More and more, I find myself looking outside of the real estate industry for inspiration. So, this week, as we tackled the concept of branding on one of our training "B-Line" calls here at Bamboo Realty, I couldn't help but reference my latest obsession - my new Peloton bike. Those of you that follow me on social media may have noticed this new obsession; however, what you likely haven't seen, unless you're a Peloton rider yourself, is the power of the Peloton community. After just a week with my bike, the power of their community has vastly changed how I ride and my drive to keep going.
Of course, it's all in the name though! "Peloton" is a word used to describe the main group of riders in a race. Riders group together to enhance their performance - so riders in a peloton work together, conserve energy and perform better because of one another. Hm, sounds a lot like a community to me. One might begin to wonder how a spin bike with technology for at-home on-demand rides actually enhances performance or creates community, but I tell you - this company has mastered it.
Founded in 2012 as a kickstarter, Peloton was created by people who "loved cycling but had a hard time finding a workout that consistently fit their schedules." The mere idea of this had me hooked long before I was a rider. You see, I was sold on the problem they were facing and their way of solving it. I too loved working out, but for me - life had gotten in the way. Peloton works to utilize technology to deliver an engaging experience that truly can act as a replacement for an in-person class, because it delivers the same level of experience. By bringing classes on-demand to your home, they're able to solve one of the big reasons why many of us stop working out - because we simply can't find the time.
But, without community, motivation is easily lost. Communities not only keep us engaged, they keep us accountable. Many adults who continue to work out regularly have gym memberships merely because they need to go somewhere to actually work out. Personal trainers have made a career out of not just expert advice, but providing accountability. (Yes, real estate coaches have too). This isn't a bad thing. It's just honest. Wherever there is a void in the market, there is a business opportunity. Peloton nailed that opportunity.
When you create a community, your brand becomes powered by it. You aren't constantly looking for new ways to tell your story - your community begins to tell your story. Communities are created through satisfied consumers who believe that your work matters. This isn't just a past client that thinks you did a good job for them. That's great, but that is a singular story. Communities are a collection of stories - a collection of paths crossing in a way that ties the individuals together through a common bond. Community is created by people who know you would care just as much about anyone you worked for, because you care just as deeply about each of your consumers. Community is created by people who care deeply about one another. By people who believe in one another. By people who want others to succeed just as much as they want themselves to succeed. Community is created by people. So, regardless of busy schedules or any other distractions, don't look past the people who you are building your community with. Each one of them has a story that is now part of your brand. Each one of them will now tell their version of your brand story. Becoming part of one another's stories is magical. It is deeply personal. Relish that opportunity. Don't waste it.
Just last week, the Official Peloton Rider Page on Facebook hit 25,000 members and to commemorate the moment, they put out this great video from folks throughout the company to say thank you. Want to see how companies nail creating community? Click the image below to see the video!
I realize that there is a big difference between Peloton and real estate, but then I wonder - is there really? Don't we all have the opportunity to create a community around a common bond? I think so.