Why Year-End Momentum Matters
As the year draws to a close, many agents slow down—exactly when opportunity ramps up. While some competitors coast into the holidays, focused agents use these final weeks to reconnect, re-engage, and close strong.
According to the National Association of REALTORS®, more than one-third of home sales each year occur between September and December, driven by relocation timelines, year-end tax planning, and personal life transitions. The agents who finish strong are the ones who stay visible and proactive, while others go quiet.
Step 1: Reconnect With Warm Leads
Your best December closings often come from people you already know. Review your CRM for:
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Past buyers considering a move-up home
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Sellers who postponed earlier in the year
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Open house visitors who never followed up
Email Script Example:
Subject: “Still thinking about making a move?”
“Hi [First Name],
The year’s wrapping up fast—and I’m reaching out because inventory and buyer activity are shifting.
If you’re still thinking about moving, let’s talk about what’s possible before the holidays. Even small timing changes can make a big difference in your net sale price.
Want me to run a quick value update for your home?”
Text Message Example:
“Hey [First Name]! Just checking in before the year wraps up—are you still thinking about selling in the near future? I’m helping several homeowners close before January, and it’s a great time to list.”
Step 2: Use Deadlines to Create Urgency
The natural urgency of year-end works in your favor—tax benefits, job relocations, or families wanting to settle before the new year. Use these motivators to drive commitment.
Mailer Copy Example:
Headline: “Ready to Start 2026 Somewhere New?”
Body: “If you’ve been waiting for the perfect moment to move, it’s here.
Buyers are serious, inventory’s low, and closings before January 1st could mean more in your pocket—and a fresh start for the new year.”
CTA: “Let’s talk about your home’s market value before year-end!”
Add a testimonial or local success story for social proof, such as:
“We thought we’d wait until spring—but [Agent Name] helped us sell in 3 weeks, right before the holidays!”
Step 3: Optimize Your Follow-Up Workflow
Use a simple 3-touch system for the next 30 days:
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Day 1 – Personal Email: Reintroduce yourself and share one actionable tip.
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Day 7 – Text or Call: Reference your email and ask if they received it.
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Day 14 – Postcard or Video Message: Thank them for connecting and share a brief market update.
Automation tools can help you schedule this sequence, but make sure your tone stays personal. End every message with a low-pressure offer:
“Would you like me to send you an updated home value before year-end?”
Step 4: Stay Visible in the Mailbox
While others pause their marketing, keep showing up. Consistent branding reminds homeowners you’re the reliable local expert—even during slower months.
Holiday Mailer Example:
Headline: “Here’s to Homes, Holidays, and New Beginnings.”
Body: “Thank you for trusting me as your local real estate resource this year. Whether you’re thinking about selling soon or staying put, I’m here to help you plan your next move—whenever the timing feels right.”
CTA: “Get your free Home Value Update before January.”
Schedule your final postcard mailing by December 16th (Standard Class) or December 20th (First Class) to ensure it arrives before the holidays.
Step 5: Map Out Your Year-End Marketing Calendar
| Week | Focus | Action Steps |
|---|---|---|
| Nov 25–Dec 1 | Prep | Review CRM, identify 20–30 warm leads, write follow-up scripts |
| Dec 2–8 | Visibility | Send first “Year-End Market Update” postcard + email #1 |
| Dec 9–15 | Engage | Call or text 10 leads per day, reference postcard or email |
| Dec 16–22 | Convert | Send “Still time to close before year-end” email + testimonial mailer |
| Dec 23–31 | Gratitude | Send “Thank you / Happy New Year” mailing to all clients |
This plan ensures multiple light touches without feeling pushy—each one adding value and reminding prospects that time is limited.
Step 6: Promote Real Value in Every Touchpoint
People don’t respond to pressure—they respond to relevance. Each message should answer one question: “How does this help me right now?”
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Offer a free Market Update postcard as a conversation starter.
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Use our MapMyMail or Demograph search tools to target sellers most likely to move soon.
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Share real stories, not sales copy: “I helped a local couple sell in 3 weeks so they could move before the holidays.”
Step 7: Set the Stage for January
Every lead you warm now becomes a January listing opportunity. End your messages with a bridge to the new year:
“If now’s not the right time, no problem—I’ll send you a quick 2026 market preview in January so you can decide when to act.”
That soft exit keeps doors open and your database engaged.
Send a Market Update Postcard →
PLUS: When you have time…below are some marketing tools to help support your success.
2. The Free 2025 Q4 Real Estate Marketing Guide
Kickstart 2025 with our Quarterly Real Estate Marketing Guide to help you achieve your real estate business goals. Packed with tools like a goal-setting sheet, monthly insights, tailored task lists, and marketing recommendations, this free guide is your ultimate resource for success—download it today for FREE! – Click Here
The Free Interactive 6-Month Real Estate Business Plan allows you to enter your business goals for the remainder of the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals. – Click Here
