The Tom Ferry Podcast Experience

The obvious way to achieve success in real estate is to have a ton of experience and a huge network – basically, already be successful. The other way is to think smarter and get yourself off on the right footing. When your brand is strong enough, experience doesn’t matter. If you’re a new agent, Jason Pantana and I are going to give you the social media strategies you absolutely need to compete with the big fish in your market. And if you’re an established agent, you can go ahead and skip this, because you’re already doing all these things, right?... Right?... One more time – right?... You should all watch or listen to it. Ready, set, go!

Where does certainty come from? It’s not from the road you haven’t yet traveled. Certainty comes from where you’ve been and how you’re thinking, right now. You’re stronger than you were, because at some point you decided to embrace the challenge.

We have Rockstar agent Doug Edrington back in the house, talking to me about LPMAMA! If you’re not familiar, it’s a set of talking points for covering all your bases when converting leads into clients. But this isn’t your mama’s LPMAMA. No, Doug’s made it cleaner, meaner, and added a bonus “S” at the end, which (just like an “S” at the end of most words) multiplies its potential. If now is your first time hearing about it, this is the best way to learn. And if you already know LPMAMA, Doug’s going to show it to you in a whole new way. So, no matter what your prior knowledge, this is one you’ll want to watch or listen to, right now!

You don’t just step into multi-million-dollar Beverly Hills listings and start making a fortune. First, you want to find the right mentor, perfect your conversion strategy, and find out what makes your marketing special. Basically, you want to be like Ben Belack. This week, I sat down with Ben and Jason Pantana to decode Ben’s powerful sales and marketing tactics, including some indispensable advice for using YouTube in a smarter way. If you’re looking to move up your price point, this might just be the perfect place to start. Listen or watch, right here.

Darin Marques was bartending when he decided to get into real estate back in 2009 – not exactly an easy time to get your start. But it didn’t take long until Darin was one of the top luxury agents in Las Vegas. You could say that Darin knows a bit about thriving in a tough market, and this week he shared with me some of the ways he continues to beat the competition in this one, including: The necessity of a client-first mindset Taking care of your agents to increase their production The power of visualization Reciprocal giving If someone says that morality can’t make you money, they’ve never met Darin. Do yourself a favor by watching or listening, and then do someone else a favor by sharing.

Greetings from the Mohegan Sun Hotel and Casino in beautiful Uncasville, Connecticut! I’m here with Super-Team, Byron Lazine and Nicole White. When Byron and Nicole met back in 2016, they recognized the rare opportunity for a mastermind partnership which couldn’t be passed up, even if it meant relocating and beginning a new team from day one. Good thing they did, because today they’re running multiple monster businesses, putting out several regular shows, and are continuing to scale at a ridiculous rate. This week, they shared with me what it takes to manage their time and operations, including: An impressive new agent training program Refining a common vision Understanding each other’s communication styles Byron and Nicole have a ton of practical wisdom to share, so watch or listen, right here. And if you haven’t seen their podcast, The Real Word, I highly recommend you check it out.

The greatest marketing medium which has ever existed in the history of the universe? Yeah, it’s video! It’s so powerful, so effective, and so… EASY to make mistakes with! This week, Jason Pantana is going to walk you through seven of the most common mistakes real estate agents make in their video content. And if you want advice on how to overcome these mistakes, I’ll tell you right here… Know about them and stop doing them! It’s that easy! Watch or listen, then leave a comment on YouTube with what you think is the biggest mistake.

What are the most important things that you can do to create your own success? I used to ask my mentors this question over and over again, and the answer was always the same. And guess what? It works

You may remember on last week’s Confidence & Conversion, Doug Edrington used the phrase “tactical winning and strategic losing.” This week, Doug and his longtime friend Malcolm Godwin are going to unpack exactly what that means and why strategic loses might sometimes beat out momentary wins when it comes to playing the long game. Doug and Malcolm each run multiple businesses with phenomenal success (Doug’s team has a whopping average of 42 transactions per agent) and on this Team Builders, they’re going to share some of their secrets for long-term scaling, including: The 3 things to look for in a business partner The biggest mistakes you can make when managing Strategies for creating ancillary services How to keep your employees happy and motivated Although this information is presented for multiple business owners, it’s equally essential to those with a single business or anyone who wants to be a better leader. So, no matter what stage you’re at, you’ll want to watch or listen, right here.

I’ll just say it: you’re not sending enough emails! I know what you’re thinking… “Nobody reads emails anymore!” But here’s the thing: When done correctly, email is actually one of the most effective marketing channels out there. This week, Jason Pantana is going to share a case study in which a specialized email strategy is generating up to 45 directly attributable listing leads every month! Then, he’s going to walk you through the process of how to write them, build them, and when to send them. You’re going to send emails anyway, so get the most out of them by using a proven strategy. Watch or listen, give the video a like if you feel so inclined, and let us know what other topics you’d like us to cover!

It’s still the beginning of Q2, still the time to look back at your Q1 and make strategies. If you keep doing the same thing over and over again, you’re going to keep getting the same results. So, take a look at your playbook. What does your effort get you?

Things are TOUGH out there right now. When the demand is this high, your average buyer is likely going to lose the first five properties they set their heart on. What can we do to make our offers stand apart from the rest? Helping me answer that question is one of the most productive agents in the entire industry, Doug Edrington. This week on Confidence & Conversion, Doug is going to offer you some advice on fostering trust, creating relationships with listing agents, and making each buyer offer a long-term victory, even if it doesn’t get accepted.

Marketing yourself effectively takes a lot of time, thought, and hard work. It can seem like a real chore if you let it. But think of it this way… What if you were the editor of a magazine all about YOU? In it, you put everything you like, all your flavor and style, and pepper in some real estate just for good measure. This, my friends, might not be just a tactic for better marketing, but your ticket to the big leagues. I’ll let LA luxury realtor and LinkedIn sensation Marc Hernandez explain further, because believe me, you’re going to love watching him. Marc is so good at telling his story that you might not realize he’s teaching you how to tell yours. There are so many original tips and tricks to unpack here, but towards the end, pay attention to the way Marc incorporates the fundamentals. I want to know your thoughts on this, so drop me a comment on YouTube after you watch or listen.

Let’s face it, social media can be exhausting. You got into real estate to sell houses, not be an Instagram star! There are so many now: Facebook, Instagram, YouTube, TikTok. And they are all STARVING for content. If you’re going to dominate social, you need to produce a huge amount of quality content in a short amount of time, so you can get on with your business. But I promise you, it’s worth it. That’s why Jason Pantana is here to show you just how easy it can be when you use four special types of posts. The few minutes it will take you to watch or listen will save you a lot of time and hassle in the long run.

True leaders don’t just happen. Being a leader comes from your character, your personal psychology, the rules you live your life by. It starts in your mind and translates to the world. I’ll tell you my rules, but one size doesn’t fit all. I want to hear YOUR rules. Let me know in the comments.

Growing up in poverty, Andy Dane Carter knew that if he was ever going to escape his situation and establish a legacy, he’d have to completely reinvent himself. Today, Andy has reinvented many times over, from a sommelier to running a marketing company, a real estate investor, a builder, and now an agent. This week, Andy joined me to discuss the journey of his career and how he’s become a powerhouse in his market in a record amount of time. Some of his secrets include: The crucial skill of communication in business and in life The superpower of investing with a legacy mindset Living a life of balance and gratitude Asking the right questions and always learning No matter what your specialty, I’d urge you to listen and learn from Andy’s example. Maybe even pass this episode along to some of your friends who aren’t in real estate, because as you’ll see, it’s never too late to get started.

Galen Callahan and Sergio Gonzalez have been married for 13 years, have five daughters together, and in the last five years they have built… you guessed it… FIVE different companies. Where most people would be spinning out of control, Galen and Sergio have found a way to manage their businesses and their home life with ease and efficiency. On today’s episode of Team Builders, this dynamic duo shared with me some of their secrets, including: Pivoting when circumstances change Playing to each other’s strengths Installing management and creating the right culture for each company Outsourcing at work and home If you work directly with your spouse or have ever considered it, you’ll want to watch or listen to this advice, right here.

The federal government has made it mandatory that CRMs allow people to opt out of automatic text messages. There is nothing we can do about that, but also… why would we want to? Having people opt-out of our messages allows us to give more focused attention to the people who are actually interested. This week, I have Tom Toole on to share three tips for better communication with your leads. Stop wasting time chasing dead ends and put your energy where it matters. You’ll want to watch or listen, and stick around to the end for a bonus marketing tip which shows results.

Have you ever made a promise to yourself that you truly believed in, only to break it a few weeks or months later? What caused you to give up? There are a million reasons to quit, but you only need one reason to keep going.

Have you ever hit a rough patch where your offers just aren’t getting accepted? You were probably asking yourself what you did or said wrong, and the answer might be nothing. It’s because you didn’t trust the process! Jeff Mays coaches an agent who recently wrote 17 offers and got 16 accepted. How? By taking a breath, slowing down, and saying the right things at the right time. You can hit all the marks, but if you don’t hit them in order, you’re making everything harder for you and your client. You’ll want to watch…listen…follow…the…steps…

It almost sounds like a fairy tale… A 19-year-old kid buys a dying business on credit, makes a profit on it, then uses all his earnings to invest in real estate. By the time he’s 33, he owns 700 units, lives a totally fulfilling life, and isn’t slowing down yet. This is my man, Eric Eickhof. He might be young, but he’s wise, hungry, and as seasoned as anyone in the investment game. This week, I sat down with Eric to discuss how he got started in investment real estate and how you could too. We talk about: Opening deals through creative conversation What to look for when you decide to buy Mistakes Eric made along the way Growing your portfolio in a market being eaten up by hedge funds This knowledge is invaluable to you, but when you boil it down, Eric’s main point here is to just act without fear. You’ll want to watch or listen immediately, and maybe even give this to your teenager or 20-something kids.

Brian Olivard is real tall guy with a real big heart. He went to school to become a social worker, but his love for helping people soon turned to helping them get into the right home. Once he’d developed his own team, Brian set his sights to contributing on a bigger scale – by helping other agents build their own perfect teams. If you are on the fence about expanding your business, maybe what you’re looking for is a guy like Brian to help you through the process. And if you’ve already built your perfect team and found that your strengths lie in coaching others to become leaders, hopefully this advice will inspire you to expand in new directions. No matter what stage you’re at, this episode will have you evaluating your greater purpose as you plan for your future. Watch or listen, now!

So, you’ve spent the time to get good at Instagram... You’ve built up your followers, are producing quality content every week, and are getting the views for it. Then why are you not seeing more results? Have you considered that you’re not directing people to contact you? You need to keep the door open and let the world know you’re ready to answer questions and do business. On this episode of This Week in Marketing, Jason Pantana is going to share with you five easy tips to turn your Instagram posts into lead generators. These five tips are so easy that after you watch or listen, I want you to open your Instagram and implement them all right away. It only takes a few minutes.

When you look at all the people you have in your life, who are the ones that move you forward? If you wrote down the names of everyone you know, then had to narrow this list down to just a handful of individuals who would support and encourage you to be your best self, who would they be? These are the people you should be spending more time with. Napoleon Hill called this the Mastermind Group, and said it was the #1 most neglected factor in success. Maybe it’s time to find yours.

Why would anyone need a full-service broker when they could just sell their home by themselves? Because that would be a bad idea! Going with a smart agent (like you) is the best decision they could possibly make to maximize their money. Need irrefutable proof? That’s what Tom Toole is here for. On this week’s Confidence & Conversation, Tom shares the market knowledge that will get sellers off the fence and how to use it with confidence. If you ever feel uncertain about objection handling or don’t know what to say in the moment, these six minutes of sales wisdom are for you. After you watch or listen, I’d get to tuning up your scripts right away!

It’s no secret that luxury real estate has changed. Properties that were once vacation homes are now becoming primaries. Homes are selling way before they even hit the market. With so many variables, how do you know your clients’ needs before they even do, attract business, and always stay steps ahead of the competition? Allow me to introduce you to Valen Lindner… This week, Valen is going to share with you her secrets to: Getting the inside scoop on luxury listings Making a name in the luxury market using what you already have Networking for referrals Having a lot of fun along the way WARNING: After watching or listening to this episode, you may be tempted to buy real estate in Park City, Utah. Valen’s wisdom is just that good… In this episode, we discuss… 3:48 – Where Valen was just 4 years ago 5:43 – Valen’s components for success 8:45 – Trusted advisor = Referrals 10:25 – The insider track 11:48 – Video, email, and everywhere 13:45 – Big luxury parties for networking 17:21 – Know what’s not being done and do it 20:52 – Skiing, snowboarding, and strategy 22:23 – Connect with Valen

STOP complaining about a lack of inventory! I don’t want to hear it. We sold seven million homes in the U.S. last year, and things are only getting better. It’s time to focus on what you can control… And what can you control? If you’re Jeff Mays, you could practically sell rain to the clouds. In this week’s episode of the Tom Ferry Podcast Experience, Jeff and I talk about strategies for open houses, circle dialing, and prospecting that make doing the hard work feel more like playing to win. You’ll learn: The 10 “Mays Knockout Questions” to use at open houses The secret ingredient to include in your mailer Super hacks for successful prospecting And that’s just the start; we even cover proper posture! You’ll want to watch, listen, repeat.

At only 37-years-old, Jen Dillard is running a team of 12 agents and is on track to do $100 million in volume by the end of this year. You could say her growth potential is unlimited, but Jen doesn’t actively recruit for her team… Instead, she concentrates on fostering a culture that attracts the exact people she’s looking for! In this episode of Team Builders, Jen is going to take you through how she built and maintains her thriving team, including: How she welcomes on people who aren’t already in real estate Finding purpose in mentoring The marketing powerhouse of social media Several things Jen wishes she’d known earlier This is not one to miss. Listen, watch, get to growing!

Everyone is always looking to find more clients, but maybe the best strategy is to help them find you. Because they’re looking! People want to buy houses, and they’ll go with an agent who turns up when they press “search” on whatever platform they’re using. Having poor search optimization (beyond just the standard search engines) is like having a “CLOSED” sign hanging in your window. That’s why on today’s episode of This Week in Marketing, Jason Pantana is going to walk you through the three types of Search people use to find a real estate agent, why each is important, and how to optimize your presence on them. Watch or listen, follow the steps, and then check your analytics to see the results!

Life is always moving along smoothly until suddenly it isn’t. Some obstacle always seems to pop up to try to stop us. When this happens, are you the person who gets stuck banging your head against it? Or are you the one who leans in, thinks sharp, and keeps moving?

What if I told you that you could convert 30% of your online leads with a two-step process that takes almost no time or effort? It’s hard to even talk about without giving it away. Luckily, Jeff Mays is here to give you this little slice of brilliance in just five minutes. In the time it takes you to ponder “How could I be more effective today?” you could have already watched or listened. No excuses on this one!

Imagine this problem: your personal wine cellar is getting so full that you need to find extra storage. The problems of a successful luxury agent, right?! Now, imagine if it was your love for wine that could be your ticket into the luxury market… But what if you don’t like wine? Use something else you love! This week, the always amazing Ian Batra walked me through how he got his business rolling in the world of luxury and how you could, too. Ian’s magic formula? Merge your world with the world of your clientele. He’ll show you how to: Build relationships by letting clients in on the secrets of realty Make use of his 5 tried and true pillars of marketing Make yourself known and trusted in your communities If you’re not currently working in luxury real estate or just getting started, you’ll want to watch or listen to Ian’s wisdom, now.

Ivy Zelman needs no introduction. Zelman & Associates is one of the absolute best resources for the real estate industry data points that you need to give your clients extraordinary value and certainty in working with you. On this episode of the Tom Ferry Podcast Experience, Ivy talks with me about interest rates, inflation, investors, finding the right time to buy a home, and SO MUCH MORE. She is such an incredible wealth of knowledge that you’ll want to listen to this one a few times over. I recommend you come back with a pen to take notes, and then you might even want to send this to some of your clients… It might just be the education that gets them ready to make that move!

Why do you want a team? For Joy Metalios, it’s all about delivering 5-Star service to every single one of her clients, no matter how much she stands to gain on a sale. It’s about taking every job, seizing every opportunity to give more value, and enjoying the journey together. It might not be about the money for Joy, but she currently has a team of TWENTY-THREE PEOPLE who closed 140 transactions last year at an average sales price of $2.5 million. I’d say she’s doing something right. On this week’s Team Builders, I talked with Joy about how to find the right team for you and what the best ways to lead are once you have them. You won’t want to miss this!

What doesn’t kill you does NOT always make you stronger. What makes you stronger is how you REACT to these situations. Life has longer arms than you do, and when Life wants to box, you can’t play defense in hopes of not getting hit. You’re GETTING HIT. Is it going to be a miserable experience or the wakeup call you needed?

Most marketing channels are so oversaturated with content that you might be lucky if your posts are even seen before they disappear from the feed. Luckily, there are better ways to attract attention easily. The goal here is not to just have your content seen, but to make it work for you over time. On today’s episode of This Week in Marketing, Jason Pantana is going to show you three channels that will build your long-term internet presence.

In markets like Orange County, California, high-dollar luxury real estate is flying fast. With this much competition, you need to move fast and make your offers stand out above all the rest. Enter Susan Piazza. This week on Confidence & Conversion, Susan lets me in on her three-step system which ensures that she almost always gets accepted on the first or second offer. I don’t know how long it took for her to discover such an effective system, but it’ll only take you a little over five minutes.

What does it take to work with celebrity clients, double your numbers in a year, provide massive value, and build a successful business in luxury real estate? It all starts with mindset and energy, and it’s hard to think of someone who displays this better than Joy Metalios. In this Luxury Code, Joy shares with me the secrets of her mental toughness and marketing tactics. You’ll be inspired to set bigger goals, accept crazy challenges, and hold yourself accountable. Stick around to the end of the show, where I challenge Joy to bet even bigger on herself. I have a feeling I’m going to lose some money on this bet!

14 years ago, Daniel Blackwell was living out of his car in the parking lot of his office. Today, Dan has closed over a billion dollars in sales and struck a name for himself as one of the sharpest agents in multifamily real estate. His secret? It’s not a secret! Dan has one of the most consistent and insightful video channels out there, and he’s always willing to share his knowledge with anyone looking for help—including you. This week, I talked with Dan about: Making video that works for you Breaking into the apartment game A checklist for your renovations

Me and Alyssia Essig go way back. Over her 25 years in the business, she’s done it all, from working on her own, to leading teams, and now she’s teaching leadership as one of our coaches! This week, Alyssia is going to tell you the 5 vital steps to building a dream team that will grow your business. You’ll learn: The questions you need to ask before building a team How to hire – get someone who wants to do the things you hate! Choosing your team model and your business model And that’s only scratching the surface. Watch or listen to this 30-minute conversation to begin thinking bigger and taking the first steps towards building your perfect team.

You’ve probably heard me say it before: it’s all about relationship marketing. And one of my favorite ways to do this is with a geographical farm. Farming will not only boost your business, but when done right, could make you the most popular person in your community. I sat down with Monica Carr to discuss how she built her farm into what it is today and how you can build yours. Imagine having people line up to get on your mailing list! Watch or listen, and you’ll understand why any consumer would be thrilled in live in Monica’s farm and take part in her community events.

If change never stops, then why do we resist it? Why do we struggle with things beyond our control instead of using them to find our own greatness? I want to challenge you to take a look at the way that you adapt to the new. Where could you see an opportunity instead of an obstacle?

Austin is booming right now, and with a huge number of these buyers relocating from another state, it takes a superstar agent like Khani Zulu to make them feel comfortable and confident getting into their new homes. Khani has a brilliant process which includes specialized questionnaires, getting the most out of technology, and maximizing her time with relocation buyers. But it’s her unique philosophy of viewing every transaction through the eyes of an investor that I think will make this brief interview the most enlightening eleven minutes of your day.

Michael Franco began his career in NYC as a lawyer, but his love for the city soon turned to a love for luxury real estate. In record time, Michael became a power broker in the New York luxury market, and this week, he shares some of his secrets for breaking into high-dollar listings and thriving at the top. A little hint: leveraging sales, self-promotion, and market knowledge!

The only constant is change. And right now, the real estate industry is seemingly on the cusp of a whole new territory when it comes to blockchain, crypto, and NFTs. Here’s the thing – I’m not predicting a major shift anytime soon, but I do want you to be informed and prepared. The longer you wait to familiarize yourself with these innovations, the harder it will be to play catch-up. So I’ve asked Propy founder Natalia Karayaneva to join me on today’s episode of the Tom Ferry Podcast Experience to give you insight into how people are using these tools and the future impact they may have on our industry. Avoid this one at your own risk... you never know when someone might approach you about buying real estate with crypto gains, and I don’t want you to miss out on that opportunity.

With high enough standards, you don’t need a mega team to create mega results. Teresa Cowart leads a team in Savannah, GA, where her 17 agents averaged 47 closed transactions in 2021! And she joins me on today’s episode of Team Builders to reveal how they do it. From accountability and production standards to the importance of tracking and measuring, Teresa shares her experience and insight into how to run a highly efficient team.

Challenges are going to arise. People are going to leave. Clients are going to ghost you. When these things happen, do you take it personally and let it derail you? Or do you stay on your path and keep moving forward? Let’s agree to respect the journey people are on... and remain focused on your own.

There’s never been a better medium to earn consumer trust and demonstrate your knowledge than video. But if you’re still floating aimlessly, unsure of where you fit in the video landscape, today’s episode of This Week in Marketing is for you. In just 13 minutes, Jason Pantana breaks down five real estate video avatars to help you determine the ideal video style you should adopt.

Circle dialing and calling your past clients don’t really have anything to do with each other. Except one thing: They’re both highly effective prospecting strategies to use today. On today’s episode of Confidence & Conversion, I continue my conversation with Tom Toole and we role play scripts and dialogues for both of these strategies. Tom also talks about the importance of staying on top of market conditions and three ways he stays dialed into what’s happening on a regular basis. All of that is packed into just 10 minutes... don’t miss it!

“Brokers are a dime a dozen. Even at the luxury level, they’re everywhere. If you can’t differentiate yourself and have a confident conversation with buyers and sellers about what’s really going on... you’re dead in the water.” Sage advice from Kirsten Jordan, longtime New York real estate professional and the first female agent cast on Million Dollar Listing New York. She joins me on today’s episode of Luxury Code to share even more great insights, including: How she embraced an empowering persona – even BEFORE being cast on MDLNY Her 3 keys to success in luxury real estate Marketing tactics today’s high-end sellers demand And lots more! Be sure to follow Kirsten’s advice on the shift she made to never limit herself, and I guarantee you’ll achieve your own path to success.