How to Turn COLD Leads HOT
w/ the James Dunn, Operations Director, the Berns Team
Turning Cold Leads HOT: Mastering the 8x8 Follow-Up System
Let’s face it—real estate isn’t just about listings and open houses. It’s about building trust, staying top of mind, and turning that “maybe” into a confident “yes.”
That’s where the 8x8 Follow-Up System comes in. Introduced in this week’s Keller Williams Pasadena training by James Dunn of The Burns Team, the 8x8 is more than a smart plan—it’s your playbook for consistency, connection, and conversion.
What Is the 8x8 System?
The 8x8 is Keller Williams’ proven method for nurturing a new contact through eight touches in eight weeks. It's your chance to show up with value, build a relationship, and earn their trust—without sounding like a pushy salesperson.
Why eight touches? Because nearly 80% of conversions happen after the 5th contact—but most agents give up after just two.
Why It Works
James Dunn said it best:
“Follow-up isn’t about asking for business—it’s about earning it.”
The 8x8 system helps you:
Make a lasting first impression
Build familiarity and trust
Stay top of mind when your client is finally ready to buy, sell, or invest
Your 8x8 Game Plan: Week-by-Week Actions
Week 1: Handwritten note or email thanking them for their time
Week 2: Text a helpful resource or article related to their interests
Week 3: Send a market update email specific to their neighborhood
Week 4: Record and send a short video message introducing yourself
Week 5: Quick check-in text asking if they have any questions
Week 6: Email a buyer or seller guide (depending on their situation)
Week 7: Deliver a small “pop-by” gift or branded token
Week 8: Invite them to coffee, a Zoom strategy session, or an in-office consultation
👉 Use KW Command to automate these touches and stay organized.
Pro Tips from James Dunn:
Consistency beats charisma: Show up reliably, not randomly
Personalization builds trust: Reference past conversations or shared interests
Ask questions: People follow those who understand their needs
Use RED Day as a soft opener! “Hey, I thought you might want to hear how we’re giving back this week…”
Next Steps
✅ Log in to KW Command and activate your 8x8 SmartPlan
✅ Add new contacts from open houses, door knocking, or networking events
✅ Join our scripts and dialogues class to sharpen how you follow up
✅ Download the 8x8 flyers and market updates at kwpasadena.com/videos
✅ Sign up for RED Day and use it as a reason to connect with your database
Ready to Take Action?
🎯 Schedule a free 1-on-1 coaching session to customize your 8x8 campaign with our leadership team.
📩 Click here to book your session with Gabe or Ken →
📅 Don’t forget to subscribe to our KW Pasadena training calendar and stay in the loop!
You have the tools. You have the talent. Now let’s follow up and finish strong.
#TurnLeadsHot #KWPasadena #8x8SmartPlan #RealEstateFollowUp #LeadConversion #REDday2025 #SmartPlanSuccess
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