A book and a half. The dangers of standardized processes

A story about how thinking and working with rusty old standards gets in the way of future success. Written from personal experience of one of open & Company's people.

I had the pleasure of working for a real-estate development company ones. As a Marketer I loved the opportunities at this what I called “innovative player in a conservative market”. Conservative because the real-estate industry was, and still is, one of those dusty old industries that is forced to re-think there marketing, communications and sales strategy. A feast for a marketer.

Anyways... This real-estate company had a newly property development near the Dutch coast. A beautiful property with high-end apartments at 1 million Euro upwards (back then what was a huge amount still). The finest of its kind. Marble facade, the finest wooden floors, the best appliances, in-house gym, pool, underground parking... The lot. The construction of this marvelous house came to an end but selling the apartments proved to be more than a hand full due to a real estate market in downfall. A meeting with the leading real-estate brokers was organized to discuss the right way forward. 'How to sell these apartments?'. Present at the meeting were:

-The CEO of the development company (my boss) in charge of the pressing look on his face.

-The project responsible, trying to copy the pressing look of our boss.

-Three real-estate brokers, one leading the other two, in charge of arguments why the apartments weren't sold yet.

-Me, in charge communications (and asking the stupid questions nobody dares to ask)

-A secretary, in charge of meeting minutes, and distracting all mentioned above with her beautiful... eyes.

During the meeting I had to agree with the brokers. Apart from all my `new-age` proposals such as an interactive online platform, a blog about the beauty of the green parks surrounding the property, guided tours through the building site for those fortunate enough to be able to effort an apartment like this, I had to give these guys there brochure they couldn't live without. “Every property for sale has a brochure so this one needs one too”. I had to agree. That wasn't that hard for me though... I had a concept! What could be more beautiful as full blown, luxurious brochure?

I imagined a luxurious penthouse with designer interior: with Corbusier lounge chairs and one of those coffee tables made out of one sheet of bent, thick, glass. Under the coffee table a selection of luscious books: Art books, Atlases, `Luxury Houses of Monaco`... Thick, heavy, big books. The ones you proudly present to your friends coming over for a glass of Scotch (Single Malt of course, Speyside when dear friends). This would be the perfect place for our brochure. The perfect place for clients to show the project off to other possible clients: “Have a look at our latest acquisition old pall. Doesn't that look like something you`d admire?”...

BIG. It needed to be big, our brochure... Sorry... our BOOK! At least A2! Even bigger as far as I was concerned! And the cover should be as soft as the finest of bed linens. Gold linings on every page.. The works. But big. At least BIG! None of that “honey have you seen those papers about the house? I want to show Peter”... It should be a book that can't be overlooked.

The pressing look on the face of my boss seemed to have wondered off and change owner... In this case three owners. The brokers on the opposite side of the table weren't looking happy.

A conversation unfolded:

-Me after presenting my concept: “Guys, this will lighten your day, won't it?”

-One of the brokers: “This is far too expensive”

-Me and project responsible: “This is solved. We're aiming to sell these apartments so we'll cover the expenses for the sales material”

-Broker after a short search for arguments: “You see, this won't work... It just wont”

-Me with a question mark hanging over my head: “I see where you're coming from (?!) but would you care to elaborate your vision?”

-Brokers: “Well for one it's too heavy”

-CEO, no slightly agitated: “Too heavy for what please?!”

...Okay I'll interfere in my own writing... This went on for a while, until...:

-Lead broker: “You see the book can't be bigger than A4 size.”

-Me, CEO: “Sorry what? Why?”

-Lead broker: “Well, when someone calls and expresses his interest in one of these apartments we need to be able to send him these documents including the book per post mail and mailboxes only fit A4 sized packages....”

After the CEO and I shared some sighs, frowns and looks of disapproval...:

-Me: “So when someone calls you to express his interest in a multi million Euro property your gut feeling tells you to send him some A4 papers?”

-Broker, nodding: “Eh, yes exactly”

-Me: “Wouldn't it be more appropriate to get in your car, take our BIG book, buy a bottle of the finest scotch and some flowers for Mrs. Potential Buyer on the way and deliver these personally accompanied by your most honest smile and your business card?!”

Apartments were sold, by changing standards and attitude, and a BIG book.

...End of story.