BUSINESS VISION . . . IS WHERE IT ALL STARTSDirk Zeller
Being able to establish a business vision for your company separates you from the other agents who are in real estate. When building a team, you must pause and work to define your business vision. Enduring, successful people and successful companies establish their core values and core purpose. They then remain fixed on those core values and purpose throughout their business life. The changing elements are their business strategy and tactics due to the marketplace changes and competition influences.
Successful people and companies know that it is critically important to know who you are and what you stand for. In many cases, knowing who you are, as a team, will be more important than where you are going. We all will change and adapt as our world changes and adapts. This change is inevitable. The only part about change that is in question is whether it will be evolution or revolution.
Evolution is defined by Webster as: A process in which something passes by degrees to a different stage (especially a more advanced or mature stage). We want to engage in the small, gradual movement or change over a period of time. This type of change only comes from clarity of values and purpose. More effort, energy, and resources can be used to increase success, sales, and production in an evolutionary mode, rather than a revolutionary mode.
Revolution is defined by Webster as: A drastic and far-reaching change in ways of thinking and behaving. The change in revolution is more violent, sudden, and potentially damaging. The vast majority of resources will be used to keep up with the revolution at hand or trying to get out of the revolutionary process. The stress level is significantly higher, and the probability of success is much lower in revolution. By having well-defined core values and core purpose, you can avoid the forces of revolution more effectively.
There has been a prevailing thought for sometime on the value of mission statements. The thought is that you have to build a mission statement for your team. When I ask many experts why they have that view, their answers are less than stellar: “Because good companies have them”; “You just do”; “Your people need something to guide them.” There are a host of others that I have heard regularly.
I have personally coached hundreds of the most successful agents in the last fifteen years. I always ask if they have a mission statement. When they say “oh yes”, I ask them what it is. The phone always goes dead silent. Then you have this rustling of papers as they try to find the document that has their mission statement on it. Once they can’t find it, they try to recite from memory some garbled version of it.
I personally feel that mission statements have little value, and we should abolish their use. Most small business owners’ (like real estate agents) mission statements are treated as something you have to have or do, but you don’t know why you have to have it or do it. The most common practice of building a mission statement for small business owners is to scalp what they like from a large company, like Nordstrom if you have a service mentality or Nike if you like competition or Wal-Mart if you want to serve the ordinary or disadvantaged consumer.
We aren’t building it from within our own views, tenets, and principles of excellence in life and business. For most, we are building the mission statement based on what sounds good, looks good on a brochure or marketing piece, or is made up of the components that another successful company articulates in their mission statement. My best advice is to scrap the whole exercise and start focusing on what you stand for.
What do you stand for?
We can’t look for what we stand for in others. We have to discover it in ourselves. It is not outside in the world around you; it is in your inner world, in your mind and heart. In order for what you stand for to be authentic, you have to search for it. You aren’t asking yourself what you should stand for; you are asking yourself what you passionately stand for.
Let me share with you an example of what I mean. At Real Estate Champions, we stand for hard work and continuous self-improvement. We believe passionately that the quest of self-improvement, both personally and professionally, is one of the noblest callings in life. I personally toil long hours weekly in the quest of self-improvement and building tools, training systems, scripts, materials, strategies, tactics, theories, coaching – the list is endless. I spend additional hours reading, writing, praying, and listening to podcasts to keep my personal development in high gear. I have other people on my team, as well, who contribute to this effort.
There is no one in the real estate field who has produced more quality systems, tools, strategies, skill improvement, and business master systems in the last fifteen years than we have at Real Estate Champions. You can pick any name, speaker, trainer, or coach, and most are still selling the same material they were ten years ago! We have 15 distinctly different coaching programs, over fifty different training programs and audio CDs, DVD training, internet subscription-based training, and ten books written on sales success. We don’t do it because it’s good business; we create new intellectual property and deliver it in many different ways because it’s what we stand for. It is born out of my personal core values and beliefs.
We passionately believe that we need to engage in our own journey of personal self-improvement to impact the world. Once we take on that challenge, we will be able to impact the world around us.
What do you stand for?