2. Productivity Management
• Incorporates business planning techniques, personal marketing
strategies, and time management skills to help agents be
productive and quickly reach their goals
Agent’s Business Plan
• A business plan should answer the following questions for the
associate:
o How much do I want to earn in gross commission?
o Where is the business going to come from?
o What is the target market and where has business come from in the
past?
o What is my average sales price and the average commission generated?
o What are the average expenses associated with each transaction?
o How many days am I going to work this year?
o When is vacation time scheduled and how do I manage my workweek?
o How many hours per day am I going to work?
o What education and training will I need to take my business to the next
level?
3. Agent’s Business Plan (continued)
• Setting Priorities
o The key to setting priorities begins with deciding what is
most important in life and then organizing the time and
activities needed to achieve those objectives.
• The Importance of Goals
o A goal is the measurable accomplishment that an individual
strives to achieve in order to produce a desired outcome.
Goals should be specific, measurable, attainable, relevant,
and timely (SMART).
o Long-Term and Short-Term Goals
Long-term goals refer to the major areas of life, such as
career, family, and lifestyle.
Short-term goals are the stepping-stones used to meet the
long-term goals.
4. Agent’s Business Plan (continued)
• The Importance of Goals
o Setting Goals: activity that requires making a list of things
sales associates want to achieve, acquire, or attract in a
certain amount of time
Ambitious sales associates will set a financial goal and decide
how much money they want to make and then create a plan
to achieve that goal.
The sales associate’s net annual income is calculated by
subtracting taxes and expenses from his or her gross
commission income.
Write the Goals Down: create a visual reminder of what your
agents would like to achieve, acquire, or attract
Create a Timeframe: include all necessary steps and a
deadline for accomplishing the goal
5. Agent’s Marketing Plan
• Introduction
o Personal marketing will remind people to think of a specific real
estate associate when they need real estate brokerage services.
o A personal marketing plan describes what the sales associates
expect to accomplish, what they will do to reach their goals, and
what marketing efforts they will make to reach their target
group.
o A target market is an identified group of people who are most
likely to seek your services or buy your product.
o For any marketing to be successful, sales associates must use a
prospect management system to track the source of leads.
By assigning codes to each promotion, the responses can be tracked
and entered in the prospect database.
The quality of each lead can be rated as “A” (hot prospect), “B”
(medium interest), or “C” (marginal interest).
By running reports using the marketing method, sales associates will
know the number of prospects generated by each campaign.
6. Agent’s Marketing Plan (continued)
• Sample Marketing Plans
o Marketing Plan One – Limited Budget
The purpose of this plan is to obtain and increase
business, which will establish a steady cash flow and allow
expansion into a longer-term marketing approach shown
in Plan Two.
Business Cards: handing out business cards is an
inexpensive way to generate business
Website: a domain name is a unique address of a website
Open Houses: hold an open house every Saturday and
Sunday
7. Agent’s Marketing Plan (continued)
• Sample Marketing Plans
o Marketing Plan Two – Consistent Monthly Investment
Printed Materials: To make Plan Two economically viable, the
target market should be at least 1,000 homes, but 3,000
homes are ideal. To carry out this program between 10,000
and 12,000 marketing pieces will be needed every 90 days.
Suggested marketing pieces:
• A 4-inch by 6-inch, four-color postcard printed with an image
on one side and a different promotional message on the other
• A four-color brochure, with envelope if needed
• Business cards with the same design elements and marketing
theme as your brochure and postcards
Every month, postcards with different messages should be
mailed to the target market.
Brochures are effective when consistently mailed monthly to
each resident in your farm area.
8. Agent’s Marketing Plan (continued)
• Sample Marketing Plans
o Marketing Plan Two – Consistent Monthly Investment
Website
• Sales associates should create or redesign their websites to
reflect their new marketing identity.
• Select a web designer to help develop your site and to build
a template into the site that will allow a new copy to be
added with little or no coding.
• A straightforward website design of 25 to 30 pages will
require approximately 125 to 150 hours of work.
9. Agent’s Marketing Plan (continued)
• Analyze Marketing Activities
o The purpose of analyzing the market activities and creating
an income funnel is to determine the effectiveness of the
marketing plan.
This list of possible sources of income is called an income
funnel.
o Creating an Income Funnel Spreadsheet
The purpose of using an income funnel is to quantify the
marketing.
How much prospecting needs to be done in order to generate
the desired number of transactions exiting the bottom of the
funnel?
To set up an income funnel Excel spreadsheet to determine
the anticipated income from each marketing activity, five
pieces of information are needed.
10. Agent’s Marketing Plan (continued)
• Analyze Marketing Activities
o Creating an Income Funnel Spreadsheet
Information Needed to Set up an Income Funnel
• Marketing Activity
• Total Marketing Pieces or Personal Contacts
• Percentage of Expected Responses from Each Marketing
Activity
• Percentage of Prospects Expected to Close
• Average Commission per Transaction
11. Agent’s Time Management Plan
• A time management plan schedules all of the
required activities necessary to reach their goals.
• Action Plans and Task Lists
o An action plan lists the tasks that an associate must
perform to accomplish a particular long-term goal.
o A task list is a prioritized list of every task that must
be done within a certain period.
• Scheduling
o Scheduling is the process of determining to use the
available time to achieve identified goals.
