- Every agent has one of five superpowers.
Which one is yours?
(upbeat rock music)
Welcome to the Tom Ferry show.
Today, I wanna reveal to you five superpowers of the
uber successful real estate professionals.
Now, you know me, I have spent 29 years of my life
dissecting, interviewing, probing, coaching, training,
working with, hanging out with and learning
what's going on up here in the minds
of the most successful agents.
From brand new agents that sell 67 homes
their first year in the business to
80 year old veterans down in La Jolla, California
consistently producing $1,000,000 a year in GCI
for 20 straight years.
Or, the rockstar agent that seamlessly comes from nowhere,
and is suddenly doing nearly $500,000,000 a year in sales.
What do they all have in common?
The answer is, they've all identified their superpower,
and then they amplify it. They go all in on it.
So, your job today as you're watching this show
is to just, number one, become more aware of it.
We know that awareness is the first step of change.
The moment you can say, wait a minute, so Maxine Gellens
does that. if I take and I do the same things
that she's doing, I'm gonna produce a similar
and maybe even better result.
So, awareness is number one.
Number two, acknowledge where you are.
Now, I don't want you to say oh gosh,
Tom, I don't have any of these superpowers.
We all have a little bit.
The key is that the most successful agents,
the uber successful agents, they go all in on a few
of their superpowers and that's what makes them
wildly successful.
So you wanna find the one or two that are right for you.
That are more aligned with your natural DNA
and then lean in heavy.
And then number three, obviously is I want you
to make some decisions and then commit.
Right. Decide and commit.
If you're one of my coaching members,
this is gonna be one of those shows
that you're gonna have a conversation with your coach
and say, you know you and I have been discussing
number three. I know I need to do it,
it really does align with me, it is a part of my
natural DNA, but for some reason I've been resisting.
Let me get back to a growth mindset and jump all in.
Alright, so lets go through the five,
no order of importance. Number one,
This shouldn't shock you by the way.
When you look at their superpower,
we're really talking about what gives them
like, unbelievable energy and focus and passion,
and it's very simple, my friends.
The most successful agents are constantly
setting ambitious goals.
Now think about it, when you have a goal
you're imbued with the spirit to act.
You're imbued with he spirit to act, meaning you are
inspired to go out and take the right actions.
Now think about it. Has there been a time in your life
where you didn't have a goal?
Generally speaking, everyone's experienced that
and we know what happens when you don't have a goal.
When you don't have a goal,
you and I both know what happens.
Zig Ziglar called it you become a wandering generality.
Right, whatever happens happens.
You become a victim to the circumstances of the environment.
And today, where the streets are paved with gold
in our industry, if you aren't setting daily, weekly,
monthly goals. Annual goals that fire you up...
And I wanna be clear, it's not just the goal.
It's the act of writing it out and saying
This week, this is what I'm committed to.
this week I'm gonna get those three listings.
This month I'm gonna have my best month ever,
and I'm gonna have ten transactions or I'm gonna
go on 20 appointments.
It's setting the goal that fires them up
gets them into massive action.
That's the superpower number one.
Number two. Super important.
One of the things that I've noticed,
and I can actually give a shout out to
so many individuals on this.
One in particular, a gal named Shauna Covington,
from Laguna Beach, California.
When I first met her nearly 15 years ago,
she basically said to me, Tom I have six listings,
and anytime I have more than six listings I can't handle it
I get out of control, you know, so if you're gonna tell me
that I need to have a big inventory, then I can't do this.
Well, what if I told you today that if she has less than
18 listings she begins to panic.
You're saying, well Tom what's the superpower?
Is it having listings?
No, what the very best, the uber successful agents
have in common as a superpower is they've created
for themselves standards in their business
and they maintain them.
Standards in their business.
If I walked inside your office and said
show me on your wall, or your bathroom mirror at your house
What are your standards?
Now think about it, if I asked you personally
do you brush your teeth everyday, you're gonna say yes
and some people, their standard is three times a day.
Right, that's a standard.
Now, you might say, how does that relate to my business?
Well, what if I told you that many successful agents
have a standard for the number of appointments
they're absolutely going to set every single week.
That literally, you know, I think of so many agents
I've worked with and talked to, and all of our coaches
have experienced this, where they say what's your number?
You know coach, I gotta get three appointments
every single week, and if it's Friday night at 6 o'clock
I'm calling mom to book an appointment.
Because it's just ingrained I my psyche.
It is a standard that I've set for myself
that I simply refuse to fall below.
You with me? They refuse to fall below the standard.
So, one is around weekly appointments.
One might be, as I mentioned with Shauna, active listings.
Another could be, I always need to have this many escrows.
This many pending. And, of course, we know that
they're closing and a percentage fall apart unfortunately.
But they set that number and say that's where I feel good,
and that's where my business is coming along
and I'm gonna achieve my goal so I refuse to fall below it.
And, of course another standard you might wanna think about
is how much money you keep inside your
checking and savings account, right?
I talk to too many agents, and we quickly work on this.
But I say, what's your standards for savings
in your business account?
Oh, you know if I have like,
15, 20, 30 grand inside there, I feel good.
And I say what does it cost you to run your business?
Well, it cost me 15, 20...Woah, you have a one month supply
of income inside your business?
What if something goes haywire?
So, we always wanna be looking for ways
to identify the standard, and then raise it.
Here's the key though: the supepower is that
they refuse to allow themselves to go below.
You know we've talked about it before on the Tom Ferry show.
Too many people are poor, rich, poor, rich, poor, rich
poor, rich, and guess what?
They allow that to be a standard for themselves.
Where the uber successful agent...they write it out
and they commit to it and they say this is the number.
So, maybe it's one sale a month to start.
Maybe it's one sale a week.
Maybe it's five sales a week.
Only you know where you're at and what that next
benchmark will be.
But know this, know this, if your desire is to become
one of the most successful agents on the planet
every single one of them has standards that
they're looking to maintain every day.
Look at number three, which leads very nicely into this.
The uber successful agents...
What makes them unique is two-fold in this.
Number one, their ability to eliminate the distractions.
Think about it, right.
I talk to people all the time and I say
well, you know did you make your phone calls,
did you do this, did you take action?
The things you commited to in your plan.
Oh no, Tom I got distracted by this, my cell phone,
social media, friends inside the office,
something happening, you know whatever, right.
There's always something.
What makes the most extraordinary people.
What makes them extraordinary is their ability to
eliminate the distractions and to focus
on the six most important dollar-productive activities.
That you know what, stuff's happening, the world's,
you know something's going on, something's happening
inside the office, a deal's falling apart,
but they know that these six are ultamitely what drives
the results of their business and no matter what
they refuse to miss the six.
Number one, is practicing, roll playing.
Now I know, you may say "Tom, wait a minute,
you're telling me the most successful agents on the planet
are practicing roll-playing?" 1000% yes.
Now, they might do it differently than say,
at our sales events where we're practicing
rehearsing for multiple days to improve our confidence
and skills and our language patterns.
Maybe they're doing it in their car on the drive over
in their mind. I'm gonna say this, I'm gonna do this,
I'm gonna try this, I'm gonna make sure I mention this,
I'm gonna close with this.
Everyone of the most successful agents is practicing
in their head or out loud
so they don't practice on the customer.
Number two, they're all doing some form of prospecting.
Now, that could be today sending out a text message,
sending out a memail email, or it could be making
a phone call, knocking on a door, doing an open house.
What thwy understand is this, that everyday
they gotta be pumping that well
to be sure that their pipeline is robust enough
to make sure number two, they maintain their standards.
So, prospecting is critical. Again, I'm not talking about
dirty old man by the river looking for gold.
We know where the gold is, my friend.
We know where the gold is. In your database,
doing open houses, online leads, agent-agent referrals,
and all the other things we've covered on Tom Ferry shows.
Now, the third one, of course is following up
and setting appointments. Now lets be clear,
if you just did what the best agents do which is
they get leads and they follow up.
We know all the studies, we've seen all the research.
The average agent follows up on a lead one time.
Well, I sent 'em a message, they didn't respond,
I sent 'em an email, they didn't respond.
What do we know? Go back to tomferry.com and search,
you know, "follow up campaign".
Where we talk about ten contacts in ten days
where we're basically gonna follow up until they buy or die.
Sort of a metaphorical example. That is a superpower.
Number four, going on appointments. Obvious.
Number five, being in negotiations,
as much as we can all the time.
And then those with teams have figured out that
one of the most important dollar-producing activities
is the ability to transfer their skills over to people
on their team. To multiply themselves and create
that geometric growth that they all desire.
So, stop for just a second. I've gone through now
three of these. There's five superpowers.
One of two things is happening.
Either right now you're going yeah baby,
coach I'm on track, I've got one going, I've got two going,
I've got some work I can do here, or you're going
Oh man, how am I gonna ever do all this stuff?.
If you're a brand new agent, or you're a 30 year veteran,
remember I'm not gonna leave you hanging.
It's just one or two little adjustments that we're gonna
begin to build on your success.
I'm not asking you to do all five on Tuesday.
I'm asking you to just slowly align your behaviors.
With one or two things that'll move the needle for you.
That's what it's all about. Let's go to number four.
This is an easy one.
One of the superpowers I've noticed...
And I've seen this...it's so obvious when I say it.
I can't wait to get your comments on it.
Whether it's on tomferry.com or on youtube
or somewhere on social about this.
They have huge levels of energy.
Can you name a mega-successful agent that isn't,
that doesn't have like, a pep in their step,
that isn't a little fired up?
Now, they might demonstrate it and show it differently.
Some might walk fast, some talk fast.
Right, some are laser-focused and they walk through
the office in their own way, but every single
one of them has their own energy.
Now the question is were they born that way,
or did they generate it and create it.
Look, we all have some level of energy.
I mean, you know we're not sloths, right?
We all have some energy. But what I know about the very best
is they do four or five things on a weekly basis,
a daily basis in many cases that actually gives them
that extra edge. You with me on this?
So, whether it's words and self-talk.
Or, I listen to music. Some people listen to music,
it gets them fired up in the morning.
Nutrition. They eat consistently throughout the day.
And they eat for energy. They eat for Energy.
Obviously staying hydrated, super important.
And the last thing is, they exercise.
The number of people I talk to,
that today are losing ten, 15, 20, 30 pounds
and as they're doing it they're like,
coach, you're not gonna believe this,
as I'm losing the weight my energy's going through the roof,
my productivity's going through the roof,
my cognition is going through the roof. Woof?
They're remembering. Don't edit that at all.
I love woof, that's good. Their cognition.
Their ability to take in information, retain it
and then act on it. That's all energy, my friends.
Let's look at the last one, number five.
This is my favorite, 'cause this is something that
I feel as an organization we've had a lot to do with.
You look at sales and you say there's basically
two approaches. Qualitative and quantitative, right?
Qualitative, how do you feel?
Quantitative, what's the math? What's the numbers?
What we're seeing, especially now,
certaintly over the last decade is the number of
uber successful agents that are running their business
like a business is based upon the math, right.
They're not making all their decisions
based upon how they feel. I don't care, in many cases,
how you feel if I'm asking you about the market.
I wanna know what are the numbers telling me.
What's selling, what's not selling,
what's being reduced, what's going for over-asking,
how many offers are happening.
The most successful agents are taking
this quantative approach where they study the market,
they know the numbers and then
they're able to act on those numbers.
So here's what I wrote down, ready?
Charisma is not enough. That's what I want you to get.
Charisma, that qualitative feeling.
Your ability, your swagger. It's important, my friends.
But, if you wanna have a sustainable, huge business
over decades, you gotta look at it
from a math standpoint. A quantitative standpoint.
So, here's what I know, here's what I believe.
The first thing they do is they track and measure
everything that matters. So, if it matters,
they track and measure. I sent out the email,
what was the open rate?, how many clicks did I get?,
how many leads did I generate?
As an example, we made, you know today as a team
everybody made 22 calls, right.
How many people did we talk to?
How many people did we generate a lead from?
And how many appointments did we book?
They understand that the business is math.
That yes, there's this element of charisma,
and the way you feel. I get it, I get it.
But the numbers don't lie. The numbers don't lie.
So, for example, like now they recognize that
when my team makes this many contacts in a month
we sell that many houses. It's math.
Which leads me to the second part.
They are looking for ways to have repeatable and scalable
growth in their business. What is repeatable and scalable?
What is it that every time we do A, B, C, we get 1, 2, 3?
And then you know what they do? They go all in on it, right.
They go all in. Not on how I feel about open houses.
Because I know people that don't like the feeling
of open houses but they love the math and the numbers
and success tht they generate from it.
You get the difference? It's like, who cares how you feel.
Follow the numbers and you're gonna win.
The last obviously is, that they use the data
to make good decisions. That they're looking at the
numbers of their business. For example,
by using the data, we make better decisions.
One of my clients said more recently, Tom, I noticed
that 76% of the listings that I take don't sell
at that asking price. What it's telling me is
I'm overpricing the properties to, in many cases,
win the listing and then I've gotta beat 'em down
to ultimately to get a price correctly and sell.
See, just that simple observation of the numbers
or hey, Tom I'm sending out this email marketing piece
but nobody's opening it up. I'm not getting a response.
Does that mean that email's bad or do we need to test
and try something new? See, the data, when we finally
slow down and look at the business analytically it allows us
to make good decisions. Now, we've done
multiple shows here where we've talked about
the power of tracking and the power of measuring.
And we all know when you track and measure anything
you're working towards you get a bump in your productivity.
When you track and measure and you
report it back to somebody the growth becomes exponential.
I mean, that's IBM speaking not Tom Ferry.
It is unbelievable what happens.
So now, sitting here as we wrap this up.
I wrote down...there are five things.
Five superpowers of these uber successful agents.
Number one, they set ambitious, continuous goal setting
all the time. It fires them up.
Number two, they've got high standards for themselves
and they fight like mad to maintain it.
Number three, they've learned to eliminate the distractions
and do the six most important dollar-producing activities.
They create huge levels of energy and by the way
did I mention that energy is attractive
to buyers and sellers? I mean, when was the last time
you met with a sales person who was a slug
and said, boy I want more of that.
No, you were thinking get that person,
that energy-sucking vampire away from me.
So, huge levels of energy. And the last one,
they take a quantitative approach
to running their business by design.
So now the $64,000 question for you is
based upon this show, what are you gonna do?
Maybe you start with a little assessment of yourself.
And you look at the five and you say
where am I weak?, where am I strong?,
where do I need to put more attention?
and then I would ask you to simply make a decision.
What's one thing you can begin to operationalize
in your business to begin to move forward
and maybe watch this show again in the next 30 days,
share of it with a few of your friends,
have a discussion, become more aware around the superpowers
that are available to you that are probably lying dormant
inside you now and it's time to turn them on.
Thanks so much for watching.
Make sure you share this show.
Remember always, your strategy matters
and now more than ever your superpowers absolutely rule.
Hey, you're the kind of person like me
who's always looking for great stuff, new ideas,
innovation and ways to improve my life and business
Check out the link below at tomferry.com/agent-tools
'cause I got lots of great stuff for you there.