That moment when your phone rings about a potential listing should be good news, right?
But according to real estate coach Steve Shull, that call might already tell you whether you’ll win or lose the business.
“When you get that phone call about listing a property, that seller has likely made their choice already,” Shull shared in this week’s podcast.
“They’ve either picked you as their favourite, or you’re what we call ‘the fool’ – the agent they’re using to validate their decision or get free information.”
Shull, who has spent 32 years coaching real estate professionals and logged more than 60,000 hours of one-on-one coaching sessions, picked up this insight working with Chris Voss, the former FBI hostage negotiator and author.
Together, they wrote “The Full Fee Agent,” which looks at the psychology of sales conversations.
The approach turns traditional listing presentations on their head.
Rather than spending hours preparing CMAs and marketing plans, Shull suggests a 15-minute conversation that helps agents determine whether they’re in with a chance.
“Most agents jump up and down when they get a listing opportunity.
“They spend hours preparing, driving to the property, taking a tour, giving a presentation – and then hearing ‘we’ll get back to you’.
“What if you could know where you stand in 15 minutes?”
The upcoming episode of the Elevate Podcast reveals Shull’s exact framework for these conversations, including specific phrases that help agents spot the signs of whether they’re the ‘favourite’ or the ‘fool’.
Here are the three signs Shull offers to spot where you stand:
- The Initial Response Test
“When you suggest a 15-minute chat before meeting in person, watch the reaction. If they’re happy to talk, you might be the favourite. They likely want free information if they push back and insist on an in-person meeting immediately.” - The ‘Why Me?’ Question
“Ask them directly: ‘Of all the agents you could have called, why me?’Their answer tells you everything. A detailed response about your track record or a specific referral suggests you’re the favourite. Vague answers like ‘We saw your sign’ often mean you’re not.” - The Other Agent Discussion
“When you ask if they’re talking to other agents, notice how open they are. The favourite gets straight answers. If they dodge the question or seem uncomfortable, you’re probably not their first choice.”
Before becoming one of real estate’s most experienced coaches, Steve also worked alongside industry legend Mike Ferry, helping create the first structured real estate coaching program in 1993.
The full-episode on Saturday includes Steve’s complete framework for handling listing conversations, plus practical tips for maintaining relationships with past clients and charging total fees without pushback.
- Why trust matters more than value when discussing fees
- How to deliver bad news without damaging client relationships
- The three personality types in real estate (and why it matters)
- A fresh approach to building a sustainable real estate business.
The Elevate Podcast is brought to you by Connectnow.
