Sales Fundamentals

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Sales Fundamentals

This course is part of Keller Williams Real Estate Agent Professional Certificate

Instructors: Dennis Russell

6,190 already enrolled

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7 modules

Gain insight into a topic and learn the fundamentals.

29 reviews

Beginner level

Recommended experience

Flexible schedule

3 weeks at 10 hours a week

Learn at your own pace

99%

Most learners liked this course

7 modules

Gain insight into a topic and learn the fundamentals.

29 reviews

Beginner level

Recommended experience

Flexible schedule

3 weeks at 10 hours a week

Learn at your own pace

99%

Most learners liked this course

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

21 assignments¹

AI Graded see disclaimer

Taught in English

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This course is part of the Keller Williams Real Estate Agent Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Keller Williams

There are 7 modules in this course

In the Sales Fundamentals course, you will build on and apply the previously learned concepts of lead generation and database management to obtain a deeper understanding of how real estate agents work with leads and how agents convert leads to potential, current, and future business. You will also learn how agents create a lasting client experience that fosters long-term relationships and continuously feeds new leads into their business. Additionally, you will explore the opportunity to grow a business with the rental market.

By the end of this course, you'll be able to explain how real estate agents: 1. Generate leads through a variety of methods and convert those leads to appointments. 2. Manage leads in a database. 3. Construct a customer experience centered around business growth. 4. Compose brand standards that enhance the customer experience. 5. Grow a real estate business with a variety of different referral types. 6. Leverage the business opportunities of working with rental properties and leases.

Welcome to Focus Your Lead Generation and Conversion, the first module of Sales Fundamentals. This module will build on the concepts of lead generation from the first course. You will learn more about what happens after you generate a lead, what it takes to convert a lead, and how to be purposeful about your lead generation efforts.

What's included

19 videos11 readings4 assignments2 discussion prompts

19 videosTotal 109 minutes

Introduction to Course 2- Sales Fundamentals2 minutes
Introduction to Module 1- Focus Your Lead Generation and Conversion4 minutes
Lead Generation Review8 minutes
Prospect Your Way to Profit8 minutes
Master Marketing Basics6 minutes
Method, Message, and Market7 minutes
Matchmaker- Lead Generation and Your Personality7 minutes
Hear It From The Experts- How I Lead Generate4 minutes
The Lead Conversion Process7 minutes
Step One- Capture7 minutes
Step Two- Connect8 minutes
Hear it From the Experts- Come From Curiosity and Connect with Leads3 minutes
Step Three- Cultivate7 minutes
Step Four- Close6 minutes
Lead Generation and ROI6 minutes
Lead Generation and the Rule of Four5 minutes
Level Up Your ROI with Lead Conversion5 minutes
The Impact of Lead Conversion5 minutes
Summary and Wrap-Up- Focus Your Lead Generation and Conversion5 minutes

11 readingsTotal 110 minutes

A Quick Guide to the Keller Williams Real Estate Agent Professional Certificate10 minutes
Course 2 Syllabus- Sales Fundamentals10 minutes
A Quick Guide to Lead Generation10 minutes
A Quick Guide to Lead Generation Conversations10 minutes
A Quick Guide to Step One- Capture10 minutes
A Quick Guide to Step Two- Connect10 minutes
A Quick Guide to Step Three- Cultivate10 minutes
A Quick Guide to Step Four- Close10 minutes
A Quick Guide to Lead Generation Data10 minutes
A Quick Guide to Tracking Lead Conversion10 minutes
A Quick Guide to the Impact of Lead Conversion10 minutes

4 assignmentsTotal 90 minutes

Practice Quiz- Get to Know Different Lead Generation Methods20 minutes
Practice Quiz- Convert Possible Business to Profitable Business20 minutes
Practice Quiz- Use Data to Fuel Your Lead Generation and Conversion Efforts20 minutes
Graded Quiz- Focus Your Lead Generation and Conversion30 minutes

2 discussion promptsTotal 20 minutes

Share Your What- Reflection10 minutes
Share Your How- Lead Generation10 minutes

Welcome to Maximize Your Database, the second module of Sales Fundamentals. This module will build on the concepts of building a database from the first course. You will learn more about managing your database and communicating with your database to leverage new, repeat, and referral business.

What's included

10 videos3 readings3 assignments

10 videosTotal 49 minutes

Introduction to Module 2- Maximize Your Database2 minutes
Your Database is Your Crystal Ball6 minutes
Work Your Database6 minutes
Deliver Value Through Segmenting Your Database5 minutes
Hear It From the Experts- How I Deliver Value to the Segments in My Database3 minutes
Communicate in Meaningful Ways6 minutes
Breaking it Down- Touch Campaigns6 minutes
Hear it From the Experts- Mindshare Matters4 minutes
Have Conversations that Matter7 minutes
Summary and Wrap-Up- Maximize Your Database3 minutes

3 readingsTotal 65 minutes

Practical Application- Your Sphere of Influence and Your Database45 minutes
A Quick Guide to Touch Campaigns10 minutes
A Quick Guide to Leading with Value10 minutes

3 assignmentsTotal 70 minutes

Practice Quiz- Contact and Classify20 minutes
Practice Quiz- Have Conversations That Matter20 minutes
Graded Quiz- Maximize Your Database30 minutes

Welcome to Create Clients for Life, the third module of Sales Fundamentals. In this module, you will learn about client experience and its potential to impact business. You will consider what potential client experience you would want your clients to experience when working with you. You will explore effective communication methods and how you can combine client experience with effective communication to surpass expectations before, during, and after the transaction process.

What's included

16 videos8 readings4 assignments2 discussion prompts

16 videosTotal 83 minutes

Introduction to Module 3- Create Clients for Life4 minutes
Client Experience vs Customer Service6 minutes
The Value of a Client Experience9 minutes
Hear it From The Experts- My Client Experience5 minutes
Master Communication Basics5 minutes
Set Your Expectations5 minutes
Hear it From the Experts- How I Set and Communicate Standards2 minutes
The Power of Your Words6 minutes
Ask Question to Seek Understanding5 minutes
Use Communication to Seek Agreement with Clients4 minutes
Enforce the Standards You Set6 minutes
Reflect, React, and Adapt- Measure Your Client Experience7 minutes
Surprise and Delight Your Clients Through Your Client Experience7 minutes
Hear it From the Experts- Exceeding Expectations4 minutes
Sustain the Relationships You Establish6 minutes
Summary and Wrap-Up- Create Clients for Life3 minutes

8 readingsTotal 135 minutes

A Quick Guide to the Client Experience Model10 minutes
A Quick Guide to The Value of a Client Experience10 minutes
A Quick Guide to Setting Communication Standards10 minutes
A Quick Guide to Asking Questions10 minutes
A Quick Guide to Adding a Personal Touch10 minutes
Practical Application- Developing Communication Standards45 minutes
Practical Application- When Have Your Expectations Been Surpassed?30 minutes
A Quick Guide to Client Experience10 minutes

4 assignmentsTotal 90 minutes

Practice Quiz- The Value of a Client Experience20 minutes
Practice Quiz- Set and Communicate Defining Standards20 minutes
Practice Quiz- Surpass Client Expectations20 minutes
Graded Quiz- Create Clients for Life30 minutes

2 discussion promptsTotal 20 minutes

Share Your What- A Client Experience10 minutes
Share Your How- Surpass Client Expectations10 minutes

Welcome to Construct Cohesive Branding and Marketing, the fourth module of Sales Fundamentals. In this module, you will learn about the different components that come together to make a cohesive brand. You will learn about value propositions and create your own for your potential future career in real estate. You will learn more about the impact of social media when marketing a brand.

What's included

10 videos7 readings3 assignments1 discussion prompt

10 videosTotal 45 minutes

Introduction to Module 4- Construct Cohesive Branding and Marketing3 minutes
Set Your North Star to Guide Your Value Proposition5 minutes
Value Proposition versus Unique Selling Proposition5 minutes
Define Your Value Proposition6 minutes
Hear it From the Experts- Establishing My Value Proposition3 minutes
Develop a Unique Selling Proposition6 minutes
Marketing in a Digital Era4 minutes
Hear it From the Experts- How I Established a Positive Social Media Presence5 minutes
Hear it From the Experts- Purposeful Posting5 minutes
Summary and Wrap-Up- Construct Cohesive Branding and Marketing4 minutes

7 readingsTotal 150 minutes

Practical Application- Set Your North Star90 minutes
A Quick Guide to Defining Your Value Proposition10 minutes
A Quick Guide to Developing Your Unique Selling Proposition10 minutes
A Quick Guide to Cohesive Branding Best Practices10 minutes
A Quick Guide to Leveraging Social Media10 minutes
A Quick Guide to Posting on Social Media10 minutes
A Quick Guide to Additional Social Media Best Practices10 minutes

3 assignmentsTotal 70 minutes

Practice Quiz- Define Your Value20 minutes
Practice Quiz- Leverage Social Media Marketing20 minutes
Graded Quiz- Construct Cohesive Branding and Marketing30 minutes

1 discussion promptTotal 10 minutes

Share Your How- Social Media and a Real Estate Brand10 minutes

Welcome to Grow Your Business with Relationships, the fifth module of Sales Fundamentals. In this module, you will learn how establishing relationships outside of the clients in your database can help you grow your business. You will also learn about the referral opportunity and how to maintain relationships that continue to bring you referral business.

What's included

11 videos4 readings3 assignments

11 videosTotal 66 minutes

Introduction to Module 5- Grow Your Business with Relationships2 minutes
Key Relationships8 minutes
Best Practices for Key Relationships7 minutes
The Relationship Opportunity6 minutes
Grow Your Business with Client Referrals7 minutes
A Blueprint For Client Referrals9 minutes
Hear it From the Experts- Client Referrals5 minutes
Grow Your Business with Agent-to-Agent Referrals8 minutes
A Blueprint for Agent-to-Agent Referrals8 minutes
Hear it From the Experts- Agent-to-Agent Referrals3 minutes
Summary and Wrap-Up- Grow Your Business with Relationships6 minutes

4 readingsTotal 40 minutes

A Quick Guide to Key Relationships10 minutes
A Quick Guide to Building Key Relationships Using Conversations10 minutes
A Quick Guide to Asking For Client Referrals10 minutes
A Quick Guide to Asking For Agent-to-Agent Referrals10 minutes

3 assignmentsTotal 70 minutes

Practice Quiz- Establish More Than Just Client Relationships20 minutes
Practice Quiz- Grow Your Business with Referrals20 minutes
Graded Quiz- Grow Your Business with Relationships30 minutes

Welcome to Grow Your Business with the Real Opportunity, the final module of Sales Fundamentals. In this module, you will learn about the rental opportunity from two different viewpoints. First, you will learn how a real estate agent can help current homeowners rent the properties they own. Second, you will learn how a real estate agent can help people looking to rent a variety of property types. Finally, you will learn how a real estate agent can take advantage of the opportunities that come from property management.

What's included

12 videos3 readings4 assignments

12 videosTotal 67 minutes

Introduction to Module 6- Grow Your Business with the Rental Opportunity3 minutes
The Rental Opportunity with Homeowners5 minutes
The Earning Potential- Working with Homeowners8 minutes
A Real Estate Agent's Value Proposition for Homeowners6 minutes
Hear it From the Experts- Helping Homeowners in the Rental Process5 minutes
The Rental Opportunity with Renters6 minutes
The Earning Potential- Working with Renters7 minutes
A Real Estate Agent's Value Proposition for Renters7 minutes
Hear it From the Experts- How Working with Renters Impacted My Real Estate Business3 minutes
The Property Management Opportunity7 minutes
The Earning Potential- Property Management6 minutes
Hear it From the Experts- How I Grew My Business With the Help of Property Management4 minutes

3 readingsTotal 30 minutes

A Quick Guide to Creating a Value Proposition for Homeowners10 minutes
A Quick Guide to Creating a Value Proposition for Renters10 minutes
A Quick Guide to the Property Management Opportunity10 minutes

4 assignmentsTotal 90 minutes

Practice Quiz- The Rental Opportunity with Homeowners20 minutes
Practice Quiz- The Rental Opportunity with Renters20 minutes
Practice Quiz- The Property Management Opportunity20 minutes
Graded Quiz- Grow Your Business with the Rental Opportunity30 minutes

Please watch and read the review materials for Sales Fundamentals before beginning the Peer Review Project.

What's included

1 video1 reading1 peer review

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Instructors

Instructor ratings

(6 ratings)

Dennis Russell

Keller Williams

1 Course6,190 learners

Julia Lashay

Keller Williams

5 Courses55,464 learners

Offered by

Keller Williams

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Reviewed on Aug 11, 2025

Excellent content that i could use right away in my new career.

Reviewed on Jan 1, 2025

This course is so informative and I love how it is self paced!

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Very informative, I learned a lot from this course!! Thank you!

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.