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Whether you’re a seasoned real estate entrepreneur or just starting your journey, continuous learning is key to thriving in this dynamic industry. The books on this list offer a wealth of insights, from mastering the art of exceptional living and cultivating a growth mindset to building strong communities and understanding generational trends. What ties these books together is their focus on not just growing your business and wealth, but also on creating meaningful connections and adding value to the lives of others. As you look to elevate your real estate endeavors in 2024, this list of authors (some of whom are past, present, and mayyybe even future KW Family Reunion ‘25 speakers!) will inspire you to think bigger, act smarter, and build a legacy that goes beyond mere transactions!

1. The Art of Exceptional Living: Your Guide to Gaining Wealth, Enjoying Happiness, and Achieving Unstoppable Daily Progress

Jim Rohn, a renowned motivational speaker, shares his wisdom on how to live an exceptional life in this powerful and inspiring book. Rohn’s philosophy is rooted in the idea that success is a result of small, consistent actions and disciplined habits, and he provides practical advice on setting goals, managing time, and developing a winning mindset — a message driven home in nearly every book published through KellerInk. By emphasizing the importance of continuous learning and self-improvement, Rohn guides readers to make daily progress toward their dreams.

2. Worthy: How to Believe You Are Enough and Transform Your Life

In Worthy, Jamie Kern Lima reveals the incredible outcomes possible when you stop doubting your greatness and build unshakable self-worth! As the Founder of IT Cosmetics, Lima shares personal experiences and struggles she faced on the path to success. The book is a motivational guide to overcoming self-doubt, societal pressures, and internalized negativity. In this stellar read, Lima’s message is clear: You are enough, and recognizing your worth is the first step to unlocking your full potential. Lima is also the author of Believe IT, which captures her entrepreneurial journey of building a billion-dollar business from scratch and becoming L’Oréal’s first female CEO.

3. Zconomy: How Gen Z Will Change the Future of Business―and What to Do About It

Jason Dorsey explores the impact of Generation Z on the future of business in Zconomy. As an expert on generational trends, Dorsey provides insights into the behaviors, values, and expectations of Gen Z, and  how they’re shaping the marketplace, workforce, and culture. The book offers strategies for businesses to engage with Gen Z effectively, from marketing tactics to workplace dynamics. 

4. Creating Superfans: How To Turn Your Customers Into Lifelong Advocates

Brittany Hodak, a customer experience authority, shows businesses how to create loyal customers who become advocates for their brand in Creating Superfans. She emphasizes the power of delivering exceptional experiences that go beyond customer satisfaction. By fostering emotional connections and exceeding expectations, businesses can turn customers into superfans who spread the word and drive growth. his book is a practical guide for anyone looking to enhance customer loyalty and create a passionate community around their brand.

There’s no better time to set your outreach goals than the onset of a new year. This article contains the perfect mix of personal and professional content to introduce yourself and your expertise to your audience and build deeper connections with your clients. 

31 Real Estate Social Media Post Ideas for January 2025

Week 1

Jan. 1 – Happy New Year! Spread optimism through your sphere by sharing your resolutions with your followers. Whether you’re striving for a specific achievement or an aspirational word, get the engagement started by letting your clients and leads in on it. 

Jan. 2 – What else is new in 2025? Use a Home Value graphic to help your followers understand the up-to-date value of their homes. 

Jan. 3 – The programming is popping! Check in with your community’s recreation center to see what kinds of classes are being offered this season. Then ask your audience if they’re more interested in the cake-baking or the calligraphy …

Jan. 4 – Brr! It’s getting chilly out here! Share a picture of you with your favorite hot beverage to let your followers know how to get the blood pumping on a Saturday!

How Loredana Ghete Found Her Calling in Creating Millionaire Real Estate Agents

Loredana Ghete was eight years old when her home country of Romania became a democracy. The 1991 political transition from communism was accompanied by an economic recession and skyrocketing inflation. When her parents decided to start a business under the new system, Loredana recalled that they took out a business loan, only to see the interest rate balloon from an already high 35 percent to 120 percent – within six months.

Given the fluctuating economy, the way forward wasn’t easy. When her parents asked her to help them sell produce at a local market near her school, Loredana was at first embarrassed to be seen at work selling vegetables – until she had a realization: Earning her own money gave her a freedom her classmates didn’t have, and she began to take pride in her job. Looking back, she said seeing her parents find a way through seemingly insurmountable challenges taught her to take risks – and to never settle.

Starting From Zero as a Real Estate Agent 

Today, Loredana is the general manager of the KW® Georgia Legacy Group, a family of KW® market centers in Alpharetta, Peachtree Corners, and Roswell, Ga. From 2016 to 2020, Loredana worked as an assistant team leader at Keller Williams® North Atlanta, the top producing market center in the Southeast Region, where she helped the market center grow from 137 to 400 agents. As team leader from 2020 to 2024, she and her leadership team added another 300 associates, finishing out the year at a total agent count of 700.

Like all four of her siblings, she had followed her parents’ entrepreneurial path. After marrying her high school sweetheart, Mircea, at the age of 21, the couple opened an Orange Romania cell phone franchise, where Loredana guided her team in achieving their sales goals. The two also began investing in residential real estate, starting with flipping their first home. Loredana and Mircea grew their Orange franchise to 14 stores strong before deciding to sell and relocate to the U.S., a move motivated by a desire to provide their young daughter with more opportunities.

Their decision to emigrate came with major compromises. With her real estate experience and business skills, Loredana knew she wanted to become a licensed real estate agent in the States. When Keller Williams’ culture and values proved a natural fit, she signed on with KW® North Atlanta and never looked back. But with no local contacts in Atlanta, she had to start from zero.

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It’s been another year of exceptional growth and achievement for Keller Williams. As we reflect on our 2024 milestones, it’s clear that innovation, community, and culture continue to drive us forward. From groundbreaking technological advancements to worldwide expansion and the incredible impact of KW Cares, this year has proven that when we come together, anything is possible. Here’s a look back at some of the standout wins from 2024 shaping your future, our company, and the entire real estate industry.

Leading the Way in AI Integration

One of the biggest highlights of 2024 was the launch of KWIQ, our cutting-edge AI tool in Command, KW’s dedicated technology platform. With 45,000 queries by the end of October alone, KWIQ has already proven its value in making business more efficient. This achievement was further cemented when KWIQ won “Best Use of AI by a Brokerage” at Inman’s prestigious AI Awards – an industry recognition that underscores Keller Williams’ commitment to technological innovation.

But we didn’t stop there. In Command, we empowered agents with updates to the best tools in the industry, making it easier to stay ahead in an ever-changing real estate market.

Related Reading: Keller Williams Launches Gen AI-Powered Real Estate Assistant

Breaking Records with Global Expansion

Keller Williams continues to take the world by storm. As of Oct. 30, 2024, our global footprint had grown to include 59 countries. Keller Williams Worldwide welcomed The Bahamas in March and Guatemala in October, and in December, KWW will add the Cayman Islands, solidifying its position as a leading force in real estate across borders.

If you’ve ever received a handwritten letter, you know how exciting it is to open an unexpected, positive piece of mail. Sharing holiday greetings with your clients and vendors can strengthen relationships, foster loyalty, and spread goodwill with just one simple gesture. Whether sent by mail or email, a personalized note offers the perfect opportunity to connect with those you value most.

To help you get started, we’ve curated 15 holiday message templates, which you can personalize to make a lasting impact. As a Keller Williams® agent, you can enhance these greetings using KW Designs to create beautiful digital cards or printables!

14 Holiday Greeting Templates for Clients

General Holiday Greeting
Wishing you happy holidays and a joyous new year! This season I wanted to express my gratitude, especially for you. Thank you for allowing me to be your trusted [friend/coworker/real estate agent]. Sending warmest wishes for your holiday and the start of a wonderful 2025! Sending a Gift to Your Client
Happy holidays! May your home be filled with happiness and love this season! Please enjoy this small token of appreciation from my home to yours.After Receiving a Gift from Your Client
Thank you so much for the [gorgeous/delicious/delightful] gift! It’s been such a pleasure to work with you this year. Please reach out to me if there is anything I can do for you in 2025 or beyond.Highlighting a Partner Vendor
I hope all is merry and bright at the [Client last name] home this season! I wanted to make you aware of the exciting deals available from some of my favorite people to work with. [Include details of holiday special.]Greeting a Single Homeowner
May this new year bring new adventures! Whether they keep you here or take you elsewhere, please come to us for all your home needs. We’re happy to be your partner and our door is always open!Greeting a Young Couple
To [Client Name] – Happy holidays to two sweet turtledoves! Wishing you and yours a lovely season as you start to build the nest together.Greeting a Family With Children
We at Keller Williams [Market Center and/or Sales Team name] hope your home is positively brimming with happiness this season. We’re so glad to have played a part in the [Client last name] family story this year. As your family gets comfortable, please let us know if there’s anything we can do to make things cozier!Greeting a First-Time Buyer
Finally ho-ho-home! I hope your new place is treating you well this season. Thank you for allowing me to help you find your first home, and please do not hesitate to call me when you’re ready to upgrade.After Landing a Listing
Tis the season to bring your family and friends close … Maybe even closer than you think! My name is [Agent Name] at [Market Center and/or Sales Team name] and your neighbor and I are currently working on selling their home. If you have a friend or family member you’d like to keep close year-round, let’s talk! [Agent Phone Number]Warm Weather Holiday Outreach
We may not be expecting a white winter here in [Location], but you can always expect amazing service from a [Market Center and/or Sales Team name] agent. Whether you’re ready to buy or sell, you can count on us to deliver a world-class experience! While we can’t bring you snow, we can promise a 100% chance of a great experience.Cold Weather Holiday Outreach
Winter weather making you want to head south? Partnering with a [Market Center and/or Sales Team name] agent like me will allow you to get out of the cold and into a new home before you can shiver! Let’s talk. [Agent Phone Number]When You Helped Them Buy a Home
New year, new home! Congratulations on closing on your new property. I’m so happy to have been able to help you in your home-buying journey. Here’s to new beginnings in 2025!When You Helped Them Sell a Home
Out with the old and in with the new! Let’s celebrate putting a wrap on your old home. Now, onto bigger and better things! Celebrating a Vendor Partnership
I couldn’t ask for a better gift than a partnership like ours! Thank you for being a pleasure to work with and offering our clients amazing service. Here’s to a prosperous 2025! 

The last few months of the year are an invaluable opportunity to say thank you to clients, celebrate the season, and strengthen community connections. It’s an opportunity to foster trust and remind people of the value you bring as a local expert and a thoughtful resource, spurring repeated referrals and long-lasting relationships.

From client appreciation gifts and local family gatherings to VIP parties and community workshops, there are many ways to create a holiday season filled with meaningful experiences that make a lasting impact. Planning and executing these experiences takes time, which is why Charlotte Savoy and The Savoy Team at The KW® Collective market center in Maryland make it a priority to meet every November to discuss their annual event plans for the year ahead.

Charlotte Savoy’s Seven Steps to Successful Event Planning

Charlotte’s seven-step process for creating successful events helps her team execute several every single month. But, she says, if you’re not ready to build out an entire year’s worth of events, focus on the fourth quarter – and follow these seven steps that will keep you top of mind with your clients during the holiday season and beyond.

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Looking for thoughtful and memorable client gifts this holiday season? Here are some budget-friendly ideas that add a personal touch and show your appreciation in a meaningful way:

Customized Keychain
Create a personalized keychain with your client’s home address or a small engraved message.Locally Made Goods
Support local businesses and show appreciation by gifting a small jar of locally made honey or jam, or a handmade candle. Going local adds a personal touch and connects clients with their community.Home Care Kit
Assemble a simple home care package that includes useful items like mini tools, a stain remover pen, or small packs of plant seeds for spring planting.Seasonal Recipe Card Set
Print a few simple, seasonal recipes on beautiful cardstock and tie them together with a festive ribbon. You can also include a small spice jar relevant to the recipes.Customized Ornament
Give a holiday ornament featuring the year your clients bought their home, or include a simple “happy holidays” message alongside subtle business branding. Hot Cocoa Kit
Put together a DIY hot cocoa kit with mini marshmallows, cocoa powder, and a holiday-themed mug. It’s an affordable, warm, and cozy gift.Subscription Gift
Give a one-month subscription to a streaming service, magazine, or something like a wine-tasting club for a small taste of luxury that fits your budget.Reusable Tote Bag
Have a high-quality, reusable tote bag printed with a stylish design or a local motif for a practical and eco-friendly gift option.Gratitude Journal
Give an affordable gratitude journal or inspirational daily planner to prompt reflection in the new year, showing you care about your clients’ well-being beyond business.

Remember: Responsible Gift Giving Matters

Giving clients gifts during the holidays is a great way to stay in touch and say thank you for their business and referrals, but it’s important to remember this is a business relationship. Follow corporate giving best practices to make sure you’re in compliance and acting in everyone’s best interest.

Know Your Local RegulationsCompliance: Check with your state’s real estate commission and brokerage for specific guidelines or monetary limits on gifts. Some jurisdictions may have restrictions to prevent conflicts of interest.Disclosure: If necessary, disclose gifts given or received, especially in situations involving other professionals like mortgage lenders or title companies.Set a Modest BudgetAvoid Extravagance: Keep gifts modest and thoughtful rather than expensive or flashy. The goal is to express gratitude and strengthen relationships, not to give gifts that could be seen as an attempt to influence.Consistency: If you’re giving gifts to multiple clients, make sure they’re of similar value to avoid the appearance of favoritism.Make It Personal but ProfessionalTailored to the Client: Choose gifts that are meaningful to the recipient, like something related to their hobbies or interests. For example, a book for an avid reader, or a pet-friendly gift for a dog lover.Avoid Overly Personal Items: Stay clear of gifts that might feel too intimate or inappropriate for a professional relationship.Focus on Experiences and CommunityCommunity-Centric Gifts: Gifts that support local businesses or experiences, like a gift card to a popular neighborhood restaurant, can be thoughtful and reinforce your role as a community expert.Giving Back: Consider making a charitable donation in the client’s name, which not only reflects your values but also contributes positively to the community.Avoid Potential ConflictsTiming Matters: Be mindful of when you give gifts, especially if a real estate transaction is still in progress. Gifts must not be perceived as an attempt to influence decision-making.Transparency: If giving gifts to business partners or colleagues, make sure it’s done transparently and in a manner that doesn’t create an obligation or expectation.Respect Cultural SensitivitiesCultural Awareness: Be mindful of different cultural and religious beliefs, especially during the holiday season. A generic holiday greeting and a non-denominational gift are often best to avoid causing offense.Inclusivity: Consider gifts that are suitable for everyone, regardless of their cultural or religious background.Brand Your Gift TastefullySubtle Branding: If you want to brand your gift, do it subtly. A tasteful logo on a useful item like a reusable tote bag or a planner can keep your business top of mind without feeling too salesy.Respect Client PrivacyAddress Preferences: Ensure that any client information you use, such as a home address for gift delivery, is handled with care and confidentiality.Opt-Out Choice: Allow clients to opt out of receiving gifts if they prefer not to participate.

Following these best practices will help you maintain strong, ethical client relationships and uphold the integrity of your real estate practice.

How Real Estate Agent Ken Pozek’s YouTube Channel Helps His Team Succeed

It would be an understatement to say that YouTube has had an impact on Ken Pozek’s career.

With a successful real estate business running in Detroit, Mich., Ken and his wife, Holly, began thinking about opening a second location in Orlando, Fla., and making the Sunshine State their full-time home. Confident in their decision, the couple put a deposit down on a new construction house in 2016, giving themselves an eight-month window to get the new business up and running before officially making their move. Their plan was in play, but there was one big problem: Recreating what they had in Michigan was proving harder than they thought.

Back in Detroit, Ken had found success using postcard farming to build his brand. The approach took a lot of hands-on work, but it was highly effective, and it allowed him to scale back on call-based lead generation, which wasn’t his favorite way to connect with clients. Assuming he could take a similar approach In Orlando, Ken focused on paid advertising, including radio spots and Zillow leads, but he wasn’t getting the same results.

“We started spending like crazy to catch up to what we were doing in Michigan – and it failed miserably,” Ken recalled. “I was trying to build a brand overnight,” he said, which he soon realized just wasn’t possible. Ken pulled back on paid ads and went back to the basics while figuring out another way to establish his newfound brand in the Orlando market.

Before first joining Keller Williams in 2010, Ken had been working among agents who were averaging 10 to 20 home sales a year. “That was all I knew at the time, and I thought it was a huge deal,” Ken remembered. “Then somebody introduced me to Keller Williams, where it was all about leverage and teams.” He credits KW with teaching him to think bigger – and putting him on track to an average of 100 homes sales a year. His initial goal was to hit a similar number in Orlando.

With more than $1B in sales in 17 years, the co-founders of Weinberg Choi Residential in Chicago built their real estate business on relationships.

An Early Lesson in Homeownership

Native Chicagoan Tommy Choi has never taken homeownership for granted. As a young boy, Tommy’s grandfather often reminded him of one of the top reasons he immigrated to the United States from South Korea: for the opportunity to own his own home. “He wanted to put his stake in the ground,” Tommy said. “He wanted to say that this piece of Chicago, this piece of America, was his.” His grandfather impressed upon Tommy the belief that homeownership wasn’t a guarantee, but a privilege. Tommy couldn’t have guessed how this perspective would later factor into his life’s work.

A few years after graduating from college, Tommy was at a career crossroads. He was making good money, but he was miserable in his day job. His inside sales position with a tech company paid well enough for him to buy his first property – a condo where he lived with his best friend, Missouri native Josh Weinberg. Josh was working in sales for a national homebuilder, and while he liked the real estate industry, the two often commiserated about their daily grind. That’s when they started thinking about building something together.

Tommy and Josh already knew they made good business partners. Back in college, they’d created a profitable autograph sales enterprise that funded trips and parties. They harnessed the same entrepreneurial spirit to write up a new business plan, and by 2007, the friends had become licensed real estate agents. Preferring to build an independent brand, they opened Weinberg Choi Residential as a boutique brokerage and never considered joining a larger organization.

Despite their enthusiasm and dedication, Tommy and Josh got pushback from friends and family, who thought they were making a huge mistake entering the real estate industry in the middle of a downturn. However, the prevailing market conditions offered an unexpected benefit. While other companies were contracting and agents were leaving real estate, Tommy and Josh took up the slack, growing and building their network and database. “We were out there hustling, meeting people, really building relationships – which has been the foundation from day one,” Josh said.

At the outset, the partners focused on what they knew best: They concentrated their efforts on helping recent college grads find apartment rentals, realizing those renters would eventually turn into homeowners. With patience, their strategy worked, and those same clients called back when they were ready to buy. The approach resulted in year-over-year growth for the partners’ burgeoning business.

Business planning is essential for success in real estate, serving as a roadmap that can help you set clear objectives and track your progress throughout the year. It ensures you have a structured approach to achieving your goals, whether that means increasing sales, enhancing client relationships, or expanding your market reach. 

For some, a business plan may be as simple as a spreadsheet outlining key metrics and targets, while for others, it might include more comprehensive strategies, such as setting goals in KW Command or utilizing MREA models for detailed planning. Ultimately, business planning looks different for everyone, tailored to individual needs and aspirations, but the core purpose remains the same: to guide you toward a successful and fulfilling career.

As we move into the last quarter of the year, it’s the perfect time for seasoned and rookie real estate agents alike to think ahead. To help guide us through a few key areas of the business planning process, we spoke with Scott Toombs, a 19-year real estate veteran who began his career in January 2005 and quickly embraced the Keller Williams models, launching his first market center within a year. He transitioned to a regional director role in 2010 and found his true calling as a KW MAPS Coach in 2014, eventually becoming the head coach and then the director of BOLD Growth.

Below, Scott helps us outline how mindset, models, systems, structure, and more can set you up for a successful business planning process that keeps you focused on your big why and big goals year-round.

The Right Mindset

Starting with the right mindset is crucial for effective business planning. Scott emphasizes the importance of understanding your why in this industry. “It’s not just about selling a certain number of homes; it’s about what that success means for you,” he explains. Whether it’s funding your kids’ education, caring for family members, or enjoying a well-deserved vacation, as a coach, he believes finding your motivation is key.

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Whether you’re a seasoned real estate entrepreneur or just starting your journey, continuous learning is key to thriving in this dynamic industry. The books on this list offer a wealth of insights, from mastering the art of exceptional living and cultivating a growth mindset to building strong communities and understanding generational trends. What ties these books together is their focus on not just growing your business and wealth, but also on creating meaningful connections and adding value to the lives of others. As you look to elevate your real estate endeavors in 2024, this list of authors (some of whom are past, present, and mayyybe even future KW Family Reunion ‘25 speakers!) will inspire you to think bigger, act smarter, and build a legacy that goes beyond mere transactions!

1. The Art of Exceptional Living: Your Guide to Gaining Wealth, Enjoying Happiness, and Achieving Unstoppable Daily Progress

Jim Rohn, a renowned motivational speaker, shares his wisdom on how to live an exceptional life in this powerful and inspiring book. Rohn’s philosophy is rooted in the idea that success is a result of small, consistent actions and disciplined habits, and he provides practical advice on setting goals, managing time, and developing a winning mindset — a message driven home in nearly every book published through KellerInk. By emphasizing the importance of continuous learning and self-improvement, Rohn guides readers to make daily progress toward their dreams.

2. Worthy: How to Believe You Are Enough and Transform Your Life

In Worthy, Jamie Kern Lima reveals the incredible outcomes possible when you stop doubting your greatness and build unshakable self-worth! As the Founder of IT Cosmetics, Lima shares personal experiences and struggles she faced on the path to success. The book is a motivational guide to overcoming self-doubt, societal pressures, and internalized negativity. In this stellar read, Lima’s message is clear: You are enough, and recognizing your worth is the first step to unlocking your full potential. Lima is also the author of Believe IT, which captures her entrepreneurial journey of building a billion-dollar business from scratch and becoming L’Oréal’s first female CEO.

3. Zconomy: How Gen Z Will Change the Future of Business―and What to Do About It

Jason Dorsey explores the impact of Generation Z on the future of business in Zconomy. As an expert on generational trends, Dorsey provides insights into the behaviors, values, and expectations of Gen Z, and  how they’re shaping the marketplace, workforce, and culture. The book offers strategies for businesses to engage with Gen Z effectively, from marketing tactics to workplace dynamics. 

4. Creating Superfans: How To Turn Your Customers Into Lifelong Advocates

Brittany Hodak, a customer experience authority, shows businesses how to create loyal customers who become advocates for their brand in Creating Superfans. She emphasizes the power of delivering exceptional experiences that go beyond customer satisfaction. By fostering emotional connections and exceeding expectations, businesses can turn customers into superfans who spread the word and drive growth. his book is a practical guide for anyone looking to enhance customer loyalty and create a passionate community around their brand.

How the founding partners of Washington D.C.’s Coalition Properties Group built a community of real estate leaders and a culture of impact

In the fast-paced world of real estate, the importance of collaboration often gets overlooked. Yet, collaboration isn’t just a strategy for Harrison Beacher, Ryan Butler, and Keith James — the founding partners of Coalition Properties Group (Keller Williams® Capital Properties) —  it’s the bedrock of their success. With a mission centered on serving communities in the Washington D.C., Baltimore, Philadelphia, and Richmond markets, they’ve established themselves as industry leaders and secured their position as the second spotlight in our new hit series Real Estate Role Models.

Forming Strong Partnerships

The seeds of Coalition Properties Group were sown long before its official inception in 2019. Harrison and Ryan, who met as freshmen at Georgetown University in 2004, cultivated a friendship that would blossom into a formidable business partnership that now spans over 20 years. Their early bond set the stage for a collaboration that would change the trajectory of their careers.

Ryan recalls his journey into real estate with a clear vision: “I always knew I was going to be in real estate. I just didn’t know how.” Growing up in a small town in Mississippi, he first caught the real estate bug at the age of seven after a conversation with a cousin about flipping homes. Shortly after graduating from Georgetown with a computer science degree, he bought his first property — a purchase that would lead to almost a dozen personal transactions and valuable experience renovating and flipping homes. His desire to help others achieve homeownership became a driving force in his career, and by 2016, Ryan had become a licensed real estate agent.  

Harrison followed a more circuitous route. After a stint as a D.J. and bartender, he recognized his entrepreneurial spirit needed an outlet. Encouraged by a family friend, Harrison earned his real estate license in 2009. He burst onto the D.C. scene with an extensive network, a knack for nurturing relationships, and a hunger to help his friends buy and sell real estate. Harrison ended his first year in the industry with five closed deals totaling just under $1M in volume. Although he was a successful solo agent, he knew his business could benefit from better systems. He began to think about what was next. 

Ryan found himself in a similar situation. “I saw my plateau coming,” said Ryan, “and I thought, man, that’s going to be as good as I can get for a while. I knew I had to grow and develop, and I knew I wanted some friends to grow with me.”

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Real Estate Got Personal at Mega Agent Camp 2024, Where Thousands of Agents Convened for KW’s Midyear Learning Event

If you stopped by the story booth at Mega Agent Camp 2024, then you got a chance to listen in on agents from across KW talking about the different ways Keller Williams has changed their lives.

There are some amazing stories out there, like the agent from Louisiana whose market center stepped up when he needed a kidney transplant. We heard from the woman who started as an admin at her local market center while living in a shelter and in recovery from addiction, who’s now held nearly every position in her office. Then there’s the agent from Texas who at first didn’t think she belonged at MAC, until she realized it was where she needed to be to learn to think like a mega agent. Her strategy worked – and she hasn’t missed a MAC in 20 years.

As with every agent’s story, every Mega Agent Camp is unique. Here are some of our takeaways from MAC24. Have more to add? Share your thoughts in the comments below.

CEO Summit Is for Everyone

Once upon a time, CEO Summit was an invite-only affair. But in the same way that MAC is about helping you think like a mega agent – wherever you are on your real estate journey – CEO Summit helps you think like a CEO. (We even have a t-shirt for it!)

From Humble Beginnings to Leading a Multimillion-Dollar Real Estate Team, One Agent’s Commitment to Excellence Redefined Success in Saratoga Springs

In 2023, The Marchesiello Team in Saratoga Springs, N.Y., sold 143 homes representing over $60.5 million in volume. An affiliate of the Keller Williams® Capital District market center in Albany, The Marchesiello Team consistently ranks in the top one percent of all agencies regionally and nationally. But perhaps their biggest achievement is a commitment to excellence in all things – a dedication driven by Christine Marchesiello, associate broker and team lead.  

An Accidental Agent 

Christine Marchesiello ventured into real estate following a subpar FSBO experience in 2006. While selling her home, she found the lack of communication and unprofessional conduct on the part of the buyer’s agent disappointing – and inspiring. She walked away from the closing emboldened with one thought: “I can do this better.” 

It was the right time for a transition. A teacher by trade, the job prospects in her area were limited, so Christine homed in on real estate and never looked back. She got her real estate license the same week she married her husband Dominick. “It was a little bit of a crazy time,” Christine recalled.

To market her newfound agent title, Christine hosted open houses, networked, and more. She was doing all the right things, but months went by without any results. “I didn’t make a dollar for at least eight months, and I was almost ready to give up,” Christine said. Finally, she sold her first home.

As a solo agent with a local brokerage, Christine built on that first win to consistently sell around 20 homes a year. Excellence continued to motivate her every move. She focused on superior customer service, including more consistent and thorough communication. She studied the local market closely and priced her listings competitively. She offered exceptional staging and marketing. By 2010, Christine had what she calls her hockey stick moment – her business tripled and she began averaging 65 home sales a year.

This week at Mega Agent Camp in Austin, Texas, Gary Keller, the co-founder and executive chairman of Keller Williams, and Andy Florance, the co-founder and CEO of CoStar, had a candid conversation on entrepreneurship and technology.

Florance, one of the longest-serving CEOs in modern business history, reflected on his 38.5 years at the helm of CoStar. He recounted the company’s early days, combining his passion for real estate with cutting-edge technology to create one of the most influential platforms in the industry. 

“I come from a family, a real estate family,” said Florance. “Mom was a real estate agent for 50 years. My brother has been a real estate agent for 45 years, and my dad’s an architect who was doing residential and commercial. I got my real estate license in my sophomore year in college.”

The Drive Behind Decades of Leadership

Despite the challenges of leading a company for nearly four decades, Florance expressed that his drive comes from innovation and making a tangible difference in the industry. 

“If I didn’t make any money doing it, I would still come back,” said Florance, emphasizing his enduring passion for creating new products that impact the market.

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For over three decades, Keller Williams® market centers have been sharing a portion of their profits with their associates. In a milestone achievement in June 2024, KW announced the profit share program had surpassed $2 billion in total distributions since the program’s inception, doubling the distributions from $1 billion to $2 billion in just seven years. It’s a significant moment in the company’s history, underscoring Keller Williams’ commitment to treating its agents as valued stakeholders and partners, even as markets shift and consumer dynamics change.

A Model Unlike Any Other in the Real Estate Industry

The profit share program at Keller Williams is a unique initiative designed to align the interests of the company’s owners with those of its agents. Established in 1986 by Gary Keller and KW’s first Associate Leadership Council (ALC), the program officially launched in 1987, with the goal of creating a business environment where every associate has the opportunity to build wealth alongside the company’s growth.

At its core, profit share involves individual market center owners sharing their office’s monthly profits with the associates who contribute to the market center’s success. This model not only incentivizes agents to help grow their local market centers, it also rewards them with passive income. The system was designed to ensure that agents could earn residual income without diverting their focus from their core business activities, such as listing and selling real estate.

Keller Williams Profit Share at Work

When an agent joins a Keller Williams® market center, they designate a sponsor – the person who had the greatest impact on their decision to join KW. That sponsor becomes part of the new agent’s profit share tree, receiving a portion of the profits realized by the market center by virtue of the new agent’s activities. 

The doors to KW’s Mega Agent Camp 2024 will swing open on Monday, Aug. 12, welcoming in real estate agents from across the country and beyond. As the industry’s leading agent education and training event, MAC centers on mainstage conversations with more than 120 top-producing agents from across KW, who share the inside scoop on their success. With so many powerful panelists, that means there’s a lot to take in over just a few days. And because MAC won’t be returning to Austin next year, this is the summer to explore the heart of the capital city. Follow our lead to learn how to make the most of MAC24.

Take (and Share) Notes

Information saturation is real. It can be especially hard to pace yourself at a convention or conference, when speakers and panelists have so much action-oriented information to impart. Jay Papasan, KW’s vice president of strategic content and co-author of The ONE Thing, suggests using his TIPSS framework to avoid “convention letdown.”
Jay says taking notes by hand is the gold standard, but however you prefer to take down information, writing helps you synthesize what you hear and increases retention, even if you never consult your notes again.

Since you can’t be everywhere at once, it can also be helpful to partner with associates from your team or market center to share notes. If everyone chooses a different panel to cover and posts their notes on a shared drive, no one misses out. Sharing notes can lead to sharing tactics and strategies, which helps you build rapport with other agents, while also discovering aha’s you may have overlooked.

Jay recommends setting aside time after a big event to consolidate your key takeaways, and turning a long list of could-do items into a short list of action items that will make the biggest impact in your business. When you get home from MAC, time block your top priority and get started on it ASAP. By taking quick action, you’ll move past procrastination to experience a sense of progress and the satisfaction of knowing your time and money were well spent.

Feed Body and Soul

Running on empty at a big event is never a good idea, so it’s wise to plan ahead when it comes to food. This year’s CEO Summit, hosted by Gary Keller, opens MAC24 and runs from noon to 5 p.m. on Monday, Aug. 12. With five hours of can’t-miss conversation on the docket between Gary and special guests Jason Dorsey, Brittany Hodak, Shawn Stevenson, and Kindra Hall, you’ll want to go in fueled up – and bring snacks!

For first-time homebuyers, making the transition from renter to homeowner can be exciting, overwhelming, and scary all at once. Yet as Gary Keller and Jay Papasan write in the second edition of Your First Home, “Those who live the most fulfilling lives base their decisions on facts, not fears.”

Below, we’ve outlined four powerful facts from Your First Home to help move anxious homeowners toward the fulfillment and abundance Keller and Papasan nod to. When delivered with empathy, care, and your expertise – these facts can help ease fears and move clients closer to experiencing all the bounties homeownership brings.

Fear #1: “I can’t afford to buy a home now.”

Fact: Until you do the math, you don’t know what you can or can’t afford.

If you are currently paying rent, generally you can afford to buy. From a financial point of view, in the United States, the tax savings on mortgage interest alone usually make up most of the difference between your rent and mortgage payments – the tax write-offs you get at the end of year will generally help you save a lot of money. 

Additionally, depending on your credit score, you can end up affording more than you realize. Note: The credit scores used for mortgage lending tend to take on a much larger picture of your overall credit score. 

Finally, although there may be a higher initial cost to buying a house, if you’re planning on staying in one place for a few years, the equity you build can end up being a financial boon. And did you know that even if you’ve owned a home, you might still be considered a “first-time” buyer? Under many programs, the definition of a first-time homebuyer includes someone who’s never owned a home or who hasn’t owned a home in the past three years.

Gary and Jay write in Your First Home, “Markets go up and down. The reality is there’s never really a perfect market—just the market you’re dealing with when you’re buying your home.” Mirroring this quote, the market in 2024 and 2023 has given buyers challenges – and opportunities.

June is National Homeownership Month, and it’s a good time to check in on the challenges and opportunities that buyers are dealing with. To help yourself become the economist of choice for your clients, here are some key takeaways from the National Association of Realtors ® (NAR) annual Home Buyers and Sellers Report. If you want bonus points, you can also check on our recap from last year here.

First-Time Buyers

Low inventory and high interest rates have roughly stabilized, with some new construction helping ease both price points and availability. The result is more first-time buyers successfully purchased in the past year.  

First-Time Buyers Were 32 Percent of Overall Buyers in 2023, Up from 26 Percent in 2022
A glimmer of good news is that more people are entering their homeownership journey. This past year’s increase is welcome: 2022 had the lowest amount of first-time home buyers since NAR started collecting data in 1981. Still, the average for most of NAR’s records is 38 percent, so this market is still lower than historical norms.A Typical First-Time Buyer Is About the Same Age: Mid-Thirties
The average age of a first-time buyer was reported to be 35 years old, down from 36 years old last year. The combination of student loan debt and high cost of living means delaying homeownership until savings can be built up. The Pride of Homeownership Remains Strong
Over half of first-time buyers (60 percent) reported that the primary reason for purchasing a home was the desire to own a home of their own.

Repeat Buyers

In 2023, there were a recorded 4.1 million home sales, which is one of the lowest numbers in recent history. This number is the same as it was in 2008, when the Great Recession, an economic downturn that began in late 2007 and lasted until 2009, was beginning to take place. Economists are projecting 4.3 million home sales in 2024, about the same as the period immediately following the recession, from 2009-2011. And, as the preceding graph illustrates, sales are trending up.

Houses Before Legal Spouses
Last year saw the lowest percentage of first-time buyers who were married couples in over ten years with only 9 percent of buyers being wed. Still, married couples accounted for the largest percentage (59 percent) of recent buyers. Single females remain strong as 19 percent of recent buyers.Continuing Presence of Multi-Generational Housing
As the cost-of-living increases with inflation, many families are finding buying power and stability in purchasing homes beyond immediate families. Fourteen percent of home buyers purchased a multi-generational home, planning to take care of aging parents and children while pooling resources. This number has held steady from last year.

For home buyers wading into the changing market tides and making moves, some interesting trends emerged:

Each year on the second Thursday of May, the Keller Williams headquarters in Austin, Texas, goes quiet. So do KW market centers across the country and around the globe. Instead of booting up their work computers, you’ll find thousands of KW associates starting the day in work boots and gloves. From Canada to Paraguay and Spain to Japan, this day is set aside to step away from the office and go RED – Renew, Energize, and Donate within our communities.

A tradition since 2009, RED Day is an opportunity for KW market centers to host community-based activities and fundraisers that unite their people around a shared purpose. Over the years, associates have joined together to build homes, plant gardens, distribute food, clean up parks, support animal shelters, and more. With an average market center size of more than 200 agents, that makes for a massive impact on a global scale.

Connecting Through Service

The KW Fresno market center in California has been taking part in RED Day since its inception. Over the past 16 years, they’ve helped more than a dozen organizations, turning to their agents to provide recommendations that align with their individual interests and concerns. This year, the team volunteered with Live Again Fresno, an organization that works with families living in motels along Parkway Drive.

The group’s RED Day activities bring together as many as 200 agents, and KW Fresno Team Leader Joanna Odabashian says they’re able to accomplish in one day what would take one person years to complete. From a cultural perspective, “serving together creates a bond and feels good,” Joanna says. The work they do helps strengthen relationships among team members and within the broader community.

For RED Day 2024, KW Huntsville in Alabama focused their efforts on the Huntsville Learning Center, which provides after school and summer programs for students with limited opportunities. The office got a head start on RED Day, hosting an educational real estate symposium that doubled as a fundraiser. The high-profile event, which included Huntsville’s mayor and area business leaders, landed them a spot on the local news, and netted $5,000 for their RED Day project. Team Leader Heather Jones says fundraising exceeded their expectations, ultimately bringing in more than $10,000 in donations and funding the construction of an outdoor pavilion and educational garden.