Broker Zach Shellhammer writes that your business is a reflection of yourself. The more aligned it is with your values and passions, the more successful and fulfilled you will be.
Whether you’re refining your business model, mastering new technology, or finding a strategy to take advantage of the next market boom, Inman Connect New York prepares you to take a bold step. The next chapter is about to begin. Please join us. Join us and thousands of other real estate leaders from January 22-24, 2025.
As the year comes to a close, it’s the perfect time to reflect on and reinvent your business plans for the year. It’s especially important for real estate professionals to remember that even if you work for a broker, you are the CEO of your own business.
Many agents mistakenly believe that the broker is responsible for your success, but in reality, your business will succeed or fail based on the effort and strategy you put into it.
A business plan is more than just a document. They are a living blueprint to your success. Beyond the basics of marketing strategy and financial goals, a truly impactful business plan aligns your work with your integrity and passion.
The number one thing that many agents tell me is that they are dissatisfied with their business because they planned it based on what they thought they should do instead of what they enjoyed doing. That’s it. We all have to work on tasks we hate, but your entire business doesn’t have to be built around the things you hate.
The more your business reflects your core values, the more fulfilling and successful you will be. Reliability is more than just a buzzword. It’s a strategy for connecting with clients, partners, and opportunities that resonate with who you are and what you stand for.
Make a plan that works throughout the year
A strong business plan isn’t a “set it and forget it” guide, it’s a guide that evolves with you. It should be reviewed regularly to ensure that you are accountable and able to adapt to changing circumstances. Think of your business plan as a conversation with your future self and a way to make sure your day-to-day actions are aligned with the big picture.
And remember, it’s never too late to start planning. Whether it’s January, June, or December, the act of writing down your intentions and strategy can bring clarity and focus to your business.
Start with “why”
Before you get into your goals and marketing strategy, remind yourself of your mission and vision.
What drives you? What kind of business do you want to build, not just in numbers but in impact? How do you want your clients and colleagues to perceive you?
These questions are critical because they shift the focus from general success metrics to personal fulfillment. For example, if you have a passion for historic preservation, you can align your services with clients who share that passion, such as buyers and sellers of historic homes.
Become a CEO and own yourself
It is important to take full ownership of your business. Even if your broker provides support, you are responsible for deciding your own path. Your business plan should reflect this independence and focus on what makes your approach unique.
Some important questions to ask:
What are the values that define my business? What makes my service different in the market? Am I leveraging the tools my broker provides? Or do I need to look for additional resources?
Your plan should also outline ways to maintain discipline, such as blocking time, setting measurable goals, and building accountability check-ins into your schedule.
Think of passion as a business strategy
Your passion is more than just a hobby, it’s a path to meaningful connections and future clients. Doing something that you truly enjoy can create organic networking opportunities and make work more enjoyable.
for example:
Volunteer strategically: Participate in causes that interest you to build authentic relationships and expand your network. A growing network: If you love fitness, consider joining a local running or cycling group where you can connect with like-minded people. Infuse your brand with purpose: Share stories and experiences that reflect your passions, whether it’s sustainable living, supporting the arts, or promoting community development.
When your business plan incorporates these passions, you can attract clients who share your values and build stronger, more authentic relationships.
Remember Authenticity Drives Connection
In 2024, the word “reliability” may have felt overused, but it’s still essential in real estate. Building a business authentically means expressing your true self, connecting with customers who resonate with your approach, and valuing relationships over transactions.
For example, when I volunteered weekly at a local community center, I wasn’t there to sell homes, but over time I became a trusted resource for the community. Ta. These genuine relationships turned into referrals and customers, not because I promoted myself, but because they knew and trusted me.
Dream big, plan wisely
As you create your 2025 business plan, let your integrity and passion guide your goals. Dream big about where you want to be in six years and plan actionable steps to get there. Your plan should include strategies for staying accountable, building a consistent pipeline, and aligning day-to-day operations with the larger vision.
Above all, remember this. Your business is a reflection of yourself. The more aligned it is with your values and passions, the more successful and satisfying you will be.
Here’s to an authentic, passionate and highly successful 2025.
Zach Shellhammer is a broker, coach, and consultant. Connect with him on LinkedIn and Instagram.
