Realistic Goal Setting for Real Estate Agents
Welcome to Episode 157 of Hustle Humbly! In this episode, we dive into the importance of realistic goal setting and how real estate agents can create goals that match their current season of life, workload, and capacity. Whether you’re brand new or have years of experience, setting intentional, achievable goals is key to avoiding burnout and building a sustainable business.
We also talk about what goals shouldn’t be—like comparing yourself to others or picking arbitrary numbers based on what someone else is doing. Goal setting should reflect your values and lifestyle, not someone else’s highlight reel.
Let’s Talk Numbers: What’s Normal in Real Estate
It’s tempting to set lofty goals, especially when starting out or surrounded by top producers. But what does success actually look like in real estate?
Here’s what NAR reports:
- The median number of transactions per year for a Realtor is 12.
- For brokers, it’s slightly higher at 14.
- Residential specialists average 10 transactions per year.
- Commercial agents average just 4.
These stats help put things into perspective. If you’re new or working part-time, setting your sights on 50 transactions out of the gate might be unrealistic. Instead, start with one per month. That’s 12 in a year—right at the national median.
Goals Must Match Your Lifestyle
Your goals must reflect your life circumstances. Are you homeschooling your children? Caring for family members? Working a second job? Then your available time and energy are limited—and your goals need to account for that.
A powerful reminder: You can’t be a full-time Realtor and a full-time parent without help. Something has to give. The most realistic goals are the ones that fit within your current season and capacity.
Avoid the Comparison Trap
We get messages all the time from agents asking what their goals “should” be. But the truth is, no one can tell you your goals. One listener wanted to sell at the level of a top producer while homeschooling full-time. We love the ambition, but realistic goal setting means honoring the time and energy you have available.
Comparison leads to frustration and burnout. Instead of chasing someone else’s version of success, define what you need—financially, emotionally, and logistically.
Use Your Past Data (If You Have It)
If you’ve been in business for at least a year, use your own data to set your next goal. Ask:
- How many houses did I sell last year?
- How did that pace feel?
- Could I comfortably take on more?
If you sold 12 homes and barely kept up, maybe the goal is to maintain that level but streamline your systems. If you sold 12 and had capacity for more, try aiming for 15—but only if it’s achievable and realistic.
Why Action Goals Beat Number Goals
We’re big believers in action-based goals rather than just chasing a number. For example:
- “Host an open house every other Sunday.”
- “Write three handwritten notes each week.”
- “Go on 50 coffee dates this year.”
These goals focus on behaviors you control, not outcomes you can’t. Selling 20 homes is a result—but hosting open houses and following up with leads are actions you can take consistently.
When More Isn’t Always Better
One of the themes in this episode is understanding that growth doesn’t always mean “more.” Sometimes the best move is to scale back so you can focus on what matters—your family, your health, your sanity. Alyssa shares how she stepped away from investor clients, did fewer transactions, and still ended up with higher volume because her time was better spent.
Realistic goal setting might even mean doing less—and that’s okay.
A Simple Framework: SMART Goals
When setting goals, try the SMART method:
- Specific
- Measurable
- Achievable
- Relevant
- Time-bound
Avoid vague or arbitrary goals. Instead of “sell more houses,” try “close 15 homes by December by focusing on referral follow-up and hosting monthly open houses.” Make sure your goals align with your values and stage of life.
It’s Okay to Adjust or Change Your Goals
You don’t have to stick with the same goal all year. In fact, you should revisit and revise your goals quarterly. If you’re halfway through the year and far behind, adjust the number. Or, if you’re entering a new season (like summer with kids at home), revise your word of the year or shift your focus temporarily.
Progress over perfection. Flexibility is key.
The Parable of the Mexican Fisherman
This simple story offers profound perspective. A wealthy American advises a fisherman to build an empire, only to end up doing what he already enjoys: fishing, relaxing, and spending time with family. The moral? Don’t sacrifice the very life you want in pursuit of “more.”
Your goal should enhance your life, not overtake it.
Final Thoughts on Realistic Goal Setting
If your goal makes you feel like a failure—even when you’re making progress—it’s the wrong goal. Goals should motivate and guide you, not shame you.
Be honest with yourself about what you want and what you can realistically achieve right now. And remember, you can’t fail at someone else’s goal—but you can thrive with your own.
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