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2011-10-06 22:54:45

Keeping Your Sales Momentum Strong Through the End of the Year

To rest or not to rest. That is the question. Actually it’s a question many agents ask themselves this time of year. I know many of you take off the last couple of months of the year – or at least slow way down. Me? I’m not a big advocate of that. I think agents ought to treat real estate like a corporate job – 12 full months a year. And you’re the CEO -- CEOs show up to work all year long.

Even though you may feel like taking some time off, let’s look at the consequences of not working during the fourth quarter. If you don’t, you’re undoubtedly going to lose income. No question about that one. But also, think about the momentum you’ll lose going into 2012. If you don’t have a good fourth quarter, it’s likely the start of your first quarter of 2012 won’t be a good one. A slow finish can mean a slow start. Some compare real estate to a pot of water on a stove. You want your business to be a strong and steady boil. If you let it cool off, it takes a while to get it back to a boil.  

Here are a few tips to keep your momentum going full steam ahead into 2012:

  1. Decide you’re going to do it – and do it right! Get fired up. Get excited. Be passionate. I wish some agents were as passionate as athletes. Think about when you see football players run out onto the field. They look raring to go. You should be, too! Remember, your attitude determines your altitude. Don’t forget that! I’ve said many times that until you commit – fully commit – nothing happens. Commit that you’re going to make this fourth quarter one to remember.
  2. Set a goal and challenge yourself. If I asked you how many homes you wanted to sell in the fourth quarter of 2011, would you have an actual number? I know many don’t. Yes, you may have set a goal for the year, but not for the fourth quarter. Set one. Take time now to develop a reachable, yet challenging, number. You have to know what you’re aiming at before you can hit it. And forget what happened during the first nine months of 2011. Focus only on the last three.
  3. Use this market to your advantage. Many agents are sitting around sulking: “Oh, this market is terrible. I can’t make a living now.” Baloney. Just as every story has two sides, every market has two sides as well. Right now buyers are licking their chops because they’re seeing the lowest interest rates in many, many years. The prices are practically unprecedented. Today less money buys more house. You need to use this fact to create a sense of urgency among buyers. We all know the market will eventually shift (which of course is good news, too!) so buyers need to act now to get the best deals.    
  4. Keep an eye on your time management. I’ve noticed with past clients that when things slow down, they often slow down with them. The key is to have an ideal weekly schedule – a schedule that gets specific about what you should be doing to keep business moving at a swift pace. I have a sample of this that I’m happy to share with you for free – just shoot me an e-mail to

Let me hear from you. Do you feel the need to rest the remainder of the year? If so, why? Do you realize what you might lose if you don’t work from October to December? Do you think it would help if you set a goal during the fourth quarter? Please send any comments or questions you have to or

Bob Corcoran is a nationally recognized speaker and author who is founder and president of Corcoran Consulting Inc. (, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into the residential or commercial broker or agent’s existing practice.

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