Path to Production Topics Included Lead Gen, Social Media, Working With Clients & More

Tuesday afternoon, several breakout paths were held at EXPCON, including “Action: Path to Production.” This path offered seven topics, delivered by eXp Realty agent speakers, to empower attendees to transform production goals into actionable steps that will help to drive business growth.

Lead Generation for the Next Generation

Ricky Carruth then led a discussion on lead generation, exploring the latest approaches to capturing the next generation of buyers and sellers.

“You have to be efficient,” he said. “It’s the ability to focus on a few lead generation activities to produce more results in less time, sacrificing business in other lead generation areas.” 

Building Your Brand With Social Media

Amy Gregory then took the stage to talk about building a brand with social media in today’s digital age. To succeed in real estate, mastering social media is a requirement.

“You are not a brand, so stop posting like one,” she said. “Emotional connections drive sales and only humans have emotions.”

She explained that big brands are paying big money to humanize themselves in order to connect on an emotional level because it drives sales.

“Business is personal, being human is your biggest asset,” she concluded.

The Golden Rule of Working With Clients

Olympic gold medalist and eXp Realty agent Chad Hedrick followed with a captivating session where he shared valuable insights and personal experiences that highlight the importance of discipline, determination and building strong connections.

“The biggest lesson I learned in dealing with my clients is that I always want to win,” he said. “And my clients sense that. Another key for me is really breaking down the real estate process so they know what to expect. You can’t expect that people will automatically know the ins and outs of a real estate transaction.”

Building a Prolific Buyer Business

Keri Shull took the stage next to lead a thought-provoking session that explored innovative strategies and proven techniques to attract, engage and retain a steady stream of happy clients.

She explained that creating a repeatable and duplicatable process is the key.

“We have a three-step process that starts with a buyer-needs analysis, explaining the buying process and doing a reality check analysis.”

She also asked participants to focus on what makes them unique and to promote that. “How do you know if you succeeded,” she asked. “You get an exclusive commitment to work together! That’s a loyalty agreement.”

Working With Buyers and Sellers

Joe Trujillo and Jessie Yerxa led a discussion on the strategies they use and experiences they draw upon to successfully serve both buyers and sellers, including:

• Use a Seller’s Guide and tangible material to set client expectations
• Elevate the seller experience by using a Seller’s Questionnaire form so you can align on goals and set a plan
• Have a social media presence that reflects your status as a top agent
• Keep them informed and have an open line of communication, remember: communication is currency!
• Make it fun! Bring the energy when you meet
• Build a bond with your clients

The Futuristic Mindset

Next up was Sheryl Houck, who led an engaging session focused on cultivating a Futuristic Mindset. This session delved into the strategies for embracing innovation and positioning oneself for maximum success. She advised being aware of the current challenges that the industry needs to solve for, for example, affordable housing and distressed sales. “Pick a niche and own it. Win and share your playbook with other agents for the win//win/win!”

She challenged everyone to ask how we can create value together in the marketplace. “We need to think differently about how we come to the marketplace.”

Don’t Pay for Leads, Use Your Own AI

Path 1 wrapped up with a discussion led by Phil Sexton on how AI can transform a lead generation strategy to help attract high-quality leads in the most cost effective way. 

“Lean in to timely trends – that has always improved our engagement rates,” he said. “The first step is to learn to use the tools and the second is to add strategy.” Phil also took attendees through several cost-effective AI tools and resources and how to use them.

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