All right, it's about to get really busy. What's up Bianca in the house? Renee Tama Joe Okay, now it's going really fast. All right. Yeah, just keep checking in, let me know where you're from.

Super super fun! So we're here early. I'm gonna keep my eye on the clock. we're going to try and probably start right at maybe one minute after just giv everybody a chance to get on here. So beautiful! Thank you guys so much for joining me today! This is just my favorite time of the year time to set our intentions, get our plans together, get us super focused on what's possible, get us out of the sort of mundane fear and grind of the moment, but instead start to analyze what is possible in this market, and then get it to plan.

So um, hey, Hector just for fun because all the early birds are here. Um, pop up my slide and just go right to the one where the QR code is to give all the early birds an opportunity to download the plan. It's that one. So hey, if I know when you register for this.

we sent you a link and if you're just getting on early. uh, we gave you a a sample business plan. So I'm going to be talking about and referencing this today. So uh, if you've not already downloaded that, hit that up on the QR code, get it up on your laptop.

you're you're not going to be going through the plan in like crazy detail with me today. I'm going to go high level with you, talk to you around the strategies, talk to you how you're going to use uh Ai and other hacks to get it done. Uh hello from Greece Niiko SAR in Greece are you from I Spent some time there, uh, earlier this year. It was absolutely spectacular.

My wife and I so where are you from in? Greece hello from BC I Love it there I Got family up there uh St Louis I Was there twice in the last 24 months Detroit Just had a bunch of friends in town from Detroit Amarillo Texas not too far from me Colorado Springs San Diego My little brother and little sister sell houses there Houston All right? So we're still a little bit early. We got about um, if I'm looking at my world clock correctly. we got about one minute before we're going to get started. We got a lot of people out there and I'm always mindful.

I just jump on early if you haven't downloaded the plan. uh, make sure you do so. I'm going to grab my water in case you're wondering if this is a live show. Cool, cool, cool.

Hector I Feel like my microphone's a little close and I'm getting a little bit of feedback. Hello from Ecuador Outstanding! My trainer one of my dear friends is from Ecuador. My buddy who I was just with yesterday is also from Ecuador Melbourne Australia Been there a few times. Absolutely love it.

Gold Coast Specifically, a lot of time in Sydney also so we got people from all over the world my friends. Boston Where am I A lot of my fames from Chattanooga I'm going to be doing an event in Chattanooga coming up okay Rustenberg South Africa Martin welcome I Have not been to South Africa yet. it is on my list of places to go. Uh, pretty much every other place I'm seeing here I've been and then some pops used to live in Naples Florida Shout out to you guys Cazo Michigan been there Orange County Dana Point I was born in Newport Beach so I got you there all right? So we got a lot of people from all over the place.

so it's it's about time where we would officially start. Hector Take that slide away. let me just have a quick conversation with everybody to kind of get prepped and uh and set for the day. So if we haven't met before, hi I'm Tom thank you so much for being a part of this.

Uh, for the last 34 years I have prided myself on helping people just like you. Uh, do a better job with planning. Matter of fact Hector throw that slide back up and let's just leave it up and I'll be small in the bottom right corner. That's totally fine.

Um, as I was saying for the last 34 four years, I've had the wonderful opportunity to work with. you know I don't know seven or 800,000 real estate professionals all around the world. You know, Marketing, strategies, planning, goal setting, financial planning, You pretty much everything you can imagine Under the Sun uh, someone said better with you bigger Claud I I'm GNA go back and forth between the two, but I'm going to be showing you a bunch of slides. so uh, this one in particular if you haven't downloaded the plan I would encourage you to do that.

Um, but what I want to talk to you guys about today is strategy and tactics and how some of the tools that I'm going to share with you today you can plan more effectively, be more effective, get the most out of 2024. While a lot of people are kind of Running Scared you know very much emotionally and strategically driven by the market. you and I we are going to be strategic and focus based upon our plan, our intentions, and our ability to execute cuz the Market's going to do what the market does. But what you do in this market is the difference.

It makes the difference. So Hector make me big again and I want to ask you all another quick question. We got about a thousand people already out there. Uh, watching? Um, let me know quickly I need to know just for context.

Are you watching by yourself or are you watching with some people? So you know you just say like you know with a group or by yourself just so I Just so I Get context. So it looks like about one out of 10 in a group so far. Okay, good, good, good, good, good, good. All right, that's more than enough.

Thank you. There's a lot of people out there and there's always a lag on the chat. Here's the next thing I Need to know I Need to know on on a scale from 1 to 10 And this is just your honest feedback. right? On a scale from 1 to 10 10 is I Am a ruthless, meticulous, detail oriented planner.

One is I Fly by the seat of my pants. It's like gambling. Come on seven, how are you as a planner? Give me. give me some feedback here.

Okay, so when you guys hear me say Hector I'm talking to my producer who's running the show Hector I'm looking at those numbers and I would estimate it's about a five and a half on average, right? Someone said buy the seat of my pants I appreciate that and you know you could say one and that's just. you might be beating yourself up a tad. right? That's okay. Um, I see a couple eights I saw a couple nines so I love it all right? So let me ask one more question as it.

well I'm gonna ask you two more and I really appreciate this feedback because it'll it'll modify somebody said minus one. Don't come on come on, Marie Don't be too tough on yourself. Give me give me one more. Uh, one more piece of context Actually I'll do two more scale from 1 to 10.

10 is you have always operated with a detailed marketing plan and one is you fly by the seat of your pants detailed month by month, week by week marketing plan. One is, you know, help me. All right? So this one is clearly a lot lower. Okay, so that's good.

So we're GNA spend some time on that today. Okay, all right, okay that you gave me enough. That probably was an average of you know, three and a half, right? Something like that. All right.

So let me give you one more quick question and I really appreciate the feedback right? You know we're a couple minutes in. it's you know, it's like 104 here in Dallas So so we got 90 minutes, right? We got a lot of time and we're going to do a lot of work today. So I hope you're like buckle up I Hope you're ready. Here's the next one I Need to know on a scale from one to 10 10 is you are a former accountant.

You are so focused on the profitability, the numbers, you understand, your acquisition costs, you track and measure everything. and one is you as as long as your credit card doesn't decline, you're doing okay like that's your financial plan. So where are you? Okay, All right. so I'm impressed.

I'm seeing probably an average of four and four and a half. maybe five though the numbers keep kind of bouncing around so it looks like if I were to to synthesize this, it looks like from a planning perspective, we're at about a six From a marketing St point we're about a three and a half. and from a finance standpoint, we're somewhere between four and five. Call it four and a half.

What's up? Don Lewis All right, so don't worry about the chat for a while. Hector Give me the slides, let's get started and you know, hey, just very quickly. If we're not on social, make sure you follow me on social. Uh I I've got I don't know a thousand plus Instagram DMS a day I'm the only one that responds I'm very aggressive on X I'm kind of active on LinkedIn so you can kind of get me there.

all the rest of it's GNA be myself or my team because I can only just be so many places at once. Um now. Hector Oh there we go I had to turn the clicker on. Uh, that's just nice and you know, thank you guys for making that happen Now Uh, not that it isn't a big deal.

Been doing this for a long, long time. Started this company 20 years ago, been number one for 10 straight years and all that means is when you have you know 217 of the best coaches on the planet around the world, right? you can become a little more dominant but that that feels egoy and this is about you All Right 2024 Business Plan right? That's what we're here for today and and I want to be clear when I say to you 2024 plan This is what I really mean Now even though I'm going to send you a copy of all the slides, so you should just note that in your head you're going to get a copy of all the slides. What I want to acknowledge is I think why we're really here my friend is we want to get out of the immediate fear state that most people are in. oh my goodness the Market's in Decline there's less transactions.

What are we going to do So Tina says I'm not seeing any anything Tina probably you need to refresh because everybody else is seeing everything and Tony says can we get a copy of the webinar say out of the chat because I don't want to be spending my time over there I want to be spending it here with you So why are we here I Need to get you out of the craziness right now of declining transactions, right? interest rates in the Sevens, right? All the negative news: Are we in a recession? Wherever you are in the world, we got all these things happening and the challenge is my friends. We All know that these headlines they do more to terrify people than they do to clarify people. But when you and I are trying to figure out our plans for the next 10 years, our plans for the next three years, our plans for the next year, we've got to get into a state of what is possible, right? Like I Don't think housing is going to not be in Vogue anytime soon, right? Sure, Maybe in the US We got a homeless homelessness crisis, but we got 139 million homes and we know there's a bazillion homes in Canada and all over the world and everybody wants to own a place so we live in one of the greatest businesses on the planet. We've got to get our mindset back around what's possible and then today move from what's possible to Clarity to Clarity.

So I can say here's what I'm visioning. But now here's how I'm going to do it and that's what we're going to work on today and then from hey, I'm gonna do it. Do I Got to get into action and start to do the work because that's the real game. So Doug it will be recorded but you'll just have to pick it up later on YouTube or wherever you're going to get it.

so let's keep jamming. Now once again, if youve not downloaded the plan, I'm going to give you just 30 seconds. Hit that really fast with your QR code. Hit it really quick.

Jennifer you and I are feeling the same way. This is our kind of Market this is a planner, a strategist, a thinking and an execution people that take action kind of market. So hit that because I'm going to be covering a lot of parts of the plan I Don't want you to be going through the plan in detail detail I want you to take a lot of notes and follow along with me and then you'll take your notes and the plan and as I give you the details, you're going to fill it all in and 2024 is going to be great. So when you're doing a business plan, you want to start with each one of these sections and and this is the pretty typical order.

Hey, what is the purpose? What's the mission? What are we trying to build? Where are we going? All great companies always start with purpose first. Why are we here? What are we trying to accomplish? What are we building? We've all heard the story of the the Brick Layers the the father and his daughter walking down a street and the daughter says Daddy what what are those guys doing over there and the daddy says well let's go have a conversation with them and they walk up and she says excuse me sir, what are you doing and the guy says I'm laying bricks and you he's laying bricks and he's laying bricks and SWAP SWAP SWAP and he's laying bricks and okay and then she goes to the other guy and says excuse me sir, uh, what are you doing and he said I'm laying These Bricks Because we're building a a cathedral right here in the City Center so the people of our community have a place to come find Solace and get connected to a higher power. Now they're both laying bricks. They're both making phone calls, they're both setting appointments.

They're both Selling Houses One is just doing the work, one is building something, some something great, something extraordinary. That's what I mean by purpose, right motivation. What's going to drive you to get up every single day and do the things you have to do? The units and the numbers. You know, how many transactions, how many listings, how many buy side, how many leases we got to get through all that marketing and lead generation.

You guys said you're a three and a half so we probably need to spend a lot of time there. How you're going to do it. What's the marketing you're going to do to get you there Operations right? What? What's your Tech stack? Who's going to help you? What are your resources Financial Show me the money the only thing that matters and then swad strengths Winks Winks Strengths, weaknesses, opportunities and threats. And what? What's beautiful about this, my friends, is I'm going to start by making some recommendations.

So oops. So take a look at this just for a moment. So I'm going to make this really easy for you. The first thing is to acknowledge sitting with me in a 90-minute session.

You're not broken, you're not getting a healed and you're not going to write out everything perfect. We're going to start the process. So what I'm going to tell you is your mission over the next couple weeks is to carve out 3 hours somewhere, get some time on your schedule Where you can say I can go someplace where I can get off site, where I can think where I can dream, where I can get analytical and I can finish this plan in as much detail as I can using all the hacks that Tom Fair is going to provide. The second thing is you want to work with Tom.

A or uh, you know your business coach or your manager or whoever is going to help you right to make sure you get this right is chat GPT Tom. A I think ours is better because it's real estate related, but whatever right? An AI tool that can do 80 to 85% of the work which I'm going to show you how while we're doing doing this of the work of your plan and then you spend 20% of your time finessing the plan versus having to write the entire thing in detail like a marketing plan as an example. All Right Now Number three: Plan to present each section right to your coach, your, Mastermind your manager to get feedback. Follow the pro the prioritization process which I'm going to teach you today because you can't try and Chase 22 rabbits we got to narrow the focus and I'm going to show you exactly how to do that.

And then number five is to understand that 2024 has already begun like we've already started. Everyone knows that you know you start October 1st and you generate a lead where you're probably going to close that transaction sometime in January or February. So the timing is perfect for us to write the plan because by November we need to be in execution. So here's my last planning recommendation for this session.

Okay, take notes and then build your plan. Take notes and then build your plan right? Um, Tom., A is not something you got I'm going to reference it. think chat GPT right? chat GPT Tom I Have a lot of my coaching clients in the room so they know what I'm referring to and I'll I'll explain as we progress. So let's get into purpose first.

Here's the first part of the plan. So this: remember you're just going to take notes and you're going to write down stuff. So in our plan that you're downloading, it's going to say what's your 10-year Vision right? What is your 10-year Vision Meaning, like I said earlier, are you going to lay bricks? Which is I'm going to list houses, sell houses, make money or am I doing all these this brick L to build something great Then we're going to break it into what's the threeyear look like like in the next three to five years? What? Where do I have to be to know that I'm on track and then the one year is what do I want to accomplish in 2024? Now that might be different for a lot of you. but if you take a look at these three books, wonderful books and there's a lot of what I would call um, Management Operating system oriented books, Business Operating system oriented books.

These are three of my favorites. My favorite is the four disciplines of execution, right? which is very much what I follow on my business to grow the way we've grown with. you know, all of our companies. Traction is another very great one.

If you do software as an example, you would do measure what matters right? So Audrey's like yep I've read Traction, it's fantastic. So Audrey you will appreciate uh, the combination between traction and for disciplines Very very very very similar. Tractions sold millions and millions of copies. Four Dis is sold like 10 times that.

All right. So Amber you're going to love this. So let's Jam you ready. So the first thing we have to do, the first thing we have to do is we have to reset our vision for the next 10 years.

And what I mean by that is you got to get out of the temporary the hey, it's October 5th and this is where I'm at and this is what's going on and my market and oh my goodness and interest rates and all the the drama and we got to get out of that and we got to start saying okay, okay, what do I want to accomplish in the next 10 years So why don't you just write down very fast in your notes. What do I want to accomplish in the next 10 years now? I'm going to give you some samples and I'm not saying that you have to follow these I'm just giving you examples: Hey I Want to do my number one goals in 10 years I Want to do a billion dollars in sales or my number one goal in 10 years is I Want to retire from Real Estate with $10,000 a month in cash flow and I sold my real estate practice? Whatever it may be, You got to get clear on what you want. You got to get clear on what the end result is. You know, Remember um, maybe we weren't alive.

Remember we're going to put a man on the moon and we're going to bring him back alive in 10 years or less, right? JFK Today we have Elon Musk saying we're g to put an entire colony of people on Mars They're giving us this big Vision to live into so I'm not I'm not as emotional about the day-to-day stuff I'm more focused on where am I going I'm going to be alive in the next 10 years I'm going to be in business in the next 10 years, but what am I building so I just did some fun numbers Hey I'm going to make $10 million in Commissions in in the next 10 years, right? and the 10th year not over the 10 years I'm gonna have 25% profit 10 years out. What does it look like? My leadership team runs the team I'm on the board of advisers I'm totally out of production I'm making all this up. You have to decide. Then we're going to answer the same questions around: what does the next three years look like? So in three years, what? What's my Revenue going to be? You know, my gross commission income? What's my profit percentage? What are the measurables right? How many salese on my team? How many locations? How many transactions? How much volume is there new? Revenue sources Now again, you're going to get a copy of all these slides.

So the only thing I really want right now is for you to stop thinking about what you're going to do tomorrow and just for a minute, say in the next 10 years, what could it be like? What is it I Want to build in the next 10 years? That could take me 10 years to get there. So you'll get a copy like this which is just a blank slate and you can fill in all the answers and you can hang this on your wall and now you know. Okay this is where we're going. Now if you're like me and you occasionally watch a little Netflix show, there's a show that I hope you check out.

It's called Uh the Blue zone and right I got blue behind me. It's very nice. The Blue zone is is basically hey, here's seven, uh, cities in around the world in all these countries where people are living to be 105 107 108 right? It's extraordinary. A bunch of you are saying you've seen it.

um well if you if you go back and you you watch it, Here's basically one of the things they say that the number one reason why people are living as long as they're living is they have a purpose. They have something to move towards. They have something to live for. They have a reason to go after something, so they are focused on getting what they want.

My father-in-law passed away a couple years ago at 94, right? World War II that extraordinary human being. He passed away about a month and a half after my now 22-year-old son graduated from high school and what was interesting is he said to me I'm going to see Steph graduate and guess what he saw Stephen graduate and 45 days later he passed away and I remember saying to him I wish you would have said I'm going to see Stephen get married right because maybe that's five years from now which means he would have lived to be 105. Well it's purpose. this is purpose for your business.

Now with that said, you're going to kind of start to see my cheat codes over here on the right. The next part of the plan is you got to say well here's the mission. Here's my values. This is the mission is like This is what drives me every day I'm trying to solve this problem I'm trying to help these customers like this is what I'm all about.

This is what makes my heart sing and then my values is this is how I make decisions right. Do we do this or do we do that right? So your values are your decisions. Your mission is sort of this like in your heart of hearts why you do what you do. So here's my cheat code.

You can use Tom. A or you can go to chat GPT And if you read right there what it says is you take your reviews, you take all your reviews, some good ones, some bad ones, everything in between and you take those and you put them into chat GPT And you say synthesize all of this into my mission and values and guess what's going to happen? Your clients will tell you what it is you're truly committed to based upon your reviews and they'll tell you what you value and what you don't It is a beautiful cheat code exercise for you to get it done. You guys can do that one like today. Just go to Zillow Go to Google Go to wherever you got your reviews, load them up inside there you copy paste copy paste Copy paste copy paste and say, what do all these have in common right? Like a referral letter, right? You got it exactly all right.

I'm going to give you a bunch of these cheat codes because remember I said Chachi BT Or if you're one of my clients, guess what you know Um, Tom. A is essentially going to write 80% of your business plan So somebody asked again, hey, where is it So take a quick, quick link. So where's the link? Uh, for the notes in the business plan, go here first for the plan and then we're going to send you via email for all of you that are here. We're going to send you all of my slides so you have a copy All right.

So let's keep jaming. So the next part of this is your motivation now. Motivation is super important as you're doing your plan because it's one thing to say. I Want to sell all these houses? but remember to do that, you're going to have to do some different things.

You're going to have to try some new things. You're going to have to change some of your behaviors and the only way you're going to change your behaviors is if your motivation is stronger than your current situation. If my motivation is high, I'm going to make the change if my motivation is high I'm going to finish the race if my motivation is high. I'm going to wake up early if my motivation is high.

I'm going to make the phone call I'm going to learn the new technology I'm going to try the new email strategy, but if my motivation is low I'm going to do what I've always done. The other part of that is accountability. We know that when you have someone holding you accountable, you do exponentially more then if you're just free to do whatever you want and nobody is like your guard rail saying come on Partner stay on track and then commitment. So here is a great assignment for you.

Here is a great assignment for you I Want you to go to chat GPT right? and I want you to type into Chat Chat GPT The following: prompt act like Tom Ferry to help me achieve a comprehensive insights on my ambitions, work ethic, dreams, ultimate business goals Financial Ambitions and the lifestyle I I Envision For myself, my family Etc Ask me up to 20 questions one at a time. Now what's going to happen is chat GPT is going to start saying to you, well tell me, what do you do you say I Sell real estate in Lominda California Outstanding. Okay, tell me about the goals you're trying to accomplish I Want to? Someone says you're talking too fast Tammy I Can't help it I can't help it and I can't slow down because it's just who I am So but if you're reading the slide, you see exactly what I'm saying there. act like Tom Ferry to help me achieve a comprehensive Insight on my ambitions, work ethic, dreams, ultimate business goals and financial Ambitions and the lifestyle I Envision Ask me somebody said listen faster I Love you up to 20 questions, but ask me one at a time and you know what it's going to do.

It's going to ask you all these great questions that I would ask you if you were just sitting with me one on-one except at the end of this exercise which could take 30 or 40 minutes. Guess what you're going to say Now synthesize it for me and it's going to write this beautiful letter that tells you everything that you're committed to. Everything that drives you. All of your motives for action will be answered about this.

Somebody said so true that yes Jason actually talks faster than I do. All right So let's keep jamming you ready I Said to you motivation and purpose you got to get clear on the why you got to get clear on why. you're going to do it. I Had a client who, uh, she bought a home for her mother and paid it off free and clear.

Bought a home for her mother and paid it off free and clear as a way to thank her mother. and it was the only thing that got her to go do all the extra things. All the extra work, all the extra phone calls to drive every single day as an example. Maybe that's pay for your child's wedding.

Maybe that's paying to get out of debt. You got to have something that fires you up. You've got to have passion around this, or you're just going to do what you always do. And when you find it by doing an exercise like this all of a sudden, maybe for the first or second or 10th time in your life, you're going to go.

Okay, I know exactly what I have to do and you're going to go do the work and then we find some accountability, right? The commitment is going to be there. Now the next part is your units and goals, right? So again, my planning recommendation is you use Tom. A or Chat GPT to do 80% of the work for you to do 80% of the work for you. All right.

So in your plan you're going to see and and again that may be hard for you to read and you don't have to tell me in the chat because you're going to get a copy of it. We're just going to do an assessment. Hey, where did all your business come from this year? How many listings did you take? How many buyers? How many leases right and and what were the sources? Open houses? a past client, right? A referral? uh, an online lead I did a relocation deal all that stuff so you fill them all in and now you're like okay I know where my deals are even if you have to just go on the MLS pull up all your transactions and just go through the lesson. say met that person at you know Chili's at a restaurant met that person on the soccer field met let that person from my sphere.

You'll know you'll know just by looking at the transaction. but then you have to do the forecast. So this is what I did this year. Now what am I committed to next year? How many? So Fran says what if I'm starting out so Fran have I got a program for you.

You are going to do the prompt I'm GNA Give everybody in a second and you're going to kill it all right So you're ready in this one again. What did I do last year? What am I committed to this year? even if I'm new Now here's what's important. What's important is we're now going to start working quarter by quarter quarter. by quarter, we're in Quarter four right now and we can't have more than three to five goals.

We can't have more than three to five goals. Three to five things We're trying to accomplish every single quarter. So I hope you're listening to me right now. You can have a list of 27 things three to five big things.

I'm going for in the quarter because because we're going to take your annual goal and we're going to break it into January through March Quarter 1 April to June Quarter Two And we're going to start to look at our business in 90day increments, right quarter by quarter. What is it that I want to accomplish? What am I trying to achieve? How many transactions am I going for? Is everybody with me on this quarter by quarter? Now here are some sample goals that you might want to have, right? So hey, it's let's just play a game. Right now, it's the fourth quarter. So I'm going to say well, in the fourth quarter, do I have a volume goal transaction goal Clos GCI after tax profits.

So you're going to say for example, just one goal there. Okay, I want to do $2 million in sales in the fourth quarter? So that's a goal. $2 million in sales. The next one is I got to get more attention I got to get more reach I got to know more people So I'm going to throw a holiday party in November before everyone else throws there in December and I'm going to get 200 of my friends and family and past clients and sphere to show up.

and I'm going to love on them and it's going to be awesome. And I know by doing this I'm gonna get a bunch of referrals from it as an example. and then hey, number three is I want to have 15 appointments a month October November December Buyer or seller doesn't make a difference. 15 appointments a month now I've got three very concrete goals that I'm going for.

Now, if you're a little more advanced, you're running a big team. Maybe you're doing our 100K program. You're sending every client in your database a Zma, right? A A Zillow valuation that we know is wrong to generate 3% conversion on your sellers. Maybe you're going to hire some Isas to support your follow-up to book 10 listing appointments a week.

Maybe you're going to build your own AI tool for your team. So I'm giving you this as an example this as an example. but it's your business and you have to focus and say three things. Just three things.

What are the big three things I want to achieve in my business and then all the little things I got to do to get there. That's what I'm talking about now again, under the units you're going to break down. What are the Kpis? You know how many emails do we have to send? How many calls do I have to make? And this is just formulas that we give you right: How many calls equal how many conversations equals how many you know PE people that are interested leads. We know that right now it's basically two out of a 100 talk to a 100 people.

Two people buy a house like that's just the number. If you work your database and you do our 100K program which I'm going to show you how to do it and I'm going to give you all the stuff today, right? You're going to do this and you're going to find that every 22 people you do this with, they're going to raise their hand and say I'm thinking about selling so I'm going to give you that, but that's in the marketing stuff now. In addition, I'm going to want you not just have business goals, but I'm going to want you every quarter to have a relationship goal, a health goal, a spirit goal, a savings goal, a contribution goal a family goal I Just gave you five Just as an example, right? What's up Lori Michelle So yes, that's Lori who I've known forever one of our closest friends absolute sweetheart. she knows that's my wife of almost 30 years coming up in October we were down at our friends place in Cabo so if you were in my apartment in In in Dallas which Lori helped us with, you would see in my bathroom mirror every quarter.

Kath and I set What are the personal goals right? Financially, What do we want to accomplish? Relationship: It's my anniversary I'll be married 30 years on October 30th. So don't you think that I have a secret goal right written on the wall? How? I'm going to make Kathy love and appreciate me even more after 30 years of marriage and Lori I'll I'll text you but you can't tell her because Lor's one of my wife's best friends. but I'm gonna do something really. but but it's on the wall.

it's a goal. Does that make sense? I'm not getting married again Sophie I thought about it I decided not to I may have overdone it but when you hear what I did you're all my friends know I got a lot of clients on the room too. They know what I'm talking about. All right now.

here's what I want you to get. We all understand that we rarely rise to our goals. We set these goals. We rarely rise to the goals.

What we do is, we always fall back to our systems, our structure, and our standards. So let's transition now into one of the ways. We're going to raise the standard by adding a new system called let's Start Measuring Our Performance. So the first thing I want you to understand is that you're going to set this Grand set of expectations.

Here's my vision right? and then here's next year I Want to make this much money I Want to help this many clients I'm going to do this much volume. You're gonna have all those goals, but what I have to get you to do is get them up in visual. Get them up in visual so you know if you're on track or no, so it might look something like this. Here's one of my clients Jamie The number Onean comp team I Think in the state of Texas right now I Know she certainly is in Houston she had this year here with her goals profitability of 35% list 500 houses add 48 salespeople to her growing team in Empire those were her three goals.

You're gonna have your three goals. but what have I told you that when Jaime's on a session with her coach David This yes, she is awesome, right? This is what they're looking at so you know she's standing and it's behind her and her and her husband and Jen her Ops leader and her marketing leader and they're talking to their coach and they're like okay, this is where we're at and this is what's going on and this is what we're doing. They're making decisions based upon Jaime's most important priorities, the things she's trying to accomplish. So for all of you, What have you just said? For example, we know that the only leading indicator s to success in real estate.

The only leading indicator to success in real estate is how many appointments you go on. That's it. Whoever goes on the most appointments wins. What if you had a a board like this in your office in your cubicle in your home office? That said, I'm committed to do this many appointments, this many listing this many buyer and you tracked and measured it like one of my great clients here.

and I've used this you know since 2017 when he first showed it to me and I share it all the time. Well guess what? He had a remarkable year because this was up and visual and everybody walked through the office and said uh Jason how you doing you an chier goal? You know some of those you know Knuckleheads but because it was up in visual it was in his face. check check check I did it Oh my goodness. I've got an appointment in a day or two.

I Got to get my butt back on the phone. It's Focus my friends, it's Focus Now here's where it gets a little more interesting. If you really want to make good decisions, you need to create what we call a weekly dashboard to review the health of your business. So it looks something like this, right? So just just imagine once a week.

My goodness, let's just say once a month if once a month you had the answer to each one of those 16 numbers numbers. you knew exactly whether you're a brand new agent or a 50-year veteran. you knew every one of those numbers for the month as it relates to the annual goal for the month. as it relates to the annual goal, some of you are a little more more meticulous.

You'll go for the week as it relates to the annual goal. But now all of a sudden I know Hey I've got this much listing volume coming in right? I've got this much coming soon. Volume: I've got this many listing appointments we booked for the week. we went on this many and converted.

we had this many new buyer presentations. We have this many pending sales this much close now all of a sudden my friends. If a whole bunch of those are zero, You're motivated. Do I have Spanish Speaking Coaches Of course I have Spanish Speaking Coaches.

My goodness, it's 19% of the US It's 63 million people, right? You are the fastest growing demographic in the United States Yes, 1,00% I Have Spanish Speaking Coaches Yes, you canot even imagine how much I'm happy you even asked that here. Here's the next one the next one is. as a sample, you need to have a weekly or monthly dashboard of the activities and results. Yes I have French also activity and results of all of your activities.

From a marketing standpoint. How many people came through the open houses? What was the reach of our emails we sent out that? Direct Mail what was the response? We're making calls to our sellers I Don't know if I have a check coach but I have clients in in the Czech Republic I Have been to Prague five times. It's one of the most magical cities on the planet. Uh, lose by the way is one of my many great Spanish speaking coaches but okay I'm gonna stop looking at the chat.

but I appreciate the you know the coach shoutouts for those coaches. If I know you guys all said to me on average that you were 3.5 out of 10 on marketing and I'm telling you. part of the reason why you're a 3.5 is you're not tracking. you haven't decided and we're going to do it in a minute.

Here's all the campaigns. Here's everything we're going to go for and we're going to put all that up. What is speed to contact? Okay I got a little ad there I'm GNA Keep going. Has everybody got this one? Now for all my coaching clients, you just got to ask your coach for this because we already we built it into an Excel And for everyone else right? this is not like a Shameless you know promotion for coaching.

You just take this and then take this and go to your 15-year-old and sayi will buy you your favorite video game Please convert this into a spreadsheet that looks like this So I can start tracking and measuring every single day. Or you can go look online and there's 50 companies that try and sell you an Excel spreadsheet for like $50 a month, right? So don't do that. Yes! Fiverr Exactly All right. So let's keep jamming.

The point of this is I need to get you into the mindset of I Got to make data driven decisions I have to start making datadriven decisions and I've got to stop making decisions based upon emotion Now emotion moves us. It gets us into action. but I don't make business decisions based upon emotion I make business decisions based upon I know that every time I send out this this and this these four emails over the course of the month I generate this many leads from it. so I'm going to keep doing that I know that every time I do an openhouse and I Market it this way I drive this much traffic and I convert this many leads and I always get one lising opportunity.

So I'm always going to do the premarketing of the open house to ensure My Success I'm never just going to put signs out again because that's stupid. Do you guys get that? You need to? And I'm going to get to Sops on all this stuff. My point to you is, you cannot afford in a 2024 environment where we will more than likely come out next year at maybe the same, more than likely less transactions than your country did this year. Until we get out of this economy and there some changes in the global governance of money and the capital markets.

Listen, this is the market, so now you should embrace it. But you can't make decisions based on emotion. You got to make decisions based on data. All right Now let's talk about Marketing Where you all said on average sorry marketing, you were 3 .5 All right.

So let's talk about it Here we go. Marketing Lead Generation Interrupting my own show with a quick little announcement: If you're like me and you recognize this is the time of the year when we've got to make decisions. We got to look back at what's worked in the past and decide what we want to have happen in 2024, then yes, it is time for you to get your plan together. Now if you're one of my coaching clients, you know you just go inside a loom.

You download the 2024 plan. You and your coach work on that together. If you're not one of my clients, go to Tomferry.com There's will be a link Below Download and copy the plan, get to work on it, Use chat GPT and other resources to answer the tough questions about the strategies you need to implement to ensure your success in 2024. So Tomferry.com get your business plan and let's get to work.

Now let's go back to the show. So here's the question: I'd like you to think about what are the adjustments I would need to make in order to spend 80% of my time attracting listings. What would yes, he does talk fast What Would I have to do what are the adjustments I would have to make what are the adjust I'd probably put that into Tom. A or chat GPT and ask that same question what adjustments do I need to make to attract 80 Spend 80% of my time attracting more listings.

Well, the first thing is you probably need three four, five new listing attraction. So for someone that says hey I typed in Tom. A in my browser don't do that. It is only inside of our coaching software called alone it is.

It's private but I have I have clients and non-clients so you can put it in chat GPT if you're not a client. um, ours is better because it's all of our coaches brains but that's here nor there. you got to decide on three to five listing attraction priorities. So take a look at this list and maybe just go through and say okay, well I I definitely work my past clients in Spere.

but I need to do it better. Uh Geographic Farming Oh yeah, I've always thought about that Mega Open houses. What's that? I should probably Google that and see what. See what Tom Ferry has put out there um doing direct mail with a QR code I've got an amazing one for you today.

Agent Agent referral Circle dialing I'm a brand new agent Circle dialing around everyone else's recent sales. That's a good idea for sale by owners if you're in Europe All my European friends Fsbos all day long Uh hey, if I'm in the highend Lori Marks in the highend. that's funny I said Lori marks Lori Newman expired listings in the high-end because there's a lot of them social content that generates leads If I'm in the US like an Arbitrage Zillow Realtor sold HomeLight and others. My point to you is my friends: there is so many different solutions so Janine says is chat GPT Wait, where is it again? Uh, a cost of $40 a month.

There's a free version and then the paid version. I Promise you get the paid version. It is worth its weight in gold now. But take a look at this list.

Stop. Stop chatting. Everybody. get out of the chat for a second because this is super important.

I Told you you got to select three to five new listing attraction priorities. You got to select three to five new priorities. Now if you're brand new, you're just selecting three. If you're experienced three, Five years, 10 years, 20 years, 30 years.

You need more lines in the water metaphorically to catch the fish. You can't run a business today in a declining Tra transaction environment and expect to get a lot of listings. If you only work your sphere of influence, you're going to have to pick two or three and then Focus all of your energy on those two or three and you will list a lot of houses. But if you try and do 27 things and you test this and you try this and I do a little here and I dabble over there.

You already know what's going to happen anywhere around the world. Look at number one on this list. 70-year-old homeowners in twostory homes with a niche Farm I'm going to do Direct Mail handwritten notes drop note cards. heck put a fridge magnet up there.

Drop a professional C Ma with stories about the neighborhood I'm going to become their agent. You want to know why cuz the person living that is 70 years old plus plus plus in their Marketplace they're living there in that two-story house. They bought that house 20 or 30 or 40 years ago and their agent is dead. their agent doesn't even live anymore, they have been abandoned and you could become their agent.

and I'd argue that could be one of the most important strategies of 2024 because if you understand the demographics, the ages of people around the world were living longer, we're getting older and they got all the equity. Divorce is also a great Niche right? You got it. Now all my clients, you know we have 78 78 now not the original. You know? two years ago, here's the 16 best listing: Attraction Strategies Now we got 78 of these case studies the entire sop on everything you need Stephanie younger from Los Angeles my kind of right near me.

she did like 600 open houses. Her case study is like 18 pages of exactly how she did it Now Tom. A Just so you guys are clear. I Keep talking about because I know I've got guests on and I've got my existing clients on Tom.

A is we built it I Guess it now technically be 12 weeks ago we launched it five weeks ago I took all the brain power of all my coaches that you see here in seven countries around the world and we put it into an AI tool where you can ask it questions and it spits out everything I would say and everything they would say in precise answers to help you run your business. it is bananas. In the meantime, check this out. Here's a prompt yeah, where did your dog go I Know that's one of my favorite ones that was funny with my team.

So Tom. A or chat GPT So so you're not a client, here's what you're going to do: You're G to go to chat GPT and you're going to type in this prompt you're going to say act like Tom Ferry the Business Coach and write me a comprehensive monthly quarterly based upon seasonality and annual marketing plan. For my real estate sales business. Act like Tom Ferry You got to use the exact word I'm giving you the exact language Act like Tom Perry The Business Coach and write me a comprehensive monthly quarterly and uh, based on seasonality an annual marketing plan for my real estate sales business and then utilize the following lead sources now: I Just gave you samples you're going to put in where you focus I Do open houses I have a Google Google business page I do uh Instagram I have Circle dialing around recent sales I Network with people in my church.

You're going to fill in all the categories of where you focus your energy to find clients and then you're going to say and whatever else Tom Fairy Would recommend Please convert to a monthly quarterly by lead category plan and guess what it's going to do? It'll spit out your entire monthly and quarterly plan based upon all the categories and everything I Teach You're welcome. It is the ultimate ultimate hack. It is the ultimate ultimate hack. Do you guys get it? Can I see in the comments if you get what I'm telling you to do here.

yeah, act like Tom Ferry that's the key Yeah I Told you between Tom. A and chat GPT It's going to write 80% of your plan. Then you need to put the flowering the Finesse the your personality, your heart, what you know, right and you're going to get the most out of it. Okay, so let's keep jamming.

Let's talk to you. so get out of the chat. I Appreciate all the comments. I'm glad you guys are getting this.

How many people are inside your database? Here's why you want to know that because right now I don't care where you are in the world. Three to 5% of the people in your phone in your CRM are going to list their property in the next 12 months. 3 to 5% of the people in your phone are going to list their house in the next 12 months now. The question is, how do we identify who they are? How do we get in front of them? How do we activate them well for all my clients, you know we're in the middle of this.

So I'm I'm showing all my friends that are that you're not one of my coaching clients. but I'm I love that you're here and I'm I hope I'm providing like a ton of value. I'm going to give you a little insight into what we do with our clients, right? We're doing this what we call 100K and 100 days program where for a 100 days you know, weekends off or whatever. whatever you do.

We ask them to do certain activities every single day and the ones that are doing it are telling me the same thing. Oh my goodness. I've already listed six houses I've already listed five houses I Sold 10 houses This is completely bananas because we break down in detail for two hours a day just two hours a day what we want you to do just with your database. So for example, here's what I want you to do now my friends around the world.

I'm I'm very us specific on this. You're going to do something more like a property valuation a CMA for them but for my friends in the US which I think is about 96% of you right here's what you're going to do: I'm going to go to their house on Zillow I'm gonna take a screenshot that's number two and then I'm gonna text it to them I'm gonna go to their house I know Tom and Cathy live at 1234 Banana Street I'm gonna take a screenshot of it and then I'm gonna text it to them and say hey Tom and Cathy I Was on Zillow earlier today and I was looking at properties in your neighborhood and I thought I would check out your homes estimat. the estimate value of your property is a million 849 and bang you send it to them. but first you put in I've got my opinion on this price but what are your thoughts? Let me know what you're thinking and you send it to them a text.

So if I'm in South Africa I'm gonna do a CMA if I'm in the Czech Republic I'm going to do a sample of like from. you know because everywhere in the world there's some variation of an MLs or a portal and I'm going to take other properties near theirs and I'm going to send them to say what do you think of this price all I'm trying to do so I Want to be very clear. Everyone listen to me. It's not about the price, It's not about the price.

I'm trying to stimulate a conversation. I'm trying to stimulate a conversation because we know when you send somebody a text, they respond when you send an email 30% open. When you call, you got to call 20 to get one or two to answer the phone. But when I send a text, they respond.

So this isn't about perfect pricing. it's the opposite. It's about inaccurate pricing that stimulates conversation. Gosh, I Thought it was worth more.

Are you sure it's worth that much and what happens is people start to say to you, this is so funny that you bring this up. Clara We've actually been thinking about selling. Oh my goodness, how serendipitous. My spouse and I were talking last night that the kids are gone to college and it's time for us to downsize.

I'm trying to get you in front of the 3 to 5% that will sell in the fastest way possible. Here's the next one: If a buyer offered you 15% more than your zestimate, would you sell just that in an email? Now you could also say if you're outside of the US if a buyer offered you 15% more than fair market value, would you sell and again, what's going to happen, people are going to go I'd be interested. No, we love it here. Kind of doesn't matter what they tell me, you know I'm good.

Another one is hey Jimmy Could you finish this sentence for me? If I could sell my house for X I would list my home this fall hey I Can't wait to hear your answer. Boom! You sent it to everybody. These types of emails my friends and more. This is all part of the 100K and 100 day program will activate your data base.

So I want you because you're going to get a copy of all these to remember. Three to 5% of the people in your phone are going to buy and sell. 3 to 5% are going to buy and sell. And if you don't activate them with something like this, with an email like this, with an email like this, or a direct mail piece like this, all my clients pay attention.

Check this one out. This is a new one from Jimmy and I This is the headline. This is the front of the web of the uh of the direct mail piece. Finally, some encouraging news.

If you're one of the 23% of homeowners contemplating selling, the first step is to request a comprehensive value report. Start here or call this number and that's a QR code and that's the back. Nearly one in four consumers, one out of four consumers plan to sell their home the next three years according to a recent Zillow survey. Now if I'm around the world outside of the US I'm just going to find the most recent home buyer home Seller survey and I'm going to use that.

So Frank's like, is this applicable to Canada Of course I have hundreds and hundreds and hundreds of clients in Calgary and Newland like Toronto BC Of course it's all applicable. You just change the real . CA instead of Zillow as an example, you just change to the appropriate right. Like all my clients around the world now.

Now, why should you do all this? Because that's probably the big question. Why should you work so hard between now and the end of the year? The answer is because all these types of companies which are everywhere. They're all coming after your client every single day, right? Canada US South Africa All my friends in Australia all throughout Europe There's always somebody trying to go after your your customer and what you have to remember is, whoever's closest to the client wins. Who's ever closest to the client wins.

So just read that you'll get it. Every Zillow seller lead is a buyer who was abandoned by their agent. so we got to get on it right? So maybe just maybe. this is what you got to do I Don't know, Stop for a second and just write down that number.

Write for. write that number down really quick. We're doing something special for October if you know you need help. If you know you need a Spanish coach or an English coach or a French coach or just a coach to help you right and you want to have Tom.

A and the 100K program and all the things that we do, just write down that number, call my office today and say hey, what's the bananas offer? What's this October fall special thing you guys are doing So write down the number 800, 624, 9575 all my clients. You know it, you're already in it. Super super super important Mary Beth Like can we buy The 100 K program Yes. Call that number right? Uh, you need to get a coach in South Africa Martin I Agree.

But maybe you should be that first person. we'll see. All right. So you got that number Let's Jam So inside of marketing, the next part is you're going to put up a marketing budget.

Can I My team put that number into the chat because I know I Talk fast marketing budget you got to figure out and again I'm going to give you a hack for this: what your marketing budget's going to be, How much money you're willing to invest into your business to attract clients. We're going to break it down: quarterly, monthly, weekly, holiday specific. All this is going to be a part of the Strategic plan. You're going to look at paid media right? Someone on my team because I'm already getting that.

Can you put the phone number up? Please? can you guys put that up? Okay, what am I g to spend? So I'm gonna be detailed here. You guys told me on the finance side, you're a four to five on average how much how much money you going to spend on Facebook ads on Google display on Snapchat or LinkedIn or Instagram Are you going to do content marketing? Are you going to blog? Are you going to do video right? Are you going to do quizzes? Are you going to do print like Direct Mail brochures Etc We want to make all these decisions. Spring cutsforth, how are you I have not seen you in forever. Oh my goodness.

Spring I was just with um Grace Sergio a couple nights ago at dinner in Chicago I know you remember that name little Blast from the Past In addition, you'll see in the marketing plan where we break down mailers, events, newsletters. So remember I said to you don't get overwhelmed right now I'm just giving you a a snapshot of the plan that you've downloaded with all these additional cool things. And yes, there will be Q&A at the end lead generation activities and then Solutions do I need Mojo dollar do I need Red X Do I need Vulcan 7 Do I need to look at all the open housee Solutions We want to talk about all these things with you, but stop for a second Right here again. act like Tom Ferry the Business Coach and write me a comprehensive monthly quarterly based on seasonality and annual marketing plan based upon the lead sources that I'm going to use and it will essentially write 80 to 85% of the plan for you.

I have clients doing this I Just spent I had a thousand of my clients, all my clients. You guys missed that and you're on this one instead. Totally cool, all freaking out like I'm putting this inside there and it's writing my entire marketing plan based upon all the things that I'm doing. It is bananas all right.

So let's talk about operations. The real sexy stuff. Let's talk about operations. So couple things I want you to do so: Tom Could you also add to Ask Chaty BT to put the answers into a spreadsheet format so Jennifer Foley What's cool about chat PT is if you're in chat PT 4 Soon to be five There are a bunch of free plugins Jennifer A bunch of free plugins including PDF spreadsheet PowerPoint So the answer is yes.

You can literally say here's my entire marketing plan Now put it into a spreadsheet for me so I can track and measure put it into a PDF so I can forward it to my marketing team and say help me out with this Absolutely 1,000% All right, let's get back on operations. Only got two more sessions to go or two more pieces to go and then we're done. So write this in your notes. When was the last time you reviewed your Tex stack? When was the last time you reviewed the effectiveness of your CRM your website, your email service provider, your phone system, your transaction management platform, your MLS and how much you're using it or outside of the US and Canada your non-mls your forms, your digital signatures, your accounting software.

When was the last time you just reviewed everything? Cuz I bet a lot of you are paying for some things you don't use anymore and part of Operations is cutting waste. The other part is looking at. Do I Need team? Do I Need an assistant? Do I need a virtual assistant? Do I need a runner? Where am I going to get Leverage? Where am I going to get leverage? So I as you saw the slide can spend 80% of my time, spend 80% of my time doing the activities that get me listings and not doing all the nonsense that needs to get done but could be done for somebody else at 10 or 15 or $20 or Euros per hour. Right now, one of the things you're going to see over and over again in the plan is you got to list out all your lead sources and we're going to ask you develop what's called an sop a standard operating procedure.

Another way to call it would be like a checklist. So what you want so right in your notes is you want to checklist like a do this by when and who's responsible for every one of your lead pillars. just like you want a checklist for when I open an escrow I do all of this when I have a pending sale I do all of this When I launch a listing. Here's what I do Now you could of course go to Tom.

or chat GPT and say I'm a real estate agent in the Czech Republic What would be the ideal checklist of every detail I would need to do in order to launch a perfect listing? It'll give you the entire list. so 80 to 85% of the stuff I'm uh. checklist Thomas that was perfect timing and beautiful. Uh Tom this is Steve no way what's up Steve That is awesome! Thank you so much for joining Man! Super fun all right.

So let's keep jamming so moving beyond operations and and by the way, you should be creating Sops for every one of the things you do in your business right? like I we do 100 seminars a year. Do you think we make it up every time or do you think we follow a checklist? Um I'm about to do a webinar. Here's the checklist. I'm creating content.

Here's the checklist. Hey, I'm about to get on a coaching session. Here's the checklist. When you work from a checklist, When you work from an sop, When you work from a system, you don't have to work from memory.

When you work from memory, you forget and then you screw things up. I Flew home yesterday from Chicago I'm very happy that the pilots sat there and were like check Check Check Check Check Check Check Check Check Check Check check check Check check check Check Check Check Check check check check and we took off. Follow the checklist. Everybody lives, everything works.

Have no checklist. Every day is like this. Come on seven. make sense.

All right, let's keep jamming. Almost done. Financial I Have this joke. Most agents are pretty bad with accounting and math.

with the exception of calculating 2 and a half to 3% all my clients. You know what? I'm I'm talking about. Most agents are pretty bad with accounting except they can always calculate their commission. So let's play a game.

You ready. What is the number one job for you as a business owner? What is the number one job for you as an agent, As a team leader, As an owner of a business, What is the number one job to create profits? No, you manage your business to create profits. No, yo