The 1-Page Business Plan for New California Agents (90-Day Execution Plan)

You’ve passed the real estate exam, hung your license with a broker, and got your first box of business cards.

Then, the silence hit.

Most new agents in California fall into the "motivation spiral." You start with high energy, realize you don't have a boss telling you what to do, and quickly drift into "research" (scrolling Instagram) or "branding" (tweaking a logo no one has seen). Before long, the excitement turns to dread.

In my experience coaching thousands of new agents through ADHI Schools, I’ve seen this pattern over and over. Failure in this business rarely comes from a lack of talent; it comes from a lack of a plan and a measurable scoreboard. If you want to survive your first year, you need an operational field manual, not a 40-page theoretical document.

A business plan is not a static document. It’s a weekly operating system you should execute on even when you’re tired.

The 1-Page Real Estate Business Plan (Copy/Paste This)

A business plan is simply a set of decisions made in advance so you don’t have to "think" when you wake up.

The 60-Minute Build Checklist

Open a blank document and answer these points. If you spend more than an hour on this, you’ve drifted into procrastination.

• Target Client: Pick two zip codes or one demographic (e.g., first-time buyers in Riverside).
• Your Offer: Pick one "rookie-safe" value prop (see below).

Your ONE Lead Pillar: SOI, Open Houses, Cold Outreach, or Social Media.

• Weekly Calendar: Set fixed blocks for prospecting and follow-up.
• Weekly Activity Scoreboard: Define your "Input" numbers.
• Budget & Runway: How much cash is in the bank today?
• Tech Setup: Is your MLS, CRM, and e-signature software active?
• 14-Day Proof: Define what “working” looks like in two weeks (e.g., 20 conversations + 1 appointment held).

5 Rookie-Safe Offers (Choose One)

New agents often struggle with "positioning" because they lack a track record. Instead of selling "experience," sell a specific process:

1. The Hyper-Local Listing Concierge: "I run a pricing + prep timeline so sellers don’t guess—want me to walk you through it?"
2. The First-Time Buyer Roadmap: "I’ve mapped out the local lender and grant programs for first-timers; should I send you a copy?"
3. The Condo Seller Packet: "I have a pre-listing kit for this building with the HOA requirements and recent comps; want to see it?"
4. The Open House Matchmaking Offer: "I’ll send you the top 3 deals in your specific price range every Tuesday; want on the list?"
5. The Pricing & Prep Walkthrough: "I can give you a 30-minute walkthrough with a repair/ROI checklist to maximize your net; are you free Tuesday?"

To refine how you present these, review these Branding Tips for New California Agents.

The Scoreboard: The Numbers That Control Your Motivation

New agents quit because they focus on "closings," which are lagging indicators. You can’t control when a deal closes, but you can control how many people you talk to today.

When you feel the "dread" setting in, look at your scoreboard. In my experience, if the numbers are high, your progress becomes predictable. This is the secret to How to Stay Motivated as a New Agent.

Your Example Weekly Calendar (Copy/Paste)

You cannot manage what you do not schedule. Use this as your baseline:

• Mon–Fri 9:00 AM – 11:00 AM: Lead pillar activity (Calls, Invites, DMs).
• Mon–Fri 11:00 AM – 12:00 PM: Follow-up + CRM notes.
• Tue/Thu 4:00 PM – 6:00 PM: Preview homes (Inventory research).
• Sat/Sun: Open House (Host if possible; attend if you can't get one yet) + Sunday night prep.
• Sun 7:00 PM – 7:20 PM: The 20-Minute Reset. Clean CRM, set follow-ups, and schedule next week’s prospecting blocks.

The 90-Day Execution Plan: A Brutally Specific Grind

Weeks 1–2: The Launch Phase

• Build Your SOI List: Export your phone and email contacts. Goal: 120 names.
• The Outreach Script: Call 5 people and text 5 people per day. "I’m with [Brokerage] now and I specialize in [Offer]. If you hear anyone mention buying or selling this year, I’d be grateful if you’d connect us."
• The CRM: Log every single interaction.

Weeks 3–8: The System Phase

• Implement 1-3-7-21: Follow up with every new lead on Day 1, Day 3, Day 7, and Day 21.
• Market Knowledge: Preview 5 homes per week in your target zip codes.

Weeks 9–12: The Review & Diagnostic

• The Scoreboard Audit:

• If 0 conversations: You have a discipline/system issue.
• If conversations but no appointments: You have an offer/script issue.
• If appointments but no clients: You have a follow-up/conversion issue.

• The Reset Rule: If you miss a day, don't spiral. Reset the clock to zero and start fresh tomorrow morning.

Choose Your ONE Lead Pillar (Stop the Chaos)

1. SOI/Referrals (Sphere of Influence)

• Daily Actions: 5 calls, 5 texts, 5 social media interactions.
• Success Metric (14 Days): 50 outreaches + 5 coffee meetings or consultations.

2. Open Houses

• The Offer: "I’ll send you the 3 best buys in this neighborhood this week—text me your price range."
• Daily Actions: Mon-Wed: Secure a listing. Thu-Fri: Prepare "Invite Lists." Sat-Sun: Host the event.
• Success Metric: 10 guest sign-ins via QR code + 10 follow-up calls made by Monday noon.

3. Cold Outreach (Expireds/FSBOs)

• Daily Actions: 2 hours of morning calls to homeowners who failed to sell or are trying to sell alone. Follow your brokerage policy and DNC rules; don't freestyle.
• Success Metric (14 Days): 100 contacts + 10 real conversations + 1 appointment held.

4. Social Media Machine

• Daily Actions: 3 short videos per week, 10 DMs to local followers, 1 weekly "market update" text to your SOI. Use these Social Media Best Practices for Realtors to ensure you’re actually creating leads.

Budget & Runway (The Part Everyone Avoids)

California is an expensive state for real estate professionals. You must know your "burn rate."

The Formula: Runway = (Savings / Monthly Burn)

• Startup Estimate: DRE Fees, MLS dues, Association Dues (NAR/CAR), and E&O insurance. Treat $2,000–$4,000 as a planning estimate.
• The Reality Check: If you don't have 6 months of savings, you probably need a "paid runway"—a side job, savings, partner income, or a brokerage lead source. Desperation is when agents start cutting corners on disclosure, honesty, and compliance. This financial pressure is a major reason Why Most New Agents Quit in the First Year.

“Busywork Traps” to Identify and Avoid

If a task doesn’t involve a conversation with a human, it’s likely a trap.

1. The Training Loop: Watching endless YouTube videos instead of prospecting.
2. Logo/Website Tinkering: Nobody cares about your font if you don't have a listing.
3. The CRM Perfection Trap: Rebuilding your CRM tags and pipelines instead of actually using it to call people.
4. The Checklist Rule: If the task doesn't directly create a conversation or an appointment, it's not a priority today.

Mini Case Studies: The Plan in Action

The "Passive Poster"

• The Problem: Posted on Instagram daily but had 0 leads.
• The Fix: Switched to the "Social Media Machine" pillar. They added 10 DMs per day to local residents.
• Result: They secured two serious buyer consultations and a warm listing lead within 60 days.

The "Timid Rookie"

• The Problem: Afraid to call their SOI.
• The Fix: Used the "First-Time Buyer Roadmap" offer. It gave them a reason to call ("I have a new map for first-time buyers, want a copy?").
• Result: Logged 50 CRM notes in a week and set their first "Appointment Held" by Friday.

Your Next 3 Steps

1. Fill out the one-page plan now. Don't wait for "perfect" clarity.
2. Set your weekly calendar. Use the template above to block your time.
3. Start your scoreboard. Log your first 10 conversations tomorrow morning.

Want the full roadmap?

Read our comprehensive guide: Start a Real Estate Career in California

It lays out the timeline, exact costs, and what to do first.

FAQ: Real Estate Business Planning

What should my real estate business plan include?

At a minimum, it must include your target market, your primary lead generation pillar, a daily activity scoreboard, and a budget for California-specific dues and fees.

Do I need a business plan to join a brokerage?

Technically, no. Most brokerages will hire anyone with a license. However, without one, you’re relying on hope instead of a system.

How many hours a day should a new agent prospect?

In my experience, a new agent should spend at least 2 hours every morning on lead generation and 1 hour on follow-up.

How much money do I need to start?

Aim for 6 months of living expenses. If you can’t, ensure you have a "paid runway" (side income) so you don't make desperate decisions out of financial fear.

How long should a business plan be?

One page. If it’s longer, you won't look at it. If you won't look at it, you won't follow it.