feeling inspired this time of year?

yes?

 

Perhaps its the snow or the christmas lights or the chocolate. Whatever it is, Christmas feels a little different to me this year. I'm in better touch with family and friends near + far and finding new ways to pay it forward to others. I'm truly loving the inspiration in the air this year. I feel as though the people in my life are working + playing harder than ever before--with more passion, conviction and determination. More of us are doing the things we WANT to be doing and less of the things we don't. Checking my email less frequently and picking up the phone and 'visiting' more. I find it hard to get inspired over email. I'm almost over it. Its much more enjoyable having a conversation with someone in person or even over the phone.  I've attempted to do this more and I feel, as a result, it has enhanced my overall holiday experience this year---probably my 2010 as a whole. 

 

This same inspiration via, lets call it, "personal experiences", has also crossed over into our business at Chatterson. Less emails + more face-to-face meetings + phone calls. I feel there's mutual interest and commitment to building the relationship beyond just getting the work done. With both sides working with this approach to business + relationship building, results are destined to be great. Brilliant ideas are free-flowing + our ability to achieve common goals are realistic + attainable. When problems arise, we've solved them simply by communicating. Every problem, no matter how challenging, has had a solution this past year. The people around me have collectively, inspired me. THANK YOU if you are reading this post. 

 

I'm concluding the year with clarity, gratitude + genuine excitement for the year ahead. I'm appreciating being able to be surrounded by positive, driven + relationship-centric people. We're building a stronger, more nimble + efficient team at Chatterson to serve our dream rooster of client relationships. Yes, I said dream. We have a big year ahead full of inspiration-fueled opportunity. I realize this 'inspiration' has been gifted to us because of of our commitment to building great relationships and paying our inspiration forward. Where is your inspiration coming from next year and how will you pay it forward?

 

-jason

#passion drives success

www.chattersondrive.com 

can I get your number?

We've hit a wall. Our industry that is. 

 

Homebuilder sentiment in the United States is at an all-time low and home sales in both countries continue their downward trend. The secret ingredient to success, whichever side of the border you're on, lies in your unique ability to capture the information of the few prospective purchasers walking through the door. Some do it better than others but overall, most would agree its purely a numbers game. Or is it?

 

Day by day, month by month, its becoming increasingly difficult to capture highly coveted + personal "contact information" from the few prospective purchasers we see. Blame it on the internet, the spam messages in their inboxes or the obnoxious furniture salesman they wish they never gave their email address to. Yes, the world has changed and everyone from the first-time homebuyer to to the empty-nester and every purchaser in between is reluctant to give up their contact information. 

 

Expect More. Get Less? 

 

Could that really be it? I was meeting with one of our area's most respected builders the other day. We talked about the market slowing down. We talked about the decrease in traffic to show homes and we talked about the the lack of show home visitors that are registering when they walk in the door. It's happening everywhere but why? If their time spent in your show home or open house was great and they liked what they saw, wouldn't they want to receive more information from your talented + polished sales team? Even the best sales executives these days are having a difficult time getting prospective, interested purchasers to give up the goods. 

 

Some chalk it up to a sense of entitlement among show home visitors but I'm thinking its more along the lines of a lack of excitement + experience provided. They walk through the door with high expectations and walk out disappointed or at best, marginally amused. In the end, who's to blame? They expected more (an experience) and felt they got less (the same thing they got at your competitor’s show home next door). You expected more (their contact info) and got less (a friendly "thanks + goodbye").  At the end of the day, the customer is always right--even when you have no idea who they are! 

 

Experience Engagement.

 

Times have changed. The recent downturn combined with communications technologies evolving at warp-speed, have changed the game as we know it. They want more from us. We expect more from them. Seems like a fair compromise doesn't it?  

 

How can we get more when we're not even getting the basics now? We think its not only reasonable, but very realistic.  Prospective purchasers who take the time to visit your show home will tell you more if you give them more. It's not about higher-end furnishings, better staging, more signage or a slicker sales person. It has everything to do with the experience in which each of your guests are engaged in. From the moment they walk through the door to the moment they leave. Create a memorable, unique show home experience and they'll be falling over each other to give you their prized contact info. 

 

The reason for this post stems from our recent ThinkTank sessions at our company's Collaboration Centre in Calgary. We're more than embracing our niche of real estate building + development--we're working to make it better. The problem resonates with most of our clients so we'd be fools to not try and find a solution. Without giving it all away, the team has been hard at work on some incredible Prospective Purchaser Pathing Strategies (PPPS) + technology solutions for the ever-challenging show home experience. No matter where you are, what you build or who you're trying to sell to, who doesn't want to be able to "wow" prospective purchasers and not just get their contact info, but create a "fan" and future owner of our brand + our homes. Stay tuned. We've got some exciting experiences brewing. 

 

-jason

www.chattersondrive.com

#passiondrivessuccess

get off your soapbox, shut your mouth and listen

With the introduction of social media, the ways in which organizations communicate with key stakeholders has changed dramatically.  No longer forced to rely on the one-way dialogue that for so long dominated, consumers, clients + employees are now able participate in what is being said about an organization.  In fact, it is encouraged. 

Social media will not work unless you are willing to engage your audience.  Spouting facts or information non-stop will kill your social media platforms faster than you can shake a fist at.  Its in your best interest, as an organization, to listen to what your customers + prospective purchasers have to say.  Whether you are selling a product or service, ultimately these are the people who will influence the success of your organization.  You have an opportunity to understand your target market intimately if you know the right questions to ask and are willing to truly listen.

How do you do this?  Like any successful communications or marketing plan, you need to have a strong, well thought out strategy in place before launching your social media escapades.  Knowing where you want to end up will definitely help define the steps you need to put in place to get there.   But, if you don’t know what you are doing, it will show.  Nobody expects everyone to be a social media expert. But much the same way that I would never apply for (or expect to get) an engineering position, a company whose focus is not social media may want to consider outsourcing or bringing on a new employee whose skill-set and knowledge base focuses on social media strategy.  In fact, according to Mark Evans, one of Canada’s leading social media + digital marketing experts, this is one of the biggest mistakes companies make when attempting to integrate social media into their overall marketing and communications plan.

With the right strategy in place and a salient vision to see what it is that you want to achieve, your company has a huge two-way communication resource at its fingertips--literally.  So jump off of the proverbial soapbox and start speaking WITH your consumer. 

-kt
www.chattersondrive.com

#passiondrivessuccess

we first met online.

From choosing a restaurant to evaluating the pros and cons of a refrigerator, there is no doubt that consumers rely heavily on the Internet to do most of their research nowadays. When it comes to buying a home --the largest financial purchase for many– decisions about who to build with are being made before consumers ever step foot in a sales centre/ show home or speak with a sales associate. 

 

Many companies utilize the Internet to showcase their websites: explaining their company and product offering. This was fine in 1998 when Friends was a hit and clunky heels were considered fashionable however, the Internet has evolved. The Internet of today has become more than just an information tool, rather a hub of social interaction + two-way communication.  

 

With the introduction of viral forums such as blogs, Facebook and Twitter, consumers are taking their real life experiences online and redefining social interaction + communication. 

 

When researching potential community + builder candidates, consumers are looking for more than just the glossed over ads and corporate “calls to action,” they want to know who it is that makes up the company + what previous purchasers have to say about their company + their product.  

 

By integrating social media into public relations + communications strategy, builders and developers have the opportunity to create and foster relationships with prospective purchasers and current homeowners that, before the introduction of social media, were only possible through face-to-face community engagement. 

 

--kt 

www.chattersondrive.com

calgary's downtown core slow to grow

Much talk continues around urban density and it's critical role in Calgary's future, but who controls urban density... the builder-developer community, the government or the marketplace?  

 

In today’s marketplace, the smart builder builds based on demand.  The builder running in the red builds on speculation.  Buyer demand, unfortunately, does not currently exist in Calgary’s urban centre.  There’s a large amount of “urban” product on the market and absorption levels are slow in comparison to new, single-family communities on the outskirts of the city centre and beyond.

 

The buyer culture needs to shift and begin demanding more homes downtown or regional government must intervene and provide incentive for the building and development industry and prospective purchasers interested in buying a home in the downtown core.  

 

Multi-family builders are attempting to pick up lost momentum in the beltline and city core.  2008 saw a record number of project starts in Calgary’s downtown condo market.  Many speculative buyers are still scrambling to resell or rent and finding it difficult to do either. 

 

Builder organizations are homebuilder’s first and service organizations second.  The before build, build and after build service is extensive for new homebuilders.  In the age of the service-oriented business, it would appear builders’ priorities are in the right place.

 

The benefits of avoiding urban sprawl cannot be argued, savings in infrastructure spending/ maintenance and creating a greater sense of community downtown; however, a broader culture shift needs to occur amongst home buyers as opposed to pointing the finger at the service-oriented builder organizations.

--allan

www.chattersondrive.com

fans first. customers second.

In the sometimes turbulent world of residential + resort real estate, establishing the fruitful relationship with a prospective owner is becoming quite the challenge. Your ads don't cut it anymore. The billboards telling the world you're the best is no longer credible. Today, prospective purchasers care less about what you have to say and more about what everyone else is saying ABOUT you.

 The best builders, realtors and developers in real estate see this light. Advertorial what? Who reads advertorials anymore unless its for prescription drugs? Engaging prospective purchasers takes more than traditional marketing + advertising. It's a nice start but its like having bricks and no mortar. They're savvy and "due diligence" is easier to do than ever before. The success stories come from the organizations that are demolishing the walls of what is considered "traditional" real estate marketing. All of a sudden what you do and how well you do it is determined by those who have been through your process--not how great and "hassle-free" you say it is. Small speed bumps and obstacles aside, if they enjoyed "the experience" provided, you have created yourself a true "fan." 

 

Fans follow.

 

That's what fans do, they follow. When I started with Walt Disney in 1999, one of my managers gave me a copy of a book called "Raving Fans." It taught me the difference between a satisfied customer and a "raving fan." This couldn't be more important + critical today.  To be the best, your customers have to be willing to raise your flag. To share the unique experience they had with you with their friends, their family and their "social network." 

 

I'll admit it. I get excited about organizations that are constantly breaking-down the traditional walls and leading the way as innovators in engaging prospective purchasers and creating "raving fans." I'd much rather have a fan or a follower over a customer any day! Embrace the opportunities and never-before-created ideas, technologies and strategies that the rest ignore. Purchasing a home is most commonly the single-largest purchase decision anyone makes in their life. Shouldn't that experience be an enjoyable one? Go beyond traditional means of marketing communities + homes and acquire a group of fans who are willing to follow YOU. 

 

If you haven't read it, get it: http://amzn.to/2FMtir 

 

--jason 

http://chattersondrive.com/

welcome to the neighborhood

A fitting subject for a company that loves the tiny but wonderful industry we so called "work" in. Your father told you to find a "niche." Well...we've found ours. 

 

Western Canada's real estate building + development industry plays host to dozens of visionaries + passionate performers that also love what they do. These are the people we're proud to work with. These great people are part of great companies that continually strive to grow, innovate + differentiate themselves from the crowd. They endlessly pursue the generation of qualified traffic to show homes, sales centres and websites. They demand measurement + trackability that proves their marketing + communications machine is efficient + effective. These companies, people and expectations get us excited. They get us out of bed in the morning with a smile. They make our work feel more like a fun day at the beach. Needless to say, there's a plethora of great reasons why we love what we do at Chatterson.

 

Today is a bit of a special day for us at CHDR. Two years ago there were a small group of 'believers' around us that supported our decision to create Chatterson. These 'believers' were friends who helped create the Chatterson identity, brand, website, marketing collateral and whole bunch more. We call them believers because they sacrificed their time, talent + expertise for little to no monetary reward--it had everything to do with friendship and nothing to do with money. Chatterson had yet to earn a client, we didn't have an office and 'startup costs' came from our personal piggybank that wasn't exactly Fort Knox.

 

We're grateful to the 'believers' that helped get Chatterson off the ground. We're proud to say that two years later, as Chatterson continued to grow, we made sure these 'believers' were on the bus for the journey--valued colleagues + teammates since day one. We thank you + are so very proud to have you at Chatterson. Today, the handful of believers has grown into a small army of passionate + dedicated brilliant minds who continue to dream up innovative strategies + concepts that drive our business. This special day isn't our birthday but the day we unveil the new CHDR website.

 

Focused on being true pioneers + innovators in our niche area of expertise, we're firm believers that people do their research on the internet + build relationships in person. For this reason coupled with the growing desire for simplicity and cutting the bullsh*t, we didn't create some huge, information packed, hard to navigate website. We've spent the past two years listening to our clients + their prospective purchasers. "I don't want to spend fifteen minutes on a website trying to understand who you are or what you do. Give it to me short + sweet."

 

Well, we heard you loud + clear. No complex navigation. No pages and pages of "what we do" and "why you need to work with us" text. Just the basics on who we are, who we play with, where we play and what's new + exciting in our world. We used the KISS (keep it simple stupid) rule this time around and we think we've hit the mark. Anything more you need to know, we hope + trust you'll pick up the phone and call us or better yet, pay us a visit at our Collaboration Centre in Kensington.

 

So cheers to our growing list of fantastic clients, our top shelf in-house talent and a new website that tells you just enough but not too much. enjoy!

 

-jason

www.chattersondrive.com

two years ago chatterson was born from a passion for the world of real estate building + development. to this day, that passion guides every decision we make.

some think its impossible to truly love what you do. we couldn't disagree more. we spend our days working with the industry's most respected leaders and visionaries on some pretty incredible projects.
our home is calgary but our passion for real estate has taken us all across north america. we've assembled the industry's most sought-after talent. we're not shy to tell you that we are the best in the business and we love proving it. every project is a blank slate and our ideas and strategies deliver measureable results.

 if we're not having fun, its not worth doing. passion truly does drive success and our passion is contagious. we're revolutionizing how canada's real estate building + development industry markets and communicates. one client at a time. welcome to chatterson drive. 

-jason
 www.chattersondrive.com