"Project Impact" Dominating real estate the Walmart way

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Walmart Logo

Want to dominate your market area?  Are you wondering how?  Well you could take after one of the biggest retailers in the world and focus on getting the business that steep discounts alone won't buy you. Walmart, the nations leading discount retailer, is launching a new campaign aimed at crushing the competition.  Coined "Project Impact" Walmart plans to focus on three initiatives to drive the competition out.

1. Cleaner less cluttered stores to improve the shopping experience. 

2. Friendlier customer service. 

3. Focusing on categories where they can beat the competition.


Two of these really aren't anything new but lets take a look at how this applies to the business of real estate.

Picture of clutter

1. Cleaner less cluttered stores to improve the shopping experience - If you're a real estate agent, your storefront is anywhere a client interacts with you. Theses things include your appearance, your office, and your online presence.  I'm going to assume you've got enough sense to dress properly and keep a tidy office so let's talk about your online presence. 

Your website and your blog are prime examples of a storefront where you and potential clients interact.  Treating your online presence like a superstore will help you to dominate in the online game.  Start with a web hosting account that can handle the traffic, you wan to make sure you have plenty of parking for all your customers.  Make it easy for people to navigate and find what they're looking for.  Don't clutter your site by riddling your home page with links to every other page.  Give them plenty of well laid out aisles to peruse and links to the shelves of information so they can easily find what they're looking for.

Customer service card

2. Friendlier customer service- If you're having trouble wrapping your head around this one, read Sales 101, and by the way there is no 102.  All the discounts in the world won't make up for poor customer service.  Not even Walmart with their deep pockets and technology can avoid this cutting into their business. 

When a customer has a question, you better be there to answer.  This is a pretty simple one to accomplish.  First, answer your phone.  Second, return phone calls.  Third, when a visitor to your blog or website asks a question, respond, and do it in a timely manner.  Pretty simple stuff but it's a violation of the fundamentals that will get you every time.



Target Markets

3. Focus on categories where you can beat the competition -  This is an important one.  Everyone loves an underdog story where a guy with nothing to lose is outmatched and outgunned but somehow manages to prevail.  The truth is your chances of success in those instances are very low.  Identifying market niches that are under served or at least have a level playing field are prime picking.  Larry Easto did a great blog on finding market niches. 

You should focus on areas where there isn't already a dominant player or you have an advantage.  Once you've thoroughly covered all the bases on your defined niche, you can add another. 

A substantial web presence and a blog loaded with local content gives you a highly cost effective way to dominate your local area.


You can bet Walmart has spent big bucks to identify these needed areas of improvement and you can benefit from applying them to your business as well.


Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Joeann Fossland 09/10/2009 01:25 AM
  2. Hector G. Diaz 09/10/2009 06:51 AM
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Brian Brumpton
Keller Williams Boise - Boise, ID
Boise Idaho Real Estate

@Mike - I agree their IT systems are unbelievable.  They've got more technology than NASA.

@Michael - That's too funny.

Sep 10, 2009 09:09 AM #56
Judy Harrington
HER Real Living - Grove City, OH

Great post Brian - I can't believe the buyers or sellers out there that tell me agents never returned calls or answered their phones. A lot of lost business for some agents.

Sep 10, 2009 09:33 AM #57
Ginger Moore
Wilkinson & Associates Realty - Gastonia, NC

Hi Brian, Nice blog, and very informative comments.. Love Walmart.  Yes we all need to get rid of the clutter, and focus on customer service. thanks for sharing. your blog is real neat, with nice graphics

Sep 10, 2009 09:47 AM #58
Jerry Gray
Wilkinson ERA Real Estate - Winston-Salem, NC
Serving the Triad Since 1980

Brian..I like Walmart, but to get better customer service out of their employees...they need pay them well and provide good health care. It might make them smile more.


Jerry Gray CRB,CRS,GRI / Prudential Carolinas Realty / Winston Salem, NC

Sep 10, 2009 10:18 AM #59
Chuck Marunde
Sequim & Port Angeles Real Estate - Sequim, WA
Sequim Real Estate Broker

Brian, well said my friend.

Sep 10, 2009 10:27 AM #60
Rajeev Narula
iPRO REALTY LTD.,Brokerage - Mississauga, ON
My Services Are All About You!

Since when is Walmart associated with quality products and good customer service? At least, this happens to be true for our market that Branded products are cheaper by only a couple of cents to a dime cheaper from their competetion. Besides, try asking features of any product...tools, toys, electronic, hardware, electronics...etc....and chances are you will not get much information. Walmart employees are so disgruntled and paid pittance and you can't buy motivation with that. Checkout has huge lineups. Most people go there for "equivalent utility" products that are certainly of inferior quality.

Nevertheless, your pointers are very logical and thank you for sharing Larry Easto's Blog on Niche.

Sep 10, 2009 11:11 AM #61
The 1410 Group of Benchmark Realty, LLC
Benchmark Realty - Franklin, TN

Great post and GREAT points!! Well done

Sep 10, 2009 11:14 AM #63
Mark Velasco
Sharpstone Realty, Inc - Whittier, CA
Listing Agent-Whittier & Surrounding ciities

Great Blog Brian. Walmart is a great model of market dominance.

Sep 10, 2009 12:51 PM #64
Melissa Brown
Helen Adams Realty - Charlotte, NC
Realtor - South Charlotte NC Homes for Sale

Brian, I thought your post was very creative AND informative.  Interesting parallel to Walmart, and a lesson we can all learn from.  I haven't seen the effects of "Project Impact" in my local Walmart yet, but they sorely need it!

Sep 10, 2009 01:19 PM #65
Connie Winstead
Nancy Puder & Associates - Arroyo Grande, CA
San Luis Obispo County CA Real Estate Agent

Yea I'm guilt, yea I said it .... I too shop at Walmart.  Strictly because of the prices.  But the shortened hours they allow their employees is why they don't provide adequate wages or medical coverage for all.  Another reason we need the medical insurance reform in the USA. 

Discount brokerage?  We all do it sometimes but just don't "advertise" that way.  There's a discount company in my area that advertises like this, "____ ___ ___, the Intelligent Choice."  I have first hand experience with being on the other end of one of these transactions and can't really say it was "intelligent".  But I do defend free choice (in everything).  

For my business model, I prefer to offer top notch 100% available full time service to my clients.

Sep 10, 2009 03:57 PM #66
Jenny Durling
L.A. Property Solutions - Los Angeles, CA
For Los Angeles real estate help 213-215-4758

Cutting the clutter and being on top of responding right away are hugely important. Thanks for the reminder.

Sep 10, 2009 06:15 PM #67
Jirius Isaac
Isaac Real Estate &TriStar Mortgage - Kenmore, WA
Real Estate & loans in Kenmore, WA

Brian, I thought your post was great.  From some of the comments, it seems like some people thought you were comparing us to Walmart.  Not so.  I understand you were just talking about benefiting from their research in making the 3 points and relating it to our business.  Good lesson.

Sep 11, 2009 05:39 AM #68
John DL Arendsen
Crest Backyard Homes "ADU" dealer & Contractor

One of Walmarts heirs is a seasonal neighbor of ours in our little beach community of Leucadia (North San Diego). She's very understated and un-pretentious given she's one of the wealthiest women in the world with a net worth of over 20 billion. You'd never know it though. She dresses down in casual shorts and printed T-shirts and sandles and takes her bicycle rides and strolls along the beach everyday. I actually have the upmost respect for the Walton family and the successful business model they have contributed to the American Free Enterprise System. And they did it all without any gouging, money grabbing and profit diluting unions. We should all go to school on the Wallmart model. God Bless Them.

Sep 11, 2009 06:45 AM #69
Lisa Wetzel
RE/MAX Realty Affiliates - Carson City, NV
CDPE, SFR carsonvalleyland.com

Brian - I caught this in Joeann's reblog and wanted to pop over and tell you what a great job that I think you did on this post!

Sep 15, 2009 02:03 AM #70
Brian Brumpton
Keller Williams Boise - Boise, ID
Boise Idaho Real Estate


Thank you for making your way back here.

Sep 15, 2009 04:35 AM #71
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!


These are great ideas, but I think Wal Mart has eased off of some of them!

Oct 30, 2009 09:39 AM #72
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!


These are great ideas, but I think Wal Mart has eased off of some of them!

Oct 30, 2009 09:39 AM #73
Jackie - computer-training-atlanta.com
770.498.7333 - Atlanta, GA
Learn to leverage technology to get more done.


Great post. It's always a good idea to learn from the resources larger companies spend on market research by applying those principles to our (smaller) businesses.

Nov 28, 2009 01:52 AM #74
Phil Leng
Retired - Kirkland, WA
Phil Leng - Retired

Hi Brian,

This is 2011, but I just read your post and found it interesting and useful.

No matter how good the technology we have, some of the basics are essential for survival


Mar 05, 2011 07:36 PM #75
Pete Xavier
Investments to Luxury - Pacific Palisades, CA
Outstanding Agent Referrals-Nationwide
This is 2013 and your post is still relevant. Thanks for the motivation and outline on how to dominate.
Jan 09, 2013 03:39 PM #76
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Boise Idaho Real Estate
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