Win In Real Estate by John L. Scott Real Estate

At John L. Scott Real Estate, our business is transactional excellence but our higher purpose is Living Life as a Contributionâ&#x201E;˘.

J. Lennox Scott

Chairman & CEO John L. Scott Real Estate

WHY ULTIMATE CLIENT RELATIONSHIP®? Most philosophies are simply an approach to business, Ultimate Client Relationship® is an approach to success. And that is why we’ve worked with the Pacific Institute® to develop a new way of doing business with John L. Scott. We call it Ultimate Client Relationship®, or UCR. The mission of UCR is to serve and care for the real estate needs of each individual client, while developing meaningful relationships and to be a contribution to our communities. This guide will introduce - or reacquaint you with the technology, tools, tactics, that will help you achieve success - the Who, What, and Why of UCR. I can’t wait for you to get started! Best,

Emmanuel Fonte

Director of Ultimate Client Relationship®

TABLE OF CONTENTS 5

The Mindset Shift

The Quadrants

The Technology - JLSNext

The Tools

The UCR approach to success. Mindset is a critical aspect of how JLS brokers approach all of their activities.

JLS takes a fresh look at how brokers, their clients, and emerging generations communicate and make real estate decisions.

How UCR helps brokers leverage technology in creating value and deploying valuable information and engagement opportunities.

Looking through the lens of UCR, brokers utilize tools to increase their expertise, confidence, and competence as they serve their clients.

The Tactics

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The Wins

UCR guides brokers as they make decisions on what to do, when to do it, and whom to engage to build their business and live an inspired life.

A more engaged broker leads to a more productive broker.

Testimonials

THE MINDSET SHIFT

Most business philosophies are an approach to work. Ultimate Client Relationship® (UCR) is a timeless approach to success.

The UCR mission is to serve and care for the real estate needs of each individual client, resulting in strong and meaningful relationships. UCR then acts as the bridge to our statements: “Powerful Businesses and Inspired Lives” and “Living life as a Contribution™.” A strong and positive mindset, along with mastery of real estate skills with authentic, enthusiastic engagement, creates an experience that cannot be commoditized. This is why UCR goes beyond CRM. CRM is simply using campaigns or items of value to help the broker remain “top of mind” with the client. UCR is about being in relationship so that the clients remain “top of mind” to the broker. UCR helps brokers, owners, office leaders, and support team members connect the dots with the tools, technology, and tactics needed to deepen this relationship. This includes: n

Your beliefs and values about life and work determine how you interpret situations. A positive mindset sets the stage for any situation, how you interpret, react and move forward. UCR starts with a positive mindset.

Expertise in listing presentation, buyer presentation, sharing relevant articles, a keen sense of market and community knowledge, and focusing on areas of specialty.

Finding creative ways to engage with clients: face-to-face, voice-to-voice, social media, handwritten note cards, text messages, campaigns/CRM, client-engagement parties, and open houses.

Mastering JLS tools and technology such as Property Tracker®, MarketInsights™, the John L. Scott GPS Home Search App, Trendgraphix, Seller Listing Launch® and MyDesk.

Win in Real Estate | John L. Scott Ultimate Client Relationship®

We believe the future of John L. Scott will be founded on Ultimate Client Relationship®. We are committed to living out these values in our daily activities through the care and transactional excellence that is given to each client.

THE QUADRANTS OF ULTIMATE CLIENT RELATIONSHIP Ultimate Database The List of Those who Matter to You n n n n n n n n n

THE WHO

CURRENT CLIENTS PAST CLIENTS FRIENDS/FAMILY SOCIAL MEDIA CONNECTIONS PREFERRED VENDORS BUSINESS OWNERS/BUSINESS CONTACTS NETWORKING GROUPS FELLOW BROKERS CROSS SALE CUSTOMERS

Ultimate Engagment The Practice of Relationship

THE WHAT

n n n n n n n n n

FACE TO FACE VOICE TO VOICE NOTECARDS/TEXT CAMPAIGNS/CRM OPEN HOUSE SOCIAL MEDIA NETWORKING CONNECTING CONVERSATIONS ANNUAL CLIENT ENGAGEMENT

Win in Real Estate | John L. Scott Ultimate Client Relationship®

Touching every area of life and business

Ultimate Expertise The Confidence and Competence that Energizes You n n n n n n n n n n

THE WHY

LISTING PRESENTATION SYSTEM: SELLING YOUR HOME GUIDE AND PRESENTATION BOX HOME BUYING SYSTEM: FINDING YOUR HOME GUIDE AND HOME BUYING PLANNER MARKET KNOWLEDGE AREA OF SPECIALTY COMMUNITY KNOWLEDGE BUSINESS PLAN TIME BLOCKING AFFIRMATIONS JOHN L. SCOTT FOUNDATION ARTICLES/VIDEOS

Ultimate Tools Technologies and Tactics for Success

THE HOW

CALENDAR APPLICATION PROPERTY TRACKER® MARKETINSIGHTS™ GPS HOME SEARCH APP SELLER LISTING LAUNCH® ROLLOUT SEQUENCE CLOUD CMA HOUSING UPDATES MARKET TREND REPORTS (LOCAL MLS AND TRENDGRAPHIX) n MY DESK n NEIGHBORHOOD PROPERTY TRACKER® (SAVED SEARCHES) n n n n n n n n

TECHNOLOGY

As an industry leader, John L. Scott is committed to serving our real estate broker associates with best-in-class technology. Here are some of the innovations we offer our brokers.

Property Tracker® Buyers are notified of new listings. Sellers are informed of their competition. Homeowners stay up to date on market changes. Investors are informed of investment opportunities. Renters are informed of new listings and market trends. Regardless of where your contacts are in the buying or selling process, Property Tracker® allows you to brand yourself as the hyper-local market expert. Property Tracker® saved searches can be used for SEO and SEM as well as hyper-local targeted marketing (farming) with digital power.

MarketInsights™ MarketInsights™ provides consumers with a monthly analysis on what the market is doing in their specific search areas. The report covers activity and trends: average home price, total new listings, months of inventory, and month-to-month changes. This is a high-touch, high-value, very specific real estate information piece supporting the Broker’s expertise.

John L. Scott GPS Home Search App A mobile app that is a personalized to Brokers allows contacts to search for properties, sign up for Property Tracker®, and look at properties they are standing in front of or driving by. Brokers can invite clients to download the app by texting them, using social media, or sending an email with the broker’s personal URL link.

Win in Real Estate | John L. Scott Ultimate Client Relationship®

Trendgraphix Trendgraphix connects directly to the MLS to provide market snapshots and trends. Brokers can use this information as part of the buying or selling process. Updates can be included in Home Buying Planners, embedded on broker websites, linked in email signatures, and as a supplement to other real estate updates.

Cloud CMA n n n n n

Lead Gen link on: website | social sites | mobile app | email signature | neighborhood search page. As part of the Neighborhood Real Estate Update. Use URLs in marketing opportunities (Open House). Digital Item of Value. Homebook as part of marketing of listing. Differentiate at listing appointment. Personal branding on every page. Homogenous look and feel.

Personal Broker Websites John L. Scott personal broker websites are fully customizable to be a resource for information or lead-generation machines. They are responsive, fully loaded, search engine optimized, and feature all of the tools buyers and sellers need. Pages are personalized for each broker, branding them as the hyper-local real estate expert in their area or specialty.

Win in Real Estate | John L. Scott Ultimate Client RelationshipÂŽ

THE TOOLS

Business Plans Annual business plans are the best way to ensure brokers are planning for success. John L. Scott provides the coaching brokers need to write an activity-based business plan that is clearly defined, easy to follow, and leads to success. The Ultimate Game Plan Business Plan helps brokers plan, strategize, and prepare for monthly, weekly, and daily engagement activities.

UCR Activity Checklist Accountability is embedded in our John L. Scott coaching. The UCR Activity Checklist guides the broker to the activities that lead to engagements, appointments, showings, listings, and closed transactions.

Seller Listing Launch® More than just advertising, Seller Listing Launch® offers the broker the opportunity to create a buzz around every listing from day one. In conjunction with Early Entry for Neighbors™, it takes open houses to another level.

MarketInsights™ With the power of a Property Tracker® search, MarketInsights™ makes the broker the conduit for the latest activity in a client’s neighborhood. The data is the starting point that helps create confidence in the consumer as to the broker’s expertise. Because John L. Scott’s exclusive Property Tracker® can drill down to specifics with the polygon search tool, the data that is harvested is hyper-local and subsequently, is precisely what affects the consumer’s neighborhood (searches).

Win in Real Estate | John L. Scott Ultimate Client Relationship®

Open House Tools Open houses are a great way to build your business. A large percentage of buyers and sellers are checking out their future agent at open houses. These tools allow you to demonstrate your value at open houses to make a powerful impression and obtain new clients. Present yourself as the professional with a system.

Listing Presentation System: Selling Your Home Guide and Presentation Black Box Present yourself as the professional with the tried-and true system. Have the “Selling Your Home: Marketing and Pricing Strategies” guide and Listing Presentation Black Box displayed at open houses to engage guests. This will offer opportunities for conversations demonstrating how John L. Scott brokers market properties.

Home Buying System: Finding Your Home Guide and Home Buying Planner Another great tool to engage visitors at open houses. Plus, use this guide, along with the Home Buying Planner, for “Home Buying Seminars.” The organized, concise and clear strategies within will serve buyers in any market condition. The system helps brokers demonstrate their expertise, which in turn locks in the client. Once a guide is touched by a visitor, ask them, “Would you like a copy of that?” You can then send a PDF version via email or offer the visitor to download the GPS HomeSearch that has the two guides as part of the app.

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Win in Real Estate | John L. Scott Ultimate Client Relationship®

THE TACTICS

Not just another version of CRM More than staying on the client’s “top of mind” The Clients are on our “top of mind”

Engagement

John L. Scott takes a fresh look at how we can face these changes today and meet the challenges of tomorrow. Innovations in technology, generational changes in the home buying and -selling markets, and evolving modes of communication make it difficult to keep up, especially when brokers are tending to day-to-day business.

John L. Scott is committed to serving our real estate clients in best-in-class transactional excellence. That means being connected to our clients throughout the entire process, often starting as early as 400 days before they start looking to buy or list a home.

Prior to each activity, brokers pull up contact information and review the intel they have on each contact, including family members, hobbies or interests, recent events, anniversaries, etc. Conversations should center on Family, Occupation, Recreation, and Dreams.

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One way to ensure brokers are staying connected with their clients is using the Engagment Hour: an hour each work day devoted to creating UCR interactions with their database. This hour is used to make phone calls, send texts, emails, handwritten notes, or social messaging (e.g. Facebook Messenger) to offer real-time, relational tools to create appointments that engage and maintain lasting relationships.

Win in Real Estate | John L. Scott Ultimate Client Relationship®

UCR L.A.B.S. UCR L.A.B.S. are meant to build on educational concepts brokers learned in their school days: theory, application, and experiential learning. L.A.B.S. let brokers see John L. Scott tools and programs through the lens of Ultimate Client Relationship® and how these tools benefit and serve our clients. An important component of the L.A.B.S. is the concept of Mindset. John L. Scott partnered with TPI (The Pacific Institute®) to develop a curriculum that hones this vital skill. Each video session speaks to an aspect of mindset. Brokers can pause and discuss, or watch multiple times. These practical concepts will help in life as well as business, leading to a “Powerful Business and Inspired Life.” Workbooks cover each of the UCR quadrants, the WHO, the WHY, the WHAT, and the HOW. These L.A.B.S. (or classes) take anywhere from an hour and a half to two and a half hours to complete. Workbooks can be used as a group over a few weeks, for one-on-one coaching, or individually at the broker’s own pace. Brokers are be encouraged to look at the tools with a slightly different perspective. They will do practical activities, and then asked to apply these activities to their business. Brokers score themselves on concepts and/or tools to establish a baseline to measure against, creating clear coaching opportunities. The L.A.B.S. help brokers work on: n n n n n n

Mastery in listing presentations and buyer presentations, sharing relevant articles. Developing a keen sense of market and Mastery of UCR with powerful and personalized community knowledge, and focusing on an attention creates an experience for their clients that area of specialty. cannot be commoditized. Finding creative ways to engage with clients: face-to-face, voice-to-voice, social media, handwritten notes, text messages, campaigns/CRM, client engagement parties, and open houses. Usage of JLSNext tools and technology such as the personally branded GPS Home Search App, Property Tracker®, and MyDesk. Personal hyper-local online presence Trendgraphix and Cloud CMA

Why the L.A.B.S. are crucial:

The purpose of tools like the Mobile App and Cloud CMA is to create calls to conversation. Typical “Calls to Action” are meant for the “prospect” to click on something that gives the broker a chance to “sell” them or “pitch” them. In a call to conversation, brokers create opportunities to discover more about the client and how the broker can best serve their clients.

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Win in Real Estate | John L. Scott Ultimate Client Relationship®

It allows the client to offer their insights and thoughts. A call to conversation requires curiosity, not opinions alone or pat answers. Completing UCR L.A.B.S. in groups are beneficial as the brokers (students) share the challenges they face with their colleagues. Camaraderie is a wonderful byproduct of shared learning. Some groups may want to incorporate reading a book as part of the L.A.B.S. experience. The Ultimate Client Relationship® library adds new titles constantly. The end result is clarity to the WHY in terms of using John L. Scott tools to enrich relationships with clients. Brokers add value to their clients, and demonstrate competence in the use of those tools in their everyday business practices. By looking at John L. Scott tools through the lens of Ultimate Client Relationship®, brokers are able to connect with those who matter to them at a deeper level.

Seasonal Engagement Activities Should I sell My House Now? UCR for the Holidays: ePostcards / Call or Text / Facebook messaging / Housing Update / Annual Neighborhood Real Estate Review.

UCR Tips n n n n

Responses to scenarios (i.e. commission reduction objection handling) Business building tips (i.e. building your database) How-Tos (i.e. note writing) Creative (i.e. 10 ways to celebrate your client’s birthday)

UCR CRM (email campaigns) n n n n n n

Selling Your Home Tips: Email campaigns offering tips for future sellers. Buying Your Home Tips: Email campaign offering tips for future buyers. MarketInsights™: Hyper-local real estate market information. Housing Update: Share “big picture” real estate trends. (JordanKingston.johnlscott.com/Housing-Updates) Financing Tips: Quarterly email campaign offering mortgage tips. Housing Forecast: A uniquely authoritative forecast of the housing market.

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Win in Real Estate | John L. Scott Ultimate Client Relationship®

Property Tracker® accounts n Buyer: receives daily or instantaneously depending on urgency and readiness. n Seller: receives daily or weekly notifications of new listings monthly MarketInsights™ of their own neighborhood. n Homeowner: receives a weekly notification of new listings to keep up with the neighborhood as well as monthly MarketInsights™ of his own neighborhood. n Investor: receives a weekly notification of new listings in the various search areas selected, as well as monthly MarketInsights™ once a quarter. n Renter: keeps up on market trends, she receives notifications every other week and MarketInsights™ every month.

UCR Value Proposition At John L. Scott, our full-time, full-service residential specialists have your best interests at heart because we focus on relationships rather than transactions. Expertise Although online and mobile access to information on homes for sale, home value estimates, and research tools have become common, understanding the market and navigating the process of buying or selling a home is still complex. It’s more important than ever to work with a real estate professional who has a level of “EXPERTISE” that goes beyond what a mobile app, online video, or website can do. At John L. Scott we take pride in offering expertise that most clients don’t even consider. For example, most buyers search for a home without taking into consideration the various market conditions that can affect the entire purchase process. Market seasonality, the backlog of buyers (also known as the competition), and analyzing recent comparable sales all factor into an offer and acceptance strategy. Negotiations One of the top three things clients want most from their Realtor® is help with negotiations. Many people think they’re good at negotiating but often their experience is in haggling or bargaining, which is different than the art of negotiation. Typically, both buyers and sellers are emotionally invested and, when it comes to something so deeply personal as a home, the importance of having a professional negotiator working for you is invaluable.

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Win in Real Estate | John L. Scott Ultimate Client Relationship®

Transactional Excellence At John L. Scott Real Estate, brokers aim for transactional excellence with every home sale. What this means for our clients is that our professionals coordinate every detail of the real estate transaction. From the moment an offer has been mutually accepted by the buyer and the seller, our residential real estate specialists monitor the various inspections, appraisals, title, escrow, and loan processes. They communicate and collaborate with all the partners and parties involved with the transaction to ensure a smooth closing. These are the types of details that often separate those who simply have a real estate license and John L. Scott Residential Specialists who are committed to the process of transactional excellence.

THE WINS Broker Engagement Office Leaders and Owners who have used UCR L.A.B.S. have a substantially higher percentage (30% -50%) of broker engagement than the brokers who have not participated. They see higher attendance and usage of John L. Scott tools and technology, and their brokers have logged in to MyDesk on a regular basis.

Lead Generation Confidence is a hallmark of brokers committed to Ultimate Client Relationship®. They are connected to their clients on a regular basis and have more appointments and they are marketing listings within their first 30 -60 days. Brokers that are actively engaged in UCR activities have 26% more transactions than those who are not active.

Broker Recruitment Owners and Office Leaders use UCR materials, and in specific, the UCR L.A.B.S., to recruit both new and experienced brokers into their offices. The conversation is changed from “how to” documents to “why to” strategies. UCR goes beyond technology for technology’s sake and creates possibilities for business and a clear path to a successful real estate career.

Broker Confidence UCR tools, technology, and tactics clearly lead to confidence, which in turn increases the competence John L. Scott brokers bring to their business, their approach, and especially their clients. They demonstrate their expertise not only by transactional excellence but also with the strong and lasting relationships they have with their clients who, in turn, refer them to those they care about.

Owner and Office Leader (Manager) Benefits Tactical, tangible and, real-time learning. Owners/Office Leaders do not have to invent “why” training modules. Measurable coaching metrics. The digestible format offers a clear path for technology adoption and benefits. The UCR L.A.B.S. create accountability components, all the while creating confidence in the broker associates.

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Win in Real Estate | John L. Scott Ultimate Client Relationship®

Curiosity: The Fundamental of Ultimate Client Relationship® We often want to show up with the right answers. What we need are better questions. What if we did something a little different? What if we sell less, letting go of control, and listen more? Not just listening – but listening to hear, not to respond. This is a skill we can all develop. Open-ended questions ask for information as opposed to yes or no. They are INVITATIONS TO CONVERSATIONS. As a Broker and the client walk the road of discovery through open-ended questions, remember that sometimes the client doesn’t know what he or she wants. This is a conundrum for clients and their broker. Listening-based inquiry with no agenda can help brokers see things the client cannot. This puts the broker in a unique position to counsel not just consult. Brokers can help the client see and understand clearly what the options, benefits, and consequences are so that they can make a decision that serves them best.

Broker Retention Appreciation for John L. Scott tools and programs has a much more personal connection since brokers are directly tied to business building tools. The coaching elements help keep the Owner/Office Leader in deep relationship with their broker associates.

Ultimate Database

The List of Those Who Matter to You

CURRENT CLIENTS PAST CLIENTS FRIENDS/FAMILY SOCIAL MEDIA CONNECTIONS PREFERRED VENDORS BUSINESS ONWERS/BUSINESS CONTACTS NETWORKING GROUPS FELLOW BROKERS CROSS SALE CUSTOMERS

Ultimate Tools

Technologies and Tactics for Success

CALENDAR APPLICATION PROPERTY TRACKER® MARKETINSIGHTS™ GPS HOME SEARCH APP SELLER LISTING LAUNCH® ROLLOUT SEQUENCE CLOUD CMA HOUSING UPDATES MARKET TREND REPORTS (LOCAL MLS AND TRENDGRAPHIX) MY DESK NEIGHBORHOOD PROPERTY TRACKER® (SAVED SEARCHES)

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Win in Real Estate | John L. Scott Ultimate Client Relationship®

Ultimate Expertise

Confidence & Competence to Empower You

Ultimate Engagement

The Practice of Relationship

FACE TO FACE VOICE TO VOICE NOTECARDS/TEXT CAMPAIGNS/CRM OPEN HOUSE SOCIAL MEDIA NETWORKING CONNECTING CONVERSATIONS ANNUAL CLIENT ENGAGEMENT

TESTIMONIALS Brokers were deeply engaged while doing the UCR L.A.B.S. and they were very excited to see actual responses from clients with different tasks that were performed during the L.A.B.S. There’s is no better way than to learn by doing! Eric Shull (Seattle - South Lake Union)

UCR can be overwhelming but our L.A.B.S. help break it down step by step for the brokers creating smaller goals that are attainable on a weekly basis! Win win! Michelle Maida (Portland)

The feedback from the UCR L.A.B.S has been nothing short of fabulous! The agents are extremely engaged and find the instructions fun and easy to follow. It’s quite helpful to actually perform the activities while going through each session. Craig Forehand (Lynnwood Center)

The L.A.B.S. are a great way for our brokers to have clear and concise instructions on how to use our great JLS tools together with understanding how and why these tools will help them build their business. They are beautifully written and easy to follow. As a Branch Leader, I appreciate what UCR L.A.B.S. do to guarantee the success of our brokers. Even our newer brokers get listing appointments because of activities. Mona Spencer (Redmond, WA)

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Win in Real Estate | John L. Scott Ultimate Client Relationship®

The UCR L.A.B.S crystallizes the client relationship enhancement methods to help our team take our business to the next level! We have had direct results from putting these strategies into action. So glad to have these JLS tools. Wendy L. Carrington (Seattle, WA)

I’ve received great responses to L.A.B.S! The format is clear, and most importantly, interactive! The brokers immediately put the ideas presented to use! Very successful! Jacqui Curtiss (Port Orchard, WA)

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