shift tactic 4 upshifting your lead generation v 3.4...

© 2016 Keller Williams Realty, Inc. SHIFT Tactic 4: Upshifting Your Lead Generation v 3.4

SHIFT TACTIC 4:

UPSHIFTING YOUR LEAD

GENERATION FIND THE MOTIVATED


Notices

While Keller Williams Realty, Inc. (KWRI) has taken due care in the preparation of all

course materials, we do not guarantee their accuracy now or in the future. KWRI makes

no express or implied warranties with regard to the information and programs presented

in the course, or in this manual, and reserves the right to make changes from time to

time.

This manual and any course in which it is used may contain hypothetical exercises that

are designed to help you understand how Keller Williams calculates profit sharing

contributions and distributions under the MORE System, how Keller Williams

determines agents’ compensation under the Keller Williams Compensation System, and

how other aspects of a Keller Williams Market Center’s financial results are determined

and evaluated. Any exercises are entirely hypothetical. They are not intended to enable

you to determine how much money you are likely to make as a Keller Williams Licensee

or to predict the amount or range of sales or profits your Market Center is likely to

achieve. Keller Williams therefore cautions you not to assume that the results of the

exercises bear any relation to the financial performance you can expect as a Keller

Williams Licensee and not to consider or rely on the results of the exercises in deciding

whether to invest in a Keller Williams Market Center. If any part of this notice is unclear,

please contact Keller Williams’ legal department.

Material excerpted from The Millionaire Real Estate Agent appears courtesy of The

McGraw-Hill Companies. The Millionaire Real Estate Agent is copyright © 2003–2004

Rellek Publishing Partners, Ltd. All rights reserved.

Material excerpted from Shift appears courtesy of McGraw-Hill. Shift is copyright ©

2010, 2009 Rellek Publishing Partners, Ltd. All rights reserved.

Copyright Notice

All other materials are copyright © 2016 Keller Williams Realty, Inc. or its licensors. All

rights reserved. No part of this publication and its associated materials may be

reproduced or transmitted in any form or by any means without the prior permission of

KWRI.

Note: When calling or emailing prospective customers, comply with federal and state

Do Not Call (DNC) and spam laws and the policies of your local Market Center.


Acknowledgments

The author gratefully acknowledges the assistance of the following individuals in the

creation of this course:

Nathan Bangs Martin Bouma Mona Covey

Tony DiCello Julie Fantechi Smokey Garrett

Bruce Hardie Gary Keller Dianna Kokoszka

Rebekah Rivers Gene Rivers Jeffrey Ryder

Mary Tennant


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Table of Contents

PERSPECTIVE .....................................................................................................................7

Your Mission ....................................................................................................................... 8

Your Mindset ...................................................................................................................... 9

GETTING THE MOST OUT OF THIS EXPERIENCE .......................................................................13

OUTWIT! OUTPLAY! OUTLAST!.............................................................................................15

The Power of One ........................................................................................................... 15

Practice ............................................................................................................................... 22

Time on Task .................................................................................................................... 25

FIND THE MOTIVATED ........................................................................................................31

The Message Matters ....................................................................................................... 32

MOFIR .............................................................................................................................. 34

Prospecting ........................................................................................................................ 37

Marketing ........................................................................................................................... 38

Indirect + Direct—The One-Two Punch .................................................................... 39

SOURCES OF LEADS ...........................................................................................................41

Focus on Prospecting ...................................................................................................... 42

Get Creative ...................................................................................................................... 47

THE BOTTOM LINE ............................................................................................................51

Get Going! ........................................................................................................................ 51

SCRIPTS ..........................................................................................................................53

MY ACTION PLAN .............................................................................................................57

From Aha’s to Achievement........................................................................................... 59

Don’t Forget Your Evaluation! ...................................................................................... 60


Notes


Perspective

“At the end of the day, i f you’re not going to generate

leads, you are not going to have a business.” Smokey Garrett Arlington, Texas

In a market where there are many buyers and sellers transacting business, you know

what to do and say, and leads are plentiful and come to you without much effort, you

can be very successful simply receiving leads. You can even pick and choose with

whom you work.

Not so in a shifted market. When the market has shifted, there are fewer total

transactions, buyers and sellers respond differently, and leads don’t pour in like they

used to. If you are not actively generating leads, you are seeing a real slowdown in

your business.

Interestingly, veteran agents lead generate the same way through all kinds of

markets—buyer’s, seller’s, or neutral—and not only survive the tough times, but

thrive and grow their businesses. They know the truth—that lead generation is the

engine to their real estate sales career, and is the habit they embrace and focus on

each and every day, no matter what market they’re in.

Lead generation truly IS your business—without leads, you have no sales, no

closings, and no income. There is no other activity you can do each day that will do

more to build your business.

If you’re not lead generating, what are you doing? And if you are lead generating,

have you mastered it? Are you truly focused on it?

PERSPECTIVE


8

Your Mission

� Do a “mind shift” Adopt a mindset that prepares you for successful and sustained lead generation. It’s essential for your business. It’s essential for your life. It’s essential for your success!

� Master lead generation If you are not already a master, you must be on a path to mastery. This requires you to be consistent, competitive, and creative with your lead generation efforts.

� Commit to your daily habit of lead generation Are you truly committed to your lead generation? Do you have an established daily habit of lead generation? Do you need to ramp it up? Explore new options? Specialize?

� Confront the media head-on In a shifted market, the media can put an interesting spin on the real estate and mortgage industries, and their message can affect the mindset of buyers and sellers. What can you do to address and challenge the media?

“Lead generation is a 10 on a scale of 1 to 10. There is

nothing more important for my business.” Gene Rivers

Tallahassee, Florida

PERSPECTIVE


9

Your Mindset

Negative Framing

Are you thinking that lead generation …

� Is work—hard work!

� Is uncomfortable—you may not be as skilled and confident as you like

� Exposes what you’re really doing or not doing

� Sets you up for rejection

� Means having to ask for business and good agents shouldn’t have to ask for business

Agents with this kind of thinking, or who buy into the negative media and the

opinions of others, may soon see their business affected in a similar negative way.

Your thoughts direct your actions, and in order for you to move in a positive,

productive direction, it’s important to start out with a realistic mindset about the

work that needs to be done and the opportunity that comes from your effort. Get

clear about the value you bring as a real estate professional. Arm yourself with truths

about your business, make a plan, and take action!

“Where there’s a wi l l there’s a way. That’s your mindset.” Gary Keller

PERSPECTIVE


10

Reality Framing

Build Confidence with Facts*

Buyers and sellers will always have a need to buy and sell. And buyers and sellers

need your help and guidance. You need to be willing to be in the market, ready to

compete for their business and able to provide an invaluable service.

National Association of Realtors © 2015

Lead Generation …

IS your business

Is about establishing purposeful business relationships

Is your number one priority and number one dollar productive activity every day

Can be mastered

Will differentiate you from other agents in a shifting market

Profile of Home Buyers and Sellers

BUYERS SELLERS

88% of all buyers used a real estate agent 89% of all sellers used a real estate agent

Buyers wanted agents to help find the

right home to purchase

Sellers wanted agents to help sell their

home within a specific time frame

PERSPECTIVE


11

National Association of Realtors © 2015

CoreLogic Data © 2015

* These statistics reflect the United States only.

“No matter what the condit ion of the market, there wil l

always be enough sales for you to personal ly reach your

goals.” Gary Keller

Number of Agents

2,000,000

Projected Transactions for 2016

Total existing home sales is projected to be 5,800,000

Total new home sales is projected to be 1, 100, 000

Total~6.9 million projected transactions

PERSPECTIVE


12

Facts and Statistics

What insight did you get from the statistics on the previous

page?

________________________________________________

Take a moment to write down what value you offer as a real

estate professional.

________________________________________________

________________________________________________

What is your mindset today about lead generation?

________________________________________________

________________________________________________


Getting the Most Out of This

Experience You have begun an exciting journey toward ramping up your business. What kind of

student will you be in this class?

The Prisoner

Has to be there, doesn’t want to

be there, and doesn’t know why

they’re there.

The Vacationer

A day in training is better than

a day on the job.

The Explorer

Excited and curious about the

new knowledge, skills, and tools

they will discover in class.

Doesn’t engage Spends as much time

chatting as listening

Listens attentively, then

participates fully in

discussions and exercises

Spends class time catching

up on their emails

There to have fun—

distracts the class with

irrelevant comments

Asks meaningful questions

and contributes

compelling aha’s

Escapes by spending time

in the hall on their phone

Returns late from break

and lunch

Arrives to class on time

and returns promptly from

breaks

Holds on to limiting

beliefs

Not purposeful in their

learning goals

Adopts a posture of

acceptance

Multi-tasks on their

computer by working on

side projects

OMG! Spends the day on

their smartphone, texting

and checking Facebook

Takes notes in their

manual for future reference

Picks fights with trainer or

other participants if they

don’t agree

Isn’t paying attention

Respects the different

learning styles and

opinions of others

Hopefully you picked “The Explorer!”

GETTING THE MOST OUT OF THIS EXPERIENCE


14

Notes


Outwit! Outplay! Outlast!

The Power of One

In the KWU course manual Lead Generation 36:12:3, Introduction: The Power of One, Gary

Keller discusses the One Goal = a target number of closed transactions, One Discipline

= lead generation, and One Habit = three hours each workday. Together, this is the

Power of One and the basis of lead generation.

Lead generation is not a new concept, nor is it necessarily hard to do. Most likely you

are already aware of the many different options to generate leads, and perhaps you’ve

tried several. The question is, are you devoting at least three hours a day to lead

generation? If you’re not, what kind of reward—your Big Why—and what form of

accountability will help you attain the Power of One?

When you truly understand why you’re in this business, you’ll find it easy to commit

to consistent lead generation, and you’ll be on the road to success in any market!

Take a moment for personal assessment:

What is your goal for closed transactions in the upcoming

year?

________________________________________________

If your transaction goal is more than you achieved in the past,

what will you do with the extra money? (vacation, down

payment on an investment property, additional investment in

your business, college tuition, debt payment?)

________________________________________________

Who currently holds you accountable?

________________________________________________

How many hours do you currently spend lead generating?

________________________________________________

OUTWIT! OUTPLAY! OUTLAST!


16

To master lead generation, you’ll need to outwit, outplay, and outlast in the game of

real estate. Incorporate these three steps into your daily routine:

1. Study Be the market expert—study the industry and your local market for thirty minutes to one hour each day.

2. Practice Say the right thing—practice scripts and dialogues for thirty minutes to one hour each day.

3. Time on the task Find and attract buyers and sellers—lead generate for three hours each day.

“This profession is ski l ls based. It ’s a

knowledge/script/dialogue/presentation-based industry.

Always has been – always wil l be.” Gary Keller

Why would you ever want to be in a position where someone else knows more about

your industry and your local market than you? What can you do to prevent this from

happening? You study—each and every day. The agents who know their markets

backward and forward look at their numbers and trends, and pay attention to what’s

going on in their industry, and related industries as well, on a daily and weekly basis.

Martin Bouma, a consistently high producer even in the tough

market of Ann Arbor, Michigan, is one such agent who knows

his market. During the market shift that started in late 2006 he

tracked actives, solds, and under contracts for every $50,000

price point. On Sunday evenings he graphed the number of

appointments, contracts written, and closed transactions. And

once a month, he reviewed his numbers and would spend two

to three hours determining trends.

Outwit!

Outplay!

Outlast!

For thirty minutes to one hour each day, study the industry and your local market

How’s the

market in

Ann Arbor?



17

When you know everything there is to know about your market and your industry,

you gain confidence and can communicate clearly and with validity to your

customers. People will sense your level of knowledge and be more open to your

counsel.

Study What?

� Your market numbers (see table next page)

� New developments in the community

� Homes on the market—preview them

� Selling and persuading techniques

� Financing options

� Building/construction

� Home inspections

� Home appraising

� Local and national media messages

� Industry-specific news and information NAR

Inman News

REAL Trends

www.activerain.com

� Real estate investing

� Technology—computer, phone, Internet, blogs

TIP

Expand your current efforts – for example, if you currently

preview 5 houses a week, now preview 7 or 10



18

What Are Your Numbers?

Here’s a sampling of numbers you want to track. Track your entire MLS or track a

specific neighborhood or geographic farm. You may want to track these numbers by

price range as well.

Statistics By Week/By Month

Number of homes sold

Number of homes on market

Number of homes pending

Number of expired listings

Average number of days on market

Average list price of those that sold

Average sales price

Months of inventory

Average interest rates



19

In the Market

Which price range has the most activity in your area?

________________________________________________

________________________________________________

________________________________________________

Great Role Models

Many great real estate agents and salespeople have come before you. Some have

written books detailing their techniques for success. Many of them coach people to

success. Pick up a book, video, or audio tape, or sign up for a seminar and learn from

the best. Don’t forget about the education that is offered through your Market

Center, Region, or international office.

National best seller by Gary Keller –

The Millionaire Real Estate Agent

National best seller by Gary Keller –

The Millionaire Real Estate Investor

Regular mastermind conferences with agents IGNITE

Annual fall conference for agents KW MAPS Coaching

Annual convention - Family Reunion

www.familyreunion.kw.com

Lead Generation 36:12:3

www.KWConnect.com

Control the Spin

Study what the media has to say and prepare to counter their statements with truths

and details about your local market. Gary Keller is quoted, “Saying from a national

position that this is either a good time or a bad time to buy real estate is like saying

the national weather forecast for the United States today is 92 degrees. It is an

irrelevant and useless perspective.” The media is motivated by dramatic stories on a

national level, whereas real estate is a local business.

A Sampling of KW Offerings



20

Bernice Ross, writer for Inman News, has practical solutions for countering the

media’s ever-present negative spin in her article “Negative News Scares Off Clients.”

She recommends taking a negative message and turning it around to be positive.

Prices are down in 15 states. Prices are stable or increasing

in 35 states.

Owners face massive losses as

values plunge by more than 4% in

just 10 months.

Property values soar 300%

over the last 9 years!

You can proactively counter the messages not only with positive reframing, but also

by being the media! Replace the media with your own version—write magazine

articles, speak on local television and radio news programs, and blog on your website.

Tell the real truth about your local market and become the local go-to economist!

“Would-be buyers and sel lers are looking to you for

perspective and solutions. Every day, you face profound

opportunit ies to assure them that the sky is not fal l ing.” Mary Tennant

KWRI Board Member

Media’s Negative

Spin

Reframed as Positive



21

Your Priorities for Study and the Media

What do you need to study today?

________________________________________________

________________________________________________

________________________________________________

What steps can you take to “be” the media in your area?

________________________________________________

________________________________________________

________________________________________________

________________________________________________



22

Practice

The second step to developing a mastery of lead generation is to know exactly what

to say at all times, and in all situations. And that takes practice, practice, practice. In

fact, it takes memorization, and takes time. That’s why it is critical to devote thirty

minutes to one hour each day to mastering what to say.

As you practice, you will …

� Become confident

� Get excited

� Want to have conversations and make presentations! Begin with this great opening script, courtesy of Gary. Try it out today or tomorrow

as you stand in line for coffee or at the grocery store. See what kind of response you

get.

SCRIPT:

Real Estate is awesome right now!

Gather Scripts

The good news is there are already great scripts used by seasoned experts that are

available for you to learn and use. Why create your own? Use your energy and

creativity to customize and personalize the scripts you encounter.

There are scripts for calling on FSBOs, or expired listings, or when door-knocking,

or handling any kind of objection. Collect great scripts from wherever you hear or

see them—from other agents, your Team Leader, a coach, a trainer, and from books

on selling. There are even some at the end of this guide.

Write scripts out on paper. The processing of writing helps to lock the script into

your memory. Keep a script journal or folder to collect your scripts, and keep this

with you at all times so you can pull it out, read them, and recite them.

SCRIPT:

I am a professional. I am committed to this industry, and I will guide you

through the process.



23

Partner Up

Once you’ve got scripts in hand, find someone to practice with. You can form a

group at your Market Center or you can get an accountability partner. Arrange a time

each day for thirty minutes to one hour to practice and role-play.

Tony DiCello, KW MAPS Coach, recommends this process for memorizing scripts

by yourself when a partner is not available.

� Read and shout a script out loud very fast, five times in a row

� Put the script down and repeat from memory

� Repeat daily

Listen Up

Record yourself reciting scripts or in role-play. Play it back and listen for ways to

improve.

Time Block It

Put your practice time on your calendar every day. Start the day with your scripts,

dialogues, and role-plays with your partner or practice group.



24

Reward Yourself

Check your progress in three weeks, and plan a small reward for yourself if you’ve

achieved what you set out to master.

Your Practice Plan

When will you practice (time of day and length of time)?

________________________________________________

Who will you practice with?

________________________________________________

What will be your reward?

________________________________________________

RESOURCE

Sources for Scripts

� Lead Generation 36:12:3 Power Sessions – for

prospective FSBOs, expired listings, Mets, other

agents, open houses, and geographic farms

� IGNITE

� MREA Masters

� MREA Scripts Catalogs

� BOLD



25

Time on Task

The third step to mastery is time on task. This is the key to becoming great at

anything!

The quickest way to develop a habit of lead generation is to time block your calendar

EVERY WORKDAY for three hours, beginning today! This is important, and it

takes a strong mindset to stay in control and not allow any interruptions.

Lead generation is best done in the morning when you’re fresh and still have plenty

of time left in the day for the other critical tasks that must be taken care of.

� Time block three hours every workday before noon.

� No skipping. If you must erase, then you must replace.

� Allow no interruptions (unless they truly are emergencies).

“Your lack of natural talent is i rrelevant over t ime. It ’s the

time you spend over t ime mastering the task that matters

the most.” Gary Keller

Focus on Lead Generation

for 3 hours each day



26

Lose the Excuses!

Have you heard (or thought) of these excuses for not lead generating for three hours

in the morning? If so, remove them from your mind now!

I can’t possibly devote three

hours each day to this—I’ve

got other things to do.

I can’t reach anyone in the

morning hours.

I’ll get burned out if I do it

every day.

I don’t like cold calling strangers. Start by calling my Mets* until I build my

scripts and confidence.

Email takes up most of my morning

and email is important.

Unless following up on buyer or seller

leads, I will block time later in the day to

address emails.

I can’t really reach people in the

morning.

Leave messages with those I don’t reach.

It’s still a contact and a touch.

(fill in another excuse you have)

(write in solution)

*Mets is a term introduced in The Millionaire Real Estate Agent. Mets are people you know

and have contact information for.

“We choose to go to the moon, not because i t ’s easy, but

because i t’s hard.” President John F. Kennedy

Excuses/Roadblocks How I Will Power Through …



27

Set Goals and be Prepared

Before you make any call, be prepared! Have some key things in front of you:

� Names � Your message for the day

� Phone numbers � Your market numbers and analysis

� Last day you talked � Scripts

� Something the two of you share in common

� Commitment to ASK – for business or for referral

GOAL TARGET ACTUAL

# of calls

# of contacts

# of additions to your Met

Database

# of appointments w/ buyers

# of appointments w/ sellers

TIP

There is no substitute for having your electronic database open

with the computer screen in front of you as you make calls or

send messages. Tools like eEdge allow you to add notes about

your contacts and allow you to see in brief what was discussed in

the last contact and when it happened. This is how top customer

relationship managers and salespeople do it in many other

industries.



28

Important! You could have everything else on this list, but without a commitment to

ask for the business the call is wasted. Career Growth Initiative Power Tools:

The tools of the Career Growth Initiative are a synergistic system that fuel the Four

Conversations with evidence.

V i s i o n T o o l s

• Listing Management: A yearly plan for profitability through growth in market share.

• Listings (Monthly): Monthly tracking with adjustments to help you achieve your yearly goal.

• Pipeline (Buyers/Sellers): Identify on a daily basis whether your activities will turn your goals into reality.

Va l u e a n d V a l i d i t y T o o l s

• Agent Trend: Report that tracks your growth in market share and critical

levers in your business to assess performance and opportunities.

• Agent Language of Real Estate (LORE): Provides evidence of your value

by comparing the growth of your business to that of your board, your

subdivision, your Market Center, your Region, etc.

• Local Expert: The story of your expertise to underscore your validity to clients.

T h r i v i n g T oo l s

• GCI: Track your GCI against your expenses to identify your Break-even Day.

Lis t ing

Management

L is t ings

(Month ly)

Pipel ine

(Buyers /Sel le rs) VALUE GCI

Agent

Trend

Agent

LORE

Local

Expert



29

The Wall of Value

When you are able to quantify and communicate the benefits of the value you

deliver, you will create a Wall of Value in your business that attracts listings and

creates closings.

Commun i c a t e Va lu e

Look for ways to share your Wall of Value to grow your business:

• Listing and Pre-Listing Presentations

• Buyer Consultations

• Marketing materials

• Conversations with allied resources

For more, go to the Career Growth Initiative page on KWConnect.com



30

Notes


Find the Motivated

There are two approaches to generating leads …

While both approaches work, you need to be prospecting-based and marketing-

enhanced.

“Great agents do both prospecting and marketing well. They

cover both bases.” Gary Keller

Your lead generation goal each and every day is to find the motivated buyers and

sellers, secure them as customers before any other agents, and advise them to a

mutually successful financial conclusion. Especially in a shifted market, you don’t

have time to waste on the unmotivated, the unsure, or the unqualified!

Generating leads through your actions and words, in person or on the

phone, and talking directly to people

Prospecting

Receiving leads from ads, websites, signs, mailing campaigns, or other

advertising sources.

Marketing

FIND THE MOTIVATED


32

The Message Matters

The language of sales needs to be strong and to the point. Many agents have made

the mistake of not using aggressive enough language. But a shifted market is no time

to “beat around the bush” with your message. Whatever you say needs to be spoken

with both assertiveness and conviction, no matter what the market.

Be provocative! Every message you use in a marketing piece or in person must make

an impression on people. And the impression you want is a memorable one of

success, enthusiasm, and command.

Aim of Every Conversation

Every time you talk to someone is an opportunity to build a relationship. It’s a

chance to connect on a personal level. How’s the family? What have you been up to?

And on a business level—how’s your business? Every conversation is a chance to get

into discussion of the market: “Let me tell you about the real estate market!.

� Ask for business

� Ask for referral

� Build the relationship

The best way to ask is with a series of great questions—use scripts. The objective is

to propose questions with some kind of an offer to generate a response.

Aim of Every Conversation

FIND THE MOTIVATED


33

Outcome-Frame Your Message

Outcome-frame each message by beginning with the end in mind. Address the buyer

or seller’s most pressing fear right away.

Message to seller whose biggest fear is not selling his home

SCRIPT:

In a shifted market, the real estate agent you retain to get your home sold

really matters. Getting your home sold isn’t easy, and just putting your

home on the market doesn’t get it sold. I will show you how your home

will sell while other homes don’t.

Message to buyer whose fear is not getting a good deal

SCRIPT:

As a buyer in a shifted market, the agent you choose really matters

because you want to find not only a home you like, but one that is a safe

investment.

FIND THE MOTIVATED


34

MOFIR

With all your lead generation activities, your goal is to generate responses—

preferably immediate responses! And you do this by outcome-framing your

message. What offer can you make that addresses the top fears or concerns of

buyers and sellers and motivates them to respond? For example, what is it that

buyers are wanting in a shifted market? Great buys? Financing options? Tailor

your message to address their need. What do sellers want? To sell their home

quickly? The best price for their home? Tailor an offer to meet their needs.

The more immediate the response, the more motivated the lead!

Immediate action item for the agent

Offer Would you like to hire me to handle the sale of your home?

Immediate Response Yes!

Immediate action item for the client

Offer Call for access to my Best Buy List

Immediate Response A prospect calls you or sends you an email asking

for your list.

TIP

Don’t give information away for free. For example, make

offers that entice buyers to register on your website or to

call an 800 number so you can capture their contact

information and then get back to them.

Make Offer for Immediate Response!

MOFIR

Sharing your

agent-branded

KW App?

1. Get the Keller

Williams Real

Estate app

from Apple

App Store or

Google Play

Store.

2. In the app, use

“Agent

Search” to find

and select your

name.

3. Toggle “Make

this my agent”

button to

“Yes”

4. Use “Share

App” to share

with your

contacts!

Find More on

KWConnect.com

FIND THE MOTIVATED


35

Get Straight with Your Message

Agents must be clear and confident about their message—what they have to offer—

to potential customers.

Determine your three to five powerful statements that address buyers’ and sellers’

concerns, fears, and desires, and determine what will motivate them to respond. Take

ownership of and internalize these statements.

Your Message

What are the three to five statements you will say to potential

customers about the market, about the opportunity, and about

your expertise.?

________________________________________________

________________________________________________

________________________________________________

________________________________________________

________________________________________________

FIND THE MOTIVATED


36

MOFIR Lead Generation—Prospecting & Marketing

Let’s explore more examples of direct and indirect responses …

Direct Response messages

demand a direct answer, and

quickly identify those people who

are ready to do business now.

Indirect Response messages are

perceived by buyers/sellers as safe

and non-threatening because they

do not ask for immediate business.

Indirect response is a great lead

generation tool to develop a level of

comfort and rapport with a potential

customer over time.

Are you ready to hire me to handle

the sale of your home?

I’m going to our homeowners

association meeting. Is there anything

you would like me to bring up? Would

you mind if I stayed in touch and sent

you news about what’s going on in the

neighborhood?

FIND THE MOTIVATED


37

Prospecting

Here are some examples of both direct response and indirect response messaging

that can be used when prospecting—calling or visiting with people. Which if the

responses below would quickly identify motivated leads?

Are you thinking of moving? I’m doing a survey in the area. Would

you mind if I asked you a few questions?

Are you considering buying or

selling in the near future?

I just sold a home down the street and

there were a lot of interested buyers,

so I was wondering if you know anyone

else who might be interested in selling

their home?

Do you want me to help you get

the home of your dreams?

I create a monthly newsletter with great

information about real estate trends in

your area. May I send it to you?

Are you considering selling your

home?

Do you want me to handle the sale

for you?

PROSPECTING

Direct Response Indirect Response

TIP

The fastest form of lead generation is through direct

response prospecting, so if you are lead generating in a

shifted market in any other way, you may want to reconsider

your choice.

FIND THE MOTIVATED


38

Marketing

Here are some examples of both direct response and indirect response messaging

you can use in marketing materials. Which of the responses in the table below will

quickly identify motivated leads?

If you want to sell your home NOW,

call me!

Would you like to know the value of

your home? Visit my website …

Are you looking for the home of your

dreams? Call me!

Get my list of best buys! Call this toll-

free number …

Need to sell your home? Call Janice

today.

I know five great ways to get your

home sold. Call me!

I have buyers who are interested in

living in your neighborhood. Call me if

you are ready to sell now.

I can help you get the most net

income from the sale of your home

today. Call me to learn how.

MARKETING

Direct Response Indirect Response

FIND THE MOTIVATED


39

Indirect + Direct—The One-Two Punch

Only offering indirect response messaging won’t generate much, if any, business, and

certainly not quickly. You can begin with indirect response prospecting and

marketing, but at some point you must ask for the business. For example …

(Indirect)

I just sold a home down the street

and was wondering if you know

anyone else who might be interested

in selling their home? No? Well, great.

(Direct Follow-up)

Before I leave, do you mind if I ask

you another question? Are you

considering selling your home?

(Indirect)

Interested in lots with the best view?

Call today toll-free, or visit my

website.

(Direct Follow-up)

I noticed that you called our toll-free

line inquiring about lots with views.

When can we get together to take a

look at them?

INDIRECT RESPONSE + DIRECT RESPONSE

Prospecting Marketing

FIND THE MOTIVATED


40

MOFIR

Complete the following table in preparation for prospecting

for motivated buyers and sellers. Think of 1-3 needs or wants

your buyers and sellers have. Compose direct and indirect

responses addressing these specific needs.

Buyers

Sellers

They

need …

My offer for direct

response is …

My offer for

indirect response

is …


Sources of Leads The lead source table below is from The Millionaire Real Estate Agent.

1. Telemarketing

� FSBO (For Sale by Owner)

� Expireds

� Just Solds

� Just Listeds

� Past Clients

� Allied Resources

� Geographic Farm Area

� Apartments

� Corporations

� Builders

� Banks

� Third-Party Companies

� Sphere of Influence 2. Face-to-Face

� Door-to-Door Canvassing

� Open Houses

� Client Parties

� Networking Events

� Allied Resources

� Social Functions and Community Events

� Seminars

� Booths at Events

� Teaching and Speaking Opportunities

� Personal Meetings (meal, pop-bys, etc.)

1. Advertising

� Newspapers

� Personal Vehicles

� Radio

� Magazines

� Bus Stop Benches

� Billboards

� Yellow Pages

� Television

� Grocery Carts

� Moving Vans 2. Promotional Items (Magnets, Calendars, etc.) 3. Internet Websites 4. Direct Mail

� Postcard Campaigns

� Newsletter Campaigns

� Just Sold/Just Listing Cards

� Special Events Cards

� Quarterly Market Updates 5. IVR and Computer Retrieval programs 6. Broadcast

� Voice

� Email

� Fax 7. Signs/Directional Signs/Brochure Boxes 8. Name Badges/Logo Shirts/Car Signs 9. News Releases/Advice Columns 10. Farming

� Geographic

� Demographic 11. Sponsorship

� Little League

� Charities

Prospecting Marketing

SOURCES OF LEADS


42

Focus on Prospecting

“Success is the progressive real ization of a worthy goal or

ideal.” Earl Nightingale

In a shifting market, almost all successful agents agree that lead generation efforts

should be focused on prospecting and enhanced by marketing. The reason is

prospecting doesn’t have to cost much and this is a time when you need to be careful

with your expenses.

Prospecting may be a stretch for you—you may be uncomfortable calling people or

talking directly to people and asking for business. But again, prospecting with direct

response is the quickest path to finding motivated buyers and sellers.

There are many prospecting options—from FSBOs and open houses, to door-

knocking and working with your Mets. And there are great Keller Williams courses

(Ignite, Lead Generation 36:12:3, and the MREA courses) that give specific

guidelines and best practices for how to do each one. Pick one method of

prospecting and master it. Then, and only after you’ve mastered one, add another

technique.

Nathan Bangs was recently featured on the front cover of

Keller William’s Outfront magazine as one of many

“Invincibles” who are powering forward amidst obstacles. “I

make more phone calls. I go to more listing appointments. It’s

about quantity, but I am also working smarter,” explains

Nathan.

RESOURCE For more detailed information on prospecting, refer to

KWU’s Lead Generation 36:12:3, Power Session 2: Prospecting

How are you

powering

through the

market in

Tampa,

Florida?

SOURCES OF LEADS


43

Set Up an Environment and a Schedule for Prospecting

The environment in which you prospect can have a positive or negative effect on

your results. To achieve maximum focus and productivity, follow these guidelines.

� A place with no distractions—preferably with a closed door

� A mirror—so you can watch your expressions

� Scripts—so you know what to say

� Your Big Why—to keep you focused on why you’re doing this

� Affirmations—for a positive mindset

� No interruptions No cell phone

No voice mail

No email

Get in the Path of Business

In a shifting market, your source for leads should move toward the highly motivated

buyers and sellers. Listed below are some sources of leads that are obvious because

they get you in front of the sellers and buyers who are most likely ready now.

Sellers

� Expired Listings

� FSBOs Buyers

� Open Houses

� Investors

SOURCES OF LEADS


44

More Expired Listings

More expired listings show up in a shifted market—reasons vary, but may include

overpricing, poor condition and sellers who don’t know or understand the market.

These sellers have already expressed their need or desire to sell—and need help!

Savvy agents are going after the expired listings by telling the sellers the truth about

the market. During the last major national shift, top agent Bruce Hardie, of Spokane,

Washington, put expired listings at the top of his daily lead generation call list, and

had great success with this source of leads.

If you’re going to go after expired listings, have great scripts that address the fears

and needs of these sellers. Have your market stats ready, along with a list of owners

to call each day, and start calling them early every morning. Be consistent and don’t

give up on them. Research shows that more than half of the agents who contact

expired listings give up after a couple of weeks. So be the one who stays in the game!

Grow Your Investor Business

A buyers’ market is a great time to buy—that’s why it’s called a buyers’ market!

Develop an investor base and keep them posted on the opportunities in the market.

They, more than other buyers, understand the importance of urgency to get the best

buys in a shifted market.

Know your market and what’s available on a daily basis by previewing properties that

come on the market. Let your special investor clientele in on the best deals as soon as

they come up. Also become skilled at preparing returns on investment (ROI) analysis

for your clients.

Network with other agents who also work with investors, and know when properties

become available even before they hit the local MLS. Offering properties from this

“hidden” or “secret” market will make you invaluable to your clients.

RESOURCE For additional information on working with investors,

read The Millionaire Real Estate Investor.

SOURCES OF LEADS


45

Repeat and Referral Business

Don’t Forget Your Mets

Your Mets are important to your business and you may have been neglecting them.

Get back into regular communication with them and continue to build your database

of Mets. You don’t need a reason to call your Mets. Call to say “Happy New Year,”

or “I’m hosting an open house next Sunday, would you like to come visit me?”

Mets are your greatest source of referrals, so be certain to remind them that you are

in real estate and you are there for them. And don’t forget to ask for referrals. Keep

your Mets updated on the market. In fact, telling them about the market gives you a

great reason to contact them. Copy articles off the Internet, or out of magazines and

newspapers, and send them along with a short, hand-written note to those in your

database. Be enthusiastic and positive about the market.

SCRIPT:

I wanted to let you know that I helped one of my customers get a great

deal on a home in your neighborhood recently. There are other great

properties out there and I would like to help other buyers get into safe

investments. Do you know anyone who is looking to buy?

The Rivers Team of Tallahassee, Florida mailed a postcard to their database of Mets

with the message, “We’re going green. If you would like us to communicate with you

via email or phone please call…” They were able to touch their Mets with a positive

message, update their database with current contact information, plus cut down on

printing and mailing costs. Win-win-win!

SOURCES OF LEADS


46

Treat Your Past Clients Special

Remind past clients that you’re in real estate, that you’re doing great, and that you

rely on and appreciate referrals from them. Set up special past client events—get-

togethers, fund raisers, gift-giving opportunities, etc., to keep top-of-mind status with

them.

SCRIPT:

Hi, this is ___________ of Keller Williams. Is this a good time? I haven’t

talked to you in a long time and first I wanted to check that you’re still

enjoying your home and that everything’s going fine.

I wanted to let you know that I have a lofty goal this year to help 100

families buy, sell, or invest in real estate. Who do you know that I might

help?

Get Out in Your Community

Be visible in the community by attending networking events related to church, sports,

hobbies, gym, shopping, rotary, etc. If you haven’t already done so, join some of

these groups, and talk to more people. Your goal is to get in dialogue with people

about real estate and tell them what you know about the market. You’ll find that

most people are very interested in this topic and will quickly engage, especially when

you are knowledgeable and enthusiastic.

SOURCES OF LEADS


47

Get Creative

Here are some prospecting ideas that others are having success with. Try one or

more. It’s about going from E to P—Entrepreneurial (what comes naturally) to

Purposeful (what’s not natural and may be uncomfortable).

Internet

Consider blogs and e-zines (electronic newsletters.) Get your expertise in front of a lot of people. You don’t have to be a great writer, but you do need to know your facts. It does take time—you must keep new content posted regularly so people will come back to your site. For useful information on blogging, check out www.realestatetomato.com.

Instead of email try:

Instant messaging

Video email

Cell phone texting

Multimedia cell messaging with pictures, video, voice, and text

Social media

Bruce Hardie, a very successful agent in Spokane, Washington,

is now using video email. He responds to incoming Internet

leads with an email that shows him talking to prospects and

addressing their specific interests or questions. He explains

that even for a nontechie like himself, it’s easy, fun, and a great

personal approach.

How are

you using

technology?

SOURCES OF LEADS


48

Builders

Builders have inventory they need to move. Partner with them to bring buyers to

them. Builders are looking for agents to be very creative and legal, and to get their

properties sold.

Multi-national Groups

There are increasing populations of different multi-national groups in nearly all

communities. If you choose to specialize in the needs of a particular multi-national

group, you will want to study vital aspects of the culture—how is business

conducted, who makes decisions for the family, what are values are common amid

the community. For additional information on tapping into the international real

estate market, visit www.kw.com/kw/global-property-specialists.html

Generations

Consider specializing in the needs of different generational groups.

Generation Year Born Age in 2015 % Buyer

Market

Median Age

in Group

Millennials/GenY 1980 – 1995 35 and

younger

31 29

Gen X 1965 – 1979 35 – 50 30 40

Young Boomers 1955 – 1964 50 – 60 16 53

Older Boomers 1946 – 1954 60 – 69 14 63

Silent Generation 1925 -1945 70 – 90 9 72

National Association of Realtors ©2015

Do you know your customer base?

Age of Home Buyers

SOURCES OF LEADS


49

Uncover Buyers

� Those people who have been working on increasing their credit score may now be in a better position to be approved for a mortgage. Find these potential buyers through mortgage lenders and banks. By working closely with a specific lender, you can offer lease/purchase deals to match qualifying buyers with eager sellers and get a contracted sale at the end of a lease—offering time for the leasing buyer to complete their qualification work with the lender.

� Investors can be great sources of multiple transactions. Track down investors through rental companies and service contractors they employ.

� College grads fall in the Millennials group and are eager to purchase their first home. What if you advertised in college newspapers and at college job fairs, and held first-time buyer seminars?

Sources of Leads

Which new sources of leads will you explore? By when?

________________________________________________

________________________________________________

________________________________________________

________________________________________________

SOURCES OF LEADS


50

Notes


The Bottom Line Do something now! Master lead generation and you will master your career, business,

and life. Be bold, be proactive, and be smart. Get out in the market, discover what

buyers and sellers really need from you, and then find the motivated ones and get to

them first.

There is enough business for you, but the leads are fewer and the competition is

tougher in a shifted market. Study your market, learn your scripts, and be clear on

what you have to offer. Get creative and replace your own fear with action.

Get Going!

� Shift your mindset about lead generation

� Study your market and your industry every day

� Practice what you say every day

� Lead generate three hours every day

� Use direct response prospecting as the quickest path to business

� Find and help the motivated, and put less motivated leads on the back burner

� Use assertive language—get to the point

� Get back to your database—build it and communicate with it

� ASK for business!

Lead generation—the most dollar-productive use of your time!

THE BOTTOM LINE


52

Notes


Scripts

Calling Expired Listings

Call expired listings every morning. Ask a series of aggressive questions, and avoid

making statements or telling the seller anything.

AGENT: I see that your home didn’t sell. When are you planning to interview the

right agent to get your home sold?

AGENT: If you stay with the same agent, what makes you think it’s going to sell

this time?

AGENT: If we could sell your home for more money now rather than less later,

would you be interested in discussing it?

Dianna Kokoszka, of KW MAPS Coaching at Keller Williams Realty International in

Austin, Texas, offers the following scripts for expired listings.

AGENT: So, you’re going to take your home off the market? Well, let me ask you

if your home did sell where were you going to move? (this rekindles their

emotion about moving)

AGENT: Have you already signed with the other agent?

No? If you had a serious ailment, wouldn’t you want a second opinion?

This is like financial surgery.

Yes? Well, I wish you the best, thank you.

SCRIPTS


54

Calling FSBOs

Dianna Kokoszka offers the following script for calling FSBOs.

AGENT: I see that you are selling your home, and I understand that you’re better

off selling it yourself then to work with a weak agent. If I can show you

how you could make more money with me, can we meet?

Calling Mets

AGENT: Hi, this is ________ with Keller Williams Realty. This call is about

business. Do you have a minute?

Great! I wanted you to be the first to know that I/my group is going to

sell 100 homes this year. Who do you know that wants to buy, sell, or

invest in real estate?

Thanks for taking a moment to speak with me. If you do hear of

someone, do you mind picking up the phone and letting me know?

AGENT: Hi, it’s ________. It’s a great day and I was just thinking about you and

wanted to check in with you. Do you have a moment? I would love to

share some good news about the real estate market.

AGENT: I wanted to let you know that I helped one of my customers get a great

deal on a home in your neighborhood recently. There are other great

properties out there and I would like to help other buyers get into safe

investments. Do you know anyone who is looking to buy?

SCRIPTS


55

To a Past Client

Courtesy of Dianna Kokoszka.

AGENT: Hi, this is ________ of Keller Williams Realty. This call is about

business, do you have a minute? I haven’t talked to you in a long time

and first I wanted to check that you’re still enjoying your house and that

everything’s going fine.

Great! I wanted to let you know that I have a lofty goal this year to help

100 families buy, sell, or invest in real estate. Who do you know that I

might help?

AGENT: I really enjoyed working with you in the past, and I’d be honored to

provide the same level of service to people you know. Do you know of

someone that I could help?

AGENT: We should talk every year about your real estate portfolio.

SCRIPTS


56

Door-knocking

AGENT: Hi, I’m _________ and I do business in the area, and all the neighbors

are having me send information on the neighborhood—what’s selling,

prices, etc. I’d like to include you.

And by the way, are you considering buying or selling?

AGENT: Hi, I’m _________ and I’m going to the homeowners association. Is

there anything you would like me to bring to them? If it’s okay with you,

would you mind if I stayed in touch and sent you news about what’s

going on in the neighborhood?

AGENT: Hi, I just helped sell a house down the street and we had a lot of

interested buyers. Are you considering selling sometime in the near

future?

AGENT: In a market like this, the real estate agent you retain to get your home

sold really matters, because getting your home sold isn’t easy, and just

putting your home on the market doesn’t get it sold. I will show you how

your home will sell while other homes won’t.

AGENT: As a buyer in this market, the agent you choose really matters, because

you want to find not only a home you like, but one that is a safe

investment.


My Action Plan Don’t put away this training guide without developing a plan to put what you have

learned into action!

Review the key “challenges” listed below and assess your current ability to meet each

challenge on a scale of 1−5.

1 = “I have no experience with this.”

2 = “I am not very good at this.”

3 = “I am pretty good at this.”

4 = “I am confident with this.”

5 = “I am an expert at this.”

For any rating of 3 or below, write down the action steps you will take to increase

your understanding, build your skills, develop your confidence, see greater results,

and take home more money!

Challenge Rating Action Steps

1. I understand that I must master lead generation, and develop a daily habit of three hours devoted to lead generation.

2. I know that my mindset affects my business.

3. I have set goals for next year for number of transactions, etc. in the CGI Calculator with my MC leaders.

MY ACTION PLAN


58

Challenge Rating Action Steps

4. I understand the big picture of the market and which numbers really matter.

5. I regularly review sources for local and regional market data so that I can be more knowledgeable than the media headlines.

6. I understand the needs of my customers and make offers for immediate response.

7. I regularly practice scripts and dialogues that address the needs of today’s market.

8. I prospect more than I market.

9. I am creative in my lead generation efforts and have tried new sources of leads.

10. If I have the best conversion rate of anyone on my staff, I am handling the lead conversion to its conclusive end.

MY ACTION PLAN


59

From Aha’s to Achievement

AHA’s

What are your Aha’s?

BEHAVIORS

What behaviors do you intend to change?

TOOLS

What tools will you use?

ACCOUNTABILITY

What does accountability for this look like?

ACHIEVEMENT

What will you achieve?

MY ACTION PLAN


60

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