Your Agent Resource Hub
The Playbook.
Everything you need
to operate professionally.
You don't need to know everything. You need to know the right things — and know them well enough to serve a client with confidence from day one. That's what this is for.
Monday · 10:30am MT
Accountability Check-In
Set your week. Big rocks. Numbers. What you're committing to.
→ Join Monday Zoom
Thursday · 10:00am MT
Weekly Training
One hour. Skills, scripts, systems. Show up ready to work.
→ Join Thursday Zoom
Friday · By 5pm
Weekly Report Due
Submit your numbers by 5pm. Candice reviews and follows up with you personally by text.
→ Submit Report
The Core Six
What you need to operate professionally from day one.
These are the only six things that matter right now. Master these and you can serve any client with confidence. Everything else comes later — a client comes first.
01
The MLS
How to search, pull comps, set up auto-searches for clients, and read a listing like a professional. The MLS training video is mandatory — make it part of your daily schedule this week.
02
CTM eContracts
How to navigate CTM, write a purchase contract, and submit an offer correctly the first time. The CTM training video is mandatory — schedule it this week before you need it.
03
Showing a Home
What to do before you arrive, how to run a professional showing, and exactly what to say.
04
Market Analysis
How to run a basic CMA that gives clients the information they need to make a confident decision.
05
Client Presentations
A simple buyer consultation and listing presentation you can put together in 48 hours. No excuses.
06
KW Command
The basics you need to use Command daily — your contacts, tasks, and pipeline from day one.
Candice's Rule
The 48–72
Hour Rule.
You don't need to know everything before you get a client. You need to know enough to get in front of one — and then use the time between the call and the appointment to pull the rest together.
Stop fearing the what-ifs. They will not serve you.
Action is the answer. Every single time.
1
You get a lead or referral
Someone wants to buy or sell. Your instinct says “I'm not ready yet.” Ignore that instinct.
2
Set the appointment 48–72 hours out
Don't meet tomorrow. “I have a few things to prepare for you — can we connect Thursday?” gives you time to pull it together.
3
Use the time to prepare
Pull your CMA. Review the showing checklist. Practice the script. Come with The Playbook if you have to.
4
Show up. Do the work.
You are more prepared than you think. Confidence comes from action — not from waiting until you feel ready.
Resource Library
Every link you need. All in one place.
Organized by category. Updated as the program grows. If it's not here yet — it will be. Check back often.
KW Systems
Keller Williams Tools
KW Agent Login — agent.kw.comCommand, training, and agent resources
KW ConnectTraining, events, and company updates
KW Premier Office DirectoryWho to call for what — internally
Office Setup Guide — Day OneWi-Fi, printer, badge, supplies
Additional links added as your training progresses.
Contracts & Documents
Forms & Legal Resources
MLS & Market
MLS Access & Training
Scripts & Communication
What to Say & When
Candice's Script Philosophy
The best script is the honest one. If you don't know the answer, say it: "Great question — I don't know, but I will find out. It's exactly why I chose Keller Williams. I have an incredible team behind me with decades of experience and success." That is not weakness. That is integrity. And clients trust it.
First Call Script — Buyer LeadWhat to say when someone reaches out
First Call Script — Seller LeadSetting the listing appointment
Objection Handlers — Buyers"I'm just looking" and other common stalls
Objection Handlers — Sellers"The commission is too high" and more
Sample Buyer PresentationStudy this before your first buyer consult
Sample Listing PresentationStudy this before your first listing appt
Tools That Help
Stay connected. Work smarter.
These tools help you stay hands-on with clients and leads without draining your time. Use what works. Candice will add and update this list as she approves new tools.
Video Text
BombBomb
Record a 30-second personal video and send it as a text or email. Converts better than any cold message. Use it for follow-up after showings, after calls, after anything.
bombbomb.com →
Group Texting
SimpleTexting
For consented contacts only. Send follow-up texts to a list without doing it one by one. Great for event invites, open houses, and check-ins once you have a real database built.
simpletexting.com →
Scheduling
Calendly
Let clients book time with you without the back-and-forth. Set your available windows, share the link, and appointments show up on your calendar automatically.
calendly.com →
Boundaries & Escalation
Who to call. When to call them.
We are building resources so you can find answers yourself first. That is how you become a real business owner — you learn to think, not just ask. Use this guide before you pick up the phone.
Check Here First
MLS questionCheck The Playbook first, then MLS Help & Support
CTM questionCTM Help Center first, then your transaction coordinator
Contract questionSample contracts in The Playbook, then your broker
Tech / CommandKW Tech Support first — they are fast and excellent
Urgent client issueCandice — during business hours (9am–6pm)
Managing Broker & On-Call Protocol
Managing Broker
Chris Clonts — Managing Broker
📞 719-494-8794 ✉️ chrisclonts@kw.com
His license is on the line for your actions. Treat every transaction accordingly.
His license is on the line for your actions. Treat every transaction accordingly.
Broker On-Call Hotline
A broker is available on-call every day during business hours. After 6pm is for emergencies only. A contract that must be submitted tonight qualifies. A question about marketing does not.
✓ Emergency after 6pm: Contract must be submitted tonight and it cannot wait.
✗ Not an emergency: Questions, advice, reviews, marketing help, anything that can wait until morning.
The Rules of Professional Deadlines
If you think you might write a contract that evening — call the on-call broker during the day so they are prepared. Don't surprise them at 9pm.
Set your contract deadlines before 6pm. If a deadline is creeping toward evening, get ahead of it during the day. Don't manufacture your own emergencies by waiting.
We are teaching you to think so you can get what you want when you want it. Professionalism is part of that.
Set your contract deadlines before 6pm. If a deadline is creeping toward evening, get ahead of it during the day. Don't manufacture your own emergencies by waiting.
We are teaching you to think so you can get what you want when you want it. Professionalism is part of that.
Know Your Why
What are you actually building here?
Candice needs to know you — not your production goals. The deeper we understand what drives you, the more powerful our coaching becomes. Fill this out once, honestly. It goes directly to Candice.
These are the questions that change everything.
When Candice knows your answers, she can coach you differently. She can ask harder questions when you go quiet. She can call it by name when you start doing busy work instead of real work. She can remind you of what you said you were building — on the days you forget.
Why Keller Williams
You didn't just join a brokerage. You joined a community.
This is a great company to grow your business, learn wealth building, leverage your success, and access life-changing opportunities most agents never see. Use everything available to you. None of it works if you don't show up.
🎓
World-Class Training
KW University, MAPS Coaching, and The Playbook — all built to help you succeed faster.
💰
Wealth Building
Profit share, agent equity, and the tools to build a real financial future — not just commissions.
🤝
Real Leadership
Candice and the KW Premier team are genuinely invested in your growth. Show up and you will feel the difference.
🌎
Life-Changing Opportunities
Leverage, referral networks, teams, and a community that opens doors most agents never find.
From Candice
“A client isn't looking for perfection. They're looking for someone who shows up prepared, listens well, and genuinely cares about getting it right. You already have two of those three. The third one is what The Playbook is for.”
— Candice Ensign · KW Premier Productivity Coaching
Friday Accountability
Weekly Report
Due every Friday by 2pm. Be honest. Be specific. This is your accountability to yourself first — and to Candice second. That's how this works.
Your Metrics
Know these cold every Friday. These are the only numbers that tell the real story of your business.
1
Actions
(2-person conversations)
(2-person conversations)
2
Leads
(raised hand to buy/sell)
(raised hand to buy/sell)
3
Appointments
set
set
4
Appointments
kept
kept
5
Signed clients
(listing or buyer agr.)
(listing or buyer agr.)
6
Under
contract
contract
7
Closed
transactions
transactions
!
Actions = calls,
texts, in-person only
texts, in-person only