THE MEANING OF OUR BRAND AND MISSION STATEMENT

Branding is everything. Think about the power of Nike, Coke, Ritz-Carlton, Southwest Airlines, McDonald's or Starbucks. Just what is it that these brands do?

They make a promise. A promise of something verifiable by the consumer during or after the purchase: quality or consistency of product, service, pleasure, cost savings or experience.
Even if the verification is entirely subjective, a meaningful brand can be verified by the consumer: Did that BMW really deliver "driving excitement" for me? Do I actually feel more like an upper-class yuppie wearing a Ralph Lauren polo shirt? The perception is certainly there.
An effective brand is one that can be differentiated, one that makes a promise over and above the baseline promise of safety, minimum quality, etc. General Mills doesn't brand its cereals as, "Not poisonous!" because that baseline promise is assumed.

For a Realtor to promise customer service, attentiveness, and expertise is to live on the baseline. Consumers assume that all Realtors deliver those things because that’s what they all say. All Realtors position themselves as the biggest or the best in their markets, so that is simply not good enough.

A living brand, a meaningful brand, is enforced. Nordstrom's brand is "unparalleled customer service." More important, they prove it every day. You can bet that Nordstrom spends millions of dollars and thousands upon thousands of man-hours every year training its sales staff, training its call center, training its people, educating them, reinforcing the brand value of customer service, thereby delivering on the brand promise of "unparalleled customer service" to consumers.

It is absolutely amazing how few real estate companies have a differentiated brand promise to begin with, and how even fewer enforce their brands.

Our brand is elite and our mission statement follows consistently: “Creating outstanding customer experiences at every point of contact.”

Our mission statement says it all. A call to the front desk, a showing, a closing, a contract negotiation or the resolution of a problem must all be handled in such a way that our client experiences a feeling that is far above the baseline.

Our business model reinforces our mission statement. Non-selling managers, well trained agents and support staff, top-notch systems and technology and hands-on leadership articulating the importance of our mission are all essential to meet our goals. That’s how we must support the brand that we market.