Real Estate Agent Playbook

Being Dangerous In This Market

The conversation focuses on the current real estate market dynamics, particularly in Orlando, highlighting the contrasting experiences of buyers and sellers in a fluctuating market. Justin Core emphasizes the importance of understanding market conditions, leveraging negotiation opportunities, and preparing buyers for potential purchases amidst varying inventory levels. The conversation delves into the intricacies of negotiating in the real estate market, focusing on understanding buyer and seller motivations, and the various strategies available for negotiating price, closing costs, and interest rates. It emphasizes the importance of being prepared and having a clear strategy when entering the housing market, especially in a fluctuating interest rate environment. Takeaways Understanding market dynamics Leveraging negotiation opportunities Understanding buyer motivations Importance of negotiation strategies Chapters 00:00 Navigating the Current Market Landscape 07:41 The Tale of Two Markets 14:54 Understanding Buyer Dynamics 21:40 The Importance of Location 27:00 Negotiation Strategies for Buyers 31:31 Navigating Buyer and Seller Motivations 35:21 Negotiation Tactics for Buyers 40:11 Understanding Interest Rates and Buy Downs 51:27 Preparing to Buy: Strategies for Success 58:36 Taking Action: Next Steps for Buyers

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New Agent Conversations

The conversation revolves around the experiences and insights of our newest real estate agent, focusing on their journey, challenges, and strategies for success. It emphasizes the importance of learning, consistency, and perseverance in the real estate industry. Takeaways Consistency is key Learning and perseverance are crucial for success Chapters 00:00 The Journey of Real Estate Professionals 01:14 Learning and Adapting in Real Estate 02:13 Building Relationships and Communication 03:12 The Importance of Momentum and Persistence 04:08 Consistency and Learning in Real Estate 05:06 Perseverance and Adaptation 06:01 Setting Goals and Overcoming Challenges 07:21 The Path to Success in Real Estate 08:19 Maintaining Momentum and Consistency 09:49 The Journey of Real Estate Professionals 10:09 Consistency and Perseverance in Real Estate 11:38 The Importance of Learning and Adaptation 13:02 Persistence and Consistency in Real Estate 14:10 Learning and Perseverance in Real Estate 15:54 Consistency and Adaptation in Real Estate 16:35 The Journey of Real Estate Professionals 17:05 Consistency and Learning in Real Estate

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Fraudsters Selling Vacant Property

Real estate is getting weird in all the right ways - and dangerous in all the wrong ones. From hyper-local inventory splits to wire fraud schemes that can drain six figures in a blink, this roundtable with Justin Core, Brooke Landow Chang and Matt Atkins gives agents and industry pros the reality check they need right now.Justin, Brooke, and Matt break down why one Orlando neighborhood is flying while another sits dead, how school zones, equity-rich move-up buyers, and Airbnb oversupply are creating totally different market realities, and why the people still making deals are often the ones who have been watching from the sidelines until the perfect house appears. If you’ve been trying to read the market off headlines, this conversation makes one thing clear: you need to look block by block, not broad-stroke by broad-stroke. You’ll discover: why contracts can slow even while closings still look strong how equity from 2018-era purchases is driving move-up demand why some buyers are finally active again while others are still waiting what’s really happening with mortgage rates, par pricing, and buy downs when a seller credit makes sense and when it’s just expensive money Then the conversation turns into a must-hear warning for anyone handling transactions. Brooke lays out exactly how title fraud works behind the scenes, why vacant properties and fake identities are such an easy target, and why the real prize is often the wire transfer, not the house itself. Matt adds a lender’s perspective on wire instruction scams, rate locks in a volatile market, and the mistakes that happen when buyers focus on one shiny number instead of the full monthly payment.Brooke also explains the safeguards title companies use to catch fraud before it closes, why agents should never be in the middle of moving money, and what can go wrong when people trust a last-minute email or a cloned domain. The result is a blunt, practical look at how deals get made, how they get derailed, and how professionals can protect clients before it’s too late.Essential listening for real estate agents, lenders, title pros, and buyers who want to make smarter decisions in a market where the rules keep changing and the scams are getting smarter.

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Build Real Relationships... Intentionally

The conversation delves was recorded live from our Tuesday call but discusses the importance of prioritizing relationships, identifying natural overlaps, and being intentional about building connections. It also explores the concept of the greatness tracker and the hierarchy of relationship-building activities. Takeaways Prioritize relationships Identify natural overlaps Utilize the greatness tracker for relationship-building activities Chapters 00:00 Prioritizing Relationships 03:11 Identifying Natural Overlaps 06:02 The Greatness Tracker and Relationship Hierarchy

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Claude Skills Unlocked

Anthropic just shipped Record a Skill. You record yourself doing a task once, and Claude turns it into a repeatable skill it can run for you. Justin Core walks through the use case that sold him on it: editing his Riverside videos. He recorded the process one time, capturing screen, clicks, typing, and voice, sent it to Claude, and got back an automation that saves him 10+ minutes per video. In this episode: • How Record a Skill works inside Claude • The full walkthrough, from recording the task to running the finished skill • Why this is more like training a new hire than writing a prompt • What not to leave on screen while you record • How to figure out which of your recurring tasks are worth recording first If you do the same task every day or every listing cycle, it is probably replaceable. This episode shows what that looks like in practice.

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Repair Negotiations: The Age Old Debate

The conversation explores the challenges of real estate transactions, including inspection issues, negotiating repairs and costs, considerations for both buyers and sellers, and guiding customers through the process. It emphasizes the importance of understanding the mindset of buyers and sellers and helping them navigate the complexities of property repairs and maintenance. Takeaways Understanding the challenges of real estate transactions Guiding customers through property repair and maintenance processes Chapters 00:00 Challenges in Real Estate Transactions 02:25 Uncovering Inspection Issues 05:20 Negotiating Repairs and Costs 08:15 Considerations for Buyer and Seller 11:15 Guiding Customers Through the Process

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eXp Con International Insights

Justin Core shares his experience at EXP Con International in Paris, highlighting the differences from the US event and the potential for rapid growth in the international market. He also discusses the impact of AI on real estate agents and the announcement of a new platform called Nexus by EXP. Takeaways EXP Con International offers a more intimate experience compared to the US event, and the international market shows potential for rapid growth. AI is a significant topic for real estate agents, with EXP's announcement of the Nexus platform aiming to streamline business operations and integration with AI assistants. Chapters 00:00 EXP Con International Experience 03:23 International Market Potential 05:46 Impact of AI on Real Estate Agents 07:42 Announcement of Nexus Platform

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Appraisals: The 10% Problem

Most real estate agents overlook one critical truth: The appraisal process can make or break your deal long before closing day. If you’re tired of appraisal gaps, low valuations, and last-minute surprises killing transactions, this episode is your wake-up call. Justin Core breaks down the “10% Problem” and reveals how top agents proactively prepare for appraisals instead of reacting when it’s too late. From meeting appraisers on-site to building bulletproof comp packages, you’ll learn how to protect your deals, control the narrative, and position yourself as the strongest advocate for your client. Inside this episode: • Why appraisals are becoming more difficult in today’s market • How to prepare BEFORE the appraiser shows up • The exact strategies top agents use to defend value • How market volatility impacts appraisal outcomes • Why storytelling and positioning matter more than most agents realize • The “defense attorney” mindset every serious agent needs Justin shares tactical, real-world strategies agents can use immediately to reduce risk, avoid valuation surprises, and close more deals with confidence. If you want to stop losing transactions to appraisal issues and start navigating appraisals like a pro, this episode is your playbook. Hit play and learn how to protect your next deal before the appraisal ever happens.

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Playing A Different Game

Most investors don’t fail because they lack effort... They fail because they’re playing a game they don’t understand. In this episode, we break down the real key to winning in real estate: mastering your money mindset and aligning your strategy with the game you’re actually in. Using the rise and fall of companies like Cisco, Yahoo, and Pets.com, we reveal a hard truth: what looks like a winning strategy in one game can destroy you in another. Momentum isn’t a blueprint, and confusing the two is where most people lose. You’ll learn: Why different investors see the same deal completely differently The critical shift from chasing quick wins to building long-term wealth How to identify your unique investor “game” and stick to it Why your time horizon is your biggest competitive advantage If you’ve ever felt distracted by trends, overwhelmed by options, or unsure if you’re making the right moves — this is your reset. Stop copying other players. Start winning your game. Listen now and get crystal clear on how you build real, lasting wealth.

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Understanding The Numbers

The conversation delves into the psychology of money, the concept of controlling luck and risk, and the unfair advantage of creating clarity for buyers and sellers. It also explores the process of creating a seller net sheet and the importance of understanding the whole picture when working with clients.

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Referable Systems

The conversation explores the significance of systems over goals, emphasizing the need for a repeatable and scalable process in real estate. It delves into the development of a comprehensive listing intake workflow and the importance of classifying the property and gathering detailed information. The focus is on ensuring a high-quality intake process and creating a referable experience through a well-defined process.

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Selling New Construction + Condo Guideline Changes

The conversation covers a range of topics related to real estate, including negotiations in new construction communities, the Florida real estate market, housing affordability, and changes in condominium underwriting guidelines. It also delves into the impact of the pandemic on real estate trends and the potential for a market correction in 2026. Takeaways Negotiating in new construction communities requires understanding the builder's willingness to negotiate and setting proper expectations for customers. The Florida real estate market is experiencing a gold rush for ultra-wealthy buyers, but there are concerns about housing affordability and a potential market correction in 2026. Chapters 00:00 April Fool's Day and Real Estate 08:08 Housing Affordability in Florida 17:55 Florida Real Estate Market Concerns 23:00 Changes in Condominium Underwriting Guidelines

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Nothing To Disagree With

What if the problem isn’t what you’re saying… It’s that you’re saying too much? In this episode, we break down a simple shift that changes everything: Stop talking. Start asking. Because the truth is… People believe what they say more than what you say. And when you ask the right questions? There’s nothing to disagree with. This is not about scripts. Not about clever lines. This is about control of the conversation. You’ll learn how to: Turn prospecting into real conversations, not pressure Use questions to uncover what people actually want Tap into “deprivation” to create real motivation Build trust fast without over-explaining Reinforce decisions so clients feel confident moving forward Most agents try to prove themselves. Top agents get people to prove it to themselves. That’s the game. And it all comes down to better questions. Because good questions get good answers. If you want mentorship that actually moves the needle… If you want prospecting that feels natural… If you want clients walking away thinking “this person gets me”… This is your blueprint. Don’t just sell. Connect. Don’t just react. Lead.

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The Real Estate War Just Started (Most Agents Don't See It)

The real estate game is changing… fast. And most agents don’t even see it happening. In this episode, Justin breaks down the real fight happening behind the scenes in real estate — from Clear Cooperation rules to the battle between Zillow, Compass, and now eXp Realty’s move to dominate pre-market exposure. This isn’t just industry news. This is about who controls the listing, the lead, and the deal. If you’re still thinking: 👉 “Put it in the MLS and wait…” You’re already behind. WHAT YOU’LL LEARN: What Clear Cooperation really did to the industry Why brokerages and portals are now in a control battle The Compass vs Zillow tension (and why it matters) How eXp’s new “Coming Soon” distribution changes the game Why pre-market strategy is now the biggest opportunity for agents How to position your listings for maximum exposure KEY TAKEAWAY: The best agents don’t wait for the market… They shape it. And right now, the pre-market is where the game is being played. FOR AGENTS: If you want to win in today’s market: Build demand BEFORE your listing goes live Control the narrative early Stop relying on one platform Start thinking like a marketer, not just an agent

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Working While Away

Work from anywhere… without your business falling apart. In this episode, I break down what it actually looks like to run a real estate business while you’re away — not hypothetically, but in real life. I’m in Costa Rica. Laptop open. Deals still moving. And here’s the truth most agents don’t realize… You don’t need more time. You need better structure. We get into the shift from doing everything yourself → to building a business that runs without you. Because if your business stops when you stop… you don’t own a business. You own a job.

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Why Your Business Fails Without Process — Even if You Have AI

The conversation delves into the practical implementation of AI in business processes, emphasizing the importance of proper triggers and the automation of low-level activities. It also explores the concept of eliminating, automating, and delegating tasks, as well as the significance of identifying triggers and processes for effective AI utilization. Takeaways Proper triggers are essential for initiating AI processes Identify low-level activities that can be automated using AI Chapters 00:00 Introduction to AI Implementation 07:04 Understanding Triggers and Automation

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How Consistent Commitment Turns Leads Into Closed Deals — The Secret Nobody Tells You

The conversation emphasizes the importance of lead day, understanding lead acquisition cost, and the commitment and effort required to obtain new business. It also highlights the significance of accountability, managing business relationships, and pursuing business opportunities with commitment and expertise. Takeaways Lead day is crucial Understanding lead acquisition cost Chapters 00:00 The Importance of Lead Day 06:26 Yielding Fruit through Commitment

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Becoming a Multi-Dimensional Realtor

Most real estate agents make one mistake. They become one-dimensional. Their entire identity becomes the job… Listings. Contracts. Closings. But the agents who build the biggest businesses — and the most fulfilling lives — aren’t just Realtors. They’re deeply connected to communities. In this episode of Real Estate Playbook, Orlando real estate team leader Justin Core breaks down why agents need to become multi-dimensional if they want long-term success in real estate. Because the truth is simple: People don’t just work with you because you sell houses. They work with you because of who you are in the community. Justin walks through the five communities every agent should build to grow both their life and their business. Spiritual community Family and close relationships Personal health and fitness groups Local community involvement Professional real estate networks These aren’t distractions from your business. They’re the engine that drives it. You’ll learn: • Why being “just a realtor” leads to burnout • How authentic relationships create business opportunities • The real reason some agents seem to know everyone • How to build community in a way that naturally attracts clients • Why identity outside of real estate makes you a stronger professional This episode is a reminder that success in real estate isn’t just about transactions. It’s about connection, trust, and community. If you’re an agent who wants to grow your business while building a meaningful life — this conversation is for you.

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5 Real Estate Negotiation Tactics Every Buyer’s Agent Should Know

Most real estate agents ask the wrong question before writing an offer. They call the listing agent and ask: “How low will your sellers go?” And the conversation dies right there. In this episode of Real Estate Agent Playbook, Justin Core breaks down 5 negotiation tactics buyer’s agents can use to get real information from the other side of the deal — without sounding weak or giving away leverage. Inspired by principles used by top negotiators, these tactics help agents uncover what actually matters to the seller: motivation, timing, pressure, and flexibility. Because the truth is… Great agents don’t just write offers. They gather intelligence before the offer is written. If you’re a buyer’s agent trying to win deals in today’s market, these strategies will change the way you approach negotiations. In This Episode • Why asking “How low will they go?” kills negotiations • How to get the listing agent to open up • Questions that reveal seller motivation • The difference between price and the seller’s real problem • How to structure smarter offers

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Be Patient. Operate with Urgency.

If you don’t have enough business right now… What exactly are you protecting? Your pride? Your comfort? Your fear of rejection? Because you’re not protecting closings. If this was your last week in real estate — and you had to create ONE contract — how would you move? Here are 10 ways to operate with urgency: 🔟 10 Things You Can Do This Week 1️⃣ Call 30 old leads Wake up dormant conversations. 2️⃣ Host one strategic open house Door knock 25 homes before it. Follow up within 24 hours. 3️⃣ Call 10–15 expired listings Ask what stopped it from selling. 4️⃣ Ask 5 past clients for introductions Be direct. Don’t hint. 5️⃣ Text every buyer who paused “Has anything shifted for you?” 6️⃣ Visit 2 builders Get real incentive details. 7️⃣ Door knock one micro-street 20–30 homes. Simple invite. 8️⃣ Call 10 FSBOs Ask about their biggest challenge. 9️⃣ Preview 5 homes and post insight Authority builds inbound. 🔟 Block 3 hours for pure outreach No distractions. No Canva. Just conversations.