KW Outfront Magazine - Online Edition | 1st Quarter 2012

G O I N G G L O B A L K E L L E R W I L L I A M S R E A LT Y L A U N C H E S I N V I E T N A M !

A PUBL IC ATION O F K E LLE R W I LLI A MS R E A LT Y, INC . FIR S T QUARTER 2012, VOL .9 NO.1

Candice Frigault Jen Lysak Chris Suarez Michael Burke Rachel Kendall
(Toronto, Canada) (Lakeland, Fla.) (Portland, Ore.) (Bonita Springs, Fla.) (Raleigh, N.C.)

DOUBLE
SEEING

2x deals 2x income
the

the

HOW FIVE KELLER WILLIAMS AGENTS ARE BUCKING THE TRENDS AND COMING OUT ON TOP. - PG. 9

2 outfront First Quar ter 2012 • vol. 9 no. 1 Keller Williams Realty

vol. 9, no. 1 - First Quarter 2012

table of contents
First Quarter 2012, vol. 9 no. 1

06 09
OutFront is a publication of
Keller Williams Realty, Inc. LIVIN’ ON COVER STORY:
THE eEDGE SEEING DOUBLE
1221 South Mopac Expressway,
Suite 400 Brian Bendily’s four 2 times the deals. 2 times
Austin, Texas 78746
(512) 327-3070 phone strategies for getting the income. Five top KW
(512) 328-1433 fax
a big edge in business. agents talk strategy and
Executive Director of Marketing and success.
Communications: Ellen Marks
Editor: Laura Price
Copy Editor: Jeff Ryder
Associate Art Director: Michael Balistreri
Designer: Caitlin McIntosh

20 24
Contributors: Celesta Brown | Jennifer
LeClaire | Shelley Seale
THE 11 th LOOKING
Advertising: HOUR AHEAD
Tom Freireich (advertising@kw.com)
Job Inquiries: (jobs@kw.com) New research from New opportunities in
The Keller Center at the luxury market heat
Baylor University proves up.
cold calling works.
OutFront is published by Keller Williams
Realty, Inc. The entire document of OutFront
is copyright© 2012 by Keller Williams Realty,
Inc. No portion may be reproduced in whole
or in part by any means, including electronic

26 VIRTUAL
28 GOING
retrieval systems, without the express written
permission of the publisher. Editorial or
advertising does not constitute advice but is ASSISTANCE GLOBAL
considered informative.

Copyright© 2012 Keller Williams Realty, Inc.
Should you hire a KW launches in
All rights reserved.
virtual assistant? Vietnam. Plus full
Mike Incorvaia Jr. Family Reunion 2012
answers the question. coverage.

Y REUNION TWEET
FAMIL S

What YOU said!
See page 27 for full Family Reunion coverage.

Keller Williams Realty First Quar ter 2012 • vol. 9 no. 1 outfront 3

kw

PURSUING A HIGHER PURPOSE
IN LIFE AND BUSINESS
My Dear Family,
Inspirational stories flood my desk and email inbox daily.
And each one thrills me beyond words. Your stories are
constant reminders that the Keller Williams culture guides
our personal and business lives, impacts the lessons we
teach and leads us to reach out to others with compassion.

Take Shaun Rawls, regional director of New York-Tri State. Joplin, Mo. Upon hearing of the tragedy, Dottie Bowe,
Shaun shares his leadership gifts with our Keller Williams operating principal sent out a call to action that resulted in a
family in numerous ways, one of which is imparting invaluable team meeting. They didn’t just determine “if ” they could help,
life lessons through his expressive blog at (rawlsgroup.org). In but rather “what” assistance they would be able to provide to
a recent post, he recounted a less-than-illustrious 7th grade their Joplin family members. After an energetic discussion, the
third-string quarterback experience. Having slacked off for project theme and goal had been set and put into motion –
the better part of the season, Shaun’s coach made a lesson out $10,000 in 10 days! With enthusiastic leadership from Mark
of his lack of effort with a muddy scrimmage that left him and Tammy Richard, an exciting momentum immediately
face-to-face with the biggest and best players on the team, and permeated the Portland environment. By the 10th day, more
shortly after, face down in the mud. than $12,000 had been raised and was sent to KW Cares. “Our
He drew the story to a close with a poignant lesson on team never veers from following and living the blueprint of
failing forward: “Even though it seems like they last forever, this company,” shares Mark. You inspire us all Portland!
I’ve come to realize that the worst times in life don’t last very While each of these stories carries its own significant cultural
long and we can even laugh at them in the rearview mirror. message, I want to leave you with an abiding truth that is
Besides, the person we become would be a lesser person exemplified every single day within our Keller Williams family
without such difficult and trying times in our lives.” Thank – commitment to a service-centered life, not a self-centered
you, Shaun, for giving us perspective on what truly matters. one, is what we are truly called to do each and every day!
Another story that touched my heart came from Katy, Texas.
Yours in world-changing culture!
Jacob Howard, a former RE/MAX agent, was not only fighting
to keep his real estate career alive, he was in the uncomfortable
midst of questioning whether he should head back to the
corporate world. That was until Joe Rothchild, operating Mo Anderson,Vice Chairman,
principal of the Keller Williams Signature Market Center and Keller Williams Realty
Lucas Sherraden, team leader at Overland Park, reached out.
Their caring persistence and concentration on Jacob's growth,
not just the growth of the company, gave him the confidence
to decide to build a career worth having, a business worth My heart continues to
owning and a life worth living. overflow with the sheer
Jacob did indeed join our family and finds it difficult to joy of our 2012 Family
adequately express his gratitude. “Joe saw something in me that Reunion! This year’s theme
I didn’t see in myself. And Lucas puts his heart into the job – “Where You Belong” –
and truly wants [my] career to thrive.” Helping others achieve was absolutely perfect.
their highest professional potential and greatest personal FAMILIES BELONG TOGETHER. To laugh, to cry, to support,
fulfillment is our culture in action, and we give great thanks to celebrate, to learn, to grow, to worship and, perhaps most
importantly, to LOVE and HUG one another! And that is exactly
for family members such as Joe, Lucas and Jacob!
why we do not gather for an annual “convention.” We come
This last story from the Greater Portland (Maine) market together for a true Family Reunion! Gary, Mark, Mary and the entire
center solidifies what I know to be absolute: we are a company Keller Williams International Support Center want you to always
that firmly believes in “walking the walk” and we are deeply remember what an honor it is being partners with each of YOU!
committed to “coming from contribution.” Those values were
put into action when the horrific tornado ripped through See page 27 for full Family Reunion coverage.


kw kw technology B R I A N B E N D I LY | M O N R O E , L A . By Shelley Seale

Getting a big edge
on business with

When Keller Williams Realty launched eEdge, the real estate
industr y’s first and only total lead-to-close business solution,
Brian Bendily, who joined the Keller Williams Realty Monroe (La.)
market center in October 2009, was among the first to sign up.

“I had no idea the impact the new business
management tool would have on my business.
After activating, I was able to generate more
leads with my eEdge Website than with the two
Websites I had been using for years.”
In fact, now everything runs through eEdge.
“The system has reduced my expenses and
helped me grow my business by 27 percent
over the prior year."
As for the transition from multiple tools to
one solution, he says “the system is extremely
Brian Bendily

user-friendly for non techies.” So how
exactly did he do it? Follow his strategies for
implementing eEdge now!


Here are Bendily’s four eEdge strategies:

1 2
DON’T TRY TO DO FOLLOW UP WITH LEADS
IT ALL AT ONCE IMMEDIATELY AND CONSISTENTLY
Bendily recommends following the step-by-step As agents ramp up their online lead generation
tutorials that Keller Williams Realty provides, activities, they will begin to see the effects – lots of
as well as concentrating on and mastering one leads, but fewer good ones. At that point, Bendily
thing at a time. “People tend to overcomplicate recommends agents “focus on lead conversion tactics.
technology. Keller Williams Realty took a very Doing that will yield tremendous results.”
simple approach with eEdge. When you follow While Bendily’s unique visitors to his eEdge
the guides and take it one step at a time, getting Website varies throughout the year, on average his site
started is so easy." sees four to five thousand new visitors per month that
typically result in between 100 and 200 actual leads.
And he converts around 5 percent of those leads into
Visit mykw. contracts by immediately following-up with a phone
kw.com/eEdge for call and consistent email communication. “I’m always
live trainings, 101 striving to grow that number,” he adds. “My goal is
tutorials and archived to get that to 10 percent, and we’re working really
webinars.
hard this year to make that happen.”

BUILD IT, WORK IT AND USE THE ENTIRE
THEN THEY WILL COME eEDGE SYSTEM
eEdge is not a magic pill, Bendily cautions; you can’t Bendily’s team doesn’t stop with the eEdge Website.
just put it out there and expect it to get results. “When They seamlessly integrate both the myMarketing and
I teach classes at our market center, agents will tell me myTransaction solutions as part of their high-level
that they’ve got their site up and running, but they’re business strategy. “I believe the paperless transaction is
not generating any leads. My response is always the where the industry is going,” says Bendily, who plans
same: ‘Your eEdge is a phenomenal tool but without to have 80 percent of his business paperless by the end
anything else it’s like having a really nice billboard in of the year. “I’ve stopped waiting by the fax machine.
the middle of a desert.’” Instead, I write up and send a contract right from my
In other words, eEdge is the lead generation and iPad. Going paperless truly saves time and money.”
business management tool for the marketing agents Using eEdge features such as the 33 Touch campaigns,
are already doing or plan to do, not a stand-alone tool. postcards and the This Month in Real Estate e-newsletters
“Most of my business comes from my online lead have automated his touch programs and allowed him
generation strategy which includes other marketing and to focus his efforts on converting leads. And as eEdge
prospecting activities,” Bendily says. continues to evolve, Bendily is looking
He funnels every marketing action he takes through forward to the unveiling of new changes
eEdge including social media, Craigslist and his phone and services to myMarketing.
calls from yard signs. “I drive it all back through my “Keller Williams has something
eEdge site. That’s my stopgap.” phenomenal coming down the
pipeline that I can’t wait to see
hit,” he says.


kw cover story By Laura Price, Jennifer LeClaire, Shelley Seale and Celesta Brown

DOUBLE
SEEING

Michael Burke Jen Lysak Candice Frigault Chris Suarez Rachel Kendall
(Bonita Springs, Fla.) (Lakeland, Fla.) (Toronto, Canada) (Portland, Ore.) (Raleigh, N.C.)

In 2011, Keller Williams And though slumping home prices, slow economic recovery and fear
from the media crippled some real estate careers, a wave of success
associates continued on their stories from Keller Williams agents around North America continues
success trajectory. Average per to flood in, showing signs of life in nearly every market.
agent GCI was up 16 percent. Take Chris Suarez, for example. He moved his business from New
York to Oregon and gained twice as much business. Also reaping the
Average units per agent in rewards in 2011 were Michael Burke, Candice Frigault, Jen Lysak
Canada was up 0.5 percent and Rachel Kendall, whose proactive business decisions doubled and
and an incredible 19.5 percent tripled their business in less than five years. As you read through each
of their stories and learn about their businesses, you’ll realize – it truly
in the United States.
isn’t about the market, it’s about what you do to thrive.

continued on next page


kw cover story TA K E T H E L E A P By Jennifer LeClaire

Chrisportland, ore.
Suarez

STARTING OVER
SOMETIMES THE BEST WAY TO IMPROVE IS
TO START AT THE BEGINNING … AGAIN.

Chris Suarez was an overachieving Manhattan real estate agent
when he decided to move across country to a small Oregon
college town – a drastic geographic shift that seemed counter-
intuitive to many.
Suarez’s goal: to start from scratch and build a real estate
business on sustainable models that would ultimately build
wealth. Even before recovering from the culture shock of
the transition, Suarez, who was not yet affiliated with Keller
Williams Realty, started putting The Millionaire Real Estate
Agent (MREA) principles in place.

THE BIG IDEA
“My mindset was to start over and build correctly. I was very
committed to the MREA. I knew I had to get in front of people
and add them to my database immediately,” Suarez recalls. “The
quickest way to do that was to hold open houses.”
Of course, without any listings Suarez couldn’t exactly hold
open houses. So he kept mingling with the Eugene, Ore., real
estate community until he met an agent that represented a
local builder. That connection opened the door for Suarez to
essentially hold an ongoing open house.
Suarez spent the next six months in a condo office for eight
hours a day, six days a week, waiting for potential buyers in
Eugene’s urban core. For some, it may have seemed like a big
risk with little upside. But for a forward-thinking Suarez, it
was an opportunistic alternative to getting a full-time job while
rebuilding his real estate practice.
“I was able to build my database every single day in a market
I wanted to break into – condos,” Suarez says. “In that time, I
stayed focused on future buyers and sellers.” After six months,
another building owner toured the condo and decided he
needed Suarez to represent his project, which was still in the
construction phase.
Instantly, Suarez had a tower full of condo listings to call his


own and his database exploded. Eventually, he had 150 buyers “My mindset was to start over and build correctly.
under contract. Although the building was sold and the closings
never happened, he found himself suddenly representing 150
clients actively looking for a new condo. Suarez admits there
I was very committed to the MREA. I knew I
are good days and bad days with his open house strategy, but he
continues to bet on it even today. had to get in front of people and add them to my
“Because I was new to the city, I had to be 100 percent
committed to understanding the market. When I wasn’t with database immediately ... ” – CHRIS SUAREZ
clients, I was out in neighborhoods opening doors and walking
through houses,” Suarez says. “I also spent a lot of time on the
numbers of real estate. It doesn’t matter if someone has been in
the market longer than I have. I know the market. I’ve got the Suarez says. “I’ve been through BOLD four times. I never miss a
numbers, graphs, charts and I build touch campaigns around Family Reunion. I never miss Mega Camp or Masterminds. I’m a
statistics.” member of KW Luxury Homes International. And I consistently
reach out to top agents who are producing at higher levels than I
THE BIG PAYOFF ever have.”
After nearly four years in Eugene, Suarez started over yet again. Achievement is the keyword. During his first year in Portland,
This time, 110 miles away in Portland. Leaving RE/MAX, he despite not knowing anyone, he sold $22 million. He continued
joined Keller Williams Realty Portland West. building up his knowledge base through KW MAPS Coaching
Today, Suarez is one of Portland’s top producing real estate and has learned, perhaps above all, that accountability is critical.
consultants, combining his Manhattan-style marketing and “My drive brings with it incredible personal accountability,”
negotiation skills with the Keller Williams model. He does Suarez says. “But my biggest accountability comes from the
business under the banner PDX Property Group with a focus on fact that I have 180 agents that watch me. I won’t stop reaching
luxury customer service, high-class marketing, intense market out to teach and coach because it makes me better. I have to do
knowledge and interpretation, and a high-energy focus on results. things the right way. And the right way is to follow the model.
“I’m really committed to the education Keller Williams offers. Every city has its own personality, but no matter where you go
I bought into it and it has been a huge part of my success,” you can succeed if you follow the model.” kw

Chris’ Five Steps for Holding an Effective Open House

1 3
Choose a home that gives
you the greatest potential
SC
RIP
T

Know the right script during the open T
5
Always follow - up. Call, email

2 4
to have buyers and sellers house. “Thanks for stopping in to tour my SCRIP or hand write a note. Use this
find you. script: “Thanks for stopping into
open house. Are you one of the neighbors or
are you out shopping for a home today?” my open house this morning. It
was great to meet you. I did a little
bit of digging in the office after
we met and after the open house
Prepare yourself with and found three other properties I
Advertise and market the event a week comparable properties, think really fit your search criteria.
before the open house. Post Internet market research and I know the home that we saw
ads, put a sign in the yard, make 50 calls come up with at least two this morning wasn’t quite perfect
and door knock to neighbors in a 2-3 or three other homes you but these three have some real
block radius. could show should the potential.We could get into them
opportunity arise. tomorrow at four or at six.Which
would work better for you?”


kw cover story MASTER PLAN By Shelley Seale

Michaelsprings, fla.
bonita
Burke

MASTER PLAN
MEET THE NEW MICHAEL BURKE

Watching his business stall out from the sidelines wasn’t sitting
right for Michael Burke, associate with the Bonita Springs
market center. “I did not have a plan,” he says bluntly. In 2010,
his business lacked goals, structure and direction. He had no
vision or mission. “I would just show up and hope the phone
would ring,” he says. The business success he had, he attributes
to the unique marketing campaigns he created for the gated
communities that he farmed. But that wasn’t enough. After
attending Mega Camp in December 2010, he left John R. Wood
Realtors to join the Bonita Springs market center, and in one year
took his business from $9 million to $20 million in production.

BEFORE … AND AFTER
Though attending Mega Camp and joining Keller Williams
Realty was “the best thing that ever happened to [me],” Burke’s
business still wasn’t exactly booming. In an effort to move
forward, he turned to The Millionaire Real Estate Agent. “It was
an outstanding tool. As I kept reading the book over and over, I
found myself using different aspects of it in my business. When
Keller Williams approached me to join, I knew it was the right
move.”
Burke gives the most credit for his skyrocketing production
numbers to the Keller Williams models, training and continuing
education. He joined KW MAPS Coaching and set a goal to read
at least one self-help book per month. He took Keller Williams
University’s MREA Business Planning Clinic three times within
a two-month period – and in fact, his entire team went through
the class together.
If this perhaps seems a bit excessive, Burke doesn’t think so. He
cites Gary Keller’s rule that a person needs to take a class at least
10 times before he or she masters it. “I want to master it; I need
to master it,” Burke emphasizes.

MREA MODEL CENTRIC
While The Four Fundamental Models of Real Estate Success
outlined in MREA keep Burke’s business running on all
cylinders, he spends most of his time on the Economic Model


"To me, success is knowing that I have done the very
best every day for my clients and my team ... The money
will follow, provided that I follow the values I have
incorporated into my business plan.” – MICHAEL BURKE

and the Lead Generation Model. The two models give him an accurate view
of his business on a daily, weekly, monthly and yearly basis.
“Numbers do not lie. If I fall behind my goals, I know where my
inefficiencies are and make adjustments immediately,” says Burke. In
most cases, it’s fine-tuning his lead generation. “I know how many calls,
contacts and appointments I need each day, week and month to reach my
goals.” Burke doesn’t claim it’s easy, but recalls a lesson learned from Gary
Ubaldini, a long time Keller Williams associate and regional investor. “He
said, ‘We have to be flexible in our plan.’ Sometimes, we get too robotic in
our thinking and planning. When making a plan, keep an open mind. It
should be a living, breathing document that can be open to daily attention
and adjustments based on the market.”

ON TARGET
The MREA Business Planning Clinic also taught Burke to think long term
by writing down clear, concrete goals. He cites the book What They Don't
Teach You in the Harvard Business School, in which author Mark McCormack
describes a study conducted on students in the 1979 Harvard MBA
program.
Only 3 percent of those students had set clear, written goals for their
future; a whopping 84 percent had no specific goals at all. Ten years later,
those 3 percent with written goals were earning, on average, 10 times as
much money as the other 97 percent put together.
“This scared the heck out of me,” Burke admits. “I wanted to be one of
that 3 percent.” He now has one-year, two-year, three-year and four-year
written plans, which he shares with his team on a regular basis.
“They clearly understand what we are doing now, where we are headed and
how we are going to get there,” says Burke, who is passionate about hiring
the right people.
“I hire to my weaknesses,” he says. “I know what I am good at, and I hire
people who are detail and task oriented.” His team consists of wife Shelly
Burke, who is the listing coordinator and handles the books; Justin Jordan,
executive assistant: Sharon Rowland, transaction and closing coordinator
and Justin Helmus, buyer agent.

IT’S NOT ABOUT THE MONEY
Even with the success, he does not think of it in terms of money.
“To me, success is knowing that I have done the very best every day for
my clients and my team,” he says. “The money will follow, provided that I
follow the values I have incorporated into my business plan.”
For Burke those values include integrity, commitment and trust. “I believe
I am very blessed to be where I am at, and very thankful for those blessings,”
says Burke. “I do not take it for granted. As I follow the model, I find myself
a better person AND a better businessperson, mainly because of the Keller
Williams values which mirrored mine: God, Family, then Business.” kw


kw cover story PRODUCTIVE PROGRESS By Celesta Brown

Candice Frigault
toronto, canada

FROM
PASSIVE TO
PROACTIVE
TORONTO TEAM BETS ON
DOUBLING DOWN AGAIN THIS YEAR

Four years ago, Candice Frigault, associate with the Keller COUTING FOR SYSTEMS
Williams Advantage Realty Market Center in Toronto, Canada, Frigault feels her career trajectory is a result of her decision to
was approached with an offer she couldn’t resist. A mega team purchase the business and her dedication to learning from the best.
on a mission to take a year long sabbatical was interviewing local In fact, it was only a few years ago she was passively running
agents to find one who would manage, grow and mindfully tend her business – relying heavily on referrals from friends and
to their business with their same passion. Frigault’s fire for the family as a primary source of leads. She knew she would have to
business caught their eye and they asked her to sign on. do more to take it to the next level. “I was originally attracted to
Over the next year, she worked closely with their team, this industry because of its unlimited income potential, and yet
soaking up their business and learning their systems and there I was, not taking advantage of it.” Knowing she could rely
methods that powered it. By the time the team took their break on her Keller Williams family for knowledge, she started seeking
toward the end of 2010, Frigault had embraced their business out the most successful agents to emulate. “I asked them what
while customizing it to make it her own. When they officially systems they used, how they lead generate, and what strategies
decided to retire one year later, she purchased their business they employ to sell so many houses.”
outright; a move that would double her sales in one year. Two of those agents were Jason Pilon and Leam Hamilton of
“I ended 2011 with 37 contracts and $17.5 million in the Keller Williams Ottawa-based PilonHamilton team. Having
production which was twice what I was making the year before.” never met them, she was excited when they were willing and
Currently she’s on pace to reach $20 million and beyond in 2012. eager to let The Frigault Team shadow them for a day.


The Frigault Team’s
“There’s so much to learn from a team that sold 330
favorite over-the-
homes last year,” says Frigault. “They took us under their phone script
wing and answered our most curious questions, including
how they were selling so many houses and what methods “We qualify a lot of our online-generated leads over the
they were using to get their GCI up year after year. We phone. Here’s our best script.”
were so challenged and inspired by our day with them and
This is Candice Frigault from The Frigault Team with Keller
took away many ideas that we are already implementing.” Williams Realty.Thank you for your request online for further
T
Frigault continues to thrive in the Keller Williams SCRIP
information about [XYZ].We have just emailed/mailed that
culture of sharing and maintains her focus on learning information out to you. Is that OK? I just have a few quick
from high-performing agents. She gets involved in every questions for you.

1
possible educational opportunity, obsessively attending
any course that features a mega agent.

READY TO RAMP UP
Frigault, who aspires to be in the top 1 percent of agents
Are you planning on
moving in the next 3-6
months? (Shows urgency/
motivation level.)
5 Do you have a real estate
agent to help you when
the timing is right?

in Toronto, has some lofty goals for 2012. Among them

2 6
Would you like us to send
is her desire to double her business again and close at Do you currently own you a list of homes that
least 70 transactions. Realizing that goal means having a or rent? (Find out if we are currently available and
solid team in place who share her vision. Jason Schott, have the ability to sell would match your desired
their house as well).
the team’s buyer agent, firmly believes in Frigault’s criteria from all real estate

3
determination to use methods, scripts and systems that are companies? (Assuming the
proven to work and increase productivity. Are you planning on answer is yes …)
In fact, Frigault, Schott and their team’s administrative staying in the area? Great! When can we get
assistant spent all of January getting in position to achieve

4
together and chat for
that goal by working on their lead conversion and follow- If you were to move, when about 20 minutes so that
up tactics with solid scripts that the entire team can use. do you think that would be? we can take down exactly
(Similar to question No. 1.
Following a familiar sales system for their methods on what you are looking for?
Ask again to find out more
leveraging people, technology and marketing, the team information.)
is also implementing 33 Touch and 12 Direct campaigns
through eEdge. “We’re putting it to work for us and I
aim to perfect it.” She recommends the same for up-and-
coming agents. “Find a system or program that you are
passionate about and nail it.” kw
Follow up with leads
immediately. “Like the Pilon/
Hamilton Team, our business is
So what did The Frigault Team Tailor your follow-up largely based on Internet leads.
take away from their meeting systems. “Their team has While shadowing them, we realized
a follow-up system in place for we weren’t following up with those
with The Pilon/Hamilton Team? every lead scenario. The goal is leads while they were HOT! The
to make sure the lead is receiving best time to catch Internet leads
the best communication and call- is while they are still online and
to-action to get the appointment. contacting you. The Pilon/Hamilton
Brand yourself One staff member handles the team has an inside sales agent (ISA)
consistently across the immediate follow-up. If that lead on staff who assigns the lead to a
board. “Whether you market isn’t ready to buy or sell in the sales agent who then converts the
yourself in print, social media or immediate future, it gets passed leads into clients. Our next hire is
online your brand needs to be along to another member of our going to be an ISA, but for now, our
well recognized and professional. team who nurtures them over strategy is to follow up with our
By tweaking and improving our several weeks. In other words, Internet leads within five minutes of
image across all marketing mediums each lead is assigned a plan and them sending us an inquiry. Out of
and communication channels we each team member is responsible 10 leads we get online, we currently
established a consistent brand in the for executing their activity on convert four into an appointment
minds of our audience.” that plan for every lead.” using our over-the-phone script.”


kw cover story SOCIAL PRO By Jennifer LeClaire

Jenlakeland, fla.
Lysak

JEN WANTS
TO BE YOUR
"FRIEND"
LEAD GENERATION THROUGH SOCIAL
MEDIA HAS BEEN TRIED BY MANY AND
PERFECTED BY A SELECT FEW. SO WHAT’S
THE RECIPE FOR SUCCESS?

Jen Lysak, associate with the Lakeland (Fla.) market center,
wasn’t always on the social media bandwagon. But when her lead
generation Websites weren’t drawing as many leads as she’d hoped,
she turned to her operating principal, Chris McLaughlin, for
advice. “He suggested I dive into Facebook marketing,” she says.
At first, Lysak’s skepticism got the best of her. “It seemed like
a waste of time.” Nevertheless, she decided to follow the wisdom
of her leader – and she’s glad she did. Last year, the consistent
$1 million to $2 million producer singlehandedly doubled her
business, selling $5 million worth of homes. She largely credits that
success to her Facebook strategy.

LEAD WITH A PLAN, LOVE THROUGH
CONVERSATION
Lysak engages people in what you might call a traditional way. No
advertisements, no gimmicks – just good conversation and expert
relationship building. And it’s paying off – currently 90 percent of
her leads come from the social media site.
“I get an average of 10 Facebook leads every week,” says
Lysak. “People do business with people they know and like.
So I make friends and share things about my personal life so
they can get to know me.”
It’s that easy going philosophy that makes up the foundation
of Lysak’s strategy. Her first move was to “friend” every client
she had ever served, and then subscribe to their SMS (short
message service or text message) feed through Facebooks
mobile settings. In other words, every time a friend posts a


status update, she gets a text message. When appropriate, Lysak appointment. In fact, of the 10 leads she generates from
responds. Facebook each week, Lysak reports that about 75 percent turn
“People are so touched when they post about having a into appointments.
cold and I ask them if they are feeling better or if they need “When I sell the house, I post a picture of the buyers with
anything,” Lysak says. Real estate, after all, is still a relationship house keys in their hand and write a comment about how happy
business, and maintaining relationships with hundreds of people I am for them. Then I tag them in the photo so all their friends
doesn’t take her more than 15 minutes a day via Facebook. see it,” Lysak says. “Usually, they write me back and thank me
With relationships in mind, Lysak is careful not to turn for all my help, which turns into a testimonial. You can’t pay for
her Facebook profile into a social media billboard that blasts that kind of testimonial.”
constant messages to her 2,500-plus friends – which she hopes
will be 3,500 by the end of the year. CREATIVITY BEFORE RESULTS
“I don’t post too much about business,” she says, “that’s a good Lysak still pursues other lead generation activities. She spends
way to get un-friended.” She keeps her eye out for people who the first hour and a half of her day writing back to leads, setting
may be in the market for a home soon. For instance, if someone them up on searches and referring them to her Websites. She
changes their relationship status to “engaged,” someone just also takes the direct approach on Facebook and simply asks for
graduated from college or just had a baby; they may be looking the business.
for a new home. “People post their lives on Facebook. I like to “If someone is getting divorced, I message them and tell them
congratulate friends for buying their first home at a really great how sorry I am. Then I offer to help them with any questions
price and offering details of the transaction,” says Lysak. they have about their home,” Lysak says. “If they just got
married, I congratulate them and offer to help them find a new
TYING IT ALL TOGETHER home. If the relationship is there, asking for the business is easy.”
Lysak’s Facebook marketing strategy flows right into her online Like all lead generation activities, just because Lysak asks for
lead capture approach. “Any time I post about my business on the business doesn’t mean it’s an automatic win. Some married
Facebook, I send people to my eEdge Website to sign up for couples are in an apartment lease for the next 12 months. Some
my IDX search.” In fact, her eEdge Website URL is on every new parents don’t have the budget to move into a larger house
marketing piece including her voicemail. “eEdge is the No.1 yet. But Lysak is planting a seed, and because she is connected
advantage Keller Williams offers. Tying it to my Facebook with future buyers and sellers on Facebook, she’s just an instant
strategy allows me to further promote my brand AND capture message away.
all the leads that come in.” “Just be real. Ask questions and don’t forget this is a
Although the connections begin in the virtual world, Lysak relationship business,” Lysak says. “Get on Facebook and reach
is quick to invite serious leads to her office for a face-to-face out to people so they feel like you care. It pays dividends.” kw

Engage online without spending a dime
Use Jen Lysak’s top tips to earn business from Facebook

1 “Friend” every client and then
subscribe to their SMS feed.
Visit your Mobile Settings
to turn the notifications on.
3 Lysak uses the Facebook
"Check-In" feature to
let friends know she
was at a new listing. In
the comment area, she
4 Reach out to people who are in
a transitional place in their life,
offer appropriate condolences or
congratulations, and ask if they need
your help moving to the next stage of
Every time a client posts a

5
status update, you’ll receive writes, “Coming soon their life.
a text message. When …” and offers a few
appropriate, respond. details about the house. Congratulate friends for buying their

2
She also adds a photo first home at a really great price and
of the home. Lysak calls offer details of the transaction.
When responding, the strategy a low-key
way to remind people of

6
“talk” to people as
if they were a close what she does and alert Route everything to your eEdge
friend you care other real estate agents Website where consumers can sign
about. Be yourself that she has a new listing up for specific search results and your
and be genuine. their clients may want myMarketing campaigns.
to tour.


kw cover story FAST LEARNER By Celesta Brown

Rachel Kendall
raleigh, n.c.

HEART + PASSION X EXPERTISE = RESULTS
FROM MATH TEACHER TO KELLER WILLIAMS REALTY’S
ROOKIE OF THE YEAR, RACHEL KENDALL’S SUCCESS IS ADDING UP.

In 2008, faced with a market downfall and a brand new city, How do you and your team
Rachel Kendall, a former middle school math teacher, jumped stay on track to meet your goals?
into real estate. One year later, the Raleigh (N.C.) market Each of our team members has a whiteboard with our No. 1
center associate earned the Rookie of the Year Award for all of goal on it. There are at least four blank lines in each month for
Keller Williams Realty. In 2010, on a success streak, she sold each team member to fill in with that month’s closings. If we are
41 homes, ending the year with $11.7 million in production. not achieving the goals we set, then we adjust. Each week we
By 2011 she had doubled her business, closing the year with 84 meet to discuss our individual problems or obstacles – things
contracts and $22.5 million in production. that are preventing us from reaching our monthly and yearly
But if early success and industry clout weren’t enough to goals – and we brainstorm to solve problems together.
convince you of Kendall’s superstardom, last month, she was
asked by the Obama administration to participate in a small- What is the single biggest hurdle agents
business mastermind at the White House. We also called upon
need to overcome to accelerate their business?
Kendall to get her wisdom on winning in this market.
Picking up the phone and asking people for business. Don’t be
afraid to remind clients that you’d like to help their friends and
What’s your No. 1 source of business? family, too. Of course, to call on a relationship, you must first
Right now our business is 98 percent referrals. Those include have a good one.
client referrals, corporate relocation referrals, and referrals from
Keller Williams associates.
It seems like you have great relationships
Describe your team with your clients, how do you foster those?
Our team is dedicated to heart, compassion and results. It’s often
The Rachel Kendall team is made up of Dan Kendall and Gene
lonely waiting on a house to sell. We’re empathetic. Our goal is
Pitzer, brokers, Angie Cole, broker and buyer specialist, Karen
to deliver the highest level of service possible during the entire
Huckabay, broker and buyer specialist, Amy Anderson, team
home buying or selling process. For some families that means
administrator, Lisa Luke, client care coordinator, Candace
dropping off warm meals or perhaps delivering a baby gift in
McGhee, our team’s stager and decorator, and Tina Frost,
person. We stay in constant communication with our clients.
broker and marketing manager.

Which team member do you recommend hiring first? How can agents improve
You need to hire administrative support. An agent needs to be and solidify their pricing techniques?
in front of people, not behind paperwork. If you can’t afford it, The Rachel Kendall Team supports our clients’ decisions. When
share an assistant with another agent on a part-time basis. we run into a seller who isn’t ready to come down on price, we
will occasionally agree to a three-week trial at their price to see
if the market responds. If it doesn’t move in three weeks, we do


"We solidify our credibility through facts ... we let our clients know that we are not emotionally

listing the property – this is about getting the most money for their home given current market

conditions. " – RACHEL KENDALL

a correction instead of a reduction, and then treat it like a brand-new
listing.

How do you establish
credibility and counsel sellers on price?
We solidify our credibility through facts. For instance, last week we
sold a house at 100 percent of the list price in three days and we
average 59 days on the market. Those are compelling examples of our
expertise and market knowledge. We let our clients know that we are
not emotionally listing the property – this is about getting the most
money for their home given current market conditions.

How do you stand out from the competition?
We have a reputation of excellence and fun in our community. We
pay to have a seller’s home staged within 24 hours of receiving a
signed contract. Each week we post a “Where in the World Is the
Rachel Kendall Team?” on YouTube. One week it’s Angie Cole*, our
exceptional buyer specialist out on the town or it’s me at a listing
appointment. The videos catch us at work or in our personal life and
add a personal touch. Our clients look forward to the video each week
because it’s unique.
*Watch for Angie in an upcoming episode of HGTV’s "House Hunters."

What advice can you offer
someone who may be struggling?
I strongly encourage everyone to take Keller Williams University’s
Ignite. Do what they tell you to do. I did it verbatim.

You were diligent in researching companies.
Why did you choose Keller Williams Realty?
No other real estate company comes close to offering the resources
that Keller Williams does. Not one other company compares. I visited
several agencies in the Raleigh-Durham area before going to Keller
Williams. I would have saved myself a lot of time if I had just gone to
Keller Williams first!

What do you like best about Keller Williams?
I like that I have complete autonomy. And at the same time, doing
exactly what they tell me to do - following the models – I am
successful.

Any last words of advice?
If you put people first and follow the models, you will make money Watch Kendall’s videos on YouTube: (http://
and reach your success goals. kw www.youtube.com/TheRachelKendallTeam)


kw From the Chairman

THE 11TH H UR
New research from the Keller Center at Baylor University finds cold
calling still works, but agents stop too soon!
I’ve never lost my confidence in cold calling as a fundamental and
successful lead generation activity. It is, in fact, how Keller Williams
Realty was built – literally one call at a time. No ads, no Internet.
Just a man and a phone.

By Gary Keller, co-founder and chairman,
Keller Williams Realty

But over the past few years, it seems cold calling has been set we’ve always used anecdotal evidence from interviews with
aside in favor of other sources such as Internet lead generation successful agents. This research has always said cold calling
activities and online sharing tools – both of which are known works, but I’m not sure how many people actually believed it.
for producing measurable results. Frankly, I think it’s imperative So we asked the Keller Center at Baylor University to research
that you adopt these new opportunities for generating leads. this to see if we could get a true researched finding.
As a company, we strongly advocate innovation that can They proved cold calling works.
produce results for your business. At the same time, we also In the study, with the support of our Keller Williams
don’t want to see you drop those things that work. That was research and development department, the Keller Center set
the philosophy we used when we set out to establish models out to determine if cold calling as a baseline lead generation
and systems outlined in The Millionaire Real Estate Agent and it activity – meaning no experience, no contacts, no database,
continues to drive our curiosity today. no marketing, no listings and no “just-solds” – would generate
Up until now, we’ve never actually had hard proof that cold appointments taken for agents. Their findings brought to light
calling was a fundamentally effective lead generation tool compelling facts behind cold calling’s effectiveness, and some
for you to use to build and sustain your business. In the past interesting behavior patterns.

WN
EA KDO
LL BR
CA

14
LD
CO 3,450 no answers
DAYS
1,774 calls answered

134 1,037 numbers not working

PARTICIPANTS 19 appointments set
929 were not interested

6,264 11 referrals received
CALLS MADE 132 said to call back later


How we did it calling by the 11th hour – one hour short of reaching the goal.
In the study, 134 agents from 10 different geographic areas were One hour short of winning a listing.
divided into two groups. Each group was asked to set aside a
different hour each day for seven days to make cold calls. They This phenomenon has several implications. Assuming the average
used the same script and were asked to record the results of their commission rate of a listing agent is 3 percent and the median
calls in an online form so that the data could be collected in real house price in January 2012 was $154,700 , then the commission
time. For this study, cold calling was defined as dialing random from the sale of this home would have been $4,641. If 12 hours
numbers from a certain farm area not previously marketed to by of lead generation yields one listing, then the listing agent would
the agent. The result was 14 hours of lead generation over 14 days have made $386.75 an hour. Think about this: spending 3 hours a
day, cold calling, Monday through Friday can – are you ready for
What we learned this – potentially yield $290,063 a year in total commissions.
1. The conversion ratio of calls to appointment was 330 to 1,
or 330 calls for every appointment set. The conversion ratio What does this mean for you?
of calls answered to appointments was 93 to 1, or 93 calls When I was just starting out in real estate, I set a goal to sell three
answered for every appointment set. homes in my first month of business. I went above the baseline
2. The conversion ratio of calls to appointment or referral was 208 and improved my odds by calling expireds and for sale by owners.
to 1, or 208 calls to get either one appointment or one referral. I got on the phone daily, hosted open houses, took calls when
And 59 to 1 calls answered to appointment or referral. nobody else would and ended up selling five homes that first
month. Doing more than cold calling made it possible for me to
Let’s stop for a moment and think about this: If an agent can quickly reach Runner-Up to Rookie of the Year status in my office
make 50 calls per hour, it will take them approximately six hours Had I not taken my 12th month off after hitting my goals in 11
to achieve one appointment. Anecdotal evidence suggests a 2-to-1 months, I would have earned the award.
appointment-listing conversion ratio, which means for every 12 The 11th hour is defined as a time in which it is almost too late.
hours of calls, an agent can expect to achieve one listing.* In the case of cold calling, the 11th hour is too early to give up.
When you look at this data as it relates to the activities that will
3. The study uncovered some interesting behavior by participants honestly produce business, you’ll know with confidence that when
… On day one, agents began strong, making nearly 1,200 you make cold calls through the 12th hour, you can expect to
calls. By the fifth day, though, the call volume had dropped by generate one listing.
nearly 50 percent to just over 600 calls. And by the 11th day
of the study – or the “11th hour” collectively – they stopped Here’s my point. Our goal as salespeople remains the same: lead
calling completely. If we know it takes 12 hours of calling to generate and never let up. No matter what market you are in, the
accomplish one sale, then collectively, everyone had stopped active and persistent lead generator always wins. kw

*Based on research from The Millionaire Real Estate Agent.

Look at it this way:

50 Calls every hour over 6 hours ... leads to 1 appointment
For every 2 appointments, an associate can expect to earn 1 listing
12 hours of calls (6 hours + 6 hours) = 2 appointments = 1 listing.

16x
More than

$4,641*
Average agent
commission 12 hours of calls = the average hourly
$386.75 per hour earnings in the United
States ($23.29).
return on investment (ROI).
*Based on median home price in Jan. 2012 ($154,700) according to NAR and assuming a commission rate of 3 percent.


kw state of luxury THE MARKET

A LUXURY

Momentum and movement point to new opportunities.

The last 12 months included a series of high and lows for the luxury market. While home prices and inventory
were down in many areas of the country, the ability to secure a jumbo loan strengthened.
And the credit market wasn’t the only portion of the population loosening up. An enormous amount of
money began to venture back into the market. According to Merrill Lynch Global Wealth Management, the top
5 percent wealthiest individuals made up 37 percent of all consumer spending in the United States in 2011.
Dive deeper into the numbers and you’ll find the same group of affluent consumers allocated 19 percent of
their investment portfolios to real estate. This is good news for agents interested in diversifying their core
business and branching into the luxury market.
Outfront spoke with four members of the KW Luxury Homes International division for a look at the local
trends affecting the high-end market.

Lee Ziff | Beverly Hills (Calif.) market center

What do you expect to on the home, but it’s a clear indication institutions. Wealthy individuals from
see for the luxury market of the buyer’s mindset. In 2012, I don’t around the world will continue to view
in 2012? anticipate much change – agents will us as a great place to buy.
The Los Angeles luxury have to know their market and continue
market will continue to to be the local economist of choice. What makes your city a
see big sales over the “market to watch”?
next year. While we’re What do you expect to More than 12 million residents call
not completely out of see in terms of interest the Los Angeles area home. We may
the housing slump that from international buyers? be known for our celebrities, directors,
hit in 2008, buyers will keep Individual foreign buyers are taking producers and athletes, but we have a
buying and sellers will keep selling. advantage of the low luxury home growing population of affluent clients
The challenge we’re facing right now prices to snap up good bargains. While who avoid the limelight and are simply
is urgency. Buyers have the perception our economy may not be in the best searching for properties to match their
that prices will continue to go down and condition right now, our government high-end lifestyle. The year-round
aren’t quick to act on properties new to and history of recovery make the Mediterranean climate, beautiful beaches
the market – you could say they “feel the United States a safer place to invest and educational opportunities are just a
luxury” to negotiate on every little thing. money. Los Angeles is supported by few of the amenities that have put Los
Last month, for instance, I maxed out at the entertainment industry, as well as Angeles on the map as a market to watch.
16 offers and counteroffers. We closed healthy financial, industrial and tourism


Terry Belt | McLean (Va.) market center

What do you expect to woodwork to purchase a luxury property What makes your city a
see for the luxury market at a great price. On the other side of “market to watch”?
in 2012? the transaction, sellers are more realistic McLean, Va., and the surrounding areas
Northern Virginia will about price adjustments. have some of the highest-paying jobs
maintain a very healthy in the country. Fairfax County, just 12
housing market. Its What do you expect to miles to the southeast, is the second-
proximity to Washington, see in terms of interest richest county in the United States.
D.C., – we’re just 10 from international buyers? In addition to government-related
miles away – will keep Washington, D.C., is home to many jobs, our local market is fueled by a
unemployment low and foreign embassies and political diplomats, very strong technology and health care
create new jobs to fuel the employment which creates an active international market – another factor that keeps our
demands from businesses who work market in McLean. As jumbo loans unemployment low and income more
directly or indirectly with the federal become more available and rates remain stable. As people move out from the city
government. low, we expect to service more and more in search of more value, McLean will be
Currently, we’re seeing the upper-end international clients. In fact, some of our seen an attractive market to purchase a
market tick up as the stock market levels most recent clients have secured 4 and home.
out. Because of the perceived stability, we 5 percent interest rates on large jumbo
anticipate more buyers coming out of the loans.

Irene Kaushansky and Philip Brown | Keller Williams Advantage Realty, Brokerage (Tortonto,Canada)

What do you expect to What do you expect to What makes your city a
see for the luxury market see in terms of interest “market to watch”?
in 2012? from international buyers? Toronto is an important market to watch
With the exception of Vancouver and Toronto has one of the most diverse for a number of reasons, not the least of
British Columbia, which economies and resident demographics which is short- and long-term growth.
are on the west coast, in North America. In fact, the city We are the economic engine of Canada,
economists and market makes its residents' and visitors' with many national and multinational
analysts are predicting information available in more than 20 corporations running their head offices
another strong year different languages. We have very strong out of our city. We have an amazing
in both sales volumes trade, education and business ties to array of urban lifestyle amenities, but are
and price growth across India, China, Japan, The United Arab surrounded by easy-to-access parklands,
Canada’s major cities. Emirates, Africa, Israel, South America, waterfronts and rustic cottage getaways.
As that market begins to and throughout the European Union. Our airports make business or personal
resemble a “bubble,” investors are moving Our city is home to three expanding travel incredibly easy, and bring the world
into other markets across the country. universities with international MBA to our doorstep. Our city is famous for
Toronto’s luxury market is expected programs, as well as world-renowned its safety, its schools, its arts, and music
to continue to benefit from record-low design and arts and fashion. We are and film festivals. All of these amenities
borrowing rates and a strong mixed also home to a huge film and television benefit the luxury homeowner, and create
economy. With a variety of luxury industry. Our attractiveness to business, opportunities for luxury home developers
neighborhoods available, buyers have academic and creative industry leaders from around the globe to find a new
their choice of lifestyles and price points. grows every year. When that demand and growing client base just north of the
Sellers are enjoying quick sales cycles, an is teamed with the incredible upside border.
average of 33 days on market, and great potential for luxury home investment
net prices (96 percent of list price). here, given our relatively low prices and
long-term economic stability, we expect
to see continued growth in international
investment in the years to come. more luxury


kw state of luxury THE MOVEMENT

THE
LUXURY
Jason Glast, Debra Janes, Kevin Crawford, Martha Small, Charlotte Lipscomb, and more than 60 other top-producing luxury
specialists located in San Antonio and Austin, Texas, were in “business as usual mode” when the opportunity to align with the KW
Luxury Homes International division came knocking.
Now the former Sotheby’s International and Phyllis Browning Company in San Antonio and AvenueOne Properties in Austin
agents are earning more money while solidifying their brand and enjoying the synergy that comes when the top echelon of agents
all call one company – Keller Williams Realty – home.

Domino effect at the Dominion opportunity, Harrelson jumped at the chance to purchase a
The San Antonio IH-10 market center has earned a reputation competing company’s vacant office in the high-end Pavillion at
for consistently appearing at the top of the Keller Williams the Dominion San Antonio community. It was certainly a risk
system for high production and profitability. 2011 was no for Harrelson who didn’t have any agents to fill it.
different. Wendi Harrelson, team leader and area director of That was until she rekindled a long time relationship with
South Texas, has been attracting successful agents to the market Debra Janes, a top-producing luxury agent in San Antonio. “We
center ever since the KW Luxury Homes International division ran into each other during an open house and Wendi mentioned
launched in 2009. But she’d been looking for that she was thinking about buying our city’s old Sotheby’s office.
a way to provide a unique opportunity I said ‘If you get that building, you get me,’” says Janes. When
to a group of agents who hadn’t yet Harrelson jingled the keys over the phone a few days later, she
experienced the power of the division. knew it was time to make the move.
“The way it all happened is quite “Things snowballed from there,” says Harrelson on the
a story,” says Harrelson. Never momentum surrounding the new office and the caliber of agents
one to back down from a good who were deciding to join. Within a couple of months, 48
luxury agents had migrated to Keller Williams Realty and joined

WENDI HARRELSON
Team Leader
San Antonio IH-10

SAN ANTONIO IH-10 LUXURY MEMBERS AT THE DOMINION


the KW Luxury Homes International division. The high-minded, Leads aren’t the only thing rolling in for agents in the
high-end synergy that agents are experiencing in one office is Dominion office. Janes is happy to report that less money to
paying off – currently they are closing 300 percent more sales than the company means more income in her pocket. “My GCI has
competing offices. Among those having success are Jason Glast increased by 26 percent. I look back now and realize that I was
and Kevin Crawford. giving more than $1 million to Sotheby’s – now that’s all mine.”

How do you go up from No. 1? What’s in a name?
Before joining Keller Williams Realty, Glast, San Antonio’s No. 1 Crawford is a marketing guy through and through. A Platinum
agent, had achieved more than $31 million in sales. While Glast Top 50 agent with sales over $15 million in 2010, Crawford was
reflects on that success, he also knew more was possible. As he was drawn to Keller Williams because of the control that he could
making his decision to switch affiliations, Glast attended Mega have over his own name. “Unfortunately, my previous company
Camp for one day. “I implemented what I learned in that one was more interested in their name, not mine. Now I have the
day and made money because of it,” he explained. In the three freedom to continue building my name and my brand. I have
months since he joined the San Antonio IH-10 market center, intentions of doubling my business this year. Now I have the tools
he’s continued to introduce new systems and processes and has and the liberty to do it,” he offered. Glast’s account is similar: “My
seen an immediate, positive upturn in his business. “I am getting former company wouldn’t even allow my cell phone on my listing
more exposure from multiple platforms. My leads have increased signs,” he says.” Now I can hire my own photographers and use it
50-fold. Now I’m getting about five or six every day.” to enhance my own look and brand.”

PORTFOLIO PROPERTY MEMBERS
CHARLOTTE LIPSCOMB

Better Together MARTHA SMALL

EAGER FOR EXTENDED REACH, NINE
AUSTIN AGENTS ALIGN WITH KW.

There’s even more movement environment, Small knew that the recognized the advantage of the national
among agents specializing in the group wanted to stay together. “The and international reach as a luxury
luxury market, and it’s happening in thought of us all blowing to the winds brand. Keller Williams Realty was able
to other boutiques got us thinking about to provide both,” she says. “It’s no longer
Austin, Texas. As the city grows in
alternatives.” All nine agents, which enough to merely market in the Austin
popularity, successful start-ups and also include Jeannette Spinelli, Mark area. We must sell Austin throughout the
big businesses are being drawn to Moore, Francie Little, Shari Chambers, world, and Keller Williams provides the
its entrepreneurial spirit. Laurie Graham, Weston Lipscomb resources to support that effort.”
Watching the trend and eager to take and Elaine Trull, looked seriously into Dee Shultz, president of KW Luxury
action were Charlotte Lipscomb, Martha launching their own boutique company, Homes International and associate with
Small and seven other luxury homes but realized start-up costs were too high. the Austin Southwest market center, is
specialists, formerly of the boutique That’s when Diane Johnson and Melanie very excited and pleased to be in business
luxury firm AvenueOne Properties. After Kennemann, team leaders in the Austin with the group. “Having watched the
careful thought and consideration the Southwest market center, approached division grow from the ground up and
agents came to the conclusion that their them with the idea of creating their expand with such a high caliber of agents
current company wasn’t going to support own luxury team within Keller Williams who believe in an environment where
their desire to spread their brand outside Realty. sharing, networking and friendship are
the Austin city limits. “It just made sense,” says Small, citing widely accepted has been very rewarding
Having come the international reach, technology and to watch.”
from a boutique resources already established within Jump-starting their brand and getting
the KW Luxury Homes International the word out is first on the priority list
division as the key benefits for moving. for all 11 agents. There to give them some
Lipscomb, a top-producing luxury sound advice: the 40 additional KW
agent and member of the newly formed Luxury Homes International members
team, agrees. “We wanted to form currently with the Austin Southwest
DIANE JOHNSON
Team Leader our own luxury boutique agency, but market center. kw

MELANIE KENNEMANN
Team Leader

KW Outfront Magazine - Online Edition | 1st Quarter 2012

KW Outfront Magazine - Online Edition | 1st Quarter 2012

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