Why Having A Strategic Plan Is The Secret To Peak Efficiency

The perfect actual property brokers and the individuals who function on the highest ranges of the trade are usually not tactical, they’re strategic, writes Nick Schlekeway. Partially three of his five-part collection, he appears on the significance of strategic planning.

One 12 months following the launch of Inman’s The Fundamentals e-newsletter, our weekly dispatch of must-reads for brand new brokers, we’ll spend the month of August digging deeper into what it takes to outlive towards the chances as a brand new agent in a tricky market.

That is the third in a five-part collection on the pillars that type the muse of agent success. Discover half one right here and half two right here.

Final week I wrote in regards to the first pillar to success, private growth. At this time, I’m going to speak to you in regards to the second pillar to success, strategic planning. I take advantage of the phrase “strategic” for a really particular and essential purpose.

Actual property tends to be a really tactical and really short-term trade. Folks in our trade, sadly, appear to have a tough time searching into the longer term.

The perfect brokers and the individuals who run this trade are usually not tactical, they’re strategic. They make selections based mostly on what they wish to occur within the subsequent 5 years, not the subsequent 5 months. They appear far past the subsequent closing or the subsequent gross sales cycle. They appear to the longer term they wish to create for his or her lives, the imaginative and prescient they see for his or her household, and the multi-generational wealth they’re going to construct. 

You’re a enterprise proprietor, not a salesman

Salespeople work on transactions, enterprise homeowners work on their enterprise, they usually have a strategic plan for doing simply that. Whereas there may be actually nothing unsuitable with being in gross sales, most of us received into this trade and went 1099 in order that we may construct a enterprise. OK, so what’s your plan? A dream and not using a plan is only a rattling want.

The perfect strategic plan is the one that you simply perceive and which you could observe. It’s also the one constructed on confirmed fashions which were examined in actual life. Let’s pause proper there as a result of that is important. Not solely do you not should provide you with your personal plan from scratch, you shouldn’t. Don’t reinvent the wheel, and don’t assume that you’re so particular you can’t study from the errors of those that have come earlier than.

The start line on your plan is to go discover people who find themselves doing what you wish to do and speak to them about how they received there. The identical data is present in books and podcasts protecting the habits, programs and tales of profitable brokers. 

 Listed here are some (not all) of crucial gadgets to incorporate in your planning:


It’s completely important that you simply perceive some form of funds, some form of forecasting. You don’t should have a spreadsheet with 20 tabs on it, however you need to have some concept of the next:

  • How a lot cash you’re going to spend on advertising and marketing
  • How a lot cash you might have accessible to pay your payments
  • How a lot you wish to have accessible to put money into income-producing belongings annually

Most significantly, for actual property brokers (particularly new ones), how a lot cash do you could put aside for taxes? The tax man cometh, and a method or one other, you all the time should settle up with The Man.  

KPIs (Key Efficiency Indicators)

What are your KPIs and the way are you going to make use of them to drive progress? The obvious KPI for anybody in gross sales is prospecting cellphone calls, however some others embrace:

  • content material items delivered (e-newsletter, social media, podcast, and many others.)
  • purchaser/vendor consultations
  • open homes
  • one-on-one conferences with high-net-worth people
  • CMAs or fairness updates for individuals in your farming space

Crucial KPI to grasp and to trace is for each agent to grasp what number of leads they should generate every month with a purpose to hit their gross sales aim for the 12 months, with an understanding that these leads are a results of the actions listed above.  


Talking of objectives, what are your objectives for the month, the quarter, the 12 months, and the subsequent two to a few years? Sure, gross sales objectives, but in addition objectives for what number of listings you wish to take vs. patrons, common sale worth, particular markets to interrupt into, particular individuals or teams to begin working with, and many others.

Your objectives must be the benchmarks you could hit with a purpose to proceed progressing in your strategic plan. All of it must be driving you to the longer term you wish to create. Your imaginative and prescient.  


What gross sales programs do you could create or rip off and implement in your enterprise to extend efficiencies or customer support? I extremely suggest ripping them off since we work in an very simple trade, and also you doubtless gained’t be capable to consider something that has not already been considered and carried out by another person. 

In relation to programs like getting ready an inventory for market or transferring a purchaser by means of the gross sales funnel, somebody is already doing it at a excessive degree. Simply copy them. 

Strategic belongings

What strategic belongings do you could purchase with a purpose to execute the long-term plan? This could possibly be your personal workplace area, it could possibly be a particular device or expertise asset, it could possibly be a strategic lead era asset like constructing the natural search engine optimisation in your web site in order that it generates 5 leads a month or constructing the attain of your social media to the identical function.

It could possibly be the acquisition of your entire personal staging furnishings (and a designer to position it), or it could possibly be hiring a advertising and marketing director to take your advertising and marketing to the subsequent degree. What are the strategic belongings you could purchase that may assist catapult you? 

A quote to ponder

“Strategic planning is nugatory – except there may be first a strategic imaginative and prescient.” — John Naisbitt

A superb plan must be easy and straightforward to observe. For me, this implies it wants to suit on one or two pages. Perhaps you want, or like, a bit extra element, however I might be cautious about moving into the weeds. Whereas we should always know the place we’re going, we by no means know precisely how we’re going to get there, and the route all the time takes surprising twists and turns.

One of many largest tragedies of this trade is the variety of brokers who failed just because they have been both too ignorant or boastful to observe the map that profitable brokers have already drawn. Create your personal map and benefit from the rewards.

Nick Schlekeway is the founding father of Amherst Madison, a Boise, Idaho-based actual property brokerage. Join with him on LinkedIn.