The discipline that goals provide are essential in the loosely structured world of real estate sales. Helping sales associates set a realistic game plan for their real estate careers can be one of the most positive things you can do to enhance their productivity as well as boost your profits.

Set goals with practitioners, not for them. Goals should be:

  • Realistic
  • Measurable
  • Finite (three months, six months, one year, and so forth)
  • Valuable and cost-efficient
  • Written clearly and concisely

Goal-Setting Tips

Keep these ideas in mind when you help sales associates set goals.

  • Align personal and business goals. “If a person’s work goals will require 60 hours per week to accomplish and a personal goal is to be home everyday by 5 p.m., there’s a conflict that needs to be resolved,” says Karel Murray of Lockard Realty in Waterloo, Iowa.
  • Write specific goals, using precise dollar figures. A salesperson should say, “I want to sell $3 million this year” vs. “I want to boost production.”
  • Personalize the goal. Be sure the goal belongs to the salesperson rather than the manager. —Peter Rizzo, Coldwell Banker Burnet, Roseville, Minn.
  • Determine if the salesperson has the necessary time and skill to attain the goal.
  • List specific activities that must be accomplished—daily, weekly, and monthly—to achieve each goal.
  • Write goals in the present tense to make them seem more immediate. —C. Dale Hillard, CRS, in Arizona REALTOR® Digest, November/December 1992
  • Prioritize activities into “sales” and “support” categories and help the salesperson focus on actions that directly produce sales. —Carla Cross, CRB, in Real Estate Professional, May/June 1997
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