Summit Day Three Playbook

01

Joanna Wiebe · Copyhackers

How to build a personal brand people love

"Don't build a brand. Build a church. Before they believe you, they have to believe in you."

Her opening argument is the sharpest thing said all week: AI has democratized all your old advantages. Beautiful websites, pro photography, clear listing copy, cold emails, automations — all commodity now.

Everything AI makes is "kinda mid," and your competitors are obsessed with it.
Everyone says the same thing — trusted local expert, negotiator, expert.
Using the same formats and topics — home tours, neighbourhood videos, market updates, motivational reels.
In the same places — Instagram, TikTok, YouTube, Google.
Only to face the same objections — price, commission, timing, rates.

"Everyone's using AI. But not getting richer."

Her Maslow overlay for a business: Production → physiological. Systems → safety. Community → belonging. Authority → esteem. Conviction → self-actualisation. AI now meets the bottom two for everyone, so the competition has moved up the pyramid.

She backs the "church" framing with the isolation data: the Surgeon General calling social connection as essential to survival as food, water and shelter; the OECD's 2025 loneliness report; Gen Z spending less time with friends in person than any young generation measured; nearly two-thirds of parents reporting loneliness; and — for the first time in fifty years — Gen Z and millennials attending church more frequently than older generations. The third place is gone. Meanwhile trust has collapsed: 67% believe government, business and media are purposely lying to them (Edelman 2025), and 59% think more than half of what they read online is false and AI-made.

"You cannot differentiate on service, team, years, even location. You can differentiate on this: positioning — your lens."

The six pillars

Your value Lens

How do you see the world your prospect is in? If you handed a buyer your glasses, what would they see? Find it by writing "the understood," then its opposite, discarding the negatives, and keeping the one you could make content about for 5+ years.

Your tag Hymnal

The phrases your followers repeat. Short, snappy, repeat-back-able — like a line from a song. Think different. 1,000 songs in your pocket. It just works. Three tiers: brand phrases, campaign lines, launch lines.

Your swag Icon

An object that demonstrates your lens and says something about the holder. The true measure: when two members of your congregation see your icon on each other and feel aligned.

Your why Villain

A common enemy. An outdated institution, a harmful myth, a so-called best practice that's wrong, an accepted lie. Never a who. Hers: guessing and brainstorming your message.

Your followers Congregation

"A follower is someone who's agreed to be led by you." Give them a lens so they can see, shorthand so they can speak, a devil so they can feel safe. Identity is the most powerful motivator — people act in keeping with who they are.

Your event Pilgrimage

Where the congregation affirms their identity. Not only an event — a ritual.

On the hymnal she insists on voice-of-customer data — start with their words, not yours. Two tests for every line: are you saying anything your competitors won't say? and are you saying anything your clients wish they could say?

Her worked example runs a Seattle broker's dead tagline through the method and lands on the lens "live intentionally in your home" — which then generates years of content, events held in beautiful storage rooms, garage tours, a decluttering giveaway, and a buyer gift of the ultimate toolbox.

The Bobby Moesta story closes it: Detroit empty-nesters weren't buying condos, and the real blocker wasn't price — "we couldn't imagine giving up our dining table." You find that by listening, not brainstorming.

"The winners in the AI era won't be the people who create the most content. They'll be the people others believe in the most."

Homework: buy a cheap pair of glasses. With a Sharpie, write your lens on the inside of the lenses.

For you This is the session that makes the other two days matter, and it's the one that most directly names your position. Draft lens in Part II — you already have it, you've just been treating it as your background rather than your argument.

02

Tom Ferry

How to get stuff done

Three levers on the 60%.

1 — Focus: eliminate the distractions

"What do I need to cut or remove that no longer applies to my market or the business today?" — to make room for the 11.5 wasted hours from Day 2.

2 — The five weekly meetings

Weekly dashboard review — service and this week's plan.
Weekly marketing meeting — 30/60/90-day.
Weekly lead pipeline review — stop losing business.
Weekly skill building — increase confidence and conversion.
Feedback and focused coaching session.

Paired with the question: "What are the leading indicators of your success?" — what builds confidence, creates conversations, appointments and closings.

3 — The high performer's daily checklist

Powerful morning routine
Market intelligence — daily hot sheets, showing time, interest rates
Role play, objection handling
In the CRM, complete your Hours of Power
All follow-ups completed
Two social posts on all channels
Check in on everything under contract
Afternoon follow-ups
Go on your appointments

Then project management: work visually. "Working visually helps teams see patterns, gaps and connections that remain hidden in documents and meetings." And the ratio that matters — tens of small ideas, three mid-size actions, one transformational commitment. Do / Doing / Done.

"Diluted focus = diluted results." And Naval: "You won't get rich just working hard, but if you don't work hard you won't get rich."

Third lever: systems > memory — back to the SOP library, and the closing needle: who's ever gone to a training, committed, and didn't take enough action?

For you Five weekly meetings is a team structure. Solo, it collapses into one 90-minute block — see Part III. The item to actually steal is "one transformational commitment," because your risk isn't laziness, it's having four interesting builds running at once.

03

Bob McCranie

Domain authority — how AI search is changing

"AI didn't make your website invisible. It was invisible already. AI just made the problem evident."

He introduces himself as a CIO for twenty minutes: 19 years in corporate IT, 24 in real estate, 43 teaching technology, an MSc in Digital Marketing Management with distinction, and 465,868+ web pages coded.

The framing device is domain authority — his aunt scores 1, Dolly Parton scores 100. Most real estate websites sit between 10 and 15. "You're closer to my aunt, and you need to be closer to Dolly."

Why your site doesn't rank

The central technical point, and it is the most concretely useful thing in Day 3: most agent sites are a search box. And —

"Search engines and AI will not crawl this box."

A search-only property site tells a crawler: just go in the backroom, search around until you find what you want. No crawler does that. So the entire inventory — the most valuable content an agent has — is invisible.

The fix, in three words

Site speed. Inventory first. Rich content. Build an inventory-first site that gains LLM attention — real, crawlable, individually addressable listing pages, not a portal behind a form.

The echo chamber

"If AI creates great content about my listing, I put that on my website, Google Business Profile, LinkedIn, my blog and a few other sites — I create the echo chamber necessary to get the LLMs to notice and recommend me to consumers."

His closing prod: you are not thinking big enough, wide enough, or deep enough.

For you Go and check this today. If your property search hands visitors off to a portal, then to a crawler your site has no inventory at all — and inventory is exactly what an LLM needs to name you as the Oakville expert. You can fix this; almost nobody in that room could. Details in Part III.

04

Jenny Turner

Yes, you can… think bigger

"Your identity is your authority" — the Day 2 thread, applied to building a team. "Mindset = identity. Your story = your authority." Her origin: "Everything changed the day I got into a different room."

"Small consistent decisions compounded over time produce massive results." And: "It is not about size. It is about profit and time. Decide first, build second."

Four moves

Claim it. Complete the sentence "I am the leader of a team that ______." Say the word team today. Tell your client. Tell your lender. "You can't lead what you won't name."
The time audit. Track every 30-minute block for three days. For each: highest and best use? Joy? Then circle the $20 tasks. That list is your next hire's job.
Rip off and duplicate. Pick one person, ask to shadow them, take two or three pieces, leave the rest. Take only the pieces that fit what you're building.
The org chart of one. Draw the chart you want in three years. Put your name in every box. Then cross boxes out on purpose.

Closing, from Brené Brown: "True belonging doesn't require you to change who you are; it requires you to be who you are."

For you The org chart of one is unusually well-timed. You're already standing up a second company with Filip — draw both charts, put your name in every box, and be deliberate about which boxes come off first. The time audit is the same instrument as Day 2's buyback audit, run at higher resolution.

05

Christian Stubbs · Onyx Homes

Your best sales pitch on repeat

His numbers: 40k+ YouTube subscribers, 960+ organic leads across YouTube, Instagram, TikTok and the website over 18 months, $500k+ GCI. But the session isn't about lead generation — it's about converting the leads you already have.

Every good agent already has a proven process. His buyer process is three steps: free touring → window shopping → buyer strategy session. The tactic is to put that pitch on video, once.

A Video Sales Letter is your best possible sales pitch in video form, so you can share it with every client, every time.

Conversion — clients arrive pre-sold.
Objections — handled before you ever hear them.
Show > tell — showing proof is 100× better than saying you're great. "Not everyone is #1."

The framework

Hook — grab attention, say why they should watch.
The 3 P's — Proof (show, don't tell), Promise (the outcome), Plan (how you get there).
FAQ — overcome the objections.
CTA — next steps.

Length: 3 to 11 minutes. "Longer isn't better. Better is better."

Beginner build: the camera on your computer, Loom or BombBomb. His own was filmed in January 2022 on an iPhone and a $7 tripod. Advanced: proper lighting, an editor, and a landing page on your site with the video embedded. Where it goes: email action plans, social, link in bio instead of "call me for all your real estate needs," and every step of your sales process should have one.

"Don't overcomplicate this. It's a video, you can script it and film it today. Make it better tomorrow."

For you The cheapest win in Day 3. You already have landing pages that convert cold — every one of them is a page where a three-minute video with proof on it would outperform the copy. Three VSLs, listed in Part III.

06

Jimmy Mackin · @jimmymackin

Your 10 listings that call you to list

Opens with a production standard: every listing becomes 50 campaigns. Five moments — appointment, coming soon, just listed, open house, just sold — times ten campaigns each: email, SMS, direct mail, social post, stories, video, landing page, ads, press release, blog. Ten listings a year is 500+ campaigns, around 42 a month.

"It's easier to get a listing when you already have one."

Your sphere is shrinking

In 2005, average tenure was 6.5 years — a 100-person sphere produced about 15 moves a year. In 2025, tenure is 12 years, and the same sphere produces 8. So you either add a new lead pillar or optimise one you already have.

Seasons vs cycles

Seasons are short, predictable, and come back every year. Cycles are long, structural, and they change who wins. His eras: 2014–2019 the good old days, 2020–2022 the fever dream, 2023–2025 the three D's, and 2026 onward — the Expired Era.

The gap

Sellers' goals are what they think it's worth. Buyers' ability is what the payment allows. Between them is the gap — and the monthly payment on a median home went from $1,285 in 2021 to $1,932 in 2022 to $2,227 in 2023.

"Sellers are delusional. And it's our fault."

Things that are NOT comps: your Zestimate · what you paid in 2021 · what your renovations cost (cost ≠ value) · what you need to net (the market doesn't care) · what your friend's house sold for across town.

"Sellers do not compare today's offer to today's market. They compare it to the highest number they ever heard."

The switching curve — the data that makes the play

A twelve-month analysis of listings that failed to sell the first time, measuring how many sellers switched agents on relist by how long they'd been off market:

Sellers who switched agents on relist
Days off market	Switched
Day 0–3	<5%
Day 4–30	21%
Day 31–60	18%
Day 61–90	22%
Day 91–180	27%
Day 180+	39%

Red ocean vs blue ocean: day one is the sprint, when every agent in town calls. Day 5 to 180+ is the follow-up, and almost nobody is there. Meanwhile 85% of listing contracts run six months — roughly 50 days of real activity and 130 days of dead contract.

"You don't have 6 months. You have 6 weeks."

The four moves, every expired, every week

Build a home profile — know the listing better than the previous agent did.
Create marketing artifacts — the "Cannonball": why your home didn't sell, the plan to fix it, and the perfect resume.
Distribution — the mailer, a landing page, an email.
Amplify your success — celebrate every win publicly.

Also: "different by design, results come from repetition, compete where you can win," and Don Miller's line — "become famous for solving a problem."

For you This is a complete lead pillar, and it's the best fit of anything across three days for a Halton market with rising days-on-market. It's also the pillar where your renovation eye is decisive: "why your home didn't sell" is a question you can actually answer with specifics instead of the standard price-photos-staging trilogy.

07

Expo · Emily Terrell · coachemilyterrell.com

The Claude Projects workflow

A working demonstration rather than a talk. Her framing: 2 billion+ people now use Google AI Overviews every month — if your blog doesn't speak the language AI cites, you're invisible to the buyers asking AI for help.

Project 03 — the SEO + GEO + AEO blog writer

Drop in your topic — "selling a home," "buying in [your market]."
Read the four clusters of questions being asked: AI models, search engines, social, shopping.
Pick the AI models cluster — "how much does it cost to hire a real estate agent?", "what are the essential steps to prepare a home?" These are the GEO gold.
Hand the question to the project, which produces a blog written to be cited.

Her example output — "What does $1.5M get me in Queen Creek, Arizona?" — and why it works: a specific dollar amount plus a specific market, concrete data points like property-tax comparisons that AI quotes back, a named author byline because AI cites named experts, and real relocation-buyer intent pulled from the question research.

Project 04 — the custom brand guide

A single source of truth: voice, tone and messaging rules, colours, fonts, visual standards — referenced by every other project. "Stop recreating your brand in every chat. Build it once. Use it everywhere."

For you You built the equivalent of Project 04 months ago as a brand style skill. Project 03 is the one to add, and the question-cluster step is the piece worth stealing — it replaces guessing at blog titles with the actual questions being asked of AI models.

08

Expo · ReelMap

Video as a searchable asset

"AI can cite your blog. Video makes buyers trust you."

The pitch: a post disappears, a structured video becomes a searchable asset. Upload once and it's organised for Google, AI and buyers. Their own careful wording is worth noting — "designed to be findable," not "guaranteed to be cited."

ReelMap Studio writes the script if you don't know what to say, and will build a branded tour from listing photos if you don't want to be on camera. Free for agents, unlimited videos, and they state your content stays yours — funded through builder and brokerage partnerships.

Their advice: start with one local answer buyers already ask. Then tomorrow — upload, publish, repeat.

For you Worth a look, with one caution: "free, funded by industry partnerships" means your content and audience are the product being sold. Read what rights you grant before uploading anything. The underlying idea — video structured for search rather than for a feed — you can execute on your own site with schema and transcripts, which is the version you'd actually own.

The understood	The opposite
Buyers in Oakville should look for move-in ready.	The move-in-ready premium is the most expensive thing in the house, and it's the one thing you can't get back on resale.
Renovations add what they cost.	Cost and value are unrelated. Some renovations return double, some return nothing, and almost nobody can tell you which before they spend.
You need an agent who knows the market.	You need an agent who can read the house — the market data is public, the condition assessment isn't.
Staging and photos sell homes.	Staging sells the ones that were going to sell. The ones that sit have a problem no photograph fixes.

Pillar	Draft	The test it has to pass
Hymnal	"Cost isn't value." · "Buy the bones." · "The house already told you."	Short enough that a client repeats it back to you unprompted. Your competitors won't say it because most of them can't back it up.
Icon	A branded tape measure — genuinely used, not a fridge magnet.	Two of your people see it on each other and know what it means. It's yours by right: you're the only agent in Oakville who'd actually be holding one.
Villain	Cost-equals-value — the myth that what you spent is what it's worth. It shows up as the Zestimate, as "but we just did the kitchen," as pricing by hope.	It's a myth, not a person — Wiebe's rule. And Mackin's "things that are NOT comps" list is your ready-made evidence for it.
Congregation	Owners who want to understand their house as an asset rather than a feeling — plus the trades and contractors who already speak this language.	An identity people will claim out loud. "I don't buy finishes, I buy bones."
Pilgrimage	A recurring walkthrough clinic — a real Oakville house, live, reading it room by room with a contractor.	A ritual, not a seminar. Same format, repeating, so people bring someone next time.

AI took every advantage. What's left is being believed.

The eight sessions