Tap into the real estate industry's brightest minds and top producers. Gary Keller has often said that Keller Williams is a training and coaching company that also happens to be in the business of real estate. That's why a total commitment to training and coaching is at the heart of what sets them apart.
Keller Williams holds the #1 top spot in agent count, units & sales volume with over $351.2B in sales volume in 2019 for the USA.
Keller Williams is continually ranked one of "The Best Workplaces" with more than 180,000 real estate agents in over 1,060 offices. Driven by our dedication to driving KW technology further and faster through KW Labs, Fast Company has named Keller Williams the #1 Most Innovative Real Estate Company.
With expertise in real estate, entrepreneurship, technology, and more, their leadership has the tools to clear a path to success. Year after year, their team of world class training and award-winning coaching programs are unrivaled, putting their agents at the top of the game. KW continues to consistently offer training and education for their associates, both old and new, and has proven time and time again to be a fantastic place to start a career in real estate.
Coming into 2020 Keller Williams still holds the #1 top spot in agent count, units and sales volume with over $351.2B in sales volume in 2019.
Since the agents are the partners and stockholders at Keller Williams, they created a unique wealth building platform that rewards associates who contribute to the growth and profitability of each market center. Launched in the US and Canada, this wealth building platform is called Profit - Share and KW proudly shared over $167M with its agents in 2019 and over $1billion since the beginning!
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STRENGTH IN NUMBERS
We measure our success by your success, letting the numbers speak for themselves. Keller Williams is the number one real estate franchise by agent count, closed units, and closed sales volume in the United States.
Keller Williams co-founder and KWx executive chairman Gary Keller has spent decades in the real estate industry – first as an agent himself, and later as an entrepreneur building out the world’s largest real estate franchise. Not only has he seen the business migrate from Rolodexes to sophisticated database technologies, but through Keller Williams’ own Command platform release, he’s played a key role in shaping the future of the industry, a future which keeps agents at the center of the transaction. In a recent livestream, Keller spoke frankly about the ways agents can create a winning business in 2021. Here are six points that stood out:
Set a major goal, or a someday goal for a time in the future. Maybe it’s growing your business to be a million-dollar business, or perhaps it’s growing the size of your team. This big goal doesn’t have to be specific. Then, create smaller, more specific achievable goals along the way that will eventually get you to your big goal. Every day, focus on what you can be doing right now to achieve your someday goal, and do it. The number one reason agents fail, adds Keller, is because their plan for how to grow their business is too complicated. “They endorse the idea of complexity,” he says, “instead of whittling it down to something simple.” In reality, top agents find that it’s committing to just a handful of actions or strategies that ultimately determines success. “Then, all the dominoes fall after that,” he says.
Related reading: 7 Common Goal-Setting Mistakes to Avoid
“Every real estate agent, their only goal when they get up in the morning should be to lead generate, to feed the data, to fill the database,” Keller says. That’s because the research is clear – top agents regularly engage in three to four main lead generation activities plus three to four minor lead gen activities. “I built my entire organization initially around generating the lead,” Keller adds. If your personality isn’t perfectly suited to lead gen, or you just don’t enjoy it, he says, that’s OK. Commit to putting in the time anyway, so that eventually, you’ll get to a place where you don’t have to lead gen as much. As you lead generate, you’ll also need to make sure you’re properly storing your data. That’s where databases come in.
Related reading: Reclaim Your Time Through Time Blocking
“The basis of all great businesses is the database,” Keller says. Building one, growing it and cultivating it is a key to success. Top agents zero in on their database. They see it as a daily priority above and beyond making a sale. A sale is something nice that happens along the way. “My goal was to see if I could become your Realtor of choice,” Keller says, “or your Realtor for life and get you into my database.” The business relationship follows.
Additionally, top agents calculate and know how big a database they need to achieve their goals and then work toward that number. For example, a database of between 4,000 to 6,000 contacts often eventually translates into a Millionaire Real Estate Agent. “The goal is to be adding people consistently into your database,” Keller says. Then nurture it by consistently and thoughtfully following up with your contacts. “By knowing who my customers are, and knowing who my database is, I can wake up every day and provide them value.”
Commit to adding three new contacts to your database each day – their name, address, phone number and email – and that will translate into 720 new contacts a year.
Related reading: Capture 200+ Contacts in One Day With a Reverse BOLD
Referrals often pay the highest commission, Keller says, and they – along with past clients – can be among agents’ most loyal leads. “They’re going to pay you the most amount of money per deal commission-wise, and they’re going to be the most loyal to you,” he shares. Agents can help encourage referrals by regularly reaching out to people in their database, says Keller.
When he started his business years ago, KWRI’s own VP of industry Jason Abrams leaned into referral relationships by sharing his mission and value with a fellow agent while at Family Reunion – Keller Williams’ biggest real estate training event of the year. “Months after we met, long after Family Reunion had come and gone, she called to see if I could help her professional football client who had planned to play in her hometown of Miami, but was signed with the Detroit Lions instead,” he says. “I jumped into a limo and showed him a selection of homes. When I got the check for the house he bought three weeks later, it was the most money I’d ever seen in one place.”
Related reading: Tammi Juengst: Turn Relationship Into Referrals
To commit time to lead generation and focusing on building your database, you’ll likely need to delegate tasks to other people on your team, and that’s OK. “Everything else can be delegated,” Keller says. Likewise, once you’ve built up your database to the number you need to achieve your goals, you’ll be able to delegate nurturing your database as well.
The Organizational Model of The Millionaire Real Estate Agent shows agents exactly how to exponentially grow their business by leveraging the talents of others. Hire people for staff positions to handle administrative, buyer and seller duties. Your administrative assistant should be your first hire. Then, once you have more clients than you can handle on your own, you can hire sales staff. Finding talented hires lets you focus on lead generation.
Related reading: The Organizational Model: Leverage Your Way to Limitless Success
Take the following steps as you work on lead gen and on building your database:
Keller says that with its Command technology, Keller Williams is building the tools to allow a real estate agent to build a database-based business. And, with that in place, “your relationships will come to you, and they will stick with you.”
What does it take to create your brand? A beautiful logo, team colors, a strong slogan, and a well designed website aren't enough.
These are important, but creating a brand is more. It’s the comprehensive way your customers see you and the feeling they get after interacting with your business. It’s your promise to your clients, telling them what to expect from working with you. When done properly, it can be one of the priciest investments into your business.
In real estate, Keller Williams is a leader, helping agents craft their own unique brand by means of Command. Agents may craft a brand that reflects their unique identity without the expense of a high-priced agency or the need for a full communication, marketing, or branding team.
Keller Williams agents can achieve this level of thoughtful branding with Command, using business-critical tools that solve pain points like database management, transaction management, team collaboration, and branding solutions. It empowers agents to take branding into their own hands – creating, redefining, and disseminating – so they can stay top of mind with consumers. Best of all, these tech tools are available at no additional cost.
With Designs in Command, agents have the opportunity to create their own marketing and branding materials, including digital graphics, social assets, print materials, and landing pages. The tool hosts about 1,160 customizable templates created by marketing pros so agents can focus on moving their business forward by easily crafting beautiful brand assets.
Zimmer Real Estate Group, with lead agent Trent Zimmer, has experienced firsthand the convenience of Designs. When the team had a townhome listing they were keen on advertising in a specific neighborhood, they leveraged a pre-existing template in Designs to create a mailer in under five minutes. “Thirty-six hours later, I got a phone call from a homeowner,” he says. By creating the mailer, Zimmer secured a $390K townhome listing. “Let’s just call it a $12K paycheck that cost me $26 in Command,” he says. On a different occasion, the team used Designs to create a flier to share on community bulletin boards. “It took two minutes, and I got two phone calls the next day,” Zimmer says.
Advertising is an essential part of any business’s branding efforts, and Command has a tool for that as well.
With Campaigns, an agent can create a single ad and then syndicate it across several social platforms linked from within Command. Campaigns also give agents the ability to target their digital ads by user behavior, interests, and demographics. The goal is to remove as much of the guesswork as possible, allowing agents to easily and effectively amplify their brand.
A plethora of agents have found success by leveraging Campaigns to create high-converting Facebook ads. For a total cost of $25, the EZ Sales Team advertised a luxury home listing locally in Cleveland, Ohio, as well as Los Angeles, California. For a cost-per-lead of 68 cents, they were able to secure a pre-approved buyer in a short amount of time.
Built-in ad spend suggestions let agents better optimize their efforts so they can get the biggest bang for their buck. In Q2 ‘20, the average cost-per-lead for KW agents inside Command was $1.77 in the U.S. and Canada across social media platforms.
One aspect of an agent’s brand that’s harder to measure is the breadth and depth of their own local expertise and how that’s imparted to clients.
Clients searching for a home want to work with an agent who not only knows the ins and outs of the purchasing process, but also has a nuanced and intimate knowledge of the areas they’re living. The KW App – which can be personally branded to the agent – allows them to make their expertise accessible, further fine-tuning the way they’d like to present themselves.
Through the KW App, agents are able to collect valuable consumer insights and lay the groundwork for relationships that last a lifetime while staying wrapped up in their unique brand through their personal touch. The customizable Guide tool allows agents to usher clients through every step of the homeownership journey, while the Search functionality allows them to provide their own recommendations for clients, gather insights from their search activity, and ultimately win their loyalty.
Agents can also flex their local expertise through Neighborhoods, which allows clients to view neighborhood stats, see local reviews, and calculate commute times, giving them a deeper understanding of their new location.
With so many ways to communicate – emails, phone calls, texts, and follow-ups – often, it can be hard to manage client communications, let alone make sure your messaging is consistent and on-brand. We’ve all received a marketing email or text that didn’t speak to who we are or where we are in the buying cycle. And that can leave a lasting, negative impression.
SmartPlans allows agents to create communication workflows so they can respond to a client’s or lead’s needs and actions.
For example, a new contact can be assigned to a SmartPlan an agent specifically designs for new leads. This SmartPlan can include emails, texts, and action items designed to help the contact get to know the agent.
Agents can design SmartPlans to account for any and all types of clients, leads, interests, and behaviors. The application makes it easy to create targeted and intelligent touchpoints instead of mass blanketed emails or texts, strengthening the integrity and meaningfulness of an agent’s brand and letting clients know their agent is truly listening to them.
With all the options, the noise, and the management that branding involves, agents need a way to streamline, amplify and target their efforts. Through technology, Keller Williams is making it easy – and economical – for agents to share their personality, passions and expertise with clients, and more effectively communicate they’re the best choice among competitors. Eager to learn more about all of Keller Williams’ tech offerings? It goes beyond branding.
Command, a smart CRM (Customer Relationship Management) solution and much more, connects agents to clients in more targeted and meaningful ways. Implementing AI, Command places agents in control of their database, business, and future. And, engagement has been explosive because it was built in consultation with agents, via Keller Williams labs, for agents. The Designs app in Command includes a marketing suite allowing agents to customize pre-designed templates or build from scratch for various marketing such as social media, print, email, website, landing pages, and with drag and drop widgets to include neighborhood-specific stats, listing photos, contact information, and more directly into their collateral.