Realtor Diana Johnson embraces her second act at Coldwell Banker Pryor Realty in Chattanooga. After working at U.S. Xpress for 25 years, Johnson jumped into real estate in 2017 and continues to expand her practice.
Johnson says she served loyally at the same enterprise for almost half her life, 17 years of which she served as the manager of driver payroll. Following leadership changes, Johnson explains, U.S. Xpress eliminated over 100 jobs in one day, including hers. Despite the shock, she says the sudden change allowed her to escape burnout and reflect on what she truly wanted.
“I had wanted to do real estate since 1999, but I was at a job that I was comfortable with, and I had a family with two kids. You kind of get complacent because you have this security, but then things changed: My children grew up, I was older, and changes at my job. And there was an opportunity.”
Before she joined U.S. Xpress, Johnson says she dreamed of becoming a teacher. While in high school, she worked as a teacher’s assistant and loved the experience.
“And then things just changed in life, and I met my husband at 19, and we sort of just up and got married – for no reason – just got married, so I went to work instead of going off to college.” Johnson worked at Red Food (where she met her now-husband Phil) and as the office manager at Nationwide Sample before her career at the transportation enterprise.
“My story is,” she says, “my sister-in-law had come to me and said, ‘Why don’t you do real estate?’ Again, it was something that I had wanted to do for years. So, my husband and I were sitting on the front porch talking, and I threw the idea out to him.
“The next morning, my phone rang, and it was Rolanda Pullen Daniel from Coldwell Banker Pryor Realty. She called to ask if I had any real estate needs. And I didn’t have any real estate needs as far as buying or selling a home, but I did have a question. I felt like it might have been a sign.” Johnson smiles.
Daniel encouraged Johnson to pursue real estate and connected her to Phillip Pryor. Immediately after speaking with Pryor, Johnson registered for real estate classes.
In less than three months, Diana Johnson lost her job of 25 years, began and completed real estate classes, passed her real estate test, acquired her real estate license and started with Coldwell Banker.
“I really did not want to sit around and not do anything,” she says. “I wanted to see what was out there.”
Johnson is licensed in Tennessee and Georgia, primarily working in the greater Chattanooga area including Soddy-Daisy, Cleveland, Apison, Dalton, Fort Oglethorpe and surrounding towns. From 2022 to today, Johnson has closed on over 40 homes.
Johnson saw a significant change in the Chattanooga housing market in the 2020 era when many jobs moved remote. Tennessee’s lack of income tax and Chattanooga’s great location drew people to the area, she says. From 2020 to 2022, “interest rates were lower, sellers were selling, but then houses were going really fast because people were coming in and buying them up.”
Then, Johnson saw a dive in 2023: “I think the interest rates last year had a big effect on the buyers right away because they didn’t really know what was going on.
“Now that the interest rates are what they are, buyers have accepted that, and so they’ve started purchasing again.” Johnson also says 2024 is seeing an uptick in first-time homebuyers. But while the buyers are up, the sellers are down. She explains that people are hesitant to sell their homes in the current market for fear of not finding another affordable home.
Johnson says the 2024 Chattanooga housing market is strong, and she doesn’t foresee it changing.
When asked about her global luxury designation, Diana Johnson’s face lit up. To acquire a global luxury designation, a Realtor must have sold three properties that meet certain pricing criteria within a specific timeframe. After selling a $1.9 million property, $900,000 property and $675,000 property back-to-back in 2020, Johnson received her designation. She says smiling, “I closed on a $1.2 million property this year and have recently had several over the $600,000 and $800,000 range.”
Johnson is president-elect of the Chattanooga Women’s Council of Realtors. The council was originally formed as an association that women could join – back when female realtors weren’t allowed to enter historically male associations.
Since joining in January 2018, Johnson has gotten more involved every year and feels passionately about the council’s importance in the community.
“It’s a really good place to network with other agents and strategic partners,” she says. “I think that more agents should get involved. You have to have a good network to be successful as a real estate agent – you’re not out there alone.”
Johnson and her fellow women realtors take regular precautions in their work. When meeting a stranger at a new property, Johnson might bring her husband, Phil. When presenting an open house, she and other female agents often work in pairs. And when entering a vacant house, Johnson is particularly cautious and says that sometimes, it’s best not to enter the house alone as a woman.
She also says she will occasionally research clients through Google and Facebook to ensure they are safe. “I make sure to do my homework so I don’t put myself in danger.”
Johnson says she advises other female realtors: “If you don’t feel right, take a precaution. If it’s a vacant house, don’t go into the house by yourself if there’s a man. Don’t ever go in front – always stay behind. You have to judge for yourself and the situation and always be prepared. Make people aware of where you’re at, where you’re going, share your location with others; go the extra step for safety.”
Johnson says she awakens every morning before sunrise to drink coffee, read devotions and say her prayers, stressing this is a driving force of her day.
“We have so much in our daily lives that’s negative. But if we get up and read something positive – something that explains it – and say a prayer for our family, our co-workers, then it starts the day a bit better. People can be Negative Nancys when we want them to be Positive Pollys. I’m trying to change that about myself.”
Working in real estate allows Johnson to work from home and adjust her schedule as needed. But although her work is flexible, Johnson says she feels strongly about maintaining some routine, which she attributes this to her background.
“I was very structured, I knew what I had to do every day, and so I was very detailed in a sense,” she says. “I made lists of everything – I’m all about lists – and I’m old school. I have a calendar in my car and I write down everything that I need to do. When I’m planning meetings with people, I say, ‘Well, my calendar’s filling up, so let’s go.’”
She says she loves the balance that real estate has afforded her. Johnson worked 45 to 60 in-office hours per week at her previous job, whereas now, she is free to spend afternoons and evenings with her children and grandchildren.
“As I’ve gotten older, I realize there are things I missed when my children were growing up – you’re rushing to get to ballgames and rushing to get home. Now, I can make my own schedule and spend time with my grandchildren,” she says.
Johnson presents as a classic Southern lady. Blonde with blue eyes and perfect French-tip nails, Johnson greets people with a warm smile and an inviting Southern drawl. A self-proclaimed people person, she likes to get to know people, to hear about their lives and families and to connect. But despite her interest in others, Johnson is more reticent to share about herself and values her privacy.
“I like to listen,” she says, “but I don’t really like to be in the spotlight.”
A wife, sister, mother of two boys and grandmother of two, Johnson says she is grateful her children live nearby. She loves to have family and friends over for cookouts and to watch the Georgia Bulldogs. She and her husband, Phil, also enjoy playing golf, going to the beach and occasionally watching “Dateline.”
“I want to work as long as I can before I retire. As long as I’m in good health, I’ll always do something. I just want a low-key life and I’m good.”