Our Team


Will Moore, ALC, CRS

Principal Broker and President

Phone: (540) 460-4602

Will was born and raised in Lexington, Virginia. His ancestors settled Rockbridge County prior to 1750, making Will a twelfth generation Rockbridge County resident. He has been exposed to James Wm. Moore Real Estate Co. for nearly the entirety of his life, and he is currently a licensed Virginia Real Estate Broker, an Accredited Land Consultant (ALC), and a Certified Residential Specialist (CRS).

Will joined JWMRE following a successful career in commercial real estate in Boston, MA and Washington, DC. Most recently, Will was an Associate with the private equity firm, Landmark Partners, where he underwrote and closed on the acquisition of interests in private real estate funds. Prior to Landmark, Will served as a Senior Analyst for CBRE Capital Markets' Debt & Equity Finance platform in Washington, DC where he successfully placed both debt and equity financing for the acquisition and recapitalization of major income producing properties across the United States.

Will graduated cum laude from Washington and Lee University with a B.A. in Economics. He has served as Vice President, President, Treasurer, and Director of the Rockbridge-Highlands Realtors and as a member of the public policy committee for the Virginia Realtors. He is actively involved in public policy with the National Association of Realtors.  Will also served on the Board of Directors for the Lexington Rockbridge Chamber of Commerce, and he is a member of the Lexington-Rockbridge Jaycees.


Jim Moore, ALC, CRS, GRI

Associate Broker

Phone: (540) 463-7080

Jim has been in the real estate business since 1974 and founded James Wm. Moore Real Estate Co. in 1988 out of a passion for the area’s land. His experience includes successfully marketing some of the highest quality land, commercial, and residential properties in the Shenandoah Valley and western mountains of Virginia. A consistent producer of multi-million dollar sales, he is affiliated with a broad network throughout Virginia and the United States and has been recognized as "Virginia Land Broker of the Year". Jim has an exceptional knowledge of the market and prides himself on building long-term relationships with his clients, many of whom have become his closest friends today. He has been active in his community throughout his career, having served on the Board of Directors of the Lexington-Rockbridge Chamber of Commerce, Chairman of the United Way Campaign, Charter Member of Lexington Downtown Development Association, President of the Lexington-Rockbridge Jaycees, Church Trustee, President of LBVR Association of Realtors, and President of the Virginia Realtors Land Institute. Jim grew up outside of Lexington on his family's dairy and beef cattle farm. His ancestors settled in Rockbridge County before 1750, and his family has lived here continuously ever since. With his wife, Jeri, an agent with the company, Jim enjoys the outdoors, traveling, and farming.


Kara F. Braddick, GRI, CRS, ABR, e-PRO

Sales Associate

Phone: (540) 460-0484

Kara grew up in Lexington, went to Rockbridge County High School and received her B.S. from Virginia Tech. Following graduation, she went to Charleston, SC where she worked as a project manager for a software company.  In 2009, she returned to Lexington to pursue a full-time career in real estate with James Wm. Moore Real Estate Co. In an effort to keep up with the ever changing real estate trends, she has made continuing education a priority and currently holds the following real estate designations: Graduate Realtor’s Institute (GRI), Certified Residential Specialist (CRS), Accredited Buyer’s Agent (ABR) and e-PRO. Kara serves as the President of the Rockbridge-Highlands Realtors. She a member of the Lexington Presbyterian Church, the Lexington-Rockbridge Jaycees, and serves on various committees for the Chamber of Commerce. She currently resides in Lexington with her husband, Tim, daughter, Hadley, and son, Jay.


Rona Bruce, GRI, CRS, ABR, e-PRO

Associate Broker

Phone: (540) 460-3826

Born and raised in Rockbridge County, VA. Rona has tirelessly served her client's interests since becoming a Virginia licensed real estate agent in 2000. Showing an unwavering support for the professional organization to which she belongs, Rona has served on the Lexington-Buena Vista- Rockbridge Association of REALTOR'S (LBVR) Board of Directors and numerous other committees. In 2008, her service to the profession was recognized by being awarded the "LBVR 2008 Realtor of the Year", a prestigious award chosen by her peers. Furthering her education, Rona pursued her broker’s license in 2009 and is now a Licensed Real Estate Broker. She continued her successful real estate career by joining James Wm. Moore Real Estate Co. in 2010 as an associate broker.


Lori Parker, ABR, e-PRO

Sales Associate

Phone: (540) 570-9007

Lori was born and raised in Atlanta, TX and has lived in Rockbridge County since 2013 with her husband, Greg, and their two children, Alex and Brianna. She joined JWMRE following a successful career in education as an elementary music teacher, children’s choral director, adjunct music professor, grant coordinator and church music leader. Lori earned her bachelor’s degree from Oklahoma Baptist University and has attended Southwestern Baptist Theological Seminary in Ft. Worth, TX and Missouri State University in Springfield, MO for graduate work. She is currently a licensed Virginia Real Estate Agent. Her commitment to personal education extends to the real estate industry where she has earned the Accredited Buyer’s Representative (ABR) designation and e-PRO certification. Lori puts the skills she has honed throughout her education career (planning ahead, attention to detail, organization, anticipating potential problems, problem solving, flexibility) to work for her real estate clients. She strives to educate her clients on the buying and selling process and prides herself on honest, effective, and prompt communication. Lori currently serves on the Board of Directors and on several committees for the Rockbridge Highlands Realtors Association. In her free time, Lori enjoys small home renovation projects, cooking, playing her flute, traveling, reading, spending time with her family, and enjoying the natural beauty of this area.

Client Focused

Chuck Neely

Sales Associate

Phone: (540) 324-8866

Chuck was born and raised in southwest Virginia in the foothills of the Blue Ridge Mountains. His ancestors settled in the Virginia and North Carolina mountains in the early 1700s, where they prospered as farmers and graziers. So, it comes as no surprise that Chuck inherited a keen interest in the outdoors, mountain land, farming and hunting. Chuck graduated summa cum laude in 1991, from Virginia Commonwealth University, with a B.S in Marketing and Business Administration. He brings to his rural real estate passion, 27 years of successful IT sales experience. Chuck worked for several global technology firms as well as high growth start- ups. Chuck and his wife Lou Ann bought their first farm in Highland County in 1996. They learned to farm as a side venture, focusing on alternative, holistic grazing practices. They also bought and restored several additional farms over the next 15 years. They raised their son Matt, on the farm, and in the small community of Monterey, VA. Their current farm- Riven Rock Farm, is a prominent, 100% grass fed grazing operation, spread across 750 acres of mountain pastures. Chuck has been active in the local Highland community serving as, a founding board member for the Highland Center, the Alleghany Agricultural Center Board, Highland Tourism Board, and as Director of Highland Little League. He brings to his real estate clients, a deep knowledge of his mountain region, grazing and farming property and practices, land management, and wildlife conservation.  When not working with clients, Chuck enjoys farm projects with Lou Ann, hunting, hiking, and tournament archery.

Sarah Centorino - November 2021

Sarah Centorino

Sales Associate

Phone: (540) 460-4880

Sarah Centorino was born and raised in New Orleans, LA. She first fell in love with the Rockbridge area when she attended Washington and Lee University. After graduating from W&L, she earned a master’s degree in marketing from the University of Virginia, and she and her husband, Scott, returned to Louisiana, where she pursued a career in public relations and marketing. They found an opportunity to return to the Shenandoah Valley in 2019 and have been living happily ever after in Lexington since then. Sarah loves the area for its history, natural beauty, and, of course, its wonderful people. She is a member of the board of the United Way of Rockbridge, Lexington and Buena Vista as well as the Rockbridge Alumni Chapter of W&L.


Teri Blake

Office Manager

Phone: (540) 463-7080

Teri manages the day-to-day office operations of James Wm. Moore Real Estate Co. Her responsibilities include handling marketing, advertising and general administration. Teri was born and raised in the small town of Glasgow at the southern end of Rockbridge County, VA. She has retail experience as an Assistant Manager at A&N and banking experience as a teller at the Bank of Botetourt. Teri enjoys spending time with her husband, Brian and their daughter, Abigail and playing softball. We are extremely proud to say she has been part of the James Wm. Moore Real Estate Co. family since 2006.