Tom Ferry Real Estate: The Edge Downtown Austin, TX @ the Marriot Hotel. "The Greatest Agents are Made during the Hardest Markets."

The Greatest Agents Are Made in the Hardest Markets

My takeaways from Tom Ferry's EDGE Conference, Downtown Austin

By George Vance McGee (GVM), Broker Associate, Austin Silent Market Realty

On September 23, 2026, I spent the day at the Austin Marriott downtown for Tom Ferry's EDGE, a one-day real estate coaching conference. I left with pages of notes and one clear message: this market isn't going to change for us, so we have to change for it.

Here's what stuck.

Accept the Market You Have

Tom didn't sugarcoat it. Elevated mortgage rates, political arguing, and inflation are the backdrop, and he expects it to stay this way for roughly the next two years. His advice: accept it, work through it, and find joy in serving your clients.

"Don't let the outside world noise control the inner you." — Tom Ferry

He went further: stop watching the news, since both sides are usually negative, and go sell houses instead. Get the appointments. Go on the appointments. Become a lean, mean appointment-setting machine.

He also noted that affordability and housing have become a major national conversation, especially for younger buyers. That's not a threat. It's an opening for agents who can explain what's actually happening.

The Economist's View: Homes That Sell and Homes That Sit

Economist and market expert David Childers put the numbers in context. He reminded us that the Federal Reserve has two core jobs: keep prices stable and keep employment high.

There are just homes that sell and homes that sit. — David Childers

His bigger point surprised a lot of the room. Despite the headlines, rate pressure, and price adjustments, we're living through one of the strongest housing markets of our lifetime. Most existing owners are sitting on significant equity.

He asked a question worth sitting with: if you could go back ten years to 2016, would you buy? Most of us would. Today's buyers may feel the same way a decade from now.

Know the Seller's Mindset

Tom talked about the endowment effect, the tendency for owners to value something more simply because it's theirs. It's the root of most overpricing, and it's why a broker's job is to be honest early.

He also reframed the rate conversation:

What's your mortgage rate vs. what's your life rate?

Credit cards, car loans, and other debt often carry far higher rates than a mortgage. For some owners, selling and wiping out that debt is the cleaner financial move.

Pricing Is Everything Right Now

Phoenix-based coach and Realtor Kristi Jenks brought the sharpest pricing advice of the day:

This is not the market to test a price.

Her approach: predict the outcome, then sell the house. Lead, and don't be afraid of discomfort. Show up to every listing appointment knowing your CMAs and your MLS data cold, and be a market translator for your clients.

Three things to bring to every seller conversation: get price reductions when the market calls for them, ask the seller directly "What's your plan if it doesn't sell?", and remember that pricing, pricing, pricing decides the outcome.

On expired listings, Tom added some heart. These sellers tried the market and it didn't work. Listen first and understand their disappointment before you pitch anything.

Be Visible. Take the Listings.

"Don't be a secret agent." — Tom Ferry

As someone who works the silent and off-market side of Austin, this one landed. Tom's message was to take all the listings, stay visible, and be honest with buyers and sellers, because honesty saves everyone time. Rentals help, but sales still matter.

Practice Like an Athlete

Tom compared our work to sports: role-play your listing presentation and your scripts, because practice sharpens your craft. Keep score. Be accountable. A fellow agent at my table summed it up well: focus on income-producing activities, not the $10-an-hour tasks.

For me personally, this was a push to pick up the phone and call for lease by owner (FLBO) landlords whenever their number is listed. No hesitation.

Use the Tools

Several speakers encouraged agents to use AI tools like Claude and ChatGPT for Instagram content, blogs, newsletters, postcards, and text campaigns. Tools mentioned in the room included Sequence, an AI program for real estate, and the Palm Agent app, both worth a closer look.

Can You Change Your Business in Six Months?

"Yes, you can. Will it require a different version of yourself? Yes, it will." — Tom Ferry

The challenge he left us with: sell six homes in 90 days. Why prolong it?

My Action Plan

Call 3 past clients a day.
Call FLBO landlords whenever a phone number is posted.
Research owners with no mortgage on their property and reach out.
Explore text message marketing to my full phone contact list.
Post one YouTube home tour video per week.
Protect my mindset. Less news, more appointments.
Read Take the Stairs by Rory Vaden.

The greatest agents are made during the hardest markets. Time to step up and prove it.

Thinking about buying, selling, or leasing in Austin, on or off the market? Let's talk.
GVM | Austin Silent Market Realty | Licensed Real Estate Broker Associate 512.657.9281 georgevance@gmail.com