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Tell It to the Robot: Seth Siegler on The Hub, the Google Business Profile Fix and Why the Barrier to Building With AI Is Basically Gone
- Wendy Forsythe
- 2 days ago
- 3 min read
eXp CIO Seth Siegler breaks down how Glenn Sanford built The Hub using AI, how eXp fixed the Google Business Profile crisis, and why starting over with AI today is easier than most people think.
How did eXp build The Hub?
The Hub started with a problem.
When Meta retired Workplace, eXp moved to Slack. And while Slack works fine as a messaging tool, it was not the same. Agents missed the groups, the community feel, the social media style experience they had with Workplace.
They let eXp know.
Glenn Sanford, eXp's founder and executive chairman, heard it. And instead of waiting for an outside solution, he built one himself using Lovable, Claude Code, and the AI coding tools available at the time.
"Tell it to the robot," is how Seth Siegler, eXp's Chief Innovation Officer, describes the approach. No traditional coding required. Just describing what you want and letting AI do the work.
What is The Hub and how do eXp agents access it?
The Hub is now eXp's central platform. Seth describes it as the gateway to everything inside the eXp agent operating system.
Here is what lives inside it:
A full social networking experience with groups, messaging, and customizable feeds. An App Store with tools including Canva, House Canary for CMAs, and partner integrations. Referral functionality built specifically for eXp agents. Up to four customizable feeds so agents can filter by local market, state, or any group that matters to them.
The difference between The Hub and something like Facebook Workplace? The Hub is designed to maximize productivity, not time on site. It surfaces what is actually relevant to you, including time-sensitive trainings and upcoming events, rather than what an algorithm decides you should see.
To access it: go to exprealty.com, click login, click agent login. That is it.
What happened with Google Business Profiles and how did eXp fix it?
Earlier this year, eXp agents started experiencing something alarming. Google Business Profiles, some with years of hard-earned customer reviews, were being suspended or deleted without warning.
The cause? Google had started retroactively enforcing compliance rules for virtual businesses in an attempt to crack down on AI-generated fake business profiles. Real agents were getting caught in the sweep. Google support in some cases was even incorrectly telling agents they were not eligible to have a profile at all.
Seth and eXp CEO Leo Pareja escalated directly to a leader at Google Search, bypassing standard support entirely. The result was a direct pipeline for eXp agents to get their profiles reinstated.
The fix is a short form inside The Hub App Store. Search for Google, fill it out in about five minutes with your Google Business Profile ID and case ID, and it goes directly to the Google team handling eXp agent profiles. They are actively reinstating profiles.
Any eXp agent who has experienced a suspension should use this form. And if Google support tells you that you are not eligible for a profile, that information is incorrect.
What does Seth think about AI and building for the future?
Seth uses two mental frameworks when evaluating any innovation decision.
First: if you were starting your business over today from scratch with limited investment, what would you build and how? The constraints make you more creative and usually lead to better outcomes.
Second: who would be your absolute worst competitor right now, and what would they look like if they were fully AI native? Then ask yourself how you become that.
"There are several platforms where you just cannot go wrong," Seth says. "Pick one and start. We are really there now."
He pointed to Sim.AI and Google's Agent Studio as examples of tools making agentic, orchestrated business systems accessible to anyone, not just developers.
The barrier to building with AI is essentially gone. The question is whether you start.
Let's grow,
Wendy