Real Estate Business Planning and Goal Setting is a topic I love to teach and share with real estate professionals. In my 26+ years in the real estate industry, it has been my experience that the agents who actually write down their goals and utilize a real business plan always meet and usually exceed their desired outcomes.

Unfortunately, less than 20% (probably closer to 10%) of real estate agents actually prepare a written business plan and set annual goals. I have witnessed the amazing results of those who actually create and use a business plan and set goals in all areas of their life. Statistics and various reports state that about 3% of adults have clearly written goals and accomplish 5 to 10 times more than those who do not have written goals.

Here’s your challenge… Are you ready, willing and able to join the success group (the less than 20%)? Are you willing to do the opposite of what the masses usually do and achieve your desired outcomes? If you are ready… start today by following these 3 Steps to Business Planning and Take Action!

It all starts by writing your goals or desired outcomes, creating a written business plan and updating/revising your business budget then measuring and tracking your results. I invite you to follow the three steps outlined below, download the accompanying forms and… JUST DO IT!

Step 1 – Set Your Goals (Outcomes)

The critical steps to achieving your goals are to identify clear, concise, SMART goals and know your WHY for each of them.

Specific/Simple Measurable/Meaningful to you Attainable/As if Now/All areas of your life Realistic/Responsible Time frame/Toward what you want

Written goals are like mile-markers on a highway. They enable you to see how far you have come and how far you need to go. They also provide an opportunity for celebration when you attain them. Write them down for all areas of your life (Personal, Financial, Business/Career, Relationships/Family, Spiritual). Create an Action Plans by breaking the goal down into steps and next actions. Take some action every day that moves you toward accomplishing that goal! Celebrate your successes along the way and make any necessary course corrections.

Why Write Down Your Goals (Outcomes)?

  • To clarify what it is you truly desire. Writing down your goals forces you to select something specific and decide what you want and when you want to attain it.
  • To motivate and inspire you to take action. Writing your goals down is only the first step. It is also important to review them regularly which supports you to take the next most important action toward your goal.
  • To help you overcome resistance. Every meaningful intention, dream, or goal encounters resistance. From the moment you set a goal, you will begin to feel it. Resist the temptation to focus on that resistance and instead focus on what you want to accomplish.
  • To enable you to see—and celebrate—your successes and progress. Read these posts for more information on goal setting, affirmations, mindset:

Step 2 – Create Your Business 

Action Plan Conduct an Assessment and Review of the current or previous year. Start by analyzing your previous year’s business. Gather everything including your closed production year to date, sources of business, average days on market and listing to sale ratios. Before you launch into your plan for the coming year, it’s critical to review what worked last year and to know your basic numbers. Identify what worked and what did not give you a good return on investment. What do you want to continue, stop, start or improve for the new year?

Your Business Plan

Now create a written business plan that at a minimum contains the following:

  • Your transaction and/or closed unit goals
  • Number of listings vs. buyer-side sales
  • Your goals for monthly listing appointments and buyer consultations needed to reach your closing goals
  • Target markets to focus on for the year (Your database/Sphere of influence/Past Clients is obviously a key focus area. Now identify at least two other areas that you enjoy and will commit to for 2019.)
  • The tactics, strategies and action items you are committed to taking to accomplish this plan
  • Marketing calendar and related expenses

Step 3 – Measure and Track Your Results

You can’t improve what you don’t measure. An excellent tracking system will allow you to make necessary course corrections and adjustments as well as gauge your overall success. Here are several tools you may need to create to track and measure your performance and results:

  • Income and Expenses Form
  • Business Budget
  • Personal /Home Budget
  • Commission/Closing Tracking Form

SECRET to SUCCESS: Create Your Daily Action Plan, and Just Do It! Once you have your business plan in place, it is critical to review it and make necessary course corrections at least quarterly. On a monthly basis, make sure to use a performance dashboard or a suitable tracking form to record your actual results and compare them to your plan or goal.

  • From your written business plan, you can create your daily, weekly, monthly ACTION PLAN. This plan will outline the income-producing activities and other tasks you are committed to in order to achieve your desired outcomes. Review and stick to your Action Plan DAILY!
  • Write your Action Plan on index cards – and keep one with you
  • Take a picture of your Action Plan and Save as wallpaper or screensaver
  • Put one in front of your day planner
  • Post it in your workspace
  • Tape it to your bathroom mirror and review it daily
  • Review and record your results daily also
  • A basic mantra or affirmation for your consideration and real estate success could simply be: “I make one qualified appointment daily!”

Create an Action Plan that works for you – it may consist of some of the following activities:

  • Make ______ contacts daily
  • Send ______ personal notes
  •  Add _______ people to your database weekly or monthly
  • Contact _____ FSBOs weekly
  • Contact ______ Expireds weekly
  • Hold ______ effective open houses weekly/ monthly
  • Mail or email to your SOI/Past clients valuable market information monthly
  •  Mail or email to your designated farm of ______ properties monthly
  • Door knock/ door drop _________ houses monthly
  • Take ____ past client to lunch monthly
  • Network with ____ business to business referrals monthly
  • Hand out 5-10 business cards, five days/week and actively ask for business or for permission to add them to your database

Looking for a Real Estate Business Plan Template? WBNL Coaching offers a free, basic membership that includes our complete business planning video course and all the templates to create a business plan. Just visit to sign up.