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How to Effectively Work Your Game Plan for Commercial Real Estate Brokerage Success

By Jim Gillespie | May 5, 2011

One of the biggest problems facing commercial brokers is that they often get off track from working their game plan. As an example, did you set goals for this year? If you did set goals, did you design a game plan to follow during the year that will have you achieve these goals? And if you did this, how have you done at staying on track and working your game plan during the first four months of this year?

If you’ve stayed perfectly on track, congratulations! But as is the case with so many commercial real estate brokers, I’m guessing you’ve probably gotten off track sometimes during these first four months of the year.

Commercial real estate brokerage is a business where so many things keep coming at you constantly, that it’s easy to get taken off track from working your game plan. You can begin the week with the best of intentions of exactly what you want to get done, and then at the end of the week you can find yourself saying, "Did you get the license number of that truck that just came through here and destroyed everything?"

I remember one day when I was brand new in the business, and around 5:15 p.m. a top broker slammed down his phone, and looked at me and said, "Do you want to know what kind of a day it’s been? The best news I received all day, THE BEST NEWS, was that one of my deals is going to be delayed by 120 days because of financing."

Days like these can really test you as a broker and do everything they can to take you off track. But the better you are at staying on track anyway, despite what’s coming at you, the more successful you’re going to be, and the more money you’re going to make.

Since the nature of our business tends to have a week-to-week feeling around it, setting goals for each week and then holding ourselves accountable for these goals can be a great plan. In doing so, ideally you’ll want your goals for the week to coincide exactly with what you know you must do to stay on track in working your game plan for the year, the game plan that will have you achieve your goals for the year.

What I recommend you do is set the goals you want to accomplish for the week, every week before the week begins, and then focus on accomplishing those goals throughout the week. When you’re planning your week ask yourself, "What goals must I accomplish by the end of the week, to feel that I’ve been both successful and productive?" You ideally also want to make sure that the goals you’ve set for yourself are in alignment with following your game plan for the year…the same game plan you’ve designed to achieve your goals for the year.

Once you have your goals written down for the week, do the following…Look at your list of goals and read them twice a day–once in the morning before you begin working, and once again immediately after lunch. This will take you about 30 seconds to one minute to do whenever you do it, and it can have a tremendous impact on your business.

When you’re reading these goals twice a day like this, you stay much more in tune to what still needs to be done for you to feel you’ve had a successful week. You begin to have a better understanding of when you need to begin taking action on any particular goal during the week, too, in order to get it done. Otherwise, in the absence of writing down these goals at the beginning of the week, you can constantly feel busy during the week, but easily end up not being very productive, too.

When you’re working in commercial real estate brokerage, it’s easy to sometimes feel like you’re the captain of a ship, battling stormy seas throughout the week, while trying to get a good sense of your direction. Writing your goals down before the week begins, and then reading these goals once every morning before you begin work, and once again every afternoon immediately after lunch, can be like a compass when you’re in the middle of those stormy seas during the week. It can help keep you focused, on track, and poised to arrive at your destination.


My May Commercial Broker Newsletter is now ready for you to mail or E-mail to all of your clients and prospects. If you’re not currently sending a monthly newsletter to all of your clients and prospects, you’re missing out on a huge opportunity to brand yourself and keep you in people’s minds every month throughout the year! If you’re interested in more information on how you can send this newsletter to your clients and prospects, click here.


If you’re interested in one-on-one coaching to take your commercial real estate brokerage business to the next level, click here to contact me.

"My work with Jim has stepped-up my marketing program, making it easier for me to follow-up on deals while continually creating a steady stream of solid new leads for me to work on."

John Kilroy
John Kilroy Realtors

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