Stay Paid Podcast
Episode: Tom McCormack on AI, Storytelling, and the Future of Real Estate
Hosts: Luke Acree & Josh Stike (ReminderMedia)
Guest: Tom McCormack (Co-owner, Senior Partner, and Broker of Record, Resources Real Estate)
Date: September 22, 2025
Episode Overview
This episode dives deep into the interplay of storytelling, artificial intelligence (AI), and the evolution of the real estate industry. Tom McCormack shares his unique journey from television production to leading an award-winning independent brokerage. The conversation explores how media skills translate to real estate, the essential role of relationships, differentiation in the luxury sector, the advantages and challenges of being an independent brokerage, and the imperatives of training and adoption of new technology like AI. The discussion is packed with tangible advice on thriving amid industry disruption and maintaining a client-centric approach in a rapidly changing landscape.
Key Topics and Insights
Tom's Journey: From TV Production to Real Estate
- Tom entered both TV and real estate serendipitously, not by design, having worked for HBO, freelance production, and later co-founding Resources Real Estate.
- His production background—anticipating problems, managing details, building strong communication—translates directly to real estate success.
- “The definition of a good agent... is somebody who can anticipate all the things that might go wrong, prepare for them, understand how contingencies can work against you and for you...” (Tom, 04:36)
Storytelling in Real Estate
[07:02]
- Agents are “selling lifestyle, not just homes.”
- The best property stories come from the current owners, focusing on lived experiences, community, and the unique human narratives embedded in each transaction.
- Relationship-building and authentic caring—not just transactions—are the real differentiators.
- “We always say we’re not selling homes, we sell lifestyle.” (Tom, 07:33)
- “You have to rock bottom care.” (Tom, 09:13)
AI in Real Estate: Hype and Human Connection
[08:23, 27:16, 28:33, 29:41]
- AI is everywhere; Tom is immersing himself to stay ahead and train his agents.
- However, the irreplaceable value is still the human element and the agent's authentic client relationship.
- “That connection is really our job security. There’s so much work that’s going to be done by AI, so what is something that they can’t do? ...[It’s] that real human relationship.” (Tom, 08:49)
- Discussion of emerging AI tools:
- Use of ChatGPT for bios and creative brainstorming (“I forget if… responding to you guys in preparation for the podcast or it might have been something else. But we’ve been using ChatGPT a lot to help with agent bios on our website…” Tom, 29:41)
- The onset of wearable AI and ongoing journaling with AI as a “therapist” or “business coach” (Luke, 31:18)
The Power of Relationships and Sphere-Based Business
[09:52, 14:06]
- Top agents’ longevity is rooted in relationship-based, sphere-of-influence business.
- Real estate is intimate: agents see sides of clients' lives few others do, forging strong, trusting bonds.
- “You see all the warts and all, all of the idiosyncrasies… you have to hold that sacred, you have to hold that private.” (Tom, 13:07)
Lessons from Building an Independent Brokerage
[10:52, 23:52, 22:30]
- Early success driven by learning in proximity to top producers—“Don’t ever feel like you’re eavesdropping because every bit of what you hear in the office is education.” (Tom recounting Carolyn Diacon's advice, 11:15)
- The value of in-person learning versus pure classroom training.
- Absolute focus on agent training, mentorship, and support.
Breaking into Luxury Real Estate
[15:46]
- Deliver a luxury-level service at every price point, then leverage that reputation as opportunities arise.
- Tom’s breakthrough: taking over a high-end listing, relentlessly hosting open houses, and building a reputation by creating visibility, even before closing many deals.
- “I was able to develop a higher end clientele for that specific town... I developed such a reputation within that market, even though I hadn’t sold anything.” (Tom, 18:45)
Competing as an Independent Brokerage
[20:22, 23:52]
- The main advantage is nimbleness: the ability to pivot quickly, adopt new practice, or tech, without waiting for corporate approval.
- “We don’t have to send a memo to corporate to ask for permission. Independent means... you want the owner of the company to join you, I’ll be there.” (Tom, 22:13)
- Building a hyperlocal brand and offering hands-on leadership is a unique value proposition.
- “We’re not trying to be the biggest, we’re trying to be the best...” (Tom, 23:52)
- The tech landscape has shifted: proprietary tools aren’t a barrier; now, everyone has access, narrowing competitive difference back to service and agility.
Industry Disruption and the Mandate for Speed
[25:42, 27:16]
- With AI, innovation cycles will shorten—large organizations risk becoming ‘Blockbuster’ if they can’t tolerate rapid change.
- Legal departments in large brokerages may have trouble keeping up with the pace of change and ensuring compliance (“This is a genie out of the bottle that no one has ever seen before… not controllable…” Tom, 27:23)
Agent Recruitment, Training, and Support
[32:36, 33:56]
- Successful recruiting relies on heavy investment in training and support—Tom prefers hiring those eager to learn and level up.
- Powerful reputation effect: other agents and brokerages send new talent to Resources Real Estate specifically because of its training regime.
- “He said, go to Resources Real Estate… they train their agents.” (Tom, 33:47)
- “That to me is everything… when one of our agents comes in and says, ‘She’s been doing this, what, 15 years? She didn’t know boom boom boom…’” (Tom, 34:28)
- Support infrastructure—dedicated marketing, social, and transaction staff—frees agents to focus on client work.
Recruiting Tactics and Lead Follow-Up
[37:03, 37:57]
- Persistence is critical. Treat recruiting like lead gen: follow up repeatedly until directed otherwise.
- “You call until they tell you to stop.” (Tom, 37:57)
- Many give up after one or two outreach attempts, but successful results require sustained, multi-channel touchpoints.
Memorable Quotes
-
“You have to rock bottom care. We only want to have agents who care. This is not strictly transactional, this is not strictly about making money.”
— Tom McCormick [09:13] -
“The definition of a good agent... is somebody who can anticipate all the things that might go wrong, prepare for them...”
— Tom McCormick [04:36] -
“You want the owner of the company to join you, I’ll be there.”
— Tom McCormick [22:13] -
“We’re not trying to be the biggest, we’re trying to be the best...”
— Tom McCormick [23:52] -
“You call until they tell you to stop.”
— Tom McCormick [37:57] -
“If you want to display confidence for people, you must have competence. Competence does not come from self-proclaimed affirmations. It comes from putting in the work of education.”
— Luke Acree [40:33]
Notable Moments and Timestamps
- Tom’s accidental entry into real estate & TV – [01:33]
- Translating production skills to real estate – [04:00]
- Why stories matter more than specs in marketing – [07:02]
- Human connection as an enduring asset in age of AI – [08:49]
- Working with Carolyn Diacon; the power of in-person education – [11:13]
- Intimate realities of client relationships – [13:07]
- Tactics for breaking into luxury real estate – [15:46]
- Leveraging a single listing to build reputation – [18:45]
- Nimbleness and innovation as core independent strengths – [22:30]
- Technology adoption and disrupting the disruptors – [25:42]
- AI’s rapid advancement and the challenge for large brokerages – [27:16]
- Emerging agent usage of AI as sounding board/business coach – [28:33]
- The value of relentless follow-up in recruiting and sales – [37:57]
- Final action item: Education is the path to confidence and competence – [40:33]
Actionable Takeaways
- For Agents: Make daily education a habit—schedule at least 30 minutes per day to build competence and confidence. [40:33]
- For Brokers: Invest heavily in agent training and support. Use persistent, multi-touch recruiting. Stress your unique values as an independent.
- For Everyone: Focus on authentic relationships and human connection as technology reshapes the industry.
- For Innovators: Embrace speed and flexibility; those who can’t adapt risk being left behind.
Resources & Connect
- Resources Real Estate: resourcesrealestate.com
- Contact Tom McCormack: Via Resources website/career section
- Stay Paid Podcast Website: staypaidpodcast.com
Host’s Final Challenge:
“Spend at least 30 minutes a day this next week... actually investing in your education. Remember the difference between top producers and mediocre producers... is: top producers take action. Take action on that today.” — Luke Acree [40:33]