TABLE OF CONTENTS Strategic Plan ...........................................................................................................3 Personal Objectives ................................................................................................6 Core Values ..............................................................................................................7 Mission Statement ...................................................................................................8 SWOT Analysis .......................................................................................................10 Income Goal Sheet .................................................................................................15 4 Pillars of Income .................................................................................................16 Business Marketing Plan ........................................................................................17 Goal Achievement System ....................................................................................18 SPRINT ....................................................................................................................20 Cash Flow Budget Worksheet .............................................................................29 2
2. What do I want to achieve in my life in five years? 3. What do I want to achieve in my business in one year? 1. What do I want to achieve in my business in five years? STRATEGIC PLAN To reach your goals and run your business effectively, you have to make a plan and follow it. Here are the steps to make a Strategic Plan for your business. 3
STRATEGIC PLAN 4. What do I want to achieve in my life in one year? 6. What do I want to achieve in my life in six months? 5. What do I want to achieve in my business in six months? 4
7. How will I know I am making progress? 8. What is the biggest pain right now in my business? 9. What is going really well for me in my business right now? STRATEGIC PLAN 5
PERSONAL OBJECTIVES FOR THE YEAR ENDING DECEMBER 31, 20 Fun: Faith: Family: Fitness: Friends: 6
Write down all the words or phrases that describe the character traits you value the most. There are no wrong answers. If it’s important to you, write it down. Take the time to fill up every blank. Now, read through your list and carefully consider how each one fits you. Cross off words one by one until you are left with the handful that you identify with most strongly. Be intentional. The remaining words will be your core values — the qualities that are truly the most important to you, that truly define who you are. We suggest that you have five to ten core values. Write your chosen core values in the provided space. You may choose to incorporate each word into a sentence, or you can keep it simple and just use the word itself. CORE VALUES BRAINSTORM My Core Values: 7
MISSION STATEMENT GUIDING QUESTIONS Carefully consider the following questions and write your answers in the space provided. 1. Why am I in business? 2. What makes me unique? 3. What do I want to be known for? 8
My mission is to: 5. What do I want to accomplish in my business? 4. What do I intend to do better than everyone else? Use your Core Values and your answers to the Guiding Questions to complete the sentence below and create your mission statement. EXAMPLE: I am a real estate professional committed to providing my clients with the best possible experience during the transaction process. I provide accurate information and intelligent options to empower my clients in achieving their desired goals. I invest my time to build long-term relationships based on my mutual loyalty, and respect of my clients’ best interests and objectives. I measure my success by the repeat business I receive from my clients and from the referrals to their friends and family I receive from them. MISSION STATEMENT 9
SWOT ANALYSIS UNDERSTANDING YOUR STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS. Use the chart below to fill out your own SWOT. STRENGTHS (INTERNAL) What are your personal advantages? What advantages does your company have? What do you do better than anyone else? What factors mean that you “get the sale”? What do other people see as your strengths? WEAKNESSES (INTERNAL) What could you improve? What should you avoid? What factors lose you sales? What do you do poorly? THREATS (EXTERNAL) What obstacles do you face? What are your competitors doing? Are your job requirements changing? OPPORTUNITIES (EXTERNAL) Consider this from your perspective, and from the perspective of the people you serve. Be realistic. Again, consider this from an internal and external basis, Do other people seem to perceive weaknesses that you don’t? What are your competitors doing better than you? Changes in government policy related to your field changes in social patterns, population, lifestyle changes What interesting trends are you aware of? Changes in technology Local Events Look at your strengths and ask if those open up any opportunities. Look at your weaknesses and ask yourself if you could open up opportunities by outsourcing or eliminating them. Could any of your weaknesses threaten your business? Do you have financial problems? Threats are things that we should be aware of, but they are not usually things that we have control over. 10
SWOT ANALYSIS NAME: DATE: STRENGTHS WEAKNESSES THREATS OPPORTUNITIES 11
SWOT ANALYSIS NAME: DATE: STRENGTHS WEAKNESSES THREATS OPPORTUNITIES 12
SWOT ANALYSIS MASTER LIST Combine common SWOT answers. STRENGTHS WEAKNESSES THREATS OPPORTUNITIES 13
SWOT ANALYSIS STRENGTHS/OPPORTUNITIES PAIRINGS WEAKNESSES 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. LEARN OUTSOURCE 14
INCOME GOAL SHEET 15 Goals for: Prospecting Activities To have To have To have To have To have To have To have Listing Appts. Attended Listings Taken Listing Closed Buyers Closed Annual Closings buyer sales, given buyers annually means buyers monthly means one buyer every % ratio of buyers shown to closings means buyers per year buyers monthly days OR buyers per week listings sold, given % ratio of listings to listings sold means annual listings needed listings, given presentations annually means to have presentations monthly means one every % ratio of presentations to listings means presentations annually presentations monthly days OR presentations per week. (allowing 2 weeks vacation) Income $ Monthly $ Annual closings: Monthly closings: My goal is $ $ $ Annually Activity Yearly gross = $ Net annually Expenses % Gross annually When (time)? How Much? Commission % for listing transaction side: Commission % for buyer transaction side: Your commission split: Average closed listing sales price: $ Average closed buyer sales price: $ % % % Percent of business: listings: Percent of business: sales: % % transactions @ $ transactions @ $ each= $ each= $ THE LISTING GOAL THE SELLING GOAL
4 PILLARS OF INCOME WHAT IS YOUR INCOME GOAL? WHAT ARE YOUR 4 PILLARS OF INCOME? Per month $ Closings per month: Per year $ Closings per year: 16
Top 50 Prospecting Sphere of Influence Other Website E-Marketing Monthly email Quarterly mail Call once a month Continual monthly contact system Personal phone call 4 times a year Birthdays and Anniversaries One letter a month Geographic Farming For Sale By Owner Expired Listings Out of Town agents First time home buyers Social Networking (Facebook, Twitter etc.) Referral networks and clubs Out of town buyers Relocation resources Consciously collect email addresses Return e-mail in a timely fashion Have multiple websites Include eSignature with call to action Give away something of value Capture email for drip campaigns Brand your own name (not @gmail but @yourcompany or @your company Read four business books this year Attend a minimum of four seminars a year Attend national conventions such as NAR Foster relationships with agents who are where you want to be (financially, lifestyle, transactions) Mentor with agents who are where you want to be income, lifestyle and transaction-wise Maintain destination website Add more than six photos of each listing Publish open houses weekly Publish featured properties Use personalized auto-responders Utilize Vanity and Content site Utilize stealth sites (CMA’s FSBO Branding here is minor) BUSINESS MARKETING PLAN Choose from the following list the activities you will be implementing: 17
GOAL ACHIEVEMENT SYSTEM Identify five SMART business goals. Goal 1: Why? Excuses for Failure: Resolve: Goal 2: Why? Excuses for Failure: Resolve: Goal 3: Why? Excuses for Failure: Resolve: Goal 4: Why? Excuses for Failure: Resolve: Goal 5: Why? Excuses for Failure: Resolve: 18
GOAL ACHIEVEMENT SYSTEM Family: Why? Excuses for Failure: Resolve: Faith: Why? Excuses for Failure: Resolve: Fun: Why? Excuses for Failure: Resolve: Friends: Why? Excuses for Failure: Resolve: Fitness: Why? Excuses for Failure: Resolve: 19
Goal 1: Action Item Due Date Assigned To 20 SPRINT
Goal 2: Action Item Due Date Assigned To 21 SPRINT
Goal 3: Action Item Due Date Assigned To 22 SPRINT
Goal 4: Action Item Due Date Assigned To 23 SPRINT
Goal 5: Action Item Due Date Assigned To 24 SPRINT
Family: Action Item Due Date Assigned To 25 SPRINT
Faith: Action Item Due Date Assigned To 26 SPRINT
Fun: Action Item Due Date Assigned To 27 SPRINT
Friends: Action Item Due Date Assigned To 28 SPRINT
Fitness: Action Item Due Date Assigned To 29 SPRINT
CASH FLOW BUDGET WORKSHEET Totals: Cash Outflows Advertising Monthly Quarterly Yearly Automobile Expenses Bank Charges Education and Training (CE) Fees & Dues Insurance (Auto) Insurance (Health) Insurance (Other) E&O Interest Expense Internet Related Expenses Loan Payments Miscellaneous Office Expenses Office Supplies Personal Draws/Income Real Estate Signs Rent or Desk Fees Shows & Conventions Subscription Services Technology (Hardware & Software) Taxes & Licenses Taxes (Income) Travel Expenses Utilities & Telephone Charitable contributions 30
