Struggling to close deals in today’s market? Let’s get practical and tactical and look at three simple goal-setting techniques that will help you increase your closing ratios.

Early on in my career, I woke up without a plan. I would log into MLS, get distracted by the notifications, decide to update my profile, open my email and social media accounts and dive headfirst into the wormhole. 

I would get a lead and be super excited about the opportunity, but I didn’t have a system for getting from the call to closing. I felt “busy,” but I wasn’t getting the expected results. 

So I found people who were. And I studied them in depth. What did they do differently by which they were achieving success when so many in this industry gave up before they even had a chance to succeed?!

Do some goal-setting before investing time, skill or money

A huge unlock for me was zooming out and setting up goals for what I wanted to accomplish BEFORE I deployed time, skill or money.

The three pillars I focused on to start with were setting clear goals personally, professionally and transactionally.

Personal goals

If your personal life is falling apart, it will seep into your professional life, and people can FEEL it. 

No one wants to do business with people they don’t trust or who don’t show discipline or professionalism in their personal life.

If you had to grade the following from 1-10, with 7 not being an option,* where would these fall in your life? (This is my stack. Modify it to whatever tracks with your ambitions.)

• Faith
• Fitness
• Family
• Friends
• Finances

If I take care of my stack in order, by the time I get to work, I’m PUMPED and EXCITED that I GET to do my job. 

Others I meet resent their work because their family is upset they work all the time. Or they feel sluggish and unhealthy, which studies have proven makes you more irritable and likely to fly off the handle. 

What you focus on expands. 

It doesn’t mean I’m perfect by any means, but if any of these fall below a 6, I ask myself what small action I can do to make it an 8-10. 

Often, it’s just frontloading the calendar with family trips, walks to the beach and time-blocking my workouts in at a time I KNOW they’ll get done. Personally, I had to start waking up earlier to get my mind and body right before the world started pulling on me. It took time and effort to make the change, but I can tell you that the version of myself now would run OVER Justin 1.0. 

If I don’t take the time to ask myself these questions, how fast will time pass without me making improvements? I can tell you: Decades in the blink of an eye.

Professional goals

Having a plan for what you would like to be known for, including transaction volume, marketing plans and budgets, is no different than plotting a course for a journey across the ocean.

Not having a plan is also no different than not plotting a course across the ocean.

Which would you rather do if you were crossing the Pacific?

Reverse engineer success. As an example, if you want 50 deals:

• 8 dials = 1 contact
• 12 contacts = 1 lead
• 5 leads = 1 appointment 
• 2 appointments = 1 contract
• 2 contracts = 1 transaction 
• 240 contacts = 1 transaction

By this metric, if you wanted to do 50 deals a year, you should contact 230 people a week. Let’s say you can only commit to prospecting four days a week. That’s 55 people (rounded down).

That’s not a lot. If you sit down for 30 minutes, open your CRM, hit 45-50 people a day x5 days a week — there are your 50 deals. 

The key is like my morning routine: start with 1-5 people daily until you develop a system. What you focus on improves. If you commit to it, you get faster. My bet is with one hour of focused prospecting time daily, you can get to 100-200 touches quickly. But it starts with one. 

The real secret? Most successful agents do 1-3 hours a day because they understand one clear thing: prospecting is the easiest way to always stay in business. 

This doesn’t mean turning into a boiler room cold-calling machine. Prospecting can be DMing a contact on Instagram, texting or emailing, but yes, a human call is the mother of all connections. The key is to log the contact in a system where you can track your efforts. 

The basics are undefeated. 

Transactional goals

Many people don’t realize that it’s essential to have a clear picture of success in a transaction with a client. Be it a buyer or seller, tenant or landlord, all of these have different measures of success.

Some are price-related, some are condition-related, some are tied to an overall portfolio strategy where the transaction is part of a bigger plan. 

The best thing you can do for a client is spend the time to reverse engineer what success looks like for THEM. Many agents get this wrong — they fail to remember that we are FIDUCIARIES. This means that the client’s goals are above our own. 

Think about how this has played out in the industry:

Agents who throw cutting comments amid tense negotiations to belittle others so they can feel important or because they felt slighted in the past and are looking for revenge — all while their client suffers the costs, unbeknownst to them. 

A broker-owner so caught up in a personal vendetta that he chooses to exert power over a minor contractual disagreement that could lead to an unneeded legal battle between clients when everything could have been easily mediated.

The listing agent who literally tells a client that they need to buy through them “because it’ll be easier to get the deal done” and builds a reputation for it. 

I could probably write three articles on stories that all give you the same “feeling,” but I think you get the point. All of these are typically a sign of shortsightedness and insecurity. 

Over time, focusing on the transactional goal will allow you and your clients to develop a stronger bond and relationship as you’re tested with various challenging situations because, if documented, you can always zoom out to the original goal, then zoom in to the problem at hand for a pragmatic solution. 

Plan ahead to execute well

So, what goals are YOU going to set — personally, professionally and transactionally?

I bet there are deals and things you can think of RIGHT NOW.

I know that simply writing this has reminded me to update mine. I used to business plan every December, but over the years I’ve realized that in our business, you need to be working 60-90 days AHEAD of when you’re looking to execute. This means that planning for me now starts after Labour Day so I’ve got a clean plan in writing by October. 

If you need help or accountability, reach out anytime. Sometimes all it takes is sending a message.

* 7 is a non-answer — if you force yourself to choose 6 or 8, you know where you really stand.

Whether you have been a real estate professional for ten years or one year, there are some realities we all need to face in the world of #RealtorLife. Especially when things get tough.

We know there are agents out there who are crushing it! They seem (according to their Instagram stories, anyway) like they sell houses every day and are living the high life. Not a great thing to see when you’re staring at your phone and wondering why it’s not ringing. Are your notifications turned on? Did you accidentally put it on airplane mode again? How can you rev up that motivation that you started this career with? How can you build momentum and get more sales on the books?

It begins with YOU, and it starts today.

Use whatever your personal motivation preference is

Everyone finds motivation in different ways. Some people (present company included) get all riled up at sales conferences. The energy! The boost of confidence! The ideas! It can feel great listening to a powerful keynote speaker or reading an inspirational personal development book. On the other hand, others find those conferences akin to torture.

Whatever your personal preference is for motivation, use it. As Zig Ziglar said, “People often say motivation doesn’t last. Neither does bathing — that’s why we recommend it daily.”

It’s actually a lot of fun to learn about what motivates you. Because when you find it, miracles can happen.

If you’re a quotes-are-inspiring kind of realtor, here are six that help me dig in and find that first spark of motivation when I’m feeling a little less than awesome in this business.

6 quotes to find that motivational spark

These first two quotes are about how just starting is the point. While we can be frustrated that others seem to be so much further ahead or that we’re late in the game, the key is getting started (or re-started) TODAY.

“You don’t have to be great to start, but you do have to start to be great.”

 

– Zig Ziglar

“The best time to plant a tree is 20 years ago. The 2nd best time is now.”

 

– Chinese Proverb

The next two are from my favourite real estate mentor, Mr. Brian Buffini. They’re about believing in your abilities and knowing the secret lies within YOU. These two magic sentences have accompanied me through some very frustrating times.

“If they can do it, I can do it.”

 

– Brian Buffini

“I did it before; I can do it again.”

 

– Brian Buffini

These last two are essential because they focus on the power of belief and how thoughts are things. If you have watched or read The Secret, by Rhonda Byrne, or Man’s Search for Meaning, by Viktor Frankl, you know that the mind is a very powerful tool. In my experience, the powers of belief and manifestation are crucial to success.

“Whether you think you can or you think that you can’t, you’re right.”

 

– Henry Ford

“If you can’t fly, then run. If you can’t run, then walk. If you can’t walk, then crawl, but whatever you do, you have to keep moving forward.”

 

– Martin Luther King Jr.

Find a few inspirational quotes that speak to you and print them out for your office wall, or put them somewhere you’ll see them. You’ll be surprised when that little spark of motivation shows up and starts to build. This is where you can give yourself some goals for the day.

Make a list and check things off

Fun fact: checking off list items (or highlighting them, if you are extra geeky like me) releases dopamine, which can fuel even more motivation, in my opinion. Here are some examples of what you can add to your list:

• Call 10 clients (or people in your network) and see how they are doing or if they have any questions about the market.
• Write 2-3 personal notes or emails with a market update on the latest stats.
• Drop off a small gift to a couple of your favourite clients or business associates.
• Send a mini-CMA to clients who have been in their homes for 2-5 years.
• Post a market update or support a local business on your business social media page.
• Touch base with any clients who have been on the fence.
• Complete something for your business that you’ve been putting off.

Get moving

Another way to start the motivation flow is to get moving. Literally, go for a walk. I get my best ideas when I’m on a walk or working out. If you’re trying to solve a problem or are unsure about something, think about it while walking.

Sometimes, I use my walking time to call clients or listen to a podcast or an audiobook. Currently, I’m listening to a great book by Chris Voss and Steve Shull, called The Full Fee Agent. It’s an easy listen, and Voss has great things to say about understanding human behaviour.

When you’re feeling down, as we all do sometimes, remember that YOU are your biggest resource as an entrepreneur. So, you need to get to the bottom of what you (and all of your uniqueness) need to stay at the top of your game. And once you get going, there’s no telling what AWESOMENESS you’re capable of.

The process of self-improvement is what personal development is essentially about. Personal development allows individuals to build up their own awareness, skills and overall sense of identity.

This is, therefore, quite powerful in competitive industries like real estate. Personal development is crucial for realtors as it helps them understand and connect with their clients on a deep level. This leads to stronger relationships and further business down the road. By investing in personal growth, realtors can stay up-to-date with changes in the market and ultimately improve their knowledge, leading to greater success and satisfaction in their careers. 

Several categories fall under personal development: mental, social, spiritual, physical and emotional. Let’s zero in on these five areas. 

Mental 

The mental aspect of personal development encompasses self-awareness, emotional intelligence and resilience — something all realtors require to succeed at what they do. When realtors understand their own thoughts, for example, when they are at their best or not, this enables them to connect better with their clients.

Selling a home is a very emotional process. Demonstrating empathy is crucial for realtors. We all have good days and bad days. The mental aspect of personal development will serve realtors very well during challenging times. Being able to manage their own behaviors is truly a skill. What will happen if a deal doesn’t pan out? What then? 

Social

The social aspect of personal development is all about the relationships we keep. Being skilled at developing and maintaining client relationships involves great communication skills. It also involves empathy, compassion and teamwork.

Engaging in social activities such as networking events, community projects and so forth are great ways to enhance the social aspect of personal growth, not to mention to gain more leads and potential prospects. Engaging in social activities allows new realtors to get out of their shells so they can find a sense of belonging and fulfillment.

Spiritual

The spiritual aspect of personal development allows individuals to look within on a deeper level. What brings personal meaning to their life? It encompasses beliefs and values that can involve prayer, mindfulness and gratitude.

Cultivating the spiritual side of personal development often brings about peace and harmony on a day-to-day basis. In other words, It brings in more positive energy through the connection with others and the universe. It’s an act of faith. Realtors (and basically everyone) can grow in this particular area.

Physical 

The physical aspect of personal development includes nutrition, sleep, exercise and overall health. A balanced lifestyle is important for realtors since they are on the go in their job. Adequate rest and recovery are the keys to staying on the path.

Sales prospecting takes a ton of energy. Visiting office towers, doing showings, making cold calls, etc. is a tough grind that’s required in real estate. Not making cold calls because they’re hard simply won’t cut it. Not meeting with enough prospects will ensure that fewer or next-to-no deals are closed. The opposite also holds true. Real estate agents need physical energy as long as they are practicing. 

Emotional

The emotional aspect of personal development is by far a huge indicator of lasting success. Understanding and managing one’s emotions effectively requires deep self-awareness, resilience and empathy. How can you help others if you cannot even help yourself?

Real estate is an emotional process for clients. Whether someone is a first-time homeowner, getting married, getting divorced, expecting a child or dealing with an empty nest after a child moves out, these are all heavy life factors to deal with. Having emotional intelligence will serve realtors well in helping their clients navigate these situations in the context of real estate.

Realtors with high emotional awareness can manage their own difficult feelings and remain composed in challenging situations. After all, real estate is a high-pressure field. When they work on developing their emotional capacity, realtors will also improve at negotiations and building trust with others — the key to success in any industry. 

I read a quote the other day that slapped me across the face:

The magic you are looking for is in the work you are avoiding.

Ouch!

Yes, I’ve been in a bit of a rut lately, ever since I got lazy over the summer. But now it’s almost November! It’s time to follow my own advice and dig myself out of this rut. Hey, we ALL occasionally fall into a rut for different reasons. It’s part of being human, so don’t beat yourself up over it.

Getting out of a rut: easier than you think

The good news is that it’s much easier to get out of a rut than you’ve convinced yourself. One of the dumbest things we humans do is make mountains out of molehills, especially when it comes to our own “stuff”.

Here are the four simple steps you need to get out of your rut:

Step 1

Accept it. Face it. Stop ignoring it.

Step 2

Take one tiny step. You know the saying, A journey of a thousand miles begins with a single step. Yet, we humans get overwhelmed by stupidly concentrating on the “thousand miles” rather than “the first step.” Quit that. Take it one step at a time, and don’t even think about the bigger picture for now.

By the way, your first step can be the tiniest of baby steps! For example:

Write on your calendar an ‘Appointment with yourself’ when you will start on the work you’ve been avoiding. This can be a five-minute window of time, or whatever. Just schedule the appointment.

There, you’ve completed your first step. Congrats!

Step 3

Honour the appointment with yourself just as you would honour an appointment with your dentist or an appointment with your #1 referral source. You wouldn’t blow them off at the last minute, would you? So, why should you treat yourself any differently?

This is the most critical step, by the way. Learning to honour appointments with yourself is the key to getting stuff done and digging out of your rut.

Step 4

Rinse and repeat! Take another step. And another. And another. Before you know it, you’ll be on a roll, accomplishing great things and probably realizing that you did indeed make a mountain out of that tiny molehill.

I’ve just followed the above four steps myself and quickly completed a task I’ve been putting off since August. The entire project took a mere three hours, but it feels fantastic to have it completed. Now, on to the next task!

There’s nothing like accomplishing things to keep you motivated and moving forward rather than floundering in what feels like a horrific rut. Just take it one step at a time.