Setting goals is key to the success of any agency. While it’s common to kick off the new year with big ambitions, many of these “New Year’s resolutions” fall flat because they lack proper planning. A goal isn’t just a wish — it’s a clear, actionable target that takes thought and strategy to achieve. For real estate agencies, goals offer direction for growth, keep employees motivated, and help prioritise what really matters for the business.
Let’s say your agency wants to boost sales, grow its online presence, or focus more on people and relationships. These big ideas can feel overwhelming if they stay vague. But when you turn them into clear, specific goals, they suddenly feel doable. Instead of facing a mountain of work, it’s more like crossing a series of smaller hills. This makes big projects more manageable, even without a huge budget or extra help.
Why goal settings keeps your staff motivated
Goal setting is like giving your team a map with a big “X” marking the treasure. Without it, employees might wander through their workday like “Johnny Hands-In-Pockets”, scrolling through endless checklists or getting lost in random tasks that don’t really lead anywhere. But with well-planned goals in place, everyone knows exactly where they’re headed and why — creating a stronger sense of purpose and a clear path to success.
Here’s how goal setting works its magic:
1. It prevents procrastination
Think about the last time you had a task with no deadline. Easy to put off, right? That’s what happens to employees without clear goals. But when there’s a specific target with a deadline, people feel more accountable. Suddenly, there’s urgency — and urgency gets people moving.
2. It gives everyone a clear focus
Imagine a soccer game with no goalposts. The players would just dribble around with no real purpose. The same thing happens at work when employees don’t have clear objectives. Goals act like goalposts, showing your team where to aim their energy. When they know the finish line, they know exactly where to put their time and effort.
3. It helps track progress
There’s something satisfying about crossing off items on a to-do list. Tracking progress feels rewarding. The same principle applies in your workplace. When your staff see how much they’ve accomplished, it boosts their confidence. It also shows them how close they are to the finish line, keeping them motivated to push through.
How to set good goals
If goals are too vague, too easy, or just plain unrealistic, they’ll have the opposite effect. Your staff might feel defeated before they start or disengaged because the goal doesn’t challenge them enough. That’s why it’s advisable to use the S.M.A.R.T. method when setting goals for your team. This approach ensures goals are Specific, Measurable, Achievable, Relevant, and Time-bound — making them clear, doable, and motivating. This method breaks down goals into five essential characteristics:
S: Specific
Be clear and precise to avoid confusion and give everyone a clear understanding of what they’re working toward. Without specificity, employees might misunderstand your intention.
To set a specific goal, ask these questions:
- What exactly do we want to accomplish?
- Who is responsible for achieving this goal?
- What resources or tools do we need to achieve this goal?
- Why is this goal important? How does it align with your overall business objectives?
Example: Instead of saying “Increase sales”, make it specific like “Increase the number of new listings in our CRM by 20% in Q1 through targeted Facebook ad campaigns”.
M: Measurable
Goals must be quantifiable. If you can’t measure it, you can’t track it. Measurable goals provide a way to track progress and celebrate wins along the way.
To set a measurable goal, ask these questions:
- How will we measure success?
- What metric(s) will indicate that we’ve achieved the goal?
- How often will we track progress?
Example: Instead of “Improve lead follow-up”, make it measurable like “Achieve a 90% lead response rate within 24 hours for all inquiries submitted via our website”.
A: Achievable
Goals should be challenging but still attainable. Unrealistic goals can be overwhelming, causing your team to feel they are set up to fail. Conversely, goals that aren’t challenging enough won’t inspire much effort. A realistic goal strikes a balance between the two — it’s achievable but still requires effort.
To set an achievable goal, ask these questions:
- Do we have the resources, skills, and tools to achieve this goal? If not, what do we need?
- Have we set a goal that’s ambitious but realistic?
- Are there any obstacles we need to overcome, and how will we address them?
- Is this goal within the team’s control?
Example: Instead of “Be the #1 real estate agency in the region”, make it achievable like “Increase market share by 15% by the end of the year through targeted marketing and client retention campaigns”.
R: Relevant
Goals should be relevant and have a direct impact on your agency’s growth, sales, or day-to-day operations. This ensures your team member’s energy would be spent on activities that support key objectives, like client acquisition or improving customer service.
To set a relevant goal, ask these questions:
- How does this goal support our overall business strategy?
- Does this goal align with our broader business priorities?
- Is this the right time to pursue this goal?
- Will achieving this goal make a significant impact on our business?
Example: Instead of “Post more regularly on social media”, make it relevant like “Use targeted social media ads to drive 50 new leads before January 1st”.
T: Time-bound
Deadlines create urgency. Without a time constraint, tasks are likely to be delayed. If a goal is open-ended with no deadline, it will be treated as a low priority. A clear timeframe creates accountability and drives action.
To set a time-bound goal, ask these questions:
- What is the deadline for achieving this goal? (day, month, quarter, or year)
- Are there key milestones or mini-deadlines we should set along the way?
- If this goal takes longer than expected, what’s our contingency plan?
- Are there any dependencies that could delay completion?
Example: Instead of “Increase rental property leads”, make it time-bound like “Generate 25 new rental property leads in the first quarter”.
By following this approach, you can set clear, actionable goals that your entire team understands and can work toward. This also ensures accountability and makes it easier to track progress along the way.
Working with employees to set goals
Getting employees involved in setting their own goals is a must. When people have a say in shaping their goals, they feel more ownership and responsibility. They know exactly what’s expected of them and are more driven to get it done. Plus, it helps make sure their personal goals line up with the company’s bigger picture. On the flip side, if your employees aren’t part of the process, they can end up feeling like passengers instead of drivers. This can lead to confusion, delays, or a general lack of motivation.
To get the most out of goal setting, it helps to connect individual goals to the company’s broader mission. For instance, if the company’s goal is to “add 10 new property listings this month”, each agent’s goal might be to “secure 2 new listings from referrals”. This way, everyone is working toward a common goal, and it feels like a team effort.
Measuring progress and using KPIs
Tracking progress is essential for goal achievement. If you’re halfway through the month and only 30% of the goal is complete, it’s a clear signal that something needs to change. Measurement tools like Key Performance Indicators (KPIs) are essential for tracking goal progress.
A KPI is a specific, measurable metric that indicates how well each agent is performing. Examples of KPIs for a real estate agency might include:
- Number of new property listings
- Number of leads generated
- Number of sales closed
Most modern real estate CRM systems, like Rex CRM, have reporting capabilities that will allow you to track and measure all of these key metrics and more. The key is to review progress regularly and make adjustments as needed. If you are keen to find out more, book a demo today.
Continuous review and adjustment
It’s not enough to set goals and forget about them. Regularly review KPIs and progress reports to make sure you’re on track. If you fall behind on your goals, you can adjust your strategy. For example, if your marketing campaign isn’t generating enough leads, you might try a different strategy, increase your ad spend, or change your messaging. In addition to adjusting tactics, you should also reflect on past wins. If one particular tactic is bringing in a large number of new leads, you know it’s wise to invest more time and effort there.
Goal setting is one of the most powerful tools for driving agency growth. It provides clarity, motivates employees, and allows you to track and improve performance. By using the S.M.A.R.T method, you can ensure your goals are clear, actionable, and attainable. Collaboration with employees during the goal setting process increases buy-in and accountability, while regular reviews and KPI tracking ensure you remain on track. Turn desires into specific, measurable goals, and you’ll be able to transform daunting projects into victories.
