Outfront Magazine - Q1 2012 by Patrick Woods

G O I N G

G L O B A L

K E L L E R

W I L L I A M S

R E A LT Y

L A U N C H E S

A PUBL IC ATION O F K E LLE R W I LLI A MS R E A LT Y, INC .

I N

V I E T N A M !

FIR S T QUARTER 2012, VOL .9 NO.1

Candice Frigault

Jen Lysak

Chris Suarez

Michael Burke

Rachel Kendall

(Toronto, Canada)

(Lakeland, Fla.)

(Portland, Ore.)

(Bonita Springs, Fla.)

(Raleigh, N.C.)

SEEING

DOUBLE 2x

income

the

deals

the

HOW FIVE KELLER WILLIAMS AGENTS ARE BUCKING THE TRENDS AND COMING OUT ON TOP. - PG. 9

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Keller Williams Realty

vol. 9, no. 1 - First Quarter 2012

table of contents First Quarter 2012, vol. 9 no. 1 OutFront is a publication of Keller Williams Realty, Inc. 1221 South Mopac Expressway, Suite 400 Austin, Texas 78746 (512) 327-3070 phone (512) 328-1433 fax Executive Director of Marketing and Communications: Ellen Marks Editor: Laura Price Copy Editor: Jeff Ryder Associate Art Director: Michael Balistreri Designer: Caitlin McIntosh Contributors: Celesta Brown | Jennifer LeClaire | Shelley Seale Advertising: Tom Freireich (advertising@kw.com) Job Inquiries: (jobs@kw.com)

OutFront is published by Keller Williams Realty, Inc. The entire document of OutFront is copyright© 2012 by Keller Williams Realty, Inc. No portion may be reproduced in whole or in part by any means, including electronic retrieval systems, without the express written permission of the publisher. Editorial or advertising does not constitute advice but is considered informative. Copyright© 2012 Keller Williams Realty, Inc. All rights reserved.

LIVIN’ ON THE eEDGE

THE 11 th HOUR

VIRTUAL ASSISTANCE

COVER STORY: SEEING DOUBLE

New research from The Keller Center at Baylor University proves cold calling works.

LOOKING AHEAD

New opportunities in the luxury market heat up.

GOING GLOBAL

Brian Bendily’s four strategies for getting a big edge in business.

Should you hire a virtual assistant? Mike Incorvaia Jr. answers the question.

2 times the deals. 2 times the income. Five top KW agents talk strategy and success.

KW launches in Vietnam. Plus full Family Reunion 2012 coverage.

Y FAMIL

REUNION TWEET

What YOU said! See page 27 for full Family Reunion coverage.

Keller Williams Realty

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Keller Williams Realty

PURSUING A HIGHER PURPOSE IN LIFE AND BUSINESS My Dear Family, Inspirational stories flood my desk and email inbox daily. And each one thrills me beyond words. Your stories are constant reminders that the Keller Williams culture guides our personal and business lives, impacts the lessons we teach and leads us to reach out to others with compassion. Take Shaun Rawls, regional director of New York-Tri State. Shaun shares his leadership gifts with our Keller Williams family in numerous ways, one of which is imparting invaluable life lessons through his expressive blog at (rawlsgroup.org). In a recent post, he recounted a less-than-illustrious 7th grade third-string quarterback experience. Having slacked off for the better part of the season, Shaun’s coach made a lesson out of his lack of effort with a muddy scrimmage that left him face-to-face with the biggest and best players on the team, and shortly after, face down in the mud. He drew the story to a close with a poignant lesson on failing forward: “Even though it seems like they last forever, I’ve come to realize that the worst times in life don’t last very long and we can even laugh at them in the rearview mirror. Besides, the person we become would be a lesser person without such difficult and trying times in our lives.” Thank you, Shaun, for giving us perspective on what truly matters. Another story that touched my heart came from Katy, Texas. Jacob Howard, a former RE/MAX agent, was not only fighting to keep his real estate career alive, he was in the uncomfortable midst of questioning whether he should head back to the corporate world. That was until Joe Rothchild, operating principal of the Keller Williams Signature Market Center and Lucas Sherraden, team leader at Overland Park, reached out. Their caring persistence and concentration on Jacob's growth, not just the growth of the company, gave him the confidence to decide to build a career worth having, a business worth owning and a life worth living. Jacob did indeed join our family and finds it difficult to adequately express his gratitude. “Joe saw something in me that I didn’t see in myself. And Lucas puts his heart into the job and truly wants [my] career to thrive.” Helping others achieve their highest professional potential and greatest personal fulfillment is our culture in action, and we give great thanks for family members such as Joe, Lucas and Jacob! This last story from the Greater Portland (Maine) market center solidifies what I know to be absolute: we are a company that firmly believes in “walking the walk” and we are deeply committed to “coming from contribution.” Those values were put into action when the horrific tornado ripped through Keller Williams Realty

Joplin, Mo. Upon hearing of the tragedy, Dottie Bowe, operating principal sent out a call to action that resulted in a team meeting. They didn’t just determine “if ” they could help, but rather “what” assistance they would be able to provide to their Joplin family members. After an energetic discussion, the project theme and goal had been set and put into motion – $10,000 in 10 days! With enthusiastic leadership from Mark and Tammy Richard, an exciting momentum immediately permeated the Portland environment. By the 10th day, more than $12,000 had been raised and was sent to KW Cares. “Our team never veers from following and living the blueprint of this company,” shares Mark. You inspire us all Portland! While each of these stories carries its own significant cultural message, I want to leave you with an abiding truth that is exemplified every single day within our Keller Williams family – commitment to a service-centered life, not a self-centered one, is what we are truly called to do each and every day! Yours in world-changing culture!

Mo Anderson,Vice Chairman, Keller Williams Realty

My heart continues to overflow with the sheer joy of our 2012 Family Reunion! This year’s theme – “Where You Belong” – was absolutely perfect. FAMILIES BELONG TOGETHER. To laugh, to cry, to support, to celebrate, to learn, to grow, to worship and, perhaps most importantly, to LOVE and HUG one another! And that is exactly why we do not gather for an annual “convention.” We come together for a true Family Reunion! Gary, Mark, Mary and the entire Keller Williams International Support Center want you to always remember what an honor it is being partners with each of YOU!

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See page 27 for full Family Reunion coverage.

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kw technology

B R I A N B E N D I LY | M O N R O E , L A .

By Shelley Seale

Getting a big edge on business with When Keller Williams Realty launched eEdge, the real estate industr y’s first and only total lead-to-close business solution, Brian Bendily, who joined the Keller Williams Realty Monroe (La.) market center in October 2009, was among the first to sign up.

Brian Bendily

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“I had no idea the impact the new business management tool would have on my business. After activating, I was able to generate more leads with my eEdge Website than with the two Websites I had been using for years.” In fact, now everything runs through eEdge. “The system has reduced my expenses and helped me grow my business by 27 percent over the prior year." As for the transition from multiple tools to one solution, he says “the system is extremely user-friendly for non techies.” So how exactly did he do it? Follow his strategies for implementing eEdge now!

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Keller Williams Realty

Here are Bendily’s four eEdge strategies:

DON’T TRY TO DO IT ALL AT ONCE

FOLLOW UP WITH LEADS IMMEDIATELY AND CONSISTENTLY As agents ramp up their online lead generation activities, they will begin to see the effects – lots of leads, but fewer good ones. At that point, Bendily recommends agents “focus on lead conversion tactics. Doing that will yield tremendous results.” While Bendily’s unique visitors to his eEdge Website varies throughout the year, on average his site sees four to five thousand new visitors per month that typically result in between 100 and 200 actual leads. And he converts around 5 percent of those leads into contracts by immediately following-up with a phone call and consistent email communication. “I’m always striving to grow that number,” he adds. “My goal is to get that to 10 percent, and we’re working really hard this year to make that happen.”

Bendily recommends following the step-by-step tutorials that Keller Williams Realty provides, as well as concentrating on and mastering one thing at a time. “People tend to overcomplicate technology. Keller Williams Realty took a very simple approach with eEdge. When you follow the guides and take it one step at a time, getting started is so easy."

Visit mykw. kw.com/eEdge for live trainings, 101 tutorials and archived webinars.

BUILD IT, WORK IT AND THEN THEY WILL COME

USE THE ENTIRE eEDGE SYSTEM

eEdge is not a magic pill, Bendily cautions; you can’t just put it out there and expect it to get results. “When I teach classes at our market center, agents will tell me that they’ve got their site up and running, but they’re not generating any leads. My response is always the same: ‘Your eEdge is a phenomenal tool but without anything else it’s like having a really nice billboard in the middle of a desert.’” In other words, eEdge is the lead generation and business management tool for the marketing agents are already doing or plan to do, not a stand-alone tool. “Most of my business comes from my online lead generation strategy which includes other marketing and prospecting activities,” Bendily says. He funnels every marketing action he takes through eEdge including social media, Craigslist and his phone calls from yard signs. “I drive it all back through my eEdge site. That’s my stopgap.”

Keller Williams Realty

Bendily’s team doesn’t stop with the eEdge Website. They seamlessly integrate both the myMarketing and myTransaction solutions as part of their high-level business strategy. “I believe the paperless transaction is where the industry is going,” says Bendily, who plans to have 80 percent of his business paperless by the end of the year. “I’ve stopped waiting by the fax machine. Instead, I write up and send a contract right from my iPad. Going paperless truly saves time and money.” Using eEdge features such as the 33 Touch campaigns, postcards and the This Month in Real Estate e-newsletters have automated his touch programs and allowed him to focus his efforts on converting leads. And as eEdge continues to evolve, Bendily is looking forward to the unveiling of new changes and services to myMarketing. “Keller Williams has something phenomenal coming down the pipeline that I can’t wait to see hit,” he says.

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Keller Williams Realty

By Laura Price, Jennifer LeClaire, Shelley Seale and Celesta Brown

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SEEING

DOUBLE

Michael Burke

Jen Lysak

Candice Frigault

Chris Suarez

Rachel Kendall

(Bonita Springs, Fla.)

(Lakeland, Fla.)

(Toronto, Canada)

(Portland, Ore.)

(Raleigh, N.C.)

In 2011, Keller Williams associates continued on their success trajectory. Average per agent GCI was up 16 percent. Average units per agent in Canada was up 0.5 percent and an incredible 19.5 percent in the United States.

And though slumping home prices, slow economic recovery and fear from the media crippled some real estate careers, a wave of success stories from Keller Williams agents around North America continues to flood in, showing signs of life in nearly every market. Take Chris Suarez, for example. He moved his business from New York to Oregon and gained twice as much business. Also reaping the rewards in 2011 were Michael Burke, Candice Frigault, Jen Lysak and Rachel Kendall, whose proactive business decisions doubled and tripled their business in less than five years. As you read through each of their stories and learn about their businesses, you’ll realize – it truly isn’t about the market, it’s about what you do to thrive.

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By Jennifer LeClaire

TA K E T H E L E A P

Chrisportland, Suarez ore. STARTING OVER SOMETIMES THE BEST WAY TO IMPROVE IS TO START AT THE BEGINNING … AGAIN. Chris Suarez was an overachieving Manhattan real estate agent when he decided to move across country to a small Oregon college town – a drastic geographic shift that seemed counterintuitive to many. Suarez’s goal: to start from scratch and build a real estate business on sustainable models that would ultimately build wealth. Even before recovering from the culture shock of the transition, Suarez, who was not yet affiliated with Keller Williams Realty, started putting The Millionaire Real Estate Agent (MREA) principles in place.

THE BIG IDEA

“My mindset was to start over and build correctly. I was very committed to the MREA. I knew I had to get in front of people and add them to my database immediately,” Suarez recalls. “The quickest way to do that was to hold open houses.” Of course, without any listings Suarez couldn’t exactly hold open houses. So he kept mingling with the Eugene, Ore., real estate community until he met an agent that represented a local builder. That connection opened the door for Suarez to essentially hold an ongoing open house. Suarez spent the next six months in a condo office for eight hours a day, six days a week, waiting for potential buyers in Eugene’s urban core. For some, it may have seemed like a big risk with little upside. But for a forward-thinking Suarez, it was an opportunistic alternative to getting a full-time job while rebuilding his real estate practice. “I was able to build my database every single day in a market I wanted to break into – condos,” Suarez says. “In that time, I stayed focused on future buyers and sellers.” After six months, another building owner toured the condo and decided he needed Suarez to represent his project, which was still in the construction phase. Instantly, Suarez had a tower full of condo listings to call his

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own and his database exploded. Eventually, he had 150 buyers under contract. Although the building was sold and the closings never happened, he found himself suddenly representing 150 clients actively looking for a new condo. Suarez admits there are good days and bad days with his open house strategy, but he continues to bet on it even today. “Because I was new to the city, I had to be 100 percent committed to understanding the market. When I wasn’t with clients, I was out in neighborhoods opening doors and walking through houses,” Suarez says. “I also spent a lot of time on the numbers of real estate. It doesn’t matter if someone has been in the market longer than I have. I know the market. I’ve got the numbers, graphs, charts and I build touch campaigns around statistics.”

THE BIG PAYOFF

After nearly four years in Eugene, Suarez started over yet again. This time, 110 miles away in Portland. Leaving RE/MAX, he joined Keller Williams Realty Portland West. Today, Suarez is one of Portland’s top producing real estate consultants, combining his Manhattan-style marketing and negotiation skills with the Keller Williams model. He does business under the banner PDX Property Group with a focus on luxury customer service, high-class marketing, intense market knowledge and interpretation, and a high-energy focus on results. “I’m really committed to the education Keller Williams offers. I bought into it and it has been a huge part of my success,”

“My mindset was to start over and build correctly. I was very committed to the MREA. I knew I had to get in front of people and add them to my database immediately ... ” –

CHRIS SUAREZ

Suarez says. “I’ve been through BOLD four times. I never miss a Family Reunion. I never miss Mega Camp or Masterminds. I’m a member of KW Luxury Homes International. And I consistently reach out to top agents who are producing at higher levels than I ever have.” Achievement is the keyword. During his first year in Portland, despite not knowing anyone, he sold $22 million. He continued building up his knowledge base through KW MAPS Coaching and has learned, perhaps above all, that accountability is critical. “My drive brings with it incredible personal accountability,” Suarez says. “But my biggest accountability comes from the fact that I have 180 agents that watch me. I won’t stop reaching out to teach and coach because it makes me better. I have to do things the right way. And the right way is to follow the model. Every city has its own personality, but no matter where you go you can succeed if you follow the model.” kw

Chris’ Five Steps for Holding an Effective Open House

1 3 2 4 SC

Choose a home that gives you the greatest potential to have buyers and sellers find you.

RIP

Know the right script during the open house. “Thanks for stopping in to tour my open house. Are you one of the neighbors or are you out shopping for a home today?”

Advertise and market the event a week before the open house. Post Internet ads, put a sign in the yard, make 50 calls and door knock to neighbors in a 2-3 block radius.

Keller Williams Realty

Prepare yourself with comparable properties, market research and come up with at least two or three other homes you could show should the opportunity arise.

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SCRIP

Always follow - up. Call, email or hand write a note. Use this script: “Thanks for stopping into my open house this morning. It was great to meet you. I did a little bit of digging in the office after we met and after the open house and found three other properties I think really fit your search criteria. I know the home that we saw this morning wasn’t quite perfect but these three have some real potential.We could get into them tomorrow at four or at six.Which would work better for you?”

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By Shelley Seale

MASTER PLAN

Michael Burke bonita springs, fla. MASTER PLAN MEET THE NEW MICHAEL BURKE Watching his business stall out from the sidelines wasn’t sitting right for Michael Burke, associate with the Bonita Springs market center. “I did not have a plan,” he says bluntly. In 2010, his business lacked goals, structure and direction. He had no vision or mission. “I would just show up and hope the phone would ring,” he says. The business success he had, he attributes to the unique marketing campaigns he created for the gated communities that he farmed. But that wasn’t enough. After attending Mega Camp in December 2010, he left John R. Wood Realtors to join the Bonita Springs market center, and in one year took his business from $9 million to $20 million in production.

BEFORE … AND AFTER

Though attending Mega Camp and joining Keller Williams Realty was “the best thing that ever happened to [me],” Burke’s business still wasn’t exactly booming. In an effort to move forward, he turned to The Millionaire Real Estate Agent. “It was an outstanding tool. As I kept reading the book over and over, I found myself using different aspects of it in my business. When Keller Williams approached me to join, I knew it was the right move.” Burke gives the most credit for his skyrocketing production numbers to the Keller Williams models, training and continuing education. He joined KW MAPS Coaching and set a goal to read at least one self-help book per month. He took Keller Williams University’s MREA Business Planning Clinic three times within a two-month period – and in fact, his entire team went through the class together. If this perhaps seems a bit excessive, Burke doesn’t think so. He cites Gary Keller’s rule that a person needs to take a class at least 10 times before he or she masters it. “I want to master it; I need to master it,” Burke emphasizes.

MREA MODEL CENTRIC

While The Four Fundamental Models of Real Estate Success outlined in MREA keep Burke’s business running on all cylinders, he spends most of his time on the Economic Model

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"To me, success is knowing that I have done the very best every day for my clients and my team ... The money will follow, provided that I follow the values I have incorporated into my business plan.”

– MICHAEL BURKE

and the Lead Generation Model. The two models give him an accurate view of his business on a daily, weekly, monthly and yearly basis. “Numbers do not lie. If I fall behind my goals, I know where my inefficiencies are and make adjustments immediately,” says Burke. In most cases, it’s fine-tuning his lead generation. “I know how many calls, contacts and appointments I need each day, week and month to reach my goals.” Burke doesn’t claim it’s easy, but recalls a lesson learned from Gary Ubaldini, a long time Keller Williams associate and regional investor. “He said, ‘We have to be flexible in our plan.’ Sometimes, we get too robotic in our thinking and planning. When making a plan, keep an open mind. It should be a living, breathing document that can be open to daily attention and adjustments based on the market.”

ON TARGET

The MREA Business Planning Clinic also taught Burke to think long term by writing down clear, concrete goals. He cites the book What They Don't Teach You in the Harvard Business School, in which author Mark McCormack describes a study conducted on students in the 1979 Harvard MBA program. Only 3 percent of those students had set clear, written goals for their future; a whopping 84 percent had no specific goals at all. Ten years later, those 3 percent with written goals were earning, on average, 10 times as much money as the other 97 percent put together. “This scared the heck out of me,” Burke admits. “I wanted to be one of that 3 percent.” He now has one-year, two-year, three-year and four-year written plans, which he shares with his team on a regular basis. “They clearly understand what we are doing now, where we are headed and how we are going to get there,” says Burke, who is passionate about hiring the right people. “I hire to my weaknesses,” he says. “I know what I am good at, and I hire people who are detail and task oriented.” His team consists of wife Shelly Burke, who is the listing coordinator and handles the books; Justin Jordan, executive assistant: Sharon Rowland, transaction and closing coordinator and Justin Helmus, buyer agent.

IT’S NOT ABOUT THE MONEY

Even with the success, he does not think of it in terms of money. “To me, success is knowing that I have done the very best every day for my clients and my team,” he says. “The money will follow, provided that I follow the values I have incorporated into my business plan.” For Burke those values include integrity, commitment and trust. “I believe I am very blessed to be where I am at, and very thankful for those blessings,” says Burke. “I do not take it for granted. As I follow the model, I find myself a better person AND a better businessperson, mainly because of the Keller Williams values which mirrored mine: God, Family, then Business.” kw

Keller Williams Realty

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By Celesta Brown

PRODUCTIVE PROGRESS

Candice Frigault toronto, canada

FROM PASSIVE TO PROACTIVE TORONTO TEAM BETS ON DOUBLING DOWN AGAIN THIS YEAR

Four years ago, Candice Frigault, associate with the Keller Williams Advantage Realty Market Center in Toronto, Canada, was approached with an offer she couldn’t resist. A mega team on a mission to take a year long sabbatical was interviewing local agents to find one who would manage, grow and mindfully tend to their business with their same passion. Frigault’s fire for the business caught their eye and they asked her to sign on. Over the next year, she worked closely with their team, soaking up their business and learning their systems and methods that powered it. By the time the team took their break toward the end of 2010, Frigault had embraced their business while customizing it to make it her own. When they officially decided to retire one year later, she purchased their business outright; a move that would double her sales in one year. “I ended 2011 with 37 contracts and $17.5 million in production which was twice what I was making the year before.” Currently she’s on pace to reach $20 million and beyond in 2012.

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COUTING FOR SYSTEMS

Frigault feels her career trajectory is a result of her decision to purchase the business and her dedication to learning from the best. In fact, it was only a few years ago she was passively running her business – relying heavily on referrals from friends and family as a primary source of leads. She knew she would have to do more to take it to the next level. “I was originally attracted to this industry because of its unlimited income potential, and yet there I was, not taking advantage of it.” Knowing she could rely on her Keller Williams family for knowledge, she started seeking out the most successful agents to emulate. “I asked them what systems they used, how they lead generate, and what strategies they employ to sell so many houses.” Two of those agents were Jason Pilon and Leam Hamilton of the Keller Williams Ottawa-based PilonHamilton team. Having never met them, she was excited when they were willing and eager to let The Frigault Team shadow them for a day.

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“There’s so much to learn from a team that sold 330 homes last year,” says Frigault. “They took us under their wing and answered our most curious questions, including how they were selling so many houses and what methods they were using to get their GCI up year after year. We were so challenged and inspired by our day with them and took away many ideas that we are already implementing.” T SCRIP Frigault continues to thrive in the Keller Williams culture of sharing and maintains her focus on learning from high-performing agents. She gets involved in every possible educational opportunity, obsessively attending any course that features a mega agent.

READY TO RAMP UP

Frigault, who aspires to be in the top 1 percent of agents in Toronto, has some lofty goals for 2012. Among them is her desire to double her business again and close at least 70 transactions. Realizing that goal means having a solid team in place who share her vision. Jason Schott, the team’s buyer agent, firmly believes in Frigault’s determination to use methods, scripts and systems that are proven to work and increase productivity. In fact, Frigault, Schott and their team’s administrative assistant spent all of January getting in position to achieve that goal by working on their lead conversion and followup tactics with solid scripts that the entire team can use. Following a familiar sales system for their methods on leveraging people, technology and marketing, the team is also implementing 33 Touch and 12 Direct campaigns through eEdge. “We’re putting it to work for us and I aim to perfect it.” She recommends the same for up-andcoming agents. “Find a system or program that you are passionate about and nail it.” kw

So what did The Frigault Team take away from their meeting with The Pilon/Hamilton Team? Brand yourself consistently across the board. “Whether you market

yourself in print, social media or online your brand needs to be well recognized and professional. By tweaking and improving our image across all marketing mediums and communication channels we established a consistent brand in the minds of our audience.”

Keller Williams Realty

The Frigault Team’s favorite over-thephone script “We qualify a lot of our online-generated leads over the phone. Here’s our best script.” This is Candice Frigault from The Frigault Team with Keller Williams Realty.Thank you for your request online for further information about [XYZ].We have just emailed/mailed that information out to you. Is that OK? I just have a few quick questions for you.

1 2 3 4

Are you planning on moving in the next 3-6 months? (Shows urgency/ motivation level.) Do you currently own or rent? (Find out if we have the ability to sell their house as well). Are you planning on staying in the area? If you were to move, when do you think that would be? (Similar to question No. 1. Ask again to find out more information.)

Tailor your follow-up systems. “Their team has

a follow-up system in place for every lead scenario. The goal is to make sure the lead is receiving the best communication and callto-action to get the appointment. One staff member handles the immediate follow-up. If that lead isn’t ready to buy or sell in the immediate future, it gets passed along to another member of our team who nurtures them over several weeks. In other words, each lead is assigned a plan and each team member is responsible for executing their activity on that plan for every lead.”

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5 6

Do you have a real estate agent to help you when the timing is right? Would you like us to send you a list of homes that are currently available and would match your desired criteria from all real estate companies? (Assuming the answer is yes …) Great! When can we get together and chat for about 20 minutes so that we can take down exactly what you are looking for?

Follow up with leads immediately. “Like the Pilon/

Hamilton Team, our business is largely based on Internet leads. While shadowing them, we realized we weren’t following up with those leads while they were HOT! The best time to catch Internet leads is while they are still online and contacting you. The Pilon/Hamilton team has an inside sales agent (ISA) on staff who assigns the lead to a sales agent who then converts the leads into clients. Our next hire is going to be an ISA, but for now, our strategy is to follow up with our Internet leads within five minutes of them sending us an inquiry. Out of 10 leads we get online, we currently convert four into an appointment using our over-the-phone script.”

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By Jennifer LeClaire

SOCIAL PRO

Jenlakeland, Lysakfla. JEN WANTS TO BE YOUR "FRIEND" LEAD GENERATION THROUGH SOCIAL MEDIA HAS BEEN TRIED BY MANY AND PERFECTED BY A SELECT FEW. SO WHAT’S THE RECIPE FOR SUCCESS? Jen Lysak, associate with the Lakeland (Fla.) market center, wasn’t always on the social media bandwagon. But when her lead generation Websites weren’t drawing as many leads as she’d hoped, she turned to her operating principal, Chris McLaughlin, for advice. “He suggested I dive into Facebook marketing,” she says. At first, Lysak’s skepticism got the best of her. “It seemed like a waste of time.” Nevertheless, she decided to follow the wisdom of her leader – and she’s glad she did. Last year, the consistent $1 million to $2 million producer singlehandedly doubled her business, selling $5 million worth of homes. She largely credits that success to her Facebook strategy.

LEAD WITH A PLAN, LOVE THROUGH CONVERSATION

Lysak engages people in what you might call a traditional way. No advertisements, no gimmicks – just good conversation and expert relationship building. And it’s paying off – currently 90 percent of her leads come from the social media site. “I get an average of 10 Facebook leads every week,” says Lysak. “People do business with people they know and like. So I make friends and share things about my personal life so they can get to know me.” It’s that easy going philosophy that makes up the foundation of Lysak’s strategy. Her first move was to “friend” every client she had ever served, and then subscribe to their SMS (short message service or text message) feed through Facebooks mobile settings. In other words, every time a friend posts a 16

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status update, she gets a text message. When appropriate, Lysak responds. “People are so touched when they post about having a cold and I ask them if they are feeling better or if they need anything,” Lysak says. Real estate, after all, is still a relationship business, and maintaining relationships with hundreds of people doesn’t take her more than 15 minutes a day via Facebook. With relationships in mind, Lysak is careful not to turn her Facebook profile into a social media billboard that blasts constant messages to her 2,500-plus friends – which she hopes will be 3,500 by the end of the year. “I don’t post too much about business,” she says, “that’s a good way to get un-friended.” She keeps her eye out for people who may be in the market for a home soon. For instance, if someone changes their relationship status to “engaged,” someone just graduated from college or just had a baby; they may be looking for a new home. “People post their lives on Facebook. I like to congratulate friends for buying their first home at a really great price and offering details of the transaction,” says Lysak.

TYING IT ALL TOGETHER

Lysak’s Facebook marketing strategy flows right into her online lead capture approach. “Any time I post about my business on Facebook, I send people to my eEdge Website to sign up for my IDX search.” In fact, her eEdge Website URL is on every marketing piece including her voicemail. “eEdge is the No.1 advantage Keller Williams offers. Tying it to my Facebook strategy allows me to further promote my brand AND capture all the leads that come in.” Although the connections begin in the virtual world, Lysak is quick to invite serious leads to her office for a face-to-face

appointment. In fact, of the 10 leads she generates from Facebook each week, Lysak reports that about 75 percent turn into appointments. “When I sell the house, I post a picture of the buyers with house keys in their hand and write a comment about how happy I am for them. Then I tag them in the photo so all their friends see it,” Lysak says. “Usually, they write me back and thank me for all my help, which turns into a testimonial. You can’t pay for that kind of testimonial.”

CREATIVITY BEFORE RESULTS

Lysak still pursues other lead generation activities. She spends the first hour and a half of her day writing back to leads, setting them up on searches and referring them to her Websites. She also takes the direct approach on Facebook and simply asks for the business. “If someone is getting divorced, I message them and tell them how sorry I am. Then I offer to help them with any questions they have about their home,” Lysak says. “If they just got married, I congratulate them and offer to help them find a new home. If the relationship is there, asking for the business is easy.” Like all lead generation activities, just because Lysak asks for the business doesn’t mean it’s an automatic win. Some married couples are in an apartment lease for the next 12 months. Some new parents don’t have the budget to move into a larger house yet. But Lysak is planting a seed, and because she is connected with future buyers and sellers on Facebook, she’s just an instant message away. “Just be real. Ask questions and don’t forget this is a relationship business,” Lysak says. “Get on Facebook and reach out to people so they feel like you care. It pays dividends.” kw

Engage online without spending a dime Use Jen Lysak’s top tips to earn business from Facebook

1 2

“Friend” every client and then subscribe to their SMS feed. Visit your Mobile Settings to turn the notifications on. Every time a client posts a status update, you’ll receive a text message. When appropriate, respond. When responding, “talk” to people as if they were a close friend you care about. Be yourself and be genuine.

Keller Williams Realty

Lysak uses the Facebook "Check-In" feature to let friends know she was at a new listing. In the comment area, she writes, “Coming soon …” and offers a few details about the house. She also adds a photo of the home. Lysak calls the strategy a low-key way to remind people of what she does and alert other real estate agents that she has a new listing their clients may want to tour.

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4 5 6

Reach out to people who are in a transitional place in their life, offer appropriate condolences or congratulations, and ask if they need your help moving to the next stage of their life. Congratulate friends for buying their first home at a really great price and offer details of the transaction. Route everything to your eEdge Website where consumers can sign up for specific search results and your myMarketing campaigns.

outfront

cover story

By Celesta Brown

FAST LEARNER

Rachel Kendall raleigh, n.c. HEART

PASSION

EXPERTISE

RESULTS

FROM MATH TEACHER TO KELLER WILLIAMS REALTY’S ROOKIE OF THE YEAR, RACHEL KENDALL’S SUCCESS IS ADDING UP.

In 2008, faced with a market downfall and a brand new city, Rachel Kendall, a former middle school math teacher, jumped into real estate. One year later, the Raleigh (N.C.) market center associate earned the Rookie of the Year Award for all of Keller Williams Realty. In 2010, on a success streak, she sold 41 homes, ending the year with $11.7 million in production. By 2011 she had doubled her business, closing the year with 84 contracts and $22.5 million in production. But if early success and industry clout weren’t enough to convince you of Kendall’s superstardom, last month, she was asked by the Obama administration to participate in a smallbusiness mastermind at the White House. We also called upon Kendall to get her wisdom on winning in this market.

What’s your No. 1 source of business? Right now our business is 98 percent referrals. Those include client referrals, corporate relocation referrals, and referrals from Keller Williams associates.

Describe your team The Rachel Kendall team is made up of Dan Kendall and Gene Pitzer, brokers, Angie Cole, broker and buyer specialist, Karen Huckabay, broker and buyer specialist, Amy Anderson, team administrator, Lisa Luke, client care coordinator, Candace McGhee, our team’s stager and decorator, and Tina Frost, broker and marketing manager.

Which team member do you recommend hiring first? You need to hire administrative support. An agent needs to be in front of people, not behind paperwork. If you can’t afford it, share an assistant with another agent on a part-time basis.

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How do you and your team stay on track to meet your goals? Each of our team members has a whiteboard with our No. 1 goal on it. There are at least four blank lines in each month for each team member to fill in with that month’s closings. If we are not achieving the goals we set, then we adjust. Each week we meet to discuss our individual problems or obstacles – things that are preventing us from reaching our monthly and yearly goals – and we brainstorm to solve problems together.

What is the single biggest hurdle agents need to overcome to accelerate their business? Picking up the phone and asking people for business. Don’t be afraid to remind clients that you’d like to help their friends and family, too. Of course, to call on a relationship, you must first have a good one.

It seems like you have great relationships with your clients, how do you foster those? Our team is dedicated to heart, compassion and results. It’s often lonely waiting on a house to sell. We’re empathetic. Our goal is to deliver the highest level of service possible during the entire home buying or selling process. For some families that means dropping off warm meals or perhaps delivering a baby gift in person. We stay in constant communication with our clients.

How can agents improve and solidify their pricing techniques? The Rachel Kendall Team supports our clients’ decisions. When we run into a seller who isn’t ready to come down on price, we will occasionally agree to a three-week trial at their price to see if the market responds. If it doesn’t move in three weeks, we do

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Keller Williams Realty

"We solidify our credibility through facts ... we let our clients know that we are not emotionally listing the property – this is about getting the most money for their home given current market conditions. "

– RACHEL KENDALL

a correction instead of a reduction, and then treat it like a brand-new listing.

How do you establish credibility and counsel sellers on price? We solidify our credibility through facts. For instance, last week we sold a house at 100 percent of the list price in three days and we average 59 days on the market. Those are compelling examples of our expertise and market knowledge. We let our clients know that we are not emotionally listing the property – this is about getting the most money for their home given current market conditions.

How do you stand out from the competition? We have a reputation of excellence and fun in our community. We pay to have a seller’s home staged within 24 hours of receiving a signed contract. Each week we post a “Where in the World Is the Rachel Kendall Team?” on YouTube. One week it’s Angie Cole*, our exceptional buyer specialist out on the town or it’s me at a listing appointment. The videos catch us at work or in our personal life and add a personal touch. Our clients look forward to the video each week because it’s unique. *Watch for Angie in an upcoming episode of HGTV’s "House Hunters."

What advice can you offer someone who may be struggling? I strongly encourage everyone to take Keller Williams University’s Ignite. Do what they tell you to do. I did it verbatim.

You were diligent in researching companies. Why did you choose Keller Williams Realty? No other real estate company comes close to offering the resources that Keller Williams does. Not one other company compares. I visited several agencies in the Raleigh-Durham area before going to Keller Williams. I would have saved myself a lot of time if I had just gone to Keller Williams first!

What do you like best about Keller Williams? I like that I have complete autonomy. And at the same time, doing exactly what they tell me to do - following the models – I am successful.

Any last words of advice? If you put people first and follow the models, you will make money and reach your success goals. kw Keller Williams Realty

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Watch Kendall’s videos on YouTube: (http:// www.youtube.com/TheRachelKendallTeam)

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From the Chairman

THE 11TH H

New research from the Keller Center at Baylor University finds cold calling still works, but agents stop too soon! I’ve never lost my confidence in cold calling as a fundamental and successful lead generation activity. It is, in fact, how Keller Williams Realty was built – literally one call at a time. No ads, no Internet. Just a man and a phone. By Gary Keller, co-founder and chairman, Keller Williams Realty

But over the past few years, it seems cold calling has been set aside in favor of other sources such as Internet lead generation activities and online sharing tools – both of which are known for producing measurable results. Frankly, I think it’s imperative that you adopt these new opportunities for generating leads. As a company, we strongly advocate innovation that can produce results for your business. At the same time, we also don’t want to see you drop those things that work. That was the philosophy we used when we set out to establish models and systems outlined in The Millionaire Real Estate Agent and it continues to drive our curiosity today. Up until now, we’ve never actually had hard proof that cold calling was a fundamentally effective lead generation tool for you to use to build and sustain your business. In the past

LL CA

we’ve always used anecdotal evidence from interviews with successful agents. This research has always said cold calling works, but I’m not sure how many people actually believed it. So we asked the Keller Center at Baylor University to research this to see if we could get a true researched finding. They proved cold calling works. In the study, with the support of our Keller Williams research and development department, the Keller Center set out to determine if cold calling as a baseline lead generation activity – meaning no experience, no contacts, no database, no marketing, no listings and no “just-solds” – would generate appointments taken for agents. Their findings brought to light compelling facts behind cold calling’s effectiveness, and some interesting behavior patterns.

N OW D K EA

3,450 no answers

DAYS

1,774 calls answered

134

1,037 numbers not working

19 appointments set

PARTICIPANTS

929 were not interested

6,264

11 referrals received

CALLS MADE

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132 said to call back later

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Keller Williams Realty

How we did it

In the study, 134 agents from 10 different geographic areas were divided into two groups. Each group was asked to set aside a different hour each day for seven days to make cold calls. They used the same script and were asked to record the results of their calls in an online form so that the data could be collected in real time. For this study, cold calling was defined as dialing random numbers from a certain farm area not previously marketed to by the agent. The result was 14 hours of lead generation over 14 days

What we learned

1. The conversion ratio of calls to appointment was 330 to 1, or 330 calls for every appointment set. The conversion ratio of calls answered to appointments was 93 to 1, or 93 calls answered for every appointment set. 2. The conversion ratio of calls to appointment or referral was 208 to 1, or 208 calls to get either one appointment or one referral. And 59 to 1 calls answered to appointment or referral. Let’s stop for a moment and think about this: If an agent can make 50 calls per hour, it will take them approximately six hours to achieve one appointment. Anecdotal evidence suggests a 2-to-1 appointment-listing conversion ratio, which means for every 12 hours of calls, an agent can expect to achieve one listing.* 3. The study uncovered some interesting behavior by participants … On day one, agents began strong, making nearly 1,200 calls. By the fifth day, though, the call volume had dropped by nearly 50 percent to just over 600 calls. And by the 11th day of the study – or the “11th hour” collectively – they stopped calling completely. If we know it takes 12 hours of calling to accomplish one sale, then collectively, everyone had stopped

calling by the 11th hour – one hour short of reaching the goal. One hour short of winning a listing. This phenomenon has several implications. Assuming the average commission rate of a listing agent is 3 percent and the median house price in January 2012 was $154,700 , then the commission from the sale of this home would have been $4,641. If 12 hours of lead generation yields one listing, then the listing agent would have made $386.75 an hour. Think about this: spending 3 hours a day, cold calling, Monday through Friday can – are you ready for this – potentially yield $290,063 a year in total commissions.

What does this mean for you?

When I was just starting out in real estate, I set a goal to sell three homes in my first month of business. I went above the baseline and improved my odds by calling expireds and for sale by owners. I got on the phone daily, hosted open houses, took calls when nobody else would and ended up selling five homes that first month. Doing more than cold calling made it possible for me to quickly reach Runner-Up to Rookie of the Year status in my office Had I not taken my 12th month off after hitting my goals in 11 months, I would have earned the award. The 11th hour is defined as a time in which it is almost too late. In the case of cold calling, the 11th hour is too early to give up. When you look at this data as it relates to the activities that will honestly produce business, you’ll know with confidence that when you make cold calls through the 12th hour, you can expect to generate one listing. Here’s my point. Our goal as salespeople remains the same: lead generate and never let up. No matter what market you are in, the active and persistent lead generator always wins. kw *Based on research from The Millionaire Real Estate Agent.

Look

at it this way:

50 Calls every hour over 6 hours ... leads to 1 appointment

$4,641* Average agent commission

12 hours of calls =

$386.75 per hour

return on investment (ROI).

More than

For every 2 appointments, an associate can expect to earn 1 listing 12 hours of calls (6 hours + 6 hours) = 2 appointments = 1 listing.

16x

the average hourly earnings in the United States ($23.29).

*Based on median home price in Jan. 2012 ($154,700) according to NAR and assuming a commission rate of 3 percent.

Keller Williams Realty

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state of luxury

THE MARKET

A LUXURY

Momentum and movement

point to new opportunities.

The last 12 months included a series of high and lows for the luxury market. While home prices and inventory were down in many areas of the country, the ability to secure a jumbo loan strengthened. And the credit market wasn’t the only portion of the population loosening up. An enormous amount of money began to venture back into the market. According to Merrill Lynch Global Wealth Management, the top 5 percent wealthiest individuals made up 37 percent of all consumer spending in the United States in 2011. Dive deeper into the numbers and you’ll find the same group of affluent consumers allocated 19 percent of their investment portfolios to real estate. This is good news for agents interested in diversifying their core business and branching into the luxury market. Outfront spoke with four members of the KW Luxury Homes International division for a look at the local trends affecting the high-end market.

Lee Ziff | Beverly Hills (Calif.) market center

What do you expect to see for the luxury market in 2012?

The Los Angeles luxury market will continue to see big sales over the next year. While we’re not completely out of the housing slump that hit in 2008, buyers will keep buying and sellers will keep selling. The challenge we’re facing right now is urgency. Buyers have the perception that prices will continue to go down and aren’t quick to act on properties new to the market – you could say they “feel the luxury” to negotiate on every little thing. Last month, for instance, I maxed out at 16 offers and counteroffers. We closed

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on the home, but it’s a clear indication of the buyer’s mindset. In 2012, I don’t anticipate much change – agents will have to know their market and continue to be the local economist of choice.

What do you expect to see in terms of interest from international buyers? Individual foreign buyers are taking advantage of the low luxury home prices to snap up good bargains. While our economy may not be in the best condition right now, our government and history of recovery make the United States a safer place to invest money. Los Angeles is supported by the entertainment industry, as well as healthy financial, industrial and tourism

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institutions. Wealthy individuals from around the world will continue to view us as a great place to buy.

What makes your city a “market to watch”?

More than 12 million residents call the Los Angeles area home. We may be known for our celebrities, directors, producers and athletes, but we have a growing population of affluent clients who avoid the limelight and are simply searching for properties to match their high-end lifestyle. The year-round Mediterranean climate, beautiful beaches and educational opportunities are just a few of the amenities that have put Los Angeles on the map as a market to watch.

Keller Williams Realty

Terry Belt | McLean (Va.) market center

What do you expect to see for the luxury market in 2012?

Northern Virginia will maintain a very healthy housing market. Its proximity to Washington, D.C., – we’re just 10 miles away – will keep unemployment low and create new jobs to fuel the employment demands from businesses who work directly or indirectly with the federal government. Currently, we’re seeing the upper-end market tick up as the stock market levels out. Because of the perceived stability, we anticipate more buyers coming out of the

woodwork to purchase a luxury property at a great price. On the other side of the transaction, sellers are more realistic about price adjustments.

What do you expect to see in terms of interest from international buyers?

Washington, D.C., is home to many foreign embassies and political diplomats, which creates an active international market in McLean. As jumbo loans become more available and rates remain low, we expect to service more and more international clients. In fact, some of our most recent clients have secured 4 and 5 percent interest rates on large jumbo loans.

What makes your city a “market to watch”?

McLean, Va., and the surrounding areas have some of the highest-paying jobs in the country. Fairfax County, just 12 miles to the southeast, is the secondrichest county in the United States. In addition to government-related jobs, our local market is fueled by a very strong technology and health care market – another factor that keeps our unemployment low and income more stable. As people move out from the city in search of more value, McLean will be seen an attractive market to purchase a home.

Irene Kaushansky and Philip Brown | Keller Williams Advantage Realty, Brokerage (Tortonto,Canada)

What do you expect to see for the luxury market in 2012?

With the exception of Vancouver and British Columbia, which are on the west coast, economists and market analysts are predicting another strong year in both sales volumes and price growth across Canada’s major cities. As that market begins to resemble a “bubble,” investors are moving into other markets across the country. Toronto’s luxury market is expected to continue to benefit from record-low borrowing rates and a strong mixed economy. With a variety of luxury neighborhoods available, buyers have their choice of lifestyles and price points. Sellers are enjoying quick sales cycles, an average of 33 days on market, and great net prices (96 percent of list price).

Keller Williams Realty

What do you expect to see in terms of interest from international buyers?

Toronto has one of the most diverse economies and resident demographics in North America. In fact, the city makes its residents' and visitors' information available in more than 20 different languages. We have very strong trade, education and business ties to India, China, Japan, The United Arab Emirates, Africa, Israel, South America, and throughout the European Union. Our city is home to three expanding universities with international MBA programs, as well as world-renowned design and arts and fashion. We are also home to a huge film and television industry. Our attractiveness to business, academic and creative industry leaders grows every year. When that demand is teamed with the incredible upside potential for luxury home investment here, given our relatively low prices and long-term economic stability, we expect to see continued growth in international investment in the years to come. First Quar ter 2012 • vol. 9 no. 1

What makes your city a “market to watch”?

Toronto is an important market to watch for a number of reasons, not the least of which is short- and long-term growth. We are the economic engine of Canada, with many national and multinational corporations running their head offices out of our city. We have an amazing array of urban lifestyle amenities, but are surrounded by easy-to-access parklands, waterfronts and rustic cottage getaways. Our airports make business or personal travel incredibly easy, and bring the world to our doorstep. Our city is famous for its safety, its schools, its arts, and music and film festivals. All of these amenities benefit the luxury homeowner, and create opportunities for luxury home developers from around the globe to find a new and growing client base just north of the border.

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state of luxury

THE MOVEMENT

THE LUXURY Jason Glast, Debra Janes, Kevin Crawford, Martha Small, Charlotte Lipscomb, and more than 60 other top-producing luxury specialists located in San Antonio and Austin, Texas, were in “business as usual mode” when the opportunity to align with the KW Luxury Homes International division came knocking. Now the former Sotheby’s International and Phyllis Browning Company in San Antonio and AvenueOne Properties in Austin agents are earning more money while solidifying their brand and enjoying the synergy that comes when the top echelon of agents all call one company – Keller Williams Realty – home.

Domino effect at the Dominion

The San Antonio IH-10 market center has earned a reputation for consistently appearing at the top of the Keller Williams system for high production and profitability. 2011 was no different. Wendi Harrelson, team leader and area director of South Texas, has been attracting successful agents to the market center ever since the KW Luxury Homes International division launched in 2009. But she’d been looking for a way to provide a unique opportunity to a group of agents who hadn’t yet experienced the power of the division. “The way it all happened is quite a story,” says Harrelson. Never one to back down from a good

opportunity, Harrelson jumped at the chance to purchase a competing company’s vacant office in the high-end Pavillion at the Dominion San Antonio community. It was certainly a risk for Harrelson who didn’t have any agents to fill it. That was until she rekindled a long time relationship with Debra Janes, a top-producing luxury agent in San Antonio. “We ran into each other during an open house and Wendi mentioned that she was thinking about buying our city’s old Sotheby’s office. I said ‘If you get that building, you get me,’” says Janes. When Harrelson jingled the keys over the phone a few days later, she knew it was time to make the move. “Things snowballed from there,” says Harrelson on the momentum surrounding the new office and the caliber of agents who were deciding to join. Within a couple of months, 48 luxury agents had migrated to Keller Williams Realty and joined

WENDI HARRELSON Team Leader San Antonio IH-10

SAN ANTONIO IH-10 LUXURY MEMBERS AT THE DOMINION

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Keller Williams Realty

the KW Luxury Homes International division. The high-minded, high-end synergy that agents are experiencing in one office is paying off – currently they are closing 300 percent more sales than competing offices. Among those having success are Jason Glast and Kevin Crawford.

Leads aren’t the only thing rolling in for agents in the Dominion office. Janes is happy to report that less money to the company means more income in her pocket. “My GCI has increased by 26 percent. I look back now and realize that I was giving more than $1 million to Sotheby’s – now that’s all mine.”

How do you go up from No. 1?

What’s in a name?

There’s even more movement among agents specializing in the luxury market, and it’s happening in Austin, Texas. As the city grows in popularity, successful start-ups and big businesses are being drawn to its entrepreneurial spirit.

Watching the trend and eager to take action were Charlotte Lipscomb, Martha Small and seven other luxury homes specialists, formerly of the boutique luxury firm AvenueOne Properties. After careful thought and consideration the agents came to the conclusion that their current company wasn’t going to support their desire to spread their brand outside the Austin city limits. Having come from a boutique

DIANE JOHNSON Team Leader

MELANIE KENNEMANN Team Leader

Keller Williams Realty

environment, Small knew that the group wanted to stay together. “The thought of us all blowing to the winds to other boutiques got us thinking about alternatives.” All nine agents, which also include Jeannette Spinelli, Mark Moore, Francie Little, Shari Chambers, Laurie Graham, Weston Lipscomb and Elaine Trull, looked seriously into launching their own boutique company, but realized start-up costs were too high. That’s when Diane Johnson and Melanie Kennemann, team leaders in the Austin Southwest market center, approached them with the idea of creating their own luxury team within Keller Williams Realty. “It just made sense,” says Small, citing the international reach, technology and resources already established within the KW Luxury Homes International division as the key benefits for moving. Lipscomb, a top-producing luxury agent and member of the newly formed team, agrees. “We wanted to form our own luxury boutique agency, but First Quar ter 2012 • vol. 9 no. 1

PORTFOLIO PROPERTY MEMBERS

EAGER FOR EXTENDED REACH, NINE AUSTIN AGENTS ALIGN WITH KW.

MARTHA SMALL

Better Together

Crawford is a marketing guy through and through. A Platinum Top 50 agent with sales over $15 million in 2010, Crawford was drawn to Keller Williams because of the control that he could have over his own name. “Unfortunately, my previous company was more interested in their name, not mine. Now I have the freedom to continue building my name and my brand. I have intentions of doubling my business this year. Now I have the tools and the liberty to do it,” he offered. Glast’s account is similar: “My former company wouldn’t even allow my cell phone on my listing signs,” he says.” Now I can hire my own photographers and use it to enhance my own look and brand.”

CHARLOTTE LIPSCOMB

Before joining Keller Williams Realty, Glast, San Antonio’s No. 1 agent, had achieved more than $31 million in sales. While Glast reflects on that success, he also knew more was possible. As he was making his decision to switch affiliations, Glast attended Mega Camp for one day. “I implemented what I learned in that one day and made money because of it,” he explained. In the three months since he joined the San Antonio IH-10 market center, he’s continued to introduce new systems and processes and has seen an immediate, positive upturn in his business. “I am getting more exposure from multiple platforms. My leads have increased 50-fold. Now I’m getting about five or six every day.”

recognized the advantage of the national and international reach as a luxury brand. Keller Williams Realty was able to provide both,” she says. “It’s no longer enough to merely market in the Austin area. We must sell Austin throughout the world, and Keller Williams provides the resources to support that effort.” Dee Shultz, president of KW Luxury Homes International and associate with the Austin Southwest market center, is very excited and pleased to be in business with the group. “Having watched the division grow from the ground up and expand with such a high caliber of agents who believe in an environment where sharing, networking and friendship are widely accepted has been very rewarding to watch.” Jump-starting their brand and getting the word out is first on the priority list for all 11 agents. There to give them some sound advice: the 40 additional KW Luxury Homes International members currently with the Austin Southwest market center. kw outfront

leverage

T H E I N C O RVA I A T E A M – S T RO N G S V I L L E , O H I O

Should you hire a Virtual Assistant? BETWEEN MARKETING MATERIALS, LISTING PRESENTATIONS, WEBSITE UPDATES AND BLOG POSTS, THE INCORVAIA TEAM WITH THE GREATER CLEVELAND SOUTHWEST MARKET CENTER WAS JUGGLING A LOT.

MIKE INCORVAIA JR.

Two years ago, with a full-time transaction coordinator, one showing assistant, a buyer agent and a listing agent, the team was looking for options to help them with the day-to-day upkeep of the business. Then they heard about virtual assistants at Family Reunion. “It was a huge ‘aha’ moment for us,” says Mike Incorvaia Jr. whose mother, Sylvia Incorvaia, and father, Mike Incorvaia, lead their real estate team. “The moment we got back home, we hired our first VA.” We asked Mike to share his insights on using a VA to get more done, buy back time and grow their team. OutFront: How did you find your VA? Mike Incorvaia Jr.: During Family Reunion several panelists recommended virtual assistant companies. We chose MyOutDesk. OF: How many hours per week does your VA work? MIJ: We started out with 10-to-15 hours. We are now at 25 and are considering moving to 30-40 per week. OF: What type of services does your Virtual Assistant handle for your team? MIJ: Our VA services run the gamut. She writes SEOoptimized blog posts on real estate which includes local events that have given us first-page positioning on Google. She created an amazing listing presentation for our iPads, posts on Craigslist through eEdge with Market Leader Professional Edition, has made fantastic updates on our WordPress site and generates most of our fliers, as well as promotional and marketing materials. We were excited when we found out that she could create custom designed backdrops for our Twitter, YouTube and Facebook pages. She also handles database entry and management. OF: How do you communicate with her? MIJ: We communicate via email, phone and Skype. She loads the projects into our Dropbox account (www.dropbox.com) so that I can share them with our team members. OF: You’re outsourcing very specific activities to your VA. What is your team now capable of accomplishing? MIJ: Marketing materials and Website updates that would have taken a person in our office one to two weeks now takes our VA four hours. From a growth standpoint, we’ve been able to attract mega agents to our team because our VA is there 26

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to help them get their Website and database up-and-running immediately. That adds tremendous value to our team.

OF: How do you hold her accountable? MIJ: I have a weekly set of tasks assigned for each day for her to follow to meet our team's needs. She has never missed a deadline or not completed a project to our satisfaction. OF: How ma MIJ: If you have a large team, you need three: a great executive assistant, a part-time administrative assistant and a VA for the tasks that don’t necessarily have to be done in the office. OF: What advice would you give a solo agent interested in hiring a virtual assistant? MIJ: Get one if you have the means to! Have a plan laid out that incorporates your vision, your long-term strategy, and the results you seek to gain with her help. If you merely tell them what to do day-by-day, they will run out of tasks. OF: How do you compensate her? MIJ: We pay her weekly through PayPal at $7 per hour. I have seen VAs range from $4-$7 per hour. OF: What is the return on investment for a Virtual Assistant? MIJ: This has been one of the best moves we have ever made! The Incorvaia Team finished 2011 with more than 121 units and $17.8 million in volume. Our VA and our Internet strategy combined with team building and social media have taken us to a new level. We are so pumped to grow again in 2012!

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Keller Williams Realty

By Laura Price

Vision Speech 2012

big

sessions, bigger

announcements a look back at family reunion 2012! where

PRODUCTION

multiplies

Download the PowerPoint and watch the video on KWConnect : (http://bit.ly/VisionSpeech)

powerful perspective on today’s biggest opportunities Gar y Keller, Keller Williams Realty’s co-founder and chairman, delivered his most passionate speech yet; declared home affordability the most impor tant factor in today’s economy. Attendees packed into the General Session hall during Family Reunion for one of the more important events: Gary Keller’s annual Vision Speech. Kicking things off by thanking everyone for coming, he set the tone for the rest of the morning. “Over the next two hours, we’ll share information that you need to know to be the expert in your local market. You have to be the professional delivering the perspective and projections so that your clients make informed decisions.”

from distressed properties continue to contribute to improving conditions for buyers.

Joined by Jay Papasan, co-author of the Millionaire Real Estate Series and Vice-President of Publishing, Keller Williams Realty and John Furber, Regional Director of Canada, Keller dove deep into the key numbers that drive real estate, paying close attention to home affordability in the United States which consumed 12.9 percent of family household income in 2011. “Affordability in the United States, is the most favorable it’s been ever in the history of time.” In addition to unprecedented interest rates and low mortgage rates, lower home prices aided by a downward push

On staying up-to-date with current Internet consumer trends, his statements were welcomed with applause: “I am absolutely thrilled, however, that we have a trend line that shows your agent Website is quickly becoming more important than any other Website. Make the number go up.”

Keller Williams Realty

The Canadian market on the other hand, saw an increase in home prices, mostly fueled by lower interest rates and a stable market. Keller warned against counting too much on conditions remaining favorable. “The golden days won’t last. That’s the vision, know it and use it.”

In his closing remarks, Keller counseled agents to keep in touch with their clients. “Seventy-two percent of buyers would use their agent again or recommend him/her to others,” he announced, “but only 9 percent of them did! What does that say to me? Keep in touch!”

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where

CULTURE By Jennifer LeClaire

MARK WILLIS CEO

lives

company on a mission

state of the company The 2012 annual State of the Company electrified a crowd of more than 9,000, as Keller Williams Realty CEO Mark Willis shared several key indicators of the company’s continued upward trajectory. Likening the gathering to a “giant stakeholder meeting,” he left no question as to what the focus of 2012 would be for the company. “The goal … the one challenge for this year is to get to No. 1 in North America,” Willis urged in his address. “Becoming No. 1 creates unstoppable momentum for your own careers as well as our market centers. It puts each of us in a mindset for growth and opportunity, and it gives you a tremendous edge in winning more business and building greater wealth.” Alluding to the exponential increase in per-agent productivity and positive market center profitability (see stats below), Willis boldly stated, “This year, you might have just started the trajectory that will silence our competitors for good!”

KW DOMINATED:

2011 QUICK STATS AVG. UNITS per agent up

7.4%

19.5%

NAR KW U.S.

.4%

MARY TENNANT President and COO

$38 million in

AVG. GCI per agent up

.5%

CREA KW CA

REAL TRENDS 500,

PROFIT SHARE more than per day shared EVERY DAY LAST YEAR

16%

$100 K

KW U.S. & CA

state of the culture

of list of TOP BROKERS,

more than any other franchise

‘THE THOUSAND’

listing of TOP TEAMS in industry, of the list,

23%

more than any other franchise

Mary Tennant, President and COO of Keller Williams Realty presented the State of the culture, honing in on the incredible ways in which associates gave back in 2011. “There are many things that set us apart, but none is more impressive than the tremendous culture you have built,” she said. In 2011, Keller Williams associates donated $3.3 million to KW Cares. “Thank you, Keller Williams family, for everything you are doing to make our culture so special. We’re proud to be in business with you and proud to call you family.”

Going Global

Countries represented at Family Reunion

Keller Williams Realty announces launch of KW Vietnam As we began looking for opportunities to expand outside the U.S. and Canada, our primary goal was always to find the right leadership first. We know that Paul, along with the other leaders we are partnering with, share our belief system and our commitment to grow the Keller Williams culture.” – Chris Heller, President, KW Worldwide

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CHRIS HELLER President, KW Worldwide PAUL MASON, President of KW Vietnam

First Quar ter 2012 • vol. 9 no. 1

Indonesia Egypt France China Vietnam Argentina Mexico South Africa New Zealand Turkey Singapore Philippines Brazil

Keller Williams Realty

“unshakable spirits” inspirational brunch highlights stories of courage, caring and strength The mood was as bright as the sunny Orlando, Fla., sky on the last day of Keller Williams Realty’s Family Reunion during the annual Inspirational Brunch. Led by Mo Anderson, Vice Chairman of KW, the brunch was an opportunity for associates to come together as a family, to share stories that embody the culture of a unique company, and honor those KW family members who have overcome challenges, fought through difficulties and made a mark in the hearts of so many. “The spirit in this company is, and will continue to be, unshakable,” announced Anderson from the stage. “You have held one another in troubled times, and YOU have molded the stories that touch our hearts, year after year. Today we would like to share four uplifting stories with you.”

in the arms of family

associates from the Joplin, Mo., market center was Doris Carlin, operating principal. “We will forever be grateful for the culture of faith at Keller Williams Realty. In the days that followed the devastation, we came to know that we could live in fear or we could live by faith. Faith gives us the courage to be a people of ACTION, to move forward each new day.” Following her speech, Carlin was presented with the Bob Carter Inspirational Award. “Doris, you have truly led your market center in a time when they needed you most. We are so proud to have you in our Keller Williams Family!” Anderson closed Family Reunion with powerful words of encouragement: DORIS CARLIN

Diane Harbison, associate with the Palm Beach, Fla., market center, is a grandmother to four baseball-loving grandsons who were on the last leg of their five-week tournament trip. In the early evening, with Jennifer driving and Brian asleep in the passenger seat, their right tire blew, instantly causing the SUV to roll five times until it landed upside down. Miraculously, Mason, the oldest grandson at age 14, managed to get himself out of the car and pull the family out of harm’s way. As attendees sat in awe of the story, tears filling many of their eyes, Anderson welcomed Mason, Braiden, Ethan and Jackson to the stage. “Mason, you really are a hero. You protected your family and took care of them when your parents couldn’t.”

“There are days when the sun doesn’t shine Operating Principal, Joplin Mo. as bright as we hope. And there are days that the weight of the world makes it hard to stand up again. But, we are witnesses to the FACT that in every tragedy, there is triumph. In every challenge, there is strength. In every adversity, there is opportunity. We are a company where nothing can shake our foundation because we have the fortitude to rise above all adversity.”

celebrate with us in dallas, texas! register now @ http://bit.ly/dallas2013

unshakable leadership Unpredictable accidents are often the most devastating. And none was more shocking than the tornado which ravaged Joplin, Mo., and threatened to tear apart a community. “We have all experienced the unshakable spirit of the Keller Williams culture in one way or another,” said Anderson, “but this story takes the strength of our family to another level.”

Read the full recap with video on the KW Blog : (http://bit.ly/InspirationalBrunch)

Speaking on behalf of

MO ANDERSON Vice Chairman of KW

Keller Williams Realty

First Quar ter 2012 • vol. 9 no. 1

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the numbers

TOP50

PRODUCING TEAMS* 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50

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Name

City, State

GCI

Units

Joe Rothchild Realty The Kendra Todd Group The Legrand's Rhodes Team Harper Sells Houses Pilon\Hamilton Ben Kinney\Home 4 Investment Team Noel Team Mercury Alliance Colorado The Brett Tanner Team Kenny Klaus Team The Heller Real Estate Group Jennifer Young Team Steven Cohen Team WestOne Properties LLC The Jan Richey Team The Buehlers & Associates, Inc. Seybert Team Mike Clarke Group Kevin Blain Team Huckaby Briscoe Group Sharon Ketko & Associates Eng Garcia Properties The Parsons Real Estate Team Lysi Bishop Team Bizzy Blondes Omega Group The Kink Team New Construction Real Estate Group The Spain Team Legacy Group Big City Properties Century Westgate Griffin Properties Rick Hale and Associates The William Bustos Team The Jeff Silva Team Team Michael McCormick Team The Mark Z Team Michael Green & Associates The Hardy Team The Jesse Herfel Group The Belt Team The Hergenrother Team The Rider Elite Team The Capalbo Group Real Estate Solutions Group Real Estate Nate The Got Real Estate Team

Katy,Texas Seattle, Wash. San Antonio,Texas Dallas,Texas Puyallup, Wash. Ottawa, Ontario Bellingham, Wash. Santa Monica, Calif. Broomfield, Colo. Phoenix, Ariz. Mesa, Ariz. San Diego, Calif. Chantilly,Va. Boston, Mass. Portland, Ore. Frisco,Texas Flowermound,Texas Henderson, Nev. Toronto, Ontario Visalia, Calif. McLean,Va. Plano,Texas Washington, D.C. Pasadena, Calif. Boise, Idaho Marina del Rey, Calif. West Hollywood, Calif. The Woodlands,Texas Santa Monica, Calif. Alpharetta, Ga. Spokane, Wash. Katy,Texas Monroe, La. Grand Rapids, Mich. Atlanta, Ga. Midvale, Utah Blue Bell, Pa. Rancho Mirage, Calif. Palo Alto, Calif. Novi, Mich. Tampa, Fla. Prescott, Ariz. Mesa, Ariz. McLean,Va. Colchester,Vt. Scottsdale, Ariz. Manassas,Va. Marysville, Wash. Valencia, Calif. Fort Collins, Colo.

$660,872.73 $624,521.25 $597,103.50 $540,254.58 $533,784.38 $522,490.33 $519,560.08 $509,842.50 $480,546.28 $461,064.59 $447,213.00 $441,369.64 $431,328.06 $428,018.95 $422,462.79 $416,862.52 $406,608.94 $389,286.34 $380,218.40 $373,495.03 $368,286.22 $366,607.93 $366,161.72 $360,577.87 $349,324.52 $346,298.98 $341,076.25 $333,092.41 $327,351.65 $325,174.99 $314,948.93 $312,847.87 $304,321.64 $300,450.25 $299,702.73 $297,685.75 $296,734.47 $293,901.27 $292,132.50 $290,795.98 $288,600.80 $288,472.47 $286,246.13 $284,299.94 $282,894.53 $280,908.09 $276,302.68 $275,332.88 $275,258.64 $274,408.46

1 52.0 109.0 12.0 96.0 1 43.5 75.0 107.2 25.2 73.0 137.0 150.8 36.0 75.0 26.0 63.0 25.0 94.5 138.9 36.5 98.3 16.5 31.9 25.7 19.0 51.0 24.6 13.5 34.3 23.3 114.0 84.0 99.0 10.0 65.0 115.0 71.0 42.0 36.8 5.9 71.0 9.6 101.5 87.0 23.3 40.0 71.0 33.5 69.8 19.0 70.0

First Quar ter 2012 â&#x20AC;˘ vol. 9 no. 1

Keller Williams Realty

TOP50

PRODUCING AGENTS** 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50

Name

City, State

GCI

Jack Coden Nazneen Dhanani Rory Barish Juliana Lee Mark Williams Rob Kittle Tom Daves Juan Uriburu Richard Schulman Dee Shultz Ann Nortmann Lipe Medeiros Gil Stevens Bart Peaslee Seth Polen David W. Pulley Nancy Benson Michael Livingston Lori Lyn Famiglietti Peter Drossos Dana Scanlon Jesse Weinberg Erika Enos Orrin Karp Sami Dinar Paul White Regina Vannicola Brian Frere Lorri Holt-Cutler Sergio Echeverria Christopher Dyson Ben Bacal Dee Crawford William McCoy Herlinda Ryan Lynn Hyder Shiva Mehrdad Dana Cappiello Richard Johns Dave Robles Neil Cramsey Paul Boudier Robin Evans Lisa Blake Henry Garcia Courtney Newton Mandalynn Ross Jessica Kelly Bruehl Sam Heller David Abas

Miami Beach, Fla. Sugar Land Texas Beverly Hills, Calif. Palo Alto, Calif. Encino, Calif. Fort Collins, Colo. Roseville, Calif. Monroe, La. Los Angeles, Calif. Austin, Texas Miami Beach, Fla. Miami Beach, Fla. Joplin, Mo. Edwards, Colo. Pasadena, Calif. Miami Beach, Fla. Ottawa, Ontario Houston,Texas St. Petersburg, Fla. Park Ridge, Ill. Rockville, Md. Marina del Rey, Calif. Palo Alto, Calif. Calabasas, Calif. Beverly Hills, Calif. Miami , Fla. Santa Monica , Calif. Tulsa, Okla. Danville, Calif. Miami Beach, Fla. West Hollywood, Calif. West Hollywood, Calif. Beverly Hills, Calif. Lee's Summit, Mo. La Mesa, Calif. San Diego, Calif. Beverly Hills, Calif. Palo Alto, Calif. Studio City, Calif. Los Angeles, Calif. Reston,Va. Roseville, Calif. La Quinta, Calif. Aurora, Colo. Studio City, Calif. Atlanta, Ga. Goodyear, Ariz. Austin,Texas Valencia, Calif. Encino, Calif.

$400,919.40 $391,380.49 $376,606.75 $343,434.38 $320,355.00 $298,345.12 $266,456.05 $255,227.81 $252,331.55 $248,818.50 $240,256.60 $232,850.00 $227,991.14 $227,875.00 $221,000.00 $216,660.00 $205,718.39 $202,663.00 $197,136.75 $194,069.72 $190,527.33 $188,653.45 $187,334.90 $186,970.00 $185,000.00 $175,136.00 $175,065.00 $174,718.07 $173,828.07 $171,312.00 $168,750.00 $168,187.50 $168,043.00 $167,736.61 $165,612.11 $165,497.50 $164,325.00 $163,937.75 $163,835.00 $163,473.25 $163,193.18 $163,056.47 $162,500.00 $156,387.49 $156,225.00 $155,798.57 $151,879.45 $151,189.17 $150,478.75 $150,000.00

Keller Williams Realty

TOP35

STAKEHOLDERS*** 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35

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Associates Sponsored

Name

Market Center

Bonnie Robinson Larry Turner Trinie Davis Amy Jacobellis Joe Gluckman Jillian Bos Holley McKay Warren Fortier Dolce Ferrera Sam R. Rodriguez Margaret Stephens Kathy Gras Karelyn Geiger William Commins David Kurz Eric Ubiera Patricia Moore Richard Brodkin Roxanne DeBerry The Hoyt Group Paul Sentner Timothy Loveless Shanan Steere Vladimir Kats Sam Whatley Kimberly Johnson Kara Moll Mike Hicks Amy Savage Ben Kaufman Kenny Tate Ruth Hanners Sara Lee Parker Miguel Landrove Melinda Murphy

Weston Grand Junction Atlanta - Cartersville Beaumont Heritage Tulare County Tulare County Fresno Hudson Valley La Quinta Burlington Denver Central Kansas City - Northland Scottsdale - Sonoran Living Coral Gables-Coconut Grove Pembroke Pines / Miramar Annapolis Las Vegas SW Plano Palos Verdes KW Nova Scotia Denver Downtown Shawnee Mission Baltimore, MD Crofton/Ft. Meade KW Greater Cleveland Southeast South/SW Chicagoland East Idaho Portland Premiere Seattle Metro West Tulsa Metro Atlanta - Decatur Atlanta - In Town Las Vegas SE /Henderson Phoenix South Mountain

11 10 9 9 9 8 8 7 7 6 6 6 6 6 5 5 5 5 5 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

*Based on transmittals received for the Fourth Quarter 2011 (October through December 2011). Closed transactions identified with specific team. **Based on transmittals received for the Fourth Quarter 2011 (October through December 2011). Closed transactions identified with specific agent. ***Associates with the most growth at the first level of their profit share tree. Fourth Quarter 2011 (October through December 2011).

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