Sphere of Influence Guide-Authorify

Chapter 15: Seasonal Marketing —Winter and Christmas

Real estate marketing during the holidays can present many challenges. Potential clients are spending more time with family and friends and less time thinking about their real estate woes.

Many sellers wait until after the holidays to list so strangers won’t disrupt their holidays. This doesn’t mean a smart agent can’t be proactive during the season.

Here are some ideas to make the most out of the holidays as a marketing opportunity, rather than a hindrance. Host an open house holiday party. Most homeowners don’t like opening their homes to strangers during the holidays, especially with so many family events going on. These parties are best hosted in vacant homes. Stage the home to create a festive holiday environment. Provide holiday cookies, goodies and finger foods with non-alcoholic beverages, like eggnog and hot chocolate. Play tasteful holiday music softly in the background, allowing you to keep spirits high without having to strain your voice.

Many buyers are ready to take the plunge after the holidays. A home decorated for the holidays gives buyers a warm, fuzzy feeling that allows them to picture themselves living there.

Include a raffle offering up to $25 (maximum tax deduction per item) in prizes or gift cards. Holding a drawing also allows you to collect names and contact information for future leads.

Give out your books to attendees next to a plate of cookies, with a sign that says “Take one of each!”

People who want the cookies will feel obligated to take a copy of your book, and they aren’t likely to throw it away. Books hold inherent value, and even if people don’t read it right away, chances are, they’ll pick it up a few weeks or months later if it’s sitting around the house. Show goodwill. Perform Community Service. It is the “Season of Giving,” after all! Collect items for a community angel tree, start a toy and/or food drive for a local shelter, or simply volunteer your time at a local nursing home, hospital or soup kitchen.