The seasons are changing quickly and the holidays are racing in. This change lies in precise alignment with the parade of shorter days, longer sleeves. and hibernating buyers, sellers and even agents. As the once hot summer listings start falling out and reluctant sellers get cold feet, some agents begin taking this as a signal to slow down their activity. Ironically, the best agents claim this is the very best time for skilled agents to stay visible and stand out. See how you can leverage the transition of seller and buyer priorities and take advantage of the season — all while building up your base of potential sellers.
1. Warm-up your sphere of influence
Many agents throw all the hard work and effort they’ve put into building and establishing great relationships within their network by letting the connections go cold. Now is the best time to stand out by extending a handshake, mailing a card, delivering a gift of holiday cheer or even hosting a festive get-together. Not only are people more receptive to rekindling connections, but they are also more likely to be turning their thoughts inward this time of year. As people begin to ring out the old and prepare for the new, they may also be priming themselves to be a future client. Whether they are beginning to feel the hallowed halls of an empty nest or the cramped quarters of a growing family, many will be considering a change.
If your sphere is warm and your connections are strong you will be poised to be the one they ask for help come selling season. Although the concept is simple, the execution can be daunting. Consider tools like SmartTargeting Sphere to identify those in your sphere most likely to sell in the new year.
2. Double up on lead follow-up efforts
Your neighbors are more likely to get open house flyers and Just Listed announcements in the spring. When the market is hopping, your voice may be lost in the crowd … but when the market slows down, so does the average agent’s outreach efforts.
That’s why Portland, Oregon powerhouse agent Bev Blume ramps up her efforts during the quieter fall and winter season.
“I’ve found that by doubling up my follow-up and marketing efforts in the down season, the impact is a lot more profound. Not only do I have time to send more thoughtful notes and marketing pieces, my targets and prospects have the time to respond. Whether I’m restarting an old dialogue or getting in touch for the first time, I’ve found that the lead-up to the holidays is a great time to reach out and get a response.”
3. Support a local cause: Offer holiday gifts to top prospects
Do you know a local school selling holiday pies or wrapping paper or a Boy Scouts troop selling wreaths? Step up to be their best customer, then pass these holiday treats along to your top prospects. You can either host a live pick-up event or personally drop off the gift along with a hand-written note. Adopt a family in need. Or organize a coat drive. Invite prospects to drop coats at your house. Designate a time and day to drop and then offer donors a cup of hot chocolate and some treats. Spark up a conversation and make it a joyful event. It makes everyone feel good and do good!
4. Hold a holiday light contest
Brighten up interest by holding a holiday light contest. Most people will be putting up lights anyway so this can be very simple; drop off flyers, decide on a date to judge and present a gift to the winner. Neighbors love to see their work and achievements admired, so mentions and pictures on social media (with their permission, of course) will delight them and show what a great marketer you are.
5. Let predictive analytics do the work
Whether you have time to burn or are still busy wrapping up your 2019 sales, it can still be tricky to determine which contacts are gearing up to sell. SmartZip’s predictive analytics solution offers tested, proven predictions on the most likely home sellers in your market area or sphere. Put the analytics to work to help carefully design your holiday light contest map, gift-giving list, holiday card distribution and overall marketing efforts to focus on those most likely to sell in the coming months. Apply predictive analytics to your farm and your sphere to save steps, time, effort and help you engage with the right people at the time. New Year planning is right around the corner for you and your prospects.
Why not make 2020 great for you, your company and your sphere
Are you ready to get a jump on your 2020 listings pipeline? Take a look at the predictions in your farm and sphere and hear from agents using SmartTargeting from our partners at SmartZip. To learn more, click here.