BEING BOLD Willis says the primary driver of productivity is Keller Williams’ signature training program, BOLD, which was written by Dianna Kokoszka, CEO, MAPS Coaching and Keller Williams University, and stands for “Business Objective: A Life by Design.” Over the course of seven weeks, BOLD conditions agents with mindset exercises, language techniques, and live lead-generation activities. Participants are put into accountability teams and are challenged to push each other to achieve results. BOLD continues to draw agents from within Keller Williams and from other real estate brokerages. It is more than a business course—it’s a transformative one, as well, Willis says, and many participants have testiﬁed to improvements in their relationships and emotional well-being. This year, 32,000 BOLD graduates increased sales volume by 80 percent, closed units by 86 percent, and commissions by 118 percent compared with agents who didn’t take BOLD, Willis says. “The program is so successful and the results so consistent that we increased the number of locations offering BOLD by two-thirds. Because of our productivity gains, income per agent is up 33 percent, which is helping us fulﬁll our mission of building careers worth having, businesses worth owning, and lives worth living.” Keller Williams President Mary Tennant notes that the company is focused on the holistic individual. “Associates are attracted to Keller Williams for our training. What keeps them part of our family is our culture. We were thrilled to be honored last year as one of the Top 10 Workplaces in America—the only real estate company on the list.” Within individual market centers, local leaders develop training calendars and social and charitable events that keep people plugged in and passionate about succeeding and giving back. “We have a global day of service called RED Day where we donate hundreds of thousands of hours back to the communities we are privileged to serve,” Tennant says. “We contribute to local emergency funds and a charitable 501(c)(3) that provides millions of dollars in assistance annually to family members enduring unexpected hardships. And we’ve launched a companywide wellness initiative to ensure our associates are living vibrant, purposeful lives.”
LEARNING HUB Keller Williams is so passionate about training and education that it invested hundreds of thousands of dollars into building a state-of-the-art onsite learning center. “It allows us to manage all aspects of the learning experience and bring our associates to our corporate headquarters in Austin for a true immersion in our culture and way of doing business,” says Kokoszka. “In 2013, we continued to make major investments in technology and training resources—new courses, tools, videos, scripts, and books, as well as an expanded and enhanced IT training team.” Since Keller Williams agents are on the go all the time, mobilefriendly training and resources give them a competitive edge. “We’ve added apps to provide motivation and accountability and concise training segments we call Skills on Demand that associates can access on the go—anytime, anywhere,” says Kokoszka. “We also transitioned our agents to Google’s cloud www.trainingmag.com
so they can more effectively run their business and meet client needs. And we have Facebook groups that function as masterminds communities for training courses such as Ignite, which focuses on developing the habits, activities, models, and systems that establish the foundation of excellent customer service.” In 2013, Keller Williams also ramped up training for its regions outside of North America, doubling the ranks of its faculty and coaches to meet growing demand from its associates and the wider business community. “Just in the last year, we’ve increased the number of associates our coaches work with from 13,000 to 20,000,” Kokoszka notes. “And every one of our regional directors participates in weekly accountability sessions with a coach.”
APPOINTMENT WITH ACCOUNTABILITY Another accountability program is Keller Williams’ Growth Initiative (GI), a distance learning and consulting program that keeps front-line managers focused on recruiting and retention and activities that lead to growth, productivity, and proﬁtability increases. The accountability in the system is based on: • Weekly one-hour teleseminars, divided by leadership role. Nearly 3,000 Keller Williams leaders have participated so far, and attendance is shared with supervisors. • An agreed-upon standard of two recruiting appointments a day, ﬁve days a week, with the emphasis on the activity (making the appointment), not the result of the activity (a recruit joining Keller Williams). • Activity tracking through weekly reports at the national, regional, and ofﬁce level. The best practices are shared through: • A dedicated GI Webpage with overall status, tracking reports, and community collaboration • A training video demonstrating “The Language of Real Estate,” an evidence-based communication technique that allows leaders to easily put the success of their ofﬁce into perspective for potential recruits • A highly trafﬁcked Facebook page, with interactions across levels and regions Since implementation, there has been a 22 percent increase in the overall number of appointments made, and 78 percent of Keller Williams’ regions have seen an increase in activities, according to Tennant. “One hundred percent of Keller Williams’ regional leadership is participating in the training and coaching components. Since the advent of the GI, Keller Williams has grown its membership in the U.S. by 11 percent and in Canada by 17 percent, compared to 4 percent growth shown by the National Association of Realtors and 2 percent by the Canadian Real Estate Association.”
KEYS TO SUCCESS Realizing that agents needed a proven model for ﬁnding, hiring, training, and retaining people, Keller Williams created a training program called RSTLM, which consists of: • Three courses and four days of instructor-led training • Certiﬁed instructors • Course materials including worksheets, checklists, videos, and tools training JANUARY/FEBRUARY 2014
Published on Feb 4, 2014
Keller Williams Realty, the largest real estate franchise in North America and one of the fastest-growing real estate companies in the world...