There are several very valuable lessons for Realtors here, so stick with me as I tell this story.
BACKGROUND
Although my primary profession is as a real estate broker, and that's been the case for more than forty years, throughout it all, I've also played cocktail piano professionally and tuned hundreds and hundreds of pianos.
I'm sorry. I just have this need to be near, around and in touch with pianos. That need dates back to my childhood. So I juggle tuning, repairing and playing pianos with my real estate career.
THE STORY
About ten years ago, I was retained by Instrumental Director Bob Wall to service and tune the nearly twenty pianos that were in the sanctuary, classrooms, choir rehearsal hall and chapels of the University Baptist Church in the Houston suburb of Clear Lake City.
Clear Lake City is a bedroom community -- a byproduct caused by the development of the Lyndon B. Johnson Space Craft Center between Houston and Galveston.
In June 1974, five families got together to found and build a new Baptist church to serve Clear Lake City. They named it University Baptist Church. They called their first pastor, Dr. Bill McGregor. Then they began meeting in space they rented at a public elementary school.
But by that Christmas, tragedy had struck. Dr. McGregor and his family had died in a plane crash.
Nevertheless, the five founding members revitalized their strength to continue their dedication, and within a couple of years, the membership had grown to 150.
But there were still not enough members to convince local banks to lend the church money to buy land and build its first building. So most if not all of the membership agreed to jointly co-sign the church's mortgages. Land on Middlebrook was acquired and first sanctuary was built.
By the time I arrived to tune the twenty pianos about 1998, the church was being pastored by Holy Bible scholar and noted minister, Dr. R. Robert Creech. Its dynamic membership had grown in numbers to many, many hundreds. Every day I came to tune several of those twenty pianos, there was a lot of member activity going on.
So when I ran into Dr. Creech for the first time in the hallway, and we introduced ourselves, I couldn't help but ask...
THE QUESTION
How did this church happen when so many others, both new and old, fail?
<<---Dr. Robert Creech, Senior Pastor
THE ANSWER
He told me that the founding members had retained a professional market study firm to determine where in the NASA area the most families lived who 1) had young children, and 2) were most likely to not have found a permanent church home.
Once that was established, University Baptist Church located undeveloped land that was near the center of that area, and that could be bought for a reasonable price. They began construction of the first building.
Next came how to attract members.
The marketing firm suggested that the church buy 500 copies of the TV History Channel's DVD on the "Life of Christ." They then put stickers on each box that said, "Compliments of the University Baptist Church, 16106 Middlebrook, Houston."
After church services on Sundays as well as other days, the then small congregation began methodically ringing the doorbells of homes within the church's target area. Although paraphrased, here's in general what they said when the doors were answered:
"I'm John Doe and my family and I are members of the University Baptist Church. We built it on Middlebrook so that it would serve your neighborhood. We'd like for you to have a copy of the History Channel's TV program, "The Life of Christ." You're sure to find it interesting.
"After you've watched it, perhaps you'll pass it on to one of your friends. Meanwhile, here's a piece about our church with the programs we offer and the times of our services. We'd love for you to join us. I'll call you in a few days to see how you liked the DVD, and whether or not you have any questions."
Dr. Creech said that one investment of about $6,000 and the time of that few people began the quick and exponential growth of University Baptist Church.
"And now we have programs here every day," he continued. "Caterers are always delivering at lunchtime....barbecue, pizza, Tex-Mex, Italian. We have almost constant activities for men, women and our young people. We keep our members thoroughly involved in the church and in touch with each other."
Now the campus of Houston's University Baptist Church is enormous, the parking lots are either full or almost full for every service. A full orchestra under the direction of Bob Wall, plays for most services.
The contribution University Baptist Church has made to the spiritual lives of thousands is, at least to me, amazing.
Nevertheless, at its foundation was focused-marketing, developed and orchestrated by a professional company. That's how any business increases its chance of winning. In this case it was a win for The Three in One -- the Father, the Son, and the Holy Spirit -- as well as a win for the families that joined the University Baptist Church.
Copyright 2008 - William S. Cherry
BILL CHERRY, REALTORS
DALLAS
Our 44th Year Selling America
214 503-8563
800 314-7110
