AT THE CONFERENCE
Inspiration to Innovation
Nov. 11, 2012; 1: 30–3 p.m.
Want to be more
creative and innovative
in your real estate
a sneak peek behind the Disney
magic from the Disney Institute’s
You’re presenting a session at the REALTORS® Conference & Expo in November.
What is the Disney Institute—and what’s the goal of your session?
The Disney Institute is the professional development arm of the Walt Disney Co. We put
companies on a journey toward providing a better customer experience, also with the goal
of producing stronger financial results. We’ll take a look at some of Disney’s best practices
and help companies develop a road map for success.
Give us a few ideas for sparking the imagination and getting ideas flowing.
Break out of the mind-set of “this is how we’ve always done it.” Look for ideas in unusual
places. You want to benchmark what companies in your industry are doing, but also take a
look at what other industries are doing to create a great experience for their customers or
employees. What are the organizations doing that you like to do business with? Why do you
like the experience and how do you take those pieces and work them into your business?
Also, new employees tend to ask a lot of questions. Take advantage of that eagerness, and
ask them for their ideas and how they would approach a task.
How do you foster a creative, collaborative work environment?
One of Disney’s core beliefs is everyone is creative and everyone has valuable information
to share. As a broker, you need to set up an environment where people feel safe to share
ideas and where they know their ideas are valued—and you need a process for addressing
those ideas. It doesn’t matter whether you have 10 agents or 150 agents; there’s got to
be communication to share best practices. Make sure that the openness permeates at all
levels. It’s important to share great ideas as well as failures and what you learned from them.
What can real estate practitioners learn from Disney’s customer service approach?
If I could give one piece of advice, it’s to understand your client needs and pay attention to
every detail of the delivery. Go in-depth on every touch point and see how you’re doing at all
levels—from your Web site to phone calls coming into your o;ce to written communication.
Think about each point of communication through the eyes of the client.
What are three takeaways attendees will gain from the Disney Institute session?
First, they’ll get a great understanding of the key components that make a collaborative
culture flourish. Then we’re going to look at the nine-step “imaginarium” process that our
Disney “imagineers” use to take an idea from inception to reality. Third, we’re going to look
at how Disney uses a “continuous improvement” process when it comes to day-to-day
innovation in our theme parks and resorts.
Education pays. That’s the message of Designation Awareness Month in November. REALTORS® who make the commitment and investment to earn a professional designation or certification—about one-third of members—have a median gross income that’s $27,000 higher than that of REALTORS® who have none, according to
the 2012 NAR Member Profile.
So if you’re heading to Orlando in November, why not
raise your designation awareness by taking one of several
pre-conference courses being o;ered on site Nov. 7–8?
For example, you can work toward NAR’s new Broker Price
Opinion Resource certification by taking the course “BPOs:
The Agent’s Role in the Valuation Process,” which can also
be applied toward the Accredited Buyer’s Representative
designation. Eligible BPOR-certified members can be
included on a preferred panel to receive BPO orders from
partnered BPO management companies. To qualify for
the preferred list, applicants must be licensed for at least
2. 5 years and carry an errors and omissions policy with
$250,000 minimum coverage per incident and $500,000
Other pre-conference courses include “At Home
with Diversity”; the e-PRO certification course (for YPN
members); the GREEN designation course “Greening Your
Business”; the Certified International Property Specialist
course “The Business of U.S. Real Estate”; “Short Sales
and Foreclosures: What Real Estate Professionals Need
to Know”; and “The Business of Your Business: Formula,
Financials, Function & Freedom” from the Women’s Council
For a full list of courses, visit REALTOR.org/conference.
Roll over Conference Schedule and then click on Pre-conference Courses.