In addition to creating visual designs and websites for clients, I also assist with consulting. In consulting, one of my main goals is always to find ways to turn a business’ challenges into positives. Here’s an example:
My father Dale Schwindaman’s real estate law practice has been slow of late, as people are reluctant to make real estate purchases and sales. The solution to this challenge isn’t to hunker down and ride out the storm, waiting for economic factors outside of our control to rebound. In setting a strategy, I’ve outlined for the practice several positive steps to take:
1. Recognize the challenge. People out there are reading the news and talking about “the real estate crisis” all the time. No one is served by pretending everything is rosy when in reality it isn’t. We’ve changed print ads to mention the current climate.
2. Present a solution. People out there still do need to make real estate sales. What we’ve done is to recognize that there’s uncertainty, and say that it is exactly because of that uncertainty that Dale Schwindaman is the correct real estate lawyer to use for one’s real estate transaction. After all, with many delicate factors coming into alignment to make a real estate sale happen, the last thing someone wants is for an inexperienced real estate attorney to botch the deal.
3. Diversify. While closing real estate sales might be slow, there are other revenue streams available. People might not know, however, that a real estate attorney can shepherd mortgage refinancing. We’ve changed advertising to reflect this.
4. Reframe the situation. Much of the current economic slowdown can be traced to nervousness among people, not necessarily a reflection of a real loss of value. Using editorial resources available in local newsletters, we’ve been able to get Dale a column space to provide his expertise about real estate issues. In addition to promoting his legal services, the editorial space helps to put people’s minds at ease, and frame the debate in a way that’s positive for his business.
There’s always opportunity during times when other people are nervous for an organization or business to be innovative with their approach.