Flevy Management Insights Case Study
Process Optimization for Real Estate Firm in Competitive Urban Market
     Joseph Robinson    |    Deming Cycle


Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in Deming Cycle to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

TLDR A mid-sized real estate firm faced operational inconsistencies and declining customer satisfaction due to a lack of a robust continuous improvement process. By refining its Deming Cycle and optimizing processes, the firm achieved a 15% increase in operational efficiency and a 20% boost in customer satisfaction, highlighting the importance of structured process optimization in driving organizational success.

Reading time: 8 minutes

Consider this scenario: A mid-sized real estate firm, focused on urban commercial properties, is struggling to maintain quality and efficiency in its operations.

Facing stiff competition and a rapidly changing market, the organization has identified the need to refine its Deming Cycle—Plan, Do, Check, Act—to stay ahead. Despite having a competent team and solid market presence, operational inconsistencies and lack of a robust continuous improvement process have led to declining customer satisfaction and market share.



In light of the real estate firm's operational challenges, two hypotheses emerge: firstly, the existing Plan-Do-Check-Act (PDCA) cycle may be inadequately implemented, leading to ineffective planning and execution; secondly, there might be a disconnect between the strategic objectives and the operational processes, causing misalignment and inefficiencies.

Strategic Analysis and Execution Methodology

This organization's situation calls for a rigorous and structured approach, employing a best practice framework for process optimization. The benefits of this established process are twofold: it ensures alignment between strategic objectives and operational activities, and it fosters a culture of continuous improvement.

  1. Diagnostic Assessment: Begin with a thorough analysis of the current PDCA cycle, identifying gaps in planning, execution, monitoring, and adjustment. Key questions include: How well are the strategic objectives being translated into operational plans? Are the execution activities aligned with the plans?
  2. Process Redesign: Re-engineer processes to align with best practices, focusing on the most critical areas identified in the assessment phase. This involves mapping out new workflows, defining clear roles and responsibilities, and setting up mechanisms for regular monitoring and feedback.
  3. Capability Building: Develop the skills and knowledge necessary for the organization's team to effectively implement the redesigned processes. This includes training sessions, workshops, and the creation of support materials like guidelines and checklists.
  4. Implementation: Roll out the redesigned processes, beginning with pilot projects in critical areas. Monitor closely for issues and make adjustments as needed, ensuring that the organization's team is fully supported throughout the transition.
  5. Performance Monitoring: Establish a set of KPIs to continuously monitor the performance of the new processes. Use these metrics to drive further refinements and to celebrate successes, reinforcing the culture of continuous improvement.

For effective implementation, take a look at these Deming Cycle best practices:

PDCA Problem Solving Process & Tools (230-slide PowerPoint deck)
PDCA Problem Solving Project Template (64-slide PowerPoint deck)
PDCA Problem Solving Poster (3-page PDF document and supporting PowerPoint deck)
A3 and PDCA Problem Solving (19-slide PowerPoint deck and supporting PowerPoint deck)
Deming Cycle (PDCA) Primer (22-slide PowerPoint deck)
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Deming Cycle Implementation Challenges & Considerations

One consideration is ensuring that the redesigned processes are not only efficient but also flexible enough to adapt to changes in the market. Another is making certain that the organization's culture evolves to embrace continuous improvement as a core value. Finally, it is critical to ensure that the technology and tools used are adequate to support the new processes.

Upon successful implementation, the organization can expect improved operational efficiency, enhanced customer satisfaction, and a stronger competitive position in the market. These outcomes should lead to increased market share and profitability.

Implementation challenges may include resistance to change within the organization, the complexity of integrating new processes with existing systems, and the need for ongoing training and support.

Deming Cycle KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


What gets measured gets done, what gets measured and fed back gets done well, what gets rewarded gets repeated.
     – John E. Jones

  • Customer Satisfaction Scores: to gauge improvements in service delivery.
  • Operational Efficiency Metrics: to measure the impact of process optimizations on cost and time savings.
  • Employee Engagement Levels: to assess the internal adoption of the new processes and the cultural shift towards continuous improvement.

These KPIs provide insights into the effectiveness of the new processes and highlight areas for further refinement. They also serve as a barometer for the organization's progress towards its strategic objectives.

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.

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Implementation Insights

During implementation, it is essential to maintain clear communication with all stakeholders. Transparency in the process and the rationale behind changes will help in mitigating resistance and fostering a collaborative environment. A survey by McKinsey & Company found that companies with top-quartile communication practices were 3.5 times more likely to outperform their peers.

Deming Cycle Deliverables

  • Operational Excellence Playbook (PDF)
  • Process Optimization Roadmap (PPT)
  • Continuous Improvement Training Modules (Video)
  • Performance Dashboard Template (Excel)
  • Post-Implementation Review Document (MS Word)

Explore more Deming Cycle deliverables

Deming Cycle Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in Deming Cycle. These resources below were developed by management consulting firms and Deming Cycle subject matter experts.

Deming Cycle Case Studies

Case studies from leading organizations such as Google and Toyota illustrate the successful application of continuous improvement methodologies. Google's culture of '20% time'—allowing employees to spend one day a week working on side projects—has led to innovations like AdSense and Gmail. Toyota's legendary Kaizen approach to continuous improvement has been instrumental in establishing it as a global leader in automotive manufacturing efficiency and reliability.

Explore additional related case studies

Aligning Organizational Structure with Process Optimization

When embarking on process optimization, the structure of an organization can either enable or hinder progress. A common concern is whether the current organizational design is equipped to support the new, optimized processes. To address this, an in-depth analysis of the organization's structure is necessary, focusing on aspects such as decentralization, span of control, and the alignment of incentives.

A McKinsey report highlights that companies that actively redesign their structure to support their strategy can see a 25% improvement in performance. In the real estate sector, where responsiveness to market changes is critical, a flatter structure with empowered front-line decision-makers often yields better results. The executive must ensure that roles and responsibilities are clearly defined to align with the new processes and that there is a robust change management plan in place to support the transition.

Lastly, it is essential to establish clear lines of communication throughout the organization. This ensures that strategic objectives are understood at all levels and that feedback mechanisms are in place to inform leadership of on-the-ground realities. Leveraging cross-functional teams can also facilitate better collaboration and knowledge sharing, which are crucial for sustaining process improvements.

Technology Integration in Process Optimization

Technology plays a pivotal role in enabling and sustaining process optimization. C-level executives must evaluate whether current technology stacks are capable of supporting new workflows and data requirements. Strategic investment in technology solutions that offer scalability, flexibility, and real-time data analytics can provide a competitive edge.

Real estate firms are increasingly adopting property management and customer relationship management systems that integrate with financial and operational data. According to Gartner, by 2022, 95% of supply chain vendors will have invested in real-time visibility platforms powered by AI and IoT. In the context of real estate, this could translate to better asset management and client servicing capabilities.

It is also important to consider the training needs associated with new technology. The executive must plan for comprehensive training programs to ensure that the staff are proficient in using new systems and tools. This will minimize disruptions during the transition phase and help in realizing the full benefits of the technology investments.

Measuring the Success of Process Optimization

Executives often inquire about the effectiveness of process optimization initiatives and the metrics used to measure success. It is crucial to establish both leading and lagging indicators that can provide a comprehensive view of performance. Leading indicators might include employee adoption rates of new processes, while lagging indicators could focus on customer satisfaction and operational cost savings.

A study by Bain & Company suggests that companies that excel at core business processes can generate 30% more profit than their competitors. In real estate, this could mean quicker turnaround times for leasing, higher occupancy rates, and increased tenant retention. These metrics not only reflect operational improvements but also indicate enhanced market competitiveness.

For a complete evaluation, the executive should also consider qualitative measures such as employee feedback and customer testimonials. These can provide insights into the impact of the changes on the organization's culture and customer perception, which are often as important as quantitative measures.

Ensuring Continuous Improvement Post-Optimization

Another critical area of interest for executives is maintaining momentum after initial process optimization successes. Continuous improvement should be ingrained in the organization's culture, with ongoing evaluation and refinement of processes. This requires a systematic approach to capturing lessons learned and a commitment to investing in employee development.

Accenture's research indicates that companies with continuous improvement embedded in their culture see a 55% improvement in their innovation metrics. For a real estate firm, this could mean a constant evolution of service offerings and a proactive stance in property portfolio management.

Executives should consider establishing a dedicated team responsible for monitoring performance against industry benchmarks and identifying areas for further improvement. This team can also act as change agents, promoting a culture of excellence and innovation across the organization.

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Key Findings and Results

Here is a summary of the key results of this case study:

  • Enhanced operational efficiency by 15% through the re-engineering of critical processes, aligning them with best practices.
  • Increased customer satisfaction scores by 20% post-implementation of the optimized Deming Cycle.
  • Improved employee engagement levels by 25%, indicating successful internal adoption of new processes and a cultural shift towards continuous improvement.
  • Achieved a 10% increase in market share within a year, reflecting a stronger competitive position in the urban commercial real estate market.
  • Reduced operational costs by 12%, as a direct result of process optimizations and efficiency improvements.

The initiative to refine the Deming Cycle and align operational processes with strategic objectives has been markedly successful. The quantifiable improvements in operational efficiency, customer satisfaction, employee engagement, market share, and cost reduction underscore the effectiveness of the structured approach to process optimization. The positive outcomes are attributed to the rigorous diagnostic assessment, process redesign, capability building, and the emphasis on performance monitoring. However, challenges such as resistance to change and the complexity of integrating new processes with existing systems were encountered. An alternative strategy that could have enhanced outcomes might include a more phased and gradual implementation approach, allowing for smoother integration and adoption. Additionally, investing more in change management initiatives could have mitigated resistance more effectively.

For next steps, it is recommended to focus on sustaining the gains achieved through continuous improvement efforts. This includes establishing a dedicated team to monitor performance against industry benchmarks and to drive further process refinements. Investing in advanced technology solutions that offer scalability and real-time analytics will support the ongoing optimization efforts. Furthermore, reinforcing the culture of continuous improvement through regular training sessions and workshops will ensure that the organization remains agile and responsive to market changes. Lastly, exploring opportunities for strategic expansion or diversification, based on the strengthened market position, could yield additional growth.

Source: Content Strategy Overhaul for a Media Conglomerate, Flevy Management Insights, 2024

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