Business Planning_C21 University

VIRTUAL

Century 21 ® Notices Non-Mandatory Learning - As an independent contractor sales associate affiliated with a CENTURY 21 ® franchised office or a CENTURY 21 franchisee, you have a variety of resources, tools, technologies and educational opportunities available to you. The educational materials, programs, or meetings are not mandatory. This document may contain suggestions and best practices regarding specific issues you may encounter for you to use at your discretion. Affiliation/Recruiting - Nothing in this document is intended to create an employment relationship with you and Century 21 Real Estate. Any affiliation by you with a CENTURY 21 franchisee is intended to be that of an independent contractor sales associate. Third-Party Materials or Video - Use of materials drafted by a third party and any related program or meeting are not mandatory but instead are completely voluntary for you to use at your discretion. Furthermore, any statements in third-party educational material or made during any related program or meeting are not those of Century 21 Real Estate. Any videos contain suggestions and best practices about specific issues you may encounter for you to use at your discretion to assist you in your career as a real estate sales associate. The views expressed in any program videos produced by independent third parties are not necessarily the views of Century 21 Real Estate. Please note that any opinions, comments, or advice expressed by speakers or bloggers are their own and do not necessarily reflect the positions of Anywhere Real Estate Services Group LLC or its affiliates. If you are attending a live program, the facilitator or presenter of the program is not an employee of Century 21 Real Estate. Century 21 Real Estate provides materials to the facilitator or presenter as a guide for addressing the particular subject matter. Century 21 Real Estate does not require the facilitator or presenter to follow the materials verbatim. Any presentation attended by you may contain information, anecdotes, or other material that has not been preapproved and is not endorsed by Century 21 Real Estate. Each office is independently owned and operated. Copyright - CENTURY 21 ® and the CENTURY 21 Logo are service marks owned by Century 21 Real Estate LLC. © 2021-2022 Anywhere Real Estate Services Group LLC. All rights reserved. License - Subject to the Terms of Use, Anywhere Real Estate Services Group LLC hereby grants the user of these materials a non-exclusive, non- sublicenseable, non-transferable right to access and use these materials solely for purposes of educational advancement in connection with real estate brokerage and related activities of Century 21 Real Estate LLC. The participant is permitted to access and use the learning materials only for so long as the participant is affiliated with Century 21 Real Estate LLC. The participant shall not reproduce, alter, adapt, modify, display, perform, distribute or make derivative works of the learning materials, in any medium now known or hereafter developed, without written permission from Anywhere Real Estate Services Group LLC. The participant agrees that Anywhere Real Estate Services Group LLC solely and exclusively owns the learning materials and will continue to own all right, title, and interest in and to the learning materials. The participant will not challenge said ownership, and agrees that no title or ownership in the learning materials or any associated intellectual property rights embodied therein is transferred to the participant under the Terms of Use. Scripts - Any sample dialogue or script contains suggestions and is not intended to be used verbatim. The sample dialogue is designed to offer you suggestions for what you might say in some of the most common situations you may encounter as a real estate agent. These words are only a guide, however. The most effective dialogue will be the one that is authentically your own. You are encouraged to review these sample dialogues if you believe they may be helpful and to think about how you would present these resources when the opportunity arises in your real estate business. You should always revise any sample scripts to ensure they are factually accurate. General Guidelines and Reminders - Century 21 Real Estate fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each affiliated sales representative and broker is responsible for complying with any consumer disclosure laws or regulations. Each office is independently owned and operated. Wire Fraud - Wire fraud scams continue to affect the real estate industry. Given the ongoing risks of wire fraud previously shared by the Federal Trade Commission and the National Association of REALTORS ® , it is imperative that brokers and agents continue to be vigilant to this very real threat. Advertising Guidelines - Claims in advertisements should be truthful, should not be deceptive or unfair, and should be fact-based. Do Not Call Registry - The FTC’s Telemarketing Sales Rule helps protect US-based consumers from fraudulent telemarketing calls and gives them certain protections under the National Do Not Call Registry. Companies also need to be familiar with rules banning most forms of robocalling. If you or someone working on your behalf is telemarketing, know the dos and don’ts before you plan your strategy. Similar laws may apply outside of the United States, including, but not limited to the CAN-SPAM Act, by way of example. • Before making a sales call, you or a third-party vendor you hire should determine whether the consumer’s phone number has been included on the National Do Not Call Registry and your company-specific Do Not Contact list. We recommend that you speak to your broker about compliance with these rules. • Any sales calls or communications to consumers must follow the requirements of the Telephone Consumer Protections Act (“TCPA”), state, and local telemarketing laws, including but not limited to requirements that messages or calls may not be sent using an automatic telephone dialing system or an artificial or prerecorded voice, unless you have express written consent from the consumer. • We recommend that you review your local MLS rules and regulations regarding the proper use of listing data for other commercial purposes such as soliciting new clients or contacting expired listings. Website Considerations - If you have a website, you may consider Privacy Policies about how you intend to use any data you might collect over the Internet, and incorporating terms of use. Copyright and Trademark Issues - Be mindful of using materials including but not limited to photos, videos, and music that may be copyrighted or trademarked. You must obtain permission to use any copyrighted or trademarked materials before using them. General Guidance - The information herein is intended for informational purposes only and is not intended, nor shall it be deemed, to provide or offer legal or financial advice or guidance. We recommend you consult with your own advisor when dealing with any of the issues visited herein.

Contents ONE: FOCUS......................................................................................1 What Do You Bring to the Table?...........................................................................3 Building Your Business, Building Your Life.............................................................5 Building Your Business, Designing Your Plan......................................................11 TWO: TACTICS & TOOLS................................................................17 Let’s Get Planning!...............................................................................................19 Achieve Your Plan................................................................................................23 THREE: LOOK FORWARD...............................................................35

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ONE: FOCUS

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VALUE PROPOSITION: A promise of value to be delivered, communicated, and acknowledged; the customer’s belief in how the product or service will be delivered, experienced, and acquired.

ONE: FOCUS

What Do You Bring to the Table?

What you know now and what you are doing today will not get you to the next level.

We are about to make some big assumptions that you are here today… • …because you see your real estate practice as a business. • …to learn the skills to take your business to the next level of success. • …to get where you want to be through attitudes, systems, and tools.

So, who are you and what value do you bring to your customers?

“Hi, my name is ______________ and I _______________.”

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“You read a book from beginning to end. You run a business the opposite way. You start with the end, and then you do everything you must to reach it.” –JESSAMYN WEST, American Author

ONE: FOCUS

Building Your Business, Building Your Life You got into real estate because you saw an opportunity, and you are here today to learn more about how to grow your real estate career into a business that thrives. Take the first step right now and agree that what you are doing is more than selling houses, it is building a business.

“I am an entrepreneur. I work in real estate and my business affords me an abundant, full, and balanced life.”

Let’s Talk About It! Business Owners vs. Salespeople

• What does it mean to be an entrepreneur? • How does an entrepreneur who runs a business think and act differently from a salesperson? • Think of someone you know who is a leader in real estate. What sets them apart? • …………………………………………………………………………………………………………………… • …………………………………………………………………………………………………………………… • ……………………………………………………………………………………………………………………

The Difference Maker

One of the most important things an agent can do to grow their business is to have a plan. A business plan. In its simplest definition, a business plan sets out future goals and the strategies to achieve them. Most agents in real estate have goals, like financial freedom and being their own boss. Yet, sources in the industry estimate that upwards of 85 percent of agents fail out of real estate in their first years.* The key to success in real estate goes deeper than the goals – it’s the strategies. And in Virtual Business Planning, we take it even further – down to the specific suggested activities you can choose to do on a daily basis to ensure you have longevity. * ©National Association of REALTORS ® ; Ferry International LLC

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Why Business Planning Matters

As a real estate business owner, business planning plays a crucial role in helping you focus on the goals and necessary activities to: • Stabilize your business and income • Build that stable business to whatever level you want to achieve

Question: Which curve best represents the current state of your business?……………………………………..

ONE: FOCUS

Turning Your Financial Plan into an Action Plan As we discussed, there are peaks and valleys in many agents’ annual sales cycles. Top agents we researched avoid this by front-loading their pipeline with new leads and doing the daily work of making contacts. By doing so, you have a better chance of converting those leads into sales sooner in the year, and more consistently throughout the rest of the year. Let’s Get Focused

In the “worst” seasons of the year – typically the winter months – houses still sell. Between the years of 2008-2011 – also known as the worst real estate market in history – millions of homes still sold. In fact, even in the “worst” seasons of the worst real estate market in history, homes still sold . Source: ©National Association of REALTORS ® 2020 U.S. Existing Home Sales (NSA) 2005-2020. Used with permission. All rights reserved.

2005-2020 (NSA)

WHY? Even at those times when there aren’t as many, there are always sellers who need to sell, and buyers who need to buy. YOU CAN ASK YOURSELF: “Do I win enough of the available sellers and buyers in the ‘worst’ months? Why or why not?” ANSWER:

THINK

Imagine a factory owner who says, “I don’t have time to order stock for my winter inventory right now, I’m too busy delivering my products to retailors this summer.” What happens to that factory in three months? No stock = no product. It’s the 100-Days Effect!

ONE: FOCUS

The 100-Days Effect Who gets the buyers and sellers in the “worst” months? The agents who win them are the ones with a pipeline of business that flows throughout the year…and that doesn’t just happen. It takes planning and preparation. This is the 100-Days Effect. The specific length of time on the pathway to productivity is dependent on markets and quality of leads. However, the National Association of REALTORS ® (NAR) tells us that the real estate average lead time is approximately 100+ days. If an agent stops putting leads into their real estate factory, 100 days later, they can expect to have no closings and no commissions.

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Building Your Business, Designing Your Plan Before planning for growth or scaling your business, stop for a moment of self-awareness and bring some clarity to the most fundamental elements of your business – why you are an entrepreneur in real estate. Your Mission

In its essence, a mission statement answers these 3 questions: 1. What do you do? 2. How do you do it? 3. What value do you bring to your customer? Your Vision

A mission statement gets things done, but a vision statement creates the narrative. Vision statements should be inspiring. After all, this is the reason you get up in the morning— why do you do what you do? Here are some common attributes of vision statements to help you get started on yours: • Short • Succinct

• Future-focused • Values-based • Memorable • Inspiring

Your Values

What we believe in. Values are what we believe in—personally and professionally. These all weave together to become your Value Proposition. • Trust • Reliability • Transparency

• Honesty • Integrity

• Commitment • Connection

ONE: FOCUS

MISSION STATEMENTS

SONY’S MISSION STATEMENT At Sony, our mission is to be a company that inspires and fulfills your curiosity. Ground-breaking new excitement and entertainment in ways that only Sony can. Everything we do is to move you emotionally. PATAGONIA’S MISSION STATEMENT Build the best product, cause no unnecessary harm, use business to inspire, and implement solutions to the environmental crisis. SPOTIFY’S MISSION STATEMENT Give people access to all the music they want all the time—in a completely legal and accessible way. SPACEX’S MISSION STATEMENT SpaceX was founded under the belief that a future where humanity is out exploring the stars is fundamentally more exciting than one where we are not. Today, SpaceX is actively developing the technologies to make this possible, with the ultimate goal of enabling human life on Mars. PREZI’S MISSION STATEMENT To reinvent how people share knowledge, tell stories, and inspire their audiences to act. AMAZON’S VISION STATEMENT Our vision is to be Earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online. DOCUSIGN’S VISION STATEMENT DocuSign’s vision is to empower companies to keep business digital. LYFT’S VISION STATEMENT Ride by ride, we’re changing the way our world works. We imagine a world where cities feel small again. Where transportation and tech bring people together, instead of apart. We see the future as community- driven and it starts with you.

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Let’s Do This!

SHARE YOUR VALUE Sketch out the beginnings of your mission and vision statements. Then, when you include your values, these three will help you write a value statement.

MISSION

VISION

VALUES

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“Today is only one day in all the days that will ever be. But what will happen in all the other days that ever come can depend on what you do today.” –ERNEST HEMINGWAY, American Literary Giant

ONE: FOCUS

Three Attitudes of a Real Estate Business Leader

Through extensive research with top agents, we have identified certain strategic mindsets that set them apart as top producers in the CENTURY 21 ® System.

1 2 3

Real estate is a business and my role is an entrepreneur.

Today’s activities will impact all my tomorrows.

Failing to plan is planning to fail.

Internalize the Attitudes

Agents who have internalized these three attitudes can scale their businesses to reach their goals this year, and determine their future goals as well. Where You Are Now What attitudes of a business leader do you already possess? Throughout the day, identify where you can improve upon your existing strengths and bolster the areas where you need an attitude boost. Rate yourself using a scale of: 1 = not me at all to 5 = this is me every day.

ATTITUDE

RATING

1 2 3 4 5

Real estate is a business and my role is an entrepreneur.

Today’s activities will impact all my tomorrows.

1 2 3 4 5

Failing to plan is planning to fail.

1 2 3 4 5

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TWO: BEST PRACTICES TACTICS & TOOLS

TWO: BEST PRACTICES – TACTICS & TOOLS

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TWO: BEST PRACTICES – TACTICS & TOOLS

Let’s Get Planning! We are going to begin our business planning by first establishing what you want the outcome of your business to be – the financial goal of your business. Once you understand the financial picture, you can build a strategic plan forward. The My Business Planner is designed to help you develop a tailored plan for achieving your goals. Using the planner, you can quickly and easily understand: • Your business and personal expenses. Determine your breakeven point – the minimum you can earn to comfortably cover all your bases. • Your personal goals for the year. What do you need to earn to live the life you want for yourself and your family? • Your 1-year, 3-year, & 5-year goals. Calculate exactly what it will take to reach long-term goals, because if you don’t know where you’re going, you’re never going to get there! • Your production. Discover what it takes to achieve your overall financial goals for your business. • Your activities. Where will you get the most return on your time and efforts to achieve that production? • Your time. Figure out how many working hours it will take you to live the life you want to live and achieve your goals.

MY BUSINESS PLANNER

Take a moment and envision your best year next year. What does it look like?

……………………………………………………………………………………………………………… ……………………………………………………………………………………………………………… Now, let’s create a plan to make it all happen! Close your books and let’s continue in the My Business Planner to get started.

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Let’s Do This!

ACHIEVE YOUR 1-YEAR, 3-YEAR, 5-YEAR BUSINESS PLAN You know what you want your goals for next year to look like based on where you are now. From the Calculator, you have a good projection of the work it will take to get there. Now, take those numbers and plug them into a 3 and 5-year growth plan. 1. Think back: how has your income grown over the past couple of years? Use your past growth or choose your own annualized percentage growth target. You can use My Business Planner to see what it will take to grow your business over the next three and five years. 2. Complete the calculations in the table below to reveal your projections of goals and activities over the next 5 years growing your business. Use the business planning Calculator to estimate these projections.

NEXT YEAR

3 YEARS FROM NOW

5 YEARS FROM NOW

Topline number / Annual goal

Number of transactions you need to close

Number of appointments you will need

Number of daily contacts

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Achieve Your Plan

Congratulations on creating your financial plan! Business planning is not a calculator. It’s thinking strategically about your business and keeping, meeting, and exceeding the goals that you have set, and staying accountable to your plan. Now that you know where you want to be in five years, let’s talk about how to get there.

1. Be Accountable One of the best ways to stay on track with your goals is having someone who can help you stay motivated to reach your goals. Brokers or managers are ideal resources as they understand more than most people where you might be struggling and have some insights to help you reach your goals and your team potential.

DISCUSS

Staying motivated is key to being successful in real estate. Being accountable for meeting your goals is an important part of staying on track.

Share the strategies that have been most effective for staying motivated and being accountable.

OTHER IDEAS? Coaching: Regular meetings with a trained coach can keep you on your path to success, helping you track your activities and then stay or get back on track by leading you through a process of self-discovery to uncover the strategies that work for you. Their experience can also be your guide through the “I did this, and it didn’t work” or “Here’s what I did, and it worked” methodology. Weekly meetings are recommended; however, you are free to meet at an interval that works for your business. Mentoring: Regular meetings (weekly or monthly is recommended) with a mentor will help you track your activities. And, as with coaching, a mentor’s experience can be a timely and relevant resource as they are peers with experience in the same markets and have access to the same tools and resources as you. Peer Group Masterminds: Regular meetings with a group of peers with the same goals and level of production are useful brainstorming sessions where the collective wisdom will uncover answers and lead to results.

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TWO: BEST PRACTICES – TACTICS & TOOLS

2. Practice the Art of Self-Forgiveness

Finding the balance between our work to create an abundance of resources to fuel our lives, and ensuring that we have the time necessary after that work to live an amazing life, can be a struggle. There is no magic key that will allow you to solve this challenge once and for all. The two competing priorities, time and money, are constantly in a state of dynamic tension.

WHY?

As a business owner, living in a healthy balance between these two competing forces requires constant examination and planning.

QUESTIONS: How is your work-life balance? Did you miss the last recital or game?

When was the last time you went out with friends who weren’t buying or selling a house? What would your friends and family say about your work-life balance?

ANSWERS:

If you don’t make your daily goal, then practice the art of self- forgiveness and make tomorrow count. Tackle the activities you know will lead to results. Those investments in your business really add up.

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SPHERE OF INFLUENCE: The people who know you and know you are in real estate, and trust and admire you. Properly managed contacts with your SOI yield the highest return on effort, giving you greater control with whom and how you work. This business asset is completely unique to you. FSBOs: For Sale by Owner (FSBO) are sellers who are choosing to sell their property without hiring an agent or broker to facilitate the sale. When it comes to finding “now” business, FSBOs have raised their hands to let you know they have already decided to sell, and they want to do it right now. EXPIREDs: Properties that did not sell during their listing contract—usually between 90–180 days, or that were canceled or withdrawn from the market before expiration. Both are good sources for now business because, many times, the reason for selling still exists, and in some instances, may even be greater. FARMING: The cultivation of leads in a specific neighborhood over time through prospecting and marketing activities. By specializing in a particular location or with a particular group of people, you can generate much better results than if you were broadly trying to cover your entire market. OPEN HOUSES: Weekly opportunities to lead generate with Open House visitors as well as opportunities to “circle prospect.” Open Houses are a win-win—you are satisfying an existing seller while also acquiring additional buyer and seller leads. CIRCLE PROSPECTING: Time-bound marketing and prospecting of just listed, pendings, just sold, and Open Houses in targeted geographic areas around specific listings.

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3. Follow Your Path of Least Resistance Are you taking the easy way or the hard way when it comes to generating leads? Let’s look back at the bottom portion of the Goals tab in the My Business Planner . Of your current lead generation methods, what has the best yield for you? We studied the business of top agents to share with you their conversion rates as a benchmark for your own rates. Our study showed the conversion rates below. Top agents use several leads generating activities to build a comprehensive book of business. There is no single method that yields the greatest results.

CONVERSION RATE BENCHMARK STUDY RESULTS

SOI

4.5%

(SOI Contacted to Closed Transaction)

FSBOs

25.5%

(FSBO Seller Contacted to Closed Transaction)

Expireds

2.3%

(Expired Seller Contacted to Closed Transaction)

Geographic Farm

0.6%

(Farm Resident Contacted to Closed Transaction)

Circle Prospecting

1.4%

(Contacts to Closed Transaction)

Open Houses

12.0%

(Open House Held to Closed Transaction)

Source: 2018 Anywhere Real Estate (formerly Realogy) Leads Survey, self reported data submitted from Anywhere Agents

Let’s Talk About It!

SHARE YOUR THOUGHTS In your market, and leveraging your strengths, what will be your path of least resistance to reaching the goals you have set for your business to bring in new leads each and every day? Why?

CONTACT A face-to-face or voice-to-voice conversation with someone whose contact information is in your database. The person you are speaking with knows that you are in real estate, and when you speak, you ask for their business or a referral. A contact should be someone whom you have included or can include in an appropriate REALationship Builder campaign.

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4. Focus on the Moneymakers

As a successful agent, you undoubtedly excel in key areas of your business. These are your core strengths and are what bring the rain. For example: • Lead generation • Listings Presentations and Buyer Consultations • Negotiating • ……………………………………………….. • ……………………………………………….. • ……………………………………………….. It’s important to focus on these activities as they are what contribute most to your business’ growth. These activities are your moneymakers!

THINK

BE STRATEGIC. As you assign your 168 Hours in the next exercise, remember that your moneymakers take priority over other tasks.

TWO: BEST PRACTICES – TACTICS & TOOLS

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TWO: BEST PRACTICES – TACTICS & TOOLS

5. Allocate Your Time Wisely

Use the 168 Hours tab in the My Business Planner for this exercise to take a deeper look where you are spending your time. • Fill in your weekly inventory of activities you need to consider with the average time spent calculated in the 168 Hours tab of the My Business Planner . This table can help you consider the feasibility of your goals, whether you choose to work solo or as part of a team. When you add information about how you choose to allocate your time among different activities, the table auto-populates certain fields based on the information you provided in other tabs. When you add information about the time you choose to spend on different activities, the table will calculate how that time adds up on a weekly basis. You can then translate those figures into the exercise below. • To focus on your moneymakers, determine what other tasks you can hand off. Mark the number of hours in the appropriate column. – BROKER: What resources, services, and tools does your broker provide that you can better utilize to hand-off some of your non-moneymakers? Have that conversation! – SYSTEMS: Are there systems or technologies that you could leverage to maximize your time and become more efficient in parts of your business? – PEOPLE: How about adding an administrative assistant, closing company, or buyers’ agent to have more life? Are there people you could add to your team or to create a team? • Tally the total hours you currently spend in Line A. Total Time Per Week. • Tally all of the hours in the Broker , Systems , and People columns and mark that down in Line B. Total Hours You Can Hand Off. • Subtract Line A. Total Time Per Week from Line B. Total Hours You Can Hand Off to arrive at a new weekly total of hours spent.

ACTIVITY

TIME SPEND

BROKER SYSTEMS PEOPLE

A. TOTAL TIME PER WEEK B. TOTAL HOURS YOU CAN HAND OFF A - B = YOUR NEW TIME SPEND PER WEEK

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TWO: BEST PRACTICES – TACTICS & TOOLS

My Reality

You are where you are today for a reason. Rate where you currently feel you are today for the following mindsets and actions, 1 (just starting) to 5 (mastered).

RATING

I am ready to get down to business and start hitting these new goals I just planned out.

1 2

The 1-year, 3-year, and 5-year goals I’ve set are realistic and because of my strategic plan I will be able to accomplish them.

1 2

I know my lead generation activities have me on the path of least resistance, with the greatest return on my investment of time, based on my conversion rates. Based on the 168 Hours calculation, I’m ready to realign my time by accessing other resources or growing a team to achieve better balance in my life.

1 2

Let’s Get Real

What is the biggest area of struggle in what you read above? Where are the biggest opportunities? Why?

TWO: BEST PRACTICES – TACTICS & TOOLS

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THREE: LOOK FORWARD

THREE : LOOK FORWARD

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THREE : LOOK FORWARD

Mark Your Accomplishments

You have achieved so much in just one day! Mark off your accomplishments, and if you are not fully confident yet, jot down your next steps to get there.

YES!

NOT YET

I think like an entrepreneur who runs a business.

My Business Planner is to be used year after year or to assess my business as it changes.

I have a 1-year, 3-year, and 5-year plan.

My 168 Hours are precious, so I make the most of the time I have.

Let’s Talk About It!

SHARE YOUR THOUGHTS What are your next steps in accomplishing the goals that you set for yourself today?

Today’s Takeaways

What are you going to do differently based on what you learned today?

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