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Building Your Real Estate Business During the Slow Winter Season

Posted by Tammy Powell on December 15, 2016 at 2:18 PM

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The winter season is typically the slowest time of the year for most real estate agents, but rather than wasting that time sitting around waiting for the weather to warm up, many of the best agents take advantage of that down time by focusing on the parts of their business that they might not have time to keep up with during the busier months.

You might not have a lot of sales happening in your market right now, but that doesn’t mean that you can’t be constantly working to improve the engine that drives your leads during those busy months. Let’s take a closer look at five simple things you can work on this winter to prepare your business for the busy months ahead.

Winter-Home.jpgComb Your Database

Going through their contact database is one of the least favorite tasks of just about every real estate agent. Cleaning out old leads and updating information for potential clients is painstakingly boring and doesn’t often lead directly to any new business.

However, your business is only as strong as your database, and making sure that those contacts are sorted, properly tagged, and updated correctly is the ticket to making all of your advertising work better. So take some time this winter and make sure everything in your contact database is the way it should be.

Rewrite Your Letters and Emails

It doesn’t matter if we are talking about the prospecting letters that you send out to local zip codes or the thank-you notes that you send after a deal is closed, they all tend to get stale after a while. The same goes for any type of emails you might be sending out to your list on a regular basis.

The slow season is a great time to really dive in and prepare a whole assortment of new letters and emails to replace the ones that you have been using for years. Spend some time really crafting the perfect phrasing for each and every effort you make to contact clients and you will see those conversion rates shoot through the roof when business picks up in the spring.

Update Your Website

In addition to updating all of your letters and emails, you are also going to want to update your website in order to make sure you are putting your best foot forward. This is the most likely place for new clients to find out about you, so you definitely want to make sure that everything is up to date and working properly.

In addition to updating the basic copy on your site, take some time to test out any forms or calculators you might have to make sure that they still work properly. Make an effort to look at the site as if you had never seen it before, because that is how your potential clients are going to see it.

Refine Your Social Media Strategy

Remember when you created those social media accounts for your real estate business? You probably had big plans about what you were going to post about and how frequently those posts would be going out. And if you are anything like most agents, you probably slacked off after the initial excitement died down.

Take some time this winter to revisit that original social media strategy. What has changed since you first started? What could you do differently to ensure that your plan has more staying power? Can you find someone to hold you accountable for posting regularly?

Evaluate Your Advertising

Another great way to spend some time during the slow season is to take an inventory on what kinds of advertising you spent money on over the past year and what type of return you saw on that investment. You might not be able to get an exact gauge on how much business you received from a particular campaign, but compare some of the different things that you tried over the past year and see what options produced better than others.

Trying to sell real estate during the winter months is going to be hard no matter what part of the country you are in, but if you spend the slow time building systems that can keep your business humming along during the good times, you will find that the end result is more sales in the coming months and years.

Topics: Agent Resources


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