See You at the Cheesecake Factory

While on vacation recently, my family and I were biking the beautiful trails of Beaver Creek, CO. As lunchtime approached, we began searching for a nice lunch spot. A place where we could find a nice salad, some refreshing iced tea and enough fuel to get us back to our final destination.

We rode thru a quanit mixed-use shopping center housing some trend retail stores, your corner coffee shop and a handful of restaurants - all of which would likely satisfy our hunger after two hours of biking. After skipping over three or four dining establishments, our interest was piqued by the line of people waiting outside of a normal-looking cafe. Just like that our name was on a list (behind 13 other people).

The last thing we wanted was to wait 30 minutes to silence our growling stomachs. We could have easily walked across the street and grabbed a table for five and finished our meal by the time we were seated at the first place. But we didn't.

So, there we were, like the dozens and dozens of patrons with handheld pagers at The Cheesecake Factory, waiting for a table. The same people I mock every time I go to the mall. What in the world would cause someone to wait in line (sometimes hours) for an average meal, with average service at an average price when you could go across the mall for the same thing? BECAUSE EVERYONE ELSE IS DOING IT.

Human beings like to be led. In other words, humans like to follow (See Seth Godin's, Tribes). A select few (people, restaurants, amusement parks, automobile manufacturers, athletes) choose to lead. Learn how to lead and the people will follow. Add incredible service, great value and quality products and you'll have people waiting in line to buy from you.

Are you a Kategadi

Last night, I (thought) I had the greatest idea. I was watching an episode of Property Virgins on HGTV and..............Wait a minute. I should probably clarify why I was watching HGTV at 9:00 on a Monday evening.

I recently attended a Jeff Shore sales training workshop (twitter.com/jeffshore) in Charlotte and he recommended that we watch HGTV (especially House Hunters) to see how real prospective home buyers search for, (think about) and purchase property. Hint: everybody compromises.

Anway, I saw the most awesome way to market your home. Take the market value of your home, slash the price 25% (and reduce that number by $100), and advertise the lower price. Instruct all prospective buyers they have one week to present any and all offers. Seems catchy, doesn't it? For example, your home's market value is $380,000. You decide to list it for $284,900. Seems like it could be the deal of a lifetime, right?

Hopefully, the pool of prospective buyers know that the $284,900 asking price will likely be met and exceeded since it is significantly below market value. Consequently, those "bidding" on the home during the one-week silent auction period will get caught up in the frenzy (because people assume other prospective buyers are doing the same). Assuming the home you are marketing isn't average, you might dupe the marketplace into paying more for your home than if you had just listed it for $380,000.

You've created urgency.

Those of us in home sales know how hard it is to create urgency (in today's market). It's as hard as shooting a 59 on a par-72.

But are you willing to commit yourself (and your company, and your employees, and your reputation) to schemes; gimmicks (e.g., Cash for Clunkers, $8,000 tax credit); distrustful techniques? Are you a Kategadi (Greek slang for scam artist)?

Or are you the consummate professional?

On the Road to Recovery. I DON'T CARE.

News flash: The Economy is on the Road to Recovery

As Dana Carvey (the Church Lady) used to say, "Well, isn't that special."

It sure would be nice to think that these "experts" are correct. Signs (as miniscule as they may be) of recovery and so-called 'green shoots' are apparently popping up across the economic landscape. The stock market is up; housing starts are up; the sky is still up.

On the other hand, one could make an argument that recovery, while eminent, is not upon us. There are even accusations that the media is falsely reporting signs of an economic recovery. Unemployment is growing; foreclosures are mounting; and Tiger just choked on a 54-hole lead in a Major.

Here's the cool part: I DON'T CARE.

I don't care because my plan isn't contingent on statistics or data. My future success isn't predicated on anyone other than ME and the energy I commit. Notwithstanding the support of my wife, my parents and siblings, my treasured employees, a few select friends and, of course, my bankers, I cannot (and will not) allow my energies to adjust like a thermometer depending on the latest news flash that makes me FEEL better (or worse) about being in business.

This is why you won't view me Twittering or emailing or regurgitating these economic statistics or fighting to save these useless government programs (see The Clunker Close blog) intended to spur economic activity.

Here's to being a thermostat.

Dress Up Thursday Club

I'm not Old Fashioned. Not even close.

I am Old School. Particularly when it comes to the clothes I wear to work. Specifically, I wear a dress shirt and tie every day. I prefer to wear a suit with the dress shirt and tie but these Carolina summer days make that impossible.

It totally shocks me the way that American businessmen dress Monday thru Friday (we'll get to weekend dress another time; i.e., flip flops). It pains me to see that the short sleeved golf shirt has become a staple of the businessman's wardrobe. Add a pair of cheap cotton pants and some loafters and you have the modern-day nine to fiver.

I'm not here to change the sartorial preferences of my peers, at least not all at once. I would, however, like to introduce the concept of Dress Up Thursday for those that may want to reinvent their work style in baby steps. We'll have our own club that distinguishes itself from AVERAGE by wearing old school busines attire each and every Thursday. This includes: dress shirt (preferably French cuffs), neck tie (bow ties don't count), dress slacks (not khakis) and dress shoes (lace-up). Three-piece suit for bonus points.

I'm not endorsing we attend major league ballgames in fedoras and seersuckers. I'm not Old Fashioned.

I am inviting you to join the Dress Up Thursday Club. Old School.

It's All About the ENERGY, Isn't It?

It's all about the engergy, isn't it?

There's positive energy, high energy, negative energy, low energy. There's kinetic energy, electrical energy and nuclear energy. Let's, however, focus on the former. This isn't science class.

Energy creates life. Energy wins elections. Energy sells.

Energy will lead us out of this economic tragedy, but not just any type of energy. It will take Positive energy (with a dose of high energy).

Having mentioned all of that, I experienced some good energy at one of my new home developments today. A wonderful group of high (and positive) energy salespeople from Allen Tate (www.allentate.com) enjoyed a tour of the community and an awesome brunch (thanks, Sherri). By my account there were nearly 70 in attendance and the atmosphere was electric.

We didn't sell any homes today but we did create some positive energy. Thanks to those who attended and for sharing your energies. Let's keep in going!

What's in a Name

At EPCON Communities, we have 11 different floor plans (as far as I know) and each floor plan is given its own name. We have Aboreta, Bramante, Colonnade, Ducal, Abbey, Canterbury. We have Villa and Chateau and Portico and Promenade. Did I mention the Palazzo?

So, I was thinking. What's the point of all of these exotic and hard-to-spell names and why does every other brand marketer do the same thing?

Pulte (Sun City Carolina Lakes) has 23 different plan names! They have Kenwood, Brookside, Muirfield, Pine Spring, Copper Ridge, Surrey Crest, Willow Bend, Crestwood Meadow.............you get my point.

Actually, what is the point?

Take a look at General Motors (er, Government Motors). They have 8 different brands and each brand has its own model names. Chevy alone has the Aveo, Cobalt, Colorado, HHR, Silverado, Malibu, Camero, Impala, Equinox, Traverse, Avalanche, Tahoe, Suburban and Corvette. What the heck is a Traverse?

How much time (and energy.......and money) is spent coming up with these silly names when the same amount of time (and energy........and money) could be spent on product efficiency and quality control? I'll bet you GM (and Pulte) have employees whose main job description is naming each of the products they build.

I don't drive a BMW, but they've got cool car names: X6, Z3, 750, M5.

So, what's in a name?

That's What I'm Talking About

I value customer surveys. I've been using them since I began my business 10 years ago and they provide a dashboard view as to how I'm doing. A report card of sorts.

Being in the building business you can imagine some of the surveys we've received over the years. We've had our fair share of negative ones - and we deserved most of them.

In just the last week, I had two great experiences related to customer feedback. One was an in-person visit from two couples that bought five years ago. They shared with me their experiences over the last few years; the enjoyment of using the clubhouse; the waiting list for certain homes in the community; the annual charity spaghetti dinner; the satisfaction of living in the community.

The second was a survey response from a customer who recently closed. They had the following comment:

"Living in Stonecrest Villas is like being on a never ending vacation ! We're always excited to show relatives, friends and prospective buyers our new home. The location for us is ideal. Twenty minutes from Charlotte and the airport and a few short hours from the mountains and ocean. In general, we won't have a need for any rocking chairs. Lots of things to do !"

Now that's what I'm talking about.

That's a tribe.

Those looking for an average home (for average people) can find literally millions of new homes and thousanda of new home subdivisions. Only a few can deliver a remarkable experience. And none of it has to do with price.