Alright – so today we’ve got the honor of introducing you to Lisa Copeland. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Lisa thanks for taking the time to share your stories and insights with us today. Can you talk to us about growing your team – how did you recruit the first few people, what was the process like, how’d you go about training and if you were to start over today would you have done anything differently?

When I first launched into the real estate and mortgage space at a high level, I knew I couldn’t do it alone. I’ve always believed that success is built on the strength of your team, so from day one, I focused on surrounding myself with the right people—individuals who shared my vision, drive, and commitment to integrity.

Recruiting those first few team members wasn’t just about filling roles; it was about finding people who were hungry to succeed and willing to put in the work. I tapped into my network, sought out top talent, and looked beyond traditional real estate experience. Some of my best hires came from completely different industries because I’ve always believed that mindset, work ethic, and adaptability are more valuable than just experience.

My interview process was anything but conventional. I wasn’t just looking at resumes; I was looking for grit, ambition, and a deep understanding of the impact we could make in this industry. I wanted people who didn’t just want a job but a mission—to help families build generational wealth through real estate.

Training was another area where I took a different approach. I didn’t just teach people how to sell homes or close loans—I trained them to think like high-level entrepreneurs, negotiators, and wealth builders. I emphasized mindset, strategy, and execution because I knew that if my team was equipped with the right knowledge and skills, success would follow.

If I were starting today, I’d still follow the same core principles—hire for values and mindset first—but I’d also lean more into technology, automation, and AI to scale faster. The biggest lesson I’ve learned? You’re only as strong as the people you surround yourself with, and success comes from building a culture of excellence and integrity.

Lisa, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Lisa Copeland, a real estate investor, industry leader, and business strategist with a passion for helping people build generational wealth through real estate. I’ve spent over 25 years in high-stakes industries, including real estate, mortgage, insurance, and even the automotive world, where I made history as one of the top female executives. Today, I lead a billion-dollar-plus organization, mentor hundreds of agents, and help clients navigate the luxury real estate market with confidence and success.

How I Got Into the Industry
My journey into real estate wasn’t a straight path, but looking back, every step I took prepared me for where I am today. I started my career in the automotive industry, breaking barriers as a female executive and becoming a recognized leader in sales and negotiation. That experience taught me everything about high-level business strategy, leadership, and how to win in competitive markets. But I knew I wanted more—I wanted to build something that created lasting wealth, not just transactions.

Real estate was a natural transition because I saw it as the most powerful vehicle for financial freedom. I quickly realized that most people weren’t leveraging real estate to its full potential, either because they didn’t know how or they didn’t have the right guidance. That’s where I knew I could make a difference.

What I Do & The Problems I Solve
As a top luxury real estate expert, I help high-net-worth individuals and families buy, sell, and invest in real estate in a way that builds wealth for generations. Whether it’s finding the perfect luxury property, securing high-value investments, or negotiating complex deals, I bring a strategic, results-driven approach to every transaction.

In addition to real estate, I’m a co-founder of Cardone Mortgage Group, a full-service mortgage brokerage founded with Grant and Elena Cardone. Our mission is simple: to provide competitive financing options with integrity, ensuring that more people can access the capital they need to grow their real estate portfolios. We operate in all 50 states and specialize in Conventional, Jumbo, FHA, VA, and Reverse Mortgages.

I also lead a network of over 950 real estate agents under eXp Realty, mentoring them on sales, branding, and business strategy. I’m passionate about empowering other professionals—especially women—to step into their power, build strong businesses, and create financial independence through real estate.

What Sets Me Apart
One of the biggest things that sets me apart is my ability to negotiate at the highest level. I don’t just sell homes; I close deals that others can’t. My background in high-stakes sales, combined with my deep understanding of finance and investment strategy, allows me to create massive value for my clients.

Another key differentiator? I play the long game. My mission is not just to help my clients buy or sell a home—it’s to help them create generational wealth through real estate. I take a consultative approach, educating my clients on how to maximize their investments, leverage their assets, and make smart decisions that will benefit them for decades to come.

What I’m Most Proud Of
I’m incredibly proud of the impact I’ve made in the industry. From being a three-time ICON Agent at eXp Realty to leading a billion-dollar sales organization to co-founding a mortgage company that’s changing the game, I’ve built a career on integrity, strategy, and results. But more than the accolades, I’m most proud of the families I’ve helped create wealth, the agents I’ve mentored into six- and seven-figure earners, and the legacy I’m building for future generations.

What I Want People to Know About Me & My Brand
If there’s one thing I want people to know, it’s this: I don’t do average. Whether you’re working with me to buy or sell a luxury property, secure a mortgage, or grow your career in real estate, you’re getting elite-level strategy, negotiation, and execution.

I believe in playing big, thinking bigger, and winning with integrity—and I help my clients and team do the same. If you’re looking for a leader who understands the power of real estate, business, and wealth creation, I’m here to make it happen.

Have you ever had to pivot?

In 2020, I made one of the biggest pivots of my career—transitioning from the automotive industry, where I had built a reputation as the #1 auto dealer in the world, to the dynamic world of real estate. It was a bold move, but I knew that the same principles that had made me a force in automotive sales and leadership would translate seamlessly into real estate.

For decades, I thrived in the automotive business by mastering negotiation, marketing, and customer service at the highest level. I didn’t just sell cars; I built brands, cultivated relationships, and created an experience that kept clients coming back. I understood how to structure deals that worked for both the buyer and the business, and I knew how to position myself as a trusted expert in a competitive marketplace.

When the world changed in 2020, I saw an opportunity to apply those skills to real estate. At the heart of both industries is the ability to connect with people, understand their needs, and deliver results. I knew that my expertise in high-ticket sales, my ability to market luxury products, and my deep understanding of financing strategies would be invaluable in the real estate market.

The transition wasn’t just about selling homes—it was about leveraging my skills to help families build generational wealth through real estate. I dove in headfirst, applying the same relentless work ethic that had defined my career in automotive. I built a brand, sharpened my negotiation strategies, and used cutting-edge marketing to position myself as a leader in the luxury real estate space.

Within a short time, I became one of the top 1% of agents at eXp Realty, leading a team of over 950 agents and earning the prestigious ICON Agent award multiple times. My ability to close deals, build trust, and create a top-tier client experience positioned me as a powerhouse in the industry.

What I’ve learned through this journey is that success isn’t about the product—it’s about the process, the relationships, and the ability to adapt and dominate in any market. My pivot from automotive to real estate wasn’t just a career change; it was a strategic move that allowed me to continue doing what I do best—helping people make smart financial decisions and build lasting wealth. And I’m just getting started.

What’s worked well for you in terms of a source for new clients?

I get my clients through a combination of referrals, past clients, earned media, social media, and community involvement. My business is built on trust, and nothing speaks louder than a referral from someone who has worked with me before. My past clients are some of my biggest advocates because they’ve experienced firsthand the dedication and results I bring to every deal.

Earned media has also played a huge role in my success—being featured in publications and recognized as a leader in my industry helps establish credibility and attract new clients. Social media is another powerful tool in my arsenal. I use it to showcase my expertise, share market insights, and connect with my audience in a meaningful way.

Beyond that, community involvement is a cornerstone of my business. I believe in giving back and staying engaged, whether it’s through local events, charities, or networking. Being active in the community keeps me top of mind when people are looking to buy or sell real estate.

At the end of the day, my business thrives on relationships, and by consistently delivering value, I’ve built a network that keeps growing.

Contact Info:

• Website: https://www.lisacopeland.com
• Instagram: https://www.instagram.com/real_lisacopeland/
• Facebook: https://www.facebook.com/LisaCopelandLuxuryRealEstate
• Linkedin: https://www.linkedin.com/in/lisa-copeland-luxury-real-estate/
• Youtube: https://www.youtube.com/@LisaCopeland
• Other: https://www.lisacopelandluxuryrealestate.com