Alaska State Fair Playbook

Updated as of November 24, 2020 1 Copyright: Cole InvestCmoepnytrsig, hIntc:.Cole Investments, Inc.

STRATEGY To build relationships and get into the flow with clients and customers by asking great questions such that KCN is top of mind when they have a referral for us, or they themselves are looking to buy or sell real estate. This is not an activity you are checking off a list. This is having meaningful conversation using the FORD technique. WHY EVENTS ARE CRITICAL TO YOUR TEAM’S SUCCESS? (Source: https://www.inman.com/2015/03/31/how-and-why-to-host-a-real-estate-event/) 1. Facetime- It gives you chance to provide value to your past clients and sphere of influence. Face time is critical for staying in that top-of mind position. 2. Support- It gives you chance to highlight a charity you care about. You can bring awareness, raise funds and use your influence to bless others. 3. Mailing lists- It gives you chance to capture email address and grow your database. 4. Agent Outreach- They help your agents. It gives you a chance to show what the company does to help agents reach their spheres creatively. 5. Personal Touch- Use video and photo to capture the event. Everyone loves a great photo of their family, and what a great excuse to write a handwritten thank-you note or post on their social media. 6. Content, Content, Content- You can do an entire online campaign around inviting people to the event or as a retrospective to it. You can write blog posts and utilize Facebook, Instagram, email and YouTube to tell the story. 7. Exposure- Your event can highlight what you are passionate about — family, the outdoors, historic preservation, fashion, etc. This is different than the charity you might highlight. This is more of a window into the lifestyles that your company serves. Serve your niche. Updated as of November 24, 2020 2 Copyright: Cole Investments, Inc.

HOW DO I ENGAGE PEOPLE TO BE MEMORABLE?? Don’t just throw an event… work the opportunity by asking lots of great questions! Remember, this IS your lead generation for the day. Ask great questions to connect with them such that when you follow up after the event, it’s not awkward. Use the FORD sandwich by asking questions around F-family, O-occupation, R-recreation, D-dreams • Learn something new about every family that comes in using the FORD sandwich to increase your flow with them and/or get into the flow with people you haven’t talked to in a while or if you don’t know the person very well, take a quick look at their social media and find something regarding their FORD to ask questions about. • What is your favorite food to eat at the Alaska State fair? • What is your favorite activity at the Alaska State fair? • Ask them if they know of anyone who we could invite next year? • Just have a conversation EXPECTED RESULTS We expected appointments and/or referrals that equal approximately 20- 25% of the people engaging in the event. Example for instance if there are 50 people through an open house, you would expect 10-13 appointments. If you have 350 people picking up pies or attending an event, you would expect 60-80 referrals. Updated as of November 24, 2020 3 Copyright: Cole Investments, Inc.

Timeline PREPARATION: 50 Days prior event Activities 45 Days prior event KCN Support will coordinate with website developer and ask to feature the event 14 Days before the to Kristancole.com website. event Remind Alaska team to start making calls with instructions on how their client Every Friday after the signs up for a Alaska State Fair event and have a meaningful conversation with email blast the client. The team didn’t wait until the day of the event to ask for A week before the fair referrals. They were letting the client know when they called them that they opens would have a gift for them when they come to the office and if they had a Wednesday (a week referral for the team. before the fair opens) KCN Support will send an email out once a week. Day when registrations end KCN Support will send an email out twice a week. Monday (week the fair KCN Support will download the form and send the list of clients who registered opens) to Alaska Team. Alaska Team will buy the state fair tickets. Day when client will pick up the ticket (any Alaska Team- Call list of clients that had signed up and remind them of AK State day after they Fair event. announce the winners) KCN Support will export the final list of clients who signed up for the event by Day after client pick end of day. Example, the registration will end on August 28th, KCN Support team up the ticket will then export the list on August 29th at 12:00 am and send the final list to Alaska Team leaders. Alaska Team- draw the winners. 6 winners of 2 tickets which is a total of 12 tickets to be given away. After identifying who the winners are, notify them thru call and email and ask them when they can stop by in the office and pick up their tickets. Alaska Team • prepare to meet and greet the clients. • Take a lot of pictures and video testimonials. • Consider serving food throughout the day. Muffins and finger pastries for breakfast, tortilla rolls filled with lunch meat and cheeses, with individual chip bags, for lunch, and then cookies in the late afternoon. Offer water and a variety of coffee, hot chocolate, hot tea, juice. The individual Keurig pods make this easy. Alaska Team • should send the photos, videos and list of clients who picked up the tickets to KCN Support team. • Send list of clients to KCN Support who needs Brivity update with current contact information and put a tag stating they came. If they gave a referral or had any conversations with staff; KCN Support will make sure these notes are added to your client’s info. KCN Support • post the photos and videos to social media pages tagging the client when possible. Updated as of November 24, 2020 4 Copyright: Cole Investments, Inc.

7 days after the event • add the clients to database and add applicable drip campaigns. • Add photos/videos on the Expansion Partner’s personal FB page and business page and tag the client. • Post on Instagram and Twitter accounts too, both to personal and business account of Expansion Partner. • On behalf of the Expansion Partner, send FB friend request to their client and ask them to like the EP's FB page and location. • Update info of clients on Brivity database. Expansion Partner will call the clients who participated to thank them and give them follow up information from any referrals they gave, and/or ask who they know right now who plans on selling or buying a home. KCN SUPPORT – 1 WEEK BEFORE THE EVENT 1. Send out an email to Alaska team a list of those who signed up for the State Fair contest. List to include names and contact info (in case they forget to come by, the agent can call them). GETTING READY THE DAY BEFORE! 1. Order the tickets a week before the drawing date. 2. Stats on the real estate market 3. Cliff notes ready on each client coming in 4. Block yourself in the office 5. Have someone on hand to take pictures and videos of you and the client. 6. Have snacks and decorations ready: coffee/juice/bread, treats, paper plates, napkins, paper cups etc. MEETING THE WINNERS – IT’S GAME DAY! SUCCESS LIST TO WIN FOR ALASKA TEAM • As you greet people to get their State Fair tickets, you may not remember everyone SOOOOOO please review the list that support sent you. Refresh your memory as to how you know them. If you don’t know them, go onto social media and see if you can find out something about them (meaning were they a buyer, seller, what/when they bought, etc) so when we greet them we will be able to make them feel like a million. This can be a huge win-win for everyone Updated as of November 24, 2020 5 Copyright: Cole Investments, Inc.

• it’s nice if you can have snacks set up in a conference room they can enjoy while you chat. Ideas good coffee, bread etc. Have a few decorations on the table. • Make sure you blocked your schedule to be in the office all day. THIS is your lead gen. This is more important than any phone call or any mailer we could ever do. Belly to belly reconnecting with our clients. It always leads to real estate so make sure you are brushed up on current stats about the market because they will ask how the market is. A great answer is; why do you • ask….the WHY will come out and then you talk about what THEY want to talk about. • Have someone ready to take candid pictures and also a picture with you, them and their lily. Also take video testimonials if anyone brings up a great story about how much they loved you as their agent. Ask them, would you mind if I took a quick video. “We were created for meaningful work and one of life’s greatest pleasure is the satisfaction of a job well done” - John Maxwell Updated as of November 24, 2020 6 Copyright: Cole Investments, Inc.

AK STATE FAIR WEBSITE Alaska State Fair dates and programs changes every year. Refer to this website: www.AlaskaStatefair.org to know when the schedule for the current year is and what programs are available for clients to enjoy! Updated as of November 24, 2020 7 Copyright: Cole Investments, Inc.

SAMPLE ALASKA STATE FAIR EMAIL Hi [Client Name!] We are giving away FREE Alaska State Fair Tickets! It's that time again! The time where friends & families band together to visit the Alaska State Fair. Whether you're in it for the concerts, rides, games, crafts or food; there is plenty of exciting activities at the fair! Your friends at The Kristan Cole Team want to send you and a friend to the Alaska State Fair. This year we're offering a pair of single day passes to six selected winners. Go to www.KristanCole.com/Alaska_State_Fair Updated as of November 24, 2020 8 Copyright: Cole Investments, Inc.

AFTER THE EVENT- FOLLOW UP ALASKA TEAM KCN SUPPORT TEAM -Send notes, pictures and videos to support -On behalf of the expansion partner send FB and let them know the name of who is in friend request to their client and ask them to like the picture/video the EP’s FB page and location. -Follow up with any promises you made -Add photos/videos on the EP’s FB page and when talking with the clients. location and tag the expansion partner and the client. Add to Instagram and twitter. -Update contact info of client on Brivity. Add “AK State Fair (year)” tag, update phone number or email address of client, update status or put tag to those clients who have plans in selling or buying soon. “Achievers always work from a clear sense of priority” - Gary Keller Updated as of November 24, 2020 9 Copyright: Cole Investments, Inc.

AK State Fair Winners Updated as of November 24, 2020 10 Copyright: Cole Investments, Inc.