Throughout your life, you’ve proven your worth through hard work, hunger, and courage. You show up where most don’t. (Case in point, you’re here, right now, reading the middle sentence of a pretty long list.) You meet challenges head-on. Where perfection isn’t possible, better is the best option. Real estate appeals to you because there is a focused effort, a hint of competition, and a celebration of achievement that you can share generously with others. You go the extra mile because the view is better, and you like the drive. You will continue to hone your skills, not just because it makes you a better salesperson or leader—but also because it means you can do more and better for your family, clients, team, and community. 49
Our brand always leaves things (and people and houses and conversations) better than we found them. It’s because we’re known for widening comfort zones, knowledge bases, networks, and community outreach. We love being the go-to for information, help, direction, and advice. We’re generous with our time and resources because world-class experiences take both—and we’ve set up our company model to make sure it’s sustainable for all who join us. 50
“Our agents are our strongest real estate investments.” Brandon Baca FOUNDER & MANAGING BROKER, TEN OAKS REAL ESTATE 51
TheATGEenNTOaks ARCHETYPE 52
The Hero Making the world better by bringing out the champion in all of us. Heroes are products of their environment—when a challenge comes up, they rise to meet it. Because, to a hero, challenges aren’t barriers or obstacles—they are inspirations (and sometimes taunts) to show up in bigger, better ways. Heroes are trailblazers, risk-takers, deep-sea divers, work-at-home parents, and, yes, real estate agents. Here’s why: Heroes boldly accompany those who are willing to go into the unknown—and make sure they come out on the other side, better for the trip. 53
“I want to be a real estate agent when I grow up.” —Every kid in 2030 #TENOAKSGOALS then and now What did you want to be when you grew up? Find out why this matters in the Agent Index. 54
RTEhAe LTEenSTOATakEs AGENT PROFILE PRIMARY PrimaryC H A R A C T E R I S T I C S Entrepreneurial mindset Track record of success SecondaryS E C O N D A R Y CHARACTERISTICS Team-builder Savvy investors (of their Tech-savvy and proactive time, energy, and contributors who have a bandwidth) deep desire for continuous improvement Straight talkers Active, lifelong learner Problem solvers Deep focus on Celebrators the customer and community experience 55
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BRAND VOICE BOX A brand voice is the heartbeat of all company messaging—it’s the rhythm, personality, and vocabulary of your messaging. Your values, beliefs, and mission will inform what you say. Your voice defines how you say it—in your emails, on your website, and everywhere else. 57
We do. Leave a polished shine and a smile on all we touch. Use clear, transparent language. Embody “ground-breaking” and “innovative.” Capitalize on first chances. Inspire greatness in ourselves and others. partnership + Mentorship. Balance and sustainable success. 58
We don’t do. Lackluster or boring anything. Long sentences that have to be read twice for understanding. Status quo. Be unexpected! Second impressions. Limitations on other agent opportunities. Love ‘em and leave ‘em. Burn and churn. you’re worth more! 59
GTUhe ITDenIONaGks LIGHTS 60
Our guiding lights are internal ‘gut checks’ that make sure we’re acting according to our core values and beliefs. Since values and beliefs are defined by actions and behaviors—and not intentions—these questions can help us say true to our overall mission—and ourselves. 61
Inward With Our Teams How have we learned and applied something new? What could we do better next time? How has this added to our commitment to a world-class experience? Outward With Our Clients How have we saved our clients time, energy, and confusion? How have we built trust and a better relationship? How have we ensured a repeat performance—or an introduction to someone new? Onward In Our Industry How are we transforming and inspiring our industry? How have we helped someone in our Ten Oaks community in the way our mentors helped us? How are we showcasing and celebrating opportunities? 62
Ten Oaks was able to help me push my business to the next level by providing top quality mentoring and business coaching with a detailed follow-up system that keeps me focused and more efficient at converting leads into closings. Matt Reynolds OKLAHOMA 63
AGENTThe Ten Oaks INDEX 64
BHAG AudBaicgioHhuaasiirGryyoal Time to dream ridiculously big! Your Big Hairy Audacious Goals should be clear, bold, and have about a 30% chance of total completion. A good rule of thumb is to take the first thing that comes to mind and double the outcome. Then increase the focus. For example: If your initial goal is to make enough money to take your kids to Disney World and pay in cash, then your BHAG could be to take your kids to a different Disney theme park every year (there are more than 10 in the world). What is your BHAG for your real estate career? What is one of your wildest dreams for your personal life? 65
Brand Challenge How will you rise to the challenge of creating a ‘World-Class Agency Experience’ for your clients? Brand Promises What experiences or values can your customers expect every time they work with you? 66
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Living the Dream Studies say that our personalities are set for life by the time we're seven years old. When you were that age, what was one thing you wanted to be when you grew up? What is similar in that dream to the one you are living now? 69
Mission Accepted I will achieve the Ten Oaks mission by… This is important to Ten Oaks—and to me—because… I know I was born to do this because... 70
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RReecaomdmienndegd List Good to Great: Why Some Seven Levels of Companies Make the Leap Communication: Go From and Others Don't Relationships to Referrals JIM COLLINS MICHAEL J. MAHER The Ideal Team Player The Compound Effect: Jumpstart Your Income, PATRICK LENCIONI Your Life, Your Success Built to Last: Successful DARREN HARDY Habits of Visionary Companies The Millionaire Real Estate Agent JAMES COLLINS AND JERRY PORRAS GARY KELLER The ONE Thing: The Question Behind the Question: Surprisingly Simple Truth What to Really Ask Yourself to Behind Extraordinary Results Eliminate Blame, Victim Thinking, Complaining and GARY KELLER Procrastination Essentialism: The JOHN G. MILLER Disciplined Pursuit of Less 73 GREG MCKEOWN Building a StoryBrand: Clarify Your Message So Customers Will Listen DONALD MILLER
Doodle Zone my defining keywords the one thing goes in here 74
handy venn diagram stepping stones for good ideas 75
Notes + inspiration 76
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logos Always shown on a white or navy background. primary fonts secondary fonts Used whenever possible in client-facing Used when primary fonts are not available, but not documents, print, advertising, etc. in client-facing assets unless it’s an emergency. Bentham Regular Playfair Display Heebo Thin Raleway Extra Light Bentham Regular Playfair Display Italic Raleway Regular Heebo Light PLAYFAIR DISPLAY BOLD BENTHAM REGULAR RALEWAY BOLD HEEBO BOLD Roboto is used for body copy as it is easier to Heebo is used for body copy as it is easier read than Raleway or Playfair at smaller sizes. to read at smaller sizes than Bentham. It It is always shown in black, navy or white. is always shown in black, navy or white. color paletteUsed by-ration (navy being the most prominent color, followed by gold and grey) in addition to white #ffffff (text and backgrounds) and black #000000 (text only). #212540 60% #CB9B31 30% #B5B6BF 10% 80
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