Core Kellerisms
Terms & Definitions
ALC (Agent Leadership Council)
Top 20% of agents in a market center who help lead through decision-making and culture.
BOLD (Business Objective: Life by Design)
Transformational training focused on mindset, scripts, and massive lead generation.
Cultural Ambassador
Transformational training focused on mindset, scripts, and massive lead generation.
Economic Model
One of the foundational MREA models focused on creating a profitable business.
Family Reunion
KW’s largest annual event focused on education, networking, and leadership vision.
IGNITE
KW’s foundational training program for new or restarting agents.
KW Command
KW’s proprietary business platform for CRM, marketing, transactions, and lead gen.
MREA (Millionaire Real Estate Agent)
Gary Keller’s business book outlining models for building a scalable real estate business.
Purposeful
Being intentional and focused in your actions and business building.
Six Personal Perspectives
Personal development principles to create a mindset of success.
Vision Speech
Gary Keller’s annual presentation outlining market trends and KW’s direction.
You Earn the Right
The idea that leadership and opportunity come through contribution and results.
Downline
Agents you’ve introduced to KW, who generate profit share as they succeed.
Asking Big
Setting bold, visionary goals beyond your current comfort zone.
Cap / Capping
When an agent hits their commission cap and keeps 100% of their commission for the remainder of their anniversary year.
Do the Right Thing
A core value at KW—always act with integrity.
Family Reunion
KW’s largest annual event focused on education, networking, and leadership vision.
God, Family, then Business
KW’s priority order and guiding philosophy for balanced living.
KW Cares
A nonprofit that supports KW agents and their families during times of need.
Lead with Revenue
Spend money only after earning it—another MREA principle.
Profit Share
KW’s unique wealth-building model that rewards agents for helping the company grow.
Red Day
KW’s annual day of service to give back to local communities.
Team Leader
The person who drives growth in a market center through coaching, recruiting, and leadership.
Be Learning Based
A mindset of continuous growth, development, and coachability.
Time on Task Over Time
Mastery comes from doing the right things consistently over time.
Wealth Building
A KW cultural focus on long-term income, investments, and financial freedom.
Staff Position Acronyms & Roles
Acronym, Title, & Role Description
OP
Operating Principal
Owns the market center; sets vision and ensures profitability; high-level leadership.
MCA
Market Center Administrator
CFO-equivalent; manages finances, compliance, reporting, and operations.
DD
Director of Development
Helps develop agents through coaching, training, and retention efforts.
MCTT
Market Center Tech Trainer
Trains agents on KW Command and tech tools.
ISA
Inside Sales
Associate
Makes outbound calls, nurtures leads, and sets appointments for agents or teams.
TL
Team Leader
Leads recruiting, agent support, coaching, and drives growth in the market center.
AMCA
Assistant Market Center Administrator
Supports the MCA with bookkeeping, compliance, and agent processing.
ALC
Agent Leadership Council
Top 20% producers who help guide the market center through leadership and decision-making.
DFI
Director of First Impressions
The front desk professional; first point of contact, handles communication and client relations.
DOFI
Director of First Impressions
Synonymous with DFI; front office and agent/guest support.
TLT
Team Leader in Training
An agent or admin preparing for a future Team Leader role.
Business Models & Systems
Terms and Definition
Lead Generation Model
One of the MREA models—focused on consistent lead flow through prospecting and marketing.
Organizational Model
Shows how to build a real estate business like a team or company, with roles and leverage.
KPA (Keller Personality Assessment)
KW’s proprietary personality and behavior tool used in hiring and leadership development.
GPS (Goals, Priorities, Strategies)
A business planning framework for clarity and focus.
MVP (Mission, Vision, Perspective)
Often used to reinforce alignment with KW’s culture and direction.
Budget Model
Another MREA model that outlines how to allocate business finances wisely.
Career Growth Initiative (CGI)
A tool for agents to track goals, appointments, listings, and closings to stay focused on success.
CGI Pipeline Tool
A visual tool inside Command to track deals from appointment to close.
4-1-1
A productivity tool showing weekly priorities aligned with monthly and annual goals (1 year, 1 month, 4 weeks).
Mindset, Culture & Training Phrases
Terms and Meaning
Be Learning Based
A core Kellerism—commit to continual learning and growth.
You Earn the Right
A cultural concept that positions are earned through production, contribution, and alignment.
Top 20% = Leadership Pool
KW believes in growing leaders from top-performing agents.
Downline
Agents you’ve introduced into KW and who earn you Profit Share.
Time on Task Over Time
Mastery comes from consistency and repetition.
Show Up. Be Present. Give Value
A principle often emphasized in leadership and agent growth.
Wealth Building
KW’s cultural focus on helping agents build long-term passive income through Profit Share, investments, and businesses.
Above the Line / Below the Line Thinking
Language around accountability and ownership (from BOLD and coaching).
Tech & Tools
Terms and Definition
KW Connect
Internal KW training platform with courses, videos, and community groups.
SmartPlans
Automated nurture campaigns inside Command.
Opportunities
Command’s transaction pipeline tool.
KW Command App
Mobile version of KW Command for agents on the go.
Designs
A marketing and branding tool inside Command for social media, print, and digital materials.
Twilio
Integrated texting system in Command for lead follow-up.
Events & Programs
Terms and Definition
Mega Camp
Annual KW leadership and training event focused on top producers.
Regional Rally
Periodic events for training, updates, and inspiration within KW regions.
KW MAPS Coaching
High-level coaching programs available to KW agents.
Capper Club
Recognition for agents who have capped during their anniversary year.
Training & Development Programs
Programs and Definition
Quantum Leap (QL)
A personal growth course originally created by Gary Keller, aimed at helping young adults (and now anyone) design a life with purpose, intention, and values.
BOLD (Business Objective: Life by Design)
An advanced training focused on mindset, accountability, and high-level lead generation. Includes scripts, challenges, and weekly productivity tracking.
Train the Trainer
A KW certification course that prepares leaders, instructors, and coaches to deliver KW content effectively.
Career Visioning
Teaches the hiring process within KW using the KPA (Keller Personality Assessment), behavioral interviewing, and value-based selection.
Models for Real Estate Success
Explores foundational business models from The Millionaire Real Estate Agent (MREA).
Train the Presenter
Advanced training on delivering content in a compelling, KW-aligned format for large audiences.
Shift (Market of the Moment)
Training based on Gary Keller’s book Shift—strategies for navigating changing or challenging markets.
IGNITE
A foundational training for new or rebooting agents to build daily habits, script skills, lead gen consistency, and mindset.
30-60-90
A structured onboarding and development plan for new agents, with specific goals for the first 30, 60, and 90 days to ramp up into production. Often paired with a Productivity Coach.
LEAD (Leadership Education and Development)
A program to train potential future Team Leaders and Market Center leaders in KW models and leadership standards.
Success Through Others
Training on how to lead and succeed by building an effective team, following up on Career Visioning.
Language of Sales
Focused on communication, objection handling, and scripts to convert leads into clients.
Command Your Business
Focused training on how to use KW Command to run lead gen, database, transactions, and marketing.
WI4C3TES – The Keller Williams Belief System
This acronym represents the core values and belief system that guide everything at Keller Williams. It’s not just words—it’s a cultural code of conduct for how KW associates show up in business and life.
Letter, What It Stands For, & What It Means
W
Win-Win
Or no deal
C
Customers
Always come first
C
Communication
Seek first to understand
T
Trust
Starts with honesty
I
Integrity
Do the right thing
C
Commitment
In all things
T
Teamwork
Together everyone achieves more
E
Equity
Opportunities for all
