# Tom Ferry 8-Stage Discovery for Estate Agents

Tom Ferry's listing presentation and discovery structure adapted for UK estate agency. The key principle: **you win the instruction before you talk about price or commission** by asking the right questions and positioning yourself as the trusted adviser.

## Stage 1: Build Rapport (5 minutes)

Don't jump straight into business. Build connection first.

Questions:
- "Before we get into the details of the property, tell me a little about your plans. Where are you hoping to move to?"
- "How long have you lived here?"
- "What have you loved most about living here?"
- "What prompted the move now?"

**Why:** People open up. You understand motivation. You build trust.

> "People don't care how much you know until they know how much you care."

## Stage 2: Discover Their Motivation

The most important stage. Ask:
- "Why are you moving?"
- "Where are you hoping to go next?"
- "When ideally would you like to be there?"
- "What happens if the home doesn't sell?"

This reveals urgency, timeline, and emotional drivers. **Focus heavily on motivation before price.**

## Stage 3: Set the Agenda

Take control of the meeting:

> "Here's what I'd suggest we do today. First we'll take a look around the property together. Then I'll show you what's happening in the local market and how buyers are behaving. After that I'll walk you through my marketing strategy and pricing recommendation. At the end you can decide if you feel I'm the right person to help you."

## Stage 4: Tour the Property

Ask questions during the tour, don't walk silently:
- "What improvements have you made since you moved in?"
- "What do buyers tend to compliment when they visit?"
- "What do you think people will love most about this home?"

This gives you marketing angles, emotional selling points, and seller involvement.

## Stage 5: Present Market Data

Shift from friendly conversation to expert adviser. Show:
- Comparable sales
- Current competition
- Buyer demand
- Average days on market

> "The market sets the price, not the agent."

## Stage 6: Present Marketing Strategy

Demonstrate your difference. Most agents say "We'll put it on Rightmove." Top agents show how they create demand:
- Professional photography
- Cinematic video
- Social media exposure
- Database marketing
- Buyer targeting
- Email campaigns
- Premium portals

The message: **"I don't just list homes. I launch them."**

## Stage 7: Pricing Strategy Conversation

Instead of telling the price, ask:

> "Based on everything we've looked at today, where do you feel the home should be positioned in the market?"

Let them answer. Then guide toward the data:

> "What concerns me about pricing higher is we risk missing the strongest buyers in the first two weeks."

Three key price questions:
- "What price would you love to achieve?"
- "What price would you be comfortable with?"
- "What price would make you say 'let's not sell'?"

## Stage 8: The Close

Soft but confident:

> "Do you feel confident that I'm the right person to help you get this home sold?"

If yes: "Great. Let's talk about the next steps so we can get the marketing started."

## Tom Ferry's 4-Step Objection Formula

1. Acknowledge the concern
2. Ask a question
3. Understand the real objection
4. Reframe the conversation

> "Curiosity beats confrontation."

## Tom Ferry's Golden Rule

> "He who asks the questions controls the conversation."

The listing presentation should feel like a consultation, not a pitch.