Ignite
Igniteskills to spark a great careerPower Session 2:Your DatabaseThe Key to Your BusinessBrenda Marshall
Table of ContentsPower Session 2: Your Database. 2-1Checkpoint. 2-2Report on Your Results. . 2-2Get Your Head in the Game. 2-3Today’s Plan of Action. . . 2-4Gear Up. . 2-5Affirmation of the Day. 2-5Leverage eEdge. 2-6Make It Happen . 2-7Law 1 – Build a Database. . . 2-7Law 2 – Feed It Every Day. 2-8Law 3 – Communicate in a Systematic Way. 2-16Law 4 – Service All Leads. 2-24Aim High.2-30Become a Database Master. . . 2-30Mets Touch Campaigns Success. 2-32Lead Generation Focus. 2-34Recap What You’ve Done. 2-35Get to Work.2-36Your Action Plan. 2-36Your Job Aids. . . 2-36Your Daily 10/4 Assignment. . . 2-37Aha’s. . 2-38
2. Your Database7. The BuyerConsultationMarket CenterTopics15.Price Right andPresent YourCMA6. Prepare toWork withBuyersMarket CenterTopics14.Your PrelistingPacketand ListingConsultationTuesday1. Rev UpMondayIgnite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.16.Market andSer vice YourListings12.Find SellerLeads11.NegotiateWin- WinAgreements17.Contract-toClose andPostcloseSystems9. Make andReceive Offers4. ProspectingThursday8. Find and ShowHomes3. Open HousesWednesdayIgnite Power Session Training Calendar18.Accountability– Check in onYour Numbersand What’sNext13.Accountability– Check in onthe 4-1-110.Accountability– Check in onTime Blocking5. Accountability– Check in onYour Goals andBig WhyFridayPower Session 2: Your DatabaseYou are here!2-1
CheckpointReport on Your ResultsSTOPand DOYour Daily 10/4Four HabitsBuild and Manage YourDatabaseAdd 10 people to yourdatabase.ProspectConnectwith 10 people.Follow UpWrite 10 notes.Know Your MarketRating:Results/RatingDaily GoalWins andOpportunitiesPreview 10 homes/week.( ) Met the goals of 10( ) Exceeded the goals of 10(–) Didn’t quite meet the goals of 10Time: 1 minuteSTOPand DOYour MilestonesMilestonesResultsAppointmentsAgreements SignedContracts WrittenContracts ClosedTime: 1 minute2-2Ignite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.
Get Your Head in the GameYour database is your most valuable business asset. It is the enginethat drives your business. To use an analogy, think about yourcar. If your car’s engine stops working, your car stops working—and you don’t go anywhere! To prevent a breakdown, you mustkeep that engine in good condition. You give it fuel and follow amaintenance schedule.Likewise, you need to keep your database in good conditionso that you keep your business moving forward. You keep yourdatabase fueled with new leads, and you follow a schedule to keepit current.A database is much more than just a list of contacts: It’s a livingrecord of all your business relationships—current and potential.It’s also a tool to nurture and manage those relationships—toschedule and track every interaction you have with each personin it.A powerful database produces leads. A powerful database managedby a powerful schedule produces a predictable flow of leads. Onlywith a predictable flow of leads can you expect a predictable flowof business.JWin for .You:Build a database thatwill produce leads.Your Customers:The personaland informativecommunications yousend them will makethem feel they areamong your mostvalued clients.ust how valuable is a database? For Tony DiCello,director of KW MAPS Coaching, Austin, Texas, it’sworth millions of dollars.For seven years in a row, Tony closed 100 contractsthat originated from his database of 1,100 names. Hecommunicated with his database 30–35 times eachyear, which consisted of two mailings and one phone call every month. Atan average of 5,000 per closing, he received about 500,000 in annualcommissions each year, totaling approximately 3,500,000 over seven years.Tony continues to be perplexed by the number of agents who do not have adatabase. The top two excuses he hears is that it takes too much time to getorganized and it is too expensive.He explains, “When you really work your database well, it’s the foundationof your business. You don’t even need money. You can email everything—newsletters, video. There are no excuses and nothing should get in your wayof using this powerful and essential money-making tool.”Ignite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.2-3
Countdown to PaydayBuilding and working a database brings you leads andappointments, and gets you closer to s Today’s Plan of ActionIn this Power Session, you will do the following:1. Learn the power of the Four Laws of Lead Generation andput them into action.2. Feed your database with Mets and Haven’t Mets. Real-Play: Call and send handwritten notes to people inyour database.3. Set up touch campaigns for systematic communication. Real-Play: Start a discussion using social media.4. Classify and qualify your leads.2-4Ignite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.
Gear UpFor this sessionYou’ll be growing your database as part of today’s Power Session,and you’ll need to have these items readily available:Your databaseCell phoneTen note cards, envelopes, and stampsTen business cardsYour Value Proposition (from PowerSession 1: Rev Up)For your businessBuilding and managing your database is something you will dofor the entirety of your real estate career—and it doesn’t have tobe complicated. In fact, Gary Keller’s first database took the formof a box of index cards and a systematic, organized approach tomanaging them.Today, you have eEdge: a complete lead-to-close business systembuilt with the Four Laws of Lead Generation in mind, andavailable exclusively to Keller Williams associates. You manageyour leads, contacts, marketing, and transactions all in one place.eEdge gives you the leverage you need to stay focused on yourlead generation activities without bogging you down in computerrelated tasks.Affirmation of the DayI add ten people to my database every dayand I do it with ease!Ignite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.2-5
Leverage eEdgeHave you activated your eEdge account yet? If not, start today! I have activated eEdgeIf not, who will you get to help you do this?2-6Ignite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.
Make It HappenThe following four laws will help you keep your business’sengine—your database—in optimal condition, so it can poweryour career forward and get you where you want to go!Four Laws of Lead Generation1. Build a database.2. Feed it every day.3. Communicate with it in a systematic way.4. Service all leads that come your way.Law 1 – Build a DatabaseMets and referralsYour database already has a solid foundation. You built it inPower Session 1: Rev Up by adding everyone in your Sphere ofInfluence—everyone you know. These are your Mets.You’ve learned how critical it is that every one of your Metsknows—and continues to be reminded—that you are a real estateagent. Your goal is for your Mets to have you top of mind whenthey or anyone they know has a real estate need. This is why everytime you’re in contact with your Mets, you give them a quickreminder and instructions on how to refer business to you. Whensomeone you know refers potential business to you, that potentialclient is a referral.You’ll learn more about the successful techniques for working withreferrals in the upcoming Power Session on prospecting.Ignite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.2-7
Haven’t MetsHaven’t Mets include the general public, as well as target groups ofpeople with whom you’d specifically like to do business. You justneed to meet them!In upcoming Power Sessions, you will learn how to put yourself inopportunity’s way and turn Haven’t Mets into Mets. You will learnand practice proven methods, such as open houses and prospectingto a geographic farm.Law 2 – Feed It Every DayEvery time you get a new name—either a referral from a Metor someone new you meet—you add them to your databaseimmediately. This is the reason for the Daily 10/4 goal of addingten new contacts to your database: to keep it well-fed! Yourdatabase thrives when it’s fed daily with new—and quality—contacts.Think of the car analogy again. Certain high-performance carsrun best on premium gas. So, think of your database as a highperformance engine that needs premium contacts! If you feedyour database with low-grade, incomplete, inaccurate contactinformation, your business will slow down and eventually stoprunning.The more contact information you have that is accurate andcorrect, the easier it will be to move on to Laws 2 and 3. Yourengine will also run more smoothly.Feed your database with your MetsCall Your MetsRealPlayFeed your database by filling in as many blanks as possible in yourdatabase and—if appropriate—asking for referral business.Using the script that follows or one that better suits your status fromPower Session 1: Rev Up, call contacts in your database. Call as many asyou can in the time allotted. Use the call as an opportunity to confirm oracquire any missing contact information so you can update your database.A note on messages: If you leave a message, does that call count as a contact inthe business of real estate? No, it does not! A contact is actual dialogue between twoor more people that addresses real estate business.You goal in leaving messages is togenerate a response. When you get a call back, you’ve made a contact and have theopportunity to ask for business and referrals.(Use message script in Power Session 1: Rev Up, page 1-19.)Time: 15 minutes2-8Ignite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.
New to Real EstateHello, this is and this is a business call. Do youhave a moment? I’d like to share some exciting newswith you. I have become a real estate agent and havejoined as a par tner with Keller Williams Realty. Now,you may be thinking, “Wow, he’s/she’s brand-new andI may not want to work with someone so new.” Yetwith Keller Williams and our par tnership, I have all theirknowledge helping and suppor ting me. Plus, my clientsget all my enthusiasm and hard work. And as youalready know, I’ll do whatever it takes to help people.TIP Keep track of thenumber of calls youmake versus thenumber of contactsyou actually achieve.Find your ratio for callsvs. contacts, and thenstrive to improve thatnumber. The fewercalls you have to makebefore actual contact,the more efficient yourlead generation will be.Experiment to find thebest time of day, thebest days of the week,or the most responsivepeople in your sphere,and adjust your routineaccordingly. In general, whencontacting yourdatabase, alwaystake advantage ofthe call to fill inany missing contactinformation. You canalso use DexOnline,WhitePages.com, orPipl.com to find missingcontact information. If you’re contactingsomeone for thefirst time, it’s moreimportant to establishrapport than it is to askfor a referral. Save thatfor the follow-up call.So of all the people I thought about connecting with, Iknew you would be someone to help me get my careerstar ted. May I count on you?Great! So I wanted to ask who you might know fromwork, your neighborhood, or a group you belong towho’s interested in buying a home, selling a home, orinvesting in real estate. Can you think of anyone rightnow? (pause)Thanks for taking a momentto think about it.Also, I have a wealth ofinteresting and timelyinformation about the realestate market in your area. MayI go ahead and send yousomething about the marketfrom time to time? (pause)If they respond “yes,”ask for the name andcontact informationand ask for permissionto make the connectionwith the referral. Andthank them!Can I have your mailing address? Email address? Are youon Facebook or Google ?Thank you for your time, and please let me know ifthere is anything I can ever do for you or anyone youknow.Ignite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.2-9
Call SheetDateName and NumberReferral Name and NumberResult For example, left message, no answer, added to next-day call list, etc.2-10Ignite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.
Real-Play ResultsLeverage eEdgeI made calls.A contact is never anisolated event. Eachtime you complete acall, set a reminder ineEdge to schedule thenext one with thatperson.I made connections.I got referrals.I got appointments.What went right?What were the challenges?How can you power through the challenges next time?Send Note to Your Mets1. Write a note to each of the people you called to thank them fortheir time.Thank you for taking the time to discuss my new career in real estate.Having joined the company that has the best training and education inthe industry, I am armed with all that I will need to be an asset andresource to you, your family, and your friends. Please call whenever aquestion or need comes up. I’ll stay in touch.RealPlay2. Enclose a business card in each note, stamp, and mail from yourMarket Center.Time: 5 minutesIgnite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.2-11
STOPand DOCalling a ReferralSchedule – Block time in your calendar to do the following:a. Add the new contact information you collected to your database ineEdge.b. After class, call any referrals you received using the script below.c. Add referrals to eEdge.d. In eEdge, use the Comments field to record the outcome of your callsand to note that you sent cards.Time: 1 minuteCall a ReferralHi, , my name is . You don’tknow me; your name was given to me by a close friendof both of ours, (your Met’s name). And he/she saidthat I should be giving you a call. Is right now a goodtime to talk for a couple of minutes? Excellent.So how do you know (your Met), just out of curiosity?Well, he/she said that I am to take great care of youwith all of your real estate needs. He/she said youwere thinking about (buying/selling) a proper ty in (timeframe for buying/selling) and asked if I would pleasegive you a call, because at a weak moment you mightend up with a weak agent. He/she and I both want tomake cer tain that you are in great hands and that youhave the very best, so that’s why I’m calling.If they are buyingHave you seen anything you like thus far?If they are sellingWhen are you planning to move?Have you signed anything with another agent? Excellent.The best thing we can do is get together and have youcome to my office. That way we can star t from thereand I can tell you the way that I work, the expectationsyou can have of me, how the entire process works, andall that will take us about 20 minutes.2-12Ignite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.
Chris Heller, mega agent and president ofKW Worldwide from San Diego, California,understands the power of a handwrittennote. To this day, Chris communicates systematicallywith his entire database using a33 Touch campaign. Each of his 2,400contacts receives between two and threehandwritten notes a year, which meansChris sends an average of twenty-fivenotes a day!Feed your database with Haven’t MetsA press release is a simple, low- to no-cost way to get some freepublicity and get your name in front of Haven’t Mets.STOPand DOWrite a Press Release1. Locate the Value Proposition that you wrote in the Rev Up session andhave it handy.2. Complete the following activities:a.Using the example on the next page as a guide, write your own pressrelease, inser ting your personal information, your Market Center’sinformation, and por tions of your Value Proposition, where appropriate.Use the blank form on page 2-15 to write your release.b. Find out how to submit the press release to the editor of your local newsmedia, or search online for free press release distribution services.c. Attach a professional headshot to increase the visibility of your release.d. Submit your press release.e. Post the link to your press release on social media.Time: 20 minutesIgnite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.2-13
Example press release – agent joins Keller Williams RealtyNews ReleaseameTACT: Your nNOCIADEMmberYour office nuressYour email addstin,fessional in AuropslesatetaCenter., a real esuthwest Market— Jolene JonesoXSTin,stINuATSytion andUltAegree in educar Williams Readlesr’eloKelehthacbedn,ahas joine interior desigania, Jones hasdlvusyclninsenPnomsios. Her pasOriginally frool for six yearhscrytaenemtaught el.est,”helping peopleAustin Southwateerhgardening andsuine Jones joffers itsliams Realty oy to have JolenilckWlurlyleueltr“Ke.s inarn“Weg opportunitieanie KennemaninnelarMleergdnealoLand lifethat it issays Teamd career growtha great fit andleeleballarilpwneunesleassociatow that Jous.”dustry. We knintetaesm her joiningalofrreiteftheenblygrity andwho will tr utation for inteupour customersresitfoseows Realty becaucontinue to gramtolitilanWwr“Ile.elesdsays Jon“I chose Kthe training anusiness model,”esbdviictrropnscetamlienits agKeller Wilbusiness, andtes.”taesalreyme reach my goalmpelhlilwtechnology thatJones atcontact Jolenes,deentetaesalFor all your rew.com.kMo-Pacjolene.jones@at 1801 Southdtecalor,tenciates.west market ced has 550 assothanuo0S99in1stuinAThetablishedy in theite 100, was esuS,aywestate companssrealrexpEginwogrherout the fastest111, or emailab-48n4io-4at21rm5foattingnemannFor more ins Realty by visict Melanie KenamtalinilcoWrs,leteeltaKSUnitedre aboutom. Learn mo.cwk@kieanelat mwww.kw.com.our Website at2-14Ignite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.
News ReleaseIgnite Power Session 2: Your Database – v3.3 2011 Keller Williams Realty, Inc.2-15
Law 3 – Communicate in a Systematic WayTOUCHCAMPAIGNA systematiccommunication planfor your contactdatabase. A touchcampaign deliversuseful informationto your contactsthrough a varietyof methods—emails, phone calls,handwritten notes,and face-to-facevisits—and keeps youtop of mind.Now that you know how to feed your database, your goal is tokeep in touch with everyone in it systematically and consistently.This ensures
database thrives when it’s fed daily with new—and quality— contacts. Think of the car analogy again. Certain high-performance cars run best on premium gas. So, think of your database as a high-performance engine that needs premium contacts! If you feed your database with low-grade, incomplete, inaccurate contact
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