Real estate business

The Importance of Vision When Setting Real Estate Business Goals

It’s still early in the year. Have you defined your real estate business goals? If so, did you consider your overall vision when doing so? What is easily overlooked in the process is the importance of the big picture. When setting goals, the brokerage or team leader’s vision has a significant impact, and the importance of sharing that vision with team members is just as important as any goal. -same.

Since the goal is the tangible, action-based measure of success toward achieving the overall vision, it’s important that your team members know how and why the set goals will benefit everyone involved. In addition, it gives an overview of the overall picture.

Think of a vision as the direction of the overall brokerage or agent business, while goals are the checkpoints along the way.

In theory, this all sounds good, but how do you translate theory into success, especially in tough times? In fast-paced environments, it’s easy to lose motivation, inspiration, and hope when it comes to setting and, most importantly, pursuing real estate goals. And, as we enter a new year on the calendar, we often bring many of the same challenges encountered over the past two.

Overcoming Goal Setting Challenges

To overcome this obstacle, it is imperative to reflect and ask yourself some important questions. What worked last year? What went wrong? And what worked but probably doesn’t work anymore? Assessing and identifying the ways we have been able to improve and move the needle gives us the opportunity to consider what we can keep moving forward with in 2022 and what to leave behind.

Or, as I often ask, “Where do we find better ways?” This is also when intentionality kicks in. If you continue to focus on setting and executing intentional goals and making small improvements each day, you will see positive results.

Here are three steps to begin intentionally setting goals that lead to success:

  1. Clarify what to focus on that aligns with your overall vision, values, and priorities. When it comes to intentional real estate goal setting, it’s important to be specific and ensure your goal is relevant to your brokerage’s overall vision and priorities.
  2. Make small, impactful decisions consistently to create forward change over time. Making decisions as small as they may seem will create positive habits over time and as such will set the stage for progress in a positive direction and forward momentum. It’s no secret that to build momentum, we need to make a conscious, action-based effort toward our goals and do it consistently. It is only by taking intentional and focused action following positive habits that we create momentum that supports our set goals becoming reality.
  3. Work smarter, not harder. Finding a better way doesn’t mean finding a whole new way (unless that might be the best solution), but rather take an honest look at what doesn’t work anymore, then delete, realign, or modify what doesn’t. It requires staying open to a new way of doing things and taking the time to constantly measure and reassess. As Albert Einstein said, madness does the same thing and expects a different result. Or in other words, for things to change, we have to change and find better ways – organizationally, professionally and personally.

A common misconception when setting intentional real estate goals is to think that there is only one way to achieve the set goal, or to let your expectations get the better of you. To be effective as a broker, team leader or agent, it is important to realize that what we think is the best way, the best decision or the best process may turn out not to be. And that’s okay. In fact, when we find a better way to engage others, it’s often a lot more fun on the road to success, too.

Marion Weiler is Brokerage Growth Strategist and CEO of Weiler International LLC

This column does not necessarily reflect the opinion of the editorial department of RealTrends and its owners.

To contact the author of this story:
Marion Weiler at

To contact the editor responsible for this story:
Tracey Velt at

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