MREA: Systematizing Lead Generation

1 2004 KELLER WILLIAMS REALTY, INC. millionaire real estate Agent MREA: Systematizing Lead Generation Bryon Ellington A Course for the millionaire real estate Agent Preface 2004 KELLER WILLIAMS REALTY, INC. Realtor is a trademark designation of a member of the National Association of Realtors. No person who is not a member of NAR may use the designation Realtor to refer to themselves. Preface 2004 KELLER WILLIAMS REALTY, INC. Acknowledgements Keller Williams University would like to thank all of the contributors to MREA: Systematizing Lead Generation . We would like to give special thanks to the following contributors: Gary Keller Dave Jenks Jay Papasan The Gary & Nikki Team The Gentry Group The Goodlife Team The Hardie Group The McKissack Group The Scheffe Group Smith & Associates NOTICES While Keller Williams Realty International (KWRI) has taken due care in the preparation of all course materials, we cannot guarantee their accuracy.

2 KWRI makes no warranties either expressed or implied with regard to the information and programs presented in the course or in this manual. This manual and any course it s used as a part of 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.

3 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. Materials based on the Recruit-Select-Train-Manage-Motivate (RSTMM ) system and the Winning Through Selection course have been licensed to Keller Williams Realty International by Corporate Consulting. KWRI has the exclusive right within the residential real estate industry to market and present material from RSTMM , Winning Through Selection , and any derivatives owned by or created in cooperation with Corporate Consulting.

4 Material excerpted from The millionaire real estate Agent appears courtesy of The McGraw-Hill Companies. The millionaire real estate Agent is copyright 2003 Rellek Publishing Partners LTD. All rights reserved. All other materials 2004 Keller Williams Realty Inc. All rights reserved. Printed August 2007. No part of this publication and its associated materials may be reproduced or transmitted in any form or by any means without the prior written permission of Keller Williams Realty Inc. Preface 2004 KELLER WILLIAMS REALTY, INC. TABLE OF CONTENTS UINTRODUCTION TO MREA: Systematizing LEAD 1. UGround RulesU 2 2. UWhat You Will LearnU 3 3. UWhy You Are HereU 5 4. UHow You Will LearnU 6 UCHAPTER 1: IN THE BUSINESS OF LEAD 7 1. UThe Evolution of Lead GenerationU 8 2. UThe Positioning BattleU 11 3.

5 ULead Generating vs. Lead ReceivingU 14 UCHAPTER 2: BUILDING YOUR 1. UYour Business is Your DatabaseU 21 2. UBuild a DatabaseU 23 3. UFeed It Every DayU 34 UCHAPTER 3: WORKING YOUR 1. UCommunicate with It in a Systematic WayU 40 2. UService all the Leads that Come Your WayU 67 UCHAPTER 4: MARKETING-BASED, 1. UMREA Lead Generation StrategyU 75 2. UClarity of MessageU 78 3.

6 UFocusU 83 4. UDiversityU 98 UCHAPTER 5: millionaire REFERRAL 103 1. UReferral StrategyU 104 2. UCultivating Your Inner CirclesU 112 UCHAPTER 6: KNOWING YOUR 122 Preface 2004 KELLER WILLIAMS REALTY, INC. 1. UWeighing Your OptionsU 123 2. UPlaying the Numbers GameU 125 3. UThe Influence of Your Economic ModelU 127 4.

7 ULead Generation RatiosU 128 5. UHitting Your NumbersU 131 6. UThe Cost of SuccessU 136 UCHAPTER 7: PUTTING IT ALL 141 1. UOvercoming ObstaclesU 142 2. UProtecting Your Lead Generation TimeU 143 3. UKeeping FocusedU 146 4. UWhat Have You Learned?U 149 151 1. UCommunicating Your MessageU 152 2.

8 USample Marketing MaterialsU 172 3. UIVR Script TemplateU 190 4. UYour Annual Lead Generation GoalsU 191 Introduction 2004 KELLER WILLIAMS REALTY, INC. MREA: Systematizing LEAD Generation Introduction to MREA: Systematizing Lead Generation In this chapter, you [1] Describe the ground rules for the MREA: Systematizing Lead Generation class. [2] Describe the Why, What, and How for learning MREA: Systematizing Lead Generation . Introduction 2004 KELLER WILLIAMS REALTY, INC. 0 BGround Rules 1. Arrive to class on time and return promptly from breaks. 2. Move quickly when you are instructed to form small groups or partner with someone to role play.

9 3. Limit your side conversations. 4. Turn your cell phones and pages to vibrate or OFF. 5. Feel free to stand and walk around if you find yourself getting tired. 6. Accept the reality of time and participation. 7. Respect the different learning styles and opinions of others. 8. Help each other learn because none of us is as smart as all of us working together to improve our skills and knowledge. 9. Consider everything we discuss confidential. What is discussed and role-played behind closed doors UstaysU behind closed doors. 10. Have Fun! Introduction 2004 KELLER WILLIAMS REALTY, INC. 1 BWhat You Will Learn 184 BAbout MREA Business Systems The millionaire real estate Agent courses were created to help you and your team design and implement business systems that will increase your productivity.

10 From lead Generation to lead conversion, post-closing to managing the office, the systems you put into place will dictate the efficiency of your team. The courses in the MREA curriculum present a comprehensive set of systems to improve and maintain key elements of your business. Used in conjunction with the MREA: Operation Manual and the MREA: Scripts Catalogs, the MREA courses will train each member of your team on how to design and implement the systems that affect their particular duties. Once they are trained on these systems, you can easily incorporate the distinctive elements of your team and local market, such as marketing messages and customer services. Many of the ideas and systems presented in these courses will be a complete paradigm shift for you and your team. The goal is to train your team to go from an entrepreneurial mindset to a purposeful one (E to P).