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© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
SHIFT TACTIC 4:
UPSHIFTING YOUR LEAD
GENERATION FIND THE MOTIVATED
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
Notices
While Keller Williams Realty, Inc. (KWRI) has taken due care in the preparation of all
course materials, we do not guarantee their accuracy now or in the future. KWRI makes
no express or implied warranties with regard to the information and programs presented
in the course, or in this manual, and reserves the right to make changes from time to
time.
This manual and any course in which it is used 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.
Material excerpted from The Millionaire Real Estate Agent appears courtesy of The
McGraw-Hill Companies. The Millionaire Real Estate Agent is copyright © 2003–2004
Rellek Publishing Partners, Ltd. All rights reserved.
Material excerpted from Shift appears courtesy of McGraw-Hill. Shift is copyright ©
2010, 2009 Rellek Publishing Partners, Ltd. All rights reserved.
Copyright Notice
All other materials are copyright © 2016 Keller Williams Realty, Inc. or its licensors. 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
KWRI.
Note: When calling or emailing prospective customers, comply with federal and state
Do Not Call (DNC) and spam laws and the policies of your local Market Center.
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
Acknowledgments
The author gratefully acknowledges the assistance of the following individuals in the
creation of this course:
Nathan Bangs Martin Bouma Mona Covey
Tony DiCello Julie Fantechi Smokey Garrett
Bruce Hardie Gary Keller Dianna Kokoszka
Rebekah Rivers Gene Rivers Jeffrey Ryder
Mary Tennant
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
Table of Contents
PERSPECTIVE .....................................................................................................................7
Your Mission ....................................................................................................................... 8
Your Mindset ...................................................................................................................... 9
GETTING THE MOST OUT OF THIS EXPERIENCE .......................................................................13
OUTWIT! OUTPLAY! OUTLAST!.............................................................................................15
The Power of One ........................................................................................................... 15
Practice ............................................................................................................................... 22
Time on Task .................................................................................................................... 25
FIND THE MOTIVATED ........................................................................................................31
The Message Matters ....................................................................................................... 32
MOFIR .............................................................................................................................. 34
Prospecting ........................................................................................................................ 37
Marketing ........................................................................................................................... 38
Indirect + Direct—The One-Two Punch .................................................................... 39
SOURCES OF LEADS ...........................................................................................................41
Focus on Prospecting ...................................................................................................... 42
Get Creative ...................................................................................................................... 47
THE BOTTOM LINE ............................................................................................................51
Get Going! ........................................................................................................................ 51
SCRIPTS ..........................................................................................................................53
MY ACTION PLAN .............................................................................................................57
From Aha’s to Achievement........................................................................................... 59
Don’t Forget Your Evaluation! ...................................................................................... 60
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
Perspective
“At the end of the day, i f you’re not going to generate
leads, you are not going to have a business.” Smokey Garrett Arlington, Texas
In a market where there are many buyers and sellers transacting business, you know
what to do and say, and leads are plentiful and come to you without much effort, you
can be very successful simply receiving leads. You can even pick and choose with
whom you work.
Not so in a shifted market. When the market has shifted, there are fewer total
transactions, buyers and sellers respond differently, and leads don’t pour in like they
used to. If you are not actively generating leads, you are seeing a real slowdown in
your business.
Interestingly, veteran agents lead generate the same way through all kinds of
markets—buyer’s, seller’s, or neutral—and not only survive the tough times, but
thrive and grow their businesses. They know the truth—that lead generation is the
engine to their real estate sales career, and is the habit they embrace and focus on
each and every day, no matter what market they’re in.
Lead generation truly IS your business—without leads, you have no sales, no
closings, and no income. There is no other activity you can do each day that will do
more to build your business.
If you’re not lead generating, what are you doing? And if you are lead generating,
have you mastered it? Are you truly focused on it?
PERSPECTIVE
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
8
Your Mission
� Do a “mind shift” Adopt a mindset that prepares you for successful and sustained lead generation. It’s essential for your business. It’s essential for your life. It’s essential for your success!
� Master lead generation If you are not already a master, you must be on a path to mastery. This requires you to be consistent, competitive, and creative with your lead generation efforts.
� Commit to your daily habit of lead generation Are you truly committed to your lead generation? Do you have an established daily habit of lead generation? Do you need to ramp it up? Explore new options? Specialize?
� Confront the media head-on In a shifted market, the media can put an interesting spin on the real estate and mortgage industries, and their message can affect the mindset of buyers and sellers. What can you do to address and challenge the media?
“Lead generation is a 10 on a scale of 1 to 10. There is
nothing more important for my business.” Gene Rivers
Tallahassee, Florida
PERSPECTIVE
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
9
Your Mindset
Negative Framing
Are you thinking that lead generation …
� Is work—hard work!
� Is uncomfortable—you may not be as skilled and confident as you like
� Exposes what you’re really doing or not doing
� Sets you up for rejection
� Means having to ask for business and good agents shouldn’t have to ask for business
Agents with this kind of thinking, or who buy into the negative media and the
opinions of others, may soon see their business affected in a similar negative way.
Your thoughts direct your actions, and in order for you to move in a positive,
productive direction, it’s important to start out with a realistic mindset about the
work that needs to be done and the opportunity that comes from your effort. Get
clear about the value you bring as a real estate professional. Arm yourself with truths
about your business, make a plan, and take action!
“Where there’s a wi l l there’s a way. That’s your mindset.” Gary Keller
PERSPECTIVE
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
10
Reality Framing
Build Confidence with Facts*
Buyers and sellers will always have a need to buy and sell. And buyers and sellers
need your help and guidance. You need to be willing to be in the market, ready to
compete for their business and able to provide an invaluable service.
National Association of Realtors © 2015
Lead Generation …
IS your business
Is about establishing purposeful business relationships
Is your number one priority and number one dollar productive activity every day
Can be mastered
Will differentiate you from other agents in a shifting market
Profile of Home Buyers and Sellers
BUYERS SELLERS
88% of all buyers used a real estate agent 89% of all sellers used a real estate agent
Buyers wanted agents to help find the
right home to purchase
Sellers wanted agents to help sell their
home within a specific time frame
PERSPECTIVE
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
11
National Association of Realtors © 2015
CoreLogic Data © 2015
* These statistics reflect the United States only.
“No matter what the condit ion of the market, there wil l
always be enough sales for you to personal ly reach your
goals.” Gary Keller
Number of Agents
2,000,000
Projected Transactions for 2016
Total existing home sales is projected to be 5,800,000
Total new home sales is projected to be 1, 100, 000
Total~6.9 million projected transactions
PERSPECTIVE
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
12
Facts and Statistics
What insight did you get from the statistics on the previous
page?
________________________________________________
Take a moment to write down what value you offer as a real
estate professional.
________________________________________________
________________________________________________
What is your mindset today about lead generation?
________________________________________________
________________________________________________
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
Getting the Most Out of This
Experience You have begun an exciting journey toward ramping up your business. What kind of
student will you be in this class?
The Prisoner
Has to be there, doesn’t want to
be there, and doesn’t know why
they’re there.
The Vacationer
A day in training is better than
a day on the job.
The Explorer
Excited and curious about the
new knowledge, skills, and tools
they will discover in class.
Doesn’t engage Spends as much time
chatting as listening
Listens attentively, then
participates fully in
discussions and exercises
Spends class time catching
up on their emails
There to have fun—
distracts the class with
irrelevant comments
Asks meaningful questions
and contributes
compelling aha’s
Escapes by spending time
in the hall on their phone
Returns late from break
and lunch
Arrives to class on time
and returns promptly from
breaks
Holds on to limiting
beliefs
Not purposeful in their
learning goals
Adopts a posture of
acceptance
Multi-tasks on their
computer by working on
side projects
OMG! Spends the day on
their smartphone, texting
and checking Facebook
Takes notes in their
manual for future reference
Picks fights with trainer or
other participants if they
don’t agree
Isn’t paying attention
Respects the different
learning styles and
opinions of others
Hopefully you picked “The Explorer!”
GETTING THE MOST OUT OF THIS EXPERIENCE
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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Notes
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
Outwit! Outplay! Outlast!
The Power of One
In the KWU course manual Lead Generation 36:12:3, Introduction: The Power of One, Gary
Keller discusses the One Goal = a target number of closed transactions, One Discipline
= lead generation, and One Habit = three hours each workday. Together, this is the
Power of One and the basis of lead generation.
Lead generation is not a new concept, nor is it necessarily hard to do. Most likely you
are already aware of the many different options to generate leads, and perhaps you’ve
tried several. The question is, are you devoting at least three hours a day to lead
generation? If you’re not, what kind of reward—your Big Why—and what form of
accountability will help you attain the Power of One?
When you truly understand why you’re in this business, you’ll find it easy to commit
to consistent lead generation, and you’ll be on the road to success in any market!
Take a moment for personal assessment:
What is your goal for closed transactions in the upcoming
year?
________________________________________________
If your transaction goal is more than you achieved in the past,
what will you do with the extra money? (vacation, down
payment on an investment property, additional investment in
your business, college tuition, debt payment?)
________________________________________________
Who currently holds you accountable?
________________________________________________
How many hours do you currently spend lead generating?
________________________________________________
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
16
To master lead generation, you’ll need to outwit, outplay, and outlast in the game of
real estate. Incorporate these three steps into your daily routine:
1. Study Be the market expert—study the industry and your local market for thirty minutes to one hour each day.
2. Practice Say the right thing—practice scripts and dialogues for thirty minutes to one hour each day.
3. Time on the task Find and attract buyers and sellers—lead generate for three hours each day.
“This profession is ski l ls based. It ’s a
knowledge/script/dialogue/presentation-based industry.
Always has been – always wil l be.” Gary Keller
Why would you ever want to be in a position where someone else knows more about
your industry and your local market than you? What can you do to prevent this from
happening? You study—each and every day. The agents who know their markets
backward and forward look at their numbers and trends, and pay attention to what’s
going on in their industry, and related industries as well, on a daily and weekly basis.
Martin Bouma, a consistently high producer even in the tough
market of Ann Arbor, Michigan, is one such agent who knows
his market. During the market shift that started in late 2006 he
tracked actives, solds, and under contracts for every $50,000
price point. On Sunday evenings he graphed the number of
appointments, contracts written, and closed transactions. And
once a month, he reviewed his numbers and would spend two
to three hours determining trends.
Outwit!
Outplay!
Outlast!
For thirty minutes to one hour each day, study the industry and your local market
How’s the
market in
Ann Arbor?
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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When you know everything there is to know about your market and your industry,
you gain confidence and can communicate clearly and with validity to your
customers. People will sense your level of knowledge and be more open to your
counsel.
Study What?
� Your market numbers (see table next page)
� New developments in the community
� Homes on the market—preview them
� Selling and persuading techniques
� Financing options
� Building/construction
� Home inspections
� Home appraising
� Local and national media messages
� Industry-specific news and information NAR
Inman News
REAL Trends
www.activerain.com
� Real estate investing
� Technology—computer, phone, Internet, blogs
TIP
Expand your current efforts – for example, if you currently
preview 5 houses a week, now preview 7 or 10
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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What Are Your Numbers?
Here’s a sampling of numbers you want to track. Track your entire MLS or track a
specific neighborhood or geographic farm. You may want to track these numbers by
price range as well.
Statistics By Week/By Month
Number of homes sold
Number of homes on market
Number of homes pending
Number of expired listings
Average number of days on market
Average list price of those that sold
Average sales price
Months of inventory
Average interest rates
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
19
In the Market
Which price range has the most activity in your area?
________________________________________________
________________________________________________
________________________________________________
Great Role Models
Many great real estate agents and salespeople have come before you. Some have
written books detailing their techniques for success. Many of them coach people to
success. Pick up a book, video, or audio tape, or sign up for a seminar and learn from
the best. Don’t forget about the education that is offered through your Market
Center, Region, or international office.
National best seller by Gary Keller –
The Millionaire Real Estate Agent
National best seller by Gary Keller –
The Millionaire Real Estate Investor
Regular mastermind conferences with agents IGNITE
Annual fall conference for agents KW MAPS Coaching
Annual convention - Family Reunion
www.familyreunion.kw.com
Lead Generation 36:12:3
www.KWConnect.com
Control the Spin
Study what the media has to say and prepare to counter their statements with truths
and details about your local market. Gary Keller is quoted, “Saying from a national
position that this is either a good time or a bad time to buy real estate is like saying
the national weather forecast for the United States today is 92 degrees. It is an
irrelevant and useless perspective.” The media is motivated by dramatic stories on a
national level, whereas real estate is a local business.
A Sampling of KW Offerings
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
20
Bernice Ross, writer for Inman News, has practical solutions for countering the
media’s ever-present negative spin in her article “Negative News Scares Off Clients.”
She recommends taking a negative message and turning it around to be positive.
Prices are down in 15 states. Prices are stable or increasing
in 35 states.
Owners face massive losses as
values plunge by more than 4% in
just 10 months.
Property values soar 300%
over the last 9 years!
You can proactively counter the messages not only with positive reframing, but also
by being the media! Replace the media with your own version—write magazine
articles, speak on local television and radio news programs, and blog on your website.
Tell the real truth about your local market and become the local go-to economist!
“Would-be buyers and sel lers are looking to you for
perspective and solutions. Every day, you face profound
opportunit ies to assure them that the sky is not fal l ing.” Mary Tennant
KWRI Board Member
Media’s Negative
Spin
Reframed as Positive
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
21
Your Priorities for Study and the Media
What do you need to study today?
________________________________________________
________________________________________________
________________________________________________
What steps can you take to “be” the media in your area?
________________________________________________
________________________________________________
________________________________________________
________________________________________________
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
22
Practice
The second step to developing a mastery of lead generation is to know exactly what
to say at all times, and in all situations. And that takes practice, practice, practice. In
fact, it takes memorization, and takes time. That’s why it is critical to devote thirty
minutes to one hour each day to mastering what to say.
As you practice, you will …
� Become confident
� Get excited
� Want to have conversations and make presentations! Begin with this great opening script, courtesy of Gary. Try it out today or tomorrow
as you stand in line for coffee or at the grocery store. See what kind of response you
get.
SCRIPT:
Real Estate is awesome right now!
Gather Scripts
The good news is there are already great scripts used by seasoned experts that are
available for you to learn and use. Why create your own? Use your energy and
creativity to customize and personalize the scripts you encounter.
There are scripts for calling on FSBOs, or expired listings, or when door-knocking,
or handling any kind of objection. Collect great scripts from wherever you hear or
see them—from other agents, your Team Leader, a coach, a trainer, and from books
on selling. There are even some at the end of this guide.
Write scripts out on paper. The processing of writing helps to lock the script into
your memory. Keep a script journal or folder to collect your scripts, and keep this
with you at all times so you can pull it out, read them, and recite them.
SCRIPT:
I am a professional. I am committed to this industry, and I will guide you
through the process.
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
23
Partner Up
Once you’ve got scripts in hand, find someone to practice with. You can form a
group at your Market Center or you can get an accountability partner. Arrange a time
each day for thirty minutes to one hour to practice and role-play.
Tony DiCello, KW MAPS Coach, recommends this process for memorizing scripts
by yourself when a partner is not available.
� Read and shout a script out loud very fast, five times in a row
� Put the script down and repeat from memory
� Repeat daily
Listen Up
Record yourself reciting scripts or in role-play. Play it back and listen for ways to
improve.
Time Block It
Put your practice time on your calendar every day. Start the day with your scripts,
dialogues, and role-plays with your partner or practice group.
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
24
Reward Yourself
Check your progress in three weeks, and plan a small reward for yourself if you’ve
achieved what you set out to master.
Your Practice Plan
When will you practice (time of day and length of time)?
________________________________________________
Who will you practice with?
________________________________________________
What will be your reward?
________________________________________________
RESOURCE
Sources for Scripts
� Lead Generation 36:12:3 Power Sessions – for
prospective FSBOs, expired listings, Mets, other
agents, open houses, and geographic farms
� IGNITE
� MREA Masters
� MREA Scripts Catalogs
� BOLD
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
25
Time on Task
The third step to mastery is time on task. This is the key to becoming great at
anything!
The quickest way to develop a habit of lead generation is to time block your calendar
EVERY WORKDAY for three hours, beginning today! This is important, and it
takes a strong mindset to stay in control and not allow any interruptions.
Lead generation is best done in the morning when you’re fresh and still have plenty
of time left in the day for the other critical tasks that must be taken care of.
� Time block three hours every workday before noon.
� No skipping. If you must erase, then you must replace.
� Allow no interruptions (unless they truly are emergencies).
“Your lack of natural talent is i rrelevant over t ime. It ’s the
time you spend over t ime mastering the task that matters
the most.” Gary Keller
Focus on Lead Generation
for 3 hours each day
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
26
Lose the Excuses!
Have you heard (or thought) of these excuses for not lead generating for three hours
in the morning? If so, remove them from your mind now!
I can’t possibly devote three
hours each day to this—I’ve
got other things to do.
I can’t reach anyone in the
morning hours.
I’ll get burned out if I do it
every day.
I don’t like cold calling strangers. Start by calling my Mets* until I build my
scripts and confidence.
Email takes up most of my morning
and email is important.
Unless following up on buyer or seller
leads, I will block time later in the day to
address emails.
I can’t really reach people in the
morning.
Leave messages with those I don’t reach.
It’s still a contact and a touch.
(fill in another excuse you have)
(write in solution)
*Mets is a term introduced in The Millionaire Real Estate Agent. Mets are people you know
and have contact information for.
“We choose to go to the moon, not because i t ’s easy, but
because i t’s hard.” President John F. Kennedy
Excuses/Roadblocks How I Will Power Through …
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
27
Set Goals and be Prepared
Before you make any call, be prepared! Have some key things in front of you:
� Names � Your message for the day
� Phone numbers � Your market numbers and analysis
� Last day you talked � Scripts
� Something the two of you share in common
� Commitment to ASK – for business or for referral
GOAL TARGET ACTUAL
# of calls
# of contacts
# of additions to your Met
Database
# of appointments w/ buyers
# of appointments w/ sellers
TIP
There is no substitute for having your electronic database open
with the computer screen in front of you as you make calls or
send messages. Tools like eEdge allow you to add notes about
your contacts and allow you to see in brief what was discussed in
the last contact and when it happened. This is how top customer
relationship managers and salespeople do it in many other
industries.
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
28
Important! You could have everything else on this list, but without a commitment to
ask for the business the call is wasted. Career Growth Initiative Power Tools:
The tools of the Career Growth Initiative are a synergistic system that fuel the Four
Conversations with evidence.
V i s i o n T o o l s
• Listing Management: A yearly plan for profitability through growth in market share.
• Listings (Monthly): Monthly tracking with adjustments to help you achieve your yearly goal.
• Pipeline (Buyers/Sellers): Identify on a daily basis whether your activities will turn your goals into reality.
Va l u e a n d V a l i d i t y T o o l s
• Agent Trend: Report that tracks your growth in market share and critical
levers in your business to assess performance and opportunities.
• Agent Language of Real Estate (LORE): Provides evidence of your value
by comparing the growth of your business to that of your board, your
subdivision, your Market Center, your Region, etc.
• Local Expert: The story of your expertise to underscore your validity to clients.
T h r i v i n g T oo l s
• GCI: Track your GCI against your expenses to identify your Break-even Day.
Lis t ing
Management
L is t ings
(Month ly)
Pipel ine
(Buyers /Sel le rs) VALUE GCI
Agent
Trend
Agent
LORE
Local
Expert
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
29
The Wall of Value
When you are able to quantify and communicate the benefits of the value you
deliver, you will create a Wall of Value in your business that attracts listings and
creates closings.
Commun i c a t e Va lu e
Look for ways to share your Wall of Value to grow your business:
• Listing and Pre-Listing Presentations
• Buyer Consultations
• Marketing materials
• Conversations with allied resources
For more, go to the Career Growth Initiative page on KWConnect.com
OUTWIT! OUTPLAY! OUTLAST!
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
30
Notes
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
Find the Motivated
There are two approaches to generating leads …
While both approaches work, you need to be prospecting-based and marketing-
enhanced.
“Great agents do both prospecting and marketing well. They
cover both bases.” Gary Keller
Your lead generation goal each and every day is to find the motivated buyers and
sellers, secure them as customers before any other agents, and advise them to a
mutually successful financial conclusion. Especially in a shifted market, you don’t
have time to waste on the unmotivated, the unsure, or the unqualified!
Generating leads through your actions and words, in person or on the
phone, and talking directly to people
Prospecting
Receiving leads from ads, websites, signs, mailing campaigns, or other
advertising sources.
Marketing
FIND THE MOTIVATED
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
32
The Message Matters
The language of sales needs to be strong and to the point. Many agents have made
the mistake of not using aggressive enough language. But a shifted market is no time
to “beat around the bush” with your message. Whatever you say needs to be spoken
with both assertiveness and conviction, no matter what the market.
Be provocative! Every message you use in a marketing piece or in person must make
an impression on people. And the impression you want is a memorable one of
success, enthusiasm, and command.
Aim of Every Conversation
Every time you talk to someone is an opportunity to build a relationship. It’s a
chance to connect on a personal level. How’s the family? What have you been up to?
And on a business level—how’s your business? Every conversation is a chance to get
into discussion of the market: “Let me tell you about the real estate market!.
� Ask for business
� Ask for referral
� Build the relationship
The best way to ask is with a series of great questions—use scripts. The objective is
to propose questions with some kind of an offer to generate a response.
Aim of Every Conversation
FIND THE MOTIVATED
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Outcome-Frame Your Message
Outcome-frame each message by beginning with the end in mind. Address the buyer
or seller’s most pressing fear right away.
Message to seller whose biggest fear is not selling his home
SCRIPT:
In a shifted market, the real estate agent you retain to get your home sold
really matters. Getting your home sold isn’t easy, and just putting your
home on the market doesn’t get it sold. I will show you how your home
will sell while other homes don’t.
Message to buyer whose fear is not getting a good deal
SCRIPT:
As a buyer in a shifted market, the agent you choose really matters
because you want to find not only a home you like, but one that is a safe
investment.
FIND THE MOTIVATED
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MOFIR
With all your lead generation activities, your goal is to generate responses—
preferably immediate responses! And you do this by outcome-framing your
message. What offer can you make that addresses the top fears or concerns of
buyers and sellers and motivates them to respond? For example, what is it that
buyers are wanting in a shifted market? Great buys? Financing options? Tailor
your message to address their need. What do sellers want? To sell their home
quickly? The best price for their home? Tailor an offer to meet their needs.
The more immediate the response, the more motivated the lead!
Immediate action item for the agent
Offer Would you like to hire me to handle the sale of your home?
Immediate Response Yes!
Immediate action item for the client
Offer Call for access to my Best Buy List
Immediate Response A prospect calls you or sends you an email asking
for your list.
TIP
Don’t give information away for free. For example, make
offers that entice buyers to register on your website or to
call an 800 number so you can capture their contact
information and then get back to them.
Make Offer for Immediate Response!
MOFIR
Sharing your
agent-branded
KW App?
1. Get the Keller
Williams Real
Estate app
from Apple
App Store or
Google Play
Store.
2. In the app, use
“Agent
Search” to find
and select your
name.
3. Toggle “Make
this my agent”
button to
“Yes”
4. Use “Share
App” to share
with your
contacts!
Find More on
KWConnect.com
FIND THE MOTIVATED
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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Get Straight with Your Message
Agents must be clear and confident about their message—what they have to offer—
to potential customers.
Determine your three to five powerful statements that address buyers’ and sellers’
concerns, fears, and desires, and determine what will motivate them to respond. Take
ownership of and internalize these statements.
Your Message
What are the three to five statements you will say to potential
customers about the market, about the opportunity, and about
your expertise.?
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
FIND THE MOTIVATED
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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MOFIR Lead Generation—Prospecting & Marketing
Let’s explore more examples of direct and indirect responses …
Direct Response messages
demand a direct answer, and
quickly identify those people who
are ready to do business now.
Indirect Response messages are
perceived by buyers/sellers as safe
and non-threatening because they
do not ask for immediate business.
Indirect response is a great lead
generation tool to develop a level of
comfort and rapport with a potential
customer over time.
Are you ready to hire me to handle
the sale of your home?
I’m going to our homeowners
association meeting. Is there anything
you would like me to bring up? Would
you mind if I stayed in touch and sent
you news about what’s going on in the
neighborhood?
FIND THE MOTIVATED
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Prospecting
Here are some examples of both direct response and indirect response messaging
that can be used when prospecting—calling or visiting with people. Which if the
responses below would quickly identify motivated leads?
Are you thinking of moving? I’m doing a survey in the area. Would
you mind if I asked you a few questions?
Are you considering buying or
selling in the near future?
I just sold a home down the street and
there were a lot of interested buyers,
so I was wondering if you know anyone
else who might be interested in selling
their home?
Do you want me to help you get
the home of your dreams?
I create a monthly newsletter with great
information about real estate trends in
your area. May I send it to you?
Are you considering selling your
home?
Do you want me to handle the sale
for you?
PROSPECTING
Direct Response Indirect Response
TIP
The fastest form of lead generation is through direct
response prospecting, so if you are lead generating in a
shifted market in any other way, you may want to reconsider
your choice.
FIND THE MOTIVATED
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Marketing
Here are some examples of both direct response and indirect response messaging
you can use in marketing materials. Which of the responses in the table below will
quickly identify motivated leads?
If you want to sell your home NOW,
call me!
Would you like to know the value of
your home? Visit my website …
Are you looking for the home of your
dreams? Call me!
Get my list of best buys! Call this toll-
free number …
Need to sell your home? Call Janice
today.
I know five great ways to get your
home sold. Call me!
I have buyers who are interested in
living in your neighborhood. Call me if
you are ready to sell now.
I can help you get the most net
income from the sale of your home
today. Call me to learn how.
MARKETING
Direct Response Indirect Response
FIND THE MOTIVATED
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Indirect + Direct—The One-Two Punch
Only offering indirect response messaging won’t generate much, if any, business, and
certainly not quickly. You can begin with indirect response prospecting and
marketing, but at some point you must ask for the business. For example …
(Indirect)
I just sold a home down the street
and was wondering if you know
anyone else who might be interested
in selling their home? No? Well, great.
(Direct Follow-up)
Before I leave, do you mind if I ask
you another question? Are you
considering selling your home?
(Indirect)
Interested in lots with the best view?
Call today toll-free, or visit my
website.
(Direct Follow-up)
I noticed that you called our toll-free
line inquiring about lots with views.
When can we get together to take a
look at them?
INDIRECT RESPONSE + DIRECT RESPONSE
Prospecting Marketing
FIND THE MOTIVATED
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MOFIR
Complete the following table in preparation for prospecting
for motivated buyers and sellers. Think of 1-3 needs or wants
your buyers and sellers have. Compose direct and indirect
responses addressing these specific needs.
Buyers
Sellers
They
need …
My offer for direct
response is …
My offer for
indirect response
is …
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
Sources of Leads The lead source table below is from The Millionaire Real Estate Agent.
1. Telemarketing
� FSBO (For Sale by Owner)
� Expireds
� Just Solds
� Just Listeds
� Past Clients
� Allied Resources
� Geographic Farm Area
� Apartments
� Corporations
� Builders
� Banks
� Third-Party Companies
� Sphere of Influence 2. Face-to-Face
� Door-to-Door Canvassing
� Open Houses
� Client Parties
� Networking Events
� Allied Resources
� Social Functions and Community Events
� Seminars
� Booths at Events
� Teaching and Speaking Opportunities
� Personal Meetings (meal, pop-bys, etc.)
1. Advertising
� Newspapers
� Personal Vehicles
� Radio
� Magazines
� Bus Stop Benches
� Billboards
� Yellow Pages
� Television
� Grocery Carts
� Moving Vans 2. Promotional Items (Magnets, Calendars, etc.) 3. Internet Websites 4. Direct Mail
� Postcard Campaigns
� Newsletter Campaigns
� Just Sold/Just Listing Cards
� Special Events Cards
� Quarterly Market Updates 5. IVR and Computer Retrieval programs 6. Broadcast
� Voice
� Fax 7. Signs/Directional Signs/Brochure Boxes 8. Name Badges/Logo Shirts/Car Signs 9. News Releases/Advice Columns 10. Farming
� Geographic
� Demographic 11. Sponsorship
� Little League
� Charities
Prospecting Marketing
SOURCES OF LEADS
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Focus on Prospecting
“Success is the progressive real ization of a worthy goal or
ideal.” Earl Nightingale
In a shifting market, almost all successful agents agree that lead generation efforts
should be focused on prospecting and enhanced by marketing. The reason is
prospecting doesn’t have to cost much and this is a time when you need to be careful
with your expenses.
Prospecting may be a stretch for you—you may be uncomfortable calling people or
talking directly to people and asking for business. But again, prospecting with direct
response is the quickest path to finding motivated buyers and sellers.
There are many prospecting options—from FSBOs and open houses, to door-
knocking and working with your Mets. And there are great Keller Williams courses
(Ignite, Lead Generation 36:12:3, and the MREA courses) that give specific
guidelines and best practices for how to do each one. Pick one method of
prospecting and master it. Then, and only after you’ve mastered one, add another
technique.
Nathan Bangs was recently featured on the front cover of
Keller William’s Outfront magazine as one of many
“Invincibles” who are powering forward amidst obstacles. “I
make more phone calls. I go to more listing appointments. It’s
about quantity, but I am also working smarter,” explains
Nathan.
RESOURCE For more detailed information on prospecting, refer to
KWU’s Lead Generation 36:12:3, Power Session 2: Prospecting
How are you
powering
through the
market in
Tampa,
Florida?
SOURCES OF LEADS
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Set Up an Environment and a Schedule for Prospecting
The environment in which you prospect can have a positive or negative effect on
your results. To achieve maximum focus and productivity, follow these guidelines.
� A place with no distractions—preferably with a closed door
� A mirror—so you can watch your expressions
� Scripts—so you know what to say
� Your Big Why—to keep you focused on why you’re doing this
� Affirmations—for a positive mindset
� No interruptions No cell phone
No voice mail
No email
Get in the Path of Business
In a shifting market, your source for leads should move toward the highly motivated
buyers and sellers. Listed below are some sources of leads that are obvious because
they get you in front of the sellers and buyers who are most likely ready now.
Sellers
� Expired Listings
� FSBOs Buyers
� Open Houses
� Investors
SOURCES OF LEADS
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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More Expired Listings
More expired listings show up in a shifted market—reasons vary, but may include
overpricing, poor condition and sellers who don’t know or understand the market.
These sellers have already expressed their need or desire to sell—and need help!
Savvy agents are going after the expired listings by telling the sellers the truth about
the market. During the last major national shift, top agent Bruce Hardie, of Spokane,
Washington, put expired listings at the top of his daily lead generation call list, and
had great success with this source of leads.
If you’re going to go after expired listings, have great scripts that address the fears
and needs of these sellers. Have your market stats ready, along with a list of owners
to call each day, and start calling them early every morning. Be consistent and don’t
give up on them. Research shows that more than half of the agents who contact
expired listings give up after a couple of weeks. So be the one who stays in the game!
Grow Your Investor Business
A buyers’ market is a great time to buy—that’s why it’s called a buyers’ market!
Develop an investor base and keep them posted on the opportunities in the market.
They, more than other buyers, understand the importance of urgency to get the best
buys in a shifted market.
Know your market and what’s available on a daily basis by previewing properties that
come on the market. Let your special investor clientele in on the best deals as soon as
they come up. Also become skilled at preparing returns on investment (ROI) analysis
for your clients.
Network with other agents who also work with investors, and know when properties
become available even before they hit the local MLS. Offering properties from this
“hidden” or “secret” market will make you invaluable to your clients.
RESOURCE For additional information on working with investors,
read The Millionaire Real Estate Investor.
SOURCES OF LEADS
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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Repeat and Referral Business
Don’t Forget Your Mets
Your Mets are important to your business and you may have been neglecting them.
Get back into regular communication with them and continue to build your database
of Mets. You don’t need a reason to call your Mets. Call to say “Happy New Year,”
or “I’m hosting an open house next Sunday, would you like to come visit me?”
Mets are your greatest source of referrals, so be certain to remind them that you are
in real estate and you are there for them. And don’t forget to ask for referrals. Keep
your Mets updated on the market. In fact, telling them about the market gives you a
great reason to contact them. Copy articles off the Internet, or out of magazines and
newspapers, and send them along with a short, hand-written note to those in your
database. Be enthusiastic and positive about the market.
SCRIPT:
I wanted to let you know that I helped one of my customers get a great
deal on a home in your neighborhood recently. There are other great
properties out there and I would like to help other buyers get into safe
investments. Do you know anyone who is looking to buy?
The Rivers Team of Tallahassee, Florida mailed a postcard to their database of Mets
with the message, “We’re going green. If you would like us to communicate with you
via email or phone please call…” They were able to touch their Mets with a positive
message, update their database with current contact information, plus cut down on
printing and mailing costs. Win-win-win!
SOURCES OF LEADS
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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Treat Your Past Clients Special
Remind past clients that you’re in real estate, that you’re doing great, and that you
rely on and appreciate referrals from them. Set up special past client events—get-
togethers, fund raisers, gift-giving opportunities, etc., to keep top-of-mind status with
them.
SCRIPT:
Hi, this is ___________ of Keller Williams. Is this a good time? I haven’t
talked to you in a long time and first I wanted to check that you’re still
enjoying your home and that everything’s going fine.
I wanted to let you know that I have a lofty goal this year to help 100
families buy, sell, or invest in real estate. Who do you know that I might
help?
Get Out in Your Community
Be visible in the community by attending networking events related to church, sports,
hobbies, gym, shopping, rotary, etc. If you haven’t already done so, join some of
these groups, and talk to more people. Your goal is to get in dialogue with people
about real estate and tell them what you know about the market. You’ll find that
most people are very interested in this topic and will quickly engage, especially when
you are knowledgeable and enthusiastic.
SOURCES OF LEADS
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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Get Creative
Here are some prospecting ideas that others are having success with. Try one or
more. It’s about going from E to P—Entrepreneurial (what comes naturally) to
Purposeful (what’s not natural and may be uncomfortable).
Internet
Consider blogs and e-zines (electronic newsletters.) Get your expertise in front of a lot of people. You don’t have to be a great writer, but you do need to know your facts. It does take time—you must keep new content posted regularly so people will come back to your site. For useful information on blogging, check out www.realestatetomato.com.
Instead of email try:
Instant messaging
Video email
Cell phone texting
Multimedia cell messaging with pictures, video, voice, and text
Social media
Bruce Hardie, a very successful agent in Spokane, Washington,
is now using video email. He responds to incoming Internet
leads with an email that shows him talking to prospects and
addressing their specific interests or questions. He explains
that even for a nontechie like himself, it’s easy, fun, and a great
personal approach.
How are
you using
technology?
SOURCES OF LEADS
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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Builders
Builders have inventory they need to move. Partner with them to bring buyers to
them. Builders are looking for agents to be very creative and legal, and to get their
properties sold.
Multi-national Groups
There are increasing populations of different multi-national groups in nearly all
communities. If you choose to specialize in the needs of a particular multi-national
group, you will want to study vital aspects of the culture—how is business
conducted, who makes decisions for the family, what are values are common amid
the community. For additional information on tapping into the international real
estate market, visit www.kw.com/kw/global-property-specialists.html
Generations
Consider specializing in the needs of different generational groups.
Generation Year Born Age in 2015 % Buyer
Market
Median Age
in Group
Millennials/GenY 1980 – 1995 35 and
younger
31 29
Gen X 1965 – 1979 35 – 50 30 40
Young Boomers 1955 – 1964 50 – 60 16 53
Older Boomers 1946 – 1954 60 – 69 14 63
Silent Generation 1925 -1945 70 – 90 9 72
National Association of Realtors ©2015
Do you know your customer base?
Age of Home Buyers
SOURCES OF LEADS
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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Uncover Buyers
� Those people who have been working on increasing their credit score may now be in a better position to be approved for a mortgage. Find these potential buyers through mortgage lenders and banks. By working closely with a specific lender, you can offer lease/purchase deals to match qualifying buyers with eager sellers and get a contracted sale at the end of a lease—offering time for the leasing buyer to complete their qualification work with the lender.
� Investors can be great sources of multiple transactions. Track down investors through rental companies and service contractors they employ.
� College grads fall in the Millennials group and are eager to purchase their first home. What if you advertised in college newspapers and at college job fairs, and held first-time buyer seminars?
Sources of Leads
Which new sources of leads will you explore? By when?
________________________________________________
________________________________________________
________________________________________________
________________________________________________
SOURCES OF LEADS
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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Notes
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
The Bottom Line Do something now! Master lead generation and you will master your career, business,
and life. Be bold, be proactive, and be smart. Get out in the market, discover what
buyers and sellers really need from you, and then find the motivated ones and get to
them first.
There is enough business for you, but the leads are fewer and the competition is
tougher in a shifted market. Study your market, learn your scripts, and be clear on
what you have to offer. Get creative and replace your own fear with action.
Get Going!
� Shift your mindset about lead generation
� Study your market and your industry every day
� Practice what you say every day
� Lead generate three hours every day
� Use direct response prospecting as the quickest path to business
� Find and help the motivated, and put less motivated leads on the back burner
� Use assertive language—get to the point
� Get back to your database—build it and communicate with it
� ASK for business!
Lead generation—the most dollar-productive use of your time!
THE BOTTOM LINE
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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Notes
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
Scripts
Calling Expired Listings
Call expired listings every morning. Ask a series of aggressive questions, and avoid
making statements or telling the seller anything.
AGENT: I see that your home didn’t sell. When are you planning to interview the
right agent to get your home sold?
AGENT: If you stay with the same agent, what makes you think it’s going to sell
this time?
AGENT: If we could sell your home for more money now rather than less later,
would you be interested in discussing it?
Dianna Kokoszka, of KW MAPS Coaching at Keller Williams Realty International in
Austin, Texas, offers the following scripts for expired listings.
AGENT: So, you’re going to take your home off the market? Well, let me ask you
if your home did sell where were you going to move? (this rekindles their
emotion about moving)
AGENT: Have you already signed with the other agent?
No? If you had a serious ailment, wouldn’t you want a second opinion?
This is like financial surgery.
Yes? Well, I wish you the best, thank you.
SCRIPTS
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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Calling FSBOs
Dianna Kokoszka offers the following script for calling FSBOs.
AGENT: I see that you are selling your home, and I understand that you’re better
off selling it yourself then to work with a weak agent. If I can show you
how you could make more money with me, can we meet?
Calling Mets
AGENT: Hi, this is ________ with Keller Williams Realty. This call is about
business. Do you have a minute?
Great! I wanted you to be the first to know that I/my group is going to
sell 100 homes this year. Who do you know that wants to buy, sell, or
invest in real estate?
Thanks for taking a moment to speak with me. If you do hear of
someone, do you mind picking up the phone and letting me know?
AGENT: Hi, it’s ________. It’s a great day and I was just thinking about you and
wanted to check in with you. Do you have a moment? I would love to
share some good news about the real estate market.
AGENT: I wanted to let you know that I helped one of my customers get a great
deal on a home in your neighborhood recently. There are other great
properties out there and I would like to help other buyers get into safe
investments. Do you know anyone who is looking to buy?
SCRIPTS
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
55
To a Past Client
Courtesy of Dianna Kokoszka.
AGENT: Hi, this is ________ of Keller Williams Realty. This call is about
business, do you have a minute? I haven’t talked to you in a long time
and first I wanted to check that you’re still enjoying your house and that
everything’s going fine.
Great! I wanted to let you know that I have a lofty goal this year to help
100 families buy, sell, or invest in real estate. Who do you know that I
might help?
AGENT: I really enjoyed working with you in the past, and I’d be honored to
provide the same level of service to people you know. Do you know of
someone that I could help?
AGENT: We should talk every year about your real estate portfolio.
SCRIPTS
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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Door-knocking
AGENT: Hi, I’m _________ and I do business in the area, and all the neighbors
are having me send information on the neighborhood—what’s selling,
prices, etc. I’d like to include you.
And by the way, are you considering buying or selling?
AGENT: Hi, I’m _________ and I’m going to the homeowners association. Is
there anything you would like me to bring to them? If it’s okay with you,
would you mind if I stayed in touch and sent you news about what’s
going on in the neighborhood?
AGENT: Hi, I just helped sell a house down the street and we had a lot of
interested buyers. Are you considering selling sometime in the near
future?
AGENT: In a market like this, the real estate agent you retain to get your home
sold really matters, because getting your home sold isn’t easy, and just
putting your home on the market doesn’t get it sold. I will show you how
your home will sell while other homes won’t.
AGENT: As a buyer in this market, the agent you choose really matters, because
you want to find not only a home you like, but one that is a safe
investment.
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
My Action Plan Don’t put away this training guide without developing a plan to put what you have
learned into action!
Review the key “challenges” listed below and assess your current ability to meet each
challenge on a scale of 1−5.
1 = “I have no experience with this.”
2 = “I am not very good at this.”
3 = “I am pretty good at this.”
4 = “I am confident with this.”
5 = “I am an expert at this.”
For any rating of 3 or below, write down the action steps you will take to increase
your understanding, build your skills, develop your confidence, see greater results,
and take home more money!
Challenge Rating Action Steps
1. I understand that I must master lead generation, and develop a daily habit of three hours devoted to lead generation.
2. I know that my mindset affects my business.
3. I have set goals for next year for number of transactions, etc. in the CGI Calculator with my MC leaders.
MY ACTION PLAN
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
58
Challenge Rating Action Steps
4. I understand the big picture of the market and which numbers really matter.
5. I regularly review sources for local and regional market data so that I can be more knowledgeable than the media headlines.
6. I understand the needs of my customers and make offers for immediate response.
7. I regularly practice scripts and dialogues that address the needs of today’s market.
8. I prospect more than I market.
9. I am creative in my lead generation efforts and have tried new sources of leads.
10. If I have the best conversion rate of anyone on my staff, I am handling the lead conversion to its conclusive end.
MY ACTION PLAN
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
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From Aha’s to Achievement
AHA’s
What are your Aha’s?
BEHAVIORS
What behaviors do you intend to change?
TOOLS
What tools will you use?
ACCOUNTABILITY
What does accountability for this look like?
ACHIEVEMENT
What will you achieve?
MY ACTION PLAN
© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4
60
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