The Color of Money | Transformative Conversations for Wealth Building

111. From Spray & Pray to Strategy: Marketing and Mindset for a Scalable Business with Kendall Bonner

Oct 1, 2025

Kendall Bonner, an attorney-turned-real estate operator and marketing strategist, discusses her journey scaling a team to over 200 sides using data-driven strategies. She emphasizes the shift to a CEO mindset, leveraging AI, video, and Google for lead generation without cold calling. Kendall shares her innovative 'Data D's' framework to target motivated sellers and the importance of intentional profit over mere revenue. She urges agents to invest in real estate and prioritize non-negotiables for a fulfilling career and life.

Ask episode

AI Snips

Chapters

Books

Transcript

Episode notes

ANECDOTE

Ask And Plant The Seed

Kendall asked Leo Pereja if she could work for him when he became CEO and planted the seed confidently.
Thirty days after he became CEO, he offered her a role at eXp because she had expressed interest ahead of time.

ANECDOTE

Scaling Without Cold Calls

Kendall built a team from 2021 that avoided cold calling, portals, expireds, and FSBOs.
In two years the team reached $80M in volume and 200+ sides using Google, AI, and video-based marketing.

ADVICE

Market To Life-Event Motivations

Focus your marketing on life events (the "Data D's") that indicate motivated movers like divorce, babies, or debt.
Speak directly to those audiences to connect earlier and increase conversion rates.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

Attorney-turned-operator Kendall Bonner joins Julia and Emerick to unpack how modern marketing—and a CEO mindset—can transform a real estate career into a durable business. Kendall shares the story behind her new role at eXp and how “asking” created the opportunity, then walks through the unconventional engine that scaled her team to 200+ sides without cold calling or portal leads. From AI, video, and Google-based intent to her “Data D’s” framework for finding motivated movers, Kendall shows agents how to speak to life events, not just listings. We break down brokerage vs. team economics, revenue vs. profit, and why profit is intentional. Kendall also urges agents to buy back their time, add ancillary revenue around a single client journey, and actually invest in the asset we sell. She closes with a challenge: decide what’s non-negotiable—then live it.

Resources:

Learn more at The Color of Money
Become a real estate agent HERE

This episode is brought to you by HomeTeam Inspection Service.

When you partner with HomeTeam, you’re getting more than a home inspection—you’re delivering The HomeTeam Experience. With a team approach, fast turnarounds, and package options that include home inspection warranties, HomeTeam helps real estate pros stand out. Plus, many locations now offer pay-at-close—giving your clients flexibility when they need it most.

Schedule your next inspection with confidence at hometeam.com.

Connect with Our Hosts

Emerick Peace:

Instagram: @theemerickpeace
Facebook: facebook.com/emerickpeace

Daniel Dixon:

. Julia Lashay:

Bo Menkiti

Produced by NOVA

This podcast is for general informational purposes only. The views, thoughts, and opinions of the guest represent those of the guest and not Keller Williams Realty, LLC and its affiliates, and should not be construed as financial, economic, legal, tax, or other advice. This podcast is provided without any warranty, or guarantee of its accuracy, completeness, timeliness, or results from using the information.