Setting the tone for his annual Vision Speech, Gary Keller, co-founder and chairman of Keller Williams Realty stated candidly, “the next two hours is information that you need to know to be the expert in your local market. You need to be the professional delivering the perspective and the projections so that your clients make informed decisions.”

He then launched right into the 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 lowest 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 from distressed properties continue to contribute to improving affordability conditions, he said.

All 12 markets in Canada, on the other hand, saw an increase in home prices, mostly fueled by lower interest rate and a stable market. However, Keller warned against counting too much on conditions remaining high. “The golden days won’t last. That’s the vision, know it and use it.”

Keller then turned his attention to the luxury and investor markets, noting that today’s world population of high net worth individuals has grown by 27 percent since 2008, as did their wealth. “The Luxury market is finding its footing through investors and move up buyers – it’s huge opportunities”

In his closing remarks, Keller counseled agents to keep in touch. “72% of buyers would use their agent again or recommend him/her to others,” Keller announced, “but only 9% of you did! “What does that say to me? Keep in touch.”

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 says your website is quickly becoming more important than any other website. You should make that number go up.” Among the respondents, 56 percent said they used the Multiple Listing Syndication, 45 percent used REALTOR.com and 46 percent visited real estate agent websites.

As eEdge approaches its one-year birthday, close to 1,000 Family Reunion attendees gathered to celebrate the impact of this award-winning, innovative, and powerful system that changed the game of real estate forever. Not only has the leverage that eEdge provides saved associates countless hours and dollars spent on administrative tasks, but agents have reported an 84% increase in leads since eEdge launched at Family Reunion 2011!

Key representatives of KWRI’s IT and Marketing teams led the “What’s New with eEdge” breakout session to show how eEdge has evolved since its launch, and to give a sneak peek at some exciting new features that are coming soon.

• Mike Malinowski, Product Management Team Lead, opened the session by highlighting the enhancements made to the eEdge myLeads and myContacts components over the past year, including easier contact importing, full IDX feeds to eEdge websites (where available), and shared access for teams. Mike previewed the soon-to-be-available action plans, which will put critical to-do tasks front and center on associates’ KW dashboards.

• Ellen Marks, Executive Director of Marketing and Communications, presented the myMarketing component, which launched with all the MREA campaigns and was expanded to include campaigns for KW Commercial associates as well as leadership. At last count, 67,000 KW associates have activated their eEdge accounts and are running 28,384 automated marketing campaigns, reaching 2,529,456 consumers! Ellen reported that agents running an eEdge 33 Touch to their database averaged a 71 percent increase in units closed, a 117 percent increase in volume and an incredible 67 percent increase in gross commission income. Finally, Ellen unveiled a sneak peek at the new myMarketing platform to be released next month, which features streamlined navigation, video marketing campaigns, and a WYSIWYG editor—all part of KW’s goal to provide agents with a highly customizable system that allows them to brand themselves and target their markets.

• Joelle Senter, Director of eStrategy, walked through an extensive list of enhancements to the myTransactions component, making transaction tasks even more automated and streamlined than ever before. She explained, “We listened to what you and your clients have said was slowing you down, and simplified those processes to maximize your efficiency, giving you more time to do those things that make you money.” Enhancements to myTransactions include improved form navigation, clause manager, and a broker dashboard. The room roared with applause as Joelle unveiled “Project No More Greensheet.” This effort, when completed, will be an enormous milestone in KW’s eternal commitment to helping agents stay focused on their lead generation activities without bogging them down in computer-related tasks.

• Cavin Weber, eTrainer, recognized the contributions of the more than 1,800 eEdge Ambassadors in the field. He said, “It is the collaboration of our associates that has fueled the innovative technology that is eEdge and our eEdge Ambassadors are the drivers. These influential individuals have voluntarily stepped up into this leadership role and have helped to make eEdge what it is today and what it will evolve into in the future.” Cavin concluded by demonstrating the value of KWRI’s eTraining team, which delivered a remarkable 256 webinars with more than 80,000 attendees in 2011. He explained that understanding KW’s technology tools allows agents to take advantage of their fair share of leads.  Responsiveness, reaction, organization and constant communication with these leads is imperative and our technology training programs help develop these skills. Finally, Cavin presented the eTraining Team’s plans for future training, which begins immediately after Family Reunion to acquaint associates with the new myMarketing component.

The team took time to thank all attendees in the room for their participation in the evolution of eEdge; they are truly the innovators that conceived of the eEdge product, and continue to drive KWRI to improve it every day.

“Don’t be afraid of the competition,” says one panelist. “Most will not be as prepared as you are. Be confident; and remember, you are the expert.”

Based on Ignite, Keller Williams University’s latest course, the session broke down into three parts: Preparedness, Knowledge & Rapport and the components of the Pre-List Package.

What do you do to prepare?

Start gathering knowledge about the client and their home from the initial discussion. Build rapport with the client from the initial discussion. Don’t be afraid to ask questions during the initial discussion. Confirm that all of the owners will be present for your CMA presentation.

What is your knowledge of the neighborhood?

• Inspect all active listings that are in direct competition for the client’s home before your appointment.
• Make sure that you have a general understanding of recent sales activity in the neighborhood.
• Make sure that you know the schools, parks, builders, builder models, community centers, and general amenities in the neighborhood.

What do you know about the potential client?

Most realtors spend not enough time building rapport with their clients, and too much time and money on marketing and trying to sell the listing. Building a solid rapport with the client will not only help you get the listing, it will also help you with future consultations including pricing and reductions. And don’t be so quick to talk business. Do however, ask the below questions.

1. Married, engaged, divorced, single?
2. Have children? If so, how old?
3. What are children’s names?
4. Do they have pets? What kind, how many, what names?
5. How long have they owned the home?
6. How long have they lived in the community?
7. Where do they work?
8. Are they planning to re-purchase in the community?
9. Will they be upsizing or downsizing?
10. What is their timing for listing?
11. What is their timing for closing?
12. Have they ever sold a home before?
13. Do you have their home phone number?
14. Do you have their cell phone numbers?
15. Do you have their business numbers?
16. Do you have their email address?
17. How do they prefer to get communication?
18. Is there a preferred time to call if you do so prior to the appointment?

Why is the client considering a move?

It is imperative to determine the client’s motivation for moving! You must establish early in the listing process, why they want to move. If you don’t, you run the risk of losing the listing.

Create a winning Comparative Market Analysis

• The research section is typically broken down into 3 sections: your street, currently for sale, and solds.
• The inserted MLS data for each section should have your comments and should have the pertinent facts of each listing highlighted.

How does your Pre-List package compare?

• General information about the company
• Statistics about the company
• Awards you may have received
• Your sales statistics
• Your average days on market
• Your list to sale price percentage
• Your listing success rate
• Testimonials
• Sample feature sheet
• Sample advertisements
• Your personal marketing brochure
• Information about your website
• Information about the company’s website
• Tips on home staging
• Guide to selling costs
• Business card
• Fridge magnet
• Sample of your newsletter
• Your Personal Service Guarantee
• Your Step-by-Step Marketing Guide

Now onto you …

What are you going to sincerely tell them that sets you apart from all other Realtors?

Make them a heartfelt promise that you intend to keep. Look them in the eyes and re-assure them that you will do whatever it takes to protect their interests and sell their home for as much as possible.