I n the ever-evolving business landscape, two key drivers stand out: Growth and Scale. While closely related, they chart distinct paths for organizations. Growth powers expansion and boosts sales, while Scale focuses on efficiency and optimizing operations to achieve more with less.
Yet, in the fast-paced world of title and escrow, where Wire Fraud Prevention, RESPA laws, and legal policies often take center stage, it's easy to overlook the broader conversations these concepts can foster. The Growth & Scale Report aims to provide a platform for these conversations, inviting readers to explore other dimensions of their businesses.
This magazine dives into the art of balancing Growth and Scale. Our articles explore strategies propelling businesses toward growth, be it through innovative marketing, sales innovation, change management, visionary leadership, or seizing emerging market opportunities. Simultaneously, we uncover the science behind scaling, showcasing tools, technologies, and methodologies that empower companies to achieve more with less.
Perhaps most importantly, we are excited to tell the stories of the leaders behind these endeavors of growth and scale. And we’ll be sure to take time to tell the stories of personal breakthrough and success.
In this first issue, we shine a spotlight on industry experts who embody the spirit of growing and scaling. We also draw inspiration from outside our realm, introducing role models from diverse industries.
Join us as we navigate the dynamic world of business, where Growth and Scale intersect to shape entrepreneurial success. Whether you're a seasoned industry veteran or new to the world of title and escrow, our hope is to equip you with insights to help you craft your own success story.
To growth, scale and the success that follows,
Paul Stine & Bill Svoboda
In the world of the title and escrow industry, nearly every individual carries a unique tale of how Title found them when they least expected it. As the saying goes, “You don’t find title. Title finds you.”
This sentiment holds true for Jim Blair IV, whose life took an unforeseen turn into the world of title. In his formative years, he aspired to be an operating room physician. However, fate revealed its sense of humor when he discovered his tendency to faint at the sight of blood. This realization altered his trajectory, setting him on a new course.
Over the subsequent decade, Jim ventured into diverse business endeavors. While none achieved the desired success, each provided insight into the creative process. From an ambitious bean bag enterprise (alas, thwarted by the emergence of LoveSac), a venture crafting horseshoe art, a distribution business for fresh seafood delivered to the Inland Northwest, a custom jewelry endeavor catering to the hip-hop industry, to even a startup brewery—Jim's journey was a canvas painted with entrepreneurial spirit.
Then, in 2015, an unexpected opportunity surfaced. His grandfather sought his assistance in implementing the novel ALTA Best Practices for North Meridian Title & Escrow.
What could have been viewed as a departure from his own entrepreneurial ventures' became a path into the world of title.
Jim embraced the challenge, stepping into this unanticipated role; albeit, a part time one.
In what can only be called destiny, within two weeks of his part-time initiation, the departure of a team member thrust him into a pivotal position. Through this baptism by fire, Jim uncovered the "old school" practices that underpinned the industry. Amidst tradition, his entrepreneurial spirit recognized a realm ripe for innovation.
INSERT DRAMATIC TWIST HERE
Jim’s story took an unexpected turn in 2019 with the passing of Jim Blair II, his grandfather, and founder of the company. As the torchbearer of North Meridian Title & Escrow, Jim faced the task of upholding his legacy. Amid grief, Jim embarked on a journey of introspection, seeking the essence of the company's potential.
Until that point, Jim described how North Meridian Title & Escrow mirrored the classic '70s title company, characterized by "escrow officers in desks." The company's fortunes seemed intricately linked to the presence of these escrow officers. Yet, the company’s rhythm came to a screeching halt when faced with team members’ vacations or sick days.
The new owner's revelation was clear: a grander vision, streamlined processes, and an unforgettable customer experience held the key to success.
In 2021, after two years of navigating uncharted waters and feeling like he was "building a plane while flying," Jim had an epiphany. "How can we stand out?" he pondered. The answer lay in shifting the narrative from Title to a compelling story and seeking some help from outside of the title and escrow industry.
A STORY WORTH SHARING
To craft a compelling narrative, Jim turned to former Disney imagineers at Storyland Studios. Their mission was to reimagine North Meridian's potential.
Pondering the question, "What experience do our customers deserve?" Jim and the team at Storyland Studios discovered a universal human desire – aspirations and dreams. "Our customers dream. Our industry partners dream. My team dreams. What if we elevated the conversation beyond selling title insurance and instead dove into discussions about their dreams?" Jim contemplated.
This revelation was transformative.
United by the dream, Jim Blair and Storyland Studios drew inspiration from George Washington's letters to the Hebrew Congregation in Newport, Rhode Island. These letters envisioned a world where individuals would find safety and prosperity beneath their own vine and fig tree.
“Every one shall sit in safety under his own vine and fig tree and there shall be none to make him afraid.”
The journey wasn't devoid of uncertainties. When Storyland Studios proposed the name "Fig," Jim hesitated. Uncertainty loomed.
"I wasn't sure how to react," Jim reflects.
Yet, as he delved into the idea, it began to blossom. The name resonated with the mission and values he held dear. A path unfolded, where Fig became more than a name; it became an emblem of realized dreams and prosperity.
Initially met with skepticism, Jim's team gradually warmed to the concept, but as they unraveled the story of the fig tree and the prosperity it symbolized, the name gained resonance. It harmonized with the passion Jim had ignited within himself and his team – the passion to explore dreams and aspirations, not just title insurance.
In Jim's own words, "We aren't merely selling title insurance; we are offering a pathway to achieve dreams, an opportunity for individuals to bask under their own fig tree, a symbol of prosperity."
Jim’s voyage is a testament to the unexpected, a narrative of dreams redefined. A journey that led him from unforeseen origins to a story of dreams fulfilled, for himself, his team and his customers.
It's a reminder that sometimes, what we don't seek, finds us. Just as Title found Jim, he discovered a story worth sharing, a dream worth pursuing.
Meet Rick Diamond, the forward-thinking Vice President of Agency Technology at Fidelity. He's on a mission to elevate title agents across the country with cutting-edge technology and a firm grasp on the real estate title and escrow industry.
Rick stands out at any title and escrow conference, defying the casual norm with his sharp blazer, crisply pressed shirt, and a dapper pocket square. You might have also caught wind of one of his talks about all things tech – from navigating backend operations and compliance challenges to tackling security head-on. But Rick's story has evolved. As he points out, "Security will always be an issue. But what else deserves our attention in today's dynamic landscape as there are many eyes watching this industry?"
Rick's daily mantra is "you gotta get up and get out." His mornings start with weights and cardio, followed by a shower and a warm cup of tea. By the time he dives into his workday, his inbox is buzzing. He sifts through emails, capturing the big picture to stay on top of global affairs. "We're not just part of a national economy; we're in a global economy. That global perspective, especially around security and Digital transactions, should shape our local actions," Rick emphasizes.
Amid economic uncertainty and market volatility, Rick spots silver linings on the storm clouds.
He urges a mindset of seizing a “bigger slice of a slightly smaller pie.” And instead of shying away from a growth mindset during uncertain times, Rick champions facing it head-on and engaging.
"Security and safety are foundational in our industry," Rick underscores. “The cost of entry in this industry is maintaining security and doing everything you can to keep your customers safe.” But he's concerned about agents solely fixated on that one aspect of business. “Sure, security is a pressing concern,” he says, “and it's not going away.” But it is not the only thing.
Then there is an unexpected smile on Rick’s face when he talks about guiding agents toward the hidden avenues for growth amidst adversity.
INTRODUCING S.T.A.C.K.
To help title agents navigate these murky waters, Rick lays out five crucial principles for constructing a robust title or escrow company. He calls it S.T.A.C.K. - Security, Technology, Advertising, Communication, and Knowledge.
"Don't just settle for security and compliance," Rick advises fellow title agents. He urges them to elevate their game through savvy marketing, streamlined processes, cost-cutting, and adopting the latest tech. Hailing from Boston, where championship sports teams are the norm, Rick knows a thing or two about building a championship-worthy team. Here are Rick's 5 Pillars for crafting a standout title or escrow company:
1. Security
This is a must-have foundation for every title company, so he reiterates the timeless significance of security. He acknowledges that security and wire fraud have hogged the spotlight, and they won't be stepping down. Thus, fortifying your company is essential. Staff must recognize potential fraud, and multi-factor authentication for wire transfers is non-negotiable.
2. Technology (Your Secret Weapon)
While technology might seem daunting, it's your strongest ally. Rick's advice? Take it step by step. Find what aligns seamlessly with your business. Be it intuitive document management, e-signatures, or a user-friendly website, let technology amplify your efforts. Stay on top of the latest innovations, and don't forget to consult peers – like underwriter reps – for valuable insights.
3. Advertising (Tell Your Story)
(Not marketing however, because “M” doesn’t work in S.T.A.C.K.) This is about broadcasting your achievements. Rick urges title agents to trumpet their efforts in safeguarding consumers and REALTORS®. Show off your internal prowess, teams, security measures, achievements and even tech enhancements. Be audacious, be vocal!
4. Communication
In today's landscape, it's not just about how much you communicate, but how and when you do it. Rick's in tune with the times – the younger crowd prefers texts over calls. Are you adaptable? As the intermediary in real estate deals, title agents need seamless communication with all parties involved.
Buyers, sellers, lenders, and REALTORS® crave updates, so keep them in the loop.
5. Knowledge Sharing
Education is the cornerstone. Rick isn't just talking about personal growth; he's talking about a collective effort. Everyone in your office needs to grasp the latest technologies and their role in securing transactions.
Learning is your superpower, so don't go it alone. Leverage underwriters and vendors for insights.
DRESSED FOR SUCCESS
In an industry squeezed by external pressures (hello, fraud and regulations), Rick's rallying cry is clear: avoid self-inflicted setbacks. Protecting consumers goes beyond mere insurance claims. No unforced errors – that's the strategy.
And with that, Rick perfectly balances style and substance.
From his daily fitness routine to his ingenious STACK framework, Rick epitomizes professionalism and innovation. As you navigate the real estate industry, take a cue from Rick: dress for success and build your STACK – Security, Technology, Advertising, Communication, and Knowledge. It's not just about looking the part; it's about thriving in this competitive landscape.
And that's how you navigate market waves and stand strong – with style and substance, just like Rick himself. Advertising, Communication, and Knowledge. It's not just about looking the part; it's about thriving in this competitive landscape.
And that's how you navigate market waves and stand strong – with style and substance, just like Rick himself.
They say economists have predicted seventeen of the last three recessions. But there’s a chance this could be one of the fourteen. Despite the highest inflation in over forty years, tightening monetary policy, turbulent relations with China, concerns around commercial real estate, and any other issue of the day, the U.S. economy seems stubbornly strong.
It’s proven to be more resilient than most expected in the face of these multiple headwinds. Let’s get right down to it. Among others, there are four key indicators the Fed relies on—job growth, industrial production, real retail sales and real personal income. The table below shows growth in green or contraction in red. It isn’t exactly sounding the alarm bell lately.
And now you may get the house after two or three offers, part because of rates but also due to historically low inventory. One key difference this time around is that as buyer activity has slowed, so too has seller activity. This has kept the balance of the market persistently tight. During the financial crisis, supply levels rose while demand cratered which almost always results in lower prices.
The trouble, of course, is payments.
The typical payment on the median priced home in the Minneapolis-St. Paul area rose from $1,765 in 2021 to $2,580 per month in 2023. That’s over a forty percent increase in two years or another $9,600 per year in interest. If rates do ease, as they may, buyers will be trading an interest rate problem for a principal problem. List prices will surely increase and multiple offer situations will return, driving prices even higher.
Pick your poison.
And therein lies the rub. Forty two percent of US homes are owned outright. Of the remainder, over two thirds are financed at rates below four percent think of this as the “golden handcuffs” for would-be sellers. So don’t expect housing supply to surge any time soon, despite the best attempts from builders. Builders are, however, making up a growing share of a shrinking pie. They aren’t wed to an interest rate and have every incentive to move their product. Many home builder stocks reflect this.
The luxury brackets have outperformed lately, as those buyers are less rate sensitive. Townhomes have also been a growth segment as flustered buyers desperately seek budget-friendly monthly payments.
Home prices have never mattered as much as home payments. And ultra-low interest rates protected buyers from feeling the effect of rising prices on their monthly payments. But no more. On the bright side, we’re earning over four percent on savings.
The biggie: what does the future hold?
Nobody knows.
Run away from anyone saying they do. One thing is for sure: we’re in uncharted waters. An election is approaching and geo-political tensions remain elevated alongside other headwinds. The soft landing odds have increased though bond markets are less convinced than equity markets.
As for housing, it’s difficult to imagine a crash without higher levels of delinquency. The best time to buy a home?
When you’re ready. But since rates may moderate to the low-sixes or high-fives, that would reignite bidding wars and accelerate buyer activity. An increase in multifamily development is starting to push rents down.
Many expected recession to appear in the third or fourth quarter of this year but that’s seemingly shifted to mid-2024. The CPI shows inflation slowing from over nine percent to around three percent—ever closer to the Fed’s sweet spot. Even so, a pause in rate hikes is not necessarily a pivot. So hold your horses.
We may not be out of the woods but we don’t seem to be going further in either—at least not at the moment. Then again, there’s a lag between rate hikes and their full effect on, say, commercial real estate among other things.
Just remember that a recession does not mean a housing crisis.
Imagine having the responsibility of overseeing corporate marketing services to support the growth of a title company with over 70 offices and 4 brands. Now add in the responsibility of overseeing the national division sales and operations with a focus on growth – a monumental task – and you can begin to experience what it feels like to wear a lot of hats. Yet, for Jenny Martin, the Senior Vice President & Chief Business Development Officer at Futura Title & Escrow, it's all in a day's work. Though the official title doesn’t include "change management," it's a role she has embraced with fervor and finesse.
Defined by the Webster's dictionary as "a set of techniques that aid in evolution, composition and policy management of the design and implementation of an object or system," change management has become Jenny's unsung specialty. Jenny, the self-proclaimed "Queen of Verbal Ideas," is a fountain of concepts that help to fuel the growth of Futura’s family of companies. But she's learned that orchestrating change within her team is far more crucial than simply conjuring new ideas. After all, presenting ideas is fruitless if there's no willingness to shift from the status quo and adopt something new.
"Marketing is all about growth. To grow you need to evolve which requires ongoing change management with potential customers and your internal team," Jenny affirms. "Effective change management boils down to communication." But how do you communicate amidst the clamor of competing demands for attention?
Peter Senge is a systems scientist and renowned author on change management and leadership. He asserts, "People don’t resist change; they resist being changed!" Isn't that the truth? People hate being sold to, yet they wholeheartedly embrace making a purchase when they perceive personal value themselves. Think about your recent Amazon buys.
Did you get swayed into buying that Snuggie, the famous blanket with sleeves, or did you convince yourself it was the only thing missing from your nightly Netflix routine?
This principle holds true for you, your team, and your customers. It's why Jenny sees her role as more than an idea generator or project manager. She's an "idea merchant," presenting concepts to her team, gathering various perspectives and obtaining buy-in when implementing initiatives. Jenny believes this is the process that fosters teambuilding and growth.
FOSTERING TRUST THROUGH VISION
"We aim for each brand to shine in its own way" Jenny shares. "To scale effectively, our teams needs to trust and believe in the direction and the systems we create." So, how does she cultivate trust with her teams?
In Jenny's words, "It all starts with acknowledging that change is a challenge."
Indeed, change is a profound undertaking. Imagine how much trust a REALTOR® invests in a title company with their files, or how much a team member relies on their manager’s support for an unproven idea.
Change is tough, especially when it involves altering how one operates or whom they choose to do business with.
Recognizing the difficulty can pave the way for smoother conversations. And just like the wisdom of childhood, a spoonful of sugar – or in this case, a smile – helps the medicine go down. Jenny has found that approaching her team and potential customers with a smile on her face can go a long way in fostering trust and personalizing the sales process.
Yet, the simplicity of a smile becomes a challenge when life or business becomes hard. Last year, Jenny experienced the loss of her mother, Joan Williams, after a long battle with Parkinson's disease. Despite the heartache, Jenny was most heartened by her mother's ability to smile through it all.
This poignant lesson reinforced that a smile can make a significant impact, even in the toughest situations. A smile, along with an optimistic outlook, creates a sense of unity and shared success.
Jenny's final revelation revolves around the power of belief. For her, being a catalyst to evolve and change within an organization hinges on genuinely believing in the message being conveyed. It's crucial to answer this question: How will our ideas, products, or services truly benefit those who entrust us with their valuable time and resources?
Jenny Martin's journey isn't just about evolving by implementing change; it's about sculpting it with authenticity, vision, and the warmth of a smile. In a world of transformations, she stands as a beacon of how change can be more than just a concept – it can be a catalyst for growth and connection.
April 5th, 2023
A DAY ETCHED IN HISTORY
As he unleashed the ball down the bowling alley lane, a resounding "clang" reached the eager ears of onlookers. A perfect 300 game – a feat many dream of, but John had conquered it for the eighth time. This game wasn't just about bowling a perfect game; it was a testament to resilience and the embodiment of overcoming odds that life had thrown his way.
Many people are familiar with John from his time at Old Republic Title, where he traveled across Ohio with Jim Stipanovich, John Monacelli, Robert Wasserman and Eddy Witham. However, not as many are aware of his deep affinity for the game of bowling. Before his tenure in the title industry, his bowling journey dates back to 1969 when, at the age of 12, he was first introduced to the sport as a reward for assisting Ray Katona on his paper route.
This passion continued through 1975 when he earned the title of Rookie of the Year in the Ohio Tournament Bowlers Association OTBA, followed by Bowler of the Year 1976 and eventually turning Professional. In May 1977 at the age of 20, John began touring the Professional Bowlers Association (PBA).
But life has a way of reshaping our paths. The voice of his high school sweetheart's Sicilian father echoed, "Bowling doesn't pay the bills." With that, John put his passion on hold to seek a practical career and a marriage with Debbie.
Little did he know, the lanes he once dominated would call him back in the most extraordinary way.
April 5th, 2020
THE TURNING POINT NO ONE SAW COMING
“I was just making myself a sandwich,” recalls John, “when out of nowhere, my left foot and calf started to feel tight. I tried walking it off, but I couldn't kick the feeling. Then a few hours later my left side, including my cheek, started to feel numb.”
“They put me through a CAT Scan and MRI, to find a blockage on the right side of my brain.” It was at that moment that John was told he suffered an ischemic stroke (blockage) and his life would never be the same again.
"It really could have been worse," says John as he reflects on how he spent the next ten weeks in therapy to reclaim lost mobility, while constantly looking for environmental support to help him maintain balance (i.e. a walker, cane, desk, table, tree; anything that wouldn’t fall if he leaned on it) because of the numbness on the left side of his body.
“It wasn’t fun, but I just kept going.”
THREE HUNDRED
Then came April 5th, 2023 – a night destined to rewrite history. John stepped into the bowling center at Yorktown Lanes in Parma, Ohio, the echoes of his coach Phil Silia's words guiding him: "Gravity only – let the ball swing and let gravity take it."
That fateful night, his earlier games tallied 192 and 179, but the third game felt different – a stirring in the air, a whisper of something extraordinary.
Midway through that final game, a magnetic pull seemed to guide his every move. John's mind played Phil's words like a record, each frame beckoning him closer to perfection.
Over six decades, he had achieved impressive scores, but a perfect 300 tonight seemed a distant memory for him. In 2014, after scoring his seventh perfect game, he thought he might never repeat the feat. Then came the stroke, a stark reminder that merely bowling again would be a gift and victory.
And yet, on that fateful night, something magical happened.
By the 7th, 8th, and 9th frames, the weight of his history and the gravity of his journey bore down on John. Each step, each release of the ball, held immense significance. He knew the penalty for even the tiniest error.
It had to be flawless. John wasn't just in that moment; he was living it with every ounce of his being.
"I was there, yet watching like everyone else," he says, describing the mix of emotions as he approached the lane, released the ball, heard the pins fall, and then repeated the process 12 times consecutively.
“It felt magical, emotionally I could have cried, but the camaraderie of my Cleveland Athletic Club friends and hugs overcame the moment” said John.
Voso's story isn't just about bowling or strikes; it's about an indomitable spirit that roars back from adversity. If you get the chance to spend time with him, you might hear the stories of his time in the land title industry, his latest trip to Italy, his wife Debbie or children and grandchildren.
But with every sip of wine or espresso what you are really hearing is the call to enjoy life; because tomorrow you may not get another shot to do what you didn’t do today.
"I’ve been doing it this way for 30 years…" begins a seasoned title agent in conversation with Brie McDaniel and Kay Underwood, two specialists making waves in the world of title and escrow.
"But you didn’t have an iPhone 30 years ago," Kay interjects.
Silence.
NAVIGATING THE DIVIDE
It's a fact – the title and escrow scene has shifted massively, especially in the past 5 years. Amidst all the changes – technology, systems, processes – the need for adaptation has skyrocketed. This is where Brie and Kay come in, two guiding lights in the title industry's transformative journey.
"In 2010, there were more people and less tech in this industry," Brie points out. "Now, it's the opposite. With tech making things smoother, you'd expect smoother sailing. But strangely, owners, managers, and teams are still getting caught up in fixing stuff and handling fires. Our mission? Help them see the big picture, get their heads out of the weeds, and channel energy into things that bring in money."
The title and escrow rollercoaster has everyone wearing multiple hats. Amid this whirlwind, Brie and Kay emerge as the connectors, tying the threads of title excellence to revenue generation. Their role? More than tech troubleshooters – they're the bridge. The connectors.
Kay's the SoftPro and Qualia whiz, while Brie focuses on ResWare. They'll tell you, though, no software does it all. "People often see software as the fix," says Kay, "but there's more to it. We love digging into that part."
Expectations meet reality, and that's where it gets real. Most of Brie and Kay's time is spent dissecting problems during the early stages of working with title companies. The big question? "How can we make users do things they're not used to?" Often, it's about resetting managers' expectations.
ONE SIMPLE GOAL:
GET TITLE PROFESSIONALS TO ONLY WEAR ONE HAT
Once the conversation's rolling, diagnosing growth pains becomes a breeze. "Our clients make the calls," Kay explains. They translate expectations into solutions, custom-fit for each situation.
In a world where everyone's juggling roles, Brie and Kay play a pivotal part. They're not just about tech – they're about transforming processes. Kay says, "Think about it. If tech works seamlessly, imagine what teams can do – focus on stuff that brings in money."
This isn't a walk in the park, but it's a rewarding journey for Brie, Kay, and their clients. So, if you're tired of firefighting and want to turn your focus to growth, where should you start?
"Processes," Kay says. Every business has them, but not all are as structured or efficient. It's about deep-diving into how things flow. "Indicators," she continues. These are signs something's off – maybe someone prints an attachment to an email, scans it and then re-uploads it instead of going completely digital.
Things like that are where the unraveling begins.
Some cases need a little extra attention. For special clients, there's a "therapy rate" – it's about getting owners to see what change means for their business. "Change management," Brie says. It's better to iron out processes now than wrestle with them later.
In an industry of many hats, Brie and Kay connect the dots. Everyone's wearing multiple hats – and as long as that's the case, they'll keep weaving connections, making sure all the effort translates to impact, not just busyness.
When it comes to the world of customer experience, there's a word that often gets overlooked: "remarkable." But as you will find out, it's a game-changer.
Being "remarkable" literally means standing out, catching attention, and sparking conversation. Among all the ordinary encounters, the truly remarkable ones - the ones you can't help but talk about to friends and even strangers - are rare gems.
Now, let's dive into the whirlwind of business travel, where hotels and restaurants can blur together during jam-packed conference seasons. However, some places manage to break through the monotony and create experiences you won't forget. And here's where we meet someone who's taken crafting exceptional customer experiences to an art form in northern Florida. Out of a whopping 120 nominations, she snagged the prestigious ROSE Award from the Northeast Florida Restaurant & Lodging Association.
To win this award, Deidra Facey had to be nominated by her resorts leadership team as the top mentioned associate at the resort, then beat over 120 other hospitality employees that were also nominated in northern Florida. This was no easy feat, but it shouldn’t be a surprise that she won since her name was mentioned in (literally) hundreds of guests' reviews. So, how did she manage to reach this remarkable level?
THE POWER OF ONE
Meet Deidra, the front office agent at the luxurious Omni Amelia Island Resort, who lives by the motto: "Go above and beyond." Whether it's remembering a guest's name throughout their stay or giving detailed directions for 45 minutes to an elderly couple without a GPS, Deidra understands that just meeting expectations isn't enough. You need to fully embrace your role, make every moment count, and craft memories that last.
Deidra's journey through the service industry started with a job at Hardees in high school, then on to other service industry roles at various hotel chains, before finally landing at the Omni where she would truly leave her mark. Along the way, she learned the impact of remembering names and adding personal touches, like leaving a note to wish a good stay or folding a guest's clothes.
A simple note of gratitude to that traveler led to heartwarming conversations and extra tips.
"My initial goal was to get mentioned at least 10 times a month in customer surveys," she reminisces with a big smile on her face.
Ask Michelle Valle, the Director of Resort Marketing at Omni Amelia Island Resort, and she'll tell you that there's hardly a week where Deidra's name isn't mentioned by guests.
GREATEST OF ALL TIME
Deidra's inspiration traces back to her days as a New York Knicks fan, she admits she admired Michael Jordan during the '90s. “While Jordan went on to become the Greatest of All Time (G.O.A.T.), he didn't start that way,” she says. “He faced setbacks and put in relentless effort to stand out. "It's teamwork though," Deidra points out, "each individual, working together, can make all the difference."
So, what can we all learn from someone who's mastered the art of creating remarkable customer experiences?
First, set goals.
Remember Kobe Bryant? He joined the LA Lakers with a straightforward goal: make them the best NBA team. Deidra's story echoes this.
Deidra admits that while she loves seeing her name in online reviews, she takes the online reputation of the Omni hotel itself very seriously too and she recalls a day where she was shocked to learn that the Omni had dropped from it’s #1 Trip Advisor ranking. That was enough to push Deidra into action. So within a few weeks, Deidra and her smile
helped the Omni reclaim its #1 ranking by encouraging all of her guests to leave TripAdvisor reviews.
Next, set the tone and the first impression.
Life might throw us curveballs, but we control how we react. A smile is an incredibly powerful tool for creating a remarkable experience, no matter how our day is going.
And last, ask for the review or rating. Many in the service industry shy away from asking for reviews. But if you consider yourself part of a team, seeking reviews becomes about more than just yourself - it's about your entire team's success. Just look at the story above where she helped the Omni regain the top position by actually asking for reviews.
Life and business aren't perfect, but each of us holds the power to turn any experience into a positive one.
Taking a page from Deidra's playbook and embracing the moments that shape customers' memories can transform any interaction into a remarkable one.
"Ben, can we…" is often how conversations start for Ben White, IT Division Manager at Mother Lode Holding Company. Seated across from him, whether in person or over a virtual call, are people eager to discuss the technological and system aspects of their division.
In charge of the application development and support for an organization spanning eight states with two national divisions, Ben \doesn't just hear people's inquiries; he’s the one who untangles intricate tech issues to offer straightforward solutions. Despite his 15 years in this job, Ben admits that he often feels like he’s still learning, because as Motherlode expands, he’s exposed to new regions and markets that he’s never encountered before. “The sheer volume of new ideas and reading required to comprehend the specifics of each division keeps me on my toes,” he says.
His responsibilities involve assessing title production software, customer management systems, and a multitude of other components that impact closings across various states and regions. Ben is also no stranger to presenting solutions and hearing phrases like "that’s not how we do it here" or "no way, that’s crazy they do it that way over there!"
Yet, instead of being discouraged, he thrives on crafting solutions that strike a balance and operate within the custom framework of each individual system or division.
CHANGE WILL HAPPEN
Change is the cornerstone of propelling a title company forward. The evolution from one software to another, from one business approach to another, or even from one sales method to a new one is paramount.
Imagine sitting down with Ben and having him impart his wisdom on effecting productive change management across a company. Here are three insights he'd probably share with you:
1. Understand Your Audience:
Ben emphasizes knowing your audience inside out and speaking their language. Grasp their work processes, their requirements, the way they talk about things and their routines before rushing to resolve an issue. Things that work well in one location might not translate well in another.
Visualize the demands of the sales team, the escrow team, and the end users such as REALTORS® or consumers. Aligning with their perspectives aids in devising optimal solutions.
2. Embrace Fresh Approaches
Embracing new ideas is crucial when addressing complex issues. A solution that proved effective in one context might not necessarily be the answer in another. Researching and dedicating time to understanding the nuances is time well spent. It’s also essential not to become too attached to an idea solely because of the invested time.
Ensure that the proposed solution genuinely addresses the problem at hand and don’t just decide to do something because you spent a lot of time researching it.
“Time learning is time well spent,” he points out.
3. Consistent Engagement:
The journey doesn't end once the solution is in place. Continuous engagement and monitoring are pivotal. Regular check-ins and training sessions are key to ensuring the new system or process remains effective.
Avoid letting the complexity of features overshadow the training you provide. New features should result in new training for your teams.
At the core of it all is the art of listening.
Change commences with attentive ears.
Ben understands that if we all focused on listening more, navigating through challenges could become smoother. Whether it's deciphering intricate tech puzzles or guiding a team through adopting something new, Ben White's role as an indispensable ally shines.
The true heroes are the divisions seeking resolutions, and Ben is their unwavering support system – a navigator helping them find clarity in the midst of complexity in this brave new world of technology.
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