2022 Business Plan

Ferry International, LLC / 888.866.3377 / tomferry.com / 1

 Make it happen in 2022!

“The realization of your plan

is worth more than any single transaction.
Refuse to let your business interfere
with your plan — trust the process.”

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 2022 Business Plan
Part A : Foundations

Commitment
Interested? Committed? Obsessed? You’re about to lay out your plan for 2022, your bridge to your
future. But a plan without the will to execute is only words on a page. So, write a message to yourself
and your coach stating how seriously you are committed to implementing this plan and being held
accountable to it.

Accountability
What additional accountability do you need to ensure your success? Let your coach know.

Why
What motivates you? A powerful Why comes out of a clear understanding of self. Do not write what
should motivate you. Acknowledge the truth about what drives you.

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 2022 Business Plan
Part A : Foundations

Vision
A vision statement is a clear, detailed description of your business in the future, say, 3-5 years from
now. It clarifies your long-term goal. It should be Specific, Measurable, Actionable, Realistic and Time-
bound. Unlike your mission, it is usually not meant to be publicized.

Mission
A mission statement articulates the purpose of your business and your means of reaching it. It
should be a simple sentence or a phrase. The public needs to see it. And you need to focus on it.

Values
Values shape identity and guide decision making. Instead of single words, write brief sentences.
Consider - and feel free to use - Tom’s: 1) Deliver Value; 2) Embrace Innovation; 3) Build and Maintain
Trust; 4) Execute with Relentless Discipline; 5) Strive for Greatness. Share your values with the public.
Embrace them yourself.

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 2022 Business Plan
Part B : Business Goal Setting

Transaction Goals
IMPORTANT NOTE: To best calculate these numbers, complete this page using the business plan in illūm.

2021 ACTUALS 2022 GOALS

Lead Source Listings Buyers Listings Buyers

Past Clients

Referrals from Past Clients

SOI (Sphere)

Referrals from SOI

Agent Referrals

Geographical Farm

Open House

Online Leads

One-Offs

TOTAL

% OF BUSINESS

2021 ACTUALS 2022 GOALS

Listings Buyers Listings Buyers

Total Sales Volume

Total GCI

Avg. Home Value

Avg. GCI

Listing Side Buyer Side Listing Side Buyer Side

Avg. Commission Fee %

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 2022 Business Plan
Part B : Business Goal Setting

Activity & Ratios

IMPORTANT NOTE: To best calculate these numbers, complete this page using the business plan in illūm.

Percentage of listing appointments that result in listings taken

Percentage of listings taken that close

Percentage of initial buyer appoinments that close

Conversations per close

Conversations Hours of Power (HOP)

: 1 Avg. Conversations per Hour of Power

Prospecting Days Per Week

Prospecting Weeks Per Year

What You Need to Do This Year

Listing Appts. Listings Taken Closed

Conversations Initial Buyer Consultations Closed

What You Need to Do This Week

Listing Appts.

Hours of Power (HOP) Conversations

Initial Buyer Consultations

What You Need to Do Today!

HOP Conversations Appts

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 2022 Business Plan
Part B : Business Goal Setting

Predicted Seasonality
A well-thought-out business plan should be a continual reference point for your business. However,
if your numbers aren’t realistic, it’s easy to dismiss your plan as irrelevant. Realistic means taking into
account how sales patterns fluctuate during the year. If winter is a slow time, you need to account
for that so you don’t fall short of a revenue objective you couldn’t meet.

Projected Units Sold per Month and per Quarter

January

February Quarter 1

March

April

May Quarter 2

June
2022

July

August Quarter 3

September

October

November Quarter 4

December

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 2022 Business Plan
Part C : Marketing and Lead Generation Planning

Agent Marketing Plan

Your marketing plan should increase brand AWARENESS and lead ACQUISITION (generation). To
do so, it must define the channels of communication you will use to reach specific audiences. Your
audiences consist either of people you know or people you don’t know, and your channels are
meant to communicate either one-to-one (1:1) or one-to-many (1:M). And you need to determine
the frequency of your contacts and interactions.

Unique Selling Proposition (USP)

What differentiates you from eveyone else? Consider the problem you address, the solution you
offer and what benefit that solution provides. That is the formula for creating a USP. You may
have more than USP to address each of the types of prospect you solicit or even each side of a
transaction.

EX Lead Source/Audience Geographic Farm (GF) - Rolling Mill Estates (500 Residences)

AM
Marketing Plan Networking Plan Transactions Goal
Advertising to create Socializing to foster referral- 5
______________________________
awareness and consideration producing relationships
24 open houses (OH) (semi-monthly) Annual community event booth

PL
• ______________________________ • ______________________________
Prospecting Plan
12 bulk mailers (monthly)
• ______________________________ PTA board meetings
• ______________________________ Contacting a group of people
in search of leads
Targeted FB videos (monthly)
• ______________________________ Community bus. assoc. meetings
• ______________________________
OH neighbor invites (semi-monthly)

ES
• ______________________________
Follow-Up Plan Nurturing Plan
Circle prospecting (3 days/week)
• ______________________________
Repeated communication Repeated communication
with non-responsive leads with responsive leads aimed Purchase Zillow/Trulia leads in GF
• ______________________________
aimed to elicit conversation to set appointments

24 open houses (OH) (semi-monthly)

• ______________________________ Annual community event booth
• ______________________________
Ref./use FB seller follow-up plan Ref./use FB seller nurture plan
• ______________________________ • ______________________________

Ref./use FB buyer follow-up plan

• ______________________________ Ref./use FB buyer nurture plan
• ______________________________

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 2022 Business Plan
Part C : Marketing and Lead Generation Planning

Lead Source/Audience #1

Marketing Plan Networking Plan Transactions Goal

Advertising to create Socializing to foster referral-
_________________________________
awareness and consideration producing relationships

• ______________________________ • ______________________________
Prospecting Plan
• ______________________________ • ______________________________
Contacting a group of people
• ______________________________ • ______________________________ in search of leads

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________
Follow-Up Plan Nurturing Plan
Repeated communication Repeated communication • ______________________________
with non-responsive leads with responsive leads aimed
• ______________________________
aimed to elicit conversation to set appointments

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

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 2022 Business Plan
Part C : Marketing and Lead Generation Planning

Lead Source/Audience #2

Marketing Plan Networking Plan Transactions Goal

Advertising to create Socializing to foster referral-
_________________________________
awareness and consideration producing relationships

• ______________________________ • ______________________________
Prospecting Plan
• ______________________________ • ______________________________
Contacting a group of people
• ______________________________ • ______________________________ in search of leads

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________
Follow-Up Plan Nurturing Plan
Repeated communication Repeated communication • ______________________________
with non-responsive leads with responsive leads aimed
• ______________________________
aimed to elicit conversation to set appointments

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

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 2022 Business Plan
Part C : Marketing and Lead Generation Planning

Lead Source/Audience #3

Marketing Plan Networking Plan Transactions Goal

Advertising to create Socializing to foster referral-
_________________________________
awareness and consideration producing relationships

• ______________________________ • ______________________________
Prospecting Plan
• ______________________________ • ______________________________
Contacting a group of people
• ______________________________ • ______________________________ in search of leads

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________
Follow-Up Plan Nurturing Plan
Repeated communication Repeated communication • ______________________________
with non-responsive leads with responsive leads aimed
• ______________________________
aimed to elicit conversation to set appointments

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

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 2022 Business Plan
Part C : Marketing and Lead Generation Planning

Lead Source/Audience #4

Marketing Plan Networking Plan Transactions Goal

Advertising to create Socializing to foster referral-
_________________________________
awareness and consideration producing relationships

• ______________________________ • ______________________________
Prospecting Plan
• ______________________________ • ______________________________
Contacting a group of people
• ______________________________ • ______________________________ in search of leads

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________
Follow-Up Plan Nurturing Plan
Repeated communication Repeated communication • ______________________________
with non-responsive leads with responsive leads aimed
• ______________________________
aimed to elicit conversation to set appointments

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

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 2022 Business Plan
Part C : Marketing and Lead Generation Planning

Lead Source/Audience #5

Marketing Plan Networking Plan Transactions Goal

Advertising to create Socializing to foster referral-
_________________________________
awareness and consideration producing relationships

• ______________________________ • ______________________________
Prospecting Plan
• ______________________________ • ______________________________
Contacting a group of people
• ______________________________ • ______________________________ in search of leads

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________
Follow-Up Plan Nurturing Plan
Repeated communication Repeated communication • ______________________________
with non-responsive leads with responsive leads aimed
• ______________________________
aimed to elicit conversation to set appointments

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

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 2022 Business Plan
Part C : Marketing and Lead Generation Planning

Lead Source/Audience #6

Marketing Plan Networking Plan Transactions Goal

Advertising to create Socializing to foster referral-
_________________________________
awareness and consideration producing relationships

• ______________________________ • ______________________________
Prospecting Plan
• ______________________________ • ______________________________
Contacting a group of people
• ______________________________ • ______________________________ in search of leads

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________ • ______________________________ • ______________________________

• ______________________________
Follow-Up Plan Nurturing Plan
Repeated communication Repeated communication • ______________________________
with non-responsive leads with responsive leads aimed
• ______________________________
aimed to elicit conversation to set appointments

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

• ______________________________ • ______________________________

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 2022 Business Plan
Part D : Operations Planning

Operations Initiatives
The more productive you are, the more money you make. The more organized you are, the
more you can keep your focus. Operations is about streamlining your business and improving
efficiencies. Reflect on your business with your coach. What areas can you work on that will have
the greatest impact?

Priority (Score 1-5)

What I will do with 5 being most important

EXAM
• Hire an assistant before Q4. 4

PLES
• Standardize/formalize my transaction process. 5

• Determine ROIs on lead sources. 3

• Purchase a more robust accounting software – and use it! 5

• Enter my numbers into illūm at the end of each day. 4

• Streamline my open house system (find a sign-in app). 3

Priority (Score 1-5)

What I will do / Where I need accountability with 5 being most important

•
•

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 2022 Business Plan
Part E : Pre-Planning Analysis

Pre-Planning Analysis
SWOT Analysis
A SWOT analysis complements your vision. Your vision tells you where you’re going. A SWOT analysis
helps describe where you are. With a clear assessment of where you stand, the more effectively you
can plan and build a bridge to your future. Write as many points as necessary to be thorough.

Examples
Strengths Creating engaging, informative videos for Weaknesses Non-standardized, inefficient transaction
social media management

Opportunities The agent who dominates the area Threats The competition just opened an office to better
adjacent my geo farm is retiring, so that area has good serve the area that includes my geo-farm
farming potential

Strengths Weaknesses
Internal Factors

Opportunities Threats
External Factors

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 2022 Business Plan
Part F : 8 Equities

Circle of Life
With so much clamoring for our attention, it’s easy to lose sight of the big picture. But success is
more than a single focus.

In the coming year, what will you do to live a more holistic, balanced and abundant life?

Consider the circle below. Each dot represents 10% of where you want to be. How are you doing in
each area? Consider your potential, your obligations and your passions. Fill in each piece of the pie.
Then pause to reflect and set some powerful life goals for 2022!

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 2022 Business Plan
*This is not intended to be used in lieu of professional tax guidance. Calculations for pre-tax
contributions as well as business expenses depend on entity structure and other accounting
considerations.
*Please enter the eight required inputs

Monthly Annual
Financial Plan Budget Inputs Spend Spend

Months in
Total 2022 GCI Goal Coaching This Year

Projected Net Personal Expenses >

Commissions on GCI

Other Real Estate Business Expenses >

Related Pre-Tax Income

Total Projected Debt Reduction Goal >

Pre-Tax Income

Projected 2022 Tax Pre-Tax Savings Goal

Projected Net
Post-Tax Savings Goal
Income Less Taxes

Post-Tax Income Post-Tax Income from

from Other Sources Other Sources

Projected Net Income Combined Federal &

from all Sources State Tax Rate

Your 2022 Budget (incl.

Business Expenses)

Net Income Surplus

(Black) / Deficit (Red)

How to Allocate Each Commission Check

to Personal Account &

to Business Account to Tax Account
Pre-Tax Savings

____% ____% ____%

Ferry International,
Ferry International, LLC
LLC / |888.866.3377 / tomferry.com
888.866.3377 / 18
| tomferry.com 18
My 2022 Personal Expenses
IMPORTANT NOTE: To best calculate these numbers, complete this page using the digital plan in illūm.

Essentials (Savings and Taxes) Average Monthly Spend Annual Spend % of Total Budget

Home
Transportation
Medical
Utilities
Groceries
Personal Care
Family Obligations
Education
Lifestyle
Legal / Professional Counsel
Donations / Charity
Other Insurance
Credit Card / Other Personal Debt Pmts.
Other

TOTAL

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My 2022 Business Expenses
IMPORTANT NOTE: To best calculate these numbers, complete this page using the digital plan in illūm.

Expenses Average Monthly Spend Annual Spend % of Total Budget

License / E&O
Professional Development / CE / Events
Coaching
Office / Desk / Broker / Association Fees
Communication / Technology
Legal / Professional Counsel
Advertising / Marketing
Assistant Salary
Transportation / Travel
Credit Card / Other Business Debt Pmts.
Other

TOTAL

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My Savings and Debts
IMPORTANT NOTE: To best calculate these numbers, complete this page using the digital plan in illūm.

Liquidity
Cash Available

Long-Term Debt
Mortgage 1
Mortgage 2
Mortgage 3
Student Loans
Other Loans
TOTAL

Short-Term Debt
Credit Card
Other Loans
Other Loans
TOTAL

Tax Debt
Unpaid Property Taxes
Unpaid Income Taxes
Other Loans
TOTAL

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Note: For a more comprehensive business plan with built-in calculators,
please see the business plan in illum.