2021 BUSINESS PLAN & Goal-Setting Guide
For A guide to financial freedom.
Gabriela Barcena REALTOR® Associate 100% Club
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BUSINESS PLAN & Goal-Setting Guide
THE ENTREPRENEUR'S PATH
T
his Momentum business plan & goal-setting guide was developed for RE/MAX Select Associates to create a thorough and logical
path to follow to achieve their goals and fulfill their life "want to's." Unlike just goal setting, where you pick a number and hope for the best, this comprehensive plan walks you through, step-bystep, a tested and proven process of developing a full, easy-to-follow plan. Moving well beyond an income goal to a daily plan to achieve your goal, followed by tracking and accountability to help keep you on your Momentum path. After this plan is completed, you will have a clear picture of what financial level you need to attain to fund your life. Beyond a dollar figure, you’ll discover how many personal contacts you need to make daily to reach your financial goal.
YOUR WANT TO
BUDGETING
FINANCIAL GOAL
CONTACTS
STEP 1 What's your "Want To"? . . . . 4
STEP 2 Build your annual personal budget. . . . . . . 5
STEP 4 Establish your Lifestyle Number, the minimum amount acceptable to fund your life and your "want to's" . . . . . . . . 12
STEP 6 Establish your daily contact target to meet your financial goal. . . 14
"Knowing your "want to" is more important than knowing your "how."
STEP 3 Build your annual business budget. . . . . . . 9
STEP 5 Set next year's financial goal. . . . . . . . 13
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"This is where the rubber meets the road. Real Estate is a contact sport!"
BUSINESS PLAN
& Goal-Setting Guide
THE ENTREPRENEUR'S PATH Once your financial path is clear, we’ll map out your plan to identify exactly what marketing sources and activities will help you meet your goals and what marketing sources and activities to avoid. It’s all about focusing on the vital activities to get the desired results.
put into it. If you complete this guide and do the hard
"Obtaining your goal starts with a crystal clear, specific target and laser focus."
work and obtain the training your plan recommends to
—Rolando Verduzco
You will get out of the Momentum system what you
become a master in business areas you select to focus on, the sky’s the limit. If you complete this guide and do
Owner/Team Leader Director of Productivity
what you’ve always done, you’ll get what you’ve always gotten. Let’s get started down your personalized Entrepreneur's Path…
MARKETING
TRAINING
ACCOUNTABILITY
GOALS
STEP 7 Review what worked last year. 15
STEP 9 Determine what Training you need to Support your Income Targets. . . . . . 21
STEP 10 Commit to tracking your success and taking advantage of Select's accountability options. . . . . . 24
STEP 11 Get specific about your 2020 goals. Identify the strategies & tasks needed to achieve those goals. . . 25
STEP 8 Select your Income Targets. . . . . . 16
• Momentum • New Agent Training • Designation Courses • Reading
"A goal without a plan is nothing but a dream."
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BUSINESS PLAN & Goal-Setting Guide
STEP 1: YOUR "WANT TO's"
S
tep one is the most important step. Why do you want to “suc-
I Want To...
ceed” anyway? What does success mean to you?
Before we start crunching numbers and getting rich, you should know your "want to's." Do you want more money? Do you want more
“Put my kids through college."
time? What would you really do with more money? What would you do with more time?
"Toast our 30th Anniversary on the Eiffel Tower!"
What are your life’s "want to's"? Why are you working? _______________________________________________________ _______________________________________________________
"Retire at 50." "Pay off my home by 2027." "Buy three rentals." "Volunteer in a homeless shelter 20 hours a week." "Write a book." "Buy an electric car and save the Earth."
_______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________
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BUSINESS PLAN
& Goal-Setting Guide
STEP 2: YOUR ANNUAL PERSONAL BUDGET
A
s you work through this budget the first time, just estimate your expenses. As you refine it, you can get more exact. For variable
bills—like utilities—it's a good idea to review three to five months worth of bills and use a good monthly average. This personal budget is a tool for you to help establish what profit your real estate business needs to make to support your personal lifestyle. Perfection is not the goal. Get close and get started. HOME EXPENSES
Priority
Your Actual
Sample $
18,000 $
Gas
$
Electric
$
Water/Sewer
$
Garbage
$
1,200 $ 3,000 $ 900 $
Internet
$
Mortgage/Rent Utilities:
Landline Telephone Cell Phone (Personal Use Only) Home Repairs & Maintenance Yard Care Home Security Property Taxes (if not in Mortgage) Homeowners/Renters Insurance Other Total Home Expenses DAILY LIVING EXPENSES
Priority
Sample
Groceries
$
Childcare
$
Dry Cleaning
$
House Cleaning Service
$
Other
$
Other
$
Total Daily Living Expenses
$
how much you "need" to make, you need to know what it costs to fund your life. Use Priority "1" for must have items, like mortgage, rent or groceries.
$
900 $ $ — $ $ — $ $ 1,200 $ $ — $ $ — $ $ incl. $ $ — $ $ — $ $ 25,200 $
Before you decide...
Priority "2" is for items you'd like to have, like dinners out and cable.
Your Actual
Priority "3" is for luxury items you could live without but don't want to, like yard care, housekeeping, etc.
10,400 $ — $ — $ — $ — $ — $ 10,400 $
These forms are available online in dotloop under Templates “Business Planning Tools”.
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BUSINESS PLAN & Goal-Setting Guide
STEP 2: YOUR ANNUAL PERSONAL BUDGET PERSONAL TRANSPORTATION
Don't know your actual numbers? You're not alone. Most people don't have a clue what they spend.
Priority
Gas/Fuel (not work)
$
Auto Insurance
$
Auto Repairs & Maintenance
$
Parking Kids autos
$
Other
$
Total Transportation Expenses
$
FINANCIAL OBLIGATIONS
$
Priority
Retirement (401(k), IRA, Roth, etc.) Credit Card 2 Payments Credit Card 3 Payments Credit Card 4 Payments Credit Card 5 Payments Home Equity Line-of-Credit Auto Loan Vehicle 1 (not work) Auto Loan Vehicle 2 Student Loan 1 Other Tuition Other Other Total Financial Obligations SUBSCRIPTION EXPENSES
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Priority
$ $ $ $ $ $ $ Your Actual
Sample $
Credit Card 1 Payments
Take a stab!
1,200 — — — 2,400 — 3,600
1,000 $ 2,4 00 $ 600 $ 600 — $ — $ — $ — $ $ 300 $ — $ — $ — $ 300 $ — $ — $ 5,200
Long-Term Savings
Your Actual
Sample
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Your Actual
Sample
Magazines Streaming Services
$
Total Subscription Expenses
$
$
100 240 340
$ $ $
BUSINESS PLAN
& Goal-Setting Guide
STEP 2: YOUR ANNUAL PERSONAL BUDGET HEALTH EXPENSES
Priority
960 $ $ 6,000 $ $ 600 $ $ 1,200 $ $ 600 $ $ 2,000 $ $ — $ $ 11,360 $
Life Insurance
$
Health Insurance Dental Insurance Over-the-Counter Drugs Co-Pays, Out of Pocket Other
Dentist
Other Total Health Expenses VACATION EXPENSES
Priority
$
Accommodations Food Rental Car Other Other Total Vacation Expenses Priority
Cable/TV Country Club Membership Dining Out Gym Fees Sports Equipment Team Dues Alcohol Cigarettes Gambling Other Other Total Recreation Expenses
Your Actual
Sample
2,000 $ 2,000 $ 1,000 $ 1,000 $ 1,500 — $ $ 7,500
Plane Fare
RECREATION/ENTERTAINMENT
Your Actual
Sample
$ $ $ $ $
To develop your personal business budget, look at last month's checkbook & credit card statements.
$ $
Sample
1,800 $ $ 6,000 $ $ 3,600 $ $ 600 $ — $ $ — $ $ $ 1,200 $ — $ $ — $ $ $ — $ $ — $ $ 13,200 $
Your Actual
Review a few months to get an average.
$
See what bills you "auto-pay."
If all else fails... guess! Seriously. It's a place to start.
These forms are available online in dotloop under Templates “Business Planning Tools”.
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BUSINESS PLAN & Goal-Setting Guide
STEP 2: YOUR ANNUAL PERSONAL BUDGET PERSONAL EXPENSES
$
Gifts (Birthdays, Holidays, etc.)
$
Personal Care (Salon, Barber, Nails)
$
Books Other
$
Other
$
Other
$
Total Personal Expenses
$
$
money in the world, but if you don't monitor
Charity/Donations
$
Pet Expenses Other
$
Other
$
Other
$
Total Miscellaneous Expenses
$
PERSONAL BUDGET SUMMARY
$
$
never have enough."
Transportation Expenses (Personal)
Health Expenses Vacation Expenses Recreation & Entertainment Expenses Personal Expenses Miscellaneous Expenses Other Other Other
Total Personal Expenses
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$ $ $ $ $ $ $ $
Your Actual
$ $ $ $ $ $ Your Actual
25,200 $ 10,400 $ $ 3,600 $ $ 5,200 $ $ 340 $ $ 11,360 $ $ 7,500 $ $ 13,200 $ $ 7,200 $ $ 1,700 $ $ — $ $ — $ $ — $ $ 85,700 $ $
Daily Living Expenses
Subscription Expenses
500 1,200 — — — 1,700
Sample
Home Expenses
Financial Obligations
3,600 2,400 1,200 — — — — 7,200
Sample
your expenses you'll Lisa Larkin — Owner / Team Leader Director of Operations
8
Priority
Your Actual
Sample
Clothing
MISCELLANEOUS EXPENSES
“You can make all the
Priority
AL T O ET S YOUR N PERSONAL EXPE
BUSINESS PLAN
& Goal-Setting Guide
STEP 3: YOUR ANNUAL BUSINESS BUDGET
T
he following pages outline a business budget. It is this budget that will provide the key to what your business needs to fund
your life. Once this is established, you'll know exactly how much profit your business will make. In the steps that follow, you'll be able to develop a concise plan to meet that target. In addition to the forms where you can determine your budget, we've provided industry benchmarks for business expenses. These benchmarks are for reference only; your income and expenses will vary. And as with the personal budget, perfection is not the goal. AUTO EXPENSES
4,800 $ 700 $ $ 3,600 $ $ 500 $ — $ $ $ 480 $ $ 600 $ $ — $ $ 10,680 $
Auto Loan/Lease Payment
$
Auto Insurance
$
Gas Repairs Maintenance Washing & Detailing DMV Registration Other Total Auto Expenses TRAVEL/ENTERTAINMENT EXPENSES
Your Actual
Sample
Transportation (Airfare, Car Rental, etc.)
$
Lodging (Hotels, etc.)
$
Meals/Entertainment
$
Event Registrations
$
Convention Registrations
$
Total Travel/Entertainment Expenses
$
BRANDING EXPENSES Marketing Designer/Counsultant Business Cards Personal Print Materials Review Software (Testimonial Tree) Software (Bomb Bumb)
Sample $ $ $ $ $
$ $ $ $ $
Total Branding Expenses
$
$
These forms are available online in dotloop under Templates “Business Planning Tools”.
1,200 200 600 — — 2,000
Use one of the hundreds of expense and mileage tracking apps like... Your Actual
Sample
700 2,100 3,000 800 450 7,050
Set up a separate business account to pay all your business expenses.
$ $ $ $ $ $ Actual
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BUSINESS PLAN & Goal-Setting Guide
STEP 3: YOUR ANNUAL BUSINESS BUDGET NETWORK (Sphere) MARKETING
Figure what it costs to market the average listing so you can budget listing expenses.
Total Network (Sphere) Marketing Expenses
3,000 $ 700 $ 300 $ 900 $ 2,000 $ 100 $ 7,000
NON-NETWORK (Non-Sphere) MARKETING
Sample
Client Event 1: Adwerx Target Audience Pop-By Gifts Client Gifts & Personal Cards Marketing You or Other Mailings Postage
Just Listed/Just Sold Postcards ll Insta
se & rcha n Pu ig S R lyers R F Ads rint R P rs l Tou irtua R V s hoto R P
g tagin ents R S cem /Pla s d A nline R O hips sors pon R S
ey f mon o t n u o The am on a wellspent keting r a m ted r execu to you s n g i a ive camp ere) g h p s ( rk for netwo t bang s o m e you th uck. your b
Mailing to Geographic Farm Mailing to Demographic Farm Pay Per Click, SEO Sponsorship of Group Team/Organization Networking or Leads Group Civic Organization Purchase Leads (i.e. Zillow.com/Realtor.com) Total Non-Network Marketing Expenses PROPERTY-SPECIFIC MARKETING
$
1,200 — $ $ — $ — $ 3,000 $ 1,200 $ — $ 6,000 $ 11,4 00 $
$
$ $ $ $ $ $ Your Actual $ $ $ $ $ $ $ $ $ Your Actual
Flyers Print Marketing
$
Adwerx/Megaphone
$
3D Tours/Video
$
Still/Drone Photos
$
Actual/Virtual Staging
$
Online Ads/Placements
$
$
$ $
680 — 1,200 840 1,500 900 — 1,200
$
3,920
$
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$
Sample
Sign Purchase & Install
Total Property-Specific Marketing Expenses
Your Actual
Sample
These forms are available online in dotloop under Templates “Business Planning Tools”.
$ $ $ $ $ $ $ $
BUSINESS PLAN
& Goal-Setting Guide
STEP 3: YOUR ANNUAL BUSINESS BUDGET ADMIN EXPENSES Education/Coaching
$
MLS Dues
$
Loop Net/Costar Dues (Commercial Only)
$
Realtor® Association Dues
$
Designation Dues (CRS, CDPE, etc.)
$
License Renewal Fee
$
Accounting Fees
$
Printing/Copies
$
Supplies
$
Assistant Services (Transactions/Listings)
$
Business Cards & Stationery
$
Total Admin Expenses
$
TEAM EXPENSES
$
Payroll Service Fees
$
Health/Dental Insurance
$
401(k) Expenses
$
Extra Space Expense
$
Total Team Expenses
$
$
Property Marketing Expenses Branding Expenses Admin Expenses Team Expenses
Total Business Expenses
$
Before you spend, ask yourself...
$ $ $ $ $ $
Am I spending this money to make more money or to humor people?
$ $ $ $ $ Your Actual $
Can I track the return on this money?
$
Am I doing this because, "I always have."?
$ $ $ $ Your Actual
10,600 $ 7,050 $ $ 7,000 $ $ 11,4 00 $ $ 3,920 $ $ 2,000 $ $ 3,745 $ $ — $ $ 45,315 $ $
Travel/Entertainment Expenses Non-Network (Non-Sphere) Marketing
— — — — — —
Sample
Auto Expenses Network (Sphere) Marketing Expenses
1,200 720 — 550 — 125 400 150 500 — 100 3,745
Sample
Salaries and Wages, including Taxes
BUSINESS BUDGET SUMMARY
Your Actual
Sample
Think before you spend!
L TA O YOUR ET BUSINESS EXPENS
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BUSINESS PLAN & Goal-Setting Guide
STEP 4: YOUR ANNUAL LIFESTYLE NUMBER The RE/MAX Club Levels are awarded each year based on your gross annual commissions.
Establish Your Lifestyle Number The minimum profit that's acceptable for your business to generate. Sample
Your Actual
85,700
1. Annual, Budgeted Personal Expenses $_________ $_________ (From page 8.)
$50-100K
45,315
2. Annual, Budgeted Business Expenses $_________ $_________ (From page 11.)
3. Net Income Needed after Taxes and Company Contribution (Add lines 1 and 2, above.)
$100-250K 4. Enter Your Multiplier*
$250-500K
1. 35
x_________ x_________
Your multiplier is an estimate of the amount you need to"gross up" your commission to cover taxes and your company contribution. This multiplier is for guidance only and is not for tax planning purposes. Use 1.30 if line 3 is $0 to $75,000, Use 1.35 if line 3 is $75,001 to $150,000, Use 1.40 if line 3 is $150,000 and up.
5. Gross Commission Income Needed to Fund Your Lifestyle
$500-750K
131,015
= $_________ $_________
(Multiply line 3 by line 4.)
176,951
= $_________ $_________
ER B M YOUR LIFESTYLE NU
$750K-Million
When you achieve your Lifestyle Number and manage your personal and business expenses, you can fund your life and your aspirations!
$Million & Up
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These forms are available online in dotloop under Templates “Business Planning Tools”.
BUSINESS PLAN
& Goal-Setting Guide
STEP 5: YOUR ANNUAL FINANCIAL GOAL Next Year's Financial Goals 1. Your Lifestyle Number:
Sample
Your Actual
176,951 $_________ $________
(The amount you need to fund your life—from page 12.)
2. Your Average Commission per Side Last Year: (Was last year typical?) $_________ $________
6,000
3. Number of Closed Transactions Needed Next Year: (#1 divided by #2 and round up.) _________
30
4. Percent of Sides that You Plan to Be Listings: (Was last year typical?)
50 % _______
5. Number of Closed Listing Sides Needed for Your Goal: (#3 times #4 and round up.)__________
15
________
17
_________
23
_________
8. Number of New, Closed Selling Sides Needed for Your Goal: (Subtract #5 from #3, above.)________
15
20
(without Referral Income)
Listing Sides Percent: ________
________
Sales Sides Closed:
Avg. Commission Rate for Listing Sides:
________
Avg. Commission Rate for Sales Sides:
________
Sales Sides Percent:
________
9. Number of Buyers You Need to Work with to Reach Selling Side Goal: (Divide #8 by .75, assuming 75% close.) _________
Avg. Commission per Side:
_______ %
7. Number of Listings Appointments, Needed for Goal: (Divide #6 by 90% assuming, you'll list 75% of them.)
Gross Sales Commissions:
Listing Sides Closed:
6. Number of Listings Taken, Needed for Goal: (Divide #5 by 17, assuming only 90% will close next year.)
Here's your numbers from last year:
Avg. Commission Rate Overall:
10. Number of Clients Needed to Meet Next Year's Goal (Add #7 and #9, above.)
P I T
43
__________
________
Assume 70% of your sides will be sales and the remaining 30% will be listings. These assumptions are averages to help new Associates plan for the year.
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BUSINESS PLAN & Goal-Setting Guide
STEP 6: YOUR DAILY CONTACT TARGET
WH AT '
S
ONTACT? C A
The following activities count as contacts:
1) Face-to-Face, one-onone conversations where you talk about real estate at some point. 2) Phone Calls, where you speak to someone live— messages don't count! 3) A Personal Text exchange that results in a two-way conversation.
Calculate Your Daily Contact Target Various real estate coaching companies and Select's own tracking have shown that you'll need about 35 prospect contacts for every client. Assuming you work five days a week and fifty weeks a year, you can then use your Financial Goal from the previous page to calculate how many contacts you need to make.
Your Sample Actual
1. Total Clients Needed to Reach Your Goal:
_______ _______
43
(#10 from page 13)
35
2. Contacts Needed to Get a Client:
1,505
3. Annual Contacts Needed to Reach Your Goal: _______ _______ (Multiply #1 by #2.)
4. Daily Contacts Needed 5 Days per Week to Reach Your Goal
6
(Divide #3 by 250 and round up to whole number.)________ _______
4) A Hand-Written Note
ET G R TA
5) A Personal Email
TS DAILY CONTAC
t en tha v o r p en st It's be l is mo l a c e n nd a pho —seco e v i t c effe erate, b i l e d oa ce only t -to-fa e c a f , ed plann ct. conta
What's a Daily Contact Worth? Lifestyle Number from page 12
$ $176,951
(Sample Data)
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35
_______ _______
Annual Contacts Needed from line 3, above
÷
=
1,505
(Sample Data)
Dollar Value of Each Contact
$ $118
(Sample Data)
BUSINESS PLAN
& Goal-Setting Guide
STEP 7: WHAT WORKED LAST YEAR?
T
his section is designed to help you take a few moments and look back at your marketing sources from last year. This recap will
serve as a guide as you select this year's Marketing Channels.
Source
Network (Repeats/Sphere/Referral) Referrals Personal Website Paid Online Leads Listing Leads Print Ad Calls Open Houses Direct Mail Expired Listings FSBOs REOs Relocations Account Zillow Sponsorships Realtor.com Realtor® Referrals Leads Group Charity Organization Other
Sides
% of Sides
10 2 _____ _____ — _____ _____ 12 _____ _____ 2 _____ _____ — _____ _____ 4 _____ _____ — _____ _____ — _____ _____ — _____ _____ — _____ _____ — _____ _____ 4 _____ _____ — _____ _____ — _____ _____ — _____ _____ 2 _____ _____ 2 _____ _____
_____ _____
Your Your Sample Actual* Sample Actual* _____ _____
26 5 _____ _____ — _____ _____ 32 _____ _____ 5 _____ _____ — _____ _____ 11 _____ _____ — _____ _____ — _____ _____ — _____ _____ — _____ _____ — _____ _____ 11 _____ _____ — _____ _____ — _____ _____ — _____ _____ 5 _____ _____ 5 _____ _____
S T C A T N CO E
= M O INC
It's that simple...
On average, for every quality contact a person makes every day, they'll earn $28,000 in commission. 1 Contact per Day = $28,000 in Gross Annual Income 4 Contacts per Day = $112,000 in Gross Annual Income
How much do you want to make?
38 100 Grand Total of Sides Closed 100%
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BUSINESS PLAN & Goal-Setting Guide
STEP 8: INCOME TARGETS Successful Entrepreneurs select no more than three Income Targets to focus on. If you select more than three areas, you risk losing focus altogether. As you consider what Income Targets to pursue from the list that follows, look where your business has come from in the past as a guide to future success. Income Channel or Target 1, “Working your Network (Sphere) is pre-checked because virtually everyone makes this part of their Business Plan. Some agents only work this Target. Since everyone typically knows more than one agent you should Follow a Task/ Tool Plan in order to be the agent who is most in “Flow” with your Network. In order to have a thriving productive business focus on just what you need to have and just what you need to know in order to be intentional, proactive, effective and efficient within your Target. Then go out and take focused action and watch your income grow!
Income Targets
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Target 1
Working Your Network (Your Sphere)
Target 2
Open Houses
Target 3
FSBO's
Target 4
Social Media
Target 5
Expired Listings
Target 6
Just Listed/Just Sold Marketing
Target 7
Buy Online Leads/Pay-per-click
Target 8
Support Charitable Causes
Target 9
Demographic Farming
Target 10
Geographic Farming
Target 11
Mentor New Agents
Target 12
Marketing to Rental Owners
Target 13
Marketing to Renters
Target 14
Home Buyer Seminars
Target 15
Specialize in Luxury
Target 16
Build a Profitable Team
BUSINESS PLAN
& Goal-Setting Guide
STEP 8: INCOME TARGETS ■ ✔ Target 1: Working Your Network (Sphere) Tasks Personal Texts Snail Mail Monthly Make & Document Daily Calls Write Notes Daily Do Pop-Bys Have Client Event Birthday Cards to Adults Birthday Cards to Kids House Anniversary Cards Personal Emails Online Targeting
Tools booj or other CRM Real Marketing/Corefact booj or other CRM/Note cards booj or other CRM/Note cards booj or other CRM/Note cards Company or Personal Client Events booj or other CRM/Cards booj or other CRM/Cards booj or other CRM/Cards booj or other CRM Adwerx
Recommended Classes:
Referral Boot Camp, Buyer Conversion, Seller Conversion, Listing Objectives, Pricing Boot Camp
“By focusing on my network of past clients and friends I get to work with people I like and
■ Target 2: Open Houses Tasks Select the Right Properties Promote the Event Invite Neighbors Post Open House Follow-Up Financial Cost Sheets Prepare Property Flyers
Tools MLS Data/Office Listings Signage/MLS/Social Media/Megaphone Adwex Geo Target booj or other CRM/Cards/Adwerx Lender of Your Choice DesignCenter/Corefact
make a great living at the same time." —Soraya Platt Owner/Team Leader REALTOR® Associate
Recommended Classes:
Open House Boot Camp, Buyer Conversion, Listing Conversion, Listing Objections Boot Camp, Pricing Boot Camp, Real Marketing
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BUSINESS PLAN & Goal-Setting Guide
STEP 8: INCOME TARGETS ■ Target 3: FSBOs Tasks Find FSBOs Have Drip System for Follow-Up Track Correspondence Get Face to Face Follow up
Tools Zillow/Craigslist/Car LeadStreet or Other CRM LeadStreet or Other CRM Camera/Tape Measure/ Disclosure
Items of Value/Notecards
Recommended Classes:
FSBO Boot Camp, Listing Conversion, Listing Objections Boot Camp, Pricing Boot Camp, Buyer Conversion, Marketing Boot Camp
“I selected Social Media as one of my Targets. I enjoy making and posting funny videos
■ Target 4: Social Media Tasks
Tools
Select Platform Create Content
Follow Katie Lance Back at You Media/Phone
Posting Listings Closing Reviews
Testimonial Tree
about home buying and creating followers who become clients.”
Recommended Classes:
Social Media Boot Camp, Listing Conversion, Buyer Conversion, Listing Objections Boot Camp, Pricing Boot Camp
—Vivian Rebeil REALTOR® Associate
■ Target 5: Expired Listings Tasks Find Expireds Have System for Follow-Up Track Correspondence Professional Listing Presentation
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Tools MLS/Red X/Prospect Now booj or other CRM/Adwerx booj or other CRM Design Center
Recommended Classes:
Expired Boot Camp, Listing Conversion, Listing Objections Boot Camp, Pricing Boot Camp
BUSINESS PLAN
& Goal-Setting Guide
STEP 8: INCOME TARGETS ■ Target 6: Just Listed/Just Sold Marketing Tasks
Tools
Get a New Listing Sell your LIsting
Corefact/Real Marketing Design Center/Corefact/Real Marketing
Follow-Up on Inquiries
booj or other CRM/Adwerx
Recommended Classes:
Marketing Boot Camp, Referral Boot Camp, Listing Conversion, Lisiting Objections Boot Camp, Pricing Boot Camp
■ Target 7: Buy Online Leads/Pay-per-Click Tasks
Tools
Get Feedback on Platforms Develop Incubation System
Ask Colleagues/Reviews booj/or other CRM/Adwerx
Create Profiles
Testimonial Tree
There is nothing wrong with purchasing Leads. Be sure to track your return on investment and don’t forget to
Recommended Classes:
Marketing Boot Camp, Buyer Conversion
incubate and follow up!
■ Target 8: Support Charitable Causes Tasks
Tools
Join Board of Directors Volunteer/Lobby Spearhead Annual Fundraising Volunteer Organize Events
Golf Tournament
Recommended Classes:
Referral Boot Camp, Buyer Conversion, Seller Conversion, Listing Objections Boot Camp, Pricing Boot Camp
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BUSINESS PLAN & Goal-Setting Guide
DID
STEP 8: INCOME TARGETS
KNOW? U YO
92%
of New Years goals fail by January 15th.
83%
of US adults don't have goals—written or otherwise.
■ Target 9: Demographic Farming Tasks Identify Target Audience Drip to Farm
Tools Tile Co/RedX/Prospect Now
booj or other CRM
Recommended Classes:
Marketing Boot Camp, Buyer Conversion, Redx/Prospect Now
■ Target 10: Geographic Farming Tasks Identify Farm Area/Title Company Advertise to Farm Drip to Farm Monitor Correspondence Real Marketing On line Geo Targeting
Tools County Records/Title Company
DesignCenter/Marketing Dept. booj/Elevate/Other CRM booj/Elevate/Other CRM DesignCenter/Marketing Dept. Adwerx
Recommended Classes:
Marketing Boot Camp, Social Media Boot Camp
■ Target 11: Mentor New Agents Tasks
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Tools
Search For Talent Consultation with Prospect
LinkedIn/Real Estate School Zoom/Designated Broker
Invite to Experience Culture
Weekly Momentum Training
Create a Win Win Scenario
Mentor Trainee Agreement
BUSINESS PLAN
& Goal-Setting Guide
STEP 8: INCOME TARGETS ■ Target 12 Marketing to Rental Owners Tasks
Tools County Records/Title Company RedX/Prospect Now
Follow-Up and Drip
booj or other CRM
On line Targeting
Adwerx
? OW
Identify Owners Contact Owners
DID YOU K N Only 3 out of 100
adults write down their goals.
Recommended Classes:
Marketing Boot Camp, Lisiting Conversion, Listing Objections Boot Camp, Pricing Boot Camp
■ Target 13: Marketing to Renters Tasks
Tools
Identify Renters Market to Renters
County Records DesignCenter
Follow-Up and Drip
LeadStreet or Other CRM
Recommended Classes:
Marketing Boot Camp, Buyer Conversion, Social Media Boot Camp
It's your call... Literally. It's no accident that RE/MAX Select Associates are more successful than the
■ Target 14: Home Buyer Seminars Tasks
typical agent.
Tools
Select Venue Office Select Target Invites Rental Homes/Apartments Advertise
DesignCenter/Social Media
Recommended Classes:
Buyer Conversion, Social Media Boot Camp
21
BUSINESS PLAN & Goal-Setting Guide
DID
STEP 8: INCOME TARGETS
KNOW? U YO People with
■ Target 15: Specialize in Luxury Tasks
Tools
Institute for Luxury Home Marketing ILHM.com Get the CLHMS Designation RE/MAX University
written goals are twice as likely to acheive their goals
Recommended Classes:
Marketing Boot Camp, Buyer a conversion, Seller Conversion, Listing Objections Boot Camp, Pricing Boot Camp
vs. those who don't write them down.
■ Target 16: Build a Profitable Team Tasks Assess whether You're Ready Establish Organizational Model Develop Job Descriptions Establish Compensation Agreements Interview and Hire
Tools Your Select Consultant Momentum Momentum Momentum Momentum
Recommended Classes:
The Leverage Summit, Master Team Builder
Which Income Targets Did You Select? What Income Targets will be your focus next year? 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ Powered by
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BUSINESS PLAN
& Goal-Setting Guide
STEP 9: TRAINING Now that you have selected your Income Targets and Marketing strategies, simply plug in the relevant Training and education needed to support your plan and to increase your confidence level.
The Momentum
MOMENTUM
you to take and repeat
Lead Generation Courses
❏ EXPIRED BOOT CAMP Teaches the Call-to-Close method, a very direct and proactive
approach to working expired listings over the phone. Dialogue is taught in a progressive manner, helping each broker become comfortable and confident with the technique. Associates will learn how to add from 1 to 3 listings per week to their inventory.
Program is designed for each of the relevant courses to achieve Mastery.
❏ FSBO BOOT CAMP Teaches the Five-Step-Follow-Up method, a complete, non-threatening approach to effectively working For Sale by Owners. Associates will learn how to pro-actively solicit, follow up with and close FSBOs in a way that adds value to all.
❏ OPEN HOUSE BOOT CAMP Teaches the Label-the-Looker method, a complete, non-
threatening approach to conversing and following up with open-house attendees. Associates will learn how to advertise and hold highly effective and productive open houses. In-home and follow-up scripts will be discussed thoroughly.
❏ MARKETING BOOT CAMP Teaches the Who-Do-You-Know method, a very simple and
proactive approach to working neighbors who live around just-listed and just-sold properties, the Label-the-Caller method, a focused and effective approach to answering yard sign and ad calls and the Smart- Farm method for choosing and servicing fruitful farm areas.
❏ REFERRAL BOOT CAMP Teaches a unique 33-Touch program, which helps Associates
increase their referral- based business. Associates learn how to pro-actively stay in flow with friends, family and past clients through mailings, phone calls and social media.
❏ SOCIAL MEDIA BOOT CAMP Teaches an intentional and proactive approach to utilize
“Plugging into the New
social media platforms. Associates will learn how to identify their target audience and how to implement social media strategies to grow their business. The end result of this class is an associate will be able to create additional client relationships and nurture existing relationships through the utilization of social media strategies.
Agent and Momentum
❏ PHONE PROSPECTING BOOT CAMP Teaches the keys to successful phone
an experienced agent
prospecting, beginning with the importance of thoughts and mindset. The course covers the purpose of the call, who to call and what to say while on the call. Learn best practices to become proficient at lead generation via phone prospecting. Take it to another level by incorporating the advanced phone prospecting skills covered in this course.
❏ THE POWER OF VIDEO BOOT CAMP The Power of Video teaches you how to build a
complete video system, through personal branding and dollar-productive activities. You’ll learn how to identify your personal brand, as well as how to deliver value-driven content to your ideal audience, through storytelling. This class will provide basic concepts and tools, designed to establish confidence and ability, around video messaging. As an end result, you will then be able to leverage video within your vital activities. Tools you will need to create a beginner video system are provided within this course.
Training along with having Mentor helped me to get a fast start.” —Rebecca Dawson REALTOR® Associate
Lead Conversion Courses
❏ LISTING CONVERSION Teaches a proven, professional listing conversation. The five stages of an effective listing conversation are covered in detail. Attendees will be exposed to professional scripts and tools designed to set them apart from their competition. Plans, scripts and tools are provided.
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BUSINESS PLAN & Goal-Setting Guide
STEP 9: TRAINING ❏ LISTING OBJECTIONS BOOT CAMP Teaches a non-confrontational approach to overcoming common seller objections. Associates learn how to respond with confidence and without hesitation to the most common seller questions, objections and concerns. Plans and scripts are provided.
❏ PRICING BOOT CAMP Teaches the unique Seven-Step Pricing Strategy™. After
These courses are recommended for all RE/MAX Select Associates regardless of what Income Targets you select.
attending this class, Associates will feel confident in their ability to help sellers arrive at the most appropriate entry-point price while at the same time adding greatly to their value proposition as a listing consultant.
❏ BUYER CONVERSION Teaches Associates the five stages of effectively working
with buyers. Associates learn a complete "Buyers Process," which covers how to facilitate a buyer conversation, identify appropriate properties, prepare showing packages, show homes, overcome common buyer hesitations and close the sale.
Business Courses
❏ REAL ESTATE SALES PERSPECTIVE PART 1 Associates learn the two irrefutable facts of real estate and the unique entrepreneurial approach. Fact #1: Real Estate Sales is a GET RICH Business. Discusses the difference between being busy, productive and mastering your skill. Your thoughts matter in your overall success. If you want to grow your business to the next level you must do things differently and focus on the right activities. Teaches Associates the difference between knowing and growing
❏ REAL ESTATE SALES PERSPECTIVE PART 2 Fact #2: Real Estate is BASIC.
Teaches how to build a plan to achieve your aspirations and non-negotiable Lifestyle Number through plans and strategy.
❏ ACTIVITIES MANAGEMENT Provides an overview of the career-changing Activ-
ities Management System (A.M.S.), along with an introduction to the three phases of a successful business. Associates are challenged to discard the time-management myth and embrace the use of vital time blocks.
❏ NEGOTIATION BOOT CAMP Teaches a foundational framework for approaching
any negotiation. The course covers a format for structuring your approach to navigating buyer and seller positions to tactics to be aware of when in the middle of a negotiation. Associates will learn how to become more intentional and proactive in their approach to maximizing value for their clients.
❏ THE EMOTIONALLY INTELLIGENT AGENT Teaches how to understand, manage and use emotional intelligence throughout a real estate transaction to provide the best experience for clients from start to close. Beginning with understanding what emotional intelligence is’ the course then dives into self-awareness, self-regulation and client implementation to begin building an emotional intelligence sales strategy to implement in your business.
Master Courses
❏ THE LEVERAGE SUMMIT Teaches experienced associates how to leverage
themselves through team building. Associates are provided with complete job descriptions, interview forms, interview questions, behavioral assessments, and performance expectations for the purpose of hiring personal assistants, closing coordinators, listing coordinators, marketing coordinators, runners, buyer’s specialists, listing specialists, and team leaders. After this class associates will have a complete and proven system for finding, attracting, and hiring the talent needed for a highly proficient sales business. Powered by
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BUSINESS PLAN
& Goal-Setting Guide
STEP 9: TRAINING ❏ MASTER TEAM BUILDER Provides direction for establishing a team built for success. Associates learn to develop a core team ideology, create a mission, and establish values, beliefs, and expectations. The subject matter covers different team organizational models and defines the various roles and job descriptions of team members. This class is designed specifically for anyone wanting to start a team or take their existing team to the next level of production.
NEW AGENT TRAINING
Designed to pick up where real estate licensing education leaves off. Training along with mentoring for all new agents is the best way to get started with a career in real estate. See our Broker for the list of new agent training classes and the overview of our New Agent Success System.
DESIGNATION COURSES
At RE/MAX we say that “The more you Learn, the more you Earn”. A focus on continuous improvement not only makes you a better agent, it attracts more referrals from your fellow RE/MAX Agents and designees. Some designations and certifications that have proven to increase a RE/MAX agent’s income are as follows. This list is a good place to start. See RE/ MAX University for available on-line options.
ABR – Accredited Buyer Representative CRS - Certified Residential Specialist CIPS - Certified International Property Specialist CLHMS – Certified Luxury Home Marketing Specialist CMRS – Certified Military Residential Specialist CCIM – Certified Commercial & Investment Member AHWD – At Home with Diversity SRES – Senior Real Estate Specialist Green - Green Real Estate Practices ePro – Real Estate Technology
"Going to courses and events outside of Tucson is a great chance to network, get fresh ideas and generate referrals.” —Laura Sherman Designated Broker RE/MAX Hall of Fame
READING The Compound Effect & the Entrepreneur’s Roller Coaster by Darren Hardy Rich Dad Poor Dad by Robert Kiyosaki Good to great by Jim Collins Never Split the Difference by Chris Voss The Miracle Morning and The Miracle Equation by Hal Elrod Take the Stairs and Procrastinate on Purpose by Rory Vaden Get Social Smart by Katie Lance Everybody WIns by Dave Liniger Clients First by Those Callaways The Million Dollar Real Estate Agent by Gary Keller The Seven Habits of Highly Effective People & the Eighth Habit by Stephen Covey Rising Strong by Brené Brown UnFu*k Yourself, Get out of your head and into your life by Michael John Bishop The Seven Levels of Communication by Michael J. Maher
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BUSINESS PLAN & Goal-Setting Guide
STEP 10: ACCOUNTABILITY Plug into Accountability
Commit to Tracking
to help you do what you
Now that you have completed your business plan, you’re ready for the rubber to meet the road - doing the action steps your plan outlines!
need to do to get what it is that you say you want.
As with any new plan, the focus and excitement can wane as time passes. It is for this reason that we recommend you track your daily activity. Tracking shows your progress and helps keep you on track.
Join an Accountability Group Coaching and accountability are included in your fees to RE/MAX Select. All you have to do is plug in! Accountability Groups meet weekly based on Production Level & Team Status.
Accountability works! Accountability helps turn aspirations into expectation and goals plan strategies into success. Experience has shown us that successful accountability is done with other like-minded individuals. Peers help each other stay on track and cheer other on!
“Weekly accountability checks ins have kept me on track and progressing in my career. We review weekly activities and what I am reading to support my goals."
ctivity Daily A
Tracker
Name: Date: ntact G
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oal:
Pop-by
Notes:
REALTOR® Associate
2 3
2
4
3
5
4
6
5
7
6
Personal
7
exts: Emails/T
1
Calls:
2 3
2
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to face):
1
1
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—John Bellas
’s (face
A variety of Activity Trackers are available in dotloop Templates.
d Powere
by
BUSINESS PLAN
& Goal-Setting Guide
STEP 11: GET SPECIFIC ABOUT YOUR 2021 GOALS
B
ased on the just completed business plan, you now know your financial goal which is a huge step. But there's more to life than
money. Besides your financial goal—which should be written in the goal format below—what are one to two other goals you want to achieve in 2020?
“A goal without a plan is nothing but a dream” The following chart illustrates that fewer goals—properly defined—mean more success.
Number of Goals
2-3
4-10
11-20
Goals Achieved with Excellence
2-3 1-2 0
Source: Professor J. Scott McLagan, University of Denver Executive MBA Program
As you contemplate and write your goals, keep the following in mind...
1
The goal must be very specific and measurable. Not vague or complicated.
2
The goal must have an exact time frame to achieve it.
3
Having too many goals causes loss of focus. You can't do everything at once.
4
You may need help. As you list the strategies you'll use, it may involve other people or resources.
27
BUSINESS PLAN & Goal-Setting Guide
STEP 11: GET SPECIFIC ABOUT YOUR 2021 GOALS Goal Strategies: 1.
2.
“One of my goals in 2019 was to go to Italy!” —Gabriela Barcena REALTOR® Associate
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3.
MISSION We exist to serve, empower and inspire agents.
VISION To transform agents into business owners.
VA L U E S We live in a world of abundance. It’s win, win or no deal. Cost is only an issue in the absence of value.
WE’ RE H ERE F O R YOU. BRAND “Nobody in the world sells more real estate than RE/MAX”
ENVIRONMENT We provide a drama free environment and a talented staff that maintains an “It’s my pleasure” attitude.
COMPLETE AGENT SUCCESS SYSTEM It starts with consulting to create plans and strategies, includes appropriate training and coaching for accountability.
TECHNOLOGY The tools are second to none including the full RE/MAX suite of advanced tech plus in house lead generation systems, nationally branded MLS compliant Coming Soon Program and Matterport 3D Tours.
IN HOUSE MARKETING WITH GOCA STUDIO With in house marketing support, we make personal branding professional and easy.
29
BUSINESS PLAN
NOTES
BUSINESS PLAN
NOTES
Trust Us to Guide You in the Right Direction
When you have the right partner, meeting your customers’ needs, closing deals and growing your business is easier. That’s what you get when you work with Stewart Title. As your trusted real estate services partner, we make it easy for you to provide a first-class experience to your clients while growing your business. Our associates are quick to respond to challenges you may face and provide solutions that simplify transactional complexities. Plus, we offer knowledge, guidance and expertise throughout the entire title and escrow process, that helps you deliver high-quality service and makes the closing process easy for you and your customers.
Ready to enjoy an easier experience? Contact us today.
Lauren Smith Klase Business Development Officer 520.237.9292 lauren.klase@stewart.com
JoJo Simental Business Development Officer 520.310.1587 johanna.simental@stewart.com
© 2020 Stewart. All rights reserved. | 604491633
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WANT TO's BUDGETING FINANCIAL GOAL CONTACTS TARGET MARKETING TRAINING ACCOUNTABILITY GOALS
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