Nielsen.com’s Professional Network Small Business Resource Center published this article January 12, 2008:
In Tool Kit #3 (Part 2) we will explore the second 5 truths that Google has discovered in doing business successfully. The biggest issue brokers and agents face is that the majority of the industry hates change, is unwilling to change with the times, constantly fights to horde information that the public already has access to, and does not understand that their revenue model is being challenged and will change in the near future.
If you are a broker looking for new ideas then take a deep breath–you may not like the following list.
6. You can make money without doing evil: Google’s revenue model is advertising. What differentiates Google is that they are very strict to adhere to the philosophy that they will only display advertising that is relevant to the search results of each page. “. . . only certain searches produce sponsored links. . . Google firmly believes that ads can provide useful information if, and only if, they are relevant to what you wish to find. Google will never breach customer trust on this issue.
Q: Are you certain that you are providing your customers with relevant information, useful services, and things that the customer wants without forcing them to wade through unwanted or useless information or services?
7. There’s always more information out there: “Once Google had indexed more of the HTML pages on the Internet than any other search service, our engineers turned their attention to information that was not as readily accessible.”
Q: Is your company constantly looking for new information, improving your business procedures, and attempting to educate your “human capital” on an ongoing basis?
8. The need for information crosses all borders: “Though Google is headquartered in California, our mission is to facilitate access to information for the entire world. . . We also offer a translation feature to make content available to users regardless of their native tongue.”
Q: Do you make your brokerages’ information easily accessible to your niche as well as a broad audience, are you sitting on your “local porch” and ignoring opportunity, and do you have tools in place to measure your audience’s response to your information?
9. You can be serious without a suit: “Google’s founders have often stated that the company is not serious about anything but search.” Although they have the most eccentric corporate benefits from gourmet cafes, bicycles, grooming, gourmet coffees, educational opportunities, and other incredible perks, Google always puts users first when it comes to there services.
Q: Does your agents and staff give off an air of superiority, haughtiness, or blatant snob appeal? Is everyone in your organization galvanized toward an overall company goal and purpose? Do your people perceive themselves as hard working or busy when in reality they are neither?
10. Great isn’t good enough: Like Nordstrom’s mantra “Under promise and over deliver”, Google believes in delivering more than expected. Google “does not accept being the best as an endpoint. but a starting point. “Google takes something that works well and improves upon it in unexpected ways. . . This constant dissatisfaction with the way things are is ultimately the driving force behind the world’s best search engine.
Q: Can you say that you are running your brokerage with your customers as your top priority, constantly searching for new ways to improve your services and procedures, and are you on a never ending quest to stay in front of the technology curve that is reshaping your industry?