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Five Ways to Navigate The Winter Season

by | Dec 13, 2021

Keen Eye Marketing

The reality of real estate is that some months (and seasons) can be significantly slower than others. Nationally, many markets can see an inventory decrease as much as 40% during the holidays.

One key to navigating these dips is to focus on the abundance of business-building opportunities instead of less than ideal numbers. Winter is a great time to focus on YOU. Your brand, your business, and your marketing can all benefit from a little extra attention during these slower months. Here are a few tips to make the most of your time and set yourself up for success in the spring.

1. Plan Your Social Media Strategy

Plan a meeting with your social media or marketing team to formulate a fresh strategy and review performance from the previous year. Having a clear idea of the frequency and types of posts you want to publish is essential to stay consistent and avoid gaps and ineffective content. We like to categorize social posts in different ‘buckets,’ which can include personal content about you, interesting properties, events, activities, and local business highlights to name a few. The goal is to be a brand your followers will ‘know, like, and trust’ while creating a balanced aesthetic across all of your accounts that will attract new growth!

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2. Brainstorm Video Concepts and Publishing Timelines

Video is by far the best way to build rapport and trust with your audience and grow your following. Make a plan to publish regular video content, whether it’s weekly, monthly, or quarterly, and stick to it! We recommend mixing up video formats and locations to keep it interesting and fun. This is also a great time to tighten up your publishing strategy. Instagram, Youtube, Facebook, LinkedIn, and your website are the obvious locations to publish, but don’t hesitate to add your latest effort to an email signature, personal outreach, listing presentation, or even a paid ad for more visibility!

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3. Tighten Up Your Brand and Web Presence

Websites and brand development are pain points for almost every client we work with. But even with a smaller budget, you can develop a simple brand and web presence that will support your business and provide a great backbone for your outreach efforts. Personal branding is another great way to stand out professionally. Take this opportunity to write some fresh copy about your business, yourself, and maybe even a few blog posts, too! Whether you work with a local designer or web service, a consistent logo across all your platforms is a must-have for anyone looking to grow their brand.

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4. Organize your CRM and Outreach Plan

Keeping track of all of your current and past clients can be a daunting task and one that is often neglected even by top producers. If you’ve never set up a Customer Relationship Management database, this is a perfect opportunity to do so. Take a few hours to review your transaction history, email correspondence, and leads to build an organized database that you can categorize by type.

Once you have a well-organized database, planning regular outreach is much easier. Of course, personal calls and texts are best, but email marketing is still a great way to stay in touch and top of mind with your clients. Don’t forget to send holiday greetings, too!

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5. Set Intentions for the New Year

Last but certainly not least on this list is to set your intentions for the new year and the upcoming busy season. I truly believe that mindset is everything and taking a day to write out (yes, actually write it down!) goals is time well spent.

Having a clear set of personal goals and business benchmarks will serve as a constant reminder of why you are working so hard in the first place. This is a great time to review your numbers, do your research, and set an action plan for the next year and the rest of your life. Cheers to a great year ahead!