At this year’s sold-out BAM Camp, Tom Toole delivered a reality check: in real estate, every interaction with a client is an interview.
Whether it’s how you answer the phone, post on Instagram, or host an open house, clients are deciding in real time if you’re worth their business.
As Tom told the BAM Camp audience, “How you do anything is how you do everything.”
That theme carried through his entire session, paired with stats every real estate agent should keep front of mind.
First Impressions Are the Real Interview
Right now, many agents still treat first impressions casually, rolling into an open house at the last minute or answering calls with a flat “hello.” Tom reminded the room that this is the moment you either win trust or lose it. Clients decide in seconds if they want to work with you.
He emphasized the small but crucial details:
- Tone of voice
- Energy
- Outfit
- Punctuality
Showing up in a tie or blazer may not be your style, but showing up polished matters. As Tom reminded the audience:
“Perception is reality. How people perceive you is going to determine if they decide they want to work with you or not.”
Where Business Really Comes From
Tom challenged agents to look past social media metrics and flashy content. Viral reels might get attention, but they rarely sell houses. The data tells a clearer story:
- 65% of sellers choose an agent because of a connection, whether through referrals, friends, relatives, or neighborhood activity.
- 40% of buyers also rely on proximity and referral when picking their agent.
- 80% of consumers say they’d use their agent again, but fewer than 15% actually do.
The gap comes down to follow-up. Most agents don’t stay in touch after the transaction. And fixing that is not about dropping off cupcakes or swag bags.
Clients need real value and consistent communication that keeps you top of mind.
Ask More, Talk Less
Too many agents dominate conversations instead of listening. Tom called this one of the most counterproductive habits in real estate. Rather than impressing prospects with knowledge, agents should be drawing out what matters most to the client.
He shared acronyms his team leans on:
- ATM: Appointment, Timeframe, Motivation (for sellers)
- ALM: Appointment, Location, Motivation (for buyers)
- LP MAMA: A proven buyer intake framework
These aren’t gimmicks. They’re reminders to stay curious. As Tom put it:
“Whoever asks the most questions controls the conversation.”
Follow-Up: The Missing Link
The average real estate agent follows up just two or three times, but the numbers show that 80% of sales happen after five or more calls.
Persistence and consistent communication build trust and separate you from the pack.
Tom put it plainly: “All the conversion happens after five or six-plus attempts.”
That’s well above what the “average agent” does.
The agents who keep going and keep reaching out with value, even when it feels repetitive, are the ones who end up with the business.
Appointment Prep Makes the Difference
How you prepare for appointments can put you miles ahead of the competition. Tom outlined three levels of pre-appointment effort:
- Set the appointment and just show up.
- Send a quick text reminder.
- Send a personalized video email with an introduction, reviews, and a plan of action.
The first two might get you in the room, but the third option wins more often. As Tom explained:
“When you send these pre-appointment emails, you set yourself up to win when you get in front of them.”
Running the Appointment Like a Pro
The actual meeting is where many agents assume the interview starts and ends. But without the prep work, you’re already behind. Tom encouraged agents to:
- Come ready with sales data and points of difference.
- Be prepared with a marketing plan that goes well beyond putting a listing on the MLS.
- Memorize presentations instead of reading from a binder.
Body language plays a role too. A strong handshake, direct eye contact, and visible enthusiasm make clients feel more confident. And that translates to a higher comfort level with you.
He also reminded the audience that friends or family members often sit in on buyer meetings. They’re not just observers. They are evaluating you for their own future transactions.
Post-Appointment Momentum
If you don’t get a signature at the first meeting, don’t let the momentum fade.
Tom follows up immediately with a personalized video, reinforcing his commitment and clarifying next steps. Clear communication and continued touchpoints show clients you care and keep the relationship alive.
The Ripple Effect of Your Actions
Every open house, showing, or negotiation creates ripple effects in the market. Neighbors notice how you run an open house. Clients remember if paperwork is sloppy or negotiations are fumbled. Each action, good or bad, carries into your reputation and future referrals.
Cutting corners might save you a few minutes today, but it will cost you deals tomorrow.
Professionalism on and off the Field
Bad day? Personal struggles? Clients don’t care. What they want is a professional who shows up ready to help them succeed.
Tom compared it to Bo Jackson’s famous “alter ego” mindset: when it’s game time, you step into your professional self, no matter what’s happening in the background. Tom takes a similar tack.
“I have an alter ego for professionalism because I’m here to be a professional and that’s what a lot of people don’t realize.”
Every call, every showing, every appointment is part of the interview. And everyone is watching.
So what’s the takeaway? Show up like a professional in every interaction, keep following up, and prepare like it’s game day.
The agents who take this seriously are the ones who win more listings, more referrals, and more long-term clients.
