Episode 043 with Tom Ferry, Founder and CEO of Ferry International

Brian Charlesworth
October 21, 2020

Tom Ferry is the founder and CEO of Ferry International, the real estate industry’s leading coaching and training company, He is also the #1 ranked Real Estate Educator by Swanepoel Power 200, best-selling author, a highly sought-after and renowned speaker. He is often referred to as the “Gary Vee” of real estate.

Let’s join Tom as he shares his insights on the most critical metrics and mindsets that will take you to your 2021.

In this episode, we talked about:

(2:06) What is the one thing successful leaders have in common? 

(2:55) What is the mindset of the best people right now?

(3:32) What will happen to real estate once the market normalizes in 2022?

(5:21) Why your goals need to be big and sexy

(8:05) Why you need to manage your business in line with the 3 goals most important to you

(8:53) Why you should be making data-driven decisions moving forward

(10:33) Why Tom Ferry loves SISU

(19:00) Why the next 15 months is crucial

(22:34) What are the things that make up your mindset

(27:52) The things you can do to position yourself to help your clients win

(32:08) Why appointment-setting competitions always work

(35:13) The importance of having 90 minutes a day devoted to educating yourself


Brian Charlesworth  0:00  

Hey everybody. Welcome back to our final session today. I'm sitting here with Tom Ferry the icon the mystery the myth the I call you the Gary Vee of real estate. Like, Tom, if anyone thinks about who is like that icon in real estate, I couldn't think of anything anyone better to present and to share our final session with today than Tom. So I got to meet Tom. I don't know about a year ago personally. Good friend of ours, Joe Hanauer introduced us I got to go to dinner, what a great way to meet Tom is to just go to dinner with him. And really enjoyed that. And we've stayed in touch ever since. And consider Tom a dear friend. And Tom, I'm going to turn it over to you. We're gonna give you about 20 minutes and 15-20 minutes and then we'll open it up to questions for all of the audience and if they don't have questions, I've got plenty.

Tom Ferry  0:53  

All good. So first of all, Sisu  Nation. Hey, nice to talk to you, Brian. Congrats on you know, doing this summit. And you know, really getting your group of people together, learning together sharing together. There is no doubt my friends. I'm gonna assume you all know who I am. Maybe you made the mistake of clicking on one of my ads that I followed you around the internet for the last, you know, 11 years. Who knows? But very quickly. Today, I was just looking at the numbers. I'm coaching 12345 CEOs of real estate companies starting with the CEO of Home Services, Gino before he has been my client for 21 years. I cold call them when I was 19 years old. We've been friends ever since he's having a monster year. The number two center owned company right now in the US redwoods out of the DC Maryland area, Eddie, Shawn and Nick been working with them for several years. Every one of these CEOs right when I look down that list, right that everyone Berkshire Hathaway that ran who just you know, sold a piece of his business to the Howard Hanna group, and nine agents that are right now at an average of $5.5 million in closed Penny GCI. What do they all have in common? Right? What do all these men and women have in common? And the answer is, they are crazy bullish on their business right now. And they're going all in. And I don't mean that to be cliche. I don't mean it to be motivational. I mean, Jenelle Garretson, who I was just having a coaching conversation with said to me the point all have you done it this year, and someone on your team is out of this year? I'm tired. Oh my goodness, I've literally taken six months worth of work. And I've compressed it into three. And I have just worked my face off the last three months. So I'm on this session with Janelle. She knows that $3.7 million close here today. And she says to me, I'm tired, right? 42 years old. So two kids working from home school from home, right all the nuttiness. And she literally said to me, I'm exhausted and I couldn't help but think, do you need some time off? And I was like, Jen, are you okay? And I go, do you need some time off? Like I care regimen a client forever? And she's like, No, I'm just letting you know, I need to work my face off right now. Because I'm going to make even more money. I'm going to save more money. I'm going to get more positive reviews. So my need to work harder. I just needed to vent for a second. That right there. My friends. That is the mindset of the best people right now. Everybody's tired. It's like, you know, we got five more minutes left in the game. You're exhausted. You're in the NBA, your hands are down to the knees. But you know, like, I got to hydrate and I gotta go. My question for you is how bullish are you right now? How bullish Are you on the next 14-15 months? Brian? I just spent an hour and 15 minutes with IV Zelman. The Zelman report. Zelman associates, anybody out there that knows she is the one that everybody turns to Wall Street hedge funds, real estate brokers to say, tell us what's going to happen. And she's like, across the US 5.9% appreciation and home prices. The market is going to scream next year, it's going to be unbelievable. If you're busy. Now you're going to be even busier than you've ever been through all of 2021. She said then. So this is not me talking pay attention, she said and then once the vaccine is set, and everybody gets back to work, the economy will normalize. Watch the Treasury. Every day, my friends watch the Treasury every day. It just picked up a tad. She said it's gonna start ticking up and ticking up and ticking up and Next, you know, interest rates are going to start to climb. And just like that housing is going to take a break in 2022.

You hear what I'm saying? Are you listening 15 months. So if I knew I had 15 months to make as much as I could to sell as many properties as I can to push an extend my brand. I would be super mindful of a couple things. And I'm going to share those things that I'm going to share quickly. I know it's the last session, right some of you know my work maybe you've never seen before, right? I'm just going to talk to you about the street shoot no BS, this is what I'm talking to my clients about that want to kill it for the next 15 months to save as much cash as they can. So whatever happens in 2022, it's all good. Here's my list. You ready? Number one, we're all looking at how do we improve on our existing management system? Now, this is not just a shout out to Sisu, right? But it is management system management philosophy management methodology. I mean, it's, you know, Drucker, 101, right? Whether it's eo 40, x or okrs, what are the principles you're running your business by, if you own your brokerage, if you're running a team, here's what I wrote down, you need to go into the next 15 months with no more than three goals, no more than three goals. But these three goals, I would argue, objectives, outcomes results need to be big and sexy, I wrote down the people I'm working with, I know it's kind of late in the day for you guys on the east coast. And I'm going at your hard and fast but this is just how I roll. I'll give you an example. DJ, who's a client right up see Sue one of my personal clients having a monster year this year, I'm not going to give you exact his exact numbers, but I'm giving you the method that we're following. The first thing we said was we want to do 1000 plus transactions, then we said we want 25% profitability. And then we're deciding do we want to be the best place to work in all of Jacksonville, Florida, or be one of the highest Net Promoter Score slash reviews. In our marketplace, we're looking at three separate goals that are meaningful, that are emotional, that are powerful, that we have to then rally the company around to rally the company around and make sure that everybody understands my notes, that everybody's on board, that everybody understands their role, and that everybody knows why it matters. Now, what I love about those three, I don't know, if you've done your goal setting yet, I don't know if you've done an offside or a strategic planning session. Or if you just wake up and roll the dice and see what happens. I don't know. But I know this, if we get focused on the right, three goals, he's going to be able to then dial-up all the levers that cause that to happen. So I loved when he and I were chatting, and he said, you know be rad like, if you guys know, DJ, DJ, if you're out there you and lens, lots of love. He's like, what would it be like? If we were named the best company to work for Bank of America? Is there like all these huge companies are there? He's like, what would it be like if we were named? The best place to work? What kind of environment would we have to have? What kind of recruiting would we have to have? What kind of joy and satisfaction would be in the workplace remote or not? And he was like, yeah, it's not just doing the deals and making the money. It's also having a place that people love to be at. Because teammates, employees, FTS and salespeople when they're in a place that they love to work they perform at their optimum. I was like, yeah, then it's the transactions and the profitability. So my question for you is, whether it's okrs, right, you know, outcomes and key results, or is 40 x? What are your wildly important goals? What are your KPIs? How are you gonna score? scoreboard it? And what's your cadence of accountability? Right, whichever one you choose, what's super important right now, is that you dig into it, and you make sure that you are managing your business to the three most important goals that matter to you. I do this with Brian, the CEO of Home Services, we got to do this many mortgages. There's many real estate transactions, this much EBIT, it's the same thing, whether it's an agent here that as five people on their team, or Gino who has 96,000. It's the same thing. That's number one. Number two, being mindful of time. So what to do some q&a is it's all about data driven decisions moving forward. Now, Brian, there's a reason why Hanauer introduced us, right. As a business coach as an operator. I've got 65 companies I've invested in I got a bunch of businesses that I'm a part of. Yeah, I get excited. Yeah, I'm into the, you know, getting people fired up. But when it comes to my business, it is all about quantity. I want to know, data and numbers, it doesn't mean that I have a heart and soul right trust, who's behind the camera knows, I'm like, Hey, man, how much money you save what's going on your life? I'm married, he and his wife, right? I got mad love for the guy behind the camera. And how many results we get? What are the numbers? Where are we at? What are the levers we need to push to make sure that we're growing the business, right, you can have a heart and you can be managing by the numbers. And what I want to stress to you guys and gals is like right now ready? Be I was looking at the same thing like for every dashboard. So my company we generate 14,000 leads every single month. I know what my cost per lead is I know what lead you know, sources convert at the higher level. I know which ones are low cost, which was a really expensive, you know, Google versus Facebook as an example. I know these numbers, so I can hit the right levers when I'm talking with my head of you know the str team who are booking up appointments are my consultants, right? Or each of my sales managers or my CRM or my head of biz dev? Because I'm looking at all these numbers and said, How do we crank that dial? Before I walked in, or literally was on Salesforce? And like pinged my head of sales and said, okay, yesterday, 19 sales today, seven sales. What's up? Let's look at the dashboard. Let's make a decision. And I know what it is, hey, we booked some appointments, but our show rate was low. See, my point to you? And I think I know, the reason why you love c suit, the way I love c suit is it shows me the problems, it shows me what I need to fix, right for you. And I as operators, as CEOs of companies, people that want to drive our business and produces amazing results, we have to be able to look and say, there's the problem. Now what are we gonna do about it? And not not there's the problem, or worse, look at the dashboard and not even know the problem. Hey, it all looks pretty good. No, I get into the weeds. Hey, how come salesperson X has a high conversion, but a bad Fallout? How come salesperson why every time she closes a deal, we get a positive review and four referrals. And then we start modeling based upon the numbers, training to make sure that everybody can produce similar results. See, if you're the CEO of your company, if you're the head of sales, if you're running a team, you got to be looking at that dashboard and tweaking and adjusting and levers all the time. I know you are. I know you are. I'm asking you to do it more. I'm asking you to do it more now. Next thing on my list. easy one. So Matt Rand Dan Blackwell, one of my commercial brokers. You know, I mean, Jill Biggs, Lisa janati, all these extraordinary agents and CEOs of companies. A couple years ago, Brian, I'm sure you’ve met this guy, and you probably read his book. Right. So a buddy of mine, Mark Roberge. If you've not read this book, you should download it today, audio or whatever you want to do. The sales acceleration formula, he and three of his buddies started a little company called HubSpot group from zero. Like I want to say it was like zero to 100 million dollars in revenue in 18 months, in 18 months, and he lays out the blueprint. It has nothing to do with real estate, but it has everything to do with business. Mark and I became friends, right, invest in a couple deals together. Very, very smart guy. The one thing inside this book that he documented and went through in detail is something that you know, and I know intuitively, and that is when sales are good. Run a competition when sales are bad, run a competition when it's the end of the month run a competition, but it's the end of the month run a competition when it's springtime, winter time, summertime bat here, run more competitions. So I know this intuitively as a coach, and you know, inside a real estate brokerage, right. Here's the problem with all your competitions are lagging indicators, aka who had the most sales who took the most listings, the same people win over and over and over again. I know as a coach, I learned many, many moons ago. But I've short little diversion story. The first year my buddy Steve Murray published the top 100 agents on the original Wall Street Journal list. 16 of them were my clients. But three years later, I'm in Florida at NAR accepting the award for the number one agent in the world, my personal client, a guy named john mcmoneagle. When I took john on as a client, he was already a great agent. I mean, he's 100 and $40 million in sales, Newport Beach, California. I just sat down with him and said, Hey, man, the human mind can only focus on one thing at a time. What's the most important lever we need to pull in order to get you the breakthrough results you want? He's like, I don't know. And I said, john, do you want to handle buyers or listings? He's like, all I want to do is list houses. I said, Okay, great. How many listing appointments? You go on a typical week, he's like, three, I said, how much capacity do you have? He said, I'd go on three a day. Everything we did, was built around, get them on three appointments a day for listings. Surprise, surprise. Two years later, he's the number one agent, you know, on the Wall Street Journal list under the teams, right? I think that year, I don't know $500 million in volume, which now seems like nothing these days. And guess what? That's the message with his team with your team. I look at Matt Rand Dan foresman. I was just going through Dan's numbers. Dan is the CEO of Berkshire Hathaway, Georgia properties, right. We do for appointment setting competitions. Every year, once a quarter for appointment setting competitions. We have the managers doing it for recruiting. We got all the agents, right. buyer appointments, seller appointment, we don't care. Here's what the typical results are. He's got 1600 agents, we get 600 of them to participate for six weeks or nine weeks and six weeks. seems to be the optimal and guess what happens.

We're driving, we don't care to lousy appointments. We don't care if you're meeting your mother at you know at Starbucks and you're calling an appointment because here's what we know. The only leading indicator to an offer or a signed listing is an appointment. So we just drive results on appointments. Dan's business, Matt runs business, Eddie's business, Geno's business, your business, if we're just keep them in competition and make it fun. We're pulling that lever and we're getting better results. Does that make sense? Now, I will tell you a cute story. Matt Rand says me one day I'll be coaching that his mom Marsha is a legend in the business. I've worked with them for 27 years of my career, my 31 years, Matt and I working together one day says, I gotta be honest, I don't like appointments, right? It said, I said I don't like competitions. And I said to him, you were on zoom. And I said, Matt, I don't care. He's like what? I said, No, Matt, who cares what you like, you're the CEO, the company, your only job is to produce results, to try performance to pull the levers that bring us results. He's like, I know, I know. I know. Ready? We do the first competition. He only had like, 500 people do it. But they booked like 8000 appointments. And we're talking about in New York, New Jersey in like February and March. How do you think the spring market we just flew into it. So they're flying, they're having their their like, he's like, this is unbelievable. And now suddenly, he's a rockstar CEO. So guess what? I say? Okay, great. We need the early summer competition. And we started another one, like in June. He's like another one. We drive like crazy. We crush the summer. And then I say same thing. Let's go again in the fourth quarter. And he goes, Well, my managers said, okay, Matt, if you're watching right now, you know, I love you. You're eating this one, buddy. I'm like, tell me, he goes, Well, my managers either tired of this competition. They'd like to do a different competition here. And I said to him, listen to me. Good business. People run plays that work. They don't do dumb shit. Sorry, if you have kids watching you with me. I literally said that. It's a personal client. I love the guy. Run plays that work. That's the point. Guess what they did fourth quarter appointment setting competition, bam, right into the holidays. And how do you think that impacted them in New York? Starting January, February, March? It's major point number three. Have you got it? Okay, bonus one, number five or number four. I said three. But I'm gonna give you a fourth one is q&a. Brian. The fourth thing I'm going to tell you is a lot of you made more money this year than you made a while you made in a short amount of time, but you're making a lot of money. I was talking to Greg Schwartz. You may know the former president of Zillow has been a friend for Gosh, almost 10 years. And he was saying, you know, what are you seeing in the marketplace? What's going on? And I said, Greg, more agents have made more money this year than they've ever made in their life. I mean, it's and I'm not saying everybody I'm saying it's the rich and the rest, right? It's you guys, right and the rest and you've made more money than you've ever made before. And what I'm telling him is I said, here's what I'm sensing, people are taking their foot off the gas, it's almost the end of the year, they're taking the foot off the gas, I made a bunch of money that taking the foot off the gas head just bought a second home on the lake. And what they need is they need to double down on accountability. Now I'm not telling you to hire me as a coach. There's a lot of ways you can get accountability. hire another assistant, hire two is a is to make more phone calls. You can increase your accountability by staffing up to go out and grow to the next level trade some shekels for growth you have me like there's a lot of ways you can do it. Make a check payable to the political party, you don't want to send the money to give it to someone and say if I don't follow through on my key results on the things I'm supposed to do send the check. There's a lot of ways you can do it. But what I want to stress to you guys right now is think about it. We're in one of this It's a crazy thought because you got everything that's happened in other than California wildfires. You got social unrest you got political divide, like we've never seen before you got the pandemic you got like all this insanity and yet, housing is booming like crazy, right? booming like crazy. So we're in this tale the two and all I want to stress to you is you got Tick tock tick tock, 15 more months. This isn't motivational. This is you got 15 months to make as much money as you can have all of your debts save more cash than you've ever saved before. So you can dig that mode as Buffett always talks about so your business in your life or more secure. Brian the number of people I was telling that to in 2005. Some listened, some listened some put themselves in a position. To really win, and some people in 2007, were calling me and saying, Can you help me get an RTO account? I'm just telling you right now CEO to CEO, this is your time. And it's going to go by that quick.

Brian Charlesworth  20:14  

Brian 15 months, Tom, that is not a lot of time. I mean, that's, that's kind of a scary thought, right? Like, you're saying, put the pedal to the metal. If you're thinking of letting up, this is what most people let up is this time of year. Don't do that this year, right? All the way down for the next 15 months, hundred percent.

Tom Ferry  20:35  

I really, I literally guys, I'll be married 27 years at the end of this month. And I literally just said to my wife yesterday, she's like, you're working really hard. I said, baby, I'm going to work harder than you can imagine, for the next 1516 months. And I said, I just know that if we do the right things right now, we're gonna help a lot of people and we do that we win. And it's the same thing I'm asking you, to just be honest. It is raining cash right now. And if you're not pulling it in, you're blowing it.

Brian Charlesworth  21:07  

Yeah. So for anybody that has questions, feel free to start asking those questions, put them in, I'll pull those up as many as I can. In the meantime, Tom, I've got a question for you. Mindset Monday has been something that I mean, you started it, you've been doing it for a while. It's something that I listen to every week. Thank you. I always enjoy it more when it's you than when it's somebody like Joseph, not that nothing is Joseph. But

Tom Ferry  21:33  

let's go. That's great. That was a test.

Brian Charlesworth  21:37  

But anyway, I want you to talk about mindset, because you've talked about everything it takes to run a business, except mindset. And you are the king of mindset. So please share with us a little bit about that.

Tom Ferry  21:48  

So it's two things you got your psychology versus your mindset. Your psychology is like how you view the world, how you move your body, the questions you ask yourself, and what you put your focus on. That's really like the operating system like iOS, on your phone versus outlook, maybe Gmail, that kind of stuff. It's an operating system. So I will tell you that I do spend time every day making sure that I feel good. So yoga in the morning stretching, listening to something that gets me fired up all the time. The real key though, is I'm focusing on the things that matter most and I don't let the noise come into my life. I don't get into the drama. I don't get into the politics. I just focus on the things that matter to me. mindset, though, is really the answer to three questions. And my buddy Jim quick, I thought I had his book here, I don't really synthesize this. Well, he said, your mindset is made up of the answer to three questions. Number one, what do you believe to be true? Like I keep saying to people, do you believe that right now it's the single greatest time in the planet to be alive? And to be selling real estate? What am I doing? I'm reinforcing the belief. That's what I believe. That's what I know that data speaks it. And yet, there's a lot of people that when I say that they go, you don't understand, right? Like what's happening in the world right now. And I'm like, you're screwed. You're screwed. Now you can do something about it, you can change your mindset. The second question is, what do you believe you're capable of? And Brian, you know, like, you built these great companies, you know, you're capable of it. But there are people watching right now that maybe don't believe they're capable of going from 100 to 300 transactions, and therefore you don't, but you can shift that with some reading with some coaching with some mentoring with a mastermind group, spending time with great people modeling others. And then the last one is what do you believe your worth? And you all know this, because you guys are great team leaders and brokers, you got agents that both with the same training came from the same background, same street neighborhood they grew up on, one makes a fortune and one doesn't. And the simple truth is, this one just doesn't believe they're worth the commission. That's why they reduce their fees and don't do the work. All those things can be worked on. This is my favorite book, though, right now. Now, you're all gonna say, oh, I've read the art of war, but you're not reading it, right? It's the War of Art, the War of Art. I'm obsessed with this book, because it's all about recognizing that we have this self-talk. He refers to it as the resistance that's trying to stop you every day from being the person that you say you want to be. And it's not just rhetoric. It's a very powerful and I like short, sweet to the point book. So read that one tonight. Get it on audiobook and listen to it 10 times, and it will start to shift the way you think.

Brian Charlesworth  24:30  

I will order that as soon as we get off of here. Tom, I have one more. One more question for you. I'm posting videos again, I called you the Gary Vee of real estate. If every team owner broker-owner would take what you do and put that into their business. Think of where their business would be. What does it take to do that? I mean, you are posting constantly, I just want some reality to come. But this is in my opinion, one of the key ways You can grow your business organically rather than having to pay somebody for leads.

Tom Ferry  25:04  

Well, let me give you a different thought. Thank you. That's very kind. Gary's been a friend since 2009. And you know, so, you know, I came to him saying, Here's sort of my YouTube show in 2007. What do you do? And how's it working? And you know, and he's been just fantastic, right? And we coaches, his sister now for the last two years, you selling real estate and killing it? Here's what I want you guys to get. And May of this year, I made a list of 17 of the most influential, smartest men and women I know, in and around the real estate space. So Brian and I have a mutual friend, right. Joe Hanauer being one, Greg Schwartz from Zillow being another see the zone Ian, who is, I think, one of the brightest guys in the real estate space, and multiple others. And the question that I asked them was this, knowing what you know, about the wave of startup businesses, well capitalized businesses coming after the $86 billion in US commission dollars, that are very vulnerable to people that have figured out how to make this a beautiful experience for buyers and sellers, or at least attempting to, what do I have to do to position my clients to win? Give me your insight, right, give me your, you know, 400 years of wisdom. And I'm telling you right now, my friends, they gave me six things. I don't have time to go through all six, but I'm going to give you the one that's related to what Brian's asking. And here's what they all said, Look, I buyer discounters, arbitrageurs portals, better digital marketers better offers better ads, television, radio digital, they're going to come at you hard. How do you dig a moat around your business? It's only one thing, your brand, your brand. And I was so stoked when they said that because I known that to be true. And I push that hard, which is why it's all people, create a content show, do more videos, hire a videographer. If you're a broker, you're creating content for new agents, you're creating content for agents in your marketplace to recruit them over. Right? If you're if you're a team leader, you're creating content showing behind the scenes, this is how we do it. It's HGTV. It's million dollar listing, but you're responsible for it. No one wants to see another photo of your listing on your Instagram page. No one. But everybody wants to see the video before and after. Everybody wants to see what's up guys, I just listed this brand new property at 1234 banana Street. Oh my goodness, it is so insane. I can't wait this. People want to see that. You want to know why? Because your vibe attracts your tribe. And whether you're dull and boring, and you'll attract more dull and boring, or you are like super Rockstar, big expressive personality. They want to snack on you all day long. So the most important hire and this is going back five, six years ago, we have all these agents. Now Brian, that first said, hire a videographer who's a wedding videographer who's kind of free during the week. And we'll snack them up and get them to do some stuff. And now we have hundreds of people that have full-time videographer, you know, peeps in their office, that film their listing videos, do their listing launches, and then help them create content. It's another tool of accountability. I've got Tristan here. And Trisha knows them. He got you know, three more, right plus podcasting. So I get all these people so I have to create content, because otherwise why am I paying all those salaries? Does that make sense? Yeah, they're brand I'm telling you guys, your brand. And if you are a secret agent, or you're just arbitraging and all these sites and channel partners, God bless you, I get it. I'm a fan also. But if they don't know who you are, if they don't know who you are, your business is extremely vulnerable.

Brian Charlesworth  28:48  

Okay, Tom, you wrote the play, do challenges around appointments. Are there any other items that you would recommend for challenges in this environment?

Tom Ferry  28:58  

I'm seeing up from Ben Do you have a couple sales competition examples you highly recommend in our current environment? So Ben, the story about Matt Rand appointments, we kill it and he's like, What now? And I'm like, more importantly competition. He's like, oh, okay, he does it again. And then my managers are wanting to like shut the front door I don't care, do it again. Tell your managers to eat it we're gonna do another competition around appointments. That's it brother like that play where it's kind of like this like I'm not a huge like football you know, guy more of an MBA like I love the NBA. Like if you know pick and rolls are winning. I'm gonna run pick and rolls over and over and over until they stopped me and if they never stopped me, I'm gonna win the game. And that's what I want you to get like, we're always looking for like the new next shiny Penny, what's know, find the fundamental stuff that works and do it over and over and over. Then you know, you do. You change up the game. You switch up the teams, right you do some brackets, but it's always appointments of appointments appointments because it's the only leading indicator to what you want which is signed contracts.

Brian Charlesworth  30:07  

Tom, I know we're out of time. We do have somebody wanting a list of your books you recommend is there is there a place we can go to find that?

Tom Ferry  30:16  

Tom Ferry comm there's a there's definitely somewhere on there a list of books. I'm literally hold on to you this is somebody asked me today while I was on another show. Hey, Tom, Could you recommend a book that we should read? And I said, Yeah, all of those do it between now and the end of the year, reading more of art. The five most important questions from Peter Drucker sales acceleration formula, because it's like this is the game that you're actually in. The Alter Ego by my buddy Todd Herman is written particularly good. It's especially if you're shy, or you know, you want to perform well, but sometimes you're nervous and afraid. My buddy near al wrote this book called in distractible, it's all about the hacks to get your time back. invaluable, especially right now. Old school, my buddy Todd Duncan, high trust selling gym, quick, limitless. I mean, I can go on for days. Here's the point my friends, like go on to Amazon and type in best business books and start buying them. Because if you're not spending 90 minutes a day, write down educating yourself on better business methodologies and marketing methodologies, conversion, leadership, sales growth, and stop just looking at real estate. Look at SAS companies. Look at the biggest fortune 5000 companies. What are they doing? My buddy runs three Day Blinds get this, Brian, you'll appreciate it. He's got 500 salespeople, they sell blinds. Their addressable market is every window in the country. They spent about a million dollars a month on Facebook ads, he books on average 4000 appointments every week for a sales team. And all they do is go on appointments. I go talk to him. I don't want to talk to an agent that sells 40 more homes than me. I want to talk to one that sells 2000 more homes than me and use that as the model. That's my point.

Brian Charlesworth  32:12  

Awesome, Tom, I'm gonna let you go. This is I think how everybody feels right now grinning ear to ear. That's exactly what I needed to hear. So appointments, appointments, appointments. Yeah, you my friend. It's always a pleasure. Bill, super blessed to have you here today and to have you in our lives. And thank you for everything you do for the industry.

Tom Ferry  32:32  

Thanks, man. Hey, God bless you guys crushed the end of the year. And if I can help, text me at 9492165466 only I respond. Alright buddy. I'm out. I'll see you soon. Brian. Thanks for the opportunity.

Brian Charlesworth  32:48  

Thank you, Tom.

About the Author

Brian Charlesworth
Chairman and CEO

Brian is an entrepreneur and business builder. He has built and sold companies in the software, telecommunications, and franchise space. He’s passionate about technology and focused on changing lives through driving technology forward.