What real estate professionals can learn from Dominos Pizza

Domino’s Pizza owns the pizza conversation over its competitors, literally, with a continuous rollout of its progressive mobile app and web presence. Want to order a pizza via the in-car, voice-activated console of a Ford? No problem, go for it. Want to order a pizza via your mobile device via “Dom,” which is the Domino’s version of Siri. Done. You want to see the progress of your pizza order on Dominos.com, you’re all set. Listen to this NPR story, Domino’s Becomes A Tech Company That Happens To Make Pizza, for an excellent overview of Domino’s tech dominance.

Domino's Pizza order stats board
Domino’s Pizza order stats board

According to the NPR story, Domino’s has adopted a “Silicon Valley” approach to its technology deployment process. Essentially, Domino’s is in continuous rollout mode using agile development methodologies (for an overview of these methodologies, read Inspired by Marty Cagan). This process has allowed Domino’s to leap-frog its competition.

So how does this Domino’s story relate to real estate? Several entities in the real estate space have leveraged these software development methodologies to great gains; for example, Zillow, Trulia, and Redfin. And brokerages have amazing opportunities to do the same.

If a brokerage manages an in-house development staff, then it behooves this brokerage to send its key developers and managers to a Marty Cagan conference on agile processes, and then fundamentally change—if necessary—the way in which it manages this department. Moreover, this brokerage should consider creating a product manager layer within its org chart to further facilitate this internal product development process. Finally, this brokerage should consider creating internal mission teams like Spotify created.

These agile concepts are fundamental “Silicon Valley” like processes, where deployed properly can definitely create a culture of customer-centric internal product development and rollout. Alternatively, if a brokerage does not manage an internal development staff, then this brokerage should hold its development vendor accountable to delivering products and services in a manner that aligns with the agile approach. Otherwise, this brokerage is likely to be at a distinct competitive disadvantage in the marketplace in terms of technical capabilities and offerings.