Over the past 20+ years, we have helped over 10,000 entrepreneurs and business owners create business plans to start and grow their real estate agents. On this page, we will first give you some background information with regards to the importance of business planning. We will then go through a real estate agent business plan template step-by-step so you can create your plan today.
What Is a Business Plan?
A business plan provides a snapshot of your real estate agent as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes market research to support your plans.
Why You Need a Business Plan
If you’re looking to become a real estate agent or grow your existing real estate agency business you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your real estate agency in order to improve your chances of success. Your real estate agent business plan is a living document that should be updated annually as your company grows and changes.
Sources of Funding for Real Estate Agents
With regards to funding, the main sources of funding for a real estate agent are personal savings, credit cards, and bank loans. With regards to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to confirm that your financials are reasonable. But they will want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business.
Real Estate Agent Business Plan Template
Your business plan should include 10 sections as follows:
Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.
The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of real estate agency you are operating and the status; for example, are you a startup, do you have a real estate agency that you would like to grow, or are you operating a chain of real estate agencies.
Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the real estate agent industry. Discuss the type of real estate agency you are operating. Detail your direct competitors. Give an overview of your target customers. Provide a snapshot of your marketing plan. Identify the key members of your team. And offer an overview of your financial plan.
In your company analysis, you will detail the type of real estate agent you are operating.
For example, you might operate one of the following types:
- Residential Sales and Rentals: this type of real estate agent specializes in serving the private residential market.
- Commercial Sales and Rentals: this type of real estate agent specializes in properties like commercial, industrial, medical, etc..
In addition to explaining the type of real estate agent you operate, the Company Analysis section of your business plan needs to provide background on the business.
Include answers to question such as:
- When and why did you start the business?
- What milestones have you achieved to date? Milestones could include sales goals you’ve reached, new contracts, etc.
- Your legal structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.
In your industry analysis, you need to provide an overview of the real estate agent business.
While this may seem unnecessary, it serves multiple purposes.
First, researching the real estate agent industry educates you. It helps you understand the market in which you are operating.
Secondly, market research can improve your strategy particularly if your research identifies market trends. For example, if there was a trend towards aerial videos of the listed property, it would be helpful to ensure your plan calls for a drone or drone operator.
The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.
The following questions should be answered in the industry analysis section of your real estate agent business plan:
- How big is the real estate agent business (in dollars)?
- Is the market declining or increasing?
- Who are the key competitors in the market?
- Who are the key suppliers in the market?
- What trends are affecting the industry?
- What is the industry’s growth forecast over the next 5 – 10 years?
- What is the relevant market size? That is, how big is the potential market for your real estate agent. You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.
The customer analysis section of your real estate agent business plan must detail the customers you serve and/or expect to serve.
The following are examples of customer segments: residential, office space, retail space, etc.
As you can imagine, the customer segment(s) you choose will have a great impact on the type of real estate agency you operate. Clearly homeowners would want different services, and would respond to different marketing promotions than manufacturers.
Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations and income levels of the customers you seek to serve. Because most real estate agents primarily serve customers living in their same city or town, such demographic information is easy to find on government websites.
Psychographic profiles explain the wants and needs of your target customers. The more you can understand and define these needs, the better you will do in attracting and retaining your customers.
Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.
Direct competitors are other real estate agents.
Indirect competitors are other options customers have that aren’t direct competitors. This includes For-Sale-By-Owner and similar DIYers. You need to mention such competition to show you understand that not everyone who sells or purchases property uses the services of a real estate agent.
With regards to direct competition, you want to detail the other real estate agents with which you compete. Most likely, your direct competitors will be real estate agents located very close to your location.
For each such competitor, provide an overview of their businesses and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as:
- What types of customers do they serve?
- What services do they offer?
- What is their pricing (premium, low, etc.)?
- What are they good at?
- What are their weaknesses?
With regards to the last two questions, think about your answers from the customers’ perspective.
The final part of your competitive analysis section is to document your areas of competitive advantage. For example:
- Will you provide superior services?
- Will you provide services that your competitors don’t offer?
- Will you make it easier or faster for customers to engage your services?
- Will you provide better customer service?
- Will you offer better pricing?
Think about ways you will outperform your competition and document them in this section of your plan.
Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a real estate agent business plan, your marketing plan should include the following:
Product: in the product section you should reiterate the type of real estate agency that you documented in your Company Analysis. Then, detail the specific products you will be offering. For example, in addition to listing properties, will you offer home staging on those listings?
Price: Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your marketing plan, you are presenting the services you offer and their prices.
Place: Place refers to the location of your real estate agency. Document your location and mention how the location will impact your success. For example, is your real estate agent located next to a heavily populated office building, or gym, etc. Discuss how your location might provide a steady stream of customers.
Promotions: the final part of your real estate agent marketing plan is the promotions section. Here you will document how you will drive customers to your location(s). The following are some promotional methods you might consider:
- Making your real estate agent’s storefront extra appealing to attract passing customers
- Social media marketing
- Advertising in local papers, magazines and websites
- Reaching out to local bloggers and websites
- Local radio advertising
- Banner ads at local venues
While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.
Everyday short-term processes include all of the tasks involved in running your real estate agency such as prospecting for new customers, advertising listings, going on showings, etc.
Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to sell your 100th house, or when you hope to reach $X in sales. It could also be when you expect to hire your Xth employee or launch a new location.
To demonstrate your real estate agency’s ability to succeed as a business, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.
Ideally you and/or your team members have direct experience in the real estate agent business. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.
If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act like mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in real estate agencies and/or successfully running small businesses.
Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet and cash flow statements.
Income Statement: an income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenues and then subtracts your costs to show whether you turned a profit or not.
In developing your income statement, you need to devise assumptions. For example, will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.
Balance Sheets: While balance sheets include much information, to simplify them to the key items you need to know about, balance sheets show your assets and liabilities. For instance, if you spend $100,000 on building out your real estate agency, that will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $100,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.
Cash Flow Statement: Your cash flow statement will help determine how much money you need to start or grow your business, and make sure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.
In developing your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a real estate agent:
- Location build-out including design fees, construction, etc.
- Cost of equipment like signs, software, etc.
- Cost of advertising materials and maintaining an adequate amount of office supplies
- Payroll or salaries paid to staff
- Business insurance
- Taxes and permits
- Legal expenses
Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your store design blueprint or location lease.
Real Estate Agent Business Plan Summary
Putting together a business plan for your real estate agency is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will really understand the real estate agent business, your competition and your customers. You will have developed a marketing plan and will really understand what it takes to launch and grow a successful real estate agency.
How to Finish Your Real Estate Agent Business Plan in 1 Day!
Don’t you wish there was a faster, easier way to finish your business plan?
With Growthink’s Ultimate Real Estate Business Plan Template you can finish your plan in just 8 hours or less!
OR, Let Us Develop Your Plan For You
Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.