After 25 years in one facet of real estate or another, I have had the pleasure of meeting some of the greatest agents ever. These folks have inspired me and left me in awe. Whenever possible, I made a point of asking each of them three questions. What’s your best close? What do you do every day to build your business? And, how do you distinguish yourself from other Realtors in the eyes of clients? While I got many different and fascinating answers, I got one answer nearly all the time.

The answer usually went something like this. “I make sure that my clients know what I will do for them each step of the way, and that my goal (mission) is to help them succeed.” Successful agents have a clear picture of what exemplary service entails, and they deliver it consistently.

If you are one of the many agents who grapple with articulating your service mission and have difficulty in projecting where you want to be two, five or more years from now, perhaps the best way to crystallize that picture for yourself is to create a vision and mission statement. While the term mission statement and vision statement are often interchanged one for the other, there are important differences between the two as follows:

Vision Statement:

This is the big picture. The word vision means the conception of an image. In a vision statement you say where it is you want to go. Here is an example:

By the end of 2002, I will be the most successful agent in ABC Realty. I will lead in closed dollar volume and GCC.

The measurements of success jump out at you in this example. They fill the criteria for a well-written vision statement. They are quantifiable, and the creator of the vision statement would be able to create a mental image of achieving the vision.

Mission Statement"

The Mission Statement flows directly from the vision statement. It is the implementation of the vision and it outlines what must happen to realize the vision. It’s a “how-we-will-get-there” guide that contains action words and adjectives that modify them.

A good mission statement: will do/contain/is the following:

• Elicits an emotional, motivational response
• Is easily understood and can be transferred into individual action
• Has a measurable, attainable goal
• Is three to four sentences long
• Is simple, honest and frank
• Is fully believed

A mission statement, for the above vision statement, might sound something like this:

To realize my vision, I will prospect weekly. I will nurture and care for my past clients and will under promise but over deliver on all of my commitments.

One problem I have seen is that many people create these three-page tomes that are so boring that the chance of it inspiring anyone, let alone the author, is zilch. Here’s a good rule of thumb. If the statements can be printed on the back of your business card (and they should be,) they are probably the right length.

The following are some action words that may help get your creative juices flowing as you tackle your mission statement:

Here are some values that may help you as you create your vision statement:

With the dawning of another year, there is no better time to evaluate who you are and where you are going. Take a few hours and work through the creation of vision and mission statements. It’s a thought-provoking exercise well worth the effort!

Published: January 30, 2001

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Marylyn B. Schwartz, CSP, is a noted expert in real estate and corporate sales training, team development, customer care and diversity issues. She is president of TEAMWEAVERS and was a trainer for the Floyd Wickman Courses©, Sweathogs® program for over five years. Marylyn is also an author and Business/Life Coach. Contact her at , or visit her website at MarylynBSchwartz.com.