It’s the day after Thanksgiving, and I hope you’ve already had one excellent plate of leftovers. I’ve got a short audio-only solo pod-snack for you today because, let’s be real, most of us are still in turkey comas.

Here’s what we’re digging into: Addition by Subtraction.

Before you start adding tasks and goals to your 2026 list, let’s talk about what hurdles and heartache actually teach us. I share a story from high school about choosing credibility over likability, then walk you through three essential questions: What do you want to be known for by the end of 2026? What are you willing to stop doing to protect that intention? And who are you building this with?

Most people will hit January trying to do more, add more, become more. But what if the real work is subtraction? Before January decides for you, ask yourself:

What will you subtract to protect what matters?

Apple, Pumpkin, or Pecan? I won’t judge :)

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

Does your brokerage still lead with contracts and compliance as its training differential? If so, you might be losing your best agents to firms that understand training is your competitive edge in 2026 and beyond.

In this episode, we dissect the three business models shaping real estate today.

The three models:

* Transactional: High immediacy, low trust (think Zillow leads)

* Systemic: S.O.S (sea of sameness). Success = reach and frequency (Ninja, Buffini, etc.)

* Identity-based: Low immediacy, high trust (building an authentic brand)

The uncomfortable truth? Most offices don’t use training as a competitive edge. They still see training as contracts and compliance, which are table stakes. Your 5-year + agents aren’t leaving because they don’t know the paperwork—they’re leaving because you’re not helping them differentiate, articulate their value, or build a sustainable business identity.

With limitless recruiting conversations happening right now, brokers face a mandate: innovate your training or watch your culture erode. Agents are asking harder questions, like “What do you offer that’s different?” That can’t be answered with “a good tech stack.”

This episode challenges both brokers and agents to reflect: Which model are you operating in? Which one does your firm support really well? And if you’re stuck in the sea of sameness, what’s your plan to stand out in 2026?

Identity Ops is booking partnerships for 2026. More coming soon.

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

In this week’s episode, Joel and I tackled something that doesn’t get enough airtime: the broker’s dual messaging mandate.

Like the Federal Reserve juggling price stability and employment, brokers balance internal and external messaging. One needs to build trust with consumers, and the other needs to build culture with the agents.

Here’s the takeaway—if you can’t articulate what you believe, you can’t build culture. And without culture, you won’t fulfill your brand promise. Your agents aren’t walking, talking billboards for your brokerage; they’re just… there.

We dug into how forced consolidation is coming, why retention beats recruiting, and what separates firms that invest in learning from those stuck in performative mode.

The infrastructure for brokerages is changing - it has to. Why? Because agents will migrate toward clarity.

The firms that invest in and operationalize messaging will win.

The rest? Vanilla.

Enjoy.

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

Most brokerages are stuck in an arms race—offering the same tools, the same training, the same everything. And here’s the kicker: Joel Diaz says 99% of agents aren’t even using what their brokerages provide.

In this conversation, Joel (Director of Operations at RE/MAX Lehigh Valley) walks through exactly how his leadership team evaluates services. Not just the obvious costs, but the hidden ones—training time, operational drag, and whether something will actually get adopted.

We answer questions like - how much time should you give a new service before pulling the plug? How should you evaluate services? And most importantly, what tools truly support agents? Answers to these questions are key.

The result? Trust. Agents know that if leadership is presenting something, it’s been vetted. It fits. It’s not just noise.

When you’ve made the top-line decision about what kind of brokerage you are, a thousand downstream decisions get easier. You’re not trying to be all things to all agents. You’re serving the agents you hired, the way they actually do business.

We also talked about the training gap for experienced agents, the virtuous flywheel of interconnected services, and why having honest conversations in leadership meetings matters more than any tool you could buy.

If you’re on a leadership team trying to figure out what to keep, what to cut, and what to bet on next—this one’s for you. Enjoy!

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

In this episode, we tackle a question that’s on everyone’s mind: how do we navigate all the change coming at us in real estate? From the potential de-throning of NAR to AI adoption, the industry feels like it’s spinning, and I wanted to dig into how agents, brokers, and leaders can actually manage it without losing their minds.

Becky, Joel, and I explored three perspectives on change management. We talked about the different ways people respond to change—and I have to give credit to Peter Atwater and his book The Confidence Map for the framework I reference: fight, flight, freeze, or f-it. (Seriously, add it to your reading list if you’re interested in leadership, economics, and decision-making.) These responses show up everywhere in our offices and teams, and they can be deadly to culture if we’re not paying attention.

Here’s what we landed on: Brokers need to communicate early and often, even when they don’t have all the answers. Leaders must avoid complacency—stay informed and share what you’re seeing with your teams. And agents? It’s time to choose how you’re going to do business. You’re either working transactionally, systemically, or building an identity-based practice. The humanness of real estate is what matters now that information is no longer our value prop.

This conversation reminded me why I love what we do—we help people change their lives. And if we’re not fascinated by the psychology of change, we’re missing the point. I hope this episode gives you a framework to manage what’s ahead with more clarity and less noise.

Super excited to mention Identity Ops in this episode. More to come on that soon!

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

This week, we tackled one of the most overused and under-explained phrases in real estate: “build relationships.” If you’ve ever felt frustrated hearing this advice without any real guidance on what it actually means or how to do it authentically, this conversation is for you.

We dug into the distinction between the performative and the genuine in relationship-based business models. Here’s the truth: not everyone is wired to run a relationship business, and that’s okay. The problem is that most offices keep pushing a one-size-fits-all approach without helping agents figure out what actually works for their personalities and strengths.

We talked about the danger of throwaway phrases like “articulate your value” and “focus on your relationships” when there’s no foundational conversation first: Who are you wired to serve? How do you market that? How do you operationalize and optimize for sustainability?

If you’re a broker or manager using these phrases, ask yourself: Are you really helping your agents understand what this means for them specifically? Or are you happy to outsource these kinds of conversations? Answering that (truthfully) will help you retain and grow agents.

If you’re an agent feeling stuck or misguided, know this: You have options. You're still responsible for taking action, but if the needle isn’t moving on your fulfillment, income, or business growth, you might be in the wrong model. And that’s a signal worth paying attention to.

Listen in for a real conversation about authenticity, self-awareness, and building a business that actually fits who you are. Enjoy!

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

In this episode, Becky and I dig into why traditional business planning feels so performative, so disconnected, and frankly, so useless. You know the drill: fill out the PDF, set some goals you’ll never hit, and watch it disappear into a drawer until next year’s awkward check-in.

But Becky’s doing something completely different at Shorewest’s Lake Country office, and it’s working. She’s built an Identity-Based framework around three simple concepts—Grow, Excel, and Transform—and she’s having real, recorded, follow-up conversations with her agents. No BS. No performative goals (things you say you’ll do, but don’t). Just clarity, support, and accountability.

We talk about why values need to be at the center of your business planning (not just words on a wall), why brokers need to move from performative to developmental leadership, and how getting quiet and clear on your core is the only way to navigate the chaos of consolidation, AI, and industry upheaval.

If you’ve ever felt like business planning was a waste of time, this episode is for you.

Book Link: The Compass Within - Robert Glazer

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

It’s recruiting season—which means brokers are having lots of agent conversations. Topics are wide-ranging: splits, broker availability, marketing support, tech stacks, and more.

None of those topics touches the contradiction that’s about to get really uncomfortable in our industry. We touch on the three operating models in real estate, expose why “articulate your value” has become problematic advice, and share the one question every agent should ask before switching firms (or staying put). Because if you’re serious about differentiation, you need a brokerage that can actually operationalize what makes you unique—not just tell you to figure it out on your own.

The Question Every Agent Should Ask

If you’re interviewing firms over the next few weeks or months —or even just evaluating where you are now—stop asking about splits. Start asking: “How do you help me articulate my value?” Better yet: “Show me your process.” Because here’s the truth: most brokerages will give you crickets. Or the canned response about having a “great marketing department.” That’s not what we’re talking about here. Not even close.

Why This Matters Now More Than Ever

The industry is being renovated faster than I ever thought possible. If you’re an agent who’s finally unlocked what you offer of value—who’s moved beyond performative basics—you need a brokerage that can operationalize that. And if you’re a broker? You’re going to need a Chief Brand Officer at the agent level (MHO). Because this work is involved, it takes time, and nobody currently on your team can handle it well alongside everything else.

This isn’t about throwing shade (most everyone I know in real estate is working at their absolute maximum capacity). It’s about recognizing where we are and where we need to go. Things are changing - fast. If you’re feeling the tension, the existential crisis, you’re not alone. There’s a system for this. It just requires a willingness to do things differently.

Listen in for the full conversation.

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

In this week’s episode of Renovating Real Estate, Joel and I talk about what might be the most valuable skill for today’s real estate professionals: adaptability.

Key takeaways from our discussion:

* Change in real estate is coming for you

*Open and honest communication fosters as much (or more) agent loyalty as tools and tech stacks

* Self-awareness prevents panic when disruption arrives - how do you typically handle change?

Whether you’re currently facing major changes or enjoying a period of stability, this episode will help you prepare mentally for the ongoing evolution of our industry. As I mentioned on the show, we’ll all likely face significant changes in the next two to five years. Developing your adaptability muscle now will serve you well.

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

This week, we dive into the biggest real estate news of the year: Compass’s (potential) acquisition of Anywhere and its collection of brands. Joel and I discuss the potential implications of this massive consolidation, from how it might affect independent agents to the broader shift in the industry’s landscape.

We explore why Robert Reffkin’s bold move signals a potential paradigm shift in the brokerage model, and why both experienced and new agents should pay attention - even if the immediate impact isn’t clear. While some industry professionals are taking a “wait and see” approach, we discuss why understanding these changes is crucial for positioning your business in the evolving real estate ecosystem.

Key Takeaways:

* This acquisition represents a fundamental shift in the brokerage model, potentially leading to a future where a handful of mega-corporations dominate the real estate industry.

* Agents have tremendous power as independent contractors and should understand their value in this changing landscape.

* Now is the perfect time for agents to evaluate their business model and align with brokerages that support their specific vision and goals.

Questions for Our Listeners:

* How do you think this consolidation will affect the day-to-day operations of agents working under these brands?

* What do you value most in your brokerage relationship, and would that change if your company were acquired?

* Do you believe this move will lead to more or less innovation in the real estate industry?

And if you know a franchise owner - give'em a hug. They could use it.

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