Matthew Ferrara is such an engaging speaker and interesting thinker, I hope you’ll watch the video above.
I felt very fortunate to have him speak at this year’s Summit, and now I’m very happy to be able to share him with you here on the #TomFerryShow.
In the blog below, I’m going to do my best to break down the three essential lessons he shares to get you thinking differently… and to stand out from the competition.
Let’s get started…
 

Takeaway No. 1A: Controlling Your Story

Listen to what Matthew says…
These people you’re working with on a daily basis aren’t just “moving” or a “buyer” or a “seller.”
They’re tearing up their lives and replanting it somewhere else.
Think they want someone who they feel comfortable with during that process?
Of course they do! That’s why it’s so important to control your story and TELL your story.
Matthew says the easiest way to think about it is like this…
When someone refers you to a friend, they’ll say something like, “I want you to work with [YOUR NAME] because ________________________________.” What’s that blank for you? It’s not going to be your sales figures. It’s going to be a trait that resonates emotionally with people.
When telling your story, don’t be vanilla. Don’t brag. Just be true to yourself and connect with others.
Also, Matthew says many agents are failing to capitalize on their testimonials. He says rather than publishing them verbatim, the key is to look at what people are saying about you and develop your message around that story that people want to be part of.
 

Tom Ferry - OnDemand Summit 2021

 

Takeaway No. 1B: Controlling the Story in Another Way

The media only reports sudden and shocking things, Matthew says. And there’s a lot of fear being thrown around in the media today about a slowdown in real estate.
To Matthew, the problem isn’t just that consumers will believe it. It’s that you – the brokers and agents in the marketplace – will believe it yourself.
Even if there is a slowdown, it doesn’t necessarily mean anything is wrong.
It’s just a natural part of any cyclical market.
If you don’t control the story in your mind, you can create a self-fulfilling prophecy that there are no buyers, no sellers, etc.
Tell the real story and give the consumer a fuller picture of today’s market conditions.
Remember, your identity alters your beliefs, and your beliefs influence your behaviors.
So don’t let yourself be manipulated by the media – who are trying to sell ads – rather than trust what you see and experience yourself as someone who’s in the trenches every day.
 
much as I did. Let me know your thoughts below!