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“Why” Do We Do It? 01/2012

Canadian 1st Realty knows “WHY”…. people don’t buy what you do; they buy why you do it.

How do you explain when things don’t go as we assume? Or better, how do you explain when others are able to achieve things that seem to defy all of the assumptions?

Companies like Canadian 1st Realty attempts to live & breathe the answer each day. Through our studies of great companies and strong leadership, we found all great companies and people simply challenge the status quo (working for a greater purpose, not money) and does this in a specific, replicable way. People don’t buy what you do; they buy why you do it.

The answer to a question like why  do most business fail and why some businesses have successes is in the “WHY”, not “how” or even “what”. The “why” is the problem and the answer! (And before you point out that the last sentence reads like a bad English paper someone might write in a grade 8 class room, let me explain.)

Because Canadian 1st Realty works for this type greater purpose of “why” and not the resulting pay cheque, we have clarity in purpose. Most companies work rather uninspiring for only the money. Here at Canadian 1st we wholly disagree with this methodology. A pay cheque is a result of a job done well. A job done well is the pursuit of a greater purpose – Canadian 1st Realty’s pursuit starts with challenging the status quo and remodeling what we have come to think of as a Real Estate Company profit plan, while respecting the time tested commission structure and office model that came before us. Don’t kid your selves, we are at a cross roads in our industry and we need inspiration and out of the box thinking right now more then ever, and our attempt looks pretty good.

There are some unique companies in the world that pursue business from the point of view “WHY” like Canadian 1st Realty and these companies lead their industries into the future. For example: Why is Apple so innovative? Year, after year, after year, they’re more innovative then all their competition and yet they are just a computer company who have seen many ups and downs. They have the same access to the same talent and consultants as everyone else. Then why is it that they seem to have something different at the end of the day?

I’ll tell you why Apple succeeds, they under stand the formula Why first, How second, What third = Achievement. This little idea explains why some organizations and some leaders are able to inspire where others aren’t. Let me define the terms really quickly. Every single person reading this, every single organization on the planet knows what they do, 100%! Some even know how they do it, whether you call it your differentiated value proposition or your proprietary process. But very, very few people or organizations know why they do what they do. And by “why” I don’t mean “to make a profit”. That’s a result. It’s always a result. By “why,” I mean: What’s your purpose? What’s your Cause? What’s your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care? Well, as a result the way we think, the way we act, the way we communicate is from the outside in. It’s obvious. We go from the clearest thing to the fuzziest thing. But the inspired people and organizations – regardless of size –all think and act and communicate from the inside out.

Let me give you an example. I will use Apple again because they’re easy to understand and everybody gets it now with market penetration in the smart phone market. And we Realtors know all about phones! If Apple were like everyone else, a marketing message from them might sound like this: “We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one? ….Not inspiring anyone, very matter of fact. And that’s how most of us communicate interpersonally. We say WHAT we do, we say HOW we’re different or how we’re better and expect some sort of behavior, a new listing or new client to work with us. “I’m a Realtor who works for a Big Real Estate firm, We have the best Realtors with the biggest clients, we always perform for our clients who do business with us. But that’s uninspiring. Now a company that understands “WHY” communicated differently. Here’s how Canadian 1st Realtors are trained to communicate. “We believe in challenging the status quo at Canadian 1st Realty, we believe in competitive advantage and our way of thinking is different then everyone else. The way we challenge the status quo is by exceeding our clients every expectation thanks to a unique flexibility. Fueled by this flexibility, our people and firm provide powerfully yet simple solutions to today’s new challenges! We happen to be a Real Estate Firm ready for your business. – Want to list with us?”.... Totally different right? You’re ready to buy or list with me. All I did was reverse the traditional order of the listing or buying sales presentation. This proves to us people don’t buy what you do; they buy why you do it.

Have you had a chance to sit down with a Canadian 1st Manager to discuss the point by point area’s we provide these powerful solutions in. Call, Chat, Click to reinvigorate your business.

Dave Browne

604 897 2741

inspired by: Steve Jobs & Steve on TED: series on leadership

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