A number of years ago I worked with a group that was trying to establish a mission statement to define their mission as a group. I had them gather together a few times to brainstorm ideas, and then they were supposed to consolidate their ideas into a single sentence of approximately 20 words or less. They nailed it.
A mission statement is different from a goal in that it is specific, detailed and exact. A goal might be more like a moving target because changes in the economy, staff or other external issues may alter it a little here and there. For instance, if you started an archery school, your goal might be to help every client attempt to hit his target every time. Your mission would be to attract clients who can be trained to hit their target every time. There is a difference between hitting a target every time and attempting to hit a target every time.
If your mission is even more defined, it might be to attract clients who you will train to focus and achieve a center hit of their target every time. That creates a different marketing strategy because now you're looking for clients who want to excel rather than simply achieve. The goal might might be to get to closer to that area of the target at each lesson, but the ultimate result will be what you've set forth in your mission statement.
In your real estate business, you might set a goal of selling two houses a month. That's a worthy goal, but what's your mission statement? It will need to be something that reflects your ability to attract clients who are willing to buy or who are willing to sell so that you can reach your goal. Your mission statement will define what it is about your company that creates an environment that attracts buyers and sellers who will go to closing.
That environment could be made up of exceptional service, world-class marketing, a highly professional presence or a host of other things. This is an area where a big-box realty firm has a little bit of an advantage over the concierge offices. At the same time, if that big-box realty firm develops a bad reputation, it can also translate to every office whether it's warranted or not.
So, what's the mission statement of your office, or what's the mission statement of your own personal realty offering? It should be posted somewhere where you can see it daily and ask yourself if the activities you're involved in are in line with your mission statement.