Playbook

AGENT 72SOLD V1 | 2023 © Keller Williams Realty, Inc 2023

2 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 Welcome To The 72SOLD Playbook 2021 was a landmark year for home sellers. Homes sold in record time; asking prices felt more like starting prices. The National Association of REALTORS® reported that 43% of sellers who sold their home in less than a week sold for more than the original asking price. However, as interest rates have increased, the market has shifted. The average days on market is increasing. The longer a home is actively for sale, the greater the chance of a reduced sales price. This drives sellers to accept lower sales prices that take a longer period of time to be achieved, thus driving down seller satisfaction with their real estate agent. To shift into overthrive, you must find a way to disrupt the market. Gary Keller teaches that there are two ways to disrupt a market: 1. Solve a problem that a large number of people have in an innovative way. 2. Present an opportunity to a large group of people that is wildly enticing. What is the biggest problem for home sellers? What do home sellers desire most? They want to get the best possible sales price for their home with a closing timeline that meets their needs. Real estate agents need a toolkit that sets them apart from their competitors by achieving what sellers want most, higher prices, and doing it in every type of market. Including the current one with market pressures that drive down listing prices and seller satisfaction. The 72SOLD program is a proven answer to meet those needs. This playbook is designed to help you implement a lead generation MOFIR (Make Offer for Immediate Response) and referral program that will drive listing leads to your business and enhance seller satisfaction. KWRI makes no warranties, either express or implied, with regard to the information and programs presented in these materials. KWRI will not accept liability for any loss or damage of any kind that you incur as a result of the use of any content provided by KWRI.

3 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 Direct Versus Indirect MOFIRs Before we can get into the specifics of the 72SOLD program and MOFIR, it’s important to first understand what MOFIRs are and how to implement them. MOFIRs (Make Offer for Immediate Response) are the hyper-focused execution of the two basic principles of lead generation marketing. As explained in SHIFT, “the first principle of lead generation messaging is that your message must match your market.” (p. 58) This means that what attracted people during a hot market won’t have the same impact in a market that has slowed down. The second principle of lead generation messaging is that “your message must make an offer in order to get a response.” (p. 60) You can make an offer that leads to a direct or an indirect response. The difference between the two is that direct offers provide a path to immediate business. Indirect offers are generally made to help build relationships with people and open the door to them doing business with you in the future. Direct Offer Indirect Offer Response MOFIR Offer-Response Messaging

4 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 Imagine that a friend comes to your house and you ask “would you like something to drink?”. They will most likely answer with “what do you have?”. When you asked them if they would like something to drink, you made an indirect offer. The offer was not clear enough to get a yes or no from your friend. That’s why instead of saying yes, your friend wanted to know what you were offering exactly. Let’s redo the scenario. A friend comes over and you ask “can I get you a glass of water?”. You have made a direct offer for a glass of water. This type of offer warrants a clear yes or no answer. When making offers about a specific program, the same idea applies to real estate. Direct, program-based offers receive direct, program-driven responses. Program-based offers can have several advantages. Because you’re advertising a specific program, you will consistently attract consumers that are interested in learning more about the program. This eliminates any ambiguity in what the seller is interested in and provides a clear path to convert them. There is no need to guess what to highlight on the appointment, one just needs to present the program. Program-based offers are advantageous because they are targeting a specific group of people who want a specific solution that you provide. Imagine that a friend of yours has been struggling with credit card debt. Your friend is watching TV when they see a commercial that says “using the NO DEBT EVER AGAIN FOREVER AND EVER program will eliminate your personal debt in one year and keep you out of debt FOREVER and EVER, call right now”. They immediately call to learn how the program works. At that moment they had a program-based response to a program-based offer.

5 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 72SOLD offers a program that attracts people who want to sell their home quickly. They advertise a remarkably simple, yet wildly effective, MOFIR: Get a higher price for your home through an innovatively simple process. 72SOLD has agreed to give Keller Williams agents the first right to two programs: The Lead Generation Tool Program and the Leads Referral Program. The Lead Generation Tool Program is $199 to register and $72/month and provides the marketing and training to properly execute the MOFIR. The Leads Referral Program launched in Q1 2023 at $1500 per seat per month. This program offers listing lead referrals to agents in combination with the Lead Generation Tool Program. 72SOLD 1. Easy and Scalable Lead Generation Tool The Lead Generation Tool program is your easy button for a scalable MOFIR. You no longer have to think about what message will work right now. 72SOLD does that for you, providing you with a high-quality online marketing library of print, digital, and video ads to self-generate your own home seller leads at a low cost. Use the tools with your branding and Command to create a steady influx of seller leads who have told you exactly what message appeals to them. 2. Super Quality Referrals These referrals are more than leads, they are warm connections with quality information. Home sellers provide when they plan to sell, what they think their home is worth, and are waiting for you to contact them. Each warm connection is sent to only one agent, so your referrals are yours alone. Why this works:

6 ©2023 Keller Williams Realty, Inc. Rev. 1/23 72SOLD Mythunderstandings 1. KW, with 72SOLD, is competing against their own agents for leads. Reality: Keller Williams partnered with 72SOLD to provide an opportunity for KW agents to have more access to higher quality leads. 2. The 72SOLD program is just a TV commercial, it doesn’t result in an increased price for the seller. Reality: The TV commercials are backed by a program that uses some of the same techniques as the most successful brands in the world to drive demand. The laws of supply and demand hold that if you can increase demand and the supply is limited, you get increased prices. 3. There is no difference between buying leads from Zillow and 72SOLD. Reality: When you buy a seat in the 72SOLD lead referral program, you get 4-6 exclusive referrals who have already raised their hand to sell and provided details about their home. The conversion rate on 72SOLD referrals is 38-42%. Zillow sells the same lead to multiple agents and Zillow leads convert at 1-2% on average. 4. 72SOLD is exclusive to Keller Williams agents. Reality: Agents who joined the 72SOLD program prior to Keller Williams partnering with 72SOLD may be affiliated with other brokerages. Keller Williams agents have the first opportunity to buy seats in the Lead Referral Program and if there are left over seats in a media market, 72SOLD may sell those seats to agents who are affiliated with other brokerages. 5. 72SOLD commercials are anti traditional agents. Reality: The commercials 72SOLD airs are designed around the MOFIR creating contrast with other real estate marketing. When you go on the listing appointment, it is up to you to determine if the client and their property are right for the 72SOLD program or would benefit from using a different marketing strategy. As the agent, you are at the center of the transaction as the fiduciary for your client.

7 ©2023 Keller Williams Realty, Inc. Rev. 1/23 72SOLD Mythunderstandings 6. 72SOLD leads are guaranteed. Reality: The 72SOLD commercials showcase a program-based MOFIR (Make Offer for Immediate Response) that gets you kitchen table time and a clear path to conversion. Ultimately, it is still up to you to convert the appointment to a listing agreement. 7. The 72SOLD program is a get rich quick scheme. Reality: 72SOLD teaches and trains agents how to best use the proven models and systems in order to convert the listing leads. 8. 72SOLD is unproven and not worth investing in. Reality: Since 2020, 72SOLD has conducted five studies that showed not only an increase in closings through the program, but also that sellers are getting 8-12% more for their homes than other homes sold in the local MLS. Since partnering with Keller Williams in January 2023, KW agents were sent 22,000 listing referrals.

8 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 72SOLD 1. Understand the MOFIR 2. Become the Expert 1. Master the 72SOLD MOFIR and Program 1. Brand Toolkit to Your Team 2. Make Contacts in a TCPA Compliant Way 3. Leverage Tech Plays to Make 7+ Touches 2. Use the MOFIR to Drive Lead Generation 1. Educate Sellers 2. Explain Your Solution 3. Present the Program 1. Get 4-6 Mid-Funnel Listing Referrals per Month 2. Change the Referral Volume Based on Your Business 4. Accelerate Your Business with Referrals 1. Build Your Success Team 2. Follow up with Warm Connections 5. Best Practices for Success

9 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 1. Master the 72SOLD MOFIR and Program The 72SOLD system starts with a MOFIR that speaks directly to what sellers want: “Get a higher price for your home through an innovatively simple process.” The MOFIR is backed by a program that uses “nudges” that tap into consumer psychology, resulting in a higher purchase price for the seller. These nudges were most commonly used in the retail sector and have propelled some of the most recognizable brands available today including Apple and Tesla. The four nudges are: 1. Social Proof- The listing is highly desirable and there is buyer demand for it. 2. Scarcity - The home and its value proposition create an opportunity not to be missed. 3. Fear of Loss - The home will be offered to all interested buyers at the same time to create a competitive environment. 4. Opportunity - The buyer is offered an opportunity to pay the sellers price and take the home away from other buyers. Step 1: Understand the MOFIR and the Type of Consumers it Appeals to The MOFIR language is straightforward: “Call/Click to find out how my program will sell your home faster, more easily, and at a higher price.” The key phrase here is “find out how my program…” This advertisement appeals to people who want to sell their home NOW and maximize the sale price. When a seller responds to this offer, they want to learn about the program and the steps you will take to deliver on the offer. Their desire to understand how the program works gets you kitchen table time because the advertisement they saw emphasized an innovative approach and creates curiosity that causes sellers to want to learn more, which is achieved by meeting personally with you. Once you’re at the kitchen table, you are the expert who is there to educate the seller on the program and the market.

10 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 1. Join the community and complete the training on 72national.com The training on 72national.com provides you with the tools and talking points that enable you to master the language of consumer psychology: 1. Watch the videos to learn the strategies 2. Practice the conversations with sellers 3. Internalize the step-by-step checklists 2. Attend the weekly team calls and market updates The toolkit materials are continuously updated to match the MOFIR and the presentation to the market of the moment. Weekly calls explain how and why updates are made. They provide you with information on how to leverage the materials to most effectively meet the market today. 3. Follow the steps of the program 1. Follow the 7-Step Appointment Setting Sequence 2. Prepare for the Listing Appointment 3. Conduct the Meticulosity Walkthrough* 4. Present the 72SOLD Program 5. Have a Competition-Based Pricing Discussion 6. Explain the 8-Day Expectation 7. Bring the Home to Market on a Friday 8. Follow the 10 Psychology-Based Steps to Generate Final Offers. 9. Deploy the BCW Formula to lower seller repair cost *The Meticulosity Walkthrough is the 72SOLD process for gaining the information you need to explain the 72SOLD program better while cultivating a relationship with the sellers on the listing appointment. 1. Master the 72SOLD MOFIR and Program Step 2: Become the Expert on 72SOLD

11 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 2. Implement the Lead Generation Tool Program The 72SOLD toolkit is your marketing plan in a box. You choose your favorite methods of lead generation, brand the existing materials to you or your team, and then use the tech plays to lead generate. Download the marketing and presenting materials from 72national.com. Add your team name, logo, and KW Market Center information in accordance with 72SOLD guidelines so that the print materials, social media posts, and letters align with your brand. Update the call-to-action with your information, specifically your phone number or your forced registration landing page.* *If you leave 72sold.com on the materials, leads who enter their information on 72sold.com will be routed to agents in the lead referral program. Step 1: Brand the Marketing Assets to Your Team Leverage the marketing capacity of Command to distribute your message via social media, direct mail, email, phone calls, and text messages in a TCPA-compliant way. 1. Build anticipation with a coming soon message on your social media channels 2. Announce your new partnership with 72SOLD with a simultaneous promotion via email and social media 3. Create additional stickiness to your message with direct mail and calls or text messages to your sphere Step 2: Use Command to Generate Leads You need an average of 7 touches to maximize the long-term ROI to a MOFIR. Make sure that every new lead sees your MOFIR with SmartPlans. You or your ISA calls these leads once a week with personal communication to build the relationship and sends timely real estate information via email. If using Command, you can set up each lead on a weekly Neighborhood Nurture SmartPlan. Reference Tech Play #19, #7, #18, #20, and #1 to learn more about how you can use technology in this section. Step 3: Add Leads to a Touchplan WARNING! You must comply with the TCPA and any other federal, state or local laws, including for B2B calls and texts. Never call or text a number on any Do Not Call list, and do not use an autodialer or artificial voice or prerecorded messages without proper consent. Contact your attorney to ensure your compliance.

12 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 3. Present the Program At the listing appointment you have two simple goals: 1. Educate sellers on the two major problems with traditional home selling methodology 1. Time on Market: Buyers assume the longer a home is on the market, the more overpriced it is so they offer a lower price 2. Buyer Delay: The longer a buyer waits to put in an offer after a showing, the lower the offer 2. Explain how you solve those problems to generate higher sales prices using the 72SOLD program Visit 72national.com or scan this QR code:

13 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 4. Step on the Gas with the Leads Referral Program As of Q1 2023, you have the opportunity to accelerate your lead generation with warm connection referrals from 72SOLD nationally broadcast TV commercials. The 72SOLD Lead Referral Program provides agents who opt-in with an expected 4-6 listing referrals per month per seat. You can step on the gas by adding as many seats as you would like. When you have more listings than you can manage with your current team, you can take your foot off the accelerator by reducing the number of seats or even turning off lead referrals entirely for a month. Complete the training on 72national.com and use the 72SOLD MOFIR. Once you complete those two steps, you are eligible to buy referrals generated by the 72SOLD national TV ad campaign. Step 1: Qualify to Participate in the Lead Referral Program The Lead Referral program allows you to buy 4-6 listing referrals for $1,500. At the low end of 4 referrals and a conversion rate of just 25%, that would net you one additional listing transaction per month. For each transaction from the Lead Referral Program, you send a 25% referral fee back to 72SOLD. Let’s say that one transaction resulted in a GCI of $15,000, that would add a net of $9,750 to your income for the month. Step 2: Understand the Economics of the Lead Referral Program

14 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 You can expect 4-6 listing referrals per seat in the Lead Referral Program. Each seat is $1500 plus a 25% referral fee on closings. Each referral is a warm connection. These are sellers that have completed a form providing their contact information, the address of the home they want to sell, how much they think their home is worth, and how soon they want to sell. In our lead funnel, these are mid-funnel leads. Step 3: Choose the Right Number of Seats for Your Business LEADS WARM CONNECTIONS APPTS $ $$$ You can choose each month how many warm connection referrals you want. Use the economic model to determine how many seats you need to reach your GCI goals. Each seat will provide you with an expected 4-6 listing referrals per month. With a conversation rate of 25% or better, you would close at least 1 transaction per month. Because there is no long-term contract with 72SOLD, you can pick and choose which months you wish to contribute to the advertising pool and receive listing referrals. This way you are in complete control of your lead flow and can supercharge your business on your schedule to match your needs. Do the math for your business. How many listing leads can you or your team service in one month? How much production do you want to do personally? Based on your conversion rate, buy as many seats as your business can service and afford. Step 4: Step on the Gas or the Brake Each Month 4. Step on the Gas with the Leads Referral Program

15 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 5. Best Practices for Success Best Practice #1: Engage Your Success Team No one succeeds alone. Now that you have the MOFIR and the program to rapidly grow your business, you need people to support your success. This is the familiar Leads, Listings, Leverage model. The MOFIR provides the leads and the program will get you the listings, so you need leverage to bring it all together. The agents who have had the most success with 72SOLD have a couple of key people who form their success team: 1. Swim Buddy Building a new habit or launching a new program is often best done with a buddy. Having someone to share conversations, activities, challenges, accountability, or just to laugh and cry with greatly increases your chances for success. This could be your listing partner or admin or client concierge. Together, you may choose to even copresent with each other on listing appointments, which has been shown to improve conversion rates! 2. Transaction Support Team As the leads convert to listings and you find yourself with more listings, you will need to ensure that your clients have a 5-star experience. One proven way of doing this is by having rockstar transaction coordination. This can be transaction coordination services through your Market Center or your own transaction coordinator. Remember the old adage: “List to live but service to sell!” LISTINGS LEVERAGE LEADS GIVE RECEIVE NET EARN THINK Service Plan Database Value Proposition

16 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 Best Practice #2: Follow up with Leads and Warm Connections As you leverage the Lead Generation Tool Program and the Lead Referral Program, your database will grow. A database can grow in size without growing in opportunity if you don’t nurture those leads. You must be consistent with follow up to convert those leads into clients. All of the leads that have been referred to you have already decided to speak with an agent. That means they are closer to making a decision than a lead you generated on Facebook. This means you can have more purposeful and direct conversations about selling their home. Whether that is in 6 weeks or 6 months, it’s important to maintain conversation with those leads to ensure you get the listing when they are ready to sell. 5. Best Practices for Success

17 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 “It may be business as unusual but it’s still business… If you don’t do something different, your business will mirror the market.” -Gary Keller, “Masterminds” 2022 “The agents who are going to survive and thrive in any tough business market will be those who face reality and say “If it’s to be, it’s up to me and I need leads coming straight to me.” -Gary Keller and Jay Papasan – Shift, pg51 In a shift you must make the choice to either let the market dictate your income, or you can create the opportunity to claim the income you want. Keller Williams has partnered with 72SOLD to bring the carousel of opportunity to you. Are you ready to claim your seat? To learn more about 72SOLD, visit 72national.com or scan this QR code:

18 ©2023 Keller Williams Realty, Inc. Jan. 21, 2023 v.11 72SOLD Get Listings Now! The Program 72SOLD is a Marketing Home Sales Program that helps sellers: 1. Sell at a higher price 2. Avoid daily showings. 3. Keep occupancy after closings. 4. Choose their sale date. ✓ ✓ ✓ ✓ The MOFIR Get a higher price for your home through an innovatively simple process. Lead Referral Program The 72SOLD Program costs $1500/month/seat and a 25% referral fee on all transactions By joining, agents get access to the following: 1. Trademarked and copyrighted marketing package including a proven listing presentation. 2. Proprietary on-demand classes. 3. Exclusive weeky live training sessions. ✓ The 72SOLD Program costs $199 to join and $72/month. NO LONG TERM CONTRACT! Lead Generation Tool Program Every agent can sign up for the 72SOLD Program today! Weekly live and on-demand training classes. On-demand marketing package. All offerings from the Lead Generation Tool Program. 4-6 expected listing referrals a month. Agents receive Target date: Q1 2023

19 ©2023 Keller Williams Realty, Inc. Rev. 1/23 Rev. 1/23 | ©Keller Williams Realty, Inc. Create and manage organic reach social media posts through Facebook, Twitter, or Instagram. Media can be uploaded directly from the agents computer or pulled from Designs. Agent’s can share ready-to-go “Quick Posts” directly to social platforms with no required editing. CREATE A SOCIAL POST 1. Click Create Campaign 2. Select Social Post CUSTOMIZE POST 1. Choose Social Channel(s) 2. Write Text 3. Add Media a. Upload from computer b. Browse from Designs 4. Preview posts by Social Channel SCHEDULE POST 1. Schedule post by date/time 2. OR Publish immediately 3. Confirm selection POST TO SOCIAL MEDIA FREE # 19

20 ©2023 Keller Williams Realty, Inc. Rev. 1/23 Rev. 1/23 | ©Keller Williams Realty, Inc. SEND EMAIL BULK # 7 Command provides agents up to 5,000 emails monthly with the option to upgrade. Emails can be sent in bulk through an Email Campaign. Email campaigns can use existing templates or custom templates created. Agents can choose to send immediately or schedule for the future. Email lists can be created and saved by contact tags in existing database. Emails campaigns are tracked on individual contact timelines. CREATE EMAIL CAMPAIGN 1. Campaigns Applet > Email Tab > Create Campaign 2. Choose Email 3. Name the campaign and select a goal SELECT A TEMPLATE 1. Browse existing templates 2. Create new template from scratch CHOOSE EMAIL LIST 1. Choose previously saved list 2. Create new list a. Filter contacts by tag

21 ©2023 Keller Williams Realty, Inc. Rev. 1/23 Rev. 1/23 | ©Keller Williams Realty, Inc. Agents can use the Campaigns applet to send direct mail campaigns. Agents can choose from auto-populating various templates with listing data or upload a custom post card. The Designs applet has several templates perfectly sized for the custom option. Detailed targeting options allow agents to narrow down the audience. Our partner (Real Mailers) will print, apply postage, and ship on behalf of agents fulfilling orders submitted prior to 3 p.m. the same day. CREATE DIRECT MAIL CAMPAIGN 1. Campaigns > Create Campaign > Direct Mail 2. Choose Listing a. Images, Description, and property details will be used to auto-fill template CUSTOMIZE CAMPAIGN 1. Confirm Content a. Template or Custom Design b. Listing Details (auto from MLS) c. Listing Photo d. Agent Details (auto from marketing profile) 2. “Configure Targeting” CONFIGURE TARGETING 1. Adjust filters and map to find target audience a. # of Homes b. Bedrooms c. Sqr Footage d. Year Built e. Year last Sold f. Last sold For $ 2. “Next” to confirm payment and begin processing # SEND DIRECT MAIL 18

22 ©2023 Keller Williams Realty, Inc. Rev. 1/23 Rev. 1/23 | ©Keller Williams Realty, Inc. Agents can run social media ads through Command on Facebook, Instagram, Twitter, and Google. Campaigns > Social Ads provides a dashboard to monitor ads and track leads. Leads captured are added to Contacts. Lead settings allow for auto-tagging & triggering SmartPlans. Listings are connected to bring in description and media from MLS. CREATE SOCIAL AD 1. Choose Create Campaign 2. Select Social Ad 3. Name the campaign 4. Choose campaign goal 5. Select Social Channel(s) IMPORT FROM A LISTING 1. Browse and select a listing Photo media and description will pull in from MLS CUSTOMIZE SOCIAL AD 1. Customize text 2. Customize media a. Select multiple listing photos from MLS b. Select images from Designs c. Upload directly from computer RUN PAID SOCIAL MEDIA ADS # 20

23 ©2023 Keller Williams Realty, Inc. Rev. 1/23 Rev. 1/23 | ©Keller Williams Realty, Inc. MAKE CALLS SINGLE # 1 Command offers two ways to make single phone calls to contacts. Agents can use the click to call option on desktop that initiates a call on connected cell phone/device. Agents can initiate calls on the Command App through their device or WhatsApp (common for international calls). All calls end with prompts to log interactions to contact timeline. CLICK TO CALL 1. Open contact record 2. Click on phone number 3. Choose “Call” LOG CLIENT INTERACTION 1. Log client interaction notes 2. Confirm “Add to timeline” CLICK TO CALL (COMMAND APP) 1. Open contact 2. Click “Call” 3. Choose call via cell phone or Whatsapp (common for international calls) 4. Confirm “Yes” to add activity 5. Log notes from interaction 6. Save interaction WARNING! You must comply with the TCPA and any other federal, state or local laws, including for B2B calls and texts. Never call or text a number on any Do Not Call list, and do not use an autodialer or artificial voice or prerecorded messages without proper consent. Contact your attorney to ensure your compliance.

AI For Real Estate Agents © Keller Williams Realty, Inc 2023

2 ©2023 Keller Williams Realty, Inc. Notices Telemarketing WARNING! You must comply with the TCPA and any other federal, state or local laws, including for B2B calls and texts. Never call or text a number on any Do Not Call list, and do not use an autodialer or artificial voice or prerecorded messages without proper consent. Contact your attorney to ensure your compliance. General While Keller Williams Realty, Inc. (KWRI) has carefully prepared all materials, we do not guarantee their accuracy or make any express or implied warranties about the information. KWRI may change the material at any time without notice. Thes materials may contain hypothetical examples and exercises meant to illustrate aspects of Keller Williams’ financial, growth and investment models, including • calculation of profit share contributions and distributions; • calculation of agent compensation; • evaluation of a Market Center’s financial results; • agent productivity strategies; and • estimates of return on investment. These materials and examples are provided for informational purposes only; they are not a guarantee or prediction of performance, sales, or profits. Agent productivity strategies are models only, not requirements. Independent contractors should set their own goals and strategies. You should not (1) assume that the results of these exercises and models predict your or a Keller Williams Market Center’s financial performance, or (2) consider or rely on the results of the exercises and models in deciding whether to make any investment. You should consult your own legal or financial advisor and verify all information to your satisfaction. Any content generated by artificial intelligence (AI), including but not limited to text, images, or multimedia, should be reviewed for accuracy and reliability as there may be errors, omissions, or inaccuracies. The use of generative AI is subject to limitations, including the availability and quality of the training data used to train the AI model used. The correctness, completeness, or suitability of the generative AI is not guaranteed. Users are solely responsible for any actions, decisions, or consequences resulting from the use of generative AI and should exercise caution and independently verify any information or output generated by the AI system utilized. Generative AI content is computer generated and users should apply their own judgment and critical thinking when interpreting and utilizing the outputs of generative AI. Copyright These materials are copyright © 2023 Keller Williams Realty, Inc., (KWRI) or its licensors. All rights reserved. You may not reproduce or transmit these materials without the prior, express written permission of KWRI. If any part of this notice is unclear, please contact [email protected].

3 ©2023 Keller Williams Realty, Inc. In our interviews we found the most common uses of AI for real estate agents fall into the three buckets: 1. Drafting Content - Newsletters, postcards, video scripts, ad copy, email responses, social media posts, listing descriptions, and more 2. Crafting Conversations - Conversation frameworks and handling objections 3. Connecting AI to Other Tools - Setting up automations and taking notes Welcome To The AI For Real Estate Agents Playbook According to the 2022 Technology Survey conducted by NAR 42% of real estate agents believe that over the next 24 months, Artificial Intelligence (AI) will be somewhat or very impactful to the day-to-day operations of their businesses. Although there are differing opinions as to what the long-term implications of AI will be on the industry, we do know that as it sits today AI can be a powerful productivity tool that can save you time and help you do activities that you may not be good at or enjoy doing. You can think about AI as a productivity tool that uses large amounts of data plus models/algorithms plus prompts to produce a desired work product. This playbook is designed to introduce AI into your business as quickly and easily as possible. These are the hacks that will begin to save you time and effort.

4 ©2023 Keller Williams Realty, Inc. 1 Pick Your AI Tool AI For Real Estate Agents 2 Create Your 'Prompt' 1. Identify The Audience 2. Set The Tone And Style 3. Use Proper Formatting 3 Review And Improve

5 ©2023 Keller Williams Realty, Inc. Simply put, a Large Language Model is an artificial intelligence code base that learns the sequencing of words to generate responses. There are several to choose from and they all offer different interfaces, fee structures, and draw from different data sources compiled over different periods of time. We used ChatGPT 4.0 to help us with this Playbook. 1 Pick An AI Language Model A few of the most popular Large Language Models include: ChatGPT This is a computer program you can have back-and-forth conversations with over text. It's very good at understanding questions and responding like a person would. It's been getting a lot of attention lately. GPT-3.5 and GPT-4 These are upgraded versions of the artificial intelligence that powers ChatGPT and other text conversation tools. They make the programs even better at understanding and responding. Bard This one is being built by Google. It will try to make Google search results easier to understand by summarizing them conversationally. Not out yet. Claude Another text conversation program trying to be more helpful, honest, and careful compared to ChatGPT.. It's newer and still being tested. Plug-ins - Developers are making add-on programs to give ChatGPT more abilities like checking facts better. These plug-ins make it more advanced.

6 ©2023 Keller Williams Realty, Inc. A prompt is a question or statement that you provide to the language model. It serves as a guide for what you want the system to generate in response. Think of it like posing a question to a knowledgeable friend. There are three main components to think about as you begin to write prompts: 2 Create Your 'Prompt' 1 . I d e n t i f y T h e Audience Tell the AI exactly who you are speaking to or writing for so that it can tailor its response to that audience. 2 . S e t T h e Tone And Style Define the tone (formal or casual) and style (descriptive, lighthearted, or persuasive) you want in the response. 3 . U s e P r o p e r Formatting If you want specific formatting you should mention that as well. This may mean telling it what you are creating, explaining how long you want it to be, or if you want bullet points or numbering.

7 ©2023 Keller Williams Realty, Inc. Example Prompts 2. Set the Tone and Style PRO TIP: Many of the AI-driven systems of today are conversational. If you don’t like a response that it provides, tell it to try again, ask another question, or ask the same question in another way. Write me a postcard. Poor Prompt Write me a 3 to 4 sentence postcard about real estate. Better Prompt Great Prompt I am a real estate agent and want to write a postcard for my clients who I have sold homes to. I want my postcard to be humorous and conversational, yet professional and lighthearted. Make it 3-4 sentences long, it should contain one interesting fact about residential real estate in Austin, TX, and should have a call-to-action (CTA) for them to call me on my cell phone if they want additional help. Your prompt should be clear and to the point. The more specific you are, the more relevant the response will be. 1 AUDIENCE TONE AND STYLE 2 3 FORMATTING

8 ©2023 Keller Williams Realty, Inc. In their book, Rebooting AI, Gary Marcus and Earnest Davis say, “Even with all the progress, in many ways machines are still no match for people.” Reviewing and improving the AI work product to make sure it is understanding the context, getting the facts right, and adding in those little details that humans will notice is still 100% necessary. Today, much of AI gives you a great place to start and saves you a ton of thinking, formatting, and preparation time. Think of it like it’s like starting on third base at each inning. Review And Improve 3 The model may seem simple… and that’s because it is right now. AI is forever evolving and this playbook gives you several plug and play options as they stand today in the pages that follow. DATA + = OUTPUT Language Model User Written Prompt + = Content etc. Conversations Large Language Answers Model examples: 1. Chat GPT 2. Bard 3. Claude Prompt You need to tell the large language model what you want. 1. Identify The Audience 2. Set Tone and Style 3. Use Proper Formatting The Internet Forums News Scientific Journals Books etc. Tech Manuals Drafting Content Create Conversations Connecting AI to Other Tools Exiting Tech 1. Zoom 2. Google 3. Email 4. etc. API Company AI Add-on 1. Otter.ai 2. Hootsuite 3. Fireflies.ai + + or + Large Language Model + Prompt = Responses Social Posts Notes Now that you understand what all the pieces of the process are, below is a diagram of how they all work together.

9 ©2023 Keller Williams Realty, Inc. Real estate agents create tons of content! Using AI can save you time by providing you a first draft in seconds. As mentioned, each prompt should 1. Identify The Audience 2. Set The Tone And Style And 3. Include Proper Formatting. Below Are Several Examples Of Prompts For Creating Content. 1DRAFTING CONTENT PRO TIP: AI gets it wrong. A lot. You must review and improve everything. Newsletter/Blog Post/Social Media Post Identify The Audience I am a real estate agent seeking to position myself as the trusted local market expert by writing an engaging newsletter (or social post/blog) for my Louisville, KY, contacts. 1 Use Proper Formatting 1. Include 2-3 recent (2023) statistics illustrating meaningful trends in the Louisville market. Explain concisely how each stat impacts buyers, sellers, and investors. 2. Highlight 1-2 new, buzz-worthy local attractions (restaurants, developments, etc.) that connects with readers. 3. Use an advisory, conversational tone. 4. Close with a clear CTA to get in touch for real estate needs. 5. The focus is positioning your expertise, engaging the reader, and prompting contacts to see you as their go-to real estate advisor in Louisville. Set Tone And Style 3 1. Establish my credibility as the preferred source for local real estate insights. 2. Make the information digestible and interesting for readers. 3. Keep myself top of mind. 4. Motivate contacts to reach out to me for current real estate needs. 2 Listing Descriptions Identify The Audience I am a real estate agent that needs to write a property description for potential home buyers for this property. 1 Use Proper Formatting 1. Must be less than 500 characters 2. 3 bedrooms, 2 bath house, that was built in 1999 3. Mature trees 4. It’s 1,453 square feet 5. 2-car garage 6. Great kitchen 7. Well taken care of Set Tone And Style 3 Use vivid, emotional language that helps buyers envision living in the home. Focus on highlighting the most desirable attributes and architectural details that give the property character and appeal. Structure the description strategically, leading with the most compelling features and benefits. 2 Video Scripts Identify The Audience I am a real estate agent. I am looking for help drafting a video script to establish myself as the trusted expert on our local real estate market in Austin Texas. 1 Set Tone And Style The goal is to provide a market update that makes viewers see me as the go-to source for stats, insights, and guidance whether they are buying, selling, or investing in real estate. The tone should be conversational but authoritative. Please aim to showcase my experience and position me as the top local real estate advisor through compelling content and strategic messaging. 2 Use Proper Formatting Please write a 2-3 minute video script that includes: 1. An introduction positioning me as a knowledgeable local real estate professional. 2. Uses 2-3 statistics showing meaningful trends in our market recently. 3. Explain how each statistic impacts buyers, sellers, and investors. 4. Share 1-2 reasons why now is a good time to buy/sell/ invest along with supporting data. 5. Provide 1-2 tips or pieces of advice based on current market conditions. Close by reiterating my expertise in our market and inviting viewers to reach out with any real estate questions. 3 3. Review and Improve

10 ©2023 Keller Williams Realty, Inc. You can use AI to help you construct conversations or get an additional view point/perspective on the words that you are using. 2 CRAFTING CONVERSATIONS PRO TIP: To practice, you can prompt your language model of choice to role play objection handling with you. Conversation Frameworks Identify The Audience I am a real estate agent. Help me craft an effective conversations to call for sale by owners and introduce myself to them. 1 Use Proper Formatting Please keep the conversation short. 1. Quickly establish why I am calling. 2. Emphasize expertise and value proposition 3. Transition to booking the in-person appointment. Set Tone And Style 3 1. Friendly and helpful. 2. Upfront and direct. 3. Conversational and consultative. 2 Objection Handling Identify The Audience I am a real estate agent in Austin, TX, and want help overcoming common seller objections 1 Use Proper Formatting Please try to acknowledge the concern, redirect back to the benefits of using an agent, and use data and proof. Set Tone And Style 3 I received the following objection, and it was delivered to me in a short and rude way: “Real estate agents do not add any value for a seller and just put homes on the MLS which anyone can do.” 2 Below Are Several Examples Of Prompts For Creating Conversations. 3. Review and Improve

11 ©2023 Keller Williams Realty, Inc. Everyday we find new companies that are entering the AI space and creating productivity hacks for real estate agents. This is often done through the use of an Application Programing Interface (API) which is the connections that allow data to travel between applications and platforms. Here are three examples that you can put into action today. 3 CONNECTING AI TO OTHER TOOLS Real estate agents love to direct customers to leave a 5-star review on Google. This system will help you use AI to reply to any comments that are made in response to a review once its been posted. As soon as a new review comes in, Zapier will automatically run it through OpenAI to generate a thoughtful response and post it publicly on Google-streamlining review management for the business! 1. Set up a Zap (this requires a Zapier account) that monitors the business's Google My Business account for new reviews. Use the "New Google Review" trigger in Zapier to do the following: 2. When a new review comes in, have the Zap send the review text to an OpenAI API endpoint (ChatGPT). Use the "Text" field from the review as the input. 3. Use a prompt to explain to ChatGPT what you want done. Identify The Audience I am a friendly real estate agent responding to the reviews that my customers are posting to Google. Set Tone And Style Generate thoughtful, professional responses, that show respect and thankfulness for my customers Use Proper Formatting Please make responses no longer than 3 sentences that address any concerns or praise raised in the review while maintaining the voice and tone of [BUSINESS NAME]. Review text: [REVIEW TEXT GOES HERE] 4. Have the Zap take OpenAI's generated response and post it as a public comment on the Google review. Use the "Create Public Google Review Reply" action in Zapier. 5. Optionally add steps to also notify the business owner of new reviews and save OpenAI's responses to a spreadsheet for record keeping. Set Up An Automated Google Review Response Below Are Several Examples Of How You Could Use Apis In Your Real Estate Business Today. 3. Review and Improve

12 ©2023 Keller Williams Realty, Inc. Maintaining an engaging social media presence is crucial for agents, but creating fresh content daily can be a challenge. AI automation can help. Tools like CoSchedule and Hootsuite make it easy to plan content calendars that optimize timing and audience targeting. Integrate them with ChatGPT to generate written posts tailored for each platform. The AI can turn topics and outlines into content that promotes listings and engages followers Zapier can connect these tools to auto-publish the posts on your calendar. You can also use Buffer to schedule bulk content for repeated release. Streamline Social Media Marketing Posting Virtual assistants like Read.ai and Fireflies.ai are invaluable tools for real estate professionals managing high workloads. Both can join virtual meetings. Read.ai offers real-time summaries and Fireflies.ai provides comprehensive notes and transcripts. This frees up mental bandwidth allowing you to focus on engagement and relationship building during meetings. Additionally, Read.ai digests documents and summarizes key details for efficient preparation, while Fireflies.ai's transcripts enable straightforward follow-up. Together, these AI bots enhance productivity by streamlining prep work and follow-up while reducing tedious admin tasks. Enhance Your Virtual Meetings 3. Review and Improve

13 ©2023 Keller Williams Realty, Inc. Special thanks to David Voorhees, Travis Cox, and ChatGPT 4.0 who helped write this Playbook! The world of AI is changing by the day and we are at the infant stages of this exciting technology. This playbook should get you started saving time and being more productive by using AI as a tool. Today, the key to using AI is to master the art and science of the 'prompt.' Like Gary always says, “Change is inevitable, participation is optional.” Remember, AI is as easy as: Identify your audience, set your tone and style and use proper formatting. Don’t be intimated, AI works for you!

Contacts © Keller Williams Realty, Inc 2023

2 ©2023 Keller Williams Realty, Inc. Notices Telemarketing WARNING! You must comply with the TCPA and any other federal, state or local laws, including for B2B calls and texts. Never call or text a number on any Do Not Call list, and do not use an autodialer or artificial voice or prerecorded messages without proper consent. Contact your attorney to ensure your compliance. General While Keller Williams Realty, Inc. (KWRI) has carefully prepared all materials, we do not guarantee their accuracy or make any express or implied warranties about the information. KWRI may change the material at any time without notice. Thes materials may contain hypothetical examples and exercises meant to illustrate aspects of Keller Williams’ financial, growth and investment models, including • calculation of profit share contributions and distributions; • calculation of agent compensation; • evaluation of a Market Center’s financial results; • agent productivity strategies; and • estimates of return on investment. These materials and examples are provided for informational purposes only; they are not a guarantee or prediction of performance, sales, or profits. Agent productivity strategies are models only, not requirements. Independent contractors should set their own goals and strategies. You should not (1) assume that the results of these exercises and models predict your or a Keller Williams Market Center’s financial performance, or (2) consider or rely on the results of the exercises and models in deciding whether to make any investment. You should consult your own legal or financial advisor and verify all information to your satisfaction. Copyright These materials are copyright © 2023 Keller Williams Realty, Inc., (KWRI) or its licensors. All rights reserved. You may not reproduce or transmit these materials without the prior, express written permission of KWRI. If any part of this notice is unclear, please contact [email protected].

3 ©2023 Keller Williams Realty, Inc. Make Money While You Move Your Contacts The goal of any real estate agent should be to maximize revenue potential within the framework of the hours they want to work. There are two desired outcomes when lead generating: 1. Find people who need to buy and sell real estate today. (Current business) 2. Stay in touch with people who will need to buy and sell real estate in the future. (Future business) We have several Playbooks that focus on #1, but this Playbook focuses on #2. The most effective way to accomplish #2 is to purposefully use a Customer Relationship Management (CRM) tool to stay top of mind with your database. Using a CRM can make you more purposeful, efficient, and productive. The goal when using a CRM is to generate revenue by creating a database that has the information you want and a system that helps to keep you top of mind with your contacts. This is true whether you’re creating a new database or moving your contacts from one CRM to another. In either case, there are 5 truths: 1. Whether you’re creating a database or moving it, it vshould be a revenuegenerating activity not an administrative burden. 2. Incomplete or inaccurate data leads to lower conversion rates. 3. Transferring a messy database from one system to another creates a bigger mess. 4. Failing to keep in touch with your database negates the reason to have one at all. 5. Meaningful touches create meaningful relationship. Ultimately, effectively moving your contacts into a CRM will produce deeper relationships and uncover buyers and sellers who want to transact today. PRO TIP: Find all Playbooks on KW Connect.

4 ©2023 Keller Williams Realty, Inc. M a k e M o n e y W h i l e Moving Your Contacts 1 Build Your Database 3 Determine Important Information 2 Segment Your Database 4 Fill in the Holes 6 Use SmartPlans and Tasks 5 Upload Your Database

5 ©2023 Keller Williams Realty, Inc. You can’t start using a CRM effectively without first having a database! No matter where you currently store your contacts—in a spreadsheet, on your phone, or even in a box that holds business cards—you need to be purposeful about building a clean and organized database before you can move it into a CRM. 1 Build Your Database If you are new to real estate or don’t have a database: 1. Create a new, blank Excel or Google spreadsheet. 2. Start listing all of the people you think you know and who you want to keep a relationship with. (Include all of the basic information you have about them: name, phone number, email, etc.) 3. Once you’ve exhausted your memory, export the contacts in your phone and add them to your spreadsheet. If you already have a database: 1. Export all of your contacts to a Excel or Google spreadsheet. 2. The next step is to segment your database into groups that will help you effectively keep in touch with people.

6 ©2023 Keller Williams Realty, Inc. Databases are composed of people who have entered our life or business in different ways. Some are friends and family, past clients, people we’ve met at events, vendors, etc. By segmenting the database, we are simply grouping people by the position they hold in our database today. This allows us to communicate effectively with the appropriate frequency and intensity. 2 Segment Your Database 1. SOI - This includes people who know you, like you, and want you to succeed. 2. VIP - People that are most likely to refer you customers and who you want to stay in deep relationships with. 3. Past Clients - People you have helped buy, sell, or lease real estate. 4. Referrals - Someone that was referred to you. 5. Leads - These are people you have had one-way communication with (maybe you’ve left a door hanger, or called, but you have not yet spoken with them). 6. Agent - These are people you meet at real estate events and/or agents who have, or might, refer your business. 7. Vendor - Track vendor by specific services such as “Inspector” or “Lender.” Below is a list of some of the most common categories agents use to segment their database. Once you’ve established the categories you want to use, refer back to your spreadsheet and make a new column labeled “Tags.” In Command, tags are a feature that allow you to easily filter your database. This is a best practice during lead generation when you want to have purposeful conversations with a certain group of people. You’ve now started your spreadsheet by either creating it new or exporting it and have begun tagging appropriately. Next, you are going to determine what pieces of information you want to have about your contacts that are most important to you.

7 ©2023 Keller Williams Realty, Inc. Your database is only as good as the data you put into it. This may sound obvious or even trivial, but it might be the most important concept of this Playbook. Many real estate agents fail to decide what pieces of information will constitute a complete contact record. This leads to a “junk drawer” style database where each record has different pieces of information or missing data, thus making it difficult to have purposeful touches. 3 Determine Important Information Keller Williams’ top agents have perfected their databases over long periods of time. They have identified the “must haves” and keep them as the foundation of their database. Once the foundation is laid and “must haves” are complete, they collect “nice to haves” over time as additional information. Start by asking yourself “What data would be most beneficial for me to have about the people in my database and why would it be helpful to have it?” INFORMATION WHY IT'S IMPORTANT First and Last Name To increase personalization and legitimacy Phone Number To call contacts Email Address To email contacts Physical Address To mail and/or run CMAs Birthday To time intentional touches Preferred Contact Method Additional Addresses Additional Relationships (Spouses, etc.) Children’s Name + Birthdays Home Anniversary (Past Clients) Social Media Profiles Source Occupation To contact them how they want to be contacted To run CMAs To connect relationships and make conversations personal and intentional touches To make conversations personal and intentional touches To make conversations personal and intentional touches To track how people people enter your database To connect digitally To make conversations personal and intentional touches "must haves" "nice to haves" Keep in mind that the same “must have” rules may not apply to leads that you have not had a two-way conversation with. The above are pieces of information that are collected purposefully from your sphere of influence, past clients, and contacts you have had two-way conversations with. Now identify the “must haves.” for your database. Go back to your spreadsheet and confirm that you have columns for each. If not, create new columns. Once you’ve done that, you will be able to begin filling in the holes! PRO TIP: Ask yourself if your “must have” list encompasses all of the information you need in order to complete your 36 Touch Campaign.

8 ©2023 Keller Williams Realty, Inc. You are on the verge of having a clean and organized database that is bursting with opportunity. The “getting ready” is now behind you and it is time to uncover the amazing amount of business that has been hiding right under your nose. This is where the magic happens! 4 Fill the Holes The holes in your database are simply missing pieces of information. You are going to fill the holes one segment at a time, and one contact at a time. Filling the holes comes from having a one-to-one conversation with each person. While technology can aid in finding information, the goal is to uncover opportunities which only come from having conversations. This process is going to take time, but it will yield deeper relationships and raise the potential for real estate transactions! Now, let’s get started filling those holes! If you want to be in a deeper relationship with someone you must communicate more often. If you want to be out of relationship with someone, just stop communicating. - Gary Keller Before you start calling your database to fill in the holes, you are going to create two more columns: 1. Real Estate Plan for Next Year 2. Notes

9 ©2023 Keller Williams Realty, Inc. STEP 1: Pick a segment you want to start with. Choose the segment that is easiest for you to call —like your past clients. 4. Fill the Holes STEP 2: Start calling down the list one contact at a time. • If they don't answer, leave a voicemail. “Hey ____. This is [your name]. I hope you’re doing great. Give me a call back when you get a chance!” Now keep going. • If they do answer, exchange pleasantries and use the FORD framework to get into meaningful conversation. FORD - Family, Occupation, Recreation, and Dreams. Framing your conversation to be personal allows other pieces of information to reveal themselves. To uncover opportunities, you will need to fill the “Real Estate Plan for Next Year” hole. Simply ask, “What is your real estate plan for the next year?” They may ask what you mean or that they’re not sure. In those moments, you can clarify by asking if they plan to buy, sell, or invest in real estate in the next year. They will answer in one of three ways: 1. No real estate plan: they don’t plan to buy, sell, or invest in real estate in the next 12 months. If they say this, note it in the spreadsheet. 2. They do plan to buy, sell, or invest in the next year. If they say this,have a deeper conversation about what they plan to do and agree on a follow up plan. These are the hidden opportunities! 3. They tell you that they just bought, sold, or invested without you. If they say this, follow the steps in this Playbook and this will happen with far less frequency. STEP 3: While you’re gathering information, fill in the holes on your spreadsheet. This includes any notes like when to follow up next or important things happening in their life at the moment. Remember, the conversation is the relationship. This isn’t about how quickly you can get through your list, it’s about having deep conversations that move the relationship forward. If you spend the next year just calling every one of your contacts, it was a year well spent. Once you have contacted, or attempted to contact, everyone in one segment, move onto the next. As you move on, people will contact you back and you will continue to fill in holes you missed. PRO TIP: Continue mastering your database opportunities by completing Build a $100K Pipeline in 90 Days with Keller Williams University!

10 ©2023 Keller Williams Realty, Inc. As segments begin to fill out and missing information is filled in, you can start to upload your contacts either one contact at a time or one segment at a time. While uploading one contact at a time is time consuming, it allows you to really focus on that contact and make sure every piece of information you have is accurate and uploaded properly. 5 Upload Your Database A less time consuming option is to upload one segment at a time. You can upload to Command one of two ways: 1. Use the import sheet Command provides. 2. Use your own spreadsheet and map the fields to match. Should you decide to go with the option of using the import sheet provided in Command, you will notice several fields in addition to the ones you have deemed important to you. It is okay that there will be empty columns. Any of them can be filled in later as you discover what information is important to you! KW Answers Help: Add Contacts Individually Import Options

11 ©2023 Keller Williams Realty, Inc. After tasks and/or property searches are set up, every contact should be put on a SmartPlan. SmartPlans are automated follow-up plans/touches that require minimal effort and take less time. As we said at the beginning of this Playbook, failing to keep in touch with your database negates the reason to have one at all. Implementing a system to stay in touch with our contacts keeps us top of mind and ultimately increases conversion. 6 Use SmartPlans and Tasks Once contacts are uploaded individually or by segments, refer back to your notes: 1. Set purposeful follow-up tasks where appropriate: Tasks should be set for all contacts that mentioned doing business in the next 12 months. Whatever period of time they mentioned doing business, cut it in half and set your follow up for that timeframe. For example, if they said they wanted to buy in 6 months, set your follow up for 3 months. The reason we suggest this is because when someone gives us a timeframe… it’s really just a timeframe. Because of that, you should not take it literally. That’s how you miss it! Every call either ends with an appointment set or a new follow up task set so no one falls through the cracks. 2. Set up property searches: Put anyone who mentioned buying in the next 12 months on a property search. KW Answers Help: Using SmartPlans Creating Tasks Setting up Property Searches 1. Quarterly Call Plan - Adds a call task quarterly 2. Monthly Neighborhood Nurture (for contacts with addresses) - Automatic email that goes out monthly with information about the area based on the address in the contact record 3. Birthday SmartPlan - Adds touch tasks for a contact’s birthday (this has the ability to send automated texts) Suggested SmartPlans for all contacts: These SmartPlans do not complete your full 36 Touch, but they lay the foundation for purposeful connections. Doing these three plans intentionally will be far more powerful and effective than running a full 36 Touch inconsistently with less one-to-one contact. PRO TIP: If you want more ways to follow up with your database and lead generate, find all of the Playbooks on KW Connect.

12 ©2023 Keller Williams Realty, Inc. Once you complete these steps you will have organized your database, identified new opportunities, and set up SmartPlans to nurture your database moving forward. In life and business, the overarching goal is to maximize your potential. Running a powerful database is the one thing to help you do just that. CONGRATULATIONS! “Your database is your business” - Gary Keller

Database Assessment © Keller Williams Realty, Inc 2023

Welcome to the Database Assessment Playbook Your database is your business! Gary Keller and Jay Papasan have been telling us that for as long as we can remember. As we have been digging into more top agents databases we have noticed an alarming trend: the number of contacts has increased dramatically while the quality and consistency of touch programs is declining. This has resulted in very low overall conversion rates, artificially high lead acquisition expenses, and millions in lost revenue. This playbook is designed to help you assess your current database's value, conversion rates, and opportunity to get you started on the path to greater profitability rates. ©2023 Keller Williams Realty, Inc. 145