Roads to Success
In five minutes, 10 percent of the 300 agents who attended “Going for the Gold – The Appointment!” at Family Reunion 2017 secured appointments with prospects.
Through the tools and strategies imparted to them through top Keller Williams associates Victoria Headen, Samina Chowdhury and Jodi Avery. Their stories and diverse backgrounds proved there are many roads to personal and professional success – whether you are working solo or part of a top-earning team.
For the agent working solo
Avery created a booklet filled with resources for people looking to sell; everything from plumbers to home inspectors. Her booklet filled with 150 vendors allows her to provide 4 to 6 referrals a week, and her vendors then return the favor. This strategy is to her advantage as an individual agent working without a team.
For the agent working on a team
Chowdhury generates the most leads through open houses. She puts up fliers, canvasses the neighborhood, knocks on doors, and is able to effectively demonstrate the lengths she’s willing to go to to sell a house. Chowdhury then requests referrals from current clients every time they speak, all the while leveraging her large team and their skillset to frame herself as a local expert.
For the new agent
As a newer agent, Headen follows the MREA bible, as well as walking neighborhoods, using social media, checking for any lead-generating events and joining a local BNI group for referrals.
Be it through personal referrals, social media or canvassing, the whole purpose is to achieve the “gold” –the appointment.
How to secure an appointment
Step #1 – Understand listings give you leverage
The first step to achieving success is understanding why appointments are important and gaining control over your market.
Those who control the seller listing inventory control the market for the following reasons:
- Listings give you leverage – you can have multiple going at the same time, but you can only work with a single buyer
- A single listing could end up generating 4 to 6 units
- Listings are also great opportunities for marketing and growing your brand
Step #2 – Use the CGI to set and achieve goals
The Career Growth Initiative (CGI) helps agents generate goals and understand how to achieve them, largely by securing appointments. The CGI system allows agents to track their monthly and weekly progress and understand explicitly what they need to do in order to achieve their unit goal.
Step #3 – Develop your strategy
The panelists stressed that successful strategies differ from agent to agent. The important thing is expressing your value and developing an effective script.
Avery, Chowdhury, and Headen are able to express their value at their seller listing appointments by:
- Thoroughly building relationships, getting in front of the client and connecting
- Demonstrating the value of working on a team, with each member acting as a specialist
- Using hard numbers and the LORE to demonstrate how they measure up and establish themselves as local experts
A large part of the strategy behind securing appointments is developing effective scripts.
Tips for creating great scripts:
- Call about confirming their information to update your database, and then schedule a 15-minute meeting to catch up on any updates; end the call by asking for referrals
- Call to ask for help in achieving goals
- Example: I’m trying to help 60 families find their homes this year. Is there any chance you could help?
It’s precisely this combination of knowledge, tools, practical training and expertise that helps Keller Williams associates consistently win the gold as the top real estate agents in the world.
About the Presenters
Headen, from Burlington, N.C., is in her third year as a real estate agent and experienced a 41 percent increase in units sold from 2015 to 2016.
Chowdhury has been in the business for 15 years, and is on the #1 Keller Williams Realty team in the world, which cleared 1,646 transactions last year alone.
Avery has been with Keller Williams Realty for five years and closed $15 million last year. She was the top individual agent for 2014, 2015 and 2016, and well as winning last year’s Tampa Bay Realty Business of the Year. Avery is also a single mom with four kids.