# Serhant Team Agent Training Guide — Condensed Reference

## Objective
Create valuable team members through culture, training, and the FKD framework.

## The Serhant Team Way
- **Initiative:** Accountable, own it, do the job. Hunt problems, deliver solutions. Follow up with urgency. No complaining, stay hungry.
- **Relentless:** Relentlessly positive, ready, quick. Work is passion, not ethic.
- **Empathy:** Loyal, kind, patient with people, impatient for results. Selling is giving. Listen to respond, not reply.
- **Respect:** Honest, authentic. "Ready, Set, GO!"

## The Team Pact
- **Responsibility:** Adhere to protocol, save docs properly, send updates weekly, attend meetings, review everything
- **Respect:** Reply same day, treat clients like family, be honest, work WITH others, never lie/steal
- **Improvement:** Try before asking, learn Excel/tools, can-do attitude

## Finder, Keeper, Doer
- **Finder:** Prospecting, pitches, sphere of influence
- **Keeper:** Financial profile, forecasting, goal setting
- **Doer:** Appointments, viewings, open houses, contracts

## The Three F's
- **Follow Up:** Until YES or obituary. Active clients daily. Long-term clients regularly.
- **Follow Through:** Do what you say. Smacking the ball is step one; follow-through directs it.
- **Follow Back:** Past clients, lost clients — relationships don't end at closing.

## 10 Tips for Success
1. Set Goals (daily, weekly, yearly — back into income target)
2. Work for Free (shadow others, learn)
3. Get Out of Comfort Zone
4. Establish Daily Routine (morning starts the night before)
5. Become an Expert (own your area)
6. Build Relationships (meet 5 new people daily, network = money)
7. Don't Get Lost in the Crowd (postcards, newsletters, follow up)
8. Understand & Adapt to Behaviours
9. Be Empathetic (listen, then respond)
10. Highlight Success (social media, tag the brand)

## Working with Buyers
- Phase 1 (Asking): Find buyers where you find friends, qualify, never meet at listing first
- Phase 2 (Guiding): Process of elimination, get feedback, make offers, love the property not the discount

## Working with Sellers
- Phase 1 (Teaching): Impression before meeting, ask right questions, present steps & expectations
- Phase 2 (Moving): War mentality, constant feedback, use comps, stay on solution side

## Win Words
Reasonable, Fair, Fair Market Value, Standard, Double Check, Normal, Comfortable, Compensation (not commission), We/Us

## Negotiation Principles
- Figure out if opponent is confrontational or collaborative
- Reciprocity: offer benefit at stalemate, ask in return
- No hostile emotions — be a shock absorber
- Let silence do the heavy lifting — person who speaks first loses
- Decoy technique, Gradual Persuasion, Splitting the Difference, Precise Numbers

## Key Scenarios
- Pricing right from start (search brackets matter)
- Price adjustments ("adjustment" not "reduction")
- Frustrated sellers (empathy + market context)
- Buyers off the fence (timeline, comfort, long-term view)
- Encouraging offers ("just a conversation starter")
- Qualifying buyers (financial position, timeline, motivation)
- Staging (presentation sells — the garnished plate analogy)

## Listing Protocol
- Phase 1: Pre-listing (pitch package, comps, book)
- Phase 2: Preparation (photography, floorplan, due diligence)
- Phase 3: Launch (portal listing, broker emails, open houses, social)
- Phase 4: Closing (gift, Just Sold postcard, deal file)