The Full Fee Agent: Steve Shull's playbook for getting paid what you’re worth

"The more value you give away for free, the less valuable you become." It's not exactly what you'd expect to hear from a real estate coach. But Steve Shull isn't your typical coach.

A former NFL linebacker who played under legendary coach Don Shula and served as tri-captain in Super Bowl 17, Shull has spent the last 32 years coaching over 60,000 hours of one-on-one sessions with real estate agents. And he's reached a startling conclusion: most agents could be earning more than they currently are.

In this compelling episode of the Elevate Podcast, Steve reveals why your listing presentations, value propositions, and endless free consultations might actually be hurting your business. Instead, he shares a revolutionary approach crafted in partnership with FBI hostage negotiator Chris Voss that can help you:

• Command full fees without justifying your value

• Know within 15 minutes whether you're the "favourite or the fool" in any deal

• Deliver bad news in a way that builds trust rather than damages it

• Stop chasing deals and start building a sustainable business

Speaking with host Samantha McLean, Steve explains why real estate isn't about facts, logic, and reason—it's about emotion. He also provides a concrete framework for using this understanding to transform your business.

Whether you're struggling with fee pressure, worried about building a sustainable business, or simply tired of giving away free value only to lose listings, this episode offers a masterclass in modern real estate success.