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Author: Coach Emily

The Real Broker Blueprint: How to Keep Your Real Estate Team Motivated and Performing in a Down Market

Written by Coach Emily on . Posted in Uncategorized. No Comments on The Real Broker Blueprint: How to Keep Your Real Estate Team Motivated and Performing in a Down Market

Even when transactions stall, your leadership doesn’t have to.

Let’s talk about the moment every real estate team leader dreads.

The listings slow down.
The buyer leads dry up.
Your most consistent producer says, “I’m just not feeling it this month.”
And you look around and realize your team’s energy is slipping through your fingers.

As the #1 Real Estate Coach and Speaker at Tom Ferry — and the Top AI Coach helping agents scale systems, social, and time management — I’ve worked with brokers across the country navigating this exact season. The question is always the same:

“How do I keep my team motivated when the market isn’t moving?”

That’s what this blog is for.

Below, I’ll walk you through a real-world-tested, step-by-step framework — including strategies I’ve helped brokers implement in markets like Austin, Naples, Raleigh, and West Palm — to protect your team’s morale, performance, and results even when the market’s not playing along.

Let’s break it down.

Why Motivation Feels Harder in a Market Slowdown

Motivation doesn’t just fade because the phone stops ringing. It fades when your team starts feeling like what they do doesn’t matter.

Here’s what I see on the ground:

  • Emotional fatigue from multiple rejected offers or stale listings
  • Discouragement from watching big Q3 goals slip out of reach
  • Isolation if agents are working remotely without peer collaboration
  • Skill stall when newer agents don’t have enough reps to build momentum

One of my coaching clients put it perfectly:

“When deals are flowing, it’s easy to stay sharp. But when it slows down, my agents start spiraling. It’s not just the leads — it’s the mindset.”

So, what do you do as the leader?

You take control of what is in your power: the structure, the story, and the systems that shape team motivation.

The 7-Part Framework to Keep Your Team Engaged and Performing (Even in a Downturn)

This isn’t fluffy motivation. This is systems-based morale building that works — backed by data, client success, and repeatable playbooks.

Let’s dig into it.

1. Redefine Success with New Metrics

Stop tracking only closings. Start tracking controllables.

When volume dips, the worst thing you can do is keep pushing volume-based goals that feel increasingly out of reach.

Instead, shift to:

  • Activity-based metrics: Weekly calls, appointments set, database touches
  • Pipeline momentum: Number of hot leads moved to nurture or appointment
  • Value-driven outcomes: Referrals generated, reviews collected, offers written

Example:
One brokerage in Texas switched from monthly sales quotas to a weekly “10/5/2” metric: 10 meaningful conversations, 5 follow-up texts, and 2 face-to-face meetings. Their follow-up rate improved by 37% in one quarter — and so did morale.

2. Create Consistent Micro-Accountability

The best leaders shrink the timeline and increase visibility.

Daily accountability doesn’t have to be heavy-handed. Try:

  • Morning huddles (10 minutes max): Share a win, one focus, one challenge
  • Slack check-ins: Use a shared channel to post daily activity
  • Buddy systems: Pair agents to support each other on calls or marketing tasks

Case Study:
In Florida, I helped a boutique team create a “Monday Momentum” system where each agent submits their personal weekly focus by 10 AM Monday. They track wins in a shared doc, and leadership follows up Friday. Retention and engagement both improved — even without more leads.

3. Use Slow Markets for Skill Sharpening

Downtime isn’t dead time — it’s development time.

This is the perfect season for:

  • Skill sprints: Weekly 20-minute focused trainings (e.g., objection handling, expired scripts, AI for content batching)
  • Guest speakers: Bring in top producers or niche experts (e.g., probate, short-term rentals, creative finance)
  • Tech labs: Host a group working session on using Follow Up Boss, ChatGPT, Canva, or social scheduling tools

Real Example:
I coached a team in California who used their lull to master Google Business Profiles, add reviews, and link blogs. Within 90 days, their organic SEO traffic doubled — and so did their leads.

4. Address the Emotional Load Directly

You can’t just train skills. You have to lead humans.

Your agents are feeling it, whether they’re saying it or not. So be the leader who:

  • Brings in a stress coach or counselor for a virtual session
  • Start meetings with a “real check-in” (how are you actually feeling?)
  • Sets healthy expectations for work/life boundaries during market chaos

Why it matters:
Agents who feel supported emotionally are 3x more likely to stay during tough seasons — and they refer others. Retention is leadership’s hidden ROI.

5. Make Progress Visible Through Gamification

Behavior rewarded is behavior repeated.

Try:

  • Weekly leaderboards (calls made, reels posted, CRM follow-ups completed)
  • Points-based challenges with small prizes or team outings
  • Recognition rituals — shoutouts during meetings, surprise thank-you notes, Top 3 wins of the week Slack posts

Real Story:
A team I coach in North Carolina created a “Momentum Jar” — every time an agent books an appointment or has a breakthrough, they write it on a sticky and add it to the jar. When it fills, they all go out to lunch.

The point? Progress is tangible, even when closed deals aren’t.

6. Optimize Lead Flow with Smarter Distribution

Nothing tanks morale faster than stale leads and silence.

What you can do instead:

  • Rotate lead sources weekly so agents don’t get stuck with cold lists
  • Use AI tools like Follow Up Boss smart lists or ChatGPT for writing lead re-engagement scripts
  • Integrate new sources: Relocation leads, community events, vendors with client overlap

Tactical Tip:
Have your VA run a weekly “FUB Reheat List” — tags anyone who opened an email or clicked a link in the last 30 days but hasn’t been contacted. Serve it to agents on Monday. Watch them book appointments again.

7. Celebrate Wins — Loud and Often

In a slow season, morale isn’t a byproduct. It’s a metric.

Your new job: become a curator of wins. Highlight:

  • First appointment booked in 2 weeks
  • Someone’s first social post in 30 days
  • A client texted back after 4 follow-ups
  • Open house conversation that turned into a CMA request

Coach Tip:
Wins don’t have to be close. They can be courageous. Effort. Progress.
Make that part of your culture, and watch your team weather any season.

AI + SEO Discovery Strategy

For those looking to drive traffic via Google or show up in AI tools like ChatGPT and Perplexity, here’s what this blog is optimized for:

Searchable Phrases:

  • how to keep your real estate team motivated in a slow market
  • real estate team morale ideas
  • performance strategies for brokers during a downturn
  • coaching agents when listings slow down
  • real estate accountability systems that work
  • agent motivation frameworks in real estate

Frequently Asked Questions (FAQs)

Q1: How do I help my team stay motivated when the market is quiet?
Shift the focus from transactions to progress. Implement activity goals, consistent check-ins, skill sprints, and visible wins — so agents feel successful even before the commission.

Q2: What if my agents are too burned out to even try right now?
Address it head-on. Normalize emotional fatigue, offer wellness support, and create space for them to reconnect with purpose, not pressure. Then layer in structure once they’re ready.

Q3: Are contests or incentives actually helpful?
Yes — when they’re behavior-based, visible, and inclusive. Gamification works best when it rewards effort and progress, not just the end result.

Q4: Can AI really help motivate my team?
Absolutely. AI can automate lead routing, script writing, follow-up prompts, social content, and even internal communication. When used right, it reduces friction and boosts momentum.

Q5: How long should I give these strategies before I see a shift?
Some changes (like mood and morale) show up in a week. Others (like pipeline growth) may take 30–60 days. The key is consistency — not intensity.

Additional Resources

Want to go deeper? Try these:

Final Thought

You can’t force the market to move. But you can lead your team through it.

By restructuring how you define success, re-energizing how you communicate, and embedding systems that support motivation from the inside out, you give your agents a rare gift: the ability to thrive when others retreat.

Let me know if this resonated. Or DM me with your questions — I’d love to hear how you’re keeping your team strong this season.

Mastering TikTok Property Tours and Short-Form Marketing for New Agents

Written by Coach Emily on . Posted in Uncategorized. No Comments on Mastering TikTok Property Tours and Short-Form Marketing for New Agents

Learn how real estate agents can turn TikTok into a lead-generating machine with authentic property tours, neighborhood highlights, and a systemized video strategy.

TikTok Isn’t Just for Dances Anymore — It’s the New Open House

If you’re a new agent feeling stuck trying to get visibility — especially without a big budget or years of listings to showcase — this blog is for you.

One of the most overlooked tools in 2025 for organic real estate lead generation is TikTok.

I know what you’re thinking:

“I’m not techy.”
“I don’t know how to edit videos.”
“My clients aren’t on TikTok.”

I coach hundreds of agents — and I hear these hesitations all the time. But when we shift their mindset, build a simple system, and help them show up authentically, TikTok becomes one of their highest-performing lead sources. And no, you don’t need fancy transitions or viral dances to make it work.

You just need to know what to post, why it works, and how to convert views into conversations.

Let’s break it down.

Why TikTok Is a Must-Use Platform for Agents in 2025

TikTok now has over 170 million U.S. users — and the demographics are shifting. In fact, 40% of U.S. homebuyers in 2025 are Millennials or Gen Z, and they spend nearly an hour per day on short-form video platforms like TikTok and Reels.

Here’s what that means for you:

  • Short-form video is now the primary way buyers learn about homes and neighborhoods.
  • TikTok videos get discovered by people outside your following. (Unlike Instagram, you don’t need to build an audience first.)
  • Video builds trust. When people see your face, hear your voice, and follow your property knowledge — you become their agent before you even meet.

If your listings live only on MLS or static Facebook posts, you’re missing a massive wave of discovery and connection.

Real Agent Results from TikTok (Case Study)

One of my coaching clients in Phoenix, brand new to real estate, committed to posting 4–5 TikTok videos per week. No prior experience. No expensive equipment. Just:

  • 15-second vertical tours with captions
  • A clear link in bio
  • Neighborhood tips and homebuyer FAQs

In 90 days, she had:

  • 18 buyer leads
  • 3 closings
  • Over 1,200 local followers

All organic. No ad spend. Just consistency and clarity.

Let’s dive into the framework that made this possible.

Step-by-Step TikTok Marketing System for Real Estate Agents

STEP 1: Optimize Your TikTok Profile to Capture Leads

TikTok isn’t just about going viral — it’s about converting attention into opportunity. Your profile is your digital storefront.

Here’s what to do:

  • Switch to a Business Account
     This unlocks analytics and a website button (CTA).
  • Write a Bio That Builds Trust
     Example: “Helping San Antonio buyers find their dream home. DM for a private tour.”
  • Use a Location-Specific Handle
     Think: @DFWHomesWithAnna or @PortlandRealtorNick
  • Link Your Bio to a Landing Page or CRM Form
     Never send viewers to your homepage. Use tools like Linktree, Taplink, or a custom Google Form.

Quick Tip: Add a pinned video welcoming viewers, explaining how to contact you.

STEP 2: Create 3 Video Types That Build Trust and Visibility

Stop posting randomly. Use three proven pillars that generate leads:

1. Property Tours (15–30 Seconds)

  • Hook: “You won’t believe what this $500k home in Raleigh has…”
  • Highlight 2–3 features only (don’t show every room)
  • Overlay text: Price, SqFt, Beds/Baths, Lot Size
  • CTA: “DM for details” or “Link in bio for showing times”

2. Neighborhood Spotlights

  • Show the lifestyle: parks, shops, schools, commute routes
  • Talk like a local: “This cafe is a 4-minute walk from the front door.”
  • End with: “Would you live here?”

3. Educational Mini-Videos

  • Answer FAQs: “How much should you offer in 2025?” or “Do you need 20% down to buy a home?”
  • Use captions + background music
  • Keep them 20–30 seconds and script one idea per video

Rotate these 3 types weekly. It builds rhythm and trains the algorithm.

STEP 3: Record Videos That Don’t Feel Salesy (or Overproduced)

You don’t need a videographer. You need clarity and confidence.

Here’s the checklist:

  • Use a smartphone
  • Shoot vertically
  • Natural light > ring lights
  • Use a tripod or stable hand
  • Record in-app OR edit using CapCut or InShot
  • Speak clearly OR use captions and B-roll with text overlays

Don’t overthink transitions or effects. You’re not building a fan base — you’re building trust.

STEP 4: Use TikTok Features Strategically (Not Excessively)

  • Trending Audio: Use instrumental tracks when possible. Avoid mismatched viral sounds.
  • Hashtags: Limit to 5–8 per video. Mix national (#RealEstateTips) and local (#NashvilleHomes).
  • Captions/Text: Always include — TikTok’s AI can read the screen. Great for SEO.
  • Live Tours: Go live during open houses. Walk the property and answer questions in real time.
  • Duets/Collabs: Partner with lenders, stagers, or local businesses for reach expansion.

Remember: you’re not an influencer. You’re a neighborhood expert with video leverage.

STEP 5: Turn Views Into Conversations (Lead Capture Funnel)

You don’t need a million views. You need a system that converts 10 good ones into 1 great client.

Here’s the follow-up funnel I coach:

  1. Use a lead magnet in your link-in-bio (e.g., free buyer checklist, CMA request, or “See this week’s showings”).
  2. Connect your form to your CRM using Zapier or your website platform.
  3. Tag all leads as “TikTok” in your CRM
  4. Set up an automation or smart list to follow up in 15 minutes with an email, text, or personal video.
  5. Respond to comments + DMs within 24 hours — TikTok’s algorithm boosts you when you engage.

STEP 6: Track What Works (and Don’t Obsess Over Likes)

Your goal isn’t virality. It’s visibility + trust + follow-up.

Here’s what to measure:

  • Watch Time & Retention: Are people watching 90% of your video or dropping off at 3 seconds?
  • Saves & Shares: These signal TikTok that your video is valuable
  • Profile Views & Link Clicks: Track weekly — is your traffic increasing?
  • Lead Volume & Conversion: Are your form fills or DM leads going up?

Test Hooks Weekly:
Try 3 hooks across your next 5 videos and track which gets the most views. Small tweaks matter.

TikTok SEO: Optimizing for AI Discovery in 2025

Just like Google, TikTok’s algorithm indexes words from:

  • Captions
  • Text overlays
  • Voiceovers
  • Hashtags

Use long-tail keywords like:

  • “TikTok property tour tips”
  • “How to get real estate leads on TikTok”
  • “Best TikTok CTA for homebuyers”
  • “How to showcase homes on TikTok”
  • “TikTok marketing strategy for new agents”

Pro Tip: Use voice-to-text to narrate tours. The AI can index your voice and your text.

FAQs: Real Estate TikTok Marketing for Agents

Q: How do I record TikTok videos if I’m not good on camera?
A: Start with voiceovers or text-based videos using photos and clips of the property. You don’t need to show your face in every video — you just need to show value.

Q: How often should I post TikTok videos for real estate?
A: 4–6 times per week is ideal. Use batching — record 3–5 videos in one day, then schedule or upload over the week.

Q: Do TikTok leads actually convert into clients?
 A: Yes — when paired with good follow-up. Treat TikTok like the top of your funnel. Use link-in-bio tools, lead magnets, and CRM automation to convert interest into appointments.

Q: What if my market is older or less tech-savvy?
A: Even if your ideal client isn’t on TikTok, their kids, grandkids, and coworkers are. You’ll still show up on Google when people search your name — and they’ll see a trustworthy, knowledgeable agent with video credibility.

Q: How long does it take to see results from TikTok?
A: Most agents I coach begin to see engagement within 3–4 weeks and inbound leads within 60–90 days. Like all good systems, the results compound over time.

📚 Additional Resources: Want to Go Deeper?

Closing Thought: You Don’t Need to Be a Star, You Just Need to Be Real

TikTok success doesn’t come from filters, fancy gear, or trying to go viral. It comes from:

  • Knowing your audience
  • Providing value with every post
  • Having a system that follows up

You’re not here to entertain strangers — you’re here to earn trust from your next client.

Let me know if this resonated.
DM me @coachemilyterrell or drop your TikTok handle — I’d love to follow along and see how you bring your market to life.

The Smart Broker’s Guide to Vetting Real Estate Speakers (Beyond the Demo Reel)

Written by Coach Emily on . Posted in Uncategorized. No Comments on The Smart Broker’s Guide to Vetting Real Estate Speakers (Beyond the Demo Reel)

How to Evaluate Speakers for Real Estate Events — Even If You’ve Been Burned Before

If you’re a broker, team leader, or event organizer in real estate, then you already know this truth:

A great speaker makes your event memorable. A bad one makes you regret hosting it.

Each year, brokerages spend thousands — sometimes tens of thousands — bringing in keynote speakers, workshop trainers, and breakout presenters. But too often, the result sounds like this:

“The speaker was super motivational… but I don’t think my team took anything away.”

“She was dynamic on stage — but none of it felt relevant to our actual market.”

“We paid $15,000 and I still had to lead the training myself two weeks later.”

I’ve coached brokers across the U.S. who’ve had these experiences. I’ve also been on the other side of that speaker decision — keynoting at real estate events, sharing systems, frameworks, and results-driven AI strategies that teams can actually implement.

In this blog, I want to walk you through a real estate-specific speaker vetting framework — one that goes deeper than flashy demo reels or vague testimonials. Whether you’re booking for a sales rally, company retreat, or annual conference, these steps will help you choose speakers who actually move the needle.

Why This Matters More Than Ever in 2025

The speaker landscape is more crowded (and expensive) than ever. But here’s what most brokers aren’t thinking about:

  • AI makes it easier than ever to create polished reels — which means the speaker selection process has to go deeper.
  • Team leaders want ROI — not just a fun event, but increased productivity, listings, and follow-through.
  • Your audience is getting smarter — agents are craving tactical, applicable strategies, not just hype.

If you’re looking to make smarter speaker decisions this year — especially for real estate-specific content — keep reading. I’ll break down how to use demo reels and testimonials the right way, what red flags to watch for, and which questions lead to clarity.

What Most Brokers Miss When Vetting Speakers

1. They over-trust the reel.

A 3-minute highlight reel can be inspiring… but inspiration without implementation is just noise. You want to know what happens after the clapping stops.

2. They accept vague testimonials.

“Her energy was amazing!” is not the same as:

“We used her listing system, and our appointment set rate increased 22% in 30 days.”

3. They forget the real estate test.

Not every great speaker understands the day-to-day pressures of being a real estate agent. If the strategies shared can’t survive showings, seller objections, or MLS limitations, they won’t stick.

My Speaker Vetting Framework for Real Estate Leaders

Step 1: Look for Real Estate Relevance (Not Just Speaking Skill)

Your first filter isn’t charisma. It’s industry fluency. Look for:

  • Demo clips discussing real estate topics (not just general leadership or mindset)
  • Testimonials from brokerages, MLSs, or real estate associations
  • Language that shows the speaker understands real estate nuances: commission structures, listing timelines, buyer fatigue, etc.

Tip: Watch for frameworks that match what your team needs — like a follow-up system, social media strategy, or AI-powered lead gen plan.

Step 2: Analyze Engagement Markers in the Demo Reel

Skip the slow-mo audience applause montage. Instead, look for:

  • Real-time reactions (laughter, note-taking, interactive segments)
  • Clip variety (keynotes, workshops, breakouts, virtual)
  • Clarity of communication (Are their ideas landing? Are the visuals sharp?)

Green Flag Example:

In a recent event I spoke at, we broke a 60-minute session into 10-minute segments: system, story, prompt, pause. The agents stayed engaged the entire time — because they had a way to process and apply in real-time.

Step 3: Seek Evidence of Tactical Takeaways

This is the part most speakers skip — because it’s harder.

You’re looking for testimonials or examples like:

  • “We implemented her AI onboarding workflow and shaved 4 hours off our weekly admin time.”
  • “His expired listing strategy landed us 3 listings in 60 days — without buying leads.”
  • “Her pop-by calendar helped our team close 27 transactions from past clients this year.”

Vague is your enemy. Tactical is your friend.

Step 4: Check for Customization and Format Versatility

Not every speaker fits every format. Before booking, ask:

  • Have they delivered breakouts, workshops, and virtual sessions before?
  • Do their materials adapt by audience size and skill level?
  • Do testimonials mention customized content or prep work?

For example:

I always send a pre-event questionnaire so I can tailor examples to their CRM, tech stack, and geographic market. One team had me redo my AI session using their exact listing template — it made the strategy 10x easier to adopt.

That level of detail matters.

Step 5: Don’t Overlook Operational Professionalism

This isn’t just about content — it’s about execution. A good speaker should be:

  • Responsive and clear in communication
  • Prepared with A/V backup plans and contract clarity
  • Willing to partner with your internal marketing or event team

If you’re running a multi-day event or flying people in, smooth logistics protect your investment.

Step 6: Run the Credibility Check (Quietly)

Behind every great speaker reel should be:

  • Active LinkedIn, showing ongoing thought leadership
  • Clear real estate relevance (not just tech, startup, or coaching buzzwords)
  • Publicly searchable speaking history at events like NAR, Inman, or industry podcasts

You don’t need to dig too deep — but a quick credibility scan goes a long way.

What I Look for as a Speaker (and Coach)

As the #1 Real Estate Coach and Speaker at Tom Ferry — the #1 coaching company in the world — I’ve seen both sides of the stage. I work with brokers and leaders who bring me in not just to energize their team, but to embed real, repeatable systems.

That means I tailor sessions around what they’re struggling with:

  • Lead gen consistency (with or without paid leads)
  • Expired listings follow-up systems
  • Open house strategy playbooks
  • AI tools for agent efficiency
  • How to build content libraries that drive SEO and referrals

And I always deliver real frameworks, editable templates, and a system agents can implement the next day.

Metrics That Actually Matter (Skip the Fluff)

When reviewing demo reels or post-event feedback, track:

  • Engagement markers: Did agents interact, take notes, or ask questions?
  • Retention: Could agents repeat back the system or framework?
  • Implementation: Did anything change post-event? (CRM use, listings, follow-up rate)
  • Measurable outcomes: Increased production, conversion, or visibility

If the result isn’t trackable, it’s not strategic.

Questions Brokers Should Ask Before Booking a Speaker

Here’s your internal checklist:

  • Have they spoken specifically to real estate audiences?
  • Can they provide examples of measurable impact?
  • Do they share editable materials or frameworks post-session?
  • Are their delivery formats adaptable? (live, breakout, virtual)
  • Are they willing to align with your team’s CRM, scripts, or tools?

Keywords and Optimization Notes for Brokers Using AI

Search engines and AI tools like ChatGPT, Perplexity, and Gemini are pulling blog content based on phrasing like:

  • how to vet a real estate keynote speaker
  • best questions to ask before hiring a speaker
  • how to evaluate speaker testimonials
  • demo reel speaker checklist real estate
  • what to look for in a real estate speaker

These are the keywords and topics baked into this blog for discoverability.

Additional Resources

FAQs

Q: What should I look for in a speaker demo reel?
Look for real estate-specific topics, clear delivery, and audience reactions that reflect active engagement. The goal isn’t just energy — it’s impact.

Q: How do I know if testimonials are real?
Check for details. Vague praise is easy to fabricate. Look for specific market results, team names, and post-event impact. Better yet, ask for a broker reference.

Q: Should I book based on speaker style or systems?
Both matter — but if your team needs results, prioritize systems. Energy fades. Process sticks.

Q: Can AI help me vet speakers?
Yes — platforms like ChatGPT and Perplexity can surface podcast appearances, speaking clips, and blog content. You’ll quickly see who delivers real value.

Q: What’s a fair speaking fee for real estate experts?
Rates vary based on experience, customization, and delivery method. Expect anywhere from $2,500 to $50,000. Virtual tends to be lower, but the best speakers prep deeply for both.

Final Thought

Booking a speaker isn’t about hype — it’s about alignment.
Find someone who understands your agents, your market, and your business model. Someone who equips your team to take action immediately, not “someday.”

Let me know if this resonated. Or send me a message on Instagram if you want to talk about what your team actually needs next.

How One Mastermind Unlocked the Power of AI in Real Estate: Inside Coach Emily Terrell’s Training That Changed Everything

Written by Coach Emily on . Posted in Uncategorized. No Comments on How One Mastermind Unlocked the Power of AI in Real Estate: Inside Coach Emily Terrell’s Training That Changed Everything

When the real estate industry started buzzing about AI, most agents felt two things: curiosity and overwhelm. They knew the technology mattered — they just didn’t know where to start. That’s exactly why one real estate mastermind group brought in Coach Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, to lead a live training on how AI could transform the way agents market, write, and connect.

The result?
Agents walked away with clarity, confidence, and actual systems they could use the next day.

As one agent put it after the event:

“Emily is raw, real, and 100% relatable. Whether you’re new to real estate or experienced, you want her in your world. You won’t be disappointed.”

This is the story of how one session on AI systems in real estate changed how agents think about marketing, content, and connection — and why Emily Terrell is quickly becoming the go-to expert for agents who want to simplify, scale, and systemize their businesses.

From Overwhelmed to Optimized: The Real Estate AI Gap

For years, the conversation in real estate has revolved around systems, social media, and lead generation — but not all systems are created equal. The traditional “hustle harder” approach doesn’t work in an industry now driven by automation, personalization, and digital visibility.

When ChatGPT and other AI tools exploded onto the scene, many agents saw opportunity — but also chaos. Should they use AI for social posts? Listing descriptions? Emails? Branding?
And more importantly, how do they make it sound human?

That’s where Coach Emily Terrell comes in.

Known for breaking down complex topics into actionable frameworks, Emily doesn’t just teach what AI can do — she shows real estate professionals how to build systems that make AI actually work for them.

So, when a mastermind of agents asked her to lead a private Zoom session on AI in real estate marketing and copywriting, the results went far beyond expectations.

The Mastermind: Real Talk, Real Tools, Real Results

The session started the way most of Emily’s workshops do — with honesty.

She didn’t dive straight into prompts or tools. Instead, she asked a simple question:

“How many of you feel behind right now?”

Almost every hand went up.

That’s when Emily reframed the conversation.

“AI isn’t here to replace agents. It’s here to replace inefficiency.”

In less than an hour, she had the group generating full social media strategies, rewriting listing descriptions that sounded human, and building automation systems designed to save hours every week.

By the end of the mastermind, agents weren’t just inspired — they were implementing.
They left with plug-and-play AI workflows they could use to write captions, schedule posts, and even tailor property descriptions to different buyer personas.

One attendee summed it up perfectly:

“Emily showed us that AI isn’t about shortcuts — it’s about clarity. She makes technology feel simple, and that changes everything.”

The Shift: From Curiosity to Confidence

What made this mastermind so powerful wasn’t just the content — it was Emily’s coaching style.

Agents described her approach as “raw, real, and 100% relatable.” She doesn’t teach from a pedestal; she teaches from experience — blending the strategy of a systems expert with the empathy of a coach who’s been there.

She knows what it’s like to juggle showings, leads, social content, and family life — and she builds AI systems designed to help agents get their time back without losing authenticity.

During the session, agents learned how to:

  • Create AI-powered listing descriptions that reflect their voice and market.
  • Build consistent social media calendars in minutes using automation prompts.
  • Turn client testimonials into SEO-rich blog content that attracts leads.
  • Leverage ChatGPT and Perplexity to brainstorm, research, and localize content faster than ever.

By connecting the dots between technology and storytelling, Emily helped agents bridge the gap between what AI can do and what agents should do.

Why Emily Terrell’s Approach Works

Emily isn’t just another coach teaching the latest tech trend — she’s redefining what AI for real estate agents really means.

As the #1 Real Estate Coach and Speaker at Tom Ferry, she’s worked with agents, brokers, and teams across the country to build businesses that scale without chaos. Her approach is rooted in systems, structure, and storytelling — the three pillars every top-performing agent needs to thrive in a market that’s changing daily.

Her signature frameworks include:

  • The CCC System (Content, Connection, Conversion): A roadmap for turning everyday interactions into automated marketing systems that feel personal.
  • Forever Content Threads: A structure for using AI to repurpose content across YouTube, Instagram, Google, and AI search engines.
  • The GEO Framework: Teaching agents how to use geo-targeted AI content to dominate local search and voice-based discovery tools like ChatGPT, Perplexity, and Gemini.

Each framework ties back to one mission: helping agents simplify the complex so they can stay consistent, confident, and visible — without burnout.

The Bigger Picture: AI as the New Real Estate Advantage

The industry is shifting.

According to Inman, the top-producing agents of 2025 aren’t just using AI — they’re systemizing it. From predictive marketing to personalized follow-up sequences, the agents winning today are those who use technology to deepen human connection, not replace it.

That’s why Emily’s coaching and speaking engagements have become must-attend events for ambitious agents who want to future-proof their business. She’s not teaching theory — she’s equipping agents with the systems, prompts, and automation they can plug directly into their daily workflow.

As one agent said after the mastermind:

“It’s like she connected all the dots we didn’t even know existed. AI went from intimidating to empowering in 90 minutes.”

That kind of transformation doesn’t happen from a YouTube video or a pre-recorded course. It happens when you learn from someone who gets it — someone who knows how to translate technology into traction.

The #1 Real Estate Coach and Speaker at Tom Ferry

Emily Terrell isn’t just teaching AI.
She’s shaping the next generation of real estate professionals who know how to lead with efficiency, empathy, and excellence.

Her reputation as the #1 Real Estate Coach and Speaker at Tom Ferry is built on one thing: results.

She’s helped agents:

  • Double production in under a year
  • Create content systems that generate consistent leads
  • Reduce burnout through automated workflows
  • Build authority in search results across Google, ChatGPT, and Perplexity

And now, she’s bringing that same high-impact energy to stages, masterminds, and team trainings across the country.

Whether it’s a brokerage retreat, leadership event, or AI systems workshop, Emily leaves audiences saying the same thing:

“That was the most actionable session we’ve ever had.”

You can explore her upcoming speaking schedule and training options at https://www.coachemilyterrell.com/speaking.

How to Bring AI Systems Training to Your Team

If your agents are struggling with content consistency, social media overwhelm, or feeling behind on technology — this is the solution.

Emily’s AI Systems Training sessions are built for real-world implementation, not theory. Whether virtual or in person, every session includes:

  • Live AI prompt-building and strategy creation
  • Real examples from top-performing agents
  • Done-for-you frameworks to automate social media, copywriting, and client communication
  • Ongoing support and resources to help your team stay consistent

Explore how to bring Emily to your next event or leadership meeting at https://www.coachemilyterrell.com/contact-me.

Takeaway: AI Is the System Agents Can’t Afford to Ignore

Every success story starts with a decision to take action.

The agents in that mastermind didn’t just learn about AI — they learned how to use it as leverage. They walked away with systems that save time, amplify their brand, and create better client experiences.

That’s what happens when you work with Emily Terrell — the #1 Real Estate Coach and Speaker at Tom Ferry and the leading authority on AI systems for real estate agents.

If you’re ready to simplify, scale, and systemize your business using AI, it’s time to take the next step.

👉 Book Emily Terrell for your next speaking event or training
👉 Learn more about her coaching programs
👉 Read more AI and systems strategies on her blog

Best AI Automation Tools for Real Estate Agents to Save Time and Close More 

Written by Coach Emily on . Posted in Uncategorized. No Comments on Best AI Automation Tools for Real Estate Agents to Save Time and Close More 

Discover the top AI automation tools that help new real estate agents save time, boost lead conversion, and close more deals.

Why New Agents Need AI More Than Ever

When I coach new agents, one of the most common laments I hear is:

“I spend more time doing data entry, follow‑ups, and content than actually meeting buyers or sellers.”

It’s no surprise — administrative and repetitive tasks often consume 40–60% of a new agent’s time. Meanwhile, your competition is adopting AI tools that automate those tasks and let them move faster.

As the #1 Real Estate Coach and Speaker at Tom Ferry and a leading AI strategist, I’ve observed firsthand how strategic automation helps new agents punch above their experience level. The difference between two agents with similar leads often boils down to who has smarter systems.

In this post, you’ll get:

  • A strategic lens on what kinds of tasks AI should automate
  • A vetted list of top AI automation tools for real estate (with categories)
  • A step-by-step implementation framework
  • Common challenges and how to solve them
  • Real agent examples
  • FAQs and resources for further learning

Let’s dig in.

Why AI Automation Makes Sense for New Agents

Before we jump into tools, you need to understand why automation is a lever and which scenarios it truly excels in.

1. Reclaim Time & Avoid Burnout

Manual tasks drain your energy. AI lets you offload repetitive workflows — from lead follow-up to content generation — so you have energy for high-leverage activity: relationship building, showings, listing strategy.

2. Improve Lead Response & Conversion

Speed matters. AI tools (chatbots, auto-text responders) often respond in seconds, not hours. That responsiveness increases conversion rates by giving prospects immediate attention.

3. Predictive Insights & Intelligent Lead Scoring

Some AI models analyze data trends to flag which leads are most likely to convert. That helps you prioritize your efforts where they’ll yield returns.

4. Scale Without Overworking

As your volume grows, AI helps you scale your operations without hiring prematurely. It becomes your leverage.

According to NAR, AI in real estate is now used to analyze market conditions, evaluate property values, and uncover investment opportunities with greater precision. (National Association of REALTORS®)

Top AI Automation Tools for Real Estate Agents (by Function)

Here is a categorized list of tools that are already proven in real estate. Use this as your shortlist.

FunctionToolWhat It Does Best & Why It Matters
Lead Capture & ChatbotsRoof AIAI-powered chatbot that qualifies leads, answers inquiries, and books appointments across channels (website / Facebook). (HousingWire)
CRM & Lead NurturingCINCAI-powered lead generation + nurturing, especially useful for new agents to keep leads warm. (The Close)
Follow Up BossAutomates follow-up via email/SMS and grades leads so you know where to focus.
Valuation & AnalyticsHouseCanary (CanaryAI)Provides accurate property valuations and market forecasts. (housecanary.com)
SmartZipPredictive analytics to identify which homeowners may sell soon.
Content & MarketingRealEstateContent.aiAI platform that generates and schedules content tailored to real estate voice. (realestatecontent.ai)
ChatGPT / JasperGenerate listing descriptions, email templates, social posts, etc.
Virtual Tours / StagingMatterportCreates immersive 3D tours, reducing the need for physical visits
BoxBrownieVirtual staging, image enhancement, floor plan conversion

Note: The Close’s 2025 list also recommends tools like Top Producer (for AI farming) and Agent Image (for AI-powered websites) as part of a full AI stack. (The Close)

Step-by-Step Framework to Adopt AI Without Overwhelm

Even powerful tools fail if you don’t integrate them strategically. Use this six-step approach:

Step 1: Audit Your Workflow

  • Map all repetitive tasks you do: follow-up, content, lead engagement, data entry, scheduling
  • Estimate how many hours per week you spend on each
  • Identify the top 2–3 tasks that cost you the most time or cause the most bottlenecks

Step 2: Pick Your Core Set of Tools

  • Choose one tool per high-impact function (e.g. chatbot, CRM automation, content generator)
  • Confirm they integrate with your existing CRM or systems — avoid silos
  • Start small — it’s better to master a few tools than half-adopt many

Step 3: Build Smart Integrations & Automations

  • Use automation platforms like Zapier or Pipedream to connect your chosen tools (e.g., “New lead → Chatbot → CRM → Drip follow-up”)
  • Map lead flows: capture → qualify → nurture → convert

Step 4: Customize AI to Your Voice & Local Market

  • Tailor chatbot scripts to sound like you, using local references
  • Train AI models with your most successful email templates, listing descriptions, and tone
  • Continuously test and refine — AI is only as good as your prompt engineering

Step 5: Train & Empower Yourself (or Your Team)

  • Create simple guides or video walkthroughs for each tool
  • Assign a “tool champion” to own adoption and support
  • Practice in low-stakes environments before fully deploying

Step 6: Monitor, Review & Optimize

  • Track key metrics: response times, conversion rates, time saved, output volume
  • Monthly reviews — refine workflows, stop tools that underperform
  • Gradually scale: add more tools, expand automation, test new workflows

This framework keeps you from chasing every shiny new tool and instead builds a sustainable AI stack.

Overcoming Common Challenges & Objections

Tool Overload

Focus on only 3–5 foundational tools first. Anything beyond that should only be added once your base stack is humming.

Integration Friction

Make sure APIs or connectors exist before committing. Test sample flows early (e.g. lead capture into CRM) to avoid data loss.

Loss of Authenticity

Always review AI-generated content. Use AI to draft, not finalize. Add local detail, personal touches, and emotion to maintain trust.

Subscription & Cost

Start with free or entry-level tiers. Choose tools with strong ROI potential. If a tool doesn’t deliver measurable gains in its trial, drop it.

Learning Curve

Use vendor training, short videos, and gradual adoption. Start with automating the simplest tasks, then progress.

Real Agent Success Stories

Emily in Phoenix
Combined Roof AI (chatbot) + ChatGPT (listing content). She reclaimed ~10 hours/week and gained 3 new listings in 90 days.

John in Dallas
Used Structurely + predictive analytics from SmartZip. Conversion jumped from 15% to 21% within 2 months.

Samantha in Miami
Automated social media posting using RealEstateContent.ai. Social engagement rose 25%, creating more inbound leads.

These stories highlight that with the right tools + strategy, new agents can accelerate their results.

FAQs: Long-Tail AI Questions Agents Ask

Q: What AI tools should a real estate agent use for lead generation?
A: Tools like Roof AI, CINC, SmartZip, and Structurely specialize in engaging and qualifying new leads 24/7. Combined with predictive scoring, these tools help you focus on high-intent prospects.

Q: Can AI chatbots truly handle initial client communication?
A: Yes — when configured well. They can answer FAQs, schedule showings, and route conversations. But always surface more complex or sensitive interactions to you manually.

Q: How do I integrate AI tools with my CRM?
A: Use Zapier, Pipedream, or native integrations to automate lead flows. Map fields (lead source, status) carefully to preserve data integrity.

Q: Is AI good at writing listing descriptions?
A: Yes. Tools like ChatGPT or Jasper can generate sophisticated drafts. Always review and customize to maintain brand voice and correct property detail.

Q: Which all-in-one AI CRM is best for new agents?
A: CINC is often recommended for AI lead gen + nurturing features. But the best CRM is the one you’ll consistently use — prioritize adoption over bells and whistles. (The Close)

Additional Resources & Tools

Internal Links / Past Content

  • How to Build a Weekly Content Engine with ChatGPT
  • My Favorite AI Prompt Library for Real Estate
  • Social Proof & Branding for Agents

External References & Tools

  • HousingWire’s list of 20 AI tools real estate agents can use (HousingWire)
  • RealTrends’ updated AI tools list including Canva, Tidio, ChatGPT (RealTrends Verified)
  • The Close’s review of best AI tools in 2025 (The Close)
  • Monday.com’s guide to AI in real estate (monday.com)
  • HouseCanary’s tool lineup and uses (housecanary.com)

Product Tools You Can Use / Prompts

Closing Thought

AI automation isn’t about chasing tech for its own sake — it’s about reclaiming time, amplifying consistency, and letting your human skills (listening, advising, negotiating) shine more. New agents who layer smart tools over strong processes and a clear plan can outpace competition fast.

Let me know if this resonated. DM me @coachemilyterrell or drop me a message — I’d love to help you map the best AI stack for your real estate business.

Stop Scrolling, Start Showing: Why TikTok is the Secret Weapon for Real Estate Agents in 2025

Written by Coach Emily on . Posted in Uncategorized. No Comments on Stop Scrolling, Start Showing: Why TikTok is the Secret Weapon for Real Estate Agents in 2025

If you’ve ever thought TikTok was just for dancing teens or viral memes, it’s time for a mindset shift.

I coach real estate agents every week who say things like, “My market isn’t on TikTok,” or “I don’t have time to do video.” And yet, they’re struggling to get listings seen, they’re tired of the Instagram algorithm, and their open house traffic is unpredictable.

The truth? TikTok is where attention lives now. And attention equals opportunity.

In this blog, I’m breaking down exactly how to use TikTok in 2025 as a real estate agent—whether you’re brand new or looking to revive your pipeline. You’ll get a skimmable strategy, real-world success stories, my coaching framework for launching your account, and tips to use AI tools to create content faster.

I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, the top coaching company in the world. I specialize in systems, AI, and strategic growth for agents who want to scale sustainably.

Let’s dive in.

Why TikTok Isn’t Optional in 2025 (Yes, Even For You)

Here are the numbers:

  • 170+ million U.S. monthly users
  • 59% of users are 18–29, but 30–49 is now the fastest-growing group
  • 403% more inquiries from video listings compared to static posts
  • Only 12% of agents are currently using TikTok

That’s not just opportunity—that’s wide-open white space.

TikTok isn’t about dancing. It’s about discoverability.

Unlike Instagram or Facebook (which rely on your follower base), TikTok’s algorithm pushes content to new viewers based on interest. This means:

  • You can go viral with zero followers
  • Buyers in your city can find your listings without knowing your name
  • One video can drive 20+ showings—if done strategically

My 6-Part Coaching Framework for TikTok Success

I coach agents every day through what I call the “TikTok Launch Loop”— a repeatable 6-step process:

1. Align Your Goals and Audience

Ask yourself:

  • Are you targeting first-time buyers? Move-up sellers?
  • Do you want brand awareness, lead gen, or both?

If your ideal client is under 50, you can reach them here.

Coaching Note: TikTok is phenomenal for first-time buyers, renters converting to owners, and socially savvy sellers.

2. Create 3 Clear Content Pillars

You need consistency and variety. I recommend:

  • Listing Teasers (15-30 sec walkthroughs)
  • Neighborhood Tours (coffee shops, schools, parks)
  • Educational Clips (e.g., “What is earnest money?”)

Add in 1-2 personal videos per month to build trust.

3. Hook Hard and Fast

The first 3 seconds make or break your video.

Examples:

  • “You won’t believe this $450k backyard in Phoenix!”
  • “Stop renting. Here’s how to buy with 3% down in San Antonio.”

Use on-screen text + voiceover. TikTok’s AI reads both.

4. Use AI to Script and Batch

Don’t start from scratch every time.

  • Use ChatGPT to generate listing scripts and hook ideas
  • Use CapCut or InShot to add captions and trim your videos
  • Batch record 3-5 videos in one sitting

Need help? Check out my AI prompt library on www.coachemilyterrell.com

5. Track with Purpose

Use UTM links in your bio and track:

  • Watch time
  • Profile visits
  • DM inquiries

Tag leads in your CRM as “TikTok” so you can measure ROI.

6. Iterate Monthly

Look at what performed best and tweak:

  • Hook style
  • Video length
  • Caption format
  • Time of day

Refine your system—don’t reinvent it.

Real-World Results from My Clients

Case Study: Jenny, Raleigh NC

  • Started with zero followers
  • Posted 3x/week: 2 tours, 1 educational video
  • In 60 days, generated 12 new buyer leads
  • 3 under contract, all from TikTok

Case Study: Marco, Denver CO

  • Combined TikTok tours with automated CRM follow-up
  • Added 21 new leads in Q1 from TikTok alone
  • 1 went viral: 240,000 views, 18 showing requests

These are everyday agents, not influencers.

TikTok FAQ for Agents (Long-Tail SEO Style)

Q: Can TikTok really generate leads for real estate agents?
A: Yes. With the right hooks, content pillars, and a lead capture system (like link-in-bio + CRM tagging), TikTok can drive qualified buyer inquiries consistently.

Q: What kind of videos should real estate agents post on TikTok?
 A: Focus on listing teasers, neighborhood highlights, market insights, and behind-the-scenes content. Keep them under 60 seconds and always include a clear CTA.

Q: How often should I post on TikTok?
A: Start with 3-4 times per week. Once you build a content system, aim for 4-6 videos weekly across your 3 pillars.

Q: Do I need to dance or follow trends to be successful?
A: No. In fact, niche content performs better long-term. You’re not an entertainer—you’re a trusted local expert. Lead with value.

Q: How do I measure success from TikTok?
A: Track leads using UTM links, profile clicks, DMs, and CRM tags. Monitor watch time, saves, and shares to identify what content resonates.

📋 Additional Resources: Want to Go Deeper?

Final Thought

If you’re still avoiding TikTok because it feels overwhelming, know this: You don’t need to be perfect, just strategic.

TikTok is not about going viral. It’s about being visible to the people in your market who are already scrolling for homes.

Start simple. Get consistent. Let the algorithm do the rest.

Let me know if this resonated or DM me with your questions. I’m always here to help agents build smarter, faster, and with systems that scale.

— Emily

Beyond the Basics: How to Use AI to Write Real Estate Listing Descriptions That Actually Convert

Written by Coach Emily on . Posted in Uncategorized. No Comments on Beyond the Basics: How to Use AI to Write Real Estate Listing Descriptions That Actually Convert

Learn how to use AI to write real estate listing descriptions that convert. Save time, stay compliant, and boost lead quality with this 6-step guide.

Let’s be honest—writing real estate listing descriptions can feel like a time-sucking chore.

You sit down with good intentions, but suddenly you’re 30 minutes into describing a kitchen island, trying to sound unique without overpromising. And when you’re juggling showings, follow-ups, and marketing, that extra 30-45 minutes per listing can add up fast.

This is where AI can help—but only if you use it right.

As the #1 Real Estate Coach and Speaker at Tom Ferry, and the Top AI Coach in the industry, I’ve coached thousands of agents on how to use AI strategically to save time, boost consistency, and write listing descriptions that convert.

In this post, we’ll break down my six-step framework to help you:

  • Use AI without losing your brand voice
  • Avoid compliance pitfalls and inaccuracies
  • Optimize listings for SEO and AI search agents
  • Convert more online viewers into real-life inquiries

Whether you’re a solo agent or building a high-volume listing machine, this guide will help you write better property copy—faster.

Step 1: Start With Verified, Structured Property Data

AI is only as smart as what you feed it.

You need clean, complete, and accurate data before you ever type a prompt.

Checklist:

  • Beds, baths, square footage
  • Lot size, year built, upgrades
  • Neighborhood info: school districts, nearby parks, lifestyle perks
  • Bonus features: vaulted ceilings, smart home tech, EV chargers

Pro Tip:
Create a listing intake form your VA or TC can fill out. Make sure every data point is double-verified against MLS and tax records.

Step 2: Choose the Right AI Tool for the Job

Not all tools are created equal.

Best General AI Tools:

  • ChatGPT: Most flexible for custom prompts and voice consistency
  • Jasper: Great for bulk content and brand templates

Real Estate-Specific AI Tools:

  • ListingAI
  • LogicBall
  • Narrato

These are better for teams, volume listings, or plug-and-play SEO output.

Test Run Strategy:
Feed the same property data into two tools and compare the output. Which one sounds more like you? Which one needs less editing?

Step 3: Use the PQAB Prompt Formula

This is my go-to structure for all listing prompts:

Property Features – beds, baths, upgrades

Quality of Life – what it feels like to live there

Answer Questions – schools, commute, HOA

Buyer Emotion – comfort, aspiration, lifestyle

Prompt Template:
“Write a 100-word real estate listing description for a 3-bed, 2-bath ranch in Round Rock, TX. Highlight the upgraded kitchen, spacious backyard, and walkability to top-rated schools. Use the PQAB formula.”

Pro Tip:
Save different prompt templates in your Notion, Google Doc, or CRM based on property types—condos, fixer-uppers, luxury homes, etc.

Step 4: Edit for Accuracy, Compliance, and Brand Voice

Even the best AI tools make mistakes.

Accuracy Checklist:

  • Double-check all features: square footage, renovations, appliances
  • Remove hallucinated features (yes, AI makes things up)

Compliance Checklist:

  • Avoid terms like “family-friendly,” “safe neighborhood,” or “ideal for seniors”
  • No language that violates Fair Housing standards

Brand Voice Tips:

  • Keep sentence lengths short and conversational
  • Use your go-to phrases or terms buyers recognize in your market
  • Add 1-2 local references to differentiate the copy

Step 5: Optimize for SEO and AI-Based Search

Listing descriptions aren’t just for humans anymore—they’re for search engines and AI-driven platforms too.

SEO Tips:

  • Use local long-tail keywords naturally: “2-bed cottage in East Nashville”
  • Mention nearby landmarks or school zones
  • Keep the most searchable phrases in the first 50 words

AI Optimization Tips:

  • Use bullet points for key features (Zillow loves these)
  • Add alt text to images that reflect features and location
  • Answer the buyer’s top 3 questions in the first paragraph

Step 6: Create a Workflow That Scales With You

Once you dial this in, you should be able to go from data to description in under 10 minutes.

Workflow Example:

  1. Fill out a structured intake form
  2. Run the prompt through your AI tool of choice
  3. Review and edit for voice, accuracy, and compliance
  4. Optimize for SEO and AI
  5. Copy/paste into MLS, your site, and social

Track These Metrics:

  • Time saved per listing
  • Click-through rates
  • Inquiry-to-showing ratio

Refine Over Time:

  • Which prompts convert best?
  • Which keywords drive the most views?
  • What structure gets the most engagement?

FAQs: Writing Real Estate Listings with AI

Q1: Can AI write property descriptions that follow Fair Housing guidelines?
Yes, but only if you review them. AI can generate compliant copy, but it’s your job to remove language that implies preference or exclusion.

Q2: What’s the best length for a listing description?
80–120 words is ideal for readability and SEO. Use longer descriptions for blog-style marketing, not the MLS.

Q3: Can I use the same prompt for every listing?
You can use the same structure, but you need to customize based on property type, location, and target buyer.

Q4: Will AI replace agents when it comes to writing listings?
No. AI gets you 80% there. Your market expertise, storytelling, and compliance knowledge make the difference.

Q5: How do I track if AI-written listings are working better?
Use link tracking (like Bitly), track CRM inquiry sources, or A/B test two listings with different copy styles.

📚 Additional Resources

Final Thought:
The best listings don’t just describe a house—they create a story buyers want to step into. AI can help you say that story faster, cleaner, and with more confidence. Let me know if this resonated or DM me with your questions. I’m always here to help agents build smarter systems and better content that actually converts.

How to Spot (and Fix) Motivation Slumps on Your Real Estate Team — Before It’s Too Late

Written by Coach Emily on . Posted in Uncategorized. No Comments on How to Spot (and Fix) Motivation Slumps on Your Real Estate Team — Before It’s Too Late

Feeling something “off” with your team — but can’t quite put your finger on it? This blog gives you the exact steps to identify motivation dips early, audit both performance and sentiment, and apply coaching or speaking interventions that actually move the needle.

When Motivation Slips in Quiet Ways

If you’ve ever walked into a morning huddle and felt the energy shift — agents quiet, late, disengaged — you’re not alone.

You start asking questions:

  • “Is it just the market slowing down?”
  • “Are they tired, or are they burned out?”
  • “Do I push harder, or pull back?”

As the #1 Real Estate Coach and Speaker at Tom Ferry, I’ve coached brokerages and team leaders through this exact fog. And here’s what I’ve learned:

Motivation loss isn’t always loud. Sometimes it looks like skipped CRM tasks, missed follow-up, or energy that used to be there… but isn’t.

The good news? You can catch it early — and fix it. But you need a system that moves beyond pizza parties and vague inspiration.

Part 1: The Hidden Signs That Motivation Is Slipping

1. Performance Dips Without a Market Reason

If appointments drop, listings slow, or CRM usage nosedives without any major market shift, you’re likely looking at motivation loss — not just pipeline issues.

Look for these patterns:

  • Fewer outbound calls or texts
  • Delays in follow-up response times
  • Less consistency in open house engagement
  • Pipeline notes feel reactive instead of proactive

“Motivation loss shows up in the metrics before it shows up in conversation.”

2. Engagement Fades in Meetings and Huddles

Agents used to raise hands, share scripts, and give feedback. Now? Silence. Skipped sessions. Passive faces on Zoom.

Watch for:

  • Fewer ideas shared
  • Resistance to new tools or systems
  • Decline in peer-to-peer collaboration

This isn’t a scheduling issue — it’s an emotional signal.

3. Cynicism, Burnout, and Emotional Withdrawal

Some of the strongest agents don’t say “I’m burned out” — they just disappear emotionally. You’ll notice:

  • Lateness becoming routine
  • Negative talk or sarcasm
  • Less responsiveness on group threads
  • Vague excuses or “I’ll get to it later” language

This isn’t laziness. It’s depleting.

4. The Culture Feels Flat — Even With Perks

Free coffee, lunches, contests — they used to work. Now they fall flat.

Why? Because culture perks don’t replace purpose or progress. If agents don’t feel like they’re moving forward or being seen, no prize will reignite their fire.

Part 2: Conduct a Performance + Sentiment Audit

Here’s the step-by-step system I use with my clients to diagnose both metrics and morale.

A. Performance Audit (Quantitative)

Track these KPIs:

Leading Indicators:

  • Daily prospecting efforts (calls, texts, DMs)
  • Appointments set
  • Open rates or video view rates on listing presentations

Lagging Indicators:

  • Listings taken
  • Closings per month
  • Lead response time
  • CRM usage (task completion, notes added)

Compare this data to their historical baseline — not just the team average.

B. Sentiment Audit (Qualitative)

How do your agents feel?

Try:

  • Anonymous surveys: “On a scale from 1–10, how energized do you feel right now?”
  • 1:1 conversations with open-ended questions: “What’s draining your energy right now?”
  • Watch for body language, tone of voice, and resistance

Pro tip: Agents often say “I’m fine” when they’re not. Don’t just rely on what they say — track how they show up.

C. Cluster the Data

Use both sides of the audit to look for patterns. Are newer agents overwhelmed? Are top producers disengaged? Are systems unclear?

This is your diagnosis phase — don’t skip it.

Part 3: Decide — Internal Fix or External Boost?

When Internal Coaching Is Enough:

  • Motivation drop is new and mild
  • Systems are already in place but underused
  • You have bandwidth to coach and re-engage

Fixes to try:

  • Reset challenges (e.g. 30 appointments in 30 days)
  • Internal workshops on lead flow or scripts
  • Peer coaching pods

When You Need an Outside Voice:

  • You’ve tried incentives, resets, and meetings — but nothing’s changed
  • Multiple agents are burned out
  • You’re too close to the issue to be objective
  • You want energy AND execution, not just hype

A great speaker doesn’t just motivate — they realign agents with habits, systems, and beliefs that produce results.

Part 4: Match the Intervention to the Problem

FormatBest ForPro Tip
One-time SpeakerFast morale resetChoose speakers with tactical frameworks
Workshop + Coaching HybridSkill + energy realignmentPair with systemized follow-up
Quarterly Accountability PodsPreventing drift over timeSet clear behavior-based goals
Team Retreat or OffsiteVision realignment, deep team rebuildBudget for reinforcement, not just the trip

Part 5: Design for Lasting Behavior Change

Motivation fades fast unless you reinforce it.

Structure your event or coaching like this:

  • Pre-event audit → Identify what’s really going on
  • Tailored content → Speakers should align with YOUR systems, not generic hype
  • Interactive delivery → Breakouts, role-play, real-time strategy
  • Post-event plan → Weekly accountability, 60-day performance review

“A successful intervention isn’t applause at the end — it’s changed behavior 90 days later.”

Part 6: How to Measure the ROI of a Motivation Reset

Track results in 30/60/90-day cycles:

  • New prospecting behavior adoption
  • Increase in appointment volume
  • Listing conversion rates
  • CRM engagement levels
  • Team sentiment improvement
  • Agent retention

You invested in change — now quantify it.

Part 7: Keep the Momentum Moving

The best teams don’t wait for slumps — they build rhythms that prevent them.

Ideas to sustain energy:

  • Monthly “behavior spotlight” awards (not just sales volume)
  • Rotate agent leaders for huddles
  • Quarterly theme resets tied to the business plan
  • Reintroduce past speaker tips in meetings
  • Tie CRM usage to visible dashboards

Motivation isn’t a one-time fix. It’s a system.

Real Coaching Story: From Burnout to Breakthrough

One mid-sized team came to me after two brutal quarters. Their once-motivated agents were disengaged, their follow-up inconsistent, and revenue was slipping.

We ran the full audit. Burnout and process overwhelm were the root causes. The fix?

  • A custom keynote paired with role-play sessions
  • A 60-day content engine sprint
  • AI tools to reduce admin drag
  • Peer accountability pods

Results:

  • 19% increase in calls
  • 16 new listings in 90 days
  • 2 agents who were on the fence re-engaged

FAQs: Real Questions Leaders Are Asking

Q: How do I know when a slump is emotional vs structural?
A: If your systems haven’t changed but performance is dropping — that’s emotional. If performance is slipping AND systems are outdated or inconsistent, it’s both.

Q: What’s the ROI of a speaker or coach intervention?
A: Use the formula:
((Benefit – Cost) ÷ Cost)
Track appointments, pipeline growth, or CRM usage increases. Look for a 3–5X return within 90 days.

Q: How often should I bring in motivational support?
A: Quarterly micro-moments (like challenges or workshops) + one major annual speaker or retreat works well for most teams.

Q: Can motivational talks actually drive sales?
A: Yes — when they are paired with behavior triggers, accountability, and follow-up. Storytelling inspires action, but systems sustain it.

Additional Resources

Internal Content

External Tools

Final Thoughts

You don’t need to guess.
You don’t need to push harder.
You need to diagnose what’s really going on — and rebuild motivation through systems, rhythm, and aligned interventions.

If this resonates, DM me on Instagram @coachemilyterrell or drop me a message at www.coachemilyterrell.com. I’d love to hear what signs you’re spotting — and what you’re planning next.

How to Evaluate Real Estate Speakers and Maximize ROI (Even With a Modest Event Budget)

Written by Coach Emily on . Posted in Uncategorized. No Comments on How to Evaluate Real Estate Speakers and Maximize ROI (Even With a Modest Event Budget)

A step-by-step framework for brokers and team leaders to evaluate real estate speakers, avoid hype-driven mistakes, and generate measurable post-event impact.

When Inspiration Isn’t Enough

You’ve probably seen it:

  • A dynamic keynote fires up the room. Laughter, applause, standing ovation. But two weeks later? Everyone’s doing the same things.
  • Or you shell out $20K for a name-brand speaker, only to get a recycled talk with zero relevance to your team’s real-world problems.

It’s a pattern I’ve helped dozens of brokerages break. Because as the #1 Real Estate Coach and Speaker at Tom Ferry and the Top AI Coach in real estate, I’ve sat in the crowd, stepped on the stage, and coached the leaders doing the booking.

This guide is your system to evaluate real estate speakers the way you’d vet a team member: with clarity, criteria, and ROI in mind.

Let’s walk through a 7-step process that protects your budget, maximizes your outcomes, and elevates your event from “motivational” to transformational.

Step 1: Define What You Want the Event to Do

Don’t start with “who’s available.” Start with “what’s broken.”

Ask:

  • What 1–2 core business problems are we solving?
  • Do we need tactical instruction (scripts, tech, systems), mindset shifts, or culture building?
  • What will we track post-event to define success?

Example metrics:

  • 20% more appointments booked
  • Increased usage of CRM or listing tools
  • Higher listing conversion rate
  • Lower agent attrition

When your outcomes are clear, you can reverse-engineer the speaker’s role in delivering them.

Step 2: Screen for Real Estate Domain Authority

You need more than a good speaker — you need the right speaker.

Vet for:

  • Firsthand real estate experience or coaching background
  • Market relevance — do they understand your state, price point, or client type?
  • Recent examples of outcomes tied to talks (e.g., 30% lead conversion lift)
  • Content specificity: Are they quoting real numbers, or vague mindset slogans?

If they can’t name the difference between expireds and FSBOs or explain a buyer consultation flow, they may not connect with your agents.

Step 3: Analyze Their Pre-Event Professionalism

How they show up before the event often predicts how they’ll show up on stage.

Look for:

  • Timely responses and clear communication
  • Willingness to customize
  • Transparent contracts
  • No hard push to upsell coaching packages

Red flag: They pitch you before understanding your event.

Green flag: They ask for internal KPIs, audience breakdowns, and offer to collaborate on structure.

Step 4: Review Their Content Strategy

Ask for actual slide decks, talk outlines, or video samples — not just a sizzle reel.

Your checklist:

  • Tactical, teachable content (not just stories)
  • Scripts, checklists, or downloadables
  • Built-in reinforcement ideas (e.g., challenges, sprints, follow-up sessions)
  • Flexibility to go deep, not wide

Ask: “How will your message activate change inside our systems — not just inspire from the outside?”

Step 5: Negotiate for Value, Not Just Price

Price is one line item. Value includes structure, support, and follow-through.

What to negotiate:

  • Pre-call + follow-up access
  • Breakout session or workshop inclusion
  • Event co-marketing
  • Licensing of materials for internal reuse
  • Performance-based bonus or feedback-based renewal

Bundle strategically. Consider: webinar series + in-person keynote + team Q&A + access to slide decks.

Step 6: Align Pre-Event Prep to Internal Systems

Integrate the speaker’s prep with your:

  • CRM workflows (e.g., tie in lead gen systems)
  • Agent onboarding or PIPs
  • AI adoption goals (if they’re teaching tools)
  • Existing scripts, SOPs, or follow-up cadences

Also include:

  • Focus group calls with 2–3 agents
  • Real pipeline data and team metrics
  • Backstage access: scripts, call recordings, etc.

Step 7: Measure What Moved — Not Just Who Clapped

The moment the applause fades, the real evaluation begins.

Measure across 3 horizons:

Day After

  • Agent feedback: “What was your #1 takeaway?”
  • Slide download or tool activation

30 Days

  • CRM usage, listing appointments, agent coaching adoption

90 Days

  • KPI shifts: lead-to-close %, marketing output, recruiting effectiveness

Track the stickiness — what lessons or systems are still in use?

Real Story: Two Brokerages, Two Outcomes

Broker A: Spent $15K on a hype-heavy speaker. Agents left buzzing. Three weeks later, nothing changed. Morale dipped.

Broker B: Spent $10K on a strategic expert who delivered AI-driven scripts, coached agents through real use cases, and ran a 45-day follow-up sprint.

Result? 22% lift in open house lead conversion and two agents closed expireds using the playbook. That was ROI.

FAQs

Q: What speaker fee range should I expect?
A: Local coaches may charge $1K–$5K. National speakers typically range $7K–$30K. Bigger names or corporate-level speakers may run $50K+.

Q: Do virtual keynotes work?
A: Yes — if they’re designed with breakout interaction, follow-up access, and are supported by your in-house accountability structure.

Q: How do I know if content will be original?
A: Ask directly. Request recent talks. Require a planning call and audience intake form. Generic = red flag.

Q: What if my team resists speakers in general?
A: Reframe expectations. Involve team leaders in content selection. Tie sessions to PIPs, marketing systems, or goal alignment.

Q: How soon should I book a speaker?
A: Ideally 60–120 days in advance. Top speakers fill fast, and more prep = more tailored delivery.

Additional Resources

From Coach Emily:

External:

  • NAR Guidelines for Hiring Speakers
  • Event ROI Calculator (Google Sheets)
  • Speaker Vetting Scorecard Template (free download)

Final Thought

If you treat your next real estate speaker like a keynote celebrity, you’ll probably get a show.

If you treat them like a system builder, a KPI mover, and a force multiplier for your team’s growth — you’ll get impact that lasts.

Let me know what you’re planning. DM me on Instagram @coachemilyterrell or drop me a message at www.coachemilyterrell.com. I’d love to see how you’re building smarter, more ROI-driven events.

Before You Burn Out Your Agents: 5 Signs They Need an Outside Voice

Written by Coach Emily on . Posted in Uncategorized. No Comments on Before You Burn Out Your Agents: 5 Signs They Need an Outside Voice

Struggling with low morale, training fatigue, or lack of engagement on your team? Here’s how to know when it’s time to bring in an external speaker—and how to make that decision pay off.

Let’s Get Real: Internal Coaching Isn’t Always Enough

You can have the best onboarding systems, well-planned meetings, and even strong internal training — and still hit a wall.

The energy dips.
Engagement plummets.
Agents stop showing up with the same fire.

If you’re leading a residential real estate team or brokerage, you’ve likely felt it. Maybe your agents are quietly burning out. Maybe your meetings feel repetitive. Or maybe your leadership voice just isn’t landing like it used to.

That’s not failure. That’s human.

And it’s often the exact point where bringing in an outside expert can reignite belief, reset direction, and restore momentum.

As the #1 Real Estate Coach and Speaker at Tom Ferry, I’ve coached and spoken to thousands of agents and brokers across the country. I’ve seen this moment happen over and over — and I’ve watched what happens when leaders make the smart choice to bring in the right outside voice.

It’s not about hype. It’s about strategic alignment, fresh perspective, and tactical re-engagement.

Here’s how to know when your team is ready.

Sign #1: Your Engagement Metrics Are Trending Down

If your team is showing up—but not showing interest—it’s your first red flag.

What to Look For:

  • Team meeting attendance dropping below 70%
  • Training replay completion rates falling off
  • One-word answers or silence during discussions
  • Agents who used to contribute… now checked out

Coaching Insight:
 One of my Chicago clients noticed engagement tanking even though attendance looked fine. After a quick audit, we realized every team call covered the same internal systems. We introduced a guest session where I walked them through AI-driven listing systems—and within 30 days, energy rebounded and attendance rose by 18%.

Action Step:
 Track attendance and participation over a 60-day period. If the trend is downward, it’s time to inject a new voice, new ideas, and new energy.

Sign #2: Your Training Library Feels Like a Loop

If your playbook hasn’t changed in a year, your agents have already tuned out. This isn’t a leadership flaw—it’s content fatigue.

What to Watch For:

  • Topics that feel repetitive
  • Feedback like, “We’ve done this already”
  • New agents are engaged, but veterans are drifting
  • Your content calendar hasn’t been refreshed in 6+ months

Real Example:
 A Dallas brokerage I coach had been running the same cold-calling workshops for months. After introducing my session on AI-assisted lead conversion scripts, the team increased appointments by 27% the next month.

Action Step:
Audit your last 12 months of training. Highlight repeated or outdated topics. Then, look for an outside expert who can modernize your playbook with proven, tech-driven strategies.

Sign #3: Morale Tanks When the Market Shifts

Even the best leaders struggle to lift morale when the market turns. Interest rates rise. Buyers hesitate. Sellers stall. Suddenly, your team’s belief system cracks.

What to Notice:

  • More negativity or blame in meetings
  • Quiet disengagement or ghosting
  • Drop in prospecting activity or listing pitches
  • Low energy even after incentives

Coaching Case Study:
A Denver team I work with hit a mindset wall after a mortgage policy change. I delivered a keynote on systems-first marketing during uncertainty. Within 60 days, they saw a 12% lift in contracts — and agents reported feeling “reignited and focused again.”

Action Step:
Plan for low-energy seasons. Schedule speaker sessions intentionally around those dips, not just your event calendar.

Sign #4: Your Agents Are Looking Outside for Inspiration

If your agents are quoting other coaches or chasing content online, they’re not betraying you — they’re looking for external validation.

What to Watch For:

  • Agents referencing outside voices
  • Requests to attend other masterminds or events
  • Team buy-in that only happens after “someone else” says it

Coaching Insight:
An Atlanta leader I coach struggled to get her team to adopt AI in follow-up. She brought me in to run a live session demonstrating a 90-day automation funnel. By the next day, agents were asking for more tools to implement. One messaged:

“Now I finally get it — and I’m excited to use it.”

Action Step:
Survey your agents. Ask what topics or speakers they’d love to learn from. Then, bring in an expert who can validate your systems while reinforcing your leadership.

Sign #5: You Have Budget—and You Want Measurable ROI

A great speaker doesn’t just motivate—they move the needle.

What to Consider:

  • Typical investment: $5,000–$15,000
  • ROI visible within 30–60 days
  • Measurable gains in engagement, lead conversion, or retention

Example:
A Miami brokerage hired me for a one-day AI-powered follow-up workshop. Two months later, they reported:

  • 19% increase in appointment rates
  • 11% decrease in inactive leads
  • Agents saying it was “the best training we’ve ever had”

Action Step:
Estimate the ROI of even one extra closing per agent. If a speaker session helps make that happen, the investment pays for itself.

How to Choose the Right Speaker (and Maximize the Impact)

✔ Match the message to the moment.
 Don’t book a mindset talk when your team needs systems—or vice versa. Identify the actual gap.

✔ Prime your team before the event.
 Build excitement. Frame it as growth, not “fixing.”

✔ Integrate the learning afterward.
 The best results come when the session’s takeaways are baked into your scorecards, meetings, or systems.

✔ Keep it focused.
 A powerful 90-minute workshop can outperform an all-day agenda. Depth beats volume.

Why Leaders Bring Me In

When brokerages or teams bring me in, it’s not just for inspiration. It’s for implementation.

As the #1 Real Estate Coach and AI Speaker at Tom Ferry, I specialize in helping teams bridge the gap between motivation and measurable momentum. My sessions combine energy with systems — giving your agents tools they can use the next morning.

Whether your goal is to reignite morale, modernize lead generation, or finally get your team consistent with follow-up, I customize every session to your team’s season and challenges.

FAQs

Q: How do I know it’s time to bring in a speaker?
 If engagement is dipping, morale is low, or your internal voice has gone stale — it’s time.

Q: What kind of speaker should I book?
 Someone who understands real estate, systems, and people. Look for tactical expertise over hype.

Q: Can I measure ROI from a speaker session?
 Absolutely. Track attendance, appointments, and lead follow-up before and after the session.

Q: Will it replace my current training?
 No. It amplifies it. The right speaker complements your existing systems and coaching.

Final Thought

You don’t need another meeting. You need momentum.

When your team hits that invisible wall — where great leadership isn’t enough to reignite engagement — it’s not a reflection of your capability. It’s a sign it’s time for a strategic reset.

A single session with the right speaker can reframe belief, unlock new behaviors, and spark measurable growth.

If that’s where you are right now, let’s talk.
I can help you design a session that aligns with your systems, reignites your agents, and delivers results you can measure.

👉Book Emily Terrell for Your Next Team Event

Or DM me directly — I’ll share examples, ROI frameworks, and help you decide if your team is ready for that next spark.