The market does not dictate your outcome—it dictates your strategy

So, how do you ensure your strategy is solid enough to face whatever the market throws at us? By building one hell of a business plan. 

For me, that means clearly defined number targets, big goals with an accumulation of small, related tasks to attain those goals, and finally a strategy to incorporate these tasks into my daily routines, allowing me to execute these tasks consistently.

Today, I will show you how I develop a business plan and share a real-life example each step of the way.

Meet Emilie, a new agent on my team. She will be our example for this exercise. She is gritty and has the personality to win in this industry, but she has no written plan or truly defined goals. 

Let’s get to work to change that.

Step 1: Write down 3 big goals. 

You need goals. After all, if you don’t know what you’re aiming for, you’ll never hit it. This needs to come from within you, you can’t copy someone else’s idea of success. Dig deep into your “why” and really evaluate what it is you want to be known for in this industry, what impact you want to make, and what you want people to think about when they think of you and real estate. Emerge yourself in these questions. When you come up with a foundational answer, connect that to a big goal for the year. 

For Emilie, it was, “I don’t know, I don’t know and I’m not sure”. Not only is this completely ok, but it is also likely a lot more common than an agent who can clearly articulate three actionable goals. After a discussion, we came up with the goals as follows:

  • Transaction goal: 10 units
  • Database growth: She will grow her database by a certain number. This number will be defined once she is clear and organized about the size of her current database.
  • Goal 3: I gave Emilie some homework on this one—she needs to define her “why” and come up with this on her own.

Step 2: Determine Your Lead Generation Pillars

Build out the desired lead generation pillars based on personal strengths and the market conditions. 

Choose tactics that you feel enthusiastic and energized about, that you can manage with your given budget and schedule, and ones that you feel confident executing. 

Emilie’s lead generation pillars are:

Step 3: Set Goals for Each Lead Pillar

Under each lead pillar, list specific and measurable goals for each strategy as well as every associated task that you plan to incorporate into your business under this lead pillar. 

For Emilie, it looks like this:

Sphere of Influence (SOI):

  • Goal: 5 transactions
  • Daily database management
  • Weekly (1x) email marketing 
  • Daily social media marketing 
  • Send Birthday, Home Anniversary, and key Holiday Cards 
  • Quarterly Pop-Bys 
  • Monthly (1x) Direct Mail
  • 3 home-related touchpoints per year 
  • Call, send a thank you note and send a gift for any referral received
  • Invite to all sponsored community events 
  • Send annual “year in review” letter 

Open Houses:

  • Goal: 2 transactions 
  • Goal: Host 1 open house per week 
  • Create a schedule for circle dialing, hosting, and following up for open houses
  • Weekly Role Play: Circle Dial Scripts
  • Weekly Role Play: Follow up Scripts

Social Media:

  • Goal: 1 transaction
  • Goal: 2-3 feed posts per week
  • Goal: Daily stories
  • Define brand identity and content categories based on educate, entertain, prove
  • Create a schedule for planning content, creating content and posting/engaging  

Buyer Seminars: 

  • Goal: 1 transaction
  • Goal: Host 6 buyer seminars
  • Create a plan and checklist for hosting a buyer seminar
  • Create a schedule for planning, hosting and following up on the buyer seminar


  • Goal: 1 transaction
  • Attend 1+ networking event per month
  • Daily database management
  • Daily social media marketing 
  • Monthly email marketing 
  • Send Birthday, Home Anniversary, and key Holiday Cards 
  • Call, send a thank you note and send a gift for any referral received

Emilie is lucky. She now has a clear list of what she wants her business to look like. She also works on a team with dozens of systems detailing how to execute these strategies and mentorship from an agent whose business operation has a lot of overlap. Regardless of that, if she doesn’t execute the plan, it’s going to be hard to reach her goals.

Stay tuned—next week, we will develop a strategy for incorporating these tasks into daily routines and executing them consistently.