Yes, I know we’ve only just stepped into the new year. But, if you’ve been around in business or sales for some time, you know that now is the time to set the year up and plan the outcome you want. My strategy is to always start with ‘the end in mind’. If you’re someone who is committed to achieving extraordinary goals – this article is especially for you!

Planning is out of fashion.

Planning out your goals and targets can be daunting. Each year for as long as I can remember, we go through the ritual of setting, resetting, and adjusting our goals for the next year. But over the years I’ve noticed something happening and it’s getting more and more prevalent.

More sales professionals and business owners are NOT writing down their goals and planning out their year ahead in detail.

Is it because we have less time available nowadays? Is it because we’re so much better at sales now? Is it due to the digital movement? Is it because we’re smashing our goals consistently? Or is it because we can’t be bothered, or have forgotten the real value in pledging a mental and physical commitment to achieving outstanding results which exceed our own expectations?

Whichever the reason, the fact is, if you’re not writing out and planning your goals and reviewing them consistently and regularly, you’re simply not committed to achieving extraordinary results.

Why should this year be your best year ever? 

I read an article the other day on www.news.com.au , Aussies have pumped $50 million more into their mortgages over the past 2 years through the pandemic. Why should this matter to you? What are the takeaways from these actions in your community?

To me, this one statement says a lot.

There is a huge focus on mortgages and properties right now. Many are spending less of their disposable income and are funnelling it into their mortgage equity. Many are buying more property. Rates are at record low rates, property prices are climbing, our goals are changing – these are collectively all signs of a ‘king-tide’, and it’s not done yet in my opinion!

Where are the opportunities in the current market?

Sea-change, tree-change: Due to Covid-19 many are changing their lifestyles, how we work and play, and where we work and play. There’s a huge movement to relocate and live where you really want to live because more and more can comfortably work from home – so why not work by the beach or in the countryside? For this reason, purchases in many lifestyle areas are continuing to rise.

Go regional focus: Many regional brokers are smashing records too! These customers love receiving great service and are often more loyal and less likely to peg you against several others for their business. Their priorities and needs are different. Relationships matter greatly to this type of client. Living in the country is more about lifestyle and destressing.

Learn from the best

Last year many of the top 100 mortgage brokers and brokerages broke previous records and set new records in sales and settlements. Here’s how you can take a leaf out of their book:

1.     Now is the time to grow your business: Top brokerages are growing – so is the mortgage market, it’s happening right now! Create a plan of where you want your business to be. Then reverse engineer it and put attention on what matters step by step.

2.     It’s time to get cracking: Many are already off to a bumper start to the year, and we’ve only just begun (at least some have – many haven’t woken up yet).  

3.     Results come from actions: Top brokers are growing their book, growing their team, and growing their marketing plans. They’re not sitting on their hands waiting for the business to arrive on their doorstep (and it is!).

4.     The gold is in the detail: Top brokers are building their reputations; they’re refining their strategies and bolstering their ROI’s.

5.     Modernise your business: Technology is being employed and businesses are becoming more and more leveraged by employing outsourced para-brokers. This enables them to make more sales, settle more loans and harness their efficiency and momentum in an upward trend.

6.     Know your numbers: Track progress and results. Then adjust quickly as needed.

7.     Clarify who your ideal client is: What you may not realise is; the majority of the top brokers are specialists – they don’t send the message that they are everything to everyone. Of course, they can help almost any client. But they don’t. They carefully choose their clients and focus their energies on their ‘ideal’ clients, and because of that, they write all kinds of business but strictly on their terms.

John Maxwell is Founder & Director of Cocalex Consulting

John has built large national teams, owned, and managed 9 mortgage franchises and has worked with all levels of brokers, lenders, and allied service professionals to strengthen relationships and meet business objectives.