2. Prepared for Class? Buyer leads to call for appointment
Your list of lead sources with number of sales from each source
Local market stats
Your current Value Proposition
Your Buyer Guide or eEdge Buyer Guide
Past client and vendor addresses
Notecards/stationery
Envelopes
Stamps
Business cards 3

3. Introduction: mindset and models
Page 1 7

4. Why are you here?
Page 8 8

5. Words of Wisdom
“When you interview the very top people and ask them what their biggest challenge is, invariably they will tell you it is mindset—keeping it strong, focused, and positive amid the many challenges they encounter every day on their way to the top and staying there. The vast majority say this is their top issue—not leads, but mindset.”
Page 7 9

6. Practices of Top Agents
Know the local market and its inventory.
Prioritize and manage leads.
Know their buyers.
Are decision facilitators.
Master scripts.
Hire a coach for accountability.
Know their numbers.
Use time efficiently and effectively.
Leverage technology.
Embrace the KW Six Personal Perspectives.
(There’s a slide for each item) 9

7. Six Personal Perspectives9

8. Success Begins with Proven Models
Page 8 10

9. Seven-Step Buyer Service Cycle
The wheel goes forward…this is the process that you explain to your buyer.
You set the mindset….what will this process be?
You are
Draw circle….1-5
Bumpy or smooth? 11

10. Mindset and Actions
Your Winning Mindset
Page 9 13

11. Mindset and Actions Change Your Actions
Getting the Most Out of This Experience
Page 9
14-15

12. Step 1: Leads to Appointments17

13. 18

14. Lead Generation Leads, Leads, Everywhere! The KW Technology Advantage!
Activity: My lead generation sources
The KW Technology Advantage!
19-20

15. Lead Conversion
Top agents …
Goals of conversion
Be first! 21

16. Able, Ready, and Willing 22

17. Four-Step Lead Conversion
Page 13 27

18. 1. Capture
Goal:
Capture as many leads with complete contact information as possible.
Page 17 28

19. 2. Connect
You are auditioning for the chance to be their representative
Page 17 29

20. Five Methods to Establish Rapport
Mirror and Match
Connect with Communication Styles
Activity: Your Response?
29-33

21. Five Methods to Establish Rapport
Exceed Expectations
Provide Value 34

22. Five Methods to Establish Rapport
Ask Questions
Buyer Lead Sheet
35-37

23. 3. Close Use the Lead Sheet to Get the Appointment
Seven Additional Closes
Handle Objections
Discussion: How can you improve your objection handling skills?
Page 17
38-47

24. Role-Play: Lead Sheet Scripts
Pair up.
Use Lead Sheet and scripts.
Take turns being agent and buyer.
Time: 10 minutes
Page 17 48

25. Real-Play – Lead Conversion
Goal: Get as many appointments as you can in 20 minutes
Start dialing with the leads you brought to class and convert as many as you can to appointment, if they are able, ready, and willing.
Use your scripts and Lead Sheet.
Capture, connect, and complete the Lead Sheet.
Defer objections until the appointment if possible.
Close for the appointment if appropriate.
Record your results on the call log.
Page 17
48-50

26. 4. Cultivate Stay in Touch
Discussion: How do you know you’re on the steady course …?
Track Your Lead Generation and Lead Conversion
Page 17
51-53

27. Take Action Section Overview Aha’s and Action
Make full use of KW technology tools to aid in your lead generation and lead conversion process.
Focus on 3 – 4 lead sources.
Capture complete contact information.
Connect with and qualify your buyers for able, ready, and willing.
Master the scripts and objections and close for the appointment.
Cultivate the lead with KW’s automated 33 Touch marketing campaigns.
At the end of each day, track your numbers so you know what you’ve accomplished and where you need focus.
Aha’s and Action
Page 17 54

28. Step 2: Prepare for the Buyer Consultation
Page 1 55

29. Page 17 56

30. Know Your Buyers
Demographics
Categories
57-58

31. Build an Appointment System for Success
Strong Value Proposition (VP)
Activity: Update your VP
Customized Buyer Guide
Activity: Build your Buyer Guide
59-63

32. Build an Appointment System (cont.)
Appointment Management
Preparation Checklist
64-65

33. Build an Appointment System (cont.)
Preparation Process
Understand the Market
Know Your Scripts and Materials
Use Communication Techniques that Build Rapport
Be a Consultant, Not Just an Agent
Be a Decision Facilitator
Discussion: What does it mean to be a “decision facilitator?”
66-69

34. Take Action Section Overview Aha’s and Action
Have an appointment system in place to ensure a successful consultation ending with a signed buyer representation agreement.
Have materials prepared in advance—update your Buyer Guide and Value Proposition.
Follow up to confirm the appointment.
Prepare in advance!
Aha’s and Action
Page 17 70

35. Step 3: Buyer Consultation
Page 1 71

36. Page 17 72

37. Focus on the Customer Experience
Set
Service
Satisfy
Surpass
Sustain 73

38. Words of Wisdom
“You are in the business of understanding the market and explaining it clearly and effectively, with service thrown in along the way.”
Page 7 74

39. Conduct the Buyer Consultation75

40. Part 1 – Set the Stage
In this phase YOU will do most of the talking and your buyer will do most of the listening.
76-77

41. Part 2 – Do the Needs Analysis
In this phase, your BUYER will do most of the talking and you’ll do most of the listening.
This is the phase that will take up most of the time of the consultation.
Begin the Needs Analysis
Review the Purchase Process
Review the Mortgage and Lending Process
Educate Your Buyer
78-82

42. Part 3 – Share Your VP
In this phase YOU do most of the talking and your buyer will do most of the listening. 83

43. Part 4 – Set Service Expectations
This phase consists of dialogue between you and the buyer.
Communications preferences
Showing homes process 83

44. Part 5 – Close for the Agreement
In this phase YOU will do most of the talking and your buyer will do most of the listening.
Trial Close with Tie-Downs
Handling Objections to Buyer Agency
84-87

45. Role-Play – Buyer Agency
Use scripts from Part 5.
Partner up; each person has 3 minutes to role-play as the agent and 3 minutes to role-play as the buyer.
Page 17 87

46. Part 6 – Establish Next Steps
This phase consists of dialogue between you and the buyer.
Ask if they have any other questions.
Establish the best way to stay in contact.
Confirm criteria for the house.
If the buyer needs to sell a house first, offer to do a CMA.
If buyer still needs to speak with a lender, remind them to send over the preapproval letter.
Ask for a referral!
Set the next appointment. 88

47. Role-Play – Buyer Consultation
Goal: Perfect your delivery of a flawless and winning consultation.
Gather your supplies:
Buyer Guide
Scripts from Step 3
Partner up; each person has 15 minutes to role-play as the agent and 15 minutes to role-play as the buyer.
Buyer already has a lender and is preapproved and ready to sign a contract now!
Buyer needs a lender, is unsure of the process, and unsure about signing a contract with you.
Page 17 89

48. Take Action Section Overview Aha’s and Action
Provide a customer experience every step of the process.
Conduct the buyer consultation and conclude with a signed agreement.
Practice and master your scripts.
Always ask for referrals.
Aha’s and Action
Page 17 90

49. Step 4: Find a Home
Page 1 91

50. Page 17 92

51. Sell a Home vs. Show a Home
Discussion: Couple relocating to new town
Only the Best Will Do
Prepare for the Tour
Confirm the Showing Appointment
Build Your Home Tour Toolkit
Always Think About Your Safety!
93-96

52. Show Less to Sell More
Eight Tips 97

53. Words of Wisdom
“Consumers are less likely to buy when presented with too many choices.”
Page 7 98

54. Recognize Classic Buying Signals
Use of affirmative words
Happy facial expressions
Asking lots of questions
Looking over details of the house
Increased movement throughout the property
Mentally decorating the place 99

55. Overcome Buyer Reluctance
Guidelines to Facilitate Decision Making
Always go back to their motivation.
Remind them why they need and want to make this move.
Go back to their needs and wants.
Pull out your Buyer Questionnaire with the notes you took during the consultation and show it to them again. Point out how the house meets their needs and wants. Use the language they used when you captured their needs and wants during the buyer consultation.
Advise them as a consultant.
Rather than trying to “sell” them, help them understand their options.
Allay their fears.
If they are afraid of making a commitment, explain how putting in an offer will essentially buy them the time to think it over. If they decide they don’t want the house, they will have lost very little. If they do decide they want it, it’s theirs.
Solve their problems.
Maybe another decision maker needs to see the house. Maybe they love everything about the house except for the color of the carpet. Explain that they can still put in an offer to block the house, and you will include a contingency to cover their needs.
Calculate the cost of waiting.
Paint a scenario of what could happen if they don’t commit to this house. The solution to any of these negative situations is to buy the house!
100

56. Discussion: Address your buyer’s fears Overcome Common Objections

57. Role-Play – Buyer Objections
Goal: Help overcome your buyer’s objections during property tours.
Gather your supplies:
Scripts from Step 4
Partner up; each person has 5 minutes to role-play as the agent and as the buyer.
Page 17
105

58. Take Action Section Overview Aha’s and Action
Sell homes, don’t show homes.
Thoroughly prepare for the tour by having preselected previewed properties.
Conduct property tours with your buyer with the intent for them to make an offer.
Help overcome and ease buyer reluctance and objections.
Aha’s and Action
Page 17
106

59. Step 5: Offer and Negotiate the Contract
Page 1
107

60. Page 17
108

61. Make Strong Offers Seven Offer Strategies That Work
Find out what is important to the seller.
Educate and encourage your customers to make a win-win offer.
Present the offer immediately.
Eliminate as many contingencies as possible.
Help your customer overcome any fears related to ownership.
Build rapport with the listing agent and/or seller.
Focus on the numbers.
109

62. Make Strong Offers Ask the Right Questions Educate Your Buyer
Share facts and trends
Discuss the ten points
Present the Offer

63. Negotiate the Contract
Common Points of Negotiation
Ten Negotiation Strategies

64. Complete the Contract Initial and date all changes. Verify addresses.
Get a signature for receipt of the option money.
Get a copy of the seller’s disclosure and keep it with the contract.
Get copies of all the addenda.
Record the contract and escrow according to state law.
115

65. Take Action Section Overview Aha’s and Action
Write a strong, solid offer.
Negotiate any and all issues that arise.
Complete the contract.
Make it as much of a win-win for both parties.
Aha’s and Action
Page 17
116

66. Step 6: Contract to close
Page 1
117

67. Page 17
118

68. Hurdles to a Successful Close
Inspection
Appraisal and loan approval
119

69. Contract to Ownership Responsibilities
Buyer Actions that Could Jeopardize a Purchase
Buyer Responsibilities
Agent Responsibilities

70. Bulletproof the Transaction
Problems
Plans

71. Take Action Section Overview Aha’s and Action
Know and avoid the hurdles from contract to close.
Educate your buyer on actions that can jeopardize a purchase.
Take pre-emptive action to bulletproof the transaction.
Aha’s and Action
Page 17
124

72. Step 7: Postclose Systems
Page 1
125

73. Page 17
126

74. Create Clients for Life
Provide Gifts of Value
Stay Top of Mind

75. Real-Play – Write Away Goal: Grow your network with gratitude!
Write as many thank-you notes as you can to past clients and vendor partners that you have recently worked with.
Customize the note with a personal message.
Drop them in the mailbox when you leave class.
Page 17
129

76. Create Clients for Life (cont.)
Your KW Technology Advantage!
Continue Your Service
Surveys, Reviews, and Testimonials
Stay in Touch Through Social Media

77. Real Play – Win with Social Media
Connect with every classmate on Facebook and “like” their business page. Create groups personalized to your own privacy preferences.
Take a picture. (Use a group shot or your course book.)
Upload and make a comment about the Win with Buyers course. (Keep it upbeat.)
Tag yourself in each photo.
“Like,” “share,” “tag,” or comment on the new post.
Page 17
134

78. Close the File 135 Your Closing Tasks
Make copies of (or digitally archive) all closing documents.
Remove unnecessary or duplicate files.
Add any pertinent documents (HUD Statements, MLS printout, etc.)
Distribute any referral fees.
Update your contracts pending.
Verify your payment has been received.
Update MLS databases.
Update business databases (buyer and vendors).
135

79. Take Action Section Overview Aha’s and Action
Create clients for life by staying top of mind and asking for business and referrals.
Use social media to stay in touch and reach new leads.
Continue to offer value to clients, vendors, and the listing agent and seller.
Request feedback via surveys, online reviews, and testimonials. Adjust your practices as needed based on feedback.
Have a system in place to keep your files organized and orderly.
Aha’s and Action
Page 17
136

80. Putting It All Together
Page 1
137

81. Page 17
138

82. Win with Buyers: My Future
Write your own version …
139

83. Buyer Service Cycle Step
Take Action
Buyer Service Cycle Step
My ONE Thing
Step One: Leads to Appointments (p. 50)
Step Two: Prepare for the Buyer Consultation (p. 66)
Step Three: Buyer Consultation (p. 86)
Step Four: Find a Home (p. 102)
Step Five: Offer and Negotiate the Contract (p. 112)
Step Six: Contract to Close (p. 120)
Step Seven: Postclose Systems (p. 132)
Retrieve your ONE Thing statements from the end of each chapter and write them again here.
140

84. Who Will Hold You Accountable?
Coaching/Mentoring
Partners in Success
Personal Accountability
141

85. Revisit Your Goals
Your Winning Mindset
Page 9
142

86. CGI: Your Path to GCI
143

87. From Aha’s to Achievement
How are you going to change your actions?
What tools will you use?
How will you be accountable?
What do you want to achieve?
144

88. Appendix
147

89. Course Evaluations Go to kwueval.com on any mobile device.
Select the course and instructor.
Share your feedback.
145