Tom Ferry Success Summit Recap 2021
Hello friends! Stacey Soleil here, (Head of Knowledge at Follow Up Boss) bringing you an exclusive glimpse inside this past week’s highly anticipated real estate coaching event, the Tom Ferry Success Summit in Dallas, TX. One of the perks of being your Follow Up Boss Correspondent, is that I have the privilege of soaking up the latest tips & tools being shared by the industry’s finest and bringing back snippets of that wisdom & knowledge back home to all of you! (Pretty cool, right?!)
Among this year’s featured speakers and panelists were the one and only TOM FERRY, SETH GODIN, Michele Poler, Jason Pantana, GLENNDA BAKER, DAVID CALDWELL, Bill Pipes, Taya DiCarlo, DEE MARTIN, SANDEE PAYNE , Diana Matichyn, Lisa Chinatti, Sarah Desamours, Christophe Choo ,Keri White, Phil Gerdes & Carolyn Young
As you can imagine, the Follow Up Boss crew was thrilled to not only sponsor this years event, but to be in person, connecting with so many of our existing users, as well as make a ton of new friends along the way.
Let’s dive in and take a look at the highlights from the big event!
Day #1 was focused on the Secrets of Successful Agents
My top takeaways from day one were as follows:
When it comes to social media, Sarah Desamours suggests that we ALL really need to double down on our efforts!
Her top notch advice…
- GIVE AWAY FREE INFORMATION – share consistently during a set number of days
Give away free info on FB or IG live, offer value packed PDF’s or Curate a document rich Google Drive, Create video content – such as what you get for “X” amount in “X” city
- REPRESENT YOUR CITY – Be the mayor of your community (From hair, nails, dry cleaner, groceries, coffee etc.) SHARE and TAG your local resources. Come from a place of contribution.
- ENGAGE WITH YOUR FOLLOWERS – Shout out to referral partners and get others to follow and connect with them. Always give more and take less. Come from a place of collaboration.
Beverly Hills superstar agent, Christophe Choo recommends that we take a closer look at how we imprint our digital brand online.
In fact, Choo says,
“From 8am-8pm we should be working IN our business and from 8pm-12am working ON our business”
Now, what exactly does he mean? For this powerhouse, all of his transactional elements occur during the first half of his day, and the marketing and conversational elements (such as commenting on social media etc) happens at the end. According to Choo, we are all on our phones at the end of the day anyway, so why not use that time wisely to build up a more authentic connection with your valued clientele?
Lisa Chinatti did a deep dive on what it takes to recruit and retain your dream team and the highlights from her session were focused on implementing strategies that are structured to help your team’s production grow by a million dollars!
- BUILD YOUR RECRUITING SYSTEM
- UTILIZE LEAD GENERATION
- IDENTIFY HOW MANY CANDIDATES DO YOU NEED
- TREAT RECRUITS LIKE YOU ARE ALREADY THEIR BROKER
- RETENTION STARTS WITH LEADERSHIP
- GIVE RECOGNITION
- PROVIDE PERSONAL & PROFESSIONAL GROWTH OPPORTUNITIES
Oh by the way..did you know?
THE BEST SELLER LEAD GENERATION ADS ARE YOUR RECRUITING ADS!!
Next up was the fabulous Diana Matichyn, who showed us how to LEVEL UP OUR BUSINESS efforts WITH 4 SIMPLE INSTAGRAM REELS HACKS!
Diana shared that she not only grew her team, but she increased her commission by 100K GCI just from implementing the following Instagram strategies;
Be Consistent w/Instagram Reels
- FIND OUR WHAT IS TRENDING AND COPY IT
- KEEP YOUR PERSONAL BRAND IN MIND
- SHARE YOUR REEL TO FEED AND STORIES
- MAKE SURE YOU ARE MONITORING YOUR INSIGHTS
WHAT YOU SHOULD NOT BE DOING
- DON’T PUT OUT A VIDEO WITHOUT TEXT
- DON’T GET STUCK IN A RUT – MIX IT UP
- DO NOT UPLOAD VIDEOS WITH A TIKTOK WATERMARK & NO OUTSIDE MUSIC
Los Angeles luxury agent, Keri White gave us her inspiring talk on how to FIND YOUR TRIBE ONLINE AND GENERATE CLIENTS FOR LIFE According to White, by finding your tribe online, you eliminate all the people “that suck” and you wouldn’t want to work with anyway!
She shared that you can grow your income significantly & for free just through social media alone!!!
She posed the question to the crowd…
Can you make money by posting selfies? YES.
How? Always believe that something amazing is about to happen!
Keri challenged the audience to reflect upon the following;
ARE YOU INTERESTED OR COMMITTED TO IMPROVEMENT?
Ask yourself, who do you need to be so that your ideal client would select you? REMEMBER, IT STARTS WITH YOU.
Keri’s top 4 tips to follow as your build your tribe are:
- DEFINE WHO YOU ARE
- WHAT DO YOU WANT OUT OF LIFE
- WHAT HOBBIES DO YOU WANT TO PARTICIPATE IN
- WHAT ARE YOUR PASSIONS
Phil Gerdes reminded us that preparation is EVERYTHING and that we really need to place a higher focus on strengthening our active listening skills when working with our prospects and clients.
Phil’s expert advice was as follows;
- YOUR CLIENT DESERVES SURGICAL PREPARATION – Ask all the questions and TRACK that information. Use social media, pay attention when you speak with them, TAKE NOTES! TIP – If people visit a place often, they are likely to want to move there. Take 4 hours to prepare for your appointment.
- THE NOT SO SIMPLE ARE OF LISTENING – Listening and hearing are NOT the same. Listening requires submission. You have to turn off everything you thought you were going to say. Every body has got a plan until you get punched in the face. Completely submit to the person across the table from you. Buy in to the thing that they are saying. Uh-huh’s are not listening…that feels like you are zoning out. Give better eye contact and interactions. Mix it up!!! Be totally vested in everything your client is saying.
- AFTER YOU’VE LISTENED YOU NEED TO SHARE – Sharing is not talking, INFLECTION MATTERS!!! Your body language means everything!!!! Mirror the person across from you. PATIENCE AND UNDERSTANDING – that person is in it to win it, be there with them. Be fully invested.
- THE CLOSE – Selling is not about a pitch, but rather, it’s taking someone from one event to the next. You have got to create a scenario where people feel they cannot do this without you! Be precise. Tel them the time will be calling…exactly. Say that several times with the exact details of what you will do. PRECISION MATTERS!
Re/Max’s Carolyn Young touted the key elements for growing our business by 10X;
- THE POWER OF COMMITMENT – Are you going to push through your fear and discomfort to reach your goals?
- KNOW YOUR WHY!!! – Know your why if you want it to happen.
- MINDSET – Oh they are well connected. Oh they come from a bunch of money. Surround yourself with growth mindset people who are willing to share.
- SETTING YOUR GOALS – set goals that make you scared, that make you get out of bed. Set your goals and track your goals.
- TRACKING YOUR GOALS – Are you interested or committed? Don’t miss a day, because that messes up your week, which messes up your month and then your year.
TOM FERRY (HIMSELF) DAY #1
DID YOU KNOW THIS IS THE 18TH TOM FERRY SUMMIT?!?!?
Tom’s question to the crowd was,
If you’re higher than last year, are you higher than your market?
WHO CAN RELATE? Just when you think you have your plan all mapped out suddenly you’re faced with a strange, new landscape.
BEING A GOOD HUMAN BEING IS HOW YOU KILLED IT IN 2021
IN 2022…WHAT DO YOU THINK THAT IS GOING TO LOOK LIKE?
TOM FERRY’S GOAL FOR THIS WEEK – To alter our perspective!
We all have a choice every day…be a negative Nelly or be super nice!
How’s your Mindset?
You can do whatever you want. You have to figure out what it takes to accomplish what it is you want.
HOW MUCH MORE CAN I DO?
HOW MANY MORE PEOPLE CAN I SERVE?
WHY AM I HERE?
- Because you’re committed
- Because you realize that change inevitable
- Because you love this business
- Because you’re a warrior
- Because you are a little bit of a control freak
“People that are vague deserve to be punished.” – Tom Ferry
BE AS SPECIFIC AS POSSIBLE TO MAKE YOUR VISION COME TO LIFE.
Biggest question Tom and his coaches get is…
HOW DO I TAKE MY BUSINESS TO THE NEXT LEVEL?!?!
Focus on growth!
Every forecast says the same thing…there’s going to be 3-5 more years of this!
FACT…YOU DON’T OWN ENOUGH INVESTMENT PROPERTIES!
Mortgage rates are low + inflation = increased rent costs / double whammy of hell yes
IS YOUR BUSINESS READY FOR WHAT’S TO COME?
If you don’t start making the aggressive moves that it takes to take advantage of this market…if you don’t position yourself both offline and online you will miss out.
Tom says, IT’S STARTING TO FEEL LIKE LATE 2006 AGAIN…(can you relate?)
- Teams controlling markets (that’s happening)
- Teams selling like brokerages (80+ & counting)
- Commission compression
- Big whale hunters
- Agent brand explosion
What Tom asks agents during his masterminds…
Q: What will you do when Zillow/Redfin/Quicken opens a real estate office next door to yours? And offers a 1% commission? Offers a ZERO-cost sale?
Q: How are you planning to win mindshare & defeat your position?
Prediction 50% of all transactions will have a referral fee attached to it.
Create a tremendous amount of content so that you are inundating the online view.
ASK YOURSELF THESE QUESTIONS
- WHERE DO I RANK TODAY?
- DO I SEE THIS TREND CHANGING?
- WHERE DO I WANT TO RANK?
- THE CONSUMER’S FLIGHT TO QUALITY…
- AGENTS & TEAMS BRANDS…
- CHANNEL PARTNERS…
- TEAMS VS. SOLO AGENTS…
If you’re not in the top 25% of your MLS volume / GC earners…
- You’re not earning enough
- You’re in trouble
What do I do that lights up the room?
What’s your favorite characteristic about me?
Amplify those things about YOU!
WHAT MUST I DO TO BUILD A TRUSTED BRAND?
DEFEND MY POSITION ON AND OFFLINE?
BE A RECOGNIZABLE HYPERLOCAL EXPERT?
CREATE A SUSTAINABLE NUMBER OF TRANSACTIONS WITHOUT REFERRAL FEES?
81% of consumers make the decision after watching a video of you.
POSITION YOURSELF ONLINE TO WIN
FALL IN LOVE WITH YOUR DATABASE
Google My Business Page – Fill out ALL THE THINGS – It’s a ranking signal
Do you have at least 100 photos added?
In the next 90-120 days…Google is going to add a map of everything you’ve done and that will render on your page
CHANGE THE NAME OF YOUR BUSINESS TO WHATEVER IT IS PEOPLE WILL BE SEARCHING FOR…
Google is wanting the HYPER-LOCAL EXPERT
Your GMB page is super easy to hack…Did you know that? If you get an email from Google you better open it up because…read below!!!
You have 72 hours to respond or else Google gives that person access!!!!
Show your authority of the community you serve add 100s of photos of you, homes you’ve sold, local spots etc.
Everything that is AUTHENTICALLY YOU needs to go on your GMB!!!!
Luxury clients are doing a horrible job of this right now and you all NEED to shake it up!!!
AS IN RIGHT NOW!
ADDING LOTS OF PHOTOS IS THE FIRST STEP
GMB PHOTOS = VIEWS!
GEOIMGR / GEOTAGGING – ALL THE BEHIND THE SCENES VIDEOS, MASSIVELY OVER INDEX!
TAKE A PHOTO OF YOURSELF WITH REVIEWS AND THEN GEOTAG IT ADD TO GMB
PRODUCTS – VIDEOS OF ALL THE CONTRACTORS YOU WORK WITH, LOCAL BUSINESS,
*30 Real estate questions answered in 30 seconds or less (over 30 days) should be added to photos and products section of your GMB*
PDF DOWNLOADS & LEAD-GENERATING CALLS-TO-ACTION
Add those to your GMB and your LinkedIn
DOING A LOT ONCE DOESN’T MATTER. IT MUST BE ROUTINE…CONSISTENT.
Who on your team is going to manage this for you?
Hire a virtual assistant to manage this for you if you don’t have a team member to do this.
When you max out your GMB…
PLAN ON TEXT MESSAGES, DIRECT CALLS AND FULL FORM FILL-OUTS ON YOUR WEBSITE!
What do you do if you drop below 4 stars??? Your page can be removed. You want to be at
4.8 it is the sweet spot.
This makes the consumer realize that you are human and will be higher in the ranks of SEO because reviews that are written very authentically in the language of the client will rank better.
Send an email to all the clients who’ve reviewed you on Zillow and move to Google.
Every week ask for 25 reviews…don’t do it all at once you’ll be marked as spam.
CREATE A LANDING PAGE LIKE —> reviewtoole.com
You Have to RESPOND to all of your reviews. EVERY SINGLE ONE OF THEM!!!
The next level of reviews is to start asking clients for an authentic in-the-moment video review of your service, geo-tag that video and add that to your Google business listing.
Consider starting GMB ads from your page. These are separate from GLSAs. These just promote your GMB.
Run Google Local Service Ads as well… (GLSAs)
HOW MANY CONTACTS DO YOU HAVE IN YOUR PHONE? NOW MULTIPLY THAT BY 6%
According to sites such as House Canary & Revaluate 6% of your phone database will sell & 8% to transact.
Tom recommends subscribing to – 1000 Watt and Housingwire
If we lose loyalty and trust, do we really have an industry anymore?
32% of people ranked real estate agents 5 or lower
They think that real estate agents lie.
Ask yourself, how can I consistently demonstrate that what I say is authentic and real?
DID YOU KNOW?
Open and honest communication outranked good negotiation skills
CONTENT CREATES TRUST
Only 15% of past clients ACTUALLY refer people back to you – what happened to the other 65%?
LOYALTY IS A TWO WAY STREET
Do you spend time with them?
Do you show up in their life?
How can you achieve this?
Lack of understanding of the scope of your role
The complete failure of the agent’s part to maintain a relationship pas the close of the transaction.
Everybody is calling you for everything…related to real estate and housing or the community that you serve
We don’t have an inventory problem we have an execution problem! – Tom Ferry
THREE QUESTIONS YOU MUST ASK EVERY PAST CLIENT
- How much is it worth
- Interest rate
- What your plans for this home over the next 3-5 years
Life after the move.
Our new home in (city) – What compels people to live there
You need to do a much better job of staying intact
You must create more content for your database
The goal is running a data driven business but running it as a business that’s a trusted brand through marketing content and managing funnel to closings.
Can we acknowledge the real problems…
- You’re afraid to call (some of) them
- You’re afraid to come across as “just looking for business”
- It takes time! (And your haven’t leveraged yourself, so you don’t have enough) and you’re so busy!
- You haven’t created an annual, quarterly, monthly, weekly plan it’s not scheduled…so action is “sporadic at best.
- You send mail, email and create some content to avoid making the calls.
GET A COLLEGE KID TO DRIVE YOU AROUND EVERYWHERE.
Run an ad saying you will mentor on how to make six figure income + by just driving your around.
Do all of your calls in the car as you’re being driven around.
This will allow you to maximize your time and have more quality time when you are home.
All the while Big-Tech and well-funded competitors continue to call, mail run TV, radio and digital ads and make more compelling offers than you.
How do you ultimately see this playing out?
We closed out Day #1 with Michelle Poler and focused on how to get over our fears
Michelle Poler is a Social Entrepreneur & Founder of Hello Fears – a social movement to empower millions to step outside their comfort zones and tap into your full potential.
According to Poler, overcoming that 1 second of crippling fear leads to the MASSIVE joy, happiness and fulfillment on the other side of that fear.
Her life started to change when she took a master branding class. What does your perfect life look like in 10 years?
- WRITE YOUR PLAN
- WHAT WOULD BE THE ONE THING THAT COULD KEEP YOU AWAY FROM THESE GOALS
100 DAY PROJECT – SOMETHING YOU COMMIT TO DOING EVERY SINGLE DAY
Start Simple – something like;
SIT-UPS / SQUATS
NO EATING OUT & COOKING INSTEAD
DRINKING A HALF GALLON OF WATER
Then move to something that SCARES you;
EATING STRANGE FOOD
RIDING A MECHANICAL BULL
DANCING IN PUBLIC
WEAR A SWIMSUIT
And then upload it to YouTube…see what happens!
There’s difference between fearless and brave.
What is an ACTION LEADER? Those who lead by example ESPECIALLY when it’s hard
Make your fear project go beyond a physical fear. Go after things that feel right in your heart.
Maybe something seems more glamorous, but focus on what matters most in our heart…your instinct.
Don’t ask yourself…
What’s the WORST thing that can happen?
That’s how we trigger anxiety.
WHAT’S THE BEST THAT CAN HAPPEN?
Change the question you ask yourself and see what happens.
Fear is our ally…it keeps us safe and Alvie. But the more we face the unknown we can make growth decisions.
FEAR = OPPORTUNITY TO THE NEXT BIG THING
UNIVERSAL FEARS = Spiders, needles, heights
CULTURAL FEARS – Societal fears, fear of not fitting in dictate the decisions that we make
PERSONAL FEARS – Keep us from disappointing ourselves
COMPARING OURSELVES – Work on contrasting yourself instead of compare yourself. Do things DIFFERENT or opposite from others.
COMPARE = WHAT EVERYBODY ELSE IS DOING = ONE MORE
CONTRAST = WHAT EVERYBODY ELSE IS MISSING = ONE OF A KIND
What is the expected? ALSO ASK YOURSELF What is the unexpected?
The enemy of success is not failure it’s comfort – Michelle Poler
At the end of the day, growth is a choice! Focus on the rewards. Ask yourself what’s the BEST that can happen?!
ASK YOURSELF…WHAT IS YOUR NEXT GROWTH MOVE?
Starting personal project
Learning a new skill
Investing in yourself
Having an honest conversation with someone who’s holding you back
SOMETIME A PROJECT CAN TURN INTO YOUR LIFE’S MISSION.
Start writing what would make you happy. If I did these things, and couldn’t share it with anyone else…would it still take your happy?
Want her original slides> Go to michellepoler.com/slides
Day #2 kicked off with the one and only Jason Pantana & Tom Ferry
Together they covered the following ground:
IF YOU DO ONE THING…OVER INDEX ON REELS EVERY. SINGLE. DAY!!!
– JASON PANTANA
When creating a trending hashtag, use what your clients are asking about or talking about the most…put them together =’s your unique hashtag!
*CHECK OUT HASHTASTIC for the best hashtags that will help you be seen more and found more.
Tom kicked off his day #2 sessions by sharing the advice for agents who have an older parent in the family business. Instead of suggesting your parent should retire because you can step in and take over, try to figure out what is important to them and help them find their next steps, OR walk up with a check and say I want to buy you out.
TO TAP INTO THE SELLERS YOU’LL WANT TO FOCUS ON:
Super Seniors – Hand addressed and hand stamped letters work best with them.
What’s your plan to reach 70+ – Facebook, YouTube (informational, what to watch out for etc.)
Sell your home faster and for more money – (Is this on YOUR website?)
(Use the CTA that iBuyers use to compel – Guess what? The simplicity of their message is just a magnet to attract their target market. TAP IN!)
STOP DOING THIS…everyone else is doing it.
Look, I did it again
Whats the offer that will separate you from everyone in the market?
What’s an offer that actually resonates with he majority of today’s home sellers?
Survey your database – LISTEN TO YOU CUSTOMERS!!!
What’s my brand?
What are my unique factors?
What’s important to you when buying or selling a home?
What’s important to you when hiring a professional that going t represent you?
If you referred an agent to a friend, what would you recommend to them?
I RECENTLY SURVEYED ___________CLIENTS IN THIS MARKET AND THEY’VE SAID…
Separate yourself from the completion with a more compelling offer.
Highest price, every time (guaranteed!)
We’re the only agent in the city that will offer this guarantee program.
We average ____% more money for our home sellers!
We’re the only team to offer our “Sell, Stay, Search Program.” This exclusive program allows you to stay in your home after you sell for the highness price and with cash in hand shop for your dream home.
Or…Don’t list your home until you find your dream home!
Sell fast, for top dollar, no hassles, Guaranteed!
Stress free home selling process
We make moving fun
Our refresh and relax home selling process
SHOCK VALUE =
SELLING YOUR HOME SUCKS.
Moving, packing, inspections…
I TAKE THE SUCK OUT OF SELLING.
BEFORE AND AFTER – 1000+ MAILERS = 2-4 SELLER LEADS
Transform what they have and help maximize the value and capture that process. The cost to do this is typically 1% of the selling price to accomplish this strategy.
How big is your listing attraction net? Fishing sucks, Catching is AWESOME!
Don’t have one line in the water have many!
Where are your listing sources coming from?
MY DATABASE – (Which specifically is…)
OUR SPHERE WHO DECIDED TO SELL
OUR PAST CLIENTS WHO DECIDED TO SELL
OUR SPHERE WHO REFERRED US SOMEONE WHO DECIDED TO SELL
OUR PAST CLIENTS WHO REFERRED US TO A SELLER
SELLERS FROM OUR AGENT TO AGETN REFERRAL PARTNERS
MY OLDER LEADS WERE NURTURED AND DECIDE TO SELL
GEOGRAPHIC FARMING OR NICHE FARMING
JUST SOLD CARDS
RAISE YOUR AVERAGE SALES PRICE – WHEN CHOOSING YOUR FARM
High-Margin, Seller-Generating Match Equation
Map in Google your past clients, sphere and database to market with maximum influence
Confirm the turnover is 5% or higher
The plan is x home at y a piece = cost per year
Tactics to Dominate Your Farms
2 direct mails monthly
Door knocking door drops
Mega and open houses
Hyper local content creation about the community niche
Create join the local Facebook group
As you generate contacts, create custom audiences in Facebook and Google
USE QR codes on your mailers!!!!
138 million homes in the Unites States
21 million SFR’s that are investment properties
Should you know how many investment properties are in your market?
Explain why they’d want to 1031 this year versus next year!
80% of the 21 million properties in the US, that own less than 10 doors…the moment you get above 10 you become an institutional investor.
Investors today, hedge funds are buying everything they can. THEY ARE FOCUSED on Non-Owner Occupieds
***Check our Remine for data***
Ask your title rep for this data…they will help you get this information!!!
HOW ARE YOU GOING TO GET COME LIST ME CALLS?
RUN ADS ON THE CONTENT YOUR ARE CREATING!!! (BOOST THESE POSTS!)
Everything that is good goes up…do this process now before the price goes up!
RUN PLAYS THAT WORK!
What are the 3 things that you’re going to add to your business now?
PACASO – HELP BUY A SECOND HOME IN INCREMENTS
TOMO – MORTGAGE CLOSING FAST & LOWEST
SISU – DATA ANALYTICS
ANDERSON ADVISORS – TRUST, TAXES ETC.
VIRTU DESK – VIRTUAL ASSISTANTS
AGENT IMAGE – WEBSITES
ESPRESSO AGENT – SELLER GENERATED LEADS
Up next was a panel with DEE MARTIN of TYLER, TEXAS + SANDEE PAYNE of TEXAS.
WHAT ARE THEY DOING TO GET LISTINGS THAT WORKS?
Sphere – Loved on their clients in the same ways that Glenda Baker does. (Both are inspired by Glennda!)
Referrals from past clients
Sign up for all the referral sources – this was their 2nd highest source
The use of an “I have a buyer letter”
Brand Identity is the primary marketing focus
Hyperlocal focused and lots of social shout outs & tagging
Sandee shared that she runs a contest where she tells her followers to go to the local hot spots she highlights on her page and use the featured #HashtagUs to win prizes. She also asks the biz owners to put out a sign too!
Authenticity in all social media outreach (behind the scenes, emotions, projects etc.)
Bring your social media person with you EVERYWHERE…let them help you capture content of EVERYTHING.
LOVE ON OUR VENDORS!
WHAT INSPIRES THEM TO LEVEL UP?
I feel like I have something to prove
Mindset – I walk in like it’s my listing already
How do you scale these behaviors when you have 100+ transactions?
BUILD A TEAM
HIRE AN ASSISTANT
VIRTUAL ASSISTANTS FOR PROJECTS
Who’s in charge of loving on the clients? ALL OF US!
Has the consumer changed over the years? A TON!
PROBLEMS EQUAL OPPORTUNITY
Are you a little bit stronger because of Covid?
MILLENNIAL ARE 31% OF THE POPULATION
“You need to morph and change to fit the consumer we are speaking to! Don’t be using Johnny Carson tactics in a Jimmy Kimmel world.”
WE HAVE OFFICIALLY ENTERED A SKILL-BASED MARKET
You need to become an educator!!! To become the AOC [Agent of Choice]
The market – what is it doing and where is it going
The current home buying process
What do we do different from all the other agents out there
Your strategy to have their offer stand out and to help them win!
We have to control the narrative for the buyers that are coming in!
How do you become the obvious choice?
4 Human Needs
HOW TO NAVIGATE UNCERTAINTY
DESIRE FOR RELATIONSHIP
WHAT NEEDS TO BE PRESENT IN ORDER TO GAIN OPPORTUNITY?
THEY NEED TO TRUST YOU – If you want to set yourself apart do what you said you would do…every single time!
THEY NEED TO RESPECT YOU – Comes from your reviews, how you say what you say. Can you speak and deliver powerfully and succinctly. Your knowledge needs to be strong and apparent.
THERE NEEDS TO BE A BUILT RAPPORT – There has to be that comfort level and ease. If it’s awkward, that won’t work.
62% OF CONSUMER’S DECISION IS MADE BEFORE THEY MEET WITH YOU IN PERSON!
When you’re Googled what do people see?
SUCCESS LEAVES CLUES!!!
If you don’t get involved you be eliminated!
DUPLICATE & RIP OFF…R&D IT BABY!
What are the 10 most common questions you are getting from your buyers?
Create a video of each of these.
Your answer = make it your own!
Don’t assume that your buyers know all of the information that you think is common sense.
Hey here’s what ’s going to happen at X weeks etc.
Position yourself as an exclusive buyer’s agent
FIND OUT ALL ABOUT THEM
EDUCATE THEM ON THE HOME BUYING PROCESS
YOUR UNIQUE VALUE PROPOSITION
WHAT YOU DO TO GET OFFERS ACCEPTED
Language creates reality – Appropriate & exacting language creates certainty
Do a client onboarding session – This helps you put your strategy together
What are you looking for when you’re deciding who you want to represent you?
The first step to extraordinary customer service is setting the right expectation!
Afterwards, Tom Ferry came back out and kicked off his session stating;
If you don’t show the client ALL THE THINGS that you do, they will live in their hallucination of what they think a realtor is/does.
The body and the tone need to MATCH
What you say and how you say it NEED TO MIRROR!
Example Closing Statement – “Do you want me to help you find your home?”
Make it easy for them to say yes!
Ask your buyers…Why do you believe this market is so strong right now?
Positioning is everything.
YOUR ANSWER —> MILLENIALS – show the data that supports that they will be around and buying for many more years to come. Help the buyers to not lose faith and give up no matter how many offers don’t get accepted.
VIRTUAL ASSISTANT – $1-2K per month (8 hours a day, 6 days a week)
IN OFFICE ASSISTANT –
The industry is expanding and exploding before our eyes you’ve got adjust or you’ll get swallowed.
Give up shekels for time and happiness, – Tom Ferry
Your CHOICES IN 2021/22…It’s obvious!
- BECOME THE ARTISAN AGENT (with a TC, VA or assistant who outsources.uses company solutions.) This is a division of labor.
- CREATE AN INTENTIONALLY SMALLER (Under 5) TEAM
- BUILD A MID-SIZE TEAM (6-15) AS A DOMINANT LISTING AGENT
- BUILD A MEGA TEAM (16-600) & MOVE OUT OF PRODUCTION
“WE’RE GOING THROUGH THE INDUSTRIALIZATION OF A REAL ESTATE TRANSACTION!” – TOM FERRY
Don’t Be The Illegitimate Team
JUST MATCHING OUTFITS & PHOTOS BUT NO REAL TEAM STRUCTURE
The Hero & The Minions
YOU WORK FOR ME
JUST DO WHAT I SAY
The Artisan Team
EVERYONE ON THE TEAM HAS BEEN CROSS TRAINED BEYOND THEIR SPECIALTY
WORKING TOGETHER TO SERVE CLIENTS.
10 SALES ASSOCIATES, 1 OPERATOR, 1 MARKETING MANAGER & 2 SUPPORT STAFF
EVERYONE ON THE TEAM KNOWS AND IS ACCOUNTABLE TO THEIR ROLE AND THE LEADER FOCUSES ON THE TEAM’S SUCCESS
THE VERSION OF THE BROKERAGE MODEL
A MINIMUM OF 1000 TRANSACTIONS
16 TO 100S OF SALES ASSOCIATES IN MULTIPLE LOCATIONS/GEOGRAPHY
EVERYONE ON THE TEAM KNOWS AND IS ACCOUNTABLE TO THEIR ROLE AND THE LEADER FOCUSES ON THE PROFIT GOALS OF THE MULTIPLE LOCATIONS & THE TEAM’S SUCCESS
1 BILLION IN SALES VOLUME IS THE NEW HUNDRED MILLION – TOM FERRY
IT ALL COMES DOWN TO STRATEGY – WHAT’S YOUR VISION?
What are our competitive advantages?
Our unique or differentiating factors?
How will we generate business in a competitive & scalable way?
WE DO IT FASTER
WE DO IT BETTER
WE DO IT WITH MORE 5 STAR REVIEWS
The best rates EVERY TIME. We’re going to close on-time, every time in 18 days!
Provides best in class service for REAL ESTATE AGENTS and their CLIENTS
(Assuming Tom Ferry has stake in TOMO – tons of shout outs during the event.)
TEAM LEADERS – You need to ask yourself:
Buy leads and give to the agents?
Buy leads and teach them how to fish?
What’s my pre and post tax profit expectation?
What other revenue streams can be leveraged by our transaction growth?
Teams are staring to open their own;
Who are the one or two people you need to hire that will free you up to do you very best or will do all the things your coaches are asking you to do?
Tasks of a Realtor —>
GOING ON APPOINTMENTS
MANAGING YOUR BUSINESS
TAKING CARE OF THE PEOPLE IN YOUR LIFE WHO ARE SUPPORTING YOU
Can you outsource these tasks???
YOUR FIRST HIRE = AN ASSISTANT
Hire someone that will do any & all of the stuff you don’t want to do.
MARKETING COORDINATOR = Creates and sends your mailers, social media, blogs, SEO, website, etc.
BUYERS AGENT = Someone to help you with all your buyers. At what price range is it no longer worth it for YOU to manage? Also helps you to expand your geography.
VIDEOGRAPHER = Shoot your videos, testimonials, series, interviews, local partnerships, your events etc.
ISA / OSA = INBOUND AND OUTBOUND SALES AGENT (VIRTUAL)
Tactics…Ask yourself 5 years from today…what is your team going to look like?
Day #2 closed out with an awe-inspiring session from the one and only, SETH GODIN – (VIA ZOOM)
You could hear a pin drop and everyone was captivated. It was amazing!
WELCOME TO MODERN MARKETING – It’s no longer advertising and it’s not hype – Seth Godin
Who do you want your customers to become?
That is the essence of what your marketing needs to be.
WHAT DOES IT MEAN?
We are here to help people to become who they want to become. If it touches the market in any way…its marketing.
- They way you answer the phone
- The way you talk about people in person and not in person
- The body language you use
- The way you talk about your product and industry both publicly and privately.
THESE ARE Marketing choices.
Will you be REMARKABLE? Or will you blend in and eventually just fall flat?
One thing is that we are not successful because you working harder, but rather they stand for something.
Practical empathy. What do people already believe?
We have to be okay with that…we are not always going to have the same opinions, Have empathy and meet people where they are.
More than it’s ever been OUR INDUSTRY IS GOING TO TURN UPSIDE DOWN…More so than in the past 50 years. – We’re in a revolution!
People who choose to be on the hook are the people that will find success.
If you’re merely a clerk;
YOU’RE NOT GOING TO BE ABLE TO CHARGE WHAT YOU USED TO
NOT GOING TO BE RESPECTED THE WAY YOU ONCE WERE
PURPLE COW – The story of sending his book in a milk carton for branding and to create a signal/trophy for people who chose to do what it takes to be remarkable.
CONSIDER THIS…People don’t want EMAIL, they want ME-MAIL! – Seth Godin
Your message can’t be, If you need someone, I’m someone.
You have to compel though story-telling.
What we need to goal for is doing work that matters for people who care.
Managing people is not telling them what to do, but rather pushing them towards what to do. – Seth Godin
Leaders are the opposite of clerks. They are not hustlers or hacks. They are mentors/educators that guide students.
The original human technology is What’s Your Story?
What does mom’s house smell like during Thanksgiving?
Who was your favorite teacher?
We need to figure to live outside our comfort zone and tell our story…then people will REMEMBER & CONNECT with you.
GENRE IS NOT GENERIC
Generic is replaceable,
Genre is what does this REMIND me of?
If you’re not being creative, you’re not going to stand out.
TREAT DIFFERENT PEOPLE DIFFERENTLY
How many questions do you need to ask someone before you realize they are different than the last person you spoke to?
DIFFERENT PEOPLE WANT DIFFERENT THINGS.
Care about their choices, not demographics.
How to find SOMEONE vs. EVERYONE, answer the question…
“PEOPLE LIKE US, DO THINGS LIKE THIS”
STATUS AND AFFILIATION – Status means compared to everyone around you, who’s up – who’s down?
Buying a story about status. Who’s to my right, who’s to my left? Where do I fit in?
Buying is a story about acceptance.
TRUST IS FAR MORE PRECIOUS THAN INTENTION
Brand is more important than your logo.
What is it about what you do and how you spend your time that works better if I work to bring other people in?
Community is what people are buying. Schools, neighbors, what will I tell my family?
TELL THOSE STORIES!!!!
You need to work to be TRUSTED. When it gets hard, you’ll do it anyways. If it’s not convenient for you, you’ll do it anyways. You’ll keep your promise no matter what. – Seth Godin
Don’t burn trust to get attention!
GET OFF THE PLANE. HARD WORK ALONE IS NOT SUFFICIENT ANY MORE.
TOM & JASON’S QUESTIONS TO SETH
- Explain the concept of “The Practice” – Juggling is not about catching, it’s about throwing.Take the time to build your craft.
- How do we manage our mindset especially when everyone is over-inundated with tech. Tech has made you a victim and a pawn. Pretty good at many things, isn’t going to cut it. You need to be hyper-focused and fixated on something specific so people will miss you when you’re gone.
- What should agents be thinking about when it comes to Google? You’re not going to win the search on Google. Just focus on being REMARKABLE and unforgettable so people would miss you if you were gone.
- Juggling analogy – what if you’re juggling too much already…how do you get back on track and stop the madness. – If you can can teach someone to do what you do, it’s your responsibility to teach them. You’ve got to do things that other people are afraid aren’t going to work.
- How in the world do you come up with so many things to write about? How much time to you spend and what is your process. It doesn’t matter if I write something good or not, I write every single day. Sometimes though that process a lightbulb goes off and inspiration strikes! SHOW UP EVERY DAY!!!!
WHAT’S THE PRACTICE THAT YOU WANT TO TAKE ON?
WHAT DO YOU WANT TO BECOME KNOWN FOR?
The Answer – It’s what you’re good at!!!
WHAT ARE THE 7 SEVEN THINGS- JASON PANTANA
What must I do on a daily, weekly, monthly basis to earn 7 new listings a month?
DAY #3 kicked off with South Bay Compass Agent extraordinaire, Taya DiCarlo
Who candidly reminded us that everyone starts with zero followers.
THE BIGGEST EXCUSES PEOPLE MAKE TO NOT DO VIDEO
- I don’t know what to create
- I hate the way i look or sound
- People are going to talk s*** about me
- I feel inauthentic
- I can’t afford video
- Can’t someone else do it for me?
- I’m too busy to create video
- I’ve tried and it doesn’t work for me
BOTTOMLINE you NEED to invest in video – When you pay for someone to capture and produce your video, you’re investing in yourself & your business.
Here’s Taya’s formula for video success;
1.) Double down your financial investment in video
2.) Stay consistent
3.) If someone doesn’t like you and talks s***, they are not your people, so who cares!!!! These videos will draw in your people and will lead to your come list me calls.
4.) Practice builds up your confidence
5.) Find something to talk about that let’s your light shine – it attracts people!
6.) Get over your fear of spending money – Don’t have a scarcity mindset
7.) Focus on your strengths and delegate the rest to others
8.) Just because you can doesn’t mean that you should
9.) Be bold and share what’s on your mind
THE GLENNDA BAKER also shared her winning video creation formula below;
- BATCH CREATE
- FRAME OUT YOUR DAY
- BATCH SHOOT THE CONTENT
- POST CONSISTANTLY
Glennda is full of humorous and clever sayings such as…
“THE ROAD IS PAVED WITH DEAD SQUIRRELS THAT FAILED TO MAKE A DECISION… DON’T BE ROADKILL” #Glenddaism
CREATING OPPORTUNITIES WITH YOUTUBE COMMERCIALS – DAVID CALDWELL
WHY YOUTUBE COMMERCIALS?
- More specific audience targeting and geographic targeting with google than other social or search platforms
- Ability to create frequency and relevancy when search queries are not available
- Attention is undervalued
Below is David’s CONTENT MIX AND STRATEGY for YouTube commercials…
- Currently running 3-5 videos in target market per month in conjunction with google display ads
- Proof of competency – monthly market update, why buy with us, why sell with us
- Proof of success – Just Listed, Just Sold
$500 ad spend – 15,000 views 368 hours of watch time, 7000 unique views, 5000 repeat views
TARGETING YOUR AUDIENCE
TARGETING 2 MILES SURROUNDING THE AREA YOU WANT TO SERVE
ON YOUTUBE, IF A VIEWER WATCHES FOR 29 SECONDS OR LONGER OF YOUR VIDEO, YOU DON’T PAY FOR IT.
Next, Tom Ferry covered his talk on FINANCIAL TRANSFORMATION
Most limitations we face are the ones we place on ourselves. – Tom Ferry
Don’t prospect to find your next listing, prospect to find your next deal.
FINANCIAL SECURITY IS THE FREEDOM TO DO WHAT YOU NEED AND WANT
*Idea* TAKE A CHECK PAYABLE TO YOURSELF FOR THE AMOUNT YOU WANT TO BE WORTH AND CARRY IT AROUND WITH YOU. REMIND YOURSELF WHAT YOUR GOALS ARE.
- WRITE DOWN YOUR GOAL
- WHAT’S YOUR WEALTH ACCOUNTABILITY?
CPA, TAX STRATEGIST, ATTORNEY, MEMBER OF AN INVESTMENT GROUP, OFF SHORE INVESTMENT COMPANIES, WHAT INVESTMENT CLUB ARE YOU IN?,
- INCREASE YOUR % OF RETAINED COMMISSION
- What is your number #?
- What’s my ideal asset allocation now & going forward?
- WHERE CAN I IMPROVE UPON MY FINANCIAL PLANNING AND ACCOUNTABILITY?
- HAVE I CREATED A TRUST FOR MY FAMILY AND ASSETS TO LIMIT TAX EXPOSURE AND NOT BURDEN MY FAMILY?
- DO YOU HAVE ENOUBH INSURANCE?
- IS IT TIME TO UPGRADE MY FINANCIAL WEATH ADVISORS?
- IS IT TIME TO UPGRADE MY TAX STRATEGIST?
Where were you 10 years ago?
Have you gotten better or worse?
Where do you want to be 10 years from now? How many doors do you own? How much do you want working for you in stocks? How much cash do you want to have? Who in your life is going to be positively impacted by this?
WANT TO BE A BETTER INVESTOR?
Buy a house, then buy a duplex – live in one of them – Rent the other house out.
Partner with clients, friends, family – leverage
Position your retirement around investment properties
Off-Market multifamily properties with price potential appreciation + room to increase rents.
Buy multi-family where there’s less competition (vs. larger properties) + traditional financing available
Handling objections is something that you should have worked out prior to trying to sell yourself. Have canned responses ready to go, rehearse them & practice this process as you cold call. THE SLIGHT EDGE (MUST READ BOOK!!!
APPOINTMENTS ARE THE CURRENCY OF TOP PRODUCERS
JASON PANTANA’S CHAPTERS OF MARKETING
- YOUR DATABASE (DUH)
Your database is probably your best source of business.
Your Operation: Love on your database
- CREATOR OR CUT
- STEADY AS A ROCK EMAIL
- ABSENTEES OARE READY
- MAKE THE PHONE RING IN GMB
- CALLS, ADS & OPENS
- YOUTUBE VIDEO ARMY
IGTV ONCE A WEEK – shoot in widescreen, needs to be longer than 60 seconds
REELS – 1 a week
POSTS – 3 per week
STORIES – Never don’t have a story
INSTAGRAM TO EVERYWHERE!
Post to IG and then take that post and put it on Facebook, Instagram, YouTube, Twitter, Pinterest, SnapChat, TikTok, Your Blog, Email & GMB
Algorithmically you are building your audience by never keeping your stories empty.
AdRoll – Retargeting Specialists
What are 10 ways you can ❤️ on your database?
- Parties and Events
- DMs & Comments
- Gifts or Swag
- Handwritten Notes/Cards
- VIP FB Group (1 thing a week – “Dad Joke”, Recipe, Tip etc / Special Freebies)
- Education / Webinar
Your Formula To Make Your Database Rain in 2022
- REACH OUT TO 25 CONTACTS A WEEK
- VIDEOS – 2 A DAY
- MAILERS – ONCE A MONTH
- TEXTS – 10 A WEEK
- CMAS – 10 A WEEK
2021 to 2022 = Instagram Is Upgrading To Become An Entertainment Platform
VIDEOS (long and short form)
MESSAGES (1:1, groups etc,)
The Agent of the Future Has A STRONG Personal Brand – Jason Pantana
Use Google Trends to leverage content for video!
Username – Needs To Be Your Name
Profile Bio – Looking for KEYWORDS (not hashtags)
Captions – IG scans through your captions for keywords & hashtags
WANT TO GROW YOUR FOLLOWING? Make Content People Want To See & Get Likes and Then Boost It!
- WEEKLY RECAPS – Just a summary of what you’ve covered this week.
- LIST BUILDING (1st Party Data)
QR code ON EVERY SINGLE POSTCARD
SITE OPT-INS (Landing pages)
HOW TO REACH ABSENTEE OWNERS – ads, mailers, letters, door knocking, calls
How To Get More Appointments
GMB – You need to rank in local search!
INBOUND CALLS – business.google.com
HOW TO CREATE A FARM BLITZ
- SEARCH + SOCIAL ADS
- WARM EMAILS
- EVENTS / OPENS
- SIGNAGE / SPONSORSHIP
HOW TO BUILD YouTube video army
It’s not a social network, it’s a search engine
Keyword rich title and tags
Optimize the descriptions
Rename the video file (Change to what this video is about)
And finally, Tom wrapped up the event with a reminder to us all…
No Energy Sucking Vampires Anywhere. PERIOD. – Tom Ferry
About Follow Up Boss
Follow Up Boss is the leading CRM for high-growth real estate businesses. Agents love how easy it is to fly through their daily tasks and collaborate with team members to move deals through the pipeline. Leaders love the powerful automations, reporting tools, and integrations with 250+ lead sources, marketing platforms, and back-office systems. Everyone loves watching their conversion rates increase and commission checks grow. Get started with a free 14-day trial at www.FollowUpBoss.com.
This article was originally featured on the Follow Up Boss Blog