#783: The New Rules of Real Estate - How Agents Are Winning in Today's Market with Tony Cruz

Episode Overview In this episode of Expert Mentors Live, John Kitchens sits down with real estate operator and AI strategist Tony Cruz to unpack the new realities of today's market—and why the agents who adapt fastest are the ones winning right now. From shifting buyer behavior and difficult pricing conversations to AI-powered follow-up systems and voice automation, Tony breaks down the exact strategies agents need to stay relevant, scalable, and profitable in a rapidly changing industry. This conversation dives into: Why many agents are struggling in today's market The massive "skill void" happening inside real estate How AI is transforming lead conversion and follow-up Why most CRMs are silently killing opportunities The rise of Voice AI and webinar marketing How simple automations can dramatically increase conversions If you're trying to grow your business without drowning in busy work, this episode delivers practical strategies you can implement immediately. Key Topics Covered What's Actually Different About Today's Market Tony explains why today's market requires agents to become stronger communicators—not just marketers. Today's buyers and sellers are: More cautious More payment-sensitive More informed More skeptical Which means agents must stop "talking at" clients and start having more consultative conversations. "The name of the game right now is who owns the buyers." Why Agents Are Struggling According to Tony, the biggest issue isn't the market itself—it's the lack of skill development. Many agents struggle because they've never learned: Negotiation Expectation setting Lead conversion Objection handling Relationship-based communication He also points to a lack of leadership and training inside many brokerages. The Luxury Listing Strategy That Builds Trust Tony shares how he's using third-party appraisals on luxury listings to create: Credibility Realistic seller expectations Easier pricing conversations Stronger positioning Instead of telling sellers what they want to hear, he focuses on building trust through data and transparency. The Follow-Up Problem Most Agents Don't Realize They Have One of the biggest breakthroughs Tony shares is how AI exposed major flaws inside his own CRM follow-up systems. After auditing his automations using Claude AI, he realized: His messaging lacked rapport His follow-up was too generic His sequences weren't aligned with the client avatar Once rewritten, engagement and responses increased significantly. "You're not building rapport—you're talking at them." The "Did You Get My Email?" Strategy Tony reveals one of the simplest—and highest ROI—follow-up tactics agents can implement immediately. After sending an important email, send a text the next day: "Hey, did you get my email yesterday?" This simple system dramatically improves: Open rates Replies Engagement Appointment conversions Why Most Agents Waste Money on Leads Tony explains why running ads without proper systems is a recipe for failure. Before agents spend money on: Zillow Realtor.com Facebook ads Google PPC They must first fix: Their follow-up Their CRM Their automations Their conversion systems "You're pouring water into a sinking ship." Webinar Marketing: The Most Underrated Lead Source One of Tony's favorite strategies right now: 👉 Buyer and seller webinars. Why webinars work: Extremely low lead costs Scalable communication Instant authority positioning Highly targeted audiences Instead of one-on-one conversations all day, webinars allow agents to educate and convert multiple prospects at once. AI: What Most Agents Are Getting Wrong Tony believes most agents use AI poorly because they: Accept weak outputs too quickly Ask vague questions Lack business clarity Don't refine prompts deeply enough His framework: Ask AI for the solution Ask "What's missing?" Refine repeatedly Push for deeper outputs Why Tony Is Moving from ChatGPT to Claude Tony explains why Claude has become his preferred AI platform: Better reasoning Stronger conversational outputs Less hallucination Better business analysis Voice AI: The Biggest Opportunity in Real Estate Tony calls Voice AI one of the most disruptive technologies in the industry right now. Why? Because it solves one of the biggest agent bottlenecks: 👉 Consistent follow-up. Voice AI can: Make outbound calls Handle objections Book appointments Transfer hot leads live And unlike human ISAs: It never gets tired Never forgets follow-up Never misses scripts "Voice AI replaces the most painful task agents don't want to do." The Fastest Way to Generate Leads This Week Tony's challenge to agents: Go into local Facebook groups and simply ask: "Who's planning to move in the next 60 days?" This creates instant engagement, conversations, and opportunities without spending money. His reminder: "It's not a lack of resources. It's a lack of resourcefulness." The CLIMBR Community Tony also shares details about the CLIMBR Community, built alongside: Veronica Figueroa Kendall Bonner Jake