KJ — Claude for Agents
Claude for Agents · A Take It and Run deliverable

The Success Summit 2026 Recap Guide

Three days. Thirty sessions. Five moves that matter.
August 3–5, 2026·Anaheim Convention Center·Tom Ferry Success Summit
Kristi Jencks

Hello, hello! I spent all three days at Summit with my recorder running — on stage, on a panel, and in the seats taking notes like my business depended on it. This guide is everything worth stealing: every speaker’s big idea, what they actually said, and the moves to make before the ideas go cold. Skim the five themes, then click into any session. Get started, take action!

— Kristi Jencks
The big five

Every session pointed at one of these.

Thirty sessions, one storyline: the market rewards the agent it trusts. Here’s how the whole summit breaks down — every talk below carries its theme badge.

01

Become the agent the AI names

91% of agents are invisible in AI search. Blogs win citations, citations convert 23x better, and your website is the backbone of your AI presence. Show up where the answers come from.

Tom Ferry · Jason Pantana · Patrick O’Connor · Bob McCranie
02

Your identity is your authority

AI can replicate what you do — never who you are. Alter egos, charisma, the 40% trap, and brands people believe in: identity is the one moat nobody can copy.

Joanna Wiebe · Matt Farnham · Krystopher Benyamein · Jenny Turner · Shannon Gillette
03

Press record and win

Video is where trust gets built at scale — and consistency beats production value every time. Quantity becomes quality. Never miss a week. Property tours are the #1 search.

Aaron Cuha · Patrick O’Connor · Christian Stubbs
04

Sell like a pro, advise like a wealth advisor

Conversion beats lead-gen. The 9 C’s of Controlled Selling, the equity-vs-life-debt unlock, the expired-listing era, and defining market reality with facts.

Andrew Undem · JJ Mazzo · Jimmy Mackin · David Childers
05

Systems buy back your time

Eliminate, automate, delegate. AI operating systems, SOPs that don’t die in Google Drive, org charts built by definition — and the 10-3-1 plan that takes it all home.

Derek Caldwell · Kristi Jencks · Jenny Turner · Tom Ferry

Sessions below appear as they were delivered on stage — the printed agenda shifted a little. Quotes are lightly cleaned from live transcripts.

Day 1 · Monday, August 3

Identify the Gap

How the market changed the way clients choose, the two kinds of agents emerging now, and the real cost of waiting another twelve months.

TF
Keynote01 · AI names you02 · Identity

Opening Keynote: The Authority Era

Tom Ferry — Founder & CEO, Ferry International

The next 24–36 months will be hard — and the agents who win will choose a fearless identity now and become visible where AI answers questions.

  • Most people perform at 40% of their potential — suppression mechanisms make us retreat the moment things get uncomfortable. The unused 60% is the opportunity.
  • Identity design: high performers build an alter ego (Beyoncé’s Sasha Fierce, Kobe’s Black Mamba) that shows up fearless when the stakes are high.
  • 91% of agents are invisible in AI search across 192 US metros. Early adopters are already attributing six- and seven-figure commission gains to AI discovery.
  • Agentic AI runs 24/7 and does repetitive work for pennies — and market share is already moving to the agents who put it to work.
  • Bright spots everywhere: a 25-year-old doing 400 transactions on consistent Instagram video with one clear CTA. Consistency plus a simple ask still wins.
The market isn’t waiting for you to get comfortable with AI. Neither are the agents already using it.
⚡ Take it and run
  1. Ask ChatGPT and Perplexity “best real estate agent in [your market]” — audit whether you exist in the answer.
  2. Write down your alter ego: name it, list its three traits, and bring it to your next listing appointment.
  3. Pick the one place you self-suppress (prospecting, video, pricing talks) and operate slightly past comfort every day this week.
DC
Talk04 · Advise

What Buyers and Sellers Actually Want

David Childers — CEO, Keeping Current Matters

Your first job is to define reality for clients — and the reality is a buyer-leaning, fundamentally strong market that rewards agents who lead with facts.

  • We’ve just had the four slowest years for home sales in modern history (~4M existing sales vs. 7M+ in 2007). Improvement will be incremental — it’s not “going back to easy.”
  • ~70% of markets now favor buyers or are trending that way, nearly double 2019. Rates should hold in the 6.25–6.5% range; prices appreciate a healthy 2–3% a year.
  • Over 6% of sellers delisted in H1 — driven by rising inventory, longer days on market, and 83% of sellers expecting asking price or more.
  • Time on market costs real money: 30–60 days ≈ 7% price cut, 120+ days ≈ 14%. Show sellers this before it happens to them.
  • Three numbers that prove market strength: $48T total value, $34T homeowner equity, only $13T mortgage debt. Equity dwarfs debt — this is not 2008.
Has anyone taken ten minutes to educate you on what’s actually happening in the market?
⚡ Take it and run
  1. Memorize the three numbers — $48T value, $34T equity, $13T debt — and use them in every seller conversation.
  2. Open your next listing appointment with ten minutes of market education: inventory, days on market, pricing reality.
  3. Build the days-on-market price-cut table into your pre-listing materials.
ET
Panel02 · Identity

Panel: Outliers

Moderated by Emily Terrell — with Shelly, Timmy & Zach

Three agents outperforming their markets agree: get a coach, systematize, love on your people — and implement imperfectly, today.

  • Shelly scaled without losing client experience by documenting processes and introducing her licensed admin as a “listing partner” — “I fly the plane; she serves the drinks and sells the tickets.”
  • Timmy shifted from chasing volume to impacting lives: personalized pop-bys, client events, and genuinely being himself on camera sent referrals through the roof.
  • Zach (24, building toward $100M personal volume) credits the boring work — cold calls, door-knocking, mailers — and starting a team after last year’s Summit.
  • Shared advice: pick two takeaways from Summit and execute them until the numbers move. Stop chasing shiny objects.
Start today. No one will do it for you.
⚡ Take it and run
  1. Pick your two takeaways from this guide and calendar them before anything else.
  2. Give yourself three takes for your next video — then post one. Done beats perfect.
  3. Plan one “love on your clients” gesture this month (pop-by, event, back-to-school kits) and share it on social.
JP
Talk01 · AI names you

The AI Visibility Gap: Become the Agent the Algorithm Names

Jason Pantana — Co-founder, AI Marketing Academy

Clients now ask AI who to hire — and AI cites blogs. Four practical “power moves” put your name in the answer.

  • Power move #1 — answer blocks: blog for AI citations. Citation clicks convert 23x better than organic search, and two-thirds of citations come from content published in the last 12 months.
  • Six ingredients of an AI-optimized blog: summary answer up top, semantic FAQs, structured tables/lists, internal linking, hyperlocal context, and you named as the expert.
  • Power move #2 — “heat sheets”: AI reverse-prospects your own CRM against hot listings and drafts the outreach scripts. You still make the calls.
  • Power moves #3 and #4 — hyperlocal AI market-report emails for every zip you serve, and 100% AI-generated avatar home-tour videos (with permission on photos).
  • Proof on stage: agents like Ray Allen tracing ~20 sales in 12 months directly to AI search.
New is out. It’s all about do.
⚡ Take it and run
  1. Publish four hyperlocal, bottom-of-funnel blog posts in the next 30 days using the six ingredients.
  2. Interlink every post you publish and commit to a monthly cadence — recency is a ranking factor.
  3. Use Claude to draft a branded market-update email for your top zip code this week.
✨ Want to go deeper? Join Jason’s AI Marketing Academy and get the AI automations done for you — use code KRISTI30 for Kristi’s discount.
AC
Talk + Panel03 · Press record

How to Win on YouTube

Aaron Cuha — Coach, speaker & YouTube strategist, with Leah Courage, Gia Silva & Rachel Smith

The most expensive part of video isn’t the gear you buy — it’s the years you wait. Press record before you’re ready.

  • Aaron’s four rules: press record before you’re ready, quantity will be quality, never miss a week, and use semantic listening — publish the exact topics clients search.
  • YouTube transcribes every word and matches it against queries. Property tours are the #1 real estate search — and most agents avoid making them.
  • Dead channel? Don’t start over. Post 10–15 consecutive videos to reactivate the algorithm.
  • Case study: “Living in Cabo” launched with $500, hit 12,000 subscribers in six weeks, and produced a $1.8M listing — a $118K referral share.
  • Panel proof: Leah Courage went 17K→85K subscribers and 700 leads; Rachel Smith hit 150K+ subscribers filming on an iPhone; Gia Silva batch-records Wednesdays to never miss a week.
Press record before you’re ready. Quantity will be quality.
⚡ Take it and run
  1. Record a 10-second video right now: who you are and who you serve. Post it. Fear squashed.
  2. Block one recording day per week on your calendar — batch 2–3 videos so you never miss.
  3. Title and script your next video around a phrase clients actually search (“homes for sale near [landmark]”, “moving to [city]”).
Tom Ferry Coaching clients: go deeper on YouTube with Aaron’s series Listing Velocity — inside Revii.
PO
Talk01 · AI names you03 · Press record

Be Seen Everywhere

Patrick O’Connor — The Patrick O’Connor Team, Coldwell Banker Realty

Three channels — YouTube, AI recommendations, and Facebook — took his team to 2.5x the volume of the #2 team in his MLS.

  • YouTube: 1,000 → 100,000+ subscribers since January; 26 closings in the last 90 days. Formula: 10–18 minute tours, whole process under an hour, “Captain Obvious” narration with local stories, watch average view time not views.
  • Five steps to AI authority: AI-optimized bio → consistent everywhere → AEO blog content → post everything to Google Business updates → AI-optimized social. Result: 32 clients this year, mostly listings.
  • Facebook: “Just Listed” hooks with no address driving clicks to his own site, and “Just Sold” case studies told as Situation → Strategy → Result. $2M+ in GCI tracked since 2018.
  • He boosts every post ~$25 and doubles down on winners. His leads land on a low-pressure “From YouTube to Your Next Home” page — 75% interaction rate.
Consistency over perfection — I left in the clip where I tripped over the chair.
⚡ Take it and run
  1. Rewrite your bio for AI (AEO/SEO/GEO) and paste the same version on every platform you’re on.
  2. Post your next listing, sold story, and video to your Google Business profile’s Updates — teach Google who you serve.
  3. Turn your last sale into a Situation → Strategy → Result case study on your website.
TF
Talk02 · Identity05 · Systems

The Most Important Decision You Will Make at Summit

Tom Ferry — The Five Keys to Success

Without a fixed point on the horizon, people literally walk in circles — in the forest and in business. Pick a line.

  • The five keys, from 70,000 hours of coaching: pick a line, turn on the alter ego, find the right motivation (pain or vision), implement systems, and build the right environment.
  • The circles study: groups in a forest, a desert, and a blindfolded field all walked in loops without a landmark. 95% circled; the 5% with a fixed point walked straight. Same in business.
  • The stats say the same: ~5% of agents control ~40% of transactions. The differentiator isn’t ideas or the market — it’s focus on a committed line.
  • His own 18-year line: throwing his grandkids in the air over water — which became a lot in Jackson Hole. Long lines pull you through short markets.
Most people are walking in circles. The winners picked a line.
⚡ Take it and run
  1. List the top ten experiences you want in the next 12–60 months.
  2. Find the through line connecting them — family, adventure, achievement — and write your one-sentence “line.”
  3. Post it where you’ll see it before every prospecting block.
Day 2 · Tuesday, August 4

The Authority Stack

Build the stack. Install the systems. The 13 authority strategies in depth — identity, selling mechanics, referrals, AI operations, and the systems that run without you.

TF
Talk02 · Identity

Choose Your Line: Installing the Skills

Tom Ferry — the five pillars of top performance

Elite performers in sport and sales share five pillars — and the fastest gains come from the smallest adjustments to each.

  • The 40% trap (Dr. Gio Valiante, sports psychologist to Jack Nicklaus, Tiger Woods, and Scottie Scheffler): most people use 40% of their potential because they’re not fully present — dragged by past failures or future anxieties. The other 60% is untapped.
  • Valiante’s high-performance hierarchy: amateurs don’t develop skills beyond the basics, top producers actively learn from peers and managers — and high performers are a separate level entirely, defined by how they handle pressure. Same in sport, same in sales.
The five pillars of top performance
  1. Natural talent. You gravitate toward what you’re innately good at — for a salesperson, that’s communication. Name your talent and build the business on it, not around it.
  2. Work ethic. Going all in on your craft outworks raw talent — passion fuels it. Kobe Bryant became the best not on gifts alone but on three practice sessions a day, every day.
  3. A differentiated perspective. See the market through a proprietary lens no competitor shares. Barbara Corcoran priced Manhattan “per room” — and that one lens became the Corcoran Report and the brand.
  4. An engineered process. A replicable, seamless, stress-free experience that runs the same every time — Uber won on user experience, not on cars. Define what you do before every appointment so you arrive in a flow state. The two crafts to master above all: your sales process and your customer experience.
  5. A strategically hired team. Nobody in real estate operates alone. Hire to cover your deficiencies — title, escrow, lenders, TCs — so 100% of your time goes where you’re at your best. Top producers like Tim Smith delegate everything that isn’t client-facing, down to the MLS entry.

The smallest adjustments to each pillar compound — and the unlock question for pillar five: “What would have to be true for me to spend all of my time where I’m at my best?”

Most people tap out at 40%. The other 60% is where the winning happens.
⚡ Take it and run
  1. Score yourself 1–10 on each of the five pillars. Circle the lowest one.
  2. Define your pre-appointment ritual so you arrive in a flow state, every time.
  3. List three tasks someone else could do 80% as well — that’s your first delegation list.
MF
Talk02 · Identity

Your Identity Is Your Authority

Matt Farnham — Founder, Team Farnham (Las Vegas)

A seven-figure business built with zero paid leads: identity → add value → earn trust → become the authority.

  • The “one life” model: stop separating work and life. Your kids’ soccer games, hobbies, and communities are your in-person database.
  • The path: discover what you’re uniquely great at → create value from it consistently → let people watch you work → prove referral partners right with exceptional service.
  • Once authority is established, lean into deeper identity — Matt’s golf outings, podcast, and faith community all produced deeper relationships and business.
  • The key question: “Am I working hard trying to create my identity, or am I working from my identity?”
Automate the repeatable so you can humanize the exceptional.
⚡ Take it and run
  1. Write the answer to “Who am I and what am I uniquely great at?” — one paragraph, no job titles allowed.
  2. Pick one existing community you’re already part of and add value there this week.
  3. Document one thing you’re great at and share it publicly — let people watch you work.
SG
Q&A02 · Identity

Q&A: Tom Ferry + Shannon Gillette

Shannon Gillette — Gillette Group, Real Broker (Arizona)

From rental-lead Facebook ads to a $200M team — by posting real life, not just real estate, until clients felt they already knew her.

  • Post at least five Instagram Stories a day — behind-the-scenes life and work. Stories plant seeds; sellers call already trusting you.
  • “If you try to be for everybody, you’ll be for nobody.” Sharing her real life (family, church, dogs) attracts her tribe — and that’s the point.
  • Scaling meant letting go: knowing her hourly rate, delegating the busy work, and building a team with 40 applicants per role and aligned core values.
  • Monthly client-appreciation events (water parks, Mother’s Day coffee) keep past clients so loyal one hired her over their own sister.
  • On listings: photos-and-MLS-only marketing “should be illegal.” Anchor every listing with well-produced video.
Being great is meaningless if no one knows you exist.
⚡ Take it and run
  1. Post five Stories today — at least three about your life, not your listings.
  2. Calculate your hourly rate, then stop doing the tasks below it.
  3. Put one client-appreciation event on the calendar this quarter.
AU
Talk04 · Sell like a pro

Control Selling: The 9 C’s of Selling

Andrew Undem — Owner, SURE Group (Baltimore) · $1B+ sold by 35

Sales is the highest-income skill — and it’s mechanical, not magical. Nine C’s in three triads turn every conversation into a process.

  • Sales, defined: intellectually engage the client on a future result that benefits them, then help them emotionally commit to take action. Every conversation, negotiation, and objection fits inside that frame.
  • Why a new framework: nothing comprehensive has been built for salespeople since the 1980s. Controlled Selling synthesizes the classics — Napoleon Hill, AIDA, Zig Ziglar — with modern psychology, neuroscience, and AI-assisted validation.
  • Foundational triad — Comfort, Care, Connection: you can’t make clients comfortable until you are; care shows in punctuality, curiosity, and listening; connection is built on both.
  • Structural triad — Control, Clarify, Crystallize: set the agenda early (the person asking questions leads), uncover the Four P’s (Picture, Pain, Pricing, Process), then repeat their words back until you’re aligned.
  • Resolution triad — Consult, Commit, Confirm: present a customized plan with certainty, let momentum carry the decision, and never end a meeting without the next action booked.
  • Control the whole transaction ecosystem — buyers, co-op agents, inspectors, lenders, title. Your influence over every party’s behavior is the service clients are paying for.
  • Inoculation: raise and resolve the predictable objections before the client does — an objection answered in advance never becomes a standoff.
  • 87% of agents fail within five years — not from lack of licenses, but lack of mechanical sales training. In real estate, the agent is the product. Andrew’s proof: a 27-agent Baltimore team doing roughly 500 transactions and $200M a year.
You are the product. Closing is just the natural end of a great presentation.
⚡ Take it and run
  1. Script your Four P’s questions (Picture, Pain, Pricing, Process) and use them at your next appointment.
  2. Practice crystallizing: repeat the client’s own words back before you present anything.
  3. Adopt the rule — no meeting ends without the next meeting booked.
  4. Write out your five most common objections and script the inoculation for each — raise them before the client does.
KB
Talk02 · Identity

The Charisma Advantage

Krystopher Benyamein — Realtor & attorney, Orange County / LA

Charisma isn’t body language or storytelling — it’s built long before you enter the room, out of promises you keep to yourself.

  • High achievers confuse accomplishments with identity — a back injury took away every role he played and forced the question “Who am I if I can’t be who I’ve always been?”
  • Identity is built by daily kept promises: the hard conversation, the video no one watches, the commitment after motivation fades. Each is a vote for the person you’re becoming.
  • On Everest, near the Hillary Step, he stepped past a climber’s body and kept going — the mountain hadn’t changed, only the story fear was telling him.
  • He posted five videos a week for months with almost no engagement — and kept going because he loved making complex things understandable. The process was the reward long before results.
Fear is a prediction, not a prophecy. Charisma is an identity that isn’t for sale.
⚡ Take it and run
  1. Pick one small promise to yourself and keep it every day this week — that’s identity training.
  2. When fear speaks before a call or a camera, write down its prediction — then check it against what actually happened.
  3. Name the part of your work you genuinely love, and protect it on the calendar. It fuels everything else.
JM
Panel02 · Identity

Panel: Referral Business Optimized

Moderated by Jeff Mays — with Summer Hudson, Faith Barrett & Sydney Hensley

Referral businesses run on authenticity, community, and systems — not aggressive sales tactics.

  • Summer Hudson: rejected hustle culture, stopped chasing “best” and built the brand of “only Summer Hudson.” Raw daily snippets beat polished edits.
  • Faith Barrett: the “mayor of your town” play — spotlight local businesses and community, and business comes from people who value that investment. Use story polls to surface hand-raisers.
  • Sydney Hensley: two-part loyalty system — “create love” with deep personal CRM notes (kids, pets, job changes) and “create trust” as the market authority on social.
  • All three stopped taking overpriced listings, hired for their weaknesses, and guard non-negotiable personal routines to stay grounded.
Stop trying to be the best agent. Be the only you.
⚡ Take it and run
  1. Add three personal details to every client record you touch this week — then use one in your next conversation.
  2. Film one “mayor of your town” video featuring a local business you love.
  3. Run an interactive poll in your Stories and follow up with every hand-raiser within 24 hours.
JJ
Talk04 · Advise

The Low Interest Rate Unlock: How to Get Sellers Off the Fence

JJ Mazzo — EVP, CrossCountry Mortgage

“Locked-in” sellers aren’t locked at all — they’re guarding a 4% mortgage while bleeding out at 11%+ on everything else. The equity math sets them free.

  • The average homeowner holds a 4.1% mortgage — and 11.4% “life debt” (cards, autos, student loans, HELOCs). Blended, they’re already at 6.3%: nearly today’s mortgage rate.
  • The five moves: inventory the debt → value the home for real → use equity to erase the debt → define the next chapter → run the math in real life.
  • The worked example: sell at $871K, pay off $104K of life debt, buy the $950K dream home — and the monthly outlay drops $148. Appreciation becomes ~$3,900/month of forced savings.
  • Homeowner net worth averages $430K vs. $10K for renters — a 43:1 gap. You’re not selling houses; you’re advising wealth.
  • One reset = two transactions (their sale + their purchase). One conversation a week at 50% conversion = 26 deals a year.
You’re not a real estate agent. You’re a wealth advisor. The answer is in the asset.
⚡ Take it and run
  1. Run the life-debt math on yourself first — vulnerability converts.
  2. Flag every past client who bought 2019–2021: they have the equity, and probably the debt.
  3. Have one equity-and-debt conversation this week, with a lender partner ready to run exact numbers.
DC
Talk05 · Systems

The AI Operating System

Derek Caldwell — The Caldwell Group, eXp Realty (Cincinnati)

Stop being the glue between ten apps. An AI operating system puts you at the center and makes the stack work for you.

  • The problem: 5–10 siloed subscriptions that don’t talk to each other. You’re renting your business one app at a time, and paying in time as well as money.
  • AI collapses the barrier to building software — agents can now build tailored systems without code. “Built for everyone” means built for no one.
  • Real examples on stage: a Call OS bridging DotLoop + SkySlope, live call transcription with AI feedback, wealth-scenario modeling used inside consultations, and AI contract-compliance review.
  • Two build tracks: Rookie (start inside Claude answering key business questions) or Rock Star (host your own platform). Either way — start with an intake of what your business actually does.
Stop renting your business one app at a time. Own the system that runs it.
⚡ Take it and run
  1. Audit your tech stack: list every subscription, what it costs, and what it actually does.
  2. Pick the one workflow where you’re the glue between two apps — that’s your first AI automation.
  3. Start in Claude: describe your business and ask it to design your operating system’s first module.
TF
Talk05 · Systems

A Future to Live Into

Tom Ferry — immersion over dabbling

The average person in the room wastes 11½ hours a week. Redirect seven of them and immerse — dabbling never built anything.

  • The vicious cycle — “I’m poor, I’m rich” — comes from inconsistent execution, not the market. The market will look like this for 2–3 more years; focus on controllables.
  • Write the 10-year vision, then simplify: more health, more money, better relationships. Behaviors either match the line or they don’t.
  • Immersion beats dabbling in everything — languages, fitness, AI, YouTube. Three months to competency, six months to own it.
  • The time-waste exercise got honest fast: even top producers admitted 2 hours a day lost. Getting present to it is how you reclaim it.
This is your line, and these are your behaviors. Which one wins?
⚡ Take it and run
  1. Estimate your wasted hours per week. Write the real number down.
  2. Redirect seven of them: block them on the calendar for one skill for the next 90 days.
  3. Pick your immersion: AI, YouTube, or listing presentations — one, not all three.
MJ
From the stage

The SOP Library Tom shared on Day 2

Merrill Jencks’ standard operating procedures — the exact library referenced on stage. Steal the structure, then make it yours.

Open the SOP Library ⚡
KJ
Panel05 · Systems

Panel: Getting Organized (Once and For All)

Moderated by Kristi Jencks — with Lourdes Maestres, Meredith Fogel, Geoff Zahler & Jeff

Four top producers on the moment they stopped being the system — and built one someone else could run.

  • Meredith’s manila folders and Outlook reminders felt organized — but everything depended on her. Having processes is not the same as having scalable systems.
  • The coach’s question that broke through: “If somebody stepped into your business tomorrow, could they run it?”
  • Geoff Zahler was at Disneyland with his family, taking business calls the whole time — physically present, mentally gone. That was his wake-up call.
  • Lourdes, a $100M producer, cashed out her 401(k) to hire a coach — then resisted the advice for years. The breakthrough: a video tour sold a $14M listing to a cash buyer in Canada, and now YouTube runs as its own team and lead source.
  • Practical plays: hire the TC first, record yourself narrating your processes to create SOPs (they die in Google Drive — give them a home), centralize in a dashboard, and automate seller reports.
  • Jeff stopped chasing GCI and started tracking quality time — the numbers followed.
If somebody stepped into your business tomorrow — could they run it?
⚡ Take it and run
  1. Record yourself narrating one repeatable process this week — that’s SOP #1.
  2. List every task you hate: that’s the job description for your first (or next) hire.
  3. Rate yourself 1–10 on “someone could run my business tomorrow” — and fix the biggest gap first.
KJ
Talk05 · Systems

Buy Back Your Time

Kristi Jencks — Tom Ferry Coach & Realtor (Arizona)

Three plays — eliminate, automate, delegate — with AI agents doing the repetitive work so you keep the human work.

  • Play 1 — Eliminate: an AI agent audits and cleans the CRM, finds high-value neglected leads, and hands you a prioritized weekly call list with scripts. ~5 hours a week back.
  • Play 2 — Automate: systematic home-valuation outreach — estimates pulled from three sites, a branded text with a graphic drafted for you to review and send. ~3 hours a week back.
  • Play 3 — Delegate: AI-prepared appointment packets — quick comps and local intel. Agents on stage credited $1.9M and $1.3M buyer contracts to these. ~1 hour per appointment.
  • The point of all three: hand AI the repetitive work so you keep the conversations, the relationships, and the emotional nuance — the parts that are actually you.
Your database is an ATM. Your time is an overdrafted account.
⚡ Take it and run
  1. Monday morning: list every task from last week and mark each one E (eliminate), A (automate), or D (delegate).
  2. Start with the database: have AI clean, tag, and rank it, then work the top of the list.
  3. Before your next appointment, have AI build the comp packet — walk in over-prepared in ten minutes.
✨ Install the systems from this talk
Find them all on Claude for Agents → (install guides, videos, and the skills for each system)
TS
Panel05 · Systems

Panel: Authority Accelerator

Moderated by Torey Severino — with Doug Simmons, Stacey, Sarah Gibson & Doug Eady

Four veteran agents on what a 90-day structured immersion actually changed: mindset, calendars, and revenue.

  • The common thread: scheduled time made it happen. “If it’s not on the calendar, it doesn’t get done.”
  • Sarah Gibson (16 years in): the sphere scripts and systems ended decision fatigue — no more guessing who to call or what to say. Result: 11 closings in one month.
  • Stacey (21 years in): tech-challenged, still shipped — nearly $17K GCI in the first eight weeks, tracking toward an extra $120K this year at a $200K average price point.
  • Doug Eady used AI to out-rank his own brokerage as the top brand in his market; the surprise winner for everyone was ruthlessly cleaning and segmenting the CRM first.
The content is proven. Don’t tweak it — implement it.
⚡ Take it and run
  1. Clean and segment your CRM before you chase anything new — it’s the foundation for every AI play.
  2. Block recurring calendar time for training and outreach — treat it like a closing.
  3. Take one proven script and run it as-is for 30 days before you change a word.
Day 3 · Wednesday, August 5

Future-Proofing

The agent you become in twelve months, the authority flywheel that compounds, and the actions that set your next year in motion.

JW
Keynote02 · Identity

Keynote: How to Build a Personal Brand People Love (and Get Rich)

Joanna Wiebe — Founder, Copyhackers · the original conversion copywriter

In an AI-saturated “Age of Beige,” the brands that win build a congregation — people who don’t just believe you, they believe in you.

  • The “church-as-brand” framework: a lens (your ~5-word belief that guides everything), a hymnal (memorable lines your people repeat), an icon (visual shorthand for belonging), a villain, and pilgrimages (signature events and rituals).
  • Your villain is never a person or competitor — it’s an outdated practice or harmful myth blocking your clients.
  • Listen, don’t guess: a Detroit condo project discovered downsizers were blocked by dining tables and layouts — redesigned units sold out at higher prices.
  • Delegate baseline production to AI; concentrate the human effort on community, authority, and conviction. Make money with words rooted in your lens — not AI-generic phrasing.
  • Followers are people who agreed to be led. Identity-based messaging moves them: people act in alignment with “I am…”
There’s believing you — and there’s believing in you. Only one builds devotion.
⚡ Take it and run
  1. Run the “Understood vs. Opposite” exercise: list the clichés your audience accepts, then write the better belief. Distill to ~5 words. That’s your lens.
  2. Name your villain — the outdated practice hurting your clients — and start calling it out in your content.
  3. Mine voice-of-customer language from reviews, interviews, and local Reddit; turn the best lines into your hymnal.
TF
Talk05 · Systems

How to Get Stuff Done

Tom Ferry — cut the knot, run the meetings, work visually

Growth starts with subtraction: cut the task, belief, or habit that caps you — then install the weekly rhythm that keeps you moving.

  • “Cut to add”: Shauna Covington went from six to fifteen listings when she stopped personally handling every first showing. Find your self-imposed cap.
  • The five weekly meetings: dashboard review, marketing/content planning (30-60-90 days out), pipeline review, skill building, and coaching. Follow-up is usually the bigger problem than lead-gen.
  • Work visually — Do / Doing / Done, everything in one place, only 2–3 active projects at a time. Borrowed from Mike Vance, who worked with Disney and Jobs.
  • The Gordian Knot: name the one deeply held belief or habit that no longer serves you, and cut it decisively — don’t untangle it.
You don’t untangle the knot. You cut it.
⚡ Take it and run
  1. Write down three things you will stop doing this quarter.
  2. Calendar the five weekly meetings — even if the “team” is just you.
  3. Set up a Do / Doing / Done board and cap “Doing” at three projects.
BM
Talk01 · AI names you

Domain Authority: Change Your Site & Win More Business

Bob McCranie — Tom Ferry Certified Coach & technology strategist

Your website is the backbone of your AI presence — and most agent sites score a 10 out of 100 on trust. Fix the store, stock the shelves.

  • Domain authority is a trust score. Most agent sites sit at 10–15; celebrities sit at 100. The goal: move toward Dolly Parton.
  • Inventory first: display all listings openly like shelves in a store — not hidden behind a search box.
  • Talk to your four AI “aunts” (ChatGPT, Gemini, Claude, Perplexity) daily about your work; let them draft blogs, scripts, and graphics from real (anonymized) client stories.
  • The echo chamber effect: cross-post from your website to Google Business, LinkedIn, and beyond. When LLMs see consistent info everywhere, they start recommending you.
  • Proof: his Dallas site averages 117 organic leads/month and produced $6.3M in referral volume this year — without showing a house in two years.
AI didn’t make your website invisible. It exposed that it always was.
⚡ Take it and run
  1. Log into your website today. If you can’t, that’s the first fix.
  2. Set up Google Search Console, Analytics, and Lighthouse — review monthly.
  3. Tell one AI about today’s work and publish what it drafts to your site + Google Business profile.
KL
Q&A02 · Identity

Q&A: Tom Ferry + Kamini Lane

Kamini Lane — President & CEO, Coldwell Banker Realty

Leadership under pressure: clarity of destination beats speed anxiety, and disciplined priorities beat powering through everything.

  • She accepted the CEO role while pregnant, initially declined out of fear — then reframed it. Pregnancy time-boxed everything and sharpened prioritization: a year of change shipped in six months.
  • Time discipline anchored by family: home nights mean putting the kids to bed, which forces purposefulness everywhere else. Audit your screen time — the waste is measurable.
  • On the 40% ceiling: capacity expands with intention and honesty. Power through when your presence creates impact; rest when it doesn’t.
  • Her AI prediction: within 18 months the “AI replaces agents” narrative fades — the conversation shifts from tech stacks to whether agents actually adopt the tools.
When the destination is clear, the risk isn’t going too fast. It’s going too slow.
⚡ Take it and run
  1. Check your phone’s screen-time report — reclaim the biggest leak this week.
  2. Write your destination in one sentence; judge every commitment against it.
  3. Drop one item from your to-do list that exists only to serve your ego’s scoreboard.
JT
Talk02 · Identity05 · Systems

YES, You Can… THINK BIGGER

Jenny Turner — Lovejoy Real Estate (Portland) · inaugural Gellens & Gerritsen Award winner

You cannot lead what you do not name: claim the “team” identity before the P&L proves it, then build by definition, not accumulation.

  • She inherited “self-employed means broke” from her parents’ basement print shop — recognizing it as inherited, not learned, changed her trajectory.
  • Agents with an assistant, a TC, and a buyer’s agent who still call themselves “solo” cap their own growth. Authority is granted by the story you tell before the facts support it.
  • The time audit: three days, 30-minute increments. She found 4.5 hours a week spent scheduling buyer appointments — a $20/hour task holding back $5,000/hour work.
  • Draw the org chart for the business three years out — it’s fine if your name is in every box. Then delegate by definition, crossing yourself out one box at a time. Her 2026 chart includes “AI Implementation.”
  • Be in rooms three levels ahead: a cost-segregation idea she almost tuned out in 2018 saved $250K+ in taxes in 2022.
You cannot lead what you do not name.
⚡ Take it and run
  1. Say “I run a team” out loud to one person today — even if the team is you and your lender.
  2. Run the three-day time audit in 30-minute increments; delegate the lowest-value recurring task.
  3. Draw your three-year org chart tonight. Your name in every box is the starting point, not the problem.
LP
Q&A05 · Systems

Q&A: Tom Ferry + Leo Pareja

Live coaching from the floor — plateaus, burn rates & team-building truth

Blunt answers to real agents’ questions: master conversion before you build a team, and know your burn rate before you go all in.

  • Tom put $10,000 bets on the table for two agents’ listing-appointment goals — the point: massive action plus documentation and accountability breaks plateaus.
  • Before going full-time: multiply your survival income by six or seven — that’s the burn rate that tells you when you can safely go all in.
  • Contrarian take: team building is over-glorified. Many team leaders privately admit their teams run their lives. Hire support for low-value tasks first; add a salesperson only when you’re discarding leads.
  • The most important KPI for any agent: mastery of lead conversion. Track your true hourly wage (1099 income ÷ 2,080) once a year and ask if it’s fair to your family.
  • Market outlook: a sustained ~4M-transaction year is the new normal — a “recession of transactions” that rewards fiduciary excellence.
Your most important KPI is mastery of lead conversion.
⚡ Take it and run
  1. Track one week of your time in 10-minute increments, then ask an AI to analyze what to outsource.
  2. Calculate your true hourly wage: last year’s 1099 ÷ 2,080.
  3. Before your next hire, write down which low-value tasks they’d absorb — if you can’t, don’t hire yet.
CS
Talk03 · Press record04 · Sell like a pro

Your Best Sales Pitch On Repeat

Christian Stubbs — Founder, Onyx Homes (Southern California)

The fastest money in content isn’t more leads — it’s converting the ones you already have with a Video Sales Letter.

  • A VSL is your best sales pitch, in video, on repeat: it pre-sells, handles your 5–7 most common objections, and shows proof before you ever meet.
  • The structure: hook (first 3–10 seconds, who it’s for) → proof → promise → plan → FAQs → one crystal-clear call to action. Ideal length: 3–11 minutes.
  • His numbers: 960 content leads and $500K+ closed GCI in 18 months — but the bigger lift came from converting the existing database. 58 pendings worth $53M at mid-July.
  • Deploy it everywhere: email nurture plans, your social bio link, every landing page on your site, and your recruiting page. First version can be an iPhone and a $7 tripod.
Your best sales pitch — on repeat, while you sleep.
⚡ Take it and run
  1. Script your first VSL: hook, proof, promise, plan, FAQs, CTA. Pick your listing or buyer consult.
  2. Record it this week on your phone — polish later.
  3. Swap your social bio link from your homepage to the VSL landing page.
JM
Talk04 · Sell like a pro

Your 10 Listings that Call You to List

Jimmy Mackin — Co-founder, ListingLeads.com

We’re in the expired era — and the agents who win it play a patient, research-driven, multi-channel game, not a day-one script sprint.

  • Ten listings = 50 marketable moments = 500 campaigns a year. Listings compound into “five-mile famous.”
  • The signals: days on market rising two years straight (rare), inventory surging in 34 of the top 50 metros, and sellers anchored to boom-era stories. Prediction: by 2027, 20% of the market is failed listings that returned and sold.
  • Only 5% of expireds relist with a new agent within three days — but “time kills loyalty.” Build a 3–6 month pipeline where almost nobody else is still showing up.
  • The Cannonball Campaign: research a real home profile (AI does this in minutes) → craft artifacts that say why it didn’t sell + the plan + your track record → distribute via mail, email (skip tracing), and AI-built landing pages → amplify every win as a problem-solving story.
  • Target expireds from new agents and mega teams; skip the top-producer relationships you won’t crack.
Time kills loyalty — and that’s your opportunity. Become famous for solving problems.
⚡ Take it and run
  1. Pull this month’s expireds and build AI home profiles for the 20 best-fit properties.
  2. Write the letter that names why it didn’t sell, your plan, and your (or your brokerage’s) track record.
  3. Set the 3–6 month follow-up cadence now — the win is in week twelve, not day three.
AK
Interview04 · Sell like a pro

From the Stage: Breaking into Luxury

Tom Ferry in conversation with Aaron Kirman

The process for a $100K house and a $200M house is the same — the barrier to luxury is mental, and the entry is partnership.

  • Getting the first luxury deal: partner with an agent who has the track record. A smaller split beats no deal — and the momentum compounds fast after the first one.
  • Go where the money is: affluent neighborhoods, golf clubs, high-end venues. One of his agents built a $550M/year business largely on the golf course.
  • Luxury clients buy rapport, not features: most of his listing interviews are life, travel, and shared experiences — the business details take five minutes at the end.
  • Reframe competitors as partners, mention joint deals, and master small details — every contact saved with context notes, straight into the CRM.
Selling a $100,000 house and a $200 million house is the same process. The barrier is mental.
⚡ Take it and run
  1. Identify one agent a price tier above you and propose a co-list on your next high-end opportunity.
  2. Pick the affluent venue that matches a real passion of yours — and show up monthly.
  3. Save every new contact with a context note, same day, no exceptions.
TF
Closing05 · Systems

Synthesize Your Action Plan: 10-3-1

Tom Ferry — the closing mandate

The summit is worth nothing until it becomes a plan: ten little ideas, three medium projects, one transformational goal.

  • Every idea passes one binary filter: does it drive revenue, or does it give you back time? If neither — cut it.
  • 10 little ideas you can execute tonight or tomorrow · 3 medium projects (a website fix, an automation) · 1 transformational 12-month goal.
  • Text five people you met at Summit — that’s your accountability network. Coaching clients: photograph your 10-3-1 and send it to your coach.
  • Inspiration is cheap and fades fast. The real product of three days is a disciplined system for what happens next.
Does it drive revenue or buy back time? If not, it doesn’t make the list.
⚡ Take it and run
  1. Build your 10-3-1 from this guide before the ideas go cold — tonight, not “this weekend.”
  2. Filter every item: revenue or time. Nothing else qualifies.
  3. Send your 10-3-1 to your coach or an accountability partner within 24 hours.
KJ — Claude for Agents

The notes are yours. The next move is too.

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— Kristi Jencks