Coaching has been around since the beginning of time. Aristotle, Plato, all those relationships we can think of where one person was sharing their wisdom and their insights with another individual and then holding them accountable to follow and execute the plan. And when it comes to real estate today, it’s a pretty lonely career path, and the failure rate is extremely high. So having somebody in your corner who can guide and direct and push and encourage and give you skills and tools and ideas and, most importantly, hold you accountable, that’s what coaching is all about.
You talk to your coach every week or every other week. And their job is to keep pushing and cajoling and moving you forward, removing the fears and the doubts and the constraints of growth so you can go out and execute, serve more customers, get more closings and, ultimately, earn the money you deserve. So that’s what real estate coaching is.
The number one question we hear from agents is, “How do I go to the next level?” And inside of our coaching program, we’ve identified eight distinct levels of performance. And what we do is we help you understand where you are today and then show you the path of exactly where you want to go.
Whether you’re a brand new agent and you want to just create consistency with marketing and lead generation, or you’re building a team and you want to scale that team, we have eight levels that we can guide, direct, and grow your business all the way through. You could eventually figure these things out on your own, through years of trial and error. But coaching is really for the people who buy the FastPass when they go to Disneyland. They want to cut out that waiting period and get to the desired result faster. If you’re that kind of person, then coaching is right for you.
First of all, we’ve been the No. 1 coaching company in the industry since 2014. And all that really means is we’ve got the largest base of interesting coaches that can help all these different narrow niches, whether you’re a luxury broker, you specialize in vertical living, or you sell raw land. Whatever area you want to focus on, chances are we have an expert to match you with.
The second reason to choose a Tom Ferry coach goes right back to one of Tom’s favorite mantras: “There’s no wrong way to generate a lead.” Where most coaching programs have a one-size-fits-all approach, we work with you to fit your vision of how you want to build your business – not pigeonhole you into our “system” like it’s some sort of magic bullet. (Magic bullets don’t exist, by the way.)
The third reason is this: It’s not just you and your coach. We talk a lot about the ecosystem. You’ll hear that phrase a lot, the ecosystem. Do you know what it is? It’s thousands and thousands of like-minded people just like yourself. You’re joining a community of people that you’ll talk to online and offline. You’ll get access to these agents for referrals, for idea exchanges, for brainstorming, and quite honestly, for mutual camaraderie, right? Because people like us, we do crazy things like this. We sell more homes than everybody else. That’s what we’re all about. And you need to be around people like that. So we create that community effect for you. And then we do training after training after training after training, providing you more content, more marketing, more strategies, more tech support, everything you need to build out your business.
Choosing which program is best for you depends on primarily three factors – your role, your budget, and your ambitions. If you’re a solo agent, Core or Elite are most likely best for you. If you’re a team leader or plan to build a team, one of our Team programs – Growth, Mastery, and Legacy – might be right for you. And if you’re in management, there’s no doubt MGMT should be your choice.
We provide the same high-quality service for each of these programs. The primary differences are the frequency of your coaching sessions as well as the extra benefits included with each program. For instance, Core coaching members meet with their coach twice monthly, where Elite members get the added accountability of meeting with their coach four times per month. Additionally, Core members get discounted admission to events, while Elite members get free access to all of our public events, in addition to the exclusive Elite Retreat.
The best way to determine which program is right for your budget is to evaluate what’s going to truly motivate you to be ready to meet with your coach. If the amount is too small, it won’t spur you into action. On the other hand, we also don’t want it overburdening you and your business. So you need to find that happy medium that works best for you.
When it comes to ambition, it’s really all about how quickly you want to achieve your goals. The more frequently you meet with your coach and immerse yourself in the ecosystem, the faster your acceleration will take place. That’s a question only you can answer.
Humans are coachable by nature. Mentorship and coaching have been around since the beginning of time. The real key is finding the right coach – to make that right match. Once you find that, and we find it all the time, the person that thinks they’re not that coachable suddenly becomes really coachable.
So if you have a desire to improve, are willing to put in the effort to find the right coach, and are open minded to new ideas, yes, you are coachable. If you don’t have those traits, coaching might not be the best fit for you.
We have a process that is half art and half science. First, we’re going to ask you a lot of questions. It’s ultimately about 35 different things that help us understand everything about you to then select the ideal coach. That includes everything from your personality profile to your average sales price. How many transactions are you doing currently? What are your ambitions? What are your goals? What marketing do you do? What marketing do you not do? What do you ultimately want to add into your business?
We take all of that into consideration and narrow it down to two or three of the right coaches for you. It’s all customized. It’s all personalized. And it’s ultimately about you.
In our two decades of existence, we’ve learned that everybody is different, and therefore, each individual responds differently to various stimuli. So there’s no definitive answer to this question. But the likely scenario is that you’ll work with your coach until… well, you’re ready for a new one. Many of our coaching members find that when they reach a new level in their business, it’s actually beneficial to switch coaches to provide a “reset” and bring more relevant expertise based on their new goals.
Interested or committed? It’s a question Tom asks all the time. If you’re fully committed to creating the success you desire, you’ll go far with us. If you fall short of being fully committed, then it’s another story. Your coach can guide you, but ultimately, it’s on you to follow through and do the work. That’s why your coach will work with you to identify your “why” and get crystal clear about what you want and where you’re going. The clearer your motivations, the stronger your resolve, and the faster your coach can help you achieve your goals.
Be committed. Know what you want. Don’t look for shortcuts, but instead be willing to do the work. Be open minded to new ideas from your coach to help you accelerate your progress and increase your productivity.
Most of our coaching programs include a money-back offer that as long as you meet some minimum standards, we guarantee you’ll grow your business. The real question, though, is whether or not you put in the work to make it happen. Your coach is going to challenge you to do things outside your comfort zone and in addition to all the things you currently do to run your business. When you agree and commit to your coach, suddenly you’ll create little bursts of activity that accelerate your performance. If you don’t do the work, you’re going to say coaching didn’t work for you. But ultimately, it’s in your hands whether or not it works for you.
The time you spend with your coach is not where the value of coaching shows itself. The value of coaching is in the “new you” – how you react once you complete that coaching session. It’s in the new behaviors, more efficient systems, and resulting increased productivity. It’s also in the community – all the countless relationships and resources at your fingertips, whether that means getting advice and questions answered from your peers or finding a perfect marketing piece to “rip-off and duplicate” instead of spending hours reinventing the wheel. And when you fully embrace the ecosystem, coaching tends to pay for itself from all the agent-to-agent referrals you can generate through our community.
It’s not about the time. It’s about the results.
First of all, congratulations and welcome to our ecosystem. The first thing we’re going to do is schedule you a one-on-one session via video with our first impressions team. Their job is to not only walk you through the Facebook page, our proprietary coaching platform, illūm, and all the bells and whistles that come with our program so you feel empowered to immediately engage and connect and get involved with everything.
Then we start the assessment process, where we’re asking you all the right questions to determine who’s the most opportune, ideal, great coach just for you. That takes a little bit of time because we need to explore. And you need to share so we can say we know exactly who will be the best fit for you and your goals. Then we schedule that first session with you and your coach, and you’re off to the races.
