LIVE ROLE PLAY GROUP
Role Play with Steve Shull
The 10-Week Pricing Mastery Program
Stop Arguing About Price. Start Guiding Decisions.
Starting Monday, March 23rd, join a 10-week live Role Play Group led by Steve Shull – one of real estate's most respected coaches and co-author of The Full Fee Agent (70,000+ copies sold).
10 Weeks. 1 Hour a Week. 20 Agents Max.
JOIN NOW
Stop Arguing About Price.
Start Guiding Decisions.
Pricing isn’t a numbers problem.
It’s a psychology problem.
A communication problem.
A standards problem.
A courage problem.
And until you understand that…
You will keep negotiating against yourself.
Mastering the Pricing Conversation
Pricing is not about comps.
It is not about convincing.
It is not about being right.
It is about helping a seller think clearly enough to see reality without feeling threatened.
Most agents either:
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Argue the data
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Soften the truth
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Or accept a price they don’t believe in
None of those are mastery.
This 10-week live role group is about learning how to operate in the gap —
the space between what a seller wants and what the market will support.
What This Is
This is advanced training in:
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Tactical Empathy in high-stakes pricing conversations
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Listening for intention vs. emotion
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Validation vs. clarity
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Expanding a seller’s vision without boxing them in
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Holding your standards without becoming rigid
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Navigating “We don’t have to sell,” “We’re not in a rush,” and other smokescreens
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Creating alignment between Seller, Buyer, and Market
This is Step 4 of the framework in action: Helping people think more clearly.
Not telling them what to think.
Not steering.
Not convincing.
Guiding.
TELL ME MORE
What We Will Do
For 10 weeks, we will:
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Break down real pricing scenarios.
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Role-play difficult seller conversations.
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Dissect emotional resistance.
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Train your ear to hear what is actually being said.
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Practice holding tension without rushing to relief.
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Strengthen your ability to stay detached from outcome.
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Refine how to lay out the landscape without explaining your way into a corner.
You will learn to:
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Remove yourself as a threat.
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Cross the street.
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Make sellers feel understood.
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Lay out the consequences without drama.
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Empower them to decide.
What This Is Not
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This is not a script class.
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This is not about memorizing dialogue.
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This is not about winning pricing debates.
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This is not about manipulating sellers into reductions.
If you’re looking for tactics to overpower objections, this is not it.
This is about mastery.
Who This Is For
Agents who:
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Want to operate at a higher standard
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Believe pricing is a process, not a verdict
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Are tired of guessing
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Want to stop chasing reductions
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Want to become a trusted advisor, not a persuader
John Schiaroli
⭐⭐⭐⭐⭐
1:1 Role Play with Steve is no doubt a game changer, especially the pricing conversation work. Diving deep into the psychology of the seller and then doing the reps around the pricing dialogue really have helped me get it embedded in my bones.
It's helped me to be so well versed in the entire seller discussion from new client discovery to listing launch. The sellers love the strategic conversations and trust where I've been guiding them.
This role play work is literally magic! 1:1 Role play has been transformative to my business!! Thank you Steve.
Ali Joyce
⭐⭐⭐⭐⭐
After participating in Steve’s role-play, I have never felt better equipped to have difficult conversations with my clients nor have I ever felt more proud to be in the profession that I am.
Steve is training us to be elite athletes and our sport is communication. in an industry whose reputation is lacking Steve has elevated us through his training to act in the capacity that we are meant to – true trusted advisors. Steve has a strong pulse on what is going on in the market and the universal truths of dealing in real estate which informs the framework and tactical empathy techniques he teaches in his role role-play sessions.
This by far is the biggest game changing course in my career year to date.
The Schedule
The program starts on Monday, March 23rd and meets weekly for 10 weeks at 11 AM PT / 2 PM ET.
Here's what we'll cover.
Week 1 – The Reframe Without Rushing
Week 2 – Activate Vision (Bridge to Discovery)
Week 3 – Setting the Container (Strategy Before Price)
Week 4 – Strategy 1: Certainty-First
Week 5 – Strategy 2: Market-Aligned
Week 6 – Strategy 3: Momentum-Driven
Week 7 – The Recommendation Trap
Week 8 – Emotional Resistance & Smokescreens
Week 9 – Staying in the Gap (No Rush to Resolution)
Week 10 – Full Simulation (With Curveballs)
After 10 Weeks, You Will:
- Feel calm in pricing conversations
- Recognize smokescreens instantly
- Take listings aligned with reality
- Reduce stress across the life of a listing
- Protect your standards
You will operate differently.
And sellers will feel it.
Who’s Leading the Program
About Steve Shull
Steve Shull is not your typical real estate coach. A former NFL linebacker turned top-producing agent, Steve has spent the last three decades helping agents and teams build thriving, referral-based businesses by focusing on what truly matters—how you do business, not how much you do.
At the heart of Steve’s work is a simple but powerful belief:
“You don’t need to do more. You need to do better.”
Through his company, Performance Coaching, Steve challenges agents to break free from the never-ending chase for more leads, more transactions, and more hustle. Instead, he helps them rewire for sustainable success by mastering six key standards that redefine how real estate is done.
Meet Steve
Are You Ready to Master the Pricing Conversation?
Stop convincing. Start guiding.
Operate differently.
Want to pay with Performance Coaching credits? Reach out to our team for assistance.
