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Real Estate

It's silly season


As November draws to a close and we all face the prospect of the holidays and, lurking beyond, winter, the real estate industry “silly season” is in full swing.

No, I’m not referring to the inevitable parties and ugly sweaters; it’s the time of year when real estate agents draw their collective breath, look at the coming year and contemplate during the cold months whether it’s time to move their business to a new brokerage.

It’s a time-honored tradition. While the prospecting calls and recruiting lunches go on all year long, November through February is when those who do business as 1099 subcontractors (which is all real estate agents in commercial and residential) truly navel-gaze. Did I make my goals this past year? What did my broker REALLY do for me? Or did I have to do everything on my own?

Business planning for the new year brings more tension as agents wonder whether their current company will grow, flounder or disappear altogether in this cycle of mergers and acquisitions.

I speak from experience. At my firm, I’m having a dozen marketing group presentations a week with prospective agents and sales teams all over the midstate. It’s interesting to hear the common issues that real estate agents face as they survey their options and dream about their future in business.

We find ourselves learning a lot, too. These nonstop meetings help us sharpen our game and drill down on the deliverables we bring to the table that truly matter to agents trying to build something.

So don’t be surprised if your favorite agent sends you an “I’ve moved” postcard or starts putting in new colors for their yard signs after Christmas. It’s just part of the cycle of real estate.

Jeff Geoghan

Jeff Geoghan

Jeff Geoghan is vice president of marketing and communications for Coldwell Banker Select Professionals and Select Services. Jeff lives in East Petersburg, where he also serves as mayor.

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