I have a confession to make. Even when your business is firing on all cylinders, you may not actually get a listing a week. You may get two, or seven or maybe zero in a given week. Even the most consistent businesses are likely to see some variations from week-to-week, month-to-month and quarter-to-quarter.
If you want to build a business that generates a listing a week, you need to strike while the iron is hot and take advantage of favorable conditions.
Our team doesn’t peddle the myth that the only time to move is during the spring and summer. However, plenty of buyers and sellers still believe that to be the case, so you see an uptick in activity in the market during those seasons.
Even if we think that perception is largely exaggerated, we still adjust our production goals for seasonality. We know that historically March through August are going to be better months for us than the rest, and June and July typically yield our best months. No month is a make-or-break month, but we expect the summer to have a huge impact on our year-end numbers.
Armed with that knowledge, we are not going to just sit on our heels and let a more active market come to us. Heck no. We are going to crank it up and get our unfair share.
In seasons where most good agents are producing at a high level, we are striving to out-produce them. In seasons where agents are packing it in because the market is slowing down, we are attacking and getting even further ahead of them. Every market has its opportunities, and the opportunity provided by the summer is for you to connect with buyers and sellers when they are more likely to make a move than any other time of the year. We have to capitalize.
As we discussed on a recent Members Only call, one of the rookie mistakes that even good agents make is to let an increase in transactional volume throw them out of rhythm. They start moving too fast, and systems start to break down.
Unfortunately, one of the first tasks to get shelved is prospecting. You’re swimming in deals after all! Why pick up the phone? Simple. Because those deals will close, and you’ll be left with a dry pipeline.
If you want to generate a listing a week, you can’t allow prospecting to fall by the wayside in these busy summer months. Your prospects are more ready to talk real estate now than any other time of the year. Pick up the phone, and put in the work!
Even those that don’t convert right now may give you an open door to warm them up to convert later. You’ll begin to set the table for a great September, October and November with those calls, but you’ll miss the chance to fill up the pipeline if you hang your hat on a high volume of right now business. You don’t want to miss out on the opportunity that the summer provides.
