KWRI has created a suite of marketing materials for you to share with prospective KSCORE and KW Prep participants. Complete with social graphics and captions, talking points, and even digital fliers, you’ll be more than equipped to get the word out, influence others to get on the path to a new career, and eventually attract new talent to your market center.

Make sure to keep coming back, as this toolkit will be updated regularly with new assets! 

• Before you get started, please review the program guidelines

• Assets are categorized by program eligibility. Please ONLY use the assets relevant to your state: 

  • Prelicensing States: AL, AZ, AR, CA, CO, FL, GA, IA, IL, KY, MI, MO, NC, NV, NM, PA, SC, TN, TX, VA, WA, WI

  • KW Prep States:  AK, DE, HI, ID, IN, KS, LA, ME, MD, MA, MS, MT, NE, NH, ND, OK, RI, SD, UT, VT, DC, WV, WY

  • Continuing Education States: CT, NJ, OH, OR

• Available for all states: Career Night Toolkit

• If your market center is in Minnesota and New York, please do NOT use any of the assets below; state-specific assets will be made available to you soon.  

• To customize and download the asset, simply click on the “Customize and Download in Designs” link 

• You will be directed to the correct folder where you can customize, save and distribute assets however you please. 

• KW associates and market centers can only use KWRI-created materials within this toolkit when they promote and advertise KSCORE, due to the highly regulated nature of this offering.

• Any marketing or communication should not infer that your market center, KW, KW School of Real Estate, or KSCORE is providing the prelicensing courses – those courses are offered by a state-approved provider, Kaplan Real Estate Education.

• Any disclaimers embedded in the material must remain as written.

1. Profile prospective students. For each student, come from a marketing mindset and draw up a detailed mental profile of the person you could see entering a career in real estate. 

2. Zero in on interests. While you are not able to target demographics such as age and ZIP code, targeting your audience accurately based on interests will ensure that your ad gets in front of the right people. Focus on potential interests of prospective students such as recent graduates or those of current full-time employees in your area. 

3. Set your parameters. Think about your budget and how you will be measuring success. How much money are you willing to spend and how many leads would it take for you to deem a campaign successful? 

   1. It is advisable to start off with a smaller amount ($20-$50) per ad or boosted post while you are trying new approaches. When you refine your strategy, you can start putting more money behind each ad or boosted post to maximize your leads.  

4. Use KW approved materials and caption copy above. These are key to ensure you remain compliant. Consult your own counsel to understand all local compliance obligations.

5. Pick your initial platform. Choose the best platform to target your audience. 

   1. Facebook works for a wide variety of age groups, high school to 60-plus. 

   2. Instagram and/or TikTok are best for reaching a younger audience (millennials and Gen Z). Similar to Facebook, you can target your ideal viewer by creating lookalike audiences, defining your audience’s behaviors and activities, interests, and demographics.

6. Try new platforms. If you traditionally only advertise on Facebook, give Instagram a try and vice versa. Start small with your budget and try multiple graphics and mix/match the various copy to see which converts. 

WARNING! You must comply with the TCPA. There is no exception in the TCPA for B2B calls and texts. As always, never call/text a number on any Do Not Call list and never use an autodialer or artificial voice or prerecorded messages. Contact your attorney to ensure your compliance. 

Talking Points Guidance:

1. When speaking with others about KSCORE, any references to the prelicensing courses should include references to Kaplan Real Estate Education as the state-approved provider.

2. You should never insinuate or represent that KSCORE, KW, or your market center is providing the prelicensing and continuing education.

3. You can say: “We’ll provide you a discount code to an approved education prelicensing provider, Kaplan Real Estate Education, and the basic online course will be free.” 

For Those Who Might Be Interested in a Real Estate Career

Hi, PROSPECTIVE STUDENT. It’s YOUR NAME with Keller Williams OFFICE NAME. 

I’m calling because we’re living in a moment of unprecedented career change. Would you agree? 

If there were an online, and free to you, program that would put you on the path to being your own boss, setting your own schedule, would you be interested? 

Are you available to meet with me on a quick Zoom to talk about KSCORE?

Does [day] at [time] or [day] at [time] work better for you?