How Ai Will Transform Your Business.

I just had Glenn Sanford on my podcast, and what the founder of eXp Realty told me about AI and marketing in 2025 completely changed how I think about competitive advantage.

"He or she who has the most marketing impressions tends to win," Glenn told me. But then he dropped something that made me rethink everything: "ChatGPT is not another search engine... as you start to converse with it like you would another person, it really helps you dial in your thinking very quickly in a way that becomes actionable for you."

Glenn isn't just talking theory. He's built one of the fastest-growing real estate companies in history by staying ahead of technology curves and understanding what actually drives market share.

Here's what that conversation taught me about winning in 2025's competitive landscape.

TRANSFORM YOUR MARKETING WITH AI TODAY

Most agents are using AI like a fancy search engine. Glenn showed me they're missing the real opportunity.

"GPT 4.5 is crazy... it's the first GPT that's actually passed the Turing test, which basically means that people reading it versus stuff from the actual human being get the human call as much or more than the human themselves."

Think about this: AI has reached human-level communication quality, but most agents are still asking it basic questions and accepting generic answers.

Choose one AI platform and use it daily for 15 minutes. Ask it: "Based on what you know about me, how should I market myself to my community?" Continue the conversation rather than treating responses as final answers.

Create a custom GPT for your specific marketing needs. Use AI-generated content as starting points, then personalize with your unique voice.

The secret most agents miss? Specificity drives value. Ask ChatGPT to "act as a top-producing luxury real estate agent in [your market]" before requesting marketing ideas. This role-playing prompt produces more specific, high-quality suggestions tailored to real estate.

BUILD YOUR PERSONAL BRAND THROUGH DAILY VIDEO

Glenn emphasized that personal brands work because of vulnerability. Showing up consistently on video is the fastest way to build a brand that resonates with consumers who want to work with real people, not polished personas.

"The only way to get good at marketing is to do bad marketing at first."

This hit me because most agents never start because they're waiting to be perfect.

Start a 30-day video challenge posting one short video daily on social media. Don't aim for perfection—embrace vulnerability and authenticity. Share your real estate knowledge, local market insights, and personal perspective.

Use your smartphone camera. Consistency matters more than production quality.

The biggest hurdle to consistent video creation is deciding what to talk about each day. Create a "5-5-5" content formula: 5 neighborhood spotlights, 5 property walkthroughs, and 5 FAQ videos. Then repeat with new properties and questions. This eliminates the "what should I film today?" decision fatigue.

CREATE MORE MARKETING IMPRESSIONS THAN YOUR COMPETITION

"He or she who has the most marketing impressions tends to win," Glenn explained. This principle has held true from the early days of internet marketing through today's social media landscape.

Most agents think about quality over quantity. Glenn proved you need both—and AI makes that possible.

Identify 3-5 marketing channels where your ideal clients spend time. Develop a system to post regularly across all channels using AI to help create content. Track which content generates the most engagement and double down on those formats.

Repurpose successful content across multiple platforms to maximize reach. Aim for daily visibility in your target market's digital ecosystem.

Smart agents know how to multiply their impact without multiplying their workload. Use the "1-to-7 method": Create one pillar piece of content weekly and transform it into 7 different formats—blog post, email newsletter, social posts, infographic, audio clip, quote graphics, and listing comparisons.

IMPLEMENT NEW TECHNOLOGIES BEFORE THEY'RE PERFECT

During our conversation, I highlighted that bringing new technology to clients first gives you a competitive edge. Even if implementation isn't perfect, you get credit for innovation.

"Consumers like to see technology first, and if you're the one that brings it to them, even if it's clunky, you get credit... you're top of mind when they're thinking of forward-facing tech-savvy real estate professionals."

Use AI to create or redesign your website—80-90% done is better than not started. Experiment with AI image generation for your marketing materials. Try new tools and platforms before your competitors adopt them.

Share your technology experiments with clients as a value-add. Position yourself as the forward-thinking agent who brings innovation to clients.

Most agents keep their tech knowledge to themselves. Create an "Innovation Newsletter" for your clients that features one new tech tool monthly that makes their home buying/selling experience better. This positions you as a technology leader while providing genuine value.

SCHEDULE REGULAR BUSINESS DEVELOPMENT TIME

Glenn referenced Stephen Covey's Quadrant 2 activities—important but not urgent tasks that grow your business. Dedicating 20% of your time to these activities is what separates top producers from average agents.

"Balance is an illusion... it really has to do with what are your priorities."

Block 20% of your weekly hours specifically for working ON your business. Create a checklist of "important but not urgent" activities. Systematize repetitive tasks using templates and AI assistance.

Review and update your brand assets quarterly. Combine lead generation efforts with technology enhancements. Set calendar alerts for your business development time and treat it as non-negotiable.

Most agents start their day reacting to client needs, then never find time for business growth. Implement "Power Hour" each morning: 20 minutes on lead generation, 20 minutes on follow-ups, and 20 minutes on improving one business system. This ensures you address the most critical areas before daily client work takes over.

WHAT THIS MEANS FOR YOUR BUSINESS RIGHT NOW

Glenn's insights forced me to ask harder questions about how I approach technology and marketing.

Where can you use AI in your real estate marketing that you haven't explored yet? What's stopping you from experimenting with these tools today?

How many marketing impressions are you creating compared to your top competitors? What would happen if you doubled your content output using AI assistance?

What new technology could you bring to your clients first, even if your implementation isn't perfect? How could being the "tech-savvy" agent in your market change your positioning?

What percentage of your time do you spend working ON your business versus IN your business? How could you systematically carve out more strategic development time?

What would your marketing look like if you embraced "doing bad marketing at first" to eventually do great marketing?

THE REALITY THAT CHANGES EVERYTHING

"In a few months, you'll be able to have an app in the iOS app store and Android app store personally branded to you that is like over-the-top cooler than anything you're currently using with your clients today."

Glenn's success comes from understanding that technology adoption isn't about waiting for perfect tools—it's about consistently staying one step ahead of the competition.

The agents who win in 2025 won't be the ones with the best technology. They'll be the ones who implement imperfect technology faster than everyone else and use it to create more marketing impressions.

Glenn's journey reminded me that while most agents fear looking foolish trying new things, the real risk is standing still while the market moves forward.

Your next breakthrough might be hiding in an AI conversation you haven't started, a video you haven't recorded, or a technology you haven't tried yet.

Let this conversation be your permission to experiment, fail fast, and stay ahead of the curve.

Let's grow!

Wendy

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