Playbook

17 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 4. Promote the Event Contact Registered Guests Follow up with registrations right away to increase attendance and potentially set one-on-one appointments with those who are ready to transact. Use a platform like Eventbrite to reduce your work. Eventbrite will send reminder messages to all registered participants 48 hours, 2 hours, and 10 minutes prior to the event. Pro Tip: 1. Send a thank you for registering message that includes the details of your event: a. Date and time of the event b. Location (either an address or instructions on how to log in for a virtual event) c. What participants should bring to the seminar if anything 2. Send a reminder message 2 days before the event with the same details Reference Tech Play #1, #4, #5, #6, and #7 to learn more about how you can use technology in this section.

18 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 STEP 2: Plan Your Seminar STEP 5: Host the Seminar 8 Tips for Winning Seminar 1. Create the environment by telling your audience you want their participation and engagement. Make it clear this is an opportunity for dialogue and questions are encouraged 2. Set the stage by introducing yourself and any team members or vendor sponsors who are hosting with you 3. Have participants introduce themselves and share their intentions for attending. Compare the names of those who introduce themselves to your pre registration list and note anyone whose contact information you do not have from the registration process. Make note of which pre registered individuals attended versus those who do not for your follow-up messaging 4. Lead your seminar as you prepared and rehearsed it. Use the conversation points you have practiced to maintain a relaxed and welcoming tone 5. Engage with attendees. In addition to presenting information, you can also engage with attendees by asking and answering questions, encouraging discussion, and providing personalized feedback. This can help establish you as a helpful and approachable expert 6. Close by thanking attendees and stating your call to action to set one-on-one appointments 7. Collect contact information one-on-one for anyone who attended and had not provided their information via registration 8. Leave time for questions This is the moment you’ve built towards, time to host your seminar! Whether you are leading a seminar on wealth building through real estate to investors or an introduction to the buying process for first-time home buyers your goal is the same: host a memorable event that feeds your database with new leads. Use these 8 tips in conjunction with the best practices above for a stellar seminar.

19 ©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. STEP 2: Plan Your Seminar STEP 6: Follow Up Follow Up with Attendees 1. If attendees were not automatically added to your database, add them with tags for which seminar they attended and any notes about what they were interested in about the seminar 2. Contact everyone who attended the seminar with a thank you call or text and an email. Invite those who had questions from the seminar to set an appointment with you 3. Add every attendee to a follow up plan based on whether they are a hot, nurture, or watch potential client The fortune is in the follow-up! Follow up with both those who attended the seminar and those who registered but did not attend. Remember the purpose of these seminars to meet new people. Some will transaction now and nearly all will transact eventually. If you do not follow up with everyone, you guarantee they will not transact with you. Hi (Client Name). This is (name) with KW (Market Center or Team Name). Thank you so much for attending (seminar name). We are so thankful for the opportunity to connect with you. When could you make time next week for an appointment to discuss your lingering questions and options for (seminar topic)? By the way, who do you know that has real estate questions that also might like to attend the next seminar? May I have their name and phone number so I can reach out to invite them! Follow Up with No-Shows 1. Contact every no-show with a call or text, in a TCPA-compliant way, to let them know you missed them in the seminar and to invite them to the next one 2. Add each no-show to an 8x8 New Contact follow-up plan Hi (Client Name). This is (name) with KW (Market Center or Team Name). We were disappointed we didn’t get to see you at our (seminar name). We can’t wait to connect at the next one! Please keep a look out for communication on (insert next event name) this (insert Month). In the meantime, when would you be available to discuss (insert seminar topic)? By the way, who do you know that has real estate questions that also might like to attend? May I have their name and phone number so I can reach out to invite them! Reference Tech Play #21 and #22 to learn more about how you can use technology in this section.

20 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 STEP 2: Plan Your Seminar STEP 7: Prospect and Market Between Events Virtual Seminars Use the recording to create highlight clips that can be shared on social media. Choose 10-30 second segments that demonstrate your ability to engage the audience without sharing every detail. You want to provide just enough to pique the interest of a future potential client or seminar attendee. This is easier than you might think: 1. Sign in to the Zoom web portal. In the navigation menu, click Recordings. 2. Click the meeting topic for the session that you want to trim, then click the thumbnail of the video. 3. Click Trim. Use the blue sliders to specify the start time and the end time for the trimmed recording. This means that the blue highlighted area will be the trimmed recording, then click Trim to confirm. 4. In the Zoom web portal, where the individual recording is located, click "copy shareable link" to share the trimmed recording with others. The value of your seminar continues even after the event, but only if you choose to use the content for prospecting and marketing. Use video clips and images to promote your brand as a market expert between seminars and as a funnel to attract more people to your next seminar. In-Person Seminars In-person seminars can create great photo opportunities that can similarly be leveraged on your social media and in your print advertising. Have a member of your team or someone you know take flattering photos that position you as an authority leading the seminar and capture 10-30 second bursts of brilliance as video. Create social posts highlighting the value you bring to clients with the photo reel. Whether you’re hosting virtually or in-person, you can continuously market your seminars. Perhaps add a short blurb to your email signatures and listing and buyer packets, put a QR code on your listing signs, and put the link on the back of your business cards.

21 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 10 Rev. Oct. 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.

22 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 11 Rev. Oct. 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.

23 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 12 Rev. Oct. 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

24 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 13 Rev. Oct. 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

25 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 7 Rev. Oct. 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.

26 ©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

27 ©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

28 ©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

29 ©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

30 ©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

31 ©2023 Keller Williams Realty, Inc. Rev. Oct. 2023 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.

32 ©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.

AGENT ©2022 Keller Williams Realty, Inc. SOCIAL MEDIA

2 ©2022 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 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 Welcome To The Social Media Playbook On the 13th anniversary of Facebook, Mark Zuckerburg published an open note to all users saying “There are many of us who stand for bringing people together and connecting the world." If that was his intent it is hard to argue with the premise and the success that social media providers have had. According to PEW Research, roughly 69% of adults use Facebook; a similarly high percentage use it daily. As the old saying goes, it’s easier to go where the people are than to make the people come to you. 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.

4 ©2022 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. 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. The chart above makes it clear that social media allows us to scale a message, at little to no cost, directly into the feeds of our sphere of influence like never before in marketing and advertising history. Further, if done with the intention to scale likeability, we can be more likable, to more people, more often. This is important because people do business with people they like, thus making social media one of the most powerful tools you can use to deeply connect with your sphere of influence. This playbook is designed to help you turn social media into your SOI secret weapon! Reach According to United Nations research, 59.3% of the total world population uses social media. In the United States, 82% of the population uses social media. Social posts and paid ads on social media provide you with one of the greatest opportunities to expand your database. Targeted Advertising Most social media platforms offer targeted advertising. As an agent this means you can promote your brand and your listings to potential clients who are most likely to respond. Promote listings on a golf course to golf enthusiasts and the loft downtown near the theater district to musicals aficionado. Advertising on social media has some of the lowest costs per lead and it easy to track the results of your campaigns and posts. Return on Investment Social media platforms create the opportunity to interact with their audience and build relationships at scale. Engagement The 4 Primary Reasons We Love Social Media For S.O.I. 1 2 4 3

5 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 1. Use the LIKE Model to Create Content 2. Schedule Posts Post to Social Media Step One Step Five 1. Create a Niche Facebook Group Create and Curate an Online Community Step Two Run Paid Social Ads 1. Target My Database Step Three Interact with Friends and Followers 1. Comment 2. Direct Message 3. Like and Share Step Four Add New Friends 1. Follow New People social media

6 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 Step 1: Post to Social Media Posting to Social Media is an easy way to stay top of mind and engage with your sphere of influence. Remember, people do business with people they like and social media allows us to be likeable with more people more often than ever before. The acronym that we use to explain the types of posts that will make you more likeable over time is LIKE. Keeping LIKE top of mind and using technology to schedule posts, posting to social media will be efficient and effective. 1. Use the LIKE Model to Create Content Local Lowdown Information Know Me Engage in conversation Local Lowdown Posting about your local community shows that you’re actively involved and knowledgeable about where you live and work. Examples of local community content could be: 1. The history of your town or area 2. Upcoming community events 3. School events or calendar 4. Community service activities 5. Interviews of prominent community members 6. School or college sports games and scores

7 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 1. Post to Social Media Information Examples of real estate content could be: 1. Market updates about your area 2. Industry news 3. Tips for buying or selling 4. Myths about the real estate industry Sharing your real estate knowledge should make your followers more informed and educated whether you’re posting about the market or your business. If you’re posting about the market or industry, the information should be easy to understand. Use short videos and graphics to easily grab their attention. 5. Top reasons your service is important 6. Upcoming seminars or client events you are hosting 7. New listings or open houses 8. Client success stories or closings

8 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 1. Post to Social Media Know Me Examples of personal content about you could be: 1. Hobbies: Share what you love doing outside of work. Do you love to watch musicals or play tennis? 2. Travels: Post about trips you’ve taken or want to take. 3. Books and Music: Post about a book you’ve just read or a new favorite playlist. 4. Gratitude: Post about what you’re grateful for. 5. Quotes and memes: Share quotes you find inspiring and memes that make you laugh. Be sure your memes and quotes are universally relatable, your goal is likeability! 6. Holidays: Make holiday posts all year round. Posting about your life as an individual person and not just a real estate agent allows your SOI to get to know you better and feel they can relate to you more. You don’t have to post deeply personal information about you or your life, rather post about your hobbies and interests. Use your personal posts to encourage interactions and deepen relationships.

9 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 1. Post to Social Media The beauty of posting to social media is that you can not only post to your feed, but you can post to stories or reels, post videos, easily create polls and get really creative with your content! Use Designs in Command to create or use marketing materials. Engage 1. Take Polls: Take a poll on favorite house styles, designs, pie versus cake! 2. Ask Questions: Ask simple questions like what kind of dogs your followers have or their favorite candy. 3. Host Competitions: Host a competition and pick a winner. 4. Do Giveaways: Get follower participation by doing a giveaway. When it comes to emotional proximity, a one way conversation is good, but a two way conversation is infinitely better. When people are encouraged to engage and share their ideas, photos, opinions, and beliefs, it allows them to feel heard and like they’re contributing to the conversation. Your job is to provide the conversation starters and ask for their participation.

10 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 1. Post to Social Media 2. Schedule Posts Easily schedule holiday posts a year in advance or other thematic posts like quotes or memes a month in advance. In addition to scheduling posts, you can easily leverage posting across multiple social media platforms in Command or using another third party site. Create more time for yourself by scheduling social posts to your business page in advance. Reference Tech Play #15, #17, and #19 to learn more about how you can use technology in this section. Posting to social media doesn’t need to be overwhelming or difficult. Simply use the LIKE model and schedule your posts in advance! Give yourself a running start to engaging your SOI on social media by using the KW Calendar of Social Posts. Post 10 times per week

11 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 You don’t need to create new posts with new messages, you are specifically targeting your database with the same posts. Note: In order for database targeting to work effectively, ensure that the contacts you plan to target in your database have a valid phone number and/or an email address saved to their contact record. Campaigns will use the primary phone number you have added to their contact record (preferably their mobile phone), or the primary email address to try and match the recipient's profile within Facebook/Instagram. Reference Tech Play #20 to learn more about how you can use technology in this section. 1. Target My Database Staying in front of your database ensures that you are the agent they think of when buying, selling, or referring! Step 2: Run Paid Social Ads It’s important to understand that when you make a post on social media, it doesn’t mean that everyone you are friends with will see the post. Social media companies use an algorithm to decide which users see what posts at certain times. You need to make a decision to help your followers see your posts by engaging your SOI via social media ads. With Command’s integration with Facebook and Instagram, you can run ads that specifically target people in your database at an exceptionally low cost. This is done using the “Target My Database” feature in Campaigns in Command. Targeting your database is a creative way to stay top of mind and promote your business. Targeting your database is done by creating an audience of contacts based on the contact tags that have been added to their contact record and/or the neighborhoods associated with the contacts. Examples of personal content about you could be: 1. Specific neighborhoods or zip codes 2. Clients with kids or pets 3. Hobbies (golf or tennis) 4. Clients that have referred business 5. Clients that have bought and sold more than once

12 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 Interact with 75 people per week Step 3: Interact With Friends and Followers 1. Comment When commenting on a friend's post or story, it’s important to be genuine and show interest. Reciprocally, you should always respond to comments from friends on your posts. Commenting does not mean arguing or correcting, rather you are deepening relationships. Curating LIKE content is the first step in connecting with people. The next step is interacting with your friends and followers. Not only do you have to post captivating content, you also need to engage with your friends and followers to get the most out of social media. By interacting with your friends and followers you are showing them that you care. You are showing them that you take the time to be involved in their lives and demonstrating interest in their posts. Think of a “comment'' like a virtual hug and “likes” as high-fives. 2. Direct Message (DMs) DMs can also be a really valuable social media tool. Choose a few people a week to DM and ask about something they’ve recently posted or just check in. This is an easy way to get your contacts in! 3. Like and Share In combination with commenting, like and share your followers posts. While it seems like a small thing, you are putting yourself top of mind again when they get a notification. Hi (client name)! I just saw that you (insert life event). I wanted to congratulate you! This is so exciting! What's next for you? "Hi (client name)! I just saw that (insert life event). I am so so sorry to learn of this. Is there anything I can do to help or someone I can connect you with?" or

13 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 Add 7 friends per week 1. Follow New People The easiest way to build your SOI through social media is to follow new people and accept follow requests. As your influence grows on social media, more people will request to follow you as well. Step 4: Add New Friends Examples of personal content about you could be: 1. Specific neighborhoods or zip codes 2. Clients with kids or pets 3. Hobbies (golf or tennis) 4. Clients that have referred business 5. Clients that have bought and sold more than once

14 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 When you start the community, you may be the only one posting and engaging with members. As you go, you may add admin and moderators to help you. These are people you trust to keep the conversation going, ensure posts are appropriate to the group, and share your vision and values. They can be people in your world or leaders that show up within the group. Follow steps #1 through #4 above with your community the same way you would personally. Step 5: Create and Curate an Online Community 1. Create a Niche Facebook Group You can create a community for anything: an online book club, small business owners in your city, or a cause you’re passionate about. Up to this point, you’ve been making posts through your personal social media profiles that have been seen by your friends and followers. This undoubtedly will keep you top of mind and move you closer to emotional proximity with your SOI. If you are looking for a way to engage a larger number of people and draw new people into your SOI then creating and curating an online community is your next step. Currently you’re connected with people online because they are interested in you and your life and vice versa. With an online community, people would be there because they are interested in either a topic, a location, or a movement/cause. In this case, the connective tissue of the community is why they are there and you are the proctor of the community. 1. Know your purpose and ensure it’s in alignment with your values Your community should represent something you’re passionate about. 2. The name must clearly represent your purpose Choose a name that shows potential members exactly what your group is. A good example is “Girls LOVE Travel.” This is a Facebook group where female travelers share their stories and travel tips. 3. Find your voice Be authentic in your posts and engagements within the group. Be yourself, be honest, and interact with community members the same way you would your friends and clients. 4. Post consistently Establish yourself as the leader of the community with daily posts and comments on posts made by community members. Time block weekly to schedule your posts for the week and daily for replying to comments and commenting on posts in the community feed. 5. Show value Post content that is relevant to your purpose and encourages engagement. Your primary job is to start conversations and keep engagement high by interacting with community members. 6. Be responsive The members need to feel valued and you need to respond to their thoughts, questions, and comments in a timely fashion. 7. Have a plan You don’t need to always plan what you’re going to post, but you need to make your calendar match your goals. Determine how many times you will post weekly, what some of your content will focus on, and how many people you should be interacting with. There are 7 things to consider when starting a community:

15 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 as always, THE PATH IS IN THE MATH. The power of this system is that the daily activities compound over time. If you follow this simple 5 step plan to engage your SOI on social media you will make 1. 520 LIKE posts 2. 364 new friends 3. 3,900 opportunities to engage with friends & followers Combine this with your community, and you can double or even triple your numbers. You are on the path to generating more business from your SOI than ever before!

16 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 MAR2023 SUN MON TUE WED THU FRI SAT 01 02 03 04 Use a Women’s History Month Design in Command Debunk a mythunderstanding about mortgage rates (use the Mortgage Hacks Playbook Who is an employee or team member you are grateful for on Employee Appreciation Day? Post about a local plant nursery with a tip for spring gardening 05 06 07 08 09 10 11 Share a local market update Post spring cleaning tips Tell a story about a time you learned a lesson about how to be a better agent Post about a woman who has inspired you for International Women’s Day Post a video tour of a listing or a neighborhood Who is your top pick for March Madness? Remind your database to change their clocks for Daylight Savings 12 13 14 15 16 17 18 Post a photo of a fun event. Think of someone you are grateful for and give them a compliment What is your favorite type of pi(e)? Happy Pi Day! Post 3 tips for staging a home Thank a vendor for a great job on a specific deal Use a St. Patrick’s Day post from Designs in Command Share 3 reasons having an agent is important for buyers 19 20 21 22 23 24 25 What is on your spring playlist? Use Spring Equinox posts from Designs in Command Debunk a mythunderstanding about buying a home Use a Ramadan post from Designs in Command Explain what the Fed meeting means for mortgage rates Is a hotdog a sandwich? Post about a restaurant you love. 26 27 28 29 30 31 Share a tip for spring home maintenance Try a social media challenge and encourage followers to do the same Share your favorite recipe to make with friends/family. Ask your followers to share too Debunk a mythunderstanding about selling a home Share an inspirational quote What is your favorite spring activity in our town?

17 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 APR2023 SUN MON TUE WED THU FRI SAT 01 Use an April Fools Day graphic from Designs in Command 02 03 04 05 06 07 08 Post a quote from your favorite children’s book. Ask your followers to share theirs. Use a National Fair Housing Month post from Designs in Command Share a local market update Post a Passover Design from Command Give an introduction to homebuyer assistance programs in your area What is your favorite book/podcast/T V show? Post about local business you love 09 10 11 12 13 14 15 Use an Easter graphic from Designs in Command Thank a teacher in your area. Ask your followers to thank and tag a teacher they love Share tips for getting the most out of the mortgage interest tax deduction What are you reading now? Share a photo of an activity you love Share a first time home buyer story for National Fair Housing Month Share a pro tip for working with difficult people 16 17 18 19 20 21 22 Share an inspirational quote Use a Tax Day post from Designs in Command Thank a service industry worker and tag the business. Ask your followers to do the same Post an teaser video for a mortgage hack Post a high five video and wish everyone a happy national high five day Post a fun fact about housing architecture in your area Use an Earth Day graphic from Designs in Command 23 24 25 26 27 28 29 Post about a vendor partner’s homebuyer assistance program Share a video at local park Thank someone who encouraged you in your business. What is your favorite game? Debunk a myth about buying a home Share a photo planting a tree for Arbor Day Recommend a local physician and tag them. Encourage your followers to do the same 30 Debunk a myth about closing on a home

18 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 MAY2023 SUN MON TUE WED THU FRI SAT 01 02 03 04 05 06 Use a Asian American Heritage Month post from Designs in Command Use a Mental Health Awareness Month post from Designs in Command Share a tip from the Mortgage Hacks playbook What book are you listening to now? Share your favorite dish at a local restaurant Share a local market update 07 08 09 10 11 12 13 Share your favorite way to relax after work. Encourage Post a video tour of a neighborhood What was the last movie you saw? Tag someone who should see it Share a listing something unique about the home Thank a local dentist or orthodontist and tag them Elton John or Prince? Debunk a mythunderstandi ng about selling a home 14 15 16 17 18 19 20 Rate this house (post with a photo of a home) Explain how to budget for a future mortgage Post your favorite drink at a local coffeeshop and tag it Try to put your pants on with the opposite leg first Post a tip on how to get started in real estate investing Share a hidden talent. Encourage your followers to do the same Post 5 fun date ideas in your areas 21 22 23 24 25 26 27 Debunk a myth about student loans and buying a home Thank a local physician and tag them Share one reason real estate investing is path to wealth Post about a local outdoor space and why you love it. What superhero power would you want? Share how you help sellers with multiple offers Post about local retail shop and tag it 28 29 30 31 Share an inspirational quote Use a Memorial Day post from Designs in Command Anti-Bucket List, What is something you’ll never do again? Explain closing costs

19 ©2022 Keller Williams Realty, Inc. Rev. Oct. 2023 JUN2023 SUN MON TUE WED THU FRI SAT 01 02 03 Use a Pride month graphic from Designs in Command Post about a current or previous pet Post something you love about a current listing 04 05 06 07 08 09 10 Who is your favorite Disney character and why? Share a local market update Thank the military in memory of D-Day Post a video at a local site of interest Debunk a myth about selling a home Biggie or Tupac? Thank a local waitstaff person and tag the restaurant 11 12 13 14 15 16 17 Post a teaser video for a tip from the Mortgage Hack Playbook Share why you love Mondays Who has the best French fries? Post staycation ideas in your area Tell a story of a time you learned a life lesson from a client Debunk a myth about buying a second home Share a summer safety tip 18 19 20 21 22 23 24 Use a Father’s Day graphic from Designs in Command Use a Juneteenth graphic from Designs in Command Debunk a myth about PMI Use a Summer Solstice graphic from Designs in Command Post somewhere to cool off in your area Share one tip for landscaping for curb appeal Share a story about summer adventure 25 26 27 28 29 30 What is best type of cookie? Thank a vendor who was amazing on a recent deal and tag them Tell a story about a great client Post an Eid al-Adha graphic from Designs in Command Debunk a myth about buying a condominium or townhouse Post a video tour of a neighborhood in your area

20 ©2022 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

21 ©2022 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

22 ©2022 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

23 ©2022 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

LEADERSHIP ©2023 Keller Williams Realty, Inc. TEAMERAGE

2 ©2022 Keller Williams Realty, Inc. rev: 10/27/23 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 ©2022 Keller Williams Realty, Inc. rev: 10/27/23 Welcome to the Teamerage Playbook Teamerage is the system that gives you a winning strategy to make sure there's NO broke in your brokerage. It's the best answer to the pivotal industry question of "what do real estate agents want most?" Polling conducted by both NAR and Bane & Company, Inc. asked agents “what is the one thing you would like most from your brokerage or team”, the overwhelming answer: leads and appointments. The real estate brokerage industry has a tradition of providing leads to agents. In the 70's & 80's real estate brokerages ran ads to generate leads for their agents. In the 80’s and 90’s relocation divisions owned by large brokerages were pivotal parts of their value to agents. In the early 2000’s the industry watched as teams, aggregators, and technology companies became the dominant channels by which agents received direct leads to consumers. Brokerages became serverages. And as services became offered a la carte, they turned into potential commodities. Today, more than anything else, real estate agents want easier access to consumers and are more than willing and happy to partner with their brokerages to receive leads and appointments. The most successful and profitable brokerages will be Market Centers that not only continue to provide the broker services, training, support, work environment, community, culture, and profit share that has helped to create the real estate company of choice for more agents under one brand than any real estate company in the world, but will ALSO provide leads and appointments. This new combination affectionately called Teamerage provides the opportunity for higher Market Center profitability and potentially unrecruitable, successful, real estate agents. This playbook was designed to provide you with the model for how to run the most effective Teamerage as well as walking you through, step-by-step, how to implement it. The safest way to transform into a Teamerage is by taking advantage of Keller Williams’ partners and following a two-step process. Follow along on the next page for Steps 1 and 2.

4 ©2022 Keller Williams Realty, Inc. rev: 10/27/23 Once you make the decision to create, nurture, and monetize leads at scale you will need an entity for the expenses and revenue. You are creating a Lead Generation Division which will either operate below the line or as a completely free-standing company. In the illustration below we show step one as building a Market Center filled with agents and step two is to create the new Lead Generation Division. Most real estate teams scale their agent count in direct correlation with the number of leads they can produce. As soon as they have too many leads and not enough time to properly follow up with them, their conversion rates start to decline. In response, the team recruits more agents so they can service more leads in an effective manner. Let’s say that a team owner has enough leads and systems to enable 1 agent on their team to close 2 transactions per month at an average of $12,000 in GCI. That would be a total of $24,000 GCI. At a 50/50 split, the Gross Team GCI would be $12,000 or $144,000 Gross per year. The average agent is on a team for about 3 years and over that time would generate $432,000 in Gross Team GCI. If that team was operating at a 30% profit margin each agent on the team would generate $129,600 NET profits to the team in a threeyear time period. Now, imagine if that team had 100 agents on it. That would mean they would multiply $129,600 X 100 agents = $12,960,000 NET Profit every three years!!! The challenge is that it is difficult to recruit that many agents and most teams never will. BOOM! You already have the largest sales forces in the entire industry making you 90% of the way there already. This means that Market Centers have the opposite challenge and only one hurdle to overcome: to create enough leads and appointments backed with the right systems and people to allow as many agents as possible who want to participate to have massive success. HOW MANY AGENTS DO YOU HAVE IN YOUR MARKET CENTER? Step 1: Generate Leads Market Center Agents Lead Generation Company Create as a separate company or division. Run as a community.

5 ©2022 Keller Williams Realty, Inc. rev: 10/27/23 Create Leads through Additional Sources 1. Buy Leads 2. Prospect and Market to Create Leads Step 1 Identify Agents, Train, and Hold Agents Accountable 1. Role Model, Role Play, Real Play 2. Meet Weekly as a Community 3. Shadowing 4. 1 on 1 Coaching 5. Database Rules and Discipline Step 3 Nurture Future Business 1. Use Personal Communication to Build Relationships 2. Send Real Estate Information to Educate the Consumer Step 5 Hire to the Organization Chart 1. Hire Talent Director of Lead Generation, Data Manager, ISA, Sales Agent, Transaction Coordinator 2. Hire it Done Step 2 Manage the Database 1. Run a Powerful 36 Touch Program Step 6 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. Step 2: Create, Nurture, and Monetize Leads Qualify the Lead 1. All "Now" Business will be Sent to an Agent Immediately 2. All "Future" Business will be Sent for Short and Long Term Nurture Step 4

6 ©2022 Keller Williams Realty, Inc. rev: 10/27/23 1. Create Leads Not all leads are created equal. Lead quality can differ greatly based on the source where the lead was generated as well as the direct offer that the consumer was responding to. The lead who clicks on a photo of a home to see more pictures and the lead who completes a form requesting to speak to a real estate agent are two very different types of leads. The former will transact someday and the latter is likely to want to transact now. The key to all lead generation is understanding that the battle is always fought at the top of the funnel and that at some point everyone is a buyer or a seller. All leads are great leads! Once there are short and long-term nurturing systems in place the result is in a reliable conversion ratio of leads to warm connections to appointments. Once this happens the only focus is to make sure that the top of the funnel is receiving enough leads to ensure that we accomplish our closing goals. There are two primary ways to create top of the funnel leads: 1.) Buy Leads Bought leads can either be generated through your CRM or a third-party source like Google Ads. To generate new bought leads in Command, reference Tech Play #20 - Run Social Media Ads (paid). Both 1. Farming 1. Geographic 2. Demographic 2. Events 1. Open Houses 2. Seminars 3. Contests 4. Client Appreciation Events 3. Networking 1. Sphere 2. Past Clients 3. Allied Resources 4. Agents 4. Purchased 1. Referral Networks 2. Advertising Networks 3. Clientele Marketing 1. Advertising 1. Pay Per Click 2. SEO 3. Radio 4. TV 5. Newspapers 6. Personal Vehicles 7. Bus Stop Benches 2. Broadcast/Content Creation 1. Radio Segments 2. TV Shows 3. Direct Mail (Non-Farm) 1. Postcard Campaigns 2. Special Events Cards 4. Promotional Items/Swag 5. Public Relations/Press 1. News Releases 2. Advice Columns 6. Sponsorship 8. Social Media 9. Portals 10. Magazines 11. Billboards 12. Yellow Pages 13. Grocery Carts 14. Moving Vans 3. Live Social Media 4. Blogs 3. Just Sold/Just Listed cards 4. Quarterly Market Updates Prospecting 1. Phone or Face to Face 1. Listings without Agency 1. FSBOs (For Sale By Owners) 2. Expired Listings 2. Circle Prospecting 1. Neighborhoods 2. Apartment Complexes 3. Recently Sold Listings 4. Recently Listed Properties 3. Community Outreach 1. Charity 2. Volunteer Work 4. Key Relationships 1. Corporations 2. Builders 3. Banks 4. Third-Party, Data Companies 5. Investors 5. Teaching and Speaking Opportunities 6. Meals 7. Door-to-Door Canvassing 8. Networking Events 9. Booth and Kiosks 10. Walk-ins 2. Text Correspondence 1. SMS 2. Messenger 3. Email If you choose to directly generate your own leads, you will need a Director of Lead Generation. This could be your current Productivity Coach, someone in your Market Center, or a new hire. Your database manager prospects and markets to generate leads. 2.) Prospect and Market to Create Leads Below is a list of prospecting and marketing tools:

7 ©2022 Keller Williams Realty, Inc. rev: 10/27/23 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

8 ©2022 Keller Williams Realty, Inc. rev: 10/27/23 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

9 ©2022 Keller Williams Realty, Inc. rev: 10/27/23 Before you implement the systems and tools to run a lean, mean, lead generation machine, you need the people to support your agents so that they can have the highest conversion rate and provide a superior consumer experience. This can be accomplished by hiring talented people to run the plays or by leveraging your vendor partners. 2. Hire to the Organization Chart Director of Lead Generation If you choose to generate leads in-house, you will need a Director of Lead Generation. Your Director of Lead Generation prospects and markets to generate leads, find new lead sources, and works to minimize the cost per lead acquired. In addition, the Director of Lead Generation can also be responsible for training the sales agents in the Laws of the Pipeline, conversations and skills, running daily role modeling and role play, and most importantly, providing one-on-one coaching and accountability. Database Manager You will need to maintain a clean, segmented, updated and disciplined database when trying to maximize the conversion rate. Your Database Manager will ensure that all leads are properly segmented, distributed, and communicated with in accordance with the Laws of the Pipeline. ISA The Inside Sales Agent (ISA) is a professional relationship maker. This individual is responsible for making first contact with a new lead and following up over time with the appropriate frequency and intensity with the intention of determining "now" business and "future" business. Transaction Coordination Ensure every client gets the five star experience with a transaction coordinator to support the influx of business. You can choose to hire a transaction coordinator or leverage vendor partners who can provide transaction coordination as a service.

10 ©2022 Keller Williams Realty, Inc. rev: 10/27/23 2. Hire to the Organization Chart - The Organization Chart Top of Funnel LEADS Director of Lead Generation CRM Data Manager Short/Long Term Nurture ISA Warm Connections + Appointments Agents Transaction Coordination TC Hire If you choose to hire talent

11 ©2022 Keller Williams Realty, Inc. rev: 10/27/23 2. Hire to the Organization Chart - The Organization Chart Warm Connections + Appointments Agent Real Estate CRMs Transaction Management Lead Generation Hire it Done If you choose to partner with vendors Short/Long Term Nurture