How Real Estate Professionals Win Using The C.h.i.e.f.s. Formula

In the real estate business, success is often measured by numbers: transactions closed, volume sold, commissions earned. But ask most seasoned professionals, and they’ll tell you real success isn’t just about business metrics. It’s about the life you’re living while building your career.

That’s the philosophy behind the C.H.I.E.F.S. Formula, a holistic approach to goal setting that real estate professionals can use to bring structure, focus, and balance to their lives. C.H.I.E.F.S. is an acronym that stands for six vital areas: Career, Health, Income, Education, Family, and Spirituality. The goal is simple set meaningful, realistic goals in each of these categories to ensure you’re growing not just professionally, but personally.

Beyond the business plan

Most real estate pros already set business goals, how many listings, how much GCI, how many closings per quarter? But when you zoom out and ask yourself, “Am I thriving outside of work?” that’s when the C.H.I.E.F.S. Formula comes into play.

Each of the six pillars represents an area of life that contributes to overall fulfillment and sustainability:

• Career: Where are you heading? What new skills, roles, or responsibilities are you working toward?
• Health: Are you prioritizing sleep, exercise, and mental clarity?
• Income: Beyond your commissions, are you building wealth, investing, and planning for financial freedom?
• Education: Are you staying sharp, professionally and personally— through reading, training, or mentorship?
• Family: Are you present with the people who matter most, or are they getting what’s left of you?
• Spirituality: Are you anchored in values, purpose, or faith that keeps you grounded?

When these areas are regularly evaluated and supported by intentional goals, you avoid the all-too-common trap of professional success with personal emptiness.

Why more goals lead to more wins

One of the most overlooked principles in goal setting is this:

“If you’re not achieving most of your goals, you probably don’t have enough.”

We often focus only on our hardest goals, things that require long timelines, deep focus, or major sacrifice. But not every goal needs to be monumental to be meaningful. Going on vacation, finishing a book, attending church regularly, or scheduling weekly family dinners may not be the toughest tasks on your list, but they are goals, nonetheless. Achieving them builds momentum, boosts confidence, and reinforces consistency.

Stacking a mix of easy, moderate, and challenging goals gives you more opportunities to win and when you win more often, you’re more motivated to stay on track across all areas of life.

Structured, not stressed

While the C.H.I.E.F.S. Formula defines what to focus on, having a structure for how to pursue those goals is equally important. This is where the SMART goal method originally developed by consultant George T. Doran in 1981 can be helpful. Doran emphasized that goals should be Specific, Measurable, Achievable, Relevant, and Time- bound. SMART goals work because they bring clarity and accountability to your intentions.

Example: Instead of saying, “I want to get healthier,” a SMART goal would be: “I’ll Walk 30 minutes a day, five times a week, for the next 60 days.” Add one, two or three of those to each C.H.I.E.F.S. pillar, and your life becomes more focused and intentional overnight.

How to put it into practice

Here’s how to apply the C.H.I.E.F.S. Formula today:

1. Score yourself 1–10 in each category. Where are you thriving? Where are you falling short?
2. Choose one pillar to focus on this month.
3. Set one or two clear goals, including at least one you know you can complete.
4. Check in weekly, adjust as needed, and celebrate small wins.
5. Rotate focus monthly to stay balanced and avoid burnout.

Build a life behind the business

Real estate can easily become all-consuming. But you didn’t get into this industry just to grind. You did it for freedom, opportunity, and the ability to design a life you love. The C.H.I.E.F.S. Formula is your reminder that you are more than your business plan and your life deserves the same intentionality as your next listing strategy.

Because the best version of success is the one where every part of you wins.

John S. Finn, Jr., CRB, CRS, is a nationally recognized real estate broker and Co-Founder & COO of United Real Estate Richmond. In 2008, John created the C.H.I.E.F.S. Formula practical framework designed to help real estate professionals and entrepreneurs cultivate balanced, purpose-driven lives.

This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.

To contact the editor responsible for this piece: tracey@hwmedia.com