Happy Holidays from Keller Williams Realty Pasadena
A Season of Strength & Gratitude
Holiday Messages from Keller Williams Pasadena Leadership
Our hearts are overflowing with gratitude for each and every one of you—our incredible Real Estate Agents, cherished Clients, and valued Vendors. Your unwavering support, compassion, and hard work have truly made a better Southern California community reflecting our beliefs and values.
This holiday season, we extend a heartfelt thank you to those who generously participated in our toy drive for The Pasadena Boys and Girls Club and the Foothill Unity Pasadena Angels Program. Your kindness has brightened the lives of children in our community.
We hope this Christmas was filled with warmth, love, and the joy of shared moments. Wishing you and your loved ones Happy Holidays and a New Year filled with joy.
As we look ahead to 2026, let's continue to nurture the caring spirit that defines KW Pasadena Realty. Together, we can create a positive impact not only in real estate but in the lives of those around us.
With deepest care and appreciation,
Keller Williams Pasadena Realty Team
Reflection, Gratitude, and What’s Ahead for KW Pasadena
Ken Parsons
Keller Williams Realty Pasadena Broker, Owner
As we come to the close of another year, I want to pause and reflect with gratitude and perspective.
There is no question that 2025 brought its share of challenges. Our communities were deeply impacted by the devastating fires, the economy has tested our resolve, the market has carried uncertainty, and our industry continues to change at a rapid pace. Change is inevitable — but how we respond to it is what defines us.
I believe strongly in the idea of building on a solid foundation. When challenges come, and they always do, it’s that foundation that allows us to weather the storm rather than be swept away.
For me, that foundation is rooted in faith, values, and priorities: God, family, and then business. It’s also grounded in a mission many of you know well to build careers worth having, businesses worth owning, lives worth living, experiences worth giving, and legacies worth leaving.
The holiday season is a meaningful time to reflect on what truly matters. I encourage each of you to take a few moments, if you haven’t already, to think about your own foundation, your beliefs, and what you want to focus on moving forward. What we focus on expands, and it doesn’t just affect us, it impacts our families, our colleagues, and our communities.
Despite the challenges, I am incredibly hopeful. There are strong indications that 2026 will be a year of renewed momentum. With interest rates gradually easing and forecasts pointing toward market conditions similar to 2019 in the first half of the year, the turnaround we’ve been waiting for appears to be coming. It’s been years in the making — and now is the time to be ready.
I am also deeply proud of what this office has accomplished together. From Red Day efforts supporting Don Benito School after the fires, to fundraising for KW Cares, to being voted the #1 real estate brokerage in Pasadena for the third year in a row — these wins belong to all of you. Our teams are recognized nationally by RealTrends, the shared moments at office events, and the generosity shown during times of real hardship all speak to the strength of this community.
What stood out most this year was the incredible generosity of spirit shown in response to the fires. The speed, care, and compassion with which this office rallied sorting donations, supporting those impacted, and standing shoulder to shoulder was a powerful reminder of who we are. I have never been more grateful to be part of a community that shows up when it matters most.
Thank you for your resilience, your heart, your professionalism, and your belief in one another. It is truly an honor to lead alongside you.
From my family to yours, I wish you a Merry Christmas, a restful holiday season, and a New Year filled with hope, opportunity, and continued success.
With gratitude and optimism,
Ken Parsons
Broker, Owner
Keller Williams Realty Pasadena
Christmas Letter to You
Gabriel Perez,
Keller Williams Realty Pasadena CEO, Team Leader
Dear KW Pasadena,
Last year I talked about grit, and in hindsight I realized I painted it as if it lived on only one side. I highlighted the passion, the billboard version of grit. The moment David runs toward Goliath. The intensity. The surge of courage. The highlight reel.
And by doing that, I unintentionally framed grit as if that were the whole story. It is not.
If I may remind you, grit is the sum of two parts: passion and perseverance. Passion is the part we gravitate toward, the spark, the energy, the run toward the giant moment. But perseverance is the part we rarely talk about. It is the long, steady endurance that makes the spark matter. Passion starts the story. Perseverance carries it to the end.
Perseverance is the quiet stretch of grit, the side with no spotlight. It is choosing to keep moving when the emotion is gone. It is remembering why you started. It is beating cancer twice. It is standing back up after multiple ventures fall apart. Passion ignites. Perseverance sustains.
But perseverance by itself can turn into an empty mantra. Pushing forward just to push forward does not create grit. It creates exhaustion. Perseverance needs something underneath it, a reason, a picture, a future you refuse to let go of. And if you are wondering what yours is, look at what you wrote as your Just Imagine. It is likely the idea that gets you out of bed. It is likely the vision that, when threatened, flips a switch in you and makes you fight.
And this is where it connects to our team.
My job, and the job of your leadership staff, is not to give you passion. You brought that with you the day you chose this career. Our role is to walk with you in the perseverance side. To support you through the steady, stubborn, unseen work that actually builds a business. To remind you of your strength when the path gets heavy.
Passion brought you here.
Perseverance carries you forward.
And we are committed to that journey with you.
Gabriel