The fourth quarter of the year can be the most important one for your real estate business. It’s the final stretch before the new year, the time when many agents either fade out or double down.
Those who fade out say things like, “The holidays are coming, nobody’s buying or selling.” The ones who double down understand that while other agents are slowing down, the field opens up for them to capture more attention, more clients, and set up a strong pipeline that fuels their success in the first quarter of the next year.
If you want to finish this year strong, you need a clear, tactical, and focused 4th Quarter Marketing Plan. Here are some strategies!
1. Review and refresh your database
Your database is your goldmine — but only if it’s current and active. Q4 is the perfect time to clean it up.
- Update contact info. Make sure phone numbers, emails, and addresses are correct.
- Tag and segment. Group contacts into categories: past clients, hot prospects, cold leads, sphere of influence, vendors, etc.
- Re-engage. Send a personal text, a quick check-in email, or a voicemail drop. Don’t make it about business right away — make it about connection. Something as simple as, “Hey [Name], I just wanted to say hi and see how you’re doing. How’s everything with you and the family?” works wonders.
Why this matters: The agents who win in fourth quarter are the ones who stay top-of-mind. Remember, repeat and referral business is cheaper and faster to convert than chasing strangers.
2. Create a seasonal marketing valendar
October, November and December are packed with opportunities to market without feeling “salesy.” Use the season to your advantage.
• October: Focus on home maintenance and fall prep. Send a “Fall Homeowner Checklist” flyer or post on social media with tips on gutter cleaning, HVAC servicing, chimney safety, and winterizing. Offer to connect clients with trusted contractors.
• November: Lead with gratitude. Mail or email a “Thankful for You” note to clients and your sphere. Consider hosting a small client appreciation event — like a pie giveaway before Thanksgiving.
• December: Close the year with celebration and planning. Share “Year in Review” posts highlighting the number of families you’ve helped, the total sales in your community, or local housing trends. Add a call-to-action: “Thinking about moving in 2026? Let’s start the conversation now so you’re ready when the time is right.”
Pro tip: Map these campaigns out on a calendar now, so you don’t scramble later. Consistency beats creativity.
3. Double down on social media
Your social presence in Q4 should mix personal warmth with professional authority.
• Use Facebook Stories and Instagram Reels. Short-form video is still king. Post behind-the-scenes clips of showings, holiday community events, or quick market tips.
• Engage, don’t just post. Spend 15 minutes a day commenting on others’ posts. Visibility creates reciprocity.
• Themed content ideas:
- “Pumpkin Patch Picks” – highlight local spots in October.
- “Thanksgiving Gratitude Challenge” – share something daily you’re grateful for and invite your followers to do the same.
- “12 Days of Real Estate Tips” – in December, post one tip per day (financing, staging, negotiating, etc.).
Why this works: During the holidays, people spend more time scrolling. The more you show up, the more your audience remembers you.
4. Host one client event
You don’t need to throw a gala. A simple, heartfelt client event creates loyalty and referrals.
Here are some ideas:
• Pie Pickup Party: Order pies from a local bakery and invite clients to swing by your office for a free one before Thanksgiving.
• Photos with Santa: Hire a photographer and host a holiday photo day for families.
• Charity Drive: Partner with a local nonprofit to collect coats, toys, or canned food. Invite your sphere to participate.
Pro tip: These events give you a reason to personally invite past clients and prospects, putting you back in conversation with them without talking business.
5. Maximize open houses
Even if inventory is tight, every open house is a goldmine. Treat it as both a selling opportunity and a lead-generation event.
• Market it aggressively. Use social ads, community groups, and direct invites to neighbors.
• Add value. Bring a lender to pre-qualify buyers on the spot or offer a raffle (like a holiday gift basket).
• Follow up fast. Within 24 hours, text or call every attendee: “Thanks for coming yesterday. What did you think of the house?”
Why this works: In Q4, serious buyers are out. Casual shoppers are home decorating for the holidays.
6. Lean into community marketing
People love to see agents who care about more than sales. This quarter is your time to shine as a community leader.
• Sponsor or volunteer at fall festivals, parades or holiday drives.
• Highlight local businesses on your social media: “Holiday Shopping Spotlight: 5 Local Stores for Gifts.”
• Create a community guide. A one-page PDF of “Holiday Events in [Your Town]” that you email and post.
Pro tip: Community content earns shares, builds goodwill, and positions you as the local expert.
7. Send handwritten holiday cards
Yes, it takes time to write so many personal notes, but that’s why it works. Your clients know how long it takes, and they’ll be touched that you took the time for them. Here’s the deal though – if you haven’t spoken to these clients in the last year, reach out with a phone call, first, then send the card as a follow up. The card without the call won’t carry the same weight. It will lump you in with all the other holiday cards. But a call first, then card? Awesome combo!
• Write 50–100 personal holiday cards.
• Mention something specific if possible: “I loved helping you find your home on Elm Street this year. Wishing you joy and health in the new year.”
• Include a family photo or a small token like a calendar magnet.
Why this works: Personal touches cut through digital noise and remind people you’re not just their agent—you’re their trusted advisor.
8. Prioritize your hot leads
Don’t get distracted chasing new leads if you have warm ones sitting in your pipeline.
• Pull your top 25 contacts most likely to buy or sell in the next 90 days.
• Call them personally. Say: “I wanted to touch base before the holidays. Are you still planning to make a move soon, or should we strategize for the new year?”
• Offer urgency. Some sellers want to sell before year-end for tax reasons. Some buyers want to lock rates before changes.
Pro tip: Even if they wait until January, you’re the one who’ll get the call—because you stayed in touch.
9. Review and relaunch your listings
If you’ve got stale listings, now is the time to refresh them.
• Update photos (fall décor looks warmer than leftover summer shots).
• Rewrite the description with holiday timing in mind: “Imagine celebrating the holidays in your new home!”
• Adjust pricing strategy if needed to reflect market shifts.
Why this works: Small tweaks create new attention, and buyers who are shopping in Q4 are serious.
10. Set up for first quarter success
The best part of a strong fourth quarter marketing plan is that it doesn’t just win business now — it sets you up for January momentum.
• Schedule listing appointments now for January. Homeowners may want to wait until after the holidays, but they’ll appreciate you locking in the prep work early.
• Plan your 2026 marketing calendar. Don’t wait until January to scramble—map out mailers, events, and campaigns now.
• Invest in training. The quieter holiday weeks are a perfect time to sharpen your skills and upgrade your systems.
Final thoughts
The 4th quarter isn’t a time to slow down — it’s the moment to speed up while others take their foot off the gas. By refreshing your database, leveraging seasonal marketing, hosting community events, maximizing open houses, and staying laser-focused on your hot leads, you’ll not only close the year strong — you’ll also hit the ground running in 2025.
Remember this: Consistency creates closings. If you show up every day in Q4 with a plan, you’ll stand out in a crowded market, deepen your relationships, and set yourself apart as the agent people trust.
So, grab your calendar, block out your campaigns, and commit to finishing this year stronger than you started. Your future self, and your future clients, will thank you.
Darryl Davis, CSP, has spoken to, trained, and coached more than 600,000 real estate professionals around the globe. He is a bestselling author for McGraw-Hill Publishing, and his book, How to Become a Power Agent in Real Estate, tops Amazon’s charts for most sold book to real estate agents.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.
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