Summit 2021 Glossary
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table of contents
Table of contents
Letter From Tom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Frequently Asked Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Agenda . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
TOM X Speakers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
The Great Divide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
The New Battle of Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Hello Fears! – Michelle Poler . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Ask Me Anything . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
The Inventory Crisis is Real (For Some) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Listing Attraction Panel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Case Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
The Struggle Is Real (For You and Your Buyers) . . . . . . . . . . . . . . . . . . . . . . . . . . 86
The Power of Leverage and the Decision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
Seth Godin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98
Ask Me Anything . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
Brand Your Ground and Don’t Back Down . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
Modeling Excellence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114
I Want You to Be Wealthy! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
2015 vs. 2020 Trends and Moving From Uncertainty to Certainty . . . . . . . . . 126
Total Marketing Checklist: 7+ Listing Appointments Per Month! . . . . . . . . . . . 146
Get the Most From Summit! HOW? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152
Success Summit 2021 Social Challenge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 160
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Insights, Inspiration and Ideas for Top-Producing Real Estate Agents
Visit TomFerry.com/blog
The Tom Ferry Podcast Experience will give
you the knowledge, support, motivation and
tools to succeeed in business and achieve
your true potential. This show is designed to
help you grow, achieve more and ultimately,
fulfill the greatness within you.
Visit TomFerry.com/Podcast or subscribe
on Spotify, Apple Podcast, Stitcher, and
Google Podcast streaming platforms.
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FREE Tools and Resources
to Grow Your Business
Visit TomFerry.com/Agent-Tools for free insights, tips and tactics that our coaches and
clients are using to get more listings, attract more business, and close more deals.
Visit TomFerry.com/Agent-Tools
JOIN THE VIP LIST!
Ideas. Inspiration. Insights.
Straight to Your Inbox.
Join our mailing list at
TomFerry.com/VIP to get
our content delivered right to
you, and stay in-the-know for
special events and news from
Tom Ferry.
success summit
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Contest
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success summit
Thank you to our sponsors
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Tom Ferry Training is now Sphere
Your success in real estate is only as good as the strategies you employ.
Which begs the question: Where do you get the guidance, training and sense of
community you need to set yourself apart and convert more business?
Sphere is Tom Ferry’s revolutionary online training subscription that provides you
access to the same tactics and strategies taught to our coaching members who
average $395K in annual GCI.
Only $79/month
• illūm Training Platform Account
• Live Weekly Webinars
• OnDemand Courses and Webinars
• Resource Library
• Community Social Groups
• Referral Network
Includes:
• Event Discounts
• Activity Tracking
• Reporting
• Task Management
• Roleplays
• Live Q+A with Coach Panels
Visit TomFerry.com/Training to learn more and sign up today.
discipline
Discipline
creates
the real
freedom we
desire.
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letter from tom
Hey Rockstar,
You’ve been through a lot over the last two years.
So the fact you’re here tells me one thing – you’re a survivor who is fully committed to a
prosperous future in real estate.
You’re in the right place.
Because I, too, see a bright future in our industry.
But I also see the real estate landscape changing quickly.
And doing the same things we’ve always done will not produce the same results in the future.
That’s why our focus over these three days is on helping you “future-proof” your business.
Those who succeed in this new environment will be innovators willing to invest in
themselves – both personally and financially – more than ever before.
So soak in what you see and hear this week and then commit yourself to doing everything
necessary to emerge victorious among all the disruptors trying to steal your livelihood away
from you.
Because I know you have it in you... and together we can create a wonderful future.
Here’s to a great Summit!
Tom Ferry | CEO - Owner
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frequently asked questions
IS THERE WI-FI?
Yes, here are the log-in details:
SSID/Network: SuccessSummit
Password: TomFerry
DO I NEED TO WEAR MY NAME BADGE / LANYARD?
Yes! Attendees (and guests) must wear their name badge and lanyard at all times. Security
will not allow anyone inside the main ballroom without credentials. A replacement badge and
lanyard can be purchased at the customer service desk, in the Hall F Lobby for $150.
I LOST MY WORKBOOK. CAN I GET ANOTHER ONE?
Check with customer service in the Hall F Lobby to see if it was turned in. If you lose your
workbook a replacement workbook can be purchased for $50. As a precaution be sure
to write your name and phone number in your workbook to help our team return it to
you sooner.
?
IS THERE A LOST & FOUND?
Lost and found is located at the Customer Service desk in the Hall F Lobby.
WHAT IS THE WRISTBAND FOR - DO I NEED ONE?
Wristbands were given to coaching members at check-in and are required for the coaching
member exclusive party. Your wristband gets you in and has your drink tickets attached – so
don’t lose it. Replacements will be available for $50 at Customer Service in the Hall F Lobby.
WHERE CAN I BUY A SNACK OR LUNCH?
On site cash and carry concessions will be available in the pre-function space of Hall F Lobby.
There are also food and beverage outlets at the Omni and restaurants on Lamar just across
the skybridge in Convention Center D Lobby .
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frequently asked questions
Summit 2021 Glossary
WHO CAN I TALK TO ABOUT COACHING?
If you are interested in speaking with any of our top Business Coaches and Coaching
Consultants, head to the coaching booth in the back of the main ballroom or in the Hall F
Lobby pre-functions space. Look for someone wearing an “Ask Me About Coaching” button!
WELCOME RECEPTION All attendees welcome!
Tuesday, October 5, 5:00pm – 7:00pm
Don’t miss this opportunity to network and connect with the best in the industry!
After a day full of insights and learning, join us in the Dallas Ballroom at the Omni Hotel.
Follow the skybridge from the Convention Center Lobby D and head up the escalators to the
3rd floor.
Cash bars will be available available for drink purchases.
TOM FERRY BACKYARD BASH
Wednesday, October 6, 7:00pm – 10:00pm
Exclusive for Coaching Members
We are excited to host our annual Tom Ferry Backyard Bash party at Bottled Blonde/
Backyard Dallas.
I.D. and wristband (which includes your drink tickets) required for entry.
*Time, locations and speakers were current as of press time and are subject to change.
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Summit agenda
AGENDA
Please see TomFerry.com/Summit for the most up-to-date agenda and schedule.
TUESDAY, OCTOBER 5TH
9:00AM
-
11:30AM
TOM X: Secrets of Successful Agents
11:30AM
-
1:00PM
Lunch
1:00PM
-
2:30PM
Session 1 with Tom Ferry
2:30PM
-
4:00PM
Session 2 with Tom Ferry
4:00PM
-
5:00PM
Session 3 with Keynote Speaker Michelle Poler
5:00PM
-
5:30PM
Session 4 with Tom Ferry
5:00PM
-
7:00PM
Welcome Reception (all attendees)
WEDNESDAY, OCTOBER 6TH
8:30AM
-
9:00AM
Ask Me Anything with Tom Ferry
9:00AM
-
10:30AM
Session 1 with Tom Ferry
10:30AM
-
12:00PM
Session 2 with Tom Ferry
12:00PM
-
1:30PM
Lunch
1:30PM
-
3:30PM
Session 3 with Tom Ferry
3:30PM
-
4:35PM
Session 4 with Keynote Speaker Seth Godin
4:35PM
-
5:00PM
Session 5 with Tom Ferry
7:00PM
-
10:00PM
Backyard Bash (Coaching Members Only)
THURSDAY, OCTOBER 7TH
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8:30AM
-
9:00AM
Ask Me Anything with Tom Ferry
9:00AM
-
10:30AM
Session 1 with Tom Ferry and Jason Pantana
10:30AM
-
12:00PM
Session 2 with Tom Ferry
12:00PM
-
1:30PM
Lunch
1:30PM
-
3:00PM
Session 3 with Tom Ferry
3:00PM
-
4:30PM
Session 4 with Tom Ferry and Jason Pantana
4:30PM
-
5:00PM
Session 5 with Tom Ferry
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wake up kick ass repeat
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illum
Download the free
illum app to access
all of summit
Search your phone’s app store
for “illūm” to download and
log-in to your free account.
The app will allow you to:
•Get notifications so you don’t
miss anything
•View important Summit
information
•Access important Summit
resources from our team
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Summit 2021 Glossary
summit challenges from tom
SUMMIT CHALLENGES from Tom
1 Shoot 8-10 videos, reels, interviews, you learning, meeting with friends
2 Do a survey (Q and A) with IG - Ask people questions to engage with your audience
3 Start a new 30-day video challenge
4 Add a minimum of 20 new friends/networking partners
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TOM X Speakers
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Summit 2021 Glossary
Jeremiah KOBELKA & Pip HAXBY-THOMPSON
Brokerage: The JFKLiving Team at Keller Williams
Location: Haddon Township, NJ
Social: @jfkliving
Make it a “Yes”! Getting Your Buyer’s Offer Accepted
Notes:
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Josh KEPKAY
Brokerage: Macdonald Realty Ltd
Location: Vancouver, BC | Canada
Social: @joshkepkay
Grow by Stealing Like a Pro
Notes:
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Summit 2021 Glossary
Sarah DESAMOURS
Brokerage: Compass
Location: Miami, FL
Social: @sarahdesamours
4 Unbeatable Social Media Strategies
You Can Implement Right Now!
Notes:
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Christophe CHOO
Brokerage: Coldwell Banker Global Luxury
Location: Los Angeles, CA
Social: @christophechoorealestate
Using the Digital World to Grow Your Business
Notes:
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Lisa CHINATTI
Brokerage: Chinatti Realty Group
Location: Boston, MA
Social: @lisachinatti
Recruit and Retain Your Dream Team
Notes:
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Diana MATICHYN
Brokerage: Coldwell Banker
Location: Chicago, IL
Social: @dianam_chicagorealtor
Level Up Your Business with 5 Simple Instagram Reels Hacks
Notes:
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Keri WHITE
Brokerage: The Agency
Location: Los Angeles, CA
Social: @keriannkeriann
Finding Your Tribe Online and Generating Clients for Life
Notes:
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Phil GERDES
Brokerage: The Gerdes Team of Long & Foster Real Estate
Location: Annapolis, MD
Social: @philgerdes
Secure Every Listing with High-Level Client Connections
Notes:
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Carolyn YOUNG
Brokerage: The Carolyn Young Team with RE/MAX Premier and RE/MAX 1st REALTY
Location: Ashburn (service area Northern Virginia, Maryland, and West Virginia)
Social: @carolynyoungteam
Is Your Business at a Plateau?
Notes:
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The Great Divide
01
the great divide
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the great divide
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the great divide
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the great divide
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the great divide
actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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The New Battle of Search
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02
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the new battle of search
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the new battle of search
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the new battle of search
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the new battle of search
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the new battle of search
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the new battle of search
the battle of search
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the new battle of search
Operation:
Fall in Love
with your
Friends,
Clients &
Database
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the new battle for search
Where our community shines
1.Email newsletters – showcasing your top video, market updates, local news, happy
clients of the week & home improvement tips.
•Your video content is the center piece of the email newsletter.
2. Over index on calls, text and personal videos to “touch base”
• Values/refi/planning
3.Everyone receives a CMA, HomeBot or another automated value solution.
4.You/Your social media manager – likes, comments, checks in on past clients/sphere
5. Minimum one mailer a month (just solds/market updates)
6.For your very best, a unique gifting strategy – the law of reciprocity
7. 2 community events (all invited) annually
8. 1 client appreciation party annually
Check Out Tom’s Podcast with Mike DelPrete on How to Compete
in an Increasingly Disruptive Real Estate Industry
Scan the code to listen to the podcast and visit illūm for resources from Mike’s discussion with Tom!
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the new battle for search
actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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Hello Fears! – Michelle Poler
03
@hellofears
Hello fears! – Michelle Poler
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Hello fears! – Michelle Poler
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Hello fears! – Michelle Poler
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Hello fears! – Michelle Poler
actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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top 10 actions
top 10 actions
By Who?
By When?
Expectation
of $/ROI
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
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Ask Me Anything
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ask me anything
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The Inventory Crisis is Real (For Some)
04
The Inventory crisis is real (for some)
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The Inventory crisis is real (for some)
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The Inventory crisis is real (for some)
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The Inventory crisis is real (for some)
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The Inventory crisis is real (for some)
actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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Listing Attraction Panel
05
Listing attraction panel
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Listing attraction panel
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Listing attraction panel
actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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Case Studies
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case studies
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case studies
Case Study 1: Sphere of Influence/Past Clients
THE BACKSTORY
How many people are in your sphere?
1,000
What is the makeup of your sphere?
Past clients and personal contacts through spouse,
former profession, church and children’s activities/
school.
What is your criteria for adding people to your
sphere?
That we have had a conversation face-to-face.
How do you market to people in your sphere
AT A GLANCE
Megan BOCK
differently than the people in your geo farms &
other lead sources?
Birthday and anniversary gifts such as charcuterie
SOI annual GCI: $390,000
boards and client/SOI parties. I also promote my
Monthly investment: $1,200
referral program and client parties in my listing
Leads per month: 17
presentation. Every year, I send magnets to my entire
Appointments per month: 8
database - GO AGGIES!
Closings per year: 71 in 2020 and at
76 through September 2021 with an
Once the lead is generated, what is your process
additional 10 new construction that will
for initial contact?
close in 2022
Input into CRM, call, video text, send kitchen magnet.
Average sales price: $350,000
Years in coaching: 1.5
What is your process for pre-qualifying your leads?
They fill out my buyer or seller questionnaire on my
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case studies
website (meganbock.com).
What’s your follow-up process?
CRM emails that are created specifically for their place
in the real estate process.
What do you do with leads you don’t convert?
Keep them in my database to get a monthly newsletter
I thought it would
take a couple
years to see ROI,
now I am at 10x
and holiday emails.
How long have you worked this lead source?
What scripts or objection handlers have you found
8 years
to be effective?
I focus more on how I can be of service and ask how
What helped you to win the business?
they are doing — I care about their personal life.
Training and Tom Ferry coaching, taking the time to
invest in people and taking care of clients for word-of-
Why did you decide to add this lead source?
mouth referrals. I also earned credentials such as GRI,
It’s my favorite and it’s been the best to me.
SRS, ABR and Broker Associate.
What was your original expectation on the ROI and
where are you now?
I thought it would take a couple years to see ROI, now
I am at 10x
How long before you saw measurable results?
Immediately
Do you run this campaign by yourself?
Yes
What new skills did you need to learn to effectively
work this source?
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case studies
Case Study 1: Sphere of Influence/Past Clients (continued)
How to meaningfully touch each one when the
1. Not calling — getting too busy.
amount continues to increase. I also needed to hire a
2.Did not initially have a CRM to keep up with
client care coordinator.
everything.
3.Learning to work smarter/not harder — hired a
LESSONS LEARNED
client care coordinator who runs everything. She
knows what to do for closing gifts, anniversaries,
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What were the 3 biggest stumbling blocks /
birthdays, referrals, etc. I have the desire and
mistakes you made along the way?
resources and greatly want to bless my clients with
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case studies
fun things to make them feel special and loved,
and knows about closing gifts. She also uses
but I did not have the time. I needed help. She is
the spreadsheet to update illūm numbers and
$15 an hour and it’s all on her own timeline and
transactions for me.
flexibility as nothing is “time sensitive” as long as
it’s done within that week. We have a weekly phone
What are the 3 tips you’d give to someone starting
call to review all that’s needed for the week. I have
out on this lead source?
my CRM set up to where she gets an email with
Work on your database and continue to add to it.
new referrals, birthdays and anniversaries. I do
Block off time each week or month to call/connect and
not even have to tell her — it just shows up in her
brainstorm how to serve SOI/past clients.
inbox. We share a Google sheet with transactions
Get a CRM you will USE and hire someone to help you
and that is where she sees what’s happening
manage it all.
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case studies
Case Study 2: Google My Business
THE BACKSTORY
What are your GMB categories?
Products, posts, photos and reviews. We also review
other businesses through our GMB log in. [Note:
categories may differ between countries; Sean
operates in Canada]
Do you send people to your website or a dedicated
landing page?
Website
What photos do you share and how many do you
have on your business profile?
- 290 photos
- Listing interior/exterior
AT A GLANCE
Sean RYAN
- Team members
- Office
GMB annual GCI: $250,000
Monthly investment: $0, only staff time
at approximately $4,000 annually
Leads per month: 5
Appointments per month: 4
Closings per year: 25
Average sales price: $400,000
Years in coaching: 5
How many reviews do you have? What is your
process for getting reviews?
73 reviews. We send a series of emails asking for
reviews. We ask a different way each time and at
different times during the transaction.
Once the lead is generated, what is your process
for initial contact?
Follow up in the same way they contact you. If they
message you, message them. Most just call through
the Google page.
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case studies
What scripts or objection handlers have you found
What’s your follow-up process?
to be effective?
Enter in Follow Up Boss and ISA follows up.
These aren’t really needed as they are at the bottom of
What do you do with leads you don’t convert?
the funnel and ready to buy.
Enter is Follow Up Boss and put them in a
What is your process for pre-qualifying your leads?
follow-up campaign.
We ask the following questions:
Are you pre approved?
Why did you decide to add this lead source?
Are you working with an agent?
No brainer as it is pretty much free aside from some
(Seller) When can I see your house?
staff time.
Being consistent is the major game changer.
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case studies
Case Study 2: Google My Business (continued)
How long have you worked this lead
source?
5 years
What helped you to win the business?
Being consistent is the major game changer.
What new skills did you need to learn to
effectively work this source?
Not a whole lot. Just answer your phone as
Google tracks calls answered.
What was your original expectation on the
ROI and where are you now?
In the beginning I didn’t expect much, but now
it is one of the most important parts of my
business. You just need to be consistent and
spend time getting reviews.
How long before you saw measurable
results?
About a year.
Do you run this campaign by yourself?
Our GMB is totally organic.
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Being consistent is the major game changer.
What are the 3 tips you’d give to someone starting
LESSONS LEARNED
out on this lead source?
What were the 3 biggest stumbling blocks /
mistakes you made along the way?
1. Not being consistent from get go
2. Not starting sooner
3.Not having clear campaign in place to ask for
1.Be consistent with adding photos, products and
posts
2. Ask for reviews and don’t give up after only one ask
3.Don’t give up if you don’t get many views in the
beginning, keep pushing
reviews in beginning
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Case Study 3: Agent-to-Agent Referrals
Once the lead is generated, what is your process for
initial contact?
When I first get a referral opportunity, I generally will
send video texts to the agent to introduce myself and
ask them to reach out via phone/call/text.
I then reach out to schedule an initial conversation
with the client via phone/email, then a Zoom/in-person
consultation and follow up from there.
Once we’re working with their client, we follow up
with any referring agents at the consultation, tours,
under contract, cleared inspection/contingencies,
prior to closing.
AT A GLANCE
Katie DAY
What’s your follow-up process?
Agent-to-agent referral annual GCI: $351,866
Follow up every 1-4 weeks, depending on the urgency
Leads per month: 9
of the client. We follow up with the client in the
Appointments per month: 7
manner that works best for them — BUT, would prefer
Closings per year: 34
phone, BombBomb, then text, email.
Average sales price: $401,000
Years in coaching: 1.5 years
What do you do with leads you don’t convert?
Stay in contact, keep referring agent up to date.
THE BACKSTORY
Why did you decide to add this lead source?
Buy-in from client is higher, great to create
How do you source agent referrals?
relationships.
Conferences, Clubhouse, social media, Tom Ferry
ecosystem
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How long have you worked this lead source?
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What new skills did you need to learn to effectively
Since 2017
work this source?
What helped you to win the business?
Creating better systems to track referrals and keep
Coaching, conferences and adding more systems.
agents up to date. Some of it was trial and error,
We added a referral partner database website and
but we continued to learn the best way to manage
CRM to track referrals and referral partners. We also
transactions and communicate.
have a channel on Slack where we can internally chat
about referrals and referral partners (i.e., to ask our
Before, we just took referrals as we received
admin to add the referral partner to the CRM or send
them. We now follow up/check in with the referral
a thank you box).
partner at each major step of the transaction (i.e.,
Go to events and conferences — and NETWORK!
Happy May the 4th from the #movemetotx team! We
are so grateful for great referral partners across the
country (and globe)! As the weather gets warmer,
enjoy these coozies and keep your favorite bev cold!!
Hope you are safe & well and we can see you soon!
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Case Study 3: Agent-to-Agent Referrals (continued)
consultation, tours, under contract, cleared inspection/
What are the 3 tips you’d give to someone starting
contingencies, prior to closing). We confirm where
out on this lead source?
they want their check to be sent, as well as sending
1. Create a follow-up system
them copies of closing documents for their brokerage
2.Keep referring agent in the loop and lean on them
compliance.
if you need assistance with communication
3. Go to events and conferences — and NETWORK!
What was your original expectation on the ROI and
where are you now?
Assuming a 25% referral fee, ROI is 4x.
THANK YOU
TO ALL OF OUR REFERRAL PARTNERS
How long before you saw measurable results?
Always got a “few” referrals, but once we made a
concerted effort, we began to see results.
REFERRED
REFERRED BY
BY KATIE
KATIE B.
B.
REFERRED
REFERRED BY
BY ERNESTO
ERNESTO P.
P.
REFERRED
REFERRED BY
BY GEORGE
GEORGE W.
W.
REFERRED
REFERRED BY
BY KERI
KERI W.
W.
REFERRED
REFERRED BY
BY ASH
ASH L.
L.
REFERRED
REFERRED BY
BY TONY
TONY L.
L.
REFERRED
REFERRED BY
BY BROOKE
BROOKE J.
J.
REFERRED
REFERRED BY
BY BRITTNEY
BRITTNEY B.
B.
REFERRED
REFERRED BY
BY ROBIN
ROBIN L.
L.
REFERRED
REFERRED BY
BY ERNESTO
ERNESTO P.
P.
REFERRED
REFERRED BY
BY NICOLE
NICOLE D.
D.
REFERRED
REFERRED BY
BY AVI
AVI V.
V.
REFERRED
REFERRED BY
BY CHRIS
CHRIS K..
K..
REFERRED
REFERRED BY
BY NICOLE
NICOLE B.
B.
REFERRED
REFERRED BY
BY JOHN
JOHN C.
C.
Who is responsible for this lead source?
Networking/connecting with other agents and we have
REFERRED
REFERRED BY
BY SEAN
SEAN B.
B.
a marketing coordinator to help with gifts, etc.
REFERRED
REFERRED BY
BY CHRIS
CHRIS J.
J.
LESSONS LEARNED
REFERRED
REFERRED BY
BY JOE
JOE V.
V.
What were the 3 biggest stumbling blocks /
mistakes you made along the way?
1. Not keeping referring agent in loop
2.Not making sure that checks were being delivered
to the right places
3.Not asking for the contact information for the
referred person
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Case Study 4: Circle Prospecting
THE BACKSTORY
How many homes do you target?
More than 5,000
What scripts or objection handlers have you found
to be effective?
Tom Ferry circle prospecting script, slightly modified.
What is your process for pre-qualifying your leads?
A series of questions to see if they are motivated
to sell.
What’s your follow-up process?
Moxi presentations (CMA), listing presentation,
follow-up phone calls, 16 touches throughout the
listing process.
AT A GLANCE
Jacqueline HILL
Lead source annual GCI: In 2021, $210,000 with
$340,000 pending that will close in October.
Investment per month: $1,600
Leads per month from circle prospecting: 95%
Appointments per month: 4-6
Closings per year: 48
Average sales price: $375,000
Years in coaching: 2.5 years
What do you do with leads you don’t convert?
Add them to CRM and constantly keep my face in front
of them with print, social media, emails.
What helped you to win the business?
Training and coaching. I use the Tom Ferry script book
like it’s the Bible. The circle prospecting script mostly.
I learned the objection handlers. I read them over and
over and practice scripts in the mirror. I also roll play
with other agents.
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Case Study 5: Open Houses
THE BACKSTORY
How many of your listings get open houses?
All
How do you drive traffic to your open houses?
Cold calling/circle dialing, sign flags, social media,
video, local Facebook groups.
What is your pre-open house process?
Deep clean the property so it shows the best, drop off
materials in advance and set it up like a retail exhibit
as much as possible.
AT A GLANCE
Seth WILLIAMS
Open houses annual GCI: 2020 - $106,700
2021 YTD - $155,623
Investment per open house: $500
Leads per open house: 12
Appointments resulting from an open house: 4
Closings per year: 1:1. Every open house
translates into an actual client that we put
under agreement within the next 9 months
Average sales price: $683,000
Years in coaching: 2
What is your process during the open house?
Sign in people with a tablet, utilize QR codes for
self-sign-in and single property site with all materials
possible so people can either take paper, or go digital.
We also host longer open houses in order to make
sure that we get as many people through as possible.
How many people do you have at the open house?
And what are their roles?
1-3 people, it really depends on the property. If we
have more agents, then one of them works the door
while the others “sell” inside.
What is your average investment per open house?
$500
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Once the lead is generated, what is your process
We follow up automatically for feedback on the
for initial contact?
property, and that culminates with a custom search
They go into our CRM and get automatic follow-up
and tons of follow up the first 14 days they were at the
messages, our agents then follow up with the leads
open house.
during the beginning of the week and then our ISA
follows up with them after/sets searches up and gets
What do you do with leads you don’t convert?
them to book appointments.
We keep calling them until they give us the thumbs up,
or thumbs down.
What is your process for pre-qualifying your leads?
We qualify them at the open house and build as much
What scripts or objection handlers have you found
rapport as possible.
to be effective?
Working in sales for a long time we really just listen to
What’s your follow-up process?
our clients and from there we try to solve the actual
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Case Study 5: Open Houses (continued)
Follow up with them!
objection that they are having.
How long before you saw measurable results?
Within months, however, since we instituted a better
Why did you decide to add this lead source?
database it’s grown exponentially in the last 24
It’s a no brainer, open houses!
months.
How long have you worked this lead source?
Who staffs the open houses?
Since we started more than 7 years ago. During the
Lead agent who has the listing, and some other buyer
last few years it has really started to build and pay
agents for leads.
dividends.
Who is responsible for following up with the lead
What helped you to win the business?
source?
Our database and follow up, coupled with our ISA.
Whoever signs in the client, or, whoever owns the
listing.
What was your original expectation on how long it
would take to get a positive ROI?
What new skills did you need to learn to effectively
Fairly immediate since it’s low cost and you are also
work this source?
selling the primary property to build revenue. If you
You need to be able to talk to people and build
are not maximizing on open houses it’s a huge miss in
rapport, no one wants another stick to talk to, they
your business.
want a real person who knows the community and
is going to help them out. Most agents are on their
What was your original expectation on the ROI and
phones, sitting down, on their computer during open
where are you now?
houses which is silly.
I would have been happy with 1-2 open house leads
converted, last year we converted 10, out of 63 total
What were the 3 biggest stumbling blocks /
transactions, this lead source is legit bottomless.
mistakes you made along the way?
1.Used paper sign ins, everyone is just going to throw
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it away and lose it in their trunk.
2.Not doing long open houses, sometimes you
have to for better coverage at others but doing
open houses that are 3-4 hours will
product you are selling.
2. Follow up with them!
3.Put out a lot of signs, and make your presentation
inside world class.
generate way more leads! All the
other open houses are done.
3.Not following up! You have to
follow up.
What are the 3 tips you’d give to
someone starting out on this lead
source?
1.Go work as many open houses
as possible, but know the
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Case Study 6: Sphere of Influence/Past Clients
THE BACKSTORY
How many people are in your sphere?
700
What is the makeup of your sphere?
Past Clients, Friends & Family
What is your criteria for adding people to your
sphere?
Past client, someone who referred a client, a
relationship where I know they would trust me with
their business or a friend.
AT A GLANCE
Matt FARNHAM
How do you market to people in your sphere
differently than the people in your geo farms &
other lead sources?
SOI annual GCI: $850,000
Investment per month: $3,000
Leads per month: 10
Appointments per month: 8
Closings per year: 74
Average sales price: $421,500
Years in coaching: 5 years
Full marketing plan built to keep in touch with our
sphere, including email, text, friends and
family events, pop-bys, birthdays, house anniversary,
surprise and delight and more. We also
get them involved with the charity we’ve partnered
with through donation drives and serve
days.
Once the lead is generated, what is your process
for initial contact?
Phone call, text and BombBomb video email.
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What is your process for pre-qualifying your leads?
What helped you to win the business?
Ask qualifying questions and introduce buyers to a
They already know me, like me, trust me. Consistently
trusted partner for financing.
show them our gratitude for their trust and
relationship. It’s all a return on relationship.
What’s your follow-up process?
Combination of personal calls, text, video email along
What was your original expectation on the ROI and
with automated follow up through our CRM.
where are you now?
We expected immediate ROI and it proved true. Today
What do you do with leads you don’t convert?
based on the client experience investment, we are
Continue to drip on them with monthly market
seeing ROI of 24x.
updates. If they are a homeowner we now get them
Do you run this campaign by yourself? If not, who
setup on Homebot.
is responsible for this lead source?
What scripts or objection handlers have you found
Myself with help from my Client Experience Manager
to be effective?
and Marketing Specialist. Here’s how I hired
It’s never too early to start the conversation. When’s
compensate and what they do:
the best time to sell... when there’s no competition!
CLIENT EXPERIENCE / TEAM COORDINATOR
Why did you decide to add this lead source?
Hiring: Hired from within. She started as an assistant
Love on the people who love you! About two years
8 years ago.
ago I started to focus on building a team instead of
Compensation: $50,000 base. Quarterly bonus
a brokerage. The best place to start was expressing
based on gross team production. Commission split on
gratitude consistently to the families who have put
transactions she backs me up on.
their trust in me over the years.
Responsibilities: Team Coordinator supporting our
agents and other staff and team leader’s personal
How long have you worked this lead source?
assistant. Client Experience, it’s her job to make the
17 years, but the game changed about 2 years ago
magic happen… closing experiences, pop bys, house
starting to focus on “Client Experience” and “Team
anniversaries, surprise and delight, friends and family
Farnham” vs. building a brokerage.
events.
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Case Study 6: Sphere of Influence/Past Clients (continued)
MARKETING SPECIALIST
What are the 3 tips you’d give to someone starting
Hiring: Job posting and interviews.
out on this lead source?
Compensation: $44,000 base. Quarterly bonus based
1.Start somewhere. Take your VIP list, even if that’s
on gross team production.
just your 10 best clients.
Responsibilities: Execute our marketing plan for the
year including client testimonials, friends and family
events, fantasy football, market updates and other
engagement with our sphere through email and
2.Create a plan. Know what you’re doing and when
you’re doing it.
3.Have someone “own” it. If it’s all on you it probably
won’t get done consistently.
social media.
What new skills did you need to learn to
effectively work this source?
Implement more technology and social
media to stay in front of our sphere.
What were the 3 biggest stumbling
blocks / mistakes you made along the
way?
1.Nobody owned the client experience
(everybody owns it, nobody owns it).
We were doing client experience but
it wasn’t consistent.
2.Creating systems that are scalable
(i.e., a limousine at closing for
buyers is difficult to scale).
3.Systems and processes that are
still doable and scalable even
during a pandemic.
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actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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The Struggle is Real (For You and Your Buyers)
07
The struggle is real (for you and your buyers)
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The struggle is real (for you and your buyers)
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The struggle is real (for you and your buyers)
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The struggle is real (for you and your buyers)
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actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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The Power of Leverage
and the Decision
08
the Power of Leverage and the Decision
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the Power of Leverage and the Decision
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the Power of Leverage and the Decision
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actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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PHOTO COURTESY OF BRIAN BLOOM
Seth Godin
09
sethgodin.com
Seth Godin
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Seth Godin
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Seth Godin
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seth godin
actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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top 10 actions
top 10 actions
By Who?
By When?
Expectation
of $/ROI
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
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Ask Me Anything
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ask me anything
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ask me anything
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ask me anything
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Brand Your Ground and Don’t Back Down
10
Brand Your Ground and Don’t Back Down
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Brand Your Ground and Don’t Back Down
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Brand Your Ground and Don’t Back Down
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Brand Your Ground and Don’t Back Down
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actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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Modeling Excellence
11
Modeling Excellence
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Modeling Excellence
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Modeling Excellence
actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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I Want You to Be Wealthy!
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I want you to be wealthy!
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I want you to be wealthy!
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I want you to be wealthy!
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I want you to be wealthy!
Personal Net Worth Worksheet
Search for a compound interest app (like Compounder for iOS) in your app store to use for the calculations below.
ASSETS
CURRENT VALUE
CASH AND CASH EQUIVALENTS
Checking accounts
$
Savings accounts
$
Money market accounts
$
Savings bonds
$
CDs
$
Cash value of life insurance
$
Total Cash $
INVESTED ASSETS
Taxable accounts
Brokerage account (stock account)
$
Other:
$
Retirement accounts
IRA
$
Roth IRA
$
401(k) or 403(b)
$
SEP-IRA
$
Keogh or other qualified plan
$
Pension (vested benefit)
$
Annuity (accumulated value)
$
Business ownership interests
Real estate business
$
Private equity
$
Brokerage
$
Partnerships
$
Other:
$
Total Invested Assets $
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I want you to be wealthy!
Personal Net Worth Worksheet
Search for a compound interest app (like Compounder for iOS) in your app store to use for the calculations below.
ASSETS (continued)
CURRENT VALUE
USE ASSETS
Principal home
$
Vacation home
$
Rental home(s)
$
Cars, trucks, boats
$
Home furnishings
$
Other assets
$
Total Use Assets $
Total Assets $
Sum of cash, invested assets and use assets
LIABILITIES
Current
Credit card balances
$
Estimated income tax owed
$
Other outstanding bills
$
Long-Term
Home mortgage
$
Home equity loan
$
Mortgages on rental properties
$
Car loans
$
Student loans
$
Life insurance policy loans
$
Other long-term debt
$
Total Liabilities $
NET WORTH $
Total assets minus total liabilities
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I want you to be wealthy!
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I want you to be wealthy!
actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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2015 vs. 2020 Trends and Moving from Uncertainty to Certainty
13
2015 vs 2020 trends and moving from uncertainty to certainty
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2015 vs 2020 trends and moving from uncertainty to certainty
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2015 vs 2020 trends and moving from uncertainty to certainty
2015 Trends
1 Teams Controlling Markets
2 Teams Selling Like Brokerages
3 Commission Compression
4 Big Whale Hunters
5 Agent Brand Explosion
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2020 Trends
1 Embrace the On-Demand Economy
2 Process, Not Property
3Your Role is Changing
(Need to be a trusted consultant)
4 Differentiate or Die
5 The Decision (Artisan or Team?)
6 Deliver Home Everything, Every Time
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2015 vs 2020 trends and moving from uncertainty to certainty
2022 - 2025 Plans:
Moving from
Uncertainty
to Certainty
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2022 - 2025 Plans:
Moving from Uncertainty to Certainty
2022
2023
Team size:
Team size:
Units:
Units:
Volume:
Volume:
GCI:
GCI:
Profits:
Profits:
2024
2025
Team size:
Team size:
Units:
Units:
Volume:
Volume:
GCI:
GCI:
Profits:
Profits:
Totals from 2022 to 2025
Units = _______________________________
Volume = _______________________________
GCI = _________________________________
Profits = _________________________________
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2015 vs 2020 trends and moving from uncertainty to certainty
2022 Business Plan
Foundations
Commitment
Interested? Committed? Obsessed? You’re about to lay out your plan for 2022, your bridge to your future. But a
plan without the will to execute is only words on a page. So, write a message to yourself and your coach stating
how seriously you are committed to implementing this plan and being held accountable to it.
Accountability
What additional accountability do you need to ensure your success? Let your coach know.
Why
What motivates you? A powerful Why comes out of a clear understanding of self. Do not write what should
motivate you. Acknowledge the truth about what drives you.
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2022 Business Plan
Transaction Goals
Transaction Goals
IMPORTANT NOTE: To best calculate these numbers, complete this page using the business plan in illūm.
2021 ACTUALS
Listings
Lead Source
2022 GOALS
Buyers
Listings
Buyers
Past Clients
Referrals from Past Clients
SOI (Sphere)
Referrals from SOI
Agent Referrals
Geographical Farm
Open House
Online Leads
One-Offs
TOTAL
% OF BUSINESS
2021 ACTUALS
2022 GOALS
Listings
Buyers
Listing Side
Buyer Side
Listings
Buyers
Total Sales Volume
Total GCI
Avg. Home Value
Avg. GCI
Listing Side
Buyer Side
Avg. Commission Fee %
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2015 vs 2020 trends and moving from uncertainty to certainty
2022 Business Plan
Operations Initiatives
The more productive you are, the more money you make. The more organized you are, the more you can
keep your focus. Operations is about streamlining your business and improving efficiencies. Reflect on your
business with your coach. What areas can you work on that will have the greatest impact?
What I will do
EXAM
• Hire an assistant before Q4.
with 5 being most important
4
PLES
• Standardize/formalize my transaction process.
5
• Determine ROIs on lead sources.
3
• Purchase a more robust accounting software – and use it!
5
• Enter my numbers into illūm at the end of each day.
4
• Streamline my open house system (find a sign-in app).
3
What I will do / Where I need accountability
•
•
•
•
•
•
•
•
•
•
•
•
•
136
Priority (Score 1-5)
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Priority (Score 1-5)
with 5 being most important
2015 vs 2020 trends and moving from uncertainty to certainty
2022 Business Plan
What’s My Daily Number?
So now you’ve established how many appointments you need to achieve your 2022 goals.
The next step is determining how many conversations will be needed to generate your needed number of
appointments.
If you know your numbers, use your average here.
If you don’t know your numbers, I estimate that most agents close one transaction from every 40 businessfocused conversations conducted with a new lead or a database contact.
Multiply your transaction goal by 40 to determine how many conversations you need to conduct.
Then, divide that number by the number of weeks you plan to work in 2022.
This will give you your Weekly Conversation Goal, which you can then break down even further into your Daily
Conversation Goal.
While analyzing these numbers, be sure to note where your transactions are coming from and where you can
seek out new growth opportunities.
My Daily Number is:
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2022 Business Plan
Optimal Day
What does my perfect day look like to carry out this plan?
Time
Activity Description
4AM
5AM
6AM
7AM
8AM
9AM
10AM
11AM
12PM
1PM
2PM
3PM
4PM
5PM
6PM
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2022 Business Plan
Optimal Week
What does my perfect week look like to carry out this plan?
Time
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
4 - 6 AM
6 - 8 AM
8 - 10 AM
10 AM 12 PM
12 - 2 PM
2 - 4 PM
4 - 6 PM
6 - 8 PM
8 - 10 PM
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2015 vs 2020 trends and moving from uncertainty to certainty
140
OCT
NOV
DEC
JAN
FEB
MAR
JUL
AUG
SEP
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2015 vs 2020 trends and moving from uncertainty to certainty
15 month calendar
APR
MAY
JUN
OCT
OCT
NOV
NOV
DEC
DEC
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2015 vs 2020 trends and moving from uncertainty to certainty
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2015 vs 2020 trends and moving from uncertainty to certainty
actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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Total Marketing Checklist: 7+ Listing Appointments Per Month!
14
Total Marketing Checklist: 7+ listing appointments per month!
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Total Marketing Checklist: 7+ listing appointments per month!
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Total Marketing Checklist: 7+ listing appointments per month!
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Total Marketing Checklist: 7+ listing appointments per month!
150
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Total Marketing Checklist: 7+ listing appointments per month!
actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
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Get the Most from Summit! HOW?
15
Get the most from Summit! HOW?
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Get the most from Summit! HOW?
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Get the most from Summit! HOW?
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Get the most from Summit! HOW?
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Get the most from Summit! HOW?
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Get the most from Summit! HOW?
actions
What am I committed to?
What new resources/people are required?
What new routine/discipline?
What happens when I do?
What happens if I don’t execute?
158
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top 10 actions
top 10 actions
By Who?
By When?
Expectation
of $/ROI
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
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social challenge
Success Summit 2021 Social Challenge
Post, Engage, Connect
Follow the Tom Ferry Social Challenge to post, engage, and connect with your followers. Every day for the
rest of 2021 you will post or upload content to your social media platforms. Don’t forget to add the hashtags
(#) below to every post so that our team can see your posts! #TomFerry #TFSummit21 #TFSocialChallenge
SUNDAY
Post
IG Stories
(videos & photos)
Repost IG Stories on
Facebook Stories
Tweet update from
your day + repost
IG Stories to Twitter
Stories
MONDAY
TUESDAY
Post IG Feed Post
+
Post IG Stories
Post IG Stories
+
IGTV
Post IG Feed Post
+
Post IG Stories
Repost IG Feed
Post
Repost IGTV
Repost IG Feed
Post
Upload weekly
show series video
Repost IGTV
Repost IG Feed
Post
WEDNESDAY THURSDAY
FRIDAY
SATURDAY
Post Reels Video
+
Post IG Stories
Post IG Feed Post
+
Post IG Stories
Post IG Stories
+
IGTV
Repost IG Reels
Repost IG Feed
Post
Repost IGTV
Repost IG Reels as
a YouTube Short
Repost IGTV
Tweet update from Tweet update from Tweet update from Tweet update from Tweet update from
your day + repost
your day + repost
your day + repost
your day + repost
your day + repost
IGTV
IG Feed Post
IG Reels
IG Feed Post
IGTV
Repost IG Feed
Post
Repost IGTV
Post video with
trending sound
Repost IGTV
Repost IG Feed
Post
Repost IG Reels
Repost IG Feed
Post
Repost IGTV
Post video with
trending sound
Repost IGTV
Instagram is a social media platform with numerous ways to connect with your audience. Not only can you
update your community through posts, but also IG Stories, IG Reels, and Instagram TV (IGTV). At first glance, the
multitude of features may feel overwhelming, but the following information should help shine some light on the
key differences and how you can effectively use them.
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social challenge
Instagram Posts: The oldest and most common feature on Instagram is a POST. With its variety of uses, the
post is what you scroll through on your feed (i.e., the photos you scroll through upon opening the app). Below
you will find a few helpful comments.
•
Length: Posts have a caption character limit of 2200 characters and a 30 hashtag (#) limit per post.
•You can add videos up to 1 minute in length as a FEED POST. If you’re feeling a bit adventurous, don’t
forget you can add up to 10 photos in one post. This is referred to as a gallery feed post or a carousel
feed post.
•With IGTV you can now extend that video length up to 60 minutes and click the “add to feed” button so
that it can live on your IG feed and in the IGTV tab.
•
Duration for feed post: Lasts on your profile indefinitely unless you remove it (delete) or archive it (store
indefinitely or temporarily).
•
Editing: Make sure you choose a high-quality photo and take the time to spruce up your image through the
in-app editing features, add a filter or enhance some contrast. Before you post, add a geo location or tag
essential people, such as your company, who is in the photo, etc.
•
Submission: When you are ready to submit, and if you’ve tied some of your social media accounts, you can
choose to share your content outside of Instagram or to another logged-in profile. Don’t forget any useful
hashtags, mentions and a location tag (also referred to as geo tag).
Instagram Stories: This feature allows you to have a video or photo up for a 24-hour time period, featuring it at
the top of your Instagram feed (circular photos above your feed) upon opening.
•
Length:
•The total length of ONE IG Story upload (photo or video) is 15 seconds. You can add multiple stories
throughout the day, and they will play like a slideshow. Your followers will be able to tap thru to the next
story or backwards.
•
•
Be aware that it will cut a video into multiple story posts depending on length.
Duration: Lasts up to 24 hours
•
Editing: You can add a filter, GIFs, stickers, location tag, animated text, and more. All those features are
housed under a sticky note with a smiley face on the top right corner. You can even add textures and draw
arrows. Before you post, try and add a location or tag essential people, such as your company.
•
Audio: You can use your video’s audio, or you can pick a song (15-second snippets) to accompany your
content. You can even add music or sounds to your photos.
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social challenge
Instagram Reels: The Reels feature is very similar to its TikTok counterpart, with a bit more user interaction.
Unlike the Instagram Story, Reels live on your page longer than 24 hours and can be very interactive for the user.
•
Length: Reels are up to 1 minute long, which allows for short or quick content.
•Like Feed Posts, you have the option to write a caption, though it’s not recommended. You also have a
limit of 30 #hashtags in either the caption or the comments of your Reels post.
•
Duration: Lasts on your profile, under the Reels tab, indefinitely, unless you remove it (delete) or archive it
(store indefinitely or temporarily).
•
Editing: There are features that allow for editing, and filming so you can customize your content. You can
even slow the speed or create smooth transitions between videos. We recommend using the “add subtitles”
feature for your Reels for it to perform better with SEO.
•
Audio: Reels is significantly audio-based, meaning the whole point behind one is tying you content with
music or custom audio. You can even use other user’s audio tracks in your videos.
•
Note: Remember to orient your Reel content to your target audience; this will help reach the right followers.
Instagram TV: Instagram TV, more popularly known as IGTV, is a feature for sharing long-form videos on
Instagram. This gives you the opportunity to tell engaging and compelling stories through video.
•
Length: IGTV videos are up to 15 minutes long if uploaded from your mobile device, but only 60 seconds will
appear on your feed as a preview before it prompts users to “continue watching”.
•Like Feed Posts, you have the option to write a caption. We would recommend writing a caption to let
your audience know what the IGTV video is about.
•
Duration: Lasts on your profile, under the IGTV tab, indefinitely, unless you remove it (delete) or archive it
(store indefinitely or temporarily).
•
Audio: IGTV is significantly audio-based, meaning the whole point behind one is tying your content with
music or custom audio. You can even use other user’s audio tracks in your videos.
•
Submission: Your IGTV video will live under the IGTV tab. If you would like it on your main IG feed, you will
have to select that button when uploading. You can also share to your IG story to promote that you have a
new IGTV video using the envelope button on your post.
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social challenge
Tips to Remember!
A hashtag (defined by the # symbol) is a unique way to connect your content with keywords or raging
topics in social media. The use of hashtags functions as a way for users to follow topics that strike their
interest. If you plan on using hashtags, try adding a few hot topic keywords to get ahead.
•Hashtags must have the (#) before any relevant word or phrase to categorize the post in that search
criteria.
•
Some samples are:
•
#losangelesrealestate
•
#orangecounty
•
#realestateagent
•
#videocontent
•
Clicking or tapping on a hashtag will take you to content under that category.
•You can include hashtags in IG Stories, Feed Posts, Reels, IGTV, Comments, Captions or Direct
Messages (DMs)
Keep in Mind:
•Do not add spaces or punctuation in a hashtag or it will not work properly. Make sure that the hashtag
is highlighted blue when posted and clickable. If it’s not clickable there is probably a space, and you will
need to edit it.
•If you have a public account, your hashtags will appear for anyone who searches for that hashtag on
the explore page.
•Try not to overuse/over clutter your captions/content with hashtags, find a good medium and build
from there.
•
We recommend using 4 subsets within the 30 hashtags
•
5 smaller hashtags that have 10,000 and under posts
•
10 hashtags that have 50-150,000 posts
•
10 hashtags that have up to 1 million posts
•
5 hashtags that are going to be “super reachers” and have millions of posts (2 million and beyond)
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Your Coach Your Story
Our coaches are focused on making your
business repeatable and scalable so you
can fulfill your greatness.
Write your success story even faster with a coach who is equipped with a proven track record in the business.
The BEST thing I’ve done
for my real estate career
was joining coaching!
My goals are BIG and
coaching has helped me with
the mindset, systems, and
tools to achieve them!
I’m the CEO of my own
business, the #1 Top
Producing Team in my office,
and doing it all in just a few
years! All of this wouldn’t be possible without the coaching and
mentorship of the amazing, inspiring, and caring coaching team at
Tom Ferry. Grateful to be part of the Ferry Family!
Currently: closed and pending 50 transactions and $15M volume
production
“I joined Tom Ferry coaching before I was even
licensed. I know the key to success is to be
coached and held accountable, and Tom and
the Ecosystem have certainly done that. I went
from 13 transactions in my first full year, with
a GCI of $79,600 to being on track to complete
50 transactions in this, my 3rd full year, and
having already closed $216,000 GCI”
- Jocelyn Russo | Montclair, NJ | Elite
- Matt Barré | Tucson, AZ | Elite
Before coaching: 10 transactions and $5M volume production.
168
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testimonials
Once I committed to coaching, my coach and I
created a structure for my success. We created
goals and started tracking everything. Once the
accountability really kicked in, I started to see an
increase in my sales, and I tripled my sales in my
first year coaching with Tom Ferry.
- Ryan Elliott | St. John’s, Canada | ELITE
I was ready to grow a sales team. My Tom Ferry coach
gave me the roadmap to build a profitable team in a short
amount of time. Before I joined Tom Ferry, I was closing 75
deals per year, on average, at $10 million in volume and
a GCI of $250K, but I was working 24/7 and had NO life
outside of work. Now, with the help of my coach, last year as
a team we closed 189 transactions with almost $35 million
in volume and just under $1 million in GCI and the work life
balance I needed!
- Becky Garcia | Goodyear, AZ | ELITE
With the help of Tom Ferry coaching I led my team
from 125 to 320 transactions in just a few years.
We doubled our business and put repeatable
and scalable systems in place to support future
growth. Coaching has changed my life...not just in
business but in becoming a better person overall.
- Marty Waite | Québec, Canada
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are you interested or committed?
Interested people
do it when it’s
convenient.
Committed people
do it, period.
Are you interested
or committed?
170
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notes
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By using a corporate entity you can…
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Team coaching provides the ultimate guidance for top professionals who
demonstrate a total commitment to building a high performance team and growing
their businesses.
Being a top-producing agent and knowing how to run your business effectively are
two entirely different things. With one-on-one coaching sessions combined with the
support of the tightest-knit ecosystem in the industry, Team coaching guides that
transition seamlessly.
Tom Ferry’s Real Estate Coaching at Team Level will Help You:
YIELD HIGHER REVENUE IN LESS TIME
CREATE A HIGH PERFORMANCE TEAM THAT OUTPRODUCES YOU
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With Team Coaching You’ll Get:
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Imagine having a
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Call us at 800-624-9575 or visit TomFerry.com/Team to learn more and sign up today!