Friday, February 12, 2010

Future Brands in Real Estate Sales Organizations

INTRODUCTION

The business of branding in real estate sales organizations is changing. In a previous paper entitled “The Future of Franchising in Residential Real Estate Sales” I wrote that it would be naïve to assume business will continue as usual. Relentless competition, advancing technology, a faltering business model, unfavorable industry trends, and demographic market forces all pose a threat to continued profitability. So, if this is true, where do we go from here?

Al Ries and Jack Trout are probably the world’s best-known marketing strategists. Although their simple book, The 22 Immutable Laws of Marketing,[1] was written thirteen years ago, it contains valuable information for understanding the coming shake-out in residential real estate brands. Unfortunately, most marketers fail to accept that there even are laws of marketing. Concepts that win awards rarely drive the success of a business; a strategic and well-executed plan that respects the laws of marketing does.

The balance of this paper is essentially a speed review of Ries and Trout, with illustration to our present situation where applicable. It closes in a brief description of three branding opportunities suggested by the lessons learned.

SPEED REVIEW

The Law of Leadership: “It’s better to be first than it is to be better.”[2] The basic issue in marketing is creating a category you can be first in. It is better to be first than it is to be better. Charles Lindbergh was the first to fly the Atlantic Ocean solo. Bert Hinkler was second; but although he did it faster and more efficiently, no one remembers him. Century 21 enjoys international leadership because it was the first to successfully introduce the franchise concept to organized real estate.

The Law of the Category: “If you can’t be first in a category, set up a new category you can be first in.” The third to make a solo flight across the Atlantic was Amelia Earheart. We remember her name because she was the first woman. Re/Max achieved market awareness by being first to exalt the individual salesperson.

The Law of the Mind: “It’s better to be first in the mind than to be first in the marketplace.” It is very difficult to change a mind once it is made up. Capturing mind-share – early on – should be the primary goal of the marketer.

The Law of Perception: “Marketing is not a battle of products, it’s a battle of perceptions.” Most people have a sense of personal infallibility; they believe they are better perceivers than others. Many marketers make the mistake of focusing on facts because they believe in objective reality. But the ‘everybody knows’ principle means perception may be more important than reality.

The Law of Focus: “The most powerful concept in marketing is owning a word in the prospect’s mind.” You burn your way into the mind by narrowing focus to a single word or concept. The most effective are simple, and benefit-oriented: ‘The Neighborhood Professionals’; ‘Above the Crowd’.[3] Focusing on a single concept takes courage; it is the ultimate marketing sacrifice.

The Law of Exclusivity: “Two companies cannot own the same word in the prospect’s mind.” When a competitor owns a word or a position in the prospect’s mind, it is futile to attempt to own the same word.

The Law of the Ladder: “The strategy to use depends on which rung you occupy on the ladder.” The mind is selective. Prospects use imaginary ladders to decide which information to accept or reject. In general, a mind accepts only new data consistent with its product ladder in that category. Everything else is ignored. There is a relationship between market-share and your position on the ladder in the prospect’s mind. You tend to have twice the market share of the brand below you and half the market share of the brand above you. This means three leading brands is not a battle of equals. Seven seems to be the maximum number of rungs on a ladder, and there are fewer rungs on infrequently used products or services – like real estate sales. There are specific strategies to use for No. 2 and No. 3 brands; for those lower on the rung, the best strategy is to switch to a different ladder by creating a new category.

The Law of Duality: “In the long run, every market becomes a two-horse race.” A new category is a ladder of many rungs. Gradually, the ladder becomes a two-rung affair. And time frames vary: fast-moving markets play out in two or three seasons; slower moving ones (like real estate sales) may take two or three decades. Early on No. 3 or No. 4 may look attractive. However, knowing that marketing is a two-horse race in the long run can help you plan strategy in the short run. As time goes on, customers get educated and want the leading brand, based on the naïve assumption that the leading brand must be better.

The Law of the Opposite: “If you’re shooting for second place, your strategy is determined by the leader.” Wherever the leader is strong, there is an opportunity for a would-be No. 2 to turn the tables. Discover the essence of the leader and present the prospect with the exact opposite – upstart versus old reliable. There are two kinds of people: those who want to buy from the leader and those who don’t. Too frequently, potential No. 2 brands try to emulate the leader; the first brand to capture a concept is often able to portray competitors as illegitimate pretenders.

The Law of Division: “Over time, a category will divide and become two or more categories.” Categories are dividing, not combining: ‘full-service’ real estate companies won’t happen. What prevents leaders from launching a different brand to cover a new category is the fear of what will happen to their existing brands. Honda did not make this mistake when they introduced their premium brand, Acura. While timing is important – you can be too early to exploit a new category – it is better to be too early than too late. In order to get into the prospect’s mind first, you must be prepared to spend time waiting for things to develop.

The Law of Perspective: “Marketing effects take place over an extended period of time.” Long-term effects are often the exact opposite of short-term effects: ‘sales’ don’t work in the long run; and line extensions, like specialty markets, dilute the brand.

The Law of Line Extension: “There’s an irresistible pressure to extend the equity of the brand.” Line extension is taking the brand name of a successful product or service and putting it on a new one you plan to introduce. One day a company is tightly focused on a single product that is highly profitable, the next it is thinly spread over many products and losing money. Why does top management believe that line extension works in spite of overwhelming evidence to the contrary? One reason is that, while line extension is a loser in the long term, it can be a winner in the short term. Further, management is frequently blinded by an intense loyalty to the company or brand. Line extension is imagined to be the easy way out. Launching a new brand requires capital, in addition to an idea or concept.

The Law of Sacrifice: “You have to give something up in order to get something.” This is the opposite of extension. There are three things that can be sacrificed: product line, target market, and constant change. There is no truth to the theory that the more you have to sell, the more you will. Generalists are weak; specialists are strong. There is no need to cater to everybody? Coke and Pepsi coexist by appealing to different segments of the market. There is no need to change your strategy every year at budget time. It is often better to stick with what works and sacrifice the rest.

The Law of Attributes: “For every attribute, there is an opposite, effective attribute.” Don’t emulate the leader – it is much better to find an opposite attribute. The key word is oppositesimilar won’t do. If you do not have your own attribute, you’d better have a low price – a very low price. Sometimes it will be necessary to choose a lesser attribute.

The Law of Candor: “When you admit a negative, the prospect will give you a positive.” Positive statements must be proven to the prospect’s satisfaction. No such proof is needed for negative statements. Marketing is often a search for the obvious. Admitting a problem opens minds. This, however, must be used carefully and with great skill. The negative must be widely perceived as a negative, triggering instant agreement; otherwise it will create confusion. You must then shift quickly to a positive.

The Law of Singularity: “In each situation, only one move will produce substantial results.” Marketing is not the sum total of many small efforts beautifully executed. History teaches that the only thing that works is the single, bold stroke. Think about military strategy. Most often there is only one place where a competitor is vulnerable, and that place should be the focus of the entire invading force. This may mean exploiting the unexpected. To find what will work, you must know the market.

The Law of Unpredictability: “Unless you write your competitors’ plans, you can’t predict the future.” Although you can’t predict the future, you can get a handle on trends; the danger comes in extrapolating how far a trend will go, or assuming the future will be a replay of the present. Research measures only the past, new ideas or concepts are almost impossible to measure. Build in flexibility. There is a difference between predicting the future, and taking a chance on the future.

The Law of Success: “Success often leads to arrogance, and arrogance to failure.” Small companies are mentally closer to the front than big companies.

The Law of Failure: “Failure is to be expected and accepted.” Too many companies try to fix things rather than drop things. Tom Peters coined the phrase: ready, fire, aim. Take risks: It’s hard to be first in a new category without sticking your neck out. When the senior executive has a high salary and a short time to retirement, a bold move is highly unlikely.

The Law of Hype: “The situation is often the opposite of the way it appears to the press.” When things are going well, a company doesn’t need the hype. When you need hype, it usually means you’re in trouble. History is full of marketing failures that were successful in the press. No one can predict the future. Forget the front page. If you’re looking for clues to the future, look in the back of the paper for those innocuous little stories. Real revolutions arrive unannounced in the middle of the night and kind of sneak up on you.

The Law of Acceleration: “Successful programs are not built on fads, they’re built on trends.” A fad is a wave in the ocean; a trend is the tide. A fad gets lots of hype; a trend gets very little. Fads are very visible; trends are almost invisible but very powerful. The best thing to do with a fad is dampen it, stretch it out and make it more like a trend. One way to maintain long-term demand is to never totally satisfy it.

The Law of Resources: “Without adequate funding an idea won’t get off the ground.” Very few ideas are ever accepted by large companies. The best bet is to find a smaller company and persuade it of the merits of your idea. Investments in new ideas should be front-loaded (i.e. take no profit in the first 2-3 years, plowing all earnings back into marketing).

LESSONS LEARNED

These laws point to a variety of possibilities for real estate brands. This section will briefly describe three: fee-for-service, premium branding, and local experts. The first two involve creation of a new category in a related market, and the third requires reclamation of an formerly well-established niche.

Fee-for-Service: Trends really do sneak up on us. If the plethora of ‘for-sale-by-owner brand’ upstarts ever get their act together, or combine and conquer, we will almost certainly see the first legitimate fee-for-service real estate brand. This is effectively the creation of a new category, and will gain market share most effectively if they position themselves as a fully licensed financial service rather than going head-to-head with the established real estate brands. By focusing exclusively on the opposite of the traditional notion of real estate brokerage, an à la carte real estate brand could align itself with the likes of lawyers, accountants, consultants and financial planners, posing a significant threat to the status-quo.

Premium Branding: There is presently no nationally recognized brand targeting high-end homes. Most of the current competitors have a brand extension that attempts to capture this market (e.g. Fine Homes and Estates), however, none carry the sway of a fully dedicated brand. Significantly, according to a recent survey of commission rates garnered on average and high-end homes, the latter seems to be the only segment of the market that continues to sustain ‘full-fee’ premium real estate services. Although this amounts to a niche market, it may prove to be a highly profitable one.

Local Experts: Century 21 once owned the term: Neighborhood Professionals. “Archrival Century 21 had a new commercial in which they were using children in a neighborhood setting. Damn, they were good. Everyone could see how powerfully that message came through. The company’s ‘neighborhood professional’ image was having a big impact. That’s what real estate was all about – kids; neighborhoods; families; and your friendly, helpful, always-there-when-you-need-him professional real estate representative.”[4] Re/Max knew they had to come up with an idea for a message that would become a household brand – a word, a slogan, or a feeling. And, whether intentionally or by accident, they came up with an exact opposite strategy: real estate is about the individual sales person. Most large real estate organizations have since followed suit, abandoning the neighborhood team approach to brokerage.

Today, an astute real estate franchise organization could likely claim a niche in Canada through a bold approach of targeting young, ambitious, well-qualified, media-savvy, team-builders and self-promoters. This would necessitate recruiting directly from universities and local colleges. This is where the top financial organizations go to recruit the very best – those who will command six-figure salaries – not unlike the income available to skilled real estate operators. The necessity of age and experience in this business is a myth propagated by a mature and forgetful industry.

There may well be room for highly-educated, well-informed local teams in the industry. Sell turnkey franchises on campus to business-oriented graduates who already know about studying and paying for credentials. In order to qualify as a franchisee in a clearly defined territory (neighborhood), they must demonstrate leadership by attracting a team according to specific criteria outlined in their franchise agreement. The franchisor must provide complete education, including: cutting-edge prospecting and promotion through technology; the most sophisticated information available on managing teams; and media training. Once established, everything the franchisor does focuses on promoting and propagating the image of a neighborhood professional – which means making the franchisee a credible local expert and celebrity because of his or her relationship with the brand. The franchisor and franchisee must also acknowledge in advance that protégés will inevitably want to break off and develop markets of their own. In order to facilitate this, there should be clearly defined markets, as well as incentive for the development and release of team members, which would lead to system growth.

Considering these and other approaches in light of the 22 immutable laws described by Ries and Trout, there is indeed opportunity ahead.



[1] Al Ries and Jack Trout, The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk (New York, NY: HarperBusiness, 1993). This review is based largely on this work; page numbers and some quotations have been removed for readability as this article is not intended for publication.

[2] In a later work, this principle is referred to as “the survival of the firstest.” – Al & Laura Ries, The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival (New York, NY: HarperBusiness, 2004).

[3] When you develop your word or concept, be prepared to fend off the lawyers: they want to trademark everything. The trick is to get others to use your word: to be a leader you must have followers.

[4] Phil Harkins and Keith Hollihan, Everybody Wins: The Story and Lessons Behind RE/MAX (Hoboken, NJ: Wiley, 2005) 87.

Sunday, January 31, 2010

Three Things People Love or Hate About...

“What do you love or hate about a visit to your dentist?”

That’s a question I often asked when developing dental centres. While informal surveys may seem simplistic, they can provide profound insight that goes right to the core of your business model.

It doesn't take long before you are able to discern three key things that people love – or conversely, hate – about your industry and your competitors. Deliberately design and differentiate your business around Disney-like delivery of the ‘love’ factors, purposefully eliminate the ‘hate’ factors, and you may just be on to something!

In dentistry, we discovered that people love to be seen on time, and hate to be kept waiting. They love to be remembered as a person, and hate to be treated as a number. And, they hate paying the bill – especially when it seems so expensive, but appreciate choices that are clearly communicated.

We found these three things so consistently true that the concepts became imbedded in our culture. Treating people in a timely and caring manner, and using plain language to communicate cost-effective services showed up in our values, daily activities, peer reviews and evaluations, bonuses, on comment cards, and was celebrated at staff meetings.

We built an extraordinarily successful business around the answers to one simple question.

So, what three things do people love or hate about your business?

Sunday, January 24, 2010

Making Sense of Haiti

It’s not easy to explain with authority or convincing clarity why God might allow bad things to happen to good people. Accepting that the mysteries of divine wisdom are difficult to discern is what forms the foundation of faith. Yet in the aftermath of the Haitian disaster we see tangible evidence of answered prayer.

Jesus taught us to pray: “… ‘Our Father in heaven, hallowed be your name, 10 your kingdom come, your will be done…’ ” [1] What is his will? When asked which commandment is greatest, “37 Jesus replied: “ ‘Love the Lord your God with all your heart and with all your soul and with all your mind.’a 38 This is the first and greatest commandment. 39 And the second is like it: ‘Love your neighbor as yourself.’b…” ” [2]

The world has rallied around the Haitian cause. In the midst of suffering, God turns the hearts, souls, and minds of the world to love of neighbour. This is people doing what people were created to do.

Many have felt compelled to pray not only for victims and survivors, but especially for rescue and relief workers, and the people who support them through small sacrifices of their own. May God’s Spirit be with them!



[1] The Holy Bible : New International Version. electronic ed. Grand Rapids : Zondervan, 1996, c1984, S. Mt 6:9-10

a Deut. 6:5

b Lev. 19:18

[2] The Holy Bible : New International Version. electronic ed. Grand Rapids : Zondervan, 1996, c1984, S. Mt 22:37-40

Friday, January 22, 2010

When a Benefit Ceases Being a Benefit

Yesterday, I received a call from a good friend and former co-worker. Cheryl (not her real name) has a naturally giving spirit, and has earned a reputation for going beyond the call of duty in order to serve her clients, coworkers, and company.

The topic of our conversation concerned her frustration with a present employer’s take on what she believed to be a straightforward policy with respect to an employee benefit. The issue was admittedly minor, but justifiably frustrating all the same.

Cheryl has a knack for finding good deals – both at work and home. The benefit in question concerned employee reimbursement for supplies used in the workplace. The reimbursement amount had a set limit which, to date, all employees had used to the maximum. When Cheryl discovered a way to purchase double the supplies for the same price, she found her benefit cut in half, and felt she was being penalized for being frugal.

Proverbs 18:17 reads: “The first to present his case seems right, till another comes forward and questions him.” It’s easy to see Cheryl’s point: she found a way to create greater value for her employer, and her employer illogically rejected her effort. As a result of Cheryl’s effort however, the employer had now discovered a way to reduce the overall cost of the originally intended reimbursement.

The question is not, and never is, about who is right and who is wrong. Most employee benefits are originally established with good intentions and with the hope of attracting and retaining good employees. Happy and conscientious employees help to create a pleasant and profitable workplace.

Now here’s the point: When an employee benefit becomes a contentious issue, it ceases to be an employee benefit. Many readers would be surprised to discover that the amount at issue in this story was only twenty-five dollars.

Turning benefits into barriers is surprisingly common. Employers can guard against inadvertently alienating employees by following these guidelines:

  1. Before introduction of any new benefit, carefully consider what you are hoping to achieve.
  2. Clearly communicate the purpose and parameters of all employee benefits – in writing!
  3. Always remember why you established the benefit in the first place, and be prepared to alter it in favour of your employees when you discover that perception has changed.
  4. Quietly congratulate yourself for elegantly adapting to change, and continuing to lead a happy and productive team.

Tuesday, January 19, 2010

What I Now Know About Stress

Stress occurs when two or more forces are acting in non-complementary directions.

In the workplace, people become stressed when they feel pressure to perform beyond their ability, under unreasonable time pressure, or without support required for realistic expectation of success. I have often believed workplace stress to be something largely self-inflicted. I mean, do superiors really expect their staff to accomplish more than is humanly possible? Apparently, sometimes, they do.

We all need, on occasion, to push ourselves beyond what we think possible. George Bernard Shaw wrote: “The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.”

Effective employers set expectations high and, at the same time, guard against excessive transference of their own stress onto employees. Healthy employees should know that they are expected to do their absolute best – and no more.

On a personal level, in leading an organization I recently encountered stress as essentially a battle between must and can’t. In this case, can’t eventually prevailed, and the pain subsided. The bittersweet discovery is that we truly can emerge stronger and wiser from all the twisting and pulling of stress.

Sunday, January 10, 2010

Five Findings from Failure

Acquiring and bringing a business back from the brink can be an exhilarating experience, but what makes it so, is the ever-present possibility of failure. Failure is one of the best ways to really learn things we thought we already knew. Here are five findings from a failed turnaround attempt:

People: The management team that caused the problem, or failed to prevent it, will almost never be capable of contributing to the solution. Loyalty won’t help; change your team – fast!

Urgency: Have a plan ready to go before you start. There’s no time to learn on the job. There’s no time to train leaders.

Clarity: Accept responsibility for understanding everything. Don’t assume, because an expert on your team has seen something, they approve of it. Ask. Don’t proceed until you both have clarity.

Information: A Buyer will never have as much information as a Seller. Do your due diligence – and trust your gut. It’s better to walk away from a potential winner than be stuck with a certain loser.

Communication: Sharing information with stakeholders can be a double-edged sword: if your success is in their best interest, they may collaborate to find a workable solution; if risk-averse they may pull out when needed most. Don’t expect outsiders to fully grasp your predicament, but communicating early helps avoid completely blindsiding them.

Sunday, January 3, 2010

Transforming Youth Leadership

INTRODUCTION

Although an extraordinarily great percentage of significant spiritual decisions are reached within the first eighteen years of a person’s life, many churches struggle to keep a youth pastor even eighteen months. Is this a problem?

Given the present organizational structure of churches in contemporary culture, the simple answer is: yes. This paper seeks first to identify specifically why the apparently short tenure of youth ministers presents a problem, and then drives deeper to discover some of its sources. In identifying the root sources and resultant issues, it becomes possible to propose a variety of specific solutions. Unfortunately, these solutions, while certainly worthy of implementation, require incremental change; and change is difficult. So, empowered by the Holy Spirit, the Church should seek a more transformational solution. The surprising conclusion of this study is that an integrated approach to raising children in the Church by involving the whole community may indeed render the traditionally understood role of youth pastor and its attendant issues unnecessary in many of our churches.

Let us first consider come of the data surrounding the importance of the first eighteen years. In his book, Transforming Children into Spiritual Champions, George Barna centres his study on children aged five through twelve. His reason is simple: “if you want to shape a person’s life – whether you are most concerned about his or her moral, spiritual, physical, intellectual, emotional or economic development – it is during these crucial eight years that lifelong habits, values, beliefs and attitudes are formed.”[1] His research uncovered that adults who attended church as a child are twice as likely to read the Bible during a typical week as are those who avoided churches when young; twice as likely to attend a church worship service in a typical week; and nearly 50% more likely to pray to God during a typical week.[2] Adults essentially carry out the beliefs they embraced when they were young. Barna presents four critical outcomes: a person’s moral foundations are generally in place by the time they reach age nine; a person’s response to the meaning and personal value of Jesus Christ’s life, death and resurrection is usually determined before they reach eighteen; in most cases people’s spiritual beliefs are irrevocably formed when they are preteens; and adult church leaders usually have had serious involvement in church life and training when they were young.[3]

As for the tenure of youth pastors, the eighteen month figure probably originates from an article written in 1983 by Paul Borthwick. A credible source with well over a decade in youth ministry in twenty-two years of service on staff at a single church, he wrote: “the general consensus is that the average tenure of a youth minister is not more than eighteen months.”[4] There is however sparse concrete evidence. In surveying a variety of studies, Joe Neill uncovered little support for the eighteen month figure and surfaced some research to suggest more career stability than previously believed. According to one source, the average paid youth minister has 4.2 years of experience and has been at the same church for 3.9 years. Another source reveals that youth ministers stay in one church an average of 4.65 years.[5] At the end of the same article, after weighing the evidence, Neill concludes: “The best answer I can come up with is that there really is a problem. If there are perceived tenure problems then there are problems – no matter what the statistics say.”[6] The problem was significant enough for the Christian and Missionary Alliance denomination to commission an extensive study addressing as a fundamental concern the short tenure of youth pastors. Its data revealed that only 30% of youth ministers were in their present position more than two years.[7]

WHY IS THIS A PROBLEM?

“Then little children were brought to Jesus for him to place his hands on them and pray for them. But the disciples rebuked those who brought them. Jesus said, “Let the little children come to me, and do not hinder them, for the kingdom of heaven belongs to such as these.” (Matt. 19:13-14)

So why is this short tenure of youth ministers a problem? Veteran youth leaders know that it takes time to break through to youth, teens and their parents in effective ministry. The nature of youth ministry tends to be relational, and lack of fidelity leads to frustration.

In contemporary church environments, the motivation for the involvement of teenagers in church-related activities tends to be relational, rather than spiritual. If this is the case, when the relational networks change upon graduation from high school or college, we can expect a continued decline in church attendance among the emerging generation.[8]

Matthew 28:20b reads: “And surely I am with you always, to the very end of the age.” According to Kenda Creasy Dean: “Few lines of Scripture sound more reassuring – or less likely – to young people than Jesus’ promise at the end of the Gospel of Matthew. Contemporary culture offers little assurance that anything will be with them always.”[9] The church reinforces this insecurity when youth ministries lack consistency. Teenagers respond best to relationships that are stable and trustworthy. Youth take a long time to open up to people, requiring that we build youth ministries with leaders who are ready to be long-term friends and pastors.

Each time a youth leader leaves, it is difficult for the group to avoid feelings of rejection and frustration – as if they are being shown that they are not important. Frustration hinders the effectiveness of ministry and impacts attitudes toward the church that last well into adulthood.

SOURCES OF THE PROBLEM

In her book, Dean identifies four common misconceptions surrounding youth ministry: adolescence is a deficient form of adulthood; Christian youth programs solve problems youth face; youth ministry’s primary purpose is to ensure the church of tomorrow; and youth ministry is primarily about youth.[10] These misconceptions both flow from and contribute to three source challenges – a culture of segregation; perceived stylistic differences; and a crisis in theological depth – and are in part responsible for the creation of the youth minister’s position. But because the problems are systemic, a number of issues arise, all pointing to a subtle lack of respect for the position.

The growth of denominational programs in American Sunday schools owed much to Horace Bushnell’s emphasis on the church’s role in nurturing childhood faith, but his biographer, Margaret Bendroth, fears he may have regretted the institutional isolation of children from adult worship, when what he advocated was their full participation in every aspect of church life.[11] Today it seems that adults meet in the sanctuary while youth meet in the youth room; adults worship on Sunday morning while youth do devotions Sunday evening; adults participate in missions while the youth do service projects; and adults hear sermons while youth hear talks. The result is that young people feel more ‘set aside’ than ‘set apart’. This is the age-segregation of American institutional life that began at the turn of the last century as the one-room school house was gradually phased out.[12] Today, our culture continues to segment the population for marketing purposes. Regrettably the congregational church has ‘bought into’ the concept without adequately investigating its consequences.

Blame it on postmodernism, the generation gap, or whatever you will, but teens seem to have little patience for institutional forms of religious expression. There is, however, a significant difference between what young people want and what they need or honestly think is appropriate. At formative stages especially, children do not know what they need; they require adult direction and they need boundaries. Whether the differences are real or partly perceived, they are most certainly exacerbated by continued divisions.

Simply because stylistic differences exist, capacity for theological depth need not be compromised. Dean laments, however: “For most of the twentieth century, mainline Protestants have done youth ministry in the shallow end of the theological pool.”[13] “When youth ministry draws its primary energy from special events, ‘cool’ leaders, and high-voltage youth gatherings more than from the long tradition of practices through which youth identify with the life, death and resurrection of Christ, we communicate a version of faith that has no analogy in the adult church – or in real life for that matter.”[14]

Segregation, stylistic differences and the dumbing down of theology seem to mandate a dedicated professional for ministering to youth. Due at least in part to the misconceptions described above, a number of issues arise in this position. Neill lists several in his article: time conflict between job demands and personal needs, and between administrative duties and youth contact; a disconnect between students and church; a disinterested or apathetic youth group; inadequate salary; inadequate budget; greater opportunity for successful work in new positions; conflict with the senior pastor; unhealthy spiritual environment; and disillusionment.[15] Neill summarizes all of these issues as deriving from a “subtle lack of respect” for the position of youth minister and balances his comments with the acceptance of at least some responsibility on the part of youth ministers: “if youth ministers have lost respect, it’s probably from us doing stupid things.”[16] I conditionally agree. The beginning of any solution is the acceptance of responsibility, but as long as misconceptions exist the problems will survive.

PATCHING THE PROBLEM

While cause and effect continue to blur, there are seven common deficiencies for which Borthwick and others suggest solutions: calling, gifting, vision, support, recognition, energy, and experience. Without addressing these, the position of youth minister becomes merely a stopping point along the way to something else.

Many youth ministers fail simply out of an absence of calling. It becomes incumbent upon the church to affirm the call. Younger servants in particular may need assistance in understanding the concept of call and the biblical model of congregational involvement in such decisions.

Another and related area is a genuine lack of gifting, fit or ability. A disinterested or apathetic youth group may simply be pointing to a problem in leadership. An especially deplorable practice is the use of the youth group as a ministry tryout area. Without specific gifting, this can be a setup for failure for the individual involved, and sends a clear message to the congregation that the treatment of the younger generation is somehow less critical than adult ministry. Candidates must clearly consider their gifting.

Every leader needs a clear vision for ministry. The lack of vision is a third area where the youth minister can fall down. Ministers should be encouraged to set personal and ministry goals and to see their ministry as a process and not just a yearly program.

Another major area of concern is an ongoing lack of support within the congregation. The youth minister should be encouraged to continue to study. They should always lead through a team supplied by the laity. They should receive support in front of parents as well as training in relating well to parents. The odds are shifting in favour of more qualified youth ministers as a result of formal youth ministry majors. An essential addition to this would include a deliberate mentoring program and a spiritual director.

The Christian and Missionary Alliance’s study suggests pastors at the beginning of their careers likely do not receive the recognition for their efforts that their more seasoned colleagues do.[17] This lack of recognition harms the possibility of longevity. The youth minister needs to be an integral part of the church’s overall leadership team. There should be opportunity to grow beyond youth ministry. Some churches encourage their staff to have a ‘major’ and a ‘minor’ so that they are involved in at least two types of ministry at differing levels. There should also be opportunity to grow outside the church through observing or working with other groups and interacting with others in youth ministry. Pay must be relative to responsibilities, education and experience.

Another intimidating aspect of youth ministry is the relentless need to ‘be there’ for the kids – a lack of endless energy. Youth ministers must learn to guard their personal life and to have relationships outside of teenagers. This is essentially the concept of Sabbath-keeping.

The final area of deficiency is in experience. New ministers need time to grow before they are expected to assume positions of leadership. Says Neill: “If we’re funneling all the newbies into youth ministry, what should we realistically expect regarding tenure?”[18]

Without addressing these deficiencies, a frequent result is that the position is used as a stepping stone to other ministries. This attitude is so prevalent that some denominations even use it as mandatory home service for missionary candidate preparation. If the youth pastor is considered a junior minister, it should be natural to expect eager transitions to other positions, such as ‘senior’ pastor.

The view that youth ministry is a place where pastoral leaders ‘do time’ until they qualify for ‘real’ ministry is alive and well, thanks to the self-defeating practice of throwing clergy, seminarians, and unsuspecting volunteers with little experience and less support into positions where adolescents, searching for fidelity, demand more than we have to give.[19]

TOWARD A TRANSFORMATIONAL SOLUTION

Change is certainly necessary if we are to move beyond the revolving door into and out of youth ministry, but some of these symptoms may be pointing to a larger issue. Perhaps the church needs not a tune-up but a transformation.

Change is a shift that may or may not last, tends to happen at a discrete and identifiable moment in time and is often incremental in nature – almost imperceptible in many cases. Transformation, however, is an enduring process in which the person is radically reformed and does not revert to his or her previous condition.[20]

The same is possible of organizations.

Marva Dawn tells us: “The dominant culture never has to worry about character formation because its principles and morals are easily imbibed.”[21] The problem is that Christianity is no longer the dominant culture. The church is called to be an alternate and parallel society and this must be intentional and deliberate. “The reason why Christians are so similar in their attitudes, values and lifestyles to non-Christians is that they were not sufficiently challenged to think and behave differently – radically differently, based on core spiritual perspectives – when they were children.”[22] Fortunately, teenagers will settle for nothing less than passion – something worth suffering for, and children come with a simple faith worth emulating. “He called a little child and had him stand among them. And he said: ‘I tell you the truth, unless you change and become like little children, you will never enter the kingdom of heaven. Therefore, whoever humbles himself like this child is the greatest in the kingdom of heaven.’” (Matthew 18:2-4) Spiritual heritage must be passed from one generation to the next.

The transformational solution steers away from the role of youth pastor and toward community and an integrated approach to ministry that redefines the expectations of the leader.

“The mandate to ‘be there’ for young people belongs to the Christian community, not to any individual or group of individuals.”[23] The task begins with church-permeating prayer for children and families. Barna’s research points also to the importance of families taking the lead in the spiritual development of children. Many of the essays edited by Bunge emphasize the importance of parents in the nurturing of children. Raising and educating children are seen as important tasks requiring cooperative effort between the home, church, community and state. Bushnell, Chrysostom, and Schleiermacher all describe the family as a “little church.”[24] The primary agent of grace is the family, not the church. “Religion never thoroughly penetrates life until it becomes domestic.”[25] Barna’s survey data indicates that parents generally rely upon their church to do all of the religious training. It is not so much that they are unwilling as they are ill-equipped. Churches only get one or two hours with a child, while parents have them all week. The more willingly churches play the co-dependent role in this drama, the less likely we are to see spiritually healthy families and a generation of young people who grow into mature believers.[26] What churches need to do instead is prepare parents more adequately to handle the responsibility of their own children’s spiritual growth. “The community’s and the pastor’s primary task concerning parents is to help them keep God first in their lives.”[27] This will require considerable personal contact from the churches. “If we want to nourish in them godly character and the desire to choose God’s will over the allures of the world, it is critical that we begin when they are small to invite them into the delight of being different.”[28]

Research shows that church leaders are surprisingly uninformed as to the spiritual content and practices related to their children’s ministry. Most are simply interested in acquiring a turnkey curriculum. Interestingly, while 41 percent of those attending churches are under the age of 18, only 15 percent of church budgets are allocated to children and youth ministries. Children are sometimes mistakenly considered a ‘loss leader’ or seen as ‘bait’ in order to attract adult ministry.[29] While finances are not the issue, evidence of priority certainly is. Church leaders need to clearly understand the facts:

People are much more likely to accept Christ as Savior when they are young. Absorption of biblical information and principles typically peaks during preteen years. Attitudes about the viability and value of church participation form early in life. Habits related to the practice of one’s faith develop when one is young and change surprisingly little over time.[30]

“If you want to have a lasting influence upon the world, you must invest in people’s lives; and if you want to maximize that investment, then you must invest in those people while they are young.”[31] What is required is an internally consistent approach.

An integrated approach might radically alter or redefine the role of youth pastor. In a substantial number of the churches surveyed by Barna with really effective ministries to children, there is no one staff member dedicated to leading the children’s ministry.[32] As an alternate society, church needs to be intergenerational. Young people can participate according to their gifting as parts of the Body. Every child should be personally involved in some form of ministry. The pastor’s role becomes that of an advocate for the youth. In Matthew 21:15-16, the chief priests and teachers of the law were indignant because the children were shouting praise in the temple area, but Jesus defended them. Perhaps children ‘get it’ earlier, and we really do still have something to learn from them. “Invariably, the churches where the children’s ministry prospers are those led by pastors who are unapologetic advocates for that ministry focus.”[33]

As priority of the entire church shifts toward the nurturing of children, the requirement for a dedicated individual assigned to children or youth is actually diminished. In many congregations the lead pastor could be expected to fulfill the requirement. Only in congregations where size truly prohibits, or where the lead pastor is somehow unable to relate to children, might a staff member be required. The unfortunately titled ‘senior’ pastor (where the individual is occasionally neither older nor more established) carries with it the implication that all other pastors are junior.

CONCLUSION

In light of overwhelming evidence that faith decisions are grounded in the early years of a person’s life and the counterproductively short tenure of youth pastors, we do indeed have a problem. It simply takes a commitment of time to impact young lives. Although answers are readily available to the issues of youth leadership and have been successfully implemented in some congregations, the pervasiveness of the problem points to a subtle lack of respect not only for the position of youth minister, but for the focus of their ministry as well. As a result, the position continues to be treated as a stepping-stone to more satisfying ministry. A transformational shift to a truly alternate society where the last come first and titles are set aside in favour of following the example of Jesus remains our highest hope.

BIBLIOGRAPHY

Atkinson, Harley T. and Fred R. Wilson. “Career Development Cycles and Job Satisfaction of Youth Pastors in the Christian and Missionary Alliance.” Christian Education Journal vol. xi, no. 2 (Winter 1991): 39-50.

Barna, George. “Adults Who Attended Church As Children Show Lifelong Effects.” The Barna Update (November 5, 2001).

________. “Parents Accept Responsibility for Their Child’s Spiritual Development But Struggle With Effectiveness.” The Barna Update (May 6, 2003).

________. “Research Shows That Spiritual Maturity Process Should Start at a Young Age.” The Barna Update (November 17, 2003).

________. Transforming Children into Spiritual Champions: Why Children Should Be Your Church’s #1 Priority. Ventura, California: Regal, 2003.

Bass, Dorothy C. and Don C. Richter, eds. Way to Live: Christian Practices for Teens. Nashville: Upper Room Books, 2002.

Borthwick, Paul. “How to Keep a Youth Minister.” Leadership vol. iv, no. 1 (Winter 1983): 75-81.

Bunge, Marcia J. ed. The Child in Christian Thought. Grand Rapids, Michigan: Eerdmans, 2001.

Dawn, Marva J. Is it a Lost Cause?: Having the Heart of God for the Church’s Children. Grand Rapids, Michigan: Eerdmans, 1997.

Dean, Kenda Creasy. Practicing Passion: Youth and the Quest for a Passionate Church. Grand Rapids, Michigan: Eerdmans, 2004.

Neill, Joe. “Staying Power When the Door Looks Soooo Good.” Youthworker (July/August, 2004) 4 p.



[1] George Barna, Transforming Children into Spiritual Champions: Why Children Should Be Your Church’s #1 Priority (Ventura, California: Regal, 2003) 18.

[2] George Barna, “Adults Who Attended Church As Children Show Lifelong Effects,” The Barna Update (November 5, 2001, accessed 09 August 2004); available from http://www.barna.org/FlexPage.aspx.

[3] George Barna, “Research Shows That Spiritual Maturity Process Should Start at a Young Age,” The Barna Update (November 17, 2003, accessed 09 August 2004); available from http://www.barna.org/FlexPage.aspx.

[4] Paul Borthwick, “How to Keep a Youth Minister.” Leadership vol. iv, no. 1 (Winter 1983): 76.

[5] Joe Neill, “Staying Power When the Door Looks Soooo Good” Youthworker (July/Aug 2004, accessed 11 August 2004): 1-2; available from http://www.youthspecialties.com/articles/topics/power/staying.php. In this article Neill quotes three sources: Merton Strommen, Karen Jones, Dave Rahn, Youth Ministry That Transforms (Zondervan, 2001) chapter 1; Rick Lawrence, “The 18 Month Myth” Group Magazine (Jan/Feb 2000); and Jonathan Grenz “Factors Influencing Job or Career Changes among Youth Ministers” Journal of Youth Ministry (Fall 2002).

[6] Neill, “Staying Power,” 2.

[7] Harley T. Atkinson and Fred R. Wilson. “Career Development Cycles and Job Satisfaction of Youth Pastors in the Christian and Missionary Alliance.” Christian Education Journal vol. xi, no. 2 (Winter 1991): 48.

[8] Barna, “Lifelong Effects.”

[9] Kenda Creasy Dean, Practicing Passion: Youth and the Quest for a Passionate Church (Grand Rapids, Michigan: Eerdmans, 2004) 73.

[10] Ibid., 13-14.

[11] Margaret Bendroth, “Horace Bushnell’s Christian Nurture” in The Child in Christian Thought, Marcia J. Bunge, ed. (Grand Rapids, Michigan: Eerdmans, 2001) 356.

[12] Dean, Practicing Passion, 37.

[13] Ibid., 162.

[14] Ibid., 168.

[15] Neill, “Staying Power,” 3.

[16] Ibid., 3.

[17] Atkinson and Wilson, “Career Development Cycles,” 49.

[18] Neill, “Staying Power,” 3.

[19] Dean, Practicing Passion, 90.

[20] Barna, Transforming Children, 97-98.

[21] Marva J. Dawn, Is It A Lost Cause? Having the Heart of God for the Church’s Children, (Grand Rapids, Michigan: Eerdmans, 1997) 6.

[22] George Barna, “Spiritual Maturity Process” (November 12, 2003).

[23] Dean, Practicing Passion, 91.

[24] Marcia J. Bunge, ed. The Child in Christian Thought, (Grand Rapids, Michigan: Eerdmans, 2001) 356, 64-65, and 333.

[25] Bendroth The Child in Christian Thought, 356, quoting Horace Bushnell, Christian Nurture (NY: Scribner, 1861; reprint Cleveland: Pilgrim Press, 1994).

[26] George Barna, “Parents Accept Responsibility for Their Child’s Spiritual Development But Struggle With Effectiveness,” The Barna Update (November 17, 2003, accessed 09 August 2004); available from http://www.barna.org/FlexPage.aspx.

[27] Dawn, Is It A Lost Cause? 110.

[28] Ibid., 229.

[29] Barna, Transforming Children, 39-41.

[30] Ibid., 41.

[31] Ibid., 42.

[32] Ibid., 119.

[33] Ibid., 104.