Brokers’ End of Year To-Do List

by | Dec 8, 2023 | End of Year, To Do List

You could make an argument that the holiday season is the most interesting part of the real estate year. Half the people are scrambling to close deals and maximize their current-year numbers. The other half are coasting along, taking off a lot of time and enjoying the season.

Whether you have an intense or lackadaisical approach to work during holidays, you’re undoubtedly busy outside the office with shopping, parties, family get-togethers, religious services, kid/grandkid activities and whatever else. It’s an all-out sprint until December 25th. It’s fun but overwhelming.

Despite all the social and personal obligations this time of year, brokers are well served to keep focused on their work – at least somewhat.


Many commercial real estate brokers pull back on prospecting during the holidays. That’s a mistake. If you take the month of December off, you’re missing out on 8.3 percent of the calendar year.

Prospecting in December pays off. Not as many competing brokers are actively calling, so there’s a greater chance your call will stand out. Plus, holiday prospecting gives you a head start on next year. Remember, the calls you make in the next 30 days benefit you about 90 days from now. At the same time, the calls you fail to make in the next 30 days hurt you 90 days from now.

Because your prospects are so busy this time of year, you’ll need to make more dials than usual to reach the same number of people. You might get frustrated constantly reaching voice mail or having gatekeepers say, “He’s out of the office this week…” Nevertheless, keep going. Nothing bad happens from prospecting!

Current Clients

The holiday season is the ideal time to remember your current clients and show them how much they mean to you. That can be accomplished through gifting or simply reaching out to them and having a value-based conversation.

If you choose to give gifts to clients, they don’t necessarily have to be expensive (Gift value depends on your client, your geographic market and how much they invest with you).

Gifts that are customized to your client’s business or to commercial real estate probably mean the most. Even better than a gift would be taking the client to lunch, coffee or drinks if possible.

I prefer in-person holiday meetings because you can talk about how they’re doing. A December “thank-you” lunch can often lead to new ideas and even more business from that client next year. One-on-one time gives you the opportunity to discover how else you can help them.

Goals for 2024

Finally, take time this month to prepare for next year. As the old saying goes, “Nobody plans to fail; they fail to plan.” Allow yourself to be contemplative about the past year and where you might go next year. CRE brokers tend to be confident, fast-moving, independent-minded people who are comfortable “winging it.” Nevertheless, you’ll be more successful if you spend some quiet time now getting ready or next year.

In closing, I acknowledge, that it’s easier for me to write this advice than it is for you to carry it out. That’s why you should block out some time for prospecting, client meetings and goal-setting right now before it’s too late.

Jeff Beals helps you find better prospects, close more deals and capture greater market share. He is an international award-winning author, sought-after keynote speaker, and accomplished sales consultant. He delivers compelling speeches and sales-training workshops worldwide. He has spoken in 6 countries and 41 states. A frequent media guest, Jeff has been featured in Investor’s Business Daily, USA Today, Men’s Health, Chicago Tribune and The New York Times.