Any real estate agent will tell you that the business is prone to cyclical amounts of activity.
There are times when the phones are ringing off the hook and you have more clients than you can handle, and corresponding times when business is slow and nothing is on the books for a closing.
Many agents use the slow times for additional marketing efforts, and use the lulls opportunistically to generate more business.
However, this behavior only contributes to the fluctuations of highs and lows. Because if you wait until there is NO business before you try to get NEW business, the peaks and valleys of the business cycle will become more extreme.
The best way to moderate the swings is to market and lead generate consistently and constantly throughout the year. It is most important to maintain these activities bury the busiest periods as well, because the pipeline of business must remain full and flowing or there will be dry spells down the road.
It’s hard to set aside marketing time when things are going crazy. But it is essential for maintaining a steady stream of potential customers.
And for smoothing out the highs and lows!