As we head into the fourth quarter, something predictable happens in real estate. Agents begin to coast. Some have already hit their goals and decide to take their foot off the gas. Others are frustrated because they haven’t hit their goals and assume there isn’t enough time left to change the outcome.
Then there are the agents who simply decide they’ll get serious again after the first of the year. That’s exactly why I believe the fourth quarter is separation season. When everybody else starts pulling back, you have an opportunity to lean in.
If I wanted to finish this year strong while building momentum for my best year ever, here’s the fourth-quarter game plan I’d follow.
The Q4 game plan to set up your best year ever
October: Build the foundation
October is where I’d focus on consistency. I wouldn’t try to completely reinvent my business. I wouldn’t overwhelm myself with 15 new strategies. I’d identify a handful of activities I know lead to conversations and opportunities, then commit to doing them consistently.
This is where I’d build a daily scoreboard. I’ve used different versions of what I call a 5-4-3-2-1 plan over the years. The key to the 5-4-3-2-1 plan is to have a specific activity you do five times, four times, three times, two times and one time each day or each week.
The activities can change based on your business, but here’s one version I’d consider for October. Every day, I’d have
- Five real estate-related conversations with homeowners
- Four conversations with prospective buyers
- Three conversations with people in my sphere of influence
- Host two open houses every week and
- Send one unsolicited video CMA every day.
Your numbers or activities might be different, and that’s fine. Maybe your plan includes handwritten notes. Maybe it’s lunch with people in your sphere. Maybe you need to reconnect with people in your database you haven’t spoken with recently. Maybe your biggest opportunity is open houses.
The specific activities matter less than having a plan and executing it. Ordinary activities performed consistently have a way of producing extraordinary results. That’s October. Build the foundation. Create the streak. Generate the conversations. Let consistency begin creating momentum.
Finish October by surprising your best people
As October comes to an end, I’d begin setting the stage for November. I’d end October with a specific activity to launch into November. Make a list of 25 clients, referral partners, friends or people in my sphere who have had an impact on my life or business. Then I’d do something simple.
Buy some really good Halloween candy, and drop it by their house with a note that says something like, “Just wanted to make sure yours is the favorite house in the neighborhood this Halloween.” It doesn’t have to be expensive. It simply has to be thoughtful.
The best relationship marketing usually isn’t complicated. It’s noticing opportunities to do something unexpected for people you care about. And that leads perfectly into November.
November: Make gratitude your strategy
November is the month I’d focus on saying two things as often as possible: Thank you and congratulations. I’d continue the 5-4-3-2-1 activities I established in October because I don’t want to lose the momentum I’ve created. But now I’d layer intentional gratitude on top of them.
Maybe I send five handwritten thank-you notes every day. Maybe I send personalized video texts. I’d pay closer attention to what people are sharing online.
- Someone got promoted? Congratulations.
- Someone retired? Congratulations.
- Their child accomplished something? Recognize it.
- Someone referred business to you this year? Thank them.
- Someone supported your business by leaving a review? Thank them.
- Someone simply made your year better? Tell them.
We spend so much time trying to find new people that we sometimes forget to appreciate the people already in our lives. November is the perfect time to change that.
The Thanksgiving videos that generate referrals
There’s one strategy I’ve used for years that I’d highly recommend you do this Thanksgiving. On Thanksgiving morning, send personalized video messages to the people who impacted your business the most that year.
This was the process I followed to help you consider what your process might look like. I started with 10 people and eventually expanded from there. I’m the guy who cooks the turkey in our family. In our family, that means frying it. I’d put the turkey in the fryer, sit outside with my phone as the turkey fried and record individual selfie videos. Nothing polished. Nothing fancy.
I’d say something like:
“Hey, it’s Jimmy. I’m out here frying the turkey this morning for our Thanksgiving lunch, and I was just thinking about the people I’m most thankful for this year. You immediately came to mind, and I didn’t want to let this day go by without letting you know how much I appreciate you. Thank you for trusting me to help you with your home this year (or sending me that referral, etc.). I truly do appreciate you allowing me to be a part of the process. I hope you’re surrounded by family, friends, and people you love today and that this is your best Thanksgiving ever. Happy Thanksgiving, and I will talk to you soon.”
Then I’d send it. I’ve had people send videos back showing me their families.
One person responded while sitting at Thanksgiving lunch and told me their family couldn’t believe their real estate agent had personally sent them a video that morning. Someone sitting at the table basically said, “If that’s the type of agent who thinks about you on Thanksgiving morning, that’s who I want to work with.” That turned into a referral.
Another client sent me a video from the second home I’d helped them purchase. Their family was celebrating Thanksgiving there with their new grandbaby. That’s different from a transaction. That’s a relationship. And relationships are where repeat and referral businesses are built.
December: Set the stage for 2027
December is where the opportunity gets even bigger because even more agents begin to ease off as the year comes to a close. I’d continue showing gratitude, but I’d also shift toward positioning myself for the people already thinking about buying or selling in 2027.
First, I’d find another simple reason to pop by some of my best clients. Marie Boatsman, an outstanding agent in the Greater Portland, Oregon, area, shared a simple idea for staying top of mind throughout December. She buys inexpensive wrapping paper, tape, scissors and gift tags, bundles them together, and drops them by clients’ homes early in December.
Everybody needs wrapping paper at Christmas. Add a simple note thanking them for being part of your year and wishing their family a wonderful holiday. Again, it isn’t the price of the gift. It’s all about thoughtfulness and timing.
Become the source for year-end real estate information
December is also when I’d begin publishing my year-in-review content. You don’t have to wait until December 31. Use year-to-date data through November. What happened to home prices this year? How did sales compare with last year? What happened to days on market? Which price points performed best? What changed in a specific neighborhood? What does all of this potentially mean for someone considering selling in 2027?
I’d create neighborhood reports, videos, blog posts, emails and social media content around these questions and focus on explaining how this information affects buyers or sellers considering transacting in 2027.
I’d also begin creating forward-looking content. For sellers, maybe it’s “5 things homeowners should do now if they’re planning to sell in 2027.” For buyers, “7 things buyers should do now to prepare to purchase a home in 2027.”
I’d turn these into videos and downloadable reports. Then I’d give people an opportunity to request the report. Now you’re not simply publishing content. You’re identifying the people already raising their hands and telling you they’re considering a move. Those are the conversations that can fill your January, February and March pipeline.
There’s a vacuum of information during the holidays because so many agents stop publishing. Fill it. While everybody else is quiet, become the person answering the questions buyers and sellers are beginning to ask about next year.
Fill your January calendar before January arrives
There’s one more thing I’d do during December. I’d start scheduling January relationship meetings. I’d call people and say something like:
“Hey, I know we’re heading into the holidays, but as we move into the new year, I’m wanting to spend more time with the people who are important to me. I’d love to grab coffee in January, catch up on what’s happening with you and your family, and hear how I might be able to support you this year.”
Don’t wait until Jan. 2 to figure out who you’re going to call. Imagine beginning the year with your first two weeks already filled with lunches, coffees, conversations and appointments. That’s momentum.
The bottom line
The fourth quarter isn’t the end of the year. It’s the beginning of the next one.
- October is about consistency. Build the foundation through controllable daily activities.
- November is about gratitude. Deepen relationships by intentionally recognizing and thanking the people who matter.
- December is about positioning. Become the source of information for the buyers and sellers already thinking about next year, and fill your January calendar before the year begins.
While everybody else is coasting, lean in. While everybody else gets quiet, become more visible. While everybody else waits until January to start planning, start executing now. Because your business works in 30-, 60- and 90-day cycles.
What you do in the fourth quarter won’t simply determine how you finish this year. It may determine how you start the next one. That’s why I call it separation season.
