Have you got a goal for 2021? If not, let me suggest a goal for you – one that might take you by surprise.

No, don’t aim to make more sales in 2021. Instead, set yourself the goal of making more profits.

Last year was crazy. But it wasn’t completely unexpected – because if you study history, you know crises happen from time to time. Sooner or later, another one will occur. Maybe next year; maybe next decade. Nobody knows. All we know is that another crisis is coming.

So in 2021, whether you’re an agent or a principal, your goal should be to become more profitable. That way, no matter what happens in your local market, your business will be sustainable.

Of course, one way to increase your profits is to win more listings. But it’s also possible to make more money while making fewer sales.