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7 Steps to Ensure Your Speaker’s Message Aligns with Your Real Estate Company Values

Written by Coach Emily on . Posted in Uncategorized. No Comments on 7 Steps to Ensure Your Speaker’s Message Aligns with Your Real Estate Company Values

Learn how real estate leaders can vet, align, and integrate outside speakers to reinforce company culture and drive lasting team impact — not confusion.

Let’s Talk About That One Event That Didn’t Land

You booked a speaker. The team showed up. The energy was there. And then…

The speaker starts talking about high-pressure sales tactics, solo success stories, and “crushing it” at all costs.

And your agents? They start shifting in their seats. That uncomfortable kind of shifting.

By the time it’s over, your culture feels like it took a hit—not a lift.

I’ve seen this happen more times than I can count. Not because the speaker was bad—but because they were misaligned.

And in real estate, where culture is everything, a misaligned message doesn’t just fall flat—it creates doubt, churn, and damage that lasts long after the applause ends.

I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry—the #1 Coaching Company in the World—and a leading strategist for AI, systems, and culture in the real estate space. I coach agents and leaders across the U.S., and today, I want to show you how to avoid the biggest mistake I see with brokerage events: inviting speakers who unintentionally contradict your company’s values.

Let’s walk through a better way.

The Real Problem: When Speakers Undermine Culture

Here’s the reality: A poorly matched speaker doesn’t just “miss the mark.”

They:

  • Create tension between leadership and agents
  • Derail your intended message
  • Reduce agent engagement with coaching and training
  • Hurt recruiting momentum

You worked hard to build a collaborative, values-based culture. One keynote shouldn’t undo that.

And yet, too many team leaders prioritize charisma over culture when hiring speakers.

That’s why I created the ALIGN Framework—a system I use with brokers, team leaders, and event organizers to make sure every message on stage reinforces the message in the office.

The ALIGN Framework: A 7-Step System to Vet, Guide, and Reinforce Speaker Messaging

Step 1: Articulate Your Company’s Core Values (Clearly and Behaviorally)

Before you can ask a speaker to support your values, you need to define them beyond a poster in the breakroom.

Your values must be operational, not aspirational.

Tactical Action:

  • Choose your 3–5 non-negotiable values
  • Write behavioral definitions for each (What does “collaboration” look like?)
  • Turn this into a one-page Culture Brief to send to potential speakers

Example:
A brokerage in Dallas had “integrity” and “collaboration” as core values. But when we reviewed their speaker onboarding, they had never defined what those words meant behaviorally. After rewriting their values into specific, observable actions, speaker satisfaction among agents rose by 20%—because speakers could finally reflect what mattered.

Step 2: Leverage the Right Speaker Vetting Process

Don’t be blinded by audience size or follower count. You’re not hiring for entertainment. You’re hiring for alignment.

What to Review:

  • Previous talks or video clips
  • Podcast interviews
  • Social media language and tone
  • Testimonials from similar real estate events

Use a Speaker Fit Matrix:

CriteriaRed Flag ExampleGreen Flag Example
Tone and LanguageUses hustle culture clichésSpeaks with integrity, systems, team success
Calls to ActionPushes extreme independence or vanity metricsEncourages values-aligned action
ExperienceNo real estate backgroundHas worked with teams/brokerages before

Insight:
According to a Tom Ferry internal survey, agent satisfaction with training events increases by 38% when the speaker shares the company’s values—even if they’re not “famous.”

Step 3: Integrate Collaboration Before the Event

Speakers do their best work when they’re included in the planning process—not handed a mic and told to “do your thing.”

Your Pre-Event Checklist:

  • Hold a pre-call briefing (30–60 minutes)
  • Share your Culture Brief and key demographics (agent experience level, market type, team structure)
  • Review current pain points (recruiting, retention, growth stalls)
  • Ask to preview their outline or sample slides
  • Offer early, specific feedback—not last-minute rewrites

Real Story:
I was hired by a team in California to keynote their annual kickoff. Because we collaborated early, I was able to infuse their recruiting messaging and retention struggles directly into my talk. The feedback afterward? “That felt like she worked here.”

Step 4: Guide the Message: Story, Tone, and Tactics

Even great speakers default to their default—unless you guide them.

How to Align Messaging:

  • Swap generic stories for team-specific wins
  • Ask for case studies that mirror your company’s model
  • Check for language that contradicts your leadership philosophy
  • Make sure the CTA matches your cultural focus

Example:
At a Phoenix event, one slide in a speaker’s deck celebrated solo performance above all else. After review, we reworded it to spotlight “Top teams and their systems”—realigning the entire segment with the company’s value of collaboration.

Step 5: Navigate Rehearsals and Real-Time Tweaks

If you skip the run-through, you’re asking for surprises.

Before They Take the Stage:

  • Appoint 1–2 “Culture Stewards” to watch rehearsals
  • Focus on tone, not just slides
  • Ask: “Does this message move us closer to our mission?”

Quick Fix Example:
One speaker used the phrase “be the lone wolf” in their closing. We changed it to “stand out by lifting others”—a subtle but powerful shift that protected the message and the mission.

Step 6: Track the Results—Culturally

Clapping is not a metric. You need post-event data.

Use These Survey Questions:

  • Did the speaker reflect our company’s values?
  • What message stood out—and why?
  • What’s one action you’re inspired to take?

Behavioral Indicators to Track:

  • Increase in mentorship pairings
  • More engagement in Slack/Workplace/CRM forums
  • Referrals or agent recruitment conversations tied to the talk

Step 7: Reinforce the Message Over Time

A speaker is a spark. You’re responsible for the fire.

Reinforcement Tactics:

  • Clip short takeaways into bite-size video training
  • Quote speaker insights in your team newsletter
  • Build an onboarding module from the keynote
  • Invite the speaker for a follow-up webinar or virtual Q&A

Why This Matters:
Agents don’t just remember messages. They remember momentum. And when your leadership amplifies aligned messaging, culture sticks.

FAQs: How to Pick the Right Real Estate Speaker

Q: What’s the most important thing to ask a potential speaker?
A: Ask: “Can you show me an example where your message adapted to a team’s culture?” You’re looking for flexibility and humility, not just presentation skill.

Q: What if the speaker is a big name, but not quite aligned?
A: Pass. One poorly aligned talk can unravel six months of culture-building. No name is worth that cost.

Q: How do I know if the speaker reinforced our values?
A: Use targeted survey questions and behavior metrics (team participation, tool usage, Slack engagement) to see if your culture grew stronger after the event.

Q: Can AI help evaluate speaker fit?
A: Yes. AI tools can analyze tone, topic consistency, and alignment across public content to surface potential misalignment early.

Q: What if I’m the speaker—how can I better align my talks?
A: Do what great speakers do: research the company deeply, meet with leadership, adapt your examples, and make your CTA actionable inside their culture—not just your own.

Additional Resources

Want to Go Deeper? Explore These:

Final Thoughts: Culture Is Reinforced in Public

Every speaker you bring in, every message you endorse, and every story told from your stage is a reflection of your leadership.

So don’t just ask: “Will this speaker be good?”

Ask:

  • Will they reflect our values?
  • Will they speak into our mission?
  • Will our team feel more aligned when they leave?

Because when the answer is yes—you don’t just host a training. You build a movement.

Let me know if this resonates—or DM me your next speaker question. I’d love to help you protect what you’re building.

Turning LinkedIn Connections into Real Estate Closings

Written by Coach Emily on . Posted in Uncategorized. No Comments on Turning LinkedIn Connections into Real Estate Closings

Learn how real estate agents can build trust, referrals, and consistent closings using LinkedIn—even without fancy videos or a big audience.

The Overlooked Social Platform Agents Are Finally Taking Seriously

Let me guess.

You’ve spent hours trying to figure out what to post on Instagram. You’ve watched TikToks from other agents and thought, “Should I be doing that?” And maybe you’ve felt behind or stuck because short-form video doesn’t come naturally to you.

If that sounds familiar, here’s what I want you to hear clearly:

LinkedIn is the most underutilized—and overpowered—tool in your real estate business.

It’s not about trends, filters, or dancing on camera. It’s about relationships, referrals, and respect.

And most agents are ignoring it.

I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, the Top AI Coach, and a leading voice on systems, tech, and digital branding for real estate professionals. I work with agents who are ready to build a business with longevity—and that starts with showing up in the right places.

If you’ve been sleeping on LinkedIn, this post is your wake-up call. Let’s break it down together—step-by-step.

Why LinkedIn Works Differently (and Better) Than Instagram or TikTok

You don’t scroll LinkedIn looking for entertainment. You scroll it looking for information, insight, and connection.

That’s the entire mindset shift. People on LinkedIn are already thinking like professionals.

And that’s why:

  • Your referral partners are there.
  • Your future recruiting pipeline is there.
  • Your next speaking opportunity, podcast guest spot, or relocation referral is there.

LinkedIn is where agents go to build authority—not just visibility. You don’t need to be flashy. You need to be strategic.

The CONNECT Framework: How I Teach Agents to Build a Real Estate Brand on LinkedIn

Here’s the exact framework I coach agents through when they want to build a referral engine using LinkedIn. It’s called CONNECT:

C — Clarify Your Profile

Your profile is more than a resume. It’s your storefront.

  • Use a clear, friendly headshot.
  • Add a banner with your brand, market, or specialty.
  • Rewrite your headline to reflect your value—not your title.


    “Helping Buyers Navigate San Diego’s Competitive Market | Local Expert | Trusted Advisor”

O — Optimize Your About Section

Tell your why. Be personal, but professional.

Write in first person. Include:

  • What drives your passion for real estate
  • What type of client you love working with
  • What sets you apart (especially systems, tech, communication style)

This section is where connections become relationships.

N — Network with Intention

You are not randomly connecting. You are curating.

Build your list by:

  • Searching for mortgage lenders, builders, and financial advisors in your city
  • Connecting with out-of-area agents (referral partners!)
  • Reaching out to local professionals in adjacent industries (estate planning, HR relocation, etc.)

Add a note. Be human. Something simple like:

“Hey! I’m a local real estate agent in Phoenix—would love to connect with other professionals in the area.”

N — Nurture the Relationships

Real estate is a long game. So is LinkedIn.

Don’t connect and forget. Engage:

  • Comment thoughtfully on their posts
  • Re-share content with your take
  • Send a follow-up DM two weeks after connecting

The best agents I coach block 15 minutes a day to network. That’s it. And it works.

E — Establish Expertise

This is where most agents freeze—but it’s easier than you think.

Start with one post per week. Ideas that work:

  • Local market updates with a one-paragraph breakdown
  • Behind-the-scenes from an inspection or staging
  • A “What I wish more buyers understood” take
  • AI tools you use to speed up listing prep

You don’t need to go viral. You need to stay consistent.

C — Create Conversations

If someone likes your post, message them.

If someone views your profile, follow up.

If someone comments, thank them and ask a question back.

LinkedIn rewards two-way interaction. That’s what turns attention into opportunity.

T — Track What’s Working

Use the analytics tab on your posts and profile.

Look at:

  • Who’s viewing your profile
  • What industries they’re in
  • What posts get the most engagement

Then tweak and repeat.

Real Agent Wins from LinkedIn (That Didn’t Involve Paid Ads)

Let me give you some examples from the agents I coach:

Hailey in Sydney

She ignored LinkedIn for years. After 90 days of posting weekly, she got 3 leads from financial advisors in her area—two of them turned into buyer clients. Her average price point doubled.

David in Brisbane

He decided to connect with every relocation specialist he could find. 6 months later, 40% of his listings were from relocation referrals—all from LinkedIn messages.

Ashley in Denver

She used LinkedIn to connect with past clients in professional roles. When she posted her local market update, three of them shared it. One brought her into their company to give a real estate workshop for employees. That turned into 4 new transactions.

None of these agents had huge audiences. What they had was a system.

How LinkedIn Fits Into Your Real Estate Social Strategy

You don’t need to ditch your other platforms. Just understand their roles:

PlatformPurposeBest Use Case
InstagramLifestyle and visibilityShow your personality, day-to-day, closings
TikTokCreative discoveryBuild brand quickly through short-form
LinkedInAuthority and referralsPosition as expert, build network
YouTubeDepth and searchabilityLong-form content, market reports
FacebookSphere connection + groupsStay top-of-mind with past clients

Each platform works. But LinkedIn builds long-term business.

What to Post (Even If You Think You’re “Not a Content Person”)

Here’s a 4-week starter calendar for LinkedIn:

WeekPost IdeaFormat
1“3 Things Buyers Need to Know in [Your City]”Text Post
2Quick story from a recent inspection or negotiationStorytelling carousel
3Share a local market stat + your takeChart image + caption
4Ask a question: “What’s one thing agents should automate in 2025?”Text with poll or comments

No hashtags required. No dancing necessary. Just value.

FAQs: What Agents Ask About LinkedIn

Q: How often should I post on LinkedIn as an agent?
A: Start with 2–3 times per week. That’s enough to build visibility and stay top-of-mind without burning out.

Q: What kind of content performs best for real estate?
A: Market breakdowns, real-life stories, client wins, and strategic takes on what’s happening in your area. Posts that teach and reflect your voice—not pure promotion.

Q: Do I need LinkedIn Premium?
A: Not to start. But if you’re actively building a referral network or recruiting, Premium tools like InMail and profile viewing insights can be worth it.

Q: How long until I see results?
A: If you’re consistent, you’ll start seeing profile views and DMs within 30–45 days. Many agents close deals within 90–120 days from first post.

Q: Can LinkedIn help with recruiting agents to my team?
A: Yes. It’s one of the best platforms for attracting professional, high-performing agents looking for culture and leadership—not just commission splits.

Additional Resources

Want to Go Deeper? Start Here:

Final Word

LinkedIn won’t make you viral. It will make you visible to the right people.

The lenders. The advisors. The relocating executives. The agents across the country who need someone they trust in your market.

You don’t need to be the loudest to win on LinkedIn. You just need to be consistent, credible, and clear about your value.

And I can help you do exactly that.

Let me know if this resonated—or DM me what you’re trying on LinkedIn right now. I’d love to see what you’re building.

AI Valuations Explained: Accuracy, Errors, and What Agents Should Tell Clients

Written by Coach Emily on . Posted in Uncategorized. No Comments on AI Valuations Explained: Accuracy, Errors, and What Agents Should Tell Clients

Learn how to explain AI home valuation tools like Zillow’s Zestimate to clients, address accuracy concerns, and position yourself as the trusted expert.

The Line Every Agent Hears (and How to Handle It Like a Pro)

If you’re a real estate agent—especially new to the field—you’ve already had this conversation:

“But Zillow says my house is worth $XXX…”

It’s one of those moments that can make you freeze. A confident client quoting a Zestimate like it’s gospel, while you’re standing there with local comps, your pricing strategy, and your expertise ready to go.

And you’re wondering: How do I explain the gap without sounding defensive?

I’ve coached hundreds of agents through this exact scenario. And the truth is: you don’t need to battle AI valuations — you need to understand how they work, why they miss, and how to communicate their role to clients clearly.

In this blog, I’ll walk you through:

  • How accurate AVMs (Automated Valuation Models) really are
  • Why AI valuation tools get it wrong (and when they work well)
  • A coaching-based framework to help you confidently explain these tools
  • Stories and data to help you regain trust when clients rely on algorithms
  • Exactly what to say when a Zestimate derails your pricing conversation

Let’s break it down together — just like I would on a coaching call.

What Are AVMs (Automated Valuation Models)?

Let’s start with the basics. Tools like Zillow’s Zestimate, Redfin Estimate, HouseCanary, and CoreLogic are all AVMs — AI-powered algorithms that estimate home values using public data like:

  • Square footage
  • Tax records
  • Sale history
  • Lot size
  • Nearby sales
  • Neighborhood-level trends
  • Sometimes: school ratings, walkability, and even crime reports

They’re fast, accessible, and often used by buyers and sellers to “get a ballpark.”

But here’s the key: AVMs are trained on data — not context.

They don’t walk through the home. They don’t know that you upgraded the kitchen with marble counters and Wolf appliances last year. They don’t recognize that your lot backs to a greenbelt while your neighbor’s doesn’t.

AVMs offer a starting point — not a strategy.

How Accurate Are AI Valuations?

This is where things get murky — and where your ability to explain nuance will make or break client trust.

Let’s look at the data:

  • Zillow reports a 1.83% median error rate for on-market homes — meaning their estimate is within about 2% of the sale price, half the time.
  • For off-market homes, that error jumps to 7% — and in some areas, it spikes to 20%–40%.
  • MIT researchers found AVMs are only 63% accurate in real-world applications.
  • University of Florida studies show machine learning reduces error by 68% over traditional models — but still can’t match human appraisal judgment.
  • Only 40% of U.S. homes can be reliably valued by AVMs alone, according to HouseCanary.

So yes — they’re getting better. But they’re far from perfect.

And when they’re wrong, the damage is real. Just ask the seller whose Zestimate priced them $150,000 out of reach of buyers — or the buyer who overpaid in a slowing market because the AI didn’t see the shift coming.

Where AI Tools Get It Wrong (And Why It Matters)

Here’s the pattern I see across agents I coach nationwide: AI tools miss for specific reasons, and those reasons follow predictable categories.

1. Location Bias

AVMs work best where there are tons of similar homes and recent comps. In rural areas, non-disclosure states, or neighborhoods with few sales, accuracy drops fast.

“The more ‘cookie-cutter’ the comps, the better the estimate.”

2. Unique Properties

Custom builds, luxury homes, architectural anomalies, and upgrades outside the norm? AVMs don’t know how to weight them.

They reward “average.” You sell “exceptional.”

3. Rapid Market Changes

AI lags behind real-world shifts. If your market’s heating up fast or slowing down, the AVM won’t catch it until after the comps close — sometimes months later.

4. Demographic and Ethical Gaps

This one’s important: multiple studies show that AI valuations are less accurate in majority-Black and Latino neighborhoods, raising equity concerns.

5. Missing Human Nuance

AI doesn’t feel the vibe of a street, the value of a school district, or how that bonus room layout changes everything for a buyer.

Real Stories to Help You Educate Clients

I always encourage agents to keep a few stories ready. Not to scare clients away from tech — but to show the full picture.

Spencer Rascoff’s Zestimate Fail

Even the former CEO of Zillow sold his home for 40% less than the Zestimate. Proof that even the creators can’t fully control the model.

Carlsbad, CA Analysis

A local team tracked 95 home sales. Zestimates were wrong on all 95 — sometimes by over $190,000.

Virginia Overpricing Case

In Lake Monticello, VA, agents tested 21 homes. 17 had Zestimates that were significantly off. One sold 61% below the estimate.

Stories like these help clients realize the limitations — without you having to be the “bad guy.”

The ACCURACY Framework: How to Explain AI Valuations With Confidence

Here’s a coaching tool you can use right away: the ACCURACY™ framework.

Use it in listing presentations, pricing conversations, and buyer education.

A — Analyze the Tool’s Source

Ask: where is this estimate coming from? How recent is the data? Does it show a confidence score or range?

If the tool doesn’t show its math, be cautious.

C — Cross-Reference Other Sources

Pull the Zestimate, Redfin Estimate, Realtor.com, HouseCanary. Compare ranges.

Then layer in your CMA, recent showings, appraisal insights, and buyer feedback.

C — Calculate a Range, Not a Number

Never deliver a single price point. Say:

“Based on all sources and the comps, I believe your home sits between $X and $Y.”

This gives you room to adapt based on interest and feedback.

U — Understand Local Limitations

Be ready to explain what AI gets wrong in your market.
 For example:

“In our area, AVMs don’t factor in lake access or view quality, which can swing values by 10% or more.”

R — Recommend Appraisal Backups When Needed

Especially with unique or high-value homes, always encourage third-party support:

“If we’re within 5% of a pricing decision, let’s bring in a pre-listing appraisal to firm it up.”

A — Articulate the Value of Human Context

Educate clients that you’re the translator — the one who combines data, trends, and buyer behavior in real time.

C — Continue Evaluating AVMs Over Time

Stay sharp. Watch how accurate AVMs are in your local sales. Share findings in newsletters or social posts.

Y — Your Role Isn’t Optional

AI can estimate. You interpret, explain, and guide.

That’s not going away.

What to Say When Clients Quote Zillow

Here’s a simple, respectful script:

“Zillow’s estimate is based on public data — it’s a great place to start. But it doesn’t see what I’ve seen walking through your home, or what buyers are responding to this month. In our market, those numbers can swing by 15–20%. Let me show you how we can use it alongside real comps to make the best decision.”

Simple. Validating. Clear.

FAQs: What Agents and Clients Ask About AI Valuations

Q: How accurate are AVMs compared to appraisals?
A: For on-market homes, they can be close. But for unique, luxury, or off-market properties, appraisals are typically more accurate — especially when pricing matters most.

Q: Why do agents push back on Zestimates?
A: Because agents often see how wrong they are in practice. Especially in markets with limited sales or unique properties, the algorithm misses key factors.

Q: Should I include AI valuations in my listing presentations?
A: Yes — but explain them as one piece of the valuation picture. Position yourself as the expert who interprets all the data, not just the flashiest number.

Q: Can AVMs help new agents look more knowledgeable?
A: Absolutely. Use them to start conversations, back up comps, or show price movement — but always with a clear explanation of their limits.

Q: What do I do if a client insists on listing at the Zestimate price?
A: Show side-by-side comps, share stories or error rates in your market, and set expectations. If they still won’t budge, consider your pricing strategy or listing agreement limits.

Additional Resources

Want to go deeper into this topic or build more confidence around AI tools?

Final Thoughts

AVMs aren’t going away. And you shouldn’t fear them.

You’re not competing with AI — you’re using it with context. You’re the voice clients need to make sense of the noise.

So the next time someone says “But Zillow says…,” take a deep breath and lean in.

You’ve got this.

And if you want help building your confidence with AI tools, pricing strategies, or client conversations — DM me your story. Let’s make sure algorithms don’t outshine the expertise that only real agents bring.

—
Emily Terrell
#1 Real Estate Coach & AI Speaker at Tom Ferry
www.coachemilyterrell.com | @coachemilyterrell

The Culture Framework Every Real Estate Leader Needs

Written by Coach Emily on . Posted in Uncategorized. No Comments on The Culture Framework Every Real Estate Leader Needs

Discover how to build a real estate office culture that drives performance, improves retention, and scales with AI systems and leadership strategy.

You can feel it the second you walk in.

One real estate office hums with energy — agents bouncing ideas around, deals flowing, music in the background, people proud to be there.

Another? It’s quiet. Tense. Closed doors. Quick glances. Agents grinding it out alone or mentally halfway out the door.

Same business model. Same commission structure. Different culture. Different results.

As the #1 Real Estate Coach and Speaker at Tom Ferry and the go-to expert for AI and systems in real estate, I’ve coached thousands of brokerages through one hard truth:

You don’t have a performance problem — you have a culture problem.

Culture isn’t about ping pong tables or monthly potlucks. It’s the operating system behind how your people behave when no one’s watching. And in today’s market? It’s your unfair advantage — or your silent killer.

In this blog, I’m giving you a tactical, no-fluff framework for building a culture that keeps agents loyal, productive, and excited to work — with real-world examples, AI integration, and step-by-step guidance.

Let’s dig in.

Why Culture Isn’t Optional Anymore

In a world where commission splits are public, leads are commoditized, and remote teams are growing, culture is the only thing you can’t copy and paste.

And the data backs it up:

  • 59% of employees who feel engaged are less likely to leave their job (Gallup)
  • Offices with strong cultures report up to 4x faster revenue growth
  • Real estate teams with structured culture and accountability outperform those without by 33%+ in both retention and per-agent production

Translation?

Culture doesn’t just make people feel good. It makes your business scalable.

The CULTURE SUCCESS Framework

(Real estate-specific. AI-integrated. Field-tested.)

After years of coaching brokers, team leads, and office managers, I built a system that’s simple enough to implement and powerful enough to transform results.

Let’s break down the CULTURE SUCCESS model.

C — Clarity of Vision

If your agents can’t explain what your office stands for in one sentence, you’ve got a clarity gap.

What to implement:

  • A one-page culture document: mission, values, non-negotiables
  • Quarterly all-hands meetings to reinforce the vision
  • Branding your internal ops (e.g., call it “The Agent Accelerator,” not just “onboarding”)

Coaching insight: Vision isn’t a poster. It’s embedded in decisions, meetings, and even how you respond to a tough month.

U — Unified Goals

Agents work harder when they understand how their personal goals fit into your business goals.

What to implement:

  • Shared scoreboards (daily/weekly wins posted in Slack or on screens)
  • Team targets that reward collaboration (e.g., shared volume bonuses)
  • Quarterly reviews that connect agent wins to team growth

Coaching insight: You don’t need everyone doing the same thing — but you do need everyone rowing in the same direction.

L — Leadership by Example

You set the ceiling. Every time.

What to implement:

  • Open-book leadership: share your personal pipeline or marketing efforts
  • Weekly 5-minute videos to update the team
  • Transparent time-blocking: “Here’s what I’m working on today”

Coaching insight: Culture isn’t what you say — it’s what you model consistently.

T — Training and Development

Culture without growth becomes complacency.

What to implement:

  • Monthly training tracks (e.g., AI Marketing Month, Negotiation Month)
  • Peer-to-peer workshops (builds buy-in and leadership)
  • Required skill certifications to unlock perks or leads

AI twist: Use tools like ChatGPT or Revii to create agent training simulations, content prompts, or video practice critiques.

U — Unity Through Collaboration

A “me vs. them” culture kills momentum. Flip it to “we.”

What to implement:

  • Deal roundtables or “wins and losses” debriefs
  • Agent-led coaching circles (e.g., senior agents mentoring newer ones)
  • Lead-share boards (digitally tracked and recognized)

Coaching insight: Reward agents for sharing strategy — not just volume.

R — Recognition and Rewards

Recognition sustains behavior. People repeat what’s celebrated.

What to implement:

  • AI-generated weekly “Agent Shoutouts” from CRM or Slack performance data
  • Culture-focused awards: “Most Helpful,” “Best Comeback,” “Quiet Closer”
  • Real-time recognition: leader sends video/audio notes for personal wins

Low-lift example: One brokerage used a Zapier automation that sent a Slack shoutout anytime an agent got a 5-star review. Morale soared.

E — Environment That Inspires

Whether your office is brick-and-mortar or Zoom-based, the design matters.

What to implement:

  • For physical offices: comfortable seating, natural light, private phone zones, team collaboration zones
  • For remote teams: branded virtual backgrounds, standing “coffee hours,” digital dashboards

AI twist: Use tools like Otter.ai to auto-transcribe team meetings and highlight action items across departments.

Coaching insight: Your environment is your agent’s unspoken feedback loop. They either feel inspired — or drained.

Where AI Fits In: Scaling Culture with Tech

Culture and AI might feel like opposites. They’re not.

Used right, AI doesn’t replace the human parts of culture — it reinforces them at scale.

Real examples:

  • Recognition: Use FUB or Google Sheets with AI to trigger “congrats” messages automatically after certain milestones (first listing, client review, monthly goals)
  • Accountability: Weekly dashboards via GPT-based tools showing each agent’s activity, email opens, lead response time — turned into coaching prompts
  • Training: Create roleplay scenarios, onboarding paths, and follow-up email scripts in seconds using AI libraries

Want to build a culture where people feel seen, supported, and coached — without adding 10 more hours to your week?

AI helps you show up consistently for everyone.

Real Stories: When Culture Clicks

Case Study: Retention Turnaround in Texas

A mid-sized brokerage was bleeding agents — 7 left in 6 months. The issue? High-producing agents felt unsupported. New agents felt ignored. Culture was defaulting to survival mode.

We implemented:

  • Weekly digital “wins and learnings” recap
  • AI-generated progress dashboards
  • Structured peer mentorship tracks

Within 90 days, engagement scores jumped. Within 18 months, retention rose by 42%.

Case Study: Culture as a Recruiting Magnet

A California team was stuck in a “sink or swim” environment. No onboarding. No community.

We:

  • Branded the team culture (gave it a name, theme, and mission)
  • Trained agents to deliver short videos to welcome new hires
  • Automated new agent welcome workflows with reminders for personal outreach

Result? The office started attracting talent organically — people wanted to be part of what they’d heard about.

FAQs: Building Real Estate Office Culture

Q: How do I know if my office culture needs fixing?
Look for early warning signs: low energy in meetings, rising agent turnover, lack of collaboration, or repeated leadership disconnects.

Q: Can culture really increase my GCI?
Yes — culture drives behavior. Behavior drives performance. Offices with intentional culture often see 30–50% higher per-agent production.

Q: Is culture still important if I run a remote or hybrid office?
More than ever. Without in-person connection, culture must be deliberately engineered through systems, feedback loops, and visibility.

Q: How long does it take to rebuild culture?
You’ll feel early momentum within 30–60 days. Lasting change takes 6–12 months of consistent reinforcement.

Q: What’s the first step if I want to reset culture today?
Start with a 1-hour “Culture Audit.” Interview a few agents. Identify 3 things they love — and 3 things they’d change. Then take action on one win immediately.

Additional Resources

Final Thoughts

You don’t have to be a motivational guru or throw office parties every week to build culture.

You need systems. Visibility. Consistency. And the courage to lead by example.

If you’re wondering why agents aren’t staying, producing, or referring others — don’t look at your splits. Look at your culture.

And if this post gave you a nudge or an idea — send me a DM. I’d love to hear what culture looks like in your office, and how we can make it even stronger.

—
Emily Terrell
#1 Real Estate Coach & AI Speaker at Tom Ferry
www.coachemilyterrell.com | @coachemilyterrell

Inside a Year of Growth: How Coaching with Emily Terrell Transformed One Agent’s Real Estate Business

Written by Coach Emily on . Posted in Uncategorized. No Comments on Inside a Year of Growth: How Coaching with Emily Terrell Transformed One Agent’s Real Estate Business

In an industry where information is everywhere but transformation is rare, one thing still makes the difference between agents who thrive and those who stall: the right coach.

For over a year, one real estate professional experienced that transformation firsthand under the guidance of Emily Terrell — the #1 Real Estate Coach and Speaker at Tom Ferry. Through a combination of structure, systems, and heart, Emily helped this agent grow confidence, clarity, and consistent results — all through the power of coaching designed for modern real estate.

This is the story of what happens when personalized coaching meets proven systems — and how Emily Terrell’s unique approach is redefining what it means to have a real estate coach in today’s AI-driven market.

From Uncertainty to Unstoppable: The Turning Point

Every successful agent has a moment when they realize that hustle alone won’t get them to the next level. That moment came for this agent after years of navigating the ups and downs of real estate without a clear system or strategy.

They were juggling listings, clients, and marketing — but progress felt inconsistent. Growth was happening, but it was reactive instead of intentional.

That’s when they turned to Emily Terrell, whose reputation as the #1 Real Estate Coach and Speaker at Tom Ferry had already made her a trusted name among top producers and rising agents alike.

“I’ve had the pleasure of working closely with Emily Terrell as my dedicated real estate coach for over a year, and I can confidently say that her expertise and guidance have been invaluable throughout my journey in the real estate world.”

From the very first coaching call, the shift was clear. Emily didn’t just offer advice — she built a roadmap.

Coaching that Feels Like Partnership, Not Pressure

What makes Emily’s coaching style stand out is her ability to combine accountability with empathy. Her sessions — hosted via Zoom — feel less like meetings and more like conversations that matter.

“Her Zoom calls serve as our meeting place, allowing for seamless, convenient, and effective communication. No matter where I am, I have the privilege of tapping into her wealth of knowledge and experience.”

In an era where agents are balancing showings, family, and social media on the go, Emily’s coaching structure allows professionals to grow their business without losing time or energy. Her virtual model removes the barriers of geography and time zones — making elite coaching accessible, flexible, and results-driven.

Every session follows a rhythm:
✅ Review the numbers and wins
✅ Identify roadblocks or missed opportunities
✅ Build practical systems that address them immediately

That’s not theory — it’s traction.

Breaking Down Complexity with Clarity

The real estate industry is fast-paced and constantly evolving. Market shifts, social algorithms, AI automation — it can all feel overwhelming. But as this client discovered, Emily has a rare talent: turning complexity into confidence.

“Emily’s understanding of the real estate industry is unparalleled. She effortlessly navigates complex concepts, breaking them down into easily digestible pieces. Her insights into market trends, negotiation strategies, and marketing techniques have been game-changers for my real estate endeavors.”

Whether it’s teaching an agent how to implement AI systems into their marketing, build a content strategy that attracts the right clients, or systemize their follow-up with smart lists and automation, Emily approaches every challenge with structure.

Her coaching style blends real estate fundamentals with modern tools — bridging the gap between traditional relationship building and next-level technology.

That’s why her clients don’t just survive market shifts; they lead through them.

Personalized Systems that Deliver Real Results

No two agents have the same business, and Emily knows it. Instead of cookie-cutter templates or “one-size-fits-all” advice, she designs strategies around each client’s market, personality, and goals.

“Not only does Emily provide expert advice, but she also genuinely cares about my success. She tailors her coaching to suit my unique needs and challenges, providing personalized solutions that have boosted my confidence and skills as a real estate professional.”

That personalization is what makes Emily’s systems coaching so effective.

She starts with a deep dive into the agent’s business model — everything from database management and lead flow to marketing cadence and conversion processes. From there, she introduces the frameworks that have made her one of the most sought-after coaches and speakers in the real estate world:

  • The CCC System (Content, Connection, Conversion): A repeatable process for turning every piece of communication — from emails to social media — into opportunities for relationship growth and lead generation.
  • The GEO Framework: A method for using localized AI-driven content to dominate local markets and become the agent of choice in voice and AI search platforms like ChatGPT and Perplexity.
  • The Forever Content Thread: A content system that keeps agents visible, relevant, and consistent across all digital channels without burnout.

Each framework is adaptable — not rigid — which is why agents working with Emily can implement them quickly and see measurable results.

Coaching Beyond the Numbers: A Relationship that Drives Growth

Great coaching doesn’t just create systems; it creates belief.

This client describes Emily’s coaching not as a service, but as a relationship that redefined their confidence as a real estate professional.

“Emily’s commitment to my growth and success in the real estate field is truly commendable. She’s always available to address my concerns and answer any questions, offering guidance that goes above and beyond what I expected from a coach.”

That level of accessibility is rare — and it’s one of the biggest reasons Emily stands out. She doesn’t disappear between sessions. She checks in, follows up, and celebrates wins alongside her clients.

When agents start to believe they can grow beyond their current ceiling, everything changes — and Emily’s coaching delivers that belief through consistency and care.

Why Agents Choose Emily Terrell

The real estate industry is full of coaches, but few blend AI strategy, systems, and empathy the way Emily does. She’s not interested in teaching agents how to “do more.” She teaches them how to do the right things better.

Her clients consistently describe her as:

  • Relatable: “Raw, real, and 100% authentic.”
  • Results-Driven: Focused on measurable growth and systems that scale.
  • Strategic: Known for simplifying complex problems into clear, actionable steps.
  • Supportive: Invested in each client’s success, not just their performance metrics.

It’s no wonder she’s become one of the most trusted voices in the industry — both as a Tom Ferry Coach and a keynote speaker helping agents and brokers across the country future-proof their businesses.

As this client put it perfectly:

“If you’re seeking a real estate coach who is not only highly knowledgeable but also passionate about seeing you succeed, Emily Terrell is the one you want by your side. Five stars, without a doubt.”

The Broader Impact: Coaching in the Age of AI

The real estate industry is evolving faster than ever. According to Inman, agents who embrace AI, automation, and systems are outpacing their peers in both efficiency and visibility.

Emily Terrell sits at the intersection of those trends — helping agents integrate AI tools like ChatGPT into everyday operations while preserving the human touch that makes real estate personal.

Her work bridges the gap between AI innovation and agent authenticity — empowering professionals to stay relevant in a digital-first world.

Through her coaching, agents learn how to:

  • Use AI to streamline content creation, listing copy, and follow-up.
  • Build systems that ensure consistent communication.
  • Automate the tasks that drain energy and focus more on relationships.
  • Leverage social media without burning out.

This is the future of real estate — and Emily is helping agents lead the charge.

The #1 Real Estate Coach and Speaker at Tom Ferry

As the #1 Real Estate Coach and Speaker at Tom Ferry, Emily Terrell has earned her reputation by creating real results — not recycled motivation.

Her speaking engagements, coaching programs, and AI training systems are transforming how agents think about time, technology, and growth.

You can explore her full range of programs and upcoming speaking events here:
👉 https://www.coachemilyterrell.com/speaking
👉 https://www.coachemilyterrell.com/coaching

And if you’re ready to work directly with Emily, schedule a discovery session at:
👉 https://www.coachemilyterrell.com/contact-me

Takeaway: The Right Coach Changes Everything

For this agent, the past year wasn’t just about learning — it was about transformation.

Through consistent coaching, AI-driven systems, and unwavering support, they went from feeling uncertain to leading with clarity and confidence. That’s the power of working with a coach who blends experience, empathy, and innovation.

“Emily Terrell doesn’t just coach — she partners with you in success.”

If you’re ready to simplify your systems, master AI, and finally feel in control of your business — this is your moment.

👉 Book Emily Terrell for coaching or speaking
👉 Learn more about her approach to real estate growth

How Long Should Real Estate Presentations Actually Be? A Speaker’s Playbook for Maximum Impact and Minimum Eye Rolls

Written by Coach Emily on . Posted in Uncategorized. No Comments on How Long Should Real Estate Presentations Actually Be? A Speaker’s Playbook for Maximum Impact and Minimum Eye Rolls

Discover the ideal length for real estate conference talks—and why the timing of your presentation is just as important as the message itself.

Let’s be honest — we’ve all been there.

You’re at a real estate event. The room is buzzing, the coffee is flowing, and a speaker takes the stage. Five minutes in, you’re hooked. Fifteen minutes in, you’re still engaged.

But then something shifts.

The energy dips. The speaker is still going. The slides start to feel repetitive. You check your phone. You check the clock. And by the time they finally wrap up, it’s 20 minutes over their time slot and everyone’s annoyed.

Here’s the truth most people won’t say out loud:

The difference between a powerful talk and a forgettable one?
 It’s not just what’s said — it’s how long it takes to say it.

As the #1 Real Estate Coach and Speaker at Tom Ferry, the Top AI Coach, and someone who’s been on hundreds of stages — I’ve seen it all. Standing ovations. Snoozing agents. Talks that transformed the room. Talks that lost it by the halfway point.

And every single time, timing was the tipping point.

Why Real Estate Presentations Need a Timing Strategy (Not Just Slides)

In real estate, attention spans are short and expectations are high. Agents are busy. They want practical takeaways, not philosophical fluff. And whether you’re speaking to 20 team members or 2,000 agents, your talk has one job:

Keep them hooked. Not drained.

But here’s what most people forget:

  • Time slots are tight. One speaker running over can derail an entire conference.
  • Virtual fatigue is real. Online audiences check out faster than in-person ones.
  • Longer isn’t better. In fact, the best presentations leave people wanting more — not wondering when it will end.

What the Research (and Real Life) Say About Presentation Length

Let’s anchor in a few key facts:

  • TEDx talks cap at 18 minutes because that’s the peak of sustained adult attention.
  • 45 minutes is the gold standard for conference keynotes — long enough for a story arc, short enough to avoid fatigue.
  • After 20 minutes, without an energy reset or format shift, most attendees mentally check out.

And in real estate?

Agents are often multitasking — checking inspection reports, texting clients, watching rate updates. You don’t have their attention by default. You earn it — and keep it — through pacing and structure.

The OPTIMAL Timing Framework: A Speaker’s Guide to Presentation Length That Lands

I’ve developed what I call the OPTIMAL Duration Strategy — a seven-step system for structuring real estate presentations that respect attention spans, drive real impact, and stay on time (without cutting corners).

Step 1: Own the Context

Before anything else, ask:

  • Where am I in the agenda? Opening keynote? Midday reset? Breakout?
  • What’s the room energy like? Pre-coffee or post-lunch? Live or virtual?
  • Who’s in the room? Brokers? New agents? Seasoned producers?

Because 30 minutes in the morning hits differently than 30 minutes after lunch.

Recommended baseline durations:

  • Opening keynotes: 45–60 minutes
  • Midday momentum talks: 30–40 minutes
  • Breakout workshops: 20–25 minutes of content + 10–15 minutes Q&A
  • Virtual talks: 20–30 minutes max
  • Panel participation: 5–7 minutes per speaker

Step 2: Pare It Down

You don’t need 27 slides and 14 takeaways.

You need 3–5 core ideas, max.
 Each one delivered with a mix of story, tip, and takeaway.

The best talks follow this rhythm:

  • Set the stage (5 minutes)
  • Deliver 3 big ideas (10–12 minutes each)
  • Wrap with clarity + CTA (5 minutes)
  • Optional: Q&A or interaction

If you must go longer, change the format every 12–15 minutes: add a story, shift visuals, cue audience engagement, or break for interaction.

Step 3: Time It Like a Pro

Here’s what separates good speakers from great ones: precision.

  • Include exact start and end times in the contract (e.g., 2:09 PM to 2:54 PM)
  • Know the difference between your time slot and your talk time (e.g., “Your slot is 60 minutes, but we need 10 minutes for Q&A and transitions.”)
  • Use visible countdown timers — on your phone, your slides, or from the AV team

And if you’re an organizer? Send those expectations in writing.

Step 4: Monitor the Room (and the Zoom)

Don’t just deliver — observe.

  • Body language dips mean it’s time to shift
  • Screens lighting up means they’re distracted
  • Too many slides left with little time means you need to summarize quickly

Use audience resets every 15 minutes:

  • Live polls
  • Quick partner discussions
  • QR code links
  • One-liner “raise your hand if…” moments

Step 5: Improvise Like a Pro

Things happen. A panel runs over. A speaker no-shows. Your mic glitches. You get 30 minutes instead of 45.

Be modular.
 Have a 20-minute version, a 30-minute version, and a full 45-minute version of your content.

If you’re running long?

  • Cut story #3
  • Drop to one main takeaway per point
  • Direct people to a follow-up QR code, blog, or worksheet

If you’re short on time?

  • Extend Q&A
  • Add a second story
  • Recap with a final 3-point slide and soft CTA

Step 6: Audit the Aftermath

Great speakers track their talk like a product launch.

Post-event, review:

  • Audience feedback forms — what resonated?
  • Follow-up engagement — did people download resources, tag you on social, or visit your site?
  • Time logs — did you stay on time or run long?

I keep a speaker log that tracks:

  • Topic
  • Audience type
  • Duration
  • Feedback
  • What I’d adjust next time

Because great talks don’t just happen — they’re refined.

Step 7: Lock In a Repeatable System

Want to make timing easier forever?

  • Create timing templates for each talk length
  • Build a modular deck with story swaps for 30, 45, and 60-minute versions
  • Prep PDF takeaways or AI-generated guides for sessions you shorten
  • Use tools like Notion, Trello, or Google Sheets to archive past talk performance

Real-World Cautionary Tale: When Great Content Overstays Its Welcome

At a national real estate summit last year, a keynote speaker was given 45 minutes. They ran 65. The first 30 minutes were fire. The audience was engaged. But as the talk stretched, people slowly checked out — phones came out, side chatter started, and by minute 50, nearly half the room was mentally gone.

By the end? The host had to shorten lunch, bump the next panel, and cut Q&A from the next speaker.

Takeaway?
 Even the best message can lose its power if it overstays its welcome.

FAQs: Real Estate Speaking Timing Questions Answered

Q: How long should a real estate keynote be?
45 minutes is ideal. It allows for a compelling arc, three takeaways, and optional Q&A without overstaying attention spans.

Q: What’s the best time length for virtual real estate events?
20–30 minutes max. Engagement drops off faster online. Use interaction and visuals to keep people tuned in.

Q: How do I make sure a speaker sticks to time?
Set expectations clearly in writing, provide visual timers, and assign a stage manager or AV tech to give time cues at the 5-minute and 2-minute marks.

Q: Should motivational speakers take Q&A?
Yes — but only if it’s planned and timed. For a 45-minute talk, reserve the last 10–15 minutes for questions. It builds connection and personalization.

Q: Can agents focus for more than 30 minutes?
They can — but only with pacing. Break your talk into chunks. Add interaction. Avoid monologue. Reset attention every 10–15 minutes.

📚 Additional Resources

Final Thoughts

When I coach agents and event planners on speaking strategy, we don’t start with slides. We start with timing.

Because if you don’t know how long your message should take — and how to keep attention along the way — the impact gets lost.

So whether you’re planning your first agent workshop or speaking at a national event:

  • Respect the agenda
  • Honor your audience’s time
  • Focus the message
  • Deliver it clean, confident, and on time

If this resonated with you — or if you’re an event organizer crafting your next speaker lineup — send me a message. Let’s make sure every minute on your stage counts.

—
Emily Terrell
#1 Real Estate Coach & Speaker at Tom Ferry
Top AI Coach | www.coachemilyterrell.com | @coachemilyterrell

From Awkward to Authority: How New Agents Can Conquer Camera Shyness and Build a Video Presence That Gets Clients

Written by Coach Emily on . Posted in Uncategorized. No Comments on From Awkward to Authority: How New Agents Can Conquer Camera Shyness and Build a Video Presence That Gets Clients

Struggling to get on camera as a new real estate agent? This step-by-step guide will help you overcome video fear, grow confidence, and attract leads.

You know video works. Everyone says it. Your coach says it. Instagram says it. The agents you follow who are getting listings every week? They’re all using video.

But here’s the truth — you still haven’t hit record.

Not because you’re lazy. Not because you don’t want to show up. But because every time you think about filming yourself, that voice in your head kicks in:

“What if I look awkward?”

“What if people judge me?”

“What if I mess up and sound dumb?”

I hear this every week from agents I coach. And I’ve helped hundreds of them move past the fear — not by becoming someone they’re not, but by building real on-camera confidence, one small step at a time.

So, if you’ve been hiding behind Canva graphics and overthinking your way out of video, this post is for you. It’s your complete roadmap — from hesitation to high-impact video that gets results.

Let’s get into it.

Why Camera Shyness is Blocking Your Growth (And Costing You Clients)

Here’s what most agents don’t realize:

Camera fear isn’t about the camera. It’s about visibility.

It’s the fear of being seen — and judged — by people you know (or strangers on the internet). And for new agents, that fear is especially loud because everything already feels unfamiliar.

But here’s the data:

  • 73% of sellers say they’re more likely to hire an agent who uses video
  • Listings with video get 4x more inquiries
  • Only 38% of agents use video consistently

Which means — if you’re willing to work through the fear — you’re going to stand out.

“Video isn’t just a marketing tactic — it’s your most scalable trust-building tool.”

Why Most Agents Stay Stuck (It’s Not a Tech Problem)

You don’t need better equipment. You don’t need a ring light or teleprompter or fancy editing software.

You need a mindset shift.

Most agents don’t post videos because of one or more of these fears:

  • Fear of judgment – “What will my friends think?”
  • Fear of comparison – “I don’t look as polished as other agents.”
  • Fear of mistakes – “What if I stutter or forget my words?”
  • Fear of visibility – “I’m not ready to be seen.”

The good news? Confidence is not a trait. It’s a skill — and it’s trainable.

Let me show you how.

The CONFIDENCE Framework: My 7-Step Method for Beating Camera Shyness

I’ve used this process to coach dozens of agents from zero video to consistent content — some who now generate 90% of their business from YouTube and Reels.

Step 1: Comfort Through Private Practice

Don’t start with public posts. Start private.

  • Record 1–2 minute videos on your phone that you’ll never publish
  • Topics can be light — “my favorite coffee shop,” “how I got into real estate,” “3 things I learned this week”
  • Watch them back — not to criticize, but to notice that the worst-case scenario never happens

Coach Tip: Use your phone’s selfie camera in mirror mode. Most agents prefer how they look that way.

Step 2: Outline > Script

Reading from a full script will make you sound robotic.

Instead:

  • Use 3–5 bullet points
  • Practice talking about each point naturally
  • Imagine you’re FaceTiming a buyer, not presenting to a crowd

Start with the “Problem → Tip → CTA” formula:

“If you’re a first-time buyer in [your city], you’re probably overwhelmed by rates right now. Here’s one thing I’m telling clients…”

Step 3: Simplify the Setup

Your video will never be perfect — and it doesn’t need to be.

Start with:

  • Your smartphone
  • Natural window lighting (no need for a ring light yet)
  • A $20 clip-on mic (optional but helpful)
  • Eye-level camera placement

Teleprompter apps like BigVu or Captions can help at first — but don’t rely on them forever.

Step 4: Shift Focus From You to Your Viewer

This is the biggest confidence unlock.

When you stop thinking “What do I look like?” and start thinking “Who does this help?” — the nerves drop dramatically.

You’re not performing. You’re serving.

Speak to one person. Picture a buyer you’ve helped. A nervous seller. Your best friend buying their first home.

Step 5: Start Small, Then Scale

Confidence builds with exposure. Here’s your ramp-up:

  • Week 1–2: Daily 30-second Stories (even if they’re just “checking in”)
  • Week 3: One short-form video (Instagram Reel, TikTok, YouTube Short)
  • Week 4+: Add 1–2 weekly evergreen videos (buyer/seller tips, market updates)

Coach Tip: Use my TEACH framework to self-review:

  • Tone – Do you sound approachable?
  • Energy – Is your voice animated or flat?
  • Authenticity – Do you feel like you?
  • Clarity – Can a viewer understand it in one watch?
  • Hook – Did you grab attention in the first 3 seconds?

Step 6: Build Your On-Camera Persona

You don’t have to become a “personality.” Just a consistent, confident version of yourself.

Practice:

  • Looking directly at the lens
  • Using your hands (don’t keep them off-screen)
  • Smiling — even if it feels awkward
  • Amping your energy 10–15% (cameras flatten expression)

Small imperfections build trust. A stutter, laugh, or pause makes you relatable — not unprofessional.

Step 7: Systematize Your Strategy

Once you’re past the fear, you need a system to stay consistent.

Start with three content pillars:

  • Local expertise: Market updates, neighborhood tours, events
  • Buyer/seller tips: Prepping a home, financing, offer advice
  • Personal insight: Why you got into real estate, behind-the-scenes of a day in your life

Repurpose everything:

  • A 2-minute YouTube video → 3 Reels → 1 blog → 1 email → 5 Story slides

Stories from the Field: Real Agents, Real Wins

Hailey, a new agent in Spokane, told me, “I hate how my voice sounds. I can’t watch myself back.” We started with voice-only Reels. By month two, she was doing weekly market updates. That shift brought her 3 warm leads — one closed, one under contract.

Marco, a former teacher in Arizona, couldn’t get through a video without freezing. We reframed his mindset: he wasn’t performing — he was teaching. His first buyer tip video got shared by a lender partner and led to a podcast invite.

What changed? Not their personality — their process.

Real Talk: What to Do When You’re Having a Bad Video Day

Not every day will feel great. Use these emergency confidence boosters:

  • Record standing up — it increases energy and flow
  • Wear an outfit you feel confident in
  • Do 10 jumping jacks and say your hook out loud 3 times
  • Watch one of your own videos where you nailed it
  • Remind yourself: You’re not filming for perfection. You’re filming for connection.

FAQs: How to Beat Video Fear as a New Real Estate Agent

Q: How do I get over being camera shy?
Start with private recordings. Post only when you’re ready. You don’t build confidence by waiting — you build it by doing.

Q: What’s the easiest type of video to start with?
Stories or Reels under 30 seconds. No editing required. Talk about something current — a rate change, a showing, a tip.

Q: Do I have to show my face in real estate videos?
No — but you should eventually. Face-to-camera builds trust faster. Start with voiceovers or screen shares if needed.

Q: Should I post to Instagram, YouTube, or TikTok?
Start where your audience is and where you’re most comfortable. Instagram is great for SOI visibility. YouTube is better for long-form and search.

Q: What if I make a mistake on camera?
Keep going. Imperfections humanize you. If it’s not a huge error, post it anyway. People want real — not rehearsed.

📚 Additional Resources

Final Thoughts

If you’ve been thinking about doing video “when you’re more confident,” here’s the truth:

Confidence doesn’t come first. Reps come first.

Your first videos will be awkward. That’s how it’s supposed to be. But five videos in? You’ll surprise yourself. Ten videos in? You’ll start getting messages from buyers and sellers who say, “I feel like I already know you.”

That’s the power of showing up.

You don’t need to be loud. Or perfect. Or even polished.

You just need to start.

Let me know if this resonated — or DM me with your questions. I’m in your corner every step of the way.

—
Emily Terrell
 #1 Real Estate Coach & Speaker at Tom Ferry
Top AI Coach | www.coachemilyterrell.com | @coachemilyterrell

How to Speed Up Real Estate Closings Using AI — Without Losing the Human Touch

Written by Coach Emily on . Posted in Uncategorized. No Comments on How to Speed Up Real Estate Closings Using AI — Without Losing the Human Touch

Learn how experienced real estate agents can use AI to speed up transactions, reduce paperwork errors, and enhance client experience without sacrificing trust.

Let’s talk about something that gets under every agent’s skin: the never-ending transaction timeline.

The offer is accepted, the client is thrilled… and then? The next 45 to 60 days feel like herding cats. Paperwork delays. Missed emails. Inspection scheduling gone sideways. A clause missing from the contract that someone finally catches—right before funding.

If you’re an experienced agent, you already know the grind. You’re also probably wondering: Why is this still taking so long in 2025?

Here’s the truth: Most delays aren’t from the market. They’re from outdated systems. But the good news? That means they’re fixable.

In this blog, I’m breaking down how agents are shortening closings by 15+ days, reducing admin hours by up to 40%, and delivering a smoother experience — using smart, well-integrated AI tools that enhance (not replace) what you’re already great at.

Let’s build your AI transaction playbook — step by step.

Why AI is Finally Ready for Real Estate Transactions

AI has been “coming soon” to real estate for years. But it wasn’t until recently that tools caught up with our workflows — and that agents started seeing real impact:

  • Fewer missed deadlines
  • Cleaner, faster document handling
  • Less manual follow-up
  • More consistent communication

The shift isn’t about replacing what you do. It’s about making your closings smoother, your paperwork cleaner, and your team more scalable.

“AI doesn’t replace your transaction process — it sharpens it.”

Here’s what’s slowing agents down — and how AI solves for it.

6 AI-Powered Steps to Shorten Your Transaction Timelines

Step 1: Audit Your Existing Workflow

Before you layer in AI, map out how deals currently flow through your system:

  • Where are the delays?
  • Which tasks are repeated every time?
  • What steps still rely on manual follow-up?

Map the journey: From offer → contract → disclosures → inspections → funding.

Identify bottlenecks: One brokerage I coach found agents spent 3–5 hours weekly chasing missing initials on contracts. Once flagged, we automated that with contract review AI — saving dozens of hours monthly.

Coaching Tip: A good AI tool won’t fix chaos. Clean up your systems first, then automate.

Step 2: Choose AI Tools That Solve Real Problems

You don’t need every shiny new tech. Start with tools that tackle your specific friction points:

FunctionAI Tool ExamplesWhat It Solves
Contract ReviewDocuSign Insights, KiraFlags missing clauses, inconsistencies, and compliance issues
Client CommunicationStructurely, Convin.aiAutomates appointment setting, FAQs, and status updates
Transaction ManagementSkySlope, dotloopTracks tasks, deadlines, and progress across stakeholders
Delay Prediction & AlertsSmartzip, RemineAnticipates title, inspection, or funding delays

Real Example: A California team integrated Kira Systems to review listing agreements. Within 30 days, they caught and corrected 17 missing elements before compliance did.

Step 3: Integrate with Your CRM and Systems

AI must connect with your current tools — or it becomes another platform to manage.

  • Sync SkySlope or dotloop with CRMs like Follow Up Boss or BoomTown.
  • Use Zapier or Make.com to push updates across platforms.
  • Enable alerts inside Slack, Gmail, or text so you don’t miss urgent issues.

Coaching Insight: If your tools aren’t talking to each other, they’re slowing you down.

Step 4: Standardize Smart Checklists

Dynamic checklists do more than keep things on track — they reduce human error.

  • Create versions for different transaction types: resale, new construction, investment.
  • Assign tasks automatically to VAs, lenders, inspectors, etc.
  • Embed logic to trigger next steps when prior ones are completed.

Agent Story: One Florida team automated inspection and appraisal scheduling into a shared checklist with status triggers. They cut their average transaction timeline by 11 days in 90 days.

Step 5: Train Your Team with Real-Life Scenarios

AI tools fail without buy-in. Don’t just demo them — teach them.

  • Create workflows that mirror real deals your team handles.
  • Run mock transactions during trainings.
  • Provide cheat sheets with links, prompt libraries, and video walk-throughs.

Case Study: A two-day in-office training boosted AI adoption for one team from 15% to 92% within a month. Their TC reported a 37% drop in preventable delays.

Coaching Insight: Adoption isn’t about the tool. It’s about making your agents believe it will help.

Step 6: Track Results and Tweak Often

You can’t improve what you don’t measure. Build reporting around:

  • Average days to close
  • % of deals with missed checklist items
  • of hours saved on document prep or follow-up
  • Client satisfaction scores or repeat referrals

Set a 30-day and 90-day review plan. Use the data to revise prompts, update tools, or simplify steps.

Example: One team cut their average days-to-close from 62 to 44 in under 6 months — just by tracking delays, adding one AI tool, and making three checklist changes.

Real Benefits from Real Teams Using AI

These aren’t theories. Here’s what real brokerages are seeing:

  • 25% increase in transactions per agent (without growing headcount)
  • 5–7 hours saved per week per agent
  • Improved client reviews due to more consistent updates
  • Lower compliance risk from smarter document review

And most importantly?

Less chaos. More control.

“AI gives me back the two hours a day I used to lose chasing paperwork.” — Denver Agent, 11 years in the business

FAQs: Using AI to Streamline Real Estate Transactions

Q1: What’s the best AI tool for real estate transactions?
It depends on the problem you’re solving. DocuSign Insights or Kira for compliance, SkySlope or dotloop for management, and Structurely for client follow-up are great places to start.

Q2: Can AI actually reduce my closing time?
Yes. When integrated into checklists, follow-up, and document review, AI can eliminate redundant tasks, catch missing steps, and forecast delays — shaving days or even weeks off your timeline.

Q3: How do I get my team to use AI tools consistently?
Provide clear SOPs, training tied to real deals, and early wins. When agents see it saving time or catching mistakes they would have missed, they lean in.

Q4: Is AI secure for contracts and client data?
Absolutely — if you’re using reputable platforms. Look for tools compliant with CCPA, GDPR, and similar standards. Always double-check the terms of service.

Q5: How can I track whether AI is actually helping?
Measure changes in days-to-close, compliance errors, time spent per transaction, and client satisfaction. Use that data to refine workflows.

Additional Resources

Want to go deeper? Check these out:

Final Thoughts

Here’s what I want you to take away: You don’t need to overhaul your business. You just need to optimize what’s already working.

Start with your workflows. Add one tool that saves you real time. Track the results. Refine the process.

That’s how experienced agents are reducing friction, protecting bandwidth, and closing more deals — with less chaos.

Let me know if this resonated, or DM me with your questions. I’d love to hear how you’re using AI in your day-to-day work.

—
Emily Terrell
 #1 Real Estate Coach & Speaker at Tom Ferry
Top AI Coach | www.coachemilyterrell.com | @coachemilyterrell

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.