Your Guide to CLS - Century 21 Alliance

Transcription

Table of Contents
CENTURY 21 Learning System®……………………………………………...….2-14
Enjoying the Benefits of CLS………………………………………………..……3
Attending Your Self-Paced Classes…………………………………………...4-7
Attending Your Live, Online Classes……………………………………..….8-10
Audio Wizard……………………………………………………………………...11
What is CREATE 21®?…………………………………………………….……12
The CREATE 21® Timeline………………………………………………….….14
Using the Local CREATE 21® Guide…………………………….……………..15-45
The Broker Audit Program…………………………………………………...….16
Timeline………………………………………………………………………..….17
Homework Assignments……………………………………………………..17-19
A Detailed Guide to CREATE 21®………………………………...……….20-45
Century 21 Real Estate LLC
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CENTURY 21 Learning System®
Have you ever wanted to take a class but just couldn't find the time to fit it into your hectic
schedule? Have you ever been scheduled to take a class only to have an appointment with a
customer or client "suddenly come up"? Have you ever chosen not to attend a learning event
because the cost was too high? Or because it meant having to travel?
The CENTURY 21 Learning System (CLS™) is the framework through which all learning
opportunities are delivered to CENTURY 21 System members. There are many classes from
which to choose and several methods of course delivery. But before taking advantage of any of
these, it's helpful to know exactly what CLS is -- and what it isn't. CLS harnesses the power of
the Internet enabling you to access frequent, affordable and high-quality training to your home
or office.
Equipment You'll Need to Get Started
All you'll need in order to take advantage of the CLS online learning programs is a computer, an
Internet connection and speakers.
(NOTE: A headset with microphone is highly suggested for participation in live, instructor-led classes. For some classes, this
equipment is required.)
CLS System Requirements
Hardware:
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Pentium II class - 233Mhz or better
64MB RAM
16 bit soundcard
Monitor capable of displaying 800x600
Speakers or Headset and Microphone
Modem - 28.8 or higher(56K recommended)
NOTE: Macintosh computers are not supported at this time.
Operating System:
Software:
Windows 95, 98, NT 4.0, ME, 2000, XP
•
•
•
•
•
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Centra Client (click link to download)
Internet Explorer 5.0 or higher
Flash Player Plug-in 8.5
Shockwave Player Plug-in
Windows Media Player 6.4 or higher
Adobe Reader 4.0 or higher
NOTE: Many computers come with the above "plug-ins" preloaded. Some of
them are available by clicking their name in the list above
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Enjoying the Benefits of CLS
There are several ways you can reap the benefits of the learning programs available through
CLS.
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New Agent Training - for new agents who are on a limited budget and
are just starting out. Our industry-leading new agent courses will teach all
an agent needs to know to start selling houses.
Experienced Agent Training - for experienced agents who are trying to
expand their market and increase their production.
Broker/Office Manager Training - our training for brokers and office
managers provides the tools for budgeting, recruiting, people
management, technology, and increasing agent production.
Course Bundles - for those who may not want to subscribe, "Course
Bundles" are available. Bundles generally consist of approximately five or
six self-paced, web based classes that follow a particular skill or
curriculum path. Course Bundles are competitively priced allowing
students to save money by purchasing more than one class. Information
on Course Bundles is available on the CLS website. There is also a payper-course option for a fraction of the cost. Click here for more
information about the CLS Course Bundles.
Specialty Markets Training - for agents and brokers marketing
themselves in the following areas: Fine Homes and Estates, Commercial
Brokerage, and New Homes Sales.
Visit the CLS website through 21Online.com to find classes that are right for you.
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Attending your Self-Paced Classes
o Can be taken at ANY time – no instructor
o Administered over the Internet using Aspen
Getting to class
1. Connect to the internet
2. Go to Internet Explorer
3. Go to 21online and connect to CLS
From the CLS Home Page
•(CLICK) Look under “Attend Classes” along right side of page
•(CLICK – close-up) Under “Attend Classes” you will see options for “Live Classes” and “WebBased Classes”
•(CLICK) Select “Web-Based Classes”
You will be taken to the Aspen Home Page.
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Click on Crest Agent. You will see a list of classes. Click on one of the links.
It will bring you to a description page for that course. Click on Register.
On the registration page, simply click the Next button.
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You are now registered to take the class. You can now launch the class or return later to take it.
If you click Done, you can leave the LMS and return later. Click on Launch.
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It will take a few minutes to load, but you will again start your self-paced class. Please note that
these classes will bookmark. To bookmark the class and return at a later time, make sure that
you click on the Exit button to close the class.
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Attending a Live, Online Class
Getting to Class
1. Open Internet Explorer and go to http://www.21Online.com.
2. Enter your username and password for 21Online.com. If you do not have an account, click on “First Time
Users.”
3. When you click on CLS from the Century 21 Links drop-down menu, you will be directed to the CLS
Website.
4. From the CLS Home Page, place your mouse over the “Attend” then over “Live Classes.”
5. This will take you to the “My Schedule” page in Centra, our live classroom environment.
This is what the Centra “My Schedule” page looks like. If you are not taken to this page, call Learning
Support 877-221-2765 Option 6, Option 1 for help.
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Attending Class
1. On the “My Schedule” page, you will now see any classes for which you are registered. In order to
participate in class, simply click the “Attend” button shown on the right. The CentraOne software will be
installed on your computer while it loads the Centra virtual classroom.
2. To see all events, click on the “Event List.” To enroll in any of the events, click on the “Enroll” link next to
the event. This will add the class to your schedule.
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Audio Wizard
1. The first time you log into the virtual classroom, you will be presented the opportunity to fine-tune your
audio settings. The Audio Wizard makes this simple by providing you with a three-step approach to
maximizing your audio. The first step is to adjust your speaker volume. By clicking the “Play” button, you
will hear a sample voice. Adjust you speaker volume by using the slider to raise or lower the volume.
2. Click “Next” to adjust your microphone volume. Click the “Test” button and speak into your microphone.
Click “Stop” and listen to the recording of your voice. If the volume is low, move the Microphone Volume
slider to the right.
3. Click “Next” and your will now have the opportunity to adjust your microphone volume. The final step is
selecting “Speaker” or “Headset” mode. If you’ll be using tradition speakers, choose “Speaker” mode. If
using your headset to listen to the audio portion of the class, select “Headset” mode. Click “Finish” when
all of your audio settings are properly adjusted. You are now in the virtual classroom and ready to
participate once class begins.
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What is CREATE 21®?
CREATE 21 (Career Real Estate Agent Training and Education) is an agent fundamentals
course that brings together the best of instructor-led and self-paced learning. The program was
built on the principles that students learn best when:
a)
b)
c)
d)
e)
they have easy access to the learning environment,
they can fit class participation into their busy schedules,
they learn skills in small steps, over time, which build upon each other,
they have an opportunity to practice new skills in the classroom,
they have a chance to practice the new skills to proficiency IMMEDIATELY in real life
situations.
Let’s take a look at how CREATE 21 accomplishes each of these.
Easy access to the learning environment – CREATE 21 uses the power of the Internet as a
means to reach many students across wide, geographical distances. Students from coast to
coast (and overseas) participate in 12 live classes where a CENTURY 21® National Instructor
guides them through lectures, group discussions, role-playing exercises and breakout room
assignments. A basic Internet connection is all a student needs in order to log into a class.
Although dialup connections work well, a high-speed connection such as cable, DSL or T-1 will
provide the smoothest, most effective experience. Computer hardware requirements are
minimal and can be found on page 9 of this book.
Historically, new agents in non-metropolitan areas were forced to either travel extensively to get
to a class or simply wait for an instructor to come to their area of the country. Easy access to
the virtual classroom eliminates both of these dilemmas. Plus, at least two new CREATE 21
classes begins each and every Tuesday, eliminating the need for any new agent to have to wait
longer than one week before receiving high quality, award winning training!
Fitting class participation into busy schedules – Most students agree that spending three to
four days away from their customers and clients can be frustrating, impractical and even
damaging to their business. When faced with the prospect of missed appointments and
disappointed clients, any good agent would likely opt out of going to class. The delivery model
for CREATE 21 takes this into consideration. Students are engaged in class sessions that are
never scheduled to last longer than two hours. This enables them to plan classroom time as if it
were any other business appointment. We encourage agents to schedule their CREATE 21
classes in their contact manager or other scheduling devices. The short class times help them
learn master time management skills and increase their likelihood of completing the full
program.
Learning skills in small steps, over time, is more effective – In the world of training and
development, this is known as “incremental learning.” Loosely translated, this means learning
skills in small steps (increments) that build upon each other. For years, trainers have been
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guilty of cramming as much information as they possibly could into short-term, high-intensity
programs. Most of them figured they’d give you as much “bang for the buck” as possible. What
they didn’t realize is that students tend to remember about nine percent of what is taught in that
type of setting.
CREATE 21® uses the incremental learning approach by teaching basic skills at the beginning
of the program and tackling more complex ones later on. Homework assignments provide
excellent opportunities for agents to try out their newly acquired skills and then discuss their
experiences with the class when they return the following day. The role of the broker or
manager is critical in this process. By helping your new agent to “localize” the skills that he or
she has learned, you help him or her to become more accustomed to your specific market
territory, policies, procedures and regulatory issues. Expect your CREATE 21 student to come
to you in search of information and with questions that only you, his or her broker, could answer.
Practicing new skills in the classroom – Many of us weren’t afforded the opportunity to try out
our new real estate skills in the safety of a classroom. We earned our license and hit the ground
running… and in some cases, we simply hit the ground! Skill practice and having the
opportunity to observe behavioral models are both integral parts of all good learning
experiences – and both are included in CREATE 21.
Skill practice happens in a variety of ways. For example, the virtual classroom offers the
instructor the ability to send two or more students to “breakout rooms.” In these virtual sidebars,
students have the opportunity to practice scripts with each other, role-play, or simply brainstorm
ideas. During the breakout, students can take notes on a whiteboard and, once the breakout
exercise is complete, the whiteboard notes can be transported back into the larger classroom for
discussion.
Behavior modeling, or “watching someone else do it,” is accomplished via nine separate video
presentations that help new agents visualize and hear what it’s like to knock on the door of a
FSBO – or handle the objections of an expired. There’s even a full video presentation on how to
present the Customized Marketing System as well as 21 tips for agent safety. Students have
access to the Virtual Presentation Library (VPL) through 21 Online, which allows them the
opportunity to tailor the downloadable Customized Marketing Presentation to his or her needs.
All students receive the videos on CD-ROM as part of their course materials. Overall, CREATE
21 provides tremendous opportunity for agents to try their new skills on for size in a safe and
nurturing environment.
Immediately practicing new skills in real life – Although practicing in a classroom can be
helpful, things really come together when you have a chance to practice newly learned skills in
real life situations. Since many new agents are brand new to the industry, we’ve figured out
ways in which they can practice in real life, but still take minimal risks. For example, when
learning about competitive market analysis as a means for negotiating listing price of a home,
we have them conduct a CMA on their own home – as if they were going to price it for listing.
Also, we encourage them to try out their listing presentation on friends, family members or
anyone who they feel will give them a fair critique once they’re done. Again, this is where a
broker, manager or other mentor can be invaluable. Offer to have your agent practice his or her
listing presentation for you. This will give you terrific insight as to what he or she has learned
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and it’ll give you a chance to help insert components that are specific to your company or
market into his or her presentation.
As CREATE 21® progresses, students are expected to begin dealing with real customers and
clients. The assignments they’re given are relatively low-risk with high likelihood of success. For
example, by approaching a FSBO and offering to help them in the selling process, they’re
beginning to get over the fear of knocking on that door. By sending out “change of career”
letters to their sphere of influence, they’re taking that ever-important first step into their newly
chosen industry.
The CREATE 21 Timeline
Weeks One through Three
•
•
Class meets from Tuesday through
Friday, for two-hour sessions
Daily homework includes watching
videos contained on CD-ROM as well
as practical activities
Weeks Four through Six
• 12 self-paced computer based
training modules
• Final exam to be taken online
• Monday teleconferences with instructor and classmates to review content from computerbased training modules and production/activity
Note: At least two new CREATE 21 classes start every Tuesday
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Using the Local CREATE 21 Guide
Although CREATE 21® sounds like a complete solution to training new agents, there are many
things that it doesn’t do, which is why broker involvement is so important to the process. For
example, since students come from the east to the west coast, local regulations are not
covered. Each and every state deals differently with disclosure, agency, cold calling, and even
such things as signage and open houses. CENTURY 21® National Instructors advise students
to ask their broker for specific information on these kinds of topics. That’s where this guide
comes in. You can take a proactive approach by preparing to review certain localisms with
them, before they ask you.
This local training program guide follows the outline of CREATE 21 and provides a list of daily
activities or materials that you can use to follow up on each classroom experience. For each
day’s lesson, you will find the learning objectives (what the student will be able to DO as a result
of the lesson), the homework activities/assignments, and most importantly, what your
involvement should be on each particular day. Be sure to incorporate samples and materials
that are of importance directly into a binder, within each of the appropriate sections. For
example, in lessons six and seven, it would be important to insert a local contract of sale.
By combining your local mentoring activities with the expertise imparted by our National
Instructors your new agents will be high quality, top producers in no time at all!
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The Broker Audit Program
Want a Sneak Peek?
There’s a seat reserved for you. Are you wondering what your new agents are learning in
CREATE 21® that is giving them the competitive edge? We invite you to observe for yourself.
Sit in on our award-winning CREATE 21 online course by logging in to our virtual classroom.
Through our complimentary broker audit program, you can tour our cyber classrooms and see
for yourself why agents who complete CREATE 21 earn nearly 16% more in ACG than students
who’ve completed the traditional “on-site” programs of the past*. Although the audit is free, if
you would like a full set of student materials (binders, CDs, portfolio), we ask you to pay our cost
of materials, $125.00.
We may have more than 6,600 offices in 28 countries, but we’re all building on one foundation.
Join us online for FREE, by completing the form on the next page and faxing into the Learning
Support Center.
*Information derived from internal study conducted between July 2000
and July 2002, using information provided by CENTURY 21®
Franchisees.
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Timeline
Quick Reference
Lesson Titles At a Glance
WEEK ONE
•
•
•
•
Lesson 1
Lesson 2
Lesson 3
Lesson 4
“I Passed the Test, Now What Do I Do?”
“Introduction to Prospecting”
“Prospecting Expireds”
“FSBO’s and Canvassing”
•
•
•
•
Lesson 5
Lesson 6
Lesson 7
Lesson 8
“Target Marketing”
“The Listing Process: Part I”
“The Listing Process: Part II”
“Working With Buyers: Part I”
WEEK TWO
WEEK THREE
•
•
•
•
Lesson 9
Lesson 10
Lesson 11
Lesson 12
“Working With Buyers: Part II”
“Marketing You and the Brand”
“Clients For Life”
“Your Career”
Homework Assignments
Prospecting Activities – As part of their continuing professional development the student will
have homework throughout the entire CREATE 21® program. It consists of actively prospecting
for FSBO’s, expired listings, as well as prospecting and establishing a Target Market area. As
the student goes through CREATE 21, they are driven to the local MLS to gather information
that helps them understand how the MLS works and the information it provides to agents in
general.
Tools & Systems – Other areas of focus are CREST Agent and 21 Online. The student is
channeled into the various systems, tools, templates, logos, virtual library and marketing
programs at www.21Online.com, the CENTURY 21® Intranet site. By familiarizing the student
with this site they will be ready, in a short period of time, to professionally list and sell properties
using the robust tools available to them. Another action plan from the onset is for the agent to
begin developing a Sphere of Influence (SOI) list. By the end of the 3-week live training session
they will have an abundant SOI for direct mailing purposes. Also incorporated into the
homework is practicing scripts and overcoming objections which will enable them to be
confident when dealing with clients and customers.
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Homework Videos – Most days of the program, students are required to watch behavioral
models in the form of videos. The video models provide a good sample of what it “looks” and
“sounds” like when an agent is performing certain functions like prospecting by phone, calling
upon FSBOs and expireds, building a target market and even helping buyers to make a
decision. Listed below are the titles of each video scenario and the day of the program that they
are assigned. You should take some time to familiarize yourself with the videos as they can
serve as a great tool for you to use with your new agents.
WEEK ONE
• Tuesday, Day 1
• Wednesday, Day 2
• Thursday, Day 3
• Friday, Day 4
WEEK TWO
• Tuesday, Day 5
• Wednesday, Day 6
•
•
Thursday, Day 7
Friday, Day 8
WEEK THREE
• Tuesday, Day 9
•
•
•
Wednesday, Day 10
Thursday, Day 11
Friday, Day 12
“Perspectives on a Career in Real Estate”
“Prospecting Expireds”
“Working with FSBOs”
“Target Marketing”
“Saleable Listings”
“Perspectives on the Listing (Marketing) Presentation” and
“Customized Home System for Sellers”
“Incoming Calls” and “Conducting Buyer Interview”
“Safety Tips” and “Showing Properties”
“Getting Back on Track” and “Helping Your Buyers Reach a
Decision”
No video
No video
No video
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CBT HOMEWORK and
(FOLLOW-UP SESSIONS)
WEEK FOUR
Tuesday, Day 13
Wednesday, Day 14
Thursday, Day 15
Friday, Day 16
The Dos and Don’ts of Fair Housing Practices
CREST Agent (Product Overview)
List Fast, Sell Fast
Anatomy of a House:
WEEK FIVE
Tuesday, Day 17
Wednesday, Day 18
Thursday, Day 19
Friday, Day 20
eGreetings Tutorial
Send Your First Newsletter with Life@Home
Practical Real Estate Photography
Marketing on the Internet
WEEK SIX
Tuesday, Day 21
Wednesday, Day 22
Thursday, Day 23
Agent Financial Tools Tutorial
CREST Agent-Getting Started (Optional)
CREST Agent-Managing Your
Business Activities (Optional)
Follow up activities consist of predetermined telephone conferences every Monday for
the remainder of the last three weeks. The instructor facilitates the meeting and allows
the students to discuss any concerns, questions or challenges they may be experiencing
during that week. In addition, the CBT segment is discussed with the students and how
it relates to their real estate career.
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A Detailed Guide to CREATE 21®
This section of this guide will take you step by step through each day of CREATE 21.
Lesson Week, Day, and Title – this segment will help clarify which week and day each of the
lessons is conducted. For example, the lesson entitled “Working with Buyers, Part II” is
conducted during Week Three, on Tuesday. It provides a synopsis of what is covered in the
session.
Homework – as mentioned previously, the homework component of CREATE 21 is one of the
most critical parts of the equation. Having the ability to practice a new skill or simply watch a
behavior model (video) is what helps agents fully assimilate what they’ve learned. The
homework assignments take on various forms. An icon or symbol next to each assignment
helps show the student what medium the task uses. Shown below is a legend of the symbols:
¡
The assignment requires the use of a computer
The assignment requires some kind of reading
The assignment involves watching a CD ROM
Þ
The assignment uses the Internet
y
«
The agent has been told to engage in a discussion with his/her broker
The assignment involves making phone calls
Broker Participation – in this section you’ll be reminded of ways that you can help reinforce the
learning your student was exposed to in that day’s lesson.
Suggested “Local” Activities – this is the area where you can really bring the learning to a
local level. Our instructors focus on general principles as they relate to agents nationally. It’s
up to you to help your agent become accustomed to the local customs, practices, regulations,
laws, board policies and office procedures. Items such as a listing agreement/contract, a
contract of sale/offer to purchase, a listing from the MLS or other documents specific to your
local market should be collected and inserted in the appropriate section of this binder. Not
every assignment pertains specifically to the lesson in which it’s suggested, but collectively
they’ll help your agent to better learn the local territory. Again, this is an essential part of the
equation for new agent success.
“Insert the following materials in this section” – many of the lessons learned in CREATE 21
are best illustrated by sharing copies of actual documents or materials with the student. In
many of the following sections of this guide, there exists a page that instructs brokers/managers
to insert copies of various materials into the section. The easiest way to do this, is to photocopy
originals (use of originals may be appropriate for some samples), punch three holes in the left
margin, and place directly behind the sheet listing these materials. To take this a step further, it
is highly recommended that the broker/manager create a separate booklet for each student to
keep, containing all the sample documents that have been inserted into his/her broker guide.
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WEEK ONE - Tuesday
Lesson 1 “I Passed the Test, Now What Do I Do?”
The initial class is designed to allow the student to describe their personal expectations for their
career in real estate. It identifies the proper set of business tools needed to conduct business in
a professional manner and explores activities to successfully develop a personal marketing
campaign and identify people to include in their sphere of influence.
Homework:
¡
•
Enter 21 SOI names into CREST Agent
Þ
•
Visit www.21Online.com (Marketing tab)
•
View “Perspectives on a Career in Real Estate”
Broker Participation:
Follow up on the agent’s 21 names from their SOI list. Determine if they have 21 names and
who are those people included in the list (eg: former coworkers, relatives, friends, civic club
contacts, etc.).
Determine what the agent discovered in the Marketing section of 21 Online and how they may
be able to use this tool in establishing their career.
Ask the agent their thoughts on the video and what they learned from it.
Suggested “Local Assignments”
•
•
•
•
•
•
•
•
•
•
Determine the name of your current Executive Officer.
Obtain a copy of your local board’s rules and regulations.
What are the names of the staff members of your board office?
Schedule an appointment for board orientation and training.
What are the names of the current executive Board of Directors at the real estate Board
office?
How frequently do they meet and where?
What are the various board committees and their functions?
What is the name of your current State Association President?
What is the name of the current NAR President?
When/where are the upcoming conventions for NAR, your state/local realtor association
(if applicable) and the CENTURY 21 International Convention?
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WEEK ONE - Wednesday
Lesson 2: “Introduction to Prospecting”
The student will learn about the emotions experienced by the client or customer during the
buying and selling process. The differences between passive and active prospecting, and
discovering ways to use the repetitive touch when contacting a SOI or a farming area are
introduced. The student will learn how to create a customized letter using mail merge as well as
learning about the importance of diversity in real estate. The distinction of income-producing
and support activities is discussed along with the importance of professional development.
Homework:
•
•
¡
Þ
Conduct a mail merge using the career change letter developed in this lesson
Visit the following websites:
• www.diversityhotwire.com
• www.ourworld.com
• www.census.gov
• www.worldculture.com
• www.capecoralfinehomes.com
•
Preview “Expired” scripts in lesson 3
•
View “Prospecting Expireds”
Have the student account for the ongoing list from their SOI. Eventually, this list will continue to
grow during their three weeks of live training. The agent will have enough names and current
addresses to use early in their career as part of their prospecting.
Have the student discuss how diversity can enhance a career in real estate and ways in which
to incorporate diversity into their business plan.
You will also want to determine if the agent has a clear understanding of the differences
between active and passive income producing activities and how they will put it into their action
plan.
•
•
•
Visit www.realtor.org and click on Governance. Then locate and print out the National Code
of Ethics.
Visit http://factfinder.census.gov and obtain your local demographics.
Determine the population of your state/county.
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Insert the following materials into this section:
Company sample letter used for prospecting
Company samples of prospecting “leave behinds”
“No-Call Rules” if applicable
Company samples of support activities (i.e., ads, company mailing procedures/policies)
List of local foreign language newspapers to encourage diversity awareness
List of upcoming Virtual Solution Series classes (i.e., Anatomy of a House, Digital
Photography, PowerPoint) and set goals as to which classes the student should take
within a specific timeframe
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WEEK ONE - Thursday
Lesson 3 “Prospecting Expireds”
This lesson will help the student recognize sources of expired listings, explore the methods of
contact and to effectively make a presentation to an expired listing. During this lesson the
instructor utilizes “breakout sessions” placing three students in each of the “mini-classrooms.”
This allows students to practice (role-play) using the “CDDC” (Clarify, Dignify, Discuss, Close)
method of handling objections. It is designed to give the new agent confidence when talking
with a homeowner whose property has expired.
Homework:
«
•
•
Practice scripts for Expired listings
Practice the CDDC method of handling objections
•
Find five to ten expired listings using the techniques taught
•
View “Working with FSBOs”
Þ•
Visit www.21Online.com, Connections tab, and Marketing Customer Presentation, FSBO.
Discuss what the agent’s understanding is of an expired listing and the process involved when
contacting a homeowner whose listing has expired based on your office policy and local
customs.
Familiarize the agent with the MLS searches and how to use deed records and/or cross
references to get owner information. Have the agent tell you the outcome for each of the five
expired listings they contacted and any follow up action plan they have for the potential listing.
Allow them to explain to you what the process is for the CDDC method of overcoming
objections. You may want to role-play with the agent by acting as a potential seller who’s
uncomfortable with paying a full commission. Ask the agent how their role-playing went in class,
what they were comfortable with and where they feel they could use more practice.
•
•
What are the names and locations of the local nursery, grammar, middle and high
schools? Determine if any private schools are in your marketplace and where they are
located.
What is the name of the closest county college and State College, where applicable?
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Sample printout from the MLS showing expired listings (if applicable in your area)
Office procedures/philosophy when pursuing expired listings
- Phone procedures
- Office sample scripts
- Company literature appropriate for mailing to expired listings as part of follow up to
initial contact
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WEEK ONE - Friday
Lesson 4 “FSBO’s and Canvassing”
The techniques learned in Lesson 3 are reinforced by identifying sources of FSBOs, determining
their unique needs and then exploring methods of contacting the For Sale By Owner. Students
practice how to approach the FSBO and what tools are available to them, through 21Online,
when establishing rapport with the FSBO. As part of the student’s development they are
repeatedly directed to 21Online enabling them to fully learn about the tools that are available to
them in order to grow and enhance their business.
Homework:
•
Prepare a FSBO packet
y
•
Practice the FSBO presentation
Þ
•
Visit www.21Online.com, Connections and
Marketing Customer Presentations, FSBO
Encourage your agent to discuss with you the differences between the unique needs of an
owner whose listing has expired and an owner who is trying to sell their home without a
REALTOR®. Have the agent discuss what strategies, Connections and marketing
presentations they would use when trying to obtain a listing from a FSBO.
•
•
•
•
Determine the following; the nearest hospital, parks, recreation centers, health clubs and
movie theaters.
Where are the major and local airports located in your marketplace?
Determine where the landing and takeoff patterns are and if those paths are located
within your marketplace.
Build a brochure or insert that covers important facts about the general market area,
including maps that can be obtained on the Internet. Use this is as a “give away” to
FSBOs to help them sell their home.
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List of office FSBO materials and literature student can use as “leave behinds” when
prospecting FSBO’s
The FSBO brochure on 21Online
The CENTURY 21® Mortgage 4 Ways to Buy Flyer on 21Online *Also applicable for
lesson 8 Working With Buyers
A sample “FSBO packet” for use when prospecting a FSBO
Train the Trainer
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WEEK TWO - Tuesday
Lesson 5 “Target Marketing”
In this lesson, the student begins to develop a Target Market and learns the importance of
cultivating it. The instructor, with the students’ participation, explores the types of target markets
available to a REALTOR® (e.g.: geographical, occupational and social). The student is strongly
encouraged to discuss with the broker, what type of target market he/she will develop and
where it is located so as to avoid any conflict with established target markets that coworkers
may have.
Homework:
• Enter 21 more SOI names into CREST Agent
• Write an introductory letter to your target market
¡
y
Þ
•
•
Have a discussion with your broker or manager about target marketing
Determine which coworkers do target marketing; what areas they target; what the
benefits and challenges have been
•
•
Visit www.21Online.com, Connections tab, then Merrill Corp. for promotional items or visit
their website, www.deskshop.com/CENTURY21
Visit www.realtytimes.com for information on electronic newsletters
•
View “Conducting a Property Inspection”
•
Suggested reading:
o “Harvesting Your Social Farm” by Terry Sullivan
o Real Estate Prospecting for Farming Your Market” by Joyce I. Caughman
Have the agent discuss what area they would like to farm and why. If this is acceptable to you
given the makeup of your sales force, then offer to help. If it isn’t appropriate at this time,
explain why and offer to assist in helping the agent build a target market at a future time. Let
the agent discuss with you what tools (e.g.: newsletters, etc.) will be used to farm the area and
the frequency he/she will farm.
•
As a way of getting acquainted with the current inventory, have the agent determine how
many single family detached dwellings are currently listed in the MLS that are priced from:
•
•
•
$100,000-$299,999
$300,000-$499,999
$500,000-$1,000,000+
Train the Trainer
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A map consisting of your marketplace
Indications of areas within your marketplace that are not being targeted by your agents
An action plan for your new agent, so he/she can begin to target
Any company materials and literature that can be used for mailing
Any company phone scripts for target marketing
Copies of office policy, procedures and local customs when student begins to target
market
Train the Trainer
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WEEK TWO- Wednesday
Lesson 6 “The Listing Process – Part I”
The student will discover the importance of gathering accurate and pertinent information when
they are on a listing appointment, whether they are using the one-step or two-step method.
There is discussion about working with marketable listings and the value it has. The agent is
asked to do market research based on their residence starting with information gathering
through the local Multiple Listing System. During this particular session the instructor does an
exercise that allows the students to work through market evaluations, which enables the
students to understand range of values. Lastly, the students are asked to begin creating their
Portfolio for future presentations.
Homework:
¡
•
•
Complete a Competitive Market Analysis on their residence
Þ•
•
Visit www.21Online.com Marketing tab to familiarize the agent with AD/ PAC®
Online customized materials
View “Perspectives on the Listing (Marketing) Presentation”
Take this opportunity to examine the Property Inspection Worksheet each student receives in
their student manual, as well as your office policy on working with motivated homeowners with
marketable/saleable homes vs. non-saleable homes/ listings.
Discuss with the agent any facts about your company that can be included in their Portfolio.
The student is reminded in class that they should rely on the reputation and performance of the
company since they may not have enough real estate transactions and experience to include in
the Portfolio. Therefore, any information you can offer will be helpful in the building of that
important tool.
Train the Trainer
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Materials to prepare for listing appointments
Company profile
Copy of the Sellers Service Pledge
CIS (Consumer Information Statement, if applicable in your area)
Company policy statement on Agency Disclosure (if applicable in your area)
MLS agreement form
Seller Disclosure forms
Copy of a contract of sale/offer to purchase
Copy of a completed CMA
Completed sample of the Quality Service Survey
CGRN brochure
CENTURY 21® Mortgage information
AON Home Warranty application
- Upromise brochure
Train the Trainer
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WEEK TWO - Thursday
Lesson 7 “The Listing Process – Part II”
This lesson is rather lengthy because it deals with the nuances of the actual listing appointment
and practicing the consultative marketing presentation, including the 4 levels of service.
Students are introduced to the Virtual Presentation Library found on 21Online.
Guidelines for presenting the CMA are discussed in detail as well as the importance of using the
sellers net proceeds estimate sheet. The CDDC method is revisited and includes using the
“isolate” step to help overcome objections. Marketing strategies and managing uncontrollable
events are also discussed as well as the use of the SELLERS SERVICE PLEDGE® and the
marketing action list.
Prior to the conclusion of this lesson the students will learn how to write effective ads and what
the guidelines are as set forth by the FHA. Some discussion time is also spent on proper follow
up letters to the owners of the new listing as well as Just Listed and Just Sold letters that can be
used. Sample scripts as well as sample letters are supplied.
Homework:
¡
•
Þ
•
Visit www.21Online.com, Marketing tab, Virtual Presentation Library, and download the
Listing Presentation
¡
•
Customize the listing presentation with as much personalized information as you can
•
Review the SELLERS SERVICE PLEDGE®
•
•
View “Incoming Calls”
View “Conducting Buyer Interview”
To further clarify the importance of taking saleable listings, have the agent discuss the 4 levels
of service, the SELLERS SERVICE PLEDGE® and the downloadable Listing Presentation.
Have the agent download the Listing Presentation from the Virtual Presentation Library on
21Online, print it, and then review it with him or her to determine where local information could
be inserted to make the presentation more customized*.
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*NOTE: Training on how to download presentations from the Library along with basic,
intermediate and advanced PowerPoint classes are available for FREE through the CENTURY
21 Learning System® and new agents should be encouraged to participate in order to be able to
take full advantage of these free tools.
Obtain the following forms as applicable in your local area:
• Multiple listing contract
• Disclosure forms
• Listing profile sheet
• Seller’s worksheet
• Agency disclosure forms
1. Radon
2. Mold
3. Lead paint
4. Flood zone
5. Earthquake zone
6. Wildfire zone
7. Environmental hazard zone
8. Asbestos
9. Well testing
10. Septic system
11. Oil tank
As an example, complete the above gathered forms based on an office listing in the range of
$100,000-$300,000.
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Office policy for sign installation order
Office policy for presenting back-up offers
Office policy for completing addendum forms
Office policy for presenting counter offers
A list of the company’s preferred local vendors/business partners generally used by other
agents in your office
3 Real Estate attorneys
3 Title Insurance companies
3 Painters
3 General contractors
3 Home repair companies
3 Roofers
3 Home cleaning services
Discuss relocation company policy/procedures
Introduce your Relocation Manager to the student
Provide sample relocation forms
Review CGRN process for placing a referral
- go to 21Online
scroll to bottom
click CGRN button
insert user name and password
- information available by calling 888-912-2476
Free VSS on CGRN check schedules through CLS, under the View Event List
- click the CGRN folder for dates and time
Train the Trainer
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WEEK TWO – Friday
Lesson 8 “Working with Buyers – Part I”
The student gains insight into the advantages and disadvantages of working with buyers and the
potential sources for finding buyers, as well as in depth discussions on how to conduct
successful buyer interviews using the Buyer Interview Worksheet as a guide. Assistance is
given and ideas are exchanged through class participation on activities for organizing open
houses and how to ready the home for the public viewing. Safety tips are also discussed.
Homework:
¡
Þ
•
View “Showing Properties and “Play it Safe”
•
Review Buyer Interview Worksheet
•
Schedule an Open House
•
•
•
CREATE an Open House Highlight sheet
Begin tracking the rate at which you convert “Up Calls” into appointments
•
Visit www.21Online.com, CENTURY 21® Mortgage Center, create “4 Ways to Buy” flyers,
and view the Loan Status Results page
Visit www.dreampass.com
•
Allow the agent to share ideas on the value of using the Buyer Interview Worksheet and the
importance of tracking their personal conversation rate of up calls into successful buyer
appointments.
Review the SOI list to determine if they are expanding it. Help the new agent think of additional
sources of SOI names.
Also have them explain how using the “4 Ways to Buy” flyers would be beneficial to use for an
open house. Determine, if any, what open house you would want them to assist in and have
them explain to you their strategies for conducting a successful one.
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Offer to Purchase/Contract of Sale (student completes it as homework in next lesson)
Company policy on methods for accurate record keeping and its importance
A completed home inspection report
Documents associated with the loan process
– good faith estimates
– truth-in-lending
Discrimination Laws of the 7 protected classes, accessible through www.realtor.org
go to Realtor.org
insert your username and password
scroll and click on Federal Issues
scroll and click on Diversity
scroll and click Fair Housing
click Diversity/Web/Housing Declaration
Train the Trainer
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WEEK THREE – Tuesday
Lesson 9 “Working with Buyers – Part II”
As a follow up to part one of Working with Buyers, this class details identifying and showing
appropriate properties for the buyer, as well as recognizing five verbal and four non-verbal signs
of a motivated buyer. The instructor guides the class in developing the proper procedure to help
eliminate buyers’ confusion and gain the ability to identify when a buyer needs to be refocused.
In conclusion of this lesson, methods for presenting and negotiating an offer are discussed in
detail and finally the importance of establishing and maintaining detailed management records
for the life of the transaction, including working with a Closing Checklist.
Homework:
¡
•
View “Getting Back on Track” and “Helping the Buyer Reach a Decision”
•
Enter 21 SOI names into a contact management system
•
Prepare two Sample Buyer Packets
•
Review and complete a Contract of Sale and practice presenting the offer
During this review session, ask if the agent has any questions regarding writing the completion
of the contract of sale/offer to purchase or the language in the contract.
Examine the two sample buyer packets for thoroughness and accuracy.
Discuss your office policy and local customs as to procedures to be followed when preparing
and presenting a contract of sale/offer to purchase, and maintaining thorough transaction
records.
WEEK THREE – Wednesday
Train the Trainer
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Lesson 10 “Marketing You and the Brand”
This lesson provides and overview of the various award levels and the units/dollar volume
needed to achieve these goals including the Quality Service program. It also provides an
opportunity to become familiar with the many promotional features CENTURY 21 Real Estate
has to offer its system members and how it can provide the agent with programs that will
enhance their position when competing for a listing or establishing a business relationship with a
buyer.
The agent learns how to maximize utilization of CRESTAgent by discussing features such as
creating action plans for reminders and to-do tasks. Students discuss customized listing plans,
capturing and tracking leads, and creating contact records.
Finally, this segment introduces agents to free online training they can access by attending the
Virtual Solution Series (VSS) programs.
Homework:
Þ
•
•
¡
•
Visit www.21Online.com, Connections tab
List the top five Connections you would offer a FSBO, expireds and buyers
and describe the benefits of each of the five Connections you chose.
Enter 21 more SOI names into your contact management system
Have the agent discuss what VSS programs that may want to attend in the near future. Also let
them explain why they chose certain Connections programs and how they plan on incorporating
them into their discussions with FSBO’s, owners of expired listings and buyers. Discuss the
benefits of CREST Agent and how it has worked to date.
Determine the following:
•
Who are the five nearest major employers in your county and two contiguous counties?
•
Major transportation companies and their routes in your marketplace.
•
Describe the differences in topography, climate and population between the surrounding
counties.
•
Describe the major tourist/cultural attractions throughout your county and surrounding
five counties.
Train the Trainer
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Visit City/Town Hall and obtain the following:
•
Copies of zoning laws, zoning maps and building codes, and be able to describe what an
owner can do with property located in a single family detached dwelling.
•
Obtain copies of all permits for said property including building, septic and well, if
applicable in your area.
Train the Trainer
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Samples of office marketing materials
Samples of office history and statistics of your company
List of all office awards
Company policy and procedures when using disclaimers in mailings
List of community events/office events student can become involved with to begin self
promotion
Train the Trainer
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WEEK THREE – Thursday
Lesson 11 “Clients For Life”
In this section of CREATE 21®, the agent gains an understanding of the importance of
maintaining their client base. This is accomplished through having the students create a followup plan using letters designed for immediately after the closing, two weeks after the closing,
anniversaries and enrolling their clients and customers into the Preferred Client Club (PCC).
This lesson also explores how to place a referral through using the VIP® Relocation and Referral
program.
Homework:
¡
•
Enroll in the Preferred Client Club
•
Obtain a copy of House and Home Magazine
Þ
•
Revisit www.21Online.com, Connections tab
¡
•
Enter 21 SOI names into your contact management system
Use this opportunity to discuss your office policy on placing outgoing referrals.
Determine if the agent has enrolled into the PCC and discuss its benefits.
If you are using a “Local Connections” model, share these important contacts/resources with the
agent.
Also, examine the ongoing list from the SOI.
•
On a map of your marketplace and county, highlight the neighborhoods where you
will find a three bedroom, two bath single family, detached home priced from $250,00$500,000. Also highlight any flood zones, environmentally challenged land, commercial
and industrial development (proposed included), new construction sites, existing rental
apartments and condominium developments.
Determine the following locations in your marketplace and prepare a list of:
•
•
•
3 reputable real estate attorneys for recommendation
3 reputable and certified home inspection companies for recommendation
3 title insurance companies
Train the Trainer
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•
•
•
•
•
•
•
•
•
Post Office
Town Hall
Police and Fire Departments (determine if and in what towns you have a volunteer
fire/ambulance department, as well)
Dry cleaners
Florist
Pharmacy
Food stores
Houses of Worship
Shopping mall
Obtain the following from your State Dept. of Tourism and Transportation:
•
•
•
Calendar of events
Transportation brochures
Maps
Obtain the following from your local Boards of Education:
•
•
•
School calendar
Schedule of events
Statistics and school ratings
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A copy of the PCC application (Preferred Client Club)
o Have agent enroll in the PCC
A copy of At Home With CENTURY 21™
A copy of a completed Quality Service Survey
A list of your expectations of ethical and professional conduct
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WEEK THREE – Friday
Lesson 12 “Your Career”
The final lesson is dedicated to helping the new agent establish a daily action plan to help them
achieve their income goals and to set up a personalized plan for success. The instructor
performs the three-step procedure using real goal setting forms so that the individual students
can customize their forms for their market area and personal income goals. The forms allow the
agent to establish their goal, calculate prospects needed per week, calculate “people contacts”
needed per week (buyers and sellers).
Each student is also asked to set up quarterly reviews with their broker/manager to ensure that
the agent is on target in successfully reaching the goals they established.
Homework:
A final suggestion is assigned to the students:
• Practice prospecting dialogues
• Practice the CMS presentation
• Practice responding to concerns using the CDDC method
• Continue training by attending VSS and Convention
y
•
Set their goals in writing
At this point the agent should have set up a quarterly schedule with you. During these reviews
you will be able to determine if the agent is successfully keeping on track, where they can
improve and how they can continue to grow their business. Refer to the attached 90-day
performance review guide as a tool for continued development over the agent’s first three
months.
Since this is the final instructor-led session of CREATE 21®, this is a perfect time to discuss
other live, online programs available through CENTURY 21 Learning System®. Discuss the
importance of continuing participation in learning programs like the FREE Virtual Solution Series
or the various designation courses available (e.g. CRS200, Certified Finance Specialist, etc).
Remind agents that they will also find a number of outstanding learning opportunities at the
upcoming International Convention.
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CREATE 21® Delivery Examples
11) “Straight-up”
Most of the 600+ companies using CREATE 21 require their agents to enroll in and take
classes on their own. They show the agent how to enroll; they usually keep a stock of
enrollment forms available.
Some companies have added CREATE 21 to their expectation letter and make it a
requirement for the first 90 days in the business. Other companies don’t require CREATE 21 for
all agents, but make it a pre-condition for company referrals or up-desk time.
In all cases, brokers or managers need to be involved with the training. We have data that
strongly suggests that manager involvement is essential in long-term learning and significantly
increases the agent’s production.
2) Fully customized classes
Here’s an opportunity for large companies or very organized broker councils. If you can fill a
class (usually 30-50 students), we can focus that class just on your agents. We will work with
you to add in content specific to your location (company or geographic area). Since our
instructors won’t have to worry about boring students from a different area, they can take the
time to talk about agency, representation, or other local processes/structures. We’ve only done
this once before, but it was a great success. Aside from the localized content, it also provided a
great opportunity for feedback on agent performance and managers were able to jump into any
class session at will. If you’re interested in this, give us a call.
3) Do it yourself
For those of you who have trainers on staff, we can sell you our curriculum. We don’t certify
instructors any more – our philosophy is: “It’s your company – you determine who you’ll allow to
teach your agents”. You must at least register and audit CREATE 21. You can purchase a
copy of the student materials and we will send you a copy of the slides. But remember, if you
buy and use CREATE 21 locally it won’t count towards continuing education in your state.
Train the Trainer
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Your Guide to CLS - Century 21 Alliance

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