eXp Realty launches UPGRADE community with new hire

Vija Williams — a longtime real estate executive and current head of industry at technology platform PLACE — is joining eXp Realty, where she will launch a new agent-focused initiative called UPGRADE.

Williams, who also co-owns the Seattle-based Vija Real Estate team, described the move not simply as a career transition but part of a broader push to support real estate professionals across multiple dimensions of life and work.

“This is more than a move, it’s a mission,” Williams said in a statement. “I’m joining eXp Realty to build the UPGRADE community with eXp powerhouse Spring Bengtzen.”

The UPGRADE community — an acronym for Unlock Potential, Grow Real Estate, And Design Everything — is positioned as a multifaceted platform with a focus on personal development, health, business, leadership, investing and lifestyle.

Williams will also collaborate with Dan Beer — a prominent figure within eXp and leader of the Fast Forward Movement, one of the company’s most active agent networks.

“This is about multiplying impact,” Williams said. “I’ve transformed my own life physically, financially, emotionally and now I’m building UPGRADE at eXp to help others do the same. We’re curating a space where high performers are surrounded by people who challenge and elevate them.”

Leo Pareja, CEO of eXp Realty, praised the move.

“Vija Williams is one of the most visionary leaders in our industry, and we are thrilled to welcome her to eXp,” Pareja said. “Her UPGRADE community is exactly the kind of transformational initiative that aligns with our values of innovation, growth, and agent empowerment.”

Williams — a national real estate speaker and former podcast co-host — brings more than two decades of industry experience to her new role.

She previously served as president of Ben Kinney Brokerages, where she oversaw agent growth from 1,250 to more than 1,750 and helped drive a 251% increase in sales volume over three years.

She also announced that she’s joining Jon Cheplak’s coaching platform, expanding her work as a performance coach for high-level team leaders.

Even with the move to eXp, Williams will remain in her current role at PLACE, where she coaches and consults with top-producing agents and teams.

“eXp Realty gives me the platform and tools to create transformational growth for our community,” Williams said. “We’re building something truly special with UPGRADE, and this is just the beginning.”