Lead Generation 36:12:3

Transcription

1 Keller Williams University 36:12:3 Instructor Guide and Blueprint Julie Fantechi and Mona Covey 36:12:3 Your Mission

2 Preface 36:12:3 Instructor Guide and Blueprint Notices While Keller Williams Realty International (KWRI) has taken due care in the preparation of all course materials, we cannot guarantee their accuracy. KWRI makes no warranties either expressed or implied with regard to the information and programs presented in the course or in this manual. This manual and any course it s used as a part of may contain hypothetical exercises that are designed to help you understand how Keller Williams calculates profit sharing contributions and distributions under the MORE System, how Keller Williams determines agents compensation under the Keller Williams Compensation System, and how other aspects of a Keller Williams Market Center s financial results are determined and evaluated. Any exercises are entirely hypothetical. They are not intended to enable you to determine how much money you are likely to make as a Keller Williams Licensee or to predict the amount or range of sales or profits your Market Center is likely to achieve. Keller Williams therefore cautions you not to assume that the results of the exercises bear any relation to the financial performance you can expect as a Keller Williams Licensee and not to consider or rely on the results of the exercises in deciding whether to invest in a Keller Williams Market Center. If any part of this notice is unclear, please contact Keller Williams legal department. Materials based on the Recruit-Select-Train-Manage-Motivate (RSTMM ) system and the Winning Through Selection course have been licensed to Keller Williams Realty International by Corporate Consulting. KWRI has the exclusive right within the residential real estate industry to market and present material from RSTMM, Winning Through Selection, and any derivatives owned by or created in cooperation with Corporate Consulting. Material excerpted from The Millionaire Real Estate Agent appears courtesy of The McGraw-Hill Companies. The Millionaire Real Estate Agent is copyright Rellek Publishing Partners LTD. Copyright notice All materials are copyright 2007 Keller Williams Realty International. No part of this publication and its associated materials may be reproduced or transmitted in any form or by any means without the prior permission of Keller Williams Realty International. Note: You may obtain additional copies of this 36:12:3 Instructor Guide and Blueprint from the Instructor Toolkit CD included with the course, or you may download it from the Free Materials area on ii LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

3 36:12:3 Instructor Guide and Blueprint Preface Table of Contents MINDSET...1 Philosophy of 36:12:3 1 Your Role as an Instructor 2 Concepts of Adult Learning 4 GETTING READY... 5 Blueprint 5 36:12:3 Calendar 6 Course Preparation 8 Student Preparation 8 HOW TO Anchor each Power Session 11 Control Pace and Timing of Each Session 12 Make the Most of Stories and Quotes 14 Lead the Exercises 15 Utilize Audio Visual Tools 17 Have Fun 17 PUTTING IT ALL TOGETHER...19 Key Points for Success 19 APPENDIX...21 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. iii

4 Preface 36:12:3 Instructor Guide and Blueprint Note: The following Help us help you! is included in 36:12:3 Introduction: The Power of One. Please call students attention to it when they encounter it in class. The student will enter their Start Date of 36:12:3 in their profile on the intranet White Pages. This information will allow KWU and KWRI to track the impact 36:12:3 has on productivity and allow us to continue to make improvements to the training program. Thank you for your assistance in getting this accomplished! Help us help you! Please take a moment to let us know that you have enrolled in 36:12:3. Lead Gen 36:12:3 Start Date: 1. Login to 2. Select White Pages 3. Select My Profile 4. Enter your Start Date for the 36:12:3 program. Once you provide us with this information, we ll be able to partner with you as you work towards your productivity goal of 36 transactions in 12 months through a focus of 3 hours of daily lead generation. Besides providing us with data that we can use to create rewards and recognition for your achievements, this information will help us determine how we can make the course content and design even better! Please give us your feedback about the course and about your lead generation activities. Send us an at 36123@kw.com. Thank you! Keller Williams University iv LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

5 Mindset Philosophy of 36:12:3 Thank you for choosing 36:12:3! This course is designed to propel Growth Phase agents into action. It provides the skills-based, experiential training and guidance in lead generation that the solo agent needs to achieve 36 transactions in 12 months. The Growth Phase is a critical and exciting time, as agents build upon the skills they developed and the successes they achieved with CAMP 4:4:3. Completion of 36:12:3 will further increase their momentum as they acquire the mindset and know-how to both achieve the goals of 36:12:3 and position themselves to reach the millionaire achievement level, as defined in The Millionaire Real Estate Agent. The art of teaching is the art of assisting discovery. MARK VAN DOREN POET Student Manual There are 11 two-hour Power Sessions, introduced by a powerful two-hour session on the concept of The Power of One. The first 4 Power Sessions (1-4) are foundational while the others (5-11) provide how-to guidance supported by models, tools, exercises and assignments. LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. 1

6 Mindset Your Role as an Instructor A teacher who is attempting to teach without inspiring the pupil with a desire to learn is hammering on a cold iron. HORACE MANN Thank you for accepting this mission! A broad challenge lies before you. As an instructor of 36:12:3, you are poised to change mindsets, widen horizons, and be the very embodiment of the Keller Williams mission statement, helping agents build careers worth having and businesses worth owning. Inspire A new vision The Power of One Empower Change and Growth Facilitate How-to, hands-on learning with tools, models and systems Give agents the key To more business, and more profits It s easy to be passionate about 36:12:3. Thanks to the innovative models, solid systems, and useful tools that you will share with your students, lives will be changed and the fabric of our industry may never be the same again. Catch the excitement and share the energy! 2 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

7 Mindset Some Practical Tips 1. Read every Power Session In order to understand how the different elements in the course relate to each other, it is essential to read not only the session you are preparing for, but all of the sessions. 2. Live the Action Plan An Action Plan is built into the Putting It All Together section of each session. As the instructor, you should initially create and follow an Action Plan for yourself. This has two benefits: It provides you with the full impact of the session. It creates experiences which you can then translate into illustrations and stories during the class. 3. Make sure your learners are with you Internalize the key points of delivery so well that you can focus on your learners. Walk around. Make eye contact with everyone in the room. Tune into what they are experiencing monitor them while they are role-playing or doing small group exercises. 4. Follow the models 36:12:3 documents proven models of success, and should be the foundation for information presented in the course. You may use your own experience to enhance the material and you may choose to let the students know how you do things differently, why you made those choices, and what the results have been. 5. Use your voice to transmit enthusiasm Don t be afraid to communicate passion through your voice and gestures. If you bring enthusiasm to your teaching, your students will be more likely to have enthusiasm for the subject matter themselves. While you should be wary of starting off too high super-charged energy can be hard to maintain for two hours straight be mindful that you are a coach and should transmit excitement and a can-do spirit to your team. 6. Learn more about the art of teaching! By attending Train The Trainer I a requirement for teaching KWU courses you will learn more practical teaching tips that will bring greater depth to your skills and help you maximize your natural ability to communicate, lead, and impart knowledge. By learning you will teach, by teaching you will learn. LATIN PROVERB LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. 3

8 Mindset To teach is to learn twice. Concepts of Adult Learning Make the most of the learning experience by applying what we know about adult learners to your instructing style. JOSEPH JOUBERT Adult Learner Adults are motivated to learn because they have a use for the skill or knowledge being taught Adults have a need for application and how-to information Adults bring a great deal of life experience into the classroom Adults learn well and a lot from dialogue with respected peers Adults want new knowledge to be integrated with previous knowledge Instructor Focus heavily on the application of the concept to relevant problems. Learning should be a means to an end, not an end to itself. Straightforward how-to is the preferred presentation style. Give them tools they can take away and put into action immediately grab and go. Tap into this experience it is an invaluable asset to be acknowledged and used. Ask these questions: Will you tell me about your experience with? Are there additional points we should consider? Can you give me an example of when this has happened? Facilitate discussions and encourage their active participation. The collaboration that results from discussion or group activities provides many perspectives to accelerate discovery. Ask these questions: Good question. Would someone like to answer that? Think of someone who what did they do? What do the rest of you think? What should you do when...? If it were up to you, what would you do? Allow for transition time and focus your efforts on how the new knowledge can be applied. Give confirming feedback when new skills are practiced. 4 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

9 Getting Ready Blueprint The purpose of the Blueprint is to provide a course overview, outline, and suggested timing for the sessions of 36:12:3. The Blueprint includes 1. Sessions and Objectives 2. Notes on content 3. Title of exercises 4. Timings for the whole session As you prepare for teaching 36:12:3, start by reviewing the Blueprint to get the big picture of what the course is trying to achieve. Each 36:12:3 Power Sessions is timed for two hours. This is the recommended minimum amount of time. However, if you feel it is appropriate for your Market Center, you may decide to expand the length of certain sessions to three hours if they pertain to your needs. This will provide you with more time for demonstration, addressing student questions/concerns, and student practice. (Find the Blueprint in the Appendix.) LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. 5

10 Getting Ready 36:12:3 Calendar 36:12:3 is designed to be offered in 12, two-hour afternoon sessions Monday through Thursday, for three weeks. However, many of the Power Sessions are content-rich, as well as exercise-rich. If there is a possibility of delivering the session in two-and-a-half to three hours, you will have more opportunity for the students to absorb, respond to, and adapt the models and systems. Why three weeks? Because it takes 21 days to establish a new habit. By following our recommended delivery schedule, you will help agents establish a powerful new lead generation discipline. The recommendation to schedule 36:12:3 in the afternoons is also significant, as agents must develop the mindset that nothing comes between them and their morning lead generation activities! An afternoon schedule will also provide you, the instructor, with golden opportunities to tie theory and practice together by generating discussion based on what the participants did to lead generate that morning. As a finale to each of the first two weeks, there is an optional but highly recommended time slot for an accountability session with a peer, a productivity coach, your Team Leader, or instructor. Also note that Internet has been included as a full-day course on the last day, since this course material is relevant to lead generation. 6 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

11 Getting Ready A Month of Wk Monday Tuesday Wednesday Thursday Friday Power of One and Power Sessions :00 p.m.-3:00 p.m. Introduction: Power of One 1:00 p.m.-3:00 p.m. Power Session 1: Validity & Positioning 1:00 p.m.-3:00 p.m. Power Session 2: Prospecting 1:00 p.m.-3:00 p.m. Power Session 3: Marketing 1:00 p.m.-3:00 p.m. Accountability Session Power Sessions :00 p.m.-3:00 p.m. Power Session 4: Database 1:00 p.m.-3:00 p.m. Power Session 5: Mets 1:00 p.m.-3:00 p.m. Power Session 6: Farming 1:00 p.m.-3:00 p.m. Power Session 7: Open Houses 1:00 p.m.-3:00 p.m. Accountability Session Power Sessions 8-11, Internet 3 1:00 pm-3:00 pm Power Session 8: FSBOs and Expired Listing 1:00 pm-3:00 pm Power Session 9: Agent- to- Agent Referral 1:00 p.m.-3:00 p.m. Power Session 10: Lead Conversion 1:00 p.m.-3:00 p.m. Power Session 11: Goals 8:00 a.m.-5:00 p.m. Internet Lead Generation 4 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. 7

12 Getting Ready Course Preparation Those who fail to plan, plan to fail. Any way of preparing your material works if it enables you to do three things. 1. Deliver the content that the learners need to know. 2. Keep the learners engaged and thinking. 3. Adjust for timing. PROVERB Myth If I know the topic, I can teach the class. Truth Knowing about the topic is not the same as knowing how to present the topic in a way that stimulates thought and leads to learning and follows the outline. Training takes significant thought and preparation. The illustration on the following page is one way to develop your manual to thoroughly prepare for a class. It not only provides you with a road map to deliver what the learners need, but it gives you the shortcuts you may need if you get into a timing crunch. Student Preparation Master Faculty Instructors have found that students get the most from the classroom experience by coming prepared. With this in mind, pull up a roster of attendees a week or a few days before the class is scheduled to begin and contact each student individually. Ask your students to read the Introduction: Power of One before attending the session. Also, let the students know exactly what they should bring for each session. You should refer to the Power Session, but here is a partial list. 1. Student Manual 2. Goals 3. Affirmations 4. Calendars 5. Market numbers (DOM, Volume, Average Prices, etc.) 8 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

13 Getting Ready Customize Your Instructor s Manual Begin with a clean manual either instructor or student version. Use the PowerPoint to identify the main points of each page. Identify key points or highlight text you want to remember to cover. Write down stories. o As scripts, bullet points, or headlines. o In the margins or white spaces. Write down questions you want to ask. (These are usually best scripted original inspiration is sometimes lost in the excitement of the moment.) Also, write down ideas for answers. Note the delivery timing in your manual. o For each Power Session. o For each major section. Use colors a different color for stories, for questions, for timing. Mention other sessions! PPT Slide #10 Set up before class! 2 minutes on this page! LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. 9

14 Notes 10 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

15 How To Anchor each Power Session Each Power Session in 36:12:3 follows the same format in order to maximize the impact of delivery. We call this format whole-partwhole. There are three steps: 1. First, kick-off the class with the big picture the whole. Whet their appetites and prime them to get the most out of the session. This information will be found in the Introduction section and has these four topics: a. How You Will Learn the learning and action tools provided for the course b. Where You Are Today a gap exercise to determine goals c. Why You Are Here the purpose or goal of the course, illustrated in a story or discussion d. What Will Make This a Great Training Experience discussion to foster awareness of the different elements of the experience. Possible answers include, participation, high energy, humor, etc. 2. Then each part of the session is taught individually. The main divisions are the main sections of the Table of Contents. Each section provides information, exercises, a special skill, or insight into the appropriate mindset for the learner to tackle this particular challenge. 3. At the end of the class, wrap up by going over what the students have learned the whole thus propelling them into action. Each Power Session contains a final section called Putting it All Together which includes these three exercises: a. Power Session Aha s students share their aha s from the class b. Your Action Plan students identify which activities could help them reach their goals c. The 3-hour habit time blocking activity He who dares to teach must never cease to learn. JOHN COTTON DANA LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. 11

16 How To Control Pace and Timing of Each Session If you want to make good use of your time, you ve got to know what is important and then give it all you ve got. LEE IACOCCA Take and Maintain Control The key to the instructor role is control. The instructor must balance the presentation of new material, debate and discussion, multimedia presentations, sharing of relevant student experiences, and the clock. Ironically, it seems that instructors are best able to establish control when they risk giving it up. By staying in curiosity, and maintaining a safe environment that allows for student inquiries and challenges, they gain the kind of facilitative control needed for adult learning. Effectively covering all the content in each Power Session is a fundamental responsibility of a 36:12:3 instructor, as each Power Session contains a wealth of information and exercises. Punctuality, focus, and a firm hand on the reins will be essential if the participants are to have a rewarding class and make the most of their learning experience. Before Class 1. Refer to the Blueprint for guidance on pacing each Power Session. 2. Prepare at such a level that you have internalized the content and flow of the session, prioritized the topics, and planned your stories, questions, and activities. (The PowerPoint will be a helpful tool.) Kick-Off 3. Once you are ready to begin instruction, create a firm transition. It can be as simple as Let s get started. 4. Move to the front or center of the room and open with a loud voice. 5. How You Will Learn may be skipped if agents have already gone through it in other Power Sessions. You can ask if they have any questions, and if they don t, move on. 6. Engage student interest quickly by anchoring the session with the Why You Are Here exercise. 12 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

17 How To During Class 7. Watch the time! Have a clock or other time-keeping device in clear (but not obvious) view. 8. Keep your Blueprint where you can see it and check yourself against it throughout the session. 9. Continuously keep students in touch with where they are in the materials. 10. Respect time for exercises. If possible, use a timer with a loud bell or buzzer to keep everyone on track. 11. Keep your hands on the reins at all times you control the class; the class does not control you. Be mindful of the time and rein in discussions that run long or participants who continuously interrupt. 12. Your PowerPoint is your guide. Each slide will contain the most salient points to be covered on each page. If the reins should momentarily slip from your hands... The goal of planning is to have a target, not a straightjacket. Despite your best intentions, a lively classroom discussion, interruptions, or an opportune teachable moment may create a time crunch. DON T sacrifice these illuminating insights because you are worried about time, but DO re-prioritize on the fly and get back on track as seamlessly as possible. 1. Limit participation in a positive way, for example, say: Let s have three prospecting ideas, rather than leaving response time wide open. 2. If there are topics that you had planned to cover in depth that weren t mentioned as part of the What Will Make This A Great Experience For You exercise, reduce coverage. 3. Resist the temptation to forge through the remaining material in a lecture format. Keep an appropriate balance if you eliminate an activity or question, also cut out a story or example. Wrap-up 13. Leave enough time to finish strong lead the Power Session Aha s, allowing students to summarize what they have learned. 14. Lead the Action Plan exercise. 15. Conclude by having the participants time block the activities they intend to act on right away. LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. 13

18 How To Make the Most of Stories and Quotes Throughout each Power Session there are many relevant stories and quotes that provide valuable teaching moments. There are, for the most part, instructor notes to guide you as to the use of a story or quote, but ultimately it is up to you to choose how to use them. For example, you may ask for a volunteer to read, out loud, a quote appearing on the page margin. You may ask the students to read a story on their own, underline a few key points, and then you lead a discussion about the story as related to the content. Optionally, you could read the story to the class, and then lead the discussion. As an experienced agent, you may have your own stories to tell! In preparing for the class, you will have read the imbedded stories. You may realize that you have a similar, or even better, story of your own. If you substitute one of your stories for one in the session, be sure to inform the students so they can read the printed story on their own time. Also, be mindful of your timing. It s easy to spend a lot of time telling your own stories. 14 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

19 How To Lead the Exercises There are four key elements that you will need to lead the exercises. 1. The goal of the exercise. Each exercise will have a purpose. In some cases, it will be to provide the learner with a safe environment to practice a new skill. In other cases, it will be to allow the learner to explore how they might implement a new practice. Whatever the goal of the exercise is, be sure you understand and articulate it. 2. The time limit for the exercise. Each exercise has a specific time limit, which must be respected if you are to complete everything in the Power Session. You will need to let the learners know what the time limits are and keep them apprised of where they are in terms of their goal. 3. The instructions for the exercise. These can include everything from selecting the leader of the group to the specific results that are being sought. Be very clear when giving instructions and make sure you have the full attention of the class. Make sure that the students understand the instructions before beginning the exercise. More details about giving instructions can be found on the following page. 4. Conclusion for the activity. Concluding the activity is just as important as setting it up. Once the activity is complete, you need to acknowledge the closure and help everyone remember its purpose. A great way to kick off this closure, or clearing, is a simple question So, what were your aha s? The conclusion not only promotes the learning purpose of the activity, but provides you with an opportunity to transition to the next topic. What I hear, I forget. What I see, I remember. But what I do, I understand. CONFUCIUS LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. 15

20 How To Setting up your instructions If you don t clearly communicate instructions for the activities, you will end up wasting time as your learners fumble about trying to figure out exactly what it is that you want them to do! The system below from the Train the Trainer I course offers a way of setting up your instructions to be sure that they get the most out of the activity. 1 Provide the Goal 2 Set the time limit(s) 3 Set up the working groups 4 Provide the instructions 5 Make sure they understand "We are now going to... " When providing the goal, make sure you: 1) Relate it to the topic you are covering and 2) Provide the benefit of doing this particular exercise. "We'll spend the next 20 minutes on this." If there are different parts of the activity, specify how long each will take. "You'll have 10 minutes to come up with the list and we'll then spend 10 minutes sharing our results." Here you will: 1) Specify the kind of activity (individual, pairs, groups or entire class) 2) Designate roles (in pairs, for example) or choose a leader. Let everyone settle before moving on, especially if physical movement is involved. "First, you will..." "Then you will..." "When we come back together, you will need to have..." Refer to the manual or other visual instructions as available. "Do you have any questions?" To verify: "Can someone remind me of what we are going to bring back?" Stay in the room, but don't hover. If you need to, call out timing reminders. 16 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

21 How To Utilize Audio Visual Tools Multimedia tools will bring more life to your course, but they require another level of preparation. Nothing will bring on a cold sweat like standing in front of an expectant audience and finding that your PowerPoint doesn t work... or you don t have Internet access after all... or your power cord or Internet cable isn t long enough to reach the outlet. Advance preparation is a must when using technology to teach. Watch the entire segment of any videos you intend to show. Know where to find extension cords, projector bulbs, etc. Get to the classroom early to allow yourself time to familiarize yourself with the PowerPoint and projector. If you need to go online, confirm your Internet access before class time. Determine whether you will need external speakers, or if you will be able to use the house sound of the facility. Make sure you know how to adjust the volume. Have Fun Increasing or maintaining a sense of self esteem and pleasure are strong secondary motivators when adults decide to participate in a learning experience. Using humor to create a relaxed presence will indicate to the learners that this is a pleasant and fun environment. Myth If you are having fun, you are not productive. We cannot hold a torch to light another s path without brightening our own. BEN SWEETLAND Truth Humor is an essential element in creating a comfortable learning environment. It has positive effects on the mind and body. Learning is most effective when it is done joyfully. LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. 17

22 Notes 18 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

23 Putting It All Together Key Points for Success 36:12:3 is a career-building, business-growing, life-changing course. If agents are not lead generating on a consistent, daily basis, their real estate careers will never leave the ground. As their instructor, it is your mission to deliver the systems, tools, and models that will lead them to success. Prepare internalize the content of the course and map out your lesson plan Follow the models our methods are tried and true Teach to adults they have a unique learning style Anchor each Power Session start and finish strong Take and maintain control keep a firm hand on the reins to maximize class time Use stories and quotes to reinforce and support the section content Do the exercises is designed to be an experiential, skills-based course Have fun! Remember these key points from Train the Trainer I: To teach is to touch lives forever. ANONYMOUS As a trainer, you should always: Be prepared. Establish rapport. Show enthusiasm. Make sure the class is comfortable. Make sure the class is on track (timing). Make sure the class is on track (material). Provide feedback. Maintain control. As a trainer, you should never: Break time agreements. Monopolize conversations. Ridicule or intimidate learners. Speak too fast. Speak too slowly. Read the material. Bring your problems into the classroom. Display distracting mannerisms. LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. 19

24 Notes 20 LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC.

25 Appendix LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC. 21

26 Course Blueprint 36:12:3 Power Session Objectives Notes on Content Exercises Intro Power of One Inspires students to adopt the mindset for successful lead generation. Defines focus and habit critical ingredients to the daily discipline of 3 hours of lead generation activity. Notes on Pacing: Use the PowerPoint to keep you moving through the key points for each page. 1.5 hours content delivery 30 minutes exercises and discussion This session involves more lecture than the other sessions that follow. However, it is critical as it sets the tone and establishes the commitment for the rest of the course. Discuss in depth the myths, and explain the meaning of 36, 12, and 3 as related to lead generation. Keep the energy high, and get the agents excited with the concept of wired to win, and wired for leads. Since this is the first session in the course, and to ensure agents understanding of expectations and full commitment to the training, spend some time on the introductory pages that include the first 5 exercises. 1. What Will Make This a Great Training Experience? 2. What Does 36 Mean for You? 3. Where Are You Today? 4. Multitasking vs. Priority Tasking Demo 5. What Does Intensity Look Like? 6. Power Session Aha s Time for Exercises 1. 5 mins 2. 5 mins 3. 5 mins mins 5. 5 mins 6. 5 mins 1 Validity and Positioning Allows the agents to reflect and assess personal strengths, validity, and positioning in 5 powerful exercises. Agents will develop a Unique Selling Proposition (USP) comprised of statements that are unique, memorable, and persuasive. Notes on Pacing: 30 minutes content delivery 1.5 hours exercises Remember to have these on hand: 15 pennies, 15 paper clips, 2 pens, and 2 pieces of paper Exercise-rich session in which agents will develop their personal validity, document their features and benefits, and construct their Value Proposition and Unique Selling Proposition. Cover the content quickly, as most of the session time should be spent in reflection, writing, giving and receiving constructive feedback, and ultimately developing a well-crafted USP. 1. What Will Make This a Great Training Experience 2. Describe Yourself 3. Real Estate Relevant 4. How Others Describe You 5. Testimonials 6. Services 7. Features 8. Share Benefits 9. USP 10. Power Session Aha s 1. 5 mins mins mins mins 5. 5 mins mins mins mins mins mins LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC 22

27 Course Blueprint 36:12:3 Power Session Objective Notes on Content Exercises 2 Prospecting Offers a new perspective on prospecting the definition, the benefits, and the methods. Overcome any limiting mindsets about prospecting and discover strategies to find buyers and sellers. Learn the 3 steps to prospect and the 3 ways to directly connect with people. Notes on Pacing: 1 hour content delivery 1 hour or more exercises and discussion 3 Marketing Takes agents through the branddevelopment process to help them effectively attract buyers and sellers through marketing. It offers clear guidelines on how to construct marketing materials and marketing action plans, and it helps them find the best combination of prospecting and marketing for lead generation. Notes on Pacing: 50 minutes for content (~1 minute per slide) 1 hour, 10 minutes for exercises Cover the first few sections The Puzzle and the Myths quickly. Cover the section on Approach, Connect, and Ask more thoroughly, emphasizing Ask. The section on Connecting Directly with People will provide agents with lots of ways to expand on their current prospecting activities. Allow the agents time to explore and discuss these options. Conclude the Power Session by having the agents time block their 3 hours and commit to new prospecting activities. This session contains a lot of detailed information on marketing. It is not recommended that you cover all of it in class. So focus on these key elements: 1. Developing your brand 2. The three strategies for building an effective marketing action plan 3. The top twelve designs tips 4. All other lists of tips and principles in the course Be sure to encourage agents to refer to the resources in the session materials outside of class as they carry out their marketing action plans. 1. Where You Are Today 2. What Will Make This a Great Training Experience 3. Assess Yourself Prospecting vs. Marketing 4. Your Identity 5. Benefits of Prospecting 6. Approach and Connect 7. Assess Your Current and Planned Prospecting Activities Call or Visit 8. Assess Your Current and Planned Prospecting Activities Join or Host 9. Affirmations 10. How Will You Time Block? 11. Tracking and Accountability 12. Power Session Aha s 13. Your Action Plan 14. Time Blocking 1. Where You Are Today 2. What Will Make This a Great Training Experience 3. Refine Your USP 4. Refine Your Style Analysis 5. Write Your Brand Identity Statement 6. Power Session Aha s 7. Your Action Plan 8. Time Blocking Time for Exercises mins 2. 3 mins mins mins 5. 5 mins mins 7. 5 mins 8. 5 mins 9. 5 mins mins mins mins mins mins mins 2. 3 mins mins mins mins 6. 5 mins 7. 5 mins 8. 3 mins LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC 23

28 Course Blueprint 36:12:3 Power Session Objective Notes on Content Exercises 4 Leveraging a Powerful Contact Database Reinforces how vital it is to build a database with all the people that agents know. Shows how to put the database to work by using marketing action plans to build relationships that bring in business. Learn to automate your database efforts using a Contact Management System. Notes on Pacing: 1 hour content delivery 1 hour of exercises and discussion This Power Session is based on four laws: Build a Database, Feed It Every Day, Communicate with It in a Systematic Way, and Service All the Leads that Come Your Way. Vital concepts for agents to internalize: 1. They absolutely should have a database with every single person they know in it. 2. They should be capturing contact information for new people every day. 3. They should be placing those contacts on 8 x 8 and then 33 Touch plans. Emphasize that the agents need to spend a portion of their lead generation time block planning who to contact and updating their contact information. 4. They should be using a Contact Management System. Conclude the Power Session by having the agents time block the beginning of their 3 hours for planning their lead generation activities and the end of their 3 hours updating their database with the contact information they have just captured. 1. Where You Are Today 2. What Will Make This a Great Training Experience 3. Who Knows You Already? 4. Buyer and Seller Data 5. How Much Time Does It Really Take to Manage Your Database? 6. Power Session Aha s 7. Your Action Plan 8. Time Blocking Time for Exercises mins 2. 3 mins mins mins mins 6. 5 mins 7. 5 mins 8. 3 mins LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC 24

29 Course Blueprint 36:12:3 Power Session Objective Notes on Content Exercises 5 Working with Mets Shows how to make the most of the people agents know through the use of proven systems and models, turning your Metwork into a future wealth machine. Notes on Pacing: 30 minutes content delivery 1 hour, 30 minutes exercises Considering teaching this course in 2½ or 3 hours This is an exercise-intensive Power Session. Plan to spend more than an hour on exercises. The sections Who Are Mets and What Is Metworking establish the mindset and contain fewer exercises. Spend more time here on Myths/Truths, and stories. The sections How to Metwork and Referrals Through Your Metwork contain the bulk of the exercises and will give the agents take aways they can put into practice immediately, especially the customized 8 x 8 and 33 Touch exercises. Reserve adequate time and make sure there is maximum interaction and participation. Conclude the Power Session by having the agents time block their 3 hours and commit to Metworking. 1. Where You Are Today 2. What Will Make This a Great Training Experience 3. Let Your Fingers Do the Walking 4. How Many Contacts Do You Need? 5. The 3 Hour Habit 6. Customize 8 x 8 7. Cost of Metworking 8. Cost of NOT Metworking 9. Customize 33 Touch 10. Who Are Allied Resources 11. Who Do I Give Business To? (on your own) 12. List Your Advocates 13. Your Core Advocates 14. Educating Your Contacts (on your own) 15. Asking for the Sale (on your own) 16. Customize Advocate Appreciation 17. Power Session Aha s 18. Your Action Plan 19. Time Blocking Time for Exercises mins 2. 3 mins 3. 5 mins 4. 5 mins 5. 5 mins mins 7. 5 mins 8. 5 mins mins mins mins mins mins mins mins mins mins mins mins LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC 25

30 Course Blueprint 36:12:3 Power Session Objective Notes on Content Exercises 6 Farming Shows how to drive Haven t Mets to the Mets database and develop relationships based on shared interests. Agents will find out how to select a farm that will provide them with enough contacts to support their goals. When working with a farm, agents will be able to narrow their lead generation activities to a specific audience, spend less money, and have a bigger impact. Notes on Pacing: 45 minutes content delivery More than 1 hour of exercises and discussion 7 Open Houses Teaches how to capitalize on the lead generation opportunity of open houses. Learn what activities to do before, during, and after an open house event planning and promoting, building trust, and qualifying leads. Notes on Pacing: 45 minutes content delivery More than 1 hour of exercises and discussion Watch pacing in this session since there is a lot of important, definitional content on the different farms geographic, demographic, and psychographic. Spend the bulk of the lecture on Selecting and Working Your Farm, allowing ample time for agents to work through the exercises. Key points to stress: Ideas presented may provide a paradigm shift for hosting open houses. Main goal of open houses: generate seller and buyer leads. Prospecting before the open houses is critical to generate leads from neighbors who attend, or those who don t. During the open house, an agent should get the names of potential leads and make appointments with them. After the open house, follow-up is the one critical activity that maximizes the open house experience. 1. Where You Are Today 2. What Will Make This a Great Training Experience 3. Types of Farms 4. Refine Your Style 5. What Is Your USP? 6. Ideal Size of Your Farm 7. Low/No Cost Giveaways 8. Haven t Mets Direct (1) Direct (2) 11. Services 12. Power Session Aha s 13. Your Action Plan 14. Time Blocking 1. Where You Are Today 2. What Will Make This a Great Training Experience 3. Best Open House Ever! 4. Seller s Open House Checklist 5. These Signs Need to be Changed 6. Group Discussion: What actions can an agent take to build trust? 7. Role Model Demonstration 8. Role-Play Scripts 9. Power Session Aha s 10. Your Action Plan 11. Time Blocking Time for Exercises mins 2. 3 mins 3. 5 mins mins mins 6. 5 mins mins 8. 5 mins mins mins mins mins mins mins mins 2. 5 mins mins 4. 5 mins 5. 5 mins mins 7. 5 mins mins 9. 5 mins mins mins Use the testimonial stories to provide an opportunity to build confidence and motivation, plus learn new content. Emphasize the scripts and role-plays and allow time for participation, discussion, and questions. At the end of the session, allow a full 15 minutes for agents to plan their upcoming open houses. LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC 26

31 Course Blueprint 36:12:3 Power Session Objective Notes on Content Exercises 8 FSBOs & Expired Listings Presents a number of ways agents can win with homeowners who have already identified themselves as ready to sell For Sale By Owners and sellers with Expired Listings. Experts share their tips and scripts for success. Learn how to find, cultivate, and capture these great leads. Notes on Pacing: Spend only a minute or two on each slide in order to have enough time for exercises 104 minutes for exercises 16 minutes for content delivery Slides and notes in the instructor guide draw attention to the most important points. Agents will have to read most of the Power Session outside of class. Practicing scripts and calling FSBOs or Expired Listings is the most important part of the class so make sure you don t compromise on time allocated for those activities. Prepare in advance by making sure there is a telephone for making calls during the Power Session. Bring phone numbers for current FSBO and Expired listings. (See instructor note for the exercise at the end of the Power Session). When teaching in Canada, eliminate time for practicing Expired Listing scripts. That time can be used on FSBO scripts and calls to FSBOs. 1. Where You Are Today 2. What Will Make This a Great Training Experience 3. Why Houses Do Not Sell 4. FSBO Contacts 5. Role-Play FSBO Scripts 6. Role-Play Expired Scripts 7. Make Calls to FSBO and/or Expired Listingss 8. Power Session Aha s 9. Your Action Plan 10. The 3 Hour Habit Time for Exercises mins 2. 2 mins 3. 2 mins mins mins mins mins 8. 2 mins 9. 4 mins mins Sample forms are in the Appendix and files are on the Toolkit CD. Scripts are also on the Toolkit CD. 9 Agent-to-Agent Referrals Presents how to tap into one of the greatest, but most overlooked, sources of leads: other real estate agents. Learn how to ensure top-ofmind status with other agents so they consistently refer. Learn to screen and qualify other agents. Discover a variety of ways to prospect and market to other agents, thereby building a database and reaping the rewards of agent-toagent referrals. Notes on Pacing: 1 hour content delivery 1 hour or more exercises and discussion Note: If possible, consider teaching this session is 2½ or 3 hours. Cover the intro quickly. Cover these sections more thoroughly: An Untapped Resource, Getting Started, and Prospecting and Marketing. The section on prospecting and marketing will provide agents with numerous ways to rethink their interaction and activities with other agents. Allow time for the agents to explore and discuss these opportunities. Conclude the Power Session by having the agents time block their 3 hours and commit to new lead generation activities involving relationship building with other agents. 1. Where You Are Today 2. What Will Make This a Great Training Experience 3. An Untapped Resource 4. Getting Started 5. Prospecting and Marketing 6. Power Session Aha s 7. Your Action Plan 8. Time Blocking mins 2. 3 mins 3. 5 mins mins mins 6. 5 mins 7. 5 mins 8. 3 mins LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC 27

32 Course Blueprint 36:12:3 Power Session Objective Notes on Content Exercises 10 Lead Conversion 11 Living Your Goals Presents top agents best practices for converting leads to appointments. Learn what questions to ask to find out if a lead is ready, willing, and able to do business now. This session is filled with scripts and answers to common objections. Notes on Pacing: Prior to teaching the course, estimate the amount of time you ll spend on each slide to make sure you can get through the material in 2 hours. 88 minutes for exercises 32 minutes for content delivery Presents ways to plan and achieve goals. In this session, develop a plan with action items that will put the agent squarely on the path to living his/her goals. Notes on Pacing: Approximately ½ hour content delivery ½ hour exercises and discussion Allow approximately an hour for Create Your Business Plan and the closing tracking and accountability segments Spend just a couple of minutes on each slide, unless it is an exercise. Slides and notes in the instructor guide draw attention to the most important points. Agents will have to read most of the Power Session outside of class. Some sections, such as Getting the Most from Internet Inquiries, are not covered at all in the slides because of time constraints. The best use of class time is role modeling and role-playing scripts, so be sure to leave adequate time for those activities. Sample Lead Sheets are on the Toolkit CD. Agents can modify the Word files to fit their needs. Scripts are also on the Toolkit CD. Even though this session is at the end, it is certainly one of the most valuable. It also requires work that is, the agents will need to define their goals, and work through the math of their expected income and projected expenses. Allow ample time for the agents to work on this entire session, especially the Business Plan at the end. Note: If you, the instructor, are comfortable with Excel, you may want to open up the worksheets that are available online, and teach directly from them. 1. Where You Are Today 2. What Will Make This a Great Training Experience 3. Behavioral Profiles 4. Role Model and Role-Play Questions to Ask Sellers 5. Role Model and Role-Play Questions to Ask Buyers 6. Role Model Common Buyer Questions 7. Role Model Answers for Objections and Barriers 8. Power Session Aha s 9. Your Action Plan 10. The 3-Hour Habit 1. Where You Are Today 2. What Will Make This a Great Training Experience 3. It s About More Than Paying the Bills 4. The Race to Cap Is On 5. Give Yourself a Raise 6. Create Your Business Plan 7. Power Session Aha s 8. Your Action Plan 9. Time Blocking Time for Exercises mins 2. 2 mins mins mins mins 6. 4 mins mins 8. 3 mins 9. 4 mins mins mins 2. 3 mins mins 4. 5 mins mins mins 7. 5 mins 8. 5 mins 9. 3 mins LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV KELLER WILLIAMS REALTY INC 28