How to Create an Unforgettable Real Estate Mission Statement

November 16, 2020

How to Create an Unforgettable Real Estate Mission Statement

When it comes to connecting with customers, you should never underestimate the power of your words. Purchasing a home is a very emotional decision, so builders and developers will need to develop a strong sense of trust with their customers in order to make sales. 

A powerful real estate mission statement is a great way to do this. It uses concise 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 sets the tone for what customers can expect from you as a company. 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’ll 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 and concise 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. In your vision statement, you address the larger impact that you want your company to have on the world.

Why Real Estate Developers Need Mission Statements

Mission statements are a touchpoint that both your customers and your team can refer to for an understanding of your company’s operations and goals. They are part of a strong brand identity and can instill confidence and loyalty in your customers.

External messaging

Today’s real estate market is dense, and buyers have plenty of choices when it comes to finding a new home or community to live in. 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 will make potential customers want to learn more and can help existing customers feel happy and proud of their purchase.

Internal alignment

Mission statements are also an important part of internal company culture. Your team can use your mission statement as guidance or motivation when making decisions. A well-composed mission statement can be very inspiring, creating a sense of unity and boosting morale. It can also be a great way to recruit exciting new team members who 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’s something that can have a huge impact on many people in 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. Everyone on the team, from your highest leaders all the way down to your interns, knows not only what the company is doing, but why you’re doing it. 

Having an understanding of the company’s motivation is particularly important for new hires or lower-level staff. Working without an awareness of the company’s goals could lead to burnout or frustration. A strong mission statement can foster an internal culture that prevents these issues from happening. 

A directed mission statement doesn’t only benefit your company internally — it benefits your customers as well. When your entire team is on the same page and can work as a cohesive unit, you’ll be able to provide much better customer service to your buyers and improve their overall experience. Rather than struggle with internal goals and alignment, you can focus your attention on meeting their needs.


Tips & Tricks for Creating a Great Mission Statement

Creating an amazing mission statement as a real estate developer is something that can take some time, and it’s not a process that you want to rush. Since you only have a few sentences to work with, you need to take your time and narrow down key concepts and phrasing with your team. 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 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. 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. 

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 that others don’t? Make sure you articulate those things in your mission statement. 

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 specific 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.” 

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.

Your real estate mission statement is an important starting point for both 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 do so to set yourself apart from the competition

At Milesbrand, we help real estate developers create an amazing customer experience through our branding and marketing. Contact us today to learn more about how we can take you from land to brand.


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