Agents and brokers love to say their edge is “culture,” but in a post‑merger industry where every platform offers the same tools, “we have great culture” has quietly become the dodge. When you can’t explain your training, your edge, or who actually belongs inside your four walls, you reach for slogans.

In this episode, I walk through why that’s breaking down. We talk about how copy‑and‑paste training and script‑heavy coaching leave agents borrowing confidence instead of building it, what changes when you move from selling to solving, and why that shift demands a different kind of training and culture than “more calls, more contacts.”

I also share why I’m secretly relieved this shake‑up is here, what it reveals about brokers who can’t answer “why should an agent choose you?” and how Identity‑Based Real Estate starts instead with the truth of who you are and the specific problems you’re wired to solve.

If you’re tired of vague culture talk and you’re ready for a business that can explain its value without hiding behind buzzwords, this episode will help you make a clearer choice about the kind of real estate world you want to build in.

Read more on Substack and explore Identity‑Based Real Estate training at identityops.co.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit sandymcmaster.substack.com