About a year ago, everyone was telling agents to differentiate, but nobody was explaining HOW.

Fast forward to today: consumers are already drowning in AI-generated marketing noise, agents are watching their content disappear into the void, and guess what? They’re coming back to their brokers asking for real help. Not just tactics. Not just Canva templates. They want to know how to actually stand out in a way that builds trust and gets them hired.

And if you’re a broker giving old answers to new questions, you’re about to lose your best people. Not because you haven’t given them every tech tool you could, or paid them a hefty signing bonus, but because you failed to ask and answer better, more meaningful questions.

In this episode, I’m joined by industry titans Becky Brand and Joel Diaz to talk about the seismic shift happening right now in real estate. We’re diving into why agents are desperate for something deeper than scripts and tactics, and what brokers can do differently to help them survive and thrive.

Joel pushes back on me (love it), Becky drops wisdom about helping agents figure out their purpose, and I might get a little fired up about brokers who can’t walk the talk. If you’re ready to have deeper conversations that actually move the needle, this one’s for you.

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