BUSINESS PLAN - Trainingtraining.xclusivehomesrealty.com/wp-content/...For your personal stability section, rate yourself in each of the six categories with either poor, fair, good

BUSINESS PLAN

FOR AGENTSBEST-YEAR-EVER

www.xclusivehomesrealty.com

By Tom Ferry

The realization of your plan is worth more than any single transaction.

Refuse to let your business interfere with your plan - trust the process.

“What You Want” Page:

“How to Get It” Pages:

“Where to Improve” Pages:

What to Do

In the income goals section, write out the upcoming revenue goals, expenses, expected profit and wealth you plan to input in savings and debt reduction. Continue to your transaction goal and input the amount of buyers, sellers and leases you need to close to reach your income goal. Follow this up with the conversations goal section to determine how many hours of power are needed with people you know and don’t know to reach your transaction goal.

Circle all processes that will generate and convert leads within the business process section of your business plan. For lead source, lead generation and lead conversion, please see the “example” plan on the following page if you need further guidance.

For your personal stability section, rate yourself in each of the six categories with either poor, fair, good or excellent. This will show how prepared you are to carry out your business plan. Continue on to your personal development page list what projects or trainings need to happen to improve yourself and your business each month.

Print out this business plan to input all of your information, calculate your numbers and set up your year for success.

What You WantIncome Goal:

Transactions Goal:

Conversations Goal:

Revenue

$

# # #

##

$ $$ $

Expenses Profit Wealth

How much money will I produce by carrying out this plan?

How many transactions must I close to reach my income goal?

How many conversations must I conduct to reach my transactions goal?

Gross Commission Income (GCI) Reference / Use Expense Tracker

Anticipate one (1) transaction for every forty (40)business-focused conversations with new leads ordatabase contacts. Bear in mind that results may

vary subject to skills and performance.

Transaction Goal x 40 Annual Quota Weeks Worked Annual Quota Days Worked

Daily Quota 2Daily Quota 2

Net Commission Income (NCI)

Revenue - Expenses

Reference / Use Wealth Tracker

SavingsContribution

Annual Quota Weekly Quota Daily Quota

With People I Don’t KnowWith People I Know

Performance Indicator

DebtReduction

- HOUR OF POWER -

Sellers

% $ $

###

(Income Goal Avg. Commission) x Pct. RevenueTotal seller transactions:

Total listings taken:

Total listing appointments:

Percentage of Revenue

AverageSale Price

AverageCommission

Buyers

% $ $

##

(Income Goal Avg. Commission) x Pct. RevenueTotal buyer transactions:

Total buyer appointments:


AverageSale Price

AverageCommission

Leases

% $ $

##

(Income Goal Avg. Commission) x Pct. RevenueTotal lease transactions:

Total lease appointments:


AverageSale Price

AverageCommission

Life favors the speci ic ask and

punishes the vague wish.

TimFerris

How to Get It

Business Process:What process will we follow to generate and convert leads?

Past Clients (PC)

Bulk Mail

Phone Call

Agents

Social Media

Social Media

Investors

PPC

In-Person Meeting

For Sale By Owners (FSBO)

Print Media

Video Message

Make Me Move (MMM)

Online Profiles

Online Leads

Landing Pages

Builders / Developers

Distribution ListSocial Networks

Content Marketing

BanksCenter of Influence (COI)

Bulk Email

Email

Radio Ads

Text Message

Vendors

Open Houses

Personal Note

Clubs / Committees

Door-Knocking

Drip Campaign

Circle Prospecting

Drop-By

Distressed Owners

Committee / Club Meetings

New Construction Walk-Ins

Booths

Conditional Farm

Open Houses

Relocation

Seminars / Webinars

800 Call Capture

Demographic Farm

Sponsorships

Chat Box

Absentee Owners

Networking Events

Expired Listings

Signs / Displays

Voicemail

Websites

Geographic Farm (GF)

Television Ads

Lead

Lead

Lead

SOURCES

GENERATION

CONVERSION

Lead Source:

Lead Generation:

Lead Conversion:

What audience will I target for business?

How will I generate leads from within said audience?

What effort will I make to get appointments scheduled?

• Geographic Farm (GF) - Rolling Mill Estates (500 Residences)

• 24 open houses (OH) (semi-monthly)

• Zillow/Trulia zip code lead follow-up plans • Zillow/Trulia zip code lead nurture plans

• FB seller follow-up plan • FB seller nurture plan

• FB buyer follow-up plan • FB buyer nurture plan

• Resident inquiry follow-up plan • Resident seller nurture plan

• OH sign-ins follow-up plan

• Annual community event booth • OH neighbor invites (semi-monthly)

• 24 OH neighborhood previews(semi-monthly) • PTA board meetings • Circle prospecting (3 days/week)

• 12 bulk mailers (monthly) • Community bus. assoc. meetings • Door-knocking (2 days/week)

• Targeted FB videos (monthly) • Community FB group involvement • Purchase Zillow/Trulia leads in GF

• FB home valuation ads (weekly)

• FB home search ads (weekly)

Target Audience

Marketing Plan

Follow-Up Plan Nurturing Plan

Networking Plan Prospecting PlanAdvertising to create awareness & consideration

Repeated communication with non-responsive leads aimed to elicit conversation Repeated communication with responsive leads aimed to set appointments

Socializing to foster referral-producing relationships Contacting a group of people in search of leads

How to Get It

Lead Source:

Lead Generation:

Lead Conversion:




• 24 open houses (OH) (semi-monthly)

• Reference / use referral/repeat lead follow-up plan • Reference / use referral/repeat nurture plan

• 1 holiday event (annually) • 4 personal phone calls (quarterly)

• 2 FB touches (semi-annually)

• Past Clients + Center of Influence (PC/COI)

Target Audience

Marketing Plan





How to Get It

• 24 OH neighborhood previews(semi-monthly)

Lead Source:

Lead Generation:

Lead Conversion:




Target Audience

Marketing Plan





How to Get It

What gets scheduled - gets done.

MichaelHyatt

Optimal Day:What does my perfect day look like to carry out this plan?

Time

4 AM

5 AM

6 AM

7 AM

8 AM

9 AM

10 AM

11 AM

12 PM

1 PM

2 PM

3 PM

4 PM

5 PM

6 PM

Activity Description

When It Happens

Optimal Week:What does my perfect week look like to carry out this plan?

Time Sunday Monday Tuesday Wednesday Thursday Friday Saturday

4 - 6AM

6 - 8AM

8 - 10AM

10 - 12PM

12 - 2PM

2 - 4PM

4 - 6PM

6 - 8PM

8 - 10PM

When It Happens

Activity Schedule:What marketing will I do to generate leads?

Prep/Start

12/26 1/1 Bulk email: “New Year; New Market” PC/COI 400 40%+ open rate Email Open rate + forwards $25

1/1 1/2 Facebook (FB) seller valuation ads GF 500 10+ seller leads FB boost/Landing page Clicks + completions $100

1/1 1/2 Facebook (FB) home search ads GF 500 10+ buyer leads FB Boost/IDX Site

Clicks + new accounts $100

1/3 1/7 Neighbor OH preview (lunch/brunch) GF 500 10+ neighbor sign-ins Event Attendance $250

1/3 1/7 Open house (OH) GF 500 10+ buyer sign-ins Event Attendance $100

1/1 1/8 Bulk mailer: “Winter-selling tips” GF/PC/COI 900 10%+ ULR visits Postcard Calls + URL visits $250

1/8 1/9 Facebook (FB) seller valuation ads GF 500 10+ seller leads FB boost/Landing page

Clicks + completions $100



1/4 1/11 Targeted FB video: “Market update” GF/PC/COI 900 1,000+ views Video/FBBoost

Likes, comments + shares $100

1/9 1/15 Bulk email: “Open house invitation” PC/COI 400 40%+ open rate Email Open rate + forwards $25





1/17 1/21 Neighbor OH preview (lunch/brunch) GF 500 10+ neighbor sign-ins Event Attendance $250

1/17 1/21 Open house (OH) GF 500 10+ buyer sign-ins Event Attendance $100

1/15 1/22 Bulk mailer: “Proof of success” GF/PC/COI 900 10%+ ULR visits Postcard Calls + URL visits $250





1/18 1/25 Target FB video: “Home-seller tips” GF/PC/COI 900 1,000+ views Video/FBBoost

Likes, comments + shares $100





Live/Due Audience(s) Format BudgetReachActivity Description Objective Metrics to Measure

Marketing Tracker

Activity Schedule:What marketing will I do to generate leads?

Prep/Start Live/Due Audience(s) Format BudgetReachActivity Description Objective Metrics to Measure

Marketing Tracker

When your why is big

enough, you will ind your how.

LesBrown

Driving Force:What are my reasons for carrying out this plan?

WHY

If I Succeed If I Fail

Why You Want It

Personal Stability:How do I rate the state of my preparation to carry out this plan?

Where to Improve

Personal Development:What projects or trainings need to happen to improve myself and my business?

January

April

July

October

February

May

August

November

March

June

September

December

Where to Improve

Success Summit

Sales Edge

Elite+ Retreat

By Design

There is no magic in magic.

It’s all in the details.

WaltDisney

Past Transactions:Where have previous transactions come from?

Transaction Tracker

Personal Expenses:What is the carrying cost to operate my life?

Expense Tracker

Professional Expenses:What is the carrying cost to operate my business?

Expense Tracker

Net Worth:What is the value of everything I own minus my debts?

Wealth Tracker

Weeks Worked: total number of calendar weeks less any time off (e.g. planned vacations, sick days, et al.)

Days Worked: total number of calendar days less any time off (e.g. planned vacations, days off, sick days, et al.)

CY: current year

FY: future year

Distribution List: an acquired list of individuals (names, emails addresses, or other form of contact) to whom marketing communications are able to be sent (e.g. the purchased database of a colleague)

Conditional Farm: a targeted list of individuals (names, emails, addresses, or other form of contact) to whom marketing communications are able to be sent (e.g. just-listed/just-sold campaigns or mid-century modern property owners)

PPC: pay-per-click advertising (e.g. Google Adwords, Facebook Ads, et al.)

Hours of Power (HOP): an approximate hour during which one has conversations with people he/she knows and people he/she doesn’t know, subject to daily quota of needed conversations per transactions goal.

Good Debt: an investment that will grow in value or generate long-term income.

Bad Debt: debt incurred to purchase things that quickly lose their value and do not generate long-term income.

Terms Glossary

5 Step Coaching System

1

2

34

5

Raising the level of success by empowering agents to build businesses that are repeatable and scalable.

Define Your Ambition & Goals

Establish Where You Are & What Holds You Back

Remove Barriers & Design a Plan to Close Gaps

TrackingTraining

Accountability

Re-AssessEvaluateAdjust

5 Disciplinesof

Execution

8 Levelsof

Performance8 Levels of Performance8. Exit / Succession Plan7. Extend Cash Cow6. Team Outproduce Me5. Grow Team4. Hire an Assistant3. Consistency & Conversion2. Diversify L.G./Plan/$Increase1. No Budget or Leads

1. Have a W.I.G / Rally Point

2. Act On Your KPIs

3. Scoreboard

4. Cadence of Accountability

5. Celebrate Success

FOR AGENTS

www.xclusivehomesrealty.com

By Tom Ferry

Documents

BUSINESS PLAN - Trainingtraining.xclusivehomesrealty.com/wp-content/...For your personal stability section, rate yourself in each of the six categories with either poor, fair, good