We are approaching the single most important time of year as it has been for each of my 25 years in the real estate business. As the listings and sales season start to temper we have the tendency to want to take it easy and relax but I am here to say… NOT JUST YET!!!
This was the time of year where I took full advantage of my time and made the most of the market season. This time of year can be for some a difficult time in real estate or a time where the market gives you the greatest gift which is TIME. The time for you to do the things you know are important but the year has just been too busy to do those really important activities. One of my most impactful and meaningful activities for my business is what I called my “Holiday 100” My holiday hundred is my goal to personally visit 100 of my best clients and see them during the holiday season. 3 clients a day for 33 days.
So in November, I would sit down and write out my year in review letter. I made a list of all the events and activities personally and professionally that happened to me and my family. I would write about my hobbies, my travels, my children and their activities, my wife and her year and all our successes and challenges in the past year. Find a favorite photo and place the photo and letter on holiday letterhead for my upcoming visits.
Think about it, we are in the relationship business and this letter invited my clients in to my personal and professional life. This helped deepen our relationship and find more items we have in common. They loved to read the letter every year. The next item was to have all my calendars delivered into the office by the middle of November to put my holiday letter and a calendar into large white envelopes. Then I would take my database and make a list of names and phone numbers of all my A and B clients. These are the people I would want to personally see from Mid-November until Mid-December… this was usually about 100 clients. Print their address labels out and place them on the envelopes with the holiday letter and their calendar.
If you prefer it also works well to write a Christmas Card or order a Day timer instead of a calendar with your year in review letter. Keep in mind the calendar is not the secret weapon to my success. Feel free to be creative too… it’s all about the relational contact and something to put in their hands to be Top of Mind. The final item was to find and purchase a hundred small holiday gifts. I chose Poinsettia flowers or homemade spiced apple cider mix, scented candle, bottle of mini bailey’s, holiday scratch and win ticket, homemade peanut brittle or Purdy’s chocolates… I tried to maintain about a $10 item budget. Now I have my Santa client pack ready and then came the most important part of all…
…Booking the appointments.
I would then take the time to personally call and set up a "pop by" holiday visit to their home in hour segments and I would stay for 45 minutes per client. I would let them know when I arrived that I had another visit within an hour so couldn’t stay too long. TIP – when booking appointments let them know why you are coming. If I called and left a message they wouldn’t call back?! When I called again I said I had a little something for them for the holiday season and they would say “oh, we thought you wanted to sell our house and were not interested so didn’t call you back”
The 33 day festive client visits were amazing. Clients were so surprised and would tell me they never thought they would see me again after our last real estate transaction. They were so pleased with the letter, calendar and small gift but most important was the gift of my time!! Ken Blanchard wrote in the book “The Generosity Factor” that we all have gifts to give. Our Time, Touch, Talents and Treasures. Never underestimate your greatest gift of “TIME”… your most precious commodity. Don’t just swing by and drop the items off. Stop and give the client your gift of time. This activity alone would set me up for a good month.
If you don’t think it’s worth the bother consider my February with 27 deals in 28 days and all of it from these appointments, leads and referrals for real estate from taking the time to share with my clients prior to the holiday season. I can’t tell you enough what this will do for your waist line, all those treats …..I mean you and your business but most important your relationship with your clients.
Strength and courage,