Here’s a number that should stop you cold: 80 percent.

That’s how much AI reduces task completion time, according to Anthropic’s research across 100,000 real-world conversations. Eighty percent. Think about what your agents spend most of their day doing — follow-up emails, market updates, listing descriptions, recruiting outreach, transaction coordination. Now imagine doing all of that in one-fifth of the time.

That’s not the future. That’s right now. The only question is whether it’s happening in your firm and your offices or in the brokerage down the street that’s quietly about to out-recruit you.

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The Stat That Should Rewrite Your Recruiting Pitch

Here’s the finding I keep coming back to: AI doesn’t help your top producers the most. It helps your languishing performers. It’s the hidden “force multiplier!”

A landmark Stanford-MIT study of more than 5,000 customer service agents found that AI increased overall productivity by 14 percent — but for newer, less experienced workers, the lift was 35 percent. Researchers called it the “skill equalizer” effect. The least experienced performers benefited most because AI gave them the judgment, the language, and the decision-support that usually only comes with years of experience.

Think about what that means for your recruiting strategy. If you’re building a value proposition around AI-powered training and tools, you’re not just offering a better split or a shinier CRM. You’re telling a newer agent: “In this office, you’ll grow faster than you would anywhere else.” That’s a recruiting story worth telling — and most broker-owners aren’t telling it yet.

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The Adoption Gap Is Your Competitive Moat

A recent Gallup poll of 23,700 workers found that while half of employees report some AI usage, only about one in four use it frequently in their daily workflow.

Your office probably looks exactly like that.

You’ve got a handful of agents who are all-in, a bigger group who dabble, and another group still waiting to see if this is “just another thing.” That gap is where your opportunity lives — because the same Gallup data found that managerial support is the #1 predictor of whether productivity gains actually materialize.

Read that again. The tool isn’t enough. You are the variable.

If you’re not actively modeling AI adoption, integrating it into onboarding, and setting the expectation that this is how we work now — the gains stay theoretical. Meanwhile, the broker down the road who’s running weekly AI office hours is compressing years of productivity growth into months.

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A Word for Your Affiliate Partners

This one’s for the title reps, lenders, home warranty contacts, and inspectors in your ecosystem. I say this because I care about your business, not to scare you.

Since early 2025, a reported 184,000 U.S. jobs have been displaced by AI where employers explicitly cited it as the cause. Customer support workers were disproportionately affected. Your role — the relationship, the local knowledge, the trust you’ve built over years — has real and lasting value. But the process side of what you do? That’s exactly where AI is moving fastest. The partners who will win the next decade are the ones building human value on top of AI efficiency, not waiting to see what happens.

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Three Moves. This Week.

Run your own audit. Pick one repetitive task — follow-up emails, market summaries, recruiting outreach — and run it through an AI tool every day for five days. Track the time saved. Make it real before you preach it.

Make it a standard, not a suggestion. Set the expectation, model the behavior, build it into onboarding. Adoption without leadership integration produces nothing.

Have the conversation with your affiliate partners now. Don’t wait for them to figure it out. The broker-owners showing up for their referral ecosystem with this kind of clarity are becoming the leaders of choice. That’s your differentiation.

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AI is already showing up in your office. The only question is whether you’re directing it — or just watching it arrive. What’s one task you’re doing manually today that you could hand to AI before the start of the next week?

Win the Day.

Strategy Over Statistics: Becoming the Leader of Choice

Data is everywhere, but clarity is scarce. My goal for today’s blog is to provide the insights your team can leverage to bridge the “Expectation Gap” with their agents and recruiting prospects. When you empower your agents to lead in the local market, you become the “Office & Leader of Choice” in your recruiting, attraction, and retention efforts… and this can happen more naturally and automatically.

The Leadership Leverage: Bridging the “Expectation Gap”

The “Expectation Gap” is the single biggest threat to agent productivity and your brokerage’s bottom line today. While 80% of sellers currently believe they will fetch their full asking price or more, the reality is that 62% of homes are selling for less than their initial list price.

When you equip your agents to explain – not just quote – why a higher percentage of listings now require price reductions, you are giving them the authority to win the listing and price it correctly from day one. High-performing agents are attracted to leaders who provide this level of clarity; it is your most powerful tool for recruitment and retention.

The $35,600 Conversation

Your agents – and agent prospects need the confidence to show sellers the literal cost of “waiting for the right buyer.” On an average $400,000 listing, the May 2026 data is clear:

• Days 0-14: Properties typically sell for $380,400.
• Day 120+: The “staleness” factor and buyers questioning the asset drop that average to $344,800.

That $35,600 penalty is the price of an unguided seller. By providing the interpretation that protects a seller’s equity, you prove that your brokerage is the premier destination for serious real estate professionals.

The “Equity Shield” as a Recruiting Tool

In an era of negative foreclosure headlines, your role is to provide the “Equity Shield.” While foreclosure filings are rising toward 120,000 as the market normalizes, the average homeowner sits on $295,000 in equity.

By showing that two-thirds of homeowners either own their home free and clear (39.3%) or have 50% or more equity (27.1%), you give your agents the grounded optimism they need to stay focused. This culture of clarity is why you become—and remain—the Leader of Choice.

Local Market Snapshots: May 13, 2026

Consider these specific market profiles—or type in your own local market—to give your local leadership team immediate context:

• National Market: The median list price is $449,900 with a Market Action Index of 37. Inventory has increased to 767,132, signaling that pricing strategy is more critical than ever.
• California (CA): With a median price of $799,900 and an index of 43, prices have reached a plateau. Agents should watch for the Market Action Index to trend higher before expecting prices to climb again.
• New York: This market shows a stronger seller’s advantage with an index of 41 and a median price of $669,000. Inventory is tight at 17,710, creating upward pressure on prices.
• Florida (FL): The median price sits at $498,500 with an index of 34. Despite headlines, inventory has actually decreased to 88,612, suggesting a more resilient market than many expect.
• Texas (TX): Texas is currently the most price-sensitive of these markets with an index of 33 and a median price of $375,000. With inventory at 128,743, agents must be experts at the “Staleness Conversation” to keep listings moving.

Most agents know what’s happening. Good agents understand what’s happening. Only great agents can explain what’s happening. Use these insights – like these – to ensure your office is where great agents choose to be.

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Want the slides? Hit me up…

Look, I’m the first to admit I don’t have this totally figured out. I’ve had seasons where I was purely chasing the next closing, the next recruit, or the next ego-boost on a leaderboard. We all have. In our industry, it’s almost impossible not to. But after years of riding the real estate rollercoaster, what I’ve discovered is that the “hustle” eventually runs out of gas if you don’t have something else under the hood.

Here is the truth about how this actually looks when you’re in the trenches.

The Trap of the “Next Big Thing”

Earlier in my career, I was 100% extrinsic. I thought once I hit a certain production level or bought that specific car, I’d finally feel like I “made it.” And don’t get me wrong, the money is great. It’s why we do this. But I realized that extrinsic rewards are like caffeine. They give you a massive spike, but the crash is inevitable. If your only reason for picking up the phone is the commission, then every “No” feels like a personal robbery. It makes the job heavy.

What I’ve learned is that you have to use the money as a scoreboard, not the soul of your business. If you’re a Broker Owner, you’ve probably seen agents who make a ton of money but are miserable to be around. That’s because they’ve mastered the reward but lost the “why.”

What Actually Keeps Us in the Game

The shift happened for me when I started focusing on the “Inside Game.” I started looking at a difficult negotiation not as a hurdle to my paycheck, but as a chance to see if I was actually as good at my job as I thought I was.

That’s intrinsic motivation. It’s that feeling when you solve a title issue that everyone else said was impossible, or when you see a new agent finally “get it” and realize you had a hand in their success. When I started chasing the growth and the identity of being an expert, the burnout started to fade. The weirdest part? When I stopped obsessing over the commission and started obsessing over the craft, I actually ended up making more money.

How I Balance it Now

I’m still a fan of a good incentive. I use “If-Then” rewards for the stuff I hate doing. If I grind through my recruiting calls or my P&L reviews, then I’m going to treat myself to a nice dinner or a round of golf. I use that outside reward to get me through the friction.

But for the big picture, I focus on the “Now-That” side of things. Now that I’ve built this team, how can I make us the most respected name in the market? Now that I have this platform, how can I help my staff grow their own careers?

If you are a CEO or a top producer, my advice is to stop waiting for the next trophy to make you feel successful. Use the trophies to keep the lights on, but find the part of this job that you would do even if the commission was half of what it is. Find the curiosity in the market or the pride in your professional reputation.

That’s the only way to stay a high performer without losing your mind in the process. We aren’t perfect at it, and some days are still a grind, but shifting the focus even 20% toward the “Inside Game” changes everything.

The one thing standing between you and a full pipeline isn’t knowledge — it’s akrasia from ancient Greece times: (meaning, acting against your own better judgment).

You know you should be making the calls. Building the relationships. Sending the texts. Blocking the time.

Whether you are a real estate office leader trying to grow your office, a recruiter building a pipeline, a real estate agent building your listing base or a mortgage loan officer staying top of mind with referral partners — you already know what 30 minutes of proactive activity looks like.

And yet the day ends and it did not happen. Again.

This is not a discipline problem. It is not a motivation problem. There is actually a name for it — akrasia. Acting against your own better judgment. Knowing the right thing and doing something else entirely.

You are not alone. And it is fixable.

Why it keeps happening

Your brain is running two systems at once. One knows what matters long term — the calls, the relationships, the outreach that builds a real pipeline. The other only cares about right now. And right now there are emails, fires, and people who need you immediately.

Recruiting, prospecting, relationship building — it always feels important. It almost never feels urgent. So it loses. Until one day it is urgent and you are starting from zero.

What actually works

Set up before you sit down. Have your list open before you start. Have your script ready before you dial. The leaders, recruiters and MLOs who struggle with consistency almost always struggle with setup, not execution. Remove one friction point and the 30 minutes happen.

Plan your prospecting week on Friday. Before you close your laptop on Friday, know exactly who you are contacting and how for the entire week ahead. Who is on your Top 5. Who needs a follow up. What D.R.I.S. angle fits each person. Which channel you are leading with each day. When Monday comes you are not getting ready to get ready — you are executing. A few minutes on Friday means five days of momentum instead of five mornings of hesitation.

Block it like your best appointment. Do not wait to feel motivated. You will not always feel like making calls. Block the time on your calendar and treat it like your most important meeting of the day — because it is.

Start smaller than you think you need to. Ten minutes. Two calls. Three texts. One real follow up. A small action done daily beats a big effort done occasionally every time. Momentum is the goal, not perfection.

Say it out loud. Tell your coach or your group what you are committing to this week. Once you say it out loud the internal negotiation gets a lot harder to win. External accountability is not a crutch — it is a system.

Name what you are avoiding. Sometimes it is not laziness. It is fear of rejection, fear of saying the wrong thing, or waiting until the approach feels perfect. Ask yourself honestly — what am I actually afraid will happen if I make the call? The answer is almost never as bad as not making it.

Track every touch. A simple checkmark makes progress real and keeps you going. What you measure you do. What you ignore disappears.

The only question that matters

You will not think your way into this habit. You build it by doing it before you feel ready.

Is recruiting and prospecting a core function of your day — or is it still waiting for a better moment that never quite comes?

The 30 minutes are there. Protect them.

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Win the Day

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The market changed. Maybe your pattern recognition didn’t.

December 29, 1972. Eastern Airlines Flight 401 is on final approach into Miami. The crew spots a burned-out landing gear indicator light. Nothing catastrophic — just a bulb. But all three of them lock onto it. They put the plane on autopilot and stare at that light, poking at it, talking about it, completely absorbed.

Nobody notices the autopilot has quietly disengaged.

The L-1011 descends for four minutes at a rate nobody feels. At 11:42 PM, it hits the Everglades at 227 mph. 101 people die.

The NTSB investigation found the aircraft was perfectly airworthy. The landing gear was fine. The crew simply stopped flying the plane.

Investigators called it target fixation: a term WWII fighter pilots coined for bomber crews who got so locked onto a ground target during a strafing run that they flew straight into it.

• Your brain narrows.
• Everything outside the focal point disappears.
• You stop reading the instruments right in front of you

Here’s the question no one in this industry wants to sit with:

What’s your burned-out bulb?

Because I’ve watched some MLOs stare at rate sheets waiting for the refi wave to return, while $35 trillion in homeowner equity sits in their existing database untouched. Nearly half of all mortgaged homes in America are “equity-rich” right now: loan balance under 50% of value. Average tappable equity per homeowner: $195,000. That’s not a rate environment problem. That’s a conversation that hasn’t happened yet.

I’ve watched some Broker-Owners chase the Instagram agent — big following, big personality, big promises — while the steady $4M producer on their own roster quietly grinds toward burnout because nobody called to ask how she’s doing.

One conversation. One system. One habit shift.

That agent doubles. But the radar never beeped for her because she wasn’t moving fast enough to register.

I’ve watched some agents run the same buyer lead campaign on repeat — same Zillow spend, same open house routine, same Facebook ad — while their past-client database ages out untouched. Those clients bought three, four, five years ago. Their lives have changed. Kids, divorces, job moves, aging parents. They’re not “not moving” they just haven’t been asked the right question by someone they already trust. That agent isn’t in a slow market. They’re flying over the opportunity at 30,000 feet and calling it a headwind.

That’s not a market problem. That’s a calibration problem.

• The recruiter ignores the “not yet” candidate who said no six months ago — and who now has a new manager they would rather not work for.
• The MLO skips the past-client check-in because it doesn’t feel like prospecting.
• The Broker-Owner cancels the culture meeting because nothing’s on fire today.
• The agent refreshes Zillow lead counts instead of opening their CRM.

Nothing’s on fire yet.

The pilots who survive target fixation aren’t the ones who fly less aggressively. They’re the ones who built a discipline of checking instruments even when everything feels fine. Especially when everything feels fine.

So here’s the challenge — not a checklist, not a homework assignment:

This week, make one call your radar told you to skip.

The past client sitting on $200K in equity who “probably isn’t thinking about it.” The steady producer you haven’t checked in with in 90 days. The recruit who said no in October. The buyer from 2020 whose kid just started high school and whose house has four bedrooms they don’t need anymore.

Your radar didn’t lie to you in 2021. It just hasn’t been recalibrated since.

The signal is there. The plane is flying.

Check your instruments.

Read a brief story from the archives: [Situational Awareness vs. Target Fixation]

We’ve all been lied to.

In this industry, we’re taught that being a “pro” means being an opportunity hunter. We’re told to keep every door open, every lead in the bucket, and every “maybe” agent on the roster—just in case. We treat our options like an insurance policy.

But here’s the reality: Every option you keep open requires energy to hold. If your mental shelf is cluttered with “maybes,” you aren’t being flexible. You’re being weighed down. A shelf full of might-dos is a hell of a lot heavier than a hand holding one Hell Yes.

The Slow Leak

If you’re a Broker-Owner, your “maybe” is that agent who’s been hanging their license for two years and hasn’t closed a deal since the Obama administration. You keep them because “it’s just one more person on the count,” but they’re a slow leak. They drain your staff’s time, they muddy your culture, and they take up mental space that belongs to the lions you’re trying to recruit.

If you’re a Loan Originator, your “maybe” is that referral partner who sends you a “look-at-this” file once every six months – usually a credit-score nightmare that takes ten hours of your life to nowhere. You take the call because you’re afraid to say no.

“Maybe” is a debt. It’s a background app on your phone that you forgot was open, quietly killing your battery until you’re at 2% when you actually need to go to work.

Freedom is a Mirage

We mistake “keeping options open” for freedom. It’s the opposite. It’s paralysis.

The top 1% of producers I know aren’t “exploring” ten different strategies. They aren’t trying to master TikTok, direct mail, and cold-calling all in the same Tuesday. They’ve picked a lane, and they’ve closed the other doors.

They realized that a “Yes” has no teeth if it isn’t backed by a thousand “Nos.”

The Audit

It’s time to get honest. Look at your business right now:

• The Talent: Who on your team is a “maybe”? If they aren’t helping you scale, they’re helping you sink. Put them down.
• The Tech: What $200/month subscription are you keeping “just in case” you finally decide to use it? Put it down.
• The Partnerships: Which affiliate partner takes your calls but never sends the business? Stop pretending that’s a relationship. Put it down.

The Bottom Line

Commitment isn’t a cage; it’s a compass.

By narrowing your focus, you finally get some traction. In a market where everyone else is trying to keep every door open, the person who has the guts to close the wrong ones is the one who actually moves forward.

Your next level of growth isn’t waiting for more options. It’s waiting for you to have the courage to put down the heavy ones.

What are you dropping today?

She looked like she’d just been blindsided in a dark alley. My client – a veteran real estate professional who has seen every market cycle imaginable – dropped her bag and stared at me.

“They ran the whole deal through an AI,” she said, her voice a mix of disbelief and frustration. “The Buyer Broker Agreement, the Purchase Contract – everything. Then they sat me down with a printed list of ‘concerns’ the AI flagged and asked me to justify the terms.”

She felt like her expertise had been audited by a machine. But here is the cold, hard truth for every agent working in 2026: Don’t be shocked. Be ready.

The era of the “uninformed client” is dead. If you aren’t doing the work before your client does, you’re already behind the curve.

The New Standard Operating Procedure

Your clients are anxious. Buying a home – or the first investment property – is likely their largest financial commitment, and AI offers a free, instant second opinion. Instead of fearing this “digital auditor,” lean into it.

Before you hand over a contract, run it through an LLM yourself. Anticipate the “hallucinations” and the valid points it might raise. When you present the paperwork, you can lead with: “I’ve already analyzed how an AI views this contract. I want to walk you through what it gets right and where it fails to understand our local market reality.”

1. What AI Does Well

Credit where it’s due: AI is a phenomenal proofreader. It excels at:

• Summarization: Turning 40 pages of legalese into five digestible bullet points.
• Identifying Deadlines: Creating a clean timeline of contingencies.
• Flagging Omissions: Noticing a missed checkbox or a stray date.If the AI catches a typo, thank it. That’s a win for the transaction.

2. Where AI Fails (The “Context Gap”)

This is where you earn your commission. AI reads text in a vacuum; you live in the trenches.

• Market Nuance: An AI might flag a “short contingency period” as a risk. You know that in a multi-offer suburban market, a 14-day escrow is the only way to get a seller’s attention.
• The “Human” Factor: AI doesn’t know the listing agent’s reputation or the specific quirks of a neighborhood’s drainage. It sees a contract; you see a strategy.

3. Business Reality vs. Algorithmic Logic

An AI can tell a client that a commission is “negotiable” – which we all know – but it can’t explain the value of the network you bring to the table. When a client confronts you with AI-generated questions, don’t get defensive. Explain the why behind the terms.

AI is programmed for theoretical protection; you are hired for practical results.

A Final Word on the “L” Word

Unless you have a J.D. on your wall, you are not a lawyer. AI often tries to play attorney, and it’s easy to fall into the trap of arguing legal theory with a chatbot. Stick to the facts:

• Use AI to help explain business terms.
• For legal interpretations, refer them to counsel.
• Remind your client: “The AI is analyzing the ‘what,’ but I am here to manage the ‘how’ and the ‘who.’”

The Bottom Line

Stop viewing AI as a competitor and start viewing it as your most difficult client’s “prep coach.” If you know what the machine is going to say, you can address it before the client even hits “upload.”

In this industry, the person with the most information wins. Make sure that person is still you.

One of my students came to me today, visibly frustrated. “I just want to see a property! Why is my agent making this so complicated?” As a professor, this is a teachable moment that goes beyond just real estate – it’s about law, economics, and a massive shift in professional standards. But it also raises a deeper question: 

Are we actually training our agents to communicate the “why,” or are they just hiding behind the “what”?

If you are a buyer or an investor in the 2026 market, here is the real story behind that “difficult” agent.

1. The Legal “Why”: It isn’t a Choice

Your Agent or REALTOR® isn’t being pushy; they’re simply trying to avoid legal trouble. As of January 1, 2025, California state law, specifically Assembly Bill 2992, requires that a written representation agreement be signed “as soon as practicable.” Other states have enacted similar laws, so it’s worth checking your state’s regulations.

In today’s landscape, “practicable” means before the first showing. If an agent takes you into a home without a signed Buyer Broker Agreement (BBA), they are potentially violating state law and risking their license.

2. The Communication Twist: Are Agents Explaining the Power of Negotiation?

Here is where the training gap often lies. Many agents present the BBA as a “take it or leave it” legal hurdle. They are wrong. If your agent is “being difficult,” it might be because they haven’t explained that the BBA is a flexible, strategic tool. As a buyer, you have the power to negotiate the terms of your relationship. Think strategically:

• Specific Properties: You don’t have to sign for every house in the county. You can sign an agreement for one specific address.
• Specific Timeframes: You can sign for one afternoon or one weekend to “test drive” the relationship.
• Specific Compensation: The amount or percentage is a negotiated figure between you and the broker.

The Twist: If an agent can’t explain that you have the power to limit the scope of the contract, they aren’t being “difficult” – they are being under-trained. A great agent uses the BBA to empower you, not to trap you.

3. The Qualification “Probing”: 100% Commission Reality

The second part of the frustration usually comes when an agent asks for a pre-approval letter before the first tour.

Remember the economics: 99% of agents are 100% commission-based. They aren’t salaried employees. They are small business owners who fund their own gas, insurance, and marketing. When an agent asks for your qualifications, they aren’t “gatekeeping”; they are performing a professional necessity. In a world where their only inventory is time, they must ensure they are spending it with someone who actually has the ability to close a deal.

4. REALTOR® vs. Agent: The Ethics Guardrail

Finally, we have to distinguish between a licensee and a REALTOR®.

• Agents: Must follow state law.
• REALTORS®: Go a step further. They are members of the National Association of REALTORS® and have pledged to follow a strict Code of Ethics and a higher standard of practice.

Whether you work with an agent or a REALTOR®, the law remains the same. However, a REALTOR® is held accountable by their peers to be more than just “compliant” they are expected to be ethical and transparent.

The Bottom Line

If your agent is asking for a signed agreement and a pre-approval, they are following the law and respecting the economics of their profession.

But here is my challenge to the industry: If the client feels the agent is being “difficult,” the agent has failed to communicate the strategy of the agreement. A BBA shouldn’t be a barrier to entry; it should be the document that defines the rights and obligations of both sides.

Last week I had the honor to hear Vic Gundotra speak in person and honestly — I’m still processing it.

If you don’t know the name – Gundotra was one of Google’s earliest key hires, a close collaborator with Steve Jobs, and one of the architects behind Google Translate. He also walked away from everything he knew to convert to Catholicism, losing his entire social circle and much of his family in the process. The man thinks in systems – engineering, faith, AI – and when he connects those dots, it’s worth paying attention.

His framing: AI is not just another tool. It is the single biggest transformation since the wheel was invented. And most of us are still treating it like a slightly smarter search engine.

The math that should change how you see this

Here’s the thing about exponential growth that our brains refuse to actually process. Take 30 linear steps and you travel 30 meters. Take 30 exponential steps – doubling each time – and you travel over a billion meters. That’s enough to circle the Earth 26 times. Same number of steps. A ratio of 35 million to one.

That’s not a metaphor. That’s the trajectory we’re on according to Gundotra.

Gundotra explains that the old model of computing was simple: humans wrote explicit instructions and computers followed them. The new model – the one powering everything you’re hearing about right now – is different. AI learns through trial and error at massive scale. It isn’t told what to do. It figures it out. And it is getting better at a rate our linear brains are genuinely not wired to track.

The barrier to entry has already collapsed. He uses the example of a 13-year-old who built a business planned and a functioning business with a go to market strategy in a weekend using nothing but voice commands. No coding. No technical background. Just a kid with a clear idea and a tool that could execute it.

That kid is competing with your agents, your loan officers, and your affiliated partners. So are a lot of other people you haven’t met yet.

What this means for our industry specifically

Gundotra’s warning is not about AI replacing people. It’s subtler than that. He calls it the Knowledge Tsunami. Expertise is being commoditized. In a world where AI has access to more information than any human alive, the value shifts – from knowing things to directing things. From having answers to asking better questions.

That’s actually my number one takeaway from everything he said: don’t ask AI for answers. Task it with deep research. There’s a difference, and that difference is where your value lives.

The people in real estate, mortgage, title, and affiliated services who will win the next decade are not the ones who know the most. They’re the ones who can direct the best – who understand their client, their market, their relationship well enough to put AI to work in a way that a 13-year-old with no context simply can’t.

The part that should make us pause

Gundotra draws a parallel to Roman Roads – the infrastructure that allowed Christianity to spread across the ancient world. AI, he argues, is the new road system. Neutral in itself. Enormously powerful depending on who builds on it and with what values.

His concern is real: the large language models shaping this global library of knowledge reflect the culture and biases of the people who built them. We are not guaranteed an objective moral compass in that system. The question of “what is true” – Pilate’s question – is very much alive inside AI.

Which means the people who understand both the tool and their own values are the ones who need to be in this conversation. Not watching from the sideline.

The road is being built either way. The only question is whether you’re on it. Check out some of my thoughts on AI:

• Why Your AI is “Lazy”
• It’s All About That Prompt, Isn’t It?
• The Broken Rung: How AI is Changing Who We Hire
• Anthropic AI Phase 2: Why “Blue” is the New White
• AI Is Taking the Process. Your Job Is to Be Human
• The Last Hiring Cycle You’ll Run the Old Way

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Want to hear more of what Vic had to say? And if you want to talk about how AI is showing up in our business right now — I’m always up for that conversation.

I follow Joe De Sena – the guy who built Spartan Race out of a stubborn refusal to let people quit. He sent something to me this morning that had nothing to do with obstacle courses. It was about loneliness. And I couldn’t stop thinking about how perfectly it described what I’m watching happen in our industry right now.

His take: it’s not that people stopped caring – it’s that connection stopped showing up on any spreadsheet that mattered, and somewhere along the way, investing in people stopped being treated like investing in your business.

Sit with that for a second.

The thing nobody talks about at broker meetings

We talk constantly about agent count, split structures, tech stacks, and lead gen costs. We almost never talk about the fact that a lot of people in this industry: agents, MLOs, title reps, home inspectors – are quietly grinding alone.

Not because they want to be. Because the economics pushed them there.

• The lunch you used to grab with your referral partner? Too busy.
• The mastermind group that used to fire everyone up?
  • Nobody could agree on a time, so it just faded out.
• Meanwhile the algorithm is right there.
  • Always available. Asking nothing of you.

The myth of motivation

Here’s the part Joe said that really landed for me. Ancient monks didn’t wait to feel inspired before they showed up to pray or train. They acted first and let the motivation follow. Motivation is a side effect of movement – not a prerequisite for it. The disciplined don’t wait for the right feeling. They just go.

We do this backwards constantly in this industry. We wait until morale improves to invest in culture. We wait until we have the perfect team to start the mastermind. We wait until things slow down to have the real conversations.

The waiting is the problem.

Your top agent isn’t crushing it because they feel amazing every morning. They prospect on the days they don’t want to. They follow up when the market is frustrating them. The discipline is the thing — the feeling is just a byproduct. Same goes for the relationships that actually build your business long term.

What the hive actually looks like

De Sena talks about earning sister and brotherhood – that belonging to something real requires paying a price most people won’t pay. I think about that when I look at the best brokerages and teams I’ve seen up close.

They don’t wait for an occasion. They make the occasion. The broker who hosts a monthly dinner for their top referral partners – not to pitch anything, just to stay in each other’s lives. The team leader who runs a Saturday workout with whoever shows up. The title rep who actually knows your agents’ kids’ names.

That stuff feels small. It’s not small. It’s the whole game.

Call the agent who went quiet. Host the lunch. Pull your affiliated partners – your title rep, your home warranty contact, your top inspector – into a room for no reason other than to stay connected. Do one hard thing together.

In a world where scrolling is free and showing up costs something, the people who choose to show up are the ones who build something that lasts. A brokerage isn’t a collection of independent contractors sharing a logo. At its best it’s a group of people who would go to bat for each other.

That doesn’t happen by accident. The platform doesn’t matter much: Zoom, phone, coffee shop, doesn’t matter. What kills connection isn’t the medium. It’s when we stop showing up with intention and start just going through the motions.

So what do we actually do with this?

Nothing revolutionary. Just deliberate.

• Text the agent you haven’t talked to in three weeks.
• Schedule the no-agenda lunch.
• Start the group chat that people actually look forward to.
• Do one hard thing together.
• The Spartans didn’t need reminders to stay connected. We apparently do.

Fine. Consider this yours.

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If this resonated, pass it along. Someone on your team probably needs to read it. And if you want to talk about how your office is handling culture, connection, and retention right now — my door’s open.