Aim: The purpose of this study is to describe the importance of self-leadership for performance in the real estate profession. Through an increased understanding of self-leadership, the authors strive to develop a theoretical framework that can contribute to an increased insight into the importance of self-leadership for achievement. The authors' hope is that this study can form a basic framework around the connection between self-leadership and achievement and to create an approach to future research both in the brokerage industry and other industries. 

Method: An abductive research approach was used in this study. Furthermore, a qualitative study was conducted where interviews with six registered real estate agents were conducted. The literature study was conducted by collecting theories from previous research studies.

Result: Based on this study, it can be deduced that the use of self-leadership is central to the real estate agent and his performance, but not to what extent the use of self-leadership gives an increased performance. Although the study can not determine the extent to which self-leadership affects performance, it can be deduced from the results that the use of self-leadership contributes with positive effects that should ultimately affect performance in terms of number of objects sold depending on the individual real estate agent's preferences and goals.