Tom Ferry Facebook Group Guidelines – TF Coaches

Tom Ferry International encourages the use of social media as a valuable engagement and retention tool. It is important to remember that social media is never private and anything you say or do using a social media channel is a reflection on you as a professional and, by association, on TFI.

Social media gives you the ability to publish posts that will never go away and which can be circulated endlessly. You can’t take words posted on the internet back and they don’t die over time. Be smart when using social media.

Facebook client groups are created to promote client-to-client interaction. In general, coaches are to participate passively, primarily to observe their own clients’ participation in Facebook discussion and to learn from the comments of other coaches’ clients.

What is the purpose of the Facebook groups established for TF clients?

  • Exchange of knowledge
  • Peer to peer (i.e, client to client) motivation and support
  • Education
  • Gaining professional feedback
  • Connection with the greater TF ecosystem
  • Provision of a benefit to Tom Ferry clients, since users can only have this benefit by remaining a Tom Ferry client.


How do the groups help to increase retention?

  • They build clients’ awareness that they are part of a larger Tom Ferry community.
  • They give clients the ability to share Tom Ferry information with other members of the community. This extends the full scope of coaching beyond the ½ hour calls directly with the coach. It is important to remind your clients that access to and use of Facebook, in addition to conference calls, events, the website and other offerings, are all important components of the client’s coaching membership.
  • They lead to meaningful connections and friendships within the community.
  • They provide a forum for clients to share their successes using Tom Ferry techniques while gaining encouragement from other clients’ successes. If others can do it then they can do it too.
  • They alleviate the “loneliness” that often comes with the real estate job, thus helping clients gain a sense of belonging.
  • The provide a medium to make company announcements and encourage clients to attend events


How should coaches interact with clients on these Facebook pages in order to increase retention and provide a value-added experience for our clients?

  • Coaches may use FB to congratulate their own clients, particularly when these wins result from Tom’s teachings and strategies. However, kudos and shout outs should only be made to stimulate conversations between clients. For example:

“I want to give a shout-out to David today. He’s been getting some tremendous response to his door-knocking campaign. David, you might share what you’ve done with your scripts and some of your strategies for increasing the number of conversations you’ve actually have.”

“I want to give a shout-out to David today. He’s been getting some tremendous response to his door-knocking campaign. He has a brilliant strategy for increasing the number of conversations he has per hour. If any of you are doing door-knocking, make sure to get in touch with David.”

Notice that the shout-out is 1) about the client (there is no reference to how the coach may have contributed to the idea) and 2) it is given with the intent of eliciting productive responses from other clients.

  • Coaches should pay particular attention to their own clients’ comments. These comments can reveal issues that need to be addressed in the clients’ individual coaching and may require an extra quick call or an email from the coach.
  • Coaches should refrain from attempting group or individual coaching for any clients as this kind of public focus could be misinterpreted or construed as out of alignment with the feedback other clients have received from their respective coaches.
  • Disagreements between coaches and clients in a public forum should be avoided as it could negatively affect the relationship. Telling clients what they may not want to hear is effective during coaching calls, not on FB.
  • Coaches should not take real estate referrals from clients. Referral opportunities are a benefit reserved for TF clients. A good referral can cover the cost of coaching! Referrals should only take place within the referral section of the HUB.
  • Coaches should not post personal or professional questions. If a coach needs support or would like additional information on a topic, they should contact their mentor or TF Coaching Facebook page for support.
  • Coaches may not publish any videos in Facebook group without be asked to by corporate.


How should coaches interact with each other’s clients?

  • Coaches are generally to be passively engaged.
  • Occasionally, comments are necessary to clarify questions in order to help clients to reflect more deeply. Only engage with clients of others if you think such clarification will help your clients.


What about the TF Coaches Facebook group or coaches’ personal/business social media pages?

  • For the TF Coaches group, remember to use reflective listening with your peers while you share ideas and challenges you have in coaching. Reflective listening isn’t just for coaching – it’s an invaluable communication technique.
  • Never say anything derogatory about a client. Indeed, never mention a client’s name. Your success as a coach depends on trust, and trust respects confidentiality.
  • In regard to non-TF Facebook profiles, remember that you are a representative of TFI. Anything you share on your personal/business pages reflects on the TF brand – as well as your own. Your pages should list that you are a Business Coach of TFI and link to the appropriate TFI business page. Many people choose to open a separate social profile that is specific to coaching while making their personal page private to avoid any misunderstanding or misrepresentations.
  • Promotion and solicitation of non-TF business to TF clients is a violation of the coaches’ Independent Contractor Agreement. See 8.2 (a).
  • Coaches should not create private Facebook groups for clients.
  • Coaches should not join unauthorized discussion groups of TF clients. Please report any unauthorized pages to


What if you see a post that doesn’t adhere to the guidelines?

  • When in doubt, don’t post. Avoid the controversial.
  • If it’s your client, educate them in private as necessary.
  • If not your client, trust that the appointed moderators are handling the situation.


Tom Ferry FB Group Descriptions:

TF Core+: Available to Core+, Elite+ and Team+ clients

TF Elite+: Available to Elite+ and Team+ clients

TF Leaders/Team+: Available to TEAM+ Team Leaders and Members ONLY

TF MGMT+: Available to MGMT+ clients only

TF Coaches: Coaches only


Monitoring Your Members’ Posts
Please familiarize yourself with the rules for member pages here:
If you see one of your member clients post something that does not adhere to our guidelines, please educate them privately, either through a phone call, email or private FB message.


* Team+ leaders have access to Core+ and Elite +. Their partners and associates only have access to the Team+ page.