1. MREA: Systematizing Lead Generation
Instructor's Notes
11/14/2018
MREA: Systematizing Lead Generation
A Course for the Millionaire Real Estate Agent
Keller MREA Business Planning Clinic Jan 2004

2. Introduction to MREA: Systematizing Lead Generation
Instructor's Notes
11/14/2018
Introduction to MREA: Systematizing Lead Generation
Objectives:
The ground rules for the MREA: Systematizing Lead Generation class
The Why, What, and How for learning MREA: Systematizing Lead Generation 1
Keller MREA Business Planning Clinic Jan 2004

3. Ground Rules 2 Arrive on Time Form Groups Quickly
Instructor's Notes
11/14/2018
Introduction
Ground Rules
Arrive on Time
Form Groups Quickly
Limit Side Conversations
Turn off Cell Phones and Pagers
Be comfortable
Respect time
Respect each other
Help Each Other
Respect confidentiality
Have Fun! 2
Keller MREA Business Planning Clinic Jan 2004

4. What You Will Learn 3 About MREA Business Systems Introduction
Instructor's Notes
11/14/2018
Introduction
What You Will Learn
About MREA Business Systems 3
Keller MREA Business Planning Clinic Jan 2004

5. What You Will Learn (cont.)
Instructor's Notes
11/14/2018
Introduction
What You Will Learn (cont.)
MREA: Systematizing Lead Generation Outline 4
Keller MREA Business Planning Clinic Jan 2004

6. Instructor's Notes
11/14/2018
Introduction
Why You Are Here
The Goal of MREA: Systematizing Lead Generation: To show you how to take your business to the next level by instituting a scalable lead generation plan
Question:
What do you want to get out of
this course? 5
Keller MREA Business Planning Clinic Jan 2004

7. How You Will Learn 6 Get ready for some action-oriented training!
Instructor's Notes
11/14/2018
Introduction
How You Will Learn
Get ready for some action-oriented training!
Participate in large group interactive lecturettes.
Participate in small group discussions and exercises.
Observe your instructor as he/she demonstrates the desired skills and behaviors.
Develop an Action Plan based a self-assessment. 6
Keller MREA Business Planning Clinic Jan 2004

8. Chapter 1: In the Business of Lead Generation
Instructor's Notes
11/14/2018
Chapter 1: In the Business of Lead Generation
Objectives:
The evolution of lead generation in real estate and an agent’s career
The positioning battle and how to win it
The real estate business is actually the lead generation business
The difference between lead generating and lead receiving 7
Keller MREA Business Planning Clinic Jan 2004

9. Evolution of Lead Generation
Instructor's Notes
11/14/2018
Chapter 1: In the Business of Lead Generation
Evolution of Lead Generation
How the Game Has Changed 8
Keller MREA Business Planning Clinic Jan 2004

10. Evolution of Lead Generation (cont.)
Instructor's Notes
11/14/2018
Chapter 1: In the Business of Lead Generation
Evolution of Lead Generation (cont.)
How Your Career Will Evolve
Planning for the Future with the Present in Mind
Surviving
Developing
Thriving
9-10
Keller MREA Business Planning Clinic Jan 2004

11. The Positioning Battle
Instructor's Notes
11/14/2018
Chapter 1: In the Business of Lead Generation
The Positioning Battle
Winning the Battle
Exercise:
How many brands can you think of?
Real Estate Mind Share Positioning
INSTRUCTOR:
Ask them to volunteer their results. “How many brand names did you and your partner remember?”
11-12
Keller MREA Business Planning Clinic Jan 2004

12. The Positioning Battle (cont.)
Instructor's Notes
11/14/2018
Chapter 1: In the Business of Lead Generation
The Positioning Battle (cont.)
Winning the Battle (cont.)
The Point:
You want to be first—or at least second—in people’s minds.
Question:
How do you win the first position?
Answer:
Through systematic lead generation.
INSTRUCTOR:
Have them repeat the following mantra aloud several times as a group: “My success in real estate will be in direct proportion to the number of people, who, when they think of real estate, think of me.” 13
Keller MREA Business Planning Clinic Jan 2004

13. Lead Generating vs. Lead Receiving
Instructor's Notes
11/14/2018
Chapter 1: In the Business of Lead Generation
Lead Generating vs. Lead Receiving
Real Estate is Lead Generation
No leads mean no business
Difference between generating and receiving 14
Keller MREA Business Planning Clinic Jan 2004

14. Lead Generating vs. Lead Receiving (cont.)
Chapter 1: In the Business of Lead Generation
Lead Generating vs. Lead Receiving (cont.)
Real Estate is Lead Generation (continued)
Truth:
Until you have enough leads to exceed your goals, there is no other issue but lead generation.
Your Biggest Challenge:
Focus on lead generation no matter what. 15

15. Lead Generating vs. Lead Receiving (cont.)
Chapter 1: In the Business of Lead Generation
Lead Generating vs. Lead Receiving (cont.)
Real Estate is Lead Generation (cont.)
Fight Temptation
Your program must always be active
Shift your activities largely toward marketing
Marketing should be database-driven
Use the 8 by 8, 33 Touch, and 12 Direct
Don’t ignore prospecting
Your team must master scripts and dialogues
Be proactive in hiring 16

16. In the Business of Lead Generation – Summary
Instructor's Notes
11/14/2018
Chapter 1: In the Business of Lead Generation
In the Business of Lead Generation – Summary
The evolution of lead generation
Going from surviving to thriving
The positioning battle
The difference between lead generating and lead receiving
Exercise: My Scorecard 17
Keller MREA Business Planning Clinic Jan 2004

17. 18 Exercise: Give an Aha!, Take an Aha!
Instructor's Notes
11/14/2018
Chapter 1: In the Business of Lead Generation
Exercise: Give an Aha!, Take an Aha!
Think about what concepts you are still struggling with. And think about any Aha!’s.
If you have an Aha! about instructor’s topic, share.
Name the next Aha! topic for someone else to share.
Put your Aha! into action using the worksheet 18
Keller MREA Business Planning Clinic Jan 2004

18. 19 Chapter 2: Building Your Database Objectives:
Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Objectives:
Understand that your business is your database
Build a database using contact management software
Set up systems to incrementally grow your contact database 19
Keller MREA Business Planning Clinic Jan 2004

19. Your Business is Your Database
Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Your Business is Your Database
Building Your Business
Truth:
The size of your real estate business
will be in direct proportion
to the size and quality of your database. 20
Keller MREA Business Planning Clinic Jan 2004

20. Your Business is Your Database (cont.)
Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Your Business is Your Database (cont.)
The Four Laws of Lead Generation
Build a database.
Feed it every day.
Communicate with it in a systematic way.
Service all the leads that come your way. 21
Keller MREA Business Planning Clinic Jan 2004

21. Build a Database Contacts
Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Build a Database
Contacts
Contact Information
For all contacts
For your inner circles
Updating your database
Customizable fields
22-24
Keller MREA Business Planning Clinic Jan 2004

22. Build a Database (cont.)
Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Build a Database (cont.)
Contact Management Software
Using Contact Management Software
Quick access to your contacts
Easier direct mailing
Centralized location
Process/campaign/plan generation
PDA synchronizing and Web-based versions 25
Keller MREA Business Planning Clinic Jan 2004

23. Build a Database (cont.)
Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Build a Database (cont.)
Contact Management Software (cont.)
Deciding Which CMS to Use
Should Expect
Contact information management
Address book importing and exporting
Transaction management
Calendaring and appointment scheduling
integration and automation
26-27
Keller MREA Business Planning Clinic Jan 2004

24. Build a Database (cont.)
Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Build a Database (cont.)
Contact Management Software (cont.)
Want
Reports
Marketing material
Web-based software 27
Keller MREA Business Planning Clinic Jan 2004

25. Build a Database (cont.)
Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Build a Database (cont.)
Contact Management Software (cont.)
What the Best Use
Top Producer
33%
Online Agent
22%
ACT!
Other (Outlook, Agent 2000, etc.)
36%
INSTRUCTOR:
In addition to surveying all KW Associates about what CMS they used, KWRI also surveyed the agents who were interviewed for The Millionaire Real Estate Agent to find out what they used. 28
Keller MREA Business Planning Clinic Jan 2004

26. Build a Database (cont.)
Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Build a Database (cont.)
General Public
Haven’t Met Group
Target Group
Haven’t Met Group
Network
Met Group
Allied Resources
Advocates
Core
Advocates 5 50
100
1,765
16,000
At large
1 on 1
8 by 8
33 Touch
HAVEN’T MET
12 Direct
MET
MET
(Inner Circles)
29-31
Truth: A millionaire real estate agent’s overall strategy is always designed to generate leads and move people into their inner circle.
Keller MREA Business Planning Clinic Jan 2004

27. Feed It Every Day Growing Your Database
Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Feed It Every Day
Growing Your Database
Adding Contacts
When to enter contacts
Growing your inner circles
Exercise: Who inhabits your inner circles?
32-34
Keller MREA Business Planning Clinic Jan 2004

28. Building Your Database – Summary
Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Building Your Database – Summary
Building a database
Feeding it every day
Exercise: My Scorecard 35
Keller MREA Business Planning Clinic Jan 2004

29. Instructor's Notes
11/14/2018
Chapter 2: Building Your Database
Exercise: KW Team Feud
Divide into two groups. Choose a representative to join the instructor for the question.
First representative to provide a correct answer wins the opportunity for their team to guess. Give all possible answers without answering incorrectly. After an incorrect answer, the question goes to the opposing team. If they provide the remaining correct answers, they win. However, if they give an incorrect answer, the first team wins.
This is a closed book exercise. 36
Keller MREA Business Planning Clinic Jan 2004

30. Chapter 3: Working Your Database
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Objectives:
Systematically market to your database using the 12 Direct, 8 by 8, and 33 Touch programs.
Use your contact management software to develop systems to service all of your leads. 37
Keller MREA Business Planning Clinic Jan 2004

31. Communicate with It in a Systematic Way
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way
Plans
Truth:
Real estate sales is a frequent and
systematic close contact sport.
12 Direct, 8 x 8, and 33 Touch: Overkill Overtime. 38
Keller MREA Business Planning Clinic Jan 2004

32. Communicate with It in a Systematic Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way (cont.) 39
Keller MREA Business Planning Clinic Jan 2004

33. Communicate with It in a Systematic Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way (cont.)
12 Direct
Includes your mailing lists for farm areas
Highly leveraged form of lead generation to the masses
Plan and set up each twelve-month campaign
The Research: 50:1 40
Keller MREA Business Planning Clinic Jan 2004

34. Communicate with It in a Systematic Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way (cont.)
12 Direct (cont.)
Design your 12 Direct program to suit you
All at once or on a monthly basis
Time-block
Outsourcing
Allied Resources co-sponsorship
Mailing list
Exercise: What might you send?
INSTRUCTOR:
Direct Mail firms
US Postal Service
Member directories of organizations (PTA, churches, etc.)
Title or escrow companies
41-42
Keller MREA Business Planning Clinic Jan 2004

35. Communicate with It in a Systematic Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way (cont.)
8 by 8
Basic steps
Set aside a specific time
Schedule mailings before your calls
Assign date and team member in CMS
Modify the 8 by 8
Ongoing 33 Touch program
INSTRUCTOR:
“Always start your 8x8 with a personal note that references how you met and what you talked about.”
43-44
Keller MREA Business Planning Clinic Jan 2004

36. Communicate with It in a Systematic Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way (cont.)
8 by 8 (cont.)
Customized 8 by 8 Plans
FSBO’s
Expired/Withdrawn Listings
Follow-up for Prospective Buyers
Follow-up for Prospective Sellers
Sample 8 by 8: FSBO
45-46
Keller MREA Business Planning Clinic Jan 2004

37. Communicate with It in a Systematic Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way (cont.)
8 by 8 (cont.)
Sample 8 by 8: Expired/Withdrawn Listings
Days, not weeks
Complete the entire plan within 2 weeks
Expired Packet
Sample 8 x 8: Follow-up for Prospective Buyers
For a buyer who does not sign a Buyer Representation Agreement
47-49
Keller MREA Business Planning Clinic Jan 2004

38. Communicate with It in a Systematic Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way (cont.)
8 by 8 (cont.)
Sample 8 x 8: Follow-up for Prospective Sellers
For a seller who does not sign a Listing Agreement
Exercise:
Customizing targeted 8 by 8 plans.
INSTRUCTOR:
“Now customize an 8 by 8 plan for some other group, such as Prospective Buyers or Prospective Sellers. Use the MREA: Scripts Catalog for the appropriate scripts.”
50-52
Keller MREA Business Planning Clinic Jan 2004

39. Communicate with It in a Systematic Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way (cont.)
33 Touch
Basic steps
Set aside a specific time
Schedule mailings before your calls
Assign date and team member in CMS
Modify the 33 Touch
The Research: 12:2
INSTRUCTOR:
“Always start your 8x8 with a personal note that references how you met and what you talked about.”
53-55
Keller MREA Business Planning Clinic Jan 2004

40. Communicate with It in a Systematic Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way (cont.)
33 Touch (cont.)
Customized 33 Touch Plans
Client for Life
Advocate Appreciation Program
INSTRUCTOR:
Include more drop-bys
Use an automated program to take care of your s 56
Keller MREA Business Planning Clinic Jan 2004

41. Communicate with It in a Systematic Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way (cont.)
33 Touch (cont.)
Sample 33 Touch: Client for Life
Sample 33 Touch: Advocate Appreciation
Exercise:
Customizing targeted 33 Touch plans
57-60
Keller MREA Business Planning Clinic Jan 2004

42. Communicate with It in a Systematic Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Communicate with It in a Systematic Way (cont.)
Bringing Value to the Relationship
Exercise:
Items of value 61
Keller MREA Business Planning Clinic Jan 2004

43. Service all the Leads that Come Your Way
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Service all the Leads that Come Your Way
Lead Management
Get on the F.A.S.T. Track
Funnel
Assign
Source
Track
Truth: Lead management is the number one visibility issue in your office.
62-63
Keller MREA Business Planning Clinic Jan 2004

44. Service all the Leads that Come Your Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Service all the Leads that Come Your Way (cont.)
Lead Management (cont.)
Lead management processes
Step
What system do you use for this?
How can you improve the system?
Who is responsible for this step now?*
Questions that must be answered and documented
Lead is Captured
Who is the lead?
How do we contact him/her?
What is their interest (buyer, seller, etc.)?
Lead is Sourced
Where did the lead come from?
What will we do with this specific source?
Lead is Assigned
Who will follow up on the lead?
When will they follow up on the lead?
Lead is Stored and Tracked
Where can we find the lead in the database?
Do we know what has happened with follow-up
What is the next step and who is responsible? 64
Keller MREA Business Planning Clinic Jan 2004

45. Service all the Leads that Come Your Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Service all the Leads that Come Your Way (cont.)
Lead Management (cont.)
Truth:
The engine that drives these processes
is your contact management software.
Benefits:
Train and consult with your staff; set performance standards; know what’s happening in your business 65
Keller MREA Business Planning Clinic Jan 2004

46. Service all the Leads that Come Your Way (cont.)
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Service all the Leads that Come Your Way (cont.)
Lead Management (cont.)
Exercise:
Lead management systems 66
Keller MREA Business Planning Clinic Jan 2004

47. Working Your Database – Summary
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Working Your Database – Summary
Communicating to it in a systematic way
Servicing all the leads that come your way
Exercise: My Scorecard 67
Keller MREA Business Planning Clinic Jan 2004

48. 68 Exercise: Aha! Accountability
Instructor's Notes
11/14/2018
Chapter 3: Working Your Database
Exercise: Aha! Accountability
Think about what you have just learned.
Use the questions to consult your partner about their Aha!.
Document your own responses 68
Keller MREA Business Planning Clinic Jan 2004

49. Chapter 4: Marketing-based, Prospecting-enhanced
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Objectives:
Understand the MREA Lead Generation Strategy
Present clear, cohesive and consistent image and a powerful message
Focus on seller listings
Diversifying your marketing and prospecting to ensure stability 69
Keller MREA Business Planning Clinic Jan 2004

50. MREA Lead Generation Strategy
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
MREA Lead Generation Strategy
Your Lead Generation Program
Exercise:
Marketing and prospecting activities
70-71
Keller MREA Business Planning Clinic Jan 2004

51. MREA Lead Generation Strategy (cont.)
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
MREA Lead Generation Strategy (cont.)
The Same Things Done Differently
Question:
Difference between the marketing and prospecting categories?
Answer: Nothing. 72
Keller MREA Business Planning Clinic Jan 2004

52. Clarity of Message Branding Your Business Promoting your brand
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Clarity of Message
Branding Your Business
Importance of branding
Elements of a brand
Promoting your brand
73-75
Keller MREA Business Planning Clinic Jan 2004

53. Clarity of Message (cont.)
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Clarity of Message (cont.)
Crafting the Message
Two Big Words
Fundamental questions 76
Keller MREA Business Planning Clinic Jan 2004

54. Clarity of Message (cont.)
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Clarity of Message (cont.)
Crafting the Message (cont.)
The Four-H Club
Head
Heart
Humor
Hard
Exercise:
What are the H’s of these messages? 77
Keller MREA Business Planning Clinic Jan 2004

55. Focus 78 Focus on Seller Listings Truth:
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Focus
Focus on Seller Listings
Advantages of Focusing on Seller Listings
Economic advantage
Lead generation advantage
Truth:
Millionaire agents build their lead generation model around generating seller listings. 78
Keller MREA Business Planning Clinic Jan 2004

56. Focus 79 Truth: If you focus on seller listings, the buyers will come!
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Focus
Focus on Seller Listings (cont.)
The Natural Balance of Seller and Buyer Listings
Truth:
If you focus on seller listings,
the buyers will come! 79
Keller MREA Business Planning Clinic Jan 2004

57. Focus (cont.) Communicating a Powerful, “Seller-centric” USP
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Focus (cont.)
Focus on Seller Listings (cont.)
Communicating a Powerful, “Seller-centric” USP
Higher selling price
Faster selling time
More value
80-81
Keller MREA Business Planning Clinic Jan 2004

58. 82 Focus (cont.) Focus on Seller Listings (cont.)
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Focus (cont.)
Focus on Seller Listings (cont.)
The Top Ten Service Areas of the Seller Value Proposition
Needs Analysis
Pricing Strategy
Property Preparation
Marketing Strategy
Receive an Offer
Negotiating to Sell
Sell
Pre-close Preparation
Closing
Post-closing 82
Keller MREA Business Planning Clinic Jan 2004

59. Focus (cont.) Truth: The concept of teams, instead of a single agent,
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Focus (cont.)
Focus on Seller Listings (cont.)
The Value Proposition of a team
Truth:
The concept of teams, instead of a single agent,
has been in and out of fashion.
The goal is to focus on regularly
“wowing” clients.
83-84
Keller MREA Business Planning Clinic Jan 2004

60. Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Focus (cont.)
Consistently Marketing Your Seller Listings for More Leads
Truth:
Many agents market a listing
to have it sell for the best price
in the right time frame.
Greater Truth:
The marketing of listings should be seen as a
lead generation tool for more listings. 85
Keller MREA Business Planning Clinic Jan 2004

61. 86 Focus (cont.) Basic 14-Step Marketing Plan for Listings
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Focus (cont.)
Consistently Marketing Your Seller Listings for More Leads (cont.)
Basic 14-Step Marketing Plan for Listings
Staging and Pricing Strategies
Signs
Flyer Distribution
Flyers in House/Home Book
MLS
Web Listings with Virtual Tour
House Featured in “Marketing Vehicle” 86
Keller MREA Business Planning Clinic Jan 2004

62. Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Focus (cont.)
Consistently Marketing Your Seller Listings for More Leads (cont.)
Open House Program
/Fax/Voice Broadcast
Track Showings/Collect Feedback
Target Marketing
Weekly Seller Updates
Property Caravans
Creative Marketing Ideas 86
Keller MREA Business Planning Clinic Jan 2004

63. Focus (cont.) Interactive Voice Response Systems
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Focus (cont.)
Consistently Marketing Your Seller Listings for More Leads (cont.)
Interactive Voice Response Systems
Why you want this
Advertising listings with IVR ads
Recording the talking ads
Tracking the calls
Call-backs
87-89
Keller MREA Business Planning Clinic Jan 2004

64. How well do you market your listings?
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Focus (cont.)
Consistently Marketing Your Seller Listings for More Leads (cont.)
Exercise:
How well do you market your listings?
90-91
Keller MREA Business Planning Clinic Jan 2004

65. 92 Focus (cont.) Prospecting for Seller Listings
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Focus (cont.)
Prospecting for Seller Listings
Four Prospecting Musts
FSBO’s
Expireds
Just Listeds
Just Solds 92
Keller MREA Business Planning Clinic Jan 2004

66. Diversity 93 Marketing-based, Prospecting-enhanced Hedging Your Bets
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Diversity
Marketing-based, Prospecting-enhanced
Hedging Your Bets
Marketing-based
Prospecting-enhanced 93
Keller MREA Business Planning Clinic Jan 2004

67. Your Lead Generation Program Exercise: Expanding your marketing and
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Diversity (cont.)
Your Lead Generation Program
Exercise:
Expanding your marketing and
prospecting activities
94-95
Keller MREA Business Planning Clinic Jan 2004

68. 96 Diversity (cont.) Truth: You probably still have a large number
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Diversity (cont.)
Your Lead Generation Program (cont.)
Truth:
You probably still have a large number
of lead generation opportunities to explore. 96
Keller MREA Business Planning Clinic Jan 2004

69. Marketing-based, Prospecting-enhanced - Summary
Instructor's Notes
11/14/2018
Chapter 4: Marketing-based, Prospecting-enhanced
Marketing-based, Prospecting-enhanced - Summary
Understanding the MREA Lead Generation Strategy
Presenting a clear, cohesive and consistent image and a powerful message
Focusing on seller listings
Diversifying your lead generation by making it marketing-based, prospecting- enhanced
Exercise: My Scorecard. 97
Keller MREA Business Planning Clinic Jan 2004

70. Chapter 5: Millionaire Referral Systems
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Objectives:
Understand your referral strategy to become the Realtor of choice.
Focus on cultivating your inner circles to generate a steady stream of referrals. 98
Keller MREA Business Planning Clinic Jan 2004

71. Referral Strategy 99 Realtor of Choice Success through others Truths:
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Referral Strategy
Realtor of Choice
Success through others
Truths:
Your chief concern has to be filling your
database with Advocates.
The intent of your marketing is to create
business and advocacy. 99
Keller MREA Business Planning Clinic Jan 2004

72. Referral Strategy (cont.)
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Referral Strategy (cont.)
Educate
Education is key
Question: Do you really know what your friends do for a living?
Question: How many friends do you have who could communicate the benefits of using you as their Realtor?
Keller MREA Business Planning Clinic Jan 2004

73. Referral Strategy (cont.)
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Referral Strategy (cont.)
Ask
You Won’t Get What You Don’t Ask For
Realtor for Life
Exercise:
Keller MREA Business Planning Clinic Jan 2004

74. Referral Strategy (cont.)
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Referral Strategy (cont.)
Reward
Referred Gratification
Treat the referral source even better than the referral
Show your appreciation at every step
Reward the right behavior
You don’t have to buy the referral relationship
Reciprocate when possible
104
Keller MREA Business Planning Clinic Jan 2004

75. Referral Strategy (cont.)
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Referral Strategy (cont.)
Reward (cont.)
Exercise:
How will you reward your contacts
for referrals?
Keller MREA Business Planning Clinic Jan 2004

76. Cultivating Your Inner Circles
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Cultivating Your Inner Circles
The Five Referral Systems
Establish a database
Make systematic personal contact
Systematically follow up with special communication
Provide exceptional customer service
Keller MREA Business Planning Clinic Jan 2004

77. Cultivating Your Inner Circles (cont.)
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Cultivating Your Inner Circles (cont.)
The Five Referral Systems (cont.)
Implement a client-appreciation program
33 Touch: Advocate Appreciation
Train team members
Track referrals for rewards
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78. Cultivating Your Inner Circles (cont.)
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Cultivating Your Inner Circles (cont.)
Your Inner Circles
Allied Resources
Visit one-on-one several times per year
Refer business to them
Recommendation of real estate related products and services are used
Keller MREA Business Planning Clinic Jan 2004

79. Cultivating Your Inner Circles (cont.)
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Cultivating Your Inner Circles (cont.)
Your Inner Circles (cont.)
Advocates
Meet advocates at least once a month
Exercise:
What are things you can do to
“Wow!” your clients?
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80. Cultivating Your Inner Circles (cont.)
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Cultivating Your Inner Circles (cont.)
Your Inner Circles (cont.)
Core Advocates
Provide their referrals the highest level of service
Provide the Core Advocate some sort of service in return
Exercise:
What sort of services can you provide
Core Advocates?
Keller MREA Business Planning Clinic Jan 2004

81. Millionaire Referral Systems - Summary
Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Millionaire Referral Systems - Summary
Educating, asking, and rewarding for referrals
Cultivating your Met database inner circles
Exercise: My Scorecard
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82. Instructor's Notes
11/14/2018
Chapter 5: Millionaire Referral Systems
Exercise: KW A&Q
Contestant will choose a question from category of their choice.
The first contestant to raise their hand will be given the opportunity to give the correct response. If the contestant answers correctly, they may pick the next question.
If a contestant answers incorrectly, the next contestant to raise their hand has the opportunity to answer.
Answers must be phrased in the form of a question.
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83. Chapter 6: Knowing Your Numbers
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
Objectives:
Weigh your lead generation options
The goal of lead generation is numbers
Determine the effect of your economic model on your lead generation
Lead generation ratios and the number of contacts you must amass.
Understand the variables of your local market and your team
Determine the cost of your lead generation program
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84. Knowing Your Numbers Weighing Your Options
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
Knowing Your Numbers
Weighing Your Options
The Lead Generation Scientific Method
Focus
Modeling
Systems
Accountability
Conclusion
Truth:
Successful lead generators pay attention
to what works in their market.
Keller MREA Business Planning Clinic Jan 2004

85. Playing the Numbers Game
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
Playing the Numbers Game
Safety in Numbers
Truth #1:
The number of leads you must generate is critical.
Truth #2:
Lead generation is not only a numbers game,
it’s a massive numbers game.
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86. Playing the Numbers Game (cont.)
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
Playing the Numbers Game (cont.)
Safety in Numbers (cont.)
Truth #3:
Systematic marketing is more important
than creative marketing.
Truth #4:
Your lead generation plan must always be
more ambitious than your income goals.
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87. The Influence of Your Economic Model
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
The Influence of Your Economic Model
Your Economic Engine
Leads
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88. Lead Generation Ratios
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
Lead Generation Ratios
Database Numbers
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89. Lead Generation Ratios (cont.)
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
Lead Generation Ratios (cont.)
Database Numbers (cont.)
Getting the Names
Truth:
Go after Met and Haven’t Met in some combination of
“overkill overtime.”
Exercise:
Determine your methods for
obtaining contacts.
Keller MREA Business Planning Clinic Jan 2004

90. Hitting Your Numbers Adapt and Overcome Adjusting with the Variables
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
Hitting Your Numbers
Adapt and Overcome
Adjusting with the Variables
Internal Influences
Lead conversion rate
Appointment conversion rate
Listings conversion rate
Truth:
The real estate business is cyclical and
markets always shift.
Keller MREA Business Planning Clinic Jan 2004

91. Hitting Your Numbers (cont.)
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
Hitting Your Numbers (cont.)
Adapt and Overcome (cont.)
External Influences
Seller’s market
Buyer’s market
Transitioning market
Keller MREA Business Planning Clinic Jan 2004

92. Hitting Your Numbers (cont.)
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
Hitting Your Numbers (cont.)
Adapt and Overcome (cont.)
Being Tenacious about Listings
It starts with an attitude
Keep your team focused
Truth:
Millionaire agents are insistent on
hitting their goals.
Keller MREA Business Planning Clinic Jan 2004

93. The Cost of Success 131 Met and Haven’t Met Costs Met Haven’t Met
Chapter 6: Knowing Your Numbers
The Cost of Success
Met and Haven’t Met Costs
Met
1,920 People
320 Sales
$31,680/yr. ($99/sale)
Haven’t Met
16,000 people
320 sales
$96,000/yr. ($300/sale )
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94. The Cost of Success (cont.)
Chapter 6: Knowing Your Numbers
The Cost of Success (cont.)
Met and Haven’t Met Costs (cont.)
Assumptions
10% of income
50% per touch
Exercise: Your lead generation costs.

95. Knowing Your Numbers - Summary
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
Knowing Your Numbers - Summary
Discovering what works and doesn’t work for you
Playing the lead generation numbers game
The influence of your Economic Model
Lead generation ratios
Hitting your numbers
Cost of your lead generation program
Exercise: My Scorecard
134
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96. 135 Exercise: Aha! Scratch Out Think about what you just learned.
Instructor's Notes
11/14/2018
Chapter 6: Knowing Your Numbers
Exercise: Aha! Scratch Out
Think about what you just learned.
Get into groups of about four-five. Each group will choose five of their best Aha!’s and write them on paper from the flipchart.
When all teams are finished, compare the papers. Duplicate Aha!’s are scratched out and the team with the most number of Aha!’s left wins.
If you hear or think of a great Aha!, use the worksheet to put it into action.
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97. Chapter 7: Putting It All Together
Objectives:
Anticipate obstacles and determine how to overcome them
Protect your lead generation time
Keep focused on generating leads
136

98. Overcoming Obstacles 137 Don’t Let Anything Get in Your Way Exercise:
Chapter 7: Putting It All Together
Overcoming Obstacles
Don’t Let Anything Get in Your Way
Exercise:
What are the obstacles to success? What will you do to eliminate them?
137

99. Protecting Your Lead Generation Time
Chapter 7: Putting It All Together
Protecting Your Lead Generation Time
Time on Your 20%
Truth:
Lead Generation is your most
dollar-productive activity.
138

100. Protecting Your Lead Generation Time (cont.)
Chapter 7: Putting It All Together
Protecting Your Lead Generation Time (cont.)
Time on Your 20% (cont.)
Exercise:
Are you ready to time-block your
lead generation activities?

101. Keeping Focused 141 Your Job Truth:
Chapter 7: Putting It All Together
Keeping Focused
Your Job
Truth:
Your job is to generate leads for your business.
Maintaining Focus
Systematize
Plan
Schedule
141

102. Keeping Focused(cont.)
Chapter 7: Putting It All Together
Keeping Focused(cont.)
MREA: Systematizing Lead Generation Aha!’s:
Pursue a double-barrel approach.
Take both approaches to the highest level.
Haven’t Met business becomes Met business.
Lead Generation controls business costs.
142

103. Putting It All Together - Summary
Instructor's Notes
11/14/2018
Chapter 7: Putting It All Together
Putting It All Together - Summary
Overcoming obstacles
Protecting your lead generation focus time
Exercise: My Scorecard
143
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104. What Have You Learned? MREA: Systematizing Lead Generation Outline
Chapter 7: Putting It All Together
What Have You Learned?
MREA: Systematizing Lead Generation Outline
Exercise: My Action Plan