37 ©2023 Keller Williams Realty, Inc. 4. How will leads flow between ISAs and agents? Determining leads flow between ISAs and agents ensures clear lines of communication with not only themselves, but with consumers as well. There are 3 typical ways that leads can flow between ISAs and agents: 5. Prep For Success 1. Lead Source ISA Agent 2. Lead Source Agent ISA 3. Lead Source Agent ISA + The most common flow is Lead Source ISA Agent. This is simply where all leads go to the ISA first and the ISA then hands them off the agent(s). If the lead needs more nurturing, it goes back to the ISA. The second flow, Lead Source Agent ISA, is where the ISA and agent work together to nurture leads and build rapport. This is less commonly used, but can be effective! The last flow, Lead Source Agent ISA, has the lead first going to the agent and then the ISA. This model has the agent making first contact and attempting to start a relationship. If they can’t, the lead goes to the ISA to nurture. As we’ve said before, there is no one way to do this. If you try one and it doesn’t work, try another! There is going to be trial and error throughout this whole process. +
38 ©2023 Keller Williams Realty, Inc. 5. Prep For Success 3. ISA Daily Structure & Schedule Creating some structure around your ISAs working hours will not only aid in accountability, but it will give you a baseline to make changes when inspecting what is working and what isn’t. A daily schedule goes beyond telling someone that they “work from 9am to 5pm.”The right ISA structure includes WHAT they will be doing during their working hours and WHEN they will be doing it. Below are a few examples of schedules we have collected from agents and teams that are having great success using ISAs in their business. Activities Example #1 (8 AM - 5 PM) • 8-9am: New leads that came in overnight • 9-10am: Nurture leads and complete follow up tasks • 10-12am: Dial session • 12-12:30pm: Lunch • 12:30-1:30pm: Follow up and administrative tasks • 1:30-2pm: Conversation practice & Objection handling • 2-4pm: Dial session • 4-5pm: Follow up and administrative tasks Aside from determining their general working hours and schedule, it’s important to determine the activities being performed in those hours. Below are a few examples of activities performed in an ISA’s day. Example #2 (9 AM - 6 PM) • 9-9:30am: Huddle and Conversation practice • 9:30-11:30am: Outbound prospecting • 11:30-12pm: Follow up tasks and admin work • 12-12:30pm: Lunch • 12:30-2:30pm: Inbound Prospecting • 2:30-3pm: Follow up and administrative tasks • 3-3:30pm: Conversation practice and Objection handling • 3:30-5:30pm: Choose your own adventure dials/prospecting • 5:30-6pm: End of day follow up & administrative tasks Example #2 • 6 days per week: Mon - Sat . If more than one ISA, 1 works on Sunday to answer weekend call-ins and referrals. • Each day is broken down by 90 minute call blocks followed by a 15 minute break. • 1 hour to focus on follow up Example #1 • 5 days per week - Monday - Friday • 8 working hours each day • 2 call blocks: morning-3 hours + afternoon-3 hours • Small lunch in between call blocks • Remaining time spent doing “admin” work Schedule PRO TIP: In all of the examples above, notice that the goal is to have about 75 percent of the ISA’s day spent in active lead generation 15 percent should be for administrative tasks are vital to the ISAs success because they lead to nurtures and appointments and play a key role in your conversion rates.
39 ©2023 Keller Williams Realty, Inc. 6 Inspect What You Expect 1. Evaluate What Is and Isn't Working Far too often people assign work to others and then assume that the work was completed at a standard that they find acceptable. More often than not this leads to poor results and very little consistency. Inspecting what you expect is more than reviewing what you are tracking; it is about reviewing the data, being willing to change WHAT you’re doing, and also HOW you’re doing it in order to improve the results. Gary wrote in SHIFT, “spend no more money until what you’re doing proves its success.” This means that we must decide what we are doing, how we are tracking it, if we are comfortable with the proforma and the cost to execute the project, and then give the project enough time to either prove effective or ineffective, and only THEN make changes. Introducing ISAs into your business should immediately lead to more contact attempts and more consumer conversations, but it will take some time for closings to arrive. If your ISA is calling internet leads for example, they may be much further away from buying and selling than a referral from a friend. It will take an average of six months to see your ISA’s efforts come to fruition. Keep that in mind when inspecting what you’re doing and how you’re doing it. Inspecting ISA Skills See the coaching section! Inspecting ISA Conversations Your ISA is an extension of you and your brand. It is important that you are listening to their LIVE conversations with customers and leads so that you can ensure that you are pleased with how you are being represented. Inspecting Lead Sources + Flow Lead generation is about having a strategy and reviewing it often. First, look at where your leads are coming from. Consider their cost, their conversion rate, and if they are sellers or buyers. Take away the things that aren’t working and double down on the things that are. Inspecting your CRM If your ISA is speaking to people, then they better be adding notes to your CRM! Not all notes are created equal and the higher quality the notes are, the easier it is to hand the lead off or pick up where one ISA leaves off if they should leave the role. PRO TIP: If your ISA records their calls, ask them to send you their five best calls and worst calls from the week. Celebrate the best calls and coach and train with the others! This is our version of Game Film! PRO TIP: Notes need to tell the story of the relationship being built, not just real estate information!
40 ©2023 Keller Williams Realty, Inc. We started this playbook by saying that as your database grows in number so grows the number of conversations that you will need to have to ensure your conversion rate stays at the level that you desire. Remember, “it is impossible to hit your goals without expanding your lead generation activities” (SHIFT page 56). During our interviews and research for this playbook, we heard these truths articulated time and time again and the solution that led to more freedom, more profit, and more enjoyment at work was the addition of a high-powered ISA. There is no question that when you bring the right person into this role, train and support them at the highest level, and inspect the results, you will find that there are few hires that can have a more profound effect on your business than an Inside Sales Agent. Keller Williams ISA Resources: Leverage Series: https://www.kwconnect.com/page/kwu/leverageseries How to Hire, Train, and Retain ISAs hosted by Anna Krueger: https://mapscoaching.com/program/how-to-hire-train-and-retain-isas/ Other playbooks found here: https://agent.kw.com/connect/learning/topics/10401 HIRE 3 Questions What am I hiring an ISA for? Can I provide the ISA ongoing training and support? Can I make the upfront investment?
41 ©2023 Keller Williams Realty, Inc. LPMAMA (Call in): Agent: Hi, this is (Agent Name) with Keller Williams (Market Center name), how may I help you? Client: I’d like to see the house at 123 Main Street. Agent: Awesome, let me pull up the showing instructions. What was your name: Client: Insert Name Agent: Awesome! I’ll pull that up now. Are you looking to buy in that area? Client: Yes, I love the subdivision. Agent: I know! Me too! How long have you been looking? Client: A few months. Could I see this one today? Agent: My computer is running slow, I know we can get you in. I just need to double check with the seller. Is this the price point you are looking for? I think we have a couple of other properties around there getting ready to come on the market. Client: I’m looking up to $500,000. Agent: Awesome! How soon are you hoping to find a property. Client: As soon as I find the right one. Agent: I get that. This is a great area. Why are you looking to move? Client: We want to be in that school district before next fall. Agent: That’s great! How many kids do you have? Client: Answer. Agent: I’d love to get you in this house. The seller does require some notice. Are you working with an agent? Client: No, I’m just calling listing agents. Agent: Okay. Well, like I said we have other properties that are also coming up in the area. I’d love to help you find the best home in this area for you ahead of fall semester. Have you already met with a lender or do you need a recommendation? Client: I haven’t met with anyone. Agent: Okay, great. Let’s meet this afternoon at the office around 2:00. We can run through what you’re looking for in addition to the area. I can give you a few local lenders that we work with for you to connect with. Then we can go check out this house and any others that might be a great fit! ISA Conversations The following conversations do not include all conversations, but are a great place to start!
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. 42 ©2023 Keller Williams Realty, Inc. Open House Circle Prospect: Hi! My name is (insert name) with Keller Williams (Market Center name), I am holding the property at 123 Main Street open on Sunday from 2-4. I wanted to invite all of the neighbors to come take a peek. Will you be around to stop by? <YES> Awesome, I hope to meet you then. We would love for you to give us some feedback after you check it out. Do you have anyone that you know that might love to be your neighbor? <IF YES> …get the referral. <IF NO> That’s okay… there is still time (make a joke). While I have you on the phone, would you like me to send an updated market report on your home? <If yes>...get details ... ask if motivated to move, etc. Offer to drop off CMA to verify on the way to or from the open house. Follow Up Call after the OH if the OH was Successful Hi there. This is (agent name) with Keller Williams (Market Center name). How are you today? >>> Awesome, we spoke on Thursday (or I left you a voicemail on Thursday) and wanted to let you know how the open house we held in your neighborhood turned out. Is this a good time? <YES> Awesome, thanks for taking my call. We had X number of people through the open house and received X number of offers. We have Y number of buyers that are still looking to move into your neighborhood. Do you know of any of your neighbors that are moving before the end of the year? <NO> Well, have you considered selling your home? <NO> I get it, you live in a great area! Listen, I really appreciate you taking the time to chat with me today. I’d love to thank you by sending you an updated market analysis of your home. Could I get your email address so I can send that over to you? XXXX. Awesome, any updates that I should take into consideration before I send this over to you? (All we are doing is adding them as a nurture and making sure we have the 4 pieces of info). OR Well, have you considered selling your home? <YES> CLOSE FOR THE APPOINTMENT ISA Conversations
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. 43 ©2023 Keller Williams Realty, Inc. If the OH was not a success Hi there. This is (agent name) with Keller Williams (Market Center name) .How are you today? >>> Awesome, we spoke on Thursday (or I left you a voicemail on Thursday) and wanted to let you know how the open house we held in your neighborhood turned out. Is this a good time? <YES> Awesome, thanks for taking my call. We had X number of people through the open house. As of now, we have not received any offers. Many buyers that came through the house were looking for (insert criteria like a more open layout or different number of bedrooms). Do you know of any of your neighbors that are looking to sell their home by the end of the year? FROM here follow earlier conversation Expired: Objective: Set an appointment…we will get the listing at the appointment.This is just to set the appointment. Agent: Hi there, I don’t know if you can help me or not.Is this the owner of 123 Main Street? Client: Yes, who’s this? Agent: Hi, this is (agent name) at Keller Williams (Market Center name).I noticed that your home is no longer on the market. Are you still wanting to sell? Client: We are just taking a break for now, we weren’t getting any (activity/offers) Agent: I understand.Would you still be willing to sell? Client: I would, but we just want to take a break for a bit. Agent: Okay. May I ask, why do you think you weren’t getting any (activity/offers)? Client: I don’t really know. I think it’s a great house and we priced it well. It’s disappointing. Agent: I understand! Outside of being disappointed and wanting to take a break, is there anything else that is stopping you from selling? Client: No, we are just frustrated. Agent: May I ask where you were planning to move if the house did sell? Client: Answers with next step Agent: Dig into motivation. Ask what the impact is if they get to move and impact if they don’t (future pain). Client: Answers Agent: You know, I’d love the opportunity to meet with you to see if we could help you get to (location) by (timeline). Would you have time today at 3:00 to meet? Client: I just don’t think we are ready to list it again. Agent: Honestly, I’d love the opportunity to just meet you and see if I can help. It will take 10-15 minutes and you will get feedback on what could help your home sell the next time around. Would 3:00 work or would 4:00 be better? ISA Conversations
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. 44 ©2023 Keller Williams Realty, Inc. FSBO: Objective: Set an appointment…we will get the listing at the appointment. This is just to set the appointmen Agent: Hi there, I don’t know if you can help me or not. Is this the owner of 123 Main Street? Client: Yes, who’s this? Agent: Hi, this is (Agent Name) with Keller Williams (Market Center name). I saw that you have your property on the market. May I ask how it’s going? Client: We are getting a ton of agent calls. Agent: I’m sure you are, it’s a great house! Are you getting a lot of calls from potential buyers? Client: A few. Agent: That’s great! Have you seen it yet? Client: We have and we have an open house on Sunday. Agent: Awesome. What has the feedback been from those who have seen it? Client: Nothing yet. Agent: Got it, so you haven’t received an offer? Client: No, not yet. Agent: Is there a reason you decided to sell it by yourself, without an agent? Client: I’d like to save some money. Agent: Okay. Outside of potentially saving money, is there any other reason you wouldn’t work with an agent? Client: No. Agent: Okay! How did you set the price of the home? Client: I looked at other properties online in my area and got a feel for what things were selling for. Agent: That’s great. Have you had anyone verify that price for you? Client: No….I really don’t want to list it yet. I’m going to try it on my own. Agent: Do you have an idea of how long you would like to try it on your own? Client: A few weeks, I think it will sell fast. Plus, I have the open house this weekend. Agent: I’d love to see if I can help. One of the things we specialize in is netting those that start at a FSBO as much or more when they utilize our marketing plan. Would you have some time this afternoon that I could swing by and run through it with you? Client: I don’t know, I really don’t want to list it. I have the open house coming up on Sunday and am expecting a big turn out. Agent: That is exactly why I should swing by today. Let me give you a second opinion on the price of the home and make suggestions of what to do to get ready for the open house. Would 3:00 work? ISA Conversations
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. 45 ©2023 Keller Williams Realty, Inc. Internet Leads: Agent: Hi, is this (insert name)? Client: Yes it is, who’s this? Agent: Hi, this is (Agent name) with Keller Williams (Market Center name). How are you today? Client: I’m fine, why are you calling me? Agent: Well, it looks like you were looking for information about 123 Main Street. What questions can I answer for you? Client: Oh, I’m just looking. How did you get my information? Agent: I love looking at houses! It looks like you registered for more information. How long have you been looking at houses? Client: A few months or so I’m not ready to buy. I am just looking. Agent: Absolutely, its best to start looking early so you have a feel for the market. Do you know when you want to make a purchase. Client: No, not really. Agent: Okay, well I work with many buyers well before they decide to make a purchase. Have you sat down with an agent to come up with a strategy to buy when the time is right? Client: No, I’m just looking. Agent: I completely understand. It is a super exciting time to buy a house, yet it can also be a bit overwhelming. I’d love the chance to meet with you for a strategy session. We can talk about the market, what you think you want in a home and then the road map to buying something. Many times buyers feel better just knowing what the next step is. Would 3:00 today work for you? ISA Conversations
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. 46 ©2023 Keller Williams Realty, Inc. Additional Resources: ISA Conversations How to Hire, Train, & Retain ISAs Mega Lead Conversion
KSCORE OPERATIONS MANUAL
©2023 Keller Williams Realty, Inc. | 2 rev: 11/2023 KSCORE OVERVIEW Capture lead & start model. Speed to lead & next step communication. Student confirms & starts KWPREP modules 1 & 2 only. Module 2 worksheet "Blueprint" is student's "ticket" to schedule a one-on-one scholarship approval session. 1. Build relationship & set stage for communication 2. Set expectations as a KSCORE scholarship recipient 3. Explain next steps & what to do if things change One-on-one scholarship approval session Award scholarship & create follow up plan for modules 3-13. Offer resources for test plan & encourage through modules 14 & 15 until test is passed. then celebrate! PRO TIP: Gift things like MREA, SHIFT, & KPA Help them create a launch plan with module 16. Use the growth plan worksheet in module 17 to help them finish the plan & ideally join a market center.
©2023 Keller Williams Realty, Inc. | 3 rev: 11/2023 KSCORE Operations Manual Ideal KSCORE Administrators Systems Person Relationship Person Lead Generation Facebook Ad Agent Referrals Job Posts Associate Referrals KSCORE Interest Phase Best Practice Cheat Sheet Flowchart Enter into COMMAND Initial contact with recruit SmartPlan KW Prep Initial Phase Enrollment SmartPlan First 2 Modules Blueprint One-Pager Commitment Letter & Expectations Pre-Licensing Phase Enrollment SmartPlan Nurture Test Prep Hand Off Templates and Conversation Starters Links for Success One-Pager Kaplan Resources
©2023 Keller Williams Realty, Inc. | 4 rev: 11/2023 MODEL Step 1: Find your WHO in your Market Center Step 2: Generate Leads Step 3: Engage with Leads & Manage the Database Step 4: Enroll the Lead Step 5: Follow Up, Support and Build a Relationship Step 6: Onboard New Licenses Into KW Office KSCORE and KW PREP Gary once said that “at some point, every real estate agent, regardless of their current success, was a brand-new agent, and this group represents the greatest opportunity in the industry.” Each day thousands of people decide to act on their dream to become real estate agents. Our goal is to be the place that leads the industry in the training, consulting, and technologies that allow entrepreneurs to thrive. We all know, before new agents can thrive with us they must first obtain a real estate license. Keller Successful Career Opportunities in Real Estate (KSCORE) is the largest pipeline of new talent ever created in our industry. We are proud that in the short time it has been in existence hundreds of thousands of people have applied, enrolled, graduated, and joined Keller Williams. The MOFIR (make offer for immediate response) is simple: In our opinion, this is the greatest offer that can be made to anyone dreaming about a life in real estate and it is exclusive to Keller Williams! This playbook is designed to give you and your market center the model, systems, and tools to thrive in the new agent space and help make people's real estate dreams their reality. Let’s first get clear on what KSCORE is. “Get your real estate license at no cost to you!” INTRO ? Keller Successful Opportunities in Real Estate (KSCORE) Through KSCORE, Keller Williams makes available a digital, pre-licensing curriculum, developed and conducted by Kaplan Real Estate Education, geared toward placing aspiring agents on a direct path to licensure and profitability. This partners with an exclusive Keller Williams Program called KW Prep to coach students through mindset, conversation techniques, database creation and more. Keller Successful Career Opportunities in Real Estate can be completed 100% online under a full scholarship, making entry in to real estate more accessible than ever before. KW Prep KW Prep is a specially curated curriculum designed in collaboration with Keller Successful Career Opportunities in Real Estate. The coursework is made up of learning modules that will work with any licensee, regardless of the jurisdiction or education provider where they are getting their schooling. Modules focus on balancing the practical elements taught in pre-licensing courses with real-world application. Keller Successful Career Opportunities in Real Estate (KSCORE) and Keller Williams Realty, Inc. (collectively, “KW”) does not offer pre-licensing (PL) and continuing education (CE) courses in any state; Kaplan Real Estate Education is the state-approved education provider and developer of pre-licensing and continuing education courses. KW encourages individuals to pursue a career in real estate by funding their pre-licensing courses. Please find Kaplan’s specific state approval information at https://kscore.kw.com/ disclosures/. In Iowa, KSCORE offers financial assistance for 60 PL course-hours; the student must pay for any additional required PL course-hours. TREC Provider #4546 (PL) and #31 (CE). Any questions regarding PL and CE course content or technology should be directed to Kaplan Real Estate Education. KW Prep is not approved by any state regulatory agency to satisfy the required prelicensing or continuing education requirements for real estate agents or brokers. This Keller Williams Realty, Inc. program is not a recognized educational institution for higher education or an accredited school, and it does not offer courses for credit. KW Prep is designed to help set individuals up for success in their real estate career.
©2023 Keller Williams Realty, Inc. | 5 rev: 11/2023 As Gary is fond of saying, it’s always “first who and then what.” Picking your ideal KSCORE administrators is an important first step to ensure that your Market Center gets the most out of this program. Each market Center is permitted two KSCORE administrators as part of their KSCORE Franchise Addendum. An additional administrator can be added for $199/month. The best combination of KSCORE Admin traits is someone who is data and systems driven, and who can handle initial contacts, questions, schedule building and enrollment. Someone who is relationship based to follow up with the scholarship acceptance meeting and touching base throughout the student’s journey. These traits are better defined by personalities than by Market Center Roles. Please note: these roles do not have to be filled by employees. It’s important that these people have empathy and a deep understanding of what going through the licensing process is like for new agents. There are three ways to accomplish this: 1. Ask each KSCORE Admin to get their real estate license - there is no better way to internalize the challenges and opportunities that becoming a real estate agent provides than becoming a real estate agent! Going through the licensing process personally is the most effective way to raise your team’s emotional intelligence around the licensing process. 2. Enroll in KW Prep - whether obtaining a real estate license or not, they should enroll in KW Prep. The education they will receive will benefit them in all aspects of their current roles at the Market Center. 3. Interview 10 agents who have their real estate license about their licensing experience - remember that every single agent in your market center went through the licensing process and have their own experiences, stories and advice for your new licensees. If you can’t participate directly, the next best option is to interview those who have! IDEAL KSCORE ADMINISTRATORS *Find in the resources section of this playbook
©2023 Keller Williams Realty, Inc. | 6 rev: 11/2023 Now that you have a high-powered MOFIR and the right people leading the program, the next step is to generate leads. Any way that you can generate leads for people who want to get a real estate license is the right way! We interviewed the Market Centers that are enrolling, and graduating, the largest number of KSCORE and KW Prep recruits. There are four TCPA-friendly primary ways that they are generating leads at scale: LEAD GENERATION Forget all the barriers that have been holding you back. KSCORE makes it easy to launch your real estate career right now with all the guidance and training you need to finally make it happen. DM me to learn more. For more information, visit: https://kscore.kw.com/ Not sure where to begin? When it comes to launching your real estate business, KSCORE and Keller Williams get you started with tools, tips, and resources to launch you into your new career. Send me a DM to start! For more information, visit: https://kscore.kw.com/ 1. Facebook Ads • Ads should run continuously • Create Facebook ad using COMMAND using approved marketing from the KSCORE Marketing Toolkit* in the KSCORE section of KW Connect • Targeting terms related to education," "small business," and "real estate may prove helpful in some locations • Utilize auto-tagging to identify leads as "KSCORE Interest" when they submit their contact info. » You can also auto-trigger an immediate response SmartPlan • You can run A/B tests on targeted vs. general audience *Find in the resources section of this playbook
©2023 Keller Williams Realty, Inc. | 7 rev: 11/2023 2. Agent Referrals • Flyers » Can be handed out when prospecting/door knocking » Can be posted • Referral Cards » Shared, preferably with a place to input agent’s name as “sponsor” • Lead Gen with Associates Cheat Sheet* *Find in the resources section of this playbook 3. Job Posts • Utilize Approved Job Post* in the KSCORE section of KW Connect • Can run at no cost » Higher lead rate and added features if job is paid 4. Career Night • Invite potential students to learn about the program, your Market Center and Keller Williams • This is a great opportunity to set expectations and answer questions • Career Night ToolKit*
©2023 Keller Williams Realty, Inc. | 8 rev: 11/2023 You’re generating leads and now you need to systematically follow up with those leads. • Build out a contact plan based on the KSCORE Best Practice Model to incorporate KW Prep with prelicensing (please note in MN, MS, NY all KW Prep modules should be completed before pre-licensing enrollment). The student can then re-visit material during pre-licensing. » Best Practice Cheat Sheet* • Flowchart • Enter leads into COMMAND » Utilizing a ProCoach Account allows for Twilio interface » Enter all contact information into COMMAND contacts ◊ Tag with "KSCORE Interest" • Enter all contact information into COMMAND MC recruits » Tag with "KSCORE Interest" » Enter assignee as whoever is primarily responsible for follow-up » If no email address is provided enter [email protected] as a placeholder » If an agent referral, enter lead source as referral and enter agent name ◊ This will allow agent to receive updates as the student progresses » Add to pipeline as “Recruit Lead” ◊ Edit Command MC pipeline phases to include phases of your KSCORE Program • This could be by pre-licensing course, KW Prep module,etc • Initial contact with recruit » Verify that the lead is in your local area ◊ If not, locate nearest participating MC using kscore.kw.com to the lead and send the to Team Leader and/or KSCORE Admin - follow up to be certain they are pulling recruit in using best practices model at the location nearest them. » Using COMMAND account send initial text followed by email providing basic program information and offering to answer questions (See Resources Section) » Answer any questions they present based on your state's specific requirements and Market Center program » Copy all messages to COMMAND MC recruits » When they are ready to enroll, advance to KW Prep Initial Phase • SmartPlan » Locate a "KSCORE Interest" or "Lead" SmartPlan in the SmartPlan Library and adapt to fit your local program » When they are ready to enroll, advance to KW Prep Initial Phase *Find in the resources section of this playbook Lead Received KW Prep Enrolled KW Prep Interview KSCORE Enrolled Follow-Up Recruiting Appointment Recruiting Appointment Upon completion of their first KAPLAN unit in SC (60 hours), we will then schedule a recruiting appointment to obtain their KW Commitment. Follow-Up We follow-up with each student a minimum of 18 times over the next 90 days in a TCPA-friendly way. Our goal is to maintain excitement and engagement. KSCORE Enrolled Upon successful completion of their KW Prep interview the lead becomes a student enrolled in KAPLAN's Licensing Program & KSCORE SP KW Prep Interview Upon completion of KW Prep module 1 & 2 they schedule an interview. If the lead has not yet scheduled an interview they receive a phone call KW Prep Enrolled All leads received are enrolled in KW Prep within One Business Day of receipt and added to the KW Prep SmartPlan. Lead Received We are receiving leads from various sources - organic, Facebook, Indeed, agent referral, landing pages, Career Nights, etc. KSCORE INTEREST PHASE 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.
©2023 Keller Williams Realty, Inc. | 9 rev: 11/2023 Once you’re successfully enrolling leads into KW Prep. Your admin will be responsible for a lot of different steps in the next phase. They also should be there for any questions or concerns your enrollees have. • Enrollment » Your KSCORE Admin will enroll students first in KW Prep at kwprep.com/kw-MC# (with specific instructions to watch modules 1 & 2 and then stop) » Example kwprep.com/kw-1234 » Enter the student’s name, email and create a password ◊ Advise the student to change the password the first time they log in • SmartPlan » Locate a "KW Prep Enrolled" SmartPlan in the SmartPlan Library and adapt to fit your local program • Advise the student to complete the first 2 modules of KW Prep and then reconnect with you (please note in MN, MS, NY all KW Prep modules should be completed before pre-licensing enrollment) but you can (and should) still connect with them after module 2 to ask what they think and provide clarity on steps forward. • Review their Blueprint Exercise after completing these 2 modules and conduct a Scholarship Acceptance Meeting » Blueprint Cheat Sheet* » Commitment Letter Cheat Sheet* • Upon completion of Scholarship Acceptance Meeting* advance to Pre-Licensing Phase KW PREP INITIAL PHASE *Find in the resources section of this playbook
©2023 Keller Williams Realty, Inc. | 10 rev: 11/2023 • Enrollment » Your KSCORE Admin will log in to enroll students in (Kaplan Portal) on the following sites: ◊ MN, MS, NY: https://affiliate.kapre.com/aff/MarketCentral ◊ FL: https://affiliate.kapre.com/aff/KWRealtyFL ◊ All other states: https://affiliate.kapre.com/aff/KWRealty » Click "Add Student" on left hand side » Enter prospective student information ◊ First Name ◊ Last Name ◊ Email ◊ Phone ◊ Which Keller Williams associate was most responsible for you taking this first step in your real estate career?* • If referral: Referring agent ◊ Market Center • Click your state • Click Your Market Center ◊ Check the box that states “Send email notification to user. An email with instructions for completing account setup will be sent” • Advise student they will receive the following correspondence: » Email from Kaplan containing registration instructions » Text and/or email with your contact information in case they have questions as well as scholarship code » Remind of timeline to complete & how testing fits into timeline • Ask if student would like a visual reminder of their timeline and goals and, if desired, build student “Study Plan” and send to them » Study plan should include a timeline with a breakdown of chapters, units, etc along with KW Prep modules (Sample) - Give them a "cheat sheet" matching PLE curriculum with modules 3 & 13 of KW Prep • SmartPlan » Locate a Kaplan or KSCORE SmartPlan in the SmartPlan Library and adapt to fit your local program • Build KW Prep Modules into Connecting » KW Prep module 3 should be completed on the day the student begins coursework » KW Prep modules 4-13 should be spaced out between coursework - be it Kaplan, other online or in person, KW Prep works the same. » Be sure to connect with student at least every 2 weeks » Kaplan Report Converter • Test Prep » Once the student has completed a majority of courses, advise them about fingerprints, exam scheduling and upcoming costs » Once a student completes the pre-licensing coursework they should complete KW Prep modules 14 and 15 and make a plan to utilize ALL the study resources to prepare for their tests » Once scheduled for test, create a Task or SmartPlan for their test date ◊ Call 1 day prior to scheduled test to wish them luck ◊ Call day after test to see how it went • Hand Off » After passing their licensing exam, the student should complete module 16 ◊ may need help ◊ good touch plan » Student should be connected to Market Center Team Leader to complete module 17, including a growth plan and sign on with TL - student should see this meeting as a "Congratulations KSCORE Graduate" coaching session to fill out that growth pan which is the PDF handout for module 17 PRE-LICENSING PHASE *Find in the resources section of this playbook
©2023 Keller Williams Realty, Inc. | 11 rev: 11/2023 TEMPLATES & CONVERSATIONS STARTERS If a lead is not in your local area/territory: Hi TL/KSCORE Administrator NAME, I have a candidate interested in signing up for KSCOREV, but HE/SHE is in your local area, not ours. You are the nearest MC participating in KSCORE. I told HIM/HER I would pass along contact information to the local office. HIS/HER name is NAME and HIS/HER number is ###.###.####. Please confirm you received this and are going to start them in the initial phase of the Best Practice model. They are expecting to hear from you within 24 hrs. Let me know if I should adjust that expectation. These can be used to start conversations, answer questions and address various situations. These are only examples meant to assist and are not required responses. Sample Initial text: Hello NAME! It looks like you are interested in getting more information about robtaining your real estate license... and how you could register at no cost to you. I am glad to help! Do you have any specific questions I can answer? We are excited to get your scholarship approval process started! Here's a little info about getting licensed in . YOUR NAME STATE To encourage lead to enroll: Hello NAME! Just think, by the end of the year you could be a licensed real estate agent. Are you ready to get the scholarship approval process started? YOUR NAME Hello there! I hope you had a great week. I wanted to touch base again and see if you are ready to talk more about starting your new career adventure in 2023. YOUR NAME If an agent referred the prospective student: Hello NAME! AGENT let me know that you are interested in getting more information about obtaining your real estate license... and how you could register at no cost to you. I am glad to help! Do you have any specific questions I can answer? We are excited to get your scholarship approval process started! Here's a little info about getting licensed in . YOUR NAME STATE 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.
©2023 Keller Williams Realty, Inc. | 12 rev: 11/2023 Templates & Convo Starters cnt'd Other Follow Up Templates: Are you planning to move forward with your real estate program? I don't want you to run out of time to finish. Remember, if your circumstances have shifted OR you even aren't sure this whole real estate career is for you, that's okay! We have options for you. I can set up a quick time to chat with you at ___ or ____ , what's best? YOUR NAME Hello there. Just wanted to touch base. If you plan to move forward and keep on track to avoid needing to pay for an extension, you would to knock out Law & Practice this week. Do you think that is doable? YOUR NAME Have you had a chance to dive into the courses yet? YOUR NAME Hello there! Looks like you may not be able to complete the real estate program. If not, remember... this opportunity is YOURS to explore, if you've decided it's not for you, that's okay. Just let me know if we need to open your scholarship spot to someone else. YOUR NAME Hello there, I just wanted to check in and see what your goal date is to complete the real estate program. Just want to make sure I can help you to succeed. We have so many resources here for you! YOUR NAME Hi, NAME, I see you are ______ way through your PLE and on module _____ in KW Prep! Right on target. (or) A tiny bit off, let me help - you should be on module _____ right about now for KW Prep (or) let's talk about your progress/plan. I'm available for a quick 5min check in at ____ or ____, what works best? YOUR NAME Hello NAME, were you able to get started on your real estate courses? YOUR NAME Hello NAME, it's YOUR NAME over in . Just wanted to touch base and see how your classes are going. STATE Hello, just wanted to touch base. Looks like you haven't had a chance to knock out that first course. It all gets easier after you complete that first exam.... it starts to "click" faster. We are here to support you, no matter what! Let us know what's happening for you currently. YOUR NAME 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.
©2023 Keller Williams Realty, Inc. | 13 rev: 11/2023 LINKS FOR SUCCESS ADMIN RESOURCES ADMIN Change Flow ADMIN Change Out Form ADMIN Directory Tips for Success FB Group Scholarship Award Template Blueprint Role-play Best Practice Video KW Prep Modules Breakdown Career Night Toolkit KSCORE Admin Link Tree Student Link Tree MC Enrollment Customer Service Directory GENERAL RESOURCES Connect Resources KSCORE Marketing Toolkit KW Prep Marketing Toolkit KW Prep Marketing Toolkit (MN/NY only) Career Night Video (Jason) Powerpoint for MCs Program Guidelines Talking Points Wins from Program Website (KSCORE) CE Account Creation KAPLAN Kaplan Portal Florida Portal CE Agent Registration MN/NY Portal Customer Service Directory KSCORE Resources KSCORE Q&A & Mastermind KW Prep Model Training KSCORE Systems Training Best Practice Model Video Admin change Form Additional Resources
©2023 Keller Williams Realty, Inc. | 14 rev: 11/2023 KSCORE Progress tracking sheet » Run weekly enrollment report for completions ◊ Export to excel ◊ Save to DRIVE (optional) ◊ Delete rows 1-2 ◊ Freeze top row ◊ Delete Columns A-C ◊ Delete Columns D-H ◊ Delete Columns I-N ◊ Delete Columns K-R ◊ Right Click Column F • Sort A-Z (this will bring completed courses to the top) ◊ Update course completion dates on KSCORE Progress tracking sheet • When they have 2 courses left, remind about background check, fingerprinting, offer KPA or MREA or SHIFT book. (same gift here is great) • Ensure they are set up for test and confirm testing date » Text "Good luck" on test day » Text day after test day to see how it went ✓
©2023 Keller Williams Realty, Inc. | 15 rev: 11/2023 KSCORE Admin Traits The Who and the What Each KSCORE account has two administrator access spots included in the membership (an additional admin can be added for $199/month per admin for MC’s that would like more access). These two spots have access to the Kaplan codes and accounts as well as the authority to enroll students into our KW Prep program. That said, these two humans are FAR more important than just “keepers of the codes.” Here are some tips to find, identify and guide what admins should be doing to achieve the best results in KSCORE. "The Systematizer" Administrator 1 ADMIN 1: "THE SYSTEMATIZER" Who: Depending on workload/capacity this could be an MCA or assistant MCA, a virtual assistant to a TL, an assistant TL that loves systems, a DOFI or any VA with capacity to add this. The key is that this person loves to be organized and is good at it. *These are not necessarily "role defined" positions. Responsibilities: 1. First email when a lead comes in: "I hear you, I see you, I'm excited that you're excited...here's what you can expect next"...a Speed To Lead email that explains to the student what the KSCORE Scholarship is, how KW Prep works alongside their pre-licensing education and some basics on what it takes to get a real estate license in that state. It should include a MOFIR..."If all this sounds good to you, email us back and let us know you'd like to move forward for scholarship approval and we will sign you up for KW Prep and explain your next steps." 2. Enter in to Command MC 3. Set the follow-up reminders 4. Once they email back, sign them up for KW Prep with instructions (see Best Practice Model) CLEARLY explaining how to get on the platform and to ONLY watch module 1 and module 2 and fill out the PDF attachment "The Blueprint" and use a system (Calendly® link works best) to schedule their one-onone Scholarship Approval Session with Admin 2 (the Snuggler)...introduce to Admin 2 and include the Calendly link (or however you're setting up the one-on-ones) - You'll need your own Calendly account - this is just a scheduling suggestion. Use whatever works and is efficient/easy for student. 5. Create student account on Kaplan Platform with their consent. 6. Put on a smart plan and set reminders for Admin 2's personal reach outs as well 7. After Admin 2 has had the Scholarship approval meeting, send student the "Congratulations on your KSCORE Scholarship" email with instructions for how they sign up for their pre-licensing via Kaplan, have resources for them and remind them of their expectations set in the blueprint meeting with Admin 2 (the Snuggler) 8. Note progress by pulling reports from KW Prep and Kaplan weekly to assess student movement and report any "red flags" or surprises (good or bad) to Admin 2. 9. Move the student through Command MC and prompt all follow up ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
©2023 Keller Williams Realty, Inc. | 16 rev: 11/2023 KSCORE Admin Traits cnt'd "The Snuggler" Administrator 2 ADMIN 2: "THE SNUGGLER" Who: A Productivity Coach is ideal for this role if they can timeblock daily slots to hold “blueprint scholarship approval meetings” because they are essentially nurturing people INTO their programs by doing this well. Asst. TL is also a good fit, again with a timeblock for tasks. If MC has no resource for this two hour/day commitment, an ALC Growth Committee with great support, systems and focus can turn this into an opportunity for themselves but advise that they must report results and be held accountable to TL or OP. This person should excel at empathy, compassion and personal connection. Responsibilities: 1. "Crafts" your messaging to the student. The systematized emails, the expectation emails, the looms, video messages, etc. You want the student to feel like THIS person is their primary support connection at Keller Williams. 2. Hosts Career Nights for interest and communicates messaging to agents/ associates. 3. Hosts the 15 minute 1:1 blueprint meetings (scholarship approval meetings) to award the scholarship, set expectations and build the foundation for the relationship. **TIP...having four 15 minute Calendly time blocks each day available to be scheduled by students STRICTLY for "scholarship approval meetings only" would be just right for a robust program. That would be 20 approval slots per week! 4. Personal reach-outs based on admin 1 or SmartPlan prompts. 5. Update notes in Command regularly based on communications. 6. Communicate resources to students/offer help to stay engaged in Pre-Licensing Education and KW Prep and pass tests. 7. Intro to PC or TL after module 17 ..."snuggle them" into the MC Culture. 8. Stay friends forever (likely). ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
©2023 Keller Williams Realty, Inc. | 17 rev: 11/2023 Best Practice Model Using KW Prep to Enhance your KSCORE Results STEP ONE: Lead Capture System to communicate within 24 hours of receiving a lead no matter the source or delivery mechanism of the lead. "I hear you, I see you. I’m excited that you’re excited! Now, here's what you can expect next" systematic email that incorporates "speed to lead" and gets prequalification of the lead started. This email should have info via a short bullet point list or short video or both that does the following: 1. Identify what it takes to get licensed in your state 2. Explains how our KSCORE Scholarship program works 3. Details what next steps are, ex: "If this sounds great to you, there is only one small next step to take to get the going. Rest assured, 100% of our scholarship applicants are approved. To begin, we want to get you introduced to one half of your scholarship program first. Along with your scholarship offering for pre-licensing real estate education, you will also be receiving a scholarship for our Career Coaching Program, KW Prep. If you're interested in moving forward and being approved for both scholarships, reply back and we will proceed with your enrollment to KW Prep! Once enrolled, you'll watch ONLY the first two modules...just module one and module two and STOP...after those two 5 minute videos, you'll fill out a PDF exercise called 'The Blueprint' attached to that Second Module...that filled out blueprint is your 'ticket' to your 15 minute scholarship approval session with ________________________. Let me know if you'd like to move forward." STEP TWO: Lead Convert Once they respond that they want to move forward, sign them up for KW Prep and REITERATE the instructions to watch only module one and module two, fill out the blueprint and STOP there...use a Calendly link (or whatever system your MC wants to use) to set a 15 min. scholarship approval meeting with your Admin 2 or relationship administrator ...the ball is BACK in their court now so have them in Command MC for follow-up but they should reach out to schedule the one-on-one to move forward. STEP THREE: Approve and Begin to Build Relationship The blueprint meeting is CRITICAL and in 15 mins should do 3 things: 1. Start a support based relationship with the student 2. Set expectations for being a scholarship recipient (returning calls, checking in, study sessions, MC visits where allowed, etc. are all good ideas to have on a "commitment letter") *It is not in alignment with KSCORE vision for the market center to charge any fees to the student. 3. Help them understand next steps including HOW to get going in their pre-licensing classes online with Kaplan Real Estate Education (or any other school), and of course, making sure they see how the pre-licensing curriculum works together with KW Prep. *Reminder: KW Prep modules 3-13 are designed to ACCOMPANY Them through their prelicensing classes and teach them all the things they won't learn in pre-licensing education. THE CLOSE OF THE BLUEPRINT ONE-ON-ONE IS CRITICAL AS WELL! Finish with, "If at anytime you decide this journey is NOT for you or you don't want to pursue your real estate license any longer, that's okay...this is NOT obligatory...this is an opportunity to partner with us to EXPLORE your potential. If something changes, the only thing I ask is that you let me know as soon as possible so I can talk to you about timing options that might be better, or open up your scholarship spot for someone else." **See Blueprint Cheat Sheet for more tips/deeper dive.
©2023 Keller Williams Realty, Inc. | 18 rev: 11/2023 Best Practice Model cnt'd STEP FOUR: Guide & Nurture Through Their Courses and KW Prep. You can access your Kaplan stats to follow their progress through the Kaplan Portal and email [email protected] anytime to request your updated KW Prep roster as well. Use Command and SmartPlans to check in regularly, stay in relationship and encourage your students throughout their journey. STEP FIVE: Help with Resources to Pass Both State and National Tests Use modules 14 and 15 in KW Prep to help with skills to pass the licensing exam. Have a “resource library” of tips, tricks, etc. to offer students to help them study. Be sure to understand all the resources Kaplan has to offer as well. Emailing [email protected] to ask for state-specific resources can help as well. Next Steps: "Well it looks like we have all you need to help reach your goal this first year in real estate, all we have left to do is OFFICIALLY make you part of our Market Center family. Congratulations! I’ve prepared everything we need to make that happen today." MREA SHIFT The ONE Thing Ignite MC trainings KWU BOLD Productivity Coaching MAPS Coaching STEP SIX: Help Them Make a Plan to Jump Start Their Career Use module 16 & 17 in KW Prep to make a plan. Module 17's PDF is a blank growth plan. That's their "ticket" for a coaching session with the TL or PC who helps them fill it out using all the Market Center offers: (personalized to their needs & goals) For a deeper dive and even MORE clarity, Watch: the 18 minute Best Practice Model Video <watch video here>
©2023 Keller Williams Realty, Inc. | 19 rev: 11/2023 Lead Generation Leverage Your Associates for Leads and Love 1. Goal to becoming a “KSCORE Approved Associate” 1. Offer the program according to the Best Practice Model so agents and associates know what the Best Practice Model is designed to do 2. Set the right expectations with their leads 3. Stay in compliance with your state's regulations 4. Earn the right to use the approved ads in command How do we do this? 1. Offer a 2.5 hour “KSCORE Approved Associate” quarterly class in your MC (or regional area with other participating MC’s) where they learn: a. Best Practice Model b. State regulations c. Rules on advertising d. KW approved tools to advertise and how to access these e. Watch KW Prep (about 90 mins start to finish) 2. Have a series of training videos that cover the above listed topics and they can “check off” that they’ve completed and do it on their own to be approved. 3. Create a playbook with your systems and set an expectations that they are expected to follow these steps when they have a potential student 2. Review regularly at team meetings what the opportunities are and encourage them to make a plan to participate. Maybe have a “KSCORE Lead” Leaderboard or another fun way to track their progress and celebrate them. 3. Make it easy to follow YOUR system. Set up a QR Code they can distribute that leads to a lead capture form, like Google form, that you create and monitor where the lead/potential students can fill in their own information to get started and expect your prompt response. a. Distribute as business cards…Allow “approved only” agents and assistants to have access to a business card to carry around that has the QR Code on it and a MOFIR, like this: Front of card-YOU WERE GREAT!! Back of card-I'd love to tell you more about how you can obtain your real estate license at no cost to you. (QR CODE) Fill out this form and I’ll be in touch. (Then a line with “sponsor_______________” for the agent/associate to put their name) They get as many of those as they want to hand out. 4. Encourage them to send folks to Career Nights…friendly mix & mingle to get the opportunity to more people. 5. Give them ideas of who to make offers to: a. High school graduates as gifts b. Career fairs c. College students d. Folks in life transitions e. Underserved populations f. Local YWCA’s or other programs that have career support, etc. 6. Remind them this is a good database touch…one or so touches per year, remind their database that they have access to provide scholarships for both career coaching AND pre-licensing education. Pro Tip 1. Your associate and agent base should consistently be your best lead source for KSCORE 2. Set up properly, they will be your EASIEST lead source because they will educate the student and set the right expectations from the get go. or Lead Generation Leverage Your Associates for Leads and Love or
©2023 Keller Williams Realty, Inc. | 20 rev: 11/2023 Job Listing Template Market Center Recruiting Audience: Prospective real estate agents, those on job sites who may have lightly entertained the idea of a real estate career, but haven’t given it much thought Written from: Perspective of market center recruiter Used for: Pointed recruiting; This job listing template will help funnel potential real estate agents into the pipeline so participating KSCORE and KW Prep market centers can get them enrolled in the programs and on their way toward getting their real estate license. Asset objective: Entice and prompt inquiries to become real estate agent ● Job listing template should be optimized for LinkedIn and Indeed. ● This will require some research, a scan of existing real estate job listings – but would like to infuse the KW value prop into the listing – really emphasizing we have everything you need to have a successful career. ● Note optional addendum for participating KSCORE market centers which note that they have resources available to support an individual in getting their real estate license at no cost to them. ● Legal considerations: DO NOT lead with free real estate. LinkedIn Real Estate Agent Keller Williams is seeking NEW real estate professionals who are ready to start a life-changing career today – absolutely no experience necessary. At Keller Williams, our resources are built by agents, for agents to allow aspiring professionals to reach unlimited potential with their businesses. The Job: ● Commissioned based position with opportunity for $100K+ income. ● Full-time or part-time work Keller Williams Provides: ● 100% flexible hours – You set your own schedule ● Award-winning training and support (at no cost to you) Approved Job Post (in the KSCORE section of KW Connect)
©2023 Keller Williams Realty, Inc. | 21 rev: 11/2023 TCPA Reminder: Remember to comply with the TCPA and any other federal, state or local laws, including 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. Career Night Toolkit Hosting a career night is a fantastic way to showcase the boundless opportunities available when you pursue a career in real estate. This toolkit hosts an abundance of resources that will set you up for success in hosting your very own. Use it as an outline for planning your own, or take advantage of the additional assets provided. For a comprehensive checklist, check out an in-depth step-by-step guide to hosting with even more tips and best practices. Get started by watching a quick video from Head of Industry Jason Abrams on how to host a valuable career night. Note: Although Jason mentions KSCORE, you do NOT have to be a KSCORE participant to leverage this Career Night toolkit. Step 1: Lead Generate Task yourself and your team to come up with five to eight lead generation sources. Some examples to explore include targeted Facebook ads, local billboards, radio ads, and handwritten postcards. Once selected, set up a model that can be reproduced time after time for each source. Set up your campaign with the customizable social graphic, customizable flier, and email invite template copy found in this toolkit. (Jump to the Pre-event Assets.) Getting Started Watch: Jason Abrams' Career Night How-To <watch video here> Great news: Career Night can be as easy to implement as using one simple formula. Plus, we’ve already included a video that you can leverage! First 15 minutes: Share your personal Keller Williams story, touching on how the company and its culture changed your life. Next 30 minutes: Select a Career Night video below to share. Each covers the opportunities that come with a real estate career and addresses common misconceptions people have about getting into the industry. Final 15 minutes: Once the video ends, offer your insights into the local market and the processes that are specific to getting a license within your state. Use the last few minutes to present attendees with immediate action steps they can be taking. Step 2: Have a 'Night-Of' Strategy DOWNLOAD [JASON’S CAREER NIGHT VIDEO] [KASHMIR’S CAREER NIGHT VIDEO] [JOSE’S CAREER NIGHT VIDEO]
©2023 Keller Williams Realty, Inc. | 22 rev: 11/2023 SUBJECT LINE: I can help you launch your real estate career! BODY COPY: I hope you had a great time attending the Keller Williams Career Night and found value in learning about the limitless potential of entering a career in real estate. As you've had a chance to sit with the information and opportunity, I wanted to check in. How can I support you in taking this next important step in your career? What is your ideal timeline for completing your studies? I am only a phone call, text, or email away. Do not hesitate to reach me with any questions as you embark on this new journey. Please call me at [PHONE NUMBER] so I can get your feedback on the process so far. [Insert email opt out] Step 3: Follow-Up Build out a long-term follow-up approach that ensures attendees stay engaged. You can start with the following template and conversation points: Follow-Up Email Checking in with your Career Night attendees? Here are a few questions to keep the conversation flowing: • When is your goal to have your pre-licensing courses completed? • What is your favorite part so far? • What support can we offer you? • How are the practice tests going? • Have you registered to take your exam? If yes … when? Follow-Up Conversation Points Career Night Toolkit cnt'd
©2023 Keller Williams Realty, Inc. | 23 rev: 11/2023 Pre-Event Assets Where BYOB Means Be Your Own Boss (CUSTOMIZE & DOWNLOAD IN DESIGNS) Social Graphic Facebook/Linkedin/Twitter Caption: One night really can change your life. Come to Keller Williams Career Night and learn about the unlimited possibilities of a career in real estate. RSVP (Yes!) right here: [insert event link]. Instagram Caption: One night really can change your life. Come to Keller Williams Career Night and learn about the unlimited possibilities of a career in real estate. RSVP (Yes!) at the link in bio. [*add your event link to your profile if on Instagram]
©2023 Keller Williams Realty, Inc. | 24 rev: 11/2023 Career Night Flier (CUSTOMIZE & DOWNLOAD IN DESIGNS) Customizable Flier Leverage this customizable flier to fill the seats for your Career Night! Pre-Event Assets cnt'd
©2023 Keller Williams Realty, Inc. | 25 rev: 11/2023 Email Invite Template Copy SUBJECT LINE: What if one night could change your life? PREVIEW TEXT: Inside, your personal invitation to take the first step on the road to career freedom. BODY COPY: We’re living in a moment of unprecedented career change. As more and more people consider leaving their current roles in pursuit of something better, we’re inviting you to an evening that may truly change your life. Do you want to be your own boss? Set your own schedule? Strive for financial growth? A real estate career could be the answer you’re looking for, and ease of entry has never been lower. Here at Keller Williams, your success matters to us. We’ll help you build a big business and an even bigger life through our award-winning education, models, and systems. As you launch your career, you’ll gain support from Keller Williams right from the start to put you on the path to profitability right from the get-go. Ready to change your life? RSVP for Keller Williams Career Night and find out more about the unlimited possibilities of a career in real estate! RSVP: [insert event link here] [Insert email opt out] Pre-Event Assets cnt'd
©2023 Keller Williams Realty, Inc. | 26 rev: 11/2023 KSCORE Resources KSCORE Q&A & Mastermind KW Prep Model Training KSCORE Systems Training Best Practice Model Video Admin change Form Additional Resources
KW CODEBOOK MODELED ON MREA DESIGNED BY AGENTS BUILT FOR ENTREPRENEURS — AGENT EDITION —
2 Rev. June 2023 | ©Keller Williams Realty, Inc. 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. WARNING! You must comply with the CAN-SPAM Act when sending emails that advertise or promote commercial products or services, including for B2B emails. The FTC provides guidance on the requirements, including that you must tell recipients how they can stop receiving emails from you. Contact your attorney to ensure your compliance. In 2017, you decided to lead a revolution in thinking: 1. Agent technology should be BUILT BY AGENTS. 2. Agent technology should be BUILT FOR AGENTS. 3. Agent technology should be OWNED BY AGENTS. “We discovered that we had real AI all along … AGENT INTELLIGENCE.” – John Keller That simple premise sparked what would become an incredible journey of listening and creating. Today, we have Command, Command Mobile, Connect, and Consumer. At a scale few thought possible, we protect our own data, generate our own leads, create our own workflows, and command our own databases. You challenged us to teach real estate, not technology. That’s exactly what the KW Codebook is. We interviewed hundreds of the world’s highest producing real estate agents and documented their systems and models. They all gave their time and their secrets because that’s what Keller Williams agents do: they love and help each other. We made a list of everything they do each day to GROW and RUN their businesses. We took that list and asked “Does Command do that?” and “How would you do that in Command?” The answers lie in the following pages. The “How You Do It” page lists actions that help you grow and run your business. Each is assigned a number. These numbers are associated with corresponding Tech Plays that show you how to perform each action in Command. When you perform the Tech Plays in your preferred order, you end up with your very own CODE to grow and run your business. This is the place, and this is the technology, built for entrepreneurs to thrive. WHAT IS THE KW CODEBOOK?
3 Rev. June 2023 | ©Keller Williams Realty, Inc. WHAT YOU DO: GROW THE BUSINESS • Database Engagement • Expired/Canceled • FSBO • Door Knock • Open House • Client Events • Seminars • Pop-Bys • Social Ads • PPC • Farming • Real Estate Newsletter/Magazine (printed) • Real Estate Newsletter/Magazine (digital) • Social Media Post (non-paid) • Forced Registration • Reverse BOLD • Circle Prospecting • Philanthropy • Print Ads WHAT YOU DO: RUN THE BUSINESS • Make Buyer/Listing Presentations • Show Houses/Schedule Showings • Pre-Listing work (staging, clean up, etc.) • Order Photos/Video • Market Listings • Write Contracts • Negotiate Contracts • Inspections • Broker Compliance • Receive Commission • Vendor Management • Attend Training/Get Coaching • Track Goals / Progress • Manage Money • GPS/411 • Calendar Connection WHAT YOU DO
4 Rev. June 2023 | ©Keller Williams Realty, Inc. HOW YOU DO IT HOW YOU DO IT: ALL AGENTS 1. Make Calls (single) 2. Make Calls (bulk) 3. Voicemail Drop 4. Send Text Messages (single) 5. Send Text Messages (bulk) 6. Send Email (single) 7. Send Email (bulk) 8. Lead Capture 9. Track & Log interactions (contact/lead) 10. Export Mailing Labels 11. Buy Gifts 12. Set-up Searches 13. Set up Showings 14. Run CMAs 15. Create Marketing Material 16. Create Squeeze Pages/Forced Registration 17. Use Marketing Material (pre-made) 18. Send Direct Mail 19. Post to Social Media (free) 20. Run Social Media Ads (paid) 21. Create Follow Up Plans 22. Use Follow Up Plans 23. Manage Daily Tasks 24. Create Workflows & Processes 25. Use Workflows & Processes 26. Prepare Agreements 27. Write Contracts 28. Compare Offers 29. Submit for Compliance 30. Submit for Commissions 31. Communicate with Vendors 32. Register for Classes 33. Attend Classes/Learning (Connect/Help Articles) 34. Track Lead Gen Activities HOW YOU DO IT: AGENT + ADMIN AA1. Create Additional User AA2. Grant Permissions AA3. Delegate Tasks HOW YOU DO IT: TEAM T1. Route Leads T2. Reporting for Agents HOW YOU DO IT: EXPANSION E1. Database Visibility across Market Center/State and National Boundaries (Contacts, Activities, etc) E2. Combined Reporting/Tracking - Lead Gen E3. Route Leads across Teams E4. Delegate Tasks across Teams E5. Grant Permissions across Teams E6. Team Marketing Templates E7. Team Campaigns 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. 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.
WARNING! Telephone Consumer Protection Act / Do Not Call The Telephone Consumer Protection Act (TCPA) regulates calls and texts to cell phones and landlines, autodialed calls, prerecorded calls, faxes, and calls and texts to numbers on Do Not Call (DNC) lists. Class action litigation for TCPA/DNC violations is increasing, potentially exposing agents, Market Centers and KWRI to catastrophic financial damages. Consult an attorney for guidance on the TCPA and DNC laws, including consent requirements, autodialer restrictions and prerecorded messages. TCPA Auto Dialers The TCPA regulates calls and texts to a cell phone using an “automatic telephone dialing system” (which may include a dialer). Prior Express Written Consent/ Written Consent In certain cases, a caller must have prior express consent before making a call. In other cases, prior express written consent is required, including for certain texts. Artificial Voice / Prerecorded Messages Never use artificial voice or prerecorded messages without an individual’s prior express written consent. Damages can be $500 to $1,500 per violation. State Telemarketing Laws Several states have their own laws governing telemarketing. Talk with your broker about any local and Market Center rules and DNC lists. Subscribe to the Registry The DNC Registry is hosted on a dedicated website. Your Market Center should subscribe to the Registry and give you login credentials. Making any telemarketing calls without access to the Registry violates federal law. Maintain Internal DNC List Consumers have a right to request that you not call or text them. Consumers can revoke prior consent at any time. Keep a record of Do Not Call requests you receive. Check Before You Call or Text Before making a call or text, check to see if the number is on any of these lists: 1) National Do Not Call Registry; 2) state Do Not Call list; or 3) Market Center and agent internal DNC lists. If the number is on any of these lists, do not call or text it. Honor Do Not Call Requests Never call or text a number on the DNC Registry or a state DNC list unless you have proper consent. Don’t call or text someone who has asked to be on your internal DNC list. For more information, visit http://www.kwconnect.com/page/industry-resource/dnc ©2022 Keller Williams Realty, Inc. DO NOT CALL DO’S AND DON’TS Under federal law, sellers and telemarketers may not call numbers listed on the Federal Trade Commission’s Do Not Call (DNC) Registry. Failure to comply with DNC laws could result in a TCPA class action lawsuit or substantial government fines. Penalties for a DNC violation can total up to $46,517 per call. Consult an attorney regarding compliance with DNC laws.
NOTICE: This information does not constitute legal advice. While Keller Williams Realty, Inc. (KWRI) has taken due care in the preparation of this information, we do not guarantee its accuracy now or in the future. KWRI shall have no liability or responsibility to any person regarding any loss or damage incurred, or alleged to have incurred, directly or indirectly, by the information contained (or lacking) herein. This information is not a substitute for consulting with your market center or an attorney to confirm that your practices comply with applicable law. ©2022 Keller Williams Realty, Inc. For more information, visit http://www.kwconnect.com/page/industry-resource/dnc
7 Rev. June 2023 | ©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. 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.
8 Rev. June 2023 | ©Keller Williams Realty, Inc. MAKE CALLS BULK # 2 Built by agents for agents means that you decide what we build next. Join LABS today to help guide our roadmap! Make the KW Marketplace your first stop when finding partners that can help you thrive!
9 Rev. June 2023 | ©Keller Williams Realty, Inc. # VOICEMAIL DROP 3 Built by agents for agents means that you decide what we build next. Join LABS today to help guide our roadmap! Make the KW Marketplace your first stop when finding partners that can help you thrive!
10 Rev. June 2023 | ©Keller Williams Realty, Inc. SEND TEXT MESSAGES SINGLE # 4 Agents can send a single text message using their chosen system number (Twilio) through Command on desktop. Texts are automatically logged on contact timeline. Agents can send texts from the Command App through Twilio, their cell phone, or WhatsApp. Prompts for adding the activity (cell phone or WhatsApp) will appear after returning to Command App. SEND A TEXT MESSAGE (COMMAND PLATFORM) 1. Open the contact record 2. Click on phone number 3. Choose “Send Text with Twilio” COMPOSE MESSAGE 1. Compose message a. Include Emojis (optional) b. Include image (optional) 2. Verify and send SEND A TEXT MESSAGE (COMMAND APP) 1. Open contact record 2. Tap on “Text” 3. Confirm selection a. Send using Twilio, cell phone, or WhatsApp 4. Log Activity (cell phone and WhatsApp only) 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. 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.
11 Rev. June 2023 | ©Keller Williams Realty, Inc. SEND TEXT MESSAGES BULK # 5 Command allows agents to send bulk text messages through Twilio to up to 500 contacts at a time. Agents must comply with the TCPA and ensure that they have proper consent to text each of the contacts. SELECT GROUP OF CONTACTS 1. Use filters and sorting 2. Select number of contacts desired COMPOSE MESSAGE 1. Compose message 2. Add image (optional) 3. Verify and send 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. 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.
12 Rev. June 2023 | ©Keller Williams Realty, Inc. SEND EMAIL SINGLE # 6 Agents can send a single email to a contact in Command using their preferred email platform. Clicking on an email address from a contact record will copy the email and redirect the agent to Gmail with the composing email window open. Emails are logged to the timeline if they have their gmail connected in Settings. SEND EMAIL (SINGLE) 1. Open contact record 2. Click on contact’s email address EMAIL ADDRESS COPIED 1. Confirm the email was copied and agent is using KW Gmail 2. Click continue COMPOSE EMAIL (GMAIL) 1. Gmail will open in new tab to compose message
13 Rev. June 2023 | ©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
14 Rev. June 2023 | ©Keller Williams Realty, Inc. SEND EMAIL BULK (CONT.) # 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. SEND EMAIL CAMPAIGN 1. Send immediately 2. Schedule send (optional) TRACK CAMPAIGN PERFORMANCE 1. Track emails sent, opens, and clicks 2. Click on email campaign for detailed metrics: a. Who sent, delivered, opened, clicked, unsubscribed, not sent, and not opened UPGRADE COMMAND EMAIL 1. Agents receive up to 5,000 emails complimentary 2. Upgrade for additional monthly emails (optional)