Program Preparation for Open Houses

1. DELETE these 5 slides after reviewing instructions and acting upon them! Program Preparation for Open Houses • Have some “Under Cover Open Houses” in advance of the program to assess where your sales associates are in their effectiveness. Use the Buyer Mastery Metrics Excel spreadsheet to identify what to measure. Recommend auditing 6 to 10 open houses depending upon your office size. • Secure the help of friends and family to serve as Open House guests. • Report on results in this first session. See slide 35 for an example. Program Preparation for Weichert Lead Network • Audit 15 to 20 WLN Calls, measuring the effectiveness of the calls using the Buyer Mastery Metrics Excel spreadsheet to identify what to measure. • Randomly pull calls of those sales associates you know will be participating in the pilot. • Report on results in this first session. See slides 40 and 41. NOTE: If you do NOT want to take the time to do these studies, delete the slides that reference them and just use the Pilot Office Results slides.

2. Suggestions for Under Cover Bosses at Opens • If there are “real” customers at the open house, ask your Under Cover Boss to politely excuse herself/himself (tell them to say they forgot something in the car). You DON’T want your associates pulled away from REAL customers. • At the conclusion, ask your Under Cover Boss to reveal himself and give a prize. While you won’t get information about how they follow-up, they will not get frustrated that a ‘customer’ isn’t calling them back or that they have spent time and energy following up with the ‘customer’ that is actually your Under Cover Boss.

3. Session 1: Program Set-Up Instructions • Promote the program and identify good Team Leaders who will be enthusiastic, supportive, engaged and committed to all sessions. Use the Buyer Mastery Promotion slides to gain buy-in and commitment. • Decide on an Incentive for attending all sessions and meeting the production requirement. Change the requirement to meet your office goals (see slide 10 and 11). Decide on what the Winning Team wins (see slide 12). • Edit the Buyer Mastery Commitment form to include your session dates, times and incentive. Ask Sales Associates to agree to and sign this form. • Materials Needed: • Flip Chart, paper, markers • Blank index cards on each team table for each team member • Prepare for your Call Session. Secure Names and Phone Numbers to invite neighbors to upcoming Open Houses (use a free 30-day Trial to Cole Realty Resource). Ask sales associates to bring their Sphere of Influence, leads, Open House guest registers to make follow up calls • Make copies of the Buyer Needs Assessment from WeichertOne.com (Getting to Know You and Your Next Home) • Order Flip books to hold the Buyer Consultation (order from Staples or for co. owned offices, from CF #T435 at a cost of $7.75) • Order from Weichert University (Alexis Gutsick, 973 359-8382) for each participant is $30. This includes: • Color pages of the Buyer Consultation • Buyer Mastery participant guides • Buyer Mastery Cards • Buyer Consultation Dialogue & Tips guide

4. Modify all text in purple for your program and market. • Enter Team Leaders and Team Members names on slide 13. Keep track of attendance using the Buyer Mastery Attendance sheet. • Team Contest: Teams compete for weekly prizes in the workshop sessions and for a final prize at the conclusion of the contest. Determine contest duration (3 to 4 months). • Decide on a prize for the winner of each call session for session 2, 3 and 4. The Sales Associate with the MOST appointments wins the prize. • Decide on small weekly prizes (for workshops 2, 3 and 4) and final prize. • These are small prizes to award everyone on the winning team for that week. The team with the most points each week for session 2, 3 and 4 win a small prize. • For Company-owned offices: Purchase Weichert-branded prizes through Brown & Bigelow or another vendor who provides Weichert promotional items. Contact Anna Cooper in Purchasing for guidance. • For Weichert Affiliates: Purchase Weichert-branded prizes through Brown & Bigelow www.weichert-promo.com.  • Collect your office stats for slides 21, 24, 25 and 39 to populate these slides. • Edit the Team Tracking Handout and give to Team Leaders to keep track of their team’s points each week. Roll up the numbers each week.

5. Create a flip chart in advance to prepare for the call session. Leave room to record Team Name, Team Leader and Time/Date the Teams will meet outside the workshops. See visual below. • Hold them accountable to meet and prospect together, make follow-up Open House calls, WLN follow up calls, Neighborhood calls, etc. together as a team. • Roll up their numbers EACH week for the duration of the contest period (3 to 4 months) using the Buyer Mastery Team Tracking Sheet. • When they get into their teams, record their: • Team Name/Team Leader Name • Date/time they will meet weekly • Check in on the teams each week. Ask how it’s going. Stop in an offer prospecting tips during their team meetings. Considering leaving off the titles and headline until just BEFORE the Call Session. Flip Chart Sample Create for every session.

7. Show of hands . . . Who’s had 10 or more closed sales in the past 12 months? Who’s had 5 or more? Raise your hand if you’d like to DOUBLE your closed sales in the next six months?

8. Program Goals This program has been developed to help you make more money and be more effective in: • Securing buyers’ commitment to meet • Presenting yourself and your value to buyers • Building Buyer Loyalty • Closing more sales

9. How are we going to do this? • Your commitment to attend EVERY session • Thursdays from 9:30 to 2:30 • XX Date, XX Date, XX Date, XX Date • Contest runs from today through end of XX Date • Come prepared. Do the work. • Your active participation and DOING in these sessions and outside of these sessions will make the difference and lead to your success!

10. An Incentive for Completing . . . • When you attend every session (4 workshops), • Complete the session Assignments, • Meet weekly with your teams and • BookTWO sales • (Between XX Date and XX Date) • You will receive __________________

11. Personalized Cutting Board for Your Buyers’ Kitchen Reverse side brands you!

12. Sales Contest! • Team with the most points from XX date to XX date wins ____________ • PLUS the winners enjoy a great luncheon • Let’s break into our teams now: • 1) Decide on a team name and • 2) Agree on a day/time to meet each week OUTSIDE these sessions through the contest.

13. Our Teams • Team Leader3 • Team Member • Team Member • Team Member • Team Member • Team Member • Team Leader4 • Team Member • Team Member • Team Member • Team Member • Team Member • Team Leader1 • Team Member • Team Member • Team Member • Team Member • Team Member • Team Leader2 • Team Member • Team Member • Team Member • Team Member • Team Member

14. Let’s Review How You Earn Points . . .

15. Teams and Weekly Roll Up *Present Offer in Person and earn DOUBLE points. Present Offer, Accepted Offer and Opens worth 5 points each. All remaining worth 1 point. Each week, opportunity to earn bonus points will be presented.

16. It’s all in the DOING • Teams • Meet weekly • Track progress • Be accountable • Celebrate Success

17. What can you do in your weekly team meetings?

18. Meet Weekly for One Hour • Prospect together! Make open house invitation calls, WLN follow-up calls, Neighborhood calls, etc. • Practice the buyer consultation together. • Create a quarterly update to give buyers and sellers. • Share tips and ideas. • Discuss challenges and how to overcome them. • Help each other.

19. WHY do you do what you do? Working hard for something we don’t care about is called stress. Working hard for something we love is called passion. Connect with WHY you’re making real estate your career. Buyers will see that you LOVE your job and LOVE what you do. Success will follow.

20. Let’s Take a Look at the Market

21. Key Market Statistics SnapshotAs of XX Date

22. Who is working with Buyers? How many? What’s their reason for buying? How did you meet them?

23. Let’s Take a Look at Our Numbers

24. Opportunities, Opens & Sales

25. Weichert Lead Network Stats

26. Focusing on the Internet and Open Houses as Lead Generators

27. Online Effectiveness in our Industry There are some companies that are succeeding in America today, but most are failing. When interested homebuyers inquire about a property displayed on the Internet, the responsiveness is awful. In fact, it is so bad that it casts a shadow on the professionalism of our industry as a whole.

28. Weichert Stands Out There are only a few firms in America who have made buyer responsiveness a chief initiative in their business. Beyond a doubt, Weichert has taken command of online responsiveness in real estate.

29. Three Key Components • We blend together three chief components that every broker in America needs to embrace: • Lead acquisition, • Lead management, and (most importantly) • Accountability for responsiveness

30. Findings from the WAV Group Study

31. Weichert’s Internet Marketing Strategy • In the top 1% of broker websites (consistently in the top 5 most popular real estate web sites) • 75% of the leads we receive at WLN are off of Brand X listings! 40 Million Hits a Year

32. Weichert’s Open House Program 1 out of 3 Weichert Open Houses leads directly to a sale Undisputed industry leader with the strongest commitment to an extensive program Nearly 1 million potential homebuyers visited our Open Houses last year 73% of homebuyers visit at least one open house

33. Between our internet strategy and our Open House program we are touching most of the buyers in the market. Do you agree?

34. We did some mystery shopping We had a few people act as guests at some of our recent open houses Here’s what we found . . .

35. Pilot Office Open Houses What do you think? What’s working well and what should we focus on?

36. Let’s look at TWO third party audits conducted on WLN leads (NOTE: This isn’t about WLN, it’s about how we handle leads. Since WLN is the only channel we can actually measure, let’s look at these leads vs. open house leads vs. your Sphere of Influence leads, etc.)

37. Real IQ Study WLN hired the research company, Real IQ, to do a lead analysis study. Real IQ matched WLN leads against county public records data to identify consumers that have bought or sold a residential property within 12 months after the date of lead submission.

38. Real IQ Study Real-IQ found that 33% of WLN leads bought or sold a property. 1 in 3 WLN leads close within a year!

39. XX Officeas of XX Date What are YOUR thoughts on these numbers?

40. XX Office Call Audit

41. Pilot Office Calls

42. What would happen if we more than DOUBLED our Lead-to-Appointment Ratio? Based on office call audit

43. Why don’t we ask EVERYONE we speak with to meet with us?

44. Get the Appointment. Meet Face-to-Face with the Buyer.

45. Key Findings • We have enough leads. • We’re the best broker when it comes to responsiveness. • A vast majority of leads will agree to meeting. • We could save ourselves a lot of time by taking the lead with our leads. Invite them to meet.

46. Actual Call Sample . . . • Customer: “Is there anything else besides this in this school district?” • Sales Associate: “Yes. There are others. Let me pull them up . . . . ” • Call Time: Over 15 minutes While a meeting was discussed, it was not set. This call occurred late November. The Sales Associate and Customer have YET to meet!

47. Step Away from the Computer!

48. When at the Computer, You Turn into . . .

49. Information Giver Leads with, “What questions can I answer?” Able to answer every question right from the computer Answers question after question and asks nothing in return Vomits information - How much seller paid for house, taxes, etc. Never asks to meet. Just keeps giving information.

50. Don’t be an Info Giver. Be a Sales Person! When you’re on WLN . . . “I’m in between appointments . . . I would love to meet with you and show you this property and any others that meet your requirements. I can meet with you on Thursday at around 2pm or Saturday at 10am. Which works better for you?”