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Every great business plan starts with an honest conversation with yourself. It's physically and mathematically impossible to get from one place to another if you don't know your starting point — so that's where we start.

Some of you already have a plan. Maybe it's working. I'm not here to take that away — I'll just challenge you to think about your business through five lenses before you sit down with Avery. The clearer you are going in, the sharper the plan Avery builds with you.

This isn't about beating yourself up or comparing your journey to anyone else's. It's a good, old-fashioned, honest conversation.

Get inspired

Do this in a place that inspires you — your kitchen table, a beach, a favorite spa, café, or park. Pick somewhere that energizes you. Don't rush. The more intention you bring in, the more clarity Avery can give you back.

A business model I swear by frames the whole exercise: STOP – START – CONTINUE.

Stop doing what's not serving you.
Start doing what will.
Then — and only then — can you truly continue to grow.

Meet Avery—your AI accountability advisor

Before we dig in, meet the partner you're doing this with: Avery.

Avery is your AI accountability advisor — the brutally honest business partner most agents never had. She's the math, the questions, and the plan build. The old version of this lesson handed you a stack of worksheets to fill out. That was motion. Avery is action.

Here's how it works: you bring your numbers, Avery does the rest. She'll ask you about where you stand, where you want to go, what's getting in the way — and build a focused plan with you in one sitting. No printing, no PDFs to wrestle.

You'll open Avery at the end of this lesson. First — the five things she'll walk you through, so when she asks, you're ready with the right kind of thinking.

The five lenses Avery will walk you through

1. Current position — the honest one. Celebrate the wins first. Most people forget to. Then look at the gut checks: what worked last year, what didn't, what's no longer serving you, what you're no longer willing to tolerate. The best vantage point in business is recognizing what to stop carrying.

2. Expenses — the holes in the bucket. The biggest financial leaks in an agent business fall into three buckets:

Marketing dollars spent without tracked ROI
Expensive lead gen that doesn't convert
Subscriptions to systems you don't fully use

Separate client gifts from marketing — they get lumped together all the time, and it makes ROI impossible to read. Client gifts get measured against repeat business and referrals. Marketing gets measured against new business. Whatever you're spending, you should know exactly what it's producing.

3. Dreams + aspirations — HOLY CRAP, I LOVE THIS PART. Dream big. Set your sights on your craziest desires. Success doesn't have to mean more transactions or more hours — it could mean a healthy 6-figure income with part-time hours, an investment property, retiring in 5 years and moving to Italy. (I could get on board with that one.)

Daydream. You know that crazy idea you keep pushing to the back burner? Write that shit down, people. Don't sell yourself short — you're worthy of whatever this crazy list looks like.

YOU ARE GOING TO DO BIG THINGS — I CAN FEEL IT.

4. Prospecting — no four-letter words. "WTH. I've been selling real estate for 10 years. I'm NEVER prospecting." That's the response I got from an agent I mentored. Fortunately, I changed her mind pretty quickly — because prospecting in our business doesn't have to mean cold calling.

Prospecting is expanding your network based on your goals. That's it. Another way to look at it: developing or growing your sphere. I love the Rule of 100 — 25 new people per week, 5 per workday.

The default math is 40:1 — about 40 real estate conversations per closing. That works out to fewer than 2 focused conversations per workday to add one extra deal per month. Your personal ratio might land at 20:1 or 80:1; Avery helps you find yours.

The job isn't to "sell" — it's to be a resource. Deliver value, have meaningful interactions, listen, and assess how best to support whoever you're talking to wherever they are in the cycle.

5. Goals — SMART, and your why has to hold. Unlike dreams, goals need to be specific, measurable, achievable, relevant, and time-bound.

There are three levers — volume, transactions, and GCI. You don't have to grow transactions to grow GCI; raising your average price point can move your bottom line just as hard, often with less work. Be intentional about which lever you're pulling.

And put a guardrail on every goal: ask why it matters. If you can't answer, delete or rewrite it. The definition of a goal is a desired outcome to which effort is directed — and effort is the keyword.

Motion vs. action

Motion is writing the list. Action is doing the work on the list. Avery will help you get all of this in motion — you have to be the one to take action.

One quote from Atomic Habits sums up the whole posture:

"If you can get 1% better each day for one year, you'll end up 37 times better by the time you're done."

Pick two pain points to focus on. Pick three things to start. Don't erase the rest — they stay on the list for the next review. This wasn't designed to overload you. It was designed to enlighten you.

Rome wasn't built in a day. Your real estate empire won't be either.

Open Avery

You've got the lenses. Now go build the plan.

Three ways to start — pick one:

Got a completed plan? Upload it. Avery reviews it.
Don't have one? Build it live with Avery in about 15 minutes. Avery does the math.
Have some of it? Bring what you've got. Avery fills the gaps.

(You'll need a free ChatGPT account — free works, just watch the message limits.)

👉 [ Open Avery → ]

Plan Your Business