Active income
The commission you earn from selling. It's real money — but it stops the moment you stop working. Holidays, illness, a quiet month: the income drops right along with you.
Real Agency · The Real Agency Way · eXp UK
TheAgent
Attraction
System
The proven system to build a sustainable eXp organisation through attraction, relationships and consistent action.
Attraction not pressure
Relationships not pitching
Exposure not selling
Community not competition
Welcome
Welcome to Real Agency
You already know how to sell houses. This booklet is about something most agents never get taught: how to turn the network you already have into a second income that keeps paying long after the deal is done.
It's short on purpose. Read it in one sitting, then start the actions on page 13. You don't need to be an expert — you need to be consistent.
What's inside
Section 01
Three types of income
Ask most agents how they make money and they'll describe one thing: commission. It's a good living — but it has a ceiling, and that ceiling is you. There are only so many valuations, viewings and deals one person can do in a week.
The agents who build real wealth think in three layers, not one.
Recurring income
Money that arrives every month whether or not you list a single property. At eXp this is revenue share — and unlike commission, it doesn't ask for your time twice. You'll see exactly how it works in section 06.
Asset income
Something you build that has value beyond you: an organisation of agents, equity in the company, a business that could one day run — or even sell — without you being in every deal.
Where this booklet comes in
It's about the second and third layers — the ones that build freedom. You keep doing what you're already good at, and add a layer underneath it that compounds quietly over years.
Section 02
Attraction, not recruiting
Forget everything the word "recruiting" makes you picture. You're not chasing anyone or pitching strangers. You're simply becoming the person other agents think of when they start wondering whether there's a better way to work.
Traditional agency
- Work
- → Get paid
- Stop
- → Income stops
Linear. It only pays while you push.
Agent attraction
- Work once
- Support people
- Create recurring income
- Build an asset
Compounding. It pays while you sleep.
The Real Agency Way
Attractionnot pressure
Relationshipsnot pitching
Exposurenot selling
Communitynot competition
Consistency wins. One genuine conversation a week, every week, builds something a frantic month of cold pitching never will.
Section 03
The Real Agency Way
The Real Agency Way is simple to say and hard to beat: put almost all of your energy into relationships, and only a sliver into the opportunity itself. We think of it as 95% relationships, 5% opportunity — but the ratio matters less than the mindset behind it.
Most agents get this backwards. They lead with the pitch and wonder why nobody bites. You're going to do the opposite. Your job isn't to convince anyone of anything. It's to become known, become trusted, and be the first name an agent thinks of when they finally decide something has to change.
Get that right and the opportunity almost sells itself — because by the time you mention it, they already trust you. That's the whole game.
The funnel
- ConnectReach out or reconnect with agents you know
- DMStart a real conversation — no pitch
- CallCatch up properly. Listen for what's not working
- ExposureShare the eXp story / a video / a coffee chat
- MeetingsAnswer their questions, show the numbers
- OpportunityThey're seriously considering the move
- SignThey join — and your organisation grows
The maths: 1 exposure a week × 50 weeks × a 10% conversion ≈ 5 new agents a year. Repeat for three years and you've built something real.
Section 04
Show up — the power of events
You can build a lot from your phone. But nothing — no DM, no post, no clever message — beats being in the room. Agents join people they've looked in the eye. The fastest-growing organisations are built by people who consistently show up and bring others with them.
You don't need a stage or a crowd. A coffee, a kitchen-table chat, a handful of agents on a Zoom — that's an event. Start small and stay consistent.
Go to these
- eXp masterminds & UK events
Already organised for you. Turn up, learn, and bring a guest.
- eXpcon & the national conference
Big-energy days that make the opportunity real for a guest.
- Local agent meetups
Wherever agents in your patch already gather — be a familiar face.
Host your own
- "eXp Explained" catch-up
Invite 2–3 curious agents for a relaxed coffee or Zoom. Walk them through the model, no pressure.
- Small-group breakfast or lunch
Book a table for 4–6. Let agents meet each other — community sells itself.
- Local mastermind
Run a monthly session on a real topic (listings, social, fees). Lead with value; attraction follows.
- Coffee one-to-ones
The simplest event of all. One agent, one honest conversation, every single week.
The goal is never to pitch
Whatever you host, the goal is never to pitch. It's to let people experience the community and decide for themselves. Invite, host, follow up — then do it again next month.
Section 05
Be real — people buy people
Here's the truth most marketing gets wrong: people don't follow brands, they follow people. Agents won't join eXp because of a logo or a list of features. They'll join because of you — and you can only attract people by being genuinely, visibly yourself.
So don't perform. The polished "this changed my life!" highlight reel actually pushes people away — it reads like a pitch, and everyone's seen a hundred of them. What pulls people in is the raw, honest version: the wins and the hard days, the doubts as well as the breakthroughs.
The highlight reel
- Only the wins
- "Best decision ever!"
- Everything's perfect
- Feels like a pitch
People scroll past.
The real you
- Wins and tough days
- Honest lessons
- What's actually changed
- Feels like a friend
People lean in.
Share things like
Be real, be consistent, be easy to reach
You're not building an audience of fans. You're building trust with a handful of agents who will one day be ready to talk.
Section 06
Revenue share, simply
This is the part most agents get wrong, so read it twice. Revenue share is paid by eXp out of the company's own cut. It does NOT come out of the other agent's commission. Nobody earns less because someone is earning revenue share on their deals.
Step 1A £10,000 fee is split
*Reserve covers the cost of doing business overseas — FX, banking, US services.
Step 2eXp's £2,000 company dollar splits
So the revenue share pool is roughly half of eXp's company dollar — which works out at about 10% of the original fee. That pool is shared among the agents who helped grow eXp: the agent's sponsor, and the people above them, across seven tiers.
What this means for you
When you bring an agent in and help them succeed, you earn a slice of that pool on every deal they do — paid by eXp, not by them. One capping agent you sponsor is worth a guaranteed £1,400 to you that year, for as long as you're both active.
Section 07
What the numbers look like
These are illustrations, not promises — your results depend on your effort. But they show how the seven tiers stack up as your organisation grows. (A "capping" agent is one doing enough business to hit their annual cap.)
What each tier pays (per capping agent / year)
Tier 1£1,400
Tier 2£1,600
Tier 3£1,000
Tier 4£600
Tier 5£400
Tier 6£1,000
Tier 7£2,000
As your organisation grows
20agents
£23,000a year
70agents
£50,000a year
95agents
£115,000a year
Illustrative revenue share, based on capping agents across your tiers. Not guaranteed.
Section 08
Your Freedom Number
Here's the question that makes all of this real: how much recurring income — arriving every month, whether you work or not — would genuinely change your life?
£1,000 pcm
£3,000 pcm
£5,000 pcm
£10,000 pcm
£20,000 pcm
| My Freedom Number (per month) | £ |
|---|---|
| That's per year (× 12) | £ |
| Roughly how many capping agents (÷ ~£1,400 Tier 1) | |
| At ~5 new agents a year, years to get there |
Write the number down
A goal you can see is a goal you'll work toward. This single figure is what every action in the next section is quietly building toward.
Section 09
The 90-day plan
You don't build an organisation in a weekend. You build it with a simple rhythm repeated over three months — then you keep going.
Month 1Reconnect
- Build your list of 100+ agents you already know
- Reconnect — genuine catch-ups, no pitch
- Aim for your first 1–2 exposures
Month 2Exposure
- Keep reconnecting — the funnel never stops
- Move warm chats into real conversations
- 1 exposure every week, logged
Month 3Follow up
- Follow up — most join 2–6 months after first exposure
- Run second meetings; show the numbers
- Ask everyone for referrals
A full 90-Day Connect Programme expands every week of this — ask your sponsor for it.
Section 10
Your weekly scorecard
What gets measured gets done. This rewards consistent activity, not just results — because the activity is what you control. Fill it in every Friday.
| Activity | W1 | W2 | W3 | W4 |
|---|---|---|---|---|
| New LinkedIn connections | ||||
| New Instagram connections | ||||
| DMs sent | ||||
| WhatsApp messages | ||||
| Calls made | ||||
| Conversations | ||||
| Exposures | ||||
| Meetings | ||||
| Events attended | ||||
| Posts published | ||||
| Inbound enquiries | ||||
| Agents signed |
Revenue share forecast £/ year
Section 11
Start here — first 7 days
Don't try to do everything. Do these seven things, one a day, and you'll have a working system by next week.
Brain-dump every agent you know into one list. Don't pre-judge — "they'd never leave" is exactly who to write down.
Add sources: old deals, business cards, previous offices, referral partners. Aim for 50+ names.
Set up four labels: Hitlist, Working Hot, In Process, Nurture. Sort your list.
Send 10 genuine reconnect messages. No pitch — just "how are you, let's catch up."
Book one coffee or call with someone warm. Listen more than you talk.
Publish one post about your journey as a self-employed agent. Story, not sales.
Fill in your scorecard. Plan next week. Notice you've already started.
Section 12
The Real Agency Promise
- Build relationships.
- Create opportunities.
- Help people succeed.
- The income follows.
That's the order, and the order matters. The income is the last line because it's the consequence of the first three — never the goal you chase directly. Get the relationships right and everything else follows.
My commitment
- I will show up consistently, even when it's slow.
- I will lead with relationships, not pressure.
- I will help others succeed before I ask for anything.
- I will take action every single week.
Signed
Date
Welcome to Real Agency.
Now turn to section 11 and start.
Take the booklet with you
The full 14-page A4 booklet, ready to print, fill in and keep on the desk.