On this edition of “Keeping It Real,” a recurring podcast series on Inman, Peter Lorimer explains why agents need to double up their relationship-building efforts in the fourth quarter. 

Excuse me while I step on a soapbox for a moment.

Don’t coast through the end of the year! You’ll see many agents kick back during this time. Let’s do the opposite. It’s time to crush it. It’s time to dig in, go buy loads of coffee and take this year to the finish line.

I have plenty of reasons for this. We are in the midst of a massive market, and it’s nearing the end of the runway. There will, at some point, be a contraction in the market. But for now, this is the golden period.


And while you’re hitting the gas, remember this — keep moving. Once you stop, negativity jumps out like a predator. Don’t even give it the chance. Sure, we all have insecurities and experience self-doubt, but don’t let them envelop you.

If productivity is your Achilles’ heel, try this on for size: Pretend like every day is the day before vacation.

Think about it: The number of tasks a person can complete the day before vacation, along with a regular workday, is absolutely phenomenal.

Laundry, car wash, house cleaning, grocery store, other random errands and eight hours of work. It ultimately comes down to time compression — squeezing eight hours of work into four.

Another reason to move fast is because this is the perfect time of year to reignite relationships. Remind those you haven’t spoken to in a while who you are and what you’re about.

Send personalized messages to them, through BombBomb, an SMS message or in person. Remember, technology is a tool — not the entire message. Being personable and showing up face-to-face is the way to create business.

While you’re reigniting relationships and making the most out of this year, keep in mind that people want a 360-degree view of you.

Think about the people you are drawn to on social media or elsewhere. Why do they stand out to you? It’s because they let you in.

You get to see them mad, happy, doing what they enjoy and working. It’s your life — own it, and show yourself. Show your client base your interests, beliefs and values. It’s important because it’s how you find your tribe.

All of these people we admire, they are 360-degree characters who happen to be really good at what they do. And that’s what you are, too.

Stop creating boring, two-dimensional content, and give the people what they want: you. Let’s crush the rest of this year. Listen to this podcast to get fired up.

Peter Lorimer is the CEO of Beverly Hills, California-based PLG Estates.

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