Turning Holiday Connections into Next Year’s Success: How REALTORS Can Leverage the 4th Quarter

The fourth quarter of the year provides a unique opportunity for real estate agents to set the foundation for a successful new year. Starting in October, the holiday season offers natural moments to reach out to clients, friends, and business stakeholders without feeling like a marketing push. The personal connections you build during this period will keep you top-of-mind as people enter the new year, potentially leading to more business.

With real estate often slowing down during the fourth quarter, you have more time to focus on relationship-building and foundational tasks that are key to your long-term success. Here’s how you can make the most of this season and start laying the groundwork for next year.

Seasonal Check-ins: Keeping It Personal, Not Salesy

People become more receptive to warm, genuine gestures as they get into the holiday spirit. This is a great time to call past clients and friends. Your message doesn’t need to focus on real estate—it should focus on them. A simple check-in can go a long way.

Examples of appropriate phone messages:

• “Hi [Name], I was just thinking about you and wanted to say I hope you and your family are doing well. I’m so grateful to have worked with you this year. If there’s anything I can do for you, just let me know. Happy holidays!”
• “Hey [Name], I just wanted to touch base and thank you for being a part of my business. I appreciate your trust and wish you and your family a peaceful holiday season.”

These calls aren’t about pushing for business. Instead, they show appreciation and build goodwill. If the person does bring up real estate, use the opportunity to listen to their concerns and offer guidance, but keep the tone relaxed and friendly.

Pop-by Gift Ideas: Thoughtful, Not Branded

One of the most effective ways to stay top of mind is through seasonal “pop-by” gifts. These small, inexpensive gestures can make a lasting impression when done thoughtfully. The key is to keep the gift personal and seasonal—something that doesn’t feel like a marketing piece.

Here are a few ideas for the fourth quarter:

1. Mini Pumpkin Spice Loaf or Muffins – Homemade or from a local bakery, these evoke the warm feeling of fall. Attach a note: “Wishing you a cozy fall season!”
2. S’mores Kit – A small bag with graham crackers, chocolate, and marshmallows, perfect for a fireside treat. Add a tag: “Hope your holiday season is sweet!”
3. Holiday Cookie Mix in a Jar – Layer ingredients for a festive cookie mix in a mason jar with a simple recipe attached. Write: “For sweet moments this holiday season.”
4. Locally Sourced Honey or Jam – Find a local producer and package it with a note: “A little something to sweeten your holiday season.”

These gifts are thoughtful, seasonal, and personal. They don’t feel like a marketing tool but a gesture of goodwill. They also remind people of you in a positive, non-intrusive way.

Gratitude Letters: The Power of a Handwritten Note

Another powerful way to reconnect with clients and contacts is through handwritten notes. These should be short, personal, and heartfelt. In today’s world of digital communication, a handwritten note stands out.

Example of a gratitude note:

“Dear [Name], as we approach the end of the year, I wanted to take a moment to thank you for your trust and support. Working with you has been a highlight of my year, and I wish you and your family a wonderful holiday season.”

Writing notes by hand makes the recipient feel valued and special. It’s a simple but effective way to deepen relationships and stay top of mind.

Fourth Quarter as Time for Foundation Work

Since the fourth quarter is often a slower period in real estate, you can focus on foundational work that sets you up for success in the coming year. Here are three things you should prioritize:

1. Update Your Database: Take the time to clean up your contact list. Remove duplicates, add missing information, and categorize your contacts by how you intend to engage with them next year (e.g., past clients, warm leads, active prospects).
2. Review and Set Goals: Reflect on the past year. What worked well? What didn’t? Use this time to review your business plan, set specific goals for the next year, and decide on actions to help you achieve them. Break your goals down into daily, weekly, and monthly steps.
3. Refine Your Marketing Plan: Think about what marketing efforts worked this year and what didn’t. Refine your plan for the upcoming year. Make sure your strategies include a mix of digital marketing, in-person events, and relationship-building activities.

Using the Holiday Season as a Springboard

The holidays offer several natural touchpoints to reach out to your network. You can use them to nurture relationships, making your business memorable without it feeling like a sales push.

For example:

• Halloween: Send a simple, fun message like, “I hope you have a spooktacular Halloween! Let me know if you need any real estate advice before the year ends.”
• Thanksgiving: Use this opportunity to express gratitude. Call clients, send notes, or deliver a small gift with a message like, “I’m so thankful for your trust and support this year. Wishing you and your family a wonderful Thanksgiving.”
• December Holidays: Share warm wishes for the holiday season. Avoid making it about business; focus on well-wishing and personal connection.

Stay Active, Stay Present

Fourth-quarter efforts to stay connected with your clients don’t need to be complex or time-consuming. Small touches like calls, pop-by gifts, and gratitude notes build trust and loyalty. They keep you in people’s minds, so when they or someone they know is ready to make a move, you’ll be the agent they call.

Using the slower fourth quarter to focus on relationships and foundational work, you set yourself up for a strong start in the new year. Stay consistent with your efforts, and you’ll find that the seeds you plant now will grow into a more successful business.