How far ahead to book a speaker for a real estate event, with a 6-month plan, budgeting realities, contract deadlines, and ROI protection.

The question behind your question

“How far in advance should I book a speaker for my real estate event?”

Most organizers ask this when they’re already feeling the squeeze:

• venue secured
• date announced
• sponsors being approached
• registration page live
• and then the realization hits: we don’t have the session that makes people say “I’m in.”

Here’s what I’ve learned, both as a speaker and as a coach who’s worked inside brokerages and teams for a decade:

Booking a speaker isn’t a final detail. It’s a strategic decision that affects your entire event outcome.

I’m Emily Terrell — the #1 Real Estate Coach and Speaker at Tom Ferry, the Top AI Coach, and a Leading AI Speaker. I’ve been on both sides:

• events where speakers were booked early and the entire thing felt smooth, confident, and high-value
• and events where the speaker was booked late and the organizer spent the final month putting out fires instead of building excitement

So let’s answer the question with clarity, not vague advice.

---

The short answer (that still tells the truth)

For most residential real estate events:

Book your speaker 6–9 months in advance.

That range is the “professional” window where you still have:

• real options (not leftovers)
• time for customization
• time for promotion
• time for production alignment
• and enough runway to build a session that feels made for your room

But the right window depends on what kind of event you’re building.

---

Table: Speaker booking lead time by event type

Event Type	Typical Audience	Recommended Booking Window	Why This Window Works
Team meeting / internal rally	20–75	8–12 weeks	Low logistics, minimal marketing runway needed
Brokerage training day	75–250	3–5 months	Agenda and outcomes need alignment, but simpler production
Multi-speaker summit	150–1,000	6–9 months	Avoid topic overlap, secure stronger choices
Association conference	250–5,000+	6–12 months	Higher competition, sponsor reliance, committee approvals
“Big name” headliner	Any	9–18 months	Availability, travel blocks, high demand

---

Why booking early changes everything

When you lock a speaker early, you lock three things organizers underestimate:

1) You lock the event promise

A speaker gives you something that sells.
Not “Join us for a great day” — but:

• “Leave with a repeatable listing system you can implement next week.”
• “Learn how to build pipeline in a slower market without relying on luck.”
• “Walk out with scripts, workflows, and a plan.”

When you book late, you’re often forced to market around logistics instead of outcomes.

2) You lock your marketing runway

Speakers help you market in waves:

• Save the date
• Speaker announcement
• Session outcomes
• Behind-the-scenes content
• Reminder + urgency
• Final call

If you book late, your marketing compresses into a frantic burst.

3) You lock production confidence

The biggest “invisible” stress for organizers is production:

• slide deadlines
• formats that work with your AV
• run-of-show timing
• tech checks
• mic preferences
• recording permissions

You’re not just booking a speaker. You’re booking the whole alignment around the speaker.

---

The real-world constraints event organizers are up against (and why 6–9 months matters)

Peak seasons are real

Real estate events cluster in predictable seasons:

• Spring: March–June
• Fall: September–November

Speakers who do this circuit seriously fill those seasons early, especially if they serve big brands, associations, or national networks.

Bureau access and commission layers

If a speaker is represented, you may be working through a bureau:

• higher efficiency for booking and logistics
• but sometimes added costs or limited flexibility

That’s not bad — it’s just part of planning.

Customization requires lead time

If you want content tailored to:

• your market conditions
• your agent tiers (new vs mid-level vs top producers)
• your brokerage model
• your event theme
  …you need time. The best sessions aren’t copy/paste.

---

The 6-month speaker booking framework that keeps your event on track

This is what I’d do if I were running your event, start to finish.

Month 1: Clarify objectives and approve a realistic budget

Before you contact any speaker, answer:

• What is the #1 problem this event solves?
• Who is the primary attendee? (Agents? Team leaders? Recruiting targets?)
• What should be true 30 days after the event?

Then budget with reality:

• speaker fee
• travel/hotel
• AV requirements
• recording and rights
• contingency (10–15% is smart)

If you skip budget clarity, your booking process becomes a negotiation with yourself.

Month 2: Build a shortlist that matches outcomes, not popularity

Your shortlist should include 5–7 options, and each one should pass these filters:

• real estate audience experience
• proof of engagement (video clips in similar rooms)
• references from recent events
• clarity on what their session produces

Month 3: Vet like you’re hiring

Do pre-booking calls. Ask questions that reveal whether the speaker understands your world:

• “What are the three behaviors you want this room to change after your session?”
• “How do you customize for a team vs an association vs a brokerage?”
• “What do you need from us to make this feel like it was built for our people?”

Then actually check references:

• Did they meet deadlines?
• Did they stay on time?
• Were they easy to work with?
• Did attendees implement anything afterward?

Month 4: Contract and logistics

Your contract should spell out:

• fee + payment schedule
• cancellation terms
• travel expectations (who books what)
• AV requirements
• content deadline dates (outline + final deck)
• recording rights and promotional usage

This is where professionalism lives.

Month 5: Co-marketing and content alignment

Get assets you can use:

• session title and description written for conversion
• 30–60 second promo video
• email blurbs
• social captions
• short “what you’ll learn” bullet list

Also: give the speaker what they need to customize well:

• audience demographics
• market challenges
• what you’ve already trained on (avoid overlap)
• what your leadership wants to reinforce
• any sponsor constraints

Month 6: Production and execution

Your week-of checklist should include:

• tech check (mic, clicker, confidence monitor)
• run-of-show timing
• intro/outro plan (who does what)
• Q&A structure (and how questions are gathered)
• backup plan if tech fails
• speaker handler or point person

---

A quick “if you’re late” recovery plan

If you’re inside 60–90 days, don’t panic. Do this:

• tighten your outcomes: pick one measurable takeaway
• prioritize speakers who already have a proven talk that can be lightly customized
• build stronger follow-up content (so the event value continues post-event)
• lock production early and enforce deadlines

Late doesn’t have to mean bad. It just means you need structure.

---

FAQs

Q: How far in advance should I book a speaker for a real estate conference?

Plan 6–12 months, especially if it’s spring or fall, sponsor-driven, or association-sized.

Q: Is 90 days enough time to book a speaker?

Sometimes. For smaller events, yes — but you’re trading away options and customization.

Q: What’s the best way to avoid generic keynote content?

Book earlier and provide audience data early: tiers, pain points, and market reality.

Q: Should I book through a speaker bureau or directly?

Either can work. Bureaus can simplify logistics and vetting; direct booking can offer flexibility. The real key is contract clarity.

Q: What deadlines should I set for slides and content?

A strong standard: final deck due 30 days out, tech check 7 days out.

---

Additional Resources

Want to Go Deeper?

• Internal: How to Evaluate Real Estate Speakers and Maximize ROI (Even with a Modest Event Budget) (your blog)
• Internal: How Long Should Real Estate Presentations Actually Be?
• External: Speaker fee ranges and bureau commission explanations (from your research sources)
• Optional download idea: Speaker Booking Timeline Checklist (6-Month Plan)

If you’re building an event and want the speaker portion to create real behavior change (not just applause), DM me at @coachemilyterrell or visit www.coachemilyterrell.com. Tell me your event size, date, and audience tier, and I’ll tell you the booking window that makes the most sense.

A step-by-step Instagram lead system for real estate agents: profile, content pillars, DM scripts, lead magnets, and follow-up.

The truth most agents don’t want to hear

If Instagram is “working” for you right now, it usually looks like this:

• People watch your Stories.
• You get likes on Reels.
• You have a few DMs.
• But your calendar is still empty most weeks.

That’s not because you’re bad at Instagram. It’s because most agents treat Instagram like a portfolio, not a pipeline.

I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, and the Top AI Coach and Leading AI Speaker in real estate. I’ve coached agents across the country through the same pattern: they post a lot, they get attention, and they still can’t track where closings are coming from.

So let’s fix the real issue: you don’t need “more content.” You need a lead system.

In this post, I’ll walk you through a clear, repeatable framework to turn Instagram into an actual lead source—without burning out, without trying to be an influencer, and without sounding like every other agent online.

---

What Instagram lead generation actually means in real estate

Instagram lead generation isn’t “getting followers.”

It’s moving a stranger through a simple path:

1. They discover you (Reels, shares, search, local tags)
2. They trust you (Stories, educational posts, local expertise)
3. They engage (DM, comment, poll response, link click)
4. They convert (lead magnet, booking link, text opt-in, email capture)
5. You follow up (systematically, not randomly)

If your process stops at Step 3, you’re doing marketing—not lead generation.

---

The fastest way to tell if your Instagram is set up to generate leads

Open your profile and ask:

• Would a buyer or seller know what you do in 5 seconds?
• Do you tell them exactly what to do next?
• If someone wants help, can they get help in under 60 seconds?

If the answer is “sort of,” your profile is leaking leads.

Your profile should do three jobs

• Clarify who you help
• Prove you’re credible
• Direct them to the next step

Here’s the structure I coach agents to use:

Bio Formula (simple and effective):

• Line 1: Who you help + where
• Line 2: Your angle (what you’re known for)
• Line 3: One clear CTA (not five links)

Example:
Helping buyers and sellers in Phoenix | clear strategy, no pressure
Weekly local tours + market clarity
Get my “Buy in 2026” guide below

Your link-in-bio should not be a junk drawer

One of the biggest conversion killers is a messy link page.

Your link-in-bio should be built like a funnel, not a list.

Top links that convert for real estate:

• Home value request (sellers)
• Buyer guide / relocation guide (buyers)
• “Get listings that match what you want” form
• “Book a consult” (only if it’s framed well)
• Text opt-in (“Text ‘PHX’ to get my weekly hot list”)

---

The content that actually produces leads (and what wastes your time)

Here’s what I’ve seen consistently: agents post what they think looks professional, not what creates conversations.

Professional ≠ converting.

Use four pillars, not random posting

When agents feel overwhelmed, it’s usually because content is unstructured.

Pick four pillars and rotate. That’s it.

Pillar	Purpose	What it looks like	How it generates leads
Local clarity	Proves expertise	“3 neighborhoods people underestimate”	People DM asking where to live
Process education	Reduces fear	“What happens after offer acceptance”	People ask for help because you sound calm
Proof + stories	Builds trust	“The client almost didn’t buy it because…”	People picture themselves in your story
Inventory + opportunities	Creates urgency	“3 homes under $600k with yards”	People reply “Send me these”

If you post these consistently, you stop scrambling for ideas and start building a real pipeline.

---

Reels: the easiest discovery tool you’re probably under-using

You do not need fancy editing. You need clarity.

My “hook map” for real estate Reels

Your hook should do one of three things:

1. Call out the situation
   “If you’re buying this year and you’re still scrolling Zillow at midnight…”
2. Name the mistake
   “Most buyers lose the house they want before they ever see it. Here’s why.”
3. Promise a specific result
   “Here’s how to find homes that aren’t getting 20 offers.”

Then you deliver one useful point and end with a simple CTA.

Reels CTAs that don’t feel salesy

• “If you want my checklist for this, DM me the word GUIDE.”
• “Want me to send neighborhoods that match your budget? Message me ‘MAP.’”
• “If you’re buying in the next 6–12 months, I’ll send you the steps I use with clients.”

---

Stories: where your leads warm up

Reels create discovery. Stories create conversion.

Stories aren’t about sharing your life. They’re about giving people low-pressure ways to engage.

Story prompts that generate DMs

• Poll: “If you moved this year, what would matter most: school zone or commute?”
• Slider: “How overwhelmed are you by interest rate noise?”
• Question: “What’s your biggest question about selling right now?”
• Quiz: “What do you think this home is listed for?”

Your goal: create micro-engagement that leads to a DM.

---

DM follow-up: where most agents lose the deal

Most agents either:

• reply too slowly,
• ask too many questions,
• or jump to “Want to hop on a call?”

You need a middle step: a short qualification + a value drop.

My DM framework (fast, human, effective)

1. Acknowledge
2. Clarify one thing
3. Offer the next helpful step

Example: buyer DM
“Thanks for reaching out. Quick question so I point you in the right direction: are you looking to buy in the next 0–3 months or more like 6–12? Either way, I can send you a starting point.”

Example: seller comment
“Thank you for commenting. Are you curious about your home value now, or planning for later this year? I can send a quick range and see what’s impacting it.”

The key: one question at a time

Don’t interrogate them. Guide them.

---

Build a lead magnet that doesn’t feel cheesy

A lead magnet is simply a helpful asset people will trade contact info for.

Good lead magnets in real estate:

• “Moving to [City] Neighborhood Map”
• “First-Time Buyer Timeline”
• “Seller Prep Checklist (30 days out)”
• “Cost to Buy Worksheet”
• “Relocation Quickstart Guide”

Your Reel CTA becomes:
“Comment GUIDE and I’ll send it.”

Then your automation (or manual process) delivers it, captures the email/phone, and tags them in your CRM.

---

The follow-up system that turns Instagram into closings

You don’t need 47 follow-ups. You need a clear sequence.

My 10-touch, low-pressure Instagram lead sequence

• Day 0: DM response + one question
• Day 1: Value drop (guide, listings, neighborhood list)
• Day 3: “Want me to tailor this to your budget/timeline?”
• Day 5: Short voice note (or quick video)
• Day 7: Market update relevant to what they asked
• Day 10: Invite to a simple next step (“Want options for this weekend?”)
• Day 14: Check-in with new value
• Day 21: “Still planning for later this year?”
• Day 30: Monthly nurture bucket
• Ongoing: monthly touches + Stories

This is what turns “followers” into clients.

---

Where AI fits (without making your brand feel robotic)

AI is most helpful when it supports:

• speed,
• consistency,
• personalization at scale.

Here are smart uses:

• Drafting captions you can refine
• Turning one idea into 10 hooks
• Creating a DM response library
• Summarizing conversations so you don’t forget details
• Generating follow-up templates for buyer vs seller vs investor

AI should not replace your voice. It should protect your time.

---

FAQs (Instagram lead generation for real estate agents)

Q: How often should a real estate agent post on Instagram to get leads?
A: Consistency matters more than volume. If you can post 3–5 Reels per week and stay active on Stories most days, you can generate leads. The real difference is whether you have a conversion step (DM, lead magnet, booking link).

Q: Do I need a big following to get real estate leads from Instagram?
A: No. You need the right content and a clear CTA. A smaller audience that trusts you will convert faster than a large audience that just watches.

Q: What should I say in the first DM to a lead?
A: Acknowledge, ask one qualification question, then offer the next helpful step. Avoid sending long messages or pushing a call immediately.

Q: Should I use AI tools for Instagram real estate marketing?
A: Yes, if you use them to speed up writing, create hook variations, and build follow-up systems. AI should support your process, not replace your personality.

Q: Why do I get likes but no leads?
A: Usually because you’re missing a conversion pathway: no lead magnet, no DM prompt, no next step, or no follow-up sequence. Engagement is not the same as lead capture.

---

Additional Resources (Want to Go Deeper?)

Internal ideas you can link to on your site:

• How to build a weekly content engine for real estate
• The best lead magnets for buyers and sellers
• How to follow up with online leads without sounding pushy
• A simple CRM tagging system for social media leads

External tool ideas to reference:

• Meta Business Suite (scheduling)
• CapCut (editing)
• ManyChat (DM automation)
• A CRM that supports tagging + follow-up plans

If this resonated, DM me your biggest Instagram struggle and I’ll tell you the first system to fix.
Website: www.coachemilyterrell.com
Instagram: @coachemilyterrell

Learn a practical, step-by-step system to automate real estate marketing with AI so you stay visible, respond faster, and convert more leads.

“Automation isn’t impersonality. It’s consistent.”
“The goal is not more marketing. The goal is fewer manual steps.”

The moment mid-level agents hit the wall

There’s a very specific stage of business growth where marketing becomes the bottleneck.

You’ve built momentum. You know how to get leads. You’ve had months where you felt unstoppable. And yet—your marketing still looks like a messy drawer: a few good posts, a few forgotten campaigns, and a lot of ideas that never made it past your Notes app.

In coaching calls, this is how it usually sounds:

“I know I should be posting.”
“I have great content ideas, I just can’t keep up.”
“I respond when I can, but it’s not fast enough.”
“I’m paying for tools… and I still feel behind.”

That’s the moment where AI marketing automation becomes more than a trend. It becomes infrastructure.

I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, and the Top AI Coach in real estate. I’ve helped agents use AI to build systems that protect their time, increase follow-up consistency, and keep their brand visible without living on their phone.

This isn’t about becoming a content creator.
This is about building a marketing engine that runs even when you’re showing homes.

---

What AI marketing automation actually means (in real estate)

Most agents assume automation means generic drip emails and scheduled posts.

AI marketing automation is different because it adapts. Instead of rigid rules, AI can help you:

• Generate marketing assets faster (captions, scripts, emails, listing copy)
• Respond instantly to leads (especially after hours)
• Segment and nurture people based on behavior (not just labels)
• Repurpose content so one effort turns into multiple outputs
• Identify what to do next instead of relying on memory

In real estate, that matters because marketing isn’t one task. It’s a chain of tasks.

And most agents don’t struggle because they’re lazy. They struggle because they’re doing too many manual steps.

---

The trap: “More content” won’t fix a broken system

If your follow-up is inconsistent, creating more content will not fix it.

If your lead capture is fragmented, posting daily will not fix it.

If your process depends on your mood and energy, AI won’t save you—it will just make you faster at being inconsistent.

So we start differently.

We start by identifying the marketing tasks that:

1. happen over and over again, and
2. don’t require your personal judgment every time.

Those are automation tasks.

---

The five areas mid-level agents should automate first

If you automate everything at once, you’ll quit. If you automate the right things first, you’ll feel relief in week one.

1) Lead capture and response

If you’re still responding manually to every inquiry, you are losing deals you never knew you had.

Automation here looks like:

• instant acknowledgement message
• lead qualification questions
• routing into the correct bucket inside your CRM
• an alert that tells you when someone is high intent

2) Content creation and repurposing

Mid-level agents don’t need a bigger content calendar. They need a repeatable process that turns one idea into multiple pieces.

Automation here looks like:

• one market update becoming: Reel script, caption, email, short blog, and a story sequence
• listing content generated in multiple tones for multiple platforms

3) Follow-up sequences that don’t feel robotic

Most “drips” fail because they’re too generic.

AI helps create:

• personalized follow-up based on the lead’s question
• structured timing (Day 0, Day 2, Day 7) so leads don’t fall through

4) Appointment scheduling and reminders

Scheduling is a hidden time leak.

Automation here looks like:

• a booking link tied to your calendar
• reminders that reduce no-shows
• a “what to expect” message that builds trust before the call

5) Database reactivation

Your database is full of people who should know you—but don’t feel close enough to reach out.

Automation here looks like:

• quarterly check-in campaigns
• monthly market notes
• home anniversary messages
• targeted “still thinking about selling?” sequences

---

Table: A simple AI automation stack by goal

Goal	Automate This	Example Tool Type	Outcome
Faster response	Instant replies + qualification	Chatbot / AI SMS	Leads stop going cold
Consistent visibility	Content batch + scheduling	AI writer + scheduler	You stay present weekly
Better nurture	Segmented drip sequences	CRM automation + AI copy	Fewer “ghosts”
Fewer no-shows	Auto scheduling + reminders	Calendar automation	More kept appointments
More referrals	Past-client touches	Email/SMS sequences	Increased repeat business

---

A 30-day automation plan that won’t overwhelm you

Days 1–7: Build the foundation

Your first goal is not content. It’s lead capture.

Do this:

• choose one “inbox of truth” (your CRM)
• route social/website leads into that CRM automatically
• write one good instant reply message per lead type (buyer, seller, investor)
• set one rule: every lead gets a response within 5 minutes via automation

Days 8–14: Automate your visibility

Now we build content leverage.

Do this:

• pick 3 pillars (market clarity, neighborhood lifestyle, buyer/seller education)
• use AI to draft 10 posts and 5 short-form scripts in your voice
• schedule 2 weeks ahead

Days 15–21: Automate follow-up

Now we build conversion consistency.

Do this:

• create one 10-touch follow-up plan for “warm” leads
• create one monthly nurture for “not yet” leads
• add a reactivation campaign for your database

Days 22–30: Tighten and track

Do this:

• review which messages get responses
• refine your scripts
• simplify what’s too complex
• keep the system human by adding personal check-ins where needed

---

Common mistakes I see agents make with AI automation

1. Automating before they clarify their process
2. Copy/pasting generic scripts that don’t sound like them
3. Paying for 5 tools when 2 will do the job
4. Ignoring their CRM data quality
5. Thinking automation replaces relationships

Automation supports relationships. It does not replace them.

---

FAQs

Q: What should I automate first as a real estate agent?
Start with speed-to-lead: capture, instant response, and routing. If people go cold before you talk to them, nothing else matters.

Q: Is AI marketing automation expensive?
It can be, but it doesn’t have to be. Many agents start with one AI tool for content plus CRM automation, then expand once ROI is clear.

Q: Will automated messages feel robotic?
They will if you don’t customize them. AI works best when you create a “message library” in your tone and refine it over time.

Q: How do I keep automation from hurting my brand?
Use automation for consistency, and keep human touchpoints where emotion and nuance matter: negotiations, objections, sensitive timing.

Q: How long before I see results?
Most agents notice relief immediately, and measurable conversion lift within 30–60 days if they track response time and follow-up consistency.

---

Additional Resources

• www.coachemilyterrell.com
• @coachemilyterrell on Instagram
• Blog idea: “The AI Follow-Up System That Keeps Leads Warm Without Feeling Pushy”
• Blog idea: “How to Build a Content Flywheel From One Listing per Week”

If this resonated, let me know. I’d love to hear which part of your marketing feels heaviest right now.

Most brokerages don’t lose agents because of the market.

They lose agents because of unmanaged psychology.

As the #1 Real Estate Coach and Speaker at Tom Ferry, I’ve coached agents through booming markets, crashing markets, and everything in between. The pattern is unmistakable: the agents who stay and scale are not the most talented — they’re the most mentally equipped.

Two agents can sit in the same office, work the same leads, face the same conditions, and produce wildly different outcomes. The variable is not opportunity. It’s interpretation.

That’s why elite brokers don’t just run businesses.
They design belief systems.

---

The Hidden Link Between Psychology and Turnover

Turnover doesn’t begin with resignation letters. It begins with internal dialogue.

When agents think:

• “I’m falling behind”
  
• “Everyone else has it figured out”
  
• “This market is impossible”
  

Performance drops long before production does.

Mindset is the invisible force behind consistency — and consistency is the true driver of retention.

---

The Four Psychological Exit Triggers

Through years of coaching, these patterns show up again and again:

Psychological Trigger	Internal Experience	Outcome
Rejection sensitivity	Personalizing every “no”	Avoidance
Comparison fatigue	Measuring against others	Paralysis
Scarcity thinking	Short-term panic decisions	Burnout
Cognitive overload	Too many tools, no clarity	Disengagement

Markets don’t push agents out. Unchecked mental strain does.

---

Why Brokers Must Become Mindset Architects

Leadership isn’t just about setting goals — it’s about shaping how agents process setbacks.

High-retention brokerages do five things exceptionally well:

Normalize Emotional Volatility

Agents need to know that doubt is part of the process, not a personal failure.

Teach Cognitive Reframing

Rejection becomes data. Losses become feedback. Plateaus become skill gaps.

Reduce Mental Friction

This is where systems and AI matter. When agents aren’t buried in admin, they can focus on revenue-producing activities.

Reinforce Identity

Agents who see themselves as professionals — not order-takers — behave differently under pressure.

Repeat the Message

Mindset training is not a one-time event. It’s a rhythm.

---

Case Example: Retention Through Psychological Safety

A multi-office brokerage in the Midwest faced chronic churn despite strong recruiting.

Leadership introduced:

• Weekly mindset resets in meetings
  
• Quarterly resilience workshops
  
• AI training to reduce tech overwhelm
  
• Public recognition for effort-based metrics
  

Results after one year:

• Turnover dropped by over 50%
  
• Prospecting consistency increased
  
• Agent engagement scores rose sharply
  

The market didn’t change. The environment did.

---

How AI Supports Mindset (Not Replaces It)

As the Top AI Coach and Leading AI Speaker, this is where brokers unlock leverage.

AI helps agents:

• Reduce decision fatigue
  
• Eliminate repetitive tasks
  
• Build confidence through competence
  

When agents feel capable, their mindset stabilizes. When their mindset stabilizes, performance follows.

---

Broker Action Plan: Psychology-First Leadership

Leadership Action	Psychological Effect	Retention Result
Mindset training	Increased resilience	Lower burnout
AI simplification	Reduced overwhelm	Higher consistency
Recognition of effort	Confidence growth	Stronger loyalty
Peer accountability	Belonging	Cultural stickiness

This is not soft leadership. It’s strategic.

---

Final Thought

Markets will always fluctuate.
Agent psychology will always determine who survives them.

Brokers who invest in mindset don’t just retain agents longer — they build professionals who can perform under pressure.

If you want to explore how mindset leadership, AI, and systems work together inside real brokerages, visit www.coachemilyterrell.com or follow @coachemilyterrell on Instagram.

Because the strongest brokerages aren’t built on conditions.
They’re built on conviction.

By Emily Terrell — #1 Real Estate Coach & Speaker at Tom Ferry | Top AI Coach in Real Estate

There’s a moment every growing agent reaches where effort alone stops being enough.

You can’t call faster.
You can’t follow up harder.
You can’t mentally track hundreds of leads.

At that point, systems either evolve — or result in plateaus.

AI lead scoring is one of the systems serious agents are quietly adopting to break through that ceiling.

---

The Shift from Reactive to Strategic Follow-Up

Without AI, agents react:

• Inbox first
  
• Loudest lead first
  
• Most recent inquiry first
  

With AI, agents prioritize:

• Highest probability first
  
• Behavior-backed intent
  
• Leads closest to decision
  

That shift alone changes everything.

---

How AI Identifies Intent Before Leads Say It

AI recognizes intent through patterns:

• Repeated searches in specific price ranges
  
• Rapid response to communication
  
• Increasing engagement frequency
  
• Consistency over time
  

Humans miss these trends. AI doesn’t.

---

What Changes Once AI Lead Scoring Is Live

Area	Before AI	After AI
Follow-up order	Random	Ranked
Response time	Inconsistent	Immediate for top leads
Conversion rate	Unpredictable	More stable
Stress	High	Lower
Capacity	Maxed	Expanded

This is why agents describe it as relief, not just tech.

---

A Coaching Insight Worth Sharing

One agent told me, “I finally feel like my business is responding to me instead of the other way around.”

That’s what systems are supposed to do.

---

FAQs

Is AI lead scoring only for teams?
No. Solo agents often benefit the most.

Does it replace experience?
No. It amplifies it.

Is the setup complicated?
Most tools are operational within weeks, not months.

---

Final Perspective

AI lead scoring doesn’t change who you are as an agent.

It changes what you spend your time on.

And in today’s market, focus is the real advantage.

If this gave you clarity, I’d love to hear from you.
More education lives at www.coachemilyterrell.com and @coachemilyterrell.

By Emily Terrell — The Top Real Estate Coach & Speaker at Tom Ferry | The Top AI Coach in Real Estate

---

A few months ago, I sat across from a brand-new agent during a coaching session. She looked exhausted—not from work, but from comparison.

“I feel like every agent in my city is already crushing it with video,” she said. “And I don’t even know what to post.”

She’s not alone.
If you’re a newer agent, you’ve probably felt it too—the pressure to show up online, look confident, and somehow create content that gets attention in a crowded market.

But here’s what I told her, and what I want to tell you:
Video is not about having a big personality or expensive production.
It’s about having a plan.

And when you understand the right video types—the ones that build authority, connection, and trust—everything becomes simpler.

Let’s talk about those video types, why they matter, and how you can build a system that removes confusion and builds momentum.

---

Why Video Marketing Has Become the Fastest Path to Trust

Consumers used to meet agents through open houses.
Now they meet you through their feed.

Video is the only format that lets buyers and sellers:

• Hear your voice
  
• Experience your personality
  
• Understand your expertise
  
• Build connection before they call
  

That’s why video outperforms every other marketing medium.

But most agents make one mistake: they try to invent content instead of following repeatable formats that already work.

So let’s break down those formats.

---

The 7 Video Types Every Agent Should Rely On in 2025

These are not trends.
These are evergreen categories that work in any market.

---

1. The Walkthrough: Where Professionalism Meets Approachability

A walkthrough video is one of the strongest ways to demonstrate skill as a marketer. You’re not just showing a property—you’re showing competence.

Keep your narration simple and personal.
Focus on the buyer experience, not just the features.

---

2. The Local Guide: Your Secret SEO Advantage

Every time someone searches “moving to [city]” or “best neighborhoods in [area],” the platforms are looking for videos to recommend.

Agents who consistently post local expertise get discovered by people who are nowhere near their network—and that’s where relocation leads start.

This content positions you as the agent who knows the area from lived experience, not a sales pitch.

---

3. The Client Testimonial: Proof That Speaks for You

You could talk about your value all day, but nothing compares to a client saying it in their own words.

A short testimonial communicates:

• Competence
  
• Safety
  
• Results
  
• Humanity
  

You don’t need perfect production.
You need sincerity.

---

4. The Educational Tip: Authority in Under 60 Seconds

Short, helpful videos build recognition faster than anything else on social.

These are the videos people save, share, and return to.
Topics might include:

• Pre-listing steps
  
• Buyer mistakes
  
• Financing questions
  
• Offer strategies
  

Clear, simple education = instant trust.

---

5. The Behind-the-Scenes Moment: Where Connection Happens

This is the content that surprises agents the most.
People want to know who you are beyond the polished brand.

Show:

• A day preparing for showings
  
• Reviewing comps
  
• Staging work
  
• Meeting contractors
  
• The real process behind getting results
  

This is where clients start thinking, “I want to work with someone like this.”

---

6. The Market Explanation: Turning Data Into Direction

Your audience doesn’t want charts.
They want meaning.

A strong market update video helps people understand:

• What’s changing
  
• What that change means for them
  
• Whether they should wait, buy, or sell
  

This positions you as the thinking partner, not just the transaction coordinator.

---

7. The “Coming Soon” or “Just Sold” Momentum Clip

Handled correctly, these videos aren’t about bragging—they’re about educating and demonstrating your strategic approach.

Example:
“We sold this home above list price because we did three things differently…”

Education + proof creates professionalism.

---

The Real Problem: Agents Don’t Fail Because of Video—They Fail Because of No System

Every time I work with a struggling agent, the pattern is the same.
They are trying to create from scratch every time.

But successful agents use structure, not inspiration.

Here’s the framework I teach:

---

The 5-Part Weekly System for Video That Builds Momentum

1. Choose your core two weekly video types
Monday: Tip video
Friday: Walkthrough

2. Use a simple scripting formula
Hook → Three insights → CTA

3. Film with your phone
Good lighting, clear audio, simple backdrop.

4. Edit lightly
Captions, music, clean cuts. That’s it.

5. Repurpose
Post the same video to five platforms.
Visibility compounds through distribution.

---

How AI Makes This Easier Than Ever Before

AI does not replace your personality—it removes friction.

Here’s where to use it:

• Script starters
  
• Editing efficiencies
  
• Caption automation
  
• Branding templates
  
• Talking points for market updates
  
• Repurposing content across platforms
  

AI reduces decision fatigue so you can focus on showing up.

---

A Quick Story: The Agent Who Started with One Video

I worked with an agent earlier this year who spent six months thinking about video without posting anything.

We created a simple plan: one educational video per week.
That was it.

Within eight weeks, she had:

• A recognizable online presence
  
• A growing following
  
• A buyer lead from Instagram DMs
  

She didn’t go viral.
She went visible.
And visibility is what builds pipelines.

---

FAQs

What video should a new agent start with?
Short educational content or property walkthroughs. They’re simple and high-impact.

Is phone quality enough?
Yes. Clarity and storytelling matter far more than equipment.

How much should I post?
Twice a week is ideal. Once a week is enough to build presence.

What platforms matter most?
Instagram and TikTok for discovery, YouTube for depth and SEO.

How does AI help?
It speeds scripting, editing, captions, and content planning.

---

Final Message: You Don’t Need to Be Perfect—You Need to Be Present

Buyers and sellers don’t choose the best speaker, the best editor, or the most extroverted agent.

They choose the agent they feel they know.

Video is how they get to know you.

Start with one format.
Build your system.
Let visibility do its job.

If you want help building your video system or integrating AI tools, reach out at coachemilyterrell.com or DM me on Instagram @coachemilyterrell.

Most agents can’t tell you who spoke at last year’s event.

That’s not because the speaker was bad.
It’s because the format didn’t allow the message to stick.

In my work coaching leaders and speaking nationally with Tom Ferry, I’ve learned that memory is not created by excitement—it’s created by participation.

Start With Segmentation, Not Scheduling

One-size-fits-all events are the fastest way to lose your top producers.

Segment your audience:

• New agents
• Mid-level producers
• Team leaders
• Top performers

Then design content for each.

Segment	What They Need	Format
New Agents	Confidence + clarity	Short workshops
Mid-Level	Systems + consistency	Case studies
Top Producers	Efficiency + leverage	Peer panels

Why Attention Collapses After 15 Minutes

Data shows attention drops sharply after 12–15 minutes without interaction.

That’s why the best events:

• Reset formats frequently
• Use live polling
• Encourage note-sharing
• Build reflection time into sessions

The Speaker’s Job Has Changed

Today’s speaker is not there to perform.

They are there to:

• Translate complexity
• Validate agent experience
• Introduce usable frameworks
• Reduce overwhelm

Agents don’t want hype. They want direction.

Measuring Event ROI (Most Leaders Don’t)

If you don’t measure outcomes, your event was entertainment.

Track:

• Attendance vs registration
• Post-event engagement
• System adoption
• Retention changes
• Behavior shifts at 30, 60, 90 days

Events with follow-up see 2–5x ROI.

FAQs

Q: Are full-day events still effective?
Yes, if formats change regularly and outcomes are clear.

Q: Should speakers tailor content to your brokerage?
Absolutely. Generic content fails fast.

Additional Resources

• The Broker’s Guide to Agent Retention
• Using AI to Reinforce Training
  www.coachemilyterrell.com

There is a reason some agents feel like they’re constantly chasing leads — while others attract them.

The difference isn’t talent.
It’s proof.

I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, and a leading AI and systems coach for real estate professionals. One of the first systems I help agents build is not ads, funnels, or fancy branding.

It’s social proof.

Because when social proof is intentional, consistent, and visible, it does the selling before the conversation ever starts.

---

The Trust Gap Killing Most Social Media Efforts

Most agents post:

• Listings
  
• Market stats
  
• Educational tips
  

All valuable — but incomplete.

What’s missing is evidence.

People don’t just want information. They want reassurance.

Social proof bridges that gap.

---

How I Teach Agents to Structure Social Proof for Growth

I teach agents to think of social proof as an ecosystem — not a post.

The Social Proof Flywheel

Stage	Purpose	Outcome
Collect	Capture reviews & stories	Raw proof
Organize	Store & tag assets	Reusability
Share	Publish strategically	Visibility
Repurpose	Multiply formats	Consistency
Reinforce	Highlight repeatedly	Trust

This flywheel turns past clients into future leads.

---

Why Proof Converts Better Than Promotion

Promotion says:

“Here’s why I’m great.”

Proof says:

“Here’s what happened when someone trusted me.”

Prospects believe proof every time.

That’s why agents using this system experience:

• Higher engagement
  
• Warmer conversations
  
• Fewer objections
  
• Faster decisions
  

---

How AI Supercharges Social Proof (When Used Right)

As an AI coach, this is where I see agents unlock scale.

AI helps agents:

• Rewrite testimonials into multiple formats
  
• Turn case studies into scripts and captions
  
• Maintain consistency without burnout
  

AI doesn’t create the proof.
It amplifies it.

---

What I Tell Agents Who Say “I Don’t Have Enough Proof Yet”

You don’t need hundreds of reviews.

You need:

• One story
  
• One transformation
  
• One moment of impact
  

Start there.

Momentum comes from consistency — not volume.

---

The Posting Rhythm I Recommend

Content Type	Frequency
Social proof	Weekly
Education	2–3× weekly
Personal	1–2× weekly
Listings	As needed

This balance keeps your brand human, helpful, and trusted.

---

Final Thought

Social proof is not a trend.
It’s the language of trust in a digital world.

When your social media shows real people, real experiences, and real outcomes, prospects don’t need convincing — they need an invitation.

If you want help building a social proof system that fits your personality, market, and goals, explore coaching and resources at www.coachemilyterrell.com or follow me at @coachemilyterrell.

Your clients already believe in you.
It’s time to let the world see why.

By Emily Terrell
#1 Real Estate Coach and Speaker at Tom Ferry
Leading AI and Systems Educator for Agents

---

Social media questions are rarely about platforms.

They’re about fear.

Fear of missing out.
Fear of being invisible.
Fear of wasting time.

This guide exists to replace fear with clarity.

---

Why Most Agents Feel Stuck on Social Media

Agents feel stuck because they confuse activity with progress.

Posting without a system feels productive — until it doesn’t.

---

The Platform Fit Framework

If you value…	Choose…
Speed	TikTok
Trust	Facebook
Aesthetics	Instagram
Authority	LinkedIn
Longevity	YouTube

There is no best platform — only best fit.

---

Execution Over Exposure

Agents who win do three things well:

• Show up consistently
• Speak clearly
• Stay relevant

They don’t chase trends.

---

FAQs

Can social media replace lead gen?
It can supplement and stabilize it when used strategically.

Do I need fancy equipment?
No. Clarity beats production every time.

---

Go Deeper

• Content Systems for Agents
• AI Tools That Save Time
• Follow @coachemilyterrell
• www.coachemilyterrell.com

If this helped you decide where to focus, that’s the win.

---

If you want next:

• A pillar + cluster SEO map
• A YouTube-to-blog conversion version
• A lead magnet checklist
• Or one master version refined even further

Say the word and tell me how you plan to deploy these.

Brokerage leaders often assume turnover is a recruiting problem.

In reality, it’s a leadership sustainability problem.

As the #1 Real Estate Coach and Speaker at Tom Ferry, I’ve coached brokerages of every size — from boutique teams to multi-office operations. And the pattern is consistent: the brokerages with the lowest turnover don’t just train agents. They invest in belief, growth, and perspective.

One of the most effective — and misunderstood — ways to do that is through strategically hiring professional speakers.

Not hype speakers.
Not one-off motivational talks.
But speakers who reinforce leadership, skills, and culture in a way that compounds over time.

---

The Hidden Cost of Turnover Leaders Don’t Measure

Most brokerages track agent count and production. Few fully measure the ripple effects of turnover.

When an agent leaves, you don’t just lose commissions. You lose:

• Momentum inside the team
  
• Institutional knowledge
  
• Peer accountability
  
• Cultural stability
  

And perhaps most damaging: confidence in leadership.

Agents rarely leave abruptly. They disengage quietly first.

---

Why Agents Leave (From a Leadership Lens)

After coaching hundreds of teams inside Tom Ferry, these are the most common drivers of attrition:

Root Cause	What It Looks Like Internally	What Agents Feel
Stagnation	Same meetings, same messaging	“I’m not growing here”
Burnout	Constant pressure, little renewal	“This isn’t sustainable”
Disconnection	Transaction-focused culture	“I don’t feel seen”
Message Fatigue	Leaders repeating themselves	“I’ve heard this before”

Money doesn’t fix these issues. Perspective does.

---

Why Professional Speakers Are a Retention Lever (Not a Perk)

The right speakers don’t replace leadership — they amplify it.

Here’s what they uniquely provide:

1. External Validation of Leadership

When an outside authority reinforces your core principles — prospecting, systems, mindset, or AI adoption — it renews credibility. Your message lands differently when it’s echoed by someone agents don’t hear every week.

2. Pattern Disruption

New voices break complacency. They reset attention and help agents re-engage with ideas they may have mentally filed away.

3. Skill Acceleration

High-performing speakers teach frameworks agents can apply immediately — which creates fast wins tied directly to your organization.

4. Cultural Anchoring

Shared experiences create shared language. That’s culture.

---

Case Example: Reducing Turnover Through Speaker Strategy

A brokerage I worked with in the Southwest struggled with disengagement despite strong recruiting.

Leadership implemented a biannual speaker strategy focused on:

• Q1: Mindset + business clarity
  
• Q3: Marketing systems + AI adoption
  

Results over 18 months:

• Turnover reduced by more than half
  
• Increased internal referrals
  
• Stronger adoption of brokerage systems
  

Agents didn’t stay because they were locked in.
They stayed because they felt invested in.

---

The ROI of Hiring Speakers (In Real Numbers)

Here’s how leaders should evaluate speaker ROI:

Cost Consideration	Speaker Investment	Turnover Alternative
Recruiting spend	$0–$25K	Ongoing
Training time	Minimal	Extensive
Lost production	None	High
Cultural impact	Positive	Negative

Retaining even one productive agent often justifies the entire speaker investment.

---

Choosing the Right Speaker for Retention Impact

Not all speakers reduce turnover. The right ones do three things well:

• Speak to current pain points
  
• Deliver implementable strategies
  
• Align with your leadership philosophy
  

Speakers should feel like an extension of your vision — not a contradiction to it.

---

Integrating Speakers Into a Long-Term Retention Plan

Speakers work best when they are embedded, not isolated.

Best practices:

• Schedule speakers annually or semi-annually
  
• Reinforce concepts in coaching sessions
  
• Assign post-event action steps
  
• Recognize agents who implement
  

This creates a loop:
Inspiration → Execution → Recognition → Retention

---

Final Perspective

Agent turnover doesn’t decrease when leaders talk louder.
It decreases when agents feel renewed, challenged, and supported.

Professional speakers help you do that at scale.

If you want to build a brokerage where agents stay because they’re growing — not because they’re stuck — speakers are not optional. They’re strategic.

For more insights on leadership, speakers, systems, and AI in real estate, visit www.coachemilyterrell.com or follow me at @coachemilyterrell.