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WRIGHT STRATEGY ADVISORS
The National Settlement Services Summit
Cleveland, OhioJune 17, 2009
“To Create and Keep Customers”…
Therefore, successful companies are those who have created a CUSTOMER CENTRIC
STRATEGY to acquire and retain customers.
According to Michael Porter…
“Strategy is the creation of a unique and valuable position…by choosing what not to do….and by creating fit
among a company’s activities”
STRATEGY = Your Position in the Marketplace• Makes it easy to find you and understand your value proposition
UNIQUE = Different, Distinctive• Doing different activities or doing similar activities differently
VALUABLE = Remove Pain or Add Pleasure• Solve a problem; save time/money; address fear/greed
CHOOSE WHAT NOT TO DO = Focus and Discipline• Or be generic and try to be all things to all people
CREATE FIT = Align Company Activities• Adopt a “customer-centric” framework
COMPETITIVE ADVANTAGE = (Strategy/Position) + (Unique & Valuable) + (Choose What Not to Do) + (Customer Centric) + (Value Chain)
Customer-Centric-Social-Media
A Theory for Title Agents:
“Do Unto Realtors As They Do Unto Their
Clients”
Email Voicemail Text Message Personal Websites Personal Branding Blogsites Photos, Videos PDF’s Property Tours Face Time Always on Call Survey, Follow Up
Facebook Twitter YouTube Flickr ActiveRain RealTown Trulia Voices Zillow Conversations Realtor Blogs Cyberhomes Realtor.com Realtor.org
1. be…RELEVANT •(don’t waste my time, add value)
2. be…DIFFERENT •(be a purple cow; better price, product or service)
3. be…MEMORABLE •(by remembering what’s important to me)
4. be…SOCIAL •(don’t be conspicuous by your absence)
5. be…FOUND •(LinkedIn; Facebook; Twitter; Blogs; Website; SEO)
Can you solve a problem? Can you create an opportunity? Can you make it easier for me to do
business with you? Do you know what
makes me happy?
Everyone wants my business
Everyone offers ‘great service’
Everyone has the same ‘product & price’
Are you a ‘Purple Cow’?
What’s important to ME Forest Shadows ‘report card’
• (my production with you)
VPI birthday card • (my anniversaries)
Extra ‘touches’• (client reminders)
After service surveys• (I measure your service by
my service standards)
Get “Social” Who are you? Where are you? Who’s in your network? Who do we know in common? What’s your reputation?
Where’s your website? Be fresh and sticky Optimize: SEO Don’t be a needle / haystack
Social media platforms Your Website or iPhone app with user
tools Blog into the Realtor community Attend Realtor events Go on ‘tour’ with Realtors
Virtual - but visual - offerings of your products and services to industry partners
Mobile access to your offerings with immediate response
Establishing your company’s brand, position, and reputation in the ‘virtual’ marketplace
Creating ‘communities’ of followers: customers, partners, employees
Leveraging social media applications
Trulia; Cyber; Zillow; Yahoo; Realtor.com OCBreakingnews.com Twitter.com Slideshare.com Flickr.com Youtube.com Facebook.com Inman.com Socialmediatoday.com Ning.com
www.linkedin.com www.facebook.com www.twitter.com Jump in and get started Not just you; ‘socialize’ your
company! Appoint one staffer to spend 1 hour
each day on your social sites Experiment, have fun
