A

• Advertising: The act of promoting properties, services, or personal branding through various marketing channels to attract clients.

• ALC (Agent Leadership Council): A committee of top-producing agents in a Market Center who collaborate with leadership to make decisions and guide the office's direction.

B

• BOLD (Business Objective: A Life by Design): A KW training program designed to help agents build their businesses through mindset exercises, language techniques, and lead generation activities.

C

• Command: Keller Williams' proprietary platform for managing all aspects of an agent's business, including marketing, transactions, and client relationships.

• Contacts: A key feature within Command that serves as a database for managing clients and leads.

• CRM (Customer Relationship Management): A system for managing client interactions, tracking leads, and organizing customer data to strengthen relationships and drive sales.

• Cap: The maximum amount of company dollar an agent pays to their Market Center within a year. Once this cap is met, the agent retains 100% of their commissions for the remainder of the year.

• Circle Prospecting: A lead generation strategy where agents contact homeowners in a specific area (often around a just listed or just sold property) to inform them about market activity and offer real estate services. 

• CMA (Comparative Market Analysis): An evaluation of similar, recently sold homes in the same area used to determine a property's fair market value.

D

• DOFI (Director of First Impressions): The individual responsible for managing the front desk and creating a welcoming environment in the Market Center.

• Docusign: A digital tool for creating, signing, and managing contracts and agreements electronically, widely used in real estate transactions.

• Door Knocking: A direct marketing strategy where agents go door-to-door in a neighborhood to introduce themselves, share market information, or promote a listing. 

E

• Escrow: A financial arrangement in which a third party holds and manages funds or documents on behalf of two parties involved in a transaction, ensuring security and proper handling.

• Expireds (Expired Listings): Properties that were listed for sale but did not sell before the listing agreement expired. Agents often target expired listings by reaching out to homeowners with new strategies and solutions to relist and successfully sell their property. 

F

• Farming: A targeted lead generation strategy focusing on building relationships and expertise in a specific neighborhood or geographic area to generate consistent business. 

• FSBO (For Sale By Owner): A property listed for sale by the homeowner without the representation of a real estate agent. Agents often target FSBO sellers by demonstrating how professional expertise can help sell their home faster, for a better price, and with less hassle. 

G

• Golden Letter: A handwritten or printed letter sent to homeowners in a specific area stating that you have buyers looking to purchase in their neighborhood, encouraging them to contact you if they are considering selling. 

I

• Ignite: A KW training program aimed at new agents or those looking to boost their business, covering fundamental real estate practices and strategies.

K

• KW Cares: A charitable organization within Keller Williams that supports associates and their families during times of hardship.

• KPA (Keller Personality Assessment): A tool used to assess potential hires' personality traits to ensure the right fit for specific roles within a team.

L

• Lead Generation: The process of identifying and cultivating potential clients interested in buying, selling, or investing in real estate.

M

• MCOM (Market Center Operations Manager): The individual responsible for overseeing the financial, operational, and administrative functions of a Market Center.

• Marketing: Activities and strategies used to promote listings, attract clients, and build personal branding, including online, print, and in-person efforts.

• MLS (Multiple Listing Service): A database used by real estate agents to share property listings and access information about homes for sale.

N

• Name Riders: Small signs placed on top or below real estate yard signs that display an agent's name, phone number, or website for easy contact. 

• NAR (National Association of Realtors): A national organization that advocates for the real estate industry and sets professional standards for its members.

O

• OG (Broker): A playful term referring to a seasoned or original broker in the real estate industry.

• Open House: A scheduled time when a property for sale is open for public viewing, allowing potential buyers to tour the home without an appointment. 

• Opportunities: A feature within Command that helps agents manage transactions from lead to close.

P

• PAR (Pennsylvania Association of Realtors): A statewide organization that provides resources, education, and advocacy for Realtors in Pennsylvania.

• PC (Productivity Coach): A coach who works with agents to improve their productivity through goal setting, accountability, and skill development.

• Prospecting: The act of reaching out to potential clients, such as buyers or sellers, through calls, emails, events, or direct contact to generate new business opportunities. 

Q

• Quantum Leap: A Keller Williams training program designed to teach individuals how to think, act, and manage their lives like a millionaire through mindset shifts and personal development. 

R

• Red Day: An annual KW event where associates give back to their local communities through various service projects.

• RPR (Realtors Property Resource): A comprehensive property database provided by NAR, offering data and reports to assist Realtors in serving their clients.

S

• SmartPlans: A feature within Command that allows agents to automate follow-ups, marketing, and client communication.

• SOI (Sphere of Influence): A real estate agent's personal and professional network, including friends, family, colleagues, and acquaintances, who can provide referrals or become clients. 

T

• TL (Team Leader): The individual responsible for the growth and development of a Market Center, including recruiting agents and providing training.

W

• WI4C2TES: An acronym representing KW's belief system: Win-Win, Integrity, Customers, Commitment, Communication, Creativity, Teamwork, Trust, Equity, Success.

• Wealth Building: The process of growing financial assets and achieving financial independence, often through real estate investments, profit share, and passive income opportunities at KW. 

BONUS

• 8x8: A targeted marketing campaign designed to establish a relationship with a new lead by contacting them 8 times over 8 weeks. This can include calls, emails, handwritten notes, or marketing materials.

• 12 Direct: A long-term marketing strategy where an agent sends 12 personalized touches (e.g., postcards, emails, or newsletters) to a lead over the course of a year to maintain top-of-mind awareness.