brought to you by
Mission
We believe in our impact on the world, and want to share the journey with you! Our authentic environment provides an opportunity for every woman to empower, educate and encourage each other. Enriching lives both personally and professionally is at the heart of why we are here! Through a holistic approach we invite you to cultivate your own individual excellence from the inside out.
A note...
From the Coldwell Banker Advantage Leadership Team
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"With You All the Way" is not just our tagline; it’s our north star. "With You All the Way" is our core belief that we have the responsibility to serve our agents and to help ensure they achieve the business goals they have established for themselves; no matter how lofty those goals may first appear.
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When Coldwell Banker Real Estate launched What Moves Her, we quickly saw the alignment between Coldwell Banker’s desire to inspire and support women to find their path to success with our local focus and commitment to help our agents achieve their personal goals.
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So it is with great honor that we have worked to make What Moves Her a foundational element of all that we do to serve our agents.
While many personal growth initiatives focus on activities to achieve a specific outcome, few provide the holistic approach of What Moves Her that specifically helps create a complete mindset or paradigm shift for women in real estate.
Through workshops, videos, meetings, blogs, and live streaming events, our agents will learn a new way of thinking to achieve personal goals from other very successful women (both inside and outside) of real estate.
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As a leadership team, we are genuinely excited to integrate the proven business-building strategies created using our belief system of "With You All the Way" with the focused mindset development of What Moves Her.
We are committed to making the most of this combination to provide our agents both the inspiration and guidance they desire to achieve the vision they have for themselves.
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We truly hope you find tremendous value in What Moves Her and look forward to your great success!
Gary Rabon
CHIEF EXECUTIVE OFFICER
Rick Gregory
Eddie Speas
PRESIDENT & PARTNER
CHIEF DEVELOPMENT OFFICER
& PARTNER
About
Meet the leaders behind the CBA What Moves Her operation
Heather Gool
​REGIONAL
VICE PRESIDENT
FOR THE SOUTHERN-TRIANGLE REGION
MANAGING BROKER
FOR THE CARY OFFICE
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2025 WOMEN'S COUNCIL OF REALTORS® STATE LIASON
Heather brings a powerful combination of real estate experience and sales and marketing. Prior to real estate, Heather was the business manager for a leading newspaper before she transitioned to real estate in 2012. Her extensive experience allows her to equip agents with strategic insights for navigating market changes, mastering negotiation, and building thriving businesses.
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Central to Heather’s approach is her commitment to agent development. She excels at identifying individual strengths, addressing obstacles, and guiding agents toward their full potential. As a vital part of the CBA Agent Development team, she provides tailored support for both new and experienced agents, understanding that success is uniquely defined. Heather offers trusted advice and personalized guidance to help each agent reach their specific goals.
A lifelong resident of the Triangle, Heather's deep understanding of the area’s growth is invaluable. She grew up in Apex and Cary, attended NC State University and is actively engaged in the real estate community. Her involvement includes: Women’s Council of REALTORS® NC State Liaison (2025), National Speaker (2024) and Graduate of their Leadership Institute (2022); President of the REALTORS® Giving Network (2023); RPAC Major Investor (since 2017); Triangle REALTORS® Leadership Academy Dean (2018) and Graduate (2015); Young Professionals Network Chair (2018) and member (2019-2021); and RRAR Strategic Planning Committee (2021).
Elsa Woods
MARKETING
BRAND MANAGER
FOR TRIAD & TRIANGLE REGIONS
A passionate marketing specialist and experienced real estate professional, Elsa serves as Co-Chair for What Moves Her by CB Advantage. Guided by the mission to cultivate individual excellence and foster community, Elsa plays a key role in planning and coordinating WMH events designed to enrich lives both personally and professionally.
Elsa began her real estate career in 2014 as a sales agent, where she quickly developed a deep understanding of the industry. After a year in sales—and while still actively working in the field—she expanded her career by diving into administrative and marketing roles, where she discovered her talent for building brand awareness and supporting real estate agents in enhancing their professional success.
With a strong background in marketing, Elsa now leverages her expertise to craft thought-leadership content that engages and inspires the What Moves Her audience. Her holistic approach to leadership reflects her belief in the importance of aligning body, mind, and spirit to unlock true potential. By encouraging authenticity, she helps others harness their inner power to thrive in both life and business.
A founding member of What Moves Her by CB Advantage, Elsa has been instrumental in shaping its impact since its inception four years ago. Her contributions and leadership have been recognized with notable accolades, including the Coldwell Banker Triad Spirit Award in 2020 and the prestigious 2023 Coldwell Banker Woman on the Rise Award.
With a leadership style rooted in empowerment and collaboration, Elsa believes in the transformative power of community and the limitless potential that arises when women uplift and inspire one another in the real estate industry and beyond.
