2017 2017

Georgia REALTORS® partners with the Local Boards and

REALTOR® Firms to provide quality, affordable continuing education courses.

Business Planning with

the Consumer in Mind

#68787

Sponsored by:

Georgia Association of REALTORS®, GREC School #271

Partners in Education Program

Visit the Georgia REALTORS® website to learn about

membership benefits, continuing education opportunities,

networking events, and more!

(www.garealtor.com)

NOTICE: The following material is copyrighted and is provided to you for one-time use only in this GAR-sponsored course.

You may not reproduce or redistribute any portion of this packet

without the express written permission from the GAR Professional Development Department.

STUDENT NOTICE

The Georgia Association of REALTORS®, Inc. is approved by the Georgia Real Estate Commission (GREC) to offer continuing education, sales postlicense, and broker prelicense courses. The GREC school code number is 271 with a renewal date of December 31, 2019. The Georgia Real Estate Commission has approved this course for three (3) hours of continuing education credit. GAR school policy defines an instructional hour as 50 minutes. To receive continuing education (CE) credit for this in-classroom course, the student must:

be on time

sign in with the course facilitator before the course begins

be present in the course during all instruction periods

return a completed evaluation to facilitator at the end of course

not have taken this course for continuing education credit within the past 366 days. There is no make-up session for this course. Cell phones and other electronic devices can be distracting. Use of communication methods such as text messaging, E-mailing, web surfing, etc. is prohibited while class is in session if it poses a distraction to other attendees and shall be grounds for dismissal. Taking pictures of PowerPoint slides requires the permission of the instructor. Entrance qualifications and standards of completion will not be based on race, color, sex, religion, national origin, familial status, handicap, sexual orientation, or gender identity. No recruiting for employment opportunities for any real estate brokerage firm is allowed during this course or on the premises while this course is in session. Any effort to recruit by anyone should be promptly reported to the Director of Professional Development; Georgia Association of REALTORS®; 770-451-1831; 6065 Barfield Road; Sandy Springs, GA 30328; or to the Georgia Real Estate Commission; 404-656-3916; International Tower; 229 Peachtree Street, NW; Suite 1000; Atlanta, GA 30303-1605. 10-2016

Presented by

Joi Bostic

Instructor

2

Celebrate 2016 Before you move into planning for 2017, take some time now to review

all that you have done. Write it ALL down…NOW!

1. List all of your accomplishments, wins, victories, successes in 2016.

2. List all moments of joy and gratitude.

3. What did you do in 2016 of which you are really proud?

4. What did you do in 2016 that moved you toward your goals?

5. What lessons did you gain from any setbacks, challenges or obstacles?

6. How are you going to integrate those lessons into your 2016 goals?

3

2016 Assessment . . . Hard and Honest

Now it’s time to face things that didn’t necessarily cause you to celebrate.

Write down the things that were not worthy of celebration.

7. How do you feel about what has happened in 2016?

8. Are you where you want to be? If not, what stopped you from getting there?

9. What do you want to duplicate?

10. What do you want to change?

Don’t let this limited space limit you. If you have more to write, then get another piece of paper and keep writing.

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Business Planning Defined

Reasons Real Estate Agents Fail to Create Business Plans

Reason #1

Reason #2

Reason #3

Reason #4

Reason #5

Reason #6

Reason #7

Reason #8

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The WHY: My Vision Statement

This is where I want to go, what I want to accomplish or what I want my life and/or

business to look like. I must develop a vision statement so I will know what success looks

like. Otherwise, I will not know when I achieved my vision.

My vision statement can be one concise statement or a long explanation. Either way my

vision statement paints the pictures of what I want…

By the end of 2017, I ____________________________________________________________

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Paste a visual reminder of your vision here.

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Goal Development…

Now that you have figured out what you want, it’s time to determine your GOALS. Your goals

must be clear, concise and SMART, and you must identify your WHY behind each one.

Specific and Simple

Measurable and Meaningful to you

Achievable and Areas of your life

Realistic and Relevant

Time-based and Tangible

Specific and Simple

• Well-defined answer the 6 W’s

o Who is involved?

o What do I want to accomplish?

o Where will this be accomplished?

o When will this be accomplished?

o Which requirements or constraints exist?

o Why do I want to accomplish this?

• Clear to anyone that has a basic knowledge of the project

Measurable and Meaningful to you

• Know if the goal is obtainable and how far away completion is

• Know when it has been achieved

• The test for whether your goal is measurable, check that you can answer these questions:

How much? How many? How will I know when I have reached it?

Achievable and Areas of your life

• Do you have the attitude, abilities, skills and financial capacity to reach your goals?

• If not, what do you need to do to get what’s needed to get what you want?

Realistic and Relevant

• Can you reach your goal within the availability of resources, knowledge and time?

• Are you willing and able to work toward your goal?

Time-Based and Tangible

• Enough time to achieve the goal

• Having a time-frame creates a sense of urgency to get to what you want

• Can you experience reaching your goal through taste, touch, smell, sight or sound?

7

My Goals

Goal Deadline Resources

Income

Goal

Volume

Goal

Buyers

Goal

Sellers

Goal

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

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An Action Plan that WORKS

An action plan is a must for each goal identified. Your action plan lists what steps must be taken

in order to achieve a specific goal. It includes three major elements: tasks, time and resources.

The tasks are specific things to be done and by whom. The time indicates when the tasks will be

completed. And the resources indicate what a task will cost or other resources that will be

required in order to complete the task.

It is essential to create an Action Plan that works for you. An Action Plan has been provided for

you that only involves “real estate business” related tasks and it can be found in the electronic

Business Planning worksheet available by request.

This tool was created to calculate your totals so you just have to enter your daily, weekly,

monthly or quarterly numbers. You will see that the Action Plan includes a host of activities of

which you may not conduct some.

1. Make ______ contacts daily

2. Send ______ personal notes weekly

3. Visit _____ people from my SOI weekly

4. Add _______ people to your database weekly or monthly

5. Contact ____ past clients monthly

6. Respond to internet leads within ____ minutes

7. Contact _____ FSBOs weekly

8. Contact ______ Expired listings weekly

9. Host ______ effective open houses weekly/ monthly

10. Mail or email to your SOI/Past clients valuable market information monthly

11. Mail or email to your designated farm of ______ properties monthly

12. Door knock/ door drop _________ houses monthly

13. Take ____ past client to lunch monthly

14. Network with ____ business to business referrals monthly

15. Hand out 5-10 business cards, 5 days/week and actively ask for business or for

permission to add them to your database

16. Attend ____ networking events monthly

9

economy?

• Do consumers have more or less disposable income?

• What is the unemployment rate?

• Is there skilled labor available?

• How is globalization affecting the economic environment?

you could be using?

• Are there technologies coming soon that could radically affect

POLITICAL

• What national, state or local policy changes can be expected from the most recent election?

• Could any pending legislation or taxation change affect your business, either positively or negatively?

• How will business regulation affect your business?

SOCIAL

• What is the population’s growth and age profile?

• Are generational shifts in attitude likely to affect your business?

• What are your society’s levels of health, education and social mobility?

• What social attitudes and taboos could affect your business?

ECONOMIC

• How stable is the current economy?

• Do consumers have more or less disposable income?

• What is the unemployment rate?

• Is there skilled labor available?

• How is globalization affecting the economic environment?

TECHNOLOGICAL

• Are there any new technologies you could be using?

• Are there technologies coming soon that could radically affect the real estate industry?

• What affect can proposed changes in technology have on how consumers shop, live and work?

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R

R

R

R

Personal Analysis

12

Identify Your Consumer

Based on all of the information you just researched, who is your customer/client? What will you

do to attract consumers to you and your services?

13

14

Marketing and Prospecting Activities Prospecting

(Proactive and Direct)

Marketing

(Proactive and Indirect)

Telemarketing

• FSBOs

• Expired Listings

• Just Sold

• Just Listed

• Past Clients

• Geographic Farm Area

• Apartments

• Corporations

• Builders

• Banks

• Human Resource Departments

• Community Survey (conversation

opener)

Advertising

• Newspapers

• Personal Auto

• Radio

• Magazines

• Bus Stop

Benches

• Billboards

• Yellow Pages

• Television

• Grocery Carts

• Moving Vans

• Team

Uniforms

Promotional Items (Magnets, Calendars, Sports

Schedules, etc.)

Websites (Website, Blog, Social Media)

Direct Mail

• Postcard Campaigns

• Newsletter Campaigns

• Just Sold/Just Listed Cards

• Special Event Cards

• Quarterly Market Updates

Face-to-Face

• Door-to-Door Canvassing

• Open Houses

• Client Parties

• Networking Events

• Social Functions

• Community Events

• Seminars and Information Sessions

• Booth at Events

• Speaking Opportunities

Broadcast

• Voice

• Email

• Fax

Signs

• Yard Signs

• Directional

Signs

• Open House

Signs

• Brochure

Boxes

On Person

• Name Badge

• Logo Apparel

• Car Signs

• Business Cards

Print

• News Releases

• Advice Columns

• Community/Local Business/Service

Directory

Sponsorship

• Little League

• Charities

• Community

Events

Community/Local Business/Service

Directory: You can compile and distribute

a list or full directory with your information

sprinkled throughout.

Community Survey: Develop a few

questions to ask as a conversation starter

such as how long have they lived in their

home, the best things about the

neighborhood, what they want in an agent,

and so on.

15

Online Options Traditional Options

Follow up on all leads within 1-2 hours. Follow-up calls per prospect each month

Email home listings to prospective buyers daily. Schedule time to make calls to past leads

and future prospects

Monitor website activity to determine prospect

readiness

Plan “drop-bys” (Who will they be, what

should be the reason for the drop-by, when

will you do it?)

Email Newsletter (Chimp Mail) Postcards (Use GAMLS tax records to

download addresses for farming areas.)

Choose 20 different prospects every week to

make a personal “touching base” phone calls

Host Open Houses (How many a month

can you do? Which agents will allow you

to host their open houses?)

Create and maintain an ongoing social media

campaign: blog, Twitter, Facebook, etc.

Host Community Outreach Activities

(Volunteer opportunities, Festivals and

Fairs you might man a table at, Events

you’d like to host.)

Contacting FSBOs, foreclosures and expired

(Use MLS Data)

Drip Campaign for your Sphere of

Influence List

Track Your Progress

Business progress – once you track your actions, you can review how you are progressing. This

can lead to

• Better time management – you will have the opportunity to see what’s not working and

eliminate those “time wasters”

• Smarter marketing investment – you only want to send dollars on activities that are

working

• Spotting weaknesses – you can see very clearly where you are struggling

• Focusing on your strengths – you can determine the efforts that are producing the greatest

ROI

• Self-motivation – when you are being effective and that is translated into more

production, you will inevitably enjoy what you do more and want to continue

• Necessary adjustments – you may love to do a particular action, but the market may have

shifted in a direction to make that action ineffective. Constant tracking will reveal that

fact and allow you the ability to make adjustments accordingly.

16

NOTES:

A Business Planning tool has been created for you to use to set your goals, outline your action

plans and track your progress. It is available at http://joibostic.com/index.php/business-planning-

tools/. There are two versions. One for experienced agents (Exp) and another for new agents

(New).

© 2017 Inspironix, Inc. (916) 488­3222        InspiroScan Survey Form PIE Instructor / Course Evaluation v5        Side 1

Georgia Association REALTORS® ­ Partners in Education  Student Course / Instructor Evaluation  Course Name _____________________________

  Instructor ________________________________

   Date _____________________________________

 

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Additional Comments:

Thank you for your input. (Revised 5­2017)