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Celebrating 30 Years AND a New Location!

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30 years ago Upton & May Real Estate (original name) was established in South Deerfield, Massachusetts by Steven Upton, a well known general contractor in Franklin County. His vision was to market his own condo developments and luxury single family development, but the company quickly grew to become a full service real estate firm, marketing properties throughout Franklin County.


In 1993 Christine Aubrey, managing broker, became co-owner. The company merged with the long established Massamont Real Estate in Shelburne Falls, becoming Upton-Massamont Realtors. With coverage throughout Franklin County, the company become Franklin County's #1 real estate agency. In 2002, Christine Aubrey become sole owner of Upton-Massamont, and with increasing sales in Hampshire County, she opened an office in Florence in 2004.


Then, in 2006, in a search to offer a higher level of service to their clients, Christine made the decision to become a Coldwell Banker Affiliate Company. With that affiliation, Upton Massamont became Coldwell Banker Upton Massamont and had access to the resources of a national brand.


In 2013 Coldwell Banker Upton Massamont Realtors, looking to expand their growth, opened their 4th office in Amherst. Over the next few years, in an effort to support their agents, a financial manager, transaction manager, operations/information technology director, a director of business and talent development, and a marketing director were added to the team.


Today, as always, the innovations of Coldwell Banker are unparalleled in the real estate industry. They continue to bring new technologies to the forefront including a proprietary tech tool, CBx, that allows Coldwell Banker agents to engage sellers in a discussion about the listing price of their home, the prospective buyers, where those buyers are coming from, and how Coldwell Banker will market to them.


When a home is listed with Coldwell Banker Upton-Massamont, it is posted to the top real estate websites including MLS,,, and a host of other 3rd party sites. The difference at CBUMR is that the listing is also sent to the CBUMR marketing department where the marketing director merges technology with the agents’ expertise and experience to create a marketing plan for that specific property. The property is then marketed to reach the largest pool of most likely buyers!


Agents work with the Director of Business and Talent Development, whose mission is to help CBUMR's Realtors succeed in their individual businesses by using Coldwell Banker's innovative tools, marketing materials, and specialty programs.


In February 2018 Coldwell Banker Upton Massamont Realtors makes the move to Main Street! The company will relocate their Florence office to 112 Main Street in Northampton. The new office will not only have the latest in real estate technology, it will be a hub for Realtors of Coldwell Banker Upton Massamont to learn and grow their businesses, a community center offering free programs for residents to learn about the ins and outs of buying and selling a home, and so much more.


About Coldwell Banker Upton Massamont Realtors

Coldwell Banker Upton-Massamont Realtors is an affiliated office locally owned by Christine Aubrey and has four offices in the Pioneer Valley; South Deerfield, Shelburne Falls, Amherst, and Northampton. The Coldwell Banker brand is the oldest and most established and respected residential real estate franchise system in North America and has 3,000 offices in 49 countries. Please visit to connect with a local Coldwell Banker Real Estate Agent.

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