KGCI: Real Estate on Air - Beyond the Bench Press: How Data-Driven Training Creates Rookie Rockstars

Episode Date: May 14, 2026

Summary:eXp Chief Learning Officer Bryan Ellington joins the show to discuss a fundamental shift in real estate education—moving from passive information to active, repeatable training. Ellington details the creation of "Fast Camp," a six-week program built by analyzing the specific habits of "rookie rockstars" who closed 12+ deals in their first year. Agents will learn high-impact strategies for lead generation, specifically how to turn open houses from single events into multi-channel "excuses" for door knocking, social media documentation, and builder relationship building.

Welcome to Next Level Agents, the podcast that's all about breaking barriers and building empires. I'm Kevin Kaufman and together with my crew bringing you straight up fire. Interviews with top tier agents, game changing thinkers, plus the strategies and mindset shifts to dominate in real estate. Whether it's personal growth, leadership packs, or next level tactics, we've got you covered. So tell me, what does the next level look like for you? Buckle up because we're about to take you there right now. All right, guys, we're back on the next level agents podcast. And I'm excited today, joined by a longtime friend, Mr. Brian Ellington.

Brian, how are you doing today, buddy? I'm doing great, man. How about yourself? I'm doing really good. Brian, do us, do you a favor for the listeners out there that maybe haven't met you or don't know you. Tell us a little bit about who you are, kind of what your role is. You work with the EXP.

And I'm going to let you give the punchline as to what you're working. on these days and then we'll probably go back in time a little bit to like when we met and a little bit of your background. But let's start with present day. Who is Brian Allenton and what does he do in the real estate world? Oh man. That is such a metaphysical question, man. Let's see, a husband of one, father of four. It's important to get that ratio right. I'd be weird if that was backwards. Yeah. Very weird. Very cultish. I live here in Austin, Texas. I've been in real estate. My whole life, mom was a real estate agent for 30 years. So of course, I was never going to be a real estate agent. And by the way, hi, nice to meet you, Brian Ellington, real estate agent. I spent the

bulk of my career, though, in working at headquarters for various companies. So you and I share that red cooling company in our past. Keller Williams, I was their chief products officer, chief learning officer, and chief operating officer for their international franchising. I spent about 15 years with them. I joke that I got kidnapped, thrown in a trunk, and driven to New Jersey, where I served out a six-year sentence with Realogy now, now anywhere. If you're not familiar with them, those listening, they own Colwell, Century, Better Homes and Gardens, Sotheby, corporate, and all those brands. I ran training and coaching for all of their franchise brands and all of their company-owned stores. And then in 2019, I went into Century as their Chief Operating

Officer and Chief Development Officer for a few years. before went out on my own. And then my old friends Glenn and Leo, who I met back at the road Kool-Aid days as well. So what are you doing over there? Why don't you come over here and have some fun with us? And so I joined EXP and October 23 is their chief learning officer. And today I get to have fun with the university team, the elevate coaching team and the KGCI radio team. That's awesome, man. You've really done a lot. Like I always think of you as the education guy and kind of products around education just because when we met at KW,

that's what you were working on that. And then obviously you're in that world now. But you've covered a lot of ground in the industry for sure. And as a well-worn body friend, this is a well-worn body. Yeah. I remember what Leo told me.

Leo told me one day he's like, hey, guess who's coming? Guess who's coming to work here? He told me it was you. And I was like, no way. I was like, I saw him in New Jersey a couple years ago. And so, I mean, then it's been awesome. Just a little over two years, I guess coming up on two and a half years now since you joined us.

And I got to say, I'm a card carrying member agent of EXP Realty. I love this company. It's not perfect. No company ever is. And I said this to Glenn a couple years ago. One of the things I love about this company is here I am now, been here for seven and a half years. I feel stronger about the company today than I did when I was really, excited in 2018 when I joined. Because the companies continue to get better. And on the education side

of our company, man, you've made such a big impact. You've come in and streamline things. You've put so many new courses and sort of paths. It's how I think about it into into our world for education. It used to be, I could sort of, I guess, brag, if you will, to other agents of like, we have all this live training, literally 30, 40, 50 hours, 60 hours, 60 hours, week of life training and that's amazing. But now the way you've been able to package it and sort of give us a focus has been really cool. I'd love to hear kind of your thoughts on of all the things that you've worked on, whether that's what you're working on right now or maybe it was something two years ago. What are some of the most exciting projects you've done, EXP university wise and

EXPY, is that since you've been here and why, why are those exciting to you? Yeah, a lot of things. And the thing I love most about this company is, is the collaboration. And I bet most people might think that's sort of a platitude, but it's really not when you, when you kind of look under the covers. And by the way, I spent about six months looking under the hood of this company before I, before I joined. And what I've seen, and I'm going to credit both Glenn and

Leo, because Leo has played a big part in this, Leo refers to it as EXP 2.0. And when I first looked at EXP, I asked the question, what's the value proposition in the company? And people talked about the cap, and they talked about the REVShare model, which are awesome. And I said, so what's the value proposition of this company? Because those are economic models. And not everybody's going to play in REFshare. And we don't force anybody to do that or anything like that. So aside from the economic model, what's the value? And I think Leo, even before I got here and asked that question, Leo had already kind of taken that to heart. And what he's done in the short time, both as chief strategy officer and now as CEO,

is bringing people like Kerry Lysenko on the technology side, create the partnerships with Zucasa and also all the technology that that team has built for us, bringing in in Wendy Forsy on the marketing side and her team going to town, building amazing things, doing partnerships, giving our agents Canva for free, things like that. It's not just the university. I've been very blessed to come in here and work with just an amazing team. And I appreciate you saying the kind of words. I'll say what I always say, I'm just the pretty face.

My team does all the work, right? But when I got here, I asked Leo, tell me the challenges, tell me where we're struggling in terms of training. And what was interesting is because of the... of our model, a lot of things are just cooked into us that most people maybe didn't realize. I didn't realize. In the EXP, we have a level called ICON. It's about 20 deals past your cap, right? And once you achieve that, you're now icon. And we give you your cap back, right, in company stock. And you get a portion of it back right away as soon as you get that level. You get a portion of it for going to events, which are going to help you be better anyways. And then you get a

portion of it for doing what we call cultural credits. But one of those cultural credits is coming and teaching for the university. So you look up and you go to like our YouTube channel, for example, which whether you're with EXB or not, you can go there. And you'll see some of the most, forget my Texan, but badass agents out there just giving you their strategies. And it's amazing. Like I've been at multiple different companies. Nobody does that. And so coming in here, we had amazing tools to work with. And kind of to your point earlier, me and my team, we just, we created a direction and a packaging around it to go out and do things.

So the first big project that we worked on was FastCap. And if you're not familiar with that, of course, it's a six weeks long boot camp. And this might sound odd for a guy who's a chief learning officer and has been in learning roles this whole entire career. I hate education. I hate education. I like training, right? And for me, the difference is, have you ever been with a personal trainer?

Yeah. Okay. So they did not say, hey, Kevin, this is the bench press. It was invented in 1871 by Elijah Craig, blah, blah, blah, blah, blah. Right. No, they sat you down on this thing and they made you rep out some bench presses. And they said, tuck in your elbows, put out your chest, arch your back. Right, they corrected your form.

To me, that's what training should be. Not, hey, I'm going to give you a bunch of information and hope and pray that you're going going to go implement it because I can tell you they're not going to. And so when I looked at what we had for our newer and unproductive agents, there's a lot of great information, but it really was not geared toward getting a human being to go take the steps. And then you've been there yourself and probably you still have a little of that head trash that we all have, especially the first time you realize you've got to pick up that phone and call somebody who's a family member or a friend or a loose acquaintance and ask them for business.

And we all kind of hit a mental roadblock on that kind of thing at the beginning. And so how do you help people who are maybe brand new to the industry or haven't had the repetitions of that kind of thing? How do you help them get into action? And the way in which I've done it in the past and way in which most companies build their new agent training was to go ask a bunch of successful agents, what should these newbies be doing. Somebody at your level is going to scare the hell out of a doby. You're going to tell them things that like an icon level agent would go, oh, yeah, yeah, yeah,

okay, I can go do that. But a brand new agent, they're going to go, wait, what? It's not even going to make sense, right? Whatever you've mastered, imagine teaching a brand new agent, the mastery level of that thing, right? You teach Tchaikovsky to a brand new pianist. They're done. They're not going to learn the piano like you want them to. Right. And so how then do you do you make sure that what you're teaching in your new agent training program is relevant to those people? Well, here's what we did. We went and pulled data of who were rookie rock stars. We literally had a call list over 300 agents that had done at least two deals their first six months in the industry and at least 12 deals their first 12 months in the industry.

No builder spouses and no team members, no disrespect team leaders out there. But what we've wanted was hard scrabble people who had just got after it quickly. And so we went and talked to them. By the way, we interviewed scores of them, not just a few, like scores and scores of them. And we said, what did you do? How did you do that? What came first? How much money did you spend doing that? How did you do that? What was your script? And all those kinds of questions. And at the end of it, it took us nine months to birth this baby, by the way. We had an amazing kind of library. of content of this is how you go kick butt in your first year in real estate. And that we compiled into FastCap.

It's a six weeks course, 19 sessions, by the way. And just to kind of headline it, the average person just completing a course. Think about the average person that shows up to a real estate course, by the way. Right. So the average person just completing the course does, I think it's 3.6 appointments and 1.9 agreements in six weeks. The person who does the bare minimum of the work we prescribe in the course, 6.9 appointments, 3.9 agreements in six weeks. Now, for somebody to listen to that going, is that a lot? Consider this. According to an Inman article, 71% of agents last year did zero or no, did zero or one deal in the last 12 months. That's crazy, man. You can't sustain yourself or your family.

on that and compare that to the results that we're getting in six weeks. The cool thing was, honestly, you don't get into education for money. I was a high school teacher right out of college. My first salary was $28,000 a year, by the way. So I'm not in this for the fame and fortune, right? But I'll tell you what I am in it for, man. The hugs and the love notes that I get from agents who've gone through that program. And we had this one lady, Emily Torres, did 11 deals her first year in real estate.

Dude, do you know how many agents who are top successful agents didn't do that many transactions their first year in real estate? And she was kind enough to credit pass cap for getting her started on that journey. That's why I do it. That's the cool part about my job. Yeah, that stuff's so amazing. And I think, too, those are some of the, like, I love it. you can look at the whole and kind of get an idea for the impact, but not really the impact

when you look at like an individual. And you use her example, when you look at an individual, and I know you have so many of these stories because we talked about them both one-on-one in a hallway or maybe at a presentation that I saw you do. There's so many stories like this, which, I mean, at the end of the day, that's what we're trying to do. Whether we think about it from, hey, how do I make this impact on someone's life, which I think most of us want to do on some level, or, hey, even if we just look at it stone cold, like this is about the business. I mean, I think of like, I was talking to Leo a couple weeks ago when we were in San Antonio. And, I mean, it's really clear that when we lose agents at EXP, I mean, they're not so,

it's because they're not selling real estate. It's not that we just lose them to another company. We're losing them as an industry because they're, they're not making it. So if we can cut down on that, think about the impact that has on those lives and in all of those families where, hey, it's like they didn't just not sell any real estate or maybe only sold one or two so they couldn't really afford to keep doing it. But now they're selling 10 or 11 or 12 homes in their first year or maybe it's not even their first year. Maybe it's just a reset. That starts to have like real impact, both on the business side, the numbers

that those have to, those do matter. At the end of the day, we have to do that. But you're really impacting people's lives. Yeah. Yeah, it's funny. You get to see. So we do an evening encore version, by the way. And these are dual career agents, people who have a day job, so to speak, to sustain themselves and their families. And they're just trying to launch into real estate softly instead of that cold turkey like a lot of people do.

And, man, you get to see so many amazing stories of people who are able to just completely change their lives, whether they're, they've, they've been. got a day job or they don't. I have the privilege of getting these notes because people make them stake that think that I'm the one responsible. I am not the one responsible. The people who kind enough to share with us their wisdom about how they succeeded and then my team who was smart enough to put it all together into a cohesive package, that's what came about. But it's funny is Leo and I were talking about this because it turns out when you when you develop a six weeks program and ask a lot of realtors to do work, you might be surprised at how many people say, oh, that sounds like work. I don't want to do that. And so we, we, that program, we do kick your

butt during that program, lovingly and kindly and strategically and smartly because of the information we got, but we kick your butt. And as a result of that, we have a lot of people who don't complete the program. And so Leo and I were, we're talking about it. over the Christmas holidays. And what we decided to do is we went and partnered with Realtie.com. Now, Realty, they have a seller pro tool, is what they call it.

And it has like a national IDX for buyer side cultivation. And then they have a seller tool that's similar to fellow home bot that will automate sending out home values each month, week, whatever you want to do. But they also give live bullet leads. And the vast majority of their leads are seller leads, people who have literally raised their hands that I want to cash off of my home. So we decided to do a pilot in January, actually, this last cohort of FastCap.

And we partnered with Realty. We gave everybody in FastCap realty's seller pro product with leads. And we told them, I'll keep paying for this for you as long as you're in Fast Cap and you don't drop out. because I know that if you get to the end of fast cap, good things are on the other side of that. You've just got to be willing to endure the work. And I'll give it to you for the next total of 12 months if you complete the course. Again, it's only six weeks course.

So complete that. And I'll pay for your realty.com for a total 12 months for you. So here's what happened. We had 384 agents in FastCap claim leads. And they claimed 1930. leads. So roughly we're talking about five leads per agent. And these, again, 90% of them are seller leads. Right. So we look up and we've got multiple, multiple, multiple new agents, new agents, dude, taking listings in their first six weeks. Chris Fiskomi was the first to get to two listings

taken in six weeks, but then another agent did it in another agent, right? Could you imagine, dude? going back to being a brand new agent and having a listing that you can go out and promote to go get more buyers and more listings. Unfortunately, there's a valley of death in our industry. And it really sucked, man, because you've got all these people that you sat at the real estate classes with, most of them are not going to make it. And Leo and I were talking about this. I don't know about your situation, but you go to your loved one, your significant other, And Leo says you ask them to bet on you, which is exactly right. And for too many agents in this industry, they end up not making it.

And man, that is, that sucks. You got to go back to your loved ones and say, nah, I didn't succeed. You might have to go back to your old job and beg that, that boss for your job back. And so for me, I take that very much to heart. Mom, like I said, she was a breadwinner of the family and was an agent for 30 years. I know what it's like. I know what it's like to go to Builders Open on a Saturday just so you have lunch. I know that.

And so I don't ever want that for our agents. And we've also cooked in other things into this program too. Leo says if I had it all over to do it again as a new agent, I'd have just joined a team. And there's some real wisdom to that. And team members are 2.4 times more productive than solo agents. And they're also 11 times more likely to stay in the business than solo agents. And it's because you have that built-in guide and mentor. And oftentimes you also have that build and lead generator for you.

And so when I look up, I want to build that into Fast Cap. I want to bring those leads. But there's also going to be some people who go, you know, being a solo agent just isn't for me. So we work with Susan McLean's team on the Team Leader Academy. And if being a solo agent isn't for you, we will place you on a team. We have a ton of amazing teams. In fact, I think we have the top teams in the industry as a statistic. And we placed a Susan Statt with 9.8 agents per team in that program.

I mean, that's a lot of bullet results. And those are lives and families that we are able to help save their financial well-being by having these different programs. And so I really, I really like that program and what we've been able to. to do with it as a result. And that's really the first step in what our master plan is for the university. We're taking that same sort of thought process of how we go create training to both Kapper and ICON level and then team leaders as well. And we've already started on that journey too. Yeah, that's what I love about your approach is you've got something that's working.

it's proven. It's working with, I'm going to call it the new agent or the relaunching agent with FastCap. Team Leader Academy, which you kind of just referenced. You talked about more about the placement side of it, but that's a big educational piece as well that as a company, we're delivering high level value to, to people like myself and my peers who are running real estate teams. And then one of the newer projects that you and I have talked about now a couple times in the last two weeks where you're talking about, okay, it's like you're a solo agent. You've got you're, you've made it like you're surviving. And now it's time to go to whatever your next level is, right? And I love that you've been able to just focus on really all three sort of stages that

we have in this business and even beyond that. But we're, we have condensed time in a podcast, but you've been able to focus on all of those and bring solutions no matter where we're at. And again, that's one of the reasons why I'm just so excited about where our company has gone on the training side. Tell me a little bit about that middle path. Like, okay, so maybe I went through fast cap. I'm a new or newer agent. I've sort of sort of now got my feet stable on the ground.

I've got money coming in. But now I'm like, Brian, I want to turn it up, man. I want to be an icon agent. I want to get to my next level. What's there for someone like me who's kind of normally just sort of caught in the middle? Yeah, and I think all too often a lot of different brokerages, that successful experienced solo agent feels overlooked, right? I mean, we have some of the top teams in the country, and yet we do programs specifically for that solo agent. We have our elite solo agent mastermind, two calls per month, led by Leo Preha.

We have one call where we bring in top coaches, Jared James, John Cheplac, Renee, Rodriguez. and coach those folks for free each month. And then we have another call each month that we bring in a top solo agent and have them kind of spill beans about what they're successful at and how they do it. So I had like Zoom and Kim come on and talk about how he rocks out YouTube. I had Kim Fraser come on and talk about how she does open houses. That woman does 70 million a year as a solo agent. Oh, I know Kim very well.

I helped the recruiter. Like I got to know her. She is a machine, my friend. Like that lady is a machine. I've one of my favorite people on the planet. Yeah, I feel sorry for for Adam Koth and Chandra, Vinsa, who were both in her market. And they're all, by the way, top agents.

They are. I'm only slightly teasing them. But man, what monsters to have all in one market? Holy cow. Anyway, so we have that call. But what we wanted to do is actually build out formal curriculum. And as an experienced agent, oftentimes I hear them think, think out loud training. That's for newbie.

Okay, cool. But what we've been doing is starting with lead generation. And we'll go into buyers and sellers as well. In fact, we've already started on listing pricing and price reductions for that Kapper icon level agent. But we started with lead generation. And we've been developing an entire training series with multiple different courses. And for each form of lead generation, we go out and we interview a minimum of two dozen badass agents at that thing. And And we do not put pin to paper until we have done that. Because what happens when you do that kind of research is what you'll find is this agent does this a little bit differently. And this agent does this a little bit differently.

But there is a repeatable model that occurs. And once you understand that repeatable model, then you start to understand why they diverge. By the way, this is how I met Glenn Sanford back in 2004. He was doing internet lead generation at a time when most agents weren't. So I was out researching. That's what I met him. But we've been going through and doing this. And so we've already done database and sphere of influence.

We've already done open houses. In March 24th, we're about to kick off Instagram. And then we'll do YouTube, Facebook, Bisbo's expired, geographic farming, you name it. But I'll use open houses. So we went out and we interviewed dozens and dozens of icon level agents at open houses, right? Renee Funk, Joe Turco, Devante Blow, Cody White's. Just amazing, just smart, smart people who are crushing it with opens. And we asked them the 20 questions, so to speak. What did you do? How do you do that? And what we look up and realize is that most agents aren't thinking about open houses the right

way. And it goes from pedestrian level. For example, a lot of agents think that an open house is something that you do when you have a listing. Not these guys and gals. They, they purposefully went out and sat other people's listings. Cody Weitzel, Payson Robertson did 100 open houses and 100 days. I don't know if Payson, he's a very cool dude. If you look at him, though, he looks like most of his friends are doing keg stands, right? He does not have a sphere of influence. He's a young man. And when he first got started, he had no business. So what did he do? He went out and sat 100 open houses in 100 days. By the way, by day 45, he had 15 deals in transaction, right, in process, right? The guy's a monster. But what's interesting, though, is when you talk to

these folks, most of them don't think of the open house as the event. They think of the open house as the excuse. And what I mean by that is it's not about who walks into your open house. Yes, that's the icing on the cake, that's not the cake. The cake is the opportunities you have before and after the open house to make hay while the sun shines. Then the thing about it is, is that I can tell you how to do the perfect open house. Right. You ready? Here it goes.

First, we're going to door knock 200 doors around the home. I just lost 80% of people listening. If not 90. If not 90. And that's because of a few things. Number one, we all have that head trash of, I don't want to do that. We also, some people think, well, door knocking, ew, that's for sleazy agents. Actually, you'd be surprised the top agents at most real estate companies, doork.

That's the hardest thing in this industry, in my opinion. My experience, that was the one thing I did where I was like, because I tried new stuff. I went through a class that I bet you had your hands on called 3612.3. and we had to leave the office and go knock on doors. I was like, I'm never doing that. I did it that day, but only because I had a partner. It's the hardest thing to do, man. And so I know people that do it every day.

And they have my highest, like, respect because I know how hard that is. And it's so good. And it depends on your approach. So I'll give you three different examples. So one is Cody Weitzel, right? and he is going to go door knock, and he's going to do 200 homes, by the way, and he'll break it up 100 homes a day leading up to the open house. And he's going to show up there with an open house flyer in hand,

and he holds it up in front of them. So when they come to the door, they see he's not a boogeyman or anything like that. And he's going to invite them to the open house, but then he's going to pivot to asking, has anybody talked to you about what your home's worth in today's market? And oftentimes they'll say Zillow. By the way, he's got a great retort to that. I won't get into the details.

But essentially what he's trying to do is get them to agree to let him bring a CMA for that home over tomorrow. And it's going to be a loose CMA with the range. And he's going to say, if you'll walk me around the property really quickly and talk me through it, I'll give you a more exact price. And he's doing a mini listing presentation. And most people hear that in a small portion would go, okay, I can do that. Just give me the details of the script and I can do that. And we will in the class. Go to the class.

It's all there. Renee Funk, though, is a little different. Renee isn't going to do that. She's not trying to capture your information. She's not doing any of that. She shows up to cordially let you know that the neighbors have invited you to a neighbor's only event right before the actual hours of the open house, serve wine, cheese, whatever. And we just want you to invite you over and let you see the property, answer any questions

you have about price and why that and blah, blah, blah. Thanks so much. Have a great day. And that's it. That's all she's doing. By the way, you'd be surprised at how many people go, whoa, whoa, whoa, whoa, how's the market? And now, now game on.

Now, Kim Brazer is a third example. Kim ain't knocking that door. She's not, but she is going to go put a flyer, a door hanger on all the doors around that. Okay, great. But when you compare and contrast, I'll give you a fourth that's completely different. Smita Singh is a friend of mine in Houston. Smita is a rock star open house agent, right?

And what she does is she would knock a door, by the way, to save her life. And she will readily say that to you. And but she puts out branded open house signs like 40 to 80 of them around the neighborhood. Now here's the thing. So we talked to a few agents. and some of them unfortunately have this mistaken thought that an open house sign is meant to tell people where the open house is. And I would change your thinking on that. I would tell you that open house sign is meant to tell the entire neighborhood that you are the dominant gorilla in that neighborhood.

And so when Smita does it and she does open houses regularly, right, multiple per week, she's putting out those branded signs everywhere in the neighborhood. Now, here's a thing. Could you imagine if Smeda Singh went and knocked even 25 doors and just use Renee Funk's script? Do you know what every single one of those neighbors would say when they open up the door? Two things. Number one, oh my God, I'm in presence of royalty. I see and I see you, number two, I see you everywhere. How powerful is that? And in social media world as we're interviewing social media agents, there's this concept called parisocial relationship, which is where you see your celebrity singer or actor or whatever, you see them everywhere and you feel like you know them. You feel like you already have a relationship with them, which is why celebrities get

kind of skeved out at how like overly familiar fans are at times, right? But when people see you everywhere, it just builds in that trust and that credibility. They don't know how many homes she's sold. They just see her signs everywhere. And if you can kind of take some of those strategies, I'll give you one more. This guy, Brian Kelsey, gives us this great idea. He calls it four ponds. And he has like this pop-up banner inside of his open house that he puts up that describes the four ponds. But here's essentially what he says.

Hi, Mr. and Mrs. Byer, welcome. Come on in. Hey, if you'll sign in here, I'll give you access to my four ponds. What's that? Oh, well, most agents and their buyers fish out of one pond. We call that the MLS. I fish out of four ponds so that I can get you off-market properties. because you want to see every home that's available for purchase, not just the ones on the MLS. Isn't that right?

So what was interesting is so he gives us the four ponds. But then as we're interviewing agents, Smeda Singh is one of those. She has a pond she fishes out of. She calls the builders before every open and says, hey, I've got an open this weekend. What inventory do you have that's not online yet that's coming online? I'd love to be able to take my buyers to it. By the way, she has an amazing builder business as a result of that because she's a ingratiated herself to them. And also now she's got something to offer buyers that most agents

don't. And we call that differentiation. So what's interesting is we look up and after the research, we're now at tin ponds, 10 ponds that you can fish out of, 10 ponds that you can differentiate yourself with buyers, and not just open house buyers by the way, any buyer that you're talking to, you can tell them, I fish out of these ponds. And you don't have to do all 10. You can pick and choose which ones you want. But, I mean, and by the way, if you're at home going, say the pawns, say the pawns. I'm going to do a badge hour remembering them. But Fizbo's, expires, builders, listing agents, and this is an important one too, by the way. Most agents don't take the time to do this, but I'm going to tell you, especially if you have an open house, call the local listing agents.

A few different reasons. Number one, they have buyers. They have buyers who didn't get that last listing. that they had. So they have buyers. Number two, they're going to be able to tell you about that last listing that sold and some things you might want to know about pricing your listing and getting your listing sold as well. Number three, they're going to be a great source for you of negotiations and other deals in the future. You are going to be up against those agents. And the better relationship you have, the better things are going to go for you in those conversations and negotiations.

And the fourth, if you are into attraction, you're building relationships with top agents in your area while you're doing it so that if they do choose to leave their brokerage and go someplace else, you might be that first call that they make. So there's a bunch of different ones. Go to the course. It's free, by the way. None of the stuff that I'm talking about costs anything if you're with the XP. We give it all to you.

But go to the course. We're doing the next one. I think it's April 28th right after Vancouver. Man, that's amazing. I'm going to do this because. I know we got about five minutes left. Oh, wow. And there's all go.

I know. I knew. I was like, Brian and I probably should have put three hours on the schedule for this. But as you mentioned, like, we've already kind of teased a few things that we have. We just went into a good amount of open houses. But I know there's a lot more. There's, we've got, we've got some like giveaway or download type thing that we can give to the listener that wants to hear more. Can you just walk us through that real quick?

And that way, the listener goes, hey, I do want to go further on this open house thing or this other playbook. Tell me, give us, kind of give us the overview. Yeah, the same strategy we're using to build a database in open house classes. We're also using to build Instagram, Facebook, TikTok, YouTube, you name it. So what I'll give you is four, four different playbooks. In each of these classes, we give you like a full plan, like a 12-month engagement plan for your database. We give you a full open house plan before, during, and after. And we don't just give you the ideas.

We actually give you the step-by-step strategies that we got from these people that we interviewed. And we call those playbooks. And so we have about a dozen playbooks per course. I'll give you four, one from each of the four social media classes. And I'll give you a highlight of one that I think is really just a killer idea. So when you talk about asking an agent to go do social media, they'll tell you, I don't like the way I look. I don't like the way I sound. I don't know what to say when the camera comes on. Cool. I got that. So we give you 11 different types of social media posts.

In the training, we'll kind of outline that and give you examples of agents. So you can kind of Pablo Picasso said good artist barro, great art to steal that you can steal their ideas and go make them your own. But I'll give you one right now that we got from a lady named Bell Tunstall. She's on the Redux group in the DMV area. Bell, she does a lot of different Instagram type post, but she does one that I think speaks to the people who have those three hangups. I don't like the way I look. I don't like the way I sound. I don't know what to say.

So what she does is a series of stories around every single transaction. And it makes it look like for each one transaction that she's doing, like she's doing 10. So she takes key moments of that transaction, going on the buyer consultation, got the buyer agreement with this lovely couple. going out on tour, found a property, going on inspection, closing day, like each of those moments. And what she does is she simply turns to the camera, not on her, but facing away. And she just documents that moment, whether it be through video or a photo. So she did one photo that was a picture of a street. And it's just on the electrical wire.

She kind of bent the words to fit the electrical wire. And it said, going on a buyer consultation with this lovely couple I just met. She did another one, the same walkthrough we all do for a final walkthrough before closing. But she just turns the camera around, does a 30 second walkthrough through the house of the home. And it says, final walkthrough on this gym on 1, 2, 3 Smith Street or whatever. Right. Simple. And the algorithm loves it. That you're doing that kind of thing regularly.

The algorithm will reward you. and it'll push your stories beyond your followers to people who might be interested in real estate in your area. But that level of brilliance, those kinds of ideas, are being put into all of these different trainings on all of the different lead gen methodologies. So whether you're an open house agent or an Instagram agent or whatever, it doesn't matter, what I'd say is pick at least three lead pillars and go crush it. And I don't care if you're an open house agent.

I will take the Pepsi challenge. I guarantee you if you go to that open house class, you will walk out with at least one killer idea, if not five. And if I'm wrong about that, come find me at EXPCon and tell me I'm wrong. I'll buy you a cup of coffee, and you're going to have to tell me how amazing you are at open houses so that we can cook that knowledge into the course as well.

Something I want to add before we go for the listener, and what I really love about your approach, there was a time i remember doing this with on short sales with you and doing this around building a team with you and like you said i think you said it perfectly at the beginning like hey if i go talk to a brand new agent like it's a different conversation like i'm probably going to scare them off versus talking to someone who's maybe trying to do what i've done right or a little closer and some of the best advice i ever got from somebody who's a very well respected author sold literally millions of copies of books and he's a great public speaker as well he said to me he's like everybody wants the advice

from that guy that's 10 12 steps ahead of them and that's all great but the reality is the person who's best suited to help you is only two or three steps ahead of you and what I picked up on is that's where you're that's where you guys are getting your content like we talked about kim fraser or smita or adam all people I know very well by the way all in the trenches doing it today and literally have experience from this week that they could talk about when they're interviewing with you and your team and you're building the content around what is literally working right now. Yeah, there's principles that always stand the test of time, but the little things that we do day in and day out and the way we handle these things, they're going to constantly change

and evolve. And you guys are tapping into the heart of that, which is I think why we're seeing the results that we're seeing from the courses that you guys are putting out. Well, thank you for saying that. Yeah. And again, if it was Brian Ellington's open house strategy, dear Lord, that would suck. But it's not. These are just people who are monsters. And we take a lot of time to build these. It took us nine months to build fast cap. It's taken us probably about a year to get to the first of the Legion courses back last fall. And it takes a lot of time. And it's really tough to go, because you can't go look in our enterprise software and find out who's really good at

open houses. You've got to find these folks and then get them to sit down and share what they're doing. But man, when you do, it is just, I told my team, I've written a bunch of open house classes in my day. I've written a bunch of other lead gen classes in my day. I've never done anything like this. And the results that we're going to get from this series, I think we're going to change people's lives. So I'm really excited about it. I'm excited to you, man. Maybe we'll do a part two of this down the road because I think we could go on, said for quite a while longer. But Brian, any last thoughts or anything you want to leave the audience with as we as we wrap up here? Yeah. Listen, unless you're completely satisfied with your results last year, unless you don't want anything more out of your business, then you're going to need to

make changes to your business. You're going to have to add things into your business that if you're at $5 million and when you want to be doing $10 million, you're going to have to add in things that a $10 million producer does, that a $5 million producer doesn't. You're going to have to tweak things in your business, and you're going to have to delete things from your business that a $10 million producer doesn't do, right? And so the question is, do you have proven models and systems to be able to add, edit, delete intelligently with certainty that you're going to succeed?

And if not, I don't care what level you're at. Plug into training. If it's not with us, okay, great. You don't have to pay anything extra for the stuff. that we were bringing to you, but plug into some training so that you can get to where you need to be because a friend of mine used to say, you don't get to better until you get to different. So come to the university. We'll help you get to different.

But if you're not going to come to us, go to somebody, please. That's awesome. Mr. Brian Allen's in. Thank you so much for your time today. I really appreciate it. I know the listeners do too. And we'll see you guys next time. Good to see you, friend.

You too. Thanks for letting me come play. That's a wrap for this episode of the Next Level Agents. I'm Kevin Kaufman, and we've just drawn some serious heat with my crew to level up your real estate game. What does the next level look like for you? Subscribe to the podcast now so you don't miss a single strategy, and head over to next levelagents.com. Check out our events tab so you can find out all the information on our next virtual and in-person mastermind calendar. Let's keep this momentum rolling.

See you next time. Thank you.