The Agent Attraction Playbook Podcast with Jon Pugh

In 2008 John Tsai was $80,000 in debt and went six to eight months with essentially no sales. Instead of quitting real estate, he decided he was a beast and worked seven days a week, 12 and 14 hour days, for the next decade. Then March 2009 arrived and he closed 33 deals in a row. In this conversation with Jon Pugh, John explains why he never let himself forget that hole, and what beast mode has to mean once the fear is gone and you are already comfortable. John is direct about the mechanics too. He tells agents that five conversations a day will not carry a business and the real number is 20 to 30, and that because every deal has an agent on the other side, production and agent attraction are the same work paid two different ways. He walks through the $500,000 RE/MAX franchise he had partners, investors, and a lease lined up for, the moment he learned he could get most of the same upside for $199 Canadian and assumed it was a scam, the 20 reasons he wrote down that he would fail, and the question Cliff Freeman asked that finally removed the risk. His wife, listening from the back of the car, made the final call. He also shares his 4:30am routine, 18 years of coaching with Mike Ferry and the one thing Mike could not teach him, what Glenn Sanford said three months into the president role that changed everything, why his first recruit came out of a daily accountability text thread, and the friendships he lost along the way. The episode closes with the Multiplier Minute rapid fire, where John names care as the only non negotiable trait for a leader, ego as the thing that kills duplication, and cold calling agents as the most overrated tactic in the business. Guest bio: John Tsai is a Vancouver based real estate leader, author of a book on how to be a beast, former President of eXp Realty Canada, and the builder of a 1,400 agent organization. Listen links: Apple https://apple.aaplaybook.com | Spotify https://spotify.aaplaybook.com | YouTube https://youtube.aaplaybook.com

Andre LaFountain has roughly 1,340 agents in his revenue share organization and averages about $30,000 a month. He has no personal brand, no following, and no content strategy. He got relicensed at 48 years old so he could join eXp in 2019, and he has run the same two appointments a day ever since. Jon Pugh takes Andre through the whole build in this episode. The nine years he sold real estate by day and worked a night shift at a pharmaceutical plant. The independent brokerage he ran for a decade and a half while training up agents who kept leaving to become his competition. The decade he spent as a real estate coach in Georgia. And then the two years he spent taking an ISA seat on someone else's team so he had a paycheck while he built his own organization on nights and weekends. Year one he made $9,000 in revenue share. He did not quit. Year two he made $90,000. Then he hands over the actual system: the 2-10-40 habit, the referral partner opener he uses cold, the Plan B ask, watching the video with a prospect on Zoom instead of just sending it, and the three way call handoff that did all the heavy lifting. If you have ever said you would do the work if somebody just told you exactly what to do, this is that episode. About Andre: Andre LaFountain is a 35 year real estate veteran, former independent broker owner and real estate coach, and one of the largest and quietest revenue share builders at eXp Realty, with around 1,340 agents in his organization. Listen: Apple Podcasts https://apple.aaplaybook.com | Spotify https://spotify.aaplaybook.com | YouTube https://youtube.aaplaybook.com Income claims are not typical. See eXp Realty's income disclosure.

When Curt Shewell joined eXp Realty in 2018, there were 26 licensed agents in the entire state of Michigan. His organization today sits just under 4,000 agents and closed $13 billion in sales last year. In this conversation with host Jon Pugh, Curt lays out how he did it, and none of it is what most agents expect. He starts with a chess board. His father taught him the game at six years old, which meant he spent his childhood in conversations with adults, learning that the less he talked the smarter he sounded. That became the philosophy behind everything he does now: tell them nothing, ask them everything. From there Curt walks through the three lists he uses to build a downline from a blank page, the icebreaker question that disarms almost anyone, the exact pre-frame he uses to take the recruiting objection off the table before it comes up, and the story of the arrogant twelve-million-dollar producer who went from refusing his calls to hugging him backstage. He also explains the lesson his partner Mark Z had to teach him twice, why he refuses to work on his weaknesses, and how founding a bourbon company with negotiator Chris Voss ended up teaching him more about relationships than any real estate event. Curt Shewell is one of the most successful builders at eXp Realty and the co-author of a best-selling book on empathetic leadership with Chris Voss. To book a call or grab the agent attraction resources, go to https://stan.store/AgentAttractionPlaybook

Gogo Bethke landed in this country at 21 with $200, no English, and not a single person she knew on the continent. Today the Team Gogo organization has closed more than $15 billion in real estate, did $2 billion year to date in what she calls three real selling months, and agents name her as their sponsor before they have ever spoken to her once. On this episode of the Agent Attraction Playbook Podcast, Gogo tells Jon Pugh exactly how that happens, and it starts with a line she refuses to soften: "I don't recruit, I attract." She walks through the mindset reframe she learned from Tony Robbins that dismantled 20 years of self-doubt, the million dollar listing she won by admitting she had never sold one, and the five-word text she wants you to send to ten people tonight. If you have ever told yourself you do not have enough followers, enough production, or enough of a story to attract anyone, this episode removes the excuse. This one is a masterclass in why attraction beats recruiting every single time. Gogo breaks down the trust ladder that turns content into an organization: they see you, they get to know you, they love you, they trust you, and then they buy whatever you are selling. She also gets specific about the money, the real estate roller coaster that pushed her toward revenue share, and why she could never have built this with a 12-agent brokerage in Pinckney, Michigan. Whether you are on your first year or your eleventh, the lesson lands the same: you cannot put the cart before the horse, and you will never outgrow the life you believe you deserve. WANT TO BUILD THIS FOR YOURSELF? Book a call or grab the agent attraction resources here: https://stan.store/AgentAttractionPlaybook CHAPTERS 00:00 Intro 01:34 The "Irrational Belief" That Runs Her Life 04:09 $200, No English, No Silver Spoon 07:52 "When I Hear Limitation, I Hear Excuses" 09:57 The Reframe: The Opposite Can Be True 13:01 The Books and The Room That Rewired Her 20:26 The $1.2M Listing She Had No Business Getting 27:18 The 5-Word Text That Reveals Your Superpower 30:15 "I Don't Recruit, I Attract" 39:37 Why She Left Keller Williams For eXp 43:50 Getting Off The Real Estate Roller Coaster 48:12 $2 Billion In Five Months 54:38 The Multiplier Minute MENTIONED ON THIS EPISODE The Greatest Salesman in the World by Og Mandino Think and Grow Rich by Napoleon Hill Outwitting the Devil by Napoleon Hill Tony Robbins UPW (comment "Tony" on any of Gogo's IG posts to join her group) Go Get Em community, $79/mo (Gogo's Street Smart University) The Circle, Gogo's 20-seat coaching group (application and interview required) The Amy Gregory episode of this podcast CONNECT WITH GOGO BETHKE Instagram: https://www.instagram.com/gogosrealestate/ (Her words: "Everywhere else I have an assistant. If you want to talk to me personally, message me on Gogo's Real Estate on Instagram.") FOLLOW THE AGENT ATTRACTION PLAYBOOK Instagram: https://www.instagram.com/agentattractionplaybook/ YouTube: https://www.youtube.com/@AgentAttractionPlaybook TikTok: https://www.tiktok.com/@agent.attraction

Veronica Figueroa built the #1 team in the world two years in a row, and the second time it gave her a pit in her stomach. In this episode of the Agent Attraction Playbook Podcast, Jon Pugh sits down with the eXp powerhouse to unpack the season where success on paper left her stripped down and on her knees, how faith and authenticity rebuilt her business, and why she now says being real attracts the right people and repels the wrong ones. Today Veronica leads more than 2,700 partners worldwide with nearly 10,000 transactions in the last 12 months, and she shares exactly how she thinks about growth: events over cold calls, a minimum call standard for every team, hiring hungry over skilled, and the mindset that made her fly to Utah and recruit a 3,000-partner leader everyone called unrecruitable with one disarming question. She also opens up about the moment eXp's model proved its real value, giving her six months to care for her mom through cancer. Stick around for the Multiplier Minute, where Veronica rapid-fires her best source of growth, the most overrated tactic, the one trait that kills culture, and the recipe behind her success. Want help attracting agents to your organization? Book a call or grab our resources: https://stan.store/AgentAttractionPlaybook Guest bio: Veronica Figueroa is an eXp Realty leader, speaker, and founder of the Figueroa Team and the V2 Experience, leading 2,700+ partners worldwide and coaching women leaders across the real estate industry. Listen: Apple Podcasts: https://apple.aaplaybook.com Spotify: https://spotify.aaplaybook.com YouTube: https://youtube.aaplaybook.com

In this episode of the Agent Attraction Podcast, Jon Pugh sits down with his close friend Noelle Nielsen, who built a 600 agent organization at eXp before making the difficult decision to leave and start over at Real, where she has since grown her org to over 1,300 agents. Noelle shares her unusual path from attorney to wedding photographer to realtor to cloud brokerage leader, opening up about the vulnerability of asking agents to trust her again after a brokerage change, the hidden work behind rebuilding from scratch, and why she stepped back from flashy social content to focus on relationships, empathy, and showing up for people. The conversation covers what makes a strong invitation versus a cheesy pitch, the importance of leading by example, a tearjerker story about an agent whose revenue share income became a lifeline during a cancer diagnosis, and closes with a rapid fire round covering the best and worst growth tactics in the business today. Chapters 00:00 Intro and Noelle Nielsen's move from eXp to Real 01:57 Growing to 1,300 agents and building trust as a leader 08:09 From attorney to wedding photographer to real estate agent 17:16 What eXp taught her and the leap of faith to join Real 25:33 Becoming the chief marketer of your business 30:54 What was actually hard about rebuilding from scratch 40:07 Speed of the leader and finding value add events 44:18 Giving credit to Kim Dean and building leaders in your org 51:09 A feel good story about Courtney Benson and revenue share 56:09 Multiplier Minute rapid fire round and where to find Noelle

What if you could build a multi-million-dollar income on just five hours a week - and then choose to do less? In this episode, Jon Pugh sits down with Hank Avink, one of the most respected coaches in real estate and the man who sat one seat ahead of Jon in the global agent-attraction rankings at eXp. Hank breaks down the "Math vs. Drama" philosophy that's made him over $3 million in revenue share since 2016, why most big teams quietly net less than a solo agent, and the "36-to-Life" model he uses to give agents leverage without the chaos of scale. It's a candid, tactical, occasionally blunt conversation about money, ego, integrity, and building a business that actually buys back your life. 👉 Want to see if the math works for YOU? Book a call or grab the resources here: https://stan.store/AgentAttractionPlaybook ⏱️ CHAPTERS 00:00 Intro: $3M on Just 5 Hours a Week 01:39 Meet Hank Avink & the "One Seat Ahead" Story 03:16 Behind the Curtain + "Choose Your Hard" 08:34 The 36-to-Life Model & the Big-Team Trap 11:14 Escaping the Messy Middle: Rev Share as the Real Exit 15:47 Road to 996: Belief, Branding & Subtracting for Freedom 18:38 Wednesday Office Hours & the Three-Strike Rule 22:56 The 67% Whistleblower Story & the Legacy 500 29:04 From 1 to 96 Agents: The Only Sprint He Ever Ran 33:05 Ground-Floor Reality & the Math Nobody Teaches 38:50 The $267/Hour Lesson (Henry & the Ice Cream Store) 42:05 Bragging on Leaders & Life-Changing Stock Stories 46:50 Stock Discipline: "Run the Bases" on a Home Run 50:45 The "I Love My Broker" Objection 52:19 The Multiplier Minute: Rapid-Fire Wisdom 1:00:37 The Recipe for Growth & Where to Find Hank 🔗 CONNECT WITH HANK AVINK Book a call: https://connectwithhank.com Facebook: https://www.facebook.com/IGotHanked Instagram: https://www.instagram.com/igothanked/ 📲 FOLLOW THE AGENT ATTRACTION PLAYBOOK Instagram: https://www.instagram.com/agentattractionplaybook/ YouTube: https://www.youtube.com/@AgentAttractionPlaybook TikTok: https://www.tiktok.com/@agent.attraction ⚠️ Income and stock figures discussed reflect this guest's personal experience and are not typical or guaranteed. This is not financial or investment advice. For eXp Realty average agent earnings, see exprealty.com/income .

In this episode of The Agent Attraction Podcast, Jon Pugh sits down with Amy Gregory to unpack how she built one of the most influential agent attraction organizations in real estate while prioritizing family, freedom, and leverage. Amy shares the mindset shifts that led her from selling real estate part-time as a mom of four to building an organization of hundreds of agents across the country. She reveals why social media became her greatest growth tool, the importance of paying the "visibility tax," how she identifies future leaders, why most agents overcomplicate attraction, and the leadership principles that have helped her create massive duplication. This conversation is packed with practical wisdom for agents who want to grow without sacrificing their lifestyle. Chapters 00:00 Introduction to Amy Gregory 01:52 Building a Business Around Family and Freedom 06:09 The Biggest Misconception About Amy's Success 07:13 Discovering eXp and Agent Attraction 12:03 Running the Revenue Share Numbers 18:30 The Reality of Building Agent Attraction 21:26 The Chip on Her Shoulder That Fueled Growth 26:19 Why Solo Agents Became Her Niche 31:22 Leveraging Communities Instead of Managing People 41:35 The Stories That Make Agent Attraction Worth It 43:01 The Visibility Tax and Social Media Growth 52:23 Rapid Fire Leadership and Attraction Advice

In this episode of The Agent Attraction Podcast, Jon Pugh sits down with former eXp Realty President Dave Conord to unpack the incredible growth story behind one of the fastest-growing brokerages in real estate history. Dave shares what initially caught his attention about eXp when the company had only 400 agents, why he believed the model could change the industry, and how leadership, community, culture, and long-term thinking fueled massive expansion. The conversation dives deep into agent attraction, creating value for people, building authentic relationships, leadership development, overcoming industry skepticism, and why the future belongs to agents who focus on contribution instead of competition. Chapters 00:00 Introduction to Dave Conord and eXp Growth 02:30 Discovering eXp at Just 400 Agents 07:07 Why Community Matters in Agent Attraction 13:21 The Power of Authentic Leadership 19:34 How to Attract the Right Agents 26:11 Long-Term Thinking and Legacy Building 33:23 Serving Agents at a Higher Level 39:52 Revenue Share, Stability, and Opportunity 46:58 Leadership Lessons and Collaboration 52:46 Navigating Challenges and Industry Headwinds 58:45 The Future of Agent Attraction and Real Estate

Joshua Smith joins Jon Pugh for an in-depth conversation about building a massive agent attraction organization, creating residual income, and why he believes most agents are focused on the wrong things. Joshua shares how selling over 7,000 homes led him to realize he was constantly starting over every year, why he ignored eXp for nearly a decade, the costly mindset mistakes that delayed his growth, and the systems he used to grow one of the fastest-expanding organizations in the industry. The episode dives into leadership, mentorship, recruiting, long-term wealth creation, motivation, and the mindset required to build a business that creates true freedom. Connect with Joshua Smith: Instagram: https://www.instagram.com/joshuasmithgsd/ Partner with Joshua Smith: https://go.oncehub.com/PartnerwithJoshuaSmithGSD GSD YouTube Channel: https://www.youtube.com/c/JoshuaSmithGSDMode Chapters: 00:00 Introduction To Joshua Smith 01:08 Building A Top Real Estate Career 03:35 Why Teams Weren't The Answer 04:44 The Vision For 40,000 Agents 06:10 Work Ethic, Freedom, And Obsession 11:46 The Truth About Fast Growth 14:14 Mentors, Models, And Success Frameworks 17:47 Why Joshua Said No To eXp For Years 21:42 The Future Of Real Estate And Industry Threats 28:18 eXp vs Real And Choosing A Platform 35:19 Why Agent Attraction Creates More Leverage 37:09 The Most Rewarding Part Of Leadership 40:06 Real Success Stories From Agent Attraction 47:25 The Power Of Residual Income 48:24 Why Motivation Is Useless 57:24 Leadership, Clarity, And Long-Term Success 59:15 The Joshua Smith Success Formula