Brand Quest

Sep 302015
Business Lessons from Bagger Vance - Home & Realty Magazine

Teri Conrad

Lessons From Bagger Vance

I recently gave a presentation to the business agents in my office based on one very short clip from the movie The Legend of Bagger Vance; “A down-and-out golfer attempts to recover his game and his life with help from a mystical caddy.” In one short clip there is a litany of business and life lessons that I believe if embraced can move anyone forward in a powerful way.

Shift in the industry:

“Lazy grass follows the sun. Same putt will go one way in the morning and t’other in the afternoon.” ~ Bagger Vance

Lesson: The real estate industry is shifting. As the world becomes more connected online and the connected consumer has more information than ever before, we need to ‘follow the grass and the sun’ and anticipate how best to serve our clients how and where they want to be served.

Get out from behind the computer and get in the market:

The night before the big tournament, Bagger takes his shoes off to feel the grass while he walks the course to assess for himself the lay of the land. He gets out of the books and gets a feel for the course.

Lesson: As real estate agents, we need to get out from behind the computer and learn for ourselves.

We need to gain knowledge about the product in our market! Join your office tours; get into conversation with people develop good relations with other agents and professionals in your market!

Slow down and get quiet:

Take the time to listen. Bagger is out walking the course at night. It’s peaceful. They have the space to assess without all of the noise.

Lesson: We live in a noisy world. It’s easy to feel compelled to always consume, take the opinions of others as gospel without assessing for ourselves.  Find sources that you truly trust and remember to step away regularly to hear your own thoughts.

Authentic Swing:

“Inside each and every one of us is a true authentic swing. Something we were born with. Something that is ours and ours alone and can’t be taught to you and learned. It’s something that’s got to be remembered.

Keep Swinging

Lesson: Don’t worry about not having any balls (listings/ current leads). Just keep swinging and stay in conversation. Immerse yourself in market knowledge. Continue the conversations. Practice, practice, practice. The more you engage in conversation, study the market, continue your education, write offers, negotiate deals, close listings, the quicker you’ll find your authentic swing. The sooner you’ll feel the course.

You can’t make that ball go in the hole – you have to let it.

Lesson: Close your eyes and visualize what you want to happen. Now keep swinging. Stop selling and start helping. Allow the business to find you. Be discoverable and helpful and keep swinging.

Teri’s lessons:

Loosen the grip a little. Stop trying so hard. Have a little faith. If you’re doing what you need to be doing, then it will come. Don’t worry about the competition.

See the field:

Feel that focus: you have a lot of shots you can choose from . There’s only one shot that’s in perfect harmony with the field – the shot is going to choose you. There’s a perfect shot trying to choose us. Get in the field. Look with soft eyes. SEE IT BIG. Seek that place with your soul.

Don’t think about it. Feel it.

and put yourself in the way of opportunity (Lesson from friend/mentor and successful bay agent Jim Walberg)

View entire presentation with video HERE.


Jul 142015


When I discuss BRAND, I am referring to the entire experience a consumer has with a company or agent. How every thread from digital discovery, to sales, to customer service, to HR, to a referral is woven throughout the experience. We know that the first thing a consumer does (or an agent investigating a company to work with) is head to google. What do they discover? Does working with that agent or company match the expected experience? On a global scale, how important is the corporate brand?


I recently facilitated a panel at AREAA Vancouver Summit titled “Brand Power – Building Trust Globally” with amazing leaders: Budge Huskey, CEO Coldwell Banker, Elton Ash VP RE/MAX Western Canada, Brian Rushton VP Century 21 Canada, Chris Stuart – Franchise Director Berkshire Hathaway and my good friend Matthew Shadbolt Director of Real Estate Products at the New York Times! Did I mention it was a killer panel?


It was Matthew Shadbolt of the Times who early in our pre panel discussions hit on the subject that drove our entire conversation around building FAITH and what that means to the consumer and to the Brand. And yes ~ I do believe this is a “Conversation That Matters”.

 When we talk about trust, or brand loyalty, very often we’re really talking about faith…and the best brands are able to rise above the deafening digital noise and truly articulate purpose to their customers. And while that sounds grand, it’s the little things, done every day, that make a huge difference in moving that needle….

The challenge for any brand, be it an individual or a brokerage, is attention. We live in an age of excellence, where if an experience isn’t 5 stars, it’s either ignored, or swiftly forgotten. Who leaves a 3 star review anymore? It’s either amazing, or awful, and there’s no middle ground anymore in an increasingly unforgiving climate, especially online – this is something we feel acutely at The Times as you can imagine. But this is what real estate professionals have to tackle if they are to win business and rise above the noise. I believe they have to stand for something, and when I think of the best real estate brands, they do this.”

 Faith: complete trust or confidence in someone or something.

This is true for global brands, for brokerages and for agents. Whether you’re trying to farm your local neighborhood, or attract international buyers, how you present yourself at every touch will either confirm or refute the consumer’s expectations.

I have been fortunate enough to learn about BRAND via Matthew Shadbolt for many years, since his time at Corcoran Group and as one of Inman News’ Top 100 Most Influential. We share a passion for binding the customer expectations to the overall experience and now Matthew has has succinctly articulated the real goal.

Brand - Home & Realty Magazine

Build faith.

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