On this edition of “Keeping it real,” a recurring series on Inman, Peter Lorimer discusses the importance of setting goals and how to achieve them. Listen in as Lorimer shares the techniques he used while climbing to the top as a successful record producer and how he continued to use them while becoming an equally successful real estate entrepreneur.

“Goals are an integral part of who we are as business people; love them or hate them, they are a necessary evil,” Lorimer said. “When used in a more constructive manner, as opposed to destructive one, they can become powerful allies.”

A question Lorimer is continually asked in business is, “How do you set goals in real estate and achieve them?”

Setting goals are paramount, but it’s more about setting the right ones. Strictly setting financial goals can be hollow, and it’s a perfect setup to fail. If you don’t hit the exact number or don’t make the exact number of deals you had in mind, you begin to lose steam and drift.

“The only thing that you are 1,000 percent in charge of is the work that you put out,” he said.

So, the key is to set goals you can control:

  • How you market
  • How many people you see a day
  • How you budget your time
  • Researching
  • Putting what your clients want first and what you want last
  • Making yourself indispensable

“The secret is knowing what we have control over, digging in and working as hard as we possibly can,” Lorimer said.

Peter Lorimer is the CEO of Beverly Hills, California-based PLG Estates.

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