READY, SET, GO! - REAL ESTATE TRAINERS › uploads › 2 › 7 › 2 › 2 › ... · I. INTRODUCTION TO READY, SET, GO!™ A. Purpose of Ready, Set, Go! 1. To help you achieve the

Steve Strickholm

READY, SET, GO!™

The Four Skills You Need to Launch Your Real Estate Career

ReadySetGo_Four_Skills_Student_book.indb 1 4/24/2017 7:32:14 AM

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional advice. If legal advice or other expert assistance is required, the services of a competent professional should be sought.

President: Dr. Andrew Temte Executive Director, Real Estate Education: Melissa Kleeman-Moy Development Editor: Jody Manderfeld

READY, SET, GO! THE FOUR SKILLS YOU NEED TO LAUNCH YOUR REAL ESTATE CAREER ©2017 Kaplan, Inc. Published by DF Institute, Inc., d/b/a Dearborn Real Estate Education 332 Front St. S., Suite 501 La Crosse, WI 54601

All rights reserved. The text of this publication, or any part thereof, may not be reproduced in any manner whatsoever without written permission from the publisher.

Printed in the United States of America ISBN: 978-1-4754-5563-2


iii

Contents

Course Overview iv

IntroductionIntroduction to Ready, Set, Go!™ 2Introduction to KnowledgeDNA™ (KDNA) Goal Tracker 4

S E S S I O N 1

The Primary Job of a Real Estate Agent Is Lead Generating 13Step 1: Review 14Step 2: Learning 15Step 3: Execution and Goal Tracking 22

S E S S I O N 2

Generating Leads and My Personal Leads Map 25Step 1: Review 26Step 2: Learning 27Step 3: Execution and Goal Tracking 45

S E S S I O N 3

Converting Leads and My Script Action Plan 47Step 1: Review 48Step 2: Learning 49Step 3: Execution and Goal Tracking 66

S E S S I O N 4

Ready to Go! Creating Income From My Leads and Referrals 69Step 1: Review 70Step 2: Learning 71Step 3: Execution and Goal Tracking 79

A P P E N D I X

Helpful Information From Each Session 81Session 1: The Primary Job of a Real Estate Agent is Lead Generating 81Session 2: Generating Leads and My Personal Leads Map 82Session 3: Converting Leads and My Script Action Plan 93Session 4: Ready to Go! Creating Income From My Leads and Referrals 103


iv

Course Overview

■■ LEARNING OBJECTIVE

■■ Explain the purpose of Ready, Set, Go!™ ■■ Describe the importance of lead generating. ■■ Explain how to generate leads and develop a personal leads map. ■■ Create and practice a script action plan to convert leads. ■■ Explain how to use leads and referrals to create income.


1

Introduction


■■ Explain the purpose of Ready, Set, Go!™


2 Introduction

I. INTRODUCTION TO READY, SET, GO!™

A. Purpose of Ready, Set, Go!

1. To help you achieve the brightest possible future in real estate

B. Pre-license and current agents

1. New: get business ready

a) Launch with license

2. Don’t waste time or opportunity

a) Don’t sink business

3. Current: increase focus

a) Create profitable career

C. The problem

1. Most agents fail in real estate (Figure I.1).

a) 75% are not earning desired income or drop out after one year

b) 87% are not earning desired income or drop out after five years

FIGURE I.1: Most Agents Fail in Real Estate


Introduction 3

D. The solution

1. Develop the skills that will make you successful in the real estate entrepreneurial sales field.

2. Three key facts separate the 13% who are achieving their goals from everybody else:

a) The primary job of a real estate agent is lead generating.

b) Real estate sales is a competition.

(1) Everybody starts at zero.

(2) Only the disciplined and committed achieve their goals.

c) You have to do what the other 87% are not doing to achieve your income goals.

3. Are you sticking to the key daily activities that will drive your business forward?

E. Some favorite quotes from high-producing agents and successful coaches:

“High producers operate in reality.”

“Goal tracking stops my people from hallucinating that they are actually working!”

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.”

– Aristotle

F. Each of four Ready, Set, Go! sessions: coach led three-step process (see Figure I.2)

1. Skill activation since last session (results + accountability)

a) Did you meet your goal from last week?

b) What successes did you have?

c) What challenges?

d) What new habits can you add to your daily routine?

2. New skill learning + presentation

a) Video presentation

b) Coach’s presentation

3. Coaches table (execution + goal tracking)

a) How will you implement your new skill?

b) What KDNA goal will you set this week?


4 Introduction

FIGURE I.2: Ready, Set, Go! Skill Activation Loop

G. Goal is to have a consistent increase in income-building activities.

II. INTRODUCTION TO KnowledgeDNA™ (KDNA) GOAL TRACKER

A. KDNA Goal Tracker

1. KDNA has helped more than 20,000 real estate professionals.

2. KDNA is used by hundreds of managers and coaches and by a thousand real estate teams.

B. Why goal tracking? (see Figure I.3 and Figure I.4)

1. Tracking + accountability = results

2. People who regularly track their goals can be 20%, 50%, or even 80%+ more successful.

FIGURE I.3: Tracking = Up to 80% More Productive

Source: “Study Focuses on Strategies for Achieving Goals, Resolutions,” Dominican University of California, http://www.dominican.edu/dominicannews/study-highlights-strategies-for-achieving-goals.


Introduction 5

FIGURE I.4: One Study: $64,000 vs. $147,000 Annual Income

Source: KDNA Goal Tracker Study, www.KDNA.com.

3. The more goals you achieve, the higher your income will be.

4. % goals = $ income

C. Four steps to goal tracking:

1. Write down your weekly goals.

2. Track them daily during the week.

3. Review your weekly progress report.

4. Be accountable and share your results with others.

D. KDNA Goal Tracker

1. Set and track your activity goals

2. Takes less than 30 seconds

3. No login or password

4. Four quick steps

5. Access on any PC or smartphone

E. KDNA daily email alerts

1. Subject line shows:

a) Name of your Ready, Set, Go! coach

b) Current percent progress toward your weekly goals

c) Name of your Ready, Set, Go! program


6 Introduction

2. Automatically color-code your daily progress:

Color Meaning

Red No progress toward goal

Yellow Getting started; less than 50% progress

Light green Doing better; 50%–90% progress

Dark green Goal achieved; 100%–149% progress

Blue Sky’s the limit; 150%+ progress

3. Update your progress and set goals

4. Use the daily KDNA email update button or links (see Figure I.5–I.6b)

FIGURE I.5: KDNA Daily Email Alerts Example

FIGURE I.6a: KDNA Email Update Button and Links


Introduction 7

FIGURE I.6b: KDNA Email Update Button and Links

5. No login: update from email from any PC, tablet, or smartphone

a) PC or tablet (see Figure I.7–Figure I.9)


8 Introduction

FIGURE I.7: Tap on Tally Button to Add Results

FIGURE I.8: Or Directly Enter Actual Results (Cumulative for Week)


Introduction 9

FIGURE I.9: Set Your Own Weekly Goals

b) Smartphone (See Figure I.10–Figure I.11)

FIGURE 1.10: Directly Enter Actual Results (Cumulative for Week)


10 Introduction

FIGURE I.11: Set Your Own Weekly Goals

6. KDNA My Tracker

a) Personal dashboard (see Figure I.12)

FIGURE I.12: My Tracker Personal Dashboard


Introduction 11

7. KDNA Group Tracker (see Figure I.13)

a) Coach’s Dashboard

FIGURE I.13: Group Tracker Coach’s Dashboard

8. Focus of goal tracking:

a) Are you doing enough business-building activity to generate the income you need?

b) Are you activating the skills you need to be successful in real estate?

9. Results example: increase your number of two-way conversations with referral sources and prospects.

a) Tracking Result 1: daily activity = closings + income

b) Tracking Result 2: daily activity = more than money; own your time

10. For more information, visit the KnowledgeDNA website: www.KDNA.com.



13

The Primary Job of a Real Estate Agent Is Lead Generating

1S E S S I O N


■■ Describe the importance of lead generating.


14 Ready, Set, Go! The Four Skills You Need to Launch Your Real Estate Career

I. STEP 1: REVIEW

A. Previous session skill learning

This is our first session, so instead of discussing our goal tracking and results from our last session, we will instead focus on these key “getting to know you” questions.

1. Do I plan on being a full-time agent or a part-time agent?

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2. How comfortable am I with approaching people I don’t know for services or sales?

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3. What am I hoping to achieve with these four sessions?

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4. What kinds of activities am I willing to commit to for the next 12 months?

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5. Do my activity goals support the income that I want to achieve?

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15Session 1 The Primary Job of a Real Estate Agent Is Lead Generating

6. What has kept me from achieving my goals in the past?

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7. What changes am I willing to make to have a different future?

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II. STEP 2: LEARNING

A. New skill learning presentation—key points:

1. Why agents fail:

a) They don’t build enough strong relationships for a healthy sales pipeline.

b) They don’t make lead generating the top priority of their career and business.

2. When agents do succeed:

a) They start with lead generating.

b) This builds strong relationships.

c) This leads to a healthy sales pipeline.

3. Remember, the primary job of a real estate agent is lead generating.

4. Question for success:

a) How do I make lead generating a daily successful habit in my business?



B. Part 1: Why is lead generating important?

1. Four stages in the sales pipeline (all are required):

a) Preparation

b) Lead generating

c) Appointments

d) Sales

2. What is a sales pipeline?

Everybody you make eye contact with has a question about real estate.

a) Getting ready to talk to people

b) Talking to people about real estate

c) Setting up appointments to help people buy or sell a home

d) Finding buyers or sellers (listings)

e) Meeting clients' goals: handling offers and closing transactions leading to home ownership

f) Meeting your goals: time and money

3. Clients will not just come to you.

a) I’ve got my license, now where are the clients?

(1) Almost every sale you make will come from your lead generating.

(2) Only 3% of buyers find their agent by going to a real estate office.1

Agent Seeks Them Out

Buyer Walks Into Office

How Buyers Get an Agent

1. “Field Guide to Quick Real Estate Statistics,” National Association of REALTORS, last modified July 2016, http://www.realtor.org/field-guides/field-guide-to-quick-real-estate-statistics



C. Part 2: What is lead generating?

To Do Not To Do*

Call or meet leads Walk the dog

Contact your sphere of influence Go to the dry cleaners

Open houses Buy groceries

Social events Pick up your kids

Farm, door knock Go to the gym

Follow up Think about coaching

*Unless asking for or handing out business cards

1. Thinking about contacting

a) Does not count as lead generating

b) Call reluctance?

2. From reluctance to contacting

a) Ready, Set, Go!™

b) Daily Morning Mindset and Business Preparation

(1) Positive mind focus/calming, gratitude meditation, affirmations, prayer, etc.

(2) Time scheduling

3. My posture as an agent

a) Step 1

(1) It is an imposition for me to talk with others about real estate.

(2) I am bothering them, and they have better things to do with their time.

b) Step 2

(1) I have a right to talk with others about real estate.

(2) I am a professional with valuable information.

c) Step 3

(1) I have an obligation to talk with others about real estate.

(2) Everybody needs a place to live, they need the best agent, and I won’t be able to help them unless they know about my expertise.

4. Lead generating (licensees)

a) Two to three hours of lead generating five days a week

D. Part 3: Why is daily morning mindset important?

1. How do you start your day?

a) Run a brush through your hair?

b) Grab a cup of coffee?



c) Go online/read a newspaper?

d) Get stressed with all the bad news of the day?

2. Result

a) Distracted

b) Multi-tasking

c) Lack of focus

3. Solution: Daily morning mindset and business preparation

a) Gratitudes

b) Affirmations

c) Meditation

d) Prayer

e) Inspirational music

f) Other

g) 7% rule (see Figure 1.1)

(1) In face-to-face communication, only 7% of communication is your actual words, and 93% is nonverbal.2

FIGURE 1.1: 7% Rule

2. Albert Mehrabian, Silent Messages (Belmont, CA: Wadsworth Publishing Company, 1972).



h) 15% rule (see Figure 1.2)

FIGURE 1.2: 15% Rule (Phone)

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

(1) Smiling and dialing

■■ Watch yourself in a mirror when you call

■■ Make sure you smile

4. Key activity first thing in the morning

a) 10 to 15 minutes calming and focusing your mind

(1) Positive

(2) Solution-oriented

(3) “Service to others” mindset

b) Example 1: daily gratitude

(1) Only a full pitcher can fill others’ glasses.

■■ Quiet place

■■ Closed eyes

■■ 10+ minutes

■■ I am grateful to __________________.

■■ Because ________________________.

■■ Thank you. Thank you. Thank you.

■■ Repeat with different gratitudes 20 to 30 times

c) Example 2: affirmations

(1) Strengthen your positive attributes.

■■ Quiet place



■■ Closed eyes

■■ 10+ minutes

■■ I am someone who__________________.

■■ I provide my clients with ________________________.

■■ I am thankful for __________________________.

■■ Repeat with different affirmations 20 to 30 times

E. Part 4: Why is business preparation important?

1. Time scheduling: daily tasks

2. Preview your schedule the day before.

a) Review next day’s commitments.

b) Make sure you are ready.

c) Make sure the other party is ready.

3. Set and confirm appointments.

a) Confirm and send or resend key information.

4. Time blocking

a) Block out lead-generating activities for the morning and afternoon.

b) Own your time (see Figure 1.3).

FIGURE 1.3: Time Blocking

c) Remember, the primary job of a real estate agent is lead generating.



5. What are scripts?

a) Words you say to and questions you ask clients and prospects

b) Prepared and practiced until a natural tone of voice

c) Statements

d) Questions

e) Fully scripted

f) Bullet points of key items

6. Script examples

a) There are many examples online of real estate agent scripts.

b) What has worked in your own experience?

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c) What suggestions may your coach have?

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d) Be yourself.

e) Smile when you talk (look in a mirror while on the phone).

7. What makes a great script?

a) It’s not what you say; it’s how you say it.

b) First you sell trust, and then your expertise.

c) You have 10 seconds for people to decide if they want to do business with you.

d) 85% rule: 85% of your efforts should be managing your voice and creating warmth in your delivery.

e) Make it “you”: Every script and delivery can be improved.

8. Why scripts? Scripts save you time.

a) Instant expertise

b) Repetition from memory

c) Cut and paste

d) Name and situation

e) Touch many more people



9. Daily morning mindset and business preparation

a) Top of your pipeline

b) Five or six days per week

F. Part 5: Tracking + accountability = results

1. Remember, people who regularly track their goals can be 20%, 50%, or even 80%+ more successful.

2. Use KDNA Goal Tracker

a) Set and track your activity goals

b) Daily under 30 seconds

c) Any PC or smartphone

3. Tracking will help you develop the skills that will make you successful in the real estate entrepre-neurial sales field.

III. STEP 3: EXECUTION AND GOAL TRACKING

A. Coaches Table: How will you commit to new activity and goals?

1. What will I commit to from today’s session?

2. Do these first:

a) What is my weekly goal for Daily Morning Mindset and Business Preparation?

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b) Have I entered my weekly goal into KDNA?

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c) What daily mindset activities will I engage in? How will this be an easy goal for me to achieve?

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d) What business preparation activities will I engage in? How will this be an easy goal for me to achieve?

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3. Do these next:

a) In what ways will this be a challenging goal for me to achieve?

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b) What can I do to overcome these challenges?

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c) How can other people help me achieve this goal?

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d) Whom can I share my results with for accountability and support?

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Documents

READY, SET, GO! - REAL ESTATE TRAINERS › uploads › 2 › 7 › 2 › 2 › ... · I. INTRODUCTION TO READY, SET, GO!™ A. Purpose of Ready, Set, Go! 1. To help you achieve the