What’s it really mean to be a relationship-based agent?

Most enter the business to help people, not to feel like a walking sales pitch. Yet so much of what’s taught—“Don’t forget to ask for referrals!”—feels transactional, not relational.

True connection doesn’t come from sending mass emails or planting branded Fourth of July flags; it’s about understanding your unique value and engaging authentically with clients, so you naturally become their top-of-mind expert.

The hardest part?

Doing the inner work to figure out who you are and how you want to show up. It isn’t fast, it isn’t always easy, but it’s the secret to building a business (and life) you love—without selling your soul along the way.

Wishing you a relaxing holiday weekend. Happy Fourth of July!

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