Holiday Hustle: How Realtors Can Build Relationships That Last All Year

As we approach the end of another bustling year, there’s something uniquely magical about the holiday season. And no, I’m not talking about the sparkling lights, festive parties, or the slightly terrifying office Secret Santa exchange where you inevitably end up with a mug that says “World’s Okayest Realtor.”

I’m talking about the unparalleled opportunity this season gives us to focus on what truly drives our business: relationships.

Real estate is, at its heart, a people business.

Whether you’re guiding a first-time homebuyer through the emotional journey of purchasing their dream home or helping a seasoned investor close their tenth deal, it’s the connections we nurture that keep us moving forward. And during the holidays, when everyone’s guard is down and goodwill is in the air, we’ve got a golden opportunity to strengthen those relationships.

Let’s dig into how you can take advantage of this holiday magic to build bonds that last well into the new year.

A Season for Connection, Not Conversion

Here’s the thing about the holidays: people don’t want to be sold to. They want to feel appreciated, valued, and—dare I say it—a little bit special. So, this isn’t the time to push for hard sales or aggressively cold-call every number in your Rolodex. (Side note: Do people still use Rolodexes, or is that just my dad?)

Instead, focus on making meaningful connections. Reach out to past clients and let them know you’re thinking about them. A simple, heartfelt personalized holiday video greeting can go a long way. Something like:

“Hi [Name], I just wanted to take a moment to wish you and your family a wonderful holiday season. Working with you this year has been such a pleasure, and I’m here if there’s anything you need in the new year.”

Notice what’s missing here? The hard sell. This is about keeping your name at the top of their mind without making it all about you. It’s like planting seeds for future opportunities—because when their cousin mentions they’re looking for a new home at the family Christmas dinner, guess whose name they’ll bring up?

At the off-chance that you’re Ryan Searhant, or have a list of clients longer than your CVS receipt. You’ll probably need a tool to personalize your greeting at scale.

Que the shameless plug -

Phil Dunphy’s Guide to CRM Tinsel and Tidying

Let’s take a page from everyone’s favorite TV realtor’s book: “If you love something, set it free. Unless it’s your CRM. Then you organize it.” (Okay, maybe that’s not a real Phil Dunphy quote, but it should be.)

The holidays are a great time to tidy up your client database. Update contact information, add personalized notes (“Has two dogs; looking for a yard with a fence”), and set reminders for follow-ups in January. Your CRM is the backbone of your business, and the quieter weeks of December are the perfect time to give it some love.

Think of it like decorating a Christmas tree. Each lead or client gets their ornament, and you’re making sure the tree looks beautiful and balanced by the time the new year rolls around. And yes, this would also mean that you’ll have more ammo to personalize your comms to them going forward.

By the time January hits, you’ll have a sparkling, organized system that’s ready to help you hit the ground running.

Holiday Gifting: Small Gestures, Big Impact

If there’s one thing that screams, “I’m a thoughtful realtor who cares about my clients,” it’s a well-timed holiday gift. But—and this is a big but—this doesn’t mean splurging on something extravagant. The best gifts are small, meaningful, and personal.

Consider dropping off a handwritten note with a mini poinsettia plant, a box of holiday cookies, or even a locally sourced candle. Add a little personal touch with a note that says something like:

“Thank you [Name] for trusting me with your real estate journey this year. Wishing you a holiday season as warm and cozy as your dream home!”

Not into gifts? No problem. Video is your playground.

Record one that talks directly to your client, give them ideas to make their home more festive (gingerbread houses included), or holiday movie recommendations (home alone is a good one if you want to upsell them a homeowners insurance policy).

The goal is to stay visible while adding value—and maybe even a smile.

January Prep Starts Now

The holidays may feel like a time to hit the brakes, but savvy realtors know it’s the perfect moment to set the stage for the new year. While some clients are busy with travel and festivities, others are quietly planning their 2025 moves. Be the agent who’s already a step ahead.

Offer a free consultation or local market insights to help clients start their year off right. Position it as a gift: “Let’s map out your 2025 real estate goals together so you can hit the ground running.”

By planting these seeds now, you’re setting yourself up for a busy and productive Q1.

Referrals: The Gift That Keeps on Giving

Finally, let’s talk about referrals. The holidays are an ideal time to gently remind clients that you’re always here to help their friends and family. The key word here is “gently.”

For example:

“Hi [Name], as you’re catching up with loved ones this holiday season, if anyone mentions they’re thinking about buying or selling, I’d love to help. Feel free to share my info—and have a wonderful holiday!”

You’re not pushing; you’re simply planting a seed. And when that referral comes through, it’ll feel like a little gift to your business.

Wrapping It All Up (Pun Fully Intended)

The holiday season isn’t just a time to relax—it’s an opportunity to reflect, reconnect, and recharge. Use this time wisely, and you’ll enter 2025 with stronger relationships, a cleaner CRM, and a head start on your goals.

And remember, as Phil Dunphy would say, “Success is 1% inspiration, 98% perspiration, and 2% attention to detail.”

Happy holidays, and here’s to building communities, one relationship at a time.

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