August 27th, 2025

It's day 2 here at the Tom Ferry Success Summit and the schedule is packed full of content. Yesterday was a great start, but today is going to take things up a few notches. Stay tuned to the live blog for updates on all the strategies top agents are using to grow their business in today's market.

👉 Download today's slides here

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9:10 AM
Get Ready Today for Tomorrow's Market
Tom Ferry Interview w/Damian Eales

Tom and Damian are talking about a 3-step market turnaround plan:

1) Be Seen - Take control of your visibility. 

2) Be Trusted - Build a brand that sticks. Nobody will work with you if you can't prove your reputation.

3) Be Chosen - Unlock new segments of growth. 

We need to be talking to more renters today. If your site doesn't have a section dedicated to providing info to renters, you're missing a huge opportunity. They may not be buying NOW, but keeping them engaged with you and your website means they'll think of you when they are ready.

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9:20 AM
The Mindset System to Win in Every Market!
Tom Ferry

It's been a crazy 5(ish) years. Historically low interest rates, a pandemic, and then boom - 8% interest rates in 2023. Our industry has been beat up and thrown through the ringer, and it has taken a toll on our mindset. 

If you're in a rut or feel like you really have no direction/inspiration, how can you get out of it?

Tom is sharing his method of looking into the future to set your intentions. What will your like look like in 10 years if everything went the way you wanted it to go? 

10:45 AM 
Listing Marketing Master Class Part One
Jimmy Mackin

Jimmy Mackin is a partner of Breakthrough Broker's, and we have an entire section on our site dedicated to strategies he taught in today's session!

👉 Get the goods here.

You don't need to reinvent the wheel, just use what already works. 

The Perfect Text:

"Hi Joe - I know this is probably the wrong time, but I've been talking to a lot of buyers who are very serious about buying in the next 90 days. Would you be open to the idea of selling if you got a great offer?"

Turn Instagram Fans Into Appointments:

Get attention as a "faceless creator". Don't like being on camera? Remove yourself as the bottleneck. You can create a ton of contetn without ever needing to appear in the video. You'll get views, but not leads. That

Instagram lead magnets. Formula is = This just happened > shock statement > offer

Add a New Lead Pillar:

You can optimize an existing lead pillar or add a new one. Those are the only 2 ways to grow your business.

👉 Go all-in on Expired Listings

Expired listings are one of the most overlooked yet high-potential opportunities in real estate.

Get Listings Through Your Database

Your hottest leads aren't on Zillow, they're in your CRM. 

Emails:

Your typical newsletter email sign-off probably says something like, "if you or someone you know is thinking of buying or selling, feel free to reach out..."

Try this instead: "Before you go, I send this newsletter each Friday to help you stay informed, clear-headed, and ready to act when the opportunity arises. If you're thinking of buying, selling, or just want to check in on your property's current value, text or call me anytime at 123-456-7890. Happy to help"

Write better email subject lines:

• Urgency: Read this before you sell your home in 2025
• Curiosity: What do buyer really want right now?
• Loss Aversion: How to avoid losing $23,000 if you sell your home in 2025

Send this email to homeowners:

Subject:
How much equity have you gained this year?

Body:
I don't send an email like this often.
But I know a lot of my clients - especially recently - want to know how much equity they've gained this year.
And even though it takes me some time to dig into the comps, analyze recent sales, and factor in details that algorithms overlook, my clients always appreciate knowing what their home is actually worth versus an inaccurate online estimate.
Would it be helpful if I prepared one for your home?

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2:05 PM
How to Build your Brand on YouTube
Ken Pozek

Orlando agent Kevin shares how his team shifted from buyer-heavy YouTube leads to winning listings by creating area + neighborhood + listing tour videos.

Treat your business like a media company and position yourself as the mayor of your market to build long-term brand equity.

Just START. You don't need anything more than your phone to record videos. 

“You’ll make significantly more money focusing on your community than making funny content for agents. Become the mayor of your market.”

Key Tactics

• Listing-Focused Content: Area tour → neighborhood tour → listing tour. Positions himself as a seller’s agent, not just “move-to Orlando guy.”

• Hook & Retention: First 10 seconds matter; keep viewers with constant re-hooks and B-roll.

• Longer Videos Win: The longer people watch, the better YouTube pushes content.

• Repurposing: Lives → podcasts → shorts → blog → newsletter.

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2:35 PM
How to Dominate Your Geo Farm
Stephanie Younger

👉 Get the Farming Guidebook here

Mailing consistently is the key. You won't get results from one-off mailers. 

Volunteer - People want to work with people who help others.

Events & Sponsorships - Don't just focus on buyer/seller seminars and events related to real estate.  

"Farming is a virtuous cycle. Everything you do plants seeds. It takes time for them to grow, but you'll end up with a bountiful harvest"

How to build a Geo Farm on a Budget

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2:50 PM
Win the AI Search Game: The System
Jason Pantana

Are you keeping your clients? 

Email is the best method (although you should have a multi-touch strategy).

Send regular maintenance reports to them and stay in touch. He talked about the Live inHere portal where your clients can keep track of everything related to their home. 

Create a Market Report Email in 30 Seconds w/AI: 

Head over to ChatGPT, Gemini, Grok, or Claude and follow these steps:

1) Pull Your MLS Data
Start by exporting data from your MLS based on the audience/area you’re targeting.

• Use filters like price range, property type, or ZIP code.
• Include relevant columns like status (Closed, Expired, Withdrawn), list and close dates, price, and location.
• Export your results as a CSV or Excel file.

Smaller, focused datasets work best. Example searches might include:

• “Detached homes between $600K–$900K in [Area] over the past 60 days”
• “Expired listings over $1.2M in [ZIP] in the past quarter”
• “Condos with 2+ beds in [Neighborhood] sold year-to-date”

STEP 2: Start with the Intake Prompt
Paste the Intake Prompt into your AI chat. It’ll walk you through a quick setup where you’ll enter:

• Your name or business name
• Market location
• Font and brand colors
• Your email signature details

The primary goal of the email (e.g., influence potential sellers, attract move-up buyers, educate investors, etc.)

PROMPT (Replace the text between the underscores with your details):

You’re about to generate a custom HTML email newsletter based on real estate market data provided in a spreadsheet.

Before beginning, collect the following inputs from the user:

### INTAKE QUESTIONS

**1. Business or Brand Name**
_Used for branding and footer elements._

**2. Agent or Sender Name**
_For use in the signature and any references throughout the email._

**3. Market Location**
_The geographic area this market update covers (e.g., “Franklin, Tennessee”)._

**4. Preferred Font(s)**
_List one or two fonts to be used in the design._

**5. Preferred Brand Colors**
_Provide color values or descriptions (e.g., “deep navy and soft gray”)._

**6. Email Signature Details**
_Include any additional contact information for the footer: phone number, email, website, license number, etc._

**7. Primary Goal of the Email**
_Describe the core purpose of the email. Who are you trying to influence, and what do you want them to think, feel, or do? (e.g., “Encourage homeowners to consider selling,” “Position myself as the go-to market expert,” etc.)_

—

After you’ve collected and confirmed this information, acknowledge it. Then, wait for the user to proceed with the next instruction and upload the accompanying spreadsheet.

STEP 3: Upload Your Spreadsheet
After completing the intake step, upload your MLS spreadsheet to the same chat. Now the AI has what it needs: your branding, your audience, and your local data.

STEP 4: Run the Execution Prompt
Paste in the Execution Prompt to submit with the your MLS data.

This will tell the AI to analyze the data, generate a personalized greeting, write a compelling insight based on the goal you specified, and build interactive visualizations. It will then return a clean block of HTML code that you can copy and paste directly into your email marketing platform (like Mailchimp, ActiveCampaign, or similar).

PROMPT:

You’ve collected intake information from the user, including business name, sender name, market location, brand preferences, and the goal of the email. Now, using that information and the attached spreadsheet, create a fully custom HTML email newsletter.

This email will serve as a Real Estate Market Update for the specified market area, based exclusively on the data in the spreadsheet.

Do not alter, fabricate, or infer any information beyond what is provided in the spreadsheet.

—

### REQUIREMENTS  
*All instructions listed below must be followed.*

—

**Personalized Greeting**  
– Add a personalized greeting at the top of the email using standard merge tag syntax (e.g., ``). 
– If no name is available, default to a friendly salutation like “Friend” or “Homeowner.” 
– Ensure the name is converted to proper case (e.g., “john” becomes “John”; avoid all caps).

**Data Integrity**  
– Use only the data provided in the spreadsheet. 
– Do not invent, infer, or hallucinate any additional information. 
– You must infer all relevant market characteristics (e.g., property type, price range, sub-location) directly from the spreadsheet data, without introducing anything not present.

**Compelling Market Insight**  
– Analyze the data to identify a single compelling insight aligned with the **primary goal** specified during intake. 
– Write a 3–4 sentence paragraph that clearly communicates this insight to the target audience. 
– Highlight a relevant, specific data point that would influence the intended behavior (e.g., considering a sale). 
– The tone should be persuasive but strictly factual—avoid exaggeration or speculation.

**Offline Functionality**  
– Ensure all infographic content—including charts, graphs, and imagery—renders properly in any modern web browser, even without an internet connection.

**Coding Standards**  
– Write clean, semantic HTML with inline CSS styling only. Use table-based layouts and email-safe CSS properties. Avoid external stylesheets, <style> blocks, and modern CSS features unsupported by email clients like Outlook.
– The final product should be fully functional across major email clients.

**Expert Design**  
– Apply professional design principles to ensure the layout is clean, visually engaging, and easy to read. 
– Use the preferred fonts and brand colors specified during intake. 
– Include clear section headers and concise supporting text to guide the reader through the content.

**Data Visualization**  
– Create interactive charts and graphs that clearly display key trends and performance metrics using only the spreadsheet data. 
– Do not infer or supplement with outside information. 
– Keep the number of visual sections focused and digestible—typically 2 to 4 key visuals is appropriate for a single newsletter. 
– The visualizations should help the intended audience quickly grasp what’s happening in the market and why it matters in the context of the stated goal.

—

Use the date range in the spreadsheet to generate a relevant and accurate title for the newsletter. 
Ensure the final design reflects the branding and communication goal captured during intake.


STEP 5: Copy, Paste, and Send from Your Email Platform
Once the AI gives you the final HTML, copy the entire block of code and paste it into the HTML editor of your email platform (like Mailchimp, ActiveCampaign, etc.).

Before you send:

• Carefully review for accuracy—make sure the data, insights, and language reflect what’s actually in your spreadsheet
• Preview the email to check formatting, visuals, and mobile responsiveness
• Replace any placeholder merge tags (e.g., ) with the correct format for your platform
• Confirm that links, buttons, brand colors, contact info, and CTAs are correct
• Send a test email to yourself
• Then send to your intended list

You don’t need to know code! Just copy, paste, review, and send with confidence.

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4:00 PM
This Market Requires a New Version of YOU
Tom Ferry

This session expands upon this morning's 9:20 AM session (The Mindset System to Win Every Market) and he's walking the crowd through each step to develop their vision statement and plan. The goal is for every agent to leave here knowing what they're working for and how they'll do it, so they can start shifting their identity to be the person they want to be.

We will post all the slides from this session as soon as they become available to help you create your own!

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DAY 2 RECAP & TOP TAKEAWAYS:

1. Market Strategy & Visibility

• A 3-step turnaround plan: Be Seen → Be Trusted → Be Chosen.
• Visibility drives opportunity. Take control of where and how people find you.
• Build trust through brand consistency, reviews, and proof of reputation.
• Renters are an untapped segment. Create website sections and nurture campaigns for them now.

2. Mindset & Identity Shifts

• The past 5 years tested agents—pandemic, rate shocks, and volatility demand resilience.
• Working with purpose creates unlimited momentum. Working without it leaves you searching externally for motivation.
• Create a 10-year vision statement—personal, not business. This anchors your drive.
• Identity evolves; real growth comes when you intentionally design who you’ll become.
• Sales is 85% mental, 15% execution.
• To achieve new goals, you must cut old habits, beliefs, and pain—and turn them into strength.
• Keystone behaviors (daily habits) act as identity markers—small wins prove transformation.
• Your circle matters: strengthen supportive groups, distance yourself from those who drain you.

3. Listing & Lead Generation Mastery

• Use the “Perfect Text” to spark conversations with potential sellers.
• Turn Instagram fans into appointments by creating faceless content—don’t let discomfort stop you from producing.
• Add a new lead pillar (expireds, database, social). Expireds remain a huge, overlooked opportunity.
• Your database is your hottest lead source, not Zillow. Mine it aggressively.
• Elevate your email game:
• Replace weak sign-offs with compelling, direct CTAs.
• Use urgency, curiosity, or loss aversion in subject lines.
• Send “equity gained” emails—clients love personalized home value insights.

4. YouTube & Media Company Thinking

• Treat your real estate practice like a media company.
• Focus content on community and listings, not just buyers.
• Start simple: your phone is enough. Consistency beats production quality early on.
• Hook fast. The first 10 seconds make or break retention.
• Repurpose across platforms: long-form → podcast → shorts → blog → newsletter.

5. Farming & Community Building

• Geo farming is a virtuous cycle—mailers, volunteering, and community events plant seeds that compound over time.
• Farming on a budget is possible: consistency matters more than flash.
• People want to work with people who contribute—sponsorships and volunteering build trust faster than another “just sold” card.

August 28th, 2025

The third and final day has arrived, and it's been a whirlwind of great content from some of the industry's leading experts and influencers. 

Follow along below! 

👉 Download today's slides here

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8:30 AM
The $20mil GCI Open House System
Andy Tse

Andy shared his exact framework for using open houses as a predictable, repeatable listing + buyer system that has generated over $20M in GCI.

Treat open houses as listing opportunities, not just buyer catchers.

His system includes:

• Pre-Open House Marketing – heavy door knocking, geo-targeted invites, and database blasts.
• The Event – high energy, sign-in systems, scripts to uncover seller leads.
• Follow-Up – same-day outreach, next-day touches, and long-term nurture sequences.

Mindset: Every open house should produce at least 1 listing appointment.

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10:55 AM
Listing Marketing Master Class Part Two
Jimmy Mackin

Jimmy built on yesterday's sessions and broke down what’s actually working in listing marketing right now, with an emphasis on practical, plug-and-play strategies agents can implement immediately.

Expired Listings = Overlooked Goldmine

Most agents avoid expireds because they seem “burned out,” but that’s exactly why the opportunity exists.

Approach expired owners with value-first communication (equity updates, market strategy, buyer demand).

Scripts matter — don’t sound like every other agent who calls them. Focus on solving their problem (“Your home didn’t sell the first time — here’s why my system gets a different result”).

Consistency is the differentiator. One call won’t cut it. Build a campaign that includes calls, emails, and mailers.

Here are the exact expired marketing resources to use

Your Database is Your Hottest Listing Source

Zillow and portals give you cold leads. Your CRM holds your warmest, highest-converting leads.

Go beyond sending generic newsletters — personalized outreach wins:

“How much equity have you gained this year?”  Great subject line for a one-to-one style email.

Offer equity updates or CMAs as a service, not a sales pitch.

Remind past clients you already know their home better than an algorithm ever will.

Action Step: Run an equity campaign through your CRM. Pick 20–50 contacts weekly and send personalized notes/emails offering a home equity report.

Email Marketing Upgrades That Convert

Stop ending newsletters with “If you or someone you know is thinking of buying or selling, call me.” It’s passive and ignorable.

Instead, use direct, compelling CTAs that tie into real value.

Examples:

“If you’re wondering what your home is worth in today’s shifting market, text me and I’ll run the numbers for you.”

“Read this before you list your home in 2025.” (urgency headline)

Subject Line Frameworks:

Urgency: “Read this before you sell your home in 2025”

Curiosity: “What do buyers really want right now?”

Loss Aversion: “How to avoid losing $23,000 when selling your home”

Use these consistently across your database for higher open rates and direct replies.

Social Content = Lead Magnets, Not Vanity Posts

Don’t post for likes — post for appointments.

Content formula for Instagram (or Reels/shorts):

This just happened (news hook).

Shock statement (attention grab).

Offer (lead magnet or next step).

Example: “This just happened → 12 homes sold in [neighborhood] over asking. Shock → Sellers are getting multiple offers even at today’s rates. Offer → DM me if you want a free neighborhood report before you list.”

For agents who don’t like being on camera → Faceless Creator Method: use voiceover, graphics, and captions. It’s about the information, not your face.

The Equity Report Email (send this today)

Subject: “How much equity have you gained this year?”

Body: I don’t send an email like this often. But I know many of my clients — especially recently — want to know how much equity they’ve gained this year.

And even though it takes me time to dig into the comps, analyze recent sales, and factor in details algorithms overlook, my clients always appreciate knowing their true home value versus an automated estimate.

Would it be helpful if I prepared one for your home?

Why it works: Personalized, high-value, positions you as an expert, not a salesperson.

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11:20 AM
Words that Convert
Matthew Ferry

• 36% agents flagged for excessive filler.
• 34% cite low confidence.
• 77% fail to set clear next steps.

• Adverb presuppositions (“Fortunately, you are sitting with an agent who will get you the best possible price”).
• Awareness presuppositions (“Are you starting to realize…?”).
• Temporal presuppositions (“Once you submit an offer, I’ll get it accepted so you can sleep easy”).

2:30 PM
PANEL: How to Get Into Action
Josh Altman

This was a tactical workshop panel on implementation and execution.

Framework Shared: The 4 Disciplines of Execution (4DX)

Wildly Important Goals (WIGs) – Identify the ONE or TWO initiatives that will move your business forward.

Lead Measures – Define the daily/weekly activities that directly impact those goals.

Compelling Scoreboard – Create simple, visual trackers to measure progress.

Cadence of Accountability – Weekly reviews, commitments, and celebrations to sustain momentum.

Panel Highlights:

Jamie McMartin – Focus on consistent systems, not random hustle.

Julie Woods – Showed how to dominate Google Reviews and generate $100k in 100 days with structured outreach + CRM automation.

Tiffany Vasquez – Broke down her upgraded Magic Buyer Letter process to find off-market opportunities and flip “not a match” homes into listings.

Tom Ferry – Reinforced that execution, not ideas, separates those who succeed post-Summit.