Keller Williams University Lead Generation 36:12:3 KWConnect Supplements Lead Generation 36:12:3 Your Mission
Preface Lead Generation 36:12:3, KWConnect Supplements 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 M.O.R.E. 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. Material excerpted from The Millionaire Real Estate Agent appears courtesy of McGraw Hill Publishers. The Millionaire Real Estate Agent is copyright 2003-2004 Rellek Publishing Partners LTD. All rights reserved Copyright notice All materials are copyright 2008 Keller Williams Realty Inc. All Rights Reserved 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. ii LEAD GENERATION 36:12:3, KWCONNECT SUPPLEMENTS ED 1 REV 1 2008 KELLER WILLIAMS REALTY INC.
Preface Table of Contents HOW TO USE 36:12:3 SUPPLEMENTS...1 Power Session 1 Building Validity and Positioning 1 Power Session 2 Prospecting 2 Power Session 3 Marketing 2 Power Session 4 Leveraging a Powerful Contact Database 3 Power Session 5 Working with Mets 3 Power Session 6 Farming 3 Power Session 7 Open Houses 4 Power Session 8 FSBOs & Expired Listings 4 Power Session 9 Agent-to-Agent Referrals 5 Power Session 10 Lead Conversion 5 Power Session 11 Living Your Goals 6 LEAD GENERATION 36:12:3, KWCONNECT SUPPLEMENTS ED 1 REV 1 2008 KELLER WILLIAMS REALTY INC.. iii
Preface Lead Generation 36:12:3, KWConnect Supplements The following Help us help you! is included in Lead Generation 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 Lead Generation 36:12:3 in their profile on the KW intranet White Pages. This information will allow KWU and KWRI to track the impact Lead Generation 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 Lead Generation 36:12:3. Lead Gen 36:12:3 Start Date: 1. Login to http://intranet.kw.com 2. Select White Pages 3. Select My Profile 4. Enter your Start Date for the Lead Generation 36:12:3 program Once you provide us with this information, we ll be able to partner with you as you work toward 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 email at 36-12-3@kw.com. Thank you! Keller Williams University iv LEAD GENERATION 36:12:3, KWCONNECT SUPPLEMENTS ED 1 REV 1 2008 KELLER WILLIAMS REALTY INC.
How to Use 36:12:3 Supplements Using KWConnect in the classroom is a powerful tool for any instructor. You can set up a concept, reinforce material, or summarize a topic. Video is also a great way to stimulate attendees. Below are recommendations for the videos you will find on KWConnect. Keep in mind that these are suggestions. There are many different ways you can use this material. We encourage you to take the time to watch the videos before class to see where they will fit best into your classroom experience. Power Session 1 Building Validity and Positioning This newscast can be used as an in-class exercise. We suggest you play it as part of step 5 (page 30). Agents can then brainstorm and/or share their USPs. Page Reference: 30 34 What s a USP? This example can be played before the exercise on page 31. In this video, Rick Geha explains a USP (Unique Selling Proposition) and top agents share theirs. Page Reference: 30 34 Note: Depending on the type of learners in your classroom you, should use either the newscast or example not both. For the video you don t use, we suggest you advise agents to watch it at a later date. LEAD GENERATION 36:12:3, KWCONNECT SUPPLEMENTS ED 1 REV 1 2008 KELLER WILLIAMS REALTY INC. 1
Power Session 2 Prospecting This newscast should be used at the beginning of the class or as homework. Challenge the agents to answer the following questions after they watch the video. How do your lead generation activities compare to those agents featured in the video? How do you truly feel about prospecting? Do you have a healthy perception? How do I approach, connect, and ask? This demonstration refers to The Three Steps to Prospecting. Kurt Buehler walks through a FSBO call. Each step is indicated by a graphic (approach, connect, and ask). There are a few ways you can use this video. You play this at the end of the Power Session or before the exercise on page 34. Alternatively, you could use this at the beginning of each step, or after you have taught the steps (approach 29, connect 31, and ask 35). Page Reference: 29 35 Need a script for prospecting around a listing? This demonstration can be used to help students who need an example or reinforcement. Page Reference: 55 Power Session 3 Marketing This newscast focuses on the difference between marketing and prospecting. We suggest you use this at the beginning of the class to set up and reinforce the differences. This video focuses on touches. You could also play it at the end of the Systematic Marketing section. Page Reference: 69 86 2 LEAD GENERATION 36:12:3, KWCONNECT SUPPLEMENTS ED 1 REV 1 2008 KELLER WILLIAMS REALTY INC.
Power Session 4 Leveraging a Powerful Contact Database This newscast can be played to set up this topic at the beginning of class. You could also play it at the end, and then do Aha s for the day. Power Session 5 Working with Mets This newscast can be played to set up this topic at the beginning of class. You could also play it at the end, and then do Aha s for the day. Power Session 6 Farming This newscast can be played at the end, of your class. After the video, you can facilitate Aha s for the day. You could also suggest to your agents that this would be a good piece to watch at home. It would provide reinforcement and may spur them to action or thought. LEAD GENERATION 36:12:3, KWCONNECT SUPPLEMENTS ED 1 REV 1 2008 KELLER WILLIAMS REALTY INC. 3
Power Session 7 Open Houses This newscast can be played to set-up this topic at the beginning of class. You can also suggest that agents watch it at home. The video provides insight on how other experienced agents work their open houses. What goes on after an open house? In this example, Chad Goldwasser walks through what he does after an open house. This session is good to use after you talk about the steps an agent should take after an open house. After the video, you can facilitate Aha s. Page Reference: 55 58 Direct mail for open houses? In this video, Ron Cathell walks you through his direct mail campaign for his open houses. If your class is interested in mail-outs, this would be a good piece to watch. You could also suggest that if they are interested in this subject, they can watch this particular segment on their own. Page Reference: 33 Power Session 8 FSBOs & Expired Listings This newscast can be played to set up this topic at the beginning of class. You can also suggest that agents watch it at home. It will provide reinforcement and clarification on the subject. What approach should I use Direct or Indirect? In this video, Dave Jenks talks about the differences between the two approaches. This video will be good to view and facilitate a group discussion. Page Reference: 21 23 4 LEAD GENERATION 36:12:3, KWCONNECT SUPPLEMENTS ED 1 REV 1 2008 KELLER WILLIAMS REALTY INC.
Power Session 9 Agent-to-Agent Referrals This newscast can be played to set up this topic at the beginning of class. You can also suggest that agents watch it at home. It will provide reinforcement and clarification on the subject. Power Session 10 Lead Conversion This newscast can be played at the end of the class to recap the Power Session. You can then facilitate Aha s. You can also suggest that agents watch it at home. It will provide reinforcement and clarification on the subject. How do I convert leads to appointments? In this demonstration, Cindy Baglietto converts leads to appointments and explains her strategy. Keep in mind, Cindy s calls are in an audio format, but her explanation for each is in a video format. This could be used at the end of page 51 as an exercise to recap what students have learned. You could listen to the audio, have Aha s, then listen to Cindy s explanation. If you have limited time, you can listen to one call, and suggest your students listen to the others at home. Page Reference: 51 How do I call a FSBO? In this video, Teri Brenkus walks through a FSBO call. If your class is interested in scripts, this would be a great video to watch. It s divided into five segments. You can also suggest agents watch it at home. It will provide reinforcement and clarification. Page Reference: 51 LEAD GENERATION 36:12:3, KWCONNECT SUPPLEMENTS ED 1 REV 1 2008 KELLER WILLIAMS REALTY INC. 5
Power Session 11 Living Your Goals We suggest you watch this video at the beginning of your class to set up the subject. You could also suggest that students watch it at home whenever they need to get focused and encouraged. What s a Big Why? This video would be great to play before the exercise on page 10. Rick Geha explains what a Big Why is, then top agents share theirs. You could also play this at the end of the session, and have your agents share their Big Whys. Page Reference: 9 11 Note: Additional demonstrations and examples will be added to this section of KWConnect as they become available. 6 LEAD GENERATION 36:12:3, KWCONNECT SUPPLEMENTS ED 1 REV 1 2008 KELLER WILLIAMS REALTY INC.
Notes LEAD GENERATION 36:12:3 INSTRUCTOR GUIDE AND BLUEPRINT ED 1 REV 1 2007 KELLER WILLIAMS REALTY INC. 7