1. Instructor's Notes Introduction: The Power of One
11/22/2018
Lead Generation 36:12:3
Introduction:
The Power of One
© 2007 Keller Williams Realty Inc.

2. The Power of One In this session … Introduction
Instructor's Notes
11/22/2018
The Power of One
In this session …
Introduction
“The Power of One” by Gary Keller
The 9 Myths and Truths of Lead Generation
The 36:12:3 Challenge
The Real Estate Productivity Roller Coaster
To Be Wired to Win, You Must Be Wired for Leads
Training, Implementation, and Accountability
Putting It All Together
Page 1
© 2007 Keller Williams Realty Inc.

3. Introduction Ground Rules Arrive on time. Form groups quickly.
Instructor's Notes
11/22/2018
Introduction
Ground Rules
Arrive on time.
Form groups quickly.
Limit side conversations.
Turn off cell phones and pagers.
Be comfortable.
Respect time.
Respect each other.
Help each other.
Respect confidentiality.
Have fun!
Page 3
© 2007 Keller Williams Realty Inc.

4. Introduction How You Will Learn Learning Methods Manual Classroom
Instructor's Notes
11/22/2018
Introduction
How You Will Learn
Learning Methods
Manual
Models/Systems
Exercises/Discussion
Stories
Classroom
PowerPoint slides
KWConnect videos
Classmates/Instructor
(continued)
Page 4
© 2007 Keller Williams Realty Inc.

5. Accountability Feedback Loop
Instructor's Notes
11/22/2018
Introduction
How You Will Learn
Accountability Methods
Lead Generation Action Plan
Accountability Partner/Program
1. Set Goals
2. Do Key Activities
3. Measure Results
4. Evaluate Process
5. Make Adjustments
Accountability Feedback Loop
Page 4
© 2007 Keller Williams Realty Inc.

6. Are you ready? Let’s get started!
Instructor's Notes
11/22/2018
Introduction
Why You Are Here
Avoid the Real Estate Productivity Roller Coaster
Commit to focusing on one thing—lead generation
Challenge yourself
The Goal = 36 closed transactions
The Time = 12 months
The Habit = 3 hours every workday on lead generation
Are you ready? Let’s get started!
Page 5-6
© 2007 Keller Williams Realty Inc.

7. Lead Generation 36:12:3 Course Map
Instructor's Notes
11/22/2018
Introduction
What You Will Learn
Lead Generation 36:12:3 Course Map
You are here!
Page 7
© 2007 Keller Williams Realty Inc.

8. Introduction What Will Make This a Great Training Experience Page 8
Instructor's Notes
11/22/2018
Introduction
What Will Make This a
Great Training Experience
(continued)
Page 8
© 2007 Keller Williams Realty Inc.

9. Introduction Help us help you! How?
Login to the KWRI Intranet White Pages (
Update your profile with your 36:12:3 start date
feedback to
Why?
KWRI and KWU want to reward you, recognize you, and gather research on how to improve the course!
Page 8

10. “The Power of One” by Gary Keller
The Power of One achievement formula is based on
The Principle of Greatest Leverage
The Timeless Truth: One Thing Begets Another
Achievement
The Power of One
Principle of Greatest Leverage
Timeless Truth: One Thing Begets Another
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11. “The Power of One” by Gary Keller
The Principle of Greatest Leverage
When you focus on the activities that really matter (instead of the 80% that don’t), your chances of success will increase significantly.
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12. “The Power of One” by Gary Keller
One Thing Begets Another
Once you master one thing, it makes achieving mastery of the next related thing easier.
By doing the right things first, you create momentum in your life and in your business.
This truth explains why “the rich get richer” and “the poor get poorer.”
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13. “The Power of One” by Gary Keller
Think about the Power of One as applied to bowling … or dominoes … 2 3 1 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
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14. “The Power of One” by Gary Keller
What’s Under the Hood
Question
What’s “under the hood” of a great real estate career that keeps it successfully running and running and running?
Answer
Lead Generation
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15. “The Power of One” by Gary Keller
How does the Power of One relate to Lead Generation 36:12:3?
One Goal
One Discipline
One Habit
36 Transactions in 12 Months
Lead Generation
3 Hours Every Workday
If this course helps you establish the One Habit—3 hours of lead generation each workday—then it will likely be the most important real estate course you’ll ever take!
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16. “The Power of One” by Gary Keller
Time on the Task over Time
What’s the deciding factor in becoming the best?
Talent? Intelligence? Motivation? Personality?
Effort!
The Performance Formula of Champions:
Consistent time put in on a specific task over an extended period of time.
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17. “The Power of One” by Gary Keller
Time on the Task over Time
36:12:3 is your formula for success
“3” is the most important number
Commit to 3 hours of lead generation a day
Commitment to the single most important business outcome and number one priority for any real estate agent—buyer and seller leads!
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18. The 9 Myths and Truths of Lead Generation
There are a few tightly held misconceptions about lead generation that we need to put behind us …
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19. The 9 Myths and Truths of Lead Generation
Not all leads are good leads.
Truth
There are no bad leads in real estate—they’re just not all equal.
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20. The 9 Myths and Truths of Lead Generation
Lead generation is really hard.
Truth
Lead generation is really simple and easy—so be careful that you don’t confuse effort with enjoyment.
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21. The 9 Myths and Truths of Lead Generation
I’m too busy; I don’t have time.
Truth
It’s not an issue of having time—it’s an issue of making time.
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22. The 9 Myths and Truths of Lead Generation
I don’t have to lead generate. If I do a good job, people will just come to me.
Truth
You do have to lead generate. Some people will find you, but not enough or soon enough.
Page 21

23. The 9 Myths and Truths of Lead Generation
I can’t lead generate because I don’t know what to do, and I don’t know what to say.
Truth
Lead generation is a set of tasks and skills that are well understood and easily learned.
(continued)
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24. The 9 Myths and Truths of Lead Generation
I don’t need to lead generate— I have enough business.
Truth
You do need to lead generate— there is no such thing as too much business.
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25. The 9 Myths and Truths of Lead Generation
I don’t have anyone to help me do everything that must be done.
Truth
When you get enough of the kind of leads that turn into closings, you will be able to afford all the help you’ll need.
(continued)
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26. The 9 Myths and Truths of Lead Generation
I don’t have the money to lead generate.
Truth
Lead generation doesn’t have to cost money.
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27. The 9 Myths and Truths of Lead Generation
I can’t lead generate because I’m not a natural lead generator.
Truth
No one is truly a natural lead generator—everyone must master the skills.
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28. The 36:12:3 Challenge Your challenge is to Close 36 transactions
In 12 months
By spending 3 hours every workday on lead generation
Question
What can I spend 3 hours doing every day that will do more to build my business than lead generation?
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29. The 36:12:3 Challenge Let’s break down 36, 12, and 3 …
The Goal: 36 Transactions
Don’t settle for average
The only way to not be average and not have an average real estate career is to consciously decide not to!
(continued)
Page 26-27

30. The 36:12:3 Challenge The Goal: 36 Transactions
Make money and be profitable
Build a solid foundation for your career
Help families buy or sell
Know what lead generation activities you do well and which you need to work on
Establish skills and habits
Gain respect and recognition
Earn the $ and right to hire an exec assistant
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31. The 36:12:3 Challenge EXERCISE What Does 36 Mean to You?
What will 36 transactions mean for your GCI?
How will this change your life and your career? What will you be able to do for yourself and for others?
Time: 5 minutes
Page 28

32. The 36:12:3 Challenge The Time: 12 Months
Growing a strong, successful business usually takes a little time
Consistent, focused lead generation can get you to 36 transactions in one year
See the story of the Chinese Bamboo on page 29.
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33. The 36:12:3 Challenge The Time: 12 Months Debbie Zois Brad Korn
“Whatever you do for lead generation, you need to be consistent with it and just not give up.”
Brad Korn
When you fumble, don’t just “drop the whole thing and quit.”
Get organized and stay in it!
Page 30

34. The 36:12:3 Challenge The Time: 12 Months Unrealistic Realistic
Results
See Gary’s story on page 32.
Time
Page 31-32

35. The 36:12:3 Challenge EXERCISE Where Are You Today? Time: 5 minutes
How many transactions are your currently averaging a year?
What lead generation activities have you tried?
How many names are in your contact database?
How often do you touch the contacts in your database?
How many hours do you consistently spend on lead generation each day?... each week?
What would you change about your current lead generation activities?
Time: 5 minutes
Page 33

36. The 36:12:3 Challenge The Habit: 3 Hours a Day
It all begins with a single high-achiever habit: the habit of lead generating 3 hours per day, every workday.
More than 150 successful agents interviewed about their lead generation habits.
Time block your 3 hours before noon, when possible.
Page 34

37. The 36:12:3 Challenge The Habit: 3 Hours a Day
You’re going to get really good at lead generation over time!
Make your 3-hour commitment a part of your daily routine—like brewing coffee.
How do you like Jama Fontaine’s Java Plan?
Adopt a new attitude:
“I’m a lead generator before anything else and above all else.”
Page 35

38. The 36:12:3 Challenge The Three 3-Hour Lead Generation Rules
Time block 3 hours every workday before noon.
No skipping. If you must erase, then you must replace.
Allow no interruptions (unless real emergencies)
Page 36

39. The 36:12:3 Challenge The Habit: 3 Hours a Day Chris Heller
Let everyone know your schedule, so they will respect it
Treat the time like any other appointment—no interruptions
Remove distractions
“The discipline is just a habit … a habit that gets created.”
(continued)
Page 37

40. The 36:12:3 Challenge The Habit: 3 Hours a Day Richard Bass
Don’t spend “too much time getting ready to get ready”
“Get out there and meet somebody”
Getting face-to-face with people is productive lead generation
Thinking about it is unproductive procrastination
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41. The 36:12:3 Challenge Tie the Effort to the Outcome
Predictable Effort (3 Hours)
Predictable Outcomes (Leads)
Closed Business
Income!
Boredom
Excitement!
Page 38

42. The 36:12:3 Challenge Work with Focus Mike Mendoza
Better time, not more time.
The 3-hour habit means getting more for less.
Mike Mendoza
“What am I going to do today to make money in real estate?”
Don’t get lost in the details or get overwhelmed …thinking about 36 transactions.
Focus on today; then do it again tomorrow!
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43. The 36:12:3 Challenge Work with Focus Can you really multitask?
Definition of Focus
100% Focus on One Task
50% Focus on Each of Two Tasks
25% Focus on Each of Four Tasks
Think of your 3-hour daily habit as your time for monotasking … or “priority tasking”!
(continued)
Page 40

44. The 36:12:3 Challenge DEMONSTRATION Multitasking vs. Priority Tasking
Let’s have two volunteers for this demonstration.
Watch.
What were your aha’s?
Time: 10 minutes
Page 40

45. Focus + Intensity = Results
The 36:12:3 Challenge
Work with Intensity
Focus + Intensity = Results
Do you know how to channel and apply the intensity required to see the results you want?
Think about the intensity surgeons bring to their work, gymnasts to their sport, … gamers to their play, painters to their art …
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46. The 36:12:3 Challenge EXERCISE What does intensity look like for you?
Think about an aspect of your life that requires intensity.
Make notes about the environment, your behavior, emotions, thoughts, triggers.
Share with the class.
Time: 5-10 minutes
(continued)
Page 42

47. The 36:12:3 Challenge EXERCISE Question
Now, how will you bring this same focus and degree of intensity to your 3 hours of lead generation every workday?
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48. The 36:12:3 Challenge
The Anatomy of 3 Hours— What to Do in Your 3 Hours
Dianna Kokoszka
“You’ve got to get into action. If you spend 3 hours a day on the MLS or tinkering with your database, you are not actively lead generating. You’re kidding yourself.”
Pre par e
Take Action
Mai ntai n
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49. The 36:12:3 Challenge
The Anatomy of 3 Hours— What to Do in Your 3 Hours
Lead generation is about both prospecting (seeking) and marketing (attracting) business.
What will be your Prepare-Take Action-Maintain activities if you are prospecting for business?
What will be your Prepare-Take Action-Maintain activities if you are marketing for business?
Page 44

50. The Real Estate Productivity Roller Coaster
The Agony and the Ecstasy
Caution! Inconsistent lead generation leads to the Real Estate Productivity Roller Coaster.
You must consistently lead generate while you are servicing the leads you have.
Page 45

51. The Real Estate Productivity Roller Coaster
How to Get Off the Roller Coaster
Page 46

52. The Real Estate Productivity Roller Coaster
How to Get Off the Roller Coaster
Gary
“Do you have enough leads that if you close them properly you’d be reaching your goals?”
“You know what to do. Now go do it. Go lead generate.”
Bruce Hardie
He got back to the basics of lead generating on a daily basis.
He listened to the wake-up call and got remotivated.
Page 47

53. The Real Estate Productivity Roller Coaster
Continuous Lead Generation
It’s the difference between seeing lead generation as a set of single activities or events and seeing it as a discipline and as a mindset.
Truth
Market shifts should not have much of an impact on your lead generation program—unless, that is, you don’t have one!
Page 48

54. To Be Wired to Win, You Must Be Wired for Leads
Are You Wired to Win?
John Maxwell
“How people see failure and deal with it—whether they possess the ability to look beyond it or keep achieving—impacts every aspect of their lives.”
Being “wired to win” means putting failure in perspective and adopting a mindset of achievement and success.
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55. To Be Wired to Win, You Must Be Wired for Leads
Are You Wired for Leads?
A successful sales career is almost always defined by a long succession of “No’s” before you ultimately get to a “Yes.”
In the discipline of lead generation, winning is having a rich pipeline of quality buyer and seller leads.
Wired to Win in Real Estate = Wired for Leads
(continued)
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56. To Be Wired to Win, You Must Be Wired for Leads
Are You Wired for Leads?
The Millionaire Real Estate Agent tell us that we are in two businesses:
The real estate business
The lead generation business
Pat Hiban
“Your job is to be a lead generator—because you can’t be a Realtor without being a lead generator.”
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57. To Be Wired to Win, You Must Be Wired for Leads
Is Your Definition of Lead Generation Holding You Back?
Limiting Belief
Lead Generation = Prospecting = Cold Calling = Rejection
Unlimiting Belief
Lead Generation = Business Relationship Building = Opportunity = Financial Independence
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58. To Be Wired to Win, You Must Be Wired for Leads
The Four Goals of Lead Generation   
Build a Relationship for Future Business and Referrals
Get an Appointment for Business or or
Get a Referral
and 
Increase Your Mets
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59. To Be Wired to Win, You Must Be Wired for Leads
So, Where Do You Find Leads?
Leads are everywhere and ready for the picking! If you don’t go after them, someone else will!
In a large group of adults, approximately 8-12% will need a real estate agent this year.
Ask: “What is the relationship opportunity here?” Buyer? Seller? Future customer? Referral source?
Dick Dillingham
“Who will I find today?”
“He’s going to be the next entry in my database!”
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60. Training, Implementation, and Accountability
Together … training, implementation, and accountability will move your career to the next level!
Attend your 36:12:3 training!
Get out and implement what you have learned—beginning tomorrow morning, commit to 3 hours of lead generation every workday.
Get into an accountability relationship to help you measure your results and continue to build great skills and habits.
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61. Training, Implementation, and Accountability
Lead Generation Training
A Brief History of Lead Generation Training
Page 56-57

62. Training, Implementation, and Accountability
Lead Generation Training
Let’s take a look at your Lead Generation 36:12:3 Training Program
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63. Training, Implementation, and Accountability
5 Foundational Sessions
Introduction: The Power of One
Power Session 1: Building Validity & Positioning
Power Session 2: Prospecting
Power Session 3: Marketing
Power Session 4: Leveraging a Powerful Contact Database
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64. Training, Implementation, and Accountability
5 Tactical Sessions (“the columns”)
Power Session 5: Working with Mets
Power Session 6: Farming
Power Session 7: Open Houses
Power Session 8: FSBOs & Expired Listings
Power Session 9: Agent-to-Agent Referrals
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65. Training, Implementation, and Accountability
An Essential Support Session (“the support beam”)
Power Session 10: Lead Conversion
The Crowning Session (“the pediment or roof”)
Power Session 11: Living Your Goals
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66. Training, Implementation, and Accountability
Implementation of Lead Generation 36:12:3
Carol Royse
“The biggest mistake I made … was that I tried to do everything…. I spent way too much money, way too much time…. my career didn’t take off like it should have.”
Select up to 3 lead generation approaches to implement, assess your success, then add to or modify your plan over time.
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67. Training, Implementation, and Accountability
Implementation of Lead Generation 36:12:3
Smokey Garrett
“If you have a day where you have a closing …, it’s not from anything you did on that day.” It’s the result of your earlier lead generation efforts.
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68. Training, Implementation, and Accountability
Implementation of Lead Generation 36:12:3
Remember
Time block 3 hours every workday
True success is a function of time on the task over time
Immediately implement what you learn from 36:12:3 training. Start the very next morning!
Help us to help you! Log your start date on the KW Intranet.
Page 63

69. Training, Implementation, and Accountability
Your Lead Generation 36:12:3 Accountability Program
“If it’s to be, it’s up to thee. If it’s more you want, be accountable to me”
Find an accountability partner
Meet in regular minute sessions
Be held accountable to your training, to your 3-hour daily habit, to your lead generation activities, and to your production goals
Page 64

70. Putting It All Together
Truth
Do the right continuous lead generation activities now, and business will ultimately show up and continue showing up.
What are some of your aha’s from this session?
Page 65

71. Putting It All Together
Your Lead Generation Action Plan
Your current numbers
Your future goals
Your activities to “Close the Gap”
Page 66

72. Putting It All Together
The 3-Hour Habit
Time block 3 hours every workday before noon.
No skipping. If you must erase, then you must replace.
Allow no interruptions (unless they truly are emergencies).
Use the calendar on page 68 to time block your lead generation.
Page 67-68

73. Thank You for Being Here!
Don’t forget your evaluations!