Real Estate Agents: Don't Shut It Down Before January

This is the time of year when a lot of agents quit. I don't mean they leave the business, although some will. I mean they mentally shut it down. "It's late October. Nothing's going to happen between now and December 31. I'll start fresh in January."

I think that's a mistake, and it's also an opportunity. While everyone else slows down, there's less competition. If you keep your pace up and work it like a job for the next couple of months, you can gain real traction while other agents are coasting. Here's where I'd put that time.

This post comes from one of our Tuesday trainings. Watch the full session on YouTube.

Why this year is different

Nobody needs to tell an agent that things are tough right now. Transaction counts are down, rates are high, and there are questions about the economy. According to Redfin's latest report, the number of sellers in the U.S. is at a six-year high, pending sales are at a 10-year low, and there are about 63% more sellers than buyers.

But real estate is hyperlocal. Here in Northeast Ohio, we're still in a seller's market, with under four months of inventory. My teammate Mike Pillow, who works from Mount Vernon and Apple Valley Lake up to the north side of Columbus, sees about 1.5 months of inventory in central Ohio. That's a lot different from what the national news says. Which is exactly why the agents who keep working through the holidays have a shot at a strong start to 2027.

Reconnect with your entire sphere

This is number one, and it's not close. I know you've heard it before, and I know you'd rather work on AI, your website, your CRM or your marketing. Do all of that too. But your sphere of influence is still your number one source of business.

Pull your list out of your CRM. Call them, text them, email them. The holidays give you the perfect reason to reach out, and it doesn't have to be "Do you know anyone looking to buy or sell?" It can be as simple as "I was thinking of you, and I appreciate you."

And think bigger than past clients. Your sphere is the person who cuts your hair, handles your insurance, cuts your grass and plows your snow. It's your favorite lenders, title companies, contractors and attorneys. It's everyone who ever sent you a referral. For all of you who say "I don't know what to say to my sphere," how about a thank you?

Do the math on conversations

Here's why this works. If you have 10 conversations a day, that's 400 conversations in eight weeks. Cut it in half, five a day, and that's still 200 conversations in eight weeks. With the people who already know, like and trust you. That's a lot of opportunity sitting in your phone.

Audit every lead from this year

Go into your database and review every lead and opportunity you had this year. Figure out which ones might still be lukewarm or even cool, and call them. Then decide: am I going to keep following up, or cross this one off?

When I was grinding in production every single day, I called, texted and emailed people until one of two things happened. They either did business with me, or they told me to stop calling. I'm not exaggerating. That's how I converted about one in 10 online leads into a client, with about one in 20 ending up in a transaction. That's about 5% on some of the toughest leads out there. Follow-up is where the business is.

Plan a client appreciation event

If you can set one up before the end of the year, I highly recommend it. Every year our team does what we call Pie Day.

A lot of agents give out pies around Thanksgiving. When they zig, we zag. We do holiday pies. Think about it: most people have a couple of holiday gatherings to get to, and nobody wants to show up empty-handed. So whether our clients eat the pie or bring it to a party with our sticker on it, we just saved them a trip to the store.

We partner with Patterson Fruit Farm in Chesterland, and their pies are amazing. We email our past clients and sphere, about 1,500 people, and ask them to put in their order. Then they stop by our office to pick them up. If you're in the Brian Buffini world, that's a reverse pop-by. I spend the whole day there seeing people, and a lot of our teammates grab a stack of pies and hand-deliver them because they want that personal touch.

It doesn't have to be pies. Set up hours at your office, a coffee shop or a restaurant you love, and invite people to come see you. Or find a great reason to go to them. The point is getting face to face with the people who already support you.

Put your prospecting on the calendar now

Don't wait until January to start time blocking. Build your time blocks now, whether it's for your sphere, your leads or circle prospecting around your listings and buyers.

One important note if you're making outbound calls: the Telephone Consumer Protection Act is getting a lot of attention, and enforcement is real. Make sure you have consent, and don't call people on the Do Not Call list when you're soliciting business. I'm not an attorney, so talk to your broker or a lawyer about what applies to how you prospect.

Want help finishing the year?

We cover this kind of thing every week in our Tuesday training. On Wednesday, December 16, we're also hosting a one-hour ChatGPT CE class at our Solon office, followed by a hands-on AI workshop and listing presentation role play. Bring your devices. To sign up, find the Mike Team events page on Facebook or email info@21mike.com.

And if you want to talk about how LPT Realty and the Mike Team support agents, schedule a time with me at 21mike.com.

Mike Ferrante
The Mike Team at LPT Realty
www.21mike.com
Google Business Profile: https://g.page/r/CSQoYzel0Z68EAE
+1 (216) 373-7727