Tom ahead of coaching curve
While technology and disrupters grow in influence in many industries, real estate coach Tom Ferry believes agents will still be around and succeed so long as they are dedicated and focused on their clients
TOM Ferry never set out to become a top real estate coach when he fell into the field straight out of high school, but he has since set a benchmark for the industry.
In his own words, Mr Ferry stumbled into coaching after joining the family business and has seen himself ranked as the No. 1 real estate educator by Swanepoel Power 200.
“After a few years, we noticed an opportunity for coaching as no one was a business coach back then, compared to what it is today. A lot of people thought the concept of coaching was really weird,” he said.
Now with three decades of experience as an educator, the US-based Mr Ferry will be in Australia later this month as a keynote speaker for the Australasian Real Estate Conference (AREC) on the Gold Coast.
Speaking about mindset, model and marketing, Mr Ferry said his two sessions would work with agents to add another 18-36 transactions to their books.
Mr Ferry said the same method he used to become one of the top real estate educators was the same method he taught his clients today. “When I started, it was all about trialling how coaching would deliver success, so in the ’90s we were testing coaching and trialling the best methods and this is what I tell all my clients to do,” he said.
“With the digital revolution in full swing in the late 2000s, Mr Ferry identified YouTube as a great platform to further the education of his clients.
“By creating tremendous amounts of free content on YouTube, it has allowed me to be extremely accessible to millions of people and build a following as well,” he said.
As a believer in video content, Mr Ferry said it was important for agents to embrace this medium of communication.
“I tell all the agents I work with that they should be having their own YouTube channel with videos on how their local market is performing, this will allow them to grow their brand,” Mr Ferry said.
Besides trialling different methods, Mr Ferry said agents who succeeded in real estate were hardworking, dedicated and focused on their clients.