Pricing & Listings Episodes

Episode 342: Aubrey Wessolowski — What It Actually Takes to Master Jacksonville's Historic Home Market Aubrey Wessolowski of The Gilman Group at Berkshire Hathaway HomeServices Florida Network Realty joins Tracy Hayes to break down what buying and selling actually looks like in Jacksonville's historic corridor — Avondale, San Marco, Riverside, and Murray Hill. A Jacksonville native with an economics degree and a background in fintech project management, Aubrey brings a numbers-first lens to real estate most agents don't have. They cover the insurance and inspection issues that catch buyers off guard in older homes, why overpricing costs sellers more than it saves in today's market, what NAR's Clear Cooperation rule actually changed for pre-market access, and why specialization — not a big territory — is what separates a great agent from a generalist in 2026. Aubrey also talks about building her business alongside her mother, Marilyn Gilman, and what a two-person team can deliver…

Marilyn Gilman didn't plan on becoming a Jacksonville real estate agent — she got her license in 2019 after nearly two decades raising her family, stepping into a market she already understood from close to 40 years around her husband's family development business. She hit Rookie of the Year in her first year, sold just over $5 million, and now leads a mother-daughter team with Berkshire Hathaway HomeServices Florida Network Realty, ranked the #3 small team in Florida. In this episode, Marilyn breaks down what actually happens when a seller won't move on price. Her read: sellers who wait too long "start dripping blood in the water" — and buyers' agents notice fast. She and Tracy also dig into Florida's November property tax ballot measure, the state's improving insurance market, and what it means to act as a true fiduciary when a client wants to hear a number you can't honestly give them. The conversation covers plenty of Jacksonville-specific ground too — the trade-offs between…

Holly Frandsen didn't come up through real estate — she came up through sports marketing, and it shows in how she runs listings today. On this episode of the Real Estate Excellence Podcast, Holly joins Tracy Hayes to break down how she and her mother-in-law, Tracy Frandsen, built the Frandsen Team at Christie's International Real Estate First Coast, and why keeping the team small and hands-on beats scaling up for its own sake. Holly walks through the content strategy behind the team's organic growth — 1,200 Instagram followers with individual videos pulling 40,000+ views, built on short, keyword-packed clips that withhold just enough information to generate real leads. From there, the conversation moves into buyer strategy across St. Johns and Clay County: what Rivertown and Eagle Harbor actually deliver that online research misses, how to price a resale home honestly against new construction incentives, and the CDD fees, insurance costs, and HOA line items that a pre-approval lett…

Tracy Frandsen has sold real estate in Northeast Florida for 20 years — long enough to work the foreclosure crisis from the inside. As part of a Fannie Mae brokerage relationship, she handled REO properties directly: assessing homes with renters still living in them, managing cleanouts, and deciding property by property whether to sell as-is or put on a new roof. "Sometimes I felt like I worked for Fannie Mae," she says, "instead of my brokerage." That negotiation instinct never left. Now with the Frandsen Team at Christie's International Real Estate First Coast — a team she built with her daughter-in-law Holly in 2020 — Tracy talks about what it actually takes to keep a deal alive. In the last six months alone, she's had to talk three different sellers off the cliff, including one Ortega-area deal where a frustrated seller was ready to walk over a repair request. Tracy Hayes and Tracy Frandsen also get into the Clay County vs. St. Johns County decision buyers face constantly, w…

Lisa Vernon has sold every home she's listed in Nocatee. Not most. Every one. In a market she says is down 6% to 8% with more than 200 expired listings at one point, that record isn't luck — it's a pricing conversation most agents avoid having. Lisa joins Tracy Hayes for Episode 335 to break down how she got there, starting in 1998 on the mortgage side. Commercial Credit, then EverBank, Washington Mutual, PHH — cubicle after cubicle, phone call after phone call. A difficult pregnancy in 2008 pulled her out of the business entirely. She came back in 2013 with a real estate license, a mentor at Keller Williams, and a vision board with a $52,000 income goal on it. She blew past it. The phrase that anchors this episode is one Lisa learned watching her mother work model homes as a teenager: "Commission breath is when you can tell that that agent cares more about their commission than making sure you're making the right choice." She tells the story of a buyer named Lynn who was ready …

EPISODE 319 — ALLISON CHANCE | ANCHORED REAL ESTATE GROUP Allison Chance returns to the Real Estate Excellence Podcast for the first time since Episode 45, and five years later she has a lot to share. As the founder of Anchored Real Estate Group, a Military Relocation Professional, and a Navy wife who relocated eight times in ten years, Allison brings a perspective on Jacksonville real estate that very few agents can match — she has lived the experience her clients are going through. In this episode, Tracy and Allison dig into what is really happening on the ground in Northeast Florida right now. Allison breaks down why pricing a home correctly on day one is the single most important decision a seller can make, and why the strategy of listing high and dropping in small increments is quietly costing sellers thousands. She walks through her one-page listing presentation approach, how she reads cumulative days on market to set realistic expectations, and why sellers who wait for the pe…

In Episode 317 of the Real Estate Excellence Podcast, Tracy Hayes sits down with Jacksonville native and Christie’s International Real Estate First Coast agent Alexis Gamel for a straight-talking conversation about today’s Northeast Florida real estate market. Alexis brings a unique perspective shaped by experience in development, land sales, residential real estate, and a lifetime around construction through her father, a longtime custom home builder. She explains how that background helps her buyers evaluate new construction and resale homes, understand inspection reports, and look beyond finishes to what really matters. Tracy and Alexis break down the Jacksonville Beaches market, why coastal properties command a premium, and why Alexis believes the market is normalizing, not crashing. They discuss the disconnect between buyer and seller expectations and why pricing a home correctly from day one is critical. They also get into mortgage rates, seller concessions and rate buy…

In this episode of Real Estate Excellence, Tracy Hayes sits down with Taylor Diaz of Keller Williams Atlantic Partners for a grounded conversation on what buyers and sellers in Jacksonville and Northeast Florida need to understand right now. Taylor shares how her medical background shaped her calm, educational approach to hard conversations and why today’s market demands more honesty, clarity, and strategy from a local Realtor. The episode digs into some of the biggest issues affecting real estate decisions today, including pricing a home correctly from day one, navigating relocation into Jacksonville, evaluating new construction versus resale, and understanding how insurance, lifestyle, and long-term value all factor into the decision-making process. Taylor also breaks down what she’s seeing in Jacksonville Beach luxury, why SilverLeaf and Nocatee appeal to very different buyers, and how she helps clients think beyond the headline and focus on fit, timing, and total cost of owners…

In Episode 314 of the Real Estate Excellence Podcast, Tracy Hayes sits down with Amelia Island Realtor Leigh Howe for a conversation packed with real-world experience, market insight, and practical advice for both consumers and agents. Leigh shares how her career evolved from teaching and hands-on homebuilding into high-level real estate sales, and how that background gave her a rare advantage in understanding land, construction, development, negotiation, and the full client experience. Leigh breaks down what makes Amelia Island such a unique market, from its lifestyle appeal and natural beauty to its growing luxury presence and strong second-home demand. She explains why so many buyers are drawn to the area for privacy, simplicity, and long-term lifestyle value, while also highlighting the realities that come with coastal ownership, luxury expectations, and a changing market. The episode also delivers strong takeaways for real estate agents. Leigh talks about the importance of …

Episode 306 – Robyn McIntosh: Builder Insights, Listing Prep, and Real Talk for Agents In this episode, Tracy sits down with Robyn McIntosh, a former Pulte Homes site agent turned top-producing Realtor in Jacksonville. Robyn shares the raw truth about what buyers miss in new construction, how agents can better protect their clients, and why listing prep isn’t just about photos—it's about psychology. With over 15 years in Northeast Florida and a background in psychology and customer service, Robyn brings a rare mix of empathy, precision, and systems to every transaction. She dives deep into her transition from builder rep to full-service agent, the power of transparency in tough conversations, and why agents must master the walkthrough. Whether you're an agent looking to level up your listing skills, or you want to understand the builder mindset from the inside, this episode is packed with clarity, strategy, and hard-earned lessons.