How To Set & Reach Your Brokerage’s Goals By Acting Like A Sports Franchise

When you're turning a page with your company and saying, “We want to take our business to the next level. We want to grow. We want to have a year of growth,” what does that actually mean in practical terms? How do you put that into motion in a real, meaningful way?

The first step is to set goals for your firm. You need recruiting goals. You need listing goals. You need sales goals, and you need closing goals.

The recruiting goals fall squarely on your shoulders. You have to figure that out. You have to dive in and work a system, a program, a path to performance. We give you that through the brokerage coaching we offer.

But the other three goals—sales goals, listing goals, and closing goals—are the responsibility of the entire team.

It still falls on your shoulders as a leader, but it also falls on the shoulders of everyone who works for you.

Here’s what you should do, and what most brokers do not do. You need to ask, “What is our closing goal? What are we trying to do on a monthly basis?”

Let’s say the goal is to close 30 transactions a month. Not just to pay the bills—that’s not the goal. The goal is to make a profit. Thirty closings creates a profit.

Once that goal is set, you back into it. If we want to close 30 transactions, we need to take 20 listings and create 20 new pending transactions per month.

These are the goals you need to say out loud in an office meeting.

You say, “Guys, I’ve reset the goals for the new year, and we can’t hit targets we don’t have. So I’m putting targets in front of all of us. Here are the goals for the company.”

Then you personalize the goal. You say, “What that looks like for us individually is that every agent needs to do one listing and one sale per month. Some of you will do far more. Some of you will do less. But that’s the average we’re shooting for.”

And if someone says, “Hey, I’m not hitting that mark right now,” and they need help, you offer one-on-one coaching. You get them into a position where they’re performing at a higher level than they ever thought possible.

“I’m here to help you. I’m here to support you. I’m here to be your cheerleader. Let’s go to work together.”

Then you monitor performance and speak to it every month.

If you’re getting close—maybe you’re at 25 deals and the goal is 30—you talk about it. “Hey guys, we’re at 25 sales. We can get to 30. Let’s push.”

You don’t beat people with a stick if you don’t get there. You reward the effort and say, “We almost got there. We’re very close. Let’s push harder next month.”

If you do hit that 30-deal goal, you celebrate it. You throw a party. You host an event. You make it a big, rewarding experience for the entire team.

This is how you create repetition. We treat our team the same way you treat a sports team.

We reward performance, and we set targets so we can hit those targets.

That’s the first thing I recommend you do when you reset your goals for the new year: set clear targets so everyone knows what the expectations are.

When there are no expectations, performance falls. What happens is a sinking level of mediocrity. No goals get set, so people just phone it in.

Agents need direction. They crave leadership. That’s what they want from you.

If you’re looking to join a brokerage coaching program and want help on the recruiting side—and also want help creating a more profitable company—sign up for a discovery call with me here.

It’s 30 minutes, you’ll work with me directly, and we’ll walk through what we do to help brokerages become very profitable in a short period of time.

Join me over there. I’d love to have that conversation.

Have a great day, and good selling.