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The Ultimate Guide to Corporate Real Estate Strategy

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Last Updated on March 28, 2024 by Morgan Beard

A corporate real estate strategy has never been more important.

That might sound counterintuitive given the shift to remote and hybrid work post-pandemic. Offices emptied, and companies discovered they could make do without them — at least temporarily. However, keep this in mind: Companies need less square footage than they did before; as many people will continue working remotely. New dynamic ways to work have made workplace strategy more important to a company’s success.

Let’s run through an example. Many commercial spaces aren’t working as intended because they no longer meet the needs of staffers looking for a flexible work situation or enhance a company’s ability to attract talent. Every indicator suggests companies are reevaluating their office footprint, but that raises a host of difficult questions: How much space is necessary? What’s the ideal location? Which amenities are most important? What’s the market price point for rent?

With office vacancies not predicted to return to peak pre-pandemic levels  until 2025  and commercial landlords more willing to  negotiate lower rents , there’s an unparalleled opportunity to find a great deal. Unfortunately, the right location doesn’t have a massive arrow above it. Great locations take a lengthy search to find, and there are unmistakable consequences for choosing the wrong one.

Regardless of whether corporate occupiers are upsizing, downsizing, switching locations, or rethinking their entire workplace strategy — one thing is for certain, commercial real estate will be an important subject in the coming months and years. With that in mind, here’s everything you need to know about developing a commercial leasing strategy that truly works.

Planning for Growth: It’s Time for a New Corporate Real Estate Strategy?

The most obvious sign that it’s time to  seek out new corporate real estate  is having more staffers than space to seat them.

During and after the COVID-19 pandemic, however, other concerns might necessitate a move. Your company might need a space that serves as a gathering area or facilitate brainstorming rather than a sea of cubicles. Real estate leadership might see better opportunities to expand to new markets to attract customers or staff members located elsewhere. Having a competitive strategy that achieves employee satisfaction via workplace design, and balances corporate objectives is key.

Your corporate real estate leaders driving your workplace experience should ask themselves this question: What’s the primary goal of our leasing strategy, and does our current real estate portfolio serve that strategy?

Don’t expect an obvious answer. Instead, seek input from throughout your company to help the real estate team make the right choice. Ask the C-suite what image it wants to project through real estate and how much money there is to spend. Consult with HR about what the staff needs in terms of space and personal work preferences. Ask IT what technical requirements an office, warehouse, or store must have, especially as technological needs morph and grow. In short, gather input from all business unit leaders so no detail or requirement is overlooked when it comes to your corporate real estate space requirements.

The next question is this: What’s the minimum square footage we need for office space? The answer requires a close examination of what the on-site team looks like at this point. How many people come into the office regularly? Do they have dedicated desks, cubicles, or offices? Are people meeting in groups, and do those groups include clients?

Figuring out what’s necessary and what isn’t gets a company closer to the right number of square feet. However, as a general rule of thumb, plan for 150 square feet of space for every on-site employee. By this calculation, for instance, a company with 70 employees will need 10,500 square feet of office space. However, if half the employees work from home at any given time, a 5,000-square-foot office could provide plenty of space at a decidedly better cost.

Occupancy planning and space management requires real estate planning with business unit leaders and your facilities management teams. Your teams strategic space initiatives should balance short-term priorities with long-term strategies all through the lens of today’s economic factors. The key to fine-tuning your corporate real estate strategy to the needs of a company operating in a fast-changing economy will be asking the right questions and then spending enough time exploring the answers. Here are some great prompts to start with:

  • Where do employees commute from?
  • Where are clients located?
  • What are the current market rents and concessions?
  • What type of building is necessary?
  • What building amenities are necessary?
  • How long does the lease need to be?
  • Is building a space an option, or does the space need to exist already?
  • What location draws will attract and retain talent (think restaurants, coffee shops, stores, and so on)?
  • Similarly, is there close proximity to public transportation?
  • Are there flexible space operators (such as WeWork) in the area that allow more freedom than a traditional lease?
  • What ratio of remote-to-in-person working time do employees prefer, and what kind of location will be most convenient for that?
  • What technology is required to support a mobile workforce, and what investment is necessary?

Once you’ve answered these questions, you reach the more difficult part: finding a space that checks all the boxes. Ultimately this question set outlines your core business space management needs as well as new opportunities for cost and space reduction or expansion. That’s where a commercial real estate broker— specifically a tenant representative — comes in.

Making the Most of a Tenant Representation Broker

Brokers can be an asset to any company rethinking its corporate real estate strategy —even if there’s a dedicated real estate team in-house. That’s because commercial real estate brokers (also known as tenant representation brokers) have extensive market expertise, especially in markets where a company might be new and unfamiliar. They know the ins and outs of leasing in a particular building or neighborhood better than anyone else, which makes it faster to find corporate real estate that supports the needs of your business.

And even though commercial real estate brokers make  moving  more successful, they also do the same for  staying put.  When it comes time to renew a lease, a broker can help a company secure more favorable terms — especially in a depressed corporate real estate market where landlords are eager to keep tenants around or are desperately trying to fill vacancies. Working with a broker might lower the price of staying so much that it’s financially viable to renovate the space or seek out supplemental locations rather than moving everyone out.

Whether you’re relying on a broker to stay or go, the savings you can arrange by negotiating or renegotiating lease terms almost always outweigh a broker’s commission fee. Be aware that broker’s fees for both the landlord and the tenant are often built into pro formas and listing agreements, too. If the tenant fails to utilize a broker, the fees allotted for that purpose go to the other broker or the landlord. Given this fact, the return on investment of working with a tenant representation broker is very compelling.

However, the most compelling reason of all to bring in outside help is because of the access brokers have to insider information. Brokers subscribe to expensive databases such as CoStar and LoopNet, and they often know about off-market opportunities that would be invisible to tenants trying to find commercial real estate on their own. While transparency into commercial real estate data has increased in recent years, we’re not yet at a point where availability data is public and accurate. So beware of the Google search for “office space” and the reliability of the results.

Valuable as brokers may be, they’re not all created equal. When searching for the  top tenant rep brokers , ask these questions about your list of candidates:

  • How do they communicate and collaborate with clients? Do they use technology, or are they relying on antiquated methods?
  • What past deals have they completed that are relevant to this one?
  • What additional resources do they bring to the table that are relevant to this one?
  • Will they get along with your culture and team?

Enlisting a broker is a great decision, especially when you find just the right one. However, making the most of the relationship also  requires a shared understanding  that’s difficult to establish with just phone or email. Having a shared platform to work on gives the broker and you — the corporate occupier — a single source of truth.

When everyone has a complete set of facts and information at their disposal, it eliminates misunderstandings and duplicated work while streamlining the decision-making process on both ends. Why use a commercial real estate broker if the partnership can’t be maximized? After all, a shared platform makes a good process great.

Ultimate Guide to Lease Management

A modernized lease management workflow has never been more important. Here at Occupier we enable real estate teams to take control of their lease portfolio by leveraging a tech stack purposefully built for commercial tenants. Gone are the days of manually updating spreadsheets, manually abstracting lease and adding calendar notification for your lease expiration dates.

Check out our Ultimate guide to lease management linked above. This helps commercial tenants and real estate teams navigate the lease lifecycle and lease administration process in order to facilitate better decision making for your business. If you are ready to automate your lease administration tasks and deal pipeline then book a demo with our team to get a look under the hood of Occupier.

Leasing 101: Common Commercial Leases

Having the right lease matters just as much as having the right space. Your company should decide for itself — hopefully in consultation with a broker — what kind of lease you need and what the most favorable terms look like. There are many different types of commercial lease agreements, but the most common options include:

  • Short term (one to three years):  The advantage of a short-term commercial lease is the flexibility to leave in a short period of time without paying a penalty. But this option might cost more and be harder to find as landlords generally prefer to have tenants commit for longer time periods. The good news is that there are plenty of flexible space operators out there that specialize in this type of lease.
  • Standard term (three to five years):  This lease is the standard because it’s often the best option for tenants and landlords. The length of time offers some flexibility at a competitive rate. And by committing for a bit longer, tenants make themselves eligible for concessions like buildout allowances or free rent — especially with a broker as an advocate.
  • Long term (five or more years):  A long-term commercial lease might allow you to achieve the best rental rate, but your flexibility is limited, and you’re typically paying for significant capital expenditures out of pocket. Typically, this option works best for companies with a clear vision of the future and the capital necessary to provide a long-term home for their employees.

Whether for office, retail, industrial, or mixed-use spaces, there are a few other types of commercial leases worth considering:

  • Full-service lease:  The tenant pays the landlord to handle all or most of the expenses related to a property (think taxes, maintenance, insurance, and so forth).
  • Net lease:  The tenant pays a lower rental rate to the landlord but also pays out of pocket for services such as trash removal, landscaping, parking lot repaving, or whatever conditions the lease terms stipulate.
  • Modified gross lease:  Somewhere between a full-service and a net lease, a modified gross lease involves the tenant paying the landlord for rent and select services charged and recalculated on an annual basis. Some fixed costs, such as electricity, are explicitly stated in the lease.
  • Co-working lease:  This is a kind of short-term commercial lease agreement with a high degree of flexibility. Companies can access highly customized spaces but at a premium price.
  • Percent lease :   The tenant pays a base rent plus a percentage of monthly sales. This type of commercial lease agreement favors the landlord and is commonly imposed on shopping mall tenants or businesses with high sales volume.

In any lease agreement, however, certain tenant rights should be nonnegotiable. These include the right to  renew  the lease, which gives a business the right to stay in a quality location for as long as the lease stipulates and avoid the disruption of a sudden move.

Alternately, tenants also need the right to  terminate  a lease and leave a space, ideally with the least expense and inefficiency possible. And when termination isn’t possible, tenants need the right to  sublease  commercial space to recoup some of their costs. They should also have the option to  occupy more space  within a building when possible and necessary with preference over outside tenants. Finally, the ability to  restructure a lease agreement  makes a commercial real estate strategy flexible in the face of the unexpected (such as, say, a pandemic).

Speaking of the pandemic, COVID-19  altered expectations  around commercial real estate in ways that every tenant needs to be aware of. Before, flexibility wasn’t a strong feature within lease agreements. That’s changing now that companies are shifting to remote work, thinking differently about work-life balance, and trying to outpace the competition in fluid markets. Expect to see landlords offer more short-term, co-working, or gross modified lease options as tenants increasingly demand more flexibility. Post-pandemic, commercial real estate can’t limit your company’s agility. It must  enable  it by allowing your organization to scale, move, and adapt to spaces with ease.

Lease Accounting in a New Era of Commercial Real Estate

Recent changes to lease accounting standards add yet another wrinkle to today’s commercial real estate market. Before diving into the details, however, let’s review the two major types of commercial leases:

  • Capital lease:  Similar to owning a piece of property, a capital lease appears on a company’s balance sheet. Interest payments on debt financing go on the income statement, the present market value appears under the assets side, and the loan amount is included under liabilities.
  • Operational lease:  Similar to renting a property, lease payments are accounted for as operating expenses on the income statement. That’s the extent of the accounting requirements.

New lease accounting standards (right now, that’s  FASB ASC 842  and IFRS 16) change how companies must account for lease payments. With the exception of short-term lease payments, all leases must now appear on the balance sheet as a lease liability and right-of-use asset. The distinction between capital lease versus operating lease no longer matters from an accounting standpoint, which eliminates some ambiguity but also makes lease accounting more complicated overall.

FASB ASC 842  also requires companies to separate leases embedded in contracts. For example, if a contract includes stipulations around leasing equipment for manufacturing, leasing servers for IT, or leasing billboards for advertising, those agreements must appear on the balance sheet as well. Accounting for commercial real estate leases now requires more input from staff and more time in general.

Making matters worse, companies must comply with another update that affects lease accounting. Known as IFRS 16, this lease accounting standard works similar to FASB ASC 842 in that it creates a single accounting model to recognize assets and liabilities from all leases. But there are also differences between the two standards. Without getting into the weeds of how they deviate, the fact is that companies must comply with two sweeping and separate rule changes that make lease accounting far more challenging than before.

As you revise your corporate real estate strategy moving forward, then, you should  be aware of these changes  and put the right policies in place to comply with them. Accounting violations can have expensive, lasting consequences, so it’s ideal to avoid them at all costs. A shared platform for real estate data can both help with long-term compliance, as can the best practices we’ll outline in the next section.

Best Practices for Lease Management

When so much depends on your company’s real estate portfolio, it requires careful management and oversight of your real estate objectives. We’ve mentioned the importance of partnering with commercial real estate brokers. But internally, there also need to be partnerships between your back and front offices as well as between your real estate team and other stakeholders throughout the organization. After all,  everyone  has a stake in where your company operates. Therefore, everyone should have some input.

Best practices around commercial real estate management all relate to keeping various stakeholders coordinated and in close communication. All the potential real estate decision problems — from choosing the wrong space during site selection phases to violating lease accounting standards  —  result from a misalignment between different moving parts. Knowing that, the single best practice your company can follow is to integrate everyone and everything relevant to your real estate portfolio in one place. Your company performance hinges on that

A single source of truth can save you time because no one has to wait to get the information they need. It can also eliminate errors that arise from miscommunication or bad data. Most valuable of all, a communal data resource synthesizes the three pillars of a corporate real estate strategy: transaction management, lease administration, and lease accounting . Best practices really boil down to keeping everyone on the same page, and today’s lease management software makes that easier than ever.

A Tech-Driven Corporate Real Estate Strategy

Technology can make commercial real estate  manageable  — even as it becomes more complicated and a higher-stakes endeavor. There are a number of cloud-based “proptech” solutions on the market, for instance, that are of varying quality. In your hunt for helpful tools, look out for  these features  to dig up the best options:

  • Simple:  From beginning to end, commercial real estate deals consume massive amounts of time, enlist multiple stakeholders, and generate huge volumes of data. Lease management software should make everything easier by  simplifying, expediting, or eliminating  work that would otherwise have to be done manually. Look for solutions that promise clear, substantial ROI in terms of time saved, costs avoided, and so forth.
  • Collaborative:  In a future driven by remote work, any proptech platform worth its salt needs to integrate stakeholders across various locations. Hosting data on the cloud helps with accessibility, but the solution itself should facilitate collaboration by moving more data into the right places automatically instead of letting it get lost in spreadsheets or PDF files. Look for solutions that help your real estate team and everyone they rely on work in perfect sync.
  • Secure:  When commercial real estate software becomes a  single source of truth  for all relevant data, it also becomes a valuable target for hackers. And when there are multiple people, locations, networks, and devices involved, the risk of a successful attack is high. With this in mind, always look for solutions that can support a single sign-on and include multiple data protection capabilities.

Why Business Success Depends on Having the Right Approach to Commercial Real Estate

Because it’s now directly related to business success, your corporate real estate strategy has never been more important.

Of course, the two have always been linked. But never has your company’s fortune depended  more on its footprint , lease obligations, and accounting standards. You need the right commercial real estate portfolio to help with this. Just as important, you need to manage that portfolio effectively in the face of positive, negative, and surprising circumstances.

A lease management platform improves all major parts of the process: broker relationships, site location, lease negotiations, lease accounting, and so much more. And as commercial real estate becomes more complex, consequential, and competitive all at the same time, it risks becoming a liability. Great software keeps that from happening and does just the opposite: It transforms commercial real estate into a strategic asset and a driver of business success.

Occupier leads the way in this new era of lease accounting and lease management.  Schedule a demo  to chat with our dedicated team and see what a better approach to corporate real estate management looks like.

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Strategic Framework and 2023-2025 Strategic Plan

2024 update.

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THE NAR STRATEGIC FRAMEWORK

To empower REALTORS® as they preserve, protect, and advance the right to real property for all.

To be a trusted ally, guiding our members and those they serve through the ever-evolving real estate landscape.

Operating Values

What do we stand for.

Right to Housing Opportunity. We believe that every individual should have access to safe, decent, affordable housing.

Real Estate Impact. We believe that a thriving residential and commercial real estate market is a critical economic engine to support healthy vibrant communities.

Private Property Rights. We believe that the freedom to buy, sell, and utilize property, as protected by the 5th amendment, underlies all real estate transactions and markets.

Homeownership. We support the broadest opportunity for homeownership and promote the benefits to individuals, families and the community.

Entrepreneurship. We believe that every individual should have the freedom to pursue their business goals and succeed in creating the quality of life they desire.

Professionalism. We believe that all REALTORS® ascribe to the highest standards of ethics and professionalism.

How Will We Operate?

Empathy. In all that we do, we are guided by a deep understanding and sensitivity to our members’ needs and concerns and stay focused on removing barriers to their success and profitability.

Collaboration. We believe that by sharing expertise, ideas and resources with others, we can build relationships and solutions that will advance the industry. We will always seek to find best in brand companies, partners or platforms, rather than build or develop it ourselves.

Stewardship. We believe that we have a responsibility to manage and direct the assets of the association, including the integrity of the REALTOR® brand, for the sole purpose of benefiting our members.

Transparency. We strive for open, two-way communication with members to inform our actions and decisions on their behalf.

Resilience. To lead effectively, we must adapt to our changing environment and be proactive in shaping a future in which our members can thrive.

Inclusivity. We believe that every voice has value in shaping the work we do, and that by embracing our differences, we will learn more, be stronger and develop better solutions.

Long-Term Goals

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NAR will continue to be the trusted voice for real estate.

NAR will advocate for the issues that impact the development of sustainable, vibrant, accessible communities.

NAR will seek to partner with those who can drive innovation in the business of real estate and in meeting the changing needs of the consumer.

NAR will unite all facets of the residential and commercial industry to create a powerful, cohesive voice for real estate.

NAR will advance the real estate profession worldwide.

NAR will pursue innovative programs, products and services that support the productivity and success of the REALTOR®.

The value of membership in NAR will be clear, essential and undeniable.

NAR will serve the member and the consumer by setting and enforcing the standard for the consistent, ethical practice of real estate.

The REALTOR® will be recognized and trusted as the consumer’s advocate and the expert advisor for all things real estate.

NAR will provide a customized member experience, targeting communication, service delivery and engagement opportunities to individual member needs and expectations.

NAR will provide opportunities for members to collaborate, learn and grow across disciplines.

THE NAR 2023-2025 STRATEGIC PLAN

Pillar: leadership & influence, strategic opportunity: political advocacy, 2025 objectives.

Modernize NAR’s advocacy approach in a changing political landscape to wield greater influence with legislative, executive and regulatory entities on the federal level.

Strengthen messaging around Fair Housing in political advocacy efforts.

In collaboration with state and local associations, increase engagement and impact on housing issues at the local community level.

Develop a robust pipeline of committed passionate political advocates.

Strategic Opportunity: Housing Production and Access

Improve housing availability, affordability, accessibility and sustainability to better meet consumer demand.

Critically review NAR public policy through an equity lens, and incorporate the NAR operating value of diversity, equity and inclusion as an organic part of the policy development and review process.

Strategic Opportunity: Consumer Advocacy

Enhance the next generations’ understanding of the benefit of homeownership and the essential expertise of the REALTOR® and capture their passion and influence in addressing real estate and community issues.

Strategic Opportunity: Climate and Sustainability

Raise member understanding of the impact of climate change and the importance of sustainability practices to our industry.

Become the recognized leader, advocate and resource for industry and community sustainability and resiliency.

Happy couple shows off new house keys strategic framework 2023

Pillar: Industry Outreach

Strategic opportunity: commercial industry engagement.

  • Define and better communicate NAR value for the commercial industry, including advocacy, education and technology.

Reimagine engagement of all commercial sectors.

Strategic Opportunity: Strategic Alliances

  • Significantly expand non-traditional strategic alliances to improve collaboration on a wide range of issues impacting real estate and sustainable, vibrant, accessible communities.

Strategic Opportunity: Global Outreach

  • Boost global member business opportunities and strengthen international real estate markets by creating networks for education and sharing of information and best practices.

Continue to position and better communicate the value proposition of NAR’s Global Program for US based and international stakeholders.

Pillar: Member Success

Strategic opportunity: business intelligence, resources and tools.

  • Provide members with the data, tools, technology and education to deliver distinctive, exceptional service to consumers and to maximize members’ business success.

Strategic Opportunity: Business Risk and Opportunity

  • Advocate and champion a pro-consumer, pro-competition real estate environment.

Protect the right to real property and educate and support members to anticipate and mitigate risk in the practice of real estate, including Artificial Intelligence and other disruptors.

Strategic Opportunity: REALTOR® Well-Being

  • Develop and promote practices that support member safety, financial and personal well-being.

Pillar: REALTOR® Brand

Strategic opportunity: professional standard of excellence.

  • Set a higher standard of excellence in real estate so that REALTORS® can consistently meet changing consumer needs and expectations.
  • Promote REALTORS® as champions of diverse, inclusive, accessible, and sustainable communities.

Strategic Opportunity: REALTOR® Value

  • Ensure that REALTORS® know their value, can communicate their value and consistently embody their value in serving consumers.
  • Showcase the value of a REALTOR®, including integrity, knowledge and excellence, and portray the experience of working with a REALTOR® as personal and inspiring.

Pillar: The Member Experience

Strategic opportunity: nar communication strategy.

  • Enhance the M1 database as a more robust platform that helps NAR and local and state associations more effectively communicate with members and target benefits and services.
  • Develop an organization-wide strategic communications plan that coordinates, integrates and customizes content and messaging to members and consumers.

Strategic Opportunity: Partnership with Brokers

  • Effectively partner with brokers and managers to engage members and advance our common industry goals and priorities.

Strategic Opportunity: Member Engagement and Collaboration

  • Create and promote pathways for engagement of next generation REALTORS®, resulting in a strong sense of belonging and contribution of their voice and talents.
  • Provide opportunities for members to share and collaborate around specific areas of interest and expertise.
  • Create an association culture in which all members feel connected to and a valuable part of NAR.
  • Identify and remove barriers to volunteerism in NAR.

Pillar: Organizational Development and Performance

Strategic opportunity: nar-state-local association relations.

  • Improve communication and alignment of national, state and local association roles around a shared member.

Strategic Opportunity: Diversity, Equity and Inclusion

  • Fully realize and maintain the impact of the DEI strategic plan in NAR policy, governance, membership, and member engagement.
  • Reduce bias in interactions with members and in processes designed to engage members in the association.

Strategic Opportunity: Environment, Social, Governance and Resilience (ESG+R) Practices

  • Use an ESG+R lens on a regular basis to evaluate NAR policies, practices and decisions.

Strategic Opportunity: NAR Focus and Priority

  • Conduct annually a consistent, integrated process of planning that aligns the focus and resources of the association around an agreed upon set of goals and priorities.

Strategic Opportunity: Leadership Development

  • Develop a system to identify, cultivate and encourage competent, engaged volunteers and leaders who represent the diversity of the membership and who are committed to advancing the industry and the communities they serve.

Strategic Opportunity: Organizational Culture

  • Reinforce an NAR organizational culture that fully embraces the association’s operating values in decision-making, action and behavior throughout the organization.

2024 Strategic Priorities

1. clarity and pride in being part of the realtor® brand, 2. housing opportunity for all: availability, affordability, accessibility, sustainability (including a focus on local solutions), 3. realtor® safety and financial and personal wellness, 4. continued implementation of the nar diversity, equity and inclusion strategic plan, 5. value and engagement of the commercial sector, 6. pursuit of strategic alliances and partnerships that strengthen the realtor® brand with members and consumers, 7. member success through engagement in innovative, timely education, business resources and tools, including the benefits, cautions and use of artificial intelligence, 8. development of members’ leadership abilities and multiple pathways for engagement, 9. a targeted, customized member experience, 10. enhance and strengthen our internal culture to ensure a safe, inclusive environment of members and staff to conduct the business of the association, downloadable content.

NAR Strategic Framework & 2023-2025 Strategic Plan UPDATE for 2024 cover

Download the Strategic Framework & 2023-2025 Strategic Plan Update for 2024 (PDF 303.35 KB)

DIVERSITY, EQUITY, AND INCLUSION STRATEGIC PLAN

Pillar: executive commitment, strategic opportunity: diversity, equity and inclusion are prioritized, built into our association structures and process, and measured consistent with other nar strategic initiatives.

  • Create permanent D.E.I. infrastructure for the Association membership.
  • Establish accountability and measures for D.E.I. results.
  • Ensure NAR Leadership is educated on D.E.I.

Pillar: Membership

Strategic opportunity: we have a diverse membership that is represented in our leadership, governance, and committee structures..

  • Remove bias from any stage of the selection process.
  • Utilize leadership academies to advance D.E.I.
  • Establish an expectation that serving on a national committee is an opportunity in succession planning. Members can move to other committees and recommend others to serve. It is important to ensure this is not implemented on a selective basis by maintaining and analyzing the service records.

Pillar: Culture

Strategic opportunity: we have an inclusive association culture where everyone feels welcomed, connected, a sense of belonging, and realizes the nar value proposition..

  • Improve consistency in realizing the NAR value proposition across all demographics.
  • Build capacity to value diversity and demonstrate inclusive behaviors.
  • Create a culture change plan; specifically address “cliquishness” and unintended exclusionary behaviors.

Pillar: Advocacy

Strategic opportunity: we promote public policy and provide programs to advance broader homeownership availability and affordability in all communities. we prioritize efforts to narrow homeownership gaps among demographic groups and promote strong enforcement of anti-discrimination laws in the housing market..

  • Ensure participation of diverse member voices in development of NAR public policy positions.
  • Ensure the process for developing NAR public policy positions considers impact on groups that have been discriminated against in housing.
  • Update the training process for Federal Political Coordinators (FPCs) and association staff to encourage development of diversity in FPC program.
  • Ensure Real Estate Services Advisory Group and Top 50 Large Firm Directors include diverse participants and perspectives.
  • Ensure REALTOR® party programming and Community Outreach programs include diverse participants, activities, and perspectives.
  • Ensure, within legal confines, NAR’s engagement in the NAR RPAC process incorporates diversity and considers NAR’s commitment to fair housing.

Pillar: Partners

Strategic opportunity: we identify and develop a diversity of partnerships to better serve our members, the real estate industry, and communities..

  • Continue to enhance partnerships with four multicultural real estate organizations and continue to elevate these organizations at the national level in partnership with NAR.
  • Enhance pipeline development initiatives to increase diversity in the real estate industry.
  • Expand NAR D.E.I. priorities to include financial investment into homeownership and intergenerational wealth initiatives in multicultural communities.

Pillar: Communication & Marketing Management

Strategic opportunity: we deliver the d.e.i. message to the hearts and minds of our members, the real estate industry, and communities..

  • Position the business case for Diversity, Equity, and Inclusion at NAR to support other D.E.I. efforts within our Association.
  • Cascade D.E.I. buy-in, ownership, and accountability from leadership through State Associations, Councils, and Committees.
  • Expand efforts to include and retain racially and ethnically diverse members within our Association.

Diversity, Equity and Inclusion Strategic Plan 2023

Download the Diversity, Equity, and Inclusion Strategic Plan (PDF 79.61 KB)

Contact [email protected]

real estate strategic plans

Actionable Resources

Building a real estate strategic plan.

Commercial real estate enables an organization to transform space into an asset where it can design, create and distribute its products and services. Whether the product is knowledge based or physical, there is some element of commercial real estate that is required for the company to execute on its mission. Read more

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Published 12-21-2022 - 5 mins read

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Commercial real estate enables an organization to transform space into an asset where it can design, create and distribute its products and services.  Whether the product is knowledge based or physical, there is some element of commercial real estate that is required for the company to execute on its mission.  Strategic Real Estate planning is simply a matter of identifying and understanding the business requirements and translating them in a real estate solution  that amplifies operational efficiency and workplace engagement.  

Real estate planning can be boiled down to an algorithm based on the business drivers and a healthy understanding of how people function and want to be treated.  Office workers need a certain amount of the appropriate space, supporting tools and inspiration to do their work. Quantify the quantifiable components, do the math and voila, that’s how much office space a company needs.  Ditto for logistics and distribution space.  Identify and understand the product shapes, sizes and numbers, where they come from and where they go, and run a network optimization model to tell you where to place the facilities, how large they should be, and what supporting infrastructure is needed. The same goes for data centers, manufacturing spaces, retail outlets, etc. Once the real estate requirements are defined, the company can go out and lease or build them.  Easy right?

Although real estate planning is that straight forward in theory, in practice it gets messy like most things in life.   Here are a few things I have learned over the years that may help your organization or clients successfully deliver the best possible real estate solutions.

  •   Defining the requirement – Beware of bias when interviewing department heads to understand their business requirements.  For example, nearly everyone “believes” the curve for “their” piece of the business is on northeast slope and will continue that way.  Contraction or elimination of their function is not in their psyche, even when the evidence is clear.  Be sure to explicitly test biases and look at downsides and externalities that can change the future and develop alternative scenarios to fold into your strategy. Growth-projection data and understanding changing customer demands can be valuable in defining requirements without biases.
  • Optionality – “The only thing you know for certain is your assumptions are wrong”.  I often repeat this line in the financial analysis classes I teach.  Commercial real estate is affected by a mercurial blend of changing business requirements, markets, economic cycles, fiscal policies, consumer trends, human resources, local events, weather, etc.  Real Estate plans, like chess, are not a perfectly scripted set of moves that get you to the promised land but rather, a decision-making framework that adapts to evolving circumstances.   Of course, a good strategic plan or chess match has a few starting moves; 1.e4 (the King’s Pawn Opening) or 1.d4 (the Queen’s Pawn Opening) or Build in City X or Lease in City Y.  However, you probably can’t stick to a 10-move chess strategy unless your opponent naively makes the 10 response moves you predicted. The real estate plan also needs to adapt to sometimes unpredictable changes and the more options that are hardwired into the plan, the better the chances for success.
  • Sharpen the Saw – As one of the 7 habits Steven Covey expressed in his book , revisiting and renewing the plan is paramount.  “Set it and forget it” is a sure-fire way to have a real estate plan that becomes out of alignment and possibly holds the business back.  Everything changes all the time so keeping the pulse on the real estate portfolio with at least annual performance reviews across the relevant real estate and business KPI’s is a best practice.  
  • Engage Workers as Humans – While understanding employees’ functional needs can feel like a science, understanding their human needs is far more of an art. Despite the difficulty, we often advise TSG clients to incorporate a base-line understanding of their team as people in their Real Estate plans. Human emotions are possibly the greatest variable in the known universe, and getting it right 100% of the time is just not possible.  Be sure to engage with the other influencers of the workforce (i.e. HR, Operations, IT, Leadership) to include their contributions to the overall employees experience. Your employees, after all, are your most valuable asset. No Real Estate or business plan would be complete without taking them into account.

 My recent golf partner reminded me of a British military adage, the Seven P’s .  Keep them in mind as you plan your commercial real estate. 

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N, N+1, 2N? – Thoughts on Business Continuity Planning

Business continuity planning (BCP, aka, disaster recovery planning) is the broad process of identifying and planning for an event that can cripple or even eliminate a business.  There’s nothing like…

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How to stay focused on your real estate strategic plan

By staying focused, an executive can begin to lead the team out of darkness and even build momentum

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For real estate professionals, mastering the art of attachment and detachment is the secret to high performance.

In the high-stakes world of real estate , whether at the agency level or in the corporate offices at a prop tech startup, leaders must constantly tap dance a delicate balance between attachment and detachment. This artful balance allows them to stay focused on their strategic plans and remain resilient in the face of challenges.

Derail or stay on track: A critical moment for real estate leaders

Imagine a driven, goal-oriented real estate executive with a reputation for getting things done, no matter the cost. Now imagine that executive and their team are sucker-punched by a major customer who pulls the plug on a major deal without warning.

The team is in a state of shock, dismay, disarray and are pointing fingers at each other. In turn, the moment is unwinding quickly — and the leader is wrapped up in the moment, just as much as their staff.

The perils of attachment

Becoming overly attached to the immediate crisis can have disastrous consequences for everyone involved, but more so for the leader.

The team’s morale, the executive’s credibility, and the company’s reputation are all at risk. The situation can quickly spiral out of control, leading to long-lasting negative impacts. And there’s little time to pivot or put a crisis plan in place.

Embracing detachment

“The test of first-rate intelligence is the ability to hold two opposing ideas in mind at the same time and still retain the ability to function.” – F. Scott Fitzgerald

If F. Scott Fitzgerald was in the room with this real estate executive, he’d suggest a five minute cool down to detach from the crisis to find some balanced ground. In other words, it’s wise to detach from the immediacy of the crisis and begin to attach to reality. Find a way to some level, rational thinking, however difficult it may be.

By finding emotional balance, minimizing the disruption, and refocusing on the strategic plan, the executive can begin to lead the team out of darkness and even build momentum from it.

Staying attached to your strategic plan

I’m just sittin’ here Watchin’ the wheels go round and round I really love to watch them roll No longer ridin’ on the merry-go-rounds I just had to let it go I just had to let it go I just had to let it go.

“Watching the Wheels “ — John Lennon

For agents, leaders, managers, and founders, mastering the art of detachment and attachment can have a ripple effect on their teams. If you’re feeling overwhelmed as a leader, consider how your teammates might be feeling.

As John Lennon suggests, sometimes it’s best to just watch the wheels go by. However, in the hard-charging world of real estate, simply observing is not enough. You must also stay attached to your strategic plan and press forward.

Addiction experts often emphasize the importance of replacing unwanted thoughts with more productive ones, and the same principle applies here. Detach from the negative and attach to the positive The more attached you are to executing your plan, the less likely you’ll be swayed by external distractions.

Mastering detachment and attachment: An accountability exercise

To improve your ability to detach from negativity and maintain a strong attachment to your strategic plan, commit to the following exercise:

  • Wake up and commit to detaching from negative, non-productive thoughts throughout the day. Write this commitment down on a piece of paper.
  • Schedule 15-minute reflection sessions for midday and the end of the evening.
  • Did I let negative emotions and thoughts control my actions?
  • Did I prioritize and stick to my plan for the day?
  • Did I approach challenges with a growth mindset?
  • Reflect on your responses and identify ways to improve your detachment and attachment in the future.

By mastering the art of detachment and attachment, high-performing real estate professionals can lead during difficult times, enabling their individual team members to learn from your example.

It’s never easy, but staying aware of your emotional resolve using the accountability exercise above is your secret to finding balance through thick and thin.

Bob Pudlock is talent acquisition recruiter at Gulfstream Search .

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Revisiting and challenging your organization’s strategy annually and on a reoccurring schedule is key to unlocking enterprise growth.

For all real estate companies, a strategic plan and the planning process itself offers a competitive edge, enabling you to focus talents and energies, and to measure achievements against internal and external benchmarks.

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Real estate enterprises balance the needs of stakeholders – investors, tenants, employees, communities, counterparties, etc. – on a daily basis. RCLCO’s strategy planning process thoughtfully integrates a range of stakeholder perspectives through aligned portfolio, capital, and organizational strategies.

The RCLCO Strategy Formulation Process

The typical process includes three basic stages: discovery analysis, enterprise strategy formulation, and implementation planning.

Every company, and therefore every strategic planning exercise, is unique, and while RCLCO has developed a strategy planning process that has proven successful in countless other situations, the process is eminently flexible and will be tailored to fit the specific needs of your company/team at this time in your evolution.

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We play the role of facilitator and real estate expert to ensure that the strategy formulated is developed and is “owned” by the management team, which ensures buy-in, relevance and longevity, and is grounded in the marketplace.

We provide the structure and framework for the strategy, as well as a perspective gained through our experience with scores of other real estate companies and countless real estate developments across the country.

We inform the process by bringing to bear our knowledge of the real estate markets, economic, demographic and consumer trends that are likely to shape real estate opportunities moving forward, as well as our network of the leadership teams with whom we work day in and day out.

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Real Estate | Templates

Free Real Estate Marketing Plan Template & Strategy Guide

Published March 18, 2024

Published Mar 18, 2024

Gina Baker

REVIEWED BY: Gina Baker

Theresa Landicho

WRITTEN BY: Theresa Landicho

This article is part of a larger series on Real Estate Lead Generation and Marketing .

  • 1. Identify Overall Objectives & Goals

2. Pinpoint Marketing Goals

3. estimate projected marketing budget.

  • 4. Know Your Farm Area Data & Identify Target Audience

5. Analyze Market Competition

6. identify your unique selling proposition (usp), 7. determine your digital marketing channels.

  • 8. Establish a Timeline & Set Your Plan in Motion
  • 9. Track Your Progress & Readjust as Needed
  • 10. Keep Up With the Latest Trends & Adapt

Frequently Asked Questions (FAQs)

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Real Estate Marketing Plan Template

Real Estate Marketing Plan Template.

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If you are determined to be successful as a real estate professional, you need a thorough, informed plan to market yourself efficiently and effectively. Creating a real estate marketing plan should include identifying goals, a budget, your target audience, competition, potential marketing strategies, and your unique selling proposition. With this information, you can implement a plan confidently and see results quickly.

As you read this guide, download the free real estate marketing plan template and use it to outline your own goals and strategies.

1. Create a Business Plan Identifying Overall Objectives & Goals

Creating a marketing plan for real estate starts with a thorough business plan—specifying your unique objectives and goals. A major component of your plans, objectives, and goals is your income goal. According to ZipRecruiter , the national average salary for a first-year real estate agent is about $85,793, but actual amounts range from $28,500 to $149,500, depending on your location, median home prices, and the state of the real estate market.

Other than monetary goals, your business plan should include the following components:

  • Mission statement (e.g., Keller Williams Realty Inc.’s mission is to “build careers worth having, businesses worth owning, lives worth living, experiences worth giving, and legacies worth leaving”)
  • Strengths, weaknesses, opportunities, and threats (SWOT) analysis
  • Specific and measurable goals for your real estate business
  • Metrics to measure or prove success
  • Marketing strategy and tactics
  • Lead generation and nurturing strategy
  • Income goal
  • Set times to measure progress, revisit, and adjust your plan

Business plan template created by Fit Small Business

Sample real estate business plan

If you are new to the real estate industry, setting initial goals may seem difficult because you have no past experience or data to refer to. Ask a mentor or colleague for insight about their first year in real estate and their progress in closing deals, marketing, and generating leads. This will give you an idea of how to plan your goals while being realistic to the industry standards for first-year real estate agents.

On the other hand, if you’ve been in the industry for several years, review your previous year’s goals to understand which strategies were successful, which goals you achieved, and the goals to adjust for the upcoming year. By understanding your goals and progress, you can make plans more accurately.

Now that you’ve laid the groundwork with your business plan, it’s time to identify your general marketing goals for your real estate business. Successful marketing plans for real estate agents use a combination of platforms and strategies to maximize exposure to your business.

It’s important to balance your strategy so that you aren’t spread too thin or dependent on a single real estate marketing strategy . Start by splitting your potential marketing plans into categories, like print materials, online ads, email, and social media, so you can be very specific with your goals and metrics.

Here are some of the real estate marketing mediums to include as you set your marketing goals:

  • Real estate website and landing pages
  • Email marketing
  • SMS and text message marketing
  • Real estate ads
  • Social media marketing
  • Real estate events
  • Print marketing materials
  • Real estate signs

Consider each potential marketing strategy, as well as recent real estate marketing statistics , to determine which mediums to focus on. Then, create a measurable goal for each one, with each goal statement including how you plan to reach the goal and how you will measure your progress. Take a look at the examples below for inspiration:

Real Geeks home valuation landing page example

Sample Real Geeks home valuation landing page (Source: Real Geeks )

If you see multiple marketing channels that are likely to be effective, consider using an all-in-one tool like Real Geeks to streamline these tasks. Real Geeks includes a robust customer relationship manager (CRM), an IDX real estate website, lead generation landing pages, email and SMS marketing, automated market reports, and additional integrations. It helps you implement multiple marketing strategies and get a full marketing funnel up and running in hours.

Visit Real Geeks

To market your business well, you’ll have to spend money. Therefore, creating a real estate marketing plan with a budget is essential for keeping your business profitable. Most agents spend from $0 to $250 per month to acquire leads. New agents who have not completed any deals may not be investing as much in marketing strategies. As you become more experienced and begin to make more money, you can increase your marketing budget accordingly.

Spreadsheet example of marketing budget

Example marketing budget spreadsheet (Source: Smart Insights )

Your budget should account for all marketing strategies you are employing, including print marketing or online strategies like social media, Google ads, and email marketing. To maximize your budget, evaluate tools for your needs according to their prices, features, and support. Track your spending in the real estate marketing template and this free marketing budget plan template:

Free Real Estate Marketing Budget Spreadsheet

Real estate marketing budget spreadsheet

Market Leader provides a content library and a complete marketing suite (Source: Market Leader )

One of your expenses should be a CRM, which will help organize and manage your contacts. Market Leader is one of the leading companies providing real estate lead generation services. It is an ideal choice for agents and teams looking for automated marketing tools to generate and nurture leads. The platform offers several key features, including exclusive leads, customizable IDX websites, and automated digital and print marketing campaigns.

Read what our experts think about this lead generation company and determine if it’s right for your business in our article Market Leader Review: Is It Right for Your Real Estate Business?

Visit Market Leader

4. Know Your Farm Area Data & Identify Target Audience

A real estate farm area is the ZIP code, town, or city where you will focus the majority of your marketing efforts. For your marketing plan to be effective, use geographic and demographic data to guide your marketing strategies and attract your ideal audience.

Free data on your target farm area can be found on websites like Claritas.com and City-Data.com , where you can research specific ZIP codes to understand the area and begin segmenting your audience. Creating segmented groups will increase response rates, differentiate your brand from the competition, attract your target clients, and increase brand loyalty.

Map of East Village NY and five categories of population life stages

Example of Claritas segmented groups for the East Village, NY (Source: Claritas )

The more data you have about your farm area, the more likely you will attract clients successfully. Before diving into your marketing plan, research and understand other important factors about your location, like home prices, market trends, location demographics, and your ideal client types.

  • Home prices and market trends: Knowing the home prices in your farm area is key to speaking confidently to your target audience. Guide buyer and renter clients to the right location based on their purchasing power and assist sellers with listing their homes at appropriate prices so they can quickly sell their homes. Staying informed and updated about local home prices is easy with free tools like Redfin, which has extensive reports that show trends in your area.
  • Location demographics: Knowing the demographics of your target area should inform the development of your marketing strategy and real estate branding , including your slogan, logo, and messaging. Having this information will solidify your position as the neighborhood expert.
  • Specify target client types: Go deeper by creating personas to fully understand your ideal clients. A persona is a fictional character representing the characteristics of your typical or ideal client. This will make it easy to target a specific audience with real estate marketing materials relevant to their needs and interests. In fact, according to Google’s Marketing and Measurement Survey, 90% of leading marketers see significant business profitability growth after creating personalized customer strategies.

Here are a few example client personas:

  • Buyer Client Persona
  • Seller Client Persona
  • Renter Client Persona

A couple originally from Boston is relocating to New York City (NYC) for their jobs. They are looking for a place large enough for one of them to work from home and are thinking of starting a family. They want to be close to parks and the subway to travel around NYC and commute to work. They want a building with pre-war characteristics and prefer to be on the second or third floor of the apartment building.

  • Location: Relocating to NYC
  • Age: 25 to 40
  • Combined income: $400,000
  • Homeselling experience: First-time buyers
  • Family size: Two, but possibly need space for children
  • Common interests: Restaurants, foodies, comedy clubs, charity volunteers, shopping

A retired man who lived in the East Village with his wife for decades, but was recently widowed. His children moved out of the home years ago, and he currently owns another property in Cape Cod, which he wants to move to full time. His apartment in the East Village has appreciated significantly over the past 40 years, and he wants to sell it for top dollar, although he is emotionally attached to the home.

  • Location: Has owned the apartment in the East Village for 40 years
  • Age: 60 to 70
  • Combined income: Retired, fixed income of $100,000
  • Homeselling experience : Owns several properties, first- or second-time seller
  • Family size: Widower; children no longer living at home
  • Common interests: Bird watching, reading, boating, antiques

Two young women who graduated from New York University—one starting a job as a server at a popular restaurant while attending graduate school, and the second is working at a marketing firm in Midtown East. After graduation, they decided to move in together in the East Village because they are familiar with the area after attending New York University. They cannot yet afford an apartment by themselves but are looking to live together in a two-bedroom close to transportation.

  • Location: From New Jersey and relocating to NYC for work and school
  • Age: 21 to 26
  • Combined income: $100,000
  • Homeselling experience: Never rented or purchased
  • Family size: 2
  • Common interests and hobbies: Nightlife, foodie, family-owned businesses, dogs, studying, music

LionDesk dashboard example with contact filters

LionDesk dashboard with contact filters (Source: LionDesk )

To keep your client personas organized and segmented, it’s ideal to use a real estate CRM like LionDesk. LionDesk allows you to categorize leads and create different pipelines to customize your marketing for each lead. Plus, it provides multi-channel marketing tools for emails, texts, and direct mail. Try LionDesk free for 14 days.

Visit LionDesk

No matter where you become a real estate agent , you won’t be the only sales agent marketing in your area. Every marketing plan in real estate should be made with an awareness of your competition, which helps you find the most effective and efficient methods to brand yourself uniquely.

Start gathering information about competing agents and brokerages in your area by:

  • Driving or biking through your farm area: Take note of signs, branding styles, and marketing materials used by specific brokerages and agents.
  • Researching sponsored events: Find local events sponsored by real estate salespeople or companies and consider their audience and professional connections.
  • Browsing social media platforms: Look at local real estate agents and brokerages that are active on Facebook, Instagram, TikTok, YouTube, Twitter, and LinkedIn.
  • Searching on search engines: Using an incognito browser, search for keywords like “real estate agent East Village” or “houses for sale Milwaukee,” and take note of the agents and website that appear at the top of the page.
  • Looking through profiles on real estate platforms: Search for local agents on Zillow, Realtor, or HomeLight, and compare how the top-ranking profiles are written.

Google results for search "real estate agent East Village"

Sample Google search for real estate agents (Source: Google )

Once you’ve collected a range of competing real estate professionals, dig even deeper into each brokerage and agent that offers a similar service. The following are some key factors to consider when evaluating your competition within your real estate marketing plan template:

The more information you can gather about your competitors’ marketing strategies, the more accurately you can determine which methods to use for your business. You may notice that many agents use direct mail , and very few use online ads. Depending on your audience and competition, this can be a sign that print marketing is more effective with your local audience, or it can expose an opportunity to reach people through online methods with minimal competition.

With the appropriate research in hand about your audience and competition, you should have a solid understanding of the marketplace and the gaps you can fill. This information is critical for creating your unique selling proposition, which defines what separates you from other real estate professionals in your area.

For example, if you find that very few local agents use virtual tours of listings, including them in your real estate marketing plan can immediately differentiate you from other listing agents. Consider using Matterport to create interactive virtual tours and showcase them on your website or your real estate YouTube channel .

On the other hand, if there’s a gap in the market for a certain home type or target audience, it may be an ideal opportunity for a real estate niche . For instance, if there aren’t any agents who are educated on foreclosure listings, it may be an ideal area for you to invest your efforts and build a reputation as the go-to source for foreclosures.

Almost everyone is on social platforms, making it crucial to utilize digital marketing channels to maximize your reach and build your brand. Consider where your potential customers will see your message to touch base and nurture them effectively. Popular channels for real estate investors include social media, content marketing, and business website.

  • Mobile-optimized real estate website: Through your website, prospects can learn more about you, browse listings, and reach out when they’re ready to do business. Optimizing your real estate website for mobile devices can also improve your search engine optimization (SEO) since visitors can access your site on their phones.
  • Email marketing: Implementing email marketing can keep prospects engaged through the funnel. It enables passive communication while offering value with each message.
  • Social media: In a recent survey by the National Association of Realtors (NAR), social media was the top tech tool for generating quality leads. It is important to have an active and engaging social media presence. This allows you to redirect people to the content you have created on your website, engage with them, and create a dialogue that will help prospects learn more about you as a person, not just your professional work.
  • Online ads: Create ads that target specific demographics and interests, and place them on popular websites and social media platforms. Create visually appealing designs and compelling copy to grab the attention of prospects and entice them to click through to your website, profile account, or landing page. Use platforms like Google Ads and Facebook Ads to create and manage your online ads.

8. Establish a Timeline & Set Your Plan in Motion

Now that you have all the components to roll out an effective real estate marketing plan, it’s time to implement your strategies. Even with the best plan, you won’t reach success without staying organized and consistent. That’s why it’s important to create a marketing calendar and follow it to stay on track.

Real estate marketing calendar example

Your calendar should include tasks like social media posts, events, writing email newsletters , sending postcards, and anything else you use to generate and nurture leads. It’s important to make realistic goals, so prioritize the tasks and strategies you believe will most effectively get your name and brand out to the public. Use our free real estate marketing calendar example above that has a bonus hashtag inspiration.

Calendar view of activities in Pipedrive

Pipedrive activity calendar (Source: Pipedrive )

Make sure also to consider the availability of a marketing calendar feature as you choose which real estate marketing companies and tools you use. For instance, Pipedrive is a great real estate CRM that includes a calendar with reminders to schedule and manage tasks. This includes an activity tracker for all contacts so you can track interactions with leads and clients across multiple communication channels. Learn more about how Pipedrive can enhance your marketing.

Visit Pipedrive

9. Track Your Progress & Readjust as Needed

Your real estate marketing plan is not a set-it-and-forget-it exercise—it should be a living document that continues to be adjusted over time. Reassess your plan at least once a quarter to track progress and adjust as needed. As the year goes by, if you feel that your goals are too lofty or not lofty enough, adapt and rearrange them to fit your small business marketing strategy.

10. Keep Up With the Latest Trends & Adapt

Real estate is a dynamic industry influenced by market fluctuations and emerging trends. Even if you have a set plan, stay flexible and adapt your marketing strategies to align with changing market conditions. Stay on top of the game by regularly monitoring market trends , interest rates, and buyer and seller behaviors.

Embrace technological advancements and innovative marketing approaches. For example, leveraging the latest digital tools or new marketing strategies, such as video marketing, influencer partnerships, and personalized messaging, can differentiate your brand and help you stand out in the crowded marketplace. Being agile in adjusting your tactics ensures that your marketing efforts remain relevant and effective in a rapidly evolving real estate landscape.

Webpage of US National Association of Realtors (NAR) on a phone screen

Stay updated on recent developments and market trends (Source: Adobe Stock)

This proactive approach not only positions you as a market-savvy professional but also allows you to seize new opportunities and navigate challenges with resilience. Keep a pulse on the industry, stay informed about the latest marketing tools and platforms, and be ready to pivot your strategies to meet the evolving needs of your target audience.

What is a marketing plan in real estate?

A marketing plan in real estate consists of strategies and tactics that real estate agents and brokers use to promote their properties and services to potential clients. It typically includes the identification of a target audience, competitive analysis, specific goals and objectives, a budget, and a timeline.

The aim is to create a comprehensive and effective plan that helps agents, teams, and brokerages build their brand, attract more clients, and achieve their income goals.

How do you create a real estate marketing plan?

To create a real estate marketing plan, you need to start by identifying your target audience, analyzing your competition, setting specific and measurable goals, establishing a budget, and creating a timeline. Your plan should include a mix of strategies like social media marketing, email campaigns, digital advertising, and leveraging real estate websites. Keep up with industry trends and be ready to pivot your strategies when necessary to ensure your marketing efforts remain relevant and effective.

What is the best marketing for realtors?

The best marketing for realtors meets your goals and reaches your target audience. The most effective strategies typically involve utilizing social media platforms, email marketing campaigns, and digital advertisements. Additionally, it could be highly beneficial to leverage the widespread popularity of real estate websites, such as Zillow, which has remained the most popular platform in the industry for several years, to help grow your business more effectively.

To be successful in real estate , agents, teams, and brokerages need a comprehensive marketing plan. The best plans are built on thorough data, like audience demographics and competition. Your plan must also include specific, measurable goals and strategies to reach your intended audience, build your brand, and, ultimately, achieve your income goals. Download and complete our free real estate marketing plan example and template to get started and grow your business today.

About the Author

Theresa Landicho

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Theresa Landicho

Esa is a real estate staff writer at Fit Small Business. In 2023, she was accredited as a licensed sales agent in the Philippines. Esa is knowledgeable about real estate, including topics on real estate education and real estate lead generation and marketing. She loves how vast the industry is, and that there’s always something to learn.

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real estate strategic plans

Oct 17, 2023

Strategic Planning in Real Estate: The Pathway to Success with Oracle

real estate strategic plans

In the ever-evolving landscape of real estate, where volatility and complexity reign, strategic planning stands as the linchpin to success. Embracing innovation and technological prowess, Oracle emerges as a beacon guiding professionals through the intricate maze of the real estate industry. This article explores the transformative journey of strategic planning in real estate, unveiling the instrumental role played by Oracle in reshaping the narrative of success.

Unraveling the Dynamics of Strategic Planning

Strategic planning is not a mere choreographed dance of market trends; it's a calculated symphony, orchestrating vision, and execution. It's a roadmap that, when navigated with precision, leads to triumphs in the competitive realm of real estate. Enter Oracle, a technological juggernaut that transcends conventional boundaries, elevating strategic planning to unprecedented heights.

Oracle's prowess lies in its ability to synthesize vast datasets, leveraging advanced analytics and artificial intelligence. This convergence transforms raw information into actionable insights, providing real estate professionals with a strategic advantage. In a market where every move counts, the marriage of strategic planning and Oracle becomes a potent catalyst for success.

Navigating the Uncharted Waters

Market volatility is an inherent challenge in real estate, demanding a strategic plan that can weather storms and seize opportunities. Oracle becomes the steadfast navigator in these uncharted waters, utilizing predictive modeling to anticipate market shifts with unparalleled accuracy.

Through a meticulous analysis of historical data and real-time trends, Oracle equips stakeholders with the foresight needed to make informed decisions. The platform's predictive analytics act as a compass, guiding real estate professionals away from pitfalls and towards lucrative ventures.

Deciphering the Technological Marvel: Oracle Unveiled

Big data as the cornerstone.

At the core of Oracle's technological marvel lies the ability to harness the power of big data. In a realm inundated with information, the platform transforms data into a strategic asset. By dissecting demographic patterns, economic indicators, and market trends, Oracle distills complex data points into actionable intelligence.

This mastery over big data empowers strategic planning, enabling professionals to make decisions rooted in a nuanced understanding of the market. In a world where every detail matters, Oracle becomes the magnifying glass, revealing hidden opportunities and potential risks.

Artificial Intelligence as the Strategic Ally

The intersection of strategic planning and artificial intelligence is where Oracle shines brightest. The platform's AI capabilities extend beyond conventional analytics, delving into predictive modeling that surpasses human intuition. Oracle's machine learning algorithms decipher patterns and correlations, providing real estate professionals with a forward-looking perspective.

In a realm where foresight is as valuable as hindsight, Oracle's AI becomes the strategic ally that empowers stakeholders to stay ahead of the curve. Anticipating market trends and understanding consumer behavior are no longer speculative endeavors but strategic imperatives.

Predictive Analytics: Shaping the Future Today

Predictive analytics is the heartbeat of effective strategic planning, and Oracle ensures it resonates with precision. The platform's suite of predictive tools enables real estate professionals to peer into the future with confidence. Whether it's forecasting property values, predicting demand fluctuations, or identifying emerging market trends, Oracle transforms strategic planning from a reactive process to a proactive one.

The strategic decisions facilitated by Oracle's predictive analytics go beyond risk mitigation; they shape the trajectory of success. In the dynamic landscape of real estate, being a step ahead is not just an advantage—it's the difference between thriving and merely surviving.

Realizing Success with Oracle : Case Studies

Streamlining development projects.

In the intricate dance of real estate development, time is money, and efficiency is paramount. Strategic planning, coupled with the capabilities of Oracle, expedites project timelines while minimizing uncertainties. The platform's predictive analytics assist in anticipating potential bottlenecks, optimizing resource allocation, and ensuring the seamless execution of development projects.

Oracle becomes the silent partner in the development journey, offering insights that transcend traditional project management. From the initial concept to the final unveiling, the platform streamlines the entire process, turning strategic plans into tangible successes.

Maximizing Investment Returns

For investors seeking not just returns but optimal returns, Oracle becomes an indispensable companion. By analyzing historical data and current market dynamics, the platform aids in identifying investment opportunities with precision. From residential properties to commercial ventures, Oracle aligns investment strategies with the ever-shifting market landscape.

The strategic decisions guided by Oracle's insights result in not just profitability but a maximization of returns. In the world of real estate investment, where every decision counts, having Oracle as a strategic ally is a game-changer.

Future Trends: A Glimpse into Tomorrow's Real Estate

The trajectory of real estate is not static; it's a constantly evolving narrative shaped by technological advancements and global shifts. Oracle, ever forward-looking, positions itself at the forefront of anticipating future trends that will redefine the industry.

Blockchain Integration: Transforming Transactions

As the real estate industry embraces the era of technological revolution, the integration of blockchain technology emerges as a transformative force. Oracle, recognizing the potential paradigm shift, explores how blockchain can enhance transparency, security, and efficiency in real estate transactions.

Blockchain integration with Oracle has the potential to revolutionize the way real estate deals are conducted. From smart contracts to secure transactions, the synergy between blockchain and Oracle is a glimpse into the future of a streamlined and trust-driven real estate ecosystem.

Sustainable Development: A Strategic Imperative

Strategic planning, in the context of real estate, extends beyond financial considerations—it encompasses the broader ethos of sustainable development. Oracle, attuned to the global shift towards sustainability, equips real estate professionals to integrate environmental, social, and governance (ESG) factors into their strategic planning.

In the age of conscious consumerism, sustainable development is not just a choice; it's a strategic imperative. Oracle becomes the compass guiding real estate professionals towards environmentally responsible decisions that resonate with the evolving preferences of the modern market.

Conclusion: The Harmonious Symphony of Oracle and Strategic Planning

In the grand orchestra of real estate, strategic planning conducts the symphony of success. Oracle, with its technological virtuosity, assumes the role of the maestro, orchestrating a seamless integration of data-driven insights and strategic foresight.

As the industry hurtles towards a future shaped by innovation and complexity, the synergy between strategic planning and Oracle emerges as the gateway to unparalleled success. Real estate professionals who embrace this transformative alliance find themselves not merely navigating the industry but sculpting its future—a future where success is not just envisioned but strategically planned and executed.

Further Reading

How can I streamline budgeting with Oracle EPM

Navigating the Future of Real Estate Analytics with Oracle's EPM Platform

Maximizing ROI in Real Estate with Oracle's Planning Cloud

Ready to find out more?

real estate strategic plans

Real Estate Strategy Template

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Use this free template to plan the marketing, sales, and growth for your real estate business. 

Use this Real Estate Strategy Template to Outline the Following:

  • Company Overview
  • Territory Overview
  • Market Penetration Strategy
  • Marketing Strategy
  • Sales Strategy
  • Software & Tools

real estate strategic planning

A Custom Real Estate Planning Template

You have aggressive goals for your real estate business – particularly when it comes to marketing, sales, and growth. But how do you plan on achieving these goals without documenting them?

With this free real estate planning template, you can outline your approach to achieving these goals step-by-step. You can then share this template with your employees, leadership team, and even your investors. 

Download the template now to start outlining and achieving your real estate goals. 

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Examples

Real Estate Strategic Plan

real estate strategic plans

The real estate industry is full of competition that can just get your potential clients or leads depending on how they market their properties and other offers. With this, you have to ensure that you will create a real estate strategic plan that can make you stand out from your competitors.

  • 9+ Personal Marketing Plan Examples
  • 9+ Apartment Marketing Plan Examples

For a real estate strategic plan to work at its finest, the brand and image of the real estate and the company itself must be credible, trustworthy, and consistent. Incorporating the characteristics of an  integrated marketing plan  can strengthen the foundation or core of the strategic plan that you will use for your real estate marketing programs and other corporate activities.

Do you have no idea about the ways on how you can create a real estate strategic plan? We came up with a list of examples in PDF that can be very helpful as guides for this particular document development activity. Look into the real estate strategic plan examples in this post and select the best reference for you to use.

1. Real Estate / Property Strategic Plan Example

Real Estate Property Strategic Plan Template

  • Apple Pages
  • Google Docs

Size: A4, US

2. Strategic Plan Template

Strategic Plan Template

3. Strategic Plan Process Example

Strategic Plan Process Template

4. Strategic Business Plan Example

Strategic Business Plan Template

  • Microsoft Word (DOC)
  • Apple (MAC) Pages

5. Free Strategic Communication Plan Template

Free Strategic Communication Plan Template

Free Download

6. Strategic Plan for Real Estate Development Example

Strategic Plan For Real Estate Development Example 01

Size: 23 MB

Sending a thank you letter to your real estate agent is a warm gesture of showing gratitude for finding your perfect home. And if you are looking for a Real Estate Thank You Letter Examples template, this template will help you out in writing your thank you letter and solve all your problems. Get this template at an affordable rate. Get it now!

7. Department of Real Estate Five Year Strategic Plan Example

Department of Real Estate Five Year Strategic Plan Example 01

Size: 957 KB

Are you looking for a Real Estate Offer Letter Examples template? Then, checkout this template because you can easily make an offer deal with your seller using this Real Estate Offer Letter Examples template. You can include the details of your offer price of the property using this template. So, what are you waiting for? Get this Real Estate Offer Letter Examples template now!

8. Strategic Real Estate and Facilities Planning Example

Strategic Real Estate and Facilities Planning Example 01

How to Come Up with a Comprehensive Real Estate Strategic Plan

A real estate strategic plan is a document that is developed through the collaboration of different stakeholders involved within the operations of the business. It is essential for a multifaceted overview of the current condition of the real estate business to be seen so that proper measures and action plans can be implemented for continuous improvement.

May your strategies be for the productivity of the workforce or for the creation of a real estate marketing plan , what you need to remember is to ensure that you are aware of the objective of the document’s usage. With this, you can be guided when selecting the information that must be written in the document. For you to have a comprehensive real estate strategic plan, here are some of the discussions that you can have:

  • Come up with a presentation about the previous operational year. How was the sales of the real estate business ? How many leads have been converted to actual clients? Is the business at par or even better when compared to its competition? Having awareness with the results of previous real estate activities and efforts can make it easier for the team to decide on which programs are essential to be continued and those that are needed to be stopped.
  • Have a complete observation of the current condition of the business. Identify the business health of the company by listing down the factors that contribute to its current state. This can help you develop a general analysis of threats and opportunities. Be reminded that the real estate strategic plan that you will create must have both internal and external studies, researches, and observations so that you can fully identify the specific elements that hinder the business from achieving its goals.
  • Give the requirements of the real estate strategic plan. Discuss items about finances, marketing activities, budget allocation, workforce needs, and necessary materials or equipment acquisition. Doing this can specify all the items that make up the entire real estate strategic plan which are essential decision-making factors when it comes to identifying the feasibility of the plan’s usage. You may also see strategic planning checklist examples .
  • Let your real estate strategic plan present the priorities of the business. Showcase a timeline that can give an idea about all the action plans and strategies that you would like to incorporate in the operations of the company. This can help you persuade and convince other stakeholders that your strategic plan is measurable and attainable. You may also like strategic action plan examples .
  • Provide an idea about the potential successes that the company can experience if the real estate strategic plan will be implemented. Give them an overview of your expected results and the time frame in which these results are expected to be realized. You may also check out personal strategic plans examples .

9. Integration of Organizational and Real Estate Strategies Example

Planning Integration of Organizational and Real Estate Strategies Example 1

Size: 657 KB

10. Detailed Real Estate Strategic Plan Example

Detailed Real Estate Strategic Plan Example 01

Size: 859 KB

11. Corporate Real Estate Strategies for Management Planning

Corporate Real Estate Strategies for Management Planning Example 1

Size: 12 KB

Tips and Guidelines in Making a Real Estate Strategic Plan

Just like a  marketing plan , a real estate strategic plan must also provide a complete view of what the plan is all about and how it can be beneficial to the business and its stakeholders. More so, it should have a list of the materials and other requirement specifications that must be delivered or be at hand in a timely manner for the real estate strategic plan to work as desired.

Here are some useful tips and guidelines that you can follow if you will already make a real estate strategic plan draft:

  • Never forget the business goals and objectives of the real estate company. You have to ensure that the strategies and call-to-actions that you will present are aligned and related with what the company would like to achieve. Give supporting details, like facts and figures from studies and researches or the results of the previous operational year, that can make your strategic plan more appealing.
  • Know the ways on how you can implement improvements in various real estate business operations area. Be strategic when maximizing the strengths of the business while ensuring that weaknesses will be developed so that it will not hinder the company from getting particular milestones. You may also see marketing strategy plan examples .
  • It is very important for you to communicate with all the stakeholders of the business. You need to know the concerns and issues coming from the sides of the management, the workforce, the clients, and the creditors or investors of the business. Doing this can help you create tactics and strategies that can satisfy these entities without sacrificing the quality standards and financial condition of the business. You may also like school strategic plan examples .
  • Make sure that you will set the budget range for the real estate strategy plan. The management and other decision-makers need to know the financial requirements of the plan so that they can prepare for it or they can suggest other alternatives depending on the capability of the business to shoulder expenses both for a sustainable business operations and marketing activities. You may also check out sales strategy plan examples .
  • Have an organizational structure that can present the decision-making processes that will be implemented within the life cycle of the real estate strategic plan. This can make you have a more-efficient time in identifying the actual activities that will be executed by the real estate team should the strategic plan be approved and be up for implementation. You might be interested in business development strategy plan examples .

12. Time, Place, Space, Technology, and Real Estate Strategy Plan Example

Time Place Space Technology and Corporate Real Estate Strategy Plan Example 01

Size: 106 KB

13. Action Plans and Strategies in Real Estate Management Example

Action Plans and Strategies in Real Estate Management Example 01

Size: 415 KB

14. Planning Corporate Real Estate Strategy Example

Planning Corporate Real Estate Strategy Example 01

Size: 165 KB

15. Real Estate Asset Management Plan with Strategies Example

Real Estate Asset Management Plan with Strategies Example 01

Size: 827 KB

How to Use Real Estate Strategic Plan Examples and Other References

It will not always be easy for everyone to create a real estate strategic plan, especially from scratch and without any knowledge about the effective creation of the document. This is the reason why it is highly recommended for real estate strategic plan examples to be used whenever you want to start making your own real estate strategic plan.

However, there are a few reminders that you must always put in mind so you can efficiently use these references for your maximum advantage. Here are some recommendations on how to properly use real estate strategic plan examples and other references:

  • Just like when making any strategic plan examples , it is best if you will first have a discussion flow. Use an outline or a summary that can give you an idea on how you would like to discuss specific information within the document. With this, you can properly format your desired content.
  • Always monitor the progress and the changes within your planning and document drafting phases. This can help you look into references without veering away with the actual details that you want to present. Again, examples and other references are just guides and must not be used as is or how they were presented. You may also see one-page strategic plan examples .
  • Other references like templates can be very helpful especially if you want to ensure the formality of the document when it comes to structure and presentation. Ensure that you will select the specific real estate strategic plan examples and templates that are aligned with the branding and document development standards of your business. You may also like community strategic plan examples .

Select from the variety of real estate strategic plan examples in this post and start drafting a basic real estate strategic plan. Develop and improve the document based on the proceedings and potential changes that will occur within the planning and execution processes of your real estate strategic plan. You may also check out security strategic plan examples .

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As a real estate agent, staying ahead of the competition is essential to your success. But with so many moving parts, it can be challenging to create a clear roadmap for growth. That's where ClickUp's Real Estate Agents Strategic Plan Template comes in!

This comprehensive template helps you strategize and plan for success by:

  • Setting long-term objectives and specific goals to drive your business forward
  • Identifying target markets and demographics to focus your marketing efforts
  • Allocating resources effectively to maximize returns on investment
  • Establishing timelines and milestones to keep your team on track

Whether you're a solo agent or managing a team, this template will streamline your planning process and ensure you're always one step ahead in the real estate market. Get started today and watch your business thrive!

Benefits of Real Estate Agents Strategic Plan Template

When real estate agents use the Strategic Plan Template, they benefit from:

  • Having a clear roadmap for achieving long-term objectives and goals
  • Identifying target markets and demographics to focus their marketing efforts
  • Allocating resources effectively to maximize sales and profitability
  • Developing targeted marketing strategies to attract and retain clients
  • Establishing timelines and milestones to track progress and stay on track
  • Staying competitive in the real estate market and adapting to changing trends

Main Elements of Real Estate Agents Strategic Plan Template

Stay organized and achieve your real estate goals with ClickUp's Real Estate Agents Strategic Plan Template.

  • Custom Statuses: Track the progress of your strategic plan with five different statuses: Cancelled, Complete, In Progress, On Hold, and To Do.
  • Custom Fields: Capture important details about each task using eight custom fields, including Duration Days, Impact, Progress, Ease of Implementation, Team Members, Department, and Project Lead.
  • Custom Views: Gain different perspectives on your strategic plan with six different views, such as Progress view to track the completion status of tasks, Gantt view to visualize project timelines, Workload view to monitor team capacity, and Timeline view to see the chronological order of tasks.
  • Project Management: Utilize ClickUp's powerful features like dependencies, time tracking, and collaboration tools to effectively manage and execute your strategic plan.

How to Use Strategic Plan for Real Estate Agents

If you're a real estate agent looking to create a strategic plan, follow these six steps to effectively use the Real Estate Agents Strategic Plan Template in ClickUp:

1. Define your mission and vision

Start by defining your mission statement, which outlines your purpose and what you aim to achieve as a real estate agent. Then, create a vision statement that describes your long-term goals and aspirations. These statements will serve as guiding principles for your strategic plan.

Use a Doc in ClickUp to brainstorm and refine your mission and vision statements.

2. Analyze the market

Next, conduct a thorough analysis of the real estate market in your area. Identify trends, demographics, competitive landscape, and any other factors that may impact your business. This analysis will help you understand the opportunities and challenges in the market.

Use custom fields in ClickUp to track and analyze market data such as average home prices, inventory levels, and market saturation.

3. Set specific goals and objectives

Based on your mission, vision, and market analysis, set specific and measurable goals for your real estate business. These goals should be aligned with your long-term vision and help you stay focused on what you want to achieve. Break down each goal into smaller, actionable objectives.

Create tasks in ClickUp to define and track your goals and objectives.

4. Develop strategies and action plans

Once you have your goals and objectives in place, develop strategies to achieve them. These strategies should outline the specific actions you will take to reach your goals. Break down each strategy into actionable steps, assign responsibilities, and set deadlines.

Use the Gantt chart view in ClickUp to visualize your action plan and track progress.

5. Implement and track progress

Now it's time to put your strategic plan into action. Assign tasks to team members, communicate expectations, and ensure everyone is aligned with the plan. Regularly track progress, review key metrics, and make adjustments as needed.

Use Automations in ClickUp to streamline repetitive tasks and keep everyone on track.

6. Evaluate and adapt

Periodically evaluate the effectiveness of your strategic plan and make necessary adjustments. Analyze the results, gather feedback from clients and team members, and identify areas for improvement. Adapt your plan to changing market conditions or new opportunities that arise.

Set up recurring tasks in ClickUp to review and evaluate your strategic plan on a regular basis.

add new template customization

Get Started with ClickUp’s Real Estate Agents Strategic Plan Template

Real estate agents and agencies can use the Real Estate Agents Strategic Plan Template to create a comprehensive roadmap for success in the industry.

To get started, hit “Add Template” to sign up for ClickUp and add the template to your Workspace. Make sure you designate which Space or location in your Workspace you’d like this template applied.

Next, invite relevant members or guests to your Workspace to start collaborating.

Now you can take advantage of the full potential of this template to create a strategic plan for your real estate business:

  • Use the Progress View to track the completion of tasks and milestones
  • The Gantt View will help you visualize your project timeline and dependencies
  • Use the Workload View to allocate resources and manage team members' workloads effectively
  • The Timeline View will give you a visual representation of key dates and deadlines
  • The Initiatives View will help you prioritize and manage different projects and initiatives
  • The Getting Started Guide View will provide you with step-by-step instructions on how to use the template effectively
  • Organize tasks into five different statuses: Cancelled, Complete, In Progress, On Hold, To Do, to keep track of progress
  • Update statuses as you work through tasks to stay organized and keep stakeholders informed
  • Monitor and analyze your strategic plan to ensure you're on track to achieve your goals.

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Strategic planning is the key to know where the company is going and how it plans to get there. In the real estate industry, it is important to define company goals to tie goals to specific tactics. A real estate strategic plan is considered to be a document that is the outcome of the strategic planning process and is designed to identify the goals and objectives of a company. Create a well-written real estate strategic plan with the help of our plan templates and identify the guiding principles of an organization that will pass the test of time and reflects a point of view regarding future business operations.

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Step 1: Set the Background

Step 2: define the goals, step 3: recognize the improvement areas, step 4: regulate the process to achieve the objectives, step 5: record the progress.

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Strategic Plan

Resourcing the strategic plan.

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Investing in Human Capital to Sustain Future Howard

Implementing Howard Forward requires attracting, managing, training, developing and retaining a skilled and competitive workforce. To retain top talent in the organization, we must foster an environment of intellectual curiosity, innovation and excellence attributes that are required in order to meet our bold strategic objectives. Employees must be taught the refreshed Howard culture, the dynamics of the Howard University ecosystem, and possess the skills and mindsets needed to realize Howard University’s vision.

Our workforce must mimic the workforce of the future, and be nimble and adaptive to external environmental changes, with differentiation of product, and sustainability of the Howard legacy at the forefront of our thinking. 

We are committed to providing high quality customer service to all prospective, current and past staff and faculty and treating them with dignity and respect. This includes handling every aspect of their employment relationship through their lifecycle with Howard University. By making this commitment to the University and its customers, the Office of Human Resources will be able to maintain elevated levels of mutual trust, respect and unwavering support.

Designing and Planning for the Future

Howard is an anchor institution in the nation’s capital that has watched communities thrive, decline, and rebound during our 150-year history. Our leadership recognizes that the health and well-being of the University is inextricably tied to the physical, social, and economic well-being of the city in which we were founded. This simple truth drives the University’s prerogative to improve our physical campuses and the communities that surround them. As a major landowner, the University controls numerous underdeveloped assets within and outside of the District of Columbia. University assets are assessed using two primary filters: asset typology and activity tier. Asset typology is a categorization of assets based upon the extent to which the use of an asset is directly linked to the furtherance of the University’s educational mission (Core, Edge, Non-Core). Activity tiers categorize and prioritize development sequences based upon the immediacy of, and potential for value optimization (Tiers I through III). The intersection of these two filters has established the rhetoric for the strategic treatment of assets in furtherance of the mission.

As the University pursues development opportunities and initiatives, Howard has a responsibility to dedicate our resources to projects and programs that align with our core mission. The guidelines in this document offer a consistent set of guidelines that will steer Howard’s real estate development efforts. The policies are designed to work in combination with the University’s Campus Master Plan, Strategic Plan, and other planning documents to achieve Howard’s goals.

Key Guidelines

Howard University’s Office of Real Estate Development and Capital Asset Management (“Real Estate”) is committed to optimizing the value and performance of real assets in support of the University mission. The “optimization of value” relates mainly to commercial real estate activities intended to generate capital for strategic reinvestment. The “optimization of performance” relates to the repair and maintenance of core facilities that support the academic mission, and is executed primarily by Howard’s Department Physical Facilities and Maintenance (“PFM”).

The University’s future development initiatives are driven by a consistent set of guiding principles that align with and advance the University’s core mission. These principles must be flexible to enable Howard to respond quickly to opportunistic programs and projects, but precise enough to direct decisionmaking. In a resource-constrained environment, Howard will use these principles to make careful selections among competing opportunities.

The economic development principles and initiatives described in this section ultimately support Howard’s mission in the following areas: catalytic development, value optimization, risk mitigation, diversity, affordability and transparency.

Catalytic Development

As an anchor institution in the District of Columbia, Howard University is committed to supporting strong, vibrant communities in the neighborhoods surrounding our campus. Through partnerships with local communities and the District, Howard seeks to catalyze economic growth through strategic development.

Value Optimization

Howard is leveraging our assets to generate value to support missioncritical physical and programmatic improvements across our campuses. As such, one of the University’s primary goals in all economic development initiatives is the creation and capture of value, including financial and in-kind.

Risk Mitigation

All major economic development initiatives present risks to Howard, whether they relate to financial or legal concerns, student experience, or brand. When selecting and executing projects, Howard will prioritize projects that minimize risk to the University by allocating risks among the parties best suited to manage and efficiently price such risk.

Howard recognizes our role as a promoter of economic opportunity for underrepresented professionals and businesses and will support diversity among our business partners. Howard will increase participation of local and minority-owned businesses; Certified Business Enterprises (CBEs); and city residents in design, consulting, and construction opportunities.

Affordability

Much akin to the rising costs of higher education, the affordability of housing in and around Howard’s campuses is an area of concern for the University community. Howard is committed to supporting the community’s affordable housing goals responsibly, and will continue to leverage our real estate development initiatives to make our curricula and degrees accessible to students with financial need.

Transparency

Howard has a long tradition of working closely with community and local government partners when pursuing campus planning and economic development initiatives. This transparency has allowed the University to communicate our reinvestment needs and our intent to leverage assets strategically to meet those needs. Howard will continue to communicate our plans and priorities from community stakeholders and incorporate feedback and recommendations that align with the University’s core mission.

real estate strategic plans

Bank of America to acquire Washington Federal Bank’s $3.2 billion loan portfolio

T he Bank of America Corporation (BofA) is set to purchase Washington Federal Bank’s portfolio of commercial multi-family real estate loans, valued at $3.2 billion.

The announcement was made by Washington Federal, Inc. (WaFd), the parent company of Washington Federal Bank, in a regulatory filing on Friday.

BoFA’s deal with Washington Federal Bank

According to the filing, BofA has agreed “to purchase approximately 2,000 commercial multi-family real estate loans with a current aggregate unpaid principal balance of $3.2 billion.”

This significant acquisition marks a strategic move by BofA to expand its portfolio in the commercial real estate sector.

Post-transaction plans

Following the closure of this transaction, BofA plans to “enter into a structured transaction or loan sale with one or more funds managed or advised by Pacific Investment Management Company LLC (PIMCO),” WaFd mentioned in the filing.

This indicates that BofA may not hold all the acquired loans but will collaborate with PIMCO to manage or sell portions of the portfolio.

Strategic implications

This acquisition highlights BofA’s commitment to strengthening its position in the commercial real estate market.

By acquiring a substantial portfolio of multi-family real estate loans, BofA can diversify its assets and enhance its revenue streams.

Additionally, partnering with PIMCO, a renowned investment management firm, could provide strategic benefits in managing and optimizing the loan portfolio.

The post Bank of America to acquire Washington Federal Bank’s $3.2 billion loan portfolio appeared first on Invezz

Bank of America to acquire Washington Federal Bank’s $3.2 billion loan portfolio

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Planning for retirement: Essential strategies for real estate agents

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As a real estate agent , you’re in the business of helping people plan for their future — whether it’s helping prospective buyers find their forever home, starter house , or next investment property . But when it comes to planning for your future, it’s important to start early.

Saving for retirement is crucial so you can lead the life you envision after you’ve sold your last home. But it can be even more difficult for real estate agents since many are self-employed. Whether you have a retirement plan you contribute to or are just starting out on your retirement journey, here are a few ways you can begin growing your future nest egg.

1. Employer-sponsored 401(k) plan

If you’re employed by a real estate brokerage or company where you’re paid as an employee, you may have access to a 401(k). A 401(k) is a tax-advantaged retirement plan where you can contribute pre-tax dollars right from your paycheck. 

Many employers offer a contribution match up to a certain percentage. If your employer offers a match, it’s a good idea to try to contribute as much as they’ll match to take full advantage of this benefit. In 2024, employees can contribute up to $23,000 to their 401(k) — up $500 from 2023. If you’re 50 or older, you can contribute up to $30,500 in this account due to $7,500 catch-up contributions. 

2. Solo 401(k) 

If you’re self-employed, like most realtors, and have no employees on your payroll, you may be eligible to open a solo 401(k). Designed for self-employed individuals, a solo 401(k) offers many of the same perks as a workplace 401(k) — with a few caveats.

As a freelancer, you’re able to contribute as both the employee and employer, giving you more flexibility to add more to your account each year. However, since you’re both parties, the money is also coming straight from your pocket. In 2024, you can contribute up to $69,000 into a solo 401(k), and $76,500 if you’re 50 or older. The amount you can contribute as the employer will vary based on your income.

Another popular option for realtors who are self-employed is the Simplified Employee Pension Individual Retirement Arrangement, also known as a SEP IRA. This tax-deferred retirement plan allows you to contribute to it as an employer. If you have employees, you’ll contribute the same percentage you contribute to your own fund. You can invest up to 25% of your pre-tax income into this plan, which could be a considerable amount depending on how much you make each year.

Which is better: A Solo 401(k) or a SEP IRA?

Since most realtors won’t qualify for a traditional 401(k), you’ll likely be choosing between a Solo 401(k) or a SEP IRA. There’s no simple answer as to which is better: Both have their own benefits and drawbacks. 

Here are some differences to consider to help you find the right retirement plan for your future:

Do you want to pay taxes now or later? 

If you contribute pre-tax dollars to a retirement plan, you’ll owe taxes down the road when you withdraw your funds. If you contribute post-tax dollars, you’ll be able to withdraw that money in full because you’ve already paid taxes on it. You often make out better contributing pre-tax if you’re a high-income earner, but if you want the flexibility to decide, a Solo 401(k) lets you choose between pre- or post-tax contributions. 

An SEP IRA, on the other hand, requires you to contribute pre-tax, so you’ll owe taxes when you pull from your funds in the future.

Do you want to draw on the funds before you retire?

Although experts don’t recommend taking out a loan against your retirement fund if you can avoid it, sometimes a painful expense pops up and it’s the best course of action. If you’d like the ability to borrow against your retirement account, you should choose a Solo 401(k).

A Solo 401(k) lets you borrow up to $50,000 or 50% of your retirement fund (whichever is less), tax-free and without penalties. A SEP IRA does not offer this feature.

Which account will let you contribute the most money each year?

In most cases, the Solo 401(k) will allow you to contribute the most overall each year, regardless of your age. But as you approach retirement age, if you’re behind on your retirement savings or simply looking to maximize your contributions, a Solo 401(k) offers the opportunity to contribute more through its “catch-up” limit. While contributors under 50 can only contribute $69,000 in 2024, those 50 and older can contribute a little more ($76,500) thanks to this catch-up contribution option.

That said, if you make more than four times this amount in real estate commissions and other business profits, you might be better off with a SEP IRA since you can contribute up to 25% of your income each year. 

Other retirement investment options to consider

In addition to a main retirement plan, you can also grow your money in other ways. You can contribute to investment plans like index funds, ETFs, bonds, and more to help grow your money for retirement. Just be aware that stock market investments can be risky and returns aren’t guaranteed. It’s a good idea to talk to a financial planner before opening a new investment account.

You can also grow your portfolio through real estate investments, whether you’re buying and renting homes or multi-unit buildings, buying and flipping properties, or investing passively in REITs and other real estate funds.

As you near retirement age, it can also be helpful to move some of your savings into certificates of deposit that offer fixed returns in exchange for locking up your money for a set period of time. You should be sure to keep an emergency fund — or an amount you feel comfortable having on hand — in a high-yield savings account as well. 

A CD offers a set return as long as you don’t withdraw your money early, while a high-yield savings account offers a variable rate, but the flexibility to withdraw funds when you need it. Currently, interest rates are at a 15-year high, so it’s a good time to take advantage of high yields. 

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real estate strategic plans

Protests are planned in Serbia against a real estate project financed by Trump's son-in-law Kushner

Opposition groups in Serbia are planning protests against a real estate development project that will be financed by the firm of Donald Trump’s son-in-law, Jared Kushner, at the site of the former Serbian army headquarters destroyed in a U.S.-led NATO ...

BELGRADE, Serbia -- Opposition groups in Serbia are planning protests against a real estate development project that will be financed by the firm of Donald Trump ’s son-in-law, Jared Kushner, at the site of the former Serbian army headquarters destroyed in a U.S.-led NATO bombing campaign in 1999.

The Serbian government earlier this week signed a deal with a Kushner-related company for the 99-year lease of land in central Belgrade for the “revitalization” of the bombed-out buildings. Kushner has confirmed reports that his company plans to finance the $500-million project. It would feature a high-rise hotel, a luxury apartment complex, office spaces and shops.

“The economic progress in Serbia over the past decade has been impressive,” Kushner said in a statement confirming the approval of the deal. “This development will further elevate Belgrade into the premier international destination it is becoming.”

Government officials have welcomed the project, but opposition groups and many in the general public have spoken out against it.

For many, the site of the bombed-out army command building is a potent symbol of Serbia’s resistance against what they call “NATO aggression” 25 years ago.

Serbian forces fought a 1998-99 war with ethnic Albanian separatists in Kosovo, which was then a Serbian province. About 13,000 people, mostly ethnic Albanians, died until a 78-day, U.S.-led NATO bombing campaign pushed Serbian troops out of Kosovo.

Kosovo declared independence in 2008, but the government in Belgrade doesn’t recognize its neighbor as a separate country.

The leader of the Ecological Uprising opposition group, Aleksandar Jovanović, announced that the organization “will use all means, including physical” to defend the demolition of the old General Staff building and the handover to an American company.

“The moment the first bulldozers appear, we will be waiting for them,” Jovanović said at a press conference and called on all citizens to join them, especially members of the Serbian Armed Forces, “all those who have the courage to defend the old General Staff and not allow this crime to happen.”

Government officials defended the deal that was signed with Kushner's Affinity Partners company on Wednesday.

“We will restore the building 25 years after it was destroyed in the bombing,” construction minister Goran Vesić said. "For a quarter of a century, no one, before this Government, had thought to rebuild the complex. When this space is revitalized, it will contribute to the development of Belgrade and Serbia.”

He said that a bombing memorial will be built at the site, financed by the investor.

Earlier this year, the Albanian tourism ministry acknowledged it received an investment project application from Affinity Partners to turn a former military base on Sazan Island in the Adriatic Sea into a resort. Prime Minister Edi Rama said Albania was proud to have attracted such interest.

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    If you're a real estate agent looking to create a strategic plan, follow these six steps to effectively use the Real Estate Agents Strategic Plan Template in ClickUp: 1. Define your mission and vision. Start by defining your mission statement, which outlines your purpose and what you aim to achieve as a real estate agent.

  17. 20+ SAMPLE Real Estate / Property Strategic Plan in PDF

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  22. PDF The California Department of Real Estae 2022-2025 Strategic Plan

    On behalf of our more than 370 dedicated civil servants who serve more than 430,000 licensed real estate agents and brokers, I am proud to present the California Department of Real Estate's (DRE) 2022-25 Strategic Plan. Together, we have charted a new course that focuses on our shared outcomes with the flexibility to innovate how we achieve them.

  23. Strategic Plan

    The policies are designed to work in combination with the University's Campus Master Plan, Strategic Plan, and other planning documents to achieve Howard's goals. Key Guidelines Howard University's Office of Real Estate Development and Capital Asset Management ("Real Estate") is committed to optimizing the value and performance of ...

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  25. Bank of America to acquire Washington Federal Bank's $3.2 ...

    The Bank of America Corporation (BofA) is set to purchase Washington Federal Bank's portfolio of commercial multi-family real estate loans, valued at $3.2 billion. The announcement was made by ...

  26. Planning for retirement: Essential strategies for real estate agents

    In 2024, employees can contribute up to $23,000 to their 401 (k) — up $500 from 2023. If you're 50 or older, you can contribute up to $30,500 in this account due to $7,500 catch-up ...

  27. Protests are planned in Serbia against a real estate project financed

    Opposition groups in Serbia are planning protests against a real estate development project that will be financed by the firm of Donald Trump's son-in-law, Jared Kushner, at the site of the ...

  28. CORRECTION

    A recognized leader in sustainability, Macerich has achieved a #1 Global Real Estate Sustainability Benchmark (GRESB) ranking for the North American retail sector for nine consecutive years (2015 ...