Tari Taylor & Kari Francom: Top Mother/Daughter Real Estate Team

[00:30:24] Tracy Hayes: Alright, this is a really good topic because it cREE #256 Transcript

[00:00:00] Kari Francom: I think it's a really hard profession for a lot of people, but I encourage it.
[00:00:03] Tracy Hayes: Mm-hmm.
[00:00:04] Kari Francom: I love what I do, and if you have a passion for it, you should be doing it too. I think there are so many houses out there that I'm not even worried about, "Oh, you're gonna be my competitor at some point."
[00:00:14] Tracy Hayes: Right.
[00:00:14] Kari Francom: I think that everyone has their network and their sphere, and there are so many people in the world. That's not a concern for me, but I do think it's important that the person you go to work for—you need to know that person, and you need to make sure you get along with them. Because if your values are aligned, then you'll be successful.

[00:01:03] Tracy Hayes: Hey, welcome back to the Real Estate Excellence Podcast. Today, we have a dynamic mother-daughter duo in the studio—real estate professionals who have not only built a thriving brokerage but have also redefined the way agents and clients experience real estate.

Tari Taylor began her career journey in 2005 alongside her husband, Mike. They started under a [00:01:20] franchise model but quickly realized that success in the industry is earned, not given, by a brokerage. After learning the business inside and out, they made a bold move in 2010, launching Premier Homes Realty—a brokerage focused on agent empowerment and putting more money back into the client's pockets.

Since then, they've personally sold over $215 million—probably even more than that now—saving their customers millions in reduced commissions and closing cost assistance. Their model is still 100% commission for their agents, ensuring that their team can fully focus on delivering the best service to buyers and sellers.

Now, Tari's daughter, Kari Francom, has joined the business, making this a true family operation. Together, they're proving that innovation, transparency, and putting their customers first is the key to success.

If you're an agent looking to build a sustainable business or a buyer/seller looking for a team that delivers real value, this episode is for you. Let's welcome Tari and Kari Francom to the show!

[00:02:40] Tracy Hayes: That intro sounded pretty good, huh? I thought—I like the way it pulls in from your bios. For many episodes, I was just reading the bio and kind of creating it myself. But when you put it all in there, it just brings more—pizazz to it, I think, for lack of a better word.
[00:02:51] Kari Francom: That's a great word!
[00:02:52] Tracy Hayes: Yeah, I love it.

I do want to touch on my sponsor here—get this out of the way. Remi Graphics makes these beautiful mugs. There's one in that gift bag for you guys. They do laser-engraved gifts of all sorts. RemiGraphics.com—they’re local, and they’ll do one-offs.

So if you want a closing gift or whatever—put “John and Sally, welcome to Jacksonville”—they'll put that on there so they'll never throw it away. Let alone the other hundreds of laser-engraved gifts that they have available. The mug is just one. So, that's done.

Tari, welcome to the show.
[00:03:51] Tari Taylor: Thank you!
[00:03:52] Tracy Hayes: I appreciate you coming down. The more I dug into what you've been doing for almost 20 years now—you’ve been through some markets.
[00:03:56] Tari Taylor: Yes.
[00:03:57] Tracy Hayes: And, you know, I think a lot of agents are more like Kari. They've experienced when the rates were low, and then they got high, and we slowed down. Our inventory has tripled—or probably quadrupled now from its low point.
[00:04:00] Tari Taylor: Yes.
[00:04:01] Tracy Hayes: So, we definitely want to share those stories because, I think you'd agree, real estate is just constant movement. It moves very slowly on a daily basis, but over time, you start to see these larger shifts.

Was it May of '22 when the rates just shot up very quickly?
[00:03:51] Tari Taylor: Mm-hmm.
[00:03:52] Tracy Hayes: And how it changed the marketplace.
[00:03:54] Tari Taylor: Absolutely.
[00:03:54] Tracy Hayes: Yeah. So, let's kick off with an easy one for you. Tell us a little bit about what you were doing prior to [00:04:00] 2005. What were you doing from a career standpoint, and then what led you to real estate?
[00:04:03] Tari Taylor: You know, I was in banking, and—to be real—I had four kids.

[00:04:05] Tari Taylor: And I thought, you know, instead of working that nine-to-five job, I could do real estate, have my own business, and be able to be home more and do more things with my kids.
[00:04:12] Tracy Hayes: Mm-hmm.
[00:04:13] Tari Taylor: My daughter was nine, and all the rest were older. I had three boys and a girl, and they were in sports and all kinds of activities. I was just tired of missing out. I wanted to have my own business but also have flexibility.
[00:04:24] Tracy Hayes: Right.
[00:04:25] Tari Taylor: But as I found out, I got very busy. And so, I found that I wasn’t working nine to five—I was working nine, ten, sometimes midnight for my clients. But it became something where it was a passion for me. I absolutely love what I do.

[00:04:44] Tracy Hayes: Did you realize at the time—because any real estate agent who's been doing it for any amount of time knows—it becomes your lifestyle?
[00:04:51] Tari Taylor: It is.
[00:04:51] Tracy Hayes: You know, like you said, handling stuff at nine, ten o’clock because you want to—knowing that tomorrow there will be more on your plate. Or a new customer calls, and suddenly, you need to go out for a listing appointment. It just becomes a lifestyle.
[00:05:08] Tari Taylor: It does, and it gets really busy. So when you have personal things going on, you have to make that one of your appointments and put it on your calendar. If you don’t, you’ll miss out on that event with your family or whatever you planned to do.

You have to compartmentalize. But number one is always your client. That’s really important to me. I have customers all over the world, so they’re in different time zones. I have to be prepared and ready whenever they need to reach me.

Even when I travel—I go on cruises—it doesn’t matter. They can reach me. And I know some people might say, “Oh, I just want to get away,” but I can’t explain it. I just love what I do.

[00:05:48] Tracy Hayes: Alright, Kari, we’re gonna bring you in on this. You know, we always see the memes about real estate agents—
[00:05:52] Kari Francom: Mm-hmm.
[00:05:53] Tracy Hayes: —carrying their laptops on the beach, always working. Was that your mom?
[00:06:00] Kari Francom: That was truly my mom.

You were saying that a lot of real estate agents don’t realize that in the beginning. Thankfully, I realized it before I got into the business because I grew up watching her. She always had to have her phone or laptop with her.

That didn’t take away from our family experience at all, but it made me realize she’s really dedicated to what she does. She’s really passionate. I wanted that. And I ended up loving it in the same way she does.

[00:06:25] Tracy Hayes: Yeah, I think there’s a two-edged sword to that. You could say, “Hey, she’s not going on the rollercoaster with you because she’s taking a phone call.”
[00:06:32] Kari Francom: Right.
[00:06:33] Tracy Hayes: You know, you’re at Disney or an amusement park. But at the same time, she’s teaching you a work ethic—
[00:06:40] Kari Francom: Mm-hmm.
[00:06:41] Tracy Hayes: —or even just dedication. Some people don’t have that drive. You truly feel like you’re helping someone.
[00:06:48] Tari Taylor: Yes.
[00:06:49] Tracy Hayes: So, transitioning from banking to real estate—did you have a friend in the industry? What got you into it?

[00:07:03] Tari Taylor: We actually did have a friend who was a broker. She was fabulous. She told me, “Tari, come work for me, see if you like it. Just come into the office.”

Within three months, I loved it. I went out, got my license, passed everything the first time, and I was in. This was 2005. I would literally put a sign in a yard, and within minutes, I’d have ten cars lined up to see the house.

So, I was thrown into the real estate world very quickly. I had to learn fast.

[00:07:29] Tracy Hayes: Was 2005 as crazy as we saw in 2020 and 2021?
[00:07:32] Tari Taylor: I can’t even compare. Maybe because I was brand new in the business, but when 2021 and 2022 happened, it was crazy.

But for me, 2005 was just out of this world.

[00:07:46] Tracy Hayes: It was a little different, but Florida still had the demand.

COVID created this huge frenzy for people to move to Florida. Plus, we have the no-income-tax benefit and a business-friendly atmosphere. That helped fuel the boom in 2022.

But in 2003, 2004, and 2005—and even into 2006 before things started turning down—there was this frenzy of, “Buy a house and wait a few weeks, and it’ll be worth $20,000 more.”

[00:08:19] Tari Taylor: Exactly. That’s exactly what was happening. Prices just kept going up and up and up.

And then, of course, the crash happened.

[00:08:27] Tracy Hayes: Mm-hmm.

[00:08:28] Tari Taylor: Honestly, it was a learning experience. Many agents got out of the business, but I stayed in. I told myself, “I’m going to learn how to help people.”

I’m probably one of the rare agents who go out and show rental properties. But I helped one client find a rental, and I asked them, “What brings you to this area? Why are you renting?”

They said, “Well, our house in another county—we have to walk away from it. We can’t afford the payment.”

And I said, “Wait a minute. Why don’t you let me do a short sale?”

At the time, I had just started learning about short sales. So, I went to their home, helped them complete the process, and got them into a rental.

Then, three years later, I was able to [00:09:20] help them buy a new home because we got the bank to accept the short sale.

[00:09:29] Tari Taylor: So I started learning how to do short sales and became an expert in short sales and foreclosures.

[00:09:35] Tracy Hayes: I want to dig into that with you a little bit, but I’ll save it as the second question I just wrote down here in my notes.

[00:09:45] Tracy Hayes: In your lead-up to real estate, you were in banking, and your friend was in the business. But did you really have a clear picture of what you were jumping into?

[00:09:46] Tari Taylor: I didn’t.

[00:09:47] Tracy Hayes: Yeah.

[00:09:47] Tari Taylor: It was a real shock. In 2005, it was crazy. I had no idea—I didn’t know all the different dynamics. Every situation is different.

[00:10:04] Tracy Hayes: Right.

[00:10:04] Tari Taylor: Even after 20 years, I’ll still come across a deal that’s completely new to me.

[00:10:08] Tracy Hayes: Right.

[00:10:08] Tari Taylor: Whether it’s a buyer in a unique situation or a seller facing unusual circumstances…

[00:10:12] Tracy Hayes: Or just the operations of the business. Sometimes you’re doing more of a family consultation at nine o’clock at night, right? Trying to save a marriage sometimes.

[00:10:20] Tari Taylor: Absolutely. Many, many times.

[00:10:22] Tracy Hayes: Did you really anticipate all the aspects of the job that are now routine for you—things Kari has seen you do just from growing up in the same household?

Would you recommend that someone new spend time mentoring or shadowing a senior agent before stepping into the business?

[00:10:40] Tari Taylor: Yes. I think it’s important. And I love this podcast because I’m sure it’s helping many people who are looking to get into this business.

[00:10:46] Tari Taylor: I think the number one thing when I started—I handed my card out to everyone.

[00:10:50] Tracy Hayes: Mm-hmm.

[00:10:51] Tari Taylor: The cashier at Publix, the bagger—whoever I saw. I introduced myself, handed them my card. You’re putting yourself out there.

But most importantly, it’s about your personal database. If you’re thinking of getting into real estate, I want you to think about who you know and who they know.

Start by saying, “Hey, how are you doing today? I just wanted to let you know I’m in real estate.”

[00:11:23] Tracy Hayes: How did you reach out initially?

[00:11:25] Tari Taylor: At first, I was handing my cards out.

[00:11:27] Tracy Hayes: But for the sphere you’re talking about—people you know but maybe don’t see every day?

[00:11:29] Tari Taylor: Oh, I called them.

[00:11:30] Tracy Hayes: You just got on the phone?

[00:11:33] Tari Taylor: Yep. I’d say, “Hey, how are you? How’s your family?”

[00:11:34] Tracy Hayes: Mm-hmm.

[00:11:35] Tari Taylor: “How’s everything going? I wanted to let you know I’m in real estate now, and I’d love to help you. It doesn’t matter if you’re buying, selling, or need to find a rental—I want to help.”

That’s how it started for me. And over the years, I’ve just loved what I do. Most importantly, it’s all about the client.

[00:11:52] Tracy Hayes: What was your confidence level? Because I think a lot of new agents need time to build confidence before doing what you did—handing out cards and making calls.

You seem like you had confidence right away, or did you just not care about rejection?

[00:12:06] Tari Taylor: I knew I had to put myself out there. If I wanted to be successful, I had to take the first step and show that initiative.

And that’s where grit comes in. If you really want to be successful, you’ve got to put yourself out there.

Even doing this podcast—it’s not necessarily comfortable for me.

[00:12:36] Tracy Hayes: Right.

[00:12:36] Tari Taylor: I’m not one to seek exposure, but I love what I do. And if sharing my story helps someone else, then it’s worth it.

[00:12:40] Kari Francom: I was just going to add—

[00:12:41] Tracy Hayes: Yeah, go ahead.

[00:12:42] Kari Francom: One thing she mentioned was showing rental properties.

In real estate, that’s sometimes looked down upon because rentals don’t pay as much commission. A lot of agents don’t bother.

But she was worried about this particular family. They needed a place to live, so she helped them find a rental.

[00:12:56] Tracy Hayes: Right.

[00:12:57] Kari Francom: And out of that, she got two transactions she wasn’t expecting. It happened because she was willing to do the work, even when it didn’t pay much upfront.

That’s super important. Sometimes you have to put in that effort to be successful in the long run.

[00:13:13] Tracy Hayes: No, that’s great insight.

Many successful agents—though not all—got started in rentals. That was their way of meeting people.

Patty Ketchum, who’s been on the podcast a couple of times, always says: Everyone wants or needs a roof over their head.

[00:13:20] Tracy Hayes: Whether it’s a rental or—

[00:13:42] Tracy Hayes: In my personal experience, if you’re getting into real estate, you should probably have some investment properties. You need to experience that so you can share with your clients.

[00:13:46] Kari Francom: Yes, absolutely.

[00:13:47] Tracy Hayes: You were talking about your sphere—

[00:13:48] Kari Francom: I was just going to say, that might have been 20 years ago when you would walk up and hand your card out. I don’t know that I’m that bold to do that.

But I do think it’s important to work real estate into your conversations. That’s where I go—my kids are in school, so when I meet with people, I just try to work it in naturally.

[00:14:01] Tracy Hayes: Has it been easier for you, though, being her daughter?

[00:14:04] Kari Francom: Absolutely.

[00:14:05] Tracy Hayes: Because everyone knows your mom, and she’s been doing it for 20 years. So it’s like, “Oh, you’re joining mom? Okay!” Boom—instant credibility.

[00:14:10] Kari Francom: Especially through social media and her clients. But sometimes I meet people my age or people who are just starting families—our kids go to the same school, and they may not know who she is yet.

So sometimes I have to work my own name in there. But yes, it helps a lot that I’ve had her exposure.

[00:14:31] Tracy Hayes: Real estate is an easy topic to bring up. Everyone has a home, wants a home, or is thinking about their home in some way.

I’ve said this many times—real estate is a huge part of our economy, and the real estate agent is at the center of that. If real estate agents weren’t there facilitating transactions, things would slow to a crawl.

So bringing up real estate in a casual setting—like while waiting in the car line at school or at a soccer game—is an easy conversation starter.

[00:15:20] Kari Francom: Yeah.

[00:15:20] Tracy Hayes: Do you wear a little real estate shirt when you go to soccer games?

[00:15:23] Kari Francom: Sometimes.

[00:15:24] Tracy Hayes: I think it was Erica Harding who talked about going to her kids’ little league baseball games wearing a shirt that says, “I’m a Realtor.”

[00:15:27] Kari Francom: Yeah.

[00:15:28] Tracy Hayes: Or having koozies with her branding on them—stuff that naturally gets people asking her about real estate.

[00:15:36] Kari Francom: Right.

[00:15:37] Tracy Hayes: So the market turns down, and you start doing short sales.

[00:15:40] Tari Taylor: Yes.

[00:15:41] Tracy Hayes: You dive into that—

[00:15:42] Tari Taylor: Yes.

[00:15:43] Tracy Hayes: I think this leads to why you created Premier Homes Realty.

A new agent who doesn’t have a mentor—if they’re looking for a brokerage, that decision is critical. That choice can make or break their career.

[00:16:36] Tari Taylor: Yes.

[00:16:37] Tracy Hayes: How important is that decision?

[00:16:38] Tari Taylor: I think it’s very important.

A new agent should make sure they feel comfortable with who they’re working with. They should meet with them, go to lunch with them—get to know them on a casual basis.

You need to know that you can mesh well with the people you’re working with.

[00:16:51] Tracy Hayes: Mm-hmm.

[00:16:52] Tari Taylor: In our business, ethics are everything.

For us, it’s about taking care of the client—that means more to us than anything else. It’s not just about the transaction. That’s why I’ve been in the business so long and have been successful.

And yes, I owe it all to God.

[00:17:13] Tracy Hayes: Mm-hmm.

[00:17:13] Tari Taylor: But I truly believe—if you take care of people, the money will take care of itself.

[00:17:18] Tracy Hayes: What have you found? I imagine you probably have friends asking you about real estate all the time.

When your girlfriends come to you and say, “Hey, should I become an agent?”—what do you tell them?

[00:17:41] Kari Francom: Yeah.

I think it’s a really hard profession for a lot of people, but I encourage it.

[00:17:45] Tracy Hayes: Mm-hmm.

[00:17:46] Kari Francom: I love what I do, and if you have a passion for it, you should be doing it too.

[00:17:56] Kari Francom: I think there are so many houses out there that I’m not even worried about, “Oh, you’re going to be my competitor at some point.”

[00:17:56] Tracy Hayes: Right.

[00:17:57] Kari Francom: Everyone has their own network and sphere, and there are so many people in the world. That’s not a concern for me.

But I do think it’s important that the person you go to work for—you need to know that person. You need to make sure you get along with them. If your values align, then you’ll be successful.

You want to be able to call that person on the phone with a question and not be afraid to do so. Especially when you’re new in real estate—you don’t know everything. You need to feel comfortable calling your broker or mentor and getting the help you need.

[00:18:30] Tracy Hayes: Tari, I imagine with the number of agents you have at Premier—how many do you have, by the way?

[00:18:40] Tari Taylor: About 35.

[00:18:41] Tracy Hayes: Right. So, everyone has a different way they do business.

Now, at some brokerages, the broker is the clear leader, setting the tone. But in others, a highly successful team leader might be the one everyone looks to.

Either way, many agents look to the broker to set the culture. So how important is it for an agent to find a brokerage that aligns with their mindset and how they want to do business?

[00:19:20] Tari Taylor: I agree—it’s very important.

If you want to be successful and have longevity in this business, our focus at Premier is taking care of people. That’s our foundation.

We have about 35 agents. We pay them 100% commission. We cover their errors and omissions insurance. We set them up with their own website. We do a lot for our agents because we want them to be successful.

We also operate at a reduced 4% commission when we list a home. And if we represent a buyer, we contribute up to 1% toward their closing costs—whatever is allowable. Every deal is different, but that’s our model.

So when an agent is choosing a brokerage, they need to align with that brokerage’s values.

For us, it’s all about ethics. You must take care of your client to the best of your ability. Don’t cut corners. Don’t tarnish the Premier name because our reputation means everything to us.

That’s why I have repeat business over and over again.

[00:20:42] Kari Francom: I was just going to say—

[00:20:43] Tracy Hayes: Yeah, go ahead.

[00:20:44] Kari Francom: What she means by that is—you’re not necessarily chasing the $10 million listing.

You’re focused on helping people find their homes. Because when you’re genuine, ethical, and align with your clients, they feel that.

And then, they’re going to refer you to their friends and family.

That’s how your business grows.

[00:21:12] Tracy Hayes: Right. Some people underestimate that the person buying a $200,000 manufactured home in Middleburg might work for the guy buying the $10 million home.

They could be best friends.

[00:21:20] Kari Francom: Exactly!

[00:21:21] Tracy Hayes: You just never know what connections people have. And if they love your service, they’re going to tell others.

[00:21:44] Kari Francom: And you treat every transaction the same—whether it’s a $100,000 house or a $10 million house.

At the end of the day, they’re people looking for a home. You treat them with the same level of care and respect.

[00:21:54] Tracy Hayes: Yep.

Now, children don’t always agree with their parents—we know that.

So, Kari, is there anything about the way your mom does business that you admire but do differently?

Maybe something she’s passionate about, but you’re not?

[00:22:31] Kari Francom: So, I think “passion” is the wrong word because sometimes, I think she’s too passionate.

[00:22:40] Tracy Hayes: Haha!

[00:22:40] Kari Francom: For me, I think I have compassion, but there are times when I’ve watched her go through a deal, and the people are just so mean.

[00:22:51] Tracy Hayes: Mm-hmm.

[00:22:51] Kari Francom: And I’m thinking, “Why are you still working with this person?”

[00:22:56] Tracy Hayes: Haha! You must hear her venting back at the office.

[00:22:59] Kari Francom: Oh, absolutely.

Now that we work together on some deals, I hear the stories—whether it’s an agent treating her poorly or a difficult buyer or seller.

For me, I’d probably say, “I’m done. I’m not putting up with this.”

But for her, it’s more important to help that person no matter what.

[00:23:16] Tracy Hayes: Mm-hmm.

[00:23:17] Kari Francom: She’s not in this business because people are going to be nice to her.

She’s in it because she wants to help people—no matter who they are.

Even if the agent is rude, she puts up with it because she’s working for her client.

I think that’s where I still have some growing to do.

[00:23:36] Tracy Hayes: Toleration. That’s the word!

[00:23:40] Tari Taylor: Haha! I think it’s important to not let people walk over you.

[00:23:44] Tracy Hayes: Mm-hmm.

[00:23:45] Tari Taylor: But there’s a way to handle it professionally.

[00:23:48] Tracy Hayes: Absolutely.

[00:23:49] Tari Taylor: You stay calm and firm.

Because I can be a little bulldog if I need to be—

[00:23:55] Tracy Hayes: Haha!

[00:23:56] Tari Taylor: —but I do it in a professional way.

[00:23:59] Tracy Hayes: Yeah, and sometimes it’s just the right thing to do.

[00:24:00] We don’t always know what’s going on in our clients’ lives.

[00:24:05] Some of them tell us everything—sometimes more than we want to know.

[00:24:10] But other times, they’re under stress, and their frustrations come out on us because we’re the person in their life trying to help them right now.

[00:24:16] Tari Taylor: Yeah, exactly. You have to put yourself in their shoes.

Even though you can’t fully understand what they’re going through, it’s important to try.

[00:24:24] Tracy Hayes: So, by 2010, you were still doing short sales.

Really, I don’t think we got through the bulk of foreclosures and short sales until 2012 or 2013.

[00:24:35] Tari Taylor: Yeah, when the market completely crashed, that’s when we realized—we need to open our own brokerage and do things differently.

We were one of the first brokerages to drop our commission to 4%. And if I represented both sides of the transaction, I dropped it to 3%.

[00:24:50] And I’ve been doing that since 2010.

[00:24:53] I’ve been so blessed because I take care of people.

[00:24:58] Kari Francom: Yeah, at first, there was a lot of skepticism—especially from friends.

[00:25:01] Tari Taylor: And other brokerages were angry.

[00:25:03] Kari Francom: Right. Friends who were in management at other firms would say—

[00:25:04] Tari Taylor: “Wait a minute, you can’t do that.” And I’d say, “We have our own business. This is what we choose to do.”

[00:25:10] Our goal was to help sellers walk away with more money and to help buyers afford things like furniture, appliances, or even a fence for their new home.

[00:25:25] Tracy Hayes: You mentioned earlier that there was a moment when you realized, “Holy cow, I need to learn how to do short sales.”

[00:25:31] Tari Taylor: Yes.

[00:25:32] Tracy Hayes: A lot of agents dropped out of the business at that time because they had to learn a new skill.

The banks weren’t ready for it, either. Some short sales moved quickly because the banks were proactive, but others dragged on for a year or longer because the banks just weren’t prepared.

[00:25:50] The brokerage you were at before—was there a collaborative effort among the agents to figure out short sales and REO properties?

Or did you and your husband just figure it out on your own?

[00:26:26] Tari Taylor: We figured it out on our own.

[00:26:28] We realized no one was doing anything.

[00:26:32] Everyone was in shock—like, “What is this? We’ve never experienced anything like this before.”

[00:26:40] When my husband and I saw that gap, we thought, We need to do something. We need to help people.

That’s when we decided to start our own brokerage.

[00:26:50] We learned short sales very well.

In fact, we created our own forms before the banks even had their own.

[00:26:56] We’d present a short sale package to the bank, explaining the seller’s situation and asking the bank to release them from their debt so they could have the opportunity to buy again in the future.

[00:27:10] We were grateful to be part of that early phase because we helped so many people buy homes again after just three years.

[00:27:20] Tracy Hayes: Right, because if a home went into foreclosure, the banks would just hold onto the note or sell it to another bank.

[00:27:26] Tari Taylor: Exactly.

[00:27:27] Tracy Hayes: But with a short sale, the seller had a clean break.

[00:27:30] Tari Taylor: Right. Their three-year waiting period to buy again didn’t start until the short sale or foreclosure was finalized.

[00:27:38] So if they let their home go into foreclosure, it could take years before they could buy again.

[00:27:46] Tracy Hayes: A lot of agents today probably don’t even know about short sales and foreclosures.

[00:27:50] Tari Taylor: No, but it was a huge learning experience.

[00:27:53] You have to stay with the market as it fluctuates. You have to adapt.

[00:28:00] Tracy Hayes: And you have to be willing to be on the cutting edge.

[00:28:04] Like you said—you created your own forms because no one had a process in place yet.

[00:28:10] If you had just waited around for someone else to figure it out, you wouldn’t have had anything to eat at night.

[00:28:14] Tari Taylor: Exactly.

[00:28:16] Tracy Hayes: This was new—selling homes for less than what was owed had never happened at this scale before.

[00:28:20] Tari Taylor: Right.

[00:28:22] Tracy Hayes: And that’s grit—which I wanted to talk about.

That’s what separates successful entrepreneurs.

They see a need and don’t wait for someone else to figure it out.

[00:29:00] Tari Taylor: And I think it’s important to think outside the box.

[00:29:03] Tracy Hayes: Mm-hmm.

[00:29:04] Tari Taylor: Some brokerages keep you in a box.

[00:29:08] And for some people, that’s fine—they like the security of it.

[00:29:10] But if you want to truly run your own business and step outside the box, you need to find a brokerage that supports that.

[00:29:20] Tracy Hayes: Right.

[00:29:21] Tari Taylor: That’s what Premier is about. We give our agents the freedom to run their business while still supporting them.

[00:29:30] Tracy Hayes: And when you’re working with sellers, you give them control too.

[00:29:35] Tari Taylor: Absolutely.

[00:29:36] When we sit down with a seller, they are in control.

[00:29:40] We don’t dictate their listing price.

[00:29:42] Our job is to educate them—show them the comps, walk them through the data, and let them decide what’s best for their family.

[00:29:50] Tracy Hayes: So, instead of saying, “Here’s your price,” you say, “Here are the numbers. What works for you?”

[00:29:55] Tari Taylor: Exactly. We guide them, but the decision is theirs.

omes up in almost every show.

When you’re a new or younger agent—like Kari—you don’t always feel like you have the maturity, confidence, or experience.

But really, from day one, you already had more experience than the typical buyer or seller—because you’ve been hanging out with your mom.

[00:30:40] Kari Francom: Right. True.

[00:30:42] Tracy Hayes: Tari, I’ll start with you, then go to Kari.

At what point did you realize you were the expert in the room?

When did you start advising clients and giving them clear choices—like, “Here’s Option A and Option B based on the facts”?

[00:31:10] Tari Taylor: It happens during the listing presentation.

When I’m sharing accurate data with them—full disclosure, nothing sugar-coated—showing them exactly what’s going on in their neighborhood, with real price-per-square-foot numbers, comps with and without pools, and detailed photos…

That’s when they start feeling like they’re being educated.

[00:31:40] Tracy Hayes: And not just handed a piece of paper with a price range and told, “Pick one.”

[00:31:45] Tari Taylor: Exactly.

[00:31:55] Tracy Hayes: Can you feel your credibility rising in the room as you give them data?

[00:32:00] Like, every new fact fills your credibility glass a little more?

[00:32:05] Tari Taylor: Absolutely.

As I go through the process, I can see their eyes opening up. Their body language changes.

[00:32:15] Tracy Hayes: Yeah, you can see when they start trusting you.

[00:32:17] Tari Taylor: Exactly.

[00:32:18] Tracy Hayes: And if they don’t understand something, they feel comfortable enough to ask.

[00:32:25] Tari Taylor: Yes! That’s so important.

There’s no fear in asking questions because they know we’re there to help, not to pressure them.

[00:32:33] Tracy Hayes: Kari, how many listing appointments have you sat in with your mom?

[00:32:36] Kari Francom: Almost all of them. I can’t even count—a lot.

[00:32:42] Tracy Hayes: Have you taken the reins and led any of them?

[00:32:45] Kari Francom: Yes! My mom coaches from the side.

[00:32:47] Tari Taylor: She’s amazing.

You’re gonna laugh at me, but she’s my biggest cheerleader.

She’s my hero. I’m very blessed.

[00:32:55] Tracy Hayes: Kari, what have you picked up from observing your mom?

I know she spilled some of the beans already, but I want it in your words.

As a young agent, when did you start feeling like the expert in the room?

[00:33:16] Kari Francom: In the beginning, the nerves were a big deal.

That first listing appointment—I just felt inadequate.

[00:33:20] But when I started answering sellers’ questions, that’s when my confidence started to build.

[00:33:30] Doing the research ahead of time helped.

We bring four different forms of research to the table, so when sellers ask a question, it’s not just my opinion—it’s what the data says.

[00:33:45] Tracy Hayes: Right, you’re saying, “This isn’t just what I think—this is what the market says.”

[00:33:50] Kari Francom: Exactly. And the seller gets to make the decision.

[00:33:58] Tracy Hayes: A lot of salespeople view customer questions as rebuttals.

But you now love when they ask questions because it gives you another chance to prove your credibility.

[00:34:10] Kari Francom: Right!

[00:34:12] Tracy Hayes: Or sometimes they just need you to repeat something in a different way for it to click.

[00:34:20] Kari Francom: Yes, and I think that’s something I learned from sitting through so many listing presentations.

[00:34:26] Tracy Hayes: Watching how your mom handled those questions.

[00:34:30] Kari Francom: Exactly.

[00:34:31] Tracy Hayes: Seeing what kind of questions she got and how she responded.

[00:34:35] Kari Francom: Mm-hmm.

[00:34:38] Tracy Hayes: Right.

[00:34:38] Kari Francom: And seeing her be able to answer questions—

[00:34:40] —and then watching the seller go, Ohh, and seeing their wheels start turning.

[00:34:46] Watching them open up and really listen to you.

[00:34:50] Tracy Hayes: Have you picked up on constantly tweaking your presentation?

Like, when you keep getting the same question, do you go, Hmm, let me just put that in my presentation so I don’t keep getting asked that?

[00:35:04] Kari Francom: Yeah, absolutely.

Every time we do a listing presentation, we think, Oh, that was a new question—we need to touch on that every time.

[00:35:12] Tari Taylor: There’s always a new experience.

[00:35:14] Kari Francom: Right.

[00:35:14] Tari Taylor: That’s why we created a listing brochure and a buyer brochure.

[00:35:18] We actually put them on our website so clients can look through them ahead of time.

[00:35:22] Full transparency.

They can’t see the data, but they can see the process we go through.

[00:35:37] Tracy Hayes: Working together like you do—

I want to put this out there for agents listening because a lot of solo agents don’t have someone to bounce things off of before a listing presentation.

[00:35:50] You and Kari go back and forth—What do you think they might ask?

What do we need to know about this neighborhood?

[00:36:00] You basically prep before walking into a situation.

And that could be a full sit-down conversation—or just a quick chat in the car on the way over.

[00:36:10] Tari Taylor: Exactly.

[00:36:11] Tracy Hayes: Having a partner—whether it’s family or not—helps.

[00:36:18] Tari Taylor: You need to know if there’s a CDD fee in that neighborhood.

[00:36:20] Kari Francom: Or even just the history of the neighborhood.

Is it close to shopping? What are the schools like?

Put yourself in the buyer’s shoes—what would you want to know?

[00:36:39] Tracy Hayes: Where do you two lean on each other?

I imagine you partnered with Kari not just because she’s your daughter, but because she makes you better.

[00:36:47] Tari Taylor: Of course. Absolutely.

[00:36:50] Tracy Hayes: So, what are some ways she complements your skill set?

[00:36:53] Tari Taylor: Well, sometimes, after so many years in real estate, you get into the lingo of the industry.

[00:37:00] You start using terms that clients have no idea what they mean.

[00:37:04] Kari is great at catching that and re-explaining things in a way that makes sense to the client.

[00:37:14] She smooths it out. I love that about her.

[00:37:20] Tracy Hayes: Alright, same question for you, Kari.

How does your mom complement you and make this duo work?

[00:37:34] Kari Francom: The best part is having someone to collaborate with.

Someone to bounce ideas off of.

Someone who’s not afraid to say, Hey, you said ‘um’ too many times, or Maybe tweak this part of your presentation.

[00:37:50] Having someone who genuinely wants the best for you—but can also give you an outside perspective—has been huge for me.

[00:38:01] I know I wouldn’t be as successful as I am right now if I didn’t have her by my side.

[00:38:08] Tracy Hayes: I want to take that a step further.

Not everyone has their mom in the business—

[00:38:12] Kari Francom: Right.

[00:38:13] Tracy Hayes: —and not everyone has a 20-year veteran to mentor them.

[00:38:18] So how important is it for new agents to find a mentor?

[00:38:22] Not just choose a brokerage but find someone who will pour into them?

[00:38:30] Someone they can shadow, role-play presentations with, and learn from?

[00:38:40] Kari Francom: That’s everything.

[00:38:42] That’s the number one thing that has helped my personal growth.

[00:38:45] That’s why real estate teams are becoming more and more popular—because agents want that collaboration.

[00:38:51] It’s having someone to strategize with—

[00:38:55] Hey, let’s do an open house together.

Hey, let’s network together.

It makes all the difference.

[00:39:12] Tracy Hayes: Tari, let’s talk about the team concept.

I see a lot of teams forming, especially on social media.

But many of them are just a group of agents who have been in the business for two or three years.

[00:39:30] Do you think teams need a more experienced leader?

Not necessarily by age, but someone with more at-bats in the business?

[00:39:52] Tari Taylor: Yes, I think it makes a big difference.

[00:39:54] What’s nice at Premier is that my husband—who is our broker—hosts a monthly Zoom call for all of our agents.

[00:40:00] Any agent can hop on, ask questions, and get guidance.

[00:40:10] We go over contract updates, new regulations—whatever is relevant.

[00:40:14] And because we have agents at different experience levels, you get multiple perspectives.

[00:40:20] It helps everyone learn and stay well-rounded.

[00:40:26] Kari Francom: And having the broker involved—someone with all that knowledge and experience—is so helpful.

[00:40:31] Tari Taylor: Yeah, well, he does.

[00:40:33] Tracy Hayes: Yeah.

[00:40:34] Tari Taylor: And to have that kind of broker is huge.

I think it’s really important for agents to have a mentor—someone they can go to.

And honestly, it should be their broker.

[00:40:50] The broker is the one with the experience, and ultimately, they’re the one liable for everything.

[00:40:53] Tracy Hayes: Mike is your broker, right?

[00:40:55] Tari Taylor: Yes.

[00:40:56] Tracy Hayes: Is he still producing?

[00:40:58] Tari Taylor: Oh yes, he’s still producing.

[00:41:00] Tracy Hayes: Because I think in most offices, the broker is the trendsetter.

Some brokerages have brokers who only manage, and others have producing brokers.

Some agents worry about “competing” with their broker.

But are they really competing?

[00:41:20] It’s not like people look at Premier and say, Oh, I’m going with Mike just because he’s the broker.

[00:41:23] Tari Taylor: Exactly!

There are so many agencies, so many realtors, and—most importantly—so many clients out there.

[00:41:32] Tracy Hayes: Mm-hmm.

[00:41:33] Tari Taylor: Unfortunately, some realtors have given real estate a bad name.

But I always tell people—there are really good agents out there.

Don’t stop looking.

[00:41:45] Sellers and buyers should interview agents, ask questions, and make sure they feel comfortable with who they’re working with.

[00:42:00] If an agent is already talking about their money and commission before talking about the client’s needs, that’s a red flag.

[00:42:05] Tracy Hayes: Right.

[00:42:06] Tari Taylor: Honestly, half the time, I don’t even know what my commission is.

[00:42:10] My husband tells me later, because for me, it’s about the people and the process.

I just love what I do.

[00:42:12] Tracy Hayes: What do you admire about Mike in terms of staying ahead of the industry?

[00:42:22] Because a broker needs to be informed—not just sitting back.

They need to stay on top of market trends, laws, and industry changes.

[00:42:39] Tari Taylor: Absolutely.

[00:42:40] A broker has to be up on laws, market shifts, contracts—everything.

[00:42:44] And Mike is.

He’s a perfectionist about it.

[00:42:50] When something new comes out—like the flood disclosure law or the updated sales agreements in December—he’s already on it.

[00:43:03] When you have a broker like that, he’s a keeper.

[00:43:07] Tracy Hayes: That’s huge.

One of the biggest challenges for brokerages is retention.

[00:43:12] Recruiting is one thing, but if agents keep leaving, you’re just pouring water into a leaky bucket.

[00:43:20] So, what is the mindset at Premier when it comes to retention?

How do you pour value into your agents before focusing on bringing in new ones?

[00:43:31] Tari Taylor: You’re gonna love this—

[00:43:33] We pay our agents 100% commission.

They run their own business.

[00:43:40] When we started Premier in 2010, it was just supposed to be my husband and me.

We weren’t planning to hire anyone else.

[00:43:50] But agents started coming to us, saying, We want to be part of your team.

[00:43:54] And we still have agents who have been with us since the very beginning.

[00:44:00] Tracy Hayes: Wow.

[00:44:01] Tari Taylor: The only time agents leave is if they move out of state.

Otherwise, we’ve maintained our core group.

[00:44:10] We’re also very selective about who we bring in.

Because for us, it’s not about the transaction.

We want agents who genuinely care about people and have strong ethics.

[00:44:25] Tracy Hayes: Surrounding yourself with great people is a reason to stay—

[00:44:30] But ultimately, every agent is running their business.

[00:44:35] Kari, since you’re newer to Premier, what do you hear from other agents about why they stay?

[00:44:42] Kari Francom: I think having me come on as a newer agent has helped shape our mindset on what new agents need.

[00:45:00] The experienced agents—who have been here for years—already have established businesses.

[00:45:10] But for new agents, we’ve introduced things like monthly Zoom meetings.

That was a new idea we started last year.

[00:45:18] Tracy Hayes: Right.

[00:45:20] Kari Francom: We also do company luncheons to go over new programs.

[00:45:25] And we offer back-office transaction management, which is huge.

[00:45:30] Plus, our agents still make 100% commission.

[00:46:00] Kari Francom: We just charge one transaction fee.

[00:46:02] So we’re not in this to make money off our agents.

[00:46:05] We’re in it to help them learn the business because when they’re successful, we’re successful.

[00:46:10] And that’s all we care about.

[00:46:13] Tari Taylor: Yeah.

[00:46:14] We actually just implemented a new system called Bold Trail, and it’s been phenomenal.

[00:46:20] It’s a back-office program that helps our agents stay organized, manage transactions, and streamline their business.

[00:46:26] We’re always looking for new, innovative ways to improve.

[00:46:29] Tracy Hayes: Right.

[00:46:30] Because let’s be honest—agents are jumping ship left and right.

[00:46:35] Every brokerage claims they have great education and great technology.

[00:46:40] But that’s just the surface—agents want to know what you’re really about.

[00:46:47] You have to offer good technology and education, but you also need something more.

[00:46:52] I’ve worked for several lenders, and I can tell you—those without solid technology?

[00:46:58] I don’t even know how they’re still in business.

[00:47:12] Kari Francom: I think another advantage of Premier is that we’re a smaller brokerage—only 35 agents.

[00:47:18] And like she said, we’re picky on purpose.

[00:47:22] We’re not trying to be a massive brokerage with thousands of agents.

[00:47:26] We want agents we can mentor and truly invest in.

[00:47:29] Tracy Hayes: Right.

[00:47:30] And I imagine some of these agents pour back into the brokerage, too.

[00:47:35] Tari Taylor: Absolutely.

[00:47:36] Tracy Hayes: So, are you guys actively chasing down new agents?

[00:47:40] Are you advertising? Making those calls?

[00:47:42] Tari Taylor: Of course—we’re always reaching out as a brokerage.

[00:47:47] But we don’t just take anyone.

[00:47:50] We sit down with every agent one-on-one before bringing them onto the team.

[00:47:55] Tracy Hayes: What kind of questions do you ask potential agents?

[00:48:00] Everyone runs their business a little differently, but I imagine the agents at Premier have similar approaches.

[00:48:10] They’ve gravitated toward each other and aligned with your brokerage culture.

[00:48:18] So how do you determine if a new agent fits that culture?

[00:48:34] Tari Taylor: We’re all about flexibility.

[00:48:37] We don’t want agents to feel like they have to do everything the “Premier way.”

[00:48:42] We want them to run their business their way—

[00:48:45] —as long as they uphold our core values:

• Putting the client first.
• Being trustworthy.
• Being honest in every transaction.

[00:48:58] Those are non-negotiables for us.

[00:49:10] So, when we interview agents, we listen carefully to how they talk about their business.

[00:49:18] If they’re saying, “I want to help my clients find the perfect home,”—that’s a great sign.

[00:49:20] But if we hear a lot of “I, I, I”—

[00:49:25] If it’s all about their production, their goals, their money—

[00:49:30] —that doesn’t align with us.

[00:49:34] At Premier, it’s about we.

[00:49:38] It’s about our clients and how we can serve them better.

[00:49:45] Tracy Hayes: That’s a huge difference.

[00:49:49] If you’re only in this for the money, you won’t last long.

[00:49:55] You have to actually enjoy the process.

[00:49:59] Because at the end of the day, money is not what keeps you going.

[00:50:10] Tracy Hayes: If you don’t enjoy the process of real estate, it doesn’t matter how much money is on the other end—you’re eventually going to burn out.

[00:50:12] Tari Taylor: Exactly.

[00:50:14] My favorite part of real estate is negotiation.

[00:50:16] I love getting into the deal—figuring out what I can do to help my buyer, what I can do to help my seller, and negotiating a deal that benefits everyone.

[00:50:29] Tracy Hayes: Alright, I like this. She’s good at negotiation!

[00:50:35] One of the common complaints I hear—

It doesn’t always come up during the podcast, but I hear it before or after, and I’ve seen it myself—

Some agents let their ego and emotions get in the way of a negotiation.

[00:50:50] Instead of working toward a win-win, they’re combative.

They get so wrapped up in the concessions or the terms that they forget—our job is to mediate the transaction, not take it personally.

[00:51:10] So, Tari, what’s your mindset when dealing with an agent like that?

And what have you coached Kari on when it comes to handling those situations?

[00:51:20] Because I imagine you’ve both been in negotiations where you just want to reach through the phone and say, “Can you just present this to your client already?!”

[00:51:45] Tari Taylor: Oh, that has definitely happened.

[00:51:50] I’ve taken many agents—kicking and screaming—all the way to closing.

[00:52:00] If I see an agent not doing what they should for their client, that’s when I step in.

[00:52:05] If I’m the listing agent and they’re bringing the buyer—

And I notice they’re not staying on top of deadlines, which is everything in real estate—

[00:52:14] Tracy Hayes: Mm-hmm.

[00:52:15] Tari Taylor: I step in and say, “Hey, do you mind if I reach out to the buyer’s lender?”

[00:52:20] I do it in a polite way, but I get involved.

[00:52:25] I always tell the other agent, “Let’s do what’s best for the client. For everyone—not just one party.”

[00:52:40] Real estate should be a team effort.

When we’re in a transaction together, we’re now a team.

[00:52:50] So I ask, “What can we do to get this deal to the closing table in a way that makes both the buyer and seller happy?”

[00:53:00] Tracy Hayes: You mentioned reaching out to the lender—

Honestly, I don’t know why you even ask the other agent for permission.

[00:53:10] I thought you were going to say you asked to speak to the buyer or seller directly.

[00:53:15] But reaching out to the lender—that’s huge.

[00:53:20] In 20 years, I can count on my fingers and toes the number of times a listing agent has actually called me as the lender.

[00:53:30] Just a simple call:

“Hey, how’s the buyer looking? Do they have solid credit? Do they have their funds ready?”

[00:53:40] They just want that vote of confidence.

[00:53:45] Tari Taylor: Yes!

[00:53:46] Tracy Hayes: And even just little updates during the process—

Like, “Hey, the appraisal is in, everything looks good.”

That puts you at ease as an agent, right?

[00:53:52] Tari Taylor: Absolutely.

[00:53:55] Tracy Hayes: Because otherwise, agents are just sitting there wondering what’s going on.

[00:54:00] Tari Taylor: Right.

[00:54:01] We don’t want to hound the other agent, but we do want to be informed.

[00:54:10] Tracy Hayes: The process takes weeks.

There are days where nothing is happening, and that silence can be nerve-wracking.

[00:54:20] But when an update comes in—like, “Appraisal is good,” or “Loan underwriting looks solid”—that matters.

[00:54:31] Tari Taylor: And beyond just myself, it’s about keeping the client informed.

[00:54:40] New agents need to understand—

Communicate consistently with your sellers and buyers.

[00:54:50] Don’t just get the listing and then disappear for a month.

[00:55:00] Keep them updated on what’s happening in the market.

Check in with buyers—

“How’s your loan process going? Anything I can help with?”

[00:55:10] When you put your clients first, the rest takes care of itself.

[00:55:19] Tracy Hayes: Alright, back to negotiations—

[00:55:22] Kari, does your mom typically handle negotiations, or is it a shared effort?

[00:55:27] Tari Taylor: We both do.

[00:55:30] Tracy Hayes: I imagine you’re both copied on all the emails—

[00:55:35] But is there ever a time when one of you steps in more than the other?

[00:55:36] Kari Francom: Yeah.

[00:55:38] Sometimes she brings in clients, sometimes I do.

Whoever brings in the client usually takes the lead—

[00:55:45] —but we always work as a team.

[00:55:50] Kari Francom: I’ve heard it time and time again ever since I was little—

Do whatever it takes for your customer.

[00:55:55] And I’ve watched my mom do exactly that, no matter what.

[00:55:57] Tracy Hayes: Is it really about the customer, or is it about the transaction?

[00:56:00] I ask because ultimately, you have a buyer who wants to buy and a seller who wants to sell.

[00:56:10] The goal is to make the transaction happen.

[00:56:15] There are always changes along the way—repairs, concessions, negotiations—

But if you present everything in a logical, educated way, and the buyer or seller accepts the terms, then that’s it.

[00:56:40] An agent shouldn’t throw their own emotions into it and say, “Oh, I’m not going to ask my buyer to accept that $500 repair.”

[00:56:51] Kari Francom: I’ll share an experience we had—

We had a listing, and an offer came in.

[00:56:58] The seller was willing to accept it.

But the buyer’s agent wanted more commission than what was offered.

[00:57:10] The seller wasn’t willing to pay extra, so my mom actually cut her own commission to make the deal happen.

[00:57:20] She wasn’t worried about making extra money—

She was focused on getting her seller’s home sold.

[00:57:30] The buyer was happy. The seller was happy.

The only person unhappy was the agent asking for more commission.

[00:57:37] Tracy Hayes: Yeah.

[00:57:40] Well, I think top agents find a way to make deals happen.

[00:57:45] But Tari—what’s another way you could’ve handled that situation?

Because you earned that commission.

[00:57:48] Tari Taylor: I know.

[00:57:49] Tracy Hayes: There are several ways to approach it without giving up your own money.

[00:57:53] Tari Taylor: Absolutely. Every situation is different.

[00:57:55] With the buyer’s agent agreements that are now required, agents can outline their commission up front.

[00:58:10] If they don’t get what they asked for, their buyer is responsible for the difference.

[00:58:20] That’s caused some controversy in the real estate world.

[00:58:30] But at Premier, we decided to include a paragraph in our contracts stating:

We will take whatever the seller is willing to give us. We will not make our buyer pay us one penny.

[00:58:40] That’s our choice.

[00:58:42] Here in Florida, it’s never been customary for buyers to pay commissions, and we’re not changing that.

[00:58:50] Tracy Hayes: Alright, let’s flip this—

[00:58:51] When you’re representing a seller, how do you prepare them for these commission conversations?

[00:58:54] Tari Taylor: Good question.

[00:58:55] Tracy Hayes: Because your mindset is clear.

[00:58:58] And even if other brokerages don’t put it in writing the way you do, some probably operate with the same mindset.

[00:59:06] So when you’re prepping a seller, what does that conversation look like?

[00:59:13] Are you giving them data on what buyer’s agents are typically asking for?

[00:59:20] Tari Taylor: Yes.

[00:59:22] And now, there’s another form besides the buyer-broker agreement—

[00:59:28] There’s also a broker-to-broker form.

[00:59:30] We use that in all of our listings.

[00:59:33] When an offer comes in, the buyer’s agent fills out the broker-to-broker form, which confirms commission terms.

[00:59:40] That form matches what we agreed to in the listing agreement—

[00:59:44] 4% total commission, split 2% to the listing broker and 2% to the buyer’s broker.

[00:59:50] Tracy Hayes: So, the seller pays you, and you pay the buyer’s broker?

[00:59:57] Kari Francom: Exactly.

[00:59:59] Tracy Hayes: So, you don’t even have to put commission details in the contract itself?

[01:00:03] Tari Taylor: Correct. That’s just how we choose to do it.

[01:00:05] Tracy Hayes: Have you had any pushback from agents on that?

[01:00:08] Tari Taylor: Honestly, just a couple.

[01:00:10] But overall, it hasn’t been an issue at all.

[01:00:14] Tracy Hayes: That’s interesting.

[01:00:18] Tari Taylor: And if a buyer chooses to pay their agent more commission, that’s between them and their broker.

[01:00:26] That’s why we added that verbiage—

We want everything to be a win-win.

[01:00:35] And honestly, despite all the industry changes, we’re seeing things stay pretty much the same.

[01:00:42] At the end of the day, our goal is simple—

Get your home sold and put as much money in your pocket as possible.

[01:00:46] Tracy Hayes: Right.

[01:00:47] This is a topic that comes up all the time.

[01:00:50] I’ve heard different theories on how to handle commission discussions.

[01:01:00] Some agents prep their sellers by saying, “Have some money set aside, because you’ll be asked to pay commission.”

[01:01:10] Others say, “Make an offer, and we’ll negotiate it.”

[01:01:20] Everyone approaches it a little differently.

[01:01:27] Tari Taylor: Absolutely.

[01:01:30] But at Premier, we’re just focused on getting homes sold—in a way that makes sense for everyone involved.

[01:01:28] Tari Taylor: I think the most important thing is—yeah, you want to make money, but you don’t want to be greedy.

[01:01:33] And honestly, I hate that form.

[01:01:36] But I understand why they had to do it.

[01:01:37] Tracy Hayes: Well, before August, what did your buyer-broker consultation look like?

[01:01:44] Were you already doing a formal consultation, or has this change forced you to become more formalized?

[01:01:48] Tari Taylor: Yeah, we’ve always done 4%—split 2 and 2.

[01:01:54] Tracy Hayes: No, I mean with the buyer-broker agreement specifically.

[01:01:56] Tari Taylor: Oh, okay.

[01:01:57] Tracy Hayes: Because a lot of agents weren’t even having that conversation.

[01:02:00] Tari Taylor: Yeah, it wasn’t really something that anyone used before.

[01:02:03] Tracy Hayes: Right.

[01:02:04] Tari Taylor: We all knew it existed, but it wasn’t something we actively used because it wasn’t required.

[01:02:10] Tracy Hayes: And commissions have always been negotiable.

[01:02:14] Kari Francom: Always.

[01:02:15] Tari Taylor: Always.

[01:02:16] Tracy Hayes: Just saying that for people who might not know all the legalities.

[01:02:20] Tari Taylor: Exactly. It’s always been negotiable.

[01:02:22] Tracy Hayes: Some agents actually say they’re making more money now because the buyer-broker agreement forces them to sit down and actually explain their value.

[01:02:40] They’re having formal conversations—whether on Zoom or in person—outlining exactly what they do for the buyer.

[01:02:50] Kari, since you’re newer to this, have you had to coach yourself up on how to communicate your value to buyers?

[01:03:26] Kari Francom: I think that conversation should have always happened.

[01:03:30] Tracy Hayes: Mm-hmm.

[01:03:31] Kari Francom: But this lawsuit has kind of forced everyone to do it.

[01:03:38] And in that way, I think it’s actually a good thing.

[01:03:42] Buyers should understand exactly what’s expected of them and exactly what we, as their representation, are going to do for them.

[01:03:46] Tracy Hayes: Have you had any buyers push back?

[01:03:50] Like, “What about the lawsuit? What does this mean for me?”

[01:03:52] Tari Taylor: Yes.

[01:03:54] Tracy Hayes: How do you handle that objection?

[01:04:03] Tari Taylor: It’s not so much an objection—they just want more information.

[01:04:06] Tracy Hayes: Mm-hmm.

[01:04:07] Tari Taylor: They don’t quite understand it, so we take the time to explain why this form exists and what it means for them.

[01:04:20] But honestly, we’re still doing things the same way we were before.

[01:04:26] The bottom line is—an agent wants to be paid when they bring the buyer, and the seller wants to walk away with as much money as possible.

[01:04:41] So we still use the broker-to-broker form, with the 4% split 2 and 2.

[01:04:50] It hasn’t really caused a big shift for us.

[01:05:06] Maybe twice we’ve had an agent come in and say, “My buyer won’t buy your home unless you pay my commission.”

[01:05:10] But that’s rare.

[01:05:12] Tracy Hayes: Kari, what have you learned about yourself since entering real estate?

[01:05:18] Kari Francom: I think I’ve often underestimated myself.

[01:05:23] Tracy Hayes: Mm-hmm.

[01:05:24] Kari Francom: But being out there and doing it—

I’ve realized that I can take on hard things better than I thought I could.

[01:05:29] Tracy Hayes: You’ve got some grit!

[01:05:31] We need to get you the book Grit by Angela Duckworth.

[01:05:33] Kari Francom: Exactly!

[01:05:35] If I work hard, stay consistent, and follow the principles I’ve been taught—both in real estate and in life—I will be successful.

[01:05:44] Tracy Hayes: Back when you started, Tari, there weren’t a lot of young agents.

[01:05:50] Now, I see a lot of successful realtors in their 20s.

[01:05:55] Did you see that back in 2005?

[01:06:04] Tari Taylor: No.

[01:06:05] You rarely saw young agents back then.

[01:06:06] Tracy Hayes: Exactly.

[01:06:07] Now, it’s totally different.

[01:06:10] Before getting into real estate, what were you doing, Kari?

[01:06:16] Kari Francom: Before I got into real estate, I didn’t have any kids yet.

[01:06:20] Tracy Hayes: Oh, I thought you were raising kids before jumping into this.

[01:06:22] Kari Francom: Nope, no kids at that time.

[01:06:28] Tracy Hayes: So what were you doing?

[01:06:30] Kari Francom: I was doing administrative work for their company.

[01:06:35] Tracy Hayes: Oh, so that’s where you started?

[01:06:37] Kari Francom: Yep.

[01:06:38] And after a few years of that, I realized—

I do have a passion for real estate.

[01:06:44] Kari Francom: I realized—this is what I want to do.

[01:06:46] Tracy Hayes: So making that leap was easy for you?

[01:06:47] Kari Francom: It was.

[01:06:50] Tracy Hayes: Circling back to the question I asked earlier—

Your girlfriends see you having success in real estate.

[01:07:00] What are you telling them about grit?

[01:07:05] About taking that leap of faith?

[01:07:07] Kari Francom: In some ways, it was easier for me because I had my mom as a mentor.

[01:07:12] But in some ways, it was harder—

Because everyone knows her name and face.

[01:07:20] So I had to put myself out there and establish my own name.

[01:07:24] But for someone just starting out, the biggest thing I’d tell them is—

Success is not going to happen overnight.

[01:07:30] Tracy Hayes: Right.

[01:07:32] Kari Francom: You have to do the hard work.

[01:07:35] Do the rentals. Show every property.

[01:07:40] Get your name out there.

[01:07:42] Work real estate into every conversation you have.

[01:07:46] And over time, you will be successful.

[01:07:51] Tracy Hayes: Tari, is there going to be a point where you officially pass the torch?

[01:07:57] Tari Taylor: Oh, she’s already soaring.

[01:08:00] But maybe one day, when I’m much older and don’t want to do this anymore—

[01:08:04] Tracy Hayes: Just hand over your referrals and say, “Go show this house.”

[01:08:06] Tari Taylor: Exactly.

[01:08:10] Tracy Hayes: Alright, let’s wrap up with this—

What are three things agents need to be doing right now in today’s market?

[01:08:18] Interest rates are where they are. Inventory has tripled or quadrupled from its lowest point.

[01:08:30] What are agents doing—or what should they be doing—to keep business moving?

[01:08:38] Tari Taylor: Kari, you want to go first?

[01:08:39] Kari Francom: Sure.

[01:08:40] First—stay educated.

[01:08:45] Not just with what’s required, but beyond that.

[01:08:50] If there’s a new form or a new law, you need to be on top of it.

[01:08:55] Luckily, our broker keeps us updated whenever something changes.

[01:09:00] Tracy Hayes: What’s the second thing?

[01:09:02] Kari Francom: Networking.

[01:09:05] Talk to people, get involved, and put yourself out there.

[01:09:10] Social media plays a role, but even casual conversations make a difference.

[01:09:15] Tracy Hayes: Do you think there’s a buildup of people waiting on the sidelines?

[01:09:20] People who want to buy or sell, but are holding off because of interest rates?

[01:09:26] Kari Francom: Absolutely.

[01:09:30] The moment rates dropped even slightly, we had so many buyers come out of the woodwork.

[01:09:36] Tracy Hayes: That demand is there—it’s just paused right now.

[01:09:40] Kari Francom: Exactly.

[01:09:45] Tari Taylor: And a lot of my sellers are either downsizing or upsizing.

[01:09:50] So we’re seeing resale homes moving, but also a lot of buyers heading toward new construction.

[01:09:55] Because builders are buying down interest rates.

[01:10:00] Tracy Hayes: That’s a huge factor.

[01:10:02] Kari Francom: And I’ve heard so many people say—

“I don’t really need an agent when buying new construction.”

[01:10:10] And I just think, Oh my gosh, YES you do!

[01:10:14] Tracy Hayes: Probably more than ever.

[01:10:15] Kari Francom: Exactly!

[01:10:18] Nothing against builder reps, but their job is to represent the builder.

[01:10:22] Their job is not to represent you.

[01:10:30] You need someone on your side to negotiate for your best interests.

[01:10:35] Tracy Hayes: And get an inspection!

[01:10:40] I’ve heard so many horror stories about new construction issues.

[01:10:45] Kari Francom: Exactly.

[01:10:47] Some builders won’t tell you to get an inspection—but an outside agent will.

[01:10:52] Tari Taylor: And an agent should be there for every step of the process.

[01:11:00] Not just for signing the contract and disappearing until closing.

[01:11:05] If a buyer wants us at every single walkthrough, we’ll be there.

[01:11:10] If they’re more experienced and don’t need as much oversight, we adjust.

[01:11:15] But most buyers—especially first-time buyers—want someone guiding them through it all.

[01:11:25] Tracy Hayes: Absolutely.

[01:11:27] Alright, that’s a great place to wrap up.

You two are a powerful mother-daughter duo in this business.

[01:11:35] Tari Taylor: Thank you so much!

[01:11:36] Kari Francom: We really appreciate it.

[01:12:00] Kari Francom: We have a customer whose home is almost finished being built.

[01:12:05] When they first signed, they were promised that their lot would be big enough for a pool.

[01:12:10] Turns out—it wasn’t.

[01:12:12] If they didn’t have outside representation, the builder would have just said, “Sorry, nothing we can do.”

[01:12:17] Tracy Hayes: Or they would’ve had to eat their earnest money.

[01:12:20] Kari Francom: Exactly. Or walk away and lose their deposit.

[01:12:25] Tracy Hayes: And builder deposits are huge.

[01:12:30] People don’t realize how often this happens.

[01:12:35] I know someone who bought one of the last houses in a neighborhood—

[01:12:40] The house was supposed to be positioned to face a retention pond instead of looking straight into their neighbor’s window.

[01:12:45] But when they poured the slab—they did it backward.

[01:12:50] Kari Francom: Oh no.

[01:12:51] Tracy Hayes: So instead of looking at the pond, they’re staring at the side of their neighbor’s house.

[01:12:55] Kari Francom: And this is someone’s home!

[01:12:57] Not just a house—but the place they’re supposed to live.

[01:13:00] Tari Taylor: If they had an outside agent, we could have caught it sooner.

[01:13:05] Tracy Hayes: Right. Now they’ve got someone to go to bat for them.

[01:13:10] Someone to fight for their deposit back or negotiate a better outcome.

[01:13:15] Tari Taylor: That’s exactly what we did for our client.

[01:13:18] We pushed back on the builder.

[01:13:20] Kari Francom: And they did not want to budge.

[01:13:23] But we kept fighting and ended up getting them an even better lot than they originally chose.

[01:13:30] Tracy Hayes: And that’s huge.

[01:13:32] These aren’t rare cases—this happens all the time.

[01:13:36] And this is why I always recommend getting a home inspection on new construction.

[01:13:40] Kari Francom: Yes!

[01:13:42] Tracy Hayes: A good inspector would’ve caught that slab mistake before it was poured.

[01:13:50] Once the concrete is down—it’s game over.

[01:13:53] Tari Taylor: Exactly.

[01:13:55] That’s why having a great inspector is crucial.

[01:14:00] Someone who isn’t just doing a one-time walkthrough—but is involved throughout the entire build process.

[01:14:10] Tracy Hayes: People don’t realize the horror stories that come with buying a home.

[01:14:15] It’s not like buying a car—where you can see everything before you drive off the lot.

[01:14:20] Kari Francom: Right.

[01:14:21] Tracy Hayes: And at least with a car, you get a warranty.

[01:14:25] But houses? There’s no lemon law for a badly built home.

[01:14:30] Unless you run into something extreme, like the Chinese drywall crisis years ago.

[01:14:35] Tari Taylor: Exactly.

[01:14:38] Tracy Hayes: Ladies, I really appreciate you coming on today.

[01:14:40] I enjoyed this conversation so much.

[01:14:42] Kari Francom: Thank you for having us!

[01:14:45] Tari Taylor: Yes, thank you!

[01:14:47] Tracy Hayes: Anything else you want to add before we wrap up?

[01:14:50] Kari Francom: No, I think you covered everything!

[01:14:55] Tracy Hayes: Well, I appreciate your time—great insights today.

[01:15:00] Thanks again, ladies!