Building Trust at Scale: NAR's Bennett Richardson on Serving 1.5M Realtors

The Table Wasn't Built for Us: 3 Moves Every Woman in Leadership Needs to Make Right Now

➡️ Download the FREE "Content Creation Realities & Lessons: A Guide to Smarter Strategy": https://stan.store/wendyforsythe In this episode of X-Factor Marketing, I'm giving you a front-row seat to one of the talks I'm most proud of — my keynote at HousingWire's The Gathering: "The Table Wasn't Built for Us: Stop Asking for a Seat." I open with the story of Anne Boden — a woman who spent 30 years in UK banking, rose to COO of the country's largest bank, pitched a transformative idea twice, and was ultimately told to retire at 54. Her response? She founded Starling Bank — the UK's first digital bank — which later sold for a billion dollars. Anne's story is proof that "too late" is a lie we tell ourselves. And it's the entry point for three moves I believe every woman in leadership needs to make right now. In this episode, you'll learn: Why fighting for a seat at a table that wasn't built for you is a strategy that's never going to work — and what to do instead The critical difference between mentorship and sponsorship, and why women need to sponsor each other more aggressively How to be bold before you feel ready — and why waiting for the perfect moment is costing you opportunities right now The data behind the gender gap in real estate and mortgage C-suites — and why it's not a pipeline problem What Anne Boden's story really teaches us about confidence, timing, and building something great ⏱️ TIMESTAMPS 0:00 - Intro: A Different Kind of Episode  1:15 - Meet Anne Boden: COO to Billion-Dollar Founder  3:30 - The Middle of the Story Is Where the Lessons Live  4:45 - The Reality: Talent Pipeline Is Full, C-Suite Hasn't Changed  5:30 - The Lie We Tell Ourselves (Imposter Syndrome)  6:15 - 53% of Female Founders Start Outside Their Background  7:00 - Move 1: Build Your Own Table  8:30 - Move 2: Advocate for Sponsorship Over Mentorship  10:15 - The Difference Between a Mentor and a Sponsor  11:30 - You Can Sponsor from Any Level  12:00 - Move 3: Be More Bold  13:30 - We Fight Hard for Everyone Else  14:15 - Figure It Out on the Go: One of Our Greatest Strengths  15:00 - Conclusion: Be Like Anne Boden  16:00 - Leverage Your X-Factor Book + Extend a Hand Charity 🎯 KEY TAKEAWAYS ✔️ The table wasn't built for us — stop fighting for a seat, build your own room  ✔️ Anne Boden was told to retire at 54 and founded a billion-dollar bank instead  ✔️ 53% of female founders start businesses outside their background  ✔️ Female founders over 40 are creating extraordinary opportunities  ✔️ Mentorship guides — sponsorship opens doors  ✔️ A sponsor says your name in rooms you're not in  ✔️ You can sponsor from any level — advocacy changes things  ✔️ We negotiate fiercely for others but not for ourselves  ✔️ Ask for the opportunity before you feel ready — that's how you get it  ✔️ You don't need the perfect plan — figure it out on the go  ✔️ Fight for yourself with the same gusto you fight for everyone else

Use AI to Free Up Time to Be a Better Human: Russ Laggan's Framework for Real Estate Agents

Russ Laggan did nine events in nine weeks. Thousands of agents. And the one idea he kept hearing from the best speakers in the room? Use AI to free up time to be a better human. In this episode, Russ — VP of Training at EXP University, author of Be Followable, and one of the most energetic voices in real estate training — breaks down exactly how agents should be thinking about AI right now. Not as a tool to replace relationships, but as a tool to protect time for them. Wendy also shares her daily digest workflow, how she uses Plod as a wearable AI note-taker, and why getting meeting notes off the shelf and into action is one of the highest-leverage moves you can make. ⏱️ TIMESTAMPS 0:00 - Intro: Russ Laggan Is on a Tear 1:33 - The One Big Idea from Nine Events in Nine Weeks 2:13 - Use AI to Free Up Time to Be a Better Human 3:49 - The Mindset Unlock for Agents Hesitant About AI 5:23 - The Rob Story: Stop Rebuilding Every Form, Go Have Lunch with a Human 6:15 - Find the Tool That Solves the Problem That Opens Up More Time 6:45 - Market Update in 12 Seconds (Voice Prompting) 7:18 - Wendy: I Just Talk to My Robot 8:30 - Ask AI What You're Missing (Claude + Lovable Story) 9:45 - The Scheduling App That Will Save 50 Interactions a Month 10:50 - Where Should Agents Start with AI? 11:30 - The $500/Hour vs. $20/Hour Activity Test 12:20 - Anything You Do Over and Over Should Be Automated 12:50 - Wendy's Daily Digest Workflow (Plod + End-of-Day Prompt) 15:00 - The Wearable Note-Taker and Its "Interesting" Observations 16:00 - Ask Your Robot How to Do It — It Will Tell You 16:48 - EXP University Train the Trainer Program 18:30 - What Train the Trainer Actually Looks Like 19:30 - AI Prompts Embedded in EXP University Playbooks (Recipes) 20:15 - Lean Into Being the Best You 21:00 - Authenticity as Your Brand Strategy 22:10 - Woodworking vs. Barbecuing — The Big Russ Laggan Question 23:30 - Neighbor Care Packages and Lollipop Chicken 24:45 - How to Find EXP University (expuniversity.com) 25:30 - How to Connect with Russ Laggan 26:00 - RussLaggan.com and the Communicator Assessment 26:30 - Russ's X-Factor: Verbalizing Passion + Making Things Simple

Building Trust at Scale: NAR's Bennett Richardson on Serving 1.5M Realtors

Bennett Richardson came from Google, Politico, and Semaphore to become the Chief Marketing and Communications Officer at the National Association of Realtors (NAR). Less than a year into his role, he was promoted to CMO. His job: Market to three stakeholders at once - 1.5 million realtor members, Capitol Hill and policymakers, and the American consumer. And rebuild trust. In this episode, Bennett breaks down his philosophy that "building trust with a brand is just like building trust with a person," how NAR communicates at scale without hitting the unsubscribe button, the NAR Influencer Program (1,200 realtors and growing at nar.realtor/influencers), humanizing the brand by getting real people on camera, Think Again by Adam Grant and the importance of pivoting, and why his X-factor is simply loving people and keeping it human. ⏱️ TIMESTAMPS 0:00 - Intro: The Real Estate Industry Doesn't Hand Out Easy Moments  1:20 - Bennett Richardson: From Google to NAR  2:26 - Realtors Show Up Every Day Unemployed  3:52 - Three Stakeholders: Members, Capitol Hill, Consumers  5:05 - Putting Members First: Know Your Customer  6:28 - Diverse Communications for Diverse Membership  8:51 - Consumer Ad Campaign Launched a Month Ago  9:08 - If You're Telling Them Everything, You're Sending Too Much  10:38 - Personalization and Diversification Strategy  11:07 - Launching Broker-Specific Newsletter  12:34 - Humanizing NAR: Getting Real People on Camera  13:13 - NAR Influencer Program (nar.realtor/influencers)  15:08 - Building Trust: It's Just Like Building Trust with a Person  16:37 - How Do You Build Trust at Scale?  17:30 - Nikia Wright's Tour and Leadership  19:04 - Promises Made, Promises Kept  20:38 - How Do You Build Trust at Scale? (Deep Dive)  21:04 - Accountability-Focused Communications  22:29 - Kevin Brown Hadn't Been Home in Six Weeks  23:40 - Not Leaving Anyone Out or Anyone Behind  24:54 - Not Being Afraid to Pivot  25:58 - Think Again by Adam Grant  27:17 - Bennett's X-Factor: I Love People  28:39 - Keep It Human and Keep It Friendly 🎯 KEY TAKEAWAYS ✔️ Bennett came from Google, Politico, Semaphore to NAR as CMO  ✔️ Three stakeholders: 1.5M realtor members, Capitol Hill, American consumers  ✔️ "Building trust with a brand is just like building trust with a person"  ✔️ Show up when you say you will, do what you said, follow through  ✔️ Promises made, promises kept = foundation of accountability  ✔️ If you're telling them everything, you're sending too much  ✔️ Solution: Personalization, diversification, segmentation  ✔️ NAR Influencer Program: 1,200 realtors at nar.realtor/influencers  ✔️ Humanizing the brand: real people on camera (economists, researchers, advocates)  ✔️ Sharing the microphone with membership voices  ✔️ Kevin Brown (NAR president) 6 weeks on the road showing up for members  ✔️ Think Again by Adam Grant: importance of pivoting mid-strategy  ✔️ "Realtors show up every day unemployed - re-earn that business each transaction"  ✔️ Bennett's X-factor: loving people, keeping it human

Brittany Hodak: Why 70% of Agents Say Post-Transaction Is Where They Struggle Most

➡️ Download the FREE "Content Creation Realities & Lessons: A Guide to Smarter Strategy": https://stan.store/wendyforsythe Brittany Hodak is the author of "Creating Super Fans" and she just gave one of the best presentations I've ever seen at eXpCon Vancouver. In this episode, Brittany Hodak breaks down the SUPER framework for turning clients into advocates (Start with your story, Understand their story, Personalize, Exceed expectations, Repeat), tactical ideas like contracts for kids at listing appointments and Legos at open houses, the gap between intention and action (80-90% say they'll refer you but only 40% actually do), live polling data showing 70% of agents say post-transaction is where they struggle most, the compound interest of superfans (one customer creating two more = 63 customers in 5 years), why "I don't care how many contacts you have in your database—I care how many have you in theirs," Scott the exterminator story, Mentimeter.com for audience engagement, and why fine is forgettable but advocacy overpowers apathy. ⏱️ TIMESTAMPS 0:00 - Intro: What a Privilege (Recording at eXpCon Vancouver)  0:53 - What Is a Superfan?  1:11 - The SUPER Acronym Framework  2:19 - U = Understand Their Story  2:27 - Example: Listing Photos the Normal Way vs. Superfan Way  3:12 - Family Photos During Listing Shoot + Dinner Gift Cards  4:00 - Creating Experiences Around Micro-Moments  4:47 - Different Recipes for Different Customers  5:15 - Every Micro-Moment Is a Shareworthy Opportunity  5:52 - Contracts for Kids at Listing Appointments  7:04 - Legos at Open Houses (Building the House They Want)  7:49 - Controlling the Controllables to Tip the Scale  8:15 - Be Creative, Think Outside the Box  8:49 - Live Polling with Mentimeter.com at eXpCon  9:52 - Mentimeter.com Is FREE (Data Capture Tool)  10:46 - Using Menty for Webinars, Open Houses, Presentations  11:15 - Segmentation: Team Size, Time with eXp, Biggest Challenges  11:59 - What Surprised You from the Polling Data?  12:19 - 70% Said Post-Transaction Is Where They Have Most Room to Improve  13:02 - We Spend Money BEFORE, But Let Relationships Fizzle After  13:09 - Repeat vs. Referral Business (Stats Don't Match)  13:55 - Lifetime Value Exercise from Mastermind  14:38 - Compound Interest Analogy (One Customer → 63 in 5 Years)  15:34 - Apathy: One of the Most Dangerous Things in Business  16:06 - The Gap Between Intention and Action  16:41 - Recency Bias (Every Movie Is His Favorite)  17:10 - "You Were Easier to Forget Than You Were to Refer"  17:27 - "I Don't Care How Many Contacts You Have. I Care How Many Have You."  18:23 - Vanity Metrics Don't Matter—Advocacy Does  18:46 - Fine Is Forgettable (Advocacy Overpowers Apathy)  19:11 - Scott the Exterminator Story  21:28 - "My Loyalty Lies with You, Not Your Company"  22:00 - Connecting with What the Customer Cares About  22:22 - Real Estate Transactions Are Infrequent (Challenge)  23:06 - Care Less About Repeat, More About Refer  23:24 - The Opportunity for Referrals Is Tremendous  23:35 - Dating Analogy: The Summer Fling, Then Dropped Like a Hot Potato  25:20 - The "You Up" Text Problem (Desperate Outreach)  25:42 - We're All Stretched—That's Why We Need Systems  26:23 - Post-Transaction: Biggest Opportunity  26:31 - Brittany Hodak's First Home Purchase (Loan Kept Getting Sold)  27:16 - Agent Who Stayed in Touch with Helpful Tips  28:08 - Neighbors Listed House—Brittany Hodak Texted Agent for Help  28:28 - That's What Advocacy Looks Like 28:44 - How to Find Brittany Hodak 🎯 KEY TAKEAWAYS ✔️ Superfan = "a client who's creating more clients for you"  ✔️ SUPER framework: Start with story, Understand their story, Personalize, Exceed expectations, Repeat  ✔️ Contracts for kids at listing appointments (rewards if they hold up their end)  ✔️ Legos at open houses ("Build me the house you want to move into")  ✔️ Family photos during listing shoots + dinner gift cards  ✔️ "I don't care how many contacts you have. I care how many have you in theirs."  ✔️ 80-90% say they'll refer you; only 40% actually do (gap between intention/action)  ✔️ Recency bias: "You were easier to forget than you were to refer" ✔️ 70% of agents say post-transaction is where they have most room to improve  ✔️ Fine is forgettable—advocacy overpowers apathy  ✔️ One customer creating two more = 63 customers in 5 years (compound interest)  ✔️ Care less about repeat, more about refer (7-9 years, they could tell 100 people)  ✔️ Mentimeter.com for live audience polling (FREE tool)  ✔️ Scott the exterminator: ultimate superfan example  ✔️ Every micro-moment is a shareworthy opportunity

Stop Using ChatGPT: James Rembert (The Zillow Killer) on Why Claude AI Is Built for Real Estate

➡️ Download the FREE "Content Creation Realities & Lessons: A Guide to Smarter Strategy": https://stan.store/wendyforsythe James Rembert - you might remember him as the "Zillow Killer" - is now one of the sharpest voices in real estate on AI. He's telling agents to completely stop using ChatGPT and switch to Claude. "The hallucination capabilities are just too high. It's not built for business. Not at all." Even the Pentagon uses Claude. ChatGPT just integrated with Claude because they recognized Claude is superior. In this episode, James breaks down the middle button on Claude desktop that will change your life, what RAG agents are (virtual employees excellent at one thing), the Dispatch feature that lets you control your computer from your phone, MCP connectors, and why AI is unfamiliar (not complicated). Plus: the origin story of the "Zillow Killer" brand - it was an accident, and he never talked bad about Zillow at all. ⏱️ TIMESTAMPS 0:00 - Intro: The Zillow Killer Returns with AI Secrets  1:31 - James's Pivot from Ad Agency to Agent Lab  1:51 - Why James Transitioned to Teaching Agents AI  2:54 - Profile of Agents Who Excel with AI (Entrepreneurial Spirit)  4:15 - AI Feels Like Crushes: ChatGPT → Gemini → Claude  5:54 - Understanding Tools vs. Software (Large Language Models)  7:33 - Why Claude Is the Dominant LLM for Business Right Now  8:30 - Stop Using ChatGPT (James's Direct Message to Agents)  9:16 - Claude Has Given Us Tools (MCP Connectors, Skills, RAG Agents)  10:13 - What Are RAG Agents? (Retrieval Augmented Generation)  11:14 - RAG Agents = Virtual Employees Excellent at One Thing  12:05 - The Middle Button on Claude Desktop (Co-work Feature)  12:28 - How to Set Up Claude Desktop Version  13:10 - Dispatch Feature: Control Your Computer from Your Phone  13:35 - Time-Starved Agents: How to Convince Them to Adopt AI  14:42 - "AI Isn't Going to Replace You, But the Agent That Uses It Will"  14:54 - The Zillow Killer Origin Story (It Was an Accident)  15:20 - Creating Anchors in Your Branding  16:08 - James Never Talked Bad About Zillow (Just Got Attention)  17:21 - How to Find Agent Lab and The Hub Group  18:13 - One Thing Agents Should Do Today: Explore and Migrate to Claude  18:46 - James's X-Factor: Patience ("I Meet People Where They Are") 🎯 KEY TAKEAWAYS ✔️ Stop using ChatGPT - it's not built for business  ✔️ Claude is the dominant large language model for real estate  ✔️ Even the Pentagon uses Claude (not ChatGPT)  ✔️ ChatGPT integrated with Claude because they recognized Claude is superior  ✔️ The middle button on Claude desktop = Co-work (pre-built agent)  ✔️ You need desktop version to access Co-work and advanced features  ✔️ RAG agents = virtual employees excellent at one thing  ✔️ RAG agents can handle phone calls, auto-responding, prospecting, marketing  ✔️ Dispatch feature = control your computer from your phone  ✔️ AI is unfamiliar, not complicated - you can't break it  ✔️ Agents with entrepreneurial spirit excel with AI (regardless of age/gender)  ✔️ MCP connectors, skills, prompt structure = Claude's tools  ✔️ "Zillow Killer" was an accident (easier to remember than his name)  ✔️ Anchors are what makes you memorable  ✔️ James never talked bad about Zillow - just showed up and delivered value  ✔️ AI isn't going to replace you, but the agent that uses it will