CHAPTER

XX
_________

CEO
MANAGEMENT
Tom Ferrys 101

CEO
Agent
Sales
Manual

Tom Ferry - Your Coach 888.866.3377 tomferry.com

NAME:
EMAIL:

Tom Ferrys CEO Agent Systems Manual

Tom Ferrys

CEO
Agent
Sales
Manual

Tom Ferry - Your Coach 888.866.3377 tomferry.com

We would like to thank one of our coaches Christina Banaga

for developing this manual. Her understanding of the real estate business,
best practices of systems and processes and the intricacies of transactions have been
invaluable in helping our clients grow their business by Design.

Tom Ferrys CEO Agent Systems Manual

CHAPTERS
5
CHAPTER ONE
CEO MANAGEMENT 101

21
CHAPTER TWO
CLARITY COUNTS

27
CHAPTER THREE
TEAM STRUCTURES THAT WORK

49
CHAPTER FOUR
CEO TOOLS TO INCREASE PRODUCTIVITY AND PROFITS

65
CHAPTER FIVE
ITS ALL ABOUT THE LEADS, BABY

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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CHAPTER

ONE
_________

CEO
MANAGEMENT
101

Tom Ferry - Your Coach 888.866.3377 tomferry.com

CHAPTER ONE

CEO MANAGEMENT 101

CEO Management
Effective leadership is not about making speeches or being liked;
leadership is defined by results not attributes.
Peter Drucker

For an agent and/or a team, the administrative support structure is essential on a daily
basis to be successful and is fundamentally necessary for growth to occur without negative
effects to customer service, personal life, economics, etc. As an agent decides to take
their business to the next level he or she must evaluate it and decide how to structure
the foundation of the business to include staff, financials and sales. Once an agent has
decided to hire someone, the agent then performs all of the research and leg work to hire
the best candidate to fill the most important role, an assistant! To the structure and growth
of a team a CEO Agent MUST be well prepared to build a phenomenal foundation that will
support the goals and visions of their company and have the passion to lead the team to
success!
The decision to grow has a direct impact to an agent because it is an investment in their
time, energy and money. For the ROI (Return On Investment) to generate what we are
expecting, not only must we have the talents to perform the tasks, but the knowledge
to leverage talents to create more business for the greatest ROI! Job descriptions are
critically important, and understanding how they affect the ROI is the difference between
being good and being EXTRAORDINARY!
When an assistant is hired, they will invest their time and talent for a return and the agent
will invest their money, time and knowledge for a return, as well. The proper structure,
communication and education of a team are the KEY to success. It is up to the CEO Agent
to decide how to implement the training swiftly and effectively to ensure that the company
is meeting its goals in sales and finances. The daily operations of the team become crucial
to its success and clarity is KING!
A well-oiled team can always out-produce others and we have seen these examples. A
CEO Agent is committed to nothing less than a well-oiled machine and has a complete
understanding of the learning curve that must happen. It is the ONLY WAY to ensure
that future goals and visions of the company are accomplished! Lets be clear that EVERY
TEAM PLAYER fundamentally makes a difference each day to the teams production
through actions and attitude! As we continue we will begin to define the teams
involvement in

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CEO MANAGEMENT 101

the business in massive detail, so it is important to know we are starting to understand the
impact everyone makes every day! In committing and participating in this program the
team will begin to maximize the return on investment to each person! Congratulations on
deciding to be the best CEO Agent possible and turning your visions into a reality!
Remember, you are okay where you are at, but youre too good to stay there!

Tom Ferry - Your Coach 888.866.3377 tomferry.com

CHAPTER ONE

CEO MANAGEMENT 101

Clarity Of Roles
1. Do you have a CLEAR vision of your desired growth?

Yes

or

No

2. Do you have a CLEAR understanding of where you are now with production, team and
financials?
Yes or No

3. Do you currently have written job descriptions?

Yes

or

No

If yes get a copy. If no create one for each role in the vision

4. Ensure you have the TOP TEN most critical weekly tasks for each position
(add more if necessary):

CEO AGENT WEEKLY TASKS

1. ________________________________________________________________________________________________
2. _______________________________________________________________________________________________
3. _______________________________________________________________________________________________
4. _______________________________________________________________________________________________
5. _______________________________________________________________________________________________
6. _______________________________________________________________________________________________
7. ________________________________________________________________________________________________
8. _______________________________________________________________________________________________
9. _______________________________________________________________________________________________
10. _______________________________________________________________________________________________

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ASSISTANT WEEKLY TASKS
1. ________________________________________________________________________________________________
2. _______________________________________________________________________________________________
3. _______________________________________________________________________________________________
4. _______________________________________________________________________________________________
5. _______________________________________________________________________________________________
6. _______________________________________________________________________________________________
7. ________________________________________________________________________________________________
8. _______________________________________________________________________________________________
9. _______________________________________________________________________________________________
10. _______________________________________________________________________________________________

BUYER AGENT WEEKLY TASKS

1. ________________________________________________________________________________________________
2. _______________________________________________________________________________________________
3. _______________________________________________________________________________________________
4. _______________________________________________________________________________________________
5. _______________________________________________________________________________________________
6. _______________________________________________________________________________________________
7. ________________________________________________________________________________________________
8. _______________________________________________________________________________________________
9. _______________________________________________________________________________________________
10. _______________________________________________________________________________________________

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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CEO MANAGEMENT 101

10 Leadership Action Steps To

Become a CEO Agent
The average agent is taught to sell and master making money, but is rarely taught to be a
highly effective CEO that runs a sellable business. An agent can become a master CEO
when the rare union of talent unites with leadership, fundamentals, and creates a highly
effective profitable sales organization that is sellable. Below are ten key fundamental steps
to begin the process of transforming from a great agent to a master CEO.

1. DECIDE
a.
b.
c.
d.

Cut off all other options except for SUCCESS

Be willing to do the necessary work with the right people
Be willing to be UNREASONABLE with yourself
Be willing to be uncomfortable for the sake of growth

2. CLARITY OF VISION

a. Define an ABSOLUTE plan for your organization

b. Define each area of the operation based on profit margins
c. Be PASSIONATE about your desire to achieve this vision

3. INVENTORY OF WHERE YOU ARE NOW

a. If the vision is not happening the actions need adjustment
b. What are the ACTUAL results of activities year to date
c. Analyze how market conditions nationally and locally are affecting you
4. ACTION PLAN TO ELIMINATE GAPS AND MASTER VISION

12

a. Develop strategic plans to eliminate all gaps in activities to results

b. Develop needs plan to align vision to results
c. Enroll the right people and remove the wrong people

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5. DEVELOP SYSTEMS, STRUCTURES AND ACCOUNTABILITY PLANS

a. Maximize the effectiveness of current systems and structures
b. Develop key systems and structures necessary for vision
c. Develop accountability reporting and consequences for lack of results
6. LEVERAGE OF LIABILITIES AND ASSETS

a. Identify key assets and ensure maximum results are being attained
b. Identify and minimize all financial and energetic liabilities
c. Systematically identify key assets necessary and plan the attainment

7. WORKING TO WIN BY DESIGN

a.
b.
c.
d.

Identify the day-to-day structure necessary to master the vision

Complete daily and weekly review session for plans vs. results
Continually practice becoming HIGHLY EFFECTIVE with all necessary skills
Outsource all important items that DO NOT require your skills

8. MENTAL DISCIPLINES
a.
b.
c.
d.

Removing obstacles in the most effective way possible

Align your passions to IGNITE yourself daily
Demand more from yourself than others do and measure against yourself
Lose the need for OPA (other peoples approval)

9. ANALYZE, ADJUST AND FORECAST

a.
b.
c.
d.
e.

SCHEDULE the adjustment times

Write out the analyzed results that you find
Forecast how to adjust the activities to better match the results
Trend your business against market conditions locally and nationally
Make adjustments RAPIDLY for results

10. REALIGN, REDESIGN AND RECOMMIT UNTIL VISION IS MASTERED!

a.
b.
c.
d.

Master the skill of ADJUSTING QUICKLY and redesign as necessary

Develop strategy skills for moving your ship back on course
FORCE course correction from yourself and others
LOVE THE LIFE YOUVE DESIGNED!

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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CEO MANAGEMENT 101

Brand and Image

What is a brand or image? The formal definition of brand is a trademark or distinctive
name identifying a product or a manufacture. The formal definition of image is the
impression made on the public as by a famous person; reputation. The brand/image that
the agent has decided is directly tied to obtaining business in their dealings with the
public, centers of influence /spheres of influence (COI/SOI) and to the community as a
whole. Branding can also be tied to the image by a tagline, logo, etc., that is often used
in marketing, internet sites, letterhead, correspondence and other areas that can brand an
agent in a specified place. The cohesiveness of the brand/image across everything you
do is important to assist in congruency and gain trust from potential customers that often
translates into smoother transactions.
Think of the brands that you use often and realize how consistent it is. For example, Coke,
the Diet Coke can, the regular Coke can, the Lemon Lime Diet Coke or caffeine free Coke
can, are similar enough that the brand that you ALWAYS know it is Coke! If the agent is
the original Coke you must ensure that ALL your interactions as the Caffeine Free Coke are
similar enough that there is never any question by the customer that they are dealing with
the Coke brand/image.
The question to be clear on is what brand and image the CEO Agent is utilizing and why.
Once that is developed, the CEO Agent can maximize it by crossing it over or co-branding
your business, marketing (on and offline), Facebook, Twitter, telephone etiquette, daily
tasks, dress, office interactions, correspondence, internet sources, scripts, advertising, etc.
A fundamental issue that often costs money is not crossing the brand/image through every
possible interaction with the clients to maximize visibility. The lack of congruency can
confuse a customer and sometimes shake their confidence in the agent. For maximum ROI
for the team, this is critical and can increase referral business through consistency.
It is required that gets done not only to provide continued image expansion, but also clarity
on how to implement it across the board to include on and offline congruency. This is a
place where a team can create more ROI, but is often overlooked.

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Here are some ideas on where to use this:

If you have a logo or tagline is it on marketing pieces, websites, Facebook, letterhead,

fax covers, internet, newspapers, advertisement pieces, client handouts, business cards,
give away/promotional items, open house logs, scripts, buyer packets, seller packets,
pre-appointment letters, thank you cards, notecards and anything else that is seen by
the public or customers?

Take EVERYTHING you have, screenshot all online sites, gather all items that the public
sees and put it on a table. What does it all look like? Send to your coach for review!

Know why your brand exists. The key question is who developed your brand and why?

Clarity of this will allow you to continue to implement the brand into your back-end systems.

Your brand isnt what you say you are.

Your brand is what your customers think you are!
Make sure your message is saying what you want it to say!

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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CEO MANAGEMENT 101

CEO Agent Mindset

The Real Estate business is very emotional for everyone involved and each day the interaction
with people must be the most professional, calm and concise communication as possible!
Lead the emotions of the team, consumers and industry ON PURPOSE by being mentally strong!

You are currently in a coaching program that not only teaches systems for generating more
business, but also teaches mindset and its importance! Have you heard of the phrase,
How do you show up? This is often a tagline for the question, Are you in the proper
mindset and prepared for what you are about to do? As the CEO Agent leading a team
and clients, you often have the most interaction with clients, leads, vendors and staff. YOU
are the common ground! How your team interacts or shows up with not only the clients
but the vendors such as title, escrow, lenders, inspectors, advertisers, other agents, office
administrators, etc. can impact the relationship and business! What are the standards that
you hold for yourself and your team?
What is sometimes missed in a job description is, extension of the agent - do you know
what that means? Often during your interactions with people they are expecting to see
what they already know to be true from the agent, but the team may not even realize
it. The importance is that it will help co-brand the team, thereby maximizing ROI. If the
customer feels that every time they interact with anyone on the team it is professional,
courteous, helpful, etc., how much more freely will they want to give referrals? Being
conscious of this will not only create a more positive environment but more importantly
will impact your ROI by obtaining more referrals! The client has hired YOU to perform a
specific duty of buying or selling a home because of who you are and what tools you have.
An asset manager or company has made the choice for the same reason! The brand/
image is often the who they are and the tagline, team members, and activities are usually
the tools they have. In order to be the extension of why the agent was hired, the team
must know what that is, then create a plan to emulate it as often as possible. This is all
done with knowledge and the proper mindset, also known as attitude and actions.
If we understand how emotional our business is, what can we do to control that daily? If
YOU are the common ground among the parties in the transaction, how do you think you
impact them? Keeping yourself in a positive mindset with a good mental attitude is key
to the success of not only the business, but also to the team! Each team member should
know how to enhance and keep the mental mindset strong as much as possible. Knowing
how to put yourself in a peak state to show up to a client who is entrusting the sale or

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purchase of a home with the team, can give you amazing insight to keep yourself in tune
with the clients, also attain energy and excitement for your career. We suggest books
to assist with mindset, doing affirmations and attending events, all of which are part of a
positive mindset. A few of the most important books for all team members to read are,
Creating Raving Fans and How to Win Friends & Influence People for obtaining mindset
for being the best at what you do and creating the most ideal environment for the clients.
Each of these books will offer insight on how to interact with people for the best possible
results! Making the most out of every interaction is KEY to the success of the team and the
continued inbound referral more referrals mean MORE BUSINESS!
To enhance your mindset answer the following questions:
CLARITY IS KING: What are my goals and vision my WHY Statement:
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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1. Does that vision excite ME to come to work as my best daily?

Yes or No

2. What are the top 5 things I do everyday to prepare for the day?
1._____________________________________________________________________________
2._____________________________________________________________________________
3._____________________________________________________________________________
4._____________________________________________________________________________
5._____________________________________________________________________________

3. What are the top 5 things my team does every day to enhance mindset?
1._____________________________________________________________________________
2._____________________________________________________________________________
3._____________________________________________________________________________
4._____________________________________________________________________________
5._____________________________________________________________________________

4. Have I read and understood WHAT WE STAND FOR on page 18?

Yes or No

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5. List 5 areas of MY life that are exciting and where I feel I am contributing:
1._____________________________________________________________________________
2._____________________________________________________________________________
3._____________________________________________________________________________
4._____________________________________________________________________________
5._____________________________________________________________________________

6. Do I have a clear way of tracking my most important daily tasks to ensure I am

accomplishing the most important items to my goals?

Yes or No

7. Is my work space inspiring to me?

Yes or No

9. Do I use systems that focus on creating raving fans during the transaction?

Yes or No

Answering and reviewing these questions is critical to the success

of this program and the growth of your team!
If you dont know your WHY and LOVE what you do, this business is hard,
GET CLEAR AND GET EXCITED!

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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What We Stand For

Heres to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
Theyre not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them, quote them,
Disbelieve them, glorify or vilify them.
About the only thing you cant do is ignore them.
Because they change things.
They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song thats never been written?
Or gaze at a red planet and see a laboratory on wheels?
Or look at a human being and see divinity?
We admire these kinds of people.
While some see them as the crazy ones, we see genius.
Because the people who are crazy enough to think they can change the World...
Are the ones who do!

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CEO Business Planning

Understand that you work in a business that continually grows and as the CEO Agent you
must not only be the top sales person in your company and you are also the CEO who
LEADS the business in the direction it needs to be going. You are exactly where you are
because of choices you as the CEO agent have made! Are you where you want to be?
Where do you start to obtain information about the business... the Business Plan!
Being in the business of real estate can be a well-oiled machine or a drippy oil leak; it
depends greatly on how the business plan is developed and executed. The manual
that guides the business is the business plan. In the event your team does not have a
completed business plan, obtain the following items and put them together in a binder.

Vision outline and supporting job descriptions for each team member

Budgets to include YTD actual vs budget and P&L statements

Brand/Image information

Specific lead generation tactics currently in place and any supporting documents

Specific marketing plan to include monthly schedule

Current annual team goals for both units and GCI, more than one agent obtain for
group and individuals

Current schedules of all team members

Monthly business forecast with break down of required numbers including

prospecting

Last years complete numbers for units, GCI, expenses and source of all deals

Areas of Improvement lists

Mindset tools

Daily accountability checklists

Database information

Communication tools utilized

Quarterly reviews

Agent goals professional and personal

Numbers Analyzers System

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Often these can be obtained by speaking to your coach, from your office administrators,
database information review, planners, and so on. This may also be in the creation stage,
and if so, obtain all the information you possibly can to prepare for the development of the
plan and we will discuss the strategy to design. A business plan with this detail is what a
CEO Agent mandates their team operates from. If you are to be a well-oiled machine, you
must have an operating manual!
Once the business is clear from the conception of ideas to the implementation of them
we can understand how to track for measurement and review. Adjusting to the market
conditions and team conditions is the only way the CEO Agent can guarantee success
and measure your progress to your plan. It is crucial to accomplish this! Once this is in
place, you will start to understand the magnitude of the business you are running and how
imperative it is to inspect what you expect. In obtaining the highest ROI, here is a place
where outcome measured reports can provide massive clarity to the team on how to grow
the business and ensure you are highly profitable and market proof!

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CHAPTER

TWO
_________

CLARITY COUNTS

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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CHAPTER TWO

CLARITY COUNTS

Clarity on Commitments,
Goals, Accountability
and Motivation
As the CEO Agent it is VITAL to have your business operating smoothly and effectively so
you can focus on enhancing production, skills and price points! To have a team that can
support your vision with clarity and purpose, you must be crystal clear on the commitments,
goals, accountability and motivation you have for short and long-term goals. There are
multiple avenues for you to obtain this information, but the most important thing is to
actually obtain it! In the beginning of this book we discussed the business plan. The tools
from that plan are ideal to keep clear on the visions, commitments and goals as well as
how to be held ACCOUNTABLE for your execution. Here are a few of those tools again to
ensure you are utilizing them to enhance your clarity:

Daily Accountability Checklists

Daily and Weekly Schedules

Business Plans

Vital Reports (both production and financials)

Coaching Call Binders

Production Reports

Quarterly Reviews

Annual Reviews

Goal Charts

Dream Books/Boards

There may be other items that your team uses to stay connected to their commitments and
goals but, if you are not using these tools then you are intentionally keeping your team
from growing to its truest potential! The rule of thumb is, often as agents we will review our
production as necessary, BUT as the CEO Agent, you must measure where you are against
where you want to be and be accountable to eliminate the gap!

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Enlist the key players on your team to co-create the most motivating environment possible.
Here are some key tips to get you and your team into a more accountable and motivating
environment!
1. Get your VISION in writing and on the wall
2. Put the VISION and current production vs goal on your weekly meeting agenda
3. Use videos, audios and visuals to support the vision
4. Watch to Toms videos as a group weekly
5. Keep your monthly change initiatives in visible sight until they are accomplished
6. Host quarterly Team WIN parties or events
7. Have year-end bench mark bonuses based on PROFIT
Now that you have clarity on the commitments, goals, accountability and motivation,
what do you do with it? YOU MAKE IT HAPPEN! On a daily basis your team is in
action on activities that will ensure that your goals will be achieved, but everyone
can get side tracked by the many demands of the day and of life. This is where your
MENTAL TOUGHNESS must come in! This is a form of accountability for your vision; the
accountability to be the person you claim to be!

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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Below is a chart of the 5 most common goals for CEO Agents and key items of how to
implement the accountability of making things happen.
1. INCREASE PRODUCTION

Keep a weekly update on contacts made, appointments and contracts

Prioritize to ensure that prospecting time is scheduled

Maximize all lead generation sources

Complete all necessary items for their prospecting prior to their scheduled time and
remind them of the time when handing it to them - do not leave a note on desk, if
possible

Ask for your coachs advice on increasing production and assist where you can help

Assist in lead follow-up daily

Make this FUN for your agent

Know if your agent is more driven by pain or pleasure and use that in connection
with their motivation for this goal

Answer their cell phones when they are prospecting and take messages

2. INCREASE PROFITS

26

Watch expenses MONTHLY

Do the data entry if possible, and if not, ask to assist in reviewing monthly P&Ls for
cost-cutting ideas

Increase production

Know the cost of lead generation systems, the results and suggest cuts where
necessary

Keep client gifts and services to a minimum while providing WOW touches

Stay focused on cost cutting ideas whenever possible

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3. INCREASE FAMILY/PERSONAL TIME

Keep your agent/team on schedule and make sure you know when their day ends

Remind them of their personal time (i.e. spouse, children, etc.)

If they are off track of their schedule remind them that it will cut into their personal
time

Assist them in working smarter, not longer

If possible, keep their calendar for them

Train them to have you set appointments for anything other than clients

Keep them on target with reminders well in advance of appointments

4. INCREASE PERSONAL PRODUCTIVITY

Keep them on their schedule

If they have too much unscheduled time, put more prospecting time in for them

Remind them of their commitments

Keep distractions to a minimum

Do not interrupt with multiple questions. Save all questions until a check-in time
when possible

Know what needs to be done and ask about it

Maximize your knowledge on their scheduling system and use it exclusively

When they appear off track, ask, Is there anything we can do for you right now?

Keep yourself working at the highest level of productivity to inspire them to do the
same

Offer to be in on their coaching calls or at least speak/email their coach monthly

Master time-saving techniques and use them

Assist them with personal things as often as you can

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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CLARITY COUNTS
5. IMPROVE SKILLS

28

Ensure that they receive Toms videos and ask them about the topic he presents

Know their role play partners, accountability partners and the times they are
scheduled to do them. Ask about it!

Recap any meetings they attend and incorporate any new skills or scripts into your
business binder under the appropriate section

Ask your extended team to inform you of any trainings and make sure your agent is
aware of them and attends

Offer to be a role-play partner if possible

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CHAPTER

THREE
_________
TEAM STRUCTURES
THAT WORK

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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CHAPTER THREE

TEAM STRUCTURES THAT WORK

Structure of a
CEO Agent Team

Defining roles of the CEO Agent,

staff and supporting agents
Roles within a team are intertwined and the most important factor to understand
is why and how they affect each other and how they ultimately define the team.

The CEO Agent has the primary role of lead generating, lead follow-up, listing
presentations, showing property, writing/negotiating contracts and closing deals, which
are direct income producing activities. We realize everything else that needs to be done,
directly supports income producing activities is where a TEAM comes in! Servicing the
clients, managing the listings/escrows, and managing schedules/marketing/activities are
CRUCIAL to the success of the CEO Agent, which have a direct effect on the profitability
factor! The better everything else is done directly impacts the growth of the team and as
the CEO Agent you must ensure excellence in these crucial company divisions!
There are several administrative layers within a team that develop, based on where the
team is in the growth process. Traditional growth models start with a CEO Agent hiring an
assistant to help them. As business grows the agent/team often add specific roles, such
as, buyers agents, escrow/closing coordinator, listing coordinator, REO/short sale staff,
marketing coordinator or an all-in-one who handles all coordinating roles. While working
for this company that is in a continual state of growth, you may be moving in and out of
certain roles, but it is important that the objectives are essential to your current role every
day. Your team may consist of outside vendors that work with you regularly, like your title
company, lending company, escrow/closing company, marketing department, broker staff,
coach, etc. and these people often become extended team members. Understanding their
roles is important to your success and growth opportunities with the agent/team. Regular
meetings with the team members are an ideal way to expand tools and systems that may
not always be new, but can enhance your personal productivity and success.
Below is a generic outline of the possible growth patterns you may experience. These
guides are based on traditional models and as the CEO Agent, creating an outline
specifically for your team is necessary.

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REAL ESTATE AGENT

ASSISTANT

ALL-IN-ONE
COORDINATOR

ESCROW/CLOSING
COORDINATOR

MARKETING
COORDINATOR

SPECIALIZED AGENT

LISTING
COORDINATOR

SPECIALIZED
AGENT

REO/SHORT SALE
AGENT

EXTENDED
TEAM MEMBERS

BUSINESS
PARTNERS

REO/SHORT SALE
COORDINATOR

Growing a strong real estate practice will generally result in a team concept. There are key
indicators that exist in a highly productive CEO Agent, and oftentimes these indicators
are missing non-productive teams. In this document, we have prepared an outline that
includes all of the key indicators and concepts necessary for you to produce a productive
team. The ideal way to utilize this tool is to complete the checklist in conjunction with your
coach and take the accountability piece and incorporate it into every coaching session.
First, we must evaluate your current situation. One of the key indicators that we
consistently identify in highly productive teams is that the basic foundation of the lead
agent/team leader has proven to create the desired results. To identify if this is the case,
answer the following:

1. Currently I am on target or ahead of target for my own production goal.

Yes or No

2. We have at least five lead sources that generate closed sales monthly.

Yes or No

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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3. We use a systemized approach to my daily schedule with active prospecting.

Yes or No

4. We have current buyer/seller/lead follow up systems that create raving fans and ensure
that high level service is in place.

Yes or No

5. We have a clear accountability structure that we utilize daily.

Yes or No

If you answered YES to 80% or more to the questions above, you are ready to begin
developing a productive team. If you answered less than 80%, there may be elements that
need to be put into place or strengthened before putting a team together. We suggest
you review each of the five elements with your coach and create the timeline and structures
to ensure these items are in place. Once you achieve your goals you will be ready to create
your dream team!
The guidelines that come next will assist you in developing your team. The organizational
chart below will give you a general structure of the flow of the team structure. Note that
you may start off with only a fraction of the pieces in place and grow into the full chart over
time. Our goal is for you to develop a strong, highly effective team and this is a 1-3 year
process that requires consistent organization.

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Return on Investment
Understand that you are the CEO of a company that is in a continual growth stage
and you have decided to build a team to obtain a higher return on your investment!
The only way to obtain a higher return is to ensure your investments
are made in the RIGHT PEOPLE!

The real estate business can be a well-oiled machine or a drippy oil leak because it
depends on its maintenance, development and review from the CEO and team members.
The beginning of any well-oiled team starts with a thought out business plan developed by
a CEO who is ready to grow the business. Below, you will find key elements that must be
in place to ensure that you have the right investments available to make your team grow in
order to provide the largest returns possible!

Business Plan with 90 day cycles

Budgets for all annual expenses, income and expenses, P&L Statements

Brand/Image information

Specific lead generation tactics with outlined systems to guarantee results

Specific marketing plan to include monthly schedule and implementation structures

Current annual team goals for both units and GCI, more than one agent obtained for
group and individuals.

Outline of all team members, including written job descriptions and accountability
structures.

Monthly business forecast with a breakdown of required numbers, including

prospecting.

Complete prior year numbers for units, GCI, expenses and source of all deals.

Areas of Improvement lists

Mindset tools and daily structure

Daily Accountability checklists

Database information

Communication tools utilized

Quarterly reviews

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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These may be in the creation stage, especially as you develop a team. The more work
done NOW on developing these systems, the better the return on your money! You
should review these in detail with your coach and create a timeline that supports your team
development to complete these elements. Utilize the job description and team structure
outlines to get started with your coach. The tools will assist in unfolding the details of your
desires for team members and team growth.
As you begin to understand the business from conceptualizing your ideas to implementing
them, you can develop the tracking systems for measurement and review to ensure the
results. YOU may start to understand the magnitude of the business you have created,
because the development of a strong and profitable team will require work! The most
successful teams have structures that support massive growth year after year, and that does
not happen by accident.
In the event where you have met these requirements, put them in a binder. In essence, you
have begun your Policy and Procedures manual. If you work with the team by following a
structure and utilize a manual for success, then you will direct and steer the business into
the future. If you do not take the time to put the structure in place, then the growth of
your team will be governed by the market and the personalities that work for you. Keep in
mind that you are the CEO of this business and all the results are a direct reflection of your
decisions.

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Finding the Team Members

As you begin to develop your team it is imperative that you find the right members. You
must first define what you are precisely looking for so you may begin searching for the ideal
members. Below, find the top five ways to complete this search.
1. Search the largest local paper.
2. Utilize all available internet sites, such as, Craigslist, Monster, Facebook, CareerBuilder
and any other social media tools.
3. Notify your extended team members on what you are looking for. Tell your manager,
your coach, your escrow/attorney, title, lender, etc.
4. Post on college job boards.
5. Notify all your local real estate schools, etc.
These resources produce the best people available. Below is an example of an ad that
you might consider running. The purpose of the ad is to save you time and money. If the
candidate cannot follow the directions you have set forth, they should be passed on as it is
an indication of the future.

REAL ESTATE AD
TOP (city) _____________ AGENT/TEAM LOOKING FOR A DYNAMIC
(ASSISTANT/TEAM MEMBER/MANAGER/BUYERS AGENT)
TO ASSIST IN MASSIVE GROWTH!
Ideal candidate will be a high energy, self starter with abilities to______________________,
Excellent skills in ________________ and knowledge of ___________________.
Salary (commission) + bonus negotiable & based on experience!
Fax/email resume and cover letter
to 888.888.8888
NO LATER than June 10th.
No calls please.
Resumes will be reviewed and interviews scheduled.

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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Once you receive resumes, compare them directly to the written outline you have
produced, then eliminate the people who do not have the qualifications. For those that
meet the requirements, set up 5-10 minute phone interviews with them via email and ask
them to email you back a confirmation. Again, you are looking for someone who has the
necessary tools already in place. Then ask the following questions (CHANGE QUESTIONS
TO FIT THE POSITION YOU ARE INTERVIEWING FOR):

In reviewing your resume, we have the following two questions:

Tell me how you manage your time and your experience regarding managing other
peoples schedules:

Are you willing to do personal errands and work out of the house occasionally?

Tell me how much real estate experience you have in managing listings and escrows?
a. End the call here if they do not match the qualifications that are a direct extension of
you.

(IF YOU LIKE THEM) Are you available Saturday for an onsite interview?
a. What is the hourly rate you desire?
b. When can you start?

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Structuring Your Team

In order to create the team structure and systems, you must obtain as much clarity as
possible. Knowing the desired outcome allows you to create a team that can hit the target.
Utilize this basic outline to begin creating your desired team.
What is our team VISION statement?
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________

Our current year goal is? Units: __________________

GCI: __________________

This is a ____________% increase over last year with _________ units and ____________ GCI.

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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The top five lead sources my team will utilize are:
1._____________________________________________________________________________
2._____________________________________________________________________________
3._____________________________________________________________________________
4._____________________________________________________________________________
5._____________________________________________________________________________

Do we currently have a policy and procedure manual for existing systems?

Yes

or

No

Are the standards and responsibilities of each position clearly defined in the job description
based on the team leaders perception?
Yes

or

No

Are the pay structures clearly defined in the job descriptions?

Yes

or

No

To better define the structure of your team, list the top 10 items that are critical for team
growth that may or may not be in your current job description:
1._____________________________________________________________________________
2._____________________________________________________________________________
3._____________________________________________________________________________
4._____________________________________________________________________________

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5._____________________________________________________________________________
6._____________________________________________________________________________
7._____________________________________________________________________________
8._____________________________________________________________________________
9._____________________________________________________________________________
10.____________________________________________________________________________

These items assist you in the growth of your profitable and productive team. Complete
these items and submit them to your coach to review. This process when reviewed in detail
with your coach will create the most fertile ground to grow the right team. The next page
will allow you to begin a very basic job description for each position you are developing.

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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CHAPTER THREE

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How to Create a Job Description

1. Job title is: ___________________________________________________________________

2. Report directly to: _____________________________________________________________

3. The primary purpose of this position is: __________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

4. The TOP 5 ongoing responsibilities and desired results:
1._____________________________________________________________________________
2._____________________________________________________________________________
3._____________________________________________________________________________
4._____________________________________________________________________________
5._____________________________________________________________________________

5. What are the top 3 ways this position primarily impacts the agent, current clients and
leads?

40

AGENT

CURRENT CLIENTS

LEADS

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

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6. The backup person for this position is _______________________________________ and
the ______________________________ system is used to document priorities of the day.

7. The primary office and lead tracking system is: ____________________________________

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

8. The Key Success Indicator of this position is: ______________________________________

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

9. Directly impact profit and productivity of the team by: ______________________________

_____________________________________________________________________________

_____________________________________________________________________________

10. Extended team members are: ___________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

11. The pay structure for this position is:____________________________________ and paid
in the following manner:____________________

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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12. Daily schedule is:

ACTIVITIES

MON

TUE

WED

DATES:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.

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Tom Ferrys CEO Agent Systems Manual

THR

FRI

SAT

SUN

CHAPTER THREE

TEAM STRUCTURES THAT WORK

18-30 TRANSACTIONS
REAL ESTATE AGENT
TEAM LEADER

EXTENDED TEAM MEMBERS

ASSISTANT
TITLE

RESPONSIBILITIES

ACCOUNTABILITY

PAY STRUCTURE

Real Estate
Team
Leader

* Lead generation
* Define & work your plan daily
* Write contracts
* Show/List property
* Negotiate & close deals
* Manage money, systems & tools for
business
* Trend market place
* Increase skills
* Delegate & empower Team

* Daily number tracking

& reporting
* DAC
* Coach
* Office Manager
* Family

* % of net income
after business
expenses & taxes are
paid (this is largely
based on how well
money is managed
& commissions
negotiated)

Assistant

* Manage clients & files to create raving fans

* Complete tasks for lead generation systems
* Manage listing/exclusive inventory
* Manage agent calendar, schedule & emails
* Run office in effective & productive manner
* Complete daily tasks
* Maintain necessary personal items as
outlined by agent
* Forecast & develop any needed systems &
structures for increasing business

* DAC
* Morning intention
reports & check-in with
agent
* End of day completion
& check-in with agent

* Hourly wage
(find local going rate)
* Per closed deal bonus
(based on experience
& contribution)
* Optional profit
bonuses

Extended
Team
Members

* Provide excellent service to clients that cocreate referrals

* Keep agent/assistant up-to-date on key
elements of transactions
* Refer any real estate business to agent
* Assist in developing new business tools,
ideas & materials
* Provide agent/assistant with up-to-date
trend information

* Attend weekly or
monthly sales strategy
meetings
* Weekly reports on
existing clients

* Paid at their fee rate

per closed deal

** At 18+ you should & can hire someone profitably.

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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31-60 TRANSACTIONS
REAL ESTATE AGENT
TEAM LEADER

EXTENDED TEAM MEMBERS

ASSISTANT

BUYER/SHOWING
SPECIALIST

ALL-IN-ONE
COORDINATOR

44

PR SPECIALIST

TITLE

RESPONSIBILITIES

ACCOUNTABILITY

Real Estate
Team
Leader

* Lead generation & lead follow up

* Define & work your plan daily
* Write contracts
* Show/List property
* Negotiate & close deals
* Manage money, systems & tools
* Trend market place
* Increase skills
* Delegate & empower staff
* Train & manage buyer/listing specialist
* Hold weekly sales team meetings with client
review built in
* Review status reports for all contracts,
listings & leads

* Daily number tracking

& reporting
* DAC
* Coach
* Office Manager
* Family

* % of net income
after business
expenses & taxes are
paid (this is largely
based on how well
money is managed
& commission
negotiated)

Assistant

* Manage clients & leads to create raving

fans
* Develop & complete tasks for lead
generation systems
* Manage agent calendar, schedule & emails
* Manage specialist calendar for showings,
open houses, floor time, web leads & sign
calls
* Manage all lead generation calendars
* Manage office in effective & productive
manner
* Complete daily tasks
* Maintain necessary personal items as
outlined by agent for agent
* Forecast & develop any needed systems &
structures for increasing business
* Report all team activities with solutions &
suggestions daily

* DAC
* Morning intention
reports & check-in with
agent
* End of day completion
& check-in with agent

* Hourly wage
(find local going rate)
* Per closed deal bonus
(based on experience
& contribution)
* Optional profit
bonuses

Tom Ferrys CEO Agent Systems Manual

PAY STRUCTURE

CHAPTER THREE

TEAM STRUCTURES THAT WORK

TITLE

RESPONSIBILITIES

ACCOUNTABILITY

PAY STRUCTURE

All-In-One
Coordinator

* Transaction manage all clients & broker files

for listings/exclusives & sales/contracts
* Manage files & clients in manner that
creates raving fans
* Maintain weekly listing & sales reports for
assistant & agent

* DAC
* Morning intention
reports & check-in with
agent
* End of day completion
& check-in with agent

* Per closed deal

payment buy client or
agent
* Optional profit
bonuses

Buyer/
Showing
Specialist

* Lead generation & lead follow up

* Manage & turn leads for sign calls, web
leads, floor time, advertising, open houses,
agent leads, personal SOI & any other
assigned sources
* Write contracts
* Show property
* Negotiate & close deals with agent
* Trend market place
* Increase skills
* Attend weekly sales team meetings
* Complete the Lead Tracking report with
results daily to lead agent

* Daily number tracking

& reporting
* Lead tracking report
* DAC
* Coach
* Agent & assistant
* Family

* % paid out of the NET

commission due agent
(note the % can be
set or adjustable
depending on the
amount of deals
completed per month)
* Optional profit
bonuses

PR
Specialist

* Lead generation, follow up & appointment

booking
* Create, turn leads & book agent
appointments for all out-bound lead
generation systems. Expired/fsbo, web &
agent leads, just sold calling, just listed
calling, advertising, banks, personal SOI etc.
* Increase skills
* Attend weekly sales team meetings
* Complete the Lead Tracking report with
results daily to lead agent

* Daily number tracking

& reporting
* Lead tracking report
* DAC
* Coach
* Agent & assistant
* Family

* Hourly wage (find local

going rate)
* % paid out of the
NET commission due
agent (note the % can
be set or adjustable
depending on the # of
deals completed per
month)
* Optional profit
bonuses

Extended
Team
Members

* Provide excellent service to clients that cocreate referrals

* Keep agent/assistant up-to-date on key
elements of transactions
* Refer any real estate business to agent
* Assist in developing new business tools,
ideas & materials
* Provide agent/assistant with up-to-date
trend information
* Assist in training of buyer/listing specialist

* Attend weekly or
monthly sales strategy
meetings
* Weekly reports on
existing clients

* Paid at their fee rate

per closed deal

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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CHAPTER THREE

TEAM STRUCTURES THAT WORK

61-100+ TRANSACTIONS

REAL ESTATE AGENT

EXTENDED TEAM MEMBERS

ASSISTANT/TEAM LEADER

BUYER/SHOWING
SPECIALIST

ALL-IN-ONE
COORDINATOR

ESCROW/CLOSING
COORDINATOR

TITLE

Real Estate
Agent

46

MARKETING
COORDINATOR

LISTING
COORDINATOR

RESPONSIBILITIES

* Lead generation & lead follow up

* Define & work your plan daily
* Write contracts
* Show/List property
* Negotiate & close deals
* Manage money, systems & tools
* Trend market place
* Increase skills
* Delegate & empower staff
* Train & manage buyer/listing specialist
* Hold weekly sales team meetings with
client review built in
* Review status reports for all contracts,
listings & leads
* Develop BIG DEALS

2ND
SPECIALIST

ACCOUNTABILITY

* Daily number tracking

& reporting
* DAC
* Coach
* Office Manager
* Family

Tom Ferrys CEO Agent Systems Manual

PR SPECIALIST

LISTING
SPECIALIST

PAY STRUCTURE

* % of net income
after business
expenses & taxes are
paid (this is largely
based on how well
money is managed
& commission
negotiated)

CHAPTER THREE

TEAM STRUCTURES THAT WORK

TITLE

RESPONSIBILITIES

ACCOUNTABILITY

PAY STRUCTURE

Assistant/
Team
Leader

* Manage staff & ensure they create raving

fans with daily service
* Manage lead generation systems
* Manage all systems for banks & other
specialty lead generation accounts
* Manage ALL agent personal business,
calendar, schedule & emails
* Manage office in effective & productive
manner
* Complete daily tasks
* Develop & implement systems that keep
leads funneling into the company
* Forecast & develop any needed systems &
structures for increasing business
* Report all team activities with solutions &
suggestions weekly
* Assist in development of BIG DEALS

* DAC
* Morning intention
reports & check-in with
agent
* End of day completion
& check-in with agent

* Hourly wage
(find local going rate)
* Per closed deal bonus
(based on experience
& contribution)
* Optional profit
bonuses

All-In-One
Coordinator

* Complete all lead generation systems task

& schedules
* Maintain weekly listing & sales reports for
assistant & agent
* Obtain daily transaction & listing/exclusive
updates
* Coordinate all showings, open houses & in
bound lead systems
* Manage all office coordination for new &
existing structures

* DAC
* Morning intention
reports & check-in with
agent
* End of day completion
& check-in with agent

* Hourly wage (find local

going rate) &/OR
* Per closed deal
payment buy client or
agent
* Optional profit
bonuses

Escrow/
Closing
Coordinator

* Transaction manage all clients & broker files

for sales/contracts
* Manage files & clients in manner that
creates raving fans
* Maintain weekly sales reports for team
leader & agent
* Coordinate all closing process, key transfer
& move client into past client status
* Manage database of all current & past
clients for marketing

* DAC
* Morning intention
reports & check-in with
agent
* End of day completion
& check-in with agent

* Hourly wage (find local

going rate) &/OR
* Per closed deal
payment buy client or
agent
* Optional profit
bonuses

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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CHAPTER THREE

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TITLE

48

RESPONSIBILITIES

ACCOUNTABILITY

PAY STRUCTURE

Marketing
Coordinator

* Manage all advertising & marketing plans

* Write ad copy & develop new marketing
pieces
* Develop & manage all listing, sales &
prospecting packages
* Develop new, innovative marketing &
advertising plans
* Develop & complete 90 day plans for all
existing listing inventory

* DAC
* Morning intention
reports & check-in with
agent
* End of day completion
& check-in with agent

* Hourly wage (find local

going rate)
* Optional profit
bonuses

Listing
Coordinator

* Transaction manage all clients & broker files

for listings/exclusives
* Manage files & clients in manner that
creates raving fans
* Maintain weekly listing reports for team
leader & agent
* Coordinate all listing process to include any
necessary details as carpet, windows, etc.
on a weekly basis
* Complete weekly home review tours

* DAC
* Morning intention
reports & check-in with
agent
* End of day completion
& check-in with agent

* Hourly wage (find local

going rate)&/OR
* Per closed deal
payment buy client or
agent
* Optional profit
bonuses

Buyer/
Showing
Specialist

* Lead generation & lead follow up

* Manage & turn leads for sign calls, web
leads, floor time, advertising, open houses,
agent leads, personal SOI & any other
assigned sources
* Write contracts
* Show property
* Negotiate & close deals with agent
* Trend market place
* Increase skills
* Attend weekly sales team meetings
* Complete the Lead Tracking report with
results daily to lead agent

* Daily number tracking

& reporting
* Lead tracking report
* DAC
* Coach
* Agent & assistant
* Family

* % paid out of the

NET commission due
agent (note the % can
be set or adjustable
depending on the
amount of deals
completed per month)
* Optional profit
bonuses

2nd
Specialist

* Lead generation & lead follow up

* Manage & turn leads for sign calls, web
leads, floor time, advertising, open houses,
agent leads, personal SOI & any other
assigned sources
* Write contracts
* Show property
* Negotiate & close deals with agent

* Daily number tracking

& reporting
* Lead tracking report
* DAC
* Coach
* Agent & assistant
* Familyv

* % paid out of the

NET commission due
agent (note the % can
be set or adjustable
depending on the
amount of deals
completed per month)
* Optional profit
bonuses

Tom Ferrys CEO Agent Systems Manual

CHAPTER THREE

TEAM STRUCTURES THAT WORK

TITLE

RESPONSIBILITIES

ACCOUNTABILITY

PAY STRUCTURE

Listing
Specialist

* Lead generation & lead follow up

* Manage & turn leads for sign calls, expired/
fsbo, web leads, floor time, agent leads,
farming, advertising, personal SOI & any
other assigned sources
* List property & obtain price reductions
* Weekly property conditions reports for
clients & agent
* Negotiate & close deals with agent
* Trend market place
* Increase skills
* Attend weekly sales team meetings
* Complete the Lead Tracking report with
results daily to lead agent
* Develop quarterly listing strategy plans for
sellers & agents

* Daily number tracking

& reporting
* Lead tracking report
* DAC
* Coach
* Agent & assistant
* Family

* % paid out of the

NET commission due
agent (note the % can
be set or adjustable
depending on the
amount of deals
completed per month)
* Optional profit
bonuses

PR
Specialist

* Lead generation, follow up & appointment

booking
* Create, turn leads & book agent
appointments for all out-bound lead
generation systems. Expired/fsbo, web
& agent leads, just sold calling, just listed
calling, advertising, banks, personal SOI etc.
* Increase skills
* Attend weekly sales team meetings
* Complete the Lead Tracking report with
results daily to lead agent

* Daily number tracking

& reporting
* Lead tracking report
* DAC
* Coach
* Agent & assistant
* Family

* Hourly wage (find local

going rate)
* % paid out of the
NET commission due
agent (note the % can
be set or adjustable
depending on the # of
deals completed per
month)
* Optional profit
bonuses

Extended
Team
Members

* Provide excellent service to clients that cocreate referrals

* Keep agent/assistant up to date on key
elements of transactions and trend info
* Refer any real estate business to agent
* Assist in developing new business tools,
ideas & materials
* Assist in training of buyer/listing specialist

* Attend weekly or
monthly sales strategy
meetings
* Weekly reports on
existing clients

* Paid at their fee rate

per closed deal

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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Pitfalls to AVOID
in building YOUR team
In order to be successful there are things to AVOID as well as things to do. Below, find a list
of items to AVOID, taken from some of the top teams in the nation.

50

Dont hire people without clarity in their positions

Concerned with being liked or feelings and not leading as a CEO Agent

Hiring a team member to increase a business that is not producing its current goal.

Not reviewing the details of your team with your coach and manager.

Moving forward with lack of constant leads funneling in

Allowing staff and agents to slide on reports of activities and leads

Being unfocused on the growth of the business

Lacking the mental and time discipline personally

Allowing team members to be unstructured and undisciplined

Being overly concerned with being liked vs. moving the business forward

Hiring too fast and taking too long to fire

Not paying attention to the details because you were too busy

Lack of conversation training for yourself and your team members

Allowing lead generation time to be optional

Not being the CEO Agent LEADER with energy and attitude

Not giving the property SET UP for your teammates

Not managing family and finances to protect your assets

Being reactive to the market and not proactive

Getting caught up in the drama of the team or the office

Letting EGO get in the way of teamwork

Not tying bonuses into profits

Trying to do the same old thing and expect different results

Not being comfortable with being uncomfortable

Not deciding early enough. ENOUGH IS ENOUGH! Get in control!

Believing that you or your team works too much usually not on the most important things
PROFIT SEEKING TIME

Assuming everyone else can do what you do

Trying to do this all with no guidance

Not asking enough questions and thinking you know all the answers

Thinking your team will make up for something you lack

Playing the blame game

Not doing enough ABCs everyday

Tom Ferrys CEO Agent Systems Manual

CHAPTER

FOUR
_________

CEO TOOLS
TO INCREASE
PRODUCTIVITY
AND PROFITS

Tom Ferry - Your Coach 888.866.3377 tomferry.com

51

CHAPTER FOUR

CEO TOOLS TO INCREASE PRODUCTIVITY AND PROFITS

How a 15-Minute Check-In

Can Change the Day
Each day you are given a certain amount of time to complete your prospecting,
negotiating, tasks at the office, managing customers, files and team in the manner that
impact the business. To determine how many minutes you have, here is an exercise.
Your total number of
working hours per day

Minutes in an hour

__________________ x __________________ = __________________ minutes to impact the business per day!

As the CEO Agent, the most important thing to improve on is your teams EFFECTIVE use
of time on a daily basis! We can always use our time more effectively to increase profit and
production!
To ensure that ALL the necessary things are covered, you need to take the first 15 minutes
of the morning and the last 15 minutes of the evening and recap them with yourself and
the team. Below is the ideal outline for this recap. It is intended for you to stay on target
with the most impacted business needs and intended to eliminate any unnecessary
conversations.

52

1. What appointments do you have today or have been set today?

2. What needs to be prepared for each appointment, meeting or drop bys?

3. What are the important clients and lead needs today?

4. What lead generation support is needed today?

5. Any personal support needed today?

6. What deadlines are set for today?

7. Are we playing ALL OUT today?

Tom Ferrys CEO Agent Systems Manual

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8. What are the top five priorities today?

AGENT

YOU

1. ____________________________

1. ____________________________

2. ____________________________

2. ____________________________

3. ____________________________

3. ____________________________

4. ____________________________

4. ____________________________

5. ____________________________

5. ____________________________

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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Achieve The Goals,

Dont Just Say Them!!!
Some people dream of success while others wake up and work hard at it
Anonymous

Why do we write and say goals and visions... so we can achieve them! We know they will
change our lives and that is why we strive for them. Although it is simple in theory, it is
complicated in execution. If you want to know what you and your team really wants, know
the goals and why they want them. The CEO Agent must enlist their team, coach and
others to support the vision daily! It takes energy, passion and commitment to achieve the
goals and as the CEO Agent YOU MUST be willing to work hard at making it happen! This
is in the art of mastering the 12 key business items for every business! Below are these 12
key business structures when mastered and implemented, can guarantee the success of the
business and the maximum return on investment for your company!

1. Business Management
2. Administrative Structure of Team
3. Schedule and Activities
4. Customer Service
5. Back Office Systems
6. Lead Generation Systems
7. Communication and Presentations
8. Lead Conversion Support
9. Leadership and Team Building
10. Commitment and Motivation
11. Goals and Planning
12. Supporting the Team

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When you take personal responsibility to be as dedicated to your vision, you MUST be
accountable for the results. When you have reports that show the increase and growth that
has happened, you give yourself the gift of turning your vision into a reality! You can be
the connector of the dreams and the daily activities. This will NOT happen if you are just
showing up to work and getting your job done or if anyone on your team is doing this.
We dont intend to offend anyone who has used those words; we just want you to realize
at the very deepest root, you are EXACTLY WHERE YOU ARE BECAUSE OF THE CHOICES
YOU HAVE MADE! Is the vision clear and are you making it a reality or is it not clear and
therefore not even happening?
Be crystal clear, you are reading this because you want more out of life right? So out of
curiosity... what are you waiting for?

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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Get Projects from

Concept to Completion
The successful person makes a habit of doing what the unsuccessful person doesnt
like to do. The successful person doesnt like to do it either, but he does it
because he recognized that this is the price of success.
Herbert Gray

In your busy day it can be a challenge to take a project from conception to completion, yet
the very act of this is a critical step in a growing business. It would be ideal to take parts
of a project and implement the parts that you have already mastered, but in the business
you work, for that is simply not realistic. The reality is that you will need to take the entire
project and ensure the concept is clear and completion happens. That is the role of a CEO
Agent!
You have been given many tools in the manual to assist you in taking the project to
completion. The two imperative project tools are the Project Planning Tool and the
Brain Dump tool. These tools will allow you to capture the concepts of the project
from the necessary people, including yourself, then have written documentation on the
planning and implementation of the project along with the intended results. These
magic ingredients are critical for you to have when moving a project forward, but there
is an ingredient that no project can be completed without: YOUR COMMITMENT! Your
commitment to completing a project and taking full responsibility for the results is the key
ingredient. This is the case with every aspect of you as the CEO Agent that leads your
team to greatness! Below are the tips on how to master taking a project from conception
to creation, even during your busiest days.

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Identify the project and who you will need to enroll in the project for thoughts and
actions

Start a file folder with the project name across the top and the Project Checklist stapled
onto the left hand side. You may opt to use a binder if it is a large project.

Schedule a short meeting with all necessary participants and complete the Brain Dump
process around the project. Record the ranked results on a word document, place the
copy in the file and issue to all attendees at the meeting.

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Schedule time based on the size of the project to do the following items as soon as
possible:

Complete the Project Checklist and issue copies to all participants

Assign deadlines for each project task and who will be doing that

Put those dates on your calendar in a follow-up fashion

Schedule the completion date on your calendar

Schedule the tracking system on your schedule

Take 100% responsibility for making these steps happen.

Record progress on the Project Checklist and ensure that copies are distributed to the
participants.

Ensure that the results are captured and provided to all participants monthly at team
meetings or in the fashion that you outlined in the Project Checklist.

Watch the business grow and celebrate the victories!

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Project Planning Tool

Project Title: _____________________________________________________________________
Start Date: _______________ Evaluation Date: ______________ End Date: ______________
People involved in project: ________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
Intended outcome of project: ______________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
The measurable result of the project: ________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________

TASK TO BE COMPLETED

RESPONSIBLE PARTY

DUE DATE

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

Has the master calendar been scheduled with timeline of project?

Yes or No
Responsible people have scheduled their assigned due dates.
Yes or No
The lead of this project is: _________________________________________________________
and will be responsible for tracking time lines and people involved.

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Plan for Success and it is

GUARANTEED!
Do you love life?
Then do not squander time, for thats the stuff that life is made of!
Brian Tracy

Throughout this book we have learned the power of planning and the impact it has on
you, the team and the success of your company. With that thought in mind we will ask this
question: How well are you planning your days at this point? That question is not intended
to judge in any way. It is intended for you to think about structure of the day and whether
or not there is opportunity for growth in that area. Each day you are given a certain amount
of hours to perform the leadership role and you can choose to extend that time because
of poor management, or you can choose to master that time and create EXTRAORDINARY
results! Recall that time is equal among all people. Each person is given 24 hours in a day,
no more or no less, and the hours are not allowed to be carried over or borrowed upon for
another day. To master your time you must PLAN EVERYTHING!
Planning everything may not seem possible but realize that it is impossible to grow without
planning. Think back to a time when you took a vacation and wanted to see everything
possible in the short amount of time you had. Did you plan for it? How well did you plan
for it? Did you get to do everything you wanted? If not, what was the reason for that? You
might say Well, we wanted to chill out and do nothing on my vacation. Believe me when
I tell you that you planned for that, too! What did you take or not take in order to ensure
you could chill out? This concept is exactly the same at work. If you say you are too
busy to plan then you will be too busy to plan, because you planned it that way! How can
you plan to be too busy? You planned that because you allowed the distractions, needs,
emergencies and desires of others to take precedence over the defined objectives of your
day. If you have no defined objectives of the day then you have planned to be in a reactive
mode and that is exactly how your day will go!
We know this sounds strange, but its simply a reality of what we do to ourselves when we
do not properly plan our days, our moments and our lives. Planning can be complicated or
easy and it is up to you to determine it. The simple way to plan is to know what has to be
done and why, then plug it into time slots available for the day, week, month and year. The
complicated way is to make each thing a big ordeal, hmm and haw over what to do and
then how to do it only to get stuck in the lack of clarity. Here is the best thing about

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learning to plan properly: it is an art that you can continue to refine as you grow, and you
can learn from it! In coaching you are given tips and tools to utilize in structuring your
days and time in the most efficient way. We encourage you to look back at the answer
to the question, How well are you planning your days at this point? If the answer is
along the lines of anything less than PERFECT then go back to the basics of planning an
extraordinary day, get your daily action checklist, then execute the plan!

Take massive action in regards to managing your time with planning.

You can plan for interruptions as well to ensure that NOTHING takes you off track
of being anything less than EXTRAORDINARY!

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Brain Dumping
Brilliance is being created by the thoughts in our minds daily and it is in the writing
of this brilliance that captures the thoughts that become dreams and goals.
Without the capture of the thoughts, they will disappear into the vast vortex of our minds
and often be unrealized.
Anonymous

This concept has been used for years in the corporate world when doing creative sessions
for growth or improvement in an organization. This process is now being taught worldwide
to all professions as a tool to utilize in creating clarity of ideas and thoughts for groups or
individuals. This can be done in a variety of ways as we will outline shortly.
The true power in brain dumping is that you let your thoughts flow with no judgment and
the faster you write the less judgment you are able to have because of the speed in which
you are writing. This produces the true thoughts of your mind around any subject you
choose to brain dump about. To understand this concept first hand, we want you to look
back on your goals and pick one from the As Administrative Leader portion and write it
below.
GOAL:
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________

Now look at that goal. Read it aloud and begin your brain dump here. Remember, write
anything that comes to mind, do not stop until we say so, because you dont know how
much time is allotted, so keep dumping quickly!

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BRAIN DUMP

As a result of the exercise, you now have the exact thoughts of your mind captured onto
this paper around the goal you indicated. As you can see this tool is very powerful and
allows you to capture multiple streams of ideas at the same time. The next step is to
organize your brain dump. If you are a neat writer you can combine this step with the other
step above for a time-saving tool. Take a moment to organize the list onto the following
chart and we will begin to organize your thoughts.

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h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

h ____________________

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You now have a list of ideas around the goal you indicated. The next step is to prioritize
your thoughts, but prior to doing this, you must walk away from this project for at least
15 minutes to allow your mind to become unattached to the thoughts you have written.
Once you have done that you will then rank 1, 2 or 3 for each thought in relation to how
it benefits or impacts the goal and how quickly and effectively you would be able to
implement it. For example, if your goal was to enhance lead generation by 50% and a few
of the items were complete and implement check sheets, pay for service for new leads and
make 10 calls per week personally to warm leads, you might consider the 1st and 2nd as
the easiest and quickest way to generate results. Score them as a 1 and then put a 3 on
the middle one for future investigation. The idea is that some things will stick and make an
impact, while others will not. (Remember, you are unattached so let the best ideas rise to
the top.) Once you have completed this process, you can take the recorded thoughts and
create a commitment and motivation around it, attach it to the goal and make it happen!
This system is a very powerful way to obtain new thoughts on anything. Master this
system and then utilize it in your team meetings when you need to brainstorm new ideas
or systems. If you have not documented all of the systems that are in progress, then the
entire business is running off of the thoughts in your head and your teams head and that is
a scary place to run a business! You are the leader, the CEO. Take the tools you have been
given and make sure the business is running at optimum speed with the intended results!

FAILING TO PLAN IS PLANNING TO FAIL!

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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How To Enhance
Team Meetings
Team meetings are the best way for you and your team to connect and plan the needs
of the business. There is a difference between a team meeting and your daily check-in
with your assistant. As outlined in earlier sessions, your check-in should be quick and are
intended for you to know what you and your team are doing and what things you are doing
that will affect them for that day. The check-ins when done consistently, at the beginning
and end of the day, will eliminate the multiple phone calls for status, again, giving you more
control.
The team meeting can be as formal or as informal as you desire. The intention of the
meeting is not to chat or check in; the meeting is to ensure that the business is moving in
the direction you all desire and to ensure that the necessary outcomes and tasks are being
completed to master your vision. The timing and frequency of this meeting is up to you
and your team and may adjust with the amount of growth you are experiencing from month
to month. This meeting must be properly planned by you, the CEO Agent. You will set
the tone and flow of this meeting based on the needs of the business and you will create
a structure by obtaining the necessary information you need, based on your questions
and activities in the meeting. Ideally, your team will plan in the same manner, but if they
do not, the meeting can still make an impact based on your planning. Allow time slots for
your team to discuss what is on their mind. If this meeting is not properly planned, it will
not add value to the business and will be a to do vs. a meeting that moves the business
forward with growth and excitement.
Below are the most important elements to EXTRAORDINARY team meetings. Take
these ideas and implement an EXTRAORDINARY TEAM MEETING AGENDA form that is
followed at every meeting. Once designed, review with your agent/team and ensure that
this form is utilized for every team meeting from this point forward.

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Utilize your written EXTRAORDINARY Team Meeting Agenda.

Prepare your agenda in advance of the meeting.

Bring an updated projection report and lead sheet.

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Keep a team meeting file and put anything that needs to be reviewed in between
meetings. This will ensure information is shared properly and in an interactive
fashion vs. a post-it note.

Send reminder emails 24 hours prior to the meeting to your agent/team and ask
that they send you any necessary agenda items. Let them know you have scheduled
time for them to review even if they dont have an opportunity to respond to you.

If possible, have the meeting in a conference room or off site. If you must have it in
your working area, put the phones on do not disturb and if possible, turn of cell
phones.

Schedule your meeting, start on time, and track time. This will show your dedication
to be timely!

Record the important results, type up, and distribute. Keep previous meeting notes
filed in the team meeting file or binder for quick review.

Report at each meeting the results of the business since the last meeting.

End EVERY meeting with EXCITEMENT!

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Extraordinary Team Meeting

Agenda
Date: _____________________
1. Call to order:
2. Attendance:
3. Recap of last meeting and results:
4. Business updates:
a. Team Support
b. Closing Transactions
c. Listing Transactions
d. REO/Short Sale updates
e. Customer Service
f. Lead Generation
g. Marketing
h. Project updates
i. Other
5. Administrative updates:
6. CEO Agent Updates:
7. Additional Agenda Items:
8. Intended actions and results for next meeting:
9. Schedule of next meeting:

10. Team Chant or Motto with excitement for what is possible!

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FIVE
_________

ITS ALL ABOUT

THE LEADS, BABY

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Enhance Lead Systems

and Profits
A system is interrelated parts working together to produce a predictable and consistent
results. In lead generation the evidence of the results working together will produce leads
that turn into sales and close escrow. If that end result is not being met you need to revisit
the systems and correct them until that exact result is happening. To each lead generation
system there are countless details that go into making it successful and this is where it must
be required that the details get done!

Understanding the specific systems that you and your team utilize for lead generation and
ensuring they are in written detail is the first step to enhancing the systems and profits. As
you have begun to understand throughout this book and having the knowledge of systems
is not enough, it is critical to have the measurable details of each system and measure
the results against the desired outcomes on a regular basis. You impact the systems daily
by providing data, pulling reports, generating packets, tracking marketing calendars,
monitoring schedules, providing raving fan service and an EXTRAordinary experience of
your internal and external clients. Connecting the tasks that you perform daily to a specific
lead system that is in place will allow you to complete the task with the end result in mind.
A key element for enhancing lead generation is following-up your assigned tasks of the
systems and ensure they are running smoothly and consistently. An example is if you are
responsible to pull expired listings daily, ensure this is done at a specific time prior to the
prospecting time, be consistent with providing the detailed information, and follow up with
the plan by sending the expired package in timely fashion. You can take this a step further
and pull the new listings daily in your farm, file the print-outs by street name in an A-Z
file and cross reference that file daily when pulling expired listings. Doing this enhances
the system because often an agent will pull vital information, such as phone numbers off
the MLS prior to the home expiring and having the original print out gives you access to
the information. This is an example of an enhancement to the expired system and was
developed by someone taking responsibility to enhance a team lead system in order to get
better results! Take responsibility for enhancing the details of the lead generation systems
your team is working in! Profitability of the systems can also be manifested by tracking the
results and measuring them against the intended outcomes. This critical area is an ideal
place for you to make a strong impact on the system and team profits.

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The next page is a simple checklist designed for you to complete on each lead source
your team utilizes. Having each lead system clearly defined in writing for you and your
team is the only way to measure its effectiveness and to define where you impact it. This
checklist should be completed by you and kept in your business binder. This is the CEOs
responsibility. It is also a great tool to utilize when designing a new lead generation system
for the team. Expand this onto additional paper if needed. Remember the more details,
the better the results!

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Team Lead Generation System

Checklist
1. Team Lead System:_____________________________________________________________

2. System is:

Referral Based

Direct Call Based

Inbound Call Based

3. System is designed to generate _____________ leads per month

4. Other business enhancing outcomes this system will produce:

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

5. Basic system outline:

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

6. Necessary tasks to be done PRIOR to prospecting time:

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TASK

RESPONSIBLE PARTY

BY WHEN

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

________________________

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7. Prospecting for this system is done by ________________________ in the following
manner:
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

8. Follow up on this system is done by ________________________________ in the

following manner:

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

9. Results are tracked by _______________ and reported monthly to ___________________ .

Data is collected in the following manner:

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

10. The estimated monthly cost of this system is $___________________ and divided by the

_______________ leads expected equals a $___________________ per lead cost.

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Track Lead
Generation Systems
You cannot expect what you do not inspect!

Generating leads and filling the lead funnel is the backbone of a CEO Agents business
and without a steady stream of leads the business will not prosper. So how do you ensure
that the lead systems in are generating the desired results and profits for the business to
prosper? This is only done by tracking the results and analyzing them against the intended
outcomes. This critical step is vital for the growth of the business. New lead systems are
common in our field and often agents try to increase business through new lead generation
systems, but not tracking results is often the most costly mistake a real estate agent can
make and a CEO would NEVER pay for a system that does not produce the required
revenue!
To avoid those types of costly mistakes you must properly track systems. There are a
variety of ways to track this information and below are the outcomes and tools necessary
to track the results. Fully understanding how to track lead source information in your
database will assist you in maintaining this process easily. If your database does not have
a lead generation source field for searching purposes, you can also achieve the results by
assisting a certain category or code. If you do not have a database to do this with, you can
track results on a simple excel spreadsheet as well and we encourage you to start a new
spreadsheet each quarter. However you track the result, make sure it is done consistently!
The key outcomes for properly tracking lead systems are:

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Maintain and monitor expenses and time factors.

Focus on enhancing systems that currently produce less than desired results.

Enhance the experience for new leads.

Provide proven statistical data on systems that produce desired results to coach and
customers.

Eliminate unsuccessful systems that waste time and money.

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How to obtain the lead sources:
1. Build in the question, How did you hear of our team by whomever is in first contact
with a lead. Include questions on scripts and record answers on lead sheets, notes,
database or file cover.
2. If the answer was not given when the lead was originated, then verify that with your
agent. If they are unsure, ask the client at the time you introduce yourself and record
the answer on your tracking system. Keep track of unassigned leads as well.
3. Be diligent in obtaining the answer and record them!
As you track the results in this manner you will begin to verify the systems that are
producing sales for your team and you may have systems that are new or in place that have
not produced sales. This knowledge is extremely valuable and will be utilized to make
proper business adjustments.
Analyze where your transactions have come from for your team this year.
Total transactions closed year to date: ________________________
Of those transactions, the following is the breakdown of the source of business.
__________ Clients have been referred or are repeat clients or ______________ %
__________ Clients have come from marketing system or ______________ %
__________ Clients have come from the farming system or ______________ %
__________ Clients have come from the open house system or ______________ %
__________ Clients have come from the FSBO/Expired system or ______________ %
__________ Clients have come from the call capture system or ______________ %
__________ Clients have come from the ______________ system or ______________ %
__________ Clients have come from the ______________ system or ______________ %

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What is the preferred lead generation to closed escrow breakdown for the agent?
System:________________% System:________________%
System:________________% System:________________%
System:________________% System:________________%
Take the data you currently have and begin providing the monthly report to your coach on
each lead generation system and the results it produced each month. If you have outlined
and scheduled the necessary tracking of lead sources in the Team Lead Generation System
checklist, this will not be hard to do. If you have not, go back and re-create that step for
as many of the clients as you can, and implement the tracking from this point on. These
reports should be combined and filed in your business journal.
On the next page is a simple report that can be done monthly. It includes data that will
allow you and your team to monitor the key outcomes for each lead generation system.
This is a basic outline of the six critical components of a monthly report to capture the
necessary data for proper analysis of the lead generation systems on a monthly and
ongoing basis.

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Team Monthly
Lead Generation Report
1. Agent/team generated ______________ leads this month.
2. Lead to source breakdown is as follows:
Source: __________________________

# of Leads: __________________________

Source: __________________________

# of Leads: __________________________

Source: __________________________

# of Leads: __________________________

Source: __________________________

# of Leads: __________________________

Source: __________________________

# of Leads: __________________________

Source: __________________________

# of Leads: __________________________

Source: __________________________ # of Leads: __________________________

3. Circle each lead source that produced the intended results and highlight the lead
sources that did not produce the intended results.
4. For each highlighted source write out the where system breakdown occurred and how
to get it back on track.
BREAKDOWN

YOU

____________________________ ____________________________

____________________________ ____________________________


5. Agent/team had ___________ listing appointments and ________buyer appointments.
6. Agent/team opened ___________ new sales and closed ___________ transactions.
This may seem too simple to impact lead systems and profits, but we guarantee that if
you track the monthly details and ask yourselves the critical questions, the result you
will develop will be improved systems, increased profits and more leads. Make sure this
information is provided to your coach every month to review for stronger results.

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Key Enhancements for

Lead Generation Systems
Each lead generation system that you and your team have in place can be a plus and
enhanced by you to ensure they are generating the intended results and profits. As
the CEO Agent, you must ensure that the Team Lead Generation Systems Checklist
is complete for each system and attached are the details of the system. Review this
information with your coach. Completing that process ensures that the details of each
system are clearly defined and you may have also found additional areas to enhance your
lead generation systems.
Doing a brainstorm after completing the checklist will allow you to creatively think about
how to enhance the system from a team perspective and develop the tasks together. If
you have done this and would like additional assistance with a particular lead generation
system, review it with your coach and request the name and number of a person who has
generated great results with that particular system. Call and ask about their system details.
To recap the process that you completed, answer the following questions.

Currently our team has _______________ lead generation systems in place

A Team Lead Generation System checklist has been completed for each system and
We have reviewed them with my agent/team:

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Yes

or

No

We take responsibility to track the monthly leads and report back Team Monthly
Lead Generation Report:
Yes

or

No

(if no please ensure the responsible party is trained on this process)

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Do you recall that you are the primary person who is responsible for everything else in
the company? Taking the responsibility to monitor the Team Lead Generation System
Checklists and to complete the Team Monthly Lead Generation Report is the primary
way to impact the business and enhance the profits. Doing this consistently is a key
enhancement for the lead generation systems and will allow you and your team to
intelligently monitor the results and determine the effectiveness of the systems. When
enhancing a lead generation system, you can make the greatest impact by a plus and
enhancing the details and adding the touches that create a better experience for each lead
generated. Clearly outlining and scheduling the tasks and details of your lead generation
systems is also a critical enhancement to the systems. In completing the Team Lead
Generation System Checklist you have already taken this step.
The next page is an outline of a few key enhancement elements that are separated by three
categories of lead generation. The majority of these enhancements can be scheduled into
your daily routine and may already be in place. Ensure that all details are on your Team
Lead Generation System Checklist for maximum results.

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Enhancement Tips for the three

primary lead sources:
REFERRAL BASED

DIRECT CALL BASED

Keep database with key details

and schedule into calendars
important dates such as family
birthdays, purchase anniversary
dates, etc.

Develop and stock customized

Pre Listing, FSBO and expired
kits. Ensure these packages are
delivered within 24 hours of lead
contact.

Know family members names

and use in conversations.

Have email addresses for all

people in the database.

Mail a piece of value monthly to

entire database.

Keep brag sheets on your

statistics readily available and
support your agent/team
prospecting by mailing this to
contacted clients.

Send hand written notes with

personal details as often as
possible and at least quarterly.

Keep your agent/team focused

on touching entire database
quarterly with calls or drop bys.

Keep referral source up to date

on progress of their referral and
ensure they feel valued.

Keep detailed calendars on all

advertising schedules. Schedule
in advance time for development,
design and editing.

Review all material for call to

action tag lines and brand/image.
Ensure they are congruent.

Monitor marketing budget or

ensure this is being done.

Keep a marketing binder with

EVERY piece or ad that is run.

Keep a file of marketing

information to reference when
creating marketing pieces.

Have value pieces going out to

this database often and on a
consistent basis. Schedule time
to develop pieces and track
results.

Utilize free press releases

whenever possible.

Mail your Just Listed/ Just Sold

cards to your farm as well as
surrounding areas.

Keep your agent/team energized,

focused and motivated to make
the calls daily.

Use email as a cost effect tool for

marketing properties, events and
your team.

Import any internet site leads

into your database daily.

Gather key information for your

agent/team when lead calls in.

Collect data from MLS,

newspapers, web sites or other
sources immediately upon
starting work. This needs to be
your first priority of the day!

Provide a newsletter to your

entire database at least quarterly.

Keep updated on community

events and provide updates to
clients.

Support contacts made by

gathering details whenever
possible.

Enhance the experience of each

client on daily basis.

Connect via social online

communities like Facebook etc.

Gather daily print outs of new

listings to support expired
campaigns.

Obtain calling lists from title

companies when possible and
ensure they are cross referenced
to the Do Not Call list.

Know how to search for phone

numbers in the tax roll, CD
programs, 411, internet, etc.

Keep website and media sites up

to date and relevant.

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Ensure emotional bank accounts

are full for both internal and
external clients.

INBOUND CALL BASED

Tom Ferrys CEO Agent Systems Manual

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ITS ALL ABOUT THE LEADS, BABY

Enhanced Lead Follow-Up

As we have reviewed in the past, leads are the future business for the CEO Agent and
the team. Up to this point we have focused upon getting clarity on your lead generation
sources, how everyone impacts them and the steps you can take to enhance them. Moving
forward, we want to ensure that you have the skills and tools to support the conversion of
leads into appointments and transactions and PAYCHECKS!
On a daily basis, you are working on lead generation and lead conversion, which are the
two most important activities for the growth of any sales company! In many cases, a CEO
Agent is doing this primarily on their own and utilizing the team talents and skills once
a contract has been taken, such as a listing, buyer broker agreement or sales contract.
From that point forward your team is usually the primary contact and creates the Raving
Fan experiences for the clients that generate increased referrals. In any highly profitable
business, the CEO is responsible to ensure that the FUNNEL is full of systems that great
people implement. In your real estate business YOU ARE THE CEO!

LEAD GENERATION

Lead Follow Up

Signed Contracts

Lead Conversion to appointments

Transaction Management

CLOSED TRANSACTIONS

Each of these structures must be done for a proper funnel to produce paychecks. As the
CEO agent it is vital to the success of you and your team that you take full responsibility
to ensuring that each structure is strong, solid and being done by the best possible team
member.

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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The primary way to enhance lead follow-up is by knowing which HOT LEADS you and
your team are working with at any given time. Below are the 10 most important tools to
ensure that you and your team are actively involved with lead follow-up and impacting lead
conversion for the team.
1. Obtain your agents HOT LEADS list at least weekly and follow up on the status of past
HOT LEADS. (There is a form in this workbook if your agent does not currently have a
simple tracking system in place.)

2. Confirm all lead appointments on the phone at least 24 hours prior to EVERY
appointment.

3. Ensure that every HOT LEAD is inputted into your database system and that all the
critical information (top of Creating Raving Fan Checklist) is in the database. If the
information is not complete, call the HOT LEAD and obtain that information from them
for the database.

4. Send a hand written notecard to every HOT LEAD once they have had contact with
the agent/team. Ensure that a thank you card is sent after every appointment as well.
Include a business card with each notecard

5. Ensure that all leads are included in all marketing databases. This will assist in
cultivating leads that may not be ready at this moment to buy or sell.

6. For HOT LEADS have your assistant call and introduce themselves just as you would for
a new client. Let the HOT LEAD know that you are excited about working with them in
the future.

7. Have pre-appointment packages delivered at least 24 hours prior to appointments.

(This is separate from the notecards and appointment confirmation calls.)

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8. Print out a master HOT LEADS report monthly and have your team review, eliminate
and add as necessary. Make the adjustments to your database and marketing lists
monthly.

9. Bring a level of excitement to both the HOT LEAD and your team about the new
business opportunity.

10. Produce leads for your team by ensuring all of your teams Center of Influence are
aware that you worked on a great real estate team and that they are being included in
the marketing aspect, as well.
The most important step you can take is to be involved with lead generation and
conversion. Review and define the process specifically to your agent/team, write the
process out and include it in your administrative journal.

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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HOT LEADS
Week of:________________________

SELLERS

BUYERS

1. ____________________________________

____________________________________

2. ____________________________________

____________________________________

3. ____________________________________

____________________________________

4. _____________________________________

____________________________________

5. _____________________________________

____________________________________

6. ____________________________________

____________________________________

7. ____________________________________

____________________________________

8. ____________________________________

____________________________________

9. ____________________________________

____________________________________

10. ____________________________________

____________________________________

1. ____________________________________

2. ____________________________________

____________________________________

3. ____________________________________

____________________________________

4. _____________________________________

____________________________________

5. _____________________________________

____________________________________

6. ____________________________________

____________________________________

7. ____________________________________

____________________________________

8. ____________________________________

____________________________________

9. ____________________________________

____________________________________

10. ____________________________________

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____________________________________

____________________________________

Tom Ferrys CEO Agent Systems Manual

CHAPTER FIVE

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Lead Conversion Scripts for

Administrative Staff
CALLING TO ESTABLISH RAPPORT
AND OBTAIN INFORMATION
1. Hi (name), this is ____________ with _____________ office how are you today?
GREAT!
2. I wanted to touch base with you and let you know how excited we are to have the
opportunity to assist you with __________ (buying or selling) a home.
3. Here at _____________(agent/team) office we are always working on enhancing
our customer service and ensuring that we do that. I would like to gather some
information, is that ok? GREAT! (get what you need).
4. I would also like to ensure you have all of our information. (Provide office phone, fax,
email and address unless they have it.) You will also receive information in the mail
from us, is that ok? GREAT!
5. Thank you for taking the time to provide this information to me and I look forward to
working with you!
6. ________ (lead name) is there anything further I can do for you right now? No, ok
have a great day and again ________ (agent/team) and I look forward to working
with you!

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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CONFIRMING APPOINTMENT CALLS

1. Hi (name), this is ____________ with _____________ office how are you today?
GREAT!
2. I am calling you on behalf of __________ (agent/team) to confirm your appointment
on __________ (date) at _________ (time) at ____________ (location). Do you have
any conflicts with that? No GREAT! ( if so have agent call ASAP)
3. I know that ___________ (agent/team) and I are looking forward to assisting you
on ________________ (buying or selling) a home and ensuring you have a great
experience in doing it.
4. ________ (lead name) thank you for confirming the time with me, is there anything
further I can do for you right now? No, ok have a great day!

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SCRIPT FOR STAFF COI REFERRALS

1. Hi (Name), this is _______, now with (team/agents name) how are you today?
Excellent!
2. I was following up to make sure you received my announcement letter. Did you see
it? Great!
3. Thanks so much! Im so excited to be active in real estate and of course to be
associated with (team/agents name) its so great!
4. (Name) there are so many agents in this business that just dont provide the level
of service they should, its scary! Dont you agree?
5. So, are you okay with me adding you to our preferred client mailers?
Wonderful!
6. Periodically, I or (agent) will be contacting you to see if theres anything we can do
for you or if you know someone that needs a great real estate agent (Name) we
receive a lot of referrals and wed love it if youd refer us as well okay?
7. (Name) Ill let you go thanks so much for your time have a great day!

Tom Ferry - Your Coach 888.866.3377 tomferry.com

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