We were lucky to catch up with Edna Goldberg recently and have shared our conversation below.
Edna, thanks for joining us, excited to have you contributing your stories and insights. I’m sure there have been days where the challenges of being a business owner force you to think about what it would be like to just have a regular job. When’s the last time you felt that way? Did you have any insights from the experience?
Overall, I am definitely happier as a business owner—but I think that feeling is reserved for people who genuinely thrive on the grind, who need to be engaged and challenged constantly, whose minds are always racing with new ideas and solutions. I’m one of those people.
For almost 20 years, I was an engineering project manager and account manager. The work was stable and the paycheck was good, but over time, the stress became relentless. It started to wear me down, both mentally and physically, and I realized I needed a change. That’s what pushed me to take the leap and start my own business. Honestly, I was terrified. As an engineer, I had comfort and predictability—even if it came with a heavy dose of stress. Stepping into real estate in 2017 was a huge risk, but it was also a chance to build something of my own.
Since then, I haven’t taken a true day off—not as a Realtor, and now as a Broker. The reality is, being “on-call” for clients 24/7 is its own kind of pressure. It’s a lot, and it can be just as taxing as the corporate world, just in different ways. Last year, 2025, was especially tough. The market was painfully slow, homes weren’t selling, listings were aging, and it felt like nothing I did could move the needle. For the first time since I became my own boss, I seriously considered going back to a “regular” job. And you know what? I did.
At first, I was excited to return to the corporate world. There’s a certain comfort in predictability—knowing what’s expected of you, when you’ll get paid, and having a clear structure to your days. I threw myself into training, showing up early, following every rule, doing everything by the book. But it didn’t take long for the old frustrations to creep in—seeing others bend the rules, show up late, or cut corners while I was held to a different standard. There was scrutiny over things as superficial as my appearance, but not everyone was held to the same requirements. I did my best to push through, but after three months, it was clear: the job wasn’t just stagnant (home sales were slow everywhere!), but I was also put on a list of people who hadn’t closed a sale—an ironic twist, considering my background. On top of that, I felt undermined by my supervisor, and I realized I was right back in the environment I’d worked so hard to leave.
But here’s the thing: that experience was a gift in disguise. It reminded me exactly why I chose the entrepreneurial path in the first place. Yes, it’s hard. Yes, it’s uncertain. But I’d rather face the challenges on my own terms than feel boxed in by someone else’s rules or politics. That brief return to corporate life gave me a new perspective on my own resilience. I learned a lot about sales from a different angle, and I came away with more confidence in my ability to succeed independently. It taught me that I need to be bolder, to speak up, to reach out, and to trust myself.
So, do I ever think about what it would be like to have a “regular” job? Of course. But every time I’ve tried it, I’m reminded that I’m happiest—and most fulfilled—when I’m building something of my own, serving my clients with heart, and creating a business that reflects my values. The freedom, the impact, and the personal growth are worth every challenge.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
For those who haven’t met me yet, I’m Edna Goldberg—owner and Broker Associate of The Best Choice Team at Coldwell Banker Pickett Fences Realty, based in Spring Hill, Florida. My journey into real estate was a natural evolution from my earlier career as an engineering project manager. For nearly two decades, I managed large-scale construction and capital projects, which gave me a deep appreciation for the process of building, design, and—most importantly—the sense of “home.” That hands-on experience with new construction and property development sparked my passion for real estate and laid a strong foundation for my second act as a Realtor and Broker.
What sets my team apart is our commitment to truly personal, high-touch service. We’re a family-run business—my husband, Howard, is a certified commercial Realtor and my right hand in all things real estate. Together, we focus on residential, luxury, and certified commercial properties throughout Tampa Bay and the surrounding counties. We have a particular expertise in new construction, backed by years of working directly with builders and understanding the ins and outs of what makes a property truly exceptional from the ground up.
I’m proud to be bilingual (English and Spanish), which allows us to serve a diverse clientele and make the process accessible and comfortable for more families in our community. For us, real estate isn’t just about transactions—it’s about relationships. We thrive on being available whenever our clients need us, whether it’s a late-night question, a weekend showing, or just talking through the numbers. Transparency is at the heart of our approach: we provide hard facts, market statistics, and honest advice, so our clients always know exactly how we’re helping them make informed decisions.
Our services go beyond buying and selling. We offer professional photography (I’m a certified photographer), luxury marketing materials, and hands-on guidance at every step. We also manage short-term and long-term rental properties, bringing the same level of care and attention to detail to our landlord clients and tenants.
What am I most proud of? It’s the trust our clients place in us, and the relationships we’ve built—many of our clients become lifelong friends. I’m especially proud of our reputation for being approachable, authentic, and supportive. Our brand promise is simple: Your Key to Exceptional Living in Tampa Bay. We want every client to feel confident, cared for, and empowered, whether they’re buying their first home, selling a luxury property, or investing in new construction.
If there’s one thing I want people to know about me and The Best Choice Team, it’s that we’re here to make your real estate journey as smooth, informed, and enjoyable as possible. We’re not just selling homes—we’re helping you find your place in the world, and we’re honored to be part of that story.
How do you keep your team’s morale high?
My core advice for managing a team and maintaining high morale is simple: focus on education and collaboration, not competition. I believe that true loyalty and high morale come from creating an environment where everyone feels supported, heard, and empowered to grow—rather than feeling like they’re in constant competition with each other or with leadership.
For me, that starts with open communication. I always encourage my agents to share their ideas and suggestions. I want them to know their voices matter and that their perspectives can help shape the direction of our team. I make it a point to share my own experiences—both the wins and the challenges—so they can learn from real-life scenarios and see that everyone faces obstacles in this business.
Mentorship is at the heart of my leadership style. I offer to accompany my agents to their appointments or invite them to ride along when I meet with new home builders or clients. These shared experiences not only build their confidence, but also create opportunities for hands-on learning and authentic connection. It’s never about competing for clients or recognition; it’s about lifting each other up, sharing what works, and celebrating each other’s successes.
I’ve found that when you lead with generosity and a willingness to share knowledge, people naturally respond with loyalty and enthusiasm. My goal is to foster a culture where agents feel safe to ask questions, try new things, and push through any fears they might have—knowing they have my full support behind them. That sense of camaraderie and shared purpose is what keeps morale high and inspires everyone to do their best work.
At the end of the day, people love being part of a team where collaboration is valued over competition, and where every member is invested in each other’s growth. That’s the culture I strive to create every day.
What’s worked well for you in terms of a source for new clients?
Without a doubt, the best source of new clients for me has always been past customers—along with the power of word of mouth. Most of our business comes from clients who have had a positive experience working with us and then go on to recommend us to their friends, family, and colleagues. There’s truly no higher compliment than a referral, and it means the world to us because it reflects the trust and satisfaction our clients feel.
I believe people refer us because they know, without question, that we’ll work just as hard for their loved ones as we did for them. We treat every client like family, going above and beyond to provide honest advice, constant support, and a genuinely personal touch. That kind of care stands out in real estate, and it’s why so many of our clients come back to us for their next move—or send others our way.
It’s not just about closing a transaction; it’s about building lasting relationships and delivering on our promises. When someone refers us, they’re putting their own reputation on the line, and we take that responsibility seriously. We make sure to follow up, communicate transparently, and deliver results, so that every referral reinforces the trust that’s at the heart of our business.
At the end of the day, our clients’ loyalty and willingness to spread the word is both our greatest asset and our proudest achievement. It’s a testament to the authentic, high-touch service we strive to provide every single day.
Contact Info:
- Website: https://www.bestchoiceteam.com
- Instagram: https://www.instagram.com/lolasellshouses
- Facebook: https://www.facebook.com/bestchoicecb
- Linkedin: https://www.linkedin.com/in/lolasellshomes/
- Youtube: https://www.youtube.com/@Bestchoicecb
Image Credits
Credit to Timeless Photography LLC