The document discusses strategies for real estate agents to increase their income and business performance. It compares the approaches of high-earning "rich" agents versus typical or struggling agents. The rich agents focus on activities like organized lead generation systems, larger-scale prospecting through methods like geographic farming, and having the right mindset for success. They are also willing to do the necessary activities, like daily prospecting, that many agents dislike but are required to achieve high performance. The document provides specific tactics and frameworks the rich agents use for activities like lead generation, farming, technology marketing, and personal psychology.

1. The Rich & the Rest ...
Distinctions of
High Performance Selling
Tom Ferry

2. Tom Ferry
● CEO of Tom Ferry - Your Coach
● #1 Real Estate Educator Swanepoel Power 200
● Best-selling Author of Life! By Design
● Helped over 500,000 real estate professionals
grow a prosperous business they love
● Highly sought after and renowned speaker
● Featured in New York Times, Wall Street
Journal, USA Today, The Huffington Post, Mashable.com,
Inman News, Agent Genius, Realtor Magazine and many more

4. SHARE YOUR EXPERIENCE!

5. HOW’S THE
MARKET?
Am I Focused On Attracting Listings?

6. THE GREAT NAR
GAP18% of agents earned less than $10,000
54% of agents earned less than $49,999
21% of agents earned more than $100,000
7% of agents earned more than $200,000
5% of agents earned more than $250,000
2% of agents earned more than $500,000
1% of agents earned
more than $1,000,000

7. RICHAND THE REST

8. THEY START @ $50,000
OUR CLIENTS EARNED AN
AVERAGE OF
$372,578 IN G.C.I
ON 33 SALES

9. I simply did MORE
of what the rich do?
(the top 5%)
WHAT IF…

10. They Focus On
Closing THE GAP!
THE RICH…

11. HOW BIG IS THE
GAP?
1. Organized Database
2. Contacting Database
3. Marketing to Database
4. Geographic Farming
5. Open House Conversion
6. Online Lead Generation
7. Niche Listing Generation
8. Generating Listing Appts
9. Converting Listing Appts
10. Generating Buyer Appts
11. Business Systems/
Checklists
12. Competent Staff
13. Keeping Current
14. Mindset for Success
1-10 __________
1-10 __________
1-10 __________
1-10 __________
1-10 __________
1-10 __________
1-10 __________
1-10 __________
1-10 __________
1-10 __________
1-10 __________
1-10 __________
1-10 __________
1-10 __________

12. Your WHY is just as
important
as HOW and WHAT
when building a business

14. They Focus For
GROWTH!
THE RICH…

15. START UP
GROWTH
CASH
COW
FADING
WINNER
RESTRUCTURE
CASH
COW

16. “All business is innovation
& marketing.”
- Peter Drucker

17. The aim of marketing is to know and
understand the customer so well the
product or service fits him and sells itself.
- Peter F. Drucker

18. Growth comes from
consistent, turn key,
relevant lead generation
and great conversion

19. They Cast A Larger
NET!
THE RICH…

20. JILL BIGGS
The Rich & The Rest
Both HATE to do
what it takes to be
successful.
The RICH DO IT
Anyway!

21. “The formula”
Goal x 50 contacts =
Divide by 10 months =
Divide by 24 days =
KNOW YOUR DAILY #

22. Struggling
Good
THE RICH
LEAD GENERATION
SYSTEMS
= 1 to 3
= 4 to 6
= 10+

23. TRIED AND TRUE
1. Database Management for Referrals
2. Geographic Farming
3. Open Houses
4. Direct Mail
5. Expireds
6. FSBOS
7. Advertising

24. Your Text: “Hi (name) home values have really improved
and I was curious, have you had any thoughts of selling?”
“Curious about your home’s value?”
Your Text: “Wonderful, I’ll put together your home’s value.
Have you done any upgrades? Once it’s ready do you want
to meet for coffee, or should I email/mail to you?”
#1 TEXTING STRATEGY
TWO ACTIONS TO GENERATE MORE
LISTINGS FROM REFERRALS

25. TWO ACTIONS TO GENERATE MORE
LISTINGS FROM REFERRALS
Have you had any thoughts of selling?
Do you know anyone who’s had thoughts of
selling?
Do you know anyone who tried to sell in the past
and it didn’t work out?
#2 ASK ONE OF THREE QUESTIONS:

26. How Do We
Dominate Our
Community?

27. GEO-FARMING
DOMINATION PLAN
1. Map your track record / database
• Batchgeo, Google.maps
2. Where is the annual turnover higher than 6%
3. How many homes can you effectively manage
4. What’s my budget (sweat or check equity)?
5. Does your company have incentives for farming?
Partnerships?

28. 7 CAMPAIGNS TO
DOMINATE
1. Direct Mail – (shhhh, don’t tell anyone)
2. Door Knocking / Door Drops (courage = rewards!)
3. Mega and Open Houses (attract future sellers)
4. Google PPC
5. Expireds (old and new) and FSBOs
6. Community Functions (see and be seen)
7. NODs (help them)

38. The Rich & The Rest
Both HATE to do
what it takes to be
successful.
The RICH DO IT
Anyway!
TIM SMITH

39. MONEY &
TIME
SPENT ON
LEAD GEN.
NEED
CONVERSION
NEED LEADS
UNBELIEVER DABBLER INTERESTED COMMITTED
LEAD GEN + CONVERSION

40. TECHNOLOGY & PUSH THE
ENVELOPE
1. Online Advertising – (Most Popular Portals)
2. Facebook Advertising
3. Google PPC
4. Video Marketing – ( agents w/swagger only)
5. Email Marketing
6. Texting Marketing – (especially for follow up)

41. They Have A Better
PERSONAL PSYCHOLOGY!
THE RICH…

42. They Dream
BIGGER!
THE RICH…

43. They Have A Plan!
THE RICH…

44. DO SOMETHING
TODAY
THAT YOUR
FUTURE SELF
WILL THANK YOU FOR

45. SHARE YOUR EXPERIENCE!

46. Go to: TomFerry.com/CTA4
Go to: TomFerry.com/success

47. Question & Answer
Type in the “Question”
section of the
GoToWebinar
control panel
on the right.

48. Go Digital
You Won’t Lose Another
Listing Again!
Garry Wise
Sign up
SecretsWebinars.com
June 24 1 pm Eastern
Next month:

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