The Tom Ferry Podcast Experience

A $30M Copywriter's Client Communication Tips for Realtors that Actually Work

Most realtors sound like everyone else — and it's costing them clients every single day. Joanna Wiebe built a $30M business on client communication tips for realtors that actually work.

Everything a realtor does every day is writing. Emails. Texts. Listing descriptions. Offer letters. Your bio. Your website headline. Your Instagram profile.

And yet almost nobody in real estate was ever trained in the art and science of using words that actually get clients to say yes.

That changes today.

Tom Ferry sits down with Joanna Wiebe — the woman who coined the term "conversion copywriting" and built a $30 million business helping brands communicate better — to unpack the client communication tips every realtor needs right now.

Here is what you will learn:

• Why your homepage headline is almost certainly wrong — and the one fix that changes everything

• How to write a realtor bio that makes clients feel understood instead of sold to

• The voice of customer method — how to use your clients' own words to attract more clients

• The Instagram bio formula every realtor should be using: "I help [blank] do [blank]"

• Problem-Agitation-Solution vs Desire-Obstacle-Solution — which framework to use and when • Why AI produces generic copy — and what to do instead to stand out

• The rehab center headline that got 400% more clicks and 20% more signups overnight

• How one word change made people 4.6x more likely to act — and what that means for your listings

"Value and differentiation are at the heart and soul of all marketing, all copywriting, all advertising." — Joanna Wiebe

If you are a realtor who feels invisible online, sounds like every other agent, or just wants more clients to call back — this episode is for you.

Get Joanna's Book: The Copy Selling System: https://copysellingsystem.com

Follow Joanna Wiebe on Instagram for daily copywriting tips

Tom Ferry Success Summit: https://www.tomferry.com/success Free Tools & Playbooks: https://www.tomferry.com/tools #TomFerry #ClientCommunicationTips #RealtorTips #JoannaWiebe #RealEstateMarketing

How Kelley Blue Book Is Changing Every Agent's Real Estate Lead Generation Strategy

A 100-year-old brand you already know and trust is about to revolutionize real estate lead generation strategy forever. And their August 1st launch might be the biggest listing lead opportunity of 2026 — but only for the right agents.

If I asked you how much your car is worth, there's one name that instantly pops into your head. Yes. Kelley Blue Book.

Now they're coming for real estate — and your lead generation strategy will never be the same. A Name You Know. And One You Probably Don't, But Should.

How did a former New York real estate agent and Harvard graduate named John Liss convince Kelley Blue Book to enter the home valuation game? That's exactly what Tom Ferry unpacks in this episode of the Tom Ferry Podcast Experience — including:

• How Kelley Blue Book Homes is building a smarter real estate lead generation strategy by replacing oversimplified AVMs with accurate, data-based property valuations

• Why this changes everything for sellers, buyers, and agents tired of Zillow Zestimate alternatives that still miss the mark

• How TrueTrack gives agents hyper-local pricing intelligence that no automated valuation model can match

• The subscription model that delivers real estate seller leads without a single referral fee

• And most importantly — how to get in on the ground floor of the biggest listing lead opportunity of 2026

"Real estate is a hyper-specific game, and you really need to give people the experts where they're at," John says.

Might that expert be you?

Pivot, Don't Push | Mindset Monday

Sometimes the answer isn't to try harder.

It's to try differently.

We've all seen the fly that keeps slamming into the window.

More effort.
More force.
More frustration.

And yet, no breakthrough.

The same thing happens in business.

When something isn't working, our instinct is often to push harder.

More calls.
More hours.
More hustle.

But what if the real solution is to stop for a moment and look for a better approach?

Ask for feedback.

Learn from someone who's already solved the problem.

Challenge the assumptions that got you stuck in the first place.

Because breakthroughs rarely come from doing the same thing with more intensity.

They come from gaining a new perspective.

This week, ask yourself:

Where am I trying to force an outcome that needs a different strategy?

You're Not Failing. You're Just Not Taking the Shot.

Most people don't fail because they took the wrong shot. They fail because they never took one at all. The call. The email. The video. The conversation. The opportunity. Too many people get stuck waiting for certainty before they act. But clarity doesn't come before action. It comes from action. Take the shot. If it works, you get a result. If it doesn't, you get a lesson. Either way, you move forward. The people who win in business aren't always the smartest or the most talented. They're the ones willing to take the shot, learn from the outcome, and keep going. This week, stop overthinking. Pick one thing. And go for it. 👇 What's one shot you've been putting off that you need to take this week?

The AI Army That Helps You Sell More Homes In Less Time

Most agents are layering AI on top of an already overwhelming workload — and wondering why they feel busier than ever.

 

This week on the podcast, TF Coach Emily Terrell breaks down what separates agents who drown in AI tools from the ones who use AI to actually buy back their time. Emily runs a real estate team, coaches roughly 14 hours a week, and handles eight speaking engagements a month — and she does it by treating AI as one integrated system, not a junk drawer of flashy apps.

 

If you're a top producer who's hit a ceiling because there's simply no more time left in your day… this is the episode you've been waiting for.

 

In this episode, you'll learn:

• The Five-Minute Rule: The mindset shift that has you hunting the small, repeatable tasks where AI quietly saves 5–10 minutes at a time — and how those minutes stack into hours.
• System Over Tools: Why fitting AI into the business you already run beats forcing your business into someone else's app.
• The 30-Second Listing Presentation: How Emily turned hours of manual prep into roughly 30 seconds of output after five minutes of data collection.
• The J-Curve of Adoption: The honest learning curve — anywhere from 30 minutes to 30 days — that every agent has to climb before AI starts giving time back.
• Building Your "Agentic" Team: The shift from doing every task yourself to managing a roster of AI automations that work while you sell.
• The 90/10 Future: Emily's prediction on where real estate AI adoption is headed over the next 7–10 years — and why waiting is the most expensive option on the table.

 

The structure that lets Emily run a team, coach, and speak without burning out is the same structure she builds with agents inside Tom Ferry coaching.

 

Ready to make AI work for you instead of adding to your plate?

 

Schedule a free call with a Tom Ferry consultant to learn more about coaching and see if it's right for you.

 

📞 https://www.tomferry.com/free-coaching-consultation/

You Need To Let Go Of The Noise | Mindset Monday

This real estate market is filled with noise. Some people are spreading fear, talking trash, and ghosting their agents. So what are you going to do about it? Get mad? Get discouraged? How about you change the way you look at things?

 

That’s what this Mindset Monday will help you do.

How A 25-Year-Old Agent Sells 200 Homes A Year | Outliers

Tom Ferry's Outliers series is back — this week with an agent who went from selling knives in college to selling 200 homes a year before his mid-twenties.

 

At just 25, Caleb Monroe is on track to close 200 homes this year. He started in 2020 as a community college student, and his transaction count tells the story: 12, then 52, then 85, then 120, then 135 — and a projected 200 in year five. Then he doubled his business by doing the opposite of what most growing agents do. He cut his headcount.

 

If you're working harder every year and watching your income flatline anyway… this episode names exactly why.

 

In this episode, you'll learn:

• The 92% Rule: Why the vast majority of your workday is administrative noise — and how Caleb guards the 8% that actually generates income.
• Strategic Fat-Trimming: The counterintuitive move that doubled Caleb's business by shrinking his team instead of growing it.
• The Compound Shift: The time-blocking change that turned Caleb's daily schedule into long-term momentum.
• Yacht vs. Pirate: The mental reframe that pulls the "sleazy salesperson" feeling out of lead gen — and turns you into the person clients are relieved to find.
• The One-to-Many Ratio: How Caleb is moving away from one-off retail deals toward bulk opportunities with developers and hedge funds.
• The $10,000 Bet: The audacious wager Caleb made with Tom Ferry on his own sales — and what it reveals about how outliers think.

 

Caleb's run wasn't luck. The structure behind it was built inside Tom Ferry coaching — including the bet that put it all on the line.

Ready to stop drowning in the 92% and build a business around the 8% that matters?

 

Schedule a free call with a Tom Ferry consultant to learn more about coaching and see if it's right for you.

📞 https://www.tomferry.com/free-coaching-consultation/ 

1 Habit = 85% Success Rate | Mindset Monday

The habits you install directly shape the results you’re able to achieve. 

 

So, does that mean you should go install a bunch of habits right now?

 

Not so fast. Watch this Mindset Monday first. 

 

Want to zone in on the exact best habit for you and your business? 

 

Schedule a call with my office:

📞 https://www.tomferry.com/free-coaching-consultation/

The Death of Generalist Agents: Why You’re Being Replaced by Experts

The generalist agent is disappearing. The ones winning right now aren't trying to be everything to everyone — they're becoming the undeniable expert in one thing.

 

Valerie Upham, a Compass agent in San Diego, did exactly that. By committing to a single, high-need specialty most agents won't touch, she generated over $475,000 in GCI in 18 months — and $267,000 of that came straight from educational seminars and events.

 

If you're still chasing every lead in every price point and quietly wondering why you feel replaceable… this episode shows you the opposite move.

 

In this episode, you'll learn:

 

• The Niche-Down Paradox: Why narrowing her focus to one specialty actually multiplied her referrals — and made her the obvious call.
• The $267K Seminar Engine: How educational events became her single biggest source of GCI in 18 months.
• The Room of Two: Why Valerie works a 2-person seminar like a full listing appointment — and the listings it's closed.
• Fill the Room: The exact channel mix she uses to drive attendance — direct mail to 30-year homeowners, Facebook, NextDoor, LinkedIn, and Eventbrite.
• The Trust-First Play: How shredding events and her own podcast build relationships years before anyone's ready to list.
• The Equity Protector: Why she personally manages contractors and renovations to protect a family's return through a major life transition.

 

Valerie's results weren't luck. The structure behind her niche was built inside Tom Ferry Coaching.

 

Ready to stop competing as a generalist and become the expert clients seek out?

 

Schedule a free call with a Tom Ferry consultant to learn more about coaching and see if it's right for you.

📞 https://www.tomferry.com/free-coaching-consultation/

Real Estate is About Cultural Relevancy | Mindset Monday

What does it mean to be culturally relevant as a real estate agent? That’s what this whole game is about, and it’s what I’m answering in this Mindset Monday. 

 

But heads-up…

The times aren’t just changing—they’ve already changed. 

 

If you’re serious about being relevant and profitable in this industry, it’s time to get your ticket to the Success Summit (August 3–5), either in-person in Anaheim, CA, or Livestream. 

🔗tomferry.com/summit/