The Principals

Ashley Baillio

House it going? Welcome to The Principals, a Real Estate podcast.

Success in Real Estate is simple, but not always easy! I’m Ashley Baillio and I believe Real Estate is an evolving art, with constant opportunities to refine and improve how I serve the principals and my fellow professionals. Join me and many of my favorite people, as we share our experience and the lessons learned to help prepare you for another exciting day selling Real Estate!

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#137
Tuesday · 42 min
Ep. 137 - Tax Changes
Understand the conversation around property taxes, and why we're excited for the upcoming votes See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
#136
Monday · 40 min
Ep. 136 - Insurance Update
Carriers have repopulated the market, making cost and access easier for homeowners. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
September 22 · 1 hr 41 min
Ep. 135 - The Manual, Sped Up: Blue Realty Policies & Procedures
Blue Realty just rolled out new policies and procedures. If you'd rather not read the manual, this episode is for you. Ashley Baillio and Lauren McDermott break the whole thing down, with tangents, real stories, and a few strong opinions. Turn it up to 1.5x (or 1.7x, if you can keep up). This episode is made for Blue agents and covers the two big sections of the book. Section 1: Operating within the scope of your license Why "basically, do the right thing" is the code of ethics in a nutshell, and what Chapter 475 requires The unauthorized practice of law: where filling in blanks ends and interpreting a contract begins Why you always start from a fresh contract in app files, and how to label and file agreements Transaction broker vs. single agent, what each one owes your client, and how dual agency and transitioning between roles work in Florida Material disclosure: actual knowledge, latent vs. patent defects, and why your seller should be "the source of the source" A real story about an inspector who admitted to sandbagging a roof Section 2: Operations, structure, and standards The legal hotline: when it helps and when it doesn't, and why a trusted real estate attorney on your team matters How splits, dues, transaction fees, rentals, referrals, and no-commission sales work, and how the compliance fee and dues policy affect you Why you should negotiate, and how commissions get paid (no advances, no promissory notes) Office life: conference rooms, parking, printing, and the code of conduct Safety: using Forewarn, sharing your location, and never going into a showing blind Social media, politics, and why your professional reputation is always on the record Intellectual property and AI: what you can't upload, and how confidential client information is put at risk Mentors, teams, and group branding rules, plus the telemarketing rules that could cost you dearly Earnest money, wire fraud, listings, photography, and Supra lock boxes Along the way: nice vs. kind (a hill Lauren will die on), Strava and a secret military base, and why the best policy is putting it in writing. This episode is for general education and is not legal advice. Talk to your broker and a real estate attorney with questions about your own deals. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
September 1 · 1 hr 14 min
Ep. 134 - Business Audit to Finish Strong
Momentum gain for the second half of the year is crucial. Join us while we run a sample business audit with Stephan Bronson. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
August 25 · 55 min
Ep. 133 - Parlez Vous Real Estate?
Let's review key terms in the contract and make sure you have stories to anchor each- allowing clients to make effective decisons within a sale or purchase. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
August 18 · 48 min
Ep. 122 - Summer Book Series: Captivate by Vanessa Van Edwards — Body Language, Rapport & Building Influence
Welcome back to The Principles Summer Book Series. Hosts Ashley Ballio and Lauren McDermott are digging into Captivate: The Science of Succeeding with People by Vanessa Van Edwards — a book they call one of the best they've ever read for anyone in a relationship-driven business like real estate. Ashley and Lauren break the book into its three core parts: first impressions and body language, how to read a room and find the right spots to network, and how to spark real conversations instead of small talk. They cover the non-negotiables of a strong first impression (hand visibility, eye contact ratios, posture), Van Edwards' concept of "thrive zones" versus "no-go zones" at any social or networking event, and a long list of conversation-starting questions that go deeper than "what do you do." The episode also covers: The OCEAN personality model and how understanding someone's personality type changes how you connect with them Reading micro-expressions in real time, and which ones actually matter in business relationships The five professional "values" that drive people — love, service, status, money, gifts, information, and time — and how to spot which one motivates the person in front of you The Franklin Effect and why asking for a small favor can build more rapport than offering one Why storytelling is one of the fastest ways to build trust, and the neuroscience behind why stories create connection Whether you're building rapport with a client, working a room at a networking event, or just trying to be more intentional in everyday conversations, this episode is packed with practical, learnable social skills you can start using immediately. This episode originally aired as part of The Principles catalog and returns now as part of the Summer Book Series. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
August 11 · 54 min
Ep 121 - Summer Book Series- How to Fail at Nearly Everything and Still Win Big
We're back with our Summer Book Series! This week Ashley and Lauren dig into How to Fail at Nearly Everything and Still Win Big by Scott Adams (yes, the Dilbert guy) — a masterclass in reframing failure as fuel instead of an ending. They break down why "goals are for losers" and why building systems instead is the real path to consistency, then spend serious time on Adams' signature idea: the talent stack, stacking several above-average (not expert-level) skills together into something nobody else can replicate. Along the way they unpack managing your energy instead of your time, why passion actually follows success rather than the other way around, and a deep dive into the psychology of persuasion — the power of "because," framing requests as opportunities, and knowing when to introduce a little productive insanity into a negotiation. Expect real scripts, real client stories, and a few uncomfortable confessions about their own talent stacks along the way. A couple of things worth flagging before you post this one, since it's a bit different from your other book reports: The hosts spend a chunk of the episode discussing the author's personal controversies (political comments they characterize as misogynistic/racist) before getting into the book itself — worth knowing if you want a content note or to trim that section from the audio. There's also a passing, unprompted reference to a real public event/scandal partway through — just flagging in case you want to review that portion before it goes out, since it's a departure from the usual book-report format of this series. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
August 4 · 47 min
Ep. 120 - Summer Book Series- Obstacle is the Way
Book report, using principles of Stoicism to reframe your reality and own your success. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
July 28 · 38 min
Ep. 119 - Summer Book Series- Power of Moments
For this installment of our Summer Book Series, Ashley and Lauren dig into The Power of Moments by Chip and Dan Heath — and why real estate agents, despite sitting at the center of some of life's biggest peaks and pits, are often the last ones to capitalize on it. They break down the book's four building blocks of a meaningful moment (elevation, insight, pride, and connection), and get specific about how to apply them across a real transaction: curated showing experiences, inspection-day distraction kits, closing-day gifts, and a genuinely brilliant idea for turning a buyer's move-in day into a full scavenger hunt. They also talk through why one well-placed peak matters more than a hundred "reasonable" gestures, how to soften the inevitable pits (rejected offers, slow transitions, radio silence anxiety), and why the goal isn't to be reasonable — it's to be unforgettable enough that clients tell your story for you. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
July 21 · 37 min
Ep. 118 - Summer Book Series Unreasonable Hospitality: The Real Estate Playbook Hiding in a Michelin-Starred Restaurant
This week on our Summer Book Series, Ashley and Lauren dig into Unreasonable Hospitality by Will Guidara — the book behind the rise of Eleven Madison Park, once ranked the #1 restaurant in the world. From the infamous hot dog story to the "rule of 95.5," they break down how obsessive attention to the little things creates unforgettable experiences — and why that same philosophy is the untapped edge in real estate. Expect talk of rookie smarts, choosing your rivals wisely, the difference between excellence and hospitality, and how to build enough margin in your business to be generous without being irresponsible. If you've ever wondered how to turn a transaction into a moment your client remembers for years, this one's for you. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
July 14 · 48 min
Ep. 117 - Summer Book Series- Exactly What to Say Part 2
We're revisiting one of our favorite episodes as part of our summer book series! In this follow-up to our original breakdown of Exactly What to Say, Ashley and Lauren get tactical — pulling real scripts from the book's field guide and testing them against actual scenarios agents face every day. They dig into what to say when an expired listing seller refuses to lower their price, how to handle classic FSBO objections ("I can sell my house without you"), the right way to respond to "I'm just browsing" leads, buyer's remorse after a winning offer, and sellers who insist on waiting for the "busy season." Along the way, they don't just recite the book's suggested lines — they rework several of them into scripts that actually sound like a real person talking, not a sales robot. Whether you're new to the business or a seasoned agent looking to sharpen your talk tracks, this episode is packed with practical, ready-to-use language for the conversations that make or break a deal. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
July 7 · 47 min
Ep. 116 - Summer Book Series: Exactly What to Say Part 1
Part of our Summer Book Series: revisiting a deep dive into one of the least glamorous but most important parts of real estate contracts. In this episode of The Principles, Ashley Ballio and Lauren McDermott tackle title defects — open or expired permits, liens, violations, and anything that could cloud a clean title transfer. Since Florida is a title state, buyers rely on title insurance to guarantee no hidden claims exist against a property. Ashley and Lauren break down how that process works, what can go wrong, and how contract language protects (or fails to protect) buyers and sellers. Show Notes Title searches and the 5-day buyer review period once evidence comes back The 30-day cure period for defects, plus up to 120-day extensions Florida Statute 153: water, sewage, and ad valorem taxes Why unpaid water bills can become a lien on your property HOA estoppels vs. city violations vs. CDD (Community Development District) assessments The "llama loophole": agricultural zoning variances and tax savings Property taxes in arrears — why new construction and long-held homes create surprise bill jumps Oil, gas, mineral, and air rights, including a real-life air rights negotiation Public utility easements and how small encroachments can (or can't) become issues A cautionary tale: a foreclosure notice appearing after closing due to a missed lien Why sellers rarely face real accountability for undisclosed unpermitted work Real horror stories: an old parking violation, a drywall cover-up lawsuit, and more Why buyers must complete diligence during the inspection period Advice for agents: disclose everything, document improvements, never assume no permit means no issue Closing Thought Title and permit issues rarely make for exciting conversation — but understanding them protects clients from expensive surprises. Giving clients an upper hand is exactly why they hire an agent. Part of our Summer Book Series — essential listening for agents and buyers heading into their next deal. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
June 30 · 48 min
Ep. 115 - Summer Book Series: The 12 Week Year — Stop Making Annual Goals and Start Getting Results
Welcome to our Summer Book Series! While we recharge, we're bringing you some of our most valuable content — and this one is a fan favorite. Hosts Ashley Balio and Lauren McDermott break down one of the most impactful books in their lives: The 12 Week Year by Brian Moran and Michael Lennington. If you've ever made a New Year's resolution and abandoned it by February, this episode is for you. Ashley and Lauren unpack why annual goal-setting is basically a permission slip for procrastination — and how compressing your year into 12-week cycles creates the urgency, focus, and accountability that actually moves the needle. From SMART goals and completion ratios to the myth of willpower and the power of environment design, this conversation is equal parts book report, real talk, and real estate application. They even walk through a live example of building a full 12-week lead generation plan from scratch — so you can hear exactly how to apply this to your own business or life goals. Funny, honest, and genuinely useful — this is the episode to revisit every quarter. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
June 23 · 53 min
Ep. 114 - Summer Book Series: Never Split the Difference by Chris Voss — What Every Real Estate Agent Needs to Know About Negotiation
We're bringing this one back for our Summer Book Series — and honestly, it holds up even better the second time around. Much like the book itself, some things are worth revisiting. Never Split the Difference by former FBI hostage negotiator Chris Voss has a reputation for being either life-changing or completely overrated depending on who you ask. Ashley and Lauren land firmly in the first camp — but with one strong piece of advice: skip the paperback and get the audiobook. When a man who built his career on tone and nonverbal communication puts his ideas into text alone, something gets lost. Hear him tell the stories himself and the whole thing clicks. In this fan-favorite episode they break down the key lessons from the book and bring them straight into real estate conversations, covering: Why listening is the hardest and most important skill in any negotiation The Black Swan concept and why the information you haven't found yet is the most important information in the room Tone, the mood meter, and why matching someone's energy matters more than sounding calm Why "you're right" is a fake yes and "that's right" is the only response worth working toward How to use labeling to defuse tension before it starts Why deadlines in real estate are almost always invented pressure — and how to use that to your advantage The pronoun trick for figuring out who actually has decision-making power Why no's move a deal forward faster than yes's Ashley and Lauren also bring the book to life with real deal stories, a Fortnite-related negotiation lesson courtesy of Ashley's son, and the moment Ashley's husband accidentally became the most beloved guest at a dinner party — simply by asking questions and keeping his mouth shut. Get the audiobook. Take notes on the chapter summaries. Then come back and listen to this episode — or listen again. Either way, you'll take something new away from it. Never Split the Difference by Chris Voss is available wherever books are sold. Enjoying the Summer Book Series? Share this episode with an agent who needs it. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
June 16 · 43 min
Ep. 113 - AI vs. Realtors: What Technology Still Can't Replace
Artificial intelligence is everywhere—but is it really coming for real estate agents? In this episode of The Principles Podcast, Ashley Ballio and Lauren McDermott dive into a recent Florida Realtor article exploring whether AI can replace real estate professionals. What starts as a conversation about ChatGPT quickly turns into a candid discussion about the skills technology still can't replicate. From negotiating emotional transactions and interpreting complex contracts to understanding local communities, reading people, building relationships, and delivering hard truths, Ashley and Lauren break down the real value agents bring to buyers and sellers. They also put AI to the test live during the episode, uncovering both its strengths and some surprisingly dangerous limitations. Whether you're a real estate professional, a buyer, a seller, or simply curious about how AI is changing industries, this conversation offers a practical and entertaining look at where technology helps—and where human expertise remains irreplaceable. Plus, the hosts announce a summer break and share what's coming next for the podcast. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
June 9 · 43 min
Ep. 112 - Part 3: The ABCs of Real Estate – R through Z
We're back to wrap up our three-part ABC series on the stories that sell real estate — the sticky, hard-learned lessons you won't find in any textbook. In this final installment, we're finishing out the alphabet with some of our wildest, most educational, and occasionally traumatizing stories from the field. In this episode, we cover: R – Get Rejections in Writing — Lauren breaks down a multiple offer situation where her escalation clause should have won, and why requesting a formal rejection could protect your buyers (and your sanity). S – Sewer Scopes & Short-Term Rentals — Why you should never skip a sewer scope (yes, even on new construction), what a baseball in a vent stack looks like, and why short-term rental permits are more complicated than sellers want to admit. T – Tax Roll & Termites — Always be the source of the source. How pulling directly from the tax roll saved a $5M deal from falling apart, plus why Florida's most active termite season on record means you can't afford to skip your pest plan. U & V – Unicorn Properties & Vague vs. Specific — Why buyers chasing the perfect home are setting themselves up for failure, and how lazy listing descriptions are costing sellers real money. W – Wind Mitigation — Are you telling your clients to re-shop their insurance every year? If not, you're leaving money on the table. X – Hide Your Stuff — Two unforgettable stories about why sellers need to secure their belongings before inspections. No further explanation needed. Y – Year Built — How a six-month difference in construction date led to $3,000 in annual insurance savings between two nearly identical homes. Z – Zero Lot Lines & Zoning — The window trick that tells you everything about a zero lot line property, and how identifying the right buyer for a rezoning opportunity added $100K to a sale. Whether you're a buyer, seller, or real estate professional, this episode is packed with real-world lessons that only come from doing the work — and occasionally getting a little traumatized along the way. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
May 26 · 49 min
Ep. 111 - All things moving!
Ismael Moussignac Ismael@allthingsmovingfl.com 954-774-3194 See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
May 19 · 42 min
Ep. 110 - Structuring Competitive Offers for Your Buyer
The hottest listings in South Florida aren't waiting around — and neither should your offer. In this episode, Ashley and Tanya flip the script from last week to tackle one of the most high-stakes scenarios in real estate: how buyers can structure a truly competitive offer when a property is getting serious attention. Tanya breaks down what actually moves the needle — from escrow strategy and contract framing to closing timelines and inspection periods — and what can quietly kill your chances even when your numbers look good (yes, asking for the couch can cost you the deal). The conversation gets into the nuances of escalation clauses, writing financed offers as cash, post-occupancy risks, and why "cash is king" might be a more complicated phrase than you think. They also get into the harder stuff: what to do when you suspect a listing agent is double-siding a deal, why a signed offer rejection might be the most underused tool in a buyer's agent toolkit, and the one question you should always ask a listing agent that gets answers without crossing any lines. Whether you're a buyer, a buyer's agent, or just someone trying to understand why the best homes keep slipping away — this one's for you. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
May 12 · 45 min
Ep. 109 - Sell it before they hate you…
The market is sending mixed signals, and your sellers are starting to feel it. In this two-part episode, Ashley and Tanya tackle one of the most psychologically demanding situations in real estate: what to do when your listing sits. From setting expectations at the listing appointment to structuring your weekly communication cadence, the girls break down exactly how to stay unfireable — even when the market isn't cooperating. They get real about price reductions (why the "slow bleed" works, when it doesn't, and what it actually signals to other agents), the difference between a pricing problem and a property condition problem, and why no showings is the loudest feedback you'll ever get. They also go beyond the basics — diving into split-testing ad incentives on social media, the truth about assumable mortgages, why Zillow Showcase might be selling you to neighbors rather than selling your listing, and some genuinely creative event marketing ideas that could change how you think about a stale property entirely. If you've ever wanted to fire yourself from a listing before your seller could, this one's for you. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
April 28 · 46 min
Ep. 108 - Special Guest Mike Grecco
Mike, with Grecco O'Neil Wealth Strategies, discusses insurance See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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