KGCI: Real Estate on Air - The Hidden Secrets to Peggy Hill's Real Estate Success

Episode Date: February 9, 2026

Summary:This episode is an in-depth interview with industry leader Peggy Hill, who shares the "hidden secrets" behind her decades of real estate success. The conversation goes beyond simple tactics to focus on the foundational principles of building a long-term business. She discusses the importance of building a powerful brand, creating a repeatable system for client communication, and hiring a strong team. The episode is an inspiring and practical guide for agents who want to build a legacy business that can thrive for years to come.

Look, most agents spend their entire careers chasing the next deal. But what if you could build a legacy that's chasing after you? Well, today you're going to learn some of the hidden secrets behind decades of elite level success moving from tactical hustle to the foundational business principles. Because this industry is full of those one-off bursts of effort that lead ultimately to burnout. And without a repeatable system and a recognizable brand, you're just going to end up being a real estate salesperson, not a real estate business owner. So we're going to join Kerry Sovey as she sits down with an industry titan, Peggy Hill,

to break down the blueprint for building a powerful brand, creating seamless client communication systems, and hiring for a team that's going to scale. This is everything they never told you about real estate, helping you scale your business, implement AI, and capitalize on the latest tech and lead gen strategy. And now here's your host, the AI Queen of Real Estate, Carrie Sovey, and the Queen of Canadian real estate Jennifer Jones. Welcome back, everybody.

We have a really interesting and special guest today on the podcast, Peggy Hill. And I'm just going to say Peggy Hill is the queen. Yeah. Period. So she has a massive real estate team in Barry and surrounding areas, I'm guessing. How many agents do you have now, Peggy? Peggy's with Remax, by the way. Just clarify that.

When I wake up, when I woke up this morning, I believe there was 67. Okay, so I need to ask this because, as you know, Jennifer has a massive team as well. And how the hell are you guys not sitting in therapy all day long? Like, honestly, or do you just drink? Who says we're not sitting in therapy? Yeah, that's true. I'm good. One anti-exiety med at night and I'm good. That's hilarious. So something that I absolutely love about Peggy, she is like the queen of attending conferences and events. I swear to God,

he's with remax. She actually owns a remax franchise. However, I feel like I talked to you once and you were like at like family reunion. I was. She's like, I was. She's like, I was. She's like, I talked to her at the phone. She's like, hold on. I'm going to see Tony Robbins right now. I'm in Vegas. Let me call you tomorrow. I was.

I go to all the conferences. And I mean, I just, I feel like the more you learn, the more you know, the more you can give. And honestly, I'm not a brain surgeon, but I get paid like one. So I feel like I need to bring value to my clients and to my team. And. Oh, God. And that's how I look at it. And I need to be on the cutting edge of everything.

everything out there for them, for them. And I just came back from being in New York with Sir Hand. Yeah. That was fun. And, you know, my biggest takeaway was there wasn't enough real estate content. I wanted more real estate content, right? Everybody's taking selfies with the cast. And I'm like, where's the beef? Yeah. I mean real estate content. Okay. Yeah, I'm one of those dopes that go to a weight of conferences that actually sits in the classroom. So maybe you should come to. the EXPCon. I, you know what,

I've been invited. I think the next one's in Miami, right? Yeah. Do you want to come? We can get you a ticket. Yeah. My son's getting married this fall,

so I'm just trying to figure out dates. But yeah, I've heard that EXP puts on a really good conference. This one's got like a Miami Vice theme, right, JJ? It's like, it's going to be super cool. As you know,

I'm pretty sure we like stole family reunions event coordinator. so it's going to is she there Mindy's there that's where Mindy is she's so great oh my gosh yeah there's not two of Mindy

he's fan she was really Keller's right hand for I don't know that forever yeah 20 years I think she said it's like a very long time that's unreal I didn't realize Mindy was there I knew she had left KW but I that's as far as I had heard

Yeah. Wow. Yeah. Since. So let me know. I'll send you a ticket. I think for people who are watching, you have a lot of like newer agents or agents right now that are just not where they want to be. So what would your advice be for them right now, Peggy? I think a lot of times when when agents are newer, it's like our sellers, right? They're not getting any showing so they feel it's their house. Nobody else is going through what they're going through, right? And I think, if anything, my seasoned agents over the last 18 months have had a tougher time than my newer agents because they don't know any better. They just keep working. They keep doing the things I tell them. But the seasoned agents that have been in this business for a long time have had such a learning curve because things are tough out there. Like the low-hanging fruit of COVID is gone. And it was a ride. Let me tell you.

But it's back to basics. And it's funny because I started my career and I used to do four- open houses a weekend and people tell the story all the time people are like I'm going to do four open houses a weekend I'm like you know what the difference is I did it for five goddamn years I didn't do it one weekend talk to me when you've done it for five years right yeah so what do you think the what's the divider in your mind with agents that come on and just knock it out of the park right out of the gate and the ones that struggle like do you see any character traits or work habits.

The grind is real, right? And they're not afraid to ask questions and they're always on. They're like, you know, can you do this open house this week? Yes, I can. Yeah. You know, like, no, I have nothing else to do. Whether they had anything else to do or not, it's just, I think sometimes, you know, and I don't think reality TV has helped realtors any because everybody thinks about, you know,

drinking martinis on, on, you know, at lunch. And it couldn't be further from the truth. This is a job like no other. And, you know, and we get very well compensated for it. Don't get me wrong. But I also gave up my life for it. I gave up literally my life and my soul because I am on all the time. It doesn't matter if it's morning.

It doesn't matter if it's night. It doesn't matter when it is. I am on. And if, you know, I don't sell anymore, but my, now my clients are my realtors. So if they need me in the middle of the night, I'm there. Like so in a lot of times I find the people that don't make it in this industry, the ones that are resentful of the fact that they had to give their life to this business. But that's what it takes. But you know what's happening, right?

You have a lot of gurus out there talking about work life balance and how there. And it's like what balance? Like there's literally no balance. I won't even hire somebody anymore if they. even have an idea that they're going to have any type of social life. Like in your social life isn't work-based, like, what do you do? Yeah. I socialize with my team members. That's who I socialize with. Exactly. We'll order people in the pit. That's our idea of socializing. And, you know, and it's very difficult for people, especially even if your partner's not

in real estate. So you're having these, they don't understand why you're on the phone all the time. They don't understand why you have to leave the dinner table to take a call. They don't understand. They don't understand. But a true realtor does not resent that. A true realtor is like, my phone's ringing. I'm running. You know, like that because we're crazy like that.

We really are crazy. Do you remember? I run into agents all the time that are like, I don't answer the phone between this hour and this hour or you have to have time. And I'm just like, I'm looking at them and I'm like, I don't even want to remember your name because you're going to disappear within 12 months. You 100% are because guess what? The consumer wants what they want.

And if you're not able to give it to them, they're going to dial the next person within seconds. And then people were like, well, they weren't serious then. Yeah, they're serious. That's why they want an answer. I know you better be there to give it to them. Yeah. And this crop needs to stop with people long. to everybody and saying, you know, you need to set boundaries.

It's like, do you want to go to go work nine to five for somebody else? Do you know what boundaries I set? The kids knew to shut the hell up when the phone rang. My husband knows that the bug me when I need to take a call. I set those boundaries. Right? I did. We did.

Jay are very lucky. And so are you. Like, we all have amazing. husbands that are so supportive and actually encourage us to put work first. They, you know why? Because they see the, yeah, I'm the sugar mama. Because I'm the sugar mom. That's why.

But they see the passion too, right? Oh, really. Ricardo is like, oh, my God, she loves this. I love it. He's the one that was posting people running into your conference and he's like, they're all running for my wife. It's like, that's amazing. I love that guy.

He's right. That's a proud lesson. That's a proud question. We definitely got lucky. Jennifer has Keith and he is so great as well. Like, God, all of the places that we drag these poor men around to sometimes. You know what? You can tell it's a lot of our success, right?

because if we don't have the foundation at home to keep us grounded, because my husband keeps me grounded, ladies, believe me. I'd probably own 64 other homes that I don't own now. That's enough. Calm down. What else could this mean? Like, stop it. That's so funny.

That's what my life is like, I'm the gas and Keith is the break, which is good, because I feel like you kind of need both, right? It's like, we're going to do this. And he always says, he goes, no, we're not. And then I just smiled to himself. I'm like, mm-hmm, yep, it's going to get done. Yep. If I want it, it's happening.

Yes. Oh, my God. So how do you, how do you decompress? Like, what is the way for you to kind of let down? My grandkids are really good at helping me decompress. My cats are really good to helping me decompress. Like, I go home, it's my haven. And, you know, nobody bun.

me there, I go home. I don't stop working, contrary to popular belief. I still have my laptop open all the time. I find myself almost 21 years in this industry and still addicted to it like a maniac. You came from a family business, like a restaurant business, didn't you? Yeah, that's right. How old were you when you got into real estate? 40. Wow. Because I'm going to be 60 this year and I've been real estate for 20 years. Wow. Well, you. Well, you. you look hot right yeah look awesome i have my war wounds believe me but it's it's the most addictive industry i've never understood this like i remember working the restaurant you work long hours and you know you had to do what you had to do but this even when i don't have to work i work yeah that's did you plan

yeah did you plan for a team or was that something that happened by accident just based on your growth no No, because 20 years ago, there was no teams, right? You had a couple of husband and wives that were in the business, but never teams. Like, nobody even heard of teams. And I never heard of a team. I wasn't even sure I was going to make it in real estate. After my, I guess, second or third year, I started believing it. I started believing that, okay, maybe this is actually going to work out for me, but never.

In my wildest dreams, did I think I'd be running a team? sure as hell didn't think I'd be running one with almost 70 agents. Yeah. Never. You're kidding. And then never. So your highest was 2021 like what would be your best year in terms of like deal closed? So what was your number of what was the number of deals done in 2020?

In 2021, the team, I believe, girls, state team million. We were number two in the world. Number one in Canada was easy, but number two in the world, which was like pretty mind blowing, right? Exactly. Yeah. out of Barry, Ontario with the price point of 750. It's amazing. Yeah.

It's like, yeah, it's so incredible. I think you, even, you came to the KWRC office back years ago and they had you on a panel. Yeah, I was just so blown away by what you were doing. And that's actually why I started into Commission's Inc. like using sync back then. It's interesting, though, right? I love the fact that you've always been open about sharing. You share everything. Always.

Such a great woman leader in the industry. Yeah. I think I share more because I don't think I'm special. I really don't. I think that like who cares? Like yeah, we're not special. Some of us work harder than others. There's nothing to steal here.

Like you can't be me. You can't be me. You can be you. Yeah. But you can't be me. And it's like the percentage of people that would actually do it, right? Even if you tell them everything, what's the percentage of people that will actually go out and tell them all my secrets and none of them would do it. Yeah.

Look how much I share online. Like, you think that anybody influence anything that I say? I do. I do. And you know why? This is what I love about you guys. you're continually learning. I feel like some agents, obviously not the high performers,

believe education is for the new agent. That's why they're stuck as they are. Obviously. I'll tell you a funny story. So my husband went to L.A. for three weeks because my son, my youngest son lives there. So he's gone to help him. And I was so excited that he's going to be gone for three weeks. The TV will be off.

could just do courses online. So last night, the last person I listened to was Carrie because I was running through some of the videos and it's like I fell asleep listening to Carrie. It was she, I'm bedtime stories AI with her content's been amazing like Carrie. Well, everything's so easy, right? And everything's involved. Yeah. Everything involved. Like if you would have, Jennifer bought was one of the first people to buy my program back in October, okay, for a few of her team members. And back then, obviously AI's advanced more. It was education.

Right today, it is literally as done for you as it can get with these GPTs that I've built for every area of your business without me like providing agency services to you. That's like I continue. Some people build programs and then just sell it. I'm just like, how can I change? I'm in there editing and improving all my GPTs every couple weeks. I'm like, I know. You know, and I just, but that's my passion, right?

Like, real estate wasn't my passion. This is my passion. Oh, it's hard to tell, Carrie. Yeah. Yeah. It's like, actually, me and Peggy are speaking at a conference about a golf use conference tonight. So I'm a keynote speaker and then Peggy, you and Conrad are doing like a panel. I love it. I think I'm just like a tag or something while you're on stage. I love it. I love it.

So that'll be fun. Yeah. How has impacted your business, Peggy? So, you know, I think more so with our team than other teams or other people that use AI as a buzzword we don't use it as a buzzword we actually use it we use it we use it with you know we use it with staging we use it with photography we use it with you name it we use it so i think any and and it's it's ever evolving right and it's funny because i was in july i was with gary v and um he said it was a big on a big group of people. And he said, how many of you don't expect to be in this business after five years? And I said, 65? Yeah, I could see myself like slowing down maybe. So I put my hand up. And he looked at everybody else and he's like, the rest of you, you're all screwed if you don't get on this train

now. You will be out of business. And that just resonated with me. And I've never forgotten. But he's so right. Like, and you, you hear people. Oh, what is that? I'm going to learn that. I'm going to do that. And ever since AI came into my life, like, as soon as I heard about it, I was ready. I was ready. She was like, hey.

I was ready to go. I saw her at Enmin last year. I never heard of her before. And I saw her on the panel on Inman. And I was like, oh, my God, she's even Canadian. I'm in love. And I hunted down from there. That's how it was for me.

Yeah. Well, I think, too, like, it's the way that Carrie's brain works, though. Like, so she puts everything into, like, steps that makes sense. And she can take something that's more complex and kind of dumb it down, right? And then really siphoning through, like, all that data, all the new things that come out every single day and saying, okay, use this, use that. So as a realtor, you don't need to spend all that time doing it yourself. you can actually just go to what she's actually teaching on, right? Which I think is so cool.

You guys, you guys are going to die. The GPTs, if you thought they worked well before it, my GPTs always do like 10 plus jobs, right? Like, it does a lot. And as I got to know how realtors were using them, I began to understand how much done for you it needed to be. And I literally go, literally all you have to do with any of my GPTs and I just finished updating the last one, push a button that says let's go. It will guide you through the whole process, just generating to its ability and asking the questions that it's needs. There's, you don't even need to know what to ask for anymore, let alone how to ask for it, right? So I'm trying to make this as user friendly as possible.

all. That's the goal. And that is the beauty of what you teach. Make it simple. And you know what? And so here's here's I'm going to, you asked before about differentiating between people. And I remember because I wasn't able to go to Inman, but of course I had to buy the videos because I don't want to miss anything ever. So I was sitting there watching them and then you came out and you spoke and blah, blah, blah. And then immediately I found you. I contacted you. I got your course. I, I can't tell you how many people I've had contact me because they see me on your website or what have you. And they contact me, you know, is it a good course? What do you think?

Do you think it works? Do you think that? And it's like, just get on it, man. What are you kidding me? Exactly. I didn't say, I didn't call people saying, have you heard of her? Do you think it's all that? Do you think what?

Well, it's a lot of me. What do I do? And it's like, it's peanuts. Come on, wake up. John, get wet. But Peggy, I need to point out, like, I talk to a lot of agents. There's a very small percentage that will pull the trigger and make a fast decision. And that is exactly the quality that sets you apart from somebody with no agents.

That's your disprofile. That's what they say the differentiator is between true leaders is the fact that you can make a decision like that. Because if you have to sit there and think about paying a couple of thousand dollars for something that's going to be spoon fed to you that can, I mean, I've made money off AI like in five seconds. Like it just improves my life. The fact that people want to sit and talk about it and think about it and oh, what do you think? What is it going to be? And then I have one. It isn't the decision made.

Oh. No. So I had one realtor reach out and said, oh, do you like the course? You know, I'm more into, you know, I don't use AI that much because I'm more into, you know, just working with referrals. And I don't know that this would be for me. And it's like, you're going to be out of business. Do you get what I'm saying to you? You're going to be done.

You're going to be finished. I don't care if you just work with referrals. I don't care what you work with. The consumer, even though they don't understand what AI is, if you're not working and using AI, they're going to judge the shit out of you. And they will go with somebody who just blurt's a bunch of shit out to them. And they will go with them because they said the magic words. Yeah.

And you know what? It's not even an inability to make a decision. I hear in that, you know, oh, well, I work from referrals. All I hear is I don't see value in my business to invest in it. I don't understand what it means to be a. business owner. Therefore, I can't understand investing in it. And that is actually the real fucking problem right here. Yeah. Yep. Read with you. Yeah. Yeah. Well, I think that's why you have that like percentage is like the 80, 20 that's probably more like 90, 10, right? With that 10 to 20%

that do it, they take action. They're like high achievers. Those are the people that make the quick decisions on your program. And then there's a group that needs more. time, right? They need to know. They need to find out that it works, that it's great, right? So you're just starting to get all of those two into the program now. I feel like Carrie, because they've had enough exposure to you and to other people like, can I take it course. Yeah. And I think people are starting to finally wake up that it's not going away. It's not a thing. Because you think a lot of those deniers too, right? This is enough. Well, I, Well, I always say at the very least, you know, you should be building a relationship with AI and be very kind so that if it decides it's taking over the world and wiping us out, we're last, right?

I like that. We're last. Because Jennifer says, please and thank you. I do. So can I bring something up? So AI search engines are launching soon. They've already, you're already in beta testing in the U.S. This is going to change everything.

Just so you know, Peggy and Jennifer, because you guys are in my course, the big updates I did with all my GPTs was making sure that all the content they spit out is optimized for AI search engines and not just Google. Okay. There's certain things like AI search engines are going to be hyper localized. So imagine a buyer being able to say looking for a mid-century modern side split with a. the slanted roof and between a half acre and an acre lot and a pool, in-ground concrete pool, a hot tub, there has to be two masters. Imagine this. If it's out there, that AI search engine is going to serve it up on a silver platter.

Isn't that incredible? So now your listings have to be optimized so that it can pick it up. So that's the things I'm changing, Peggy. And then if you're a seller, you know how they're searching your realtors now? I need a female realtor in their fees that's divorced because I'm divorced and she needs to know lakefront properties and exclusively work in Oakville. And guess what? Now, the only way to get that I get recommended by AI is to have a lot of content that aligns with that out there. So and it's okay.

People haven't even primed it yet. Yeah. If they think like people think it's hard to be described. discoverable right now and do SEO properly and become discoverable on social media, they are in for a rude awakening because, you know, people like you guys are already creating a lot of content and you're already taking the market share. And now you're using AI to do it so you can do it on a massive scale. Like, can you imagine what social media is going to look like in two years? Like, it's going to be a free for all. And it's only going to be the early.

adopters that have already secured their spot that are going to win. It doesn't matter how much AI generated content you can pump out. It will be too late, like plain and simple. But buying real estate on the meta platform, right? You remember when everybody was buying because they didn't want to be the last ones? But it's true. Google reviews, you know, we depend on them so much now. But I don't think they're going to be as important in the first.

future are they no they're not going to they're not going to it's going to be the authentic proof videos so get a lot you guys start accumulating a lot of social proof now because that's what's going to do it you know and when I think about like social proof is what builds trust faster than anything and I've been thinking about this and I'm like you know I feel like How do I prove that a, like you can build a business with AI? Well, I'm proof. Look what I've built. I literally use all, everything I teach.

I'm just not targeting buyers and sellers. I'm targeting realtors. I'm literally growing every week by 20 to 50 agents. I'm bringing in out of that around 20 to 50 organic leads through many chat. it's and it's all organic so like anybody can build a million dollar business with ads you can build a million dollar business spending a half a million dollars on ads i dare you i've i've spent five hundred dollars a month on ads yeah that's amazing you know i mean like that's it's not about your revenue what's your net like what are you walking home with right do you want is

bragging rights for your ego or do you want to fucking retire well and in all sense we put out a lot of money to google right now so i won't be sorry when they can kiss my butt i will not miss them i won't i was laugh because uh being in the room with gary keller one day when he said you know he's talking to all that top 200 agents it was at family reunion something like that and he said we have a lot of people like cowboys in this room with giant cowboy hats and no cattle, right? What's your net? What's your net? Right? Not how much you're spending, not how much are you, you know, it's how much you actually net. And I thought that was so brilliant that stuck with me because now all I see you're a bunch of cowboys walking around with

these massive, massive cowboy hats. It's true. Yeah. Yeah. So what's next for Peggy? What's your next big goal. Well, don't tell golfie, but I want to go back to being number one in Canada. We won't tell him. Okay. Anything I can do to support you, you have it. No, you're my girl. So

that is definitely a goal that I want. And as much as it matters, I don't know. I just feel like when you put this much passion and want it so bad, like there's no chance it's not going to happen. Like, there really isn't. I'm going to make this happen again. So it's all good. Yeah. I have a saying, Peggy and her. And my saying is that you can never fail at

anything unless you give up. Because even if you suck at it and you don't know what you're doing, you're bound to figure it out along the way and achieve your goal. Yeah. I love that. So true. Just don't quit. No. Just don't quit. What's next for you care? You just have to out. Finally get my conference going. And I'm going to write a. book this winter. I'm just trying to figure out like I need to set aside a large amount of money

to publish it myself because I don't have an AI everything's changing so quickly. I've got to get it out immediately. Right? And I've got to figure out the structure where it could still possibly be relevant in six months from now. So

it's a time but I'm going to do it. World and I know. I know you love it. I love it. And, you know, on three stages at EXPCon, that's going to be wild. And I'm considering, so Open AI is going to be there on the 26. I don't know if you guys know this.

They are going to be at the conference, but they're coming a day early to run a content creator like digital creator like. It's so good. And enter it and they're going to give them XPs API and OpenAI API credits. And basically they're looking for an agent solution and it can be anything. And I'm like, I want to do it, but I don't code, guys. So I'm like a little bit apprehensive.

But if I can find somebody, it can be a team, right? So I made a comment. I'm like, I'm going to team up with Seth Siegler, who's our like CIO. So obviously he's not going to. But I'm thinking of doing that and then building out like a wicked solution. I just need the tech behind me. Because as you guys know, I don't have computer background. I don't have.

I'm not a computer engineer. I am not a techie person. And I don't have time to learn coding right now. Maybe that's like down the way when. I don't know. I'm not going to say never, but it would be a process that I don't have time for right now. So that's maybe something I'll do. Peggy, come to EXPCon.

Yeah, I will. Do you know the dates? Yeah, so 26, 20, well, really it's 28, 29, 30th, but they have some like VIP stuff on the 27th, and the 26th now is like that contest. that I was just talking about. So if anybody's out there listening and you can code and you're going to EACON, you need to contact me because we're going to win all the money. Like there's like money prizes and stuff.

How much money? I don't know. But I need a partner on this. So anybody out there. Amazing. Yeah. Yeah. So when I finally have my conference, which I will,

it will probably be spring because nobody wants to try. travel to Canada in the winter. But these two lovely women will ably be on stage. And it's really funny because, like, I just want to bring this up. My conference had a very feminine energy. And there's a reason. The reason is because all of you men need to get your head out of your asses and jump on board with AI.

Forget that I'm a woman teaching you. Just do it. because this is getting embarrassing. And there we go. I've set my piece. There you go. There she go. That's awesome.

Well, ladies, Jennifer, what do you doing? Jennifer's doing something exciting with AI. Tell us, Jennifer. Yeah. We built out, so we got a computer engineer and a computer engineering student and we've been building out inside sales,

outbound sales, incoming phone calls, like instead of having, you know, like tellink or sorry, tellalink, you've been great. But the reality is that we're training it in a different way than a lot of the other people out there that are doing it and more like real estate consultant versus hardcore, you know, the old school. So I think it's going to be really neat. We were delayed because of the hosting site that took a dive because there wasn't enough server. to get us to take on all of this activity that was happening. So we are just trying a new place to actually host it and then we'll be good to go.

So it's pretty exciting. I make, yeah. You're going to. This is like sales girl who's been partnered with me for seven years. And she's like the master of conversion. So between her scripting, our scripting, all the other scripting that's online. line. Yeah, we think this is next level. So super stoked. Well, I'll be doing the beta testing. Yes, you are 100%. But you have to customize mine because like, yeah, we are.

We do. So we can customize it all. It's simple to customize. Right. We just we've been building out the agents and then it's simple to customize it from there. Yeah. Yeah. Yeah. And I believe Peggy was asking me about AI caller. I was. Yeah, so I'll reach out to you, Peggy, once we get this up. I've heard some of the others. So we know sort of who are the players right now with this. And we've listened to those calls.

We do feel ours is better, you know. So I feel it will be interesting to get your feedback because as someone listening to those calls, you know what's working and what isn't. and we actually can tweak it really quickly as well. That's amazing. So it's going to be exciting. Yeah, we're running it through all our leads that have been less receptive, like running through some of the dead leads,

what appear to be dead leads. We're running through those. So, yeah, it's going to be super exciting. That's amazing. Yeah, I love this. Good for you. Well, it's fun, right? This is a thing.

Like, it's changing the world and you have a choice, right? It's like back when the internet started, right? Yep. There were new, you know, the head heading headlines in the New York Times were like, you know, the world's falling, the sky is falling. Yeah. You know, terrorists were going to be able to attack us through the internet. Like those were actual headlines at the New York Times.

So, you know, this is just jump on board. Have fun. I have a question. I have a question for both of you. Peggy first. If you could have any A. tool and it would be the most productive tool for your business or your life what would that look like so for me i have a lot of people in my inside sales department and i know that i can get that like i know

they'll come a time when i won't have to have actual bodies do that and that would be amazing well that's exactly what we're doing peggy your dreams are coming through jennifer what about you if you could have any AI tool for any area of your life? Any area of my life at all? I would say like... To my husband at night so I could work? No, but that's what I mean. Like, I feel like maybe it's actually like an AI analysis of finances and then looking

at the world, like protecting forward. Like, where should I be investing based on? Because it will know everything. It's going to know, you know, you know, where future development is, where, you know, you know, Amazon is opening up or Costco's or hospitals. So I feel like actually AI for looking at past trends and predicting the future trends and telling you like a crystal ball, buy now, sell now, right? But only for the small group that pay into it, right?

Yeah. Yeah. I'd change it. That in health. You guys like Jennifer. How many are on your team, Jennifer? I'm 55 right now. 55 people?

Yeah. Holy moly. And do you sell? They'll sell? I jumped back in just with the past few years and stepped in like going to appointments to help convert, right? Or going on some showings with particular clients that I've had for a long time. I mean, I was pretty much out. But I think based on how.

things to be going. It's like literally just you're carrying a monster in terms of the monthly financial responsibility running a team like this, as you know, and yours is even more, I'm sure. So I look at it like, you know, when times get tough, you just jump in and, you know, carry it through. I feel like real estate Christmas is coming, as Steph Edwards, our economist, mortgage broker specialist says. I feel like this is coming. This is coming. based on the bond markets, the interest rates, everything that's happening. So, you know, this is the time now. Like, take this last bit of quiet bit that these agents may must have right now for a lot of them.

And learn, watch, carry, follow Carrie, get on the program and understand this because you're not going to have time as we move forward into real estate Christmas. Yeah. Nope. And you know what? That's what I feel like AI. so important to apply to any prospecting method. When I talk to agents, I'm like, you know, we are stuck in this roller coaster, especially solo agents.

And it's because they can't find the time once they've prospected like hardcore. They have a bunch of buyers or sellers. Now they don't have time to keep prospecting. So guess what? Three to six months from now, they're not going to have any money. And when those clients are done, they're going to have to start. scratch again. And I feel like AI is giving us an ability to prospect in less time more effectively so that when we get busy, we're not getting subject to the dip after those clients are gone, right?

We can prospecting on a lot less time every day and still work with lots of clients too at the same time. So. And in fairness, that is what most realtors hate doing anyway. Right? Because it's the fear of rejection. So the amazing thing is that, that's, you know, that, you know, these AI dialers and even the messaging through the, through, you know, your whole database, they don't have that fear. So they're just going to near match and support, right? And then continue asking the questions that are going to get people, you know, to a place of moving forward.

Right. So that's it. People, people stress, like, I was in an office a while ago that was actually, it's a debt collection office. Okay. So what's interesting is that, you know, they have security to keep people out, right? They also have massage areas and a fitness center and like all these different things to keep those people that are on the phones as debt collectors sane, right? And in the right mind to be able to continue to go back out and do it.

The awesome thing is with this kind of AI dialer, right, you don't have that issue. It's no matter someone's screaming at it or carrying on, it's just going to be polite back. Right? So. Yep. I love. Yeah, I think it's just fascinating. I love this stuff.

I know you do Carrie. Obviously, you do Peggy. I think it's so much fun learning new things and then figuring out how to kind of have it integrate to make life better. And that's why, yeah, when I first met Carrie at ExPCon, Canada, that was over, almost two years. No, it is almost two years. One year. Is that it? I feel like it's been forever.

Anyway, yeah, I was like, this is crazy cool. She should be everywhere, right? Like, this should be out there. I'm like dragging you around to people. It's amazing. It's so amazing, Carrie. So, pretty. So, Peggy, any last words of advice?

Let's go towards like agents that want to build teams. Don't do it before you're ready. People ask me all the time if I have trouble recruiting to my team. And I can honestly tell you I never ask anyone to join my team. We get people coming to us all the time that want to join the team, not because I ask them to. But the only reason you get that is if you're giving value. So make sure your values there. of what you have for someone else before you start looking for people.

I started looking for people because I couldn't move up to the business. And it was a great problem to have, but it was still a problem. But don't go out and build a team because you think you want to work less or you don't want to sell anymore or that. That's not what it's about. Regardless of whether you have to sell or not, you're now responsible for feeding other people. So unless you want that responsibility and you take it seriously. And I mean, my payroll is over a million dollars a year.

Like, you know, you want to talk sleepless nights. Like, shit like that will give you sleepless nights. So don't do it before you're ready. Make sure your foundation is ready. And you can build on it, no problem. But you have to make sure the foundation is ready. Make sure you have the leads for people. Like, people don't just join you because you're nice or you're pretty or because they like

hanging out with you. That's not it. They have to be able to run a business and feedback. their families. And if you can't provide that, don't make promises that aren't true. Yeah. And 100%. What do you, what would you say they should start with to build that foundation? Where should they start? I think in any good team, it's administratively solid. And then you can start adding the next tier. And Gary Keller always said a buyer's rep is, you know, you never give up the listings till the very end, but you're, you're admin heavy. And then you had a buyer's agent. Because

like Jennifer said, she had to get back into selling because that's where the gravy is, right? So you put in a buyer's agent when you can't, you know, because listings are what matter and that's the most important part. So just make sure your admin is solid and your database is solid and it's being dripped on and nurtured and all the rest of it. I love that advice, Peggy. I had a team for five years, all women. And because I would feed them before myself, I found that I made more money alone. I always said if I get back into production, I would never build a team again. I would surround myself with like 20 assistants.

That's what I decided I would do. I think that's the beauty, though, of EXP is like for me looking at the team model. And yeah, like expenses are like $150,000 a month. Okay. So you're running the team. really doing it because you love other people, you love seeing other people when you love, you know, you love pouring into others. Yeah.

Right. But the truth is you would be more profitable as a small, powerful group where you kept it tighter and keep your expenses down. Yeah. Yeah. I feel like ultimately, ultimately, if you want to get started, it's exactly what Peggy said. The people that I've seen fail are the ones that don't have. have the production in the first place and then bring people on, but they don't have,

they don't have anything to actually give them, right? I agree. It's like, yeah, but the bonuses, at least with the XP, you can get to a place and you can go, okay, I can either continue down this path of, you know, running a big team or, you know, now focus also on building organization, which functions, functions more as like passive income. But the cool thing is you're basically running it the same way as a team. So if you have experience running teams, building org, the task of income is a no-brainer, right?

Yeah. So I think that was my aha. Yeah. And I love that. At the end of the day business. Yeah. Yeah. And I think you like for me, I love people so much.

I love our management team. I love the agents. Like it's in those moments of life, do I, you get into a tough market like this, like we're carrying 77 listings. I don't know about you, but when they're not selling necessarily, you're eating a lot, right? There's a lot of expense you're eating. So you have to be willing to maybe take less yourself. Like maybe your salary is coming down. Maybe you're not paying yourself. Maybe you're investing in your business with personal money while you're running through these tougher periods in order to get to the other side. And that takes a bit of

it takes some balls frankly lady balls like to right like right i'm going to carry this thing and have this huge expense on my shoulders every day and have all these people that are respond that i feel responsible for so i feel like you have to understand getting into it that that's what it's going to be right yeah like oh my god i'm hired administrator and it's so scary at first right Thinking back, like, for too scary to you, right? It is. It's so scary because these are salaries that have to get paid regardless of whether you're busy or not. Like, we're carrying 210 listings right now, 210 that may not sell.

But guess what? All that has to get done. Nobody's asking me, you know, it's overpriced a little. It's this a bit. Like, too bad. If I want a listing and you need to list to exist in this business. that will never change. Yeah.

But it's not so true. It's a lot of people's lives that we affect and you have to be willing to enable to take on that stress and financially. Yeah. And if you do, if you do like disk profile, I think is one way of determining what you're suitable for. Because I feel like you're a D.I or DIC, something like that. Are you Peggy? D.I. Yeah. D.I.

People have killed it for me. I don't know what I am. Do you guys know what I am? I would say, I'm going to say like, like, A. You have D, but you also have a. A lot of C. And he has like the C. The C's.

What is your disc? I don't know. I've never done it. What? I'm going to send you one right now. I'm sending you to let me know what she is because I, I'm guessing in D.C. I'm guessing. She's got a lot of eye though.

She loves like social and, right? I feel like that eye is so strong. So I'm going to send you a disc profile to do you. I've never done one before. It's funny because. Because and my husband asked me why, why haven't you done a personality test? And I'm like, I don't know. Maybe I'm like a psychopath.

Maybe I'm like a sarcasmus. I don't care what I am. I am what I am. If you're a second to death, it will not show that. So you're good. Hey, tell me what she is, Jennifer. Yeah, 100%. I feel like you should take it social.

She is very social. I'm going to find. I'm going to do it. But Peggy, I won't keep you any longer. I'm really, really thankful that you came on the podcast today. And I'm really looking forward. I'm really looking forward to our massage before the golf event. So I'm going to try and not forget to book us something.

Okay. Let's do it. Let's do it. I'm operating with no assistant right now and just AI. So it's a little sketchy. At the level I'm at, I know it's a little, it's working, but at the level I'm at, I need somebody. So we'll see if I can. So thank you so much.

And thank you for sharing all of these nuggets of wisdom. Ladies, it was a pleasure. It was a lot of fun. Thank you. Such a pleasure with Peggy. You're amazing. We love you. Thank you.

I love you guys. We just went behind the curtain with Peggy Hill to explore why brand and systems are these non-negotiables for long-term real estate dominance. Now, remember, if you're relying on your next lucky lead rather than a repeatable system, your business is going to stand on shifting sands, on shaky ground, okay? So why don't you try this? Go review your current client communications. Is it a system or is it a series of one-off emails? Now, do this. Subscribe here for some more of that legacy building insights and make sure that you're sharing this episode with an agent who is ready to level up their brand because we're going to be continuing on this conversation through the week. But if you don't have that system, let's just go add a tag to them for somebody who you could bring value to today.