For real estate agents, an “About Us” section should explain who you are and what you do. A mission statement explains the “why.” Read on to see examples from the best firms around the country.
How to Write a Mission Statement
A mission statement can be that final push that motivates a potential buyer or seller to work with you. Agents’ missions statements often include themes like integrity, industry knowledge, and innovation.
The best missions statements, however go a step further. They express what is unique to a real estate company in particular, touching upon the firm’s singular expertise.
Some real estate businesses use bullet points to keep mission statements succinct and easy to read. Paragraph form is fine as well, but you should still work to use simple language and short sentences.
Go for clarity over trying to sound overly erudite. (Cue the episode of “Friends” when Joey uses a thesaurus to replace every word in a recommendation letter with a “smarter” word). In the end, it makes no sense. We found one example on the web that goes a little too over the top:
“Our mission is to provide the consumer with the highest level of service of any Real Estate company thereby ensuring that properties are sold or leased in an exemplary manner. We endeavor to deliver professional service to clients and customers so that transactions are completed to the satisfaction of all concerned.”
Lighten up! You can express serious values without sounding convoluted. Our favorite real estate mission statements are short, sweet, and to the point. Take cues from these inspiring examples.
14 Great Real Estate Mission Statements
There’s no better way to explain what a great example looks like than to include actual real estate mission statements. Read on to see our favorites from firms around the country.
We picked these firms because their statements stuck out to us as interesting, unique, or both.
Sherpa Real Estate
To give the highest level of Real Estate representation and advocacy that we can while working as Buyer and Seller agents, always learning, growing and collaborating as a team to improve our skill and service levels. Continually reinventing processes using innovative technology to support excellent service. Finding the most value interacting with the people we serve and our colleagues while promoting the wellbeing of humanity in the process.
Our take: This statement is a little long, but it delves into some great subjects including technology and dedication to a higher cause.
2. Taylor Real Estate Group
Our mission is to help families create a meaningful legacy for future generations. A portion of the revenue generated from our Real Estate business is donated to local charities that help families combat homelessness, escape abuse, and overcome addiction. We also help support families that are less fortunate through the work of Habitat for Humanity.
Our take: Even better than Sherpa’s statement, Taylor Real Estate Group’s mission goes a step beyond to say how they work to support the community.
3. Carnival Real Estate
To have satisfied clients
To be known in the real estate community
Because of our excellence and integrity.
Our take: Carnival Real Estate offers proof you don’t need a long mission statement to be effective. This brief statement says it all in just a few words.
4. Raleigh Regional Association of Realtors
Promote the highest ethical and professional standards and cooperation among its members.
Provide products, programs and services to meet the evolving needs of the real estate industry and consumers.
Serve as a leading advocate of private property rights and community involvement.
Our take: The offers a great example of how several bullet points can be effective and to the point.
5. Shorewood Real Estate, Inc.
Shorewood Real Estate understands the sanctity of family vacations and property ownership. Our mission is to provide quality vacation rental houses and condos in various price ranges to family groups throughout the year. Shorewood Real Estate seeks to better represent our clients and customers by continuously building knowledge, competence, and by being honorable, honest, and fair in all dealings. Shorewood Real Estate acknowledges the individual rights of real estate ownership. Our mission is to protect that right of ownership and widen the opportunity to enjoy it, while properly maintaining our owners’ properties to maximize income and appreciation.
Our take: This mission statement does a great job of explaining what this real estate company offers, specifically. In this case, it’s vacation rental houses and condos.
6. Hybrid Real Estate
The mission of Hybrid Real Estate, Company is to provide an outstanding level of service and expertise in the real estate market that is innovative and ambitious. The Hybrid Real Estate, Company is dedicated to the highest standards, systems and performance necessary to fulfill all of your real estate dreams.
Our take: Vision Realty uses some great concepts here, like innovation and ambition.
7. Vision Realty Partners, LLC
Working honestly and living by the Golden Rule
Using our experience to benefit you
Making ourselves available when you are
Treating every client as important
Being committed to our business full time
Working hard to turn clients into fans
Our take: Vision Realty does a good job of expressing its unique location as well as more universal values like the Golden Rule.
8. Michelle & Company
Our Mission is to provide “Excellence in Real Estate Services” to all of our customers and clients by conducting all of our business with the highest levels of professionalism, honesty and integrity.
Our team approach is designed to use our combined knowledge, experience and skills to provide the expertise and service our customers and clients deserve.
Our goal is to ensure a smooth process for our customers and clients in the purchase or sale of real estate. We accept all challenging and difficult situations related to real estate transactions as opportunities to use our professional skills. We find solutions that best achieve the real estate needs of our customers and clients.
Our take: We love Michelle & Company’s emphasis on a team approach, which gives customers confidence they are working with a powerful group.
9. Keller Williams Realty
To build careers worth having, businesses worth owning, lives worth living, experiences worth giving, and legacies worth leaving.
Our take: One sentence that does it all, addressing both consumers and potential agents. It offers a compelling address with an emotional approach.
10. The Agency
The Agency’s mission is to modernize and progress the experience of buying and selling real estate by cultivating a spirit of collaboration, innovation, and integrity.
“The Agency fosters a culture of partnership in which all clients and listings are represented in a cooperative environment by all its agents, thereby ensuring its clients and listings have the competitive edge.” Mauricio Umansky, CEO and co-founder.
“Leveraging the most emergent technologies and social media strategies, The Agency envisions itself as more than just a real estate brokerage; it is a lifestyle company committed to informing and connecting global communities.” Billy Rose, President and co-founder.
Our take: The Agency takes a unique approach of crafting just one compact sentence for its mission statement. Then, it pairs that with quotes from company leaders for a personal touch.
11. Ryan Smith Home Selling Team
We are dedicated to providing world-class service and market-leading expertise to our clients. We are passionate about providing the extra value that others simply will not. Fanatical integrity and consistently impressive results will be the signature of our service. Our collaborative spirit and desire to grow will help us achieve the goals we set. We will make the families we serve feel special, creating raving fans, and help them truly win. We will succeed because we will not let our clients fail.
Our take: This mission statement offers great insight into team culture and company tenacity.
12. Norris and Company
The mission of Norris & Company is to be the most successful real estate firm in Indian River County. Norris & Company Real Estate incorporates proven, professional state of-the-art techniques specializing in the marketing, listing and selling of new and resale luxury homes, residential communities, condominiums, home sites, undeveloped land and commercial and investment opportunities. Norris & Company Real Estate maintains a full-time staff of well-trained real estate professionals who continually strive to provide top quality service for their individual clients and customers. Norris & Company Real Estate is a creative, innovative and people-oriented organization providing individual opportunity, personal satisfaction and rewarding challenges to all members of the firm.
Our take: Norris & Company does a great job including specifics. We know it is a residential real estate company with a large real estate team.
13. Endeavor Real Estate Group
With deep roots in Austin, Endeavor and its employees are committed to enhancing the quality of life for all of the city’s residents. We do this by providing financial support—and donating our time and talent—to a substantial list of Austin non-profit and community organizations. We have nurtured a company culture that supports and celebrates philanthropy and volunteerism, and we encourage all Endeavor team members to be active participants in their local communities.
Our take: This Texas-based real estate company has a whole mission dedicated to community outreach and giving back. Heck yes!
14. DouglasElliman Property Management
For over 100 years we have been dedicated to providing the best residential property management to co-ops, condos and rental properties throughout New York City and beyond. Ranked #1 among New York City’s residential management companies, our mission is to provide our clients with superior and responsive management and accurate financial reporting that they can count on to improve their quality of life and valuation of their homes. We also support the City’s efforts to reduce carbon emissions through increased energy efficiency in all the properties we manage.
Our take: Douglas Elliman touches on its commitment to both customers and the city’s well-being as a whole.
What Is Your Real Estate Mission Statement?
Using the above real estate mission statements as an example, you can craft your own. An effective mission statement is the lifeblood of your company, so don’t rush this process!
And while you’re here, make sure to check out our other complete guides on topics ranging from water leaks to real estate branding. You’ll be glad you did.