A new way to onboard agents that focuses on recruting, Retention and Productivity
There’s a new way to onboard agents, and it makes getting started at Keller Williams a LOT easier. My name is Chad Peevy and I’m writing to introduce you to RAMP UP: Rapid Agent Marketing Plan for Ultimate Productivity. After years of working with thousands of agents from Austin Southwest and other Market Centers across the country, I’ve discovered something: agents are amazing people. And when you help amazing people focus on the right things at the right time, they can do amazing things. That’s what RAMP UP is all about. RAMP UP has been designed to help you: • Increase recruiting appointment conversions • Increase agent retention and • Increase agent productivity This 12-week online course has been created exclusively for agents who are new to Keller Williams. Equipped with the online education experience, the accompanying workbook, mobile app, private Facebook Group and weekly webinars, agents are guided step-by-step through the process of launching their business at the world’s largest real estate company. I’m excited to introduce this program, help your agents, and for the opportunity to partner with you! Please let me know if you have any questions. In the meantime, I am including more information about the program in this package as well as the table of contents for the course workbook. You can learn more and enroll your Market Center at AgentRampUp.com
Chad Peevy Founder // CEO
1801 S. Mopac, Ste 100 | Austin, Texas 78746 (800) 238-1406 | AgentRampUp.com | rampup@theagentschool.com
Take a look inside the program...
Workbook and Success Lists
LIVE Group Discussions
Exercises, worksheets, checklists, forms and more to help agents implement what they learn – available at Amazon.com
Agents get guidance from marketing professionals, answers to their questions and feedback from other agents to stay on track through the course
Private Facebook Group
Mobile App
Agents have a community to connect with and hear from other agents going through the same process to keep them motivated
Access to interviews with top producers and thought leaders, social media resources, and a calendar of additional training opportunities
Recruit As the CEO and Team Leader of your Market Center, you know all too well that when agents first get into real estate or first join Keller Williams they can become overwhelmed, uncertain, and easily distracted — or worse, discouraged. What if your recruiting conversation could include an honest and reassuring “Don’t worry, we have a plan”? What if you could offer your agents an easy-to-follow guide to success that doesn’t eat up your staff ’s time and resources? What if you could provide your new recruits with the information they need, delivered on their schedule? RAMP UP is designed to help your new recruits • harness the power of KW’s resources • get a plan in place that helps focus their energy, effort and expenses • get them into action quickly RAMP UP dives into the specifics of building a database, creating and implementing an annual marketing plan, and establishing an online presence. We help them identify their ideal client profile and effectively target that client demographic. We show agents what things they need to have in place and how to go about generating new leads based on their specific DiSC profile. We help them lay the foundation for a sustainable business model. When you tell your prospects about all that KW has to offer, make sure RAMP UP is a brick in your wall of value.
Retention When someone joins your community, the first 90 days are critical. What if we looked at agent retention like other companies look at customer retention? Is there anything to be learned from other industries? If we borrowed the “First 90 Days” concept from other industries and applied it to agents, would it disrupt the “churn” model as it exists today? If we get agents to invest time in developing the critical parts of the business right from the start, would it get them into production quicker? And if an agent is doing well, and feels supported, would they be so quick to leave a Market Center? According to an article released by Inman, one of the main reasons agents leave their brokerage is because they feel like they are all on their own: “Where we continue to fail is after the agent is hired.” Similarly, a survey of agents by REALTOR® Magazine found that associates don’t leave a company because of the money — they leave because they need to feel their success truly matters to their broker. Even with all the resources Keller Williams has to offer, choice fatigue can lead to stagnation. If they are overwhelmed or don’t fully understand how to navigate the resources at their disposal, agents can begin to feel abandoned by their brokerage. After years of working with agents at Market Center #1 in Austin and other Market Centers around the country, I’ve listened intently to the plights of new agents, and learned to look for opportunities to help them find their way. The solution to the existing “churn” model lies with RAMP UP: Rapid Agent Marketing Plan for Ultimate Productivity. With RAMP UP, your agents will benefit from a course that teaches them how to launch their business and chart a path forward. We deliver the language, systems and models of Keller Williams through a comprehensive course that gives your agents the foundation they need to realize their success in your Market Center.
RAMP UP was designed to supplement your Ignite and Productivity Coaching Programs!
Here’s what your agents can look forward to...
12-Week RAMP UP Road Map
The KW Models and Systems
Supportive Community
Agents will follow our step-bystep agent onboarding process, which guides them through everything they need to know to get their business up and running. We walk them through the basics like domain names and email, GPS and 4-1-1’s, DiSC based marketing plans, 8×8’s and 33-touches.
RAMP UP delivers the language, systems and models of Keller Williams. This comprehensive course will give your agents the foundation they need to realize their success in your Market Center.
Get advice, feedback, motivation and support from an active community of fellow agents and experts who will keep you on track and motivated!
Direct Feedback
Weekly LIVE Masterminds
Accountability
By participating in the Facebook Forum, agents are able to ask questions of other agents and our experts. They get feedback and support to guide them through the beginning stage of promoting themselves as an agent at KW.
Each week, agents will have an opportunity to hear from our experts and other agents about the weekly activities on a LIVE webinar. Agents may also have the opportunity to share their experiences.
Our program is setup to provide your agents with accountability each week. Our leaderboard and accountability partner program will encourage agents to stay on track – and make progress toward their first transaction at KW.
Productivity For many agents, starting their own business can feel like drinking from a fire hose. That feeling is shared by both new and experienced agents. Keller Williams has so much to offer. Where do they start? What route do they take? Information overload can lead to choice fatigue and stagnation. With RAMP UP, you can empower your agents with the tools they need to immediately get their business launched. We take your agents through the process step-by-step to streamline onboarding and get them into massive action, quickly. RAMP UP is a 12-week online learning experience where agents learn how to: • • • • • • • •
Create an annual marketing plan Define and find the ideal client Prioritize marketing activities Write 8x8’s that convert Promote a business online Find new clients and nurture existing ones through event marketing Gain a deeper understanding of the MREA’s marketing principles and much more!
Designed to be a 12-week experience, agents have the ability to learn on their own time, at their own pace. Agents are also provided the opportunity to be part of a supportive community, where they can get advice, feedback and motivation from fellow agents around the coutry who are going through the same experience. Our leaderboard and accountability partner program will encourage agents to stay on track — making progress toward their first transaction at KW. RAMP UP teaches agents how to launch their business online and offline. We guide them through everything they need to know to get their business up and running — from getting setup with KW technology, to purchasing a domain, building a database and hosting an event. We walk them through the basic Kellerisms like the GPS and the 4-1-1, 8x8’s and 33-touches. And we show agents how to market from their DiSC, reinforcing that the key to success is doing what they do best. By the end of the program, your agents will be well on their way to closing their first transaction and will have a strong marketing plan to follow through the year. Our goal is to make sure your agents get productive, and stay productive.
Your RAMP UP Investment What could an investment in increased recruiting conversion, improved retention numbers and increased productivity mean for the bottom line at your Market Center? RAMP UP has been designed to help you address each of these meaningful areas. The pricing structure for your Market Center Membership has been created to help you maximize that bottom line. After all, if there’s an investment, there should be a return. What’s the opportunity? Well, what if you improved…. • Recruiting conversion by 6%? • Retention by 5%? • Productivity by 3%? Even slight improvements in these areas can translate to a major boost to your bottom line. Here are a few ideas for your consideration to help you cover your membership dues: • • • •
Excess E&O dollars ALC fund Training fund Sponsorship from your partner mortgage, title or warranty company (we can even offer you custom collateral to highlight their contribution) • Agent reimbursement at closing • Add to agent onboarding fees
Membership Options • Enroll up to 5 agents per month: $500 /month • Enroll up to 12 agents per month: $1,000 / month • Enroll up to 20 agents per month: $1,500 / month
Download your membership agreement at
AgentRampUp.com
“You’re going to be defined by your first 90 days. You’ve got to act.” ~ Former GE CEO, Jack Welch
check out the Table of Contents from the RAMP UP workbook (available on Amazon.com)
INTRODUCTION: Welcome from Chad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Course Outline. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 How to navigate this process. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Welcome to the group! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
WEEK 1: Create a password vault. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Purchase personal domain. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Learn @kw email functions – send and receive. . . . . . . . . . . . . . . . . 15 Setup your email signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Let’s Connect!. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Meet all Market Center staff. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Complete your DiSC Personality Assessment. . . . . . . . . . . . . . . . . . . 19 Order your gear . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
WEEK 2: DiSC validation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Client Avatar / Ideal Client . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Define your value proposition. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Positioning. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Write your “introduction” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Branding decision. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Professional headshot. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Pulling together your database . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Announcement to inner-sphere . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Meet 2 members of your ALC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
WEEK 3: Brainstorm marketing activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Complete your (3) bios . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 List, prioritize, focus. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 DiSC informed marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Create your Facebook Business page. . . . . . . . . . . . . . . . . . . . . . . . . . 43 Meet 2 members of your ALC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Announcement to outer-sphere . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 Meet someone new on the Facebook forum . . . . . . . . . . . . . . . . . . . . . 46 Order Gear. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47 Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
WEEK 4: Pick a Facebook buddy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 Marketing GPS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 Add 10 to database . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 Set up your Google Calendar. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Order gear. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
WEEK 5: Marketing Language at KW. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 The 7C’s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 The 8x8. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 The 33-touch. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 Campaign flow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 Add 10 to your database. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 Meet a mortgage broker. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
WEEK 6: 5-3-2 Rule. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 Social media tracker. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Meet 2 people in your Market Center. . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 Add 10 to your database. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
WEEK 7: Event brainstorm. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78 Farming . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78 Order gear. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 Add 10 to your database. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Meet the title company rep . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
WEEK 8: The 4-1-1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86 Listing Presentation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88 Event outline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 Add 20 to database . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 Meet 2 in your Market Center . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92 Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
WEEK 9: Listing Presentation practice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96 Event invitations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97 Hold open house . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98 Order gear . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99 Add 20 to database . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100 Meet an inspector . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
WEEK 10: Online Presence. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106 Meet 2 new people in your Market Center. . . . . . . . . . . . . . . . . . 107 Share your KW Mobile app. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108 Add 20 to database . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108 Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
WEEK 11: Your event!. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112 Add 20 to database . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112 Check in with your Team Leader. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113 Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114
WEEK 12: Follow-up with your event attendees. . . . . . . . . . . . . . . . . . . . . . . . . 118 Add 20 to database . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119 End of course survey. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Online Group Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119 Plugged-in at KW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120
Special Leadership Bonus When you purchase your Market Center membership before September 1, 2017 you will receive lifetime access to our Keller Williams Leadership Collection. Created using the Google Suite of Apps, you’ll be able to masterfully personalize and print awards, certificates, recruiting packages, letterhead, team meeting slideshows and more.
• • • • • • • •
Certificates Email Signatures Flyers Orientaiton Material Posters Productivity Tools Reports Social Media Tools
Ready to RAMP UP your agents? Complete the enclosed agreement and return to: rampup@theagentschool.com or Sign up at AgentRampUp.com
1801 S. Mopac, Ste 100 | Austin, Texas 78746 (800) 238-1406 | AgentRampUp.com | rampup@theagentschool.com