27 – The Broker Owner Experience: Our Five Aspirations

Chris has five ‘Core Aspirations’ for our company. 

  1. Be the Most Referred Real Estate Brand in the Land
  2. Keep Clients for Life
  3. Be the Only Partner our Realtors Will Ever Need 
  4. Lead in Average Agent Productivity
  5. Support the Most Profitable Broker Owners in the Industry

Aspirations #1 and 2 are prerequisites for 3, 4, and 5. But all five aspirations support and enhance the whole. Improvement in one supports improvement in all of the others.

Chris is playing a different game than the commoditized competition. We are making our own rules and establishing our own unique criteria for success. These are the outcomes that matter to us. We will measure our improvement in each aspiration over time. Our competitors will eventually have to grade themselves against the standards we set. 

The value of a franchise is in the processes we have created, documented, and made available to our broker owner partners. Process is the less sexy twin of what most people perceive as a brand. The real value of a McDonald’s franchise is in the systems, methods, and processes designed to ensure the profitability of the business. 

Anyone can make a burger, but very few can make billions of burgers at scale, and at a profit. And anyone can get licensed and sell a house or two. Creating a scalable and sustainable real estate business is not so easy. 

Selling a product or service is a transaction. Selling a process is all about transformation. We are in the transformation business. It is counterintuitive to many, but the security of working within a proven process leads to greater creativity, connections and transformation. A unique process will give you the tools you need to lead your team, your market, and our industry. 

Dan Sullivan of the Strategic Coach™ defines marketing as the systematic planning, implementing, and control of business activity to bring together buyers and sellers. And he defines an entrepreneur as a person whose primary duties are the identification of the goods and services desired by a set of consumers, as well as the marketing of those goods and services on behalf of a company.

The majority of our unique methods and processes are centered on marketing and advertising. Chris believes that to be a successful entrepreneur in any industry, one has to be a successful marketer. Marketing drives the business and consistent execution drives results. Chris views Real Estate Brands Limited. as a marketing company that just happens to work in the real estate industry.

Next week, a fireside chat about Chris’s take on the State of Our Industry

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