The AI & Marketing Behind a $100M+ Team-Style Brokerage Outliers

Tom Ferry’s Outliers series continues with a masterclass in high-volume scaling. Doug Edrington doesn't just run a team; he runs a "team-ridge"—a brokerage that operates with the tight-knit culture and lead-generation power of a team. After 21 years in the business, Doug has cracked the code on per-person productivity, with his agents averaging an incredible 28 units per year. This week, Tom and Doug dive into the tech, the shifts in mindset, and the "meritocracy" required to grow a business from 500 to over 800 transactions. You’ll learn: The AI bots that Doug’s team uses to roleplay, book appointments, and more The controversial website move that lets buyers "swipe" to choose their agent before they ever see a house The 18-month rule of leadership that Doug lives by Breaking the "Family" Habit: Why treating your business like a family might be the one thing stopping your growth. The brilliant billboard strategy that won their marketplace Want to see how your team can become an industry outlier like Doug’s? Right now, Tom Ferry is running a special offer designed for team leaders looking to use this market to scale rapidly. It starts with a short consultation to learn more and see if we’re a good fit. Schedule here:

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The AI & Marketing Behind a $100M+ Team-Style Brokerage Outliers is an episode from The Tom Ferry Podcast Experience by Tom Ferry.

This episode is 43:08 long.

This episode was published on Apr 23, 2026.

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