X Factor Marketing with Glenn Sanford: How Ai Will Transform Your Business.

Wendy Forsythe
May 15
5 min read

Introduction

This guide highlights the most valuable takeaways from an episode of "X Factor Marketing with Wendy Forsythe" featuring Glenn Sanford, Founder and CEO of eXp Realty. Their conversation explores how real estate professionals can leverage AI tools and effective marketing strategies in 2025's competitive landscape.

Top 5 Action Steps from This Episode

1. Transform Your Marketing with AI Today

Glenn emphasized that AI should be your "marketing best friend." Today's AI platforms don't just save time - they help you brainstorm ideas you might never have considered.

Take Action:

Choose one AI platform (ChatGPT, Claude, Gemini, or Grok) 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 (listings, social media, content)
Use AI-generated content as starting points, then personalize with your unique voice

Quick Hack: Most agents get generic responses from AI because they use generic prompts. Specificity is the secret to getting truly valuable output.

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.

2. Build Your Personal Brand Through Daily Video

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

Take Action:

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 - no fancy equipment needed to start
Consistency matters more than production quality

Quick Hack: The biggest hurdle to consistent video creation is deciding what to talk about each day. Remove this obstacle with a simple repeatable framework.

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 template eliminates the "what should I film today?" decision fatigue.

3. 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.

Take Action:

Identify 3-5 marketing channels where your ideal clients spend time
Develop a system to post regularly across all channels (use 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

Quick Hack: Creating fresh content for multiple platforms daily is unsustainable. 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 (like a market update video) and transform it into 7 different formats (blog post, email newsletter, social posts, infographic, audio clip, quote graphics, and listing comparisons).

4. Implement New Technologies Before They're Perfect

Wendy highlighted that bringing new technology to clients first gives you a competitive edge. Even if implementation isn't perfect, you get credit for innovation and become the go-to tech-savvy professional in your clients' minds.

Take Action:

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

Quick Hack: Most agents keep their tech knowledge to themselves. Sharing your discoveries positions you as an innovative resource rather than just another agent.

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.

5. 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.

Take Action:

Block 20% of your weekly hours specifically for working ON your business
Create a checklist of "important but not urgent" activities (Covey's Quadrant 2)
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

Quick Hack: Most agents start their day reacting to client needs, then never find time for business growth. Flipping this pattern is the key to sustainable success.

Implement "Power Hour" each morning: 20 minutes on lead generation, 20 minutes on follow-ups, and 20 minutes on improving one business system. This structured approach ensures you address the most critical areas before daily client work takes over.

Quick-Start Implementation Plan

Today:

Sign up for ChatGPT or your preferred AI platform
Ask it: "Where can I use AI in my real estate marketing?"
Record a short video introducing yourself and post it to social media

This Week:

Create a content calendar for daily posts across your platforms
Set up a custom GPT for one specific marketing task
Start tracking which content gets the most engagement

This Month:

Complete a 30-day video challenge
Create an AI-assisted website or refresh your current one
Develop processes for systematically creating content

Next 90 Days:

Review your brand identity and make iterative improvements
Build custom templates for listings, emails, and promotional materials
Experiment with at least one cutting-edge technology to share with clients

Ongoing Habits:

Schedule 4-8 hours weekly for business development (not client work)
Review marketing metrics monthly and adjust strategy
Update your technology toolkit quarterly

Quotes to Remember

"He or she who has the most marketing impressions tends to win." - Glenn Sanford

"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 Sanford

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

"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." - Glenn Sanford

"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." - Wendy Forsythe

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

"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 Sanford

This guide highlights key insights from Glenn Sanford (Founder & CEO of eXp Realty) on Wendy Forsythe's "X Factor Marketing" podcast. For complete details, refer to the full transcript.