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7 Steps to Writing a Real Estate Business Plan (+ Template)
As a licensed real estate agent in Florida, Jodie built a successful real estate business by combining her real estate knowledge, copywriting, and digital marketing expertise. See full bio
- Do Agents Really Need a Business Plan?
- Write a Real Estate Business Plan in 7 Easy Steps
- Identify Who You Are as a Real Estate Agent
- Analyze Your Real Estate Market
- Identify Your Ideal Client
- Conduct a SWOT Analysis
- Establish Your SMART Goals
- Create Your Financial Plan
- Track Your Progress & Adjust as Needed
- Bringing It All Together
Are you ready to take your business to the next level? I’ve got just the thing to help you— a foolproof real estate business plan. But before you start thinking, “Ugh, not a boring business plan for real estate,” hear me out. I’ve got a template that’ll make the process a breeze. Plus, I’ll walk you through seven easy steps to craft a plan to put you ahead of the game and have you achieve your wildest real estate dreams in no time. Your success story starts now.
Key Takeaways:
- A well-crafted business plan is your roadmap to success. It guides your decisions and keeps you focused on your goals.
- Create a solid plan by defining your mission, vision, and values, analyzing your market and ideal client, conducting a SWOT analysis, setting SMART goals, and creating a financial plan.
- Regularly track your progress, review your key performance indicators (KPIs), stay flexible, and seek accountability to ensure long-term success.
- Remember, your Realtor business plan should evolve with your business. Embrace change and stay focused on your goals to make your real estate dreams a reality.
Do Agents Really Need a Real Estate Business Plan?
Absolutely. Your real estate agent business plan is your roadmap to success. Without it, you risk losing direction and focus in your real estate career.
A well-crafted business plan helps you:
- Understand your current position in the market
- Set clear and achievable goals
- Create a roadmap for success
- Track your progress and performance
- Make informed decisions and adjustments
Think of your real estate business planning as your GPS, guiding you from your current situation to your desired destination. It serves as your North Star, keeping you focused and on track, even in challenging times. Invest the time to create a solid business plan, and you’ll be well-positioned to succeed in your market and achieve your goals. Your future self will appreciate the effort you put in now.
Before we dive into this section, get our real estate business plan template ( click here to go back up to grab it ) and work through it as I explain each section. I’ll give you some direction on each element to help you craft your own business plan.
1. Identify Who You Are as a Real Estate Agent
Let’s start with your “why.” Understanding your purpose for choosing real estate is crucial because it is the foundation for your business plan and guides your decision-making process. Defining your mission, vision, and values will help you stay focused and motivated as you navigate your real estate career.
Mission: Your mission statement defines your purpose for choosing real estate. It clearly states what you’re trying to do, the problem you want to solve, and the difference you want to make.
Ex: Wanda Sellfast’s mission is to empower first-time homebuyers in Sunnyvale, California, to achieve their dream of homeownership and build long-term wealth through real estate.
Vision: Your vision statement focuses on the ultimate outcome you want to achieve for your clients and community.
Ex: Wanda Sellfast’s vision is a Sunnyvale, where everyone has the opportunity to own a home and build a stable, secure future, creating a more inclusive and prosperous community for all.
Values: Your core values are the guiding principles that shape your behavior, decisions, and interactions with clients and colleagues.
Ex: Wanda Sellfast’s core values include:
- Integrity: Being honest, transparent, and ethical in all dealings.
- Dedication: Being devoted to clients’ success and going the extra mile.
- Community: Building strong, vibrant communities and giving back.
Clearly defining your mission, vision, and values lays the foundation for a strong and purposeful real estate business that will help you positively impact your clients’ lives and your community.
2. Analyze Your Real Estate Market
As a real estate pro, you must deeply understand your local market. This knowledge includes knowing key metrics such as average days on market, average price points, common home styles and sizes, and demographic trends. When someone asks about the market, you should be able to confidently roll those numbers off your tongue without hesitation.
To quickly become the local expert, choosing specific farm areas to focus on is crucial. Concentrate your marketing efforts and build your local knowledge in a handful of communities and neighborhoods.
Some places to do research include:
- Your local MLS: Check your hot sheet daily
- Zillow: Check out the Premier Agents who show up in your neighborhood
- Social media: Who is targeting their posts to your area?
- Direct mail: Check your mailbox for flyers and postcards
- Drive by: Drive through your farm areas to see who has signs in yards
Once you’ve identified your target areas, start conducting comparative market analyses (CMAs) to familiarize yourself with the properties and trends in those neighborhoods. That way, you’ll provide accurate insights to your clients and make informed decisions in your business.
Remember to research your competition. Understand what other agents working in the same area are doing, who they’re targeting, and identify any gaps in their services. This understanding will help you differentiate yourself from your competition and better serve your clients’ needs. In our real estate business planning template, I ask you to examine and record:
- Trends: Track key metrics, such as days on market and average sold prices, to stay informed about your specific market.
- Market opportunities: Identify situations where there are more buyers and sellers (or vice versa) in the marketplace so you can better advise your clients and find opportunities for them and your business.
- Market saturation: Recognize areas where there may be an oversupply of certain property types or price points, allowing you to adjust your strategy accordingly.
- Local competition: Analyze your competitors’ strengths, weaknesses, and gaps in their services to identify opportunities for differentiation and possibilities to create a more meaningful impact.
Remember, real estate is hyper-local. While national and state news can provide some context, your primary focus should be on specific needs and trends within your target areas and the clients you want to serve. By thoroughly analyzing your local real estate market, you’ll be well-equipped to make informed decisions, provide valuable insights to your clients, and ultimately build a successful and thriving business.
3. Identify Your Ideal Client
When creating your real estate business plan, it’s crucial to identify your ideal client. You can’t be everything to everyone, no matter how much you think you should. And trust me, you certainly don’t want to work with every single person who needs real estate advice. By focusing on your ideal client, you’ll create a targeted marketing message that effectively attracts the right people to your business—those you want to work with.
Think of your target market as a broad group of people who might be interested in your services, while your ideal client is a specific person you are best suited to work with within that group. To create a detailed profile of your ideal client, ask yourself questions like:
- What age range do they fall into?
- What’s their family situation?
- What’s their income level and profession?
- What are their hobbies and interests?
- What motivates them to buy or sell a home?
- What are their biggest fears or concerns about the real estate process?
Answering these questions will help you create a clear picture of your ideal client, making it easier to tailor your marketing messages and services to meet their needs. Consider using this ideal client worksheet , which guides you through the process of creating a detailed client avatar. This will ensure you don’t miss any important aspects of their profile, and you can refer back to it as you develop your marketing plan .
By incorporating your ideal client into your overall business plan, you’ll be better equipped to make informed decisions about your marketing efforts, service offerings, and growth strategies. This clarity will help you build stronger relationships with your clients, stand out from the competition, and ultimately achieve your real estate business goals.
4. Conduct a SWOT Analysis
If you want to crush it in this business, you’ve got to think like an entrepreneur. One of the best tools in your arsenal is a SWOT analysis. It sounds ominous, but don’t worry, it’s actually pretty simple. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It’s all about taking a good, hard look at yourself and your business.
By conducting a SWOT analysis as part of your real estate business plan, you’ll have a clear picture of your current situation and your future goals. And don’t just do it once and forget about it—review and update it regularly to stay on top of your game.
5. Establish Your SMART Goals
If you want to make it big in real estate, setting goals is an absolute must . But not just any goals— I’m talking about SMART goals . SMART stands for Specific , Measurable , Achievable, Relevant , and Time-bound . It’s like a recipe for success, ensuring your goals are clear, realistic, and have a deadline.
Your SMART goals are an integral part of your overall business plan for real estate. They should be stepping stones to help you achieve your long-term vision and mission. So, analyze your SWOT analysis, ideal client, and market, and craft goals that will help you dominate your niche.
Example Smart Goal: Close 10 transactions in the next quarter.
Make sure to provide as many details as possible behind your goals. Don’t just say, “I want to sell more houses.” That’s too vague. In the example above, the goal is specific: “close 10 transactions.”
If you can’t measure your progress, how will you know if you’re crushing it or falling behind? Ensure your goals have numbers attached to track your success or see where you need to focus more energy. “Close 10 transactions” has a specific number, so you have a way to measure your progress.
I know you’ve got big dreams for your real estate business , but Rome wasn’t built in a day. Set goals that stretch you beyond your comfort zone but are still achievable. This way, you’ll gain confidence, build momentum, and push yourself to new heights. Closing 10 transactions in a quarter is a lofty goal, but it’s still achievable. Your goals should stretch you but still be within your reach.
Relevant goals are the ones that actually move the needle for your business. Sure, becoming the next TikTok sensation might be a lot of fun, but unless TikTok generates most of your clients, it won’t help you close more deals. Your goals should be laser-focused on the activities and milestones that will help you grow your real estate career. In the example above, the goal is specifically related to real estate.
Deadlines are your friend. Without a timeline, your goals are just wishes. Give yourself a precise end date and work backward to create a plan of action. In the example, the deadline for achieving the goal is the end of the current quarter. If you don’t achieve the goal, you can evaluate where the shortfall was and reset for the next quarter.
“Setting goals is the first step in turning the invisible into the visible.”
Tony Robbins
Remember, just like your SWOT analysis, your goals aren’t set in stone. Review and adjust them regularly to stay on track and adapt to business and market changes.
6. Create Your Financial Plan
Financial planning might not be your idea of a good time, but this is where your real estate business plan really comes together. Thanks to all the research and strategizing you’ve done, most of the heavy lifting is already done. Now, it’s just a matter of plugging in the numbers and ensuring everything adds up.
In this real estate business plan template section, you’ll want to account for all your operating expenses. That means everything from your marketing budget to your lead generation costs. Don’t forget about the little things (like printer ink, file folders, thank you cards, etc.)—they might seem small, but they can add up quickly. Some typical expenses to consider include:
- Marketing and advertising (business cards, website , social media ads )
- Lead generation ( online leads , referral fees, networking events )
- Office supplies and equipment (computer, printer, software subscriptions )
- Transportation (gas, car maintenance, parking)
- Professional development (training, courses, conferences )
- Dues and memberships (MLS fees, association dues)
- Insurance (errors and omissions, general liability)
- Taxes and licenses (business licenses, self-employment taxes)
Once you’ve figured out your expenses, it’s time to reverse-engineer the numbers and determine how many deals you need to close each month to cover your costs. If you’re just starting out and don’t have a track record to go off of, no worries! This planning period allows you to set a budget and create a roadmap for success.
Pro tip: Keep your personal and business finances separate. Never dip into your personal cash for business expenses. Not only will it make tax time a nightmare, but it’s way too easy to blow your budget without even realizing it.
If you’re evaluating your starting assets and realizing they don’t quite match your startup costs, don’t panic. This new insight is just a sign that you must return to the drawing board and tweak your strategy until the numbers line up. It might take some trial and error, but getting your financial plan right from the start is worth it.
7. Track Your Progress & Adjust as Needed
You’ve worked hard and created a killer real estate business plan, and you’re ready to take on the world. But remember, your business plan isn’t a one-and-done deal. It’s a living, breathing document that needs to evolve as your business grows and changes. That’s why it’s so important to track your progress and make adjustments along the way.
Here are a few key things to keep in mind:
- Set regular check-ins: Schedule dedicated time to review your progress and see how you’re doing against your goals, whether weekly, monthly, or quarterly.
- Keep an eye on your KPIs: Your key performance indicators (KPIs) are the metrics that matter most to your business. Things like lead generation, conversion rates, and average sales price can give you a clear picture of your performance.
- Celebrate your wins: When you hit a milestone or crush a goal, take a moment to celebrate. Acknowledging your successes will keep you motivated and energized.
- Don’t be afraid to pivot: If something isn’t working, change course. Your real estate business plan should be flexible enough to accommodate new opportunities and shifting market conditions.
- Stay accountable: Find an accountability partner, join a mastermind group, or work with a coach to help you stay on track and overcome obstacles.
“It’s the small wins on the long journey that we need in order to keep our confidence, joy, and motivation alive.”
Brendon Burchard
Remember, your real estate business plan is your roadmap to success. But even the best-laid plans need to be adjusted from time to time. By tracking your progress, staying flexible, and keeping your eye on the prize, you’ll be well on your way to building the real estate business of your dreams.
How do I start a real estate business plan?
Use this step-by-step guide and the downloadable real estate business plan template to map your business goals, finances, and mission. Identify your ideal client so you can target your marketing strategy. Once you’ve completed all the business plan elements, put them into action and watch your real estate business grow.
Is starting a real estate business profitable?
In the most simple terms, absolutely yes! Real estate can be an extremely profitable business if it’s run properly. But you need to have a roadmap to follow to keep track of your spending vs income. It’s easy to lose track of expenses and overextend yourself when you don’t have a set plan.
How do I jump-start my real estate business?
One of the easiest ways to jump-start any business is to set clear goals for yourself. Use this guide and the downloadable template to ensure you have clear, concise, trackable goals to keep you on track.
How do I organize my real estate business?
Start by setting some SMART goals to give yourself a concrete idea of what you see as success. Then, make sure you’re using the right tools—customer relationship manager (CRM), website, digital document signing, digital forms, etc., and make sure you have them easily accessible. Try keeping most of your business running from inside your CRM. It’s much easier to keep everything organized if everything is in one place.
Now, you have a step-by-step guide to creating a real estate business plan that will take your career to the next level. Taking the extra time to map your path to success is an essential step in helping you achieve your goals. Spend the extra time—it’s worth it. Now, it’s time to do the work and make it happen. You’ve got this!
Have you created your real estate business plan? Did I miss any crucial steps? Let me know in the comments!
As a licensed real estate agent in Florida, Jodie built a successful real estate business by combining her real estate knowledge, copywriting, and digital marketing expertise.
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Real Estate Business Plan Template
Download our template and create a business plan for your real estate business!
Updated September 22, 2023 Written by Josh Sainsbury | Reviewed by Brooke Davis
A real estate business plan is as essential as a business plan for any new or existing business. This step-by-step guide will explain how to make a real estate business plan, provide a real estate business plan template for you to work with, and explain how and why each step is necessary for your business plan to be effective.
We also provide links to downloadable templates to help you create your real estate business plan and sample plans to show you the best ways to tailor your plan for any number of real estate business needs.
Whether you seek investors to grow your business or want to track your goals from year to year as your business develops, a carefully crafted plan will help you.
Why You Need a Business Plan for Your Real Estate Business
How to write a business plan for real estate, real estate business plan sample.
The real estate business plan fills several needs. It gives you an outline of your business goals and the direction you want your business to take. It keeps you in line with industry trends. It lets you monitor your annual performance and change your goals as the market changes.
An effective real estate business plan also acts as a financial summary of your business, showing how it stands about your competition and the industry. The business plan acts as a road map for you and a snapshot of your business for any investors or bankers who want to understand your business.
A real estate business plan will help you spot risks and weaknesses early in your business development and help you set realistic goals for your business.
These are known as SMART goals: Specific, Measurable, Achievable, Relevant, and Time-based goals.
Creating a business plan without goals is like starting a journey without a destination. Having a destination without a map means going down many blind alleys, taking unnecessary detours, and wasting time as you frequently need to return and start again.
Your business plan will help you avoid these pitfalls and adjust your course while you travel towards your final goal — a successful real estate business.
You must cover critical topics and include the correct information to ensure your business plan is as effective as possible. Follow our guide to writing a well-formed real estate business plan below.
1. Executive Summary
The executive summary contains an overall review of the rest of the business plan. It should include an outline of your history, your mission statement, and an overview of the rest of the report.
This section will include things like:
- Target clients with a fictional “ideal buyer” persona;
- Target neighborhoods, price ranges, and listings;
- Market overviews and potential threats and opportunities;
- A marketing plan outline.
- Your mission statement. This should include where and how your agency was founded, discuss the legal and financial structure, and stress your dedication to your customers and any special advantages you provide to your target clients.
2. Management Team
If you have a management team or a group that has contributed to the business’s success, summarize their names and contributions.
This section highlights everyone who has been involved in your business.
- Owners, founders, and original managers;
- New management, assigned duties and areas, and specific clients;
- Planned management expansion and anticipated managerial goals.
- Include all information about your managers, names, positions and duties, education and work history, past business successes, and other relevant details. Think of this section as your management team’s biography.
As the business expands, your management team section will be one section that needs constant improvement and updating.
3. Products and Services
Your products and services should be phrased to make you unique in the industry and highlight how you stand out from your competitors. As a real estate business, what do you provide for your clients that others do not? How do your agents compare with your competition?
In real estate, your product is your listing and your brand. What is it that makes your company the one that your target buyer wants to use? In this section, you will highlight the following:
- Your niche market and how you acquire specific listings in your area;
- Your lead generation model and the way you obtain leads that differentiate you from your competitors;
- Your branding. A defining brand can be nebulous, and many firms resort to hiring a brand agent to help them customize and market their brand. You may be a family-friendly agent or specialize in the young professionals market. Determining how you present yourself is critical to your service profile.
4. Customers and Marketing
The customers and marketing section lets you identify your niche within the real estate business and how you intend to reach them.
You defined your ideal customer in your executive summary; now is where you expand on your perfect customer “persona.” A “persona” is the industry name for the imaginary person you sell to.
- Their demographics, age, gender, job, family preference, and income.
- Deal-breakers. What do they have to have in a home? What can they do without?
- Amenities, recreation, entertainment. Does your ideal buyer need dog parks nearby or bike paths? Do they want access to the water or the theater district?
- What type of neighborhood is your ideal buyer looking for? Do they need a school district or prefer to be far from children?
After establishing your ideal customer, you can select the viability of your marketing niche. For instance, is your buyer likely to be a first-time buyer? If so, what percentage of first-time sales were made in your chosen area in the last two years?
The more detailed you can make your Customers and Marketing section, the more you know how your business will likely thrive in your chosen area.
5. SWOT Analysis
Strengths, weaknesses, opportunities, and threats are necessary for every business analysis. In what areas are you and your business strongest, and where do you need improvement?
Investors appreciate a business owner who can accurately pinpoint their good and bad points and demonstrate how to improve.
This analysis should be fact-based, not opinion-based. You should be able to provide statistics and metrics for your and your competitors’ business research. Some things to consider are:
- In what areas of your business plan are you strongest? Are they similar or dissimilar to your nearest competitor’s strengths?
- In what areas are you weakest? Are you weak where your competitors are strongest?
- What opportunities can you exploit in the next six to 12 months? Are these opportunities unavailable to your competitors?
- What threats are you facing in the next year? How can you avoid these threats or turn them into advantages?
By analyzing your business objectively and reviewing all the facts and numbers, you can determine how you will be placed in the next year.
6. Financials
The meat of your business plan is the financials. This includes your expenses, annual income forecast (sales, commissions, or other income), cash flow, and costs. As your business grows, your business plan will include previous years’ financials to track the growth.
Your financials should include, at a minimum:
- Expenses. These include operating expenses, whether you have a physical location or are still in the virtual stage of operations, licensing and permitting, fees and filing costs, and other operating expenses. If you have employees, it will also include payroll.
- The past income portion will track how much you have already made. You should be able to show how many leads you have generated, how many transactions you made, and your income from those efforts.
- Future income is how much you would like to make going forward. You can estimate how many leads are needed per transaction and how many transactions per sale from your past efforts.
- Goals. With this information, you should include your projections for the next year and five-year periods. Presumably, you wish to increase profit over the next five years. You can demonstrate how to achieve these goals using income tracking and market research.
7. Operations
Operations contain the moving parts of your financial projections. This section describes how you intend to reach your business goals in the upcoming year. This section might also include upcoming personnel changes, office expansions, etc.
Real Estate operations can include your projected hours of operation, your action plan for achieving your goals, and your marketing and advertising plan. Initially, this may be somewhat fluid if you do not plan to have set hours of operation or a brick-and-mortar office.
Later, as your business increases, this section will include business hours, open house times, etc.
8. Appendix
If your real estate business plan includes any ancillary documents, such as your Articles of Incorporation or a Business Purchase Agreement , they would be included in the Appendix.
After your first real estate business plan, your previous years’ plans will go into the Appendix so they can be reviewed by potential investors or by your board. You can also include your quarterly statements and other financial documents.
Your Appendix is the section for any documents you want to have that are not essential for your readers’ overall understanding.
Now that you know what goes into your real estate business plan, all that is left for you to do is click on the business plan creation template and begin. Ensure you have all your documentation and research-ready in advance, and the template will provide you with cues as to what information needs to go into which spaces.
After filling in all the blanks, the template will generate a real estate business plan to your specifications.
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#01 – REIT Business Plan
#02 – Residential Property Investment Business Plan
#03 – Real Estate Brokerage Business Plan
#04 – Commercial Real Estate Business Plan
#05 – Real Estate Development Business Plan
- What should my business plan look like in general?
- How do I create it?
- What goes into a successful business plan? And above all, how I can curate one that is a winner, etc.
How is a Business Plan Generated?
- THINK: Engage in strategic thinking to align your business plan with your vision and goals. Reflect on your long-term objectives, evaluate market trends, and consider customer needs. Assess your strengths, weaknesses, opportunities, and threats. This process provides a solid foundation for success.
- PLAN: Outline the key sections, such as the executive summary, market analysis, marketing strategies, financial projections, and risk management. Structure your plan in a way that effectively communicates your business goals and strategies. Planning ensures a comprehensive and organized document.
- Select your NICHE: Identify a niche that aligns with your strengths and market demands. Evaluate interests and expertise to specialize in residential properties, commercial real estate, or a specific market segment. Focusing on a niche allows for tailored marketing efforts and a unique selling proposition.
- Gather the required KNOWLEDGE: Conduct extensive research on the local real estate market, industry trends, and regulatory requirements. Stay informed about property values, customer preferences, emerging technologies, and legal obligations. Gain insights into financial management, property valuation, and marketing strategies.
- Create a TEAM: Recruit professionals with the necessary skills to execute your strategies effectively. Build a collaborative team of real estate agents, property managers, architects, contractors, and legal advisors. Establish clear roles and responsibilities to foster effective communication and implementation.
- Begin WORKING on the plan! Implement your business plan by setting goals, developing action plans, and allocating resources effectively. Review progress, track key performance indicators, and make adjustments. Collaborate with your team, engage stakeholders, and stay proactive. By taking consistent action, your business plan becomes a roadmap for success.
What to do Before a Real Estate Business Plan’s Compilation?
- First and foremost, set achievable and clear goals and objectives
- Routine price, commission, and sale trends in the market
- Opportunities that you can take advantage of based on supply-demand deficits, etc.
- Sales revenue projections
- Potential clients that you would be working with
- Perform a SWOT analysis
- Describe the nature and niche of your work
- Explain who you are
- Streamline and narrow down your goals
- Monitor and appraise
What Does an Ideal Business Plan Look Like?
- Executive summary: A concise overview of your entire business plan, highlighting the key points and capturing the reader’s attention. It provides a snapshot of your business concept, goals, target market, and financial projections.
- Market need: A detailed analysis of the market demand and the specific problem or need your business aims to address. Highlight the target market size, trends, and growth potential to showcase the viability and relevance of your business idea.
- Who are you? (Business overview): An introduction to your company, including its mission, vision, values, and legal structure. Describe your unique selling proposition and core competencies that differentiate you from competitors.
- Your sales strategy: Outline your approach to generating revenue, including your pricing strategy, distribution channels, and sales tactics. Identify your target customers and explain how you plan to attract and retain them.
- Competition in the market: Assess the competitive landscape by identifying direct and indirect competitors. Analyze their strengths, weaknesses, market share, and pricing strategies. Showcase your competitive advantage and how you plan to position your business in the market.
- Your team: Introduce key members of your team and their roles. Highlight their expertise, experience, and qualifications that contribute to the success of your business. Showcase the collective strength and capabilities of your team.
- Monetary and financial plans: Present comprehensive financial projections, including income statements, balance sheets, and cash flow statements. Demonstrate your understanding of financial management, profitability, and the ability to meet financial objectives.
- Resource strategy: Explain how you plan to acquire and allocate resources necessary for your business operations. This includes physical assets, technology, human resources, and strategic partnerships. Discuss any existing or planned collaborations that enhance your competitive advantage.
- Timeline: Provide a realistic timeline that outlines the key milestones, such as product development, marketing campaigns, and expansion plans. Highlight critical dates and key deliverables to track progress and ensure accountability.
- What makes you unique? Clearly articulate your unique selling points and how they differentiate you from competitors. Highlight any proprietary technology, intellectual property, or innovative approaches that set you apart in the market.
- Appendices: Include any supporting documents that provide additional information, such as market research data, legal documents, resumes, and reference letters. These add-ons enhance the credibility and completeness of your business plan.
- Summary: Summarize the main points of your business plan, reiterating your goals, value proposition, and financial projections. The summary should leave a lasting impression and motivate readers to explore the plan further.
The Crucial Role of a Well-Structured Business Plan
Tailoring the business plan for success in real estate ventures, residential property investment:.
- Focus on analyzing the local housing market, including trends in property values, rental demand, and demographics.
- Outline your criteria for property selection, such as location, property type, and target tenant profile.
- Develop a comprehensive marketing strategy to attract potential renters or buyers, including online listings, open houses, and targeted advertising.
- Address potential risks and challenges specific to residential property investment, such as property maintenance, tenant turnover, and legal regulations for rental properties.
Commercial Development:
- Conduct thorough market research to identify demand for specific types of commercial properties, such as office spaces, retail centers, or industrial complexes.
- Highlight your expertise in navigating zoning and regulatory requirements for commercial developments.
- Discuss your strategy for securing anchor tenants and negotiating lease agreements.
- Emphasize the potential for future revenue streams, such as lease renewals, property appreciation, and expansion opportunities.
Real Estate Brokerage:
- Showcase your understanding of the local real estate market, including inventory levels, pricing trends, and market competition.
- Detail your marketing and advertising strategies to attract clients and generate leads.
- Highlight your network of industry contacts and partnerships with mortgage brokers, attorneys, and other professionals.
- Discuss your approach to providing exceptional customer service, including personalized property recommendations and assistance with the buying or selling process.
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How to Write a Real Estate Business Plan + Example Templates
Elon Glucklich
7 min. read
Updated August 1, 2024
Free Download: Sample Real Estate Business Plan Template
Owning property – it’s one of the cornerstones of the global economy. And with real estate accounting for roughly $3.7 trillion worldwide, it’s no wonder so many people get into the real estate business.
But the real estate industry is constantly evolving, with new technologies and market trends shaping the way people buy, sell and manage properties. Whether you’re looking to start a home buying and selling business, a commercial real estate investment firm, a property management company or real estate investment trust, you need a well-thought-out business plan that not only outlines the steps to create a comprehensive and effective business structure, but also accounts for real estate’s unique challenges and opportunities.
A real estate business plan shares many similarities with a standard business plan. Here on Bplans, we’ve got a great guide already on how to write a traditional business plan .
In this article, we’ll outline the key points to consider when creating a comprehensive and effective business plan for your real estate business. You can also download our free real estate business plan template .
- Understand licensing requirements
Your business plan will certainly include a company description – this is where you’ll outline your business, including its legal structure, management team and more.
What’s your area of expertise?
Go into detail describing the area or areas of the real estate market you plan to operate in: residential sales, commercial leasing, property management, or more niche markets like luxury real estate or vacation rentals. Your business may want to mix two or more of these segments.
Once you’ve identified your niche, you’ll need to obtain any necessary licenses and permits. This process can be time-consuming and complex, so it’s best to research the requirements ahead of time and create a plan to ensure you’re compliant with all regulations. License and permit requirements vary by state and locality, so be sure to check with your local government to ensure you have all the necessary paperwork filed.
- Get a good team
Depending on the market segment or segments you’re targeting for your real estate business, you’ll need to identify the team members that will help you get your business off the ground.
Brokers, contractors, legal and financial advice
If your plan calls for purchasing properties, you’ll need a team of real estate agents or brokers. Document how they will help you find and acquire real estate, as well as how they can assist with marketing and selling properties once they’re in your portfolio.
You will also want to document how contractors and inspectors will help you assess the condition of properties you are considering purchasing, and provide estimates for repairs or renovations.
Real estate markets are rife with legal hurdles, so you will want an experienced real estate attorney to help you navigate these issues. Document how you will be able to draft contracts and review lease agreements, and the guidance you will receive on zoning laws and regulations
Finally, an accountant can help you manage your finances, including bookkeeping, taxes, and financial planning. They can also advise you on the best business structure for your company.
- Plan for visibility in a crowded space
With so much competition, it’s essential to develop and document a strategic marketing plan for promoting your real estate services.
Your marketing plan should detail the channels and tactics you’ll deploy to reach your target audience and convert them into clients. Identify the most effective marketing channels to reach your target audience, such as social media, email marketing, search engine optimization (SEO), and content marketing.
Embrace online lead generation
These days, a vast majority of prospective buyers start their search online when looking for properties. So you’ll want to detail how you will optimize your web presence. You can also outline a content marketing plan that will position your company as an expert in the areas your target markets are interested in. These could include topical blog posts, articles, social media posts, videos and other content types to engage potential clients and showcase your expertise. All of these will make it easier for clients to find you.
Document your entire sales process
Of course, there will be plenty of in-person work to do, too.
With long sales lead times, you will also want to describe your sales process and how you will meet sales targets. This should include prospecting methods, lead generation techniques, and follow-up strategies. Establish a client relationship management (CRM) system to manage leads, schedule client consultations, property showings, offer negotiations and contract signings so you can demonstrate that you will be able to manage and transactions effectively.
- Show how you will stay ahead of the market
Demonstrating in your business plan that you have conducted a thorough market analysis is crucial. To conduct an effective market analysis for your business plan, you should investigate the current state of the real estate market in your target area, including property prices, sales volumes and inventory levels. You will also want to examine the competitive landscape in your target area by analyzing other real estate businesses offering similar services.
Understand your customers’ needs
Next, determine the economic conditions and needs of the specific customer segments you want to serve, whether they’re first-time homebuyers, luxury property investors or commercial property renters. The more you understand how your target audience feels about the real estate market in your area, the better you will be able to tailor your services.
You will also need to show your knowledge of external factors like mortgage rates, and local, state and federal government regulations that may impact the real estate market. These factors all contribute to market volatility, so showing how you will manage market shifts and adjust your strategies will better position you to mitigate potential risks by identifying them in your business plan and documenting contingency plans.
- Create a financial plan to secure funds
It’s hard to operate a successful real estate business without access to capital. And you can’t expect to receive any – whether through a bank loan or investment – without a detailed analysis of your financial projections and funding requirements.
Think long-term
A 3-5 year financial forecast will demonstrate that you have a long-term vision for your business. Be sure to base your financials on market research and up-to-date industry data. You may also want to consider different scenarios, like best-case, worst-case and most likely outcomes to account for potential fluctuations in the market.
The forecasts should include: profit and loss statements, which illustrate your business’s revenue, expenses, and net profit or loss over a specific period; cash flow projections, which help you determine your business’s ability to generate positive cash flow; and balance sheets, which provide a snapshot of your business’s financial health, including its assets and liabilities.
Speak the language of investors
If you are writing your business requires specifically to secure outside funding, you should clearly specify the purpose and amount needed in this section. Describe how the funds will be used, whether for purchasing property, hiring staff or launching a marketing campaign. And detail the type of funding you are seeking, whether it’s a loan, equity investment or a combination. Include information on your desired terms, repayment schedule and any collateral you can provide.
Above all, be transparent about your funding needs and show potential investors or lenders how their investment will contribute to your business’s success and generate a return on investment.
- Real estate business plan templates and examples
Because of the intense competition, changing market conditions and startup funding needed, it’s important to write a comprehensive business plan if you’re considering starting a business in the real estate industry. Taking the time to plan out your business before getting started will minimize your risk and maximize your potential for financial success.
To help get you started, download our free home real estate business plan template . You can also download the business plan template in Word form and use it as a foundation for your own business plan.
In addition to these resources, you may want to brush up on how to write specific sections of a traditional business plan. If so, take a look at our step-by-step guide on how to write a business plan .
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Elon is a marketing specialist at Palo Alto Software, working with consultants, accountants, business instructors and others who use LivePlan at scale. He has a bachelor's degree in journalism and an MBA from the University of Oregon.
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Real Estate Business Plan
People would always need to find places. Be it for offices, homes, and whatnot.
Finding the ideal place irrespective of your needs and requirements is never a cakewalk, to begin with.
You can go through a number of real estates business plan templates before you write your plan.
Industry Overview
The market size, measured by revenue, of the Real Estate Sales and brokerage industry, is $156.2bn in 2021, and the industry is expected to increase by 0.4% in 2021.
Also, the market is changing at a rapid rate and the way people use spaces is changing at a rapid rate too.
Hence, to get on or stay on the higher end of the spectrum you’ll need to upskill and change the way you do business constantly.
But that is a fair trade for the amount of growth and profitability this industry has to offer.
Say goodbye to boring templates
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Plans starting from $7/month
Things to Consider Before Writing a Real Estate Business Plan
Be specific.
The real estate industry is broad when it comes to work and what you can do. It can either be a source of primary or passive income. At the same time, you might be involved in the industry as an investor, agent, or builder. Decide what you want to do and plan on that basis.
Do your research
The trends of the real estate business change constantly, hence doing your research and updating it constantly is a crucial part of your profession.
As your knowledge and expertise is your greatest asset in this industry, keep expanding it to stay at the top of things.
Build a team of skilled professionals
Having a team you can build your real estate business with is essential.
Select a group of individuals with a diverse set of talents ranging from good communication skills to brilliant analytical skills. Given the dynamics of the real estate business, you never know what skills might come in handy in your business journey.
Be ready for change
As we have constantly discussed, real estate is a dynamic industry. Change is the only constant you’ll have in this business.
Thus, it is important for everything from your plan and way of doing business to be change-friendly.
Sources of Funding for a Real Estate Business
Gaining funds is one of the major reasons for writing a business plan. And here are a few good funding options for your real estate business:
A traditional loan is one of the most basic options for getting funded. You can opt for this if you have a good credit score.
Non-bank mortgage lending
This is a good option if you don’t want to go through a lot of paperwork.
The asset-based mortgage
For this, the lenders look at the rental value of your property and provide a loan on that basis. It is a good option if you don’t want or can’t get a loan based on your personal assets or income.
Above all, it is essential to plan your business to figure out your funding requirements and the right way to fulfill the same.
Write Your Business Plan
If you have enough connections, and the ability to find places for people that have attributes they want and need then a real estate business can be a profitable one for you.
A business plan helps you get funded, explain your ideas to the stakeholders of your business, and make better decisions.
Hence, planning is an important aspect of starting or growing your business.
It has been created using Upmetrics online business plan software that helps you create dynamic and customizable plans anywhere and at any time.
Our sample real estate business plan can help you with writing a well-rounded business plan for your business. It can act as a guide and prevent you from getting stuck in a certain section for too long.
Real Estate Business Plan Outline
This is the standard real estate business plan outline which will cover all important sections that you should include in your business plan.
- Market Opportunity
- Demand for Housing
- Financing & Investment Forecast
- Introducing Kegan
- Business Model
- Short Term Goals
- Long Term Strategies
- Keys to Success
- Contemporary Living for the 21″ Century
- The Complete Package
- Pricing Strategy
- Implementation Strategy – Action Plan
- Target Market Overview
- Housing Shortage Overview in Saudi Arabia
- Housing Shortage Overview in Riyadh
- Housing Prices
- Kegan Home Prices
- Market Positioning & Brand
- Marketing Strategies
- Sales Strategies
- Sales Process
- Competitive Landscape
- Competitive Advantages
- Rashid Bin Said
- Director of Construction
- Member name
- Chief Accountant
- Director of Marketing & Sales
- Other Staff
- Independent Directors
- Solid Balance Sheet
- Impressive Cashflow
- Financial Summary
- Financial Assumptions
- Income Statement (Five-Year Projections)
- Balance Sheet (Five-Year Projections)
- Cash Flow Statement (Five-Year Projection)
After getting started with Upmetrics , you can copy this sample real estate business plan into your business plan and modify the required information and download your real estate business plan pdf or doc file.
It’s the fastest and easiest way to start writing your business plan.
The Quickest Way to turn a Business Idea into a Business Plan
Fill-in-the-blanks and automatic financials make it easy.
Download a sample real estate business plan
Need help writing your business plan from scratch? Here you go; download our free real estate business plan pdf to start.
It’s a modern business plan template specifically designed for your real estate business. Use the example business plan as a guide for writing your own.
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About the Author
Upmetrics Team
Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more
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- Business plans
Real Estate Business Plan Template
Used 4,872 times
Start off your new real estate business on the right foot by using a real estate business plan template to ensure your goals, visions, and finances are sorted.
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Created by:
[Sender.FirstName] [Sender.LastName]
[Sender.Company]
Prepared for:
[Recipient.FirstName] [Recipient.LastName]
[Recipient.Company]
Executive Summary
[Sender.Company] , located at [Sender.State] , is a new (Add type, i.e., residential, commercial, industrial) real estate brokerage firm specializing in (Add specialty). The company will operate professionally, conveniently located next to [Sender.StreetAddress] [Sender.City] [Sender.PostalCode] . [Sender.Company] is headed by [Sender.FirstName] [Sender.LastName] , (Add important credentials of the Sender).
[Sender.Company] ’s services include:
Listing rentals for landlords.
Assisting tenants in finding rentals.
Selling homes.
Helping buyers find homes.
By serving both renters and homeowners, [Sender.Company] hopes to become a long-term partner with each client rather than part of a one-time transaction.
Business Description
The business is currently being run out of (address).
Since incorporation, the Company has achieved the following milestones:
Found office space and signed Letter of Intent to lease it
Developed the company’s name, logo, and website located at (Enter website)
Hired an interior designer for the decor and furniture layout
Determined equipment and fixture requirements
Began recruiting key employees
Mission Statement
[Sender.Company] ’s long-term goal is to become the number-one name in residential real estate brokerage in terms of the right balance of price and customer service quality.
We seek to do this by ensuring customer satisfaction and developing a loyal and trusting clientele.
The following are a series of steps that will lead to this long-term success. [Sender.Company] expects to achieve the following milestones in the following (Add number) months:
Customer Segments
[Sender.Company] will serve the residents and businesses in (Enter company location).
The area we serve is affluent and has the disposable income/profits required to demand off-premises catering services.
Renters and Potential Renters
Description: Temporary renters or those saving towards a purchase. Some are lifelong renters.
Age Range: _______ (Avg. age: 25)
Unique: Fast apartment turnover rate.
Home Buyers
Description: Mostly newcomers, often from a distance.
Age Range: _______ (Avg. age: 33)
Preferences: Value brokers knowledgeable about both listings and the local real estate market.
Home Sellers
Description: Mostly relocating, some upgrading or downsizing within the community.
Age Range: _______ (Avg. age: 45)
Preferences: Seek brokers skilled in pricing, staging, and negotiation.
Description: Owners renting out space, from professional landlords to those capitalizing on extra space.
Preferences: Value brokers adept at pricing, finding tenants, and handling initial inquiries.
Real Estate Industry Overview
Last year, the U.S. real estate sale and brokerage agencies generated $_______ billion in revenue and employed _______ people.
_______ businesses operated in this market, averaging $_______ per business.
Average employee wage in the industry was $_______.
Economic Significance
Real estate's health is crucial for the American economy.
Key metrics like new home sales, listings, and prices are closely monitored.
Revenue Streams
Brokerage fees, commissions, property management, consulting, and appraisal fees are major revenue sources.
Economies of Scale
Modest economies of scale exist, favoring larger firms, though many remain too small to fully benefit.
Key Players
Major industry players include Realogy, Equity Residential, AIMCO, HomeServices, and RE/MAX.
Products, Programs, and Services
[Sender.Company] will be able to provide clients with the following services:
As [Sender.FirstName] [Sender.LastName] understands, the key to a successful real estate brokerage business is building referrals and a long-term reputation as a trustworthy agent in the community. [Sender.FirstName] [Sender.LastName] will continue to reach out to past clients in future years to answer questions and to continue to develop a relationship.
Marketing Plan
The [sender.company] brand.
The [Sender.Company] brand will focus on the Company’s unique value proposition:
Client-focused residential real estate brokerage services, where the Company’s interests are aligned with the customer
Service built on long-term relationships and personal attention
Big-firm expertise in a small-firm environment
Promotions Strategy
[Sender.Company] will initially invest significant time and energy into contacting potential clients and building an initial client base.
Referral Strategy
Encourage Referrals: [Sender.Company] will incentivize clients for referrals, fostering organic growth.
Strategic Networking: [Sender.Company] will actively network with home contractors, real estate developers, and businesses importing employees, generating qualified leads.
Internet Promotion
SEO and PPC Focus: [Sender.Company] will invest in local SEO and pay-per-click advertising, optimizing website traffic.
Content-Rich Website: The website will showcase [Sender.Company] as a reputable real estate brokerage.
Publications
Key Listings: Properties will be featured in local publications, maximizing exposure.
Targeted Brochures: Brochures will be distributed in locations frequented by potential clients.
Community Engagement: Free seminars will be offered to familiarize residents with [Sender.Company] 's expertise and character.
Pricing Strategy
[Sender.Company] ’s pricing will rely on the standard industry rates to neither be perceived as a luxury nor a discount broker. 3% is the commission on sales and 3% on purchases.
Apartments and other rentals will have fees paid only by the tenants at the standard rate of one month’s rent. By seeking quality clients and maintaining long-term relationships with them, [Sender.Company] will fend off pressure to discount their rates, even in down markets.
Operations Plan
[Sender.Company] will carry out its day-to-day operations primarily on an appointment basis.
[Sender.FirstName] [Sender.LastName] will work as needed, including weekends and prime showing times, and generally take days off on weekdays.
Management Organization
Founder's expertise.
Founder: [Sender.FirstName] [Sender.LastName]
Experience: (Number of years) years as a licensed real estate broker.
Credentials: (Enter credentials)
Specialization: (Specify area of specialization and years of experience)
Achievements
Accolades: (Enter any awards or accolades)
Licensing and Affiliations
License: (Enter state), (Enter other states)
Association Membership: National Association of Realtors
Administrative Support
[Sender.Company] employs (Assistant.Name), an experienced assistant, to handle various administrative duties in the office. (Assistant.Name) has worked with C-level executives and possesses significant administrative experience.
Financial Plan
Revenue and cost drivers.
[Sender.Company] ’s revenues will come primarily from the commissions earned from client real estate sales, purchases, and rental fees. Half of the deals each quarter are expected to be rentals, one-quarter of sales, and one-quarter of purchases.
As with most services, labor expenses will be key cost drivers. [Sender.FirstName] [Sender.LastName] and future brokers will earn a competitive base salary. Furthermore, the costs of transactions are projected to be roughly 40% of regular commission revenue and cover the advertising of listings, travel and supply costs for clients, and other direct costs for each deal.
Moreover, ongoing marketing expenditures are also notable cost drivers for [Sender.Company] .
Capital Requirements and Use of Funds
[Sender.Company] is seeking total funding of (Enter the amount needed) of debt capital to open its office. The capital will be used for funding capital expenditures and location build-out, hiring initial employees, marketing expenses, and working capital.
Specifically, these funds will be used as follows:
Store design/build: $(Enter value)
Working capital: $(Enter value) to pay for marketing, salaries, and lease costs until [Sender.Company] reaches the break-even point
Key Assumptions and Forecasts
The following table reflects the key revenue and cost assumptions made in the financial model.
5 Year Annual Income Statement
5 year annual balance sheet, 5 year annual cash flow statement, confidentiality statement.
The confidential information and trade secrets described above shall remain the exclusive property of the real estate business. They shall not be shared or removed from the premises of the real estate business under any circumstances whatsoever without the express prior written consent of the real estate business.
List any additional documents that might provide more information on your real estate business or operations here.
[Recipient.FirstName] [Recipient.LastName]
Care to rate this template?
Your rating will help others.
Thanks for your rate!
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