Learn how to create & successfully implement this real estate brokerage business plan PDF free download to finally accomplish all of your company's goals.
Most brokerage owners already know they should have a business plan. Many even build one every year. Yet almost no one actually uses their plan consistently enough to see results. That’s the real problem — not the plan itself.
Today, I’m giving you a Real Estate Brokerage Business Plan PDF Free Download, but more importantly, I’m going to show you how to implement it so it drives real growth, consistency, and profitability in your brokerage.
Most broker-owners never struggle with writing a business plan. They struggle with sticking to it.
VIDEO: Real Estate Brokerage Business Plan PDF Free Download
Why Most Brokerage Business Plans Fail
Every business plan represents extra work — work you want to get done next year because you haven’t been able to get it done yet. And in real estate, extra work feels painful. By nature, agents (and many leaders) default to:
“Get today’s work done as fast as possible”
“Clear pending tasks before I add anything new”
“Avoid anything that adds time to my day”
This is why agents avoid CRMs, resist training, skip videos, and struggle with consistent prospecting. They view anything beyond today’s immediate client work as “extra.”
But your business plan is entirely made of “extra work.”
And without accountability, implementation support, and weekly structure, that “extra work” never gets done. Not because you’re not capable — but because human nature pushes you to stop working as soon as possible.
The Key to Success: Accountability + Structure
Only 1 out of 1,000 agents or brokers can consistently power through a business plan on their own. Everyone else needs accountability — and that’s exactly what coaching provides.
When brokers tell me:
“My agents don’t use the CRM”
“Nobody sticks with our systems”
“We can’t get traction on new initiatives”
…it always comes back to the same source:
no structure, no accountability, and no weekly implementation rhythm.
Your Brokerage Business Plan PDF will work — if you build a system that protects the execution of it.
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Team Coaching Program
The Team Real Estate Coaching Program is for smaller teams looking for internal structure, leverage and leadership.
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Brokerage / Corporate Coaching Program
With the Brokerage / Corporate Real Estate Coaching Program, ICT will help firms set up the most effective and efficient systems for recruiting, agent onboarding, commission & fee structures, agent engagement & retention systems, recruiting, administrative work-flows, transaction management, staff hiring, agent onboarding, productivity training & accountability, financials & budgeting, marketing and much more!
Introducing the 1-3-5 Brokerage Business Plan
This simple plan is one of the most proven formats in real estate, used by top brokerages across North America. Here’s how it works:
1 — One Big Annual Goal
For example:
“Increase brokerage GCI to $15M.”
3 — Three Core Focus Areas
Most brokerage plans include:
Retention
Operating Systems
5 — Five Objectives Under Each Focus Area
These are the 15 core initiatives you’ll work on throughout the year.
Sample: Real Estate Brokerage 1-3-5 Business Plan
Here’s an example directly from the video transcription:
1. BIG GOAL
Increase total brokerage GCI to $15,000,000.
2. THREE FOCUS AREAS
Recruiting
Retention
Operating Systems
3. FIVE OBJECTIVES IN EACH AREA
Recruiting Objectives
Start tracking recruiting metrics
Set weekly appointment benchmarks
Attend REALTOR® association events
Improve social media marketing
Launch referral-based recruiting campaigns
Retention Objectives
Enhance productivity training
Create a productivity coaching program
Increase office engagement
Improve onboarding support
Launch ongoing training & skill-building
Operating Systems Objectives
Create/implement agent onboarding calendar
Build engagement pipelines for inactive agents
Hold biannual staff & training retreats
Implement updated operating systems
Strengthen reporting and KPI dashboards
This gives your brokerage 15 high-impact initiatives for the year.
How to Actually USE This Brokerage Business Plan
Once the plan is drafted, edited, finalized, and rolled out, you must build in weekly accountability.
Step 1 — Prioritize All 15 Objectives
Rank them from #1 to #15.
Step 2 — Select 2–3 Objectives to Work On Immediately
No more than three at once, or projects stall.
Step 3 — Dedicate 15–20 Minutes of Your Weekly Meeting
Every brokerage owner should hold at least one weekly:
Leadership meeting
Staff meeting
Or combined team meeting
In that meeting, use 15–20 minutes ONLY for the business plan.
Not dashboards.
Not fires.
Not new ideas.
Business plan only.
Step 4 — Assign 1 Baby Step Per Project, Per Week
Ask:
“What is one small step we can finish by next week?”
This should be micro-small:
Call a vendor
Ask a coach
Research a tool
Watch an ICT training module
Pull a KPI
Outline a process
Small steps → create momentum → create completion.
Growth always happens slowly, then suddenly.
Your Brokerage Business Plan PDF will work — if you build a system that protects the execution of it.
Brian Icenhower
Why You Must Stop Being Impulsive
Almost every struggling brokerage suffers from the same pattern:
Constantly chasing new ideas
Buying unnecessary products
Changing commission structures reactively
Abandoning half-finished initiatives
Switching lead sources every few months
The 1-3-5 business planning system eliminates that volatility.
Your plan protects you from impulsive decision-making and ensures you do the work that matters — not the work that feels exciting in the moment.
How a Coach Helps You Execute
A coach is not there to:
Entertain you
Distract you with new shiny strategies
Comfort you
Give motivational speeches
A great coach is there to hold you accountable to the business plan you both agreed on.
Every great brokerage grows the same way:
Baby steps → Consistency → Completion → Repeat
Download Your Free Brokerage Business Plan PDF
The plan isn’t the problem.
The lack of consistent implementation is.
Use this 1-3-5 system, attach weekly accountability, and you’ll be shocked how fast your brokerage grows — especially in slow or volatile markets.
Download the PDF, bring it to your leadership meeting, and start taking small steps weekly.
Your future brokerage is built one baby step at a time.
