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

Weekend Gold Coast Bulletin - Property - - AUCTION - WORDS MATT BELL

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.

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