OutFront Magazine Q2 by Keller Williams Realty, Inc

Tom Mitchell is busting down the door-knocking myth Page 28

A PUBLIC ATION OF KELLER WILLIAMS REALTY, INC . SECOND QUARTER 2013, VOL.10 NO.2

How to eliminate home buyers’ analysis paralysis Page 14

Welcome to our newest KW Worldwide franchisees Page 10

HOW TO FIND YOUR

co-author JaY PaPasaN on putting THe ONe THINg to work in your LiFE.

gaRY KelleR dELivErs thE surprisingLy simpLE truth bEhind Extraordinary rEsuLts.

Citibank can help make your clients’ homeownership dreams a reality.When your potential home buyer is ready to take the first steps towards purchasing a home, Citibank can guide them through the process.

Citibank offers your home buyers:

SureStart®1 Pre-Approval: Your clients can shop with confidence, knowing their financing is secure.

On-Time Closing Guarantee2 : With our $1500 on-time closing guarantee, your home buyers can be assured of our commitment to close their loan on time.

Citi® Homebuyer’s Advantage3: Eligible buyers will receive .50% of the loan amount as a credit toward mortgage origination points, which can be used to reduce closing costs or lower their interest rate. For instance, if the mortgage loan is $400,000, the buyer will receive a $2,000 credit.

Together, as a powerful team of professionals, we will work to provide your client with an effortless real estate experience.

Terms, conditions and fees of accounts, programs, products and services are subject to change. This is not a commitment to lend. All loans are subject to credit and property approval. Certain restrictions may apply on all programs. Offer cannot be combined with any other mortgage offer.1 SureStart is a registered service mark of Citigroup Inc. Final commitment is subject to verification of information, receipt of a satisfactory sales contract on the home you wish to purchase, appraisal and title

report, and meeting our customary closing conditions. This offer is not a commitment to lend and is subject to change without notice. There is no charge for the SureStart pre-approval, but standard application and commitment fees apply.

2 If you are purchasing a home, we guarantee to close by the date specified in the purchase contract, unless prohibited by federal law*, and further provided that the date is at least 30 days after the application date and the date of the purchase contract. If the loan fails to close on time due to a delay by Citibank, you will receive a credit towards closing costs of $1,500. Offer not available for refinance loans, co-ops, unapproved condos, residences under construction, community lending loans, and government loans. In Texas, the credit may not result in your client receiving cash back. (*Federal law requires certain disclosures be delivered to the borrower at least 3 business days before consummation. The guarantee to close does not apply if such disclosures are required and the closing is delayed due to the 3 business day waiting period.)

3 Eligible buyers receive .50% of the loan amount as a credit, which can be used to lower the interest rate by paying points or for other closing costs. For example, on a loan amount of $400,000 the credit is $2,000. The offer cannot be used to obtain cash from the transaction. Offer available on purchase transactions only, not refinance. This is a limited time offer. Citibank reserves the right to suspend, change and terminate the offer and promotion. Customer must apply and lock in rate by the offer end date to qualify.

© 2013 Citibank, N. A. equal housing lender, member FDIC. NMLS# 412915. Citi, Citibank, Arc Design and Citi with Arc Design are registered service marks of Citigroup Inc.

To learn more about working with Citibank, please contact:

Bill ErvinNational Brand Manager Real Estate [email protected]

Keller Williams Realty 3

If failure to plan is planning to fail, then Valerie Hunter-Kelly might be invincible.

Seven KW associates landed coveted positions on REALTOR® Magazine’s 30 Under 30 list. Here’s what they say it takes to thrive.

How Sean Healey whittles down the home buyer sales cycle to close more deals in less time.

Tom Mitchell and his mega team hit the pavement to bust down the door-knocking myth.

We go behind the scenes with Gary Keller to help you find your ONE Thing.

Across the world, YOU made a difference by giving where you live in your communities!

30

06

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generATion SucceSS

one & done

STreeT cred

cover STorY

red dAY 2013

Neither Keller Williams Realty, Inc. nor its a�liated companies warrant any product or service delivered under this program. All products and services are provided by Gift Card Impressions. A Keller Williams Approved Vendor Program member is a business entity independent from Keller Williams Realty, Inc. and has no agency, partnership, or joint-venture with Keller Williams Realty, Inc.

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executive director of Marketing and communications: Ellen Marks editor: Laura Pricecommunications Manager: Kevin Priestnercopy editors: Jeff Ryder | Owen GibbsAssociate Art director: Michael Balistreri Senior designer: Caitlin McIntoshcontributors: Celesta Brown | Jennifer LeClaire | Gwen Moran | Shelby O'Neill Advertising: Tom Freireich ([email protected])Job inquiries: ([email protected])

1221 South Mopac expressway,Suite 400Austin, Texas 78746(512) 327-3070 phone(512) 328-1433 fax

OutFront is published by Keller Williams realty, inc. The entire document of OutFront is copyright© 2013 by Keller Williams realty, inc. no portion may be reproduced in whole or in part by any means, including electronic retrieval systems, without the express written permission of the publisher. editorial or advertising does not constitute advice but is considered informative. copyright© 2013 Keller Williams realty, inc. All rights reserved.

Second Quarter 2013, vol.10 no. 2OutFront is a publication of Keller Williams realty, inc.

kw

table of contents

SECOND QUARTER 2013, VOL.10 NO.2

3030under

2Q 2013outfront4

RED Day 2013

On May 9, 2013, Keller Williams associates took the day off from their businesses to give back to their communities during RED Day, the company’s annual day of service. This year not only marked the fifth anniversary of the event, it was also the first time South Africa, Indonesia, Vietnam and Turkey – our KW Worldwide partners – participated in “giving where we live.”

THANK YOU for the many ways in which you gave back to your communities!

Making a Difference Around the World

kw

RENEW • ENERGIZE • DONATE


“i continue to marvel at your red day creative community outreach activities! each time i think of your taking a day to put aside your businesses in order to bring sunshine into the lives of others, my heart rejoices and my respect for each of you grows and grows. There could be no better birthday celebration than our annual day of service, and i love each of you more than i could ever express for embracing this event. Thank you! Thank you! Thank you!”

MO ANDERSON vice chairman of the board,

Keller Williams Realty

2Q 2013outfront6

er

or year seven in commercial [real estate]. Have a plan in place to weather the growth cycle, stay positive, have accountability and encouragement, and consistently perform the right tasks the right way.

Ryanne Vaughan, austin SW (Texas) market center: When you first get into real estate, it’s easy to get intimidated by the number of agents. The turning point for me was when I realized that there is a huge difference between carrying a license and being great. That value is the foundation of my team, it’s who we are and provides the basis for our success –

thanks MREA!

perhaps most of all, be patient. Get your foot in the door by getting involved in the community.

KRiSTi TanneR MocK, anchorage (alaska) market center: Build trust with your clients by doing what you say you’re going to do. Learn and practice the right scripts. Take BOLD and the Language of Sales from KW MAPS Coaching. Don’t wait until you experience the pain of not prospecting; get into the habit of lead generating every single day.

angie cole, Raleigh (n.c.) market center: Age is only a number, and the good news is successful real estate agents are on a continuous learning curve. Don’t allow yourself to have limiting beliefs. Being new in the business has nothing to do with how well you serve your client. They want to work with a real estate agent who is positive, confident and makes them feel at ease.

Daniel Zia, Santa Barbara (calif.) market center: Set correct expectations about the timing of success. The majority of agents don’t hit their stride until about year five in residential

3030Keller Williams Realty’s

Class of 2013 dominated with more associates listed than any other real estate company.

RiSiNg STARS kw 30 UNDER 30 , CLASS Of 2013 | UNiTED STATES By Laura Price

When these seven young guns entered the real estate industry, business was anything but usual. Yet, amidst a reeling real estate market, their entrepreneurial spirit, ingenuity and dedication to their clients’ success set them on a trajectory that will continue to grow for years to come.

The KW REALTOR® Magazine 30 under 30 winners schooled us on what it takes to thrive in today’s real estate market.

What’s your best advice for a young agent getting into the business?

alexanDeR Phan, Portland West (ore.) market center: Find the top-producing Keller Williams associates in your area and apply to work for them. You’ll learn their systems and be on the receiving end of clients and a stream of leads. Make sure the office has a lot of energy, a strong base for education and strong leadership.

MaRy WhiTWoRTh, Brazos Valley (Texas) market center: As a new agent, it’s important to be driven, be consistent and

alexanDeR Phan MaRy WhiTWoRTh

und


MeReDiTh lane, lexington (Ky.) market center: Reach out to your sphere of influence and continue to grow it. Most of my business is referrals from past clients, former colleagues or friends, and doing that was (and still is) very important to my business model.

What’s the smartest thing you did last year?

Phan: I got involved in our local real estate community, joining several committees, organizations and accepting leadership positions.

WhiTWoRTh: I hired an assistant to do the busy work. Their responsibilities range from taking pictures and inputting listings to picking up my dry cleaning and grocery shopping. It’s amazing how much time is lost dealing with these small tasks.

TanneR MocK: Leverage. I learned to delegate so I could focus on what I do best: lead generation and converting listing appointments to clients.

cole: I focused on the ONE Thing that has set me apart in my market: Facebook. It’s absolutely free and brings in 50 percent of my referral business. I post stories about my

personal life, the joys of being a mother, and I share my clients’ experiences with posts, pictures and by tagging them in it.

Zia: Besides joining Keller Williams Santa Barbara, it would be a tossup between increasing my staff size and putting better systems in place to aggressively secure new properties to flip.

Vaughan: I took a vacation! This business demands so much of my life, but it also gives so much to my life.

lane: You have to brand yourself and your business. I use a personal page and real estate page on Facebook and Twitter to promote my business and myself as a brand. I also host a

weekday morning radio show on the Top 40 station in Central Kentucky. Each day I sign off saying, "I'm off to sell a house!"

Where’s the greatest opportunity in the current market?

Phan: The market is all about listings. I think we’ve got to go back to our database prior to the recession, target those sellers who tried to sell but couldn’t and show them why now is a great time to sell their home.

WhiTWoRTh: This business relies on innovative technology more than ever. It’s our job to stay on top of the newest trends to make our business more efficient and to streamline our services to clients.

TanneR MocK: Gaining market share by doing what no one else wants to do: daily lead generation.

cole: The market in Raleigh, N.C. is already shifting into a seller’s market. That being said, it’s still an amazing time to buy. Interest rates and home prices are at an all-time historic low which simply means homes are still more affordable than ever.

Zia: Agents who control the listing inventory will have the most leverage. We are implementing new systems to secure these listing opportunities, improving our marketing materials, listings package.

Vaughan: Sellers! Regardless of market conditions, this will always be my answer.

KRiSTi TanneR MocK angie cole Daniel Zia

CONTINUED ON NEXT PAGE

2Q 2013outfront8

if you had to get a deal written right now, what’s the first thing you’d do?

Phan: I’d think about whom has the most money to spend and wants to make a profit. Today that’s investors. I’d find an opportunity and put it in front of them immediately.

WhiTWoRTh: To get a deal done today, I would contact the listing agent to make certain there are no pending offers, then get as much information as possible, write a compelling offer and send it to the buyer for an esignature to turn it around fast.

TanneR MocK: I would get on the phone and call everyone I know beginning with my hot list until I found someone who wanted to buy or sell now.

cole: I would pre-qualify one of my hot buyer leads. It’s a disservice to show them homes before they know their buying power. It saves everyone time and energy.

Zia: I believe in doing my best everday. So whether it’s feast or famine, my effort, attitude and neutral counsel remain the same.

Vaughan: It’s a seller’s market, so I’d take a listing.

lane: I'd pull up Dotloop on my laptop, iPhone or iPad! In fact, just a couple weekends ago I was a bridesmaid and I had

WhiTWoRTh: Balancing work life with personal life is a persistent challenge. So my goal this year is to focus on the most important tasks each day and allow myself the extra time to spend with friends and family.

TanneR MocK: We went a few months without a buyer agent, though the leads kept coming in. We moved forward, hired talent using the RSTLM system and a KW MAPS Coach. My leadership grew geometrically.

cole: I’ve been a single mother since day one (my daughter is now 6 years old), which has been an extra struggle. My business boomed last year and I really had to time block to focus on our time together.

Zia: My most significant challenge was surviving the workload of an insanely good year. To counterbalance, I’ve brought back weekly date night with my wife, planned more family vacations and short weekend trips, and am taking additional time in the mornings for prayer.

Vaughan: Growth. I got over myself and realized the value of having the right people. A great team is full of great people.

lane: Each transaction has its own set of challenges. I believe real estate agents are problem solvers. So with each challenge, we have to work to come up with a solution that will be

favorable for the buyers, sellers and agents involved.

What’s next?

Phan: I’m focused on hiring talent and putting systems in place to run a more efficient business. Getting a coach will also be a big step for me.

WhiTWoRTh: It’s all about raising the bar in 2013! This business offers numerous opportunities and I plan on taking advantage of everything.

TanneR MocK: Growing our people so that they get what they want! And then growing our team to be the No. 1 real estate team in Alaska!

cole: My goal this year is to close 60-plus homes and increase my average home sales price. I’m also closing on my first home and enjoying life with my little real estate agent in training.

Zia: I need to have the bandwidth and space to be a better leader. So I plan to hire a buyer agent or more specialized showing assistant.

Vaughan: Our team grew really fast and because of that we missed some pretty major steps. Our focus for 2013 is and has been defining those steps and creating structure for healthy growth.

lane: I want to continue to grow my business, work to promote the builder I represent, take care of my clients and become a better agent with each transaction I do. kw

Ryanne Vaughan MeReDiTh lane

a client who wanted to write an offer that day. While I was getting my hair done, I wrote an offer on Dotloop. Technology makes our jobs so much simpler and more convenient!

What was your most significant challenge last year and how did you overcome it?

Phan: Believe it or not, buying a home was a challenge for me and my wife. The market was rapidly changing and we overanalyzed everything. The experience was a reminder that our clients are facing the same challenges.


CULTUREkw gERRy NiCKS | TORRENCE, C ALif. By Celesta Brown

How the Lessons from BOLD Are Helping a California girl Walk AgainGerry Nicks was having a particularly bad week some years ago at his job as a camera salesman. A good week would have been about $25,000 in sales, but Nicks wasn’t even in the ballpark. So he did what he always does: he praised God for his blessings and talked to God about his struggle. It is remarkable then that a few hours later a man came in and made a single merchandise purchase worth $30,000. The man was one of the nation’s wealthiest, having emerged from a childhood of poverty to become one of the largest landowners in America. Impressed by the effort and energy that Nicks put into selling cameras, the man encouraged him to go help people with real estate so that he could build an independent life that would allow him to do what he was good at while being available for his family. Turns out family time was exactly what Nicks was going to need.

Six years ago, his daughter Elizabeth suffered a traumatic brain injury as a result of a cheerleading fall from the top of a pyramid-style formation. She was in a lengthy coma and emerged partially paralyzed before the Nicks were told that she would never walk again. She’s been bound to a wheelchair ever since and requires round-the-clock medical attention.

While they were plugged into all the rehabilitation services available to her, not much was happening for Elizabeth. When Nicks, who made the transition to real estate in 2004 and is

now based in the Keller Williams South Bay (Calif.) market center, signed up for his fourth BOLD this year, two goals took priority:

1) To see his daughter walk again; and2) To increase sales by 30 percent.BOLD is an eight-week KW MAPS

Coaching course that focuses on breaking through limiting beliefs and achieving a life by design. Step 2, which focuses on mindset, is having an enormous, life-changing impact on the entire Nicks family. It’s in Step 2 that agents unlock their mindsets with lessons on the power of the mind and the importance of daily affirmations.

Nicks began repeating BOLD affirmations in Elizabeth’s presence, then had her join in, repeating daily that she was bold, she was more than a conqueror through the Lord Jesus Christ and that

she would walk again one day. Nicks says, “I’ve been working on focusing my mindset and affirmations with my daughter, who was told she’d never walk, not even with the use of a walker. After watching the ‘Miracle Man’ film during the BOLD program, I thought about the mindset of the doctors and how they were limiting my daughter’s life. So I began to talk with her about taking a few steps every day. By visualizing, practicing affirmations and keeping our eye on the goal, she managed to rock back and forth until she was standing for 10 seconds, then 20 seconds, then a whole minute before she managed to take a few steps.”

Nicks recently attended therapy with Elizabeth. “This time, though, the doctors and physical therapists came to her room to watch her taking steps, and applauded her. I will no longer accept

other people telling my daughter what her potential is. Or mine.”

By taking BOLD out of the classroom and bringing it to his own world, Nicks saw firsthand the real power of affirmation. “I understand now that what is impossible becomes possible when you believe.” In early May 2013, Elizabeth took 22 steps. By mid-June when she graduates high school, she aims to walk part of the way to pick up her diploma.

As his daughter’s affirmation partner, Nicks says he’s more convinced than ever that a 30 percent growth in sales this year can be achieved. “I owe it to her to meet my difficult goals, too,” Nicks proclaims. “And I will.” kw

gerry nicks (third from left), his daughter elizabeth (center) and family.

2Q 2013outfront10

WORLDWiDEkw AUSTRiA, gERMANy, SWiTzERLAND, AND TURKEy By Laura Price

Another Worldwide Welcome!Keller Williams Realty expands international reach, opening doors in Turkey as well as the Austria, germany, and Switzerland region.

Rauert Peters was nearly finished developing a concept for the ideal real estate company when he had an epiphany: he had outlined models and systems that already existed. “i realized that the company i had created was Keller Williams realty,” he says. reaching out was the obvious next step.

By February’s Family reunion in dallas, Texas, he and the core leadership team were reaching out alright; shaking hands

with the KWri executives in celebration of their decision to expand Keller Williams realty in the Austria, germany, and Switzerland region.

He wasn’t the only one. Emre Erol and his core leadership team were nearby celebrating the launch of the new region serving Turkey and the Turkish republic of northern cyprus.

“All of the education and tools that Keller Williams provides will set a new

standard for the whole Turkish real estate market,” he says. “This is training. This is education. it's detailed, extensive, and very well structured. it will be a game changer for our market.”

We asked our newest international franchisees a few more questions about their decision to join forces with Keller Williams realty.

FroM leFT To rigHT: (sitting) emre erol, chris Heller, devrim Aka

FroM leFT To rigHT: (standing) Haluk erol, engin erol, Ahmet rauf Saati

FroM leFT To rigHT: chris Heller and rauert Peters


Q & ADescribe the current state of the real estate market in your country.

eRol: The Turkish economy has experienced a very positive shift over the past decade, and real estate has played a large role in the growth. Those conditions plus a strong financial and banking system has made Turkey an attractive destination for both direct investments and international individual buyers. Sixty percent of our population is under 25, which creates an amazing demand for new and better housing standards.

PeTeRS: Like all economies, Austria, Germany, and Switzerland have seen their fair share of shifts – though they don’t necessarily coincide with the U.S. or European markets. That being said, the real estate market here is very healthy. In most metropolitan areas we have a sellers market with an underproduction of residential and some overproduction of commercial product.

We have a largely north american readership. What are the key differences between real estate in your country and the united States?

eRol: Each Western country has its own regulations and processes. However, in Turkey, a real estate transaction closely mimics the United States’ process. There is always a buyer, a seller and a real estate agent. An agent can represent both sides at the same time. In fact dual agency is a common situation here. Websites and newspapers are the typical channels for ad-vertising since we do not have an MLS. Once both parties have settled on an agreement, they meet at the title office together with the agent to transfer the title deed. The commissions are paid in cash to the agent right after the transaction.

PeTeRS: There are several key differences. First of which is that, like Turkey, we don’t have an MLS either. There is also no difference between agent and broker – they are one and the same. So if you want to become a broker, all you need is an application, a few Euros and you are up and running.

you have both successfully launched brokerages. Why Keller Williams Realty?

eRol: This company has such a unique culture because its focused on the agents and the people. It's a huge difference compared with the traditional models where everything is done to benefit the brand. This really attracted me from the first day because we have wanted to be part of a company like this for a long time.

PeTeRS: Keller Williams Realty showed that it existed for the benefit of the agents’ success. The systematic approach to the day-to-day real estate business – leads, listings and leverage – was incredibly attractive. I have never in my life experienced such talent from a company and the constructive interest of everyone in my personal success. The productivity, positive spirit and high level of professionalism were more powerful than I expected. Once I had experienced that, I understood what the Keller Williams culture meant. It’s not a perception; it’s what drives the company as a whole.

What’s next for the austria, germany, Switzerland, and Turkey regions?

eRol: Every real estate company is different. But there is one common factor: we are all in real estate and we all want success! Our vision is to provide the most extensive support on our agents’ path to success and to become the most reputable and admired real estate franchise in Turkey. Our goal is to have four market centers by the end of the year and 45 market centers with 1,200 agents by the end of five years.

PeTeRS: We are truly leading with revenue as we work toward the launch of the first market center. We are planning to hire six professionals for the master franchise office and an additional three for the first market center. When we’ve regionalized the Keller Williams materials, we will begin recruiting agents. In five years, we are aiming to have 50 profitable offices with a total of 500 associates.

2Q 2013outfront12

if a tree falls in a forest and no one is around to hear it, does it make a

sound? Aside from star ting philosophical debates, that question can be

adapted to numerous situations, including the real estate business. for

example, if you star t a real estate business and no one is around to see

it, does it make an impact? Will it be a success? The answer is probably

not. Without marketing and branding, no one will know your business.

Consistency and the Customer ExperienceOttawa's Pilon/Hamilton group gets big results from marketing and branding

MARKETiNg & BRANDiNgkw THE PiLON/HAMiLTON gROUP | OTTAWA, C ANADA By Shelby O’Neill

The Pilon/Hamilton group


The Pilon/Hamilton Group, a part of Keller Williams Ottawa Realty in Canada, has shown just how powerful marketing and branding can be. In their first four years in the business, they closed $80 million in volume, and in 2012, that number climbed to $126.9 million. Partners and sales representatives Jason Pilon and Leam Hamilton credit their systems and processes for establishing success early on, but it's their focus on marketing and branding that has helped them generate big results.

Both Pilon and Hamilton joined Keller Williams in 2007.

“It had been our plan to start up a team together,” Pilon said. “We wanted to be with a company that had vision and one that put their agents' brand before the company. In Ottawa, that was Keller Williams.”

Each adapted lessons learned from previous work experience to their new careers. Hamilton had worked primarily in customer service, including 13 years in customer recovery.

“Learning how to turn people's overall sentiment about their customer service experience from a very negative one to either a positive or an acceptable experience was my game-changer," Hamilton says. “First impressions are critical, there’s no doubt about that. But in almost every case, I found that the last impression was the most impactful and memorable one for the consumer.”

Pilon came to real estate after establishing a successful online retail startup in the late 1990s, where he learned that success in any business requires a solid plan, consistency in everything and a focus on the customer experience, he explains.

instant credibility Establishing a brand and a reputation in an already crowded marketplace were first on Pilon and Hamilton’s agenda. After benchmarking competing real estate companies, they determined that they needed something original that would “give us instant credibility,” explains Hamilton. They wrapped their vehicles with a professional logo, designed a sign that stood out and offered clients a compelling selling proposition that would get their attention.

Once they had nailed their efforts on the ground, Pilon and Hamilton turned their attention to the Web.

“We ran online campaigns that would drive people back to our Website, where we would capture their information,” Hamilton says. They developed tracking systems to understand the return on investment. It was successful in that they were able to understand the effectiveness of their efforts. They quickly adapted the system to track every marketing initiative. “We also used Facebook to brand ourselves and increase our credibility.” Though the results were not as tangible, they firmly believe that without the social networking site, the level of buzz from both their direct and indirect spheres couldn’t have been reached. Currently they have more than 2,500 followers.

“Knowing where our dollars were going and that our spending was in check was the difference between running a great sales team and owning an actual business," he adds.

When it came time to add team members, Pilon and Hamilton also had to increase marketing efforts, which created obstacles.

“The biggest challenge in increasing our branding and marketing was overcoming our fears,” Hamilton says. Fears which included overspending. “We really had to believe that everything we had done to that point was a result of these initiatives and not some lucky break. We still deal with the fear every time we introduce a new medium or channel, but we've resigned ourselves to the fact that this fear will never go away. Now it’s just a great motivator.”

“Throughout our growth, we have managed to keep our branding and messaging consistent,” Hamilton says. "We continued to do the same things but on a larger scale. More wrapped vehicles, more online campaigns and more print material, including a monthly newspaper we produce, has resulted in larger market share." The lesson for other real estate agents: “The more people you can touch with your marketing, the more sales you’re going to have,” says Hamilton. kw

A TWiST ON TRADiTiONAL REAL ESTATE BRANDiNg STRATEgiES.

When you see The Pilon/

Hamilton marketing and branding,

there’s something missing. “our

faces aren’t on any of it,” says

Pilon. “Think about it this way,”

adds Hamilton, “if marketing and

branding were about the owner

or the sales representative,

Mcdonald’s famous golden

arches might have been replaced

with ray Kroc’s face. our

branding and advertising is less

about us as individuals and more

about what we are offering our

current or a prospective client.”

leam Hamilton and Jason Pilon

2Q 2013outfront14

MODELS & SySTEMSkw By Gwen Moran

ONE&DONE

How Sean Healey whittles down the home buyer sales cycle to close more deals in less time

Representing home buyers can be a time-consuming endeavor. While a 2013 survey by the National Association of Home Builders (NAHB) says that the median number of homes a buyer looks at is six before purchasing a new home and 10 before buying an existing home, in a buyer’s market, that number can skyrocket to four or five times that amount. And they may visit homes they like multiple times.

But not Sean Healey’s buyers. They typically see three or four homes one time each before making a purchase decision. The team lead at The Healey Group in the Denver North (Colo.) market center has created a process that streamlines working with buyers, eliminates “analysis paralysis” from seeing too many homes too many times, and keeps buyers focused on the goal: finding the best home for their needs and their price range. The eight-person team includes a lead buyer specialist, two buyer assistants, two field agents, an executive assistant, a transaction coordinator and a listings specialist. He also has two virtual assistants.

Make the gradeThe Healey Group’s process starts with a meeting to determine if the client is an A, B or C buyer. B or C buyers are ready and willing, but just not ready to buy at that moment because of finances, credit, or other factors. He and his team members deliver a 20-point PowerPoint presentation that manages expectations, familiarizes prospective buyers with current market conditions and educates them about the buying process. The presentation also gives them a taste of what kind of homes they can expect to see within their price range.

While the B and C buyers are good long-term lead generation material, Healey is looking for grade-A buyers who are ready to start the process in earnest. If the buyer is a B or C, the team adds them to their email list, keeping in contact with them through a drip email campaign and giving them access to the team’s Website so they can conduct their own property searches. The team tries to support these aspiring buyers as they move closer to the path of becoming homeowners.

THE SEAN HEALEy gROUP | DENVER, COLO.

The Healey group


narrow the FocusOnce the buyer is qualified, Healey’s “funnel approach” to finding homes begins. He and his team members have no desire to be the gatekeepers. They program buyers’ parameters into the Multiple Listing Service (MLS) basing the search on number of bedrooms, square footage and price, in an attempt to match the search results to the market as broadly as possible.

“Some people will say, ‘I have to have air conditioning.’ We ask, ‘Well, if the house was perfect in every way, could you add that later?’ We wouldn’t want to eliminate something that’s perfect for them in every other way,” he says.

The goal is to get to a hard-copy list of between 15 and 30 homes – more if possible, but that’s tough in Denver’s current seller’s market. The team educates buyers on how to read the list and gives them a day to narrow it down to approximately 10 to 15 homes, depending on the original length of the list. Buyers sort the printouts into “yes,” “maybe” and “no” piles. Once the selection is reduced to the best options, the buyers have more homework.

“They’re not just buying a house; they’re buying a neighborhood, so we ask them to go look around the neighborhoods on their own, driving by each of those houses. We ask them to make sure the home doesn’t back up to anything they’re not comfortable with and to make sure the other houses look good. We want them to determine whether the neighborhood is one they could see themselves living in,” he says. Then, he tells them to choose the best three to four houses, at which point the team schedules private showings.

A Few good HousesUp until this point, the process has

been entirely in the buyers’ hands. They have made the decisions about which houses are best instead of the real estate agent. The buyers have already chosen the houses with which they connect for one reason or another. That may include an elusive “gut” feeling that no buyer agent could discern on his or her own.

The team schedules showings at the three or four properties that the buyer selects. The team never gives its opinion, but once the first showing

is done, the buyer is asked to rate the home on a scale of one to seven, with seven being perfect.

“The buyer isn’t going to pick a one, two or three because they’ve already vetted the properties as better than any in the original printouts. If they say a seven, then the house is perfect and it can’t get better,” he says.

With no other homes to compare, the buyer usually ranks the first house a five, he explains. After the second showing, Healey or the buyer agent asks the buyer if the second home ranks better or worse than the first. If it’s better, the first MLS listing printout is torn up and the house is out of the running. If it’s worse, the second MLS listing printout is discarded. This process continues until only one house is left. When the three or four are finished, the homeowner has the best possible home after seeing each only one time. How often do they choose “none of these?” Never, Healey says, because they have already prequalified the homes from which they’re choosing.

This process contributed to the firm’s $31.6 million in sales revenue last year. It has also earned Healey, a 25-year real estate industry veteran, a spot in Gary Keller’s expansion Mastermind Group, which is attempting to duplicate successful systems and expand them to other markets.

“Most agents don’t have a system for showing homes,” he says. “They’ll go through a basic buyer presentation and try to guess what the buyer wants. Then, they’ll take the buyer out and show him or her homes without a specific plan or process in place. They could end up showing five, 10 or 15 at a time because they have nothing better to do.” With a buyer-directed system of elimination, the path from sorting through piles of MLS listings to the sale is cut dramatically and with greater client satisfaction. kw

Sean Healey

2Q 2013outfront16

MARKETiNg & BRANDiNgkw THE PEggy HiLL TEAM | ONTARiO, C ANADA By Jennifer LeClaire

What’s in a name? For Peggy Hill, it’s name brand recognition in Ontario, Canada, that other real estate agents would envy. In just two years, Peggy Hill has established herself as the luxury agent of choice in the region. And no one calls her Peggy or Ms. Hill. It’s always Peggy Hill.

“I know my marketing works because even my kids call me Peggy Hill,” says Hill, who founded the Peggy Hill Team at Keller Williams Experience Realty, Brokerage in Barrie, Ontario, in November 2012. “When I meet people, I introduce myself as Peggy and they say, ‘Oh, Peggy Hill.’ That’s from consistent branding over the years.”Of course, she hasn’t always been a luxury real estate guru. Just nine years ago, she was flipping burgers at her family’s Greek restaurant. After they sold the restaurant, she had to find a way to provide for her family and her parents. She chose a career in real estate, worked for some big name brokerages until deciding to go out on her own in 2010. Her firm quickly grew from two agents to 12 to become the sixth largest in the city in terms of market share before she joined forces with Keller Williams Realty.

“My real estate business was successful right away – and a lot of that was because of my marketing,” says Hill, who received her marketing education while working in her parents’ business. “I’m a big marketer, so Keller Williams intrigued me because it’s so lead-gen based. I add that to my prospecting mix and it’s making my business even better.”

Still, the core of her success is marketing. And the core of her marketing is listings. As she sees it, clients call her because of her inventory – not because of her team. But once they meet her team, they see the difference between what Peggy Hill provides and what the competition offers.

“Many clients have never heard of staging, but I stage all my homes before they hit the market. All homes are

Meet the Queen of (Ontario) hill

Peggy Hill


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photographed professionally and we create professional HD video tours,” Hill explains. “We offer conveniently scheduled open houses – some agents won’t even do open houses – monthly market updates, and showing and open house feedback. We give the client value.”

Hill bases her marketing and customer service on how she would like to be treated if she were selling her home. She thinks hard about what the average person wants and needs. And she has decided that they want to see professional photographs, videos and other marketing materials that will drive results sooner rather than later.

“Our logo is ‘Real people. Real service. Real results,’” Hill says. “That message resonates with clients because that’s what they want. We deliver results through our marketing.”

online All the TimeAlthough Hill has shifted much of her marketing to the Internet – she has five Websites targeting various segments of the market and spends significant dollars with Google Adwords to position herself at the top of the search results on her preferred keywords – she still has a strong multimedia presence that’s driving the results her clients demand. Hill also finds radio advertising is especially effective.

“With radio advertising, I’m able to deliver the message right away in the way I want to deliver it. I can change it up. If I’m short on listings, I say that on the air. If I’m short on buyers, that’s what the audience hears. My message gets out there in real time and drives results.”

Beyond radio and Internet, she advertises in local newspapers and magazines, real estate books, bus stations, in hockey arenas and on TV. She also uses contact info that’s easy to remember like ([email protected]) and 739-HILL.

As for her personal branding, she admits she got lucky with the “King of the Hill” television show, which featured a character called Peggy Hill. But she’s taken that luck and added marketing smarts for success.

“It’s about the repetition,” she says. “When they see your ad in one place, and then another and another, it confirms to the client that you are for real. And I go big. I’d rather advertise big in one venue than small in many venues. The message is stronger when it is bigger.”

A Personal ApproachHill’s strategy is working in a Canadian market that enjoys a stable economy with a solid banking system. She says buyers are stretching themselves because the low interest rates make it possible to buy larger or more luxurious homes. Home prices are rising, but not as much on the luxury side. And luxury homes take longer to sell because there are fewer buyers.

“Buyers want a seamless transaction. They don’t want to be the ones to figure out why their house isn’t selling. They want experts. They want interaction. They want someone to lead them through the process,” Hill says. “Otherwise, they’ll just opt to sell it themselves, which is happening in this market. That’s why marketing is so important. The average customer can’t do this level of marketing on their own.”

Hill shies away from a pre-listing package and she doesn’t treat high-end clients any differently than she treats the seller of a $200,000 townhome.

She believes everyone deserves the same exposure through marketing. There’s no one-size-fits-all client, either. Hill says some people love technology. Others don’t. She doesn’t have a set budget for advertising on each house because some houses take longer to sell than others, but every home gets the basic package of photos, HD videos, staging and so on. The bottom line: she markets her listings no matter how long it takes to find a buyer. And her synergistic, multimedia approach benefits all clients.

“At the end of the day, real estate is a people business and different people like different things,” Hill says. “You’ve got to feel good about what you do for a living, and when you do a really good job people can’t stop talking about you. I don’t ask for referrals. I just do a really good job because I know people will go out and yell my name – Peggy Hill.”kw

2Q 2013outfront18

HOW TO FIND YOUR

no one understands success quite like gary Keller. the co-founder and chairman of keller williams realty started his life as an entrepreneur fresh out of college with only $1,000 in his pocket. within a few years, after achieving considerable success as both a salesperson and a sales manager, he started his own company. shortly after circumstances put him several hundred thousand dollars in debt, the real estate market bottomed out. at the end of a very short rope, he reinvented himself and his business. one year later his firm was the largest in austin and one year after that sold the most real estate. From zero to below zero to number one in less than five years, he not only recovered from his early setbacks, but ultimately set the stage that led keller williams realty to become the number one real estate company in the united states.

during the journey, keller made it his life’s work to uncover the science behind success, starting with 2004’s instant bestselling hit The Millionaire Real Estate Agent. now he’s taken his years of research, interviews and coaching sessions with some of the world’s most successful people to pen The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results with co-author Jay Papasan.

as part of OutFront’s coverage of the no.1 Wall Street Journal bestseller, we asked keller how we can achieve extraordinary results ourselves. his answer: ask the Focusing Question over and over until you are staring at just onE thing.

COVER STORy


gary Keller teaching

The one Thing at

Family reunion 2013.

2Q 2013outfront20

Q&a/gk

How do you incorporate the Focusing Question in your own life?

For me, it’s become almost subconscious. It’s the foundational habit I use to achieve success and lead a big life. I don’t use it for everything, but I apply it to the most important areas: my spiritual life, physical health, personal life, key relationships, job, business and financial life. And I address them in that order – each ONE is a foundation for the next.

Because I want my life to matter, I approach each area by doing what matters most in it. In other words, I ask the Focusing Question in each area and have found that when I’m doing what’s most important in each area, my life feels like it’s running on all cylinders.

Besides your own life, can you think of who else might exemplify this idea of the Focusing Question as the ultimate success Habit?

Olympic swimmer Michael Phelps is a great example. When Phelps was diagnosed with ADHD as a child, his kindergarten teacher told his mother, “Michael can’t sit still. Michael can’t be quiet … He’s not gifted. Your son will never be able to focus on anything.” Bob Bowman, his coach, also reported that Michael spent a lot of time on the side of the pool by the lifeguard stand for disruptive behavior. By the way, we’ve seen that same misbehavior crop up from time to time in his adult life.

But here’s the thing – and we all know

outFront: There’s a great quote in the book from arnold glasow. “success is simple. Do what’s right, the right way, at the right time.” It does a great job of illustrating the concept behind The ONE Thing.

gary keller: Glasow had it right. We only have so much time and energy, so when we spread those out, we end up spreading ourselves thin. What we hope to teach people is that you need to be doing fewer things for more effect, instead of doing more things with side effects. When I look back at my own life and think about where I’ve had huge success, I have narrowed my concentration to ONE Thing, and where my success has varied, so has my focus.

You’re saying we need to “go small.”

Exactly. Here’s what we know for sure. As humans, we overthink, overplan and overanalyze our careers, our businesses and our lives. We think success requires a long to-do list and a busy calendar. The truth is long hours are neither virtuous nor healthy; and in fact, we usually succeed in spite of most of what we do, not because of it. “Going small” is ignoring all the things you could do and focusing on what you should do. It’s recognizing that not all things matter equally and finding the things that matter most. It’s a powerful way to connect what you do with what you want. It’s realizing that extraordinary results are directly determined by how narrow you make your focus.

How do you do it?

You ask the Focusing Question – “What’s the ONE Thing I can do such that by doing it everything else will be easier or unnecessary?” – over and over until you’re doing the most important thing – your “ONE Thing.” Extraordinary results are rarely happenstance. They come from the choices we make and the actions we take. The Focusing Question always aims you at the absolute best of both by forcing you to do what is essential to success. It ignores what is doable and drills down to what is necessary, to what matters. Whether you’re looking for answers big or small, asking the Focusing Question is the ultimate “success habit” in your life.

COVER STORy HOW TO fiND yOUR ONE THiNg By Laura Price


this – he’s set dozens of world records. In 2004 he won six gold and two bronze medals in Athens and then in 2008, a record eight in Beijing. His 18 gold medals set a record for Olympians in any sport. Before he hung up his goggles in retirement, his wins at the 2012 London Olympic Games brought his total medal count to 22 and earned him status of most-decorated Olympian in any sport in history. Today, his mom reports, “Michael’s ability to focus amazes me.” Bowman calls it “his strongest attribute.”

How did it happen? How did the boy who would “never be able to focus on anything” achieve so much?

so how did he?

Phelps became a person of selected discipline. From age 14 through the Beijing Olympics, Phelps trained seven days a week, 365 days a year. He spent up to six hours in the water each day. Not to oversimplify, but it’s not a stretch to say that Phelps channeled all of his energy into ONE discipline that developed into ONE habit – swimming daily.

You mention the importance of discipline, but it’s one of the six lies on the path to extraordinary results.

When people meet my wife, Mary, they always ask, “What is it like living with him? He’s so disciplined.” The truth is I’m not disciplined. Successful people aren’t necessarily disciplined; they’ve just mastered a few key habits that get them extraordinary results. Habit does, however, come about by way of discipline. We see it in Phelps’ dedication

and we found it in countless other examples during our research for the book.

The trick to success is to choose the right habit and bring just enough discipline to establish it. That’s it. That’s all the discipline you need. As this habit becomes part of your life, you’ll start looking like a “disciplined” person, but you won’t necessarily be one. What you will be is someone who has something regularly working for you because you regularly worked on it.

We’ve all tried to adopt new habits to no avail. What does it take to maintain a new behavior in order for it to stick?

We wanted to know that too, so we turned to our research team who uncovered some interesting findings. The first of which was how long it took to truly entrench a habit. According to a study conducted in 2009 by researchers at the University College of London, it takes an average of 66 days – NOT 21 like many of the self-help circles tend to preach. In fact, the full range was 18 to 254 days, but 66 emerged as the “sweet spot.” So, it takes time to develop the right habit, and you can’t give up too soon. There are no guarantees. I tell people to decide what the right ONE is, and then give yourself all the time you need and apply all the discipline you can muster to develop it.

life is inherently complicated and many of us have some pretty audacious goals. How do you choose where to turn your focus if you’re not sure which path will get you the result you seek?

BJ Thornton once said, “Every great change starts like falling dominoes.” Achieving success, just like change, follows the same domino effect. In the book, we refer to it as a geometric progression, which is the result of Lorne Whitehead’s discovery that domino falls not only topple many things, they can also topple bigger things. He described how a single domino is capable of bringing down another domino that is actually 50 percent larger because of the energy produced. Do you see the implication here? When ONE Thing, the right thing, is set in motion, it can topple not just many things, but things that are successively larger.

Why does this approach work?

Great question. It works because extraordinary success is sequential, not simultaneous. What starts out linear becomes geometric. When you do the right thing and then you do the next right thing, it adds up over time and a geometric progression is unleashed. Success builds on success, and as this happens, over and over, you move toward the highest success possible. As you continue to change your behavior to form new habits, you start to see results.

discussion continued on page 24

2Q 2013outfront22

your LiFE and thE arEas that mattEr most in it

Jay papasan

FOR MY sPIRITUal lIFe … “My wife Wendy and I wanted to establish a mentality of gratitude in our two kids. We already eat dinner as a family every night, and now we go around the dinner table and each of us shares what we are thankful for.”

FOR MY PHYsICal HealTH …“We have a trainer come to our house three times a week at 5:30 in the morning. There were a lot of dominoes before this, but right now this is the ONE Thing that’s driving all our health goals.”

FOR MY PeRsONal lIFe …“Kids are a blessing and, in a marriage, sometimes you need to remind yourself why you had them in the first place! Even though the middle of the week is pretty busy, Wendy and I decided to take a stand and establish our date night. As a bonus, it’s much easier to get a babysitter midweek than on weekends, which makes making it a habit that much easier.”

FOR MY KeY RelaTIONsHIPs …“This may come as a surprise to many people, but I’m not naturally great at keeping in touch with the important people around me. Today, I’m trying to build the habit of making two calls a day and my KW MAPS Coach is keeping me honest. The accountability that comes from my coach is a huge component. It’s a big reason why we started The ONE Thing Group Coaching Program, so that others who read The ONE Thing could have powerful accountability in implementing the book’s concepts.”

FOR MY JOB …“It’s four hours a day at whatever matters most. When we’re in book mode, I spend four hours a day writing or researching for current and future books.”

FOR MY BUsINess …“If there’s ONE Thing you take away from spending four hours a day with Gary Keller for more than a year writing, it’s that talented people are the key to a successful business. Which is why I have a standing appointment on Wednesdays to meet with talent. If I could add 50 talented people to my network every year, it would be transformative.”

FOR MY FINaNCes …“After working on The Millionaire Real Estate Investor, Wendy and I set a goal to become millionaires. The priority for building wealth, as we described in the book, is tracking your net worth. It’s been the ONE Thing that drives all of our financial decisions. The goal is on my 411 as a reminder, and I created a habit of checking it once a month to make sure we’re on track. We use Mint.com, so it’s as easy as logging in and looking at the Net Worth column.”

“the gift that you give

yourself is the gift of

habit.”

COVER STORy


when you make asking the Focusing Question a habit, you fully engage its power to achieve the success you want. Fill out the

seven areas that matter and then choose onE habit to regularly work on until it regularly works for you.

“Get clarity about the physical area of your life. If you don’t take care of your

body, where are you going to live?”

– Gary Keller

HOW TO fiND yOUR ONE THiNg

2Q 2013outfront24

Okay. so let’s assume I’ve asked the Focusing Question, chosen the right domino and am ready to get started. What’s next?

Look at it this way. If disproportionate results come from one activity, then you must give that one activity disproportionate time. Each and every day, ask this Focusing Question for your blocked time: “Today, what’s the ONE Thing I can do for my ONE Thing such that by doing it everything else will be easier or unnecessary?” When you find the answer, you’ll be doing the most leveraged activity for your most leveraged work.

That’s assuming, of course, that you have a time-managing system in place to be as productive as possible.

What system has worked for you?

My recommendation is to block four hours a day, as early in the day as you possibly can, to devote to your ONE Thing. Then be fearless about protecting that time. This system only works when your mantra is “nothing and no one has permission to distract me from my ONE Thing.”

We’re an always-on, distraction-prone society. How do we combat that?

Unfortunately, your resolve won’t keep the world from trying, so we have to be creative when we can be and firm when we must. At the Keller Williams Realty International corporate headquarters, our employees have come up with some unique ideas to take themselves out of the path of disruption and interruption. They’ve hung “do not disturb” signs on their doors, gotten permission to put up folding screens in front of their cubicles, and will book conference rooms to have quiet writing time. The fact of the matter is that life doesn’t simplify itself the moment you simplify your focus. We shouldn’t fear the chaos of focusing on our ONE Thing. What we should fear is the chaos we’re already in.

There are three commitments you say we must make to our ONe Thing, one of which is to live the accountability cycle.

Accountable people achieve the results others only dream of, and one of the fastest ways to bring accountability to your life is to find an accountability partner. Accountability can come from a mentor, a peer or, in its highest form, a coach. For me, a coach is the best choice for an accountability partner. That’s why we’re launching The ONE Thing Group Coaching Program. Accountability changes lives. If you’re serious about big results, you have to live for accountability.

There’s a surge in technology helping people achieve their goals. Can you use those too?

Of course you can – and we would encourage you to do so. We all have our methods. I’m a pen-and-paper guy myself, so every year I sit down and write out my entire year on a calendar and

then review it every week. My co-author Jay, on the other hand, is tech-savvy, so he’s been working with a team of developers to launch the My ONE Thing Interactive Website, which is an awesome goal-setting, habit-tracking tool for a lot of people. The key is to use a system until it works for you.

Thank you for time blocking for this interview today, gary. are there any last thoughts you’d like to share?

I’d like to leave our readers with an action. Close your eyes and imagine your life as big as it can possibly be. As big as you ever dared to dream, and then some. Now open your eyes. Whatever you can see, you have the capacity to move toward. And when what you go for is as vast as you can possibly envision, you’ll be living the biggest life you can possibly live. Living large is that simple, and my hope is that you’ll use the concepts and tools in this book to achieve it. kw

“Living for productivity produces extraordinary results. productive people get more done, achieve

better results, and earn far more in their hours than the rest. they do so

because they devote the maximum time to being productive on their

top priority, their onE thing.”

continued from page 21

COVER STORy


BIg IDeasYou’ve begun asking the Focusing Question. You believe in the power of The ONE Thing. So how do you make it strong enough to get extraordinary results at work and in other areas of your life?

1. Understand and believe it. The first step is to understand the concept of The ONE Thing, then to believe that it can make a difference in your life. The ONE Thing Group Coaching Program (www.the1thing.com/coaching) is designed to help you identify and get clarity around your ONE Thing.

2. Use it. Start each day by asking the Focusing Question. When you do this, your direction will become clear. Your work will be more productive and your personal life more rewarding.

3. Make it a habit. Take The ONE Thing 66-day Challenge and track your progress and share your successes with the My ONE Thing online goal tracker (accessible from any desktop or mobile device browser by visiting app.the1thing.com.)

4. leverage reminders. Set up ways to remind yourself to use the Focusing Question. You can also use the My ONE Thing online goal tracker as a cue to make the connection between your Success Habit and the results you seek.

5. Recruit support. Research shows that those around you can influence you tremendously. Who have you enlisted to help you turn your intention into actions … and your actions into extraordinary results? Your friends and family are important to this process and so are your peers. The ONE Thing Group Coaching Program and the interactive goal tracker are excellent opportunities to surround yourself with like-minded people, all seeking extraordinary results.

ravE rEviEws From thE onE thing rEadErs!“…This is about one thing, and that’s focus. Being successful, according to the authors, requires less discipline than you think. it’s about doing the right thing, not about doing everything right. So if you wish to thrive, prosper and flourish ... decide what things you’re not going to do!”

– Stefan Swanepoel, New York Times bestselling author and KW Worldwide Master Franchisor (Ladera Ranch, Calif.)

“… i’ve read lots of books and articles on focus, several of which the authors quote, but this is the most compelling and practical discussion of the [time blocking] topic that i have seen. And since i am on the road almost every week for at least part of the week, the challenge of blocking off four hours a day for this one Thing means some serious rethinking of our business model and my personal life and work choices.”

– Joe Tye, CEO and Head Coach, Values Coach Inc. (Iowa)

“…gary Keller and Jay Papasan put forth a process to the finding the beginning point for every scenario you could be faced with (no matter whether it is business or personal) and teach us that by breaking it down to that one Thing can get you on the road to where you want to be and where you want to go!”

– Karen Scholle (Bolingbrook, Ill.)

“…if you want to be a successful real estate agent or really in any other business, The One Thing is very helpful in keeping your focus where it needs to be.”

– catherine Ahlers (Amazon.com)

HOW TO fiND yOUR ONE THiNg

2Q 2013outfront26

COMMERCiALkw PROSSER STEVENS REAL ESTATE iNVESTMENTS | SANTA MONiC A, C ALif. By Jennifer LeClaire

Multifamily has been called the darling of commercial real estate. But Kenny Stevens and Heidi Prosser, two successful multifamily brokers in the Santa Monica (Calif.) market center, have given new meaning to the word “darling.”

About a decade ago, the co-founders of Prosser Stevens Real Estate Investments started out as competitors at Marcus & Millichap. When Prosser left the firm, she handed one of her listings over to Steven and the two celebrated the sale over a drink. Little did they know that just a few years later they would be business partners – and engaged to be married.

“Kenny used to joke that he wanted to be part of the Heidi Prosser Group and I joked that I wanted Kenny to be the all-star of the Heidi Prosser Group,” recalls Prosser. “We built a strong friendship over the years of working in this market.”

That strong friendship opened the door to a business partnership – and much more. During a time of self-reflection in 2010, Prosser decided she no longer wanted to work in the

business – she wanted to work on the business. She started looking for a “high-caliber” agent who could free her to follow her heart. The duo officially merged in October 2011, and soon after, Stevens captured Prosser’s heart.

“Running a business together is like a marriage. It’s one of the biggest decisions you can make. Our strengths are completely different, and what we enjoy about the business is completely different,” says Prosser, who started her career at Marcus & Millichap and has worked with Conroy Commercial and Sperry Van Ness. “I couldn’t have teamed up with any other top agents in the area and run the team the way Kenny and I are running it.”

Stevens is charged with handling meetings, spending much of his day on the phone and training agents. Prosser handles “just about everything else,” from hiring team members to creating systems and procedures to marketing and accounting.

“As partners, you need constant communication. You need clarity of expectations and a willingness to jump in when your partner needs help,” says Stevens, who was promoted to vice president of investments at Marcus & Millichap in 2008 before moving his company to KW Commercial. “You have to trust each other to make decisions so that you don’t have to ask each other about every little thing. Two is way more than two. One plus one equals four or five when you partner with the right person, communicate well and maintain trust.”

Bigger is BetterProsser Stevens Real Estate Investments has an exclusive focus on multifamily investment properties. The duo has brought tremendous value to clients with their unique knowledge of the Greater Los Angeles area and an extensive network of contacts. Prosser Stevens’ average selling price is 99 percent of listed prices, thanks to the marketing they do throughout the brokerage community and directly to local investors.

It’s paying off. In 2010, as separate companies, Stevens grossed $350,000 in commissions; Prosser grossed $450,000. One year after the merge, they grossed a combined $1.3 million in commissions, and this year they are on target to gross about $2.2 million. In terms of volume, the firm closed $55.8 million worth of deals in 2012 and $15.8 million in the first four months of 2013.

Of course, a firm can’t be successful without a plan. Prosser and Stevens take an entire day in December to mastermind and set goals. They use the 7th Level model to decide where people fit in their team, where the gaps are, if they want to expand and where to expand.

“Half of our success is actually doing the work on a daily basis, but part of that is having a clear focus and intention and revisiting it every single day,” Prosser says. “Every time we close a deal, Kenny sends an email to me and our business coach letting us know exactly where we are – how much we’ve closed for the year, how much we have in escrow, what our goal is and if we’re on track.”

Currently, the firm represents clients from Santa Monica all the way to Downtown Los Angeles, with six agents, two full-time administrators and six lead generators. About half of the staff has come on board since the firms merged in 2011.

Multifamily Darling Duo Close Profitable Merger

Kenny Stevens and Heidi Prosser


“One of the biggest challenges in merging was combining our teams. We both really liked our assistants, but we each have our own ways of working,” says Prosser. “We had to put in a whole new infrastructure with new hires and new training. That took some time, but it was necessary in order to grow the business.”

Multifamily Moves on upThe University of Southern California’s Lusk Center for Real Estate Casden Multifamily Forecast predicts another year of rent increases in the Greater Los Angeles area. Renters have

been moving out of shadow-market inventory and back into traditional multifamily product. The report predicts the future health of the multifamily market will continue to be determined by employment, home prices, shadow-market inventory and oil prices.

Prosser Stevens Real Estate Investments caters to private investors – typically syndicators and high-net-worth – individuals, who spend from $2 million to $8 million for apartment communities. From Stevens’ perspective, low interest rates are a huge factor in the multifamily acquisition arena.

“There are so many millions of dollars on the sidelines right now earning little or no interest,” Stevens says. “Private investors are willing to buy a building that has only a small return with the hope that it will to increase over the years. I expect opportunities in the multifamily sector to pick up in four or five years as the capital markets change.”

Stevens says most investors aren’t opting for 30-year fixed

loans in the current environment. The trend is for investors to fix an interest rate for five, seven or as many as 10 years. He’s betting that at some point in the near future these fixed rates are going to turn into variable rates. Nobody knows what the interest rates will be next year or in five years, he says, but if rates rise to seven, eight or nine percent, investors will find it difficult to refinance, and that will impact values.

“It’s harder now than it was a year ago to get multifamily listings. There was a time when buyers finally caught up to sellers’ price expectations. For a very long time, sellers’

Prosser Stevens real estate investments Team

expectations of price were higher than what the buyers were willing to pay,” Stevens says. “Sellers wanted top-of-the-market prices. There are still tons of buyers but it takes a lot of finesse to get a deal closed.”

The same type of finesse that it took to get the Prosser Stevens Real Estate Investments merger closed, too. Before they inked the business partnership – and their subsequent engagement – they did plenty of talking. They even formed an LLC.

“You have to have very open conversations about every single thing that could go wrong. We even had to discuss what would happen if we didn’t want to be in business any more,” Stevens says. “If you can’t talk with your partner about every single thing that could go wrong, then you shouldn’t be partners.” kw

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LEAD gENERATiONkw THE MiTCHELL TEAM | NEWMARKET, C ANADA By Shelby O'Neill

Canadian mega team hits the pavement to bust down

the door-knocking myth.

Knock knock. Who’s there? If you’re one of the 30,000 homeowners in Newmarket or Aurora, Canada, there’s a good chance it’s Tom Mitchell.

Four times a week, Mitchell and the nine members of The Mitchell Team hit the streets. Their goal? Meet as many potential leads as possible. The tactic? Good ole door-knocking.

Tom Mitchell


Mitchell and his wife Diane joined Keller Williams Realty in 2008 because of the education and the company’s growth potential in Canada. His first door-knocking experience, however, dates back more than two decades. In 1990, just three years into his real estate career, the market tanked. As agents around him reacted to the bad news, Mitchell decided to give door-knocking a try because “I knew I had to be proactive about generating leads for my business.”

Back in those days, Mitchell was knocking on as many as 250 doors a day followed by a round of cold calls. Eventually, he stopped door-knocking, relying on the hot market for regular business leads.

Then 2007 hit. On top of the market shift, the Do Not Call list was enacted and Mitchell had to make a decision: take a hit or get back to brass tacks. He chose to hit the pavement once more to see if homeowners were open to the idea of letting him into their home.

It worked."Cold phone calls only get you so far

with a potential lead," Mitchell explains. "Door-knocking opens up other

opportunities that you just can’t achieve over the phone.”

The first is the obvious face-to-face contact. The second and third opportunities, he explains, actually bank on no one being home. “If I don’t get to talk to someone, I leave my business card or one of our marketing pieces,” he says. “They think ‘Wow, Tom was working in extreme heat or frigid cold.’ People remember that kind of thing and keep your card in a safe little spot until they’re ready to give me a call.”

What’s old is new AgainEven with regular fliers and newspaper advertisements, the majority of the

business comes from the daily door-knocking.

The key to unlocking this lead generation strategy’s potential is in the team that Mitchell has built around him and the training that they receive. They have all taken BOLD: the eight-week training program by KW MAPS Coaching which encourages attendees to get out of the office and into the neighborhoods. Mitchell also attended BOLD Leadership.

“It was an awesome way to get us all fired up about getting in front of people and asking for business.”

New additions to the team can’t be shy about the face-to-face lead generation method either, and Mitchell makes sure they have the tools they need to be successful at it so they shadow him for two to three weeks before heading out on their own. Twice a week team members also participate in half-hour meetings to go over scripts and dialogues to maximize their daily door-knocking activities.

On an actual day out of the office, his team members knock on 100 to 150 doors. They let each other know which street they're starting on through a simple text message, which Mitchell says “creates motivation and camaraderie.” At the end of their daily lead generation, they message each other again, but this time with their results.

“They’re not just reporting back to me,” he says. “They report back to each other, which means everyone is more accountable.” And if someone gets a listing, “we make a really big deal about it!”

Follow-up is important, too. One week after the initial door-knock, Mitchell and his team check in to make sure the lead's information is right and ask if anything has changed in their situation. They also call once a month in between

emails, newsletters and an invitation to a monthly investment seminar.

get Your Foot in the doorPeople are often shocked to hear how successful Mitchell is using the door-knocking strategy – it earned the $38.8 million in closed volumed for 2013. The initial fears of rejection are always a topic of conversation, but unless agents get out and try it, they’ll never get those leads.

“I think some agents are scared and think people are going to be rude and yell in your face,” Mitchell explains. “People treat me with respect and are friendly – even the ones who are not interested are friendly!”

Overnight success is also a common misconception. “Most agents try it for a month or six weeks and give up because there’s no immediate gratification, but it can take anywhere from two months to six months to see results.”

That’s where Mitchell’s schedule comes in handy. “I do it on a four-day schedule with a weekly objective.” (He averages 600 over the course of four days.) He also says that the morning is the best time to start knocking, “so that you can maximize your energy level. You’re out in the fresh air, getting exercise and generating leads – it’s a triple whammy!” kw

TOM MiTCHELL’S DOOR-KNOCKiNg SCRiPT“Scripts don’t have to be contrived, they can direct the conversation,” Mitchell explains. “even if the initial reaction is a knee-jerk ‘no,’ they still might reveal their moving plans.” Here are five questions Mitchell asks to connect with potential clients on the other side of the door.

How long have you lived here?

Are you moving in the next three to six months?

Locally or out of the area?

Do you think you might make a move in the next year at all?

Do you know anyone moving?

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2Q 2013outfront30

MODELS & SySTEMSkw VALERiE HUNTER-KELLy | CLARKSViLLE , TENN. By Gwen Moran

The Action Plan AdvantageIf failure to plan is planning to fail, then valerie Hunter-Kelly might be invincible. Rainmaker of the military-focused Clarksville, (Tenn.), market center’s Air Assault Team, Hunter-Kelly has built a 12-person

team that has a plan for virtually every aspect of the business from landing listings to following up after closing. Last year, those plans generated more than 170 closings and sales volume of $26.7 million.

The PlansHunter-Kelly’s methodical approach and affinity for planning and information-gathering is a carry-over from her former career as a microbiologist. While the relationship between studying tiny organisms and selling homes may not seem apparent at first, she finds similarities in the research and data analysis required. Just as scientists pour over data for various causes and effects, real estate agents conduct research to examine market conditions, price trends and what makes homes sell, she says.

All of her plans are coordinated through her client relationship management tool, as well as the cloud storage application Dropbox; they are automated as much as possible. Her team’s plans include specific tasks for each segment of the real estate transaction. When a plan is activated, each task is assigned to an individual, so there is no confusion about who is responsible.

valerie Hunter-Kelly


neW clienT Plan: The initial meeting is done at the Air Assault Team’s office, “because it doesn’t make sense for me to go out to a house and talk about everything you need to do, when we haven’t even decided we want to work together, or if we can meet each other’s expectations,” Hunter-Kelly says. With buyers, she discusses their purchase goals and budget. if the client is selling a home, she does a market analysis at the time to determine conditions and trends in the area as well as pricing. She shares this information with the client. Then, she describes the process of working with her team, including the fact that she has several buyer assistants, a listing coordinator, and other team members who handle the administrative duties. if the client balks at working with anyone other than her, Hunter-Kelly knows the relationship might not be a good fit.

liSTing Plan: once the initial qualification is complete and the client is a good fit for the team, the process of getting the home ready for listing begins. Hunter-Kelly won’t list a home for sale until it’s ready to be shown. The client is given a communication sheet that reflects the items that need to be addressed, such as any termite certifications or fireplace inspections. The listing coordinator or another administrative person stays in touch with the seller to keep track of progress and assist in any way possible. The team uses a home stager and a professional photographer to create beautiful images of the home. “Your first showing is on the internet, so how the home is presented to the market is very important to us,” she says. once the checklist is complete and the home is ready, only then is the listing activated. That could take a month or more.

on The MaRKeT Plan: once the house is on the market, the team has a communication plan. every two weeks, the seller is contacted by a staff member who discusses updates and feedback. in addition, the team has an automatic feedback system sent to showing agents, whose comments are forwarded to the seller. From time to time, Hunter-Kelly makes a comment to the sellers to show that she’s reviewing the information as well. every 30 days, she personally contacts them. if no showings have taken place or there were showings with no offers, she’ll do a market update to find out why the house hasn’t sold.

PRice change Plan: if the market update indicates that a price change is necessary, the price change plan kicks in. The new price is determined through research, approved by the seller and the team makes sure that every place the price has been listed or distributed is changed. “everything we do has a system and when things don’t work right, instead of being this person or that person’s fault, we look for where the system failed and how we can tweak it so it doesn’t happen again,” she says.

unDeR conTRacT Plan: After a property closes or on the occasions where the house is listed and then falls through, the team activates the appropriate follow-up plans. if the house needs to be listed again, the procedures for doing so are assigned. otherwise, the team regularly keeps in touch with the client through automated systems and events. Hunter-Kelly also hosts big events twice annually, renting out a theater and inviting past and current clients to a private show. (This year, it’s “Peter Pan.”) She sends flowers to property buyers on the one-year anniversary of their closing. Bimonthly newsletters and periodic emails and letters are other ways that her team stays in touch with clients, all automated with prompts for each individual’s task.

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2Q 2013outfront32

Name City, State UnitsGCI

123456789

1011121314151617181920212223242526272829303132333435363738394041424344454647484950

The Sofi GroupJoe Rothchild RealtyThe Mark Spain TeamThe Tello TeamBen Kinney/Home 4 Investment TeamAgent AllianceThe Jackie Ellis TeamKevin Blain TeamRhodes TeamThe Heller Real Estate GroupLysi Bishop TeamKenny Klaus TeamEng Garcia PropertiesThe Kendra Todd GroupThe Jack Coden GroupNoel TeamWestone Properties, LLCThe Perna TeamThe Sunset TeamThe Kelly Group Real EstateThe Brett Tanner TeamThe Buehlers & Associates, Inc.Jennifer Young TeamLudlow TeamSharon Ketko & AssociatesKent & AssociatesOmega GroupLoft Real Estate, Inc.Armstrong Real Estate GroupThe William Bustos TeamAustin Real Estate ExpertsHarper Sells HousesJeff Glover & AssociatesCapitol Realty TeamTeam MichaelCross & AssociatesThe Dan Grieb TeamThe Snyder GroupMcCormick TeamThe Merrick TeamThe Wigley TeamThe Garrell GroupThe Ez Sales TeamAlchemy Real Estate GroupPomerleau TeamThe Stephen Cooley TeamTeam BalogThe Feldman GroupMcKissack Group RealtyThe Capalbo Group

Miami Beach, Fla.Katy, TexasAlpharetta, Ga.Pembroke Pines, Fla.Bellingham, Wash.Mission Viejo, Calif.Boynton Beach, Fla.Visalia, Calif.Dallas, TexasSan Diego, Calif.Boise, IdahoMesa, Ariz.Washington, D.C.Seattle, Wash.Miami Beach, Fla.Santa Monica, Calif.Portland, Ore.Novi, Mich.West Hollywood, Calif.Portland, Ore.Phoenix, Ariz.Flower Mound, TexasChantilly, Va.Charlotte, N.C.Plano, TexasLa Jolla, Calif.West Hollywood, Calif.Pasadena, Calif.Nashville, Tenn.Midvale, UtahCedar Park, TexasPuyallup, Wash.Plymouth, Mich.Washington, D.C.Rancho Mirage, Calif.Anchorage, AlaskaOrlando, Fla.Las Vegas, Nev.Palo Alto, Calif.Peoria, Ill.Bakersfield, Calif.Leesburg, Va.Westlake, OhioSeattle, Wash.Maple Grove, Minn.Fort Mill, S.C.Rancho Mirage, Calif.La Jolla, Calif.Denton, TexasManassas, Va.

9243213

124.25118.75

54.594.15

134884986

107.2538

73.8547.7521.556.5

766

49108.4

7867.510133361656

49.584

18184.2

98306528

108.7554.15

495.2566.5

2799.524.5

76643628

69.87542

$982,545.00 $833,220.19 $770,441.04 $766,712.04 $676,697.39 $658,950.99 $632,279.62 $621,979.62 $620,598.64 $616,554.14 $608,345.17 $550,489.01 $534,617.00 $520,979.61 $479,869.75 $477,219.54 $474,244.96 $473,615.82 $468,561.25 $464,602.06 $462,040.30 $459,882.85 $451,147.42 $450,965.48 $450,359.24 $446,399.25 $444,553.50 $429,089.74 $428,499.68 $423,340.62 $406,071.98 $404,069.43 $400,413.74 $395,384.66 $394,319.65 $366,444.36 $361,944.81 $357,951.98 $356,875.00 $352,802.54 $349,374.98 $349,161.40 $344,457.44 $343,266.57 $341,770.80 $339,654.08 $335,347.45 $335,043.58 $330,230.94 $327,508.26

TOPProducing TeAMS*

50


Name City, State GCI

1234567891011121314151617181920212223242526272829303132333435363738394041424344454647484950

Tom DavesJesse WeinbergAdam CheyneDmitry VinerValentina HadinataTim AbneyDena LucianoRobert HowellWilliam McCoyThomas FeltonEstel HiltonPeter DrossosRichard StoneRon EvansYoung LeeMike DolanJuan Carlos GonzalezJames TateHeidi MaoCarey LaSalle Larry CaudillTerry La RocheDeborah Lynn SharpGrace MichelmanJuliana LeeCindy Hill SlaterNancy FloydMike AnastasiaVija WilliamsChad LangsethChristy RiosMark DyerJ.J. WallackSharon CohenSheri BienstockBrian FrereNancy LemasLeyli AazamiMichael EisenbergAshley StuckiSally HansonBrad ReeserNazneen DhananiSuzanne DesmaraisSalvador PerezTamiko BarrySteven QuachWalter AymenRussell PhillipsSunglan "Kim" Kwon

Roseville, Calif.Marina del Rey, Calif.Roseville, Calif.Aventura, Fla.Pasadena, Calif.Cumming, Ga.West Hollywood, Calif.Beverly Hills, Calif.Lee's Summit, Mo.Waco, TexasWest Hollywood, Calif.Park Ridge, Ill.San Diego, Calif.Palo Alto, Calif.Rolling Hills Estates, Calif.Big Bear Lake, Calif.Miami Beach, Fla.Kissimmee, Fla.City of Industry, Calif.Calabasas, Calif.Cornelius, N.C.Los Alamitos, Calif.Burlingame, Calif.Santa Monica, Calif.Palo Alto, Calif.Studio City, Calif.Celina, TexasAlexandria, Va.Kirkland, Wash.Yorba Linda, Calif.Mesa, Ariz.Valencia, Calif.Beverly Hills, Calif.Jackson Heights, N.Y.Los Angeles, Calif.Tulsa, Okla.Boise, IdahoBeverly Hills, Calif.Beverly Hills, Calif.Austin, TexasWauwatosa, Wisc.Edmond, Okla.Sugar Land, TexasWashington, D.C.Weston, Fla.Palo Alto, Calif.Walnut Creek, Calif.Houston, TexasRound Rock, TexasBellingham, Wash.

$568,441.73 $487,019.46 $479,018.53 $334,934.00 $329,040.00 $322,637.00 $321,337.50 $307,336.25 $305,762.36 $301,281.78 $288,977.50 $275,451.77 $270,446.25 $261,875.00 $254,287.50 $248,798.15 $233,960.00 $230,848.50 $226,386.90 $215,170.00 $211,878.00 $210,984.20 $205,688.00 $201,841.77 $201,358.12 $198,553.50 $196,079.00 $196,065.00 $191,944.01 $187,765.43 $187,642.70 $186,618.24 $185,489.50 $182,150.00 $182,051.50 $181,257.07 $180,350.56 $180,000.00 $179,510.00 $176,551.95 $174,572.58 $174,561.89 $172,167.06 $172,127.75 $169,309.50 $168,887.50 $165,303.00 $165,294.98 $162,787.72 $162,650.86

Name City, State AssociatesSponsored

1234556677777778899999910101010101010101010101010

Larry RobisonJoe GluckmanBrian MartinCarolee ChiricoAndrew SmithAl RinconLori MieczkowskiTraci LewisDon SarnoJeanne OsnessTom FilchnerPaul KellyDaniel HuntEric BarronFlorencio VillalpandoJonathan DupreeLen NevinMarilyn SchottLinda M. StraightMark WilkinsonElizabeth AmenoDamian ForresterGeorge DenneyRobin SiinoJimmy La PeterBen BuchananRino CaturanoKevin LaroseKathy MackayHank SorensenMary KenyonGordon CrawfordDenis O'BrienHali GillinLarry FrawleyAbe Shreve

Rogers, Ark.San Antonio, TexasAustin, TexasRidgewood, N.J.Conroe, TexasHouston, TexasSt. Johns, Fla.San Antonio, TexasBroomfield, Colo.Littleton, Colo.Vail, Colo.Orlando, Fla.Troy, Mich.New York, N.Y.San Antonio, TexasBaton Rouge, La.Mesa, Ariz.Nokomis, Fla.Clearwater, Fla.Lees Summit, Mo.Brooklyn, N.Y.Billings, Mont.Cherry Hill, N.J.Sacramento, Calif.Yorba Linda, Calif.Mission Viejo, Calif.Mission Viejo, Calif.Mississauga, OntarioArvada, Colo.Land O’Lakes, Fla.Boca Raton, Fla.Morristown, N.J.Greenwood, Ind.Henderson, Nev.Clear Lake, TexasS. Ogden, Utah

22181715131312121111111111111110109999998888888888888

TOPSTAKeHolderS***

TOPProducing AgenTS**

50

*Based on transmittals received for the First Quarter 2013 (Jan. through Mar. 2013). Closed transactions identified with specific teams.

**Based on transmittals received for the First Quarter 2013 (Jan. through Mar. 2013). Closed transactions identified with the specific agent.

***Associates with the most growth at the first level of their profit share tree. First Quarter 2013 (Jan. through Mar. 2013).

****Data from CEO report used for award purposes (KW owner profit adjusted for federal/state taxes). First Quarter 2013 (Jan. through Mar. 2013).

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2Q 2013outfront34

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McLean, Va.Arlington, TexasThe Woodlands, TexasGrand Rapids, Mich.Roseville, Calif.Austin, TexasAustin, TexasEdmond, Okla.Charlotte, N.C.Blue Bell, Pa.Dallas, TexasPortland, MaineSan Antonio, TexasCary, N.C.Bedford, N.H.Portland, Ore.Miami Beach, Fla.Austin, TexasCharlotte, N.C.Toronto, Ontario

McLeanArlingtonThe WoodlandsGrand Rapids EastRosevilleAustin SWAustin NWKeller Williams Realty Central OklahomaBallantyne AreaBlue BellDallas Preston RoadGreater PortlandHeritageCaryBedford-ManchesterPortland WestMiami BeachLake TravisCharlotte - South ParkKeller Williams Advantage Realty, Brokerage

Amina BasicChristy BroussardDiane FlickerJon JacksonPatrick WoodsDiane Johnson, Melanie KennemannGene FrederickSusan MillerLesley WilliamsHeather SerianniBrett CaldwellMark RichardCraig OwenBill Middleton, Jr.Mark MulcahyKatie BensonThomas ToolinMary Lynne GibbsNancy TurnerDoug Workman

TOPMArKeT cenTerS****

20Market Center City, State Team Leader

$179,259.99 $174,582.19 $168,569.91 $168,152.71 $163,435.83 $150,861.57 $133,516.85 $132,246.53 $129,881.92 $119,608.04 $110,113.07 $107,800.15 $102,875.18 $102,327.71 $99,634.83 $98,616.96 $98,598.31 $97,039.39 $96,356.69 $95,430.49

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