KELLERISMS
At Keller Williams, we have a language all our own. We affectionately refer to our modified words as “Kellerisms.” Below is a list of Kellerisms, along with their definitions:
Kellerisms Glossary
4-1-1
A productivity tool that drives goal setting from the desired end results to the present. "4-1-1" stands for four weeks, one month, and one year. It outlines yearly goals, then breaks them down into monthly and weekly must-do items.
8 x 8
A lead generation technique involving eight touches over eight weeks. Designed to make you the #1 person in the minds of your Met database contacts.
Above the Line
Approved expenses deducted from Market Center income before Profit Share is calculated.
ALC (Associate Leadership Council)
Top 20% producers in a Market Center who guide profitability, productivity, culture, and growth.
Allied Resources
People you help or who help you achieve business goals—often lead sources or collaborators.
Associate
A KW agent. Term reinforces their role in an interdependent business model.
Below the Line
Expenses taken out of owner profit after Profit Share is calculated.
BOLD
“Business Objective: A Life by Design.” A 7-week KW/MAPS Coaching course to fast-track professional and personal growth.
Capper
An agent who has paid their full commission cap for the year and now retains 100% of commissions.
Command
KW's proprietary tech platform with an integrated suite of tools that runs your business from a single login.
Company Dollar
The portion of commissions retained by the Market Center after agents are paid. Used to fund operations and profit.
Core Group
Influential agents at a Market Center who help with agent attraction and retention.
DAS (Director of Agent Services)
The “go-to” person for agents. Assists with onboarding, exits, and overall support.
DISC
A personality profiling system. Measures:
D: Dominant/Driver
I: Influencing/Inspiring
S: Stable/Steady
C: Compliant/Correct
DOFI (Director of First Impressions)
The voice of the Market Center. Greets guests, supports the MCA, and ensures agents get what they need.
Family Reunion
KW’s national convention held every February.
Fill the Bucket
Recognition given in Team Meetings for someone who went above and beyond.
GCI (Gross Commission Income)
Total commission dollars received by the Market Center before agent splits.
GPS (Goal, Priorities, Strategies)
A business planning tool: 1 Goal + 3 Priorities + 5 Strategies.
Growth Share
Passive income paid to KW Associates who help grow the company outside the U.S. and Canada.
Ignite
A 4-week productivity course designed to help new or stuck agents reach 16 transactions fast.
KPA (Keller Personality Assessment)
A personality assessment focusing on how people think and behave.
MAPS
Mega Achievement Productivity Systems—coaching programs including 1:1, group, and transformational coaching.
Market Center
KW’s version of an office. Reflects a focus on marketplace success, not just workspace.
MCA (Market Center Administrator)
Runs the operating systems of the Market Center.
Mega Camp
Annual training and tech conference featuring top agents, mastermind panels, and breakout sessions.
MREA (Millionaire Real Estate Agent)
Bestselling book by Gary Keller that teaches how to earn $1M annually in real estate.
MVVBP
KW’s guiding principles: Mission, Vision, Values, Beliefs, and Perspectives.
OP (Operating Principal)
Leads the business venture. Casts vision, raises capital, builds leadership.
Paid on Volume
Sales volume produced before an agent hits their commission cap.
PC (Productivity Coach)
Guides agent career growth, especially new or uncapped agents.
Profit Share
Residual income paid to associates who help grow the company in the U.S. and Canada.
RD (Regional Director)
Oversees a geographic region, awards franchises, and ensures KW systems are followed.
RED Day
"Renew, Energize, Donate"—held every second Thursday in May. Every Market Center shuts down to give back to the community.
The Model
KWRI’s blueprint for launching and profitably operating a Market Center.
TL (Team Leader)
Attracts/hire agents, supports performance and development.
Transmittal
The monthly process where the Market Center closes books and sends info to KWRI.
WI4C2TES
KW’s belief system:
W – Win-Win: or no deal
I – Integrity: do the right thing
C – Customers: always come first
C – Commitment: in all things
C – Communication: seek first to understand
C – Creativity: ideas before results
T – Teamwork: together, everyone achieves more
E – Equity: opportunities for all
S – Success: results through people
GROWTH COMMITEE RESOURCES
