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Part of running a successful business is paying attention to what works and what doesn’t. A lot of this can be accomplished through the formal process of business planning.
This is a great way to set goals and develop the path to meet those goals. And while the majority of business plans focus on market data, performance metrics, and improvement targets, I’ve learned over the years — both in my first career as a corporate performance consultant and in my second career as a real estate broker — that some really important tactics are not purely numbers-driven. For me, that includes communication, culture and self-care.
Ready to reset your business plan for the spring market and the rest of 2025? Here are four things that I’m focusing on as we gear up for a successful year.
Talk among ourselves
As one of the fastest-growing brokerages in Houston, Texas, we are welcoming new agents every month, so it’s been important to keep everyone connected. We know we’re going to continue to add to our agent roster in the coming year, so we are committed to continuing communication with the company at every level.
From annual business planning and goal-setting meetings to coaching and accountability sessions, guided mentorship programs for our new agents, coffees with me, sales meetings and even happy hours, communication is a bedrock for our company. All that talk goes a long way in helping us walk our talk, which relates to our culture.
Soak up some culture
I consider myself so lucky to have a number of people who have been with me in the business from the very beginning. I call them my “Day Ones,” and they are critical to reinforcing and maintaining the supportive culture and sense of community we pride ourselves on. I call it our tribe — a place where we can all lean on each other. We create an environment where we have permission to be successful and where we have permission to ask for help.
Real estate can be an extremely lonely way to make a living, and I don’t want people to fail because they are isolated. When you are surrounded by people who are succeeding together, it can be motivating.
We have monthly contests to inspire competition and to push each other. Last month, we concluded our “Four More in ’24” challenge, which encouraged agents to do four more deals than they did last year. I’m thrilled to report that six of our agents achieved that goal.
Be basic
I’ll be the first to tell you how much I love the way technology has made life easier on so many fronts — especially marketing. But my money is always on the back-to-basics, belly-to-belly kind of marketing.
From drive-bys, CMA drop-offs, personalized mailings and hyperlocal promotions, I stress to agents the value of combining online marketing with offline, in-person efforts in creating the perception that you are literally everywhere.
That perception goes a long way when you commit to making five calls a day, five days a week for 50 weeks. Of those 1,200 calls, say you have 150 conversations. If you figure a 5 percent to 6 percent conversion rate, that means you have the potential to close eight to 10 deals per year. Doesn’t get any more basic than that.
Self-care for the win
Real estate can be challenging on so many fronts — for both new and experienced agents. I have found that a simple check-in with an agent goes a long way. It’s as easy as, “Hey, I don’t want to talk shop, I just want to see how you’re doing.”
Whether they come sit on the couch in my office (not kidding) or engage me on the phone, this is a time for them to be in touch with how they’re holding up.
It’s really easy to burn out in this business, so I have found that helping agents to avoid distractions can help them be less overwhelmed. That in turn leads to feeling more confident and paving the way for a mindset of success.
I’ll readily admit that there’s nothing complicated or fancy to this plan, but it is based on previous success. I have learned over my career that the more complicated things get the simpler you must keep your ethos. That doesn’t mean that we won’t shift gears or move in a different direction at some point. For now, we are moving into this year not only on a high note, but with high hopes. Here’s to your success in 2025!
Jemila Winsey is broker and co-owner, with her husband, Patrick, of ERA Legacy Living in Houston, Texas.
