Lead Better Real Estate Conversations.
Create More Business.
REI gives Realtors® the wealth-building knowledge and tools to uncover opportunities, build trust and become the advisor clients call first.
(12 years running)
Gallup annual Economy & Personal Finance survey · National Association of REALTORS®, from Federal Reserve Survey of Consumer Finances
“Unprepared agents wait for the market to bring them business. Professionals bring the market to their database.”
Gord Lemon — Co-Founder, REI Institute
The market changed. The client changed.
The Realtor® value proposition has to change too.
Clients can find listings, pull stats, and ask AI. What they still can’t get is someone who can interpret what it all means for their life, their equity, their options, and their future.
What most agents are doing
- “Just checking in”
- Another monthly market update
- Waiting for people to be “in the market”
What clients actually want
- What this market means for my equity
- How to build wealth, not just move houses
- A plan, not a pitch
More leads will not fix weak conversations.
That’s the gap REIS™ closes.
That’s the pond every agent is fighting over.
Meanwhile, the other 94% are sitting on the biggest financial decision of their lives — and almost nobody is talking to them about it. That’s your blue ocean.
100 homes on a street. 6 are actively for sale. The other 94 are your blue ocean.
Your database isn’t dead.
Your conversation is.
Four clients. Five transactions.
Three of them never hit the MLS.
Most agents wait for four separate people to be ready. An REIS™-trained Realtor® sees that each one is holding exactly what the next one wants — and connects the dots.
And it doesn’t stop there. Every time a client levels up, they free up capital — and start looking for the next opportunity.
One relationship. Four transactions and counting — plus the referrals it generates.
Illustrative scenario only. Actual transactions depend on client goals, market conditions and local regulations governing off-market transactions.
What REIS™ covers.
10 self-paced units — each one ends in something you can use to create more business.
Foundations
Recognize the equity your clients already have — and become the first agent who ever pointed it out.
Analysis & team building
Win the deals other agents lose, and build the go-to team behind every one you close.
Scaling the conversation
Turn one deal into many — and become the agent clients call first, for life.
Final: the REIS™ certification exam.
Want the full breakdown? Download the Curriculum Overview (PDF) →
There’s a directory of agents leading these conversations.
Your name isn’t in it yet.
Every REIS™ designee is listed publicly — searchable by clients, brokers and agents looking to move business across markets. Referrals come in. Referrals go out. It works whether you’re working or not. The only way onto the list is to earn the designation.
REI Institute isn’t a course you finish.
It’s an ecosystem you join.
The training gets you in. The implementation gets you business. Then the designation, the tools, the directory and the people keep working for you long after the certification.
Learn the wealth-building side
Equity, cash flow, appreciation, leverage, holding vs selling — in language clients follow.
Build conversation confidence
Know what to say when the questions get harder than “how’s the market?”
Create reasons to reach out
Prompts and campaigns that give you a real reason to pick up the phone.
Turn education into action
Scripts, posts, and next steps — not another course you never finish.
Knowledge creates confidence.
Confidence creates trust.
Trust creates opportunity.
That’s the whole chain — and it starts with the first conversation.
When you help people see real estate differently,
they start seeing you differently.
Three ways in.
Growth-minded agents
You don’t have a decade of past clients to fall back on. REIS™ gives you instant credibility in your very next conversation — so you’re not competing on friendliness, you’re competing on expertise.
Established agents
Your database is already full of people who trust you. REIS™ gives you the reason to call them again — and the math to prove it: five transactions from four relationships you already have. Roughly $125,000 CAD / $60,000 USD in potential commission.
Brokerages + teams
One agent with REIS™ is a differentiator. A whole office is a recruiting pitch, a retention tool, and a reason agents choose you over the brokerage down the street.
Led by investors, educators, and Realtors® who’ve spent decades doing exactly what we teach — and building serious wealth along the way.
Gord Lemon
Co-Founder & Curriculum Lead
Gord is the author of REI Institute's curriculum. He has trained more than 20,000 people to invest in real estate.
Francisco "Kiko" Angulo
Global Ambassador
Francisco brings a global perspective to REI Institute as its Global Ambassador.
Kiran Gandhi
Agent Engagement & Implementation
Kiran leads education delivery and member engagement — combining real estate sales with professional experience teaching business studies.
David Gorski
Co-Founder & Managing Partner
David co-founded REI Institute to address the gap between how real estate is transacted and how consumers experience it.
What graduates are doing with it.
Alex Orlando
Ash Alles
Paul Baron — Broker/Owner, C21
Eryn Richardson — Broker/Owner, C21
Ashtonne Tesoro
Michelle Boohoo
Daniel Siu
Sean Gonzales
Maha Masri
Roshni Aneja
Peter Mazzuchin — Broker/Owner
Sandra Longden
“Before REIS, I was working twice as hard for half the return. Now I attract clients who buy three or four homes a year.”
“Re-engaged seven past buyers with a wealth review. Five transactions in 90 days.”
“Added 18% qualified prospects to my database in 60 days. Calls feel like strategy, not sales.”
If you want different results, start with a different conversation.
You already know enough people. You already have the relationships. What’s missing is the conversation that turns them into business.
15 minutes. No pitch, no obligation — just where you are, and whether this is the right fit.