarcadero and a second at the Cedar Room in Campbell’s Pruneyard Shopping Center for South Bay agents. This will be the second year for a “pretty low-key” event with appetizers and drinks rather than a sit down dinner at both locations, but next year the brokerage may change things up to keep it fresh, he said.
Even if the venue changes, the firm will likely stick with the cocktail party atmosphere, Kochavi added.

“They just want good alcohol,” he said of his agents. “People less and less like to sit and watch each other chew.”

Rather than an evening affair centered around the bar, Avison Young emphasized team building beneath the office holiday tree, for a “warm and close-knit gathering” during the daytime, according to a rep.

Attendees from the commercial firm’s brokerage and property management divisions as well as staff brought their favorite potluck dishes to share and Managing Director Ross Robinson led a series of games, including a push-up challenge, pool table challenge, a no-beer pong game, and cornhole challenge. It was a party true to the company motto, “Powered by People,” according to the brokerage.

“In an industry driven by relationships, our team’s highly collaborative approach not only strengthens our connections internally but also resonates deeply with our clients,” Robinson said.