How do you manage a 70-agent team doing $300 Million in volume without losing your mind? In this episode of The Lab, Jon Foster (Co-Founder of the Jon & Leslie Foster Real Estate Group) pulls back the curtain on how he runs his massive Northern California team. 

Jon reveals why only HALF of his agents are allowed on his Zillow Flex team, how he uses the "ALM Method" to book appointments in under 3 minutes, and the exact structure he uses for his monthly 1-on-1 agent check-ins to guarantee high conversion rates.

If you are a team leader struggling with agent accountability or an agent looking to master online lead conversion, this episode is a masterclass in operations.

🔥 KEY TAKEAWAYS:

✅ The Zillow Flex Filter: Why you should never force an agent to take Zillow leads (and why the top converters take the *fewest* leads).
✅ The ALM Script: Appointment, Location, Motivation. How to get a buyer to commit in under 3 minutes.
✅ The 1-on-1 Framework: The exact metrics John brings to his monthly agent check-ins (and the questions he asks them).
✅ Call Nights: How to run a successful team "Call Night" to revive old leads.
✅ Team Recruiting: Why your current agents are your best recruiters (and how to use Indeed to find experienced listing agents).

QUICK LINKS & RESOURCES:
🎓 Visit eXp University: https://www.expuniversity.com/

CHAPTERS (Key Moments):

0:00 – Who is John Foster? (Managing a 70-Agent Team)
1:35 – Doing $300M in Volume (35% from Zillow)
2:20 – Why only half the team is allowed on Zillow Flex
4:05 – Onboarding Agents: The "ALM" Conversion Method
7:30 – How do you define a "Newbie" agent?
10:35 – The "Winning Agent" strategy in Sales Meetings
12:05 – How to run a high-energy "Call Night"
15:10 – Tracking Metrics in Sisu (Conversations = Appointments)
18:50 – The 1-on-1 Agent Check-In Framework
23:55 – What an Agent must bring to their 1-on-1 meeting
28:50 – How to handle an Agent with bad conversion rates
32:45 – Why "Pausing" an agent is a gift, not a punishment
40:00 – Team Recruiting: Using Indeed to find Listing Agents
51:20 – The biggest challenge in Real Estate: Sustaining Mindset

ABOUT THE GUEST:

Jon Foster is the Co-Founder of the Jon & Leslie Foster Real Estate Group, a dominant 70-agent team operating in the San Francisco Bay Area. Producing over $300 Million in annual volume, Jon specializes in team operations, Zillow Flex conversion strategies, and building scalable accountability systems.

#ZillowFlex #RealEstateTeam #JonFoster #RealEstateCoaching #LeadConversion #RealEstateScripts #TheLab #eXpRealty #TeamLeader

Want to know how to attract luxury buyers at an open house without using a sign-in sheet? In this episode of The Lab, Adam Cothes, Luxury Specialist, reveals his "Hyperlocal Open House" strategy that allows him to convert high-net-worth clients without being pushy.

Adam shares his journey from being $300k in debt to rebuilding his business using a simple, low-tech open house method. He breaks down exactly how to talk to buyers who are trying to "sneak past the kitchen," why he refuses to use lead magnets, and how to nurture a $35M pipeline of clients who aren't ready to buy yet.

If you are struggling with low buyer urgency or want to master the art of the open house, this masterclass is for you.

🔥 KEY TAKEAWAYS:

✅The "Hyperlocal" Advantage: Why knowing every street and builder is more important than your sales pitch.
✅No Sign-In Sheets: Why Adam refuses to use them (and how he gets contact info anyway).
✅The "Low Pressure" Close: The exact script to get an appointment with a buyer who says "I'm just looking."
✅Inventory Urgency: How to handle buyers who think they have "all the time in the world."
✅The Cody Wetzel Strategy: A door-knocking method for agents who need money NOW.

CHAPTERS (Key Moments):

0:00 – Who is Adam Cothes? (From Book Publicist to Luxury Agent)
2:45 – The "Failed Team" Story ($300k Debt to Solo Agent)
4:00 – Why Adam moved to a Luxury Market to restart
5:05 – The "Entrepreneurial to Purposeful" Shift
7:10 – The Cody Wetzel Door Knocking Strategy
9:00 – The "Lazy" Open House Setup (No balloons, no food)
10:15 – How to engage the "Sneaky" Buyer
12:00 – Why Lead Magnets don't work for Luxury
13:30 – The "Low Pressure" Closing Script
15:20 – Managing a $35M Pipeline ("Marinating" Leads)

ABOUT THE GUEST:

Adam Cothes is a Luxury Real Estate Specialist based in Kirkland, Washington. After a career in book publishing sales, he pivoted to real estate, surviving a massive financial setback to build a high-efficiency solo business focused on hyperlocal expertise and relationship-based sales.

#OpenHouseStrategy #LuxuryRealEstate #AdamCoates #RealEstateScripts #LeadConversion #RealEstateCoaching #TheLab #eXpRealty #RealEstateMarketing

Want to know how top teams convert Zillow Flex leads at a high level? In this episode of The Lab, Amber Welch (Co-Team Leader, Homebase) breaks down the exact systems, scripts, and accountability measures she uses to manage a 60-agent team across San Diego, Riverside, and Palm Springs.

Amber reveals why "self-pausing" leads is a career killer, how to use the "Touring Agreement" to build trust (instead of scaring clients away), and the specific follow-up cadence required to turn cold leads into closed deals.

If you are a Zillow Flex agent or aspiring to become one, this masterclass will show you exactly what it takes to succeed.

🔥 KEY TAKEAWAYS:

✅ The "Self-Pause" Trap: Why pausing your lead flow is the fastest way to unemployment.
✅ The 7-Day "No Strings" Script: How to get buyers to sign a Touring Agreement without hesitation.
✅ Lead Conversion: Why 40% of deals happen on the first weekend (and what to do with the rest).
✅ The "Buyer Pond" Strategy: How to convert old leads that everyone else has ignored.
✅ Accountability: The red flags Amber looks for in Follow Up Boss (and when she steps in).

QUICK LINKS & RESOURCES:

🎓 Visit eXp University: https://www.expuniversity.com/
👉 Follow Amber Welch: https://www.instagram.com/amberwelch___/

CHAPTERS (Key Moments):

0:00 – Who is Amber Welch? (60-Agent Team)
1:30 – How to become a Zillow Flex Partner
4:20 – Onboarding New Agents: The "Zillow Journey" Training
6:30 – The "Self-Pause" Trap: Don't stop the flow!
8:45 – The "Touring Agreement" Script (7-Day Trial)
11:35 – Speed to Lead: Writing offers on the first weekend
12:20 – The "Buyer Pond": Mining old leads for gold
15:00 – Accountability: Managing agents in Follow Up Boss
16:50 – Final Thoughts on Zillow Flex Success

ABOUT THE GUEST:

Amber Welch is the Co-Team Leader of Homebase, a high-performance real estate team serving Southern California. With a background as a VP of Sales in the corporate world, she specializes in conversion conversations, agent accountability, and building scalable systems for lead generation.

#ZillowFlex #RealEstateLeads #AmberWelch #RealEstateCoaching #LeadConversion #RealEstateScripts #TheLab #eXpRealty #RealEstateTeam

Is it possible to list and sell 50 homes a year without living in the state? In this episode of The Lab, Ali Garced (Ali The Agent) breaks down the exact systems and scripts she uses to run a top-producing real estate business in Tucson, Arizona from New York.

Ali reveals her entire virtual workflow: from the 10-question Calendly intake form that filters out unmotivated sellers, to the "3-Part" Zoom listing presentation, and the weekly "BombBomb" video update strategy that gets price reductions without awkward phone calls.

If you want to build a location-independent real estate business or just streamline your listing process, this masterclass is for you.

🔥 KEY TAKEAWAYS:

✅ The 10-Question Filter: The exact questions Ali asks on Calendly to ensure she only talks to motivated sellers.
✅ The "Parasocial" Advantage: How YouTube creates trust before you ever hop on a Zoom call.
✅ The 3-Part Listing Presentation: The structure Ali uses to close listings virtually.
✅ Pricing Strategy: Why Ali puts a price in the contract *before* seeing the home (and how she adjusts it later).
✅ The "Tuesday Update": The weekly video strategy that preps sellers for price reductions automatically.

QUICK LINKS & RESOURCES:

🎥 Subscribe to Ali's Channel: https://www.youtube.com/@AlitheAgent
👉 Follow Ali The Agent on Instagram: https://www.instagram.com/ali_the_agent/?hl=en
🎓 Join eXp University: https://www.expuniversity.com/

CHAPTERS (Key Moments):

0:00 – Who is Ali The Agent? (Selling remotely from NY)
5:50 – YouTube Lead Gen: Quality vs. Views
10:45 – The 10-Question Calendly Intake Form
13:40 – Why "Parasocial Relationships" make sales easier
16:40 – The 3-Part Zoom Listing Presentation
27:20 – Signing the Listing Agreement *Before* the Price?!
31:00 – The Virtual CMA Strategy (Screen Sharing)
35:30 – Setting Expectations: The "Tuesday Video Update"
40:00 – The Cancellation Fee Script
48:00 – How to get Price Reductions via Video Message

ABOUT THE GUEST:

Ali Garced ("Ali The Agent") is a 2-time ICON Agent with eXp Realty. A former Air Force Special Agent, she applies negotiation and investigation skills to real estate. She sells 40-50 homes a year in Tucson, AZ, while living completely out of state, leveraging YouTube and virtual systems.

#VirtualRealEstate #RemoteRealEstateAgent #ListingPresentation #RealEstateScripts #AliTheAgent #RealEstateCoaching #TheLab #eXpRealty

Stop losing listings to unrealistic sellers. In this episode of The Lab, 7-time ICON Agent John Tsai reveals the exact pricing psychology and scripts he used to sell 312 homes ($280M Volume) in a down market.

John breaks down his controversial strategy of putting the listing price *inside* the pre-listing package (before the appointment!), why he refuses to let sellers tour the home with him, and the "3 Scenarios" script that gets sellers to agree to a price reduction on Day 1.

If you are struggling with overpriced listings or sellers who say "I want to try a higher price," this masterclass will give you the confidence to take control of the conversation.

🔥 KEY TAKEAWAYS:

✅ The Pre-Listing "Shock":** Why John puts the suggested price & commission in the package *before* the meeting.
✅ The Tour Rule:** Why you should NEVER let the seller walk through the house with you.
✅ The "Poco" Script:** How to use the seller's motivation (Who, What, Where, When, Why) to crush price objections.
✅ Price Reductions:** The specific "Day 21" script that gets sellers to ask YOU to lower the price.
✅ The 90/10 Rule:** How to explain "Fantasyland" vs. Reality to analytical sellers.

QUICK LINKS & RESOURCES:

🎓 Watch John's Full Masterclass on eXp University: https://youtu.be/1DtrObHv1MU
📊 Download the Pre-Listing Checklist:
👉 Follow John Tsai: @tsairealestate

CHAPTERS

0:00 – Who is John Tsai? (312 Sales in a Down Market) 
4:02 – The "5 W's" Qualification Script 
6:37 – How to ask: "Is there a price you won't go below?" 
8:19 – Identifying Seller Personality Types (Driver vs. Analytical) 
14:45 – The Pre-Listing Strategy: Sending the price before the meeting 
17:00 – CMA Strategy: "Fantasyland vs. Reality" 
19:53 – The "3 Scenarios" Script (Setting up the price reduction) 
22:11 – The "Pre-Signed" Price Reduction Form 
23:20 – The "Daily Update" Strategy (Day 1-14)

ABOUT THE GUEST:

John Tsai is a 7-time ICON Agent with eXp Realty based in Vancouver, Canada. With 19 years of experience and over 2,300 career sales, he is known for his disciplined scripts, high-volume production, and leadership of a 1,300+ agent organization.

#RealEstateScripts #ListingPresentation #JohnTsai #RealEstateCoaching #PricingStrategy #RealEstateObjections #TheLab #eXpRealty

Stop treating Open Houses like a waste of time. In this episode of The Lab, powerhouse coach Sherri Johnson (CEO, Sherri Johnson Coaching) reveals why the Open House is the "GOAT"  lead generation strategy if you do it right.

Sherri breaks down the exact system she used to sell 5 homes in her first month (4 from a single open house!) and how she grew a brokerage from $500M to $2B. She shares the specific scripts to get neighbors to sign in, how to use the "Switch Sheet" to book appointments for that same afternoon, and why you should never just say "Hi" at the door.

If you want to turn a 2-hour open house into 3-4 solid listing appointments, this is your blueprint.

🔥 KEY TAKEAWAYS:

✅ The "Neighbor" Strategy: Why neighbors are your best listing leads (and how to convert them).
✅ The "Switch Sheet": How to book a showing for 4:15 PM the same day using your laptop.
✅ The 3 Value Adds: The exact script to get a seller to invite you over *before* they are ready to list.
✅ The "Bad Lead" Myth: Why you are losing money by ignoring 6-month-out buyers.
✅ Security Script: How to get everyone to sign in without being awkward.

CHAPTERS:

0:00 – Who is Sherri Johnson? ($500M to $2B Growth)
1:15 – The "4 Deals from 1 House" Story
4:30 – Why Open Houses are the "GOAT" of Lead Gen
7:40 – The Neighbor Strategy (Future Listings)
10:20 – The "Homebuyer Guide" Prop
13:50 – The Entry Script: How to get their name & info
15:30 – The "Security" Script for Sign-ins
17:10 – The 3 Ways to Add Value (Getting the Listing Appointment)
23:15 – The "Switch Sheet": Booking appointments for the same day
26:30 – Free Download: The Gold Mine Pipeline

QUICK LINKS & RESOURCES:

📞 Book a Free Strategy Call with Sherri: https://www.sherrijohnson.com/contact/
👉 Follow Sherri Johnson: https://www.sherrijohnson.com/

ABOUT THE GUEST:
Sherri Johnson is the CEO and Founder of Sherri Johnson Coaching & Consulting. With 29 years of experience, she is a former top-producing agent and brokerage executive who managed 800 agents and $2 Billion in sales. She is known for her high-energy, results-oriented coaching that helps agents double their income.

#OpenHouseTips #RealEstateScripts #SherriJohnson #RealEstateCoaching #TheLab #LeadGeneration #RealEstateAgentTips

Are your agents burning out on Zillow Flex? In this interview, Justin Core (Core Group Real Estate, Orlando) breaks down the exact systems he uses to manage a 35-agent team while keeping conversion high and stress low.

Justin reveals his unique "Rotation System" that eliminates the 24/7 grind, how he stops agents from "cherry-picking" leads, and the "Mock Appointment" training method that replaced traditional shadowing.

If you are running a real estate team or thinking about adopting Zillow Flex, this conversation with eXp Realty's Chief Learning Officer Bryon Ellington is a masterclass in operations and accountability.

✅ The "Rotation" System: Why Justin splits his flex team in half and rotates them "Week On / Week Off" to prevent burnout and missed calls.
✅ Stopping Cherry-Picking: How to hold agents accountable when they decline "Real-Time Tours" or tough leads.
✅ Mock Appointments: The Tuesday training hack that forces agents to practice listing presentations and buyer consults live in front of the team.
✅ The Metrics that Matter: Moving from "Appointments Met" to "Agreements Signed."

0:00 – Who is Justin Core? (From Indie Brokerage to EXP)
0:45 – Why we switched to Zillow Flex (The writing on the wall)
2:40 – Team Structure: Managing 35 Agents in Orlando
3:50 – The "Week On / Week Off" Strategy (Solving agent burnout)
5:35 – How to stop agents from "Cherry Picking" leads
7:10 – Real-Time Tours: The metric you can't ignore
10:50 – "Mock Appointments": The best alternative to shadowing
13:30 – The "Crawl, Walk, Run" approach to conversion metrics

Justin Core is the leader of The Core Group in Orlando, FL. Since joining the industry in 2009, he has built a high-production team of 35+ agents. He is an early adopter of the Zillow Flex program and an expert in team systems and agent accountability.

#ZillowFlex #RealEstateTeam #RealEstateCoaching #JustinCore #BryonEllington #TeamLeaderTips #RealEstateConversion

🎙️ Welcome to The LAB: Anthony Esposito – Turning YouTube Content Into Consistent, High-Quality Real Estate Leads 🚀

In this episode, Anthony Esposito shares his real-world journey from electrician to full-time real estate agent and how YouTube became one of the most powerful drivers of his business. Serving the Cleveland, Ohio market, Anthony breaks down how hyperlocal video content, SEO, and consistency now generate roughly 50% of his annual transactions—without cold calling.

Anthony walks through exactly how he set up his channel, chose searchable keywords, structured his content, and used simple tools (yes, even just a phone) to create evergreen videos that continue producing leads months—and even years—later.

💥 What You’ll Learn in This Episode:
✅ How Anthony transitioned from construction to real estate—and why YouTube changed everything
✅ Why YouTube delivers warmer, inbound leads compared to cold outreach
✅ The exact types of videos that attract buyers, sellers, and relocations
✅ How to name and optimize a YouTube channel for Google search
✅ Why community tours and market reports outperform most content
✅ How Anthony generates ~15 deals per year directly from YouTube
✅ Simple thumbnail, hook, and call-to-action strategies that convert
✅ Why authenticity beats high production value every time
✅ How AI and ChatGPT help optimize keywords, analytics, and content strategy

🎯 If you’re a real estate agent looking to build a long-term, evergreen lead system using YouTube without burnout, this episode is a must-watch.

📅 New The Lab episodes every week! Real conversations with eXp’s top performers on pricing, systems, and seller psychology that help you list more homes and close them faster.

📱 Available On:
Watch on YouTube | Listen on Spotify, Apple Podcasts & all major platforms

🎧 Follow Us:
Instagram: @eXpUniversity
YouTube: The LAB Podcast

#ListingAgent #PricingStrategy #PriceReduction #PreListingPackage #HighNote

🎙️ Welcome to The LAB: Mary Snyder – The 70% Referral Formula: Turning Clients into Lifelong Friends 🚀

Mary Snyder and her partner stumbled into real estate in 2020 after a "fluke" start. Despite beginning with no money and against the standard advice of saving six months of expenses, they scaled rapidly: selling 17 homes in the first six months and iconing with eXp Realty every year since. What makes Mary's approach unique is her focus on client relations, using transparency and a deeply personal touch to build a business that is overwhelmingly referral-based. Mary operates as the client experience specialist on her domestic team, prioritizing relationships over production metrics.

Mary’s system, “real relationships, real estate,” relies on authentic connections. About 70% of her business comes from referrals and her sphere. She hosts organized client events using a personal email list, not a traditional CRM, to keep interactions personal. By sharing her life openly on social media, she stays relatable to first-time buyers, turning clients into loyal advocates.

💥 What You’ll Learn in This Episode:
✅ Mary's story of starting a top-producing team with zero savings in 2020.
✅ Why 70% of her business is generated from her Sphere of Influence/referrals.
✅ How to turn past clients into lifelong friends (and powerful referral sources).
✅ The importance of extreme transparency and authenticity in your marketing.
✅ The key difference between a VIP list and a regular client list.
✅ Strategies for creating genuine, non-sales-focused client events (The "Thank You" Speech).
✅ Mary's non-traditional "CRM" strategy for personal and prompt client communication.
✅ Why you should never kick a past client out of your VIP circle.

🎯 Watch this episode if you want a proven framework for building a hyper-sustainable, referral-based real estate business where client love drives massive scale and growth!

📅 New The Lab episodes every week! Real conversations with eXp’s top performers on pricing, systems, and seller psychology that help you list more homes and close them faster.

📱 Available On:
Watch on YouTube | Listen on Spotify, Apple Podcasts & all major platforms

🎧 Follow Us:
Instagram: @eXpUniversity
YouTube: The LAB Podcast

#ListingAgent #PricingStrategy #PriceReduction #PreListingPackage #HighNote

👋 Welcome to The LAB: Gusty Gulas – Master Accountability & Zillow Flex Lead Conversion Strategy 

In this episode of The LAB, we welcome Gusty Gulas, a top team leader in the Birmingham, Alabama market since 2011, who has been a part of over 3,000 home sales. Gusty currently runs a team of 20 agents and shares his deep, four-year experience as a successful Zillow Flex team leader. He breaks down the crucial difference between the Premier Agent model and the high-accountability world of Flex, revealing why he believes his systems are the key to converting leads and scaling a database. Gusty emphasizes that the secret to their success—averaging about six closings a month from Flex—lies not just in the leads, but in the rigorous accountability and training structure he's built.

Gusty focuses on personalized coaching, a 90-day training program, and case-by-case lead management to prevent burnout. He treats leads as a long-term way to build a past client database and believes top converters win by knowing their leads well and delivering excellent customer service.

💥 What You’ll Learn in This Episode:

✅ Custom Accountability Structure: How to segment agents for weekly, bi-weekly, or monthly one-on-ones based on their performance and experience (less than 90 days, 90+ days).
✅ Preventing Agent Burnout: Gusty’s strategy for managing lead flow by allowing agents to pause and restart Zillow Flex leads based on their current pipeline and capacity.
✅ The 90-Day Agent Blueprint: A 4-week training program focused on building a quick foundation: Buyers, Sellers, and integrating 'dialing for dollars' from day two.
✅ High-Converting Agent Mindset: Why top producers are hyper-aware of every lead's status and focus on problem-solving and making home recommendations, not just being "door openers."
✅ Effective 1-on-1 Coaching: How to review an agent's pipeline by starting at the bottom of the funnel (Under Contract, Offers) and working up to pinpoint conversion weaknesses.
✅ Seller Lead Strategy: Understanding the Zillow Seller lead as primarily a cash offer inquiry and the need for a 3-6-9 month long-term follow-up and multi-option approach.
✅ Pitching Services In-Person: Tactics for immediate rapport-building, including a professional folder with a highlighted MLS sheet and a homebuyer's guide at the first showing.
✅ Overcoming the Referral Fee Mindset: Viewing Zillow Flex as a necessary volume play to generate future referral business and non-referral-fee investment opportunities.

🎯 If you’re a team leader looking for a sustainable, high-accountability system to maximize Zillow Flex lead conversion and leverage that volume for long-term database growth, this episode provides the exact blueprint.

📅 New The Lab episodes every week! Real conversations with eXp’s top performers on pricing, systems, and seller psychology that help you list more homes and close them faster.

📱 Available On:
Watch on YouTube | Listen on Spotify, Apple Podcasts & all major platforms

🎧 Follow Us:
Instagram: @eXpUniversity
YouTube: The LAB Podcast

#ListingAgent #PricingStrategy #PriceReduction #PreListingPackage #HighNote