Long regarded as Gary Ablett's Brownlow by rights, Selwood has charged to the lead in AFL.com.au's running Brownlow Medal predictor.
The Cats skipper received maximum votes from AFL.com.au's journalists in his last two outings, the latest stemming from a best-afield 29-possession, four-goal display against West Coast on Saturday night.
Selwood's recent form has attracted big dollars and has coincided with a slight dip by outright favourite Gary Ablett, whose commanding season had earlier prompted the creation of a 'favourite out' market.
Selwood has travelled from $26 into $9 a few weeks ago, to $4.50 with two games to play.
The fact those Geelong's last two matches are at Simonds Stadium also helps his cause. With a top-two berth still at stake, the Cats are unlikely to rest him against the Sydney Swans this week or in the final round against the Brisbane Lions.
"What looked like a foregone conclusion, virtually, for Ablett when he was $1.40 a month ago has now really started to have some life put back into it now," TAB Sportsbet's media manager Adam Hamilton told AFL.com.au.
"With Ablett going off the radar to some extent, there's been really good support for Selwood.
"He's going to get a lot of votes early on and then he's probably going to have seven or eight weeks in the middle of the season where he's not going to get too many.
"Now he's going to come with this flurry at the finish."
According to AFL.com.au's Brownlow predictor, Selwood polled maximum votes three times in the first four rounds, giving him a grand total of eight best-on-grounds so far this year.
Another big mover in the Brownlow market has been Collingwood midfielder and 2011 winner Dane Swan.
The tattooed ball-winner has come in from $12 to $8 and now into $6 over the last three weeks.
Swan ranks equal-fifth in in the predictor, tied with Fremantle's David Mundy and Hawthorn skipper Luke Hodge on 18 votes.
Other market movers include the Western Bulldogs' Ryan Griffen, who has come from nowhere to be equal-fifth in betting at $17 after being as wide as $251 earlier in the season.
On the back of an outstanding season, Griffen sits equal third with Ablett on 21 votes in AFL.com.au's Brownlow predictor. Ineligible Fremantle star Nathan Fyfe is one vote ahead of that pair on 22.
Ablett remains outright favourite at $2 in betting markets, which have seen him drift from $1.60 last week, while Scott Pendlebury and Kieren Jack are unchanged at equal-fourth on $15.
Fremantle's Michael Barlow has also moved in from $21 to join Patrick Dangerfield, Sam Mitchell and Griffen on $17.
AFL.com.au's Brownlow leaderboard
25 – Joel Selwood (Geel)
22 – Nathan Fyfe * (Frem)
21 – Gary Ablett (GC)
21 – Ryan Griffen (WB)
20 – Daniel Hannebery (Syd)
18 – Dane Swan (Coll)
18 – David Mundy (Frem)
18 – Luke Hodge (Haw)
18 – Kieren Jack (Syd)
16 – Jobe Watson (Ess)
16 – Patrick Dangerfield (Adel)
14 – Scott Pendlebury (Coll)
14 – Travis Boak (PA)
14 – Brett Deledio (Rich)
13 – Jarryd Roughead (Haw)
Twitter: @AFL_JenPhelan, @AFL_BenGuthrie