Ferry’s coaching program includes access to private Facebook groups that his team, coaches and Ferry himself are very active in.
“The engagement, support, motivation and referrals that happen within the groups is nothing short of extraordinary,” he says. “The referrals alone could cover the entire cost of coaching. Last month, $2.1 million in referral commission opportunities happened within the groups.”
In addition, Ferry’s clients receive a monthly whitepaper report focused on digital marketing. Topics have ranged from how to master Facebook dark posts to Twitter ads and optimizing landing pages.
Workman notes that REALTORS® are good at spending money, but not about implementing the technology they purchase, so working with them on technology is an important part of the coaching process.
What Ultimately Works
While working with a coach is a great idea for most real estate agents, it’s only successful if the coach helps the agent truly connect with their own individual power.
“You can give an agent every slick tool available, call them daily, but if they can’t see it, or don’t want to see their potential, neither party will get what they wanted,” Murphy says. “My personal coaching is ‘successful’ when my client feels their own success and progress. Helping them to visualize their best outcomes is key to their connection with a successful coach.”
And for brokers, coaching and training is not only critical to helping agents succeed, but in attracting and retaining the best agents possible.
“Offering a different set of tools than our competitors gives us that edge we need to retain our current agents and recruit new ones,” explains Alles. “It’s no secret that success attracts more success, and if we can offer coaching and training solutions to breed more success, that is what we will do.”
Coaches Corner: Advice from the Pros
If you want to make your business big, you’ve got to make your focus small. That’s according to Brian Buffini, who believes that when you’re struggling, the most important thing is to generate positive momentum…some feedback or results that’ll help you keep going.
“Make a list of all the people you know or have done business with. Go see them. Take them for a coffee. Go to lunch. Pop by their home. Let them know you’re there. Let them know you value the relationship. And oh, by the way…remind them that you’re never too busy for any of their referrals,” says Buffini. “You need a small win right now in the form of a good interaction with a client or maybe a referral. And who knows, maybe you’ll get a lead or two.”
Tom Ferry notes that unfortunately, 87 percent of agents fail within the first five years, and he feels the problem evolves from not answering the following three simple questions: Why is succeeding a must for you? Why will you do what it takes? Why will you follow through when others quit?
“If agents have a plan B in case real estate doesn’t work out, my stance is to do us all a favor and leave the business,” says Ferry. “That may sting for some, but that’s ‘care-frontation.’ If you’re going to call yourself a real estate agent, then you must commit and step it up. The consumer deserves better.”
And, according to Terri Murphy, if you truly want to advance yourself in any business, find a coach that works with and for you. “Identify people who do what you want to do and model them in ways that are suited to your core values and preferences,” she says. “There is no one-size-fits-all from my perspective. Other coaches have a set plan and that’s a good thing—but in the end, the best results come from knowing what the student expects, how they will measure their success and what they are willing (or not willing) to do to get there.”
