Resilience is remembering why you’re doing what you’re doing and moving forward because that “why” is so important to you.
Cindy Koebele is the President and CEO of TitleSmart, a title company she started with her sister just before the 2008 recession. Through tenacious relationship-building, an obsession with creating a phenomenal customer experience, and a commitment to authentic leadership, she’s now created a business that employs over 130 people, is housed in nine physical locations across Minnesota, and makes 8 figures in revenue annually. She has won numerous awards including the Ernst and Young’s 2015 Entrepreneur of the Year. TitleSmart consistently ranks as a top workplace in Minnesota and has been on the Inc. 5000 list seven times. She is the author of Obsess to Success, where she shares personal encounters and philosophies on how building relationships and focusing on the customer experience will change the course of business.
In 2021 she started a new business venture and purchased Hay Creek Ranch in South Dakota, a 20-acre horse camp surrounded by the Black Hills National Forest.
Tell us a little bit about your current projects. What exciting milestone would you like to share with our readers? (Don’t hesitate to delve into your achievements, they will inspire the audience)
Cindy Koebele: This past May, 2021, I bought a 20-acre horse ranch in South Dakota called Hay Creek Ranch. Hay Creek has a large existing customer base and is well known in the trail riding world. Together with my friends and experienced riders Ami and Willie, the new managers, we are making Hay Creek Ranch an even better place to stay by creating an outstanding customer experience that includes lots of little touches like easy online reservations and expanded free Wi-Fi.
Can you tell us a story about the hard times that you faced when you first started your journey? Did you ever consider giving up?
Cindy Koebele: I started my Title insurance business, TitleSmart, in 2007- one year before the 2008 recession. Those first three years were so hard- we took out two 30K loans and worked long days with just the three of us (myself, my sister, and my friend). But I knew that I had something to offer my industry that no one else was doing. We were providing such an outstanding customer experience that we knew once someone worked with us, they wouldn’t want to go anywhere else. So we persevered through the crash and focused on building relationships with agents, lenders, buyers, and sellers so we could grow from the ground up. Growth was slow in the beginning- it took us five years to open up a second location. But after that, we kept hiring and were able to open up locations all throughout the Minnesota metro area.
What are the most common mistakes you see entrepreneurs make and what would you suggest they do?
Cindy Koebele: As an entrepreneur you wear so many hats, and it can be easy to get distracted and focus on the wrong things- I’ve always said it’s all about relationships and I believe that’s true for all businesses. Even if you operate 100% online, you can still create a phenomenal customer experience and build relationships that will take your business to that next level. Another piece of advice I received when I started out that still resonates today- don’t be afraid to throw money at a problem instead of your time. Failing fast is the way to go, so use your monetary resources to hire someone or try a new product, and you either win fast or fail fast. Either way, you learn fast and can keep moving forward.
Resilience is critical in critical times like the ones we are going through now. How would you define resilience?
Cindy Koebele: Resilience is remembering why you’re doing what you’re doing and moving forward because that “why” is so important to you. The pandemic brought on so many changes so quickly, and I knew I couldn’t go it alone. So I actually reached out to my direct competitors, and we met weekly to discuss the things we were doing to navigate these changes and keep our customers and employees safe, informed, and happy. We continue meeting even now because we’ve become good friends and realize we make each other stronger. Sometimes cooperation, not competition, can take you far- especially during challenging times.
What is most important to your organization—mission, vision, or values?
Cindy Koebele: At TitleSmart, our mission statement is “TitleSmart is an organization of advocates, working together to create a world-class customized Title and Closing experience for our customers that reflect our values of positivity, caring, and responsiveness.” The first part is our vision and the second part is our values- and voila, we have our mission! But if I had to pick one, I think values are the most important. They drive every decision you make. If you can find employees who share your company’s values, then you just need to educate them on your vision, and they can bring their own ideas to the table to put your mission into action and drive your business forward.
What do you consider are your strengths when dealing with staff workers, colleagues, senior management, and customers?
Cindy Koebele: Integrity- 100%. If the people around you see you owning your mistakes, celebrating other’s successes, and taking responsibility- they will do the same. Leadership is all about being the example. People are drawn to great leaders, it’s just magnetic. And when conflict or drama happens, you deal with it fast, discreetly, and in a respectful way so everyone involved walks away on a better path. And don’t be afraid to cut the strings and let people go. Sometimes they are just not the right fit for your business and keeping them around hinders their growth and brings the whole team down.
How important do you think it is for a leader to be mindful of his own brand?
Cindy Koebele: A company’s brand should be a reflection of their values. Your brand is how people recognize you, and if people recognize you and connect that recognition to your values- then you’ve done it right. So prioritize your values, and your brand will follow.
How do you monitor if the people in your department are performing at their best?
Cindy Koebele: I’m a very hands-off leader, and I trust my team to get the job done. If the job just isn’t getting done, then I know something is wrong. So I’ll check in, usually with a quick email, and we’ll go from there. As for helping them be their best, we like to do personality testing after people are hired, so we find out how they work best. Some people like lots of praise, and some people could care less about accolades. Some like lots of interaction, and some want to be left alone. So finding out what makes people tick can go a long way to helping people be their best. It’s just about supporting them in the way that works best for them.
Do you think entrepreneurship is something that you’re born with or something that you can learn along the way?
Cindy Koebele: I think everyone is born with a bit of entrepreneurship in them! If you look at kids, they are constantly thinking, asking, doing, experimenting. As adults, we just need to support them and open their eyes to possibilities. But it all boils down to the famous quote: “If you think you can, or think you can’t, you’re right.” Belief that you can do it is the most important part. Everything from there is just trial and error and perseverance.
What’s your favorite “life lesson” quote and how has it affected your life?
Cindy Koebele: “What if it all works out?” I have a lot of favorite quotes (and even more favorite books!), but this is a good one. Allow yourself to imagine what it would look like if it all worked out if your business found the success you’re imagining. So often we can dwell on all the things that can go wrong, and that only holds us back. Everyone fails- success only happens if you keep trying in spite of failure.
This interview was originally published on ValiantCEO.