“Laurie Gilmore's Mastering Communication has been an amazing opportunity to learn Tactical Empathy and Emotional Intelligence from a new point of view. Laurie taught the science of TE with so much passion it was infectious. She delivered every type of client interaction and each class included incredible breakout sessions. It made me a better listener, more curious about every conversation and less attached to every outcome. It felt more like a popular master's-degree course than a training; and Laurie is a coveted Professor!”
“I have been in Real Estate for 20 years and tried several coaching programs. The Performance 6 is a life changer. Steve Shull and his team are teaching to the whole person. The work being done at Performance Coaching makes you a better person as well as a better agent. There is no catch. Six months in and loving my PC Coaching Community.”
“I've been in this business for 10 plus years. I am very excited about my future moving forward, because the training that I've been exposed to in this short time, is nothing short of incredible. The way that Steve teaches you on your mindset and helps you really undertanding of how we should be approaching this business, just makes sense.”
“Hello. 👋 I’m new to the Performance Coaching community and have found it very interesting, transformational and a game changer! I’m looking forward to implementing the performance 6 strategy. The Rewiring process is in effect and I’m thankful for the change.”
“As a seasoned real estate agent committed to continual growth and excellence, I cannot recommend The Full Fee Agent in Practice highly enough. This isn’t just another professional development course—it’s a transformational experience that redefines what it means to be a Trusted Advisor in our industry.
At the heart of this course is the extraordinary work of Professor Laurie Gilmore. Her insights, clarity, and real-world approach elevate the material beyond the theoretical.
This course is a must-watch for all real estate professionals. Whether you’re newly licensed or a seasoned broker, The Full Fee Agent in Practice will reignite your passion for the profession and give you the tools to operate at your highest level—with integrity, confidence, and a clear mission. If you’re ready to stop chasing commissions and start building a legacy as a Trusted Advisor, this course is your next step. Laurie, thank you for raising the bar for all of us!”
“What a wonderful session! I didn't know what to expect from the CRM class I took recently. It was a total game changer. The class is jam-packed with usable systems and processes. I was underutilizing the amazing platform Compass offers in so many ways, but this class gave me the needed pathways to make it work for me so I can continue to grow my business. The coach, Caroline, was incredibly tuned in, detailed, understanding, and knowledgeable. I will be back for more!”
“Thank you so much for the terrific CRM master-class. I was unable to attend every sesh live, but I went back and watched most.
Your calm, thoughtful, strategic approach to CRM is helping to reframe, crystallize, and focus my business on what is most important.
I now enjoy "living" in my CRM. When I have a "break" in my day, instead of checking email or IG, I open my CRM and get to work. I have total contacts down to just over 500 and am working towards getting the dashboard to zero. (I will send you flowers when that occurs!)”
“There are certain types of people with specific skills and process has always been an issue for me. I felt as though I didn’t have access to it. Almost like a club and I would never get in because
my mind didn’t work that way, maybe.
It seemed too complicated to simplify the complications of real estate. I know, I say that without irony. Another way to describe it was hopeless and quietly tolerating unnecessary stress. Or, put another way, driving the Real Estate highway always in second gear, burning out.
I didn’t know how or where to get help for this massive situation (problem) standing in front of me. Everyday. I didn’t know how to create a system and set it up into a functioning structure. I didn’t know how to store it, manage, or sustain it. I didn’t know what I didn’t know … So how could I fix that? I couldn’t.
What’s fantastic about Rica, besides the fact that she’s a lovely person, she’s serious about the way she runs her business. While I learned so much along the way I also got a glimpse into her point of view, her standards and philosophy, which are heart felt, ethical, and top-notch.
Rica likes the concept of a process so much (here) she has created a “process” to creating every “process” you’ll need. Beginning to end. I am beyond grateful to have found her class because slowly, steadily, I am doing what didn’t seem possible. My mind has expanded and deals are appearing. Working with Rica has been an absolute game changer.”
“Our coaching with Steve has been totally transformative: I can't imagine what'd I'd do without him. Real estate can be very fragmented - you're the CEO, CMO, CFO, the salesperson...the program focused on what only "you can do," and gives you the self-worth to know how to grow. It's scary, it's different, and works. I'm very grateful for this huge transformation.”
“Lorin is someone who truly understands what it’s like to be in the trenches. She has the incredible ability to tap into the deeper emotional dynamics that drive both us and our clients — helping me see things from fresh perspectives.
She combines emotional intelligence and business acumen that help us see how to really listen to our clients. Each call, I learn something new that can be used in my everyday conversations.
Her no BS approach resonates with me and I know, lands well with clients.
Barrie Petersen
Long Beach,Ca.”
“Performance Coaching has had a profound impact on me as a real estate professional, and Game Plan 2025 was no exception. I left feeling inspired and equipped with a clear, actionable strategy—no fluff, just real, effective guidance. Nowhere else in the industry will you find a more enlightened, honest, and straightforward approach to building a sustainable and fulfilling business. If you're tired of the usual chatter about lead generation, production, and inflated egos, this is the coaching you’ve been looking for. Steve and his team lead with truth and integrity, making this the only coaching program that truly delivers. Incredibly refreshing and absolutely essential!”
“Laurie Gilmore and Tactical Empathy are pretty much one in the same. Laurie has such a deep rooted understanding of this "new language". It is totally second nature to her. What's more, she is patient and compassionate towards all her students as we struggle in our attempts to adopt this new way of thinking. Laurie is fully committed to continually improving her techniques of teaching us. Her preparation is evident - she adjusts, pivots and evolves based on the weaknesses she observes in her students. I have been in several of her coaching classes. She is fantastic.”
“The first time I came across Steve Shull was during a webinar at Compass, where he was talking about tactical empathy. What really struck me was the sincerity in his voice—it immediately grabbed my attention. After that, I decided to sign up for his 14-day trial of the Performance Coaching program. By the end of those two weeks, I was completely hooked and amazed at everything I had learned. I found myself wondering, Why didn’t I meet this guy 20 years ago when I first started in real estate?
Without hesitation, I signed up for his full coaching program, and since that day in October 2023, I haven’t missed a single one of the daily calls. On top of those daily calls, PC offers a variety of role-play programs with incredible coaches. I personally had the opportunity to attend Laurie Gilmore’s *Tactical Empathy BootCamp*, and it was nothing short of exceptional.
Enrolling in this coaching program has truly been one of the best decisions I've made for my business. Steve is hands-down the best thing that’s happened to my real estate career. But he's not just a real estate coach—he’s so much more. He’s a life coach, a mentor, and that guiding voice everyone needs. He has this rare ability to be both tough and caring at the same time. He genuinely cares about your success, but he won’t sugarcoat anything. If you’re expecting him to pat you on the back for simply doing your job, I have bad news for you! :-)
I could go on and on about how much Steve Shull and Performance Coaching have impacted both my personal and professional life. It’s a complete game-changer. The energy and mindset shift you get from this program are infectious—it’s not just about improving at work, it’s about living your best life.
As a bonus, I’ve made real, lasting friendships through the PC community—friends who have become family across the country. Gratitude is truly the word that best reflects how I feel about everything.”
“I just wrapped up the Performance Coaching Tactical Empathy Boot Camp with Laurie Gilmore, and I have to say—it was absolutely transformative. If you’re looking to level up your communication and build stronger, more authentic connections with others, this course is a must.
What I loved most was how Laurie helped me truly understand and apply tactical empathy in a way that goes beyond just “understanding” someone’s perspective. She taught me how to connect with people on a deeper level, which has made a huge difference not just in my work as an agent, but in my relationships with family, friends, and even strangers. I’ve become more patient, more understanding, and more present in every interaction.
One of the biggest takeaways for me was how tactical empathy actually takes the stress off of being an agent. Instead of feeling like I’m the one who has to come up with all the answers, I now realize that the decisions are really in my clients' hands. My role is to guide them through the process with empathy, helping them feel seen and heard. It’s almost like using a paintbrush to gently lead them through potentially stressful situations without feeling overwhelmed. It feels empowering rather than stressful.
Laurie’s teaching style is incredible—she’s relatable, knowledgeable, and genuinely passionate about helping others succeed. Her ability to break down complex concepts into actionable steps made this whole experience enjoyable and easy to apply in real life.
Overall, this course has made me a better agent, a better partner, and a better human. If you want to improve your communication skills, reduce stress in tough situations, and truly connect with others, I can’t recommend this course enough. Laurie Gilmore is a fantastic coach, and I’m so glad I took this leap!
Thank you Steve Shull and the whole community at Performance Coaching AND The Black Swan Group :-)”
“Performance Coaching has been outstanding! The team’s support and guidance are truly top-notch. Their ability to tailor training to specific needs makes a real difference. I highly recommend them to anyone looking to grow and succeed!”
“I've been coaching with Steve since 2020—daily accountability and role play calls, small group coaching and almost every workshop offered. Being surrounded by like-minded colleagues who prioritize learning and evolving has changed my life for the better. My coaching calls are my office. I'm curious every day to see where we are headed and so grateful for the support of the performance coaching community. It is so much more than business coaching!”
“Working with Steve Shull has truly been transformative for both my personal and professional development. Each session has provided me with practical strategies, valuable insights, and a renewed perspective that has opened doors I didn’t even realize were there. If you’re looking to take your performance to the next level, I can’t recommend this enough.”
“This sales training was exceptional! It delivered practical, actionable strategies for understanding client motivation, improving communication, and overcoming objections. The role-playing and accountability segments made it highly engaging and immediately applicable. A must for anyone aiming to elevate their sales game!”
