eXp Realty has launched its Model Context Protocol (MCP) First, AI of Choice strategy, allowing agents to connect their preferred AI assistants like ChatGPT, Claude, and Gemini directly to eXp's business data. This initiative aims to integrate AI tools seamlessly into agents' existing workflows, avoiding the need for new applications or logins.
This strategy allows eXp Realty agents to leverage their existing AI tools and workflows, potentially increasing efficiency and reducing the friction associated with adopting new technologies. It reflects a broader industry trend of platform integration rather than proprietary development.
eXp Realty is shifting its approach to artificial intelligence by enabling agents to connect their preferred AI assistants directly to the brokerage's business data, rather than building its own proprietary chatbot. The new Model Context Protocol (MCP) First, AI of Choice strategy allows agents to integrate tools like ChatGPT, Claude, and Gemini with their eXp business data, including production numbers, leads, transactions, training progress, and CRM records.
Leo Pareja, CEO of eXp Realty, explained that the company's goal is to "meet our agents where they are at," avoiding the need for agents to download new apps or create additional logins. Seth Siegler, eXp’s chief innovation officer, added that this approach aligns with forward-looking SaaS companies that prioritize user flexibility and reduced friction. Holly Mabery, chief brokerage officer, emphasized that this allows teams to maintain their existing workflows and systems within their chosen large language model (LLM) while still connecting to the eXp back office.
Carrie Lysenko, chief technology officer, stated that forcing agents onto a single platform limits their creativity and business growth. Instead, eXp aims to provide an open platform. The company has also asked technology partners to create MCP servers, enabling connections with applications like Canva, Lofty, and Boldtrail to eXp's technology. Pareja described this as "AI of choice," contrasting it with the industry trend of "walled proprietary gardens."
Wendy Forsythe, chief operating officer, noted that eXp has developed a library of prompts to assist agents once they connect their LLMs, enabling tasks such as tracking production or identifying CRM contacts. This direct connection eliminates the need for agents to manually extract and update data from eXp systems into their LLMs. The initiative is part of a broader modernization effort called AGNT OS, which aims to rebuild systems for agent transactions and payments, with a target launch date in early 2027. Executives believe this strategy allows eXp to focus on its core brokerage strengths while partnering with larger tech companies for AI development.
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