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Tom Ferry Success Summit Recap

If you missed the Tom Ferry Success Summit or just want the actionable highlights, this article is for you! Get the top takeaways from leading real estate experts and download the slides from all three days.

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If you missed the Tom Ferry Success Summit or just want the actionable highlights, this is the fast track.

We distilled three days of sessions into what you need to know, with the newest real estate marketing strategies, copy-paste scripts, checklists, and much more.

Quick Summary:

Your success does not depend on the market. It's all about execution, momentum, and marketing that wins now.

Nearly 6% of agents control 60% of listings, and they get there through layered marketing, positioning, and scalable systems.

You need to own your database, market like a media company, deploy AI automations that save time, and implement proven listing and buyer strategies that work in today's market.

👉 Read the Live Blog we did for details on each session

10 Big Ideas You Can Use Right Now:

Themes from the Summit you can adopt immediately.

10 Big Ideas — Embed

Economics over ego

Stop waiting to “feel ready.” Ship, learn, iterate. Momentum beats perfection.

Every drought ends in recovery

Rates go up fast and ease down slowly, demographics and equity are on your side. Act accordingly.

Advisor beats salesperson

Buyers will tour with anyone. Sellers choose competence and proof. Show work, show receipts.

Marketing is the advantage

Layered, consistent marketing wins: pre-marketing, during, and after. Treat your business like a media company.

Build your moat

Your business is only as good as your database. Enrich contact info, segment, and deliver ongoing value. 5 percent will transact in the next 12 months. Don’t lose them.

Agentic AI is here

Use AI agents for research, content, ads, CMA prep, and always-on retargeting. Enhance, not replace.

Expireds are gold

Value-first outreach, multi-touch campaigns, and case-style pricing win back failed listings.

You need an open house system

Pre-event invites, high-energy execution, and same-day follow-up designed to land listing appointments.

Language converts

Presuppositions, assumptive closes, and clear next steps drive decisions. Confidence matters.

Day-By-Day Recap & Top Takeaways

Click on the tabs to see the recap for each day of sessions:

Download the Day 1 Slides

Read the Live Blog content for each session

Mindset & Momentum
  • “It’s not the market… it’s you.” Execution beats conditions.
  • Ego vs. economics: excuses like “this won’t work here” hold agents back.
  • Momentum favors those who start paddling early.
Market Insights & Opportunities
  • History proves every downturn recovers — fundamentals are strong (equity, millennial demand).
  • Inventory creeping up, but still low relative to demand.
  • Fannie Mae projects nearly 18% home price increase ahead.
  • 6% of agents control 60% of the market. Consolidation is happening fast.
The New Role of the Agent
  • “Agent is the job, but Advisor is the role.”
  • Buyers and sellers demand responsiveness, expertise, and trust.
  • Salesmanship with “commission breath” is dead — knowledge brokering wins.
Marketing as the Ultimate Advantage
  • Marketing prospectors (pre, during, post open houses) are outperforming everyone else.
  • “If you’re not marketing, you’re losing.”
  • Marketing should be layered like lasagna — rich and multi-level.
  • Competence wins listings. Buyers tour with anyone; sellers hire skill.
AI & Automation in Real Estate
  • AI is leveling the playing field.
  • AI Agents can complete tasks end-to-end (CMAs, ads, workflows).
  • Key automations:
    • Appointment Dossiers (deep research).
    • GPT Blog Builder (FAQ-driven content).
    • Listing Launch Kits (scalable marketing).
    • Agentic Browsing (MLS, Drive, ads accounts).
Systems for Buyers & Sellers
  • Buyers: create “unghostable” processes with toolkits, resumes, and automation.
  • Sellers: present pricing like an attorney’s case — evidence, expectations, proof.
  • Use AI + consistent “Do Not Get Fired” reports to keep sellers informed.
Database & Long-Term Moats
  • Your database is your moat. Only 1 in 5 homeowners reuse their same agent.
  • Enrich with names, emails, birthdays, anniversaries.
  • Deliver consistent value:
    • Weekly community updates
    • Monthly market reports
    • Quarterly maintenance/value reports
Download the Day 2 Slides

Read the Live Blog content for each session

Market Strategy & Visibility
  • 3-step turnaround: Be Seen → Be Trusted → Be Chosen.
  • Visibility drives opportunity. Build trust with brand, reviews, proof.
  • Renters are an untapped segment — create site sections and nurture now.
Mindset & Identity Shifts
  • The past 5 years tested agents — resilience required.
  • Working with purpose creates unlimited momentum.
  • Create a 10-year personal vision statement.
  • Sales is 85% mental, 15% execution.
  • Cut old habits and beliefs; turn pain into strength.
  • Keystone behaviors act as identity markers.
  • Your circle matters — surround yourself with supportive people.
Listing & Lead Generation Mastery
  • Use the “Perfect Text” to spark seller conversations.
  • Turn IG fans into appointments with faceless content.
  • Add a new lead pillar: expireds, database, social.
  • Your database is your hottest lead source — not Zillow.
  • Upgrade email game:
    • Compelling CTAs instead of weak sign-offs.
    • Use urgency, curiosity, or loss aversion subject lines.
    • Send “equity gained” emails — clients love personalized insights.
YouTube & Media Company Thinking
  • Treat your business like a media company.
  • Focus content on community and listings.
  • Start with your phone — consistency beats production quality.
  • Hook fast (first 10 seconds). Repurpose across channels.
Farming & Community Building
  • Geo farming is a virtuous cycle — seeds compound over time.
  • Consistency matters more than flashy campaigns.
  • Volunteering and sponsorships build trust faster than “just sold” cards.
Download the Day 3 Slides

Read the Live Blog content for each session

Open Houses as a Listing Engine
  • Treat open houses as listing opportunities, not just buyer traffic.
  • Run a repeatable system: pre-marketing (door knock, geo-invites, CRM blasts) → high-energy event with sign-ins & scripts → disciplined follow-up (same day, next day, long-term nurture).
  • Target outcome: at least one listing appointment per open house.
Expireds & Database = Fastest Path to Listings
  • Expireds are an overlooked goldmine — lead with value (equity updates, clear market strategy, buyer demand) and consistent multi-touch campaigns.
  • Your CRM beats portals for seller opportunities. Run weekly equity campaigns to 20–50 contacts; offer equity updates/CMAs as a service, not a pitch.
  • Remind past clients you know their home better than any algorithm.
Email That Converts
  • Replace passive newsletter sign-offs with direct, value-based CTAs (e.g., “Text me and I’ll run the numbers for you”).
  • Subject line frameworks to deploy consistently:
    • Urgency: “Read this before you sell your home in 2025”
    • Curiosity: “What do buyers really want right now?”
    • Loss Aversion: “How to avoid losing $23,000 when selling your home”
  • Equity Report Email: “How much equity have you gained this year?” — personalized, high-value, positions you as the expert.
Social = Appointments (Not Vanity)
  • Use the lead-magnet formula for Reels/Shorts: This just happened → Shock → Offer.
  • Example: “12 homes sold over asking in [neighborhood]… DM for the free neighborhood report.”
  • Camera-shy? Use the Faceless Creator method: voiceover, graphics, captions. Information > your face.
Language That Closes
  • Decisions are mostly subconscious — influence beats logic-heavy scripts.
  • Fix common pitfalls: filler words, low confidence, unclear next steps.
  • Use persuasive patterns:
    • Adverb presuppositions: “Fortunately, you’re with an agent who…”
    • Awareness presuppositions: “Are you starting to realize…?”
    • Temporal presuppositions: “Once we submit the offer…”
  • Drop weak asks (“Do you want to make an offer?”); use assumptive closes.
Execution > Ideas (4DX)
  • Pick 1–2 WIGs (Wildly Important Goals) that actually move the business.
  • Define Lead Measures (the daily/weekly inputs you control).
  • Track a visible Scoreboard; review weekly in a Cadence of Accountability.
  • Systems and consistency beat random hustle; reviews + CRM automation compound results.
Copy-Paste Assets for Agents — Embed

“Perfect Text” to Spark Seller Conversations

Hi {FirstName} — I know this is probably the wrong time, but I’ve been talking to a lot of buyers who are very serious about buying in the next 90 days. Would you be open to the idea of selling if you got a great offer?

Equity Report Email (send to 20–50 contacts weekly)

Subject

How much equity have you gained this year?

Body

I don’t send an email like this often. But I know many of my clients want to know how much equity they’ve gained this year. Even though it takes time to analyze comps and factor in details algorithms miss, clients appreciate knowing their true value versus an automated estimate. Would it be helpful if I prepared one for your home?

High-Response Subject Lines

Urgency

Read this before you sell your home in 2025

Curiosity

What do buyers really want right now?

Loss aversion

How to avoid losing $23,000 when selling your home

Three Influence Lines That Move Deals

Adverb presupposition: “Fortunately, you’re sitting with someone who will get you the best possible price. Aren’t you glad we met today?”
Awareness presupposition: “Are you starting to realize this pricing strategy gets you sold on your timeline?”
Temporal presupposition: “Once we submit a clean offer, you can sleep easy knowing the kids start school on time.”

Agentic AI: 7 Practical Tactics To Steal

Appointment Dossier

Use Perplexity's deep-research feature to find information related to the property address. Your prompt might look like this:

"Research [PROPERTY ADDRESS]. Summarize property history, recent transactions, neighborhood stats, school ratings, commute times, and local amenities. Format the output as a professional briefing for a real estate agent meeting.

GPT Blog Builder

Ask ChatGPT to research frequently asked questions from buyers and sellers in your market, and create blog posts addressing each question.

Listing Videos

Script with ChatGPT, voiceover in ElevenLabs, video with Veo, distribute across email, social media, YouTube, and ads.

Agentic Browsing

Use Perplexity's Comet browser to navigate your MLS and pull data, or have it log in to your Google Ads account to set up ads FOR you.

AI Alerts Agent

Replace basic Google Alerts with smarter topic monitoring.

Green-Screen Avatar

HeyGen voiceover videos when you do not want to be on camera.

30-Day “Do This Next” Plan

Week 1 – Foundation and Momentum

  • Write a 10-year personal vision, then choose 2 keystone daily habits. Post them where you see them.
  • Export and clean your database. Add missing emails, birthdays, home anniversaries. Tag by owner type.
  • Launch your first Equity Report email batch to 25 homeowners. Calendar the next 3 batches.

Week 3 – Media Machine

  • Film a neighborhood or listing walkthrough using your phone. Repurpose to shorts, blog, and email.
  • Post 3 faceless creator reels using the "This happened → Shock → Offer" formula.
  • Turn your MLS data export into a Market Update email with AI.

Week 4 – AI and Open House Engine

  • Set up 2 Agentic AI workflows: Appointment Dossier and Listing Videos.
  • Run one $20M Open House with pre-marketing, sign-in, and same-day follow-up. Aim for 1 listing appointment from every open house to start.
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