REVISED EDITION An Agent’s Guide to Upshifting Your Lead Generation Find the Motivated Breakthrough to Mastery

REVISED EDITION

An Agent’s Guide toUpshifting Your Lead Generation

Find the Motivated

Breakthrough to Mastery

2An Agent’s Guide to Upshifting Your Lead Generation

Main Ideas

1. Perspective

2. Outwit, Outplay, Outlast

3. Find the Motivated

4. Sources of Leads

5. The Bottom Line


Perspective

The Market Has Shifted in Many Areas Amount of Leads Has Diminished Lead Generation Is Your Business

Fewer leads, fewer showings, and increased days-on-the-market—the minute these signs show up, take notice. Don’t ignore them and don’t wait to act.

From SHIFT:How Top Real Estate Agents Tackle Tough Times

Page 7


Perspective (continued)

Do a Mind Shift» Negative framing» Reality framing

When there’s a will there’s a way. That’s your mindset.

Gary Keller

Pages 9-10



Know the Facts» Buyers and sellers use agents» Agents

• 1,357,993 in 2007

» Projected transactions for 2008• Existing home sales – 5,700,000 units• New home sales – 693,000 units• Total 6.4 million transactions, or 12.8 million sides

Pages 11



Facts and Statistics

Page 12

What’s your current mindset on lead generation?

Jot down your feelings, emotions, expectations, and commitment. Share them with the group, if you feel comfortable doing so.


The Power of One

Personal Assessment

Page 13

What is your goal for closed transactions this year?

How will you spend your money?

Who holds you accountable?

How many hours daily do you lead generate?


Outwit, Outplay, Outlast

To Master Lead Generation1. Study

2. Practice

3. Time on Task

Let’s look at each of these …

Page 14


Outwit, Outplay, Outlast (continued)

1. Study» For thirty minutes to one hour each day,

study the industry and your local market.

Page 15



Study Topics» New developments in the community» Homes on the market—preview them» Selling and negotiating techniques» Financing options» Building/construction» Home inspections» Home appraising

Study topics continued …

Page 16



Study Topics» Local and national media messages» Industry-specific news and information

• NAR• Inman News• REAL Trends• www.realestatetomato.com

» Real estate investing» Technology—computer, phone, Internet,

blogsPage 16



Study Your Own Market Numbers

Page 17

» 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



In the Market

Page 17

What price range is most active in your market?



Study Resources—Books» National best sellers by Gary Keller

• The Millionaire Real Estate Agent

• The Millionaire Real Estate Investor

• SHIFT: How Top Real Estate Agents Tackle Tough Times

Page 18



Study Resources—Websites

Page 18

Gary’s website www.AgentMountain.com

Free weekly audio classes

Business by the Book

www.millionairesystems.com

Audio advice from Dave Jenks

Wealth Building Wednesdays

www.wealthbuildingwednesdays.com

Subscription website of Keller Williams University

KWConnect on the KWU website, Role Model videos https://secure.kw.com/kwu/



More Resources» Events

• Masterminds• Mega Camp• Family Reunion

» Coaching• MAPS Coaching

» KWU Courses• CAMP 4:4:3• Lead Generation 36:12:3• Buyer Mastery• Seller Mastery

Page 18



Confront the Media» Real estate is a local business, media is national» The facts about your local market are what’s

important» Be the local economist and be the media» Reframe negative messages

Pages 19

Would-be buyers and sellers are looking to you for perspective and solutions. Every day, you face profound opportunities to assure them that the sky is not falling.

Mary Tennant


Your Priorities for Study and the Media

Page 20

What do you need to study?

How can you become the media?




2. Practice» For thirty minutes to one hour each day,

study the practice scripts and dialogues.» Benefits

• Confidence• Excitement• Desire to have conversation and make

presentations

Page 21



Pages 22

Sources for Scripts» Lead Generation 36:12:3 Power Sessions» CAMP 4:4:3 Script Cards» MREA Scripts Catalogs» Buyer & Seller Scripts: Handling Objections in a

Shifted Market» Buyer Mastery» Seller Mastery



Page 23

Practice Scripts» Listen to others» Write them down» Keep them with you to practice and use

Time Block for Practice Record and Critique


Your Practice Plan

Page 23

When will you practice?

Who will you practice with?

What will be your reward?




3. Time on the Task» For three hours each day focus on lead

generation• Time block three hours every workday before

noon• No skipping—if you erase you must replace• Allow no interruptions (unless they are truly

emergencies)

Page 24



3. Time on the Task» What to do in three hours

• Prepare• Take Action• Maintain

Page 25



Page 26

No Excuses to Lead Generate» If you … don’t like to cold call strangers

then … start by calling people you know» If you … spend all the morning with email

then … time block to do this later in the day» If you … can’t reach people in the morning

then … “touch” them with a voice mail message



Page 27

Set Lead Generation Goals» Number of calls» Number of contacts» Number of additions to your database» Number of appointments with buyers» Number of appointments with sellers


Find the Motivated

Page 29

Two M’s of Lead Generation1. Method

2. Message

You can motive-aid someone … but you can’t motivate them.

From SHIFT


Find the Motivated

Page 29

The Methods1. Prospecting

2. Marketing

Great agents do both prospecting and marketing well. They cover both bases.

Gary Keller


Find the Motivated (continued)

Pages 31-32

The Message Matters» Match the market» Make an offer

Message

Your message must Match Your Market

Your message must Make an Offer

1 Target

Audience

2 Market

Conditions

1 Direct Offer

2 Indirect Offer

Response



Pages 33

Make Offer for Immediate Response

MOFIR

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


Your Message

Page 34

Write 5 statements you can say to potential customers about the market, the opportunity, and your expertise.




Page 35



Page 36

Prospecting Offers for Direct Response» Are you thinking of moving?» Do you want me to help you get the home of

your dreams?» Are you considering selling your home?» Do you want me to handle the sale of your

home?



Page 36

Prospecting Offers for Indirect Response» I’m doing a survey in the area. Would you mind

if I asked a few questions?» I just sold a home down the street and there

were lots of interested buyers. Do you know anyone else who might be interested in selling their home?

» I create a newsletter with great information about real estate trends in your area. May I send it to you?



Page 37

Marketing Offers for Direct Response» If you want to sell your home NOW, call me.» Are you looking for your dream home? Call me.

Marketing Offers for Indirect Response» Would you like to know the value of your home?

Visit my website …» Get access to my list of best buys! Call this toll-

free number …



Pages 38

Indirect Response Plus Direct Response» The one-two punch

• Indirect (begin with this Indirect Response)I just sold a home down the street. Do you know anyone else who may be interested in selling their home? No, well thank you anyway.

• Direct (follow up with this Direct Response)Before I leave, do you mind if I ask another question? Are you considering selling YOUR home?


MOFIR

Page 40

Complete the table on page 40 in your guide.



Sources of Leads

Pages 41

Choices » Prospecting» Marketing

(Review list of choices from The Millionaire Real Estate Agent, on page 41 in the guide.)


Sources of Leads

Pages 43

Focus on Prospecting » With Direct Response offers—quickest path to

business» Cost is low» Can be mastered


Sources of Leads (continued)

Page 44

Environment for Prospecting » No distractions—preferably a closed door» Mirror—to watch your expressions» Scripts—to know what to say» No interruptions



Pages 44

Get in the Path of Business» Sellers

• Expired listings• FSBOs

» Buyers• Open houses• Investors



Page 46

Get Back to Your Mets and Past Clients» Greatest source of referrals and repeats

• Remind them you’re in real estate• Update them on the market• Be enthusiastic and positive• Ask for business and referrals • Treat them special



Page 47-48

Try Something New» Get out in your community» Internet

• Blogs• E-zines• Video email• Multimedia cell messaging• MySpace, Facebook, Craigslist, and LinkedIn



Pages 49-51

Try Something New—More!» Builders» Ethnic groups» Generational groups» Uncover buyers


Sources of Leads

Page 51

What new sources of leads will you explore?

By when?



The Bottom Line

Page 52

Get Going!» Shift your mindset» Study your market and industry daily» Practice what you say daily» Lead generate three hours daily» Use Direct Response prospecting» Find the motivated buyers and sellers» Ask for business


Productivity Boosters

Page 53

Offer market snapshot Stay on schedule with electronic calendar Take advantage of free marketing materials Increase exposure with blogging Purchase lists of prospects


My Action Plan

Pages 58 - 59

Don’t put away this guide without developing a plan to put what you have learned into action!

Refer to the Action Plan on pages 58-59 of the guide to assess your strengths and areas for improvement.

Write down steps you will take to improve your skills—complete it, share it, and commit to it!


Take the other courses in the Breakthrough to Mastery Guide Series!

Gaining Mind over Market Seller Pricing Strategies Seller Staging Strategies Lead Capture and Conversion Internet Lead Capture and Conversion Creating Urgency to Buy Bulletproofing Transactions Expense Management Effective People Leverage Short Sales, Foreclosures, and REOs Financing Solutions


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REVISED EDITION An Agent’s Guide to Upshifting Your Lead Generation Find the Motivated Breakthrough to Mastery