Windermere Ask A Coach, Real Talk, Real Results

Ask A Coach with Michael FanningWindermere Coaching

Most agents believe referrals come from doing a great job on a transaction. And that's part of it. But the research tells a different story and in this episode, Michael Fanning breaks down the full picture of what actually drives referral business and what separates agents who grow consistently from those stuck in the feast-and-famine cycle.

What We Cover

The science behind why people refer including Robert Cialdini's reciprocity principle, Harvard's Effort Effect research, and a Forrester Research finding that 72% of referrals originate from the relationship after the transaction closes.

Why referral business is not a reward for a good transaction it's the dividend of a professional relationship built intentionally over time.

The difference between having a system and having a style and why systems are what produce consistent referrals regardless of market conditions.

Your buyer communication standard: weekly contact through the active transaction, then a structured conversion at close three days, thirty days, ninety days into your monthly client flow calendar.

Your seller communication standard: weekly updates through the listing, even when things are quiet, and the same post-close conversion into your ongoing flow. Plus why the language of how we talk about pricing matters.

The 45 out of 52 framework what it actually means. This is your annual marketing rhythm for your entire client base. Not active transaction communication that's a separate lane. This is about winning 45 weeks of the calendar year with a smart combination of value-add outreach: market updates, Homebot, personal touches, video, community content. Design your mix. Own your weeks.

Why the word "past" in "past clients" is costing you referrals and the mindset shift that changes everything. The transaction closed. The relationship didn't.

How communication quality not just systems is your real competitive advantage. Your clients don't refer your CRM. They refer how you made them feel.

Resources Mentioned

Influence by Robert CialdiniCloze CRM — for pipeline tracking and client communicationHomebot — AVM tool for delivering ongoing home value updates to your clientsWindermere Coaching Path Calls — Buyer Consultation, Seller System, Beyond the Transaction, Pre-Listing Interview

Windermere U for path call content and resources.

Work With Windermere Coachingwindermercoaching.com

If this episode gave you something useful share it with a colleague. We believe in abundance, not scarcity. The more great agents there are, the better it is for everyone we serve.

[email protected]

The Words That Win: How Language Shapes Trust, Decisions, and Your CareerWhy what you say and what you say to yourself determines everything in real estate.

YOUR HOST Michael Fanning is SVP and Co-Owner of Windermere Coaching.

EPISODE OVERVIEW In this episode, Michael dives into one of the most underestimated skills in real estate: the intentional use of language. Drawing on neuroscience, behavioral economics, and nearly three decades of coaching experience, he breaks down why words aren't just communication tools they're neurological triggers, trust builders, and mindset shapers.

THE SCIENCE BEHIND THE WORDS

Dr. Andrew Newberg & Mark Waldman A single word can activate the amygdala (the brain's fear center). Positive words activate the prefrontal cortex the region responsible for reasoning, motivation, and forward planning.

Carol Dweck Language around effort and ability directly shapes what people believe is possible. Fixed mindset language closes doors. Growth mindset language opens them.

Paul Zak Stories, empathy, and acknowledgment language stimulate oxytocin the trust chemical. Pressure and jargon suppress it. In a business built on trust, this isn't soft science. It's the whole game.

Jonah Lehrer Fear language hijacks the emotional brain and leads to reactive decisions. Safety and clarity language helps clients think clearly and that's the language of a trusted advisor.

KEY LANGUAGE SHIFTS

Words to retire: deal, fee, commission, "to be honest with you," "you can't afford to wait," "the market is crazy," "just"

Language that builds trust:

• "Here's what I've seen work in situations like yours"
• "Let me show you what the data tells us then we can decide together"

Language that holds clients capable:

• "You're asking exactly the right questions let's work through this together"
• "What's most important to you in this outcome? Let's anchor on that"

On compensation: "My compensation reflects the full scope of what I do for you the strategy, the negotiation, the market expertise, and everything between today and closing. You're not just getting someone to open doors. You're getting someone fully invested in your outcome."

YOUR 7 TAKEAWAYS

1. Words are neurological. Choose them intentionally.
2. Lose the phrases that undermine trust.
3. Stop saying deal. You're guiding people through one of the biggest moments of their lives.
4. You're not a closer. You're a guide.
5. Hold clients capable.
6. Commission becomes compensation. Fee becomes investment.
7. Start inside. Your outer language is only as strong as your inner language.

BOOKS & RESOURCES

• Words Can Change Your Brain Andrew Newberg & Mark Waldman
• Mindset Carol S. Dweck
• How We Decide Jonah Lehrer
• Research: Paul Zak on oxytocin and trust, Claremont Graduate University

If you know someone who needs to hear this, please share. Be awesome, help someone, and have a great day.

WINDERMERE ASK A COACHSeason 9, Episode 7

"List Like a Product Manager: The K2 Group's Science of a Great Listing Process"

HOSTMichael Fanning SVP & Co-Owner, Windermere Coaching

GUESTSKarishma Kiri (kah-RISH-mah KEE-ree) & Dhilip Gopalakrishnan (DHEE-lip go-PAH-lah-KRISH-nan)The K2 Group | Yarrow Bay Office, Kirkland, WA | Former Microsoft leaders | Top 1% in production | 90%+ listing conversion rate

EPISODE OVERVIEWKarishma and Dhilip bring a combined 24+ years of Microsoft product management experience to real estate. They've built one of the most systematized listing practices in the Pacific Northwest by asking: what if we treated every home sale like a product launch?

KEY TOPICS

The 3 Pillars: Skillset, Toolset & MindsetSkillset and toolset are table stakes accessible to everyone. Mindset is the multiplier, and it determines which skills and tools you pursue in the first place.

The Hollywood Movie Launch AnalogyA movie's opening weekend decides blockbuster or flop. Listings work the same way. Days on market kill your leverage the first 3–5 days are everything. Cross every T before you go live.

Removing Friction Points• Informational missing inspections, HOA docs, title reports• Experiential lockbox problems, odors, undefined rooms• Cost unknown repair estimates that spook buyersTarget: zero friction by launch day.

Preemptive Objection HandlingBefore spending a dime, visualize the home through buyers' eyes. Identify objections early before listing, not after.

Delivering Hard Truths"The moment you decide to sell, it's a product and the calculator decides." Acknowledge emotion first, then establish the shift. Channel the market; don't critique the home.

The Buyer's Agent as Channel PartnerNot an adversary a distributor. K2 provides a full buyer package: home book, inspection, HOA docs, offer guidance, all in a shared Google Doc. Ease of working with you = buyer confidence = stronger offers.

Shifting Cost to ValueAsk sellers: "If the buyer covers their broker fee, what happens to your price?" They get it immediately. Stop being a cost center. Be a value generator.

ONE THING TO DO TOMORROW• Karishma: Tell sellers their home is now a product. Acknowledge the memories then make the shift together.• Dhilip: Reframe every commission conversation around value, not cost. Raise their expectations of you.

"We don't rise to the level of success we fall to the level of our systems." Michael Fanning

Windermere Coaching | Michael Fanning | [email protected]"Be awesome and help somebody."

Windermere Ask a Coach Podcast: Show Notes

Host: Michael Fanning

AI can provide instant answers and tactical advice, but true breakthrough happens in relationship with someone who sees your blind spots, challenges your thinking, and holds you capable of more than you currently believe possible. This episode explores why every Olympic champion has a coach and why you might need one too.

• Why more knowledge doesn't automatically create change
• What happens between where you are and where you want to be
• Why Olympic athletes with world-class skills still need coaches

Doubt: "I'm not sure I can do this. Maybe I'm not cut out for this level."

Delay: "I'll start when I have more time. I need to learn more first."

Division: Seeing another agent's success as proof you can't, rather than evidence you can.

• How confirmation bias proves what you already believe
• Activities vs. excuses: getting brutally honest
• What successful agents are doing that you're not
• The narratives that keep you safe but stuck

• Why successful agents still burn out
• Building smarter, not just grinding harder
• Creating sustainable systems for longevity
• Why there's never a "perfect time" to implement what you know

When facing any decision, four outcomes exist:

Quadrant 1: Take action → Success (growth, progress)Quadrant 2: Take action → Learning (experience, data)Quadrant 3: Don't take action → Lucky (things work out anyway)Quadrant 4: Don't take action → Stuck (nothing changes)

The Math: Taking action means you either succeed or learn. Not taking action means you're either lucky or guaranteed to stay stuck.

1. Which of the Three D's are you experiencing?
2. What story are you telling yourself that's keeping you stuck?
3. Are you being honest about your activities versus your excuses?
4. If you did the same activities as successful agents consistently and professionally would your business grow?
5. Are you building for the long game or surviving the short game?
6. Do you need more information or different thinking?

"Information is everywhere. Transformation happens in relationship."

"The person you dream about becoming doesn't live in your comfort zone."

"If you want to argue in favor of your excuses, you get to keep your excuses."

"AI pleases you. A coach transforms you."

AI is powerful for research and tactical questions. But transformation requires relationship with someone who cares enough to challenge your stories and hold you capable even when you can't see it yourself.

Every Olympic gold medalist has a coach not because they lack knowledge, but because true potential is unlocked with someone who sees what you can't see about yourself.

Contact: [email protected] | Podcast: Windermere Ask a Coach

Be awesome, help somebody, make it a great day.

SHOW NOTES:

Episode Overview The real estate market of 2026 demands sophisticated negotiation skills as inventory rises and days on market climb. This episode explores proven strategies from "Getting to Yes" by Fisher and Ury, providing practical tools for creating win-win outcomes in every transaction.

Key Market Insights

• 30-year mortgage rates hit 6.06% on January 9th lowest in nearly 3 years
• Active listings approaching pre-pandemic levels (just under 1 million vs. 1 million in 2019)
• Home price appreciation slowed to 1.5% year-over-year
• Economy lost 56,000 jobs in Q4 2025, signaling market normalization

The Trust Opportunity

• 88% of buyers use real estate agents; 91% would recommend them
• 85% of sellers use agents; 87% would recommend them
• 61% of business comes from referrals and repeat clients
• BUT only 18% of buyers use the same agent again revealing a massive 69-point gap between satisfaction and retention

The Four Principles of Win-Win Negotiation

1. Separate People from Problem

   • Be hard on issues, soft on people
   • Example: "We've got a challenge with inspection items. Let's figure out how to address concerns while respecting everyone's position."

2. Focus on Interests, Not Positions

   • Ask WHY behind the WHAT
   • Questions: "What's most important to you?" "Tell me more about that."

3. Invent Options for Mutual Gain

   • Brainstorm creative solutions
   • Example: "What if the seller provides a credit instead of repairs?"

4. Insist on Objective Criteria

   • Use market data, comps, fair standards not emotions
   • Avoid "in my opinion"; use "based on comparable sales, here's what the market shows"

Game-Changing Language

• "What's most important to you?"
• "Help me understand..."
• "Let me see what we can do"
• "What if we could...?"
• "Are you open to a suggestion?"
• "Would it be helpful if...?"

Six Deadly Negotiation Mistakes

1. Not listening talking over instead of asking questions
2. Making it personal getting defensive or attacking
3. Focusing only on your client's position
4. Assuming you know what they want
5. Negotiating while emotional
6. Negotiating via text/email (the biggest mistake)

The Phone Call Advantage

• 50% of email negotiations end in impasse
• Face-to-face communication is 34x more effective than email
• 93% of communication is non-verbal (tone, expressions, body language)
• Only 6% of agents choose phone calls, yet they're the most powerful tool

The Volume Advantage

• Average agents: 5 transactions/year = negotiation practice every 2-3 months
• High-volume agents: 37+ transactions/year = weekly practice opportunities
• Solution: Practice with AI to build competency

AI Practice StrategyUse ChatGPT or Claude to role-play scenarios:

• Emotionally attached sellers resisting price adjustments
• Buyers whose friends contradict your advice
• Recovery from client missteps during showings

Prompt example: "You are a homeowner who believes your house is worth more than comps indicate. I am your listing agent. Engage naturally, no narration."

Mindset Principles

• See abundance, not scarcity
• Hold people capable, not accountable
• Play the long game create raving fans, not just closed transactions

Action Steps

1. Pick ONE principle to implement this week
2. Practice phone calls instead of texts for negotiations
3. Use AI to practice challenging scenarios
4. Focus on relationship-building over single transactions

Resources

• Book: "Getting to Yes" by Fisher and Ury
• Weekly coaching: Windermere Path Calls (Thursdays, 10 AM)
• Podcast: "The Windermere Coaching Minute"

Remember: Businesses that implement beat businesses that just understand. Your expertise creates value now is your time to demonstrate it.

The real estate landscape is evolving rapidly, and understanding current market dynamics is essential for success in 2026. Drawing from data in the 2025 NAR Buyer Seller Report and insights from Keeping Current Matters.

The Changing Face of Homebuyers

One of the most significant trends is the declining participation of first-time buyers and the rising median age of purchasers. According to the 2025 NAR Buyer Seller Report, these demographic shifts require agents to rethink their marketing strategies. Rather than using a one-size-fits-all approach, successful agents in 2026 will segment their client base and create targeted campaigns that speak directly to different buyer personas.

Understanding your clients' specific needs—whether they're downsizing empty-nesters, growing families, or investors—allows you to deliver more relevant, personalized service that resonates.

Two Business Models, One Choice

The market presents agents with two distinct paths: the transactional model focused on volume, or the relational model centered on depth and long-term client relationships. As highlighted by Keeping Current Matters, agents who choose the relational path—investing in client education, community involvement, and trusted advisor status—often build more sustainable, fulfilling businesses.

Equity as Wealth-Building Tool

The 2025 NAR Buyer Seller Report reinforces that homeownership remains one of the most effective wealth-building strategies. Helping clients understand how equity accumulation works, particularly in a market with inventory challenges, positions you as a valuable financial educator, not just a transaction facilitator.

December 2025 Market Snapshot

Current market conditions show interesting dynamics heading into 2026. While inventory remains constrained in many markets, buyer demand persists. Understanding these micro-market conditions allows agents to set realistic expectations and identify the best opportunities for clients.

The AI Revolution in Real Estate

Perhaps no trend will impact 2026 more than artificial intelligence. AI is transforming lead generation, client communication, and market analysis. Keeping Current Matters emphasizes that agents who embrace AI tools—for personalized marketing, predictive analytics, and automated follow-up systems—will have significant competitive advantages.

However, technology should enhance, not replace, the human connection. The most successful agents will use AI to handle routine tasks while dedicating more time to high-value client interactions.

Selling Community and Lifestyle

According to the 2025 NAR Buyer Seller Report, today's buyers and sellers aren't just transacting properties—they're making lifestyle decisions. They want agents who understand neighborhood dynamics, school districts, community amenities, and future development plans. Position yourself as a local market expert who sells lifestyle, not just square footage.

Your 2026 Action Plan

To capitalize on these trends:

1. Segment Your Database: Create specific marketing campaigns for different client types based on NAR demographic data
2. Embrace AI Tools: Implement automation for lead nurturing while maintaining personal touchpoints
3. Become a Market Educator: Share insights from credible sources like the NAR Report and Keeping Current Matters to build authority
4. Focus on Relationships: Invest in client experiences that generate referrals and repeat business
5. Master Your Local Market: Position yourself as the community expert who understands hyperlocal trends

The Bottom Line

The 2026 real estate market offers tremendous opportunity for agents willing to adapt. By leveraging data from the 2025 NAR Buyer Seller Report, staying informed through resources like Keeping Current Matters, and strategically implementing AI tools, you can build a thriving business focused on serving clients at the highest level.

Host: Michael Fanning, SVP at Windermere Real Estate & Co-Owner of Windermere Coaching

Guest: Stacy Brown Randall, Referral Expert & Author

Stacy Brown Randall returns to discuss her new book, The Referable Client Experience, and shares powerful strategies for generating referrals through exceptional client service. This conversation goes beyond the basics of "do great work" to reveal the systematic approach agents need to build a truly referable business.

Work Touchpoints + Relationship Building Touchpoints = Referable Client Experience

It's not just about doing great work—it's about how your clients feel working with you.

1. Getting more referrals from people already referring you (covered in first book)
2. Generating referrals from your client experience (covered in new book)
3. Getting new people to refer you (future book)

1. New Client Stage

• Address the "quiet voice"—what clients are thinking but not saying
• Combat potential buyer's remorse
• Tools: Journey cards, expectation maps
• Show clients visually what to expect (60% of adults are visual learners)

2. Active Client Stage

• Beware of the "lull of complacency"
• Navigate the waiting game without losing connection
• Balance work touchpoints with relationship building
• Don't just email updates—create meaningful touchpoints

3. Alumni Client Stage

• Avoid the disappearing act
• Maintain relationship building after the transaction
• Remember: clients have 8-9 year cycles and can refer you every year
• Scale your approach based on transaction volume

✓ Visual communication is crucial - Create buyer/seller books that map the journey from A to Z

✓ Address the quiet voice early - Normalize concerns and remove stigma from what clients are worried about

✓ Consistency beats intensity - Your biggest challenge isn't getting started—it's staying consistent when you get busy

✓ Identify your referral hot zones - Certain moments in your client experience are more likely to generate referrals

✓ New agents can compete - You don't need years of experience when you have a professional, systematic client experience

• Host of Roadmap to Referrals podcast (approaching 400 episodes in early 2026)
• Author of Generating Business Referrals Without Asking (2018)
• Author of The Referable Client Experience (new release)
• Teaches the science of referrals—how to generate referrals without asking, manipulating, or excessive networking

Get Stacy's New Book: The Referable Client Experience

Connect with Stacy:

• Website: stacybrownrandall.com
• Podcast: Roadmap to Referrals (new episodes every Tuesday)
• Instagram: @stacybrownrandall
• LinkedIn: Stacy Brown Randall

"Do great work and you'll get referrals. But you're probably not doing anything wrong—you just don't know what you don't know about bridging the gap between being referable and actually receiving referrals." - Stacy Brown Randall

Subscribe to Windermere Ask a Coach for more conversations with industry experts and practical strategies for building a thriving real estate business.

Be awesome, help somebody, and make it a great day!

Episode OverviewKey Topics CoveredThe Referable Client Experience FormulaThe Three Foundational Referral StrategiesThe Three Client StagesKey TakeawaysAbout Stacy Brown RandallResourcesQuote to Remember

In today's competitive real estate market, getting a home ready for sale can make the difference between a quick, profitable sale and a property that lingers. Host Michael Fanning sits down with Chris Mattix from Notable to discuss an innovative seller financing solution that helps homeowners prepare their properties without the stress of coming out-of-pocket for repairs and improvements.

Michael Fanning is a professional real estate coach with Windermere Coaching, specializing in mindset development and helping agents achieve their goals. Through the "Ask A Coach" podcast, Michael explores tools and solutions that help real estate professionals better serve their clients and build thriving businesses.

Chris Mattix is an Account Manager with Notable, bringing 28 years of real estate industry experience to his role. Chris spent 11 years as a Windermere agent before moving into management and sales. His deep understanding of the challenges agents and sellers face makes him uniquely qualified to help real estate professionals leverage Notable's seller financing solutions.

Two Seller Financing Options: In Washington, Oregon, and Idaho, Windermere Ready offers loans over $50,000 through Move Forward Financial (secured) and under $50,000 through Notable (unsecured). Outside these states, Notable serves the entire Windermere network nationwide.

Lightning-Fast Approval: The application takes just 60-90 seconds on a mobile phone or computer, with approvals happening in as little as one minute.

Flexible Fund Access: Sellers receive a Windermere Ready debit card, can request direct deposits (typically 24 hours), and access the first $5,000 instantly with no documentation through "Quick Deposit."

Proactive Protection: Pre-approving sellers before listing provides peace of mind when unexpected issues arise during the sale process, from failed water heaters to inspection repairs.

No Credit Impact: The program requires a 680 FICO score and 20% equity but doesn't report to credit bureaus and places no lien on the property.

Competitive Advantage: Turnkey homes that show well command higher prices and sell faster, making seller financing a necessity in today's market where buyers are increasingly selective.

• Phone: (425) 361-6668
• Email: [email protected]
• Resource Center: notablefi.com/windermereready

• Website: www.windermerecoaching.com

If you found this episode helpful, please share it with colleagues and rate the podcast. Have a topic suggestion? Reach out to us at Windermere Coaching!

About the HostAbout the GuestKey TakeawaysContact InformationConnect with Chris Mattix (Notable)Learn More About Windermere Coaching

Mason Fredrickson leads Move Forward Financial, providing loan services for Windermere clients. Former commercial loan officer with extensive banking background, now specializing in the Windermere Ready Loan program.

[0:00-5:00] Program Overview

• What is Windermere Ready and why it was created
• Solving the cash flow problem for home preparation
• Addressing market conditions where days on market are expanding

[5:00-15:00] How It's Different

• Comparison to traditional HELOCs
• Streamlined approval process (minutes to next day)
• No monthly payments due until escrow close
• Equity-based lending decisions

[15:00-25:00] ROI and Investment Areas

• Potential 100% ROI on improvements
• Top investment categories: staging, landscaping, painting, flooring, kitchens
• Binary benefit: sale vs. no sale

[25:00-35:00] Agent Benefits

• Competitive advantage in listing presentations
• Reputation building as "ready for market" specialist
• No financial burden on agents
• Available presentation materials in Present CMA tool

[35:00-45:00] Loan Structure

• Two loan types: Under $50K (unsecured) vs. Over $50K (real estate secured)
• 6-12 month terms
• Available across all Windermere states

[45:00-End] Program Evolution & Contact

• Focus on universal awareness
• Future lending tools development

✓ Include Windermere Ready in every listing presentation
✓ Use as competitive differentiator
✓ Perfect safety net for sellers without upfront cash
✓ Builds agent reputation for premium listings
✓ Streamlined process removes friction from home preparation

Program Website: WindermereReady.com
Host: Michael Fanning - [email protected]
Guest: Mason Fredrickson - Contact details available at WindermereReady.com

For Windermere Agents: Find presentation materials in Present CMA tool

"Be awesome and help somebody" - Michael Fanning

Key Discussion Points & TimestampsKey TakeawaysContact Information

Guest: Cory Brewer, VP of Residential Operations, Wind Property Management, Lori Gill and Associates

Cory Brewer, with 14+ years in real estate and property management expertise in King and Snohomish Counties (Seattle area), shares insights on Washington State's new rent control laws, property management benefits, and strategic partnerships between real estate agents and property managers.

Legal Updates (0:00-15:00)• Washington State implemented rent control effective May 7th, 2025• Annual rent increases capped at 7% baseline + CPI (max 10%)• 2026 cap set at 9.683% (7% + 2.683% CPI)• New process service requirements for rent increases (being addressed legislatively)

Property Management Value Proposition (15:00-30:00)• $2,100 more annual rent generation per property• $1,380+ savings through faster leasing (reducing costly vacancy)• 33.8% market share demonstrates market leadership• Professional management pays for itself through reduced vacancy and optimized pricing

Agent Partnership Benefits (30:00-45:00)• Property managers as part of agent's professional team (like home inspectors)• Referral opportunities: 20-100 annual transactions depending on market• Market analysis and rental pricing consultation services• Buffer between landlord-tenant relationships

Current Market Conditions (45:00-55:00)• Inventory fluctuated from 34 listings (May) to 70+ (June)• Higher tenant renewal rates reducing turnover• Failed sale listings converting to rentals in fall months

Professional Management Advantages (55:00-End)• Legal compliance expertise (increasingly complex)• 400-500 vetted vendor network• Fair housing and tenant selection processes• Systematic procedures and market knowledge

Cory Brewer
Wind Property Management, Lori Gill and Associates
Desk: (425) 623-1330
Office: (425) 455-5515
Email: [email protected]
Website: http://www.wpmnorthwest.com

Corey offers team presentations with PowerPoint and Q&A for brokerages in King and Snohomish Counties

Bi-annual Market Reports Available - Six-month data compilation providing representative market statistics

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