A common question on estate agents’ minds this time of year is ‘how can I finish 2021 strongly and set myself up for a solid start in the new year?’

The answer, in my experience anyway, is surprisingly simple.

But it is often ignored because it feels counterintuitive to some.

The last quarter of any year is usually when the market quietens down. Although the market has been on fire this year, the signs are now here that things are slowing down as Christmas looms more prominently on the horizon.
And this seasonal reduction in activity is often the cue for agents to make a mistake that can haunt them and damage their start to the new year.

Here’s why.

Far too many agents cut back on marketing when it gets quiet. But what they need to be doing is getting louder and more prominent during these periods.

Think about it like this. I call this The Theatre Factor.

You and all your other local rivals are on a stage trying to get the attention of a packed theatre audience. (It may sound like some nightmarish pantomime farce but bear with me).

Then someone from the wings rings a bell which sees all your rivals go quiet and suddenly walk off stage. But the audience remains.

Now, this scenario is pretty much exactly what happens in the run-up to Christmas.
Agents cut back on their marketing, and many even stop (I’ve used the walking off stage analogy here).

But and this is the crucial point, the audience is still there. This makes it far easier for the agent who has stayed around to get their marketing messages noticed.
By being louder in quiet times, you get attention and get to the front of people’s minds so that when they think about moving in the new year, your name is in their heads.

And this approach doesn’t just apply to the festive season. We used it during the various lockdowns, especially the first one in March 2020. We upped our marketing activity when many others went quiet and sat on their hands, waiting and seeing what would happen.

This move led many of our franchisees to race out of the traps when the lockdowns were eased. And it’s the same at Christmas.
Our Lean Green Marketing Machine is always switched on and ready to go.

To find out more about how our Lean Green Marketing Machine delivers consistently predictable, convertible leads for our franchisees, send me a message on here or email nick.neill@ewemove.com

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