Coaching: You can’t “DO” financial goals by Santomassimo

Rod Santomassimo, Massimo Group

It’s that time of year again where we reflect on the past 12 months and set goals for the New Year. Most commercial real estate professionals start by setting a financial goal. For example, “I want to make $X.” The problem is that setting a financial goal doesn’t make it so.

Financial goals are the cumulation of activities, and not achieved by simply making a statement. As one of our coaches, Brian French, reminded one our members – “You can’t DO goals!” That’s right, you can only do activities.

Instead of simply setting a goal to “Make $X,” try to articulate the supporting activities necessary to achieve your financial goal. For example, “I will develop and implement a targeted prospecting campaign, encompassing a set number of calls, letters and meetings, and focus on commercial users requiring more than 10,000 s/f of office space. I will secure and close X representation assignments, at a minimum of X assignments a month, each with an average potential commission of $Y per month. This prospecting campaign will earn me $X in net commissions, in 2017 and allow me to (input your vision here).”

Well if that doesn’t get you excited–check your pulse! Of course, you should insert your own specialty and focus for your respective business. Just remember financial goals are the cumulation of activities, and not achieved by simply making a statement. “You can’t DO goals!” you can only do activities.

Happy New Year everyone.

Rod Santomassimo, CCIM is founder and president of the Massimo Group, LLC, New York, N.Y.