Keller Center Research Report

Lead Generation: What Really Works

According to a survey of real estate professionals: direct mail, newspaper print, and television commercials are the least productive lead generating activities for the money spent.

Want to know which lead generation activities are the most productive? Check out the results of this national study in the article, "Lead Generation: What Really Works," in the inaugural edition of the Keller Center Research Report.

THE NUMBERS GAME: Mega Camp Panel Talks Lead Generation

“If you want to work on my team, you have to make 50 calls a day,” said Ben Kinney last week during a Mega Camp agent panel led by Gary Keller on lead generation and conversion. Noting that the average sales price in his market is down 17 percent, Kinney, an associate with the Bellingham (Wash.) market center, explained that his team has worked out the numbers and is able to count on making eight contacts from 50 calls. And every eight contacts results in one appointment. “It’s a strategy that has created 186 new listings in less than eight months," Kinney noted.

Key among the panelists’ observations and advice concerning lead generation and conversion:

• “It’s important to know that people need you now more than ever in this crazy market.” —Terry Bell, Keller Williams associate at the Chattanooga market center.
• “Get on the phone. Say the right things. There’s business out there.” —Courtney Yates, KW associate, Nashville-Murfreesboro market center.
• “If you make a habit of lead generating two to three hours a day, you will sell more than you ever dreamed possible.” —Dave Norberg, Keller Williams associate, LaMesa/East County market center

Top Takeaways from Gary Keller's Mastermind session

“If you could do one thing to change your business what would it be?” Gary Keller, asked the company’s top producers during Masterminds last week. Key among the pointers to emerge:

• Make sure you have the right person running your business.
• Accountability keeps your focus. You know what you need to do, but do you have someone putting it in your face daily to keep you focused?
• Always review your business in 90-day increments.
• Find the profit. Keep your foot on the pedal at all times, but don’t settle for anything less than being in the black. If you’re not there yet, stay focused on the things that will get you there.
• Find your “Criteria for Change.” The market is always shifting, so always analyze what is or isn’t working for you and realize what you need to change.

Keller’s parting words: “Continue to be the business people that I know you are.”

Lessons on Life and Leadership

John Maxwell addresses Keller Williams Realty's Mega Leadership general session

Whether they are conscious of it or not, there are essentially “three questions that people ask when deciding whether or not to follow you,” said John Maxwell, during Mega Leadership Camp last week.

• Do you care for me?
• Can you help me?
• Can I trust you?

Drawing upon his most recent book, Leadership Gold, which is a distillation of his most valuable lessons from more than 40 years of leading, Maxwell a renowned leadership expert, speaker and author, offered profound insights on leadership during times of uncertainty and upheaval.

• Start with yourself. That’s the toughest person you’ll ever have to lead. If you wouldn’t follow yourself, why would anyone else?
• Honest mistakes could be life’s main source for learning. Fail quickly and often to reach the next plateau.
• You can’t teach culture. You have to live it. Nothing is so contagious as an example.
• We never do great good without bringing on more of the same.
• The difference between successful and unsuccessful people is that successful people fail more.
• Successful people have learned to be comfortable when they are out of their comfort zone.
• Every success story is birthed out of adversity. In 2008, Keller Williams Realty is going to birth more leaders than at any other time in the history of the company.

Keller Williams Realty NEWS:

The Keller Center Releases Real Estate Industry Research Report

Keller Williams Realty Case Study now part of Stanford and Yale’s core MBA curriculum

Five Keller Williams associates named to REALTOR® Magazine’s 30 under 30

Keller Williams Realty Continues Growth in 2007

Keller Williams Realty Ranks In the Top 100 U.S. Franchises