1. Power Session 1: Building Validity and Positioning
Lead Generation 36:12:3
Power Session 1:
Building Validity and Positioning

2. Power Session 1 In this Power Session … Introduction Personal Validity
Powerful Positioning
Sprinting Past the Competition
Putting It All Together
Page 1

3. Introduction Ground Rules Arrive on time. Form groups quickly.
Power Session 1
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!
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4. Introduction How You Will Learn Learning Methods Manual Classroom
Power Session 1
How You Will Learn
Learning Methods
Manual
Models/Systems
Exercises/Discussion
Stories
Classroom
PowerPoint slides
KWConnect videos
Classmates/Instructor
(continued)
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5. Accountability Feedback Loop
Introduction
Power Session 1
How You Will Learn
Accountability Methods
Lead Generation Action Plan
Accountability Partner/Program
1. Set Goals
2. Do Key Activities
3. Measure Results
4. Evaluate Process
5. Make Adjustments
Accountability Feedback Loop
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6. Read, underline, and share …
Introduction
Power Session 1
Why You Are Here
You are a Real Estate Professional.
Read, underline, and share …
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7. Introduction Building Your USP A five-step model … Page 6
Power Session 1
Building Your USP
A five-step model …
Personal Validity
Personal Validity
Step 1: How You Describe Yourself
Step 2: How Others Describe You
Powerful Positioning
Step 3: Define Your Customer Service
Powerful Positioning
Step 4: Create Your Value Proposition
Powerful Positioning
Step 5: Create Your Unique Selling Proposition
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8. Introduction Why You Are Here
Power Session 1
Why You Are Here
You’ll craft a Unique Selling Proposition (USP) that you can use in your lead generation activities.
You are here!
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9. Introduction What Will Make This a Great Training Experience Page 8
Power Session 1
What Will Make This a Great
Training Experience
Page 8

10. The knowledge, attitudes, skills, and beliefs you already have.
Personal Validity
Power Session 1
What makes you valid?
The knowledge, attitudes, skills, and beliefs you already have.
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11. Personal Validity Two Sources:
Power Session 1
Two Sources:
Step 1: The words and phrases that you would use to describe yourself.
Step 2: The words and phrases that others use to describe you.
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12. Personal Validity real estate relevance your experience
Power Session 1
Step 1: How You Describe Yourself
No matter what your story is, you are uniquely qualified.
Two-part process:
Examine your experience.
Make it real estate relevant.
real estate relevance
your experience 1 2
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13. Personal Validity Part 1: Examine Your Experience
Power Session 1
Part 1: Examine Your Experience
Start with your résumé.
Consider what you know.
Think about your attitudes and beliefs.
Part 2: Make It Real Estate Relevant
How is it beneficial to your customers?
You have already used your experience to help your customers!
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14. From the “2006 NAR Profile of Home Buyers and Sellers”
Personal Validity
Power Session 1
Consider what buyers and sellers say they want:
Buyers %
Sellers 1.
Agent is honest and trustworthy
25%
Reputation of real estate agent
35% 2.
Agent’s reputation
23%
21%
From the “2006 NAR Profile of Home Buyers and Sellers”
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15. Personal Validity EXERCISE How You Describe Yourself Time: 20 minutes
Power Session 1
EXERCISE
How You Describe Yourself
Thoughtfully answer the questions on page 13.
Your instructor will guide you from there.
Time: 20 minutes
Pages 12-14

16. Personal Validity DISCUSSION How Did You Make It Real Estate Relevant?
Power Session 1
DISCUSSION
How Did You Make It Real Estate Relevant?
Pick a phrase to share with the group.
State your original word and describe how you made it real estate relevant.
Time: 10 minutes
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17. Personal Validity Step 2: How Others Describe You
Power Session 1
Step 2: How Others Describe You
Compelling part of your validity
Indicators of your strengths
Persuasive picture of your integrity
Think about:
People you care about
People you respect
People you have great business relationships with
Your past customers
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18. Personal Validity EXERCISE How Others Describe You Time: 10 minutes
Power Session 1
EXERCISE
How Others Describe You
Complete the table on page 16.
Share your answers with the class.
Time: 10 minutes
Pages 15-16

19. Personal Validity Collecting What Others Say
Power Session 1
Collecting What Others Say
Underscores your validity to potential new customers
Just ask to use what’s been said and their name.
Keep these posted!
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20. Personal Validity EXERCISE Collect a Testimonial Time: 5 minutes
Power Session 1
EXERCISE
Collect a Testimonial
Think of somebody you’ve done business with.
Get out your cell phone and call them.
Ask for a testimonial.
Thank them.
Time: 5 minutes
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21. Powerful Positioning Stand apart from the crowd!
Power Session 1
Stand apart from the crowd!
Step 3: Define your customer service
Step 4: Create your VP
Step 5: Create your USP
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22. Powerful Positioning Buyers Step 3: Defining Your Customer Service
Power Session 1
Step 3: Defining Your Customer Service
Buyers
Page 20

23. Powerful Positioning Sellers Step 3: Defining Your Customer Service
Power Session 1
Step 3: Defining Your Customer Service
Sellers
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24. Powerful Positioning What Services Do You Offer?
Power Session 1
What Services Do You Offer?
Analyzing needs and wants
Determining price strategy
Advising on repairs
Developing a marketing plan
Evaluating offers
Negotiating counteroffers
Preparing post-contract work list
Coordinating document preparation
Reviewing closing documents
Assisting with post-closing
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25. Powerful Positioning EXERCISE What Do You Offer? Time: 10 minutes
Power Session 1
EXERCISE
What Do You Offer?
Itemize the services you offer on page 24. Include real estate relevant phrases, customer services you excel in, and any other relevant aspects of working with you.
Time: 10 minutes
Pages 23-24

26. Powerful Positioning Step 4: Create Your Value Proposition (VP)
Power Session 1
Step 4: Create Your Value Proposition (VP)
Distills services into benefits
Says what you’re doing for the customer
Explains the complexity of what you do
Keeps you accountable
States the customer-specific benefits
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27. Powerful Positioning Example Value Proposition See page 26 Page 26
Power Session 1
Example Value Proposition
See page 26
Page 26

28. Powerful Positioning EXERCISE What Benefits Do You Offer?
Power Session 1
EXERCISE
What Benefits Do You Offer?
Refer to your list from Step 3 and craft up to 10 benefits on page 28.
Select powerful words.
Phrase your VP in terms of what the customer “gets” as a result of your service.
Time: 15 minutes
Pages 27-28

29. Powerful Positioning EXERCISE The Benefit of Sharing Benefits
Power Session 1
EXERCISE
The Benefit of Sharing Benefits
Select one of your benefits.
Share your benefit with the class.
Revise a benefit.
Share your revised benefit with the class.
Time: 10 minutes
Page 29

30. Powerful Positioning
Power Session 1
Step 5: Create Your USP by Combining Your Validity, Services, and VP
Your unique, memorable, and persuasive statement
Your advance presentation
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31. Powerful Positioning Make It Unique By:
Power Session 1
Make It Unique By:
Presenting a truly different and unique service
Tweaking a service
Wording it cleverly or uniquely
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32. Powerful Positioning EXERCISE What is Your USP? Time: 10 minutes
Power Session 1
EXERCISE
What is Your USP?
Select your best VP and make it unique.
Clip out your USP—use it in future sessions and future business!
Time: 10 minutes
Page 31

33. Sprinting Past the Competition
Power Session 1
What’s the power of your USP?
Validity and positioning in your presentation!
Your USP is ready for you to pick it up and go!
Page 33

34. Putting It All Together
Power Session 1
Power Session Aha’s
What were your aha’s from this session?
Page 35

35. Thank You for Being Here!
Don’t forget your evaluations!