Getting Started

With Your Keller Williams Technology Suite

An Introduction to The eEdge Dashboard, Database and Marketing Suite

AN INTRODUCTION TO eEDGE

eEdge (via mykw.kw.com) is your entry point to running your Real Estate Career with us at Keller Williams. Save your username and note the temporary password. . eEdge is a “sign sign on” portal that connects you do all of our products; with only one password. Let’s break down and highlight some key functions first with the help from the SLM (Scott Le Roy Marketing) team:

myKW Overview
eEdge Control Panel Overview
KWLS Introduction
100% Profile Completion
Your KW Email Addresses
Changing of eEdge Passwords
Contact & Database Intro
Groups Intro
KW App Info
Updating App Info
Update eEdge Back Office
Locating Your eEdge Website Backend
Marketing Materials Overview
Email Marketing Campaigns Overview

OTHER IMPORTANT DETAILS

EDUCATION TAB: Hovering over this label you will see two important features; KWConnect and myTracker. KWConnect is your access to thousands of videos that showcases Technology, Sale Skills and KW University level classes available online and on-demand! myTracker is where you input and manage your “Daily 10-4's”. You will learn more about the myTracker tool during your first session of Ignite. Check the Training Calendar for upcoming class times.
MARKETING TAB: Hovering over this label will provide you will Keller Williams official Logos & Graphics. Make sure you download these to your computer so that you can access them on the go for all of your marketing needs.
TECHNOLOGY TAB: An abundant resource that will provide more details on Keller Williams technology features. You can also change your @kw.com email password AND change your eEdge password here too.
PROFILE: This is where you add and connect all of your contact details; including your biography, social media platforms and more. We highly recommend that you update the “Whitepages” and “My Referrals” section (see image below). Some details be completed for you, be sure to NOT change your email address and add physical address on these two sections. The profiles help build SEO (search engine optimization) for you and your business.

WATCH: https://www.kwconnect.com/details/2-1-kw-white-pages-fill-out-your-profile

Make sure you only add the Market Center Address (935 New Loudon Road, Latham, NY 12110) and your @kw.com email address whenever your profiles or eEdge tools request, to stay compliant.
How To Get A 100% Profile Completeness Score (see below)

HowdoIgetmyProfileScoreto100.pdf

5. myMarketing (eEdge Account Settings): after clicking on the myMarketing (+) symbol you will then click on "Manage eEdge Website". This will bring you to the eEdge Website section, we will cover the eEdge Website later, but first we have to optimize your eEdge Account Settings. Click on "My Account" and than click on "Edit" on top.

Complete "Profile" Details
- See the sheet above for maximizing your Agent Profile
Complete "Marketing" Section
- Remember to stay compliant, these details generate on all of your eEdge Marketing Materials and Campaigns
Complete "Images" Section
- First two should be your headshot or approved logo
- Last one must be the KWCD Logo (when prompted search via our name "Capital District")

LET'S BREAK IT DOWN EVEN FURTHER

Even more details on how to work with your Database, especially with incoming (new) leads and how to categorize them!

myLeads

Where all leads land that are generated from your branded Mobile App and Websites. You may point leads to this system from other sources, like Zillow Premier Agent Platform, etc. This step is highly encourage because it creates a one=stop view of all incoming leads.
TIP: By reaching out to leads within 5 minutes, once they land into your database, you are 100 times more likely to close on them in a successful deal (2012 survey).
Only contacts with the status of "Lead" will show in this section, all other contacts with a different labeled status (Hot, Warm, Cold, Retry, Pending, Sold, & Trash) will be located in the myContacts section. The reason for this is because Leads are defined as those that you have not communicated with, making them more important to "touch" as quickly as possible.

Upcoming Reminders are also shown below your Leads (ordered by recently added). Reminders are your database's way of telling you your Contact's activity. This is extremely important because your contacts can sign themselves up for "Listing Criteria Alerts" which will provide them properties under their desired property features.
NOTE: Only property details from your eEdge Website contacts will showcase in the reminder section and not contacts who's account are from your Mobile App or Placester Website.
- To view Saved or Viewed Listing Details from Mobile App or Placester Website leads attend or watch:
  - Mobile App Workshop (start @35:18)
  - Beginner Website Workshop (start @49:30)

myContacts

This is where your entire contact database is held, no matter their "Status" or "Group" name. It is here where you can add, modify, and classify your contacts at any time, throughout their time in your database.

Watch: http://www.kwconnect.com/details/how-to-use-mycontacts-1 (myContacts Overview)

Watch: http://www.kwconnect.com/details/4-5-add-a-single-contact-to-your-database-1 (Adding A Contact)

Watch: http://www.kwconnect.com/details/manage-your-contacts-with-eedge (Maximizing Your Database)

IMPORTANT INFO ON STATUS & GROUPS

These are the two most important classifications in your database; due to the special link to the myMarketing section. By classifying your contacts by statues and in group(s), you can add and send out marketing emails or add them to campaigns easily.

Statuses Definitions
- Lead - a brand new individual who has created an account on either your eEdge Website, Placester Website, Mobile App, or additional non-kw lead generated account; This status is defaulted to all contacts you add individually, unless you manually change it.
- Hot - an actively signed client or a contact who has expressed interest in buying or selling real estate within 60 days.
- Warm - a contact who has expressed interest in buying or selling real estate between 61 days to 6 months.
- Cold - a contact who has expressed interest in buying or selling real estate 6+ months, your Center of Influence (COI), real estate agents, preferred vendors, and everyone else who has not given a real estate time-line.
- Retry - leads that have not replied or responded to your initial communications, through phone or email. Prompting you to add them to an automatic drip campaign ( via myMarketing (+) ). This process will not be done automatically. Figure out how many times you you intend to contact them before adding them to a campaign.
- Pending - clients that are currently under contract on a property.
- Sold - clients that have closed on their property
- Trash - contacts that have unsubscripted from your mass marketing emails. This will not delete them from your database.

GROUP DEFINITIONS

There are no defaulted groups, unlike Statuses, so you are free to create as many groups as possible (up to 50). We highly recommend creating a few foundational Groups, especially during my first year in business to help develop your contacts into an unstoppable flow of business!

Mets - contacts that you have physically met
Havent Mets - contacts that you have not physically met
COI - (also known as Center Of Influence) those people who you are most influential with and that will drive business your ways (referrals)
Family and Friends

Watch: http://www.kwconnect.com/details/4-3-create-contact-groups (Creating Groups)

Watch: http://www.kwconnect.com/details/session-2-manage-contacts-with-groups (Applying Groups)

Importing Your Contacts - add contacts at a massive scale by following the video instructions below:

Exporting Your Contacts - export your database at anytime by following the directions below:

myMarketing

No matter how much frequent and systemic lead generation is emphasized, most agents still tend to underdo it. When you market yourself and your business to your target audience, it needs to be systematized so that your audience is "touched" numerous times consistently.

You can access all of your KW marketing tools through the myMarketing (+) button, which creates a drop down where you will find the "Marketing Materials" and "Campaigns" housed. Click the first choice "Create Marketing Materials" to enter The Marketing Center.

Learn how you can use your branded Marketing Materials.

Learn how to create automatic Campaigns to add your contacts onto.

Edit any Marketing Material you wish, making it your very own or leave it as be. There are so many ways you can marketing your business; email or printed materials.

Letterhead
Greeting/Welcome Cards
Property Flyers / Brochures
Postcards
Listing / Buyer Presentations

There are over 60 Campaigns ready to be added to your contacts based on the individual or a group of contacts. Each of these 60+ campaigns are broken down into three different types:

8x8 - Everyone you know or meet (METS) goes in to an 8x8 campaign first. This cements in their mind who you are and how your business can represent them. This is 8 “touches” of MEANINGFUL contact in 8 weeks via letters, phone calls, cards, etc. Your goal is to establish yourself as the #1 real estate agent in their mind. Once completed, these contacts will be included in your on-going 33 Touch program.
33x - Ensures year-round contact with your METS group. Marketing to this group has shown to be the most cost effective form of lead generation. Time should be blocked off each week to make sure these important contacts occur. You must accept this as a crucial job in your business—your success depends on it. Frequency is key! These contacts are the heart of your business.
12 direct - This is how you work the HAVEN’T MET portion of your database. This stands for 12 touches (mailed or emailed) annually. This is a highly leveraged form of lead generation to the masses. To save time and money, it’s suggested that you plan and set up each 12-month campaign at the beginning of the year

There are multiple versions of each type including email or mail only, which allow you to customize each campaign to the target audience.

eEdge Database Quick Start Guide

DOWNLOAD & PRINT

This crucial step-by-step guide will walk you through the basics on how to optimize your eEdge Account, as a new user. Consider the Database, comprised of myLeads and myContacts as being your #1 focus. Next, once you added contacts and have a good understanding, direct your attention to the Marketing Materials and Campaigns. You will find both highlights and more in this convenient packet:

eEdge Database Guidebook (2).pdf

NEXT STEP - LEARN ABOUT THE KWLS BACK TO NEW AGENT CHECKLIST

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