Category — Experience

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I was doing a bit of research the other day and came across an interesting article about Porsches and a little known measurement called “path accuracy.” According to Car & Driver it seems that if you compare a Porsche 911 to a Corvette, in just about every metric, the Corvette wins; faster 0-60, faster in the quarter mile, faster to stop, more horsepower as well as others. And the Corvette costs about 38% less than the Porsche. So why then did over 30,000 people buy Porsches last year instead of the Corvette? It’s unreasonable to assume that $1.8 billion were spent on Porsches solely because of the story of the brand.

It turns out the hard to measure metric “path accuracy” is really important here. A Porsche goes where you put it. The Porsche level of path accuracy gives the driver a superior feeling of control; almost magical. But just because it’s hard to measure doesn’t mean it’s not real. It’s so real that car buyers spend more than $1 billion a year for it.

The point here is that in a metric minded organization, it’s easy to focus on the things that are easy to measure instead of the things that are important but hard to measure. What’s the thing in your company that make clients feel really good but is hard to measure? Are your clients willing to pay more for it?

I have a 1989 Grand Wagoneer. Great car, built like a tank back in the days when plastic was steel. But it has 2 keys, one round & one square. I have to keep both on my keychain and I have to remember which goes where. Sometime after 1989, American car makers went with a one key system. Much simpler and easier to use.

I often see real estate professionals marketing themselves with 2 keys. They have one email address and a completely different web address. For example,

Email: johnC@springsips.com

Website: www.skitownhomes.com

Your prospects and clients have to remember your 2 keys. Why? Make it easy for people to remember how to find you. Market yourself with one key - johnC@skitownhomes.com - your email AND website all wrapped up in one key. It’s the little things like this that add up over time to produce a terrific client experience.