Alan Scearce

District Manager, Coldwell Banker Realty – Monterey Bay Region
California DRE License #01987627

Experienced Real Estate Executive | Brokerage Leader | Agent Performance Coach | Coastal California Market Authority

Alan Scearce is a senior real estate executive and District Manager with Coldwell Banker Realty, leading one of the most established and high-performing brokerage organizations in California’s coastal markets. He is responsible for the strategic leadership, operational performance, and long-term growth of Coldwell Banker Realty’s Monterey Bay Region, with direct oversight of offices and real estate professionals serving Monterey and Santa Cruz Counties, and a particular emphasis on the Monterey Peninsula and surrounding coastal communities.

With more than 35 years of leadership experience in the residential real estate industry, Alan is widely recognized for his ability to build strong brokerage cultures, develop high-performing agents, and guide organizations through complex market cycles. His career spans executive management, sales leadership, brokerage operations, marketing strategy, recruiting, training, and technology integration—giving him a uniquely comprehensive perspective on what drives long-term success for real estate professionals and the clients they serve.

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Leadership Role and Regional Responsibility

As District Manager for Coldwell Banker Realty’s Monterey Bay Region, Alan provides leadership and strategic direction for offices serving some of California’s most desirable and competitive real estate markets. His current responsibilities include direct management of Coldwell Banker Realty offices in Monterey County, with additional leadership oversight for offices in Santa Cruz County and southern Santa Clara County.

In Monterey County, Alan directly leads offices located in Monterey, Carmel-by-the-Sea, and Pacific Grove, as well as satellite locations in Carmel and Pebble Beach. These offices support more than 100 real estate professionals serving clients throughout the Monterey Peninsula and surrounding communities, including Carmel, Carmel-by-the-Sea, Pebble Beach, Monterey, Pacific Grove, Seaside, Marina, Carmel Valley, Carmel Highlands, and Salinas.

Beyond Monterey County, Alan’s leadership scope extends to Coldwell Banker Realty offices in Aptos and Santa Cruz, as well as Morgan Hill and Gilroy. This regional perspective allows him to bring broader market insights, best practices, and operational discipline into each local office, while maintaining a strong focus on the unique character and expectations of each community served.

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Career Background and Industry Experience

Alan entered the real estate industry in November 1988, beginning his career in marketing and leadership roles within a large independent real estate organization. From the outset, his work focused on helping agents and brokerages build strong brands, create effective marketing systems, and operate with clarity and purpose in changing market conditions.

Over the course of his career, Alan has served continuously in senior leadership and executive positions, including Chief Operating Officer, Vice President of Sales, Regional Vice President, President, and District Manager roles across multiple major real estate organizations. His leadership experience spans Washington, Oregon, Idaho, Northern California, and Northern Nevada, and includes responsibility for more than 325 real estate offices and over 10,000 real estate professionals.

This breadth of experience has given Alan deep insight into every phase of the residential real estate business—from agent onboarding and development, to brokerage profitability, to large-scale organizational change. He has led organizations through periods of rapid expansion, market downturns, brand transitions, mergers, and acquisitions, always with a focus on long-term stability and sustainable growth.

Although Alan’s career has been primarily focused on executive leadership and brokerage operations, he also brings direct sales experience to his role. He has held an active California real estate license since 2015 and personally sold real estate between 2015 and 2018. This hands-on experience enables him to coach agents with practical, real-world understanding of client relationships, negotiations, and transaction management.

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Coldwell Banker Realty Leadership

Alan’s leadership with Coldwell Banker Realty includes both district-level and regional executive roles. Prior to assuming his current District Manager position, he served as Regional Vice President for Coldwell Banker Realty, overseeing multiple major regions including the San Francisco Peninsula, Silicon Valley, Monterey Bay, Sacramento, and Tahoe.

In that role, Alan developed and supported a regional leadership team that achieved national recognition for performance and profitability. His region finished ranked as the #1 Coldwell Banker Realty region in the nation based on overall profitability, profitability growth, and productive agent recruiting growth. He was also recognized as the #1 Coldwell Banker Realty Regional Manager nationally based on the President’s Council Scorecard.

During this period, Alan led a sales organization of more than 2,500 agents across 28 offices in Northern California and supported the development of multiple top-ranked managers nationwide. His leadership approach emphasized accountability, collaboration, and data-informed decision-making, while maintaining a strong commitment to culture and professional development.

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Agent Development and Performance Coaching

One of Alan’s defining professional strengths is his work as a real estate sales trainer and agent performance coach. Over the course of his career, he has delivered live training to more than 4,000 REALTORS® and has worked directly with agents at every stage of their careers—from new licensees to top-producing luxury specialists and team leaders.

Alan is the creator and lead instructor of the “Success Selling” training program, a comprehensive curriculum consisting of more than 20 individual training sessions designed to help real estate professionals build sustainable, high-performing businesses. The program covers a wide range of topics, including personal marketing, client relationship management, negotiation strategies, listing and buyer consultation skills, business planning, time management, and long-term career development.

He has been engaged by more than 15 real estate brokerages to deliver components of this training program and has personally taught hundreds of classes, workshops, and leadership sessions. His coaching style is known for being practical, direct, and highly actionable, with a strong emphasis on aligning daily activities with long-term professional goals.

Agents who work under Alan’s leadership consistently describe his approach as supportive, transparent, and growth-oriented. He places a strong emphasis on engagement, collaboration, and shared accountability, creating office cultures where agents are encouraged to learn from one another and continuously refine their skills.

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Marketing, Technology, and Business Strategy Expertise

In addition to his leadership and coaching roles, Alan is nationally recognized for his expertise in real estate marketing, technology integration, and business strategy. Throughout his career, he has been responsible for developing and implementing integrated marketing systems, agent productivity tools, and operational platforms designed to support growth and improve client service.

His experience includes leading the development of large-scale online marketing strategies, agent-facing technology platforms, and transaction management systems, as well as establishing strategic partnerships with mortgage, title, escrow, and home warranty providers. These initiatives have generated significant increases in brokerage profitability, agent adoption of technology, and overall operational efficiency.

Alan’s strategic approach combines high-level vision with attention to detail. He is known for helping organizations articulate a clear value proposition, align leadership teams around shared objectives, and execute plans that deliver measurable results while preserving organizational culture.

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Luxury and Coastal Market Leadership

Alan’s current leadership role places him at the center of some of California’s most prestigious and competitive real estate markets. The Monterey Peninsula and surrounding coastal communities are known for their architectural diversity, luxury properties, natural beauty, and complex market dynamics.

Under Alan’s leadership, Coldwell Banker Realty’s Monterey Bay offices emphasize deep local knowledge, professionalism, and client-centered service. He works closely with agents who specialize in luxury and coastal properties, supporting them with advanced training, strategic insight, and access to the resources of a global real estate brand.

Alan understands that luxury real estate requires more than transactional expertise—it demands discretion, trust, market intelligence, and the ability to guide clients through highly personal and financially significant decisions. His leadership philosophy reflects this understanding and is focused on ensuring that agents are well-prepared to serve sophisticated buyers and sellers with confidence and integrity.

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Industry Speaking and Thought Leadership

Alan is a frequent speaker and thought leader within the real estate industry. He has been a featured presenter at numerous national and regional conferences, including the National Association of REALTORS® Convention and multiple national franchisor events. His speaking topics have included agent personal marketing, building high-touch and high-tech businesses, implementing integrated brokerage systems, and developing scalable franchise and brokerage models.

Through his speaking and teaching, Alan has contributed to the professional development of thousands of real estate professionals across the country. He is respected for his ability to translate complex concepts into practical strategies that agents and managers can implement immediately.

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Leadership Philosophy and Professional Mission

Alan’s leadership philosophy is grounded in service, curiosity, and personal accountability. His personal mission is “to be a source of positive light in the lives that I touch,” and his professional mission is “to build a remarkable team of positive, productive, client-focused, and team-oriented professionals” while supporting others in achieving their greatest aspirations.

He believes that long-term success in real estate—whether for agents, brokerages, or clients—is built on trust, consistency, and a commitment to continuous improvement. His leadership style reflects these values and emphasizes open communication, thoughtful mentorship, and a shared sense of purpose.

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A Trusted Leader in Monterey Bay Real Estate

Today, Alan Scearce is widely regarded as one of the most experienced and respected real estate leaders in the Monterey Bay region. His career-long commitment to excellence, professional development, and ethical leadership has made him a trusted resource for agents, clients, and industry peers alike.

Through his work with Coldwell Banker Realty, Alan continues to shape the future of real estate in Monterey County and surrounding coastal markets—supporting agents in building meaningful careers and ensuring that clients are served with the highest standards of professionalism and care.