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Real Estate - Brokerage
Business Plan

RJ Wagner and Assoc. Realty

1.0 Executive Summary
2.0 Company Summary
3.0 Services
4.0 Market Analysis Summary
5.0 Strategy and Implementation Summary
5.1 Competitive Edge
5.2 Sales Strategy
5.2.1 Sales Forecast
Sales Forecast
Sales Monthly
5.3 Milestones
6.0 Management Summary
Personal Net Worth
7.0 Financial Plan
5. Strategy and Implementation Summary
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5.0 Strategy and Implementation Summary [back to top]

RJ Wagner & Associates Realty, Inc., will focus on the real estate needs in the Houston and surrounding areas.  Our target customer will be, and our concentration will focus on the representation of, homesellers, homebuyers, relocation clientele. 

To be the success we are striving to become this corporation realizes it must place a tremendous concentration on its in-house licensed agents. The agents with this firm will be supported and assisted to the best of our ability.

5.1 Competitive Edge [back to top]

The corporate broker of this firm has a published real estate book (Texas Real Estate/The Mobile Mentor). This book  and the accompanying organizational programs, are distributed throughout the state of Texas in real estate book stores and associations. This book was written for the novice agent which will be provided to oncoming agents as a reference tool, therefore, allowing a fast start program. 

This firm allows "Top Commissions" to the agents allowing for more agent advertising and marketing promotions. This firm is highly supportive to the agent it sponsors in the respect of compliance with agent listing tasks. All of which free the agent's time to do what the agent is trained to do and that is to sell and gain clients.

This firm has a marketing plan in place for agents to utilize.  The company will be assisting all agents in goal setting/planning and in their marketing techniques/strategies. Even though the agents are independent contractors, this firm will run as a team. The open door policy will be in place at all times inviting new ideas and suggestions.

In addition, please reference the Services section for an outline of our services offered to in-house agents, our sellers and our buyers.  All services offered to each provide this corporation with a competitive edge, for we know of no other firm offering the extensive services we provide.

5.2 Sales Strategy [back to top]
  • Sales in our business is gaining property listings and utilizing a marketing plan that works best for the client.
  • We locate and match homes to buyers according to the criteria submitted by the buyer.
  • We assist in relocating clients to their new destinations and/or assist clients relocating to our area in their home search. We offer an excellent referral service anywhere in the United States.
  • We search for lease properties for individuals wishing to lease versus purchasing.
  • We allow above-standard commission percentage rates, then provide excellent marketing and advertising programs.
  • We provide our selling agents with an excellent support program as well as guidance.

Each potential seller listing or buyer representation we receive should be treated as an individual mission. Each client and client property must be analyzed to ensure our marketing program supplied fits their particular property and promotes it in the best possible way.

5.2.1 Sales Forecast [back to top]

The following table and chart give a run-down on forecasted sales. We expect sales to be slowest during September through December, building between January through March and the most growth during the months of March through August.

Sales Forecast
SalesFY 2002FY 2003FY 2004
Agent Sales - 25% To Company$83,625$205,000$405,000
Broker Sales - 100% To Company$44,245$45,000$45,000
Photo Service - 100% To Company$5,280$5,760$5,760
Referrals - 25% Agent/25% Company$2,244$3,750$3,750
Total Sales$135,394$259,510$459,510
Direct Cost of SalesFY 2002FY 2003FY 2004
Agent Sales - 25% To Company$8,363$67,650$187,500
Broker Sales - 100% To Company$10,837$40,500$40,500
Photo Service - 100% To Company$440$440$440
Referrals - 25% Agent/25% Company$330$400$400
Subtotal Direct Cost of Sales$19,970$108,990$228,840

Sales Monthly

Click to Enlarge

5.3 Milestones [back to top]

The accompanying table lists important program milestones, with dates and managers in charge, and budgets for each. The milestone schedule indicates our emphasis on planning for implementation.

What the table doesn't show is the commitment behind it. Our business plan includes complete provisions for plan-vs.-actual analysis, and we will hold monthly follow-up meetings to discuss the variance and course corrections.

MilestoneStart DateEnd DateBudgetManagerDepartment
Business Plan6/1/20016/15/2001$2,000RJWOwner
Logo Design6/1/20016/15/2001$500RJWOwner
Website Design/Placement6/1/20016/15/2001$500RJWOwner
Company Stationary Design/Print6/1/20016/15/2001$2,000RJWOwner
Co.Docs (CD-Rom/Disk) Agent Distribution6/1/20016/15/2001$500RJWOwner
Company Signs/Advertising5/15/20016/15/2001$1,300RJWOwner
BBB Membership/Yearly1/1/20016/15/2001$390RJWOwner
Photo Merchant Account Charge5/15/20016/15/2001$200RJWOwner
Incorporating Charges3/15/20016/15/2001$930RJWOwner
Nat'l Realtor Assoc. Membership/Yearly1/1/200112/31/2002$300RJWOwner
TX Realtor Assoc. Membership/Yearly1/1/200112/31/2002$300RJWOwner
Houston Assoc.Corp. MLS/Yearly1/1/200112/31/2002$1,080RJWOwner
Montgomery Assoc. Membership/Yearly1/1/200112/31/2001$300RJWOwner
Purchased Office Equipment/Computer,etc.5/30/20017/1/2001$3,000RJWOwner
Office Utilities6/15/20017/30/2001$200ABCDepartment
Commercial Office Lease6/15/20017/30/2001$3,000RJWOwner
Answering Service6/15/20017/30/2001$200ABCDepartment
Commercial Phone Lease6/15/20017/30/2001$200ABCDepartment
Lease Copy Machines6/15/20017/30/2001$1,150RJWOwner
Totals  $18,050  

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