eXp Just Rewrote the AI Playbook for Real Estate, and It Starts With Doing Less, Not More
Leo Pareja says trying to outbuild the world’s largest AI companies is foolish. Instead, eXp will do something else entirely.
Many brokerage and proptech companies in the industry are chasing the same headline right now: their own AI assistant. A branded chatbot. A new login. A new tab to open every morning.
eXp® looked at that race and decided not to run it.
At eXpcon® Salt Lake City, CEO Leo Pareja and COO Wendy Forsythe stood on the general session stage and made a different kind of announcement, one built on a simple, almost stubborn question: why are we asking agents to change their habits at all?
The answer is to let agents ask the AI they already use* and get an answer from the tools that already hold their business information.
One Question Instead of Five Tabs
An agent’s business already lives across The Hub™, My eXp™, training resources, a CRM, and whatever else the day calls for. Even a quick question can send them searching through tabs.
That’s where MCP comes in. Short for Model Context Protocol, it lets agents connect the AI tool they already use whether Claude, ChatGPT, or something else, directly into the systems that run their business: eXp University, eXp Divisions, Canva, Sisu (coming soon), and leading CRM** platforms like Lofty, BoldTrail, Cloze, and Follow Up Boss (coming soon).
No new app. No new password. No eXp-branded bot to try once and forget.
“You already have an AI you trust,” Wendy told the room. “You didn't need us to give you that. You already found it yourself.”
What eXp built is the connection. Agents authorize access through their existing Hub login, then ask a question in the AI app they already use and get an answer drawn from their connected eXp data.
It's a deliberately unglamorous kind of innovation: the win isn't a flashy new interface, it's the absence of one. Ask a question. Get an answer. Right where you already are.
Leo Pareja framed it as five words that will define eXp's AI strategy going forward: MCP first. AI of Choice – and he was clear that this is only the beginning.
MCP is described internally as “the front door” to a much larger rebuild: AGNT™ OS, a ground-up modernization of how agents get paid, close transactions, and get supported, built on the international team's Nexus platform and slated to arrive in early 2027.
The bigger signal, though, isn't the feature list. In an industry where “innovation” increasingly means asking agents to adopt one more platform, eXp just bet that the smartest move is connecting to the tools agents already chose for themselves, and getting out of the way.
“We are not trying to out-build the world's largest AI companies,” Leo said. “That would be foolish. We're connecting to them.”
That leaves the rest of the industry with an interesting question. If agents can choose their own AI and still use it to work with their brokerage, how compelling is a brokerage-built assistant? eXp made its answer public onstage in Salt Lake City. Now other companies have to decide whether they’re still running the same race.
Ready to connect the AI you already use to your eXp business? Visit the MCP First. AI of Choice toolkit to learn how to get started.
*MCP compatibility varies by AI model and may require a paid subscription.
**CRM integrations are subject to country availability and the CRM policies and availability.
Trademarks: eXp®, eXp Realty®, eXpcon®, AGNT™, and other eXp and AGNT names, logos, and marks are trademarks of AGNT, Inc. and/or its subsidiaries. All third-party names, trademarks, and registered trademarks referenced herein are the property of their respective owners.
