Every effort you embark on within your real estate business deserves a well-thought out plan.

And often brainstorming and planning sessions are left for the beginning of the year. But it shouldn’t be that way.

Agents should always be planning, testing, and making improvements. So as 2015 comes to an end, now is the time to reevaluate your real estate business strategy.

Yes, it’s easy to coast through the holiday season, but Google would advise against it.

Contrary to popular belief, they found that most home buyers house hunt within the months of November to January (read more here). So slowing your business and marketing efforts during the holidays will hurt your bottom line.

Spend the remaining weeks turbo-charging your lead generation and sales pipeline. To help, we’ve created a 4-step outline for you to follow:

1. Create a strategy.

One of the main takeaways from Google’s Ignite Real Estate event, is that agents need to revamp their websites.

You want your website to appear at the top of search results. So that all of these holiday home searchers find your website and fill out your CRM system with new sales leads.

But redesigning and revamping a website is not a 2 day project - it typically requires several weeks or months to complete.

2. Make it Mobile

Most consumers are on the go, just like real estate agents.

According to Marketing Land, about 66% of emails were opened on a smartphone. While at the same time Placester explains that more than 50% of listing pageviews take place on a mobile device.

If your website is not mobile-friendly, you will be losing a large chunk of leads.

3. Get Busy with Localized Content

Once you have your mobile-friendly website, create more content. Write regularly.

This does not mean you have to write every day, but whenever you write keep that schedule consistent.

If you share a blog post once a week, then try doing it on the same day every week. Focus your content on local events, local market reports, neighbourhood tours, top restaurants, new zoning applications, upcoming constructions, etc.

The more local and specific your content, the higher it can rank on Google and the more valuable the leads you’ll attract.

4. Plan Ahead

You need to write with direction and purpose.

Create a content calendar for the remaining months of this year. Schedule out the topics and times you will be writing, and then what content you’ll publish.

When you think of content, offer up information through various formats, such as:

  • guides

  • articles

  • infographics

  • slides

  • case studies

  • reports

  • video

  • podcasts


People enjoy consuming information differently, so you want to tailor content that appeals to this individual preference.

Now that you understand why a strategy is important for finishing the year strong, let’s take a look at a few projects you can use to fill your website and engage with prospects.


5 Quick and Effective Marketing Campaigns

In the words of Keith Roy (who excels at marketing to your existing database):

“When you supercharge your database, every other lead generation strategy becomes easier and flows naturally. Listings get more listings. Listings get you more buyers. Buyers know other buyers. Sellers know other sellers.”

He is referring to an important concept, that of reaching out to people in your database.

Here are a few 5 ways to do this:

1. Want to touch base?  Consider sharing an estimate of what their house is worth at the end of the year. Then ask how they are feeling with their current situation. Are they looking to buy/sell any time soon?

2. Want to get more leads? Share a map that depicts all the houses you’ve sold over the past year. They will see first hand your success record and trust you. Ask them if they know anyone who is looking to sell and encourage them to invite their friends/co-workers to connect with you.

3. Want to close sales faster? Send your client database a short questionnaire (between 3-5 questions).

Ask them how satisfied they are with their homes, if they are looking to buy/sell in the next few months, and if there is anything you can help them with.

4. Want to appear knowledgeable?

Create a 2-minute video that outlines the events happening in the neighbourhood you sell.

Discuss how many homes have been sold in their area, and update them on market and economic trends. This can be done once every 4 months.

Remember: the frequency of online video consumption continues to increase with no signs of slowing down. They can have a profound impact on a consumer’s home purchasing decision.

5. Set a schedule for your leads?

Book 5 calls a day, or set 1 meeting a day, or even book networking and real estate events for the end of the year. Make sure to actively seek to expand your real estate networking by attending local and international events. In doing so, you’ll expand your network, learn about global markets and consumer trends around the world. It will make you a more educated agent in front of your fellow agents and consumers.


As the end of the year approaches, create a strategy to double your sales opportunities, from revamping your website to creating content and campaigns to close more sales.

As you do this, you’ll see your sales pipeline fill up. This way, when you arrive after the new year you’ll come back with sales opportunities.

While some agents are picking up their work, you’re coming back with more money.