First things First, Clarifying your goals

Clarifying your goals  

Begin with the end in mind for better clarity in obtaining your goals.  This simple exercise can force you to focus on exactly what you must do to  get what you want. 

For loan agents this might be listing first your highest goal, i.e. “closing a loan” and then listing (in reverse order) what is necessary in the process of a successful closing.  i.e. “9. Close the loan”, “8. Get the documents signed” etc.  The last item in your list (the first matter you would actually do) would be something like “1. find ways to get new customers “.

As you struggle to build your list in reverse order, don’t get thwarted or think that it has to be ideal or have every little detail, this is only the first half of the exercise.  Going in reverse order (beginning with the end in mind) is the key to the exercise and will unlock your creative ability and allow you to stay focused on each step.  When you get your list completed, now re-script the list in forward order.  i.e.”1. Find ways to get prospects” “2. Make list of past clients” “3. Develop  speech  to ask for referrals” etc.  Now as you write your list in forward order you can tweak, add or delete items that need editing.  When finished, you will have a focused road map to achieving your goals.  After you are finished, you will want to do the same for other ways to find prospects and other goals you have.

This article is a perfect example of “beginning with the end in mind”.  I am president/CEO of an Orange County Appraisal company and used this exercise to brainstorm how to acquire more appraisal orders by serving potential clients.  Since loan agents were* (see below)  the majority of our clients, I started with them in mind (or…I started with the end result in mind) “make new loan agent clients” Below is an example in forward order:” 

  • chas writes articles that help loan agents get more loan prospects
  • chas publishes to articles that appeal to loan agents
  • loan agent is drawn by the websites topic
  • loan agent reads article
  • loan agent clicks on Leeper Appraisal Services web link
  • loan agent is encouraged by “” website to order appraisal, get quote, get free comp check or read other articles etc. “
  • loan agent makes appraisal order
  • loan agent becomes a client of Leeper Appraisal Services

 and they all live happily ever after…

* Happily ever after is not the way this one ends, things really have changed since I first wrote this article.  While this exercises is great for all of us, the Home Valuation Code of Conduct has radically altered the way Leeper Appraisal Services gets its business. No longer can agents order appraisals from appraisal companies.  Many reluctantly use appraisal management companies which is acceptable under Home Valuation Code of Conduct.  Leeper Appraisal Services has now registered with California to do Appraisal Management.  You can now go to to find appraisers.

Chas Leeper ,real estate broker for over 31 years; California Certified Appraiser; an author, surfer and grandparent.  He is currently the CEO of Southern California Real Estate and Appraisal Inc.   More about Chas Leeper, go to or call 949-574-5534. 

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