It can sometimes feel like a waste of time to keep marketing in December, but it’s not.
All those listing and/or buyer leads you’ve been working on may seem to have vanished. And of course, some 
of them have – at least temporarily. In addition, the agents and others that you want to contact may be non-responsive.
I’m seeing it happen in my own business – beginning at about November 23. A couple of agents who paid deposits on their work and seemed eager to get their new marketing materials completed have failed to provide needed information. It’s OK – others who are more eager are filling my time. But it’s still frustrating when they don’t respond to emails. I like to finish projects once I start.
Even if it feels pointless, keep marketing in December.
Back in November I wrote about the Holiday Home Buying Season and the fact that many agents will thrive while others will completely stop marketing from now until January.
They won’t place an ad, mail a letter, send an email, or even pick up the phone. And that’s OK – because it means more opportunity for you.
Even if none of your sellers are motivated to have their homes on the market during Christmas, you can benefit. If you stay in touch and use the right approach, YOU will be the one whose listings appear on line on January 1 – or even on December 26. If you don’t know what to say to those sellers, check out my Holiday Listing Letters, Part 2. At only $9 for 5 letters, you can’t go wrong.
When you stay in touch with buyers who are in town for the holidays, YOU will be the one showing homes from December 26 until they have to leave for home. At the very least, when you stay in contact you will be the one they remember when they return.
Keep marketing in December to make the phone ring in January.
When you keep marketing in December, YOU will be the agent who is remembered when buyers and sellers get back on track in January.
It’s unfortunate, but people have short memories, especially when it comes to remembering whose marketing message they liked a few weeks ago. Even if they’d been leaning toward one of your competitors, your consistent messages might tip the scales in your favor. If they’ve seen your smiling face and read your valuable messages 3 times since they heard from agent X, you’ll have the advantage.
Of course it’s important that you send good messages – letters, cards, and emails with some value. Your message will be residing in the trash if all you say is “Hire me, I’m wonderful.”
Keep marketing to past clients in December
Pick up the phone and check in with past clients, even if you think they’re too busy to want to speak with you. Call to wish them Happy Holidays. Ask a few questions about their families and their holiday plans and say something cheerful. Then wish them a Happy New Year and sign off with a reminder to get in touch any time you can be of assistance.
That just might be the spark that reminds them to mention you to people they socialize with over the holidays.
You might even consider hosting a client appreciation event. Many agents do, and they report high levels of past client loyalty.
Keep marketing even if you’re busy.
You could be running ragged in December, trying to get all of your transactions closed on time while still tending to family obligations and celebrations. That’s wonderful, but if you stop marketing now, you could have a dreary January.
Hopefully you’ve already automated your mailings. If not, you might want to take a couple of hours one evening or over the weekend and get that done. If you’re using postal mail, try this system. If you’re emailing, just upload your messages and schedule the mailings.
So … what if you’re not busy and the phone isn’t ringing in spite of your marketing?
Use that time like it was a precious gift.
- Do some planning.
- Look at your marketing messages – see if they need to be revised.
- Sort and clean your databases.
- Get your marketing messages ready for January and February.
- Go on line and take a class.
- Watch some real estate videos.
- Do some research and decide on a new niche.
Or… re-energize yourself
- Spend some quality time with the people you love.
- Treat yourself to a “nothing day.”
- Meet a good friend for lunch – someone you haven’t had time for lately.
- Get on the phone with an old friend.
- Read a good book.
- Get a massage.
- Indulge in your favorite hobby.
- Volunteer some time to a cause your support.
- Visit the animal shelter and adopt a dog or a cat.
- Volunteer to babysit for a friend so he or she can take a “me day.”
Whatever you do, don’t waste December. Do something deliberate that will return benefits to you.
Time for marketing & act now images courtesy of Stuart Miles @ freedigitalphotos.net
Man reading a book Image courtesy of Jolee G at FreeDigitalPhotos.net
