Over the course of a half day workshop, the Minteer Team and Ascend Marketing collaborated over three discovery sessions (structured by Luma Institute). The aim of these sessions is to gather insights that will provide guidance for the Minteer Team’s rebranding project.
Recaps and documentation of each discovery session has been outlined.
The following attendees participated in the workshop:
- Chris Minteer, Minteer Team
- Kristy Rudolph, Minteer Team
- Ben All, Minteer Team
- Alisha Minteer-Rosse, Minteer Team
- Dotty Ponder, Minteer Team
- Alex All, Minteer Team
- Cynthia Allen, Minteer Team
- Denise McClelland, Minteer Team
- Tina Diershaw, Minteer Team
- Tina Schweiger, Ascend Marketing
- Peter DeTrempe, Ascend Marketing
- Linda Richey, Ascend Marketing
- Sriprae McDonald, Ascend Marketing
- Nathan Procknow, Ascend Marketing
On 04/10/17, we completed the following discovery sessions at the Ascend offices:
- Stakeholder Mapping
- Statement Starters
- Abstraction Laddering
WORKSHOP IMAGE GALLERY
The Stakeholder Mapping discovery session delves into diagramming the network of people who have a stake in a given system
The group divided into four teams with each team developing and presenting their list of stakeholders. The group provided feedback and comments on each team’s list, list structure, and thought process, noting the differences in each team’s approach. This established a clearer understanding of the people and systems that should be considered during the rebranding process.
TEAM NO. 1
- Friendly/Strong Relationship
- Minteer Team
- Family Team/Collaborative
- Great Working One-Sided Relationship
Team No. 1 diagrammed their stakeholders into groups based on relationships.
Team No. 2
Team No. 2 divided their stakeholders into categories.
MINTEER TEAM ("Best Team Ever")
Providing the best service with integrity every day
1. Purchase at fair price–EXCITED
1. Profit - Get out of Burden
2. Move On
Real Estate Peers & Competition
Team no. 3
Team No. 3 delved into the various types of buyers and sellers along with their mindsets while mapping how each stakeholder category might interact with one another.
- New/First Time (need out of apt/payment driven)
- Second Time (get to customize/choice driven)
- Luxury (sophistication, demanding)
- Move-Up (expanding family/school and location driven)
- Downsize (been there, done that/empty nesters)
- Investment (business decision/profit driven)
- Relo (job change/stressful/depend heavily on agent expertise)
- Death/Divorce (need emotional support/not happy)
- Name Recognition (need to rely on some they can trust)
- Friend (have established trust/connection with Minteer)
- Referred (want to work with Minteer)
SELLERS (similar mindset as Buyers)
- Past Client
- Old People
- Account Managers
LEADS (finds Minteer to become referral)
- Incoming Referrals
- Outgoing Referrals
- People from Agent Referrals
- New Hope
- Grace Charity
LENDER (want Minteer's business)
SERVICE PROVIDERS (want to work with Minteer)
Team no. 4
LEAD GENERATION SOURCES (Thinking of digital footprint) >
GENERAL PUBLIC (I look at search engines)
MINTEER - Cynthia (Marketing Queen) > International Marketing > Global Reach
UNMET (aware) > MET (capture) > CUSTOMER (loyalty) > CLIENT (retain) > REFERRAL (reward)
As a result of their diagramming exercise, Team No. 4 mapped out possible marketing streams and funnels.
- Cynthia (Marketing Queen)
- Chris (Head Queen)
- Tina (Client Process Queen)
- Ben (Agent)
- Denise (Listing Queen)
- Jane (Buyer Queen)
- Dotty (Agent)
- Alisha (Agent Princess)
- Kristy (Team Coordinator Queen)
LENDERS (serving Minteer and providing referral relationship)
TITLE (keep team Minteer happy)
PAST CLIENTS (we're happy)
CLIENTS - Buyers
- Relo buyers
- Luxury home buyers
- Low-end buyers
- New family buyers
CLIENTS - Sellers
- Need people to help get referrals
- People hat refer us
- Home builders
- Service providers
- Church people
- Facebook friends
COMPETITION (our agents partner with other agents)
- Good reputation
- Healthy competition
Statement Starters is an approach to phrasing problem statements that invites broad exploration.
To examine and frame the challenges and/or opportunities the Minteer Team faces with rebranding, each attendee wrote down five questions that began with “How might we…?” Each question was then placed on the whiteboard, and each attendee then voted for what they considered to be the most appropriate problem statement.
How Might We...?
How might we create a company that all agents want
to join and all clients want to use?
How might we create a brand that is recognizable
and equals our values/beliefs?
How might we provide such a WOW experience–
business comes to us without asking/searching?
How might we present a brand that
needs no explanation?
How might we be the #1 team in Keller Williams?
How might we retain "us" in the new look/new name?
How might we have a "look" that inspires
trust and integrity?
How might we be branded to inspire
a relational connection?
How might we market the community?
How might we expand into different markets?
(DFW, USA, Earth)
How might we establish recognizable material
to say: it's them?
How might we help the community?
How might we build our team as needs arise?
How might we keep growing/expanding
in other areas?
How might we become more profitable?
How might we better communicate with our database?
How might we leverage our team to grow and
gain more business?
How might we establish marketing dominance
with a rebrand?
How might we create solid lead generation?
How might we keep our business relational?
How might we be the top real estate company in DFW?
How might we make this a business
perception vs. a person?
How might our brand be easily recognized?
How might we award people for referrals?
How might we deliver the same experience to everyone?
How might we be present on Facebook and Instagram?
How might we be universal in our message?
How might we have forward reflecting technology
driven relating to the next generation?
How might we communicate a message that is relatable
to people in different life cycles and in need
of real estate services?
How might we develop new business?
How might we improve client retention?
How might we present a classy look but
approachable by all?
How might we develop a brand that provides 99%
referral source and net more bottom line?
How might we capture specific $350K plus clients?
How might we gain dominance in a new market?
How might we create image of: Relatable, Excellence,
Trustworthy Advisor, Professional Consultant?
How might we utilize our service providers as
key client referrals?
How might we deliver WOW?
How might we gain market share on our competitors.
How might we keep this simple?
How might we stay in touch with our clients
after the closing?
How might we do a better job of communicating
who we are?
How might we better serve our community?
How might we get more referrals?
How might we gain more market share with
a new look/name?
Abstraction Laddering is a way of reconsidering a problem statement by broadening or narrowing its focus.
The group explored the hows and whys of two selected problem statements, as well as identifying one challenge of a specific target market. During this session the group expanded and narrowed the focus of these statements.
Problem Statement No. 1
HOW MIGHT WE CREATE A COMPANY THAT ALL AGENTS WANT
TO JOIN AND ALL CLIENTS WANT TO USE?
Problem Statement No. 2
HOW MIGHT WE CREATE A BRAND THAT IS RECOGNIZABLE
AND EQUALS OUR VALUES/BELIEFS?
IN ORDER TO TARGET NEXT GENERATION BUYERS MINTEER MUST INNOVATE & BE ON THE CUTTING EDGE.
01. Problem Anticipators
02. Exceed Expectations (WOW) Exprience
Psychologist, Therapist, Putting clients' needs before ours
Anyone, anywhere, anytime
03. Proactive Assistance
Being forward thinking
01. Build Longterm Relationships & Friendships
Our team gets life they deserve, too–GOALS
Win, win, win
02. Because We Want to Develop a WOW Experience
So everyone's happy
So they tell people
*Craftsman of the industry (use the legacy)
Leadership (trendsetters/thought leadership)
03. Help Clients Reach Goals
Because we care
Build family (love) extension
Serve to give back