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ActiveRain Mission Statement: Help us create it

I asked our team to come up with a mission statement today. Although they were not very happy with the short deadline, on a Friday no less, they all pitched in and came up with some good ideas. Now I am taking these ideas to our membership to help us refine what we currently have and hopefully eventually derive at the perfect statement that crystallizes where we will take our network.

The only parameters that I established was that it must be shorter than 30 words.

Here are some of the possibilities our team came up with:

1. ActiveRain is the Leading Social Network for Real Estate Professionals whose primary goal is to provide an effective platform that allows its member to generate quality consumer-oriented content, establishing their role as a knowledgeable local expert, and connecting them with potential clients.

2. To allow real estate professionals to connect with consumers by highlighting their real estate expertise and local knowledge while learning techniques that will make them successful in today's market.

3. ActiveRain is a Social Network that enables real estate professionals to connect with consumers and exchange ideas with peers through dynamic conversations about their local markets and personal expertise.

4. As the largest and fastest growing Professional Real Estate Network in the Country, it's our mission to provide a secure and professional platform for our members, and to be the Industry Leader in the markets we serve.

5. To help real estate professionals grow their careers, connect with peers and customers, and become respected local experts.

6. ActiveRain: for when life moves you to connect, share, and grow.

Mike, one of our developer's, offered this note along with his mission statement submission. I think he is very insightful so I am passing it onto you as a bonus of sorts:

"Our members clearly believe participating in ActiveRain is good for their careers. They're right. When they take an active part in our service (ActiveRain), they establish relationships with others in the industry, create a body of work through their blog entries, learn occupational tips and tricks, receive encouragement, get inspired, establish a reputation, even get occasional leads. As long as we help them to achieve these things for themselves, we'll be successful and well-regarded.

Maybe everything else is just a means to an end."

Posted by Jonathan Washburn on 01/24/2009 08:15 AM

Comments (70)

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Originally posted at: jonwashburn: ActiveRain Mission Statement: Help us create it

70 Comments on ActiveRain Mission Statement: Help us create it

JAN

Mission statements are always difficult to craft. Smart move on the 30 words, though.

Tony

Jonathan, Tony is right about Mission Statements... I have been working to craft one for my business. EZ to say - hard to do...

Great statements! What a way to end the week though on such a positive note!

Joyce Goodwin - Realtor

Florida Relocation Team

670 N. Orlando Ave

Maitland, FL

Cell 407-340-3690

For a "STRESS-FREE MOVE, Across Town or Across the Country"

A Real Estate Agent ready and able to make a full-time commitment to you. Available 7 days a week!Contact me today to discuss your real estates needs!

Love you guys.

Subscribe to Sardi.

Nah, that doesn't work.

"4. As the largest and fastest growing Professional Real Estate Network in the Country, it's our mission to provide a secure and professional platform for our members, and to be the Industry Leader in the markets we serve." While that exceeds 30 words, if you tweek it a bit (mainly for the consumer outlet)... I do believe you got a winner.

Or, just go with Joyce;)

Mission statements are a great idea. I like numbers 2 and 3 with the focus on the consumer.

If you are taking a vote, combining #2 and #3 into one statement will cover all bases. Thanks.

I like number 3, it focuses on the consumer and our growth as agents. I like the last statement by Mike, however I would take out the word Occassional, in leads. I think we get more than the occassional, at least some do. :)

Jonathan - I have to agree with Michael (above) combining #2 and #3 would sum it up pretty well. I think #1 and #2 lack the inter-agent interaction, networking, and learning that takes place. Although the ultimate goal is to connect with the consumer for most of us, we also find value in the connections we make with our peers at ActiveRain. I also think your mission statement (and this will be hard to get in there in under 30 words) should include the one thing that you do very well here - listening, adapting, and making the members as much a part of the process as anyone. If I had a nickel for every post that one of you chimed in on, gave responses to, made suggestions about, took advice from, talking about the future and ways to make it better, etc. Well you know how that one goes.

Wow, great ideas so far for the mission statement. I like number 3 as well... would be good if another "power" word or two was in there. I really like the last quote as well... very true and insightful. Sometimes I am glad we are not marketing experts, but in a way we have to be when we write our property descriptions and when we market ourselves too. Definitely cannot have it be too wordy like number 1 (which is good but too wordy). #6 I like, but that is more of a tag line and not a mission statement. Which is another good point too that if you are doing a mission statement a tag line is a good idea too !

#3 is the best..Love it! Mikes addition is awesome and oh so true!

I like number 3....it's great for all of us to chat, but for professionals to continue to spend time on this sie...we need to see clients from it.

I would have to go with the 3rd one. Active Rain isn't just a place to influence local consumers, it also is a place for peer-to-peer sharing.

#2 & #3 are the best. They really sum it up well.

Keep up the great work!

coming up with an active rain mission statement in 30 words is like asking bloggers to write a blog in 30 words, so the challenge is monumental, but I like #1 and #3

Jonathan,

Obviously, AR is difeerent thing to different people, but the member connection is huge and you have downplayed this except in #5 ("peers"). This is social netwoking at its finest and to me is higher than localism. :)

Steve

Is this a vote or Help Us Create It?
I'd like to see more contributions and ideas from our members. I know that with our combined efforts and input, we can come up with the best mission statement ever!! What is your ActiveRain mission statement?

__________

MISSION STATEMENT

"Our Vision is to help professionals achieve success and grow their business by utilizing the tools available to them specifcally through social interaction to become a more complete "Real Estate 2.0 ProfessionaL"

32. feel free to cull any 2 words

Forgive me for being a contrarian but nobody really cares about mission statements. When was the last time you thought about a business and said: Wow, what a great mission statement.....I think this statement makes this a better company!!!!! Mission statements are indoctrinal catch phrases that management loves to mouth but never really implement.

There's the old ancecdote regarding the Ritz Carlton mission statement:

Public Mission Statement - "Ladies and gentlemen serving ladies and gentlemen." NICE!

Board room Mission Statement - "To make as much money as possible and maximize shareholder value." To all businesses, this is the only valid mission.

Active Rain is working fine without a mission statement!

Well, having worked on many Mission Statements I will add my two cents.

Most of the above are not truly mission statements but a combination of your goals in one statement. Your mission is best stated by #4 : "it's our mission to provide a secure and professional platform for our members, and to be the Industry Leader in the markets we serve."

How do you accomplish being THE industry leader? By doing all of the things listed by the others...those are your goals and objectives. Then add your values too:)

ActiveRain is the Leading Social Network for Real Estate Professionals who wish to enrich there lives by sharing and drawing from each other in order to better serve the Real Estate Consumer.

Darn it! That is 32 words but I did my best.

We crafted a mission statement for sellers and buyers for my own company and it truly is hard, but I think you have many good ideas here.

My 2c worth is: quality content and provide a state-of-the-art technical platform.

I like #2, maybe you could add other "real estate professionals to connect with consumers and other real estate professionals"

Jon,

I agree with Sardi...#4 tweaked like this..."As one of the fastest growing Professional Real Estate Networks, our mission is to provide a secure and professional platform for our members, while becoming the Industry Leader in the markets we serve." There you have it 33 words!!! Thanks, Fran

Hard week to get creative, deep, catchy and efficient with words to paint the picture of what activerain is all about. Why? Tons of rhetoric with the election and over kill with media both serious and comedic playing loops over and over and recounting other famous quotes from past statesman. It's like working as a greeting card writer ....can only be so creative when bombarded with information signals. So... starts with audience and activerain's is varied...you have brokers benefiting from education and network options here...and then Joe Consumer who learns about an area that up until now may have been void of anything on line about that area in the case of a little town in rural America. To attract lots of users/members and gain popularity and grow, will need to be broad enough to hit lots of segments but personally enough to cause the reader to look into joining and members already here to have a platform idea that nails what this is all about.

Helpful, quickly accessed, detailed information, videos and links from the world's brightest hard working real estate professionals about property and the flavor of ANY area in North America in a one stop, time saving portal. Is something missing in your life? Find it here. Join today.

I asked our team to come up with a mission statement today.

* * * * *

Hi Jonathan,

This is the most interesting challenge I've ever seen on ActiveRain. However, 30 words is too long! Even 20 words is too long. To make it memorable, keep it short. 10 words, or less, would be a good goal.

Also, keep the focus on your clients. Yes, consumers use ActiveRain. However, they are not your clients.

What is ActiveRain's mission? I'm a bottom line kind of guy. Here's my suggestion: Helping real estate professionals grow their business through effective blogs. From now on, that's how I will describe ActiveRain. It explains WHO you offer your service to (real estate professionals) and WHAT your clients get (business growth) and HOW your clients get results (by using your effective blogs).

Jonathan: I like all those statements. To me, Active Rain is a great forum. The side benefit has been the number of contacts I've made and, increasingly, potential referrals.

To me mission statements are not definitions of the company, group, organization but the "purpose". What is the purpose of ActiveRain. I can give you a mission statement in one word - CONNECTIONS

One word that can mean something to everyone. Connection of real estate professionals, connection between real estate professionals and consumers. Connection of real estate professionals and community. Connection of technology. Yep Connections :)

P.S. Here's a great quote from a great business consultant.

"A mission statement should fit on a T-shirt." - Peter Drucker

Sometimes, less is more. :)

Jonathan... I like number 4, even though it's about 36 words or so.... I will agree with many that a mission statement is needed, a great one... one that is catchy, but it's so hard to keep it short at times. I wish I could add one more sentence to number 4... but I like it... thanks

jeff belonger

That is the one I liked the best.

Mooers didn't do too bad with his suggestion, either. Gotta love a place where you can bounce ideas off of a wide variety of people.

That written, I've come up with your little slogan... your "Mission Statement":

"Your definitive online source for everything Real Estate! The ActiveRain experience will be an inside peek at the profession and the professionals. We are the Industry Leader in shaping the future of Real Estate."

Damn, 34 words.

Food for thought, gentlemen (and women).

Jonathan,

#3 gets my vote! It's short,concise and to the point!

Kathy Opatka, Re/Max Premier Properties, OCEAN CITY, MARYLAND

Misson Statements... Hmmm always a fun and thoughtful process that never seems so easy.

Loving number 3... excited about the mission statement!

Jon,

I subscribe to Guy Kawasaki's thinking regarding Mission Statements. 30 words is VERY generous. I honestly think that a mission statement should be able to be summed up just as easily as a tag line. Ours at MLBroadcast is "Global Exposure. Local Results" Essentially what we are saying is that we exist to provide our clients with as much as exposure as possible, while delivering the results where they are needed. It works at every point in the organization, it works for our clients as much as it does for our team and our investors. You'd be surprised how long it took to come up with that. It was every bit as difficult (probably more) than actually writing out what would be a typical mission statement.

As hard as it is to come up with a combination Mantra/Mission Statement, I think ultimately it's a way for everyone to be able to remember instantly why the company exists. I would challenge AR to create their statement under these conditions and I bet you'll find that the shorter the statement, the more impact it will have in the long run.

Here's an old GK blog post on the issue http://blog.guykawasaki.com/2006/01/mantras_versus_.html

Some Ideas:

Success Through Active Connections

Active Connections In Real Estate

Actively Connecting The Real Estate Industry

Actively Empowering The Connections In Real Estate

Just my Dos Centavos :)

Bruce,

I like your idea to keep it short, however I think your statement could be tweaked a bit to be more effective. Building upon yours here is what I came up with:

Empowering real estate professionals to grow their business by showcasing their individual knowledge and expertise.

Much better! :)

Jonathan, I agree, MUCH better! Now it sounds like a mission statement!

Mine was more for consumers.

"Empowering real estate professionals to grow their business by showcasing their individual knowledge and expertise." is excellent though!

and

Board room Mission Statement - "To make as much money as possible and maximize shareholder value." To all businesses, this is the only valid mission.

James,

I disagree strongly with the above two assessments. We have a couple of other documents that traditionally become management only exercises, but have become pillars within our network and are referenced by our staff weekly whenever we need to reach a decision on a difficult matter. Those documents are our Community Guidelines and our Weltanschauung.

I view our mission statement in much the same way. Whenever we will be making a difficult decision on the path of our company we will check in with the mission statement and ask, does this direction move us closer to fulfilling our mission.

Secondly, in a very traditional / textbook sense it is taught that the ultimate goal of all companies is to make as much money as possible in order to maximize shareholder value. However I believe that the company is there to serve it's owner, not the other way around. If the owner chooses for the company to serve other ideals before making as much money as possible, then that becomes the companies mission.

I believe ActiveRain has a higher purpose than making as much money as possible.

I don't think you can improve much on #3, but now I'm going to go back and read other comments. If I see a better idea, I'll come back and edit my answer. LOL. However, I've learned over the years to trust my first instincts, and that seemed to nail it.

I am still reading through all of the other comments. I won't have time to address all of the suggestions individually, and I feel guiltly about it, but I do want everyone to know that I value their contribution and will take it into consideration when deciding upon the mission statement.

Please continue the discussion; my above submission is not necessarily the final one, I was just inspired by Bruce's and wanted to put something down in writing before I forgot it.

Here is another revision that accounts for knowledge learning as well.

Empowering real estate professionals to grow their business through the sharing of knowledge and expertise.

Jonathan.... wait, isn't that like mine, that is at the bottom of every blog of mine? lol... "Experience & Knowledge at its BEST !!!"

Seriously... I will put my thinking cap on tonight and see if I can come up with anything... but my brain hurts from thinking just yesterday... lol

jeff belonger

Jonathon...my vote is for #3. I have gained a massive amount of knowledge from the personal experiences of our peers on this site. What a tremendous opportunity. (Plus, we get POINTS! Can't get too many points in this short life).

How about: "Active Rain: Connecting the community with real estate professionals through the ultimate in social networking"

Debe in Charlotte

"...through the uliimate in social network branding"

Debe in Charlotte

I like #3 and whoever said you don't need a mission statement is wrong. Any successful business has to have a mission statement, it's what keeps you focused. Our mission statement: To be the preferred real estate agents for home buyers and sellers. Simple, easy to remember and to the point. I recommend you keep it within 15-20 words.

Maria J

p.s.

Your last suggestion sounds pretty business-like and much simpler: Empowering real estate professionals to grow their business through the sharing of knowledge and expertise.

Jonathan.... I like 3 and 4... more on that later... here is breaking up #4.

As the largest and fastest growing Real Estate Network, gaining some of the best insight from some of the best professionals around, it's our mission to provide a professional platform, becoming the Industry Leader in the markets we serve. 39 words

As the largest and fastest growing Real Estate Network, gaining some of the best insight from some of the best around, it's our mission to provide a professional platform, becoming the Industry Leader in the markets we serve. 38 words

If you could combine 3 and 4 together, that would be the best. But you wanted to keep it under 30 words... I do believe that you want it short and on point.... but would another 20 words take away from the mission statement?

jeff belonger

Jonathan - Hmmmm, what would I say if it were mine to say? How about:

To connect the real estate community to their local communities through social interaction and knowledge sharing. To help real estate professionals expand their business by making those connections and giving them new ways to discuss, share, and exchange information important to their business and information about their areas of expertise.

That's what I came up with based on my experiences here and what I see you working on.

I haven't read all the comments...but I vote for # 3. I know the MISSON STATEMENT has to be formal and politically correct.....but members like me know that Active Rain "Kicks Butt and Takes Names" and is the best Social platform on the Web. (IMHO)

Oh gosh. I don't think I can top 3, or 4. I really like the last one you came up with and agree it should be targeted to the consumers. I like Jason Sardi's also. I like the statement "sharing"..gives me the warm fuzzies and seems trustworthy to me. That's a hot button for consumers.

As for the comment that Mission statements are not necessary, I disagree. I DO read them. I'm surely not the only consumer in the world that does.

Good comments on this post. I like #4 best, second choice is #3.

It is a great forum for all of use to both expose our knowledge and personality to both the consumer and the public in general

Shouldn't the mission statement also include something about accumulating all this knowledge and expertise so that we can better serve our buyers and sellers? I've learned so much from activerain, but the way it's helped me most is by empowering me to be more effective in servicing my client base.

Empowering real estate professionals to grow their business through the sharing of knowledge and expertise in order to better serve the Real Estate Consumer

Active Rain, the Industries leader in current Real Estate Information.

My recommendation. Cover's everyone utilizing AR. Changed it from news to information...wider range. Words people can relate to, not over anyones educational level...use words that people with a 6th grade level understand... Comes from my medical background...no forms can be used at over a 6th grade reading level...no kidding.

Settle it here. 10 words or less...it's simple to remember, and to the point.

I don't know how many mission statements in my career that I have helped to create ( in the medical field ) however, the shorter the better.

We used to have the mission statements on the back of our security badges...just in case someone forgot what it was and someone asked. It was short and sweet and to the point...to add the extra verbage add only confusion. Making it short an simple and to the point is easier. What I chose also encompasses everyone, not just real estate agents, it encompasses the whole industry without specifically naming every branch. Just my thoughts.

People do not always consider mortgage brokers, stagers, etc. as real estate professionals...and you also have these people involved in this AR community as well.

Empowering real estate professionals to grow their business by showcasing their individual knowledge and expertise.

Jonathan, that is great! Over 10 words, but it works.

The only problem I have with what you wrote is that it is specific to real estate agents and not to the industry as a whole. After all, you have mortgage people, stagers, etc. who are also a part of AR...which is why I wrote as above.

I like mine above too... :-)

Hi there Jonathan!!

Hymm I am going to have to put some thought into this one! Gee and read through all these comments too!

Great Post!

Thanks

Tom Davis

DE REALTOR (R)

JAN

Wow talk about putting the carriage in front of the horse. I have always thought a mission statement was the first thing to put in a business plan. Watching AR's popularity explode has changed my thinking about the correct way to do business. Then again, as far as the internet is concerned, there is NO CORRECT WAY to do business.

Tom, Good point. I wonder if running a business is like making a piece of art. When you start out you are not sure exactly where you will end. I think ActiveRain is coming together to the point that we at least know what we are painting; now we are at the point were we need to start perfecting it.

Jon, You guys rock! Here's your Mission Statement, sir...

Active Rain provides a social network platform structured to build your Real Estate business through Active Networking, closing the gap of distance, and building relationships that will last a lifetime!

(you could use partnerships instead of relationships)

to shorten...remove "that will" and add the word "to".

Okay, I can't find my earlier comment to modify, so I'll start a new one. I still like your #3, but here's my alternative:

"To provide a resource for communication by and between real estate professionals and consumers."

ActiveRain is commited to the development and profitability of its network of real estate professionals.

Jon....you have many ideas and a bunch of input from the members...but I do have to say that you and your staff have worked wonders with the ideas you've received in the past and have always made it into .... a grand sort of fashion statement for AR.

From coast to coast and across the pacific...reaching out to everyone..... (and now I lost my train of thought LOL)

How about "Damn we're good...........at real estate!"

I really like the first mission statement, but I also like the "Industry Leader in the markets we serve" from the fourth one.

I like the spirit of #2, but here's how I'd tweak it.

"ActiveRain provides the premier internet resources for real estate professionals to succeed in today's market: to establish local expertise, reach consumers, and interact with colleagues."

that highlights your commitment to member success and re-inforces your leadership position. You want it to be broad enough to encompass localism and other projects and still specific enough to be a framework for evaluating future projects. I like to word these types of things in active voice for what you do every day rather than a goal or an intention.

Maybe it's presumptuous of me to get that specific about your business, but, you know, you asked.

Jon,

How nice of you to ask us! So many comments and so many ideas! That's what Active Rain is to me!

I, personally, like "Active Rain, the #1 Networking System for ALL Real Estate Professionals Across America!"

Peggy, from the Beautiful Lake of the Ozarks!

Some of those describe what ACTIVE RAIN IS Rather than stating your MISSION. Number 5 has potential, but is not quite complete...

HERE ARE MY THOUGHTS:

TO PROVIDE A PLATFORM WHERE REALESTATE INDUSTRY PROFESSIONALS COMMUNICATE RELEVANT INFORMATIN WITH THE PUBLIC AND WITH EACHOTHER.

JAN

In the spirit of short and sweet I present one of Pepsi's previous mission statements:

BEAT COKE

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