12 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 The key to a successful open house is generating as much traffic as possible. Marketing the open house a few days before the event allows you to notify people in advance to mark their calendars! 3. Market the Open House Inviting your database allows you to touch your database and provide them value at the same time. You should invite first via email. When you send them the flyer you’ve created, you’re showing buyers a property they could be interested in and sellers the value you provide to listings. The following day you can call or text your database about the open house. This is a great opportunity to have a conversation with your database and check in. Invite Your Database Door knock and circle prospect the neighborhood a day or two before the open house. The purpose is to invite neighbors to come 30 minutes early for a sneak peak of the home you are holding open. Inviting the neighbors allows them to satisfy their curiosity and also provides them the opportunity to think about selling their own house. When they visit, you can offer to provide them information about their house that would allow you to enter them into your database. This is a great time to ask for a referral! 1. Door knock the nearest 20 homes (10 one side of the street and 10 on the other side). 2. Circle prospect the neighborhood or immediate area. Invite the Neighbors Hi! My name is _____ with Keller Williams Realty (Market Center or team 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. NO That’s okay…there is still time (make a joke). While I have you (“‘on the phone” if calling), would you like me to get 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. CONVERSATION - Door Knocking and Circle Prospecting 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.
13 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 Pro Tip: Use your vendor partners, like a Title Company, to help get a list of the neighbors to call and target on Social Media. You should start marketing the open house on Thursday. Reference Tech Play #19 and #20 to learn more about how you can use technology in this section. 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. 3. Market the Open House Posting to social media is another easy way to ensure you get the most traffic possible to your open house. This also makes you more visible to your friends and family as their real estate agent of choice. Easily use Designs in Command to create a graphic to advertise the open house. Include the following: 1. Day(s) and time(s) 2. Address 3. Key details of the home (square footage, # of bedrooms and bathrooms, any unique features) 4. A call-to-action A call-to-action here might be something like “Click to Get a Sneak Peak” where it takes them to a quick video tour of the property. Another way to generate traffic on social media is to use the same graphic you created to post an ad on Facebook or Instagram. This will allow you to reach buyers that don’t follow you and capture information of new potential buyers. Post to Social Media
14 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 Example Social Post 3. Market the Open House
15 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 You created all the materials you need and invited everyone you can. Now it’s time to host an amazing event. 4. Get Ready to Host This is important! Signage is the last key step to getting as much traffic as possible to your open house. 1. It’s suggested to put out 20-40 signs per open house. 2. Put signs at all directional stops, major intersections, entrances to the neighborhood, and several throughout the neighborhood. You want to capture as many people driving by as possible. Don’t forget to put a sign in the front yard so people know which house you’re holding open! 3. Start the night before. If you have an open house early in the morning, putting signs out the night before will maximize the amount of people seeing signs before the morning. *Follow all local solicitation and sign ordinances, as well as all local ordinances, Homeowner Association Rules, or similar when door knocking. Set Out Signs If you’ve invited the neighbors for a sneak-peek preview, you should be there early to greet them. This is a great opportunity to talk with neighbors one-on-one about the neighborhood traffic, the market, and ask for a referral. You can mention the Monthly Neighborhood Nurtures and ask if this is something they’d be interested in receiving from you. Before the open house starts you can take 1-2 quick videos of the neighborhood or key features of the house to post on social media. This is just another marketing push for visitors! Arrive Early This is it! People are coming in and out, you’re introducing yourself and asking them to sign in, and you’re having conversations about the details of the home. Your hard work is paying off. Host CONVERSATION - Introduction Hi there, welcome to 123 Main Street. What brings you by today? I’m just looking. We typically find that people come to open houses either to look for a home of their own or find the value of their house. Do you live near here?
16 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 Like all lead generation in real estate, the money is in the follow up! Following up with people that attend gets you one step closer to an appointment. 5. Follow Up 1. If attendees were not automatically added to your database through your registration sheet, add them and make notes on which open house they attended. 2. Contact everyone that attended the open house as soon as possible. This is your opportunity to note the neighbors, the looky-loos, and the interested buyers to determine what follow up plans you should use. 3. The following Monday, call the same people you called when you were circle prospecting the neighborhood before the open house to provide feedback, offer a market analysis, and ask for a referral. 4. Add follow up plans to every new contact. Follow Up Tips 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.
17 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 Hi there. This is ______ with Keller Williams Realty (Market Center or Team 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 If the open house was a success. NO Okay, have you seen anyone in the neighborhood that maybe has a pod in front of their home? CONVERSATION - Monday Circle Prospecting Follow Up 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 four pieces of info). OR Okay, have you seen anyone in the neighborhood that maybe has a pod in front of their home? YES Awesome, can you tell me where the home was located? I’d love to see if I they are moving and I could matchmake one of the families from the open house with those sellers. OR Well, have you considered selling your home? YES CLOSE FOR THE APPOINTMENT 5. Follow Up 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.
18 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 CONVERSATION - Monday Circle Prospecting Follow Up 5. Follow Up YES Hi there. This is _______ with Keller Williams Realty (Market Center or Team 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? If the open house was not a success. 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? FOLLOW ABOVE CONVERSATION FROM HERE Reference Tech Play #21 and #22 to learn more about how you can use technology in this section. 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.
19 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 Congratulations! Congratulations! At this point you have selected the right property to hold open, marketed your open house to attract visitors, met the neighbors, put out signs, had a successful event, and set up follow up plans.
20 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 15 Rev. Oct. 2023 | ©Keller Williams Realty, Inc. # LEAD CAPTURE 8 Leads can be added to KW Command manually, file import, from another CRM/Technology provider through API Nation, or captured from the associated consumer experience. CONTACT IMPORT 1. Open Command > Contacts 2. Select “Import” 3. Download template or upload a custom file 4. Map fields 5. Continue to Import CONSUMER LEAD CAPTURE Leads captured from KW agent sites & mobile app will be mapped to Command > Contacts. Command’s Campaigns applet also has social ad lead capture forms built in. API NATION [MARKETPLACE] API Nation can be purchased in the Marketplace to bidirectionally sync contacts between Command and 22 popular systems. Options range from Google, iCloud (Apple), Realtor.com, Zillow, and more.
21 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 22 Rev. Oct. 2023 | ©Keller Williams Realty, Inc. CREATE MARKETING MATERIAL # 15 Command’s Designs applet allows agents to customize hundreds of social or print design templates. Preferred materials, DBA logo, headshot, & team images can be saved as custom assets. Select collections offer design automation. Choose open house collection, select listing, provide open house details, confirm agent info, and create six different templates automatically. SELECT AUTOMATED COLLECTION 1. Browse automated collections on left menu 2. Choose “Auto-Create” CONFIRM DETAILS 1. Search for Listing 2. Confirm Open House details 3. Confirm property details a. Brought in from MLS 4. Confirm Agent info VIEW COMPLETED DESIGNS 1. All templates from collection will be added to folder 2. View, download, or save any template desired
22 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 23 Rev. Oct. 2023 | ©Keller Williams Realty, Inc. Agents can set required registration settings for their agent site based on the number of properties a consumer views. Options range from unrestricted to no property viewing. Visitors will be prompted to register or sign-in after hitting the property view limit set by the agent. Individual landing pages can be created through Command’s Consumer applet with a variety of widgets. SET REGISTRATION SETTINGS 1. Open Command > Consumer 2. Select “Site & App Settings” 3. Select desired property limit a. Unrestricted, 10 properties, 2 properties, or no properties 4. Save settings CREATE A LANDING PAGE 1. Open Command > Consumer 2. Choose “Create New Page” 3. Confirm page for Agent Site or single Landing Page CUSTOMIZE PAGE 1. Add desired widgets 2. Configure widgets 3. Save Landing Page or Publish Page CREATE SQUEEZE PAGES (FORCED REGISTRATION) # 16
23 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 24 Rev. Oct. 2023 | ©Keller Williams Realty, Inc. Command offers a variety of “ready to use” marketing pieces. HTML Email Templates, Social Media Posts, Direct Mail, & SmartPlans are some examples. QUICK SOCIAL POSTS 1. Campaigns > Social Posts 2. Browse “Quick Posts” and use share button 3. Choose to publish immediately or schedule post HTML EMAIL TEMPLATES 1. Campaigns > Email 2. Create Campaign > Email 3. Browse 70+ ready to use templates POSTCARDS AND FLIERS 1. Designs > Create Design > Print 2. Lead Generation category > I KW USE MARKETING MATERIAL (PRE MADE) # 17
24 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 26 Rev. Oct. 2023 | ©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
25 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 27 Rev. Oct. 2023 | ©Keller Williams Realty, Inc. Agents can run paid ads through Command on Facebook, Instagram, and Google. Campaigns creates an easy button for agents to build a variety of ad types to both create awareness of their brand and generate new leads directly in their Contacts database. Lead settings allow the agent to tag and trigger SmartPlans to bring immediate follow-up automatically. Agents can choose listings to advertise and leverage AI to create ad copy easily. RUN PAID SOCIAL MEDIA ADS # 20 CREATE PAID AD 1. Navigate to Command > Campaigns 2. Select “Paid Ads” tab 3. Choose “Create Campaign” and select Paid Ad SELECT YOUR AD TYPE 1. Choose Ad Type 2. Select Listing (for listing ad types) 3. Customize targeting, media, and text (Option: Use AI to autogenerate text) 4. Proceed to the last step LAUNCH YOUR AD a. Review ad duration b. Set ad budget c. Confirm details and launch ad
26 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 28 Rev. Oct. 2023 | ©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. SOCIAL SETTINGS 1. Confirm Social Pages 2. Select Destination a. Lead Capture Form - bring lead into Contacts b. Site/Landing Page - redirect to external source 3. Audience a. Auto, Custom, or Saved LEAD SETTINGS AND BUDGET 1. Choose contact tag(s) added to leads captured 2. Select SmartPlan(s) triggered for leads captured MONITOR AD METRICS 1. Dashboard to monitor lead metrics and leads captured 2. Duplicate an ad a. Duplicate and run b. Customize and run RUN PAID SOCIAL MEDIA ADS (CONT.) # 20
27 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 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. 29 Rev. Oct. 2023 | ©Keller Williams Realty, Inc. Command’s SmartPlans applet provides an extensive library of follow up plans and the ability to create a custom SmartPlan from scratch. Agents can choose to publish custom SmartPlans for all associates to access a copy. SmartPlan steps can be separated with time delays (days), be set to repeat, or trigger another SmartPlan. Custom tag triggers can be added to automate the activation of a SmartPlan. CREATE A SMARTPLAN 1. Open SmartPlans and choose “Create” 2. Add steps from right to customize plan *Teams can also designate an assignee for each step - either Rainmaker or Contact assignee. CUSTOMIZE STEPS 1. Send an SMS Step: Dynamic a. Dynamic texting will store up to five messages to cycle through as the plan repeats BROWSE SMARTPLAN LIBRARY 1. Browse agent and KWRI created SmartPlans 2. Choose “Add SmartPlan” to download a copy to your library CREATE FOLLOW-UP PLANS # 21 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.
28 ©2023 Keller Williams Realty, Inc. Rev. Oct.2023 30 Rev. Oct. 2023 | ©Keller Williams Realty, Inc. SmartPlans can be applied to contact records individually and in bulk through multiple paths. Options for scheduling the start date of the SmartPlan are available. Stagger start is optional when adding contacts to a SmartPlan in bulk. Stagger start helps manage the number of daily tasks/calls. SmartPlans can be triggered by adding a contact tag and individually set from the Command App. ADD TO SMARTPLAN (BULK) 1. Open Contacts and filter to desired list 2. Select contacts 3. Choose “Add to SmartPlan” from bulk action menu 4. Select SmartPlan 5. Choose Start immediately, schedule to start, or stagger start CONTACT TAG TRIGGER 1. Create or open an existing SmartPlan 2. Choose “Add Trigger” 3. Add/create contact tag that will trigger the start of SmartPlan when added to contact SMARTPLANS (COMMAND APP) 1. Open contact record 2. Select blue + button 3. Choose “Add to SmartPlan” OR 1. Tap on “SmartPlans” tab 2. Choose blue + and select SmartPlan USE FOLLOW-UP PLANS # 22 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.
Profit Share © Keller Williams Realty, Inc 2023
2 ©2023 Keller Williams Realty, Inc. Our model for success has always been a simple one: • Have low fixed expenses • Have low-to-no variable expenses • Keep a responsible physical footprint • Be a training, coaching, and consulting company • Share Market Center profits with all who help earn them • Build, own, and control our technology • Empower a strong ALL and open the books Welcome to the Profit Share Playbook The strength of any organization comes from its people and the cultural bonds that connect those people to the organization. Throughout Keller Williams' history, those bonds have been nurtured through many channels but are best personified in one very important mission: To build businesses worth owning and lives worth living. In many ways, this short sentence acts as our compass, helping us navigate clearly as the waters around us churn with uncertainty. All of these ideals thrive today because of the work that we do on a daily basis. Together we have created the largest real estate company under one brand that the world has ever known... and we are just getting started! In business, just as in life, there are many road maps but few compasses that point us to our True North. This may be the misunderstood secret of most businesses' success: Simplicity is where it all begins. Everything moves naturally toward complexity- success is always found in simplicity.
3 ©2023 Keller Williams Realty, Inc. This playbook is broken down into two parts: PART 1: Profit Share Explained PART 2: Participate in Profit Share Imagine that several years from now, you wake up and walk out to your mailbox, and there is a check for you for several thousand dollars. How would you feel knowing that you could receive income every month on the 21st? How could that change your life? This playbook is designed to give you an overview of how the Profit Share program works and to invite you to build your business and your passive income.
4 ©2023 Keller Williams Realty, Inc. PART 1: PROFIT SHARE EXPLAINED YOU YOUR SPONSOR YOUR 2ND LEVEL YOUR 2ND LEVEL YOUR 1ST LEVEL YOUR 1ST LEVEL YOUR 1ST LEVEL YOUR 1ST LEVEL YOUR 1ST LEVEL YOUR 2ND LEVEL YOUR 2ND LEVEL YOUR 2ND LEVEL YOUR 2ND LEVEL YOUR 2ND LEVEL YOUR 2ND LEVEL YOUR 2ND LEVEL YOUR 2ND LEVEL Keller Williams was the first real estate franchise to offer a truly passive source of income to its stakeholders: Profit Share. The Market Centers distribute profits earned from agents who sponsored other agents into the company. Because each agent names a “sponsor” upon joining Keller Williams, the entire ecosystem lives within a huge Profit Share Tree. Naming a sponsor adds the associate to that sponsor's tree in its "1st level". There are seven levels to each agent's Profit Share Tree. The first level is created when Agent 1 sponsors Agent 2. The second level is created when Agent 2 sponsors Agent 3, so on and so forth.
5 ©2023 Keller Williams Realty, Inc. PART 1: Profit Share Explained Below is a visual representation of the Profit Share process: 2 Agents pay Company Dollar as part of their splits for a given month. 4 On the 21st of the following month, a portion of the Market Center’s profit is deposited into a sponsor's account based on the seven levels. 1 Agent joins Keller Williams in the US or Canada and names a sponsor. That agent is now in the sponsor's first level. 3 For any month, the Market Center is profitable, profits will be shared. Now that we have provided an overview, we will move on to Part 2: Participate in Profit Share. We start with a simple model to help you grow your Profit Share Tree. Grow your Growth Share tree! Learn more at the end of the playbook. Level 1: 50% Level 2: 10% Level 3: 5% Level 4: 5% Level 5: 7.5% Level 6: 10% Level 7: 12.5% The seven levels each have a certain percentage that is calculated against the market center profit to determine profit share owed.
6 ©2023 Keller Williams Realty, Inc. PART 2: PARTICIPATE IN PROFIT SHARE Adopt the Right Mindset 1. Culture 2. Passive and Active Income 1 Conduct a Professional Business 1. Best Practices 2 Grow Your Profit Share Tree 1. Meet Other Professionals Passively 2. Lead Generate Actively 3. Best Practices 3 Sponsor Recruits into Keller Williams 1. Find a Market Center 2. Introduce Recruits to a Team Leader 3. Follow Up with the Team Leader 4 Growth Share 1. Referring an Agent to Keller Williams Worldwide 5
7 ©2023 Keller Williams Realty, Inc. To adopt the right mindset, you must first understand the Keller Williams culture, then understand the power of passive income. 1 Adopt the Right Mindset 1. Culture OUR BELIEF SYSTEM WI4C2TES WIN-WIN or no deal INTEGRITY do the right thing CUSTOMERS always come first COMMITMENT in all things COMMUNICATION seek first to understand CREATIVITY ideas before results TEAMWORK together everyone achieves more TRUST starts with honesty EQUITY opportunities for all SUCCESS results through peopl e The foundation she is referring to is called the WI4C2TES. This living and breathing list of ideals was originally created in 1983 by Gary and fourteen agents in a conference room in Austin, Texas. Gary posed a question to the group: “Why do you all like working with me and what is it about Keller Williams that you respect?” In essence, he was asking real estate agents what matters most when it comes to people and relationships. They brainstormed for a full day, and in the end the list below (Equity was added in 2021) became our values system. By knowing and living the WI4C2TES, you are conducting yourself in a way that matches Keller Williams culture. It allows you to know if someone that you have met while working in the industry or simply by living your life is a good fit for our company. Our values are wildly attractive to the right people, just as they are to each of us. - Mo Anderson Our culture begins with Market Centers making a profit and then sharing those profits with its agents—but it doesn't end there. We have a foundation that everything else is built on top of.
8 ©2023 Keller Williams Realty, Inc. Gary says, “Your money can go to other businesses, but your time needs to be spent building your core business.” When the Profit Share system was created, one of the top priorities was that it never took away an agent's focus from listing and selling real estate. This is because listing and selling real estate is the absolute single highest and best use of any real estate professional's time from a profit standpoint. It also keeps you front and center with the other agents in your marketplace, which makes the prospect of working with you at Keller Williams more attractive to agents who may currently be with other companies. When you choose to become affiliated with Keller Williams, the Profit Share income that you receive is 100% passive and 100% of your time and focus stays right where it belongs, on your active clients and your database. The reason that Profit Share is truly passive is because when you sponsor an associate, you have no additional responsibilities or duties. It is the responsibility of that recruit’s Market Center to train, nurture, and mentor them. 2. Passive and Active Income PRO TIP: Check out page 128 in book The Millionaire Real Estate Investor to read about The Path of Money and how to make choices between passive and active income with your models and systems. Once you’ve adopted the right mindset, conducting a professional business is the next step in growing your Profit Share Tree. What amount of passive income would you need to make? ACTIVITY: Why?
9 ©2023 Keller Williams Realty, Inc. 2 Conduct a Professional Business The universal truth is that people do business with people that they like and respect. Your mission is to be likable and respected by more people on a daily basis. A professional business consists of more than branding yourself and selling real estate. A professional business is consistently showing your clients, your community, and other real estate agents that you know what you believe in and your actions match your ideals. Gary tells us that this is important because “our businesses grow to the extent that we do.” When we carry ourselves in a way that is led by our value system, we become highly attractive to others. Attracting others is the key to growing your real estate business and your Profit Share Tree. You can do this in a few simple ways: 1. Selling Homes - Selling homes allows you to interact with other agents and gain influence by treating them with respect and dignity. 2. Choosing Happy - Choosing to be happy daily is a gift that you give yourself that makes other people want to be around you. 3. Being Engaged - Returning phone calls, texts, and emails sent from other agents in a timely manner shows people that you respect them and their efforts. 4. Showing Gratitude - Studies show that saying “thank you” more often changes your life and the lives of the people around you in fast and profound ways. 5. Showing Up - This is how you show up in your community, to your family, to your clients, and to other professionals.
10 ©2023 Keller Williams Realty, Inc. We'd like to pass along some best practices for conducting a professional business suggested by Mega Agents who are members of Gary's top mastermind: 1. Send gift cards to the agents whose offers did not get selected when there are multiple offers on a listing. 2. Give closing gifts to agents 3. Send a handwritten card to the other agent they close a transaction with, even when they may not have been a pleasure to work with. 4. Host quarterly or bi-annual book club for other real estate agents. 5. Teach at the local board or local real estate school. 6. Host a quarterly real estate agent happy hour on the last Thursday of each month, at the same restaurant, so that everyone knows when and where. 7. Host a class once a quarter and invite agents from every company to come for free. 8. Call to congratulate agents who list and sell homes within their farm area — everyone likes to be recognized! 9. Send a monthly newsletter to a database of real estate agents that provides useful tips and two pieces of local information. 10. During the weekend, drive around with a handful of “Open House Survival Packages” in the car and stop in and give them to the agents holding the open houses. The packages include a bottle of water, a candy bar, and a container of mints. “I have held so many open houses in my life and no one ever came in and gave me one of those. Everyone I give them to can’t believe it and loves it.” 11. Get a Broker’s License (or Managing Broker’s License depending on your state) to show that you have great understanding of real estate. 2. Conduct a Professional Business You’ve adopted the right mindset and are conducting a professional business, so it’s finally time to start growing your Profit Share Tree! 1. Best Practices
11 ©2023 Keller Williams Realty, Inc. Growing your Profit Share Tree can happen passively or actively. When taking the organic approach, you are meeting other professionals by communicating with agents on the other side of your transactions, meeting other agents at real estate events in your area, or just connecting with people in your community who you think you would want to work with. Similar to passive income, you can take the passive approach to meeting other professionals. The active approach consists of purposefully searching for people that you can introduce to Keller Williams through online ads, hosting seminars, career nights, or other lead generation activities 3 Grow Your Profit Share Tree 1. Meet Other Professionals Passively The easiest place to start to add agents to your Profit Share Tree is by starting conversations with agents on the other side of your transactions. Throughout the transaction you should have learned how they communicate, how they treat others, and have an overall sense of whether or not they would fit into the Keller Williams culture. Often the best relationships in life are the ones where it was the next organic step for both parties to come together and move ahead. Profit Share is the perfect passive income stream for a real estate professional who naturally meets agents during the due course of business operations. That way, talking about it and inviting someone else to experience it on their own is not only organic, but also shows care. If you truly believe that Keller Williams is the greatest real estate company on Earth, then part of helping others is exposing them to the company and rewarding those who help it grow.
12 ©2023 Keller Williams Realty, Inc. 2. Lead Generate Actively Making an active effort to recruit new agents to Keller Williams requires more of a plan. For example, you may create job posts on a recruiting website like Indeed or run Facebook ads to generate leads that are interested in having a real estate career. PRO TIP: Use free resources like KPREP and KSCORE as a MOFIR (Make Offer For Immediate Response) in your ads. 3. Grow Your Profit Share Tree Keep the Keller Williams culture top of mind - continue to provide examples of why Keller Williams is the best place on Earth to work! 1. Enter all recruits in Command - Like anyone you meet, all leads should be added to your database. 2. Tag them appropriately - Use tags that easily show you where you meet them, if they are licensed or unlicensed, and what brokerage they are already affiliated with if any. 3. Keep detailed notes - Notes should include your conversations and a little background on them. 4. Follow up - Just like a seller or buyer lead, create SmartPlans to follow up with new leads. 5. Provide helpful resources - Send reminders about free resources like KPREP and KSCORE, invites to free events, or send books like The Millionaire Real Estate Agent. 6. Pass to Team Leader - If unlicensed, they will get them into real estate school; if they are licensed they will meet with them one-on-one 3. Best Practices for Growing Your Profit Share Tree However you generated the lead, there are points you can hit that start, and keep, a conversation going. Think of this as a lead generation tactic you would employ with a new buyer or seller lead 1. Why did you click? 2. Are you licensed or unlicensed? 3. What is your Big Why? 4. What are your goals? 5. Do you know how leads, listing, leverage are the basis of your business? Active Conversations Tips
13 ©2023 Keller Williams Realty, Inc. When growing your Profit Share Tree, there are first a few things to consider before referring someone to Keller Williams: 1. Do they fit the Keller Williams culture? 2. Do they have the motivation to grow a business? 3. Do you feel comfortable recommending this person? 4 Sponsor Recruits into Keller Williams Think of three people, licensed or unlicensed, that you would like to work with and think are a great fit for Keller Williams: 1. 2. 3. 1. Find a Market Center Geography is not a limit when recruiting an agent to Keller Williams. Whether they are local to your market area or in a different state, you need to first find a Market Center near them so you can introduce them to a Team Leader. 1 Go to mykw.kw.com 2 Click White Pages under Quick Links 3 Search for a City and/or State 4 Multiple options may show up - If you don’t already know, ask which location might be closest to them. 5 Click on that Market Center and you will find Market Center Leadership information.
14 ©2023 Keller Williams Realty, Inc. 2. Introduce Recruits to a Team Leader A Team Leader is your partner when recruiting an agent to Keller Williams and to your Profit Share Tree. That's it. That's it. No, that's really it. Before making the introduction with the recruit, first reach out to the Team Leader and let them know that you have a recruit you’d like to connect them with. Like any referral, providing as much information as you can will help the Team Leader build rapport faster. These are just a few details you should share to support your Team Leader: 1. Licensed or unlicensed 2. If licensed, which brokerage they are licensed with 3. A short background about the person 4. How the person knows you 4. Sponsor Recruits into KW Referring a potential recruit to a Keller Williams Team Leader or someone else in Keller Williams leadership is one of the highest honors that you can give them. This is like when you receive a referral from a past or current client. Aren't those the best days ever? When you do this, you change the leaders’ lives and your path of passive income will begin to grow. Market Center leaders are ethically bound to honor leads given to them by other Keller Williams members. These leaders should ensure that a recruit names the person who introduced them to a Market Center leader as their sponsor. Before passing along the recruit's information, first Get permission from the potential recruit to have the Team Leader reach out to them or connect them in a group text/email/call/Zoom, that is TCPA-compliant. If permission is granted, pass along the recruit’s information and why you think they would be a good addition to Keller Williams.
15 ©2023 Keller Williams Realty, Inc. 4. Sponsor Recruits into KW We asked our MAPS coaches “What are the best conversation frameworks for an agent to use when they are asking a potential new agent if they can connect them with a Team leader?” Here is what they told us Hey (insert name), I have a 30-minute business planning session with my Team Leader each week. I would love to gift one of these to you as a thank you for how well you handled our recent transaction. Is it okay if I have my TL contact you to schedule it Hey (insert name), in a world where everyone seems to have an ulterior motive, I want to shoot you straight. You are building an incredible reputation for being a great agent. My Team Leader is dying to meet you, would you be open to a call about growing your business? I was just talking to my Team Leader about what a great agent you are and what a great job you did on this last sale. I wanted to give you a heads up that they may reach out to you for a strategy session on how to grow your business Hey (insert name)! I loved doing business with you, don’t be surprised if my Team Leader reaches out to say hi! Would you mind if I had my Team Leader call you These are just a few suggestions to get your creative juices flowing! In the space below, try writing a few lines on how you might mention Keller Williams in a way that feels authentic and transparent to you. 3. Follow Up with the Team Leader It’s likely that not every person, whether licensed or unlicensed, is ready to make a decision on the spot. That means that you should periodically check in with the Team Leader to stay informed of where the recruit is in their pipeline. Remind the Team Leader that you want to sponsor this agent so your Profit Share Tree grows. Once you’ve sponsored your first agent, the goal is to continue to grow your Profit Share Tree! PRO TIP: You should also follow up with your recruit to continue to build rapport and show them the Keller Williams culture.
16 ©2023 Keller Williams Realty, Inc. Growth Share works like Profit Share and the opportunity is massive! Keller Williams Worldwide (KWW) has a vision to be in 100 countries and grow to 100,000 agents. That means you can help refer agents or Market Center leaders to current regions or you can find and sponsor the first person in a new country. Anyone, even agents in the U.S. can sponsor an agent in another country. How does Growth Share work? 1 An agent or associate joins a Keller Williams Market Center outside of the U.S. or Canada and names a sponsor. The agent is now in the sponsor’s first level. 2 The agent earns a commission and part of that commission goes to the Keller Williams Worldwide Region as royalty. The royalty is uncapped. 3 Once per quarter, the Keller Williams Worldwide Region returns a portion of royalty to the sponsors in the agent’s Growth Share Tree. 4 All associates have one tree. No matter where you live in the world, if an agent in the U.S. or Canada names you as a sponsor, you can receive Profit Share and, if an agent outside of the U.S. or Canada names you as a sponsor, you can receive Growth Share. 1. Referring an Agent to Keller Williams Worldwide • If you have an agent candidate, refer them to a Team Leader just like you would in the U.S. or Canada. Locate Market Centers in the Referrals applet of Command or visit www. kwworldwide.com and click on the Regions tab to contact them directly with your referral. • If you have a Master Franchise candidate, ensure they are from a country on the Available Regions list, and refer them to [email protected] 5 Growth Share
17 ©2023 Keller Williams Realty, Inc. When our agents participate in Profit Share, they cease being Keller Williams agents and become Keller Williams stakeholders. If everyone at Keller Williams was a stakeholder, what would the company look like from a cultural perspective, a growth perspective, and a retention perspective? Early in my career I studied a gentleman named Trammel Crow. If you are unfamiliar with him there is a great book, it’s a bit hard to find because it is out of print now, called Trammell Crow Master Builder. He built, what at that time was the largest real estate organization on the planet, based in large part on this concept. During an interview in 1989 at the age of 75 Trammel said, ‘The only things I have in my life are my business, my immediate family and a little farm. But all of those people (the partners in the firm) are my family, my brothers. I believe in my heart that the relationships couldn`t be any better or warmer than that.’ I hear many of us talking as adoringly about our Keller Williams as Crow spoke about this later in his life. This sort of warmth and growth and culture can only happen when we are all in alignment with the foundation of the system of which we are speaking. Said differently, go teach it, live it, and love it Keller Williams! After all, you built it and it is YOURS! - Gary Keller LEARN MORE 1. Connect 2. The Wealth Building Channel 3. KW Worldwide
AGENT Seminars © Keller Williams Realty, Inc 2023
2 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 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. These 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 © 2022 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. Rev. Oct. 2023 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. Welcome To The Seminars Playbook In a shift, conversion rates go down, which means you need to fill your lead funnel with more leads in the same amount of time spent for lead generation before. The market shifted. Seminars provide a scalable way to feed the top of your lead funnel, touch your sphere, and establish yourself as the market leader in any niche that you select. Every real estate agent gets the same number of minutes, it is up to you how you choose to invest those minutes. There are 1,440 minutes in a day. This Playbook is designed to teach you how to do just that! Running seminars at a high level allows you to position yourself as the resource every seller, buyer, and investor needs and build your reputation as a knowledgeable and trusted advisor. By consistently providing highquality content that solves the most common problems and answers the most common questions with clear concise solutions, you become the go-to agent in your market and gain a competitive advantage.
4 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 Why Seminars? Brand Awareness Seminars are an opportunity to create or enhance awareness of your brand. The marketing rule of seven is simple: a potential client must see your brand at least seven times before they'll be provoked to take an action. You can use each seminar to create at least seven touches: 1. Social media posts/ads before t he event 2. Text message invitation 3. Email invitation 4. Phone Call invitation 5. Reminders for the seminar 6. Follow-up emails, texts, and calls 7. Seminar highlights on social media Scalability Seminars are an opportunity to capture leads at scale. For in-person seminars, you gain the opportunity to speak to a room full of potential clients and make a preliminary determination of who is able, ready, and willing to transact so that you can focus appointment time on the motivated buyers and sellers. Virtual seminars can provide even more scalability as they can offer the participant ease of participation and low commitment high information touches. Top of Funnel, Motivated Leads When you have a guest in your seminar who indicates that they are eager and motivated to transact, the seminar becomes the precursor to an appointment and subsequent conversion. In this way, seminars can provide you NOW business opportunities. However, most of your audience members are going to be top of funnel leads; they may not be able, ready, or willing to transact right away. Think of these as eventual clients that build your pipeline for the future. It is crucial for you to utilize audience participation to determine which attendees within your database call into different categories such as: Nurture Leads 1. 0 - 90 days 2. 90 - 1yr 3. 1yr + Warm Connection (ready to speak to an agent) Appts (ready to meet an agent) 1. Hot: These attendees are ready, willing, and able to transact in the next 90 days. Set an appointment with them before they leave the seminar if possible or immediately after. 2. Nurture: These attendees want to transact 90 days to a year from now. Follow up with them about the topics from the seminar with a call twice a month and a weekly or biweekly email. 3. Watch: Some folks will attend your seminar out of curiosity and a year or more away from transacting. Cultivate a relationship with them via a monthly call, invitations to future seminars on related topics, and a monthly email about the market.
5 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 Choose Your Seminar Step One seminars Step Five Host the seminar 1. 8 tips for a Winning Seminar 2. Best Practices for Hosting In-Person 3. Best Practices for Hosting Virtually Step Four Promote the event 1. Create Marketing Materials 2. Market the Event 3. Contact Registered Guests Step Three Invite People 1. Set Up the Registration Form 2. Invite Your database Step Two Plan your event 1. Choose Event Style: Virtual or In-Person 2. Set the Budget 3. Establish Event Cadence 4. Develop Presentation Materials 5. Find a Partner 1. Understand the Audience 2. Pick Your Seminar Topic Step Six Follow UP 1. Follow Up with Attendees 2. Follow Up with No-Shows Step Seven Prospect and Market between events 1. Virtual Seminars 2. In-Person Seminars
6 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 Select a topic that is relevant and timely for your market, aligns with your brand, and solves a problem you hear frequently from clients and potential clients. This should be an area that allows you to demonstrate your expertise and establish yourself as a thought leader. UNDERSTAND THE AUDIENCE What type of leads are you looking for? As real estate professionals, we might start by saying, all of them! In reality, we need to consider Shift tactic #1: Get Real, Get Right. We cannot possibly run in every direction at the same time, instead we make choices on what to focus on and how to spend our 1,440 minutes each day. Step 1: Choose Your Seminar Remember what Gary and Jay say: 1. There are two ways to get people’s attention: 1. Tell them something that they do not know 2. Tell them something that they already know but in an unexpected way 2. There are two ways to sell something: 1. Solve a problem for someone 2. Present an opportunity to someone What would be the smartest, most effective and efficient lead pool to focus on in your current market? Which group of people can you relate to and ideally want to work with? Do you want sellers, buyers, investors, first-time home buyers, retirees, military personnel, vacation buyers, divorcees, newlyweds… there is literally no end to the type of lead that you can generate.
7 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 1. Choose Your Seminar Seminar Examples Audience Who Are They First Time Home Buyer Workshop Buyers Renters or those living with family/friends who are new to the home buying process Home Sellers Workshop Sellers Current homeowners who may desire to sell their home Mortgage Hacks Buyers & Sellers Buyers and current homeowners looking for a fiduciary to help them achieve their real estate goals and pay less over the life of their loan Investor Workshop Investors Current and potential real estate investors looking to grow their portfolio or improve their hold and flip strategies Real Estate Planning Sellers Older adults who need to right-size and beneficiaries of older adults who have recently passed Pick your seminar topic Below are several popular examples of Seminar topics. Choose something that matches the audience you are trying to attract.
8 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 STEP 2: Plan Your Seminar Advantages Considerations Virtual Low cost, quick and easy to plan: you can set up with minimal equipment and shorter lead time Technology challenges: nuances of each platform can pose challenges and technical difficulties during delivery reduce the effectiveness of the seminar Broader reach & impact Less personal connection Attendance is easy and offers anonymous participation for attendees No control over the environment or distractions Recording can be leveraged for future event promotion in highlight clips or for training new team members Loss of authority and prestige that standing in front of a room can bring In-Person More nuanced communication with postures, gestures, and body language Higher cost in the form of space, refreshments, and materials Builds a stronger relationship with potential clients Finding an appropriate space for your event More control over the environment, including minimizing distractions Harder to get people to commit to travel Authority and prestige from standing the front of the room Choose Event Style: Virtual or In-person Deciding how you want to host your seminar is the first step to planning the event. There are advantages and considerations to any format, however you can opt for a hybrid The right seminar format will depend on you, your audience, the budget, timeline, and the materials that you will be utilizing. STEP 2: Plan Your Seminar
9 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 2. Plan Your Seminar Best Practices for Hosting Virtually Virtual events can be great leverage and provide accessibility for those who might not be able to attend in-person. Apply these best practices to ensure a top-notch experience for your attendees: 1. Test and practice with your technology before the day of the virtual event 2. Enable accessibility features such as closed captioning 3. Provide clear instructions and a technology cheat sheet for your guests prior to the event 4. Offer resources that you can share with your guests 5. Promote your brand with your clothing and virtual background 6. Set the default to mute attendees 7. Ask attendees to turn their cameras on 8. Encourage attendees to ask questions via the chat, raising their hand (if the platform has this feature), and/or unmuting themselves 9. Watch the chat and be sure to answer everyone’s questions or have a partner answer them privately during the presentation 10. Use breakout rooms (if appropriate) and include members of your team as hosts in each breakout room 11. Have a tech partner handy for troubleshooting Best Practices for Hosting In-Person An in-person seminar can be a great way to build connections with your audience. When you choose to host in-person use a few key tips that will make your event great for your audience: 1. Choose a venue that is welcoming and accessible 2. Arrange the seating in advance to align with the format and tone of your seminar 3. If you provide refreshments, include options and signage for those with dietary restrictions a. Use lecture hall style seating to create a “sage on the stage” feel b. Set up group seating arrangements if you want the seminar to feel like a mastermind or community event 4. Provide handouts or notebooks and something to write with and encourage attendees to take notes as a way to increase engagement 5. Test and practice with any audio-visual equipment
10 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 2. Plan Your Seminar SET THE BUDGET Treat your budget for the event like an investment and then hold it accountable to a return on investment that is sustainable for your business. Use the money you spend wisely, each dollar should increase the number of attendees or enhance the experience for those who attend to make it more memorable. Plan ahead for your budget by first deciding how often you will host a seminar and maintain a consistent experience at each event. Items to consider in your budget include: 1. Venue (In-Person): This may include a charge for the space and/or a food and beverage minimum spend. 2. Upgraded Zoom Account (Virtual): Upgrading your Zoom will allow you to have more attendees, longer sessions, cloud recording, live streaming, and better reporting. 3. Snacks/Drinks: The food you provide is a reflection of who you are, so choose wisely. Choose snacks and drinks that can be grabbed before the seminar starts to avoid disruption. Be thoughtful about dietary restrictions. 4. Door Prizes/Giveaways: If you are going to give a door prize, make sure you advertise it! The reason you give the prize is to get more people in the door. On average an in-person event costs anywhere between $50-$1,000 based on any of the factors above. While a virtual seminar costs anywhere between $50-$150. Partnering with a vendor will allow you to split or cover some of the costs associated with hosting a seminar.
11 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 2. Plan Your Seminar Establish Event Cadence If Seminars are going to be a top three lead source for your business, you need to consider how often you will host them: quarterly, monthly, or weekly. Best practice is to commit to hosting one per month minimum. Once you’ve decided on cadence, you need to choose dates and times. Consider your target audience, the days and times that work best for first-time homebuyers in your market may look very different from the best days and times for investors. Offer varying days and times to accommodate as many attendees as possible. If you intend to make seminars 1 of your top 3 lead sources, host them weekly. Properly prospected to and marketed for, you can plan on each seminar having 10-30 people in attendance. Pro Tip:
12 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 2. Plan Your Seminar Next, you need to develop the outline of the event. Here is an example outline for a First Time Home Buyer Seminar: Segment Contents Timing 1. Introduction Your introduction should be warm and set the audience at ease. The key points here are: 1. Why you have decided to run this seminar 2. Why you are passionate about this topic 3. Why you are qualified to instruct it. You should also make it clear that your seminar is a safe place for attendees to ask questions and learn. Remind everyone that each attendee will have a different level of understanding around the topic and we are all here to support each other and be proud of ourselves and each other for learning, growing, and asking questions. 5 Minutes 2. Guest Introduction Invite the attendees to provide a quick introduction to themselves and why they decided to attend. This should be low-pressure and anyone who prefers to remain silent should be afforded the right to do so. Remember this is all about making people feel comfortable. 10 minutes 3. Present the problem to be solved or the opportunity available Explain what you will be teaching and why the topic is going to be helpful for your attendees. Best practice here is often to debunk the mythunderstandings on the topic. An example of this in a first-time homebuyer seminar is to debunk the myth that renting is better than buying. 7 minutes 4. Tell them how you’re going to solve the problem or give them the opportunity We are now into the meat of the presentation. Pick your 3-4 key topics and present them clearly and concisely. Be sure to state the problem and then your solution. Often times a simple pencil drawing/model will help you make complex ideas into simple illustrations. 30 minutes 5. Call to Action Have the attendees set up an appointment or fill out a form 3 minutes 6. Aha’s and Questions Invite the audience to put what they have learned in their own words. This will validate you to the other attendees and provide you with insight into who you connected with and who might be a NOW client. Keep track of the questions you are asked to integrate that information into your next seminar. If one persons asks the question, more likely multiple people have the same question. 5-15 minutes Develop Presentation Materials Whether you’re hosting virtually or in person, it’s important to plan for what you will be presenting and how. 1. Write the presentation: Objective, fun facts, key points 2. Create visuals: Powerpoints/ slides, printed PDFs, posters 3. Create handouts: Shareable pdfs, printed PDFs, flyers
13 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 2. Plan Your Seminar Find a Partner Depending on the seminar that you choose to host, a partner may be a valuable asset. If hosting a First Time Home Buyer seminar, it would be valuable to have a lender partner with you to answer questions about loan types and interest rates. If you’re hosting a Home Sellers Workshop, you may rotate your preferred photographer or home stager to talk about the make-ready process. Partners can also sponsor events to help financially. When choosing a sponsor, you want someone you have chemistry with so when you present together it is informative and entertaining! Your partner should be someone that is an expert on the topic and can keep things simple. Lastly, look for a partner who is as hungry for new clients as you are! Keller Williams offers a plethora of toolkits and ready-to-customize resources you can leverage and curate into the seminar or seminar series that aligns with your audience and branding. Click each title below to access these resources: 1. First-Time Homebuyer Workshop: Use the Your First Home slides, marketing toolkit, and guides in both English and Español from KW Connect or use the updated Your First Home book. 2. Home Sellers Workshop: Watch Sue Adler share her techniques for a Listing Seminar at CEO Masterminds 2022 on KW Connect and use the planning guides from the KWU course No Ceilings Level Up Lead Generation: Virtual Events. 3. Mortgage Hacks: Get your copy of the Mortgage Hacks Playbook and build a seminar series covering different mortgage hacks each month. 4. Investors: Grab your copy of the Millionaire Real Estate Investor and build a 5-year plan for investors that grows from a first home through owning a multifamily unit, vacation property, and commercial or apartment syndication. 5. Real Estate Planning: Take Securing Listings with the Wealthy from MAPS and adapt the knowledge into a slide deck of your own for older adults who need a real estate expert on their estate planning team. Keller William Resources
14 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 Post on Social Media When marketing on social media add the registration link to your social posts and ads. Follow along to Step #4 to learn how to promote the event. 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. Reference Tech Play #4, #5, #6, #7 and #1 to learn more about how you can use technology in this section. STEP 2: Plan Your Seminar Set up the Registration Form Best practice is to use a publicly searchable platform such as Eventbrite for single seminars or Meetup if you are creating a seminar series. This will allow you to have a shareable link that integrates into social media to market and makes registration easy for attendees. The number of attendees will be in direct proportion to the number of people you invite. If you want a large turnout you need to invite a lot of people! STEP 3: Invite People Call Your SOI Call your SOI to ask them if they know of anyone that may benefit from your seminar. This is an SOI touch that may end in a referral. Hey there (insert client name)! We are hosting (insert seminar name) on (DATE) at (TIME). I loved working with you! I would love the chance to help any of your friends prepare to purchase. Who do you think would be interested in getting the road map to their first home? Invite Your Database Invite your database via text and email so you can include the registration link. Hey there (insert client name)! We are hosting (insert seminar name) on (DATE) at (TIME). I wanted to invite my favorite clients to see if you would be interested in attending! Here is the link to sign up (LINK). As always, I would love to see you and have a chance to connect!
15 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 Leverage Campaigns in Command to schedule your social posts in advance. Time block once a quarter or twice a year to create and schedule social posts to promote your seminar. For detailed instructions see Create And Schedule Social Posts in Command on answers.kw.com. STEP 2: Plan Your Seminar Promoting your event is one of the most important steps to hosting a successful seminar. STEP 4: Promote the Event Create Marketing Materials The more marketing you do, the more turnout you will have. Marketing is your gold to drive turnout and generate new leads in your database. Easily create Email, Social, and Print designs in Command to use when marketing. Your marketing materials should have key details: 1. Seminar topic 2. Date and Time 3. Location Market the Event Market your seminar in 5 easy ways: 1. Post on your personal and business social media pages Use a short clip or photos from a previous seminar and ask your friends to share 2. Add to your database Newsletter If you are currently sending your database a Newsletter, put event details in the Upcoming Events section of your Newsletter. If you are not currently providing your database with a quarterly or monthly newsletter, please refer to the Newsletter Playbook. 3. Run paid social ads Use eye-catching visuals to attract consumers to click on your ad. 4. Drop flyers at audience-appropriate locations Drop flyers for First Time Home Buyer seminars at apartment complexes or flyers for Real Estate Planning seminars at senior community centers 5. Run ads in newspapers and community newsletters When running ads in print marketing, be sure to market an event several weeks in advance to allow ample time for people to register There is no such thing as too much promotion. Potential clients who are not interested in the seminar will be exposed to your brand through the promotion of your seminar, which makes this a great touch even for those who do not attend. Reference Tech Play #15, #17, #19, and #20 to learn more about how you can use technology in this section.
16 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 4. Promote the Event Examples of First Time Home Buyer Seminar Social Ads