Ground Rules. Cell Phones on Vibrate Minimize Side Talking Have FUN No Chewing Gum
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2 Ground Rules Cell Phones on Vibrate Minimize Side Talking Have FUN No Chewing Gum
3 About Knolly Williams 96% focus on listings 1000 listings taken in the past 10 years Active team with 100+ listings a year
4 Special thanks to OUR EVENT COORDINATORS
5 Special thanks to Our Sponsors
6 Mystery Mega Agent Panel (or Extended Q&A)
7 And a VERY SPECIAL THANK YOU to Each of YOU!
8 119 Page Handout
9 It s All About The Listings Part 1 Secrets to Setting and Reaching Your Goals Part 2 The Secrets to Leads, Listings & Leverage Part The Secret Lead Sources of a Mega Listing Agent Part 4 The Secret Tools to Connect With Sellers and Set You Apart Mega Agent Listing Secrets Panel or Extended Q&A
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11 Set The GOAL What do YOU want? Why? You must be absolutely convinced about the goal you set
12 When setting the GOAL Start with your BIG WHY REMEMBER The brain is LAZY. It will ALWAYS settle for the minimum standard! Therefore, you must set your minimums as HIGH as possible YOU: I want $100K per year! Your Brain: Why? Could you settle for $60K?
13 It s s a Wonderful Life Still after that first Million by the time you re 0? No, I ll settle for half of that in cash
14 The irrational fear of big MEGAPHOBIA BIG IS BAD Big is Bad is a lie. It s quite possibly the worst lie of all, for if you fear big success, you ll either avoid it or sabotage your efforts to achieve it. Gary Keller p 85 of The ONE Thing
15 believe believe believe believe it it it it YOU YOU YOU YOU can can can can achieve achieve achieve achieve it! it! it! it! If If If If you you you you really really really really MINDSET Be WILLING to DO WHATEVER IT TAKES Success Success Success Success is is is is 90% 90% 90% 90% Mental Mental Mental Mental
16 HAPPINESS a byproduct of living your purpose
17 George always had BIG dreams BIG He always knew what he wanted. What do you want
18 This deal is going SOUTH but I think I can save it Life isn t t without it s FAILURES The buyer terminated! There goes my mortgage payment!
19 OH CRAP!!! Now I have to tell my WIFE!!! Life isn t t without it s FAILURES
20 Eventually George got just what he wanted You can too
21 LEADS LISTINGS LEVERAGE
22 LEADS Every one of us is in the LEAD GENERATION business
23 LEADS Where will your leads come from? As it turns out just sources will get you all the leads you ever need The Lead Buckets
24 LISTINGS Every one of us should focus on LISTINGS as our primary business type
25 LISTINGS Focusing on seller listings will allow you to get what you want faster and allow you to have a life
26 LISTINGS MAXIMIZE Your Earnings Listings The High Leverage Maximum-Earning Opportunity Seller listings are critical to your ability to build your business to its highest level with the lowest cost and highest net. - Gary Keller The Millionaire Real Estate Agent
27 Why Listings? Reason #1 Seller listings mean more marketing opportunities branding!!!! a. You get to put your sign in the front yard and maybe directional signage too b. You get to market the listing through direct mail, , etc c. You get to advertise via internet, print, etc
28 Why Listings? Reason #2 You get more control of your time There is usually not the sense of do-it-now urgency with sellers that buyers often have; therefore you can maximize control of your time.
29 Why Listings? Reason # Seller listings maximize your per hour compensation It usually takes a lot less time to obtain and market a listing prior to its selling than it takes to show for and sell to a buyer.
30 Why Listings? Reason #4 Volume, volume, volume A highly focused, highly leverage real estate agent can work 15 to 25 seller listings per month. And keep it up. The same agent would be hard pressed to work 7 or 8 buyers per month and continue doing so over a long period of time.
31 Why Listings? Reason #5 Increased market awareness With seller listings you are on the front end of pricing, which translates to an immediate knowledge of the market.
32 Why Listings? Reason #6 Listings bring you more business (buyers and sellers) Properly marketed seller listings bring you more business. Because of the multiple marketing opportunities that are part of the listings process, we ve found that on average, one well-marketed listing will generate one serious buyer who buys. So if you focus on obtaining and marketing seller listings, you should be able to get all the buyers you need. It s the real estate industry s version of a twofer. PLUS listings lead to more listings!
33 Why Listings? Reason #7 Back on the Market! If a deal falls, you simply pop it back active! If a deal falls you just pop it back on the market! If you are working a buyer and the deal falls you have to get back out there and show more houses. With a listing, you simply log into MLS, change the status and wait for an agent to bring a new buyer.
34 Why Listings? Reason #8 Run your Business from anywhere You can run a highly leveraged listing business from Maui or anywhere else! Once you have the tools of the trade listing website, pre-listing video, pre-listing package and a great phone consultation, you can run your listing business from anywhere in the world.
35 Why Listings? Reason #9 You get to orphan the buyer! Whenever we sell a listing, we always add the orphaned buyer to our database. They usually see the listing agent as the one who sold the house so it s often easy to convert them to a seller client down the road.
36 Why Listings? Reason #10 Seller listings are highly leveraged Once I get the listing, my team handles all of the details.
37 Why Listings? Listings Should Be Your FOCUS There are so many great reasons to devote ALL of you time and effort to taking and marketing LISTINGS. Make listings your primary focus. Listings will help you gain more control over your time and money, and the rewards you reap for your efforts will be the highest they could possibly be. - Gary Keller The Millionaire Real Estate Agent
38 LEVERAGE Every one of us will need LEVERAGE to succeed. NOBODY succeeds alone. succeeds alone.
39 LEVERAGE PEOPLE who will do it? SYSTEMS how will they do it? TOOLS what will they do it with?
40 LEVERAGE To Be a Mega Listing Agent Here are the Skills You Need > Amazing Lead Generator > Incredible Presenter > Marketing Wizard > Excellent Leadership Skills > Fantastic Counselor > Administrative & Organizational Genius > Expert Negotiator > Dynamic Consultant > Have TONS of Patience & Tenacity
41 LEVERAGE THE BIG TRAP THINKING YOU CAN DO IT ALL Understand where you are weak and partner with others who are strong in those areas strong in those areas
42 LEVERAGE The Stages of a Business I do it (individual working alone) We do it (team working together) They do it (you become an owner and work ON the business not (you become an owner and work ON the business not in it.
43 LEAD GEN The 4 Stage Lead Lifecycle In real estate, all leads have a 4 step lifecycle. This is true not only for residential real estate, but for ANY area of sales.
44 LEAD GEN The 4 Stage Lead Lifecycle Most agents speak about just one step in this process, lead generation. In fact, this is only the first step in what is a 4 step process.
45 LEAD GEN The 4 Stage Lead Lifecycle Lead generation alone does not lead to clients. Those who focus merely on step 1 will miss many a payday.
46 LEAD GEN The 4 Stage Lead Lifecycle In order to be successful in the Leads Game, you absolutely have to take the lead through the entire 4 Step Lead Lifecycle.
47 LEAD GEN The 4 Stage Lead Lifecycle Step 1 is lead generation Steps 2 through 4 are the steps that determine if the lead will live (and reward you monetarily along with the possibility of repeat business) or die (and reward you with nothing).
48 LEAD GEN The 4 Stage Lead Lifecycle 1. The LEAD is generated 2. The LEAD is captured. The LEAD is incubated 4. The LEAD is converted
49 LEAD GEN The 4 Stage Lead Lifecycle 1. The LEAD is generated We call this Lead Generation. This is the step where the hook is baited and you are fishing for leads. Lead generation involves marketing and promotion, and a variety of other tactics required to generate a lead. It all starts with what we call a connection.
50 LEAD GEN The 4 Stage Lead Lifecycle 2. The LEAD is captured We call this Receiving the Lead. This is the step where the lead actually falls into your hand and you catch (or capture) it. During this step, you have the lead captured, but it is uncertain whether or not this lead will actually turn into a paycheck for you. Hard work and diligence is required in order to take the lead to step 4.
51 LEAD GEN The 4 Stage Lead Lifecycle. The LEAD is incubated This is what I call the nurturing step. In order for someone to list with you, the possibility of trust has to exist. Think of this as the step where you are getting the lead to trust you. You are nursing the lead, and trying to get them to see that working with you is a better choice than working without you.
52 LEAD GEN The 4 Stage Lead Lifecycle During Lead Incubation You are working to show them that you can be trusted. Sometimes the lead incubation process is quite lengthy. Other times, (depending on the lead source, your skill level and contact frequency) it happens very naturally and quickly.
53 LEAD GEN The 4 Stage Lead Lifecycle 4. The LEAD is converted This is the point where you schedule a listing appointment to meet with the seller and get their home listed.
54 LEAD SOURCES of a TOP Listing Agent Becoming a TOP LISTING AGENT requires a NON-STOP SUPPLY OF LISTING LEADS. There are ONLY SOURCES that ALL the leads you will EVER need will come from
55 LEAD SOURCES of a TOP Listing Agent GEN GEN GEN GEN Buckets Buckets Buckets Buckets The The The The LEAD LEAD LEAD LEAD
56 LEAD SOURCES of a TOP Listing Agent If you will FOCUS on these BUCKETS ALL OF YOUR WILDEST DREAMS WILL COME TRUE
57 LEAD SOURCES of a TOP Listing Agent 1. SOI (sphere of influence) 2. Farm (geographic focus). Niche (your specialty) From these buckets you will generate all the leads you will ever need
58 SOI Get Back to Geographical Farming Because retaining a current client is more important than generating a new one If you ABANDON your clients your COMPETITORS are waiting in line to ORPHAN them
59 SOI Your Sphere of Influence
60 SOI Your Sphere of Influence Keeping in TOUCH with your SOI is CRITICAL Past clients People you know People who you ve met
61 SOI 7 out of 10 Sellers According to a recent survey conducted by the National Association of REALTORS, when selecting an agent to sell their home, 7 out of 10 sellers chose an agent based on a referral by a friend, neighbor or relative, or they used their previous agent. That means 70% of your business will come from originate from someone in your database (repeat and referral).
62 SOI 84% would use you again According to a 2010 survey conducted by the National Association of REALTORS, 84% of sellers say they are likely to use the same agent or recommend that agent to others. That means 84% of your past clients WOULD refer you OR reuse use.
63 SOI Soooo.. WHY aren t t you staying IN TOUCH with you SOI???
64 SOI An Easy-to to-implement Plan So how do we get our SOI to become our raving fans sending us business left and right? We have to stay in touch and we have to recruit them into action At the Knolly Team, we use an easy 18 touch SOI campaign have an easy referral rewards program
65 SOI Knolly s Easy 18 Touch Campaign K-I-S-S Monthly enewsletter (MoreSolds $5/mo) 12x/yr Quarterly mailing (postcard) 4x/yr Semi-Annual Calls to database 2x/yr Plus a Christmas or New Years Card
66 SOI Knolly s Easy 18 Touch Campaign 1. Monthly enewsletter (MoreSolds $5/mo) 12x/yr Set it and Forget it!
67 SOI Knolly s Easy 18 Touch Campaign 2. Quarterly mailing (postcard) 4x/yr
68 SOI Knolly s Easy 18 Touch Campaign. Semi-Annual Calls to your database (A List) 2x/yr
69 SOI Knolly s Easy 18 Touch Campaign BONUS if you are so inclined
70 Farming Get Back to Geographical Farming GROW WHERE YOU ARE PLANTED
71 Farming Farming A farm is a territorial region that you choose in order to build your business there through consistent marketing, exposure, branding, involvement and advertising. 2. It may help to imagine that you are running for the office of local REALTOR in that area, and the pay is $5,000,0000. How would you get their vote?. To farm successfully it requires having an action plan, a budget, being creative, doing some hard work, and being realistic in your expectations. 4. Many top agents that are seasoned have a geographic farm they work with. This involves getting back to the basics!
72 Farming How to Choose a Farm 500+ homes Steady turnover/sales 7% minimum Average sales price enough to support your goals Nearby Not already dominated by a competitor Not a high number of homes with less than 15 years left on their mortgage
73 Farming Going about it 1. Schedule your farming plan to walk the neighborhood at least once a month. Fact: You can hit 100 homes in an afternoon. 2. Have a handout of value. This is the kicker. Hand the homeowners (or put it on their door) something of value. A newsletter with valuable coupons, writing tablets, calendar of events, sports schedule, vendor trade directory. The sky is the limit. Keep the marketing piece short and simple. direct them to your website for more info or a youtube channel. Prospective consumers are more comfortable not having to humanly interact at first. Let them become familiar with you, trust you, know you.
74 Farming Brand Yourself Also make sure you are branding yourself properly. This may be hard for some but studies show that your picture and your name (or team name) should be at least 0% of the size of the piece you are delivering. This is nonnegotiable. It is about branding you when farming.
75 Great farming samples
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77 Farming Get Involved (running for REALTOR (running for REALTOR ) It is important to get involved in the community as much as possible. City council meetings, HOA meetings, PTA, neighborhood watch, church, etc are freat ways to be in the lives of those who are in your geographical farm. Some farming masters I know have sensational events in the park that they sponsor to create an opportunity to build stronger relationships with the people in their farm. (ice cream social in the park, national night out, etc).
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79 Farming Open House a lot! Whether you are an open house person or not, the fact remains that open houses can serve a major purpose when the goal is to dominate a farm area through branding and repetition. Having 20-0 signs on the street corners brokering your farm area every weekend is a strong way to create a credible presence and quickly. Once you have a listing in that area, do as many open houses as you can, and personally invite every neighbor to your open house event. This is hard work, but it is a proven method. Leticia Hixson)
80 Farming EDDM Every Door Direct Marketing is available through the USPS and is a great way to reach every single home in your farm for just 16 cents per house!
81 Your NICHE WHAT IS YOUR SPECIALTY? What Sets you apart What do you offer that most other agents in the room do not? Why should a client use you vs the person sitting next to you?
82 Your NICHE WHY HAVE A SPECIALTY? Let s learn from the medical industry A Specialist earns an average of $100,000 more than a general practitioner General Physicians have 0% more annual visits General Physicians are twice as likely to work nights and weekends WHY? They are SOUGHT OUT, IN DEMAND, and RELEVANT.
83 Your NICHE It s s a DIVISION of your Business
84 Your NICHE It doesn t t have to define you but it does set YOU apart
85 Your NICHE What will you SPECIALIZE in?
86 LEAD SOURCES of a TOP Listing Agent 1. SOI (sphere of influence) 2. Farm (geographic focus). Niche (your specialty) From these buckets you will generate all the leads you will ever need
87 LEAD SOURCES of a TOP Listing Agent How many listings a year do you want? 1. SOI 2. Farm. Niche
88 LEAD SOURCES of a TOP Listing Agent How many listings a year do you want? SOI Farm 20. Niche Niche
89 YOUR ONE THING What is the ONE THING I can do to GET MORE LISTINGS such that by doing it everything else will be easier or unnecessary?
90 Become Famous (be well known)
91 All famous people have a SOI Farm Niche
92 The Secret TOOLS to Connect with Sellers and set you APART
93 1. Your Seller BOOK Connect with Sellers and Leverage Your Time 1. Deciding to Sell 2. Marketing Your Home for Sale. Pricing Your Home 4. Getting Your Home Ready For the Market 5. Choosing the Right Agent 6. Handling Showings 7. Working with Offers 8. Closing the Sale MY BOOK 1,426 words 6 weeks to write Leverages my time
94 2. Pre-Listing Package Toot Your Horn and GAIN SELLER TRUST 1. Knolly Team Marketing Plan 2. Seller Testimonials. TOP 4 Reasons Homes Don t Sell 4. Agent Interview Sheet 5. Seller Homework Packet 6. Top Tips on Preparing Your Home for Sale 7. AND MORE!
95 . Virtual Listing Presentation Your Pre-Listing Video
96 You too can become a LISTING MASTER Your Listing Secrets training doesn t t stop here! We invite you to continue the journey continue the journey
97 Success with Listings 5 Hour Video Series
98 5 Hours of Intense Training with Knolly PLUS a 12 page handout Video #1 7 Steps to Success with Listings Video #2 Generating Listing Leads Video # Developing Your Pre-Listing Package Video #4 Mastering the Listing Presentation Video #5 Building Your Listing Team ** Digitally Delivered **
99 5 Hours of Intense Training with Knolly PLUS a 12 page handout 5 Video Training Modules ($45 value) (comes with a complete 12 page handout) ($55 value) Master the specific system that Knolly has used to list over 1000 houses. Delivered digitally in MP4 Format. Watch on your ipad, tablet, laptop, desktop or smartphone. $400 value! > Sells for $249 on our website > $100 OFF Special Event Pricing > Only $149 OR 5 Payments of $29.95
100 $100 OFF Only $99 plus $7/mo license fee
101 Now You Can Have Your Own Book! Knolly s Editable Book with Copyright License This is Knolly s comprehensive 92 page guide - written to show sellers his unique approach to listing and getting their home SOLD. No need to pay a ghostwriter! Impress sellers and become a local celebrity with your own book! Knolly has done it for you! You get your own editable version and a license to reuse his original content in your business! Only $99 plus $7/mo license fee 1,425 words so you pay less than 1 cent a word! Cost only $2.85 per copy to print Partner with your preferred lender to print and pay monthly license fee $100 OFF AT EVENT
102 BONUS #1 Knolly s Editable Pre-Listing Package
103 BONUS #2 Knolly s Virtual Listing Presentation (PLUS Editable Script)
104 BONUS # Team Job Descriptions Editable for 14 Team Members There is no need to reinvent the wheel. Knolly has put together a comprehensive list of editable job descriptions for 14 different team positions. Administrative Assistant Buyer Specialist CEO Executive Assistant Marketing Assistant Office Manager Listing Manager Short Sale Listing Manager Team Runner Short Sale Processor Showing Assistant Team Agent Telemarketer Transaction Coordinator
105 BONUS #4 Listing Manager Training Manual 24 Pages and Completely Editable Written in 10 Modules Quickly Train Your Team Members
106 BONUS #5 YOUR COMPLETE LICENSE
107 GET ALL THE LISTINGS YOU WANT using Knolly s Listing System ALL THE TOOLS YOU NEED $400 EVENT PRICE $99 Plus $7/mo YOUR OWN BOOK! Editable Seller Guide($270 value) Job Descriptions for 14 different team members ($0 Value) Knolly s Pre-Listing Video ($20 value) Knolly s Pre-Listing Packet ($40 value) Listing Manager Training Manual ($40 value)
108 MegaAgentSkills Access To Knolly
109 Become a Member Direct Access to Knolly Membership in Knolly s private facebook community Continue the conversation with our featured mega agents and get up-to-the-minute advice from other members through. (priceless)
110 Become a Member Weekly Training Each week post interviews and mastermind session and they share with you the best secrets Learn exactly what systems, tools, scripts and strategies you need to catapult your success All interviews are recorded and archived along with the forms, scripts, marketing materials and tools these agents are using. ($200/mo value)
111 Become a Member Mega Agent Skills Magazine We compile our weekly agent interviews into an easy-to-read format with actionable bullet points and send you your quarterly edition. This magazine is a priceless companion to your coaching and will serve as a guide for years to come.
112 Become a Member Direct Access to Knolly Membership in Knolly s private facebook Community (priceless) Weekly Mega Agent Group Training ($200/mo value) 40 per year Mega Agent Skills Magazine ($25/mo value) MO COMMITMENT then month to month. Cancel anytime. $225/mo value Only $99/mo
113 Resources to Help You 5 Hour Video Series TRAINING ($149) (Payment Plan is 5 x $29.95) YOUR Custom Book! TOOLS ($99) (PLUS You Get 5 Bonuses and License) Mega Agent Skills ACCESS ($99/mo) (Direct Daily Access to Knolly)
114 Break
115 RECAP OF WHAT WE LEARNED Part One - It s All About The Listings > Secrets to Setting and Reaching Your Goals > The Secrets to Leads, Listings & Leverage > The Secret Lead Sources of a Mega Listing Agent > The Secret Tools of a Mega Listing Agent
116 A Word From Our Sponsors
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118 Mega Agent Panel OR Extended Q&A
119 THANK YOU!!! And Special Thanks to our coordinators and sponsors Your Listing Secrets training doesn t t stop here! We invite you to continue the journey We invite you to continue the journey
120 You too can become a LISTING MASTER Your Listing Secrets training doesn t t stop here! We invite you to continue the journey continue the journey
121 Resources to Help You 5 Hour Video Series TRAINING ($149) (Payment Plan is 5 x $29.95) YOUR Custom Book! TOOLS ($99) (PLUS You Get 5 Bonuses and License) Mega Agent Skills ACCESS ($99/mo) (Direct Daily Access to Knolly)
C. Buyer lead generation online IDX integration vs. MLS, automatic updates, accessibility
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