You Are The Product Talk
Submitted talk to Inman Connect
Bio
Jess Martin is a software developer and product thinker. He gets excited about the intersection of great technology, legitimate business value, and awesome customer experience.
Jess is the CTO and Co-founder of First, a predictive analytics platform whose mission is to help agents grow their business through more relational, personalized and timely outreach by utilizing machine learning, automation, and smart integrations.
Prior to founding First, Jess started several startups including Ranger, an uptime monitoring service that was acquired in 2012. He has led teams to design, develop and deploy dozens of products for companies at various stages, from startups to the Fortune 100.
Please give as much information on the topic you are proposing. For example, learning objectives for the audience, relevance, etc. If you are open to multiple topics, please list your areas of expertise. Examples could include Recruiting, Lead Generation, Social Media, etc
Title: You are the product
Subtitle: Apply the formula that propelled Facebook to a billion users to supercharge your real estate business
Learning objective: Learn and apply a simple formula for thinking about their real estate business as a product by walking through applications of that formula to various areas of a realtor's business.
The formula is simple:
- How do you get people in the front door?
- How do you deliver the a-ha moment as fast as possible?
- How do you deliver the core product value as often as possible?
Key concepts:
- It's all "product" and it's all you - The "product" is the end-to-end consumer experience of buying and/or selling the home. Every single part. Even the parts you don't control directly.
- The entire "product" experience will be attributed to the realtor - It's all on you.
- "Establishing trust" and "competency" are just table stakes - they are not "core product value." They are simply earning you the right to win their business.
- Measure what's important - You can't improve what you don't measure.
We'll take agents through the formula and illustrate several examples of delivering a-ha moments and core product value at each stage of the real estate experience.
Areas of expertise: product design and development
Please list other events where you have spoken. Please make sure to include all Inman events and other real estate related events.
As a software developer and product designer, I've had the pleasure of speaking on a variety of topics to hundreds at large technical conferences, dozens at user group meetings, and as an invited speaker at various companies to address the staff.
Some of my talk ratings are recorded here: https://speakerrate.com/speakers/1282-jess-martin
Overall, I've received an rating of 4.5/5 as rated by 30 attendees.
Recent talks from various venues:
- "Learn to Speak Interface: Conversations Between Developers and Designers", delivered at RailsConf 2010, Rated 4.39/5, the 10th highest rated talk of 135 talks, http://conferences.oreilly.com/rails2010/public/schedule/detail/14326, slides: https://speakerdeck.com/jessmartin/speak-interface-conversations-between-developers-and-designers
- "Product Management: Philosophy & Practices", delivered at CloudFactory, slides: https://speakerdeck.com/jessmartin/product-management-philosophy-and-practices
- "Practices for Personal Productivity", delivered at CloudFactory, slides: https://speakerdeck.com/jessmartin/practices-for-personal-productivity
- "3 Tips to Make Your Site Feel Better", lightning talk at DevNation Austin
- "3 Questions of a Product Champion", delivered at DevNation Durham
Most recently, my co-founder and I were the first runner-up at the RealogyFWD innovation summit where Brian Boero remarked that I was a "well-spoken technical guy." :-)
Comments
Slide Deck
Why you should listen to me
YOU are the Product! Supercharge Your Real Estate Business
-
A talk in two parts:
- First, give you the vision for your business as a realtor in terms of the PRODUCT.
- Second, talk about how to apply a framework to grow your business.
-
It's all "product" and it's all you
- The "product" is the end-to-end consumer experience of buying and/or selling the home.
- Every single part.
- Even the parts you don't control directly.
- Customer service judo!!
- The entire "product" experience will be attributed to the realtor - It's all on you.
- The "product" is the end-to-end consumer experience of buying and/or selling the home.
-
Examples of what the "product" is:
- Your assistant following up with people on your behalf.
- The loan officer you choose for your customer - and EVERYTHING they do or don't do.
- Whether they can see the house they want to see or not on their schedule.
- How quickly their home sells.
-
"Establishing trust" and "competency" are just table stakes - they are not "core product value." They are simply earning you the right to win their business.
-
Core product value
- How many of you believe that you could do a better job than someone who's going to FSBO their home?
- Why?
- It's elusive! Really difficult.
- Write down
- How many of you believe that you could do a better job than someone who's going to FSBO their home?
-
Differentiation: What sets you apart from other real estate agents?
- There are 2 million people in the US who will sell someone's house for 3% - some will do it for less than that!
- What makes you different?
Delivering WOW! How thinking like Facebook can Grow your Business
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Growing your business is really VERY simple
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The only three questions that matter:
1. How to get people in the front door?
2. How to get them to an "A-ha" moment as quickly as possible?
3. How do you deliver core product value as often as possible? -
Grow your business through Acq and Ret
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Measure what's important - You can't improve what you don't measure.
Core Focus: Core product value
"When you understand core product value and you can create loops that expose that over and over again"