The greatest impediments to our success are rarely the competition, but rather our own internal barriers that we create. A business of the future needs to know how it attracts its customers, how it pitches what it does (the ultimate emotional outcome it achieves for its customers) and how it delivers its services to the ultimate fulfilment of the customer's needs.
Break it down, think some simple slide decks around:
- How we prospect
- What we say in listing to win
- And how we sell properties for more, make it easy and reduce risk during a sales campaign
Teach, train, and test leads to massive success. Reduce the breadth of what you do, narrow down and do what works.
Future-focused or Drama Driven?
When a crisis happens, what happens next? Leading firms turn straight to models like denial, crisis, opportunity and planning. Models allow you to identify exactly where you are and what you need to do next. Your business is either future-focused or drama driven. Future-focused organisations cut out the politics and get on with a bigger and better future. They believe in a better tomorrow; they have flexibility and agility. Drama driven organisations lack consistency; one location does well, whilst another flounders. They haven't worked out their secret sauce, are under-capitalised or under-systemised. The culture is weak, and today's drama drives their activities. They don't pull up and work at the strategic level. They set and forget, never revisiting, never realigning, and never reinventing what they do. You have to reinvest to reinvent. Is your organisation future-focused or drama driven?
We live in a digital world. There are over 350 Proptech companies across Australia and New Zealand. Each is building a set of tech to improve the way you serve your customers fundamentally. What's critical is that we adapt and apply technology that allows us to automate and scale more of the human moments that matter. Customer experience is by design, and it's critical that you realise that today's consumer is taking experiences in other industries and expecting the real estate industry to be the same. You don't realise how good an Uber is until you jump in a taxi and have to wait for the credit card to process. Business futures have technology at the core of what they do. They make their technology decisions based on how it serves the end customer and facilities the speed of workflow for their employees. Simple is best, and it must be mobile-first; after all, we are a mobile workforce. We've always worked from home, other people's homes, taking offers, running open houses or conducting private appointments. You can manage your finances, track your health, communicate with friends and listen to music on your mobile; why can't you run your real estate practice that way?
Without the customer, there is no business. At the heart of a great business is its purpose. You exist in the world because you.... There are three customers in your world: your existing customers who love what you do, your competitor's customers who clearly see value in what they do, and then non-consumers who've not yet done a real estate transaction. Spend time with each; they'll teach you more, help you align your marketing, and define a culture that helps you attract more customers.
How do you define your culture?
Where are your blindspots?
And what are you doing about them?
Is your culture the type of culture your business needs to fulfil its potential?