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Transcript

The TRUTH About eXp Luxury – What the Big Brands Don’t Want You to Know! · The Real Estate Agent Playbook

• 0:00
  luxury real estate is evolving
• 0:02
  I do not go
• 0:03
  one single day without having a conversation
• 0:05
  with a newer agent that wants to get into luxury
• 0:09
  or now that I'm in higher price points
• 0:11
  talking to other agents that are dealing in the luxury
• 0:13
  space
• 0:14
  the truth is luxury real estate is all about the brand
• 0:18
  you and everything that comes with it
• 0:21
  but traditional brokerages
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  traditional luxury you know
• 0:25
  big dogs seem to always want to push their brand
• 0:29
  over your brand
• 0:30
  EXP came in and is absolutely changing the game
• 0:33
  at the end of this video
• 0:34
  I will disclose some things that
• 0:35
  you would be able to say as an EXP luxury agent
• 0:39
  that would absolutely earn you that listing
• 0:41
  get that sign in the yard
• 0:43
  with that EXP luxury logo on it
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  that you just can't offer
• 0:47
  and the truth is it's a fraction of the price
• 0:50
  we're talking 1/100 of what you're paying for those big
• 0:54
  luxury brands so stay tuned
• 1:01
  what's up guys
• 1:01
  Jeremy can real estate agent playbook
• 1:03
  today we're diving deep into the EXP luxury model
• 1:06
  we're going to go into that
• 1:08
  typically on this channel
• 1:09
  we give you organic lead generation
• 1:11
  strategies to help you win every single day
• 1:13
  at the game of real estate
• 1:15
  helping you build your sphere of influence
• 1:17
  build and serve people first
• 1:19
  which ultimately is a massive win
• 1:22
  when you get into those higher price points
• 1:23
  and you enter that luxury space organically
• 1:26
  so let's dive into that
• 1:28
  but first if you want to uh subscribe to the channel
• 1:31
  I'd be forever grateful
• 1:33
  I provide two videos per week all about agents
• 1:36
  agent development
• 1:37
  um my life changing group at the XP Realty
• 1:40
  but mainly
• 1:41
  all about helping you win every single day of the game
• 1:43
  real estate listening over on the podcast
• 1:46
  please share this with your favorite real estate agent
• 1:48
  we're still growing that community
• 1:50
  it's absolutely exploding
• 1:51
  uh but it's also available
• 1:53
  if you're watching this on YouTube
• 1:54
  on the go check that out
• 1:55
  we're on all podcast syndication so let's get rolling
• 1:59
  so what is EXP luxury and where did it start
• 2:03
  the truth is
• 2:03
  a group of high level professionals got together
• 2:08
  people from other brokerages
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  that had built luxury brands in Lahoya
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  and across the country Denver
• 2:14
  all the places and they got together and they said
• 2:17
  what can we do
• 2:18
  to bring the perfect luxury model to the EXP brand
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  and that's absolutely what they did
• 2:24
  and the truth is they're chopping and changing it
• 2:27
  but some of the things that they implemented into
• 2:29
  the system for EXP
• 2:31
  are absolutely game changing
• 2:33
  and I'm gonna talk about those
• 2:34
  so EXP Luxury recently passed 2,000 agents
• 2:38
  in the membership it is an additional cost of just 20
• 2:42
  five hundred dollars a year
• 2:44
  be a part of the luxury brand
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  however what you get when you're on the luxury side
• 2:49
  is absolutely phenomenal right
• 2:52
  the automatic syndications to massive luxuries
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  publications the you know
• 2:58
  access to you know luxury presentations
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  the luxury branding
• 3:02
  all the things and the global network
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  this is something that is absolutely under mind
• 3:08
  as we move forward is that
• 3:11
  you are not only a part of a global luxury division of
• 3:14
  you know 2,000 agents and growing
• 3:16
  but also a 90,000 person brokerage that you know
• 3:20
  off obviously
• 3:21
  works hard to send referrals and all the things
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  when you have that luxury
• 3:25
  you know EXP luxury branding
• 3:27
  people will automatically send you referrals
• 3:30
  in that higher price point
• 3:32
  if they have a relocation referral
• 3:34
  or even a local referral
• 3:35
  so we're gonna dive into all of that
• 3:38
  but the honest truth is
• 3:39
  that's where EXP started its luxury division
• 3:42
  with the exact people that
• 3:45
  you know have done it before
• 3:46
  since they've you know
• 3:48
  added more and more luxury agents
• 3:50
  people that are actually doing it
• 3:52
  this is something that's pretty much across the board
• 3:55
  at EXP or CEOs
• 3:56
  at an agent himself um
• 3:59
  is it's agents building these platforms
• 4:02
  how agents want them built
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  this is completely different than
• 4:05
  some of the other brands where some of these
• 4:08
  you know figureheads at these you know
• 4:11
  points
• 4:11
  are building these different brands here and there
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  but they're not still actually in production
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  so this is absolutely massive
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  and this is why EXP can get into
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  you know the luxury space in two and a/2 years
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  and make an impact
• 4:25
  this is why the land and ranch division
• 4:27
  the sports and entertainment division that are coming
• 4:30
  are absolutely going to be next level
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  cause they're talking to the agents that are highly
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  producing in those areas
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  and those agents are collaborating and helping build
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  the program that is exactly what agents need
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  that is the major difference of EXP
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  and any other brokerage and I will
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  you know go to the grave with that
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  I will absolutely debate you any time on those things
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  so let's kind of get into this luxury division piece
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  and what the offerings are
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  so let's first start with the bigger
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  traditional luxury brands and what the problems are
• 5:01
  first and foremost I've already mentioned it
• 5:02
  it's brand over agent mentality right
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  the people that are selling these luxury properties
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  and so on they need to be the brand right
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  whether it's the fancy cars
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  the suits the
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  you know over the top um
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  client experience whatever their stick is
• 5:18
  they need to be the brand
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  they need to be on the front facing
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  this is what I do
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  this is how I make my clients feel and go from there
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  at the big box brands
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  you're very limited and what you can do right
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  it's it's the same sign
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  the same color sign across the board standard
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  all the things for some reason
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  you know our industry thinks that that's luxury
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  you know kind of the minimalist kind of thing
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  but the truth is
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  luxury is really how you make the clients feel right
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  it needs to be a luxury white glove experience
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  can we get really give the Ritz Carlton
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  you know experience to somebody
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  if it's you know hey
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  this is the brand these are the things that I do right
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  huge marketing control right
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  you don't have you know
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  it's like hey
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  here you go we have this person that you're paying
• 6:05
  you know six figures to in the office
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  so yes
• 6:08
  it's nice when the listening comes up and you know
• 6:11
  it plugs in and they send that out
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  certainly available in the EXP luxury model
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  however your brand is attached to that
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  how are you incorporating your brand in these big box
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  brokerages to actually bring your service level
• 6:24
  your brand to the table right
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  are they hiring the brokerage or they hiring the agent
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  well the truth is legally they're hiring the brokerage
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  but the face of you as the agent is who
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  that they will remember as how you made them feel
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  and that's where luxury kind of comes together right
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  next we have the huge splits and fees
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  that's completely out the window at the EXP model 100%
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  um it's literally 25 hundred dollars
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  in addition to your 16 thousand dollar cap
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  most luxury agents have a really good chance to reach
• 6:55
  the icon level
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  which would bring that 16,000 back in company stock
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  so you're talking under $10,000 out of pocket
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  to the brokerage side
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  that's where the cost is really saved
• 7:08
  but when you hear that you're like okay
• 7:10
  well is is the luxury brand discounted
• 7:13
  the truth is absolutely not
• 7:15
  and the next piece is
• 7:17
  EXP also offers those growth opportunities right
• 7:21
  how can you grow how can you advance your brand
• 7:23
  how can you advance your experience
• 7:25
  but then how can you collaborate
• 7:27
  and you know
• 7:28
  with that best friend agent you have over in Tennessee
• 7:31
  or that best friend agent you have over here
• 7:33
  you're not
• 7:34
  geographically restricted here at this brokerage
• 7:37
  so this is a part of the luxury model that people are
• 7:40
  you know starting to catch on to right
• 7:42
  luxury attracts luxury you know
• 7:44
  like attracts like and as we're moving forward
• 7:47
  this is going to be the game changer
• 7:49
  because as a luxury agent
• 7:51
  you probably been in the business for a while
• 7:53
  you probably done the hustle at some point as an agent
• 7:56
  you have to step back and be like
• 7:57
  okay I can't do this anymore
• 8:00
  I can't provide this service
• 8:01
  and you start to outsource and outsource again
• 8:04
  continuing to raise that bottom line
• 8:06
  because you have to pay for those services
• 8:09
  especially if it has to be your experience
• 8:11
  then you train that next agent to do what you're doing
• 8:14
  and you know
• 8:15
  they just don't add up they just don't do it right
• 8:17
  or maybe they do and that's awesome
• 8:19
  but that training and effort has gone into it
• 8:22
  so let's say they take everything on
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  they're doing great they're on your team
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  they're doing that and like
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  I could do this I'm gonna go try this over here
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  I got this opportunity at this other brand
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  I'm gonna go do that well
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  then you're back to square one
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  putting your time and energy vested into that
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  or is that the EXP model their safeguard
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  so that okay maybe they can
• 8:41
  you know transition off your team
• 8:43
  but then there's still the revenue share portion
• 8:45
  and their growth um
• 8:46
  that you can help them with so that
• 8:48
  you know the revenue share comes in
• 8:50
  so those are all major you know
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  negatives of what the big box brands bring granted
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  uh they have
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  you know
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  the luxury specialty and they're doing those things
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  but when we really step back and think about it
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  is the brokerage making
• 9:04
  your client remember how they feel
• 9:06
  are they really you know
• 9:08
  remembering exactly how that check in process was
• 9:11
  how that listening process was
• 9:13
  and so on
• 9:14
  because of the brokerage or because of you as luxury
• 9:17
  agent as luxury presents
• 9:19
  I think you know the answer to that one
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  so what does the EXP luxury model offer
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  first and foremost agent first branding right
• 9:26
  this is something that happens
• 9:28
  the EXP luxury
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  you know logos and things have to be on there for
• 9:32
  you know the state and local guidelines
• 9:33
  but it's it's sexy
• 9:35
  it's clean it's
• 9:36
  you know the black and gold looks really good right
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  so that's that's the first thing
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  but it's agent first it's how you made them feel
• 9:42
  it's your clients right
• 9:44
  so it's not like oh
• 9:45
  I want this big box brand sign in my yard
• 9:47
  it's I I wanna work with that person
• 9:49
  I wanna work with Agent X
• 9:51
  because they are absolutely on their game
• 9:54
  100% white glove service their team
• 9:56
  every person that I came into contact with
• 9:58
  was absolutely dialed in
• 10:00
  to make me feel how I wanted to be treated
• 10:02
  and that's absolutely the case
• 10:04
  and in the end they have the access to the most
• 10:07
  marketing opportunities right
• 10:09
  and they got my home sold faster and for more money
• 10:13
  right that's the true answer right
• 10:15
  so what's the power of the digital marketing right
• 10:17
  the syndication across multiple
• 10:20
  you know publications
• 10:21
  The Wall Street Journal the Rob Report um
• 10:24
  you know up to 30 to 40
• 10:25
  you know
• 10:26
  automatic syndications that at these other brokerages
• 10:29
  you would have to pay a certain fee to do that
• 10:31
  that's all included in the EXP luxury package
• 10:34
  in that
• 10:34
  twenty five hundred dollars a year that you're paying
• 10:37
  absolutely incredible right
• 10:40
  higher commission potential right
• 10:42
  because you're here you're saying okay
• 10:44
  well this is what I'm doing right
• 10:46
  whether it's a higher income on the sale right
• 10:49
  the higher commission
• 10:50
  or it's the higher net commission to you
• 10:53
  because you have a 16 thousand dollar cap
• 10:55
  and a twenty five hundred dollar fee
• 10:57
  you're at 18
• 10:58
  18,500 dollars out of pocket to the brokerage
• 11:01
  for the entire year right
• 11:03
  and so whether it's the net gain or the gross
• 11:07
  where you can you know
• 11:08
  present these things with all of this marketing
• 11:10
  with all these bells and whistles
• 11:11
  that we're going to do automatically
• 11:13
  for every single listing that's absolutely insane
• 11:16
  when you think about the commission potential there
• 11:19
  next let's talk about the geographical limits right
• 11:22
  EXP 90,000 agents globally
• 11:25
  can you honestly say at the brokerage
• 11:27
  that you are going to directly market this property
• 11:30
  to 90,000 agents across 30 countries
• 11:33
  soon to be here in the next couple weeks
• 11:35
  the answer is no because while other brands
• 11:38
  their brand may be in these
• 11:41
  you know different geographical areas
• 11:43
  the brokerage is not right
• 11:45
  EXP 1 independent brokerage 1
• 11:48
  you know place where you can blast things out
• 11:50
  where people can see
• 11:52
  and you're literally marketing a property
• 11:54
  to 90,000 agents
• 11:56
  and all of their clients in 30 different countries with
• 12:00
  you know the push of an amazing
• 12:02
  you know digital marketing platform
• 12:04
  absolutely incredible here
• 12:06
  and something that cannot be done at the other
• 12:09
  brokerages just can't
• 12:11
  and then of course
• 12:12
  you have the collaboration of the luxury network
• 12:14
  a lot of people come to me and they say well
• 12:16
  you know I'm at this brokerage
• 12:18
  you know this person
• 12:19
  you know speaks very highly of me
• 12:21
  so I get a lot of referrals
• 12:23
  I have not had one agent come over
• 12:25
  whether their luxury or not
• 12:26
  and not receive more referrals
• 12:28
  in the first 6 months of being at EXP
• 12:30
  than they did at the companies
• 12:32
  they've come from
• 12:33
  companies that are known for all their referrals
• 12:35
  all their stuff
• 12:36
  they teach those things in their classes
• 12:38
  I have not had one agent that has seen their referral
• 12:42
  business fall off since coming to EXP
• 12:45
  now certainly if you you know
• 12:47
  hide and you don't plug in you don't do those things
• 12:49
  but I'm still gonna be pushing
• 12:51
  I'm still gonna be trying to you know
• 12:52
  push and pull for you to be a presence right
• 12:55
  a thirty three hundred
• 12:57
  tightened organization with just a wolf pack
• 12:59
  but then the 90,000 agents
• 13:01
  that you have access to via workplace
• 13:03
  and some of the other social platforms that are coming
• 13:06
  this is the game changer
• 13:08
  because the collaboration is there right
• 13:10
  you go to EXP con you show up
• 13:13
  you're there you're now the luxury agent for you know
• 13:16
  whatever
• 13:16
  and every single person that's been there's mind
• 13:19
  what's different about the conferences
• 13:20
  those are people that are investing in their business
• 13:23
  to absolutely grow so
• 13:24
  you build those bonds over the two
• 13:25
  or three or four days and you know
• 13:28
  there's constant things I
• 13:29
  I think back to sitting in the icon room
• 13:32
  this last year Cindy Bond who used to own uh
• 13:35
  you know two and two different states
• 13:37
  used to be an owner
• 13:39
  and one of these big box luxury brands
• 13:41
  the truth is she was like
• 13:43
  I've never seen anything like this
• 13:45
  one of these big box luxury brands
• 13:47
  former broker
• 13:47
  owner sitting there telling me without me asking
• 13:51
  without me digging
• 13:52
  that the offerings that are offered here
• 13:55
  absolutely crush what the
• 13:58
  you know traditional luxury brands are offering
• 14:01
  so the collaboration is absolutely key
• 14:03
  not to mention all of the other
• 14:06
  you know best in class connections
• 14:09
  follow up boss Splendid Sense
• 14:10
  Luxury presents real marketing
• 14:13
  client Giant Video Cards Curbio
• 14:15
  all of these things that are absolutely next level
• 14:18
  you're getting access to
• 14:20
  and you're able to utilize to market your property
• 14:23
  put that luxury property in the best way possible
• 14:26
  so absolutely amazing opportunities there
• 14:29
  as we kind of go right and then you have the luxury
• 14:33
  specific training and coaching
• 14:34
  maybe you're a luxury agent watching this right now
• 14:37
  we're gonna get you rolling
• 14:38
  we're gonna get you plugged in
• 14:39
  you're gonna understand the system and I guarantee you
• 14:42
  you will be doing those coaches
• 14:43
  coaching sessions and doing those things
• 14:45
  and helping build an absolutely massive brand
• 14:48
  talk about taking your voice and your
• 14:51
  brand to another level
• 14:53
  if you're teaching the luxury division
• 14:55
  think about the opportunities for those
• 14:58
  you know referrals to come in
• 14:59
  and if that's you and your experience
• 15:02
  EXP wants you they want you to be plugged in
• 15:04
  they want you to help because it's agent first
• 15:07
  we want to build it in an agent friendly way
• 15:10
  and your experience and saying hey
• 15:11
  this was amazing this wasn't so amazing
• 15:13
  I use this I don't use
• 15:14
  this
• 15:15
  is exactly what the agent first brokerage of the XP is
• 15:19
  and as we grow as we do this
• 15:21
  it's 100% a reality right
• 15:25
  I've been in rooms with the CEO
• 15:27
  the founder
• 15:28
  I've been in rooms with the chief learning officer
• 15:31
  the people that run EXP university
• 15:32
  just because they're like
• 15:34
  hey you're crushing it
• 15:35
  we want you you know
• 15:37
  to help others and help grow
• 15:39
  at first I was like well
• 15:40
  what's that do for my business
• 15:41
  well that was dumb
• 15:42
  like I absolutely have leveled up
• 15:45
  not only you know
• 15:46
  what I can bring to my agents
• 15:47
  but also within the brokerage
• 15:49
  building those partnerships
• 15:50
  closing referral deals
• 15:52
  all over and over and over again for serving first
• 15:55
  which I know if you're a luxury agent
• 15:57
  that's exactly where your heart is
• 15:59
  and that's where we need to continue to push towards
• 16:02
  so the truth is luxury real estate
• 16:04
  and real estate in general is evolving
• 16:06
  if you are interested in learning more about the
• 16:09
  entry level stuff how to get into the luxury program
• 16:12
  whether you're a new agent or a tenured agent
• 16:15
  we can have a quick call book a Realtor game plan
• 16:17
  call with me reach out to me
• 16:18
  DM me on Instagram at the re agent playbook
• 16:21
  and we can have that conversation
• 16:23
  I hope this video gave you
• 16:26
  100% clarity on what actually is
• 16:29
  you know the EXP luxury
• 16:31
  we're not new we're not
• 16:33
  you know we were built
• 16:35
  by people who have been doing this for years and years
• 16:38
  and it's absolutely incredible to see
• 16:40
  some of my colleagues
• 16:41
  and other agents within the brokerage
• 16:44
  100% dial this in and change their lives
• 16:46
  I can't wait to share more with you
• 16:48
  so please reach out let me know if you're here
• 16:51
  like comment subscribe
• 16:52
  we put a ton of content about
• 16:55
  you know
• 16:55
  organically generation and service first and soi
• 16:58
  marketing social media
• 17:00
  all the things
• 17:01
  but we also bring some of these major programs that EXP
• 17:05
  and the Wolfpack is offering to you
• 17:07
  so you're in full understanding of why
• 17:09
  this brokerage is absolutely a life changer
• 17:11
  we'll talk to you next time bye bye