If you’ve ever promised yourself to “do more marketing,” “get organized,” or “hit bigger numbers this year,” you already know vague goals deliver vague results. SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound—turn good intentions into clear instructions your brain (and calendar) can actually follow. Think of them as GPS for your business: punch in the exact destination, choose the route, and get moving—no drama, no detours.

Why SMART beats “try harder”

  • Clarity: You know exactly what “done” looks like. 
  • Focus: You stop chasing 19 priorities and start finishing three that matter. 
  • Momentum: Small, trackable wins compound into confidence. 
  • Accountability: Numbers remove guesswork (and excuses). 
  • Adaptability: When results aren’t on pace, you can adjust inputs, not abandon the plan. 

The SMART framework (quick refresher)

  • Specific: What exactly will you do? 
  • Measurable: How will you track it? 
  • Achievable: Is it realistic with your time and resources? 
  • Relevant: Does it move your needle, not someone else’s? 
  • Time-bound: When will you deliver? 

From wish to SMART (an example)

Vague wish: “Grow my coaching business.”
SMART goal: “Enroll 10 new coaching clients by November 30, sourced from three weekly webinars and two partner emails per month, tracked in my CRM with weekly progress reviews every Friday at 3 p.m.”

Why it works:

  • Specific: “10 new clients,” clear channels (webinars + partner emails). 
  • Measurable: Client count, events run, emails sent. 
  • Achievable: Fits a normal calendar with prep. 
  • Relevant: Directly grows revenue and impact. 
  • Time-bound: Deadline creates urgency. 

Real estate examples (steal one)

  • Listings: “Book 8 qualified listing appointments by October 31 by sending 20 personal CMAs per week and hosting one seller webinar on the 15th of each month.” 
  • Buyers: “Tour 12 properties with 3 active buyer clients by September 30, secured via two open houses and 30 personal invites” 
  • Database health: “Reconnect with 100 past clients/referral partners by year-end: 10 calls + 10 handwritten notes per week.” 

Make it operational (this is where most goals die)

  1. Define the metric you control. Appointments booked, outreach sent, events hosted—inputs you can own daily. 
  2. Block the time. If it’s not in the calendar, it’s make-believe. 
  3. Create a visible scoreboard. Simple weekly counts beat complicated dashboards. 
  4. Review weekly. What worked? What didn’t? What’s the tweak for next week? 
  5. Pre-decide your nudge. When you slip (we all do), have a “get back on track” action—e.g., 30-minute power hour of outreach. 

Common pitfalls (and simple fixes)

  • Too many goals: Pick 3 max for the quarter. Finish, then add more. 
  • Vanity metrics: Likes and views feel nice; appointments and revenue pay bills. 
  • No owner: If it’s everyone’s job, it’s no one’s job. Assign responsibilities. 
  • All output, no input: You can’t “decide” to close 20 deals. You can decide to have 200 quality conversations. 

A gentle nudge (the facilitator in me speaking)

You don’t need perfect. You need clear + consistent. One SMART goal, one simple scoreboard, one weekly review. Lead by example, keep it human, and adjust as you learn. That’s how momentum is built—quietly, steadily, and sustainably.

Want help turning your intentions into a 90-day SMART plan?

I coach agents and business owners across Canada to set the right goals and install the weekly habits that make them happen. If you’d like a simple SMART Goal worksheet and a quick strategy call, reach out—I’m happy to help you get moving in the right direction.

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Photo by Ronnie Overgoor on Unsplash