Holiday Giving Triggers Referrals

I truly believe the most successful agents focus on building relationships rather than just closing transactions. Back when I was selling, December was traditionally a slower month in real estate, so I took advantage of my down time by spending a few weeks popping by and visiting with my past clients and referral sources. I would drop off personal gifts and I tried my best to be thoughtful about it. Some people would get poinsettias or a holiday wreath or a nice basket of chocolates. Others would get a box of cigars or a nice bottle of whisky depending on what I knew they liked.

I always thought it was important to recognize my relationships. This exercise was not about getting more business in January, it was to maintain my relationships. The biproduct however, was that I always got 2-3 new listings in January because of it. Agents often don’t feel like they are working when they are dropping in on past clients or referral sources because it feels social. But remember, real estate is a social business. The stronger your connections, the more business you will have.

Doing your holiday gifts should not be a last-minute rush in December. It should be something you’ve planned and budgeted for. Every year in November, I would pull out my spreadsheet from the previous year and make updates for any new clients I worked with this year. The spreadsheet would include people’s names and addresses, as well as the gift they received, so I wouldn’t give them the same gift two years in a row. Once the list was complete I would buy my holiday cards and spend the next couple of weeks writing personal handwritten notes in every card and attached them to the gifts that covered the entire floor of my storage room. I always set aside the first two weeks in December to travel around and drop off gifts, that way I was sure to catch all of the lawyers, accountants and other small business people in their offices before they left for vacation.

If you are well on your way to organizing your holiday cards and pop-by gifts for this year – I congratulate you. If you haven’t, it’s not too late, but you will need to hustle to get it done in time.

• Is it an expensive endeavor? Yes it is.
• Is it worth every penny? Yes it is.

Remember the idea behind reciprocity. When you give someone a gift, they will feel a responsibility to give back. Put good karma into the universe and it will come back to you. Maybe not from the person you expected it from, but it will.

Now, when you are out doing your gift drop-offs, don’t be surprised, but this passive form of prospecting will uncover immediate opportunities. When you stop by to drop of the gift, spend 10 minutes to small chat and catch up. Don’t just run in and run out, but also don’t stay too long or you won’t get through your drop-off list. During the conversation, always start off asking how they are doing. How was business this year? How is the family? It is customary of them to ask the same of you. Let them know the real estate market has been good, despite the challenges we’ve had this year. By the way, do they know of anyone who is thinking about moving? You don’t have to close hard – you’ve just given them a gift, so they will feel obligated to do something nice for you. Leave some business cards in case it comes up in conversation. Wish them happy holidays and then on to the next drop-off. It should feel like a social visit with a tiny real estate business dropped into the conversation.

As I mentioned before, I always got business in January from my December gift giving, but don’t be surprised if you uncover immediate opportunities. The best agents are still working and will continue to work right through the holiday season. Most agents are taking time off right now to recharge their batteries. But there are still deals to be done. Real estate is a service industry. Service means being available when your clients are, which includes weekends, nights and holidays. In fact, I can honestly tell you that I’ve sold a house on Christmas Eve. Will you?

Your goal should be to write one more deal this month to put a bow on the year and make for a fantastic holiday.

Chris Leader
President
Leader’s Edge Training