June 23, 2022
How to Create an Unforgettable Real Estate Mission Statement
When it comes to connecting with customers, never underestimate the power of your words. Homebuyers don’t solely want to know what you do. They want to know why you do it, who you are, what sets you apart, why they should trust you and more. Purchasing a home is a very emotional decision, so home builders and developers must develop a strong sense of trust with their customers in order to achieve successful growth.
A powerful real estate mission statement is a great way to do this. It concisely articulates brand values to align your company, thus giving buyers a clear look at what you have to offer, what your goals are and why they should purchase a home from you. A good mission statement drives your brand direction and sets the tone for what people can expect from your company, both externally and internally.
Wondering what a mission statement is, why home builders and developers need them and who benefits from this business element? Here’s how your company can create an unforgettable mission statement — and use that mission statement to sell more homes!
Mission Statements vs. Vision Statements
Before you can write a great mission statement, you need to understand exactly what it is and how it differs from other key pieces of copy, like your vision statement. A mission statement describes who you are and what you do, as well as why you do it. It is a short, succinct and informative statement that is usually no more than two sentences.
Alternatively, a vision statement takes a long-term approach and focuses on your broader goals, without addressing your day-to-day operations. In your mission statement, you talk about what type of property and community you develop and why you develop them. The vision statement addresses the larger impact that you want your company to have on the world.
In other words, the mission statement tells your audience where you are now, while the vision statement shares where you plan to go in the future. Both statements are highly instrumental in detailing your brand identity and providing buyers with insight into who you are as a company. Just as an individual often aspires for their future and has a purpose behind their current actions, so should your real estate brand.
Why Builders and Developers Need Mission Statements
Every builder or developer has a reason for its existence, and a mission statement is meant to outwardly express that purpose to others. A strong real estate mission statement clarifies company goals to enhance business opportunities both internally and externally.
Mission statements are a touchpoint that both your customers and your team can refer to for a deeper understanding of your company’s operations and goals. Along with sharing who you are, mission statements also clarify who you are not, ultimately providing your brand with a purposeful focus. These small, yet impactful statements are part of forming a strong brand identity and can instill greater confidence and loyalty in both your customers and employees.
With move-in ready homes currently at a minimum, buyers are left to decide which builder they will trust to deliver their new home down the road. Despite limited housing options, buyers still have plenty of home builders and developers to choose from. To determine who is the best fit, they’ll want to work with a company whose mission, values and brand identity they support.
A compelling mission statement can act as a final push that motivates a homebuyer to purchase from you over another builder or developer. The truth is customers don’t just want to buy what you sell, they want to buy why you sell as well. If you show them a strong brand identity that they can resonate with, it makes your company feel more trustworthy.
Mission statements are the start of an emotional connection with your buyers that can last a long time. A great mission statement makes potential customers want to learn more and helps existing homeowners feel happy and proud of their purchase.
Mission statements are also an important part of internal company culture. Within a large business, it can be challenging to ensure every team member is consistently on the same page. This is where a mission statement can help your team’s performance tremendously!
Brand values create a unique company culture, and mission statements are the best way to articulate and share that culture. Your team can use your mission statement as guidance or motivation when making decisions. A well-composed mission statement can inspire employees, create a sense of unity and boost morale. A well-written mission statement adds to the company culture and acts as a reminder to employees of how their roles work together to serve a larger purpose. Even in the face of industry downturns, these articulated core values also help keep your employees motivated to continue performing well.
It can also be a great way to recruit the right new team members. When you openly share your company values, you’re more likely to attract individuals who closely align with your company values. The mission statement gives them an idea of what it will be like to work there before they even apply!
Who Benefits From a Directed Mission Statement?
A mission statement might be short and sweet, but it can have a significant impact on many people within your company’s orbit.
Internally, your entire team benefits from having a strong mission statement. It encourages your team to work as a cohesive unit and unify their efforts to achieve an overarching goal. A strong mission statement should tell everyone on the team – from your highest leaders all the way down to your interns – not only what the company is doing, but why you’re doing it. Mission statements can serve as a guiding star for your team, as well as a foundation for your business strategy from branding to recruitment, sales, marketing and more.
These statements not only influence your business strategy, but they also heavily impact each team member’s experience with your company. Understanding the company’s motivation is especially important for new hires or lower-level staff. Working without an awareness of the company’s goals could lead to burnout or frustration. Instead, a strong mission statement fosters a strong company culture that prevents these issues, improves job satisfaction and keeps employees engaged in their roles.
A directed mission statement not only benefits your company internally — it helps your customers as well. When your entire team is on the same page and works cohesively, your company can provide exceptional service to your buyers and elevate their overall customer experience. Rather than struggling with internal goals and alignment, you can focus your attention on meeting their needs.
Tips for Creating a Great Mission Statement
Creating an amazing mission statement as a real estate developer can take some time, and it’s not a process that should be rushed. Since you only have limited sentences to deliver, it’s important to take your time and thoughtfully narrow down key concepts and phrasing with your team.
Some questions to ask your team while creating your real estate mission statement to thoughtfully guide its direction could include:
- What services do we provide?
- Why are we in business?
- Who are our customers?
- What are we known for?
- How do we want to portray our brand?
- What differentiates us from competitors?
- What are our goals?
- How do we plan to reach those goals?
- What does success look like for our company?
Here are some tips for creating a highly impactful mission statement!
Start with bullet points, then expand.
One of the biggest challenges of writing a mission statement is keeping it concise. It can be tempting to go on and on about what you have to offer as a home builder or developer, but this can actually make the statement less impactful.
To prevent this, start by writing bullet points and then add nuance later. Use these bullet points to specify what your company does and why you do it. Think about your company’s primary purpose and goals. What are the driving forces behind the work you do?
A well-written mission statement uses clear, compelling language that is easy to understand. If your mission statement is too lengthy, it loses its power and won’t effectively share your brand’s core values. Some of the world’s largest companies have very short mission statements. For example, Tesla sums up its goal in one powerful statement — “To accelerate the world’s transition to sustainable energy.”
Focus on what makes your company different.
With so many other builders and developers in the market, your mission statement should capture what makes your company stand out from the competition. In fact, you shouldn’t be afraid to look at other mission statements in the real estate industry.
Your mission statement should demonstrate that you understand your audience by defining the needs you serve. Do you focus on affordability, walkable locations, luxury design, high-end amenities, etc.?
Think about your niche in the market — are you catering to a demographic that’s often underserved by real estate developers? Do you offer unique customer service solutions to pain points that others don’t? Can you deliver extra touches of luxury that others can’t match? Make sure to speak to those elements in your mission statement.
Make it short and sweet
Now that you’ve dug into the core of your brand, it’s time to shorten it. A strong mission statement should be brief but informative. Keep it simple and get to the point!
Don’t waste time with descriptive or ambiguous wording. Use simple and specific language without using generic terms or industry jargon. Ideally, the statement should be easy to ready for anyone, whether that’s your customers or employees.
Think about your mission statement from multiple perspectives.
In order for your mission statement to be successful, it needs to be inclusive. Yes, it’s important to be specific, but it shouldn’t be so precise that it limits your organization’s growth. Nike does this with their mission statement:
“To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”
Upon first glance, some potential buyers might have turned away with the notion that they are not an athlete and Nike products are not meant for them. Instead, using the asterisk broadens the definition of the mission statement to include more potential customers and employees. From a real estate perspective, consider ways that your properties are inclusive and meet the needs of multiple communities.
Evaluate the mission statement impact
After constructing your mission statement, take a step back and keep reading it over. Do you think it’s memorable? Inspiring? Exciting?
If it isn’t, it’s time to go back to the drawing board and keep brainstorming. If you aren’t impressed with your mission statement, chances are that your audience won’t be either. Your mission statement should be unforgettable, something that inspires buyers to purchase from you, instills pride in your team and transforms your brand a powerful player within the real estate industry.
Align Your Brand Identity with a Compelling Real Estate Mission Statement
Your real estate mission statement is an important starting point for exceptional internal and external communication. If you don’t have one, or just haven’t updated yours in a while, now is a great time to set yourself apart from the competition.
At Milesbrand, we help home builders and real estate developers create amazing customer experiences through our award-winning branding and marketing. Contact us today to learn more about how we can take you from land to brand!