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How to Take Advantage of the Slow Season w/Byrd Bergeron

In the winter, many agents give up prospecting and connecting with leads altogether. How do we keep the leads flowing when only a small percentage of people are looking for homes during this time of the year? Should the marketing message change during slow seasons? How can a roadmap for our agents help us avoid leaking money? In this episode, Byrd Bergeron shares how team leaders can take advantage of the slower season and holidays.

If you wait until January to evaluate what you are doing, it’s too late. You are way behind the curve. -Byrd Bergeron

Takeaways + Tactics

  • Organic leads come more slowly during the winter, but if we constantly invest in paid leads, we’ll still get results.

  • Our marketing message has to be different in the winter. Branding and adding value become more important.

  • We have to keep in mind that the average incubation time for a lead is 6 months, so if we nurture people in the winter, we may prepare ourselves for a busier summer.

  • Charity work is also a good tactic for connecting with like-minded people and meeting them face-to-face.

At the beginning of the episode, we talked about how the prospecting process changes during the winter and how the marketing message should shift as well. We also discussed how we can lay the groundwork in the winter for leads that will contact us in the summer.

We also covered:

  • How to use gamification to keep agents motivated

  • Why every team leader needs to develop a roadmap

  • Why it’s important to plan for the next year during the early winter

We must first experience the tasks we delegate to others. This way, when we set expectations for someone else, we do so with empathy. One of the biggest mistakes many of us make when building a team is failing to provide a roadmap for agents to follow and holding them accountable for it. As team leaders, it’s our responsibility to make sure each agent is aware of how things should be done. And the only way we can make sure this happens is by creating a system that takes all the guesswork out of the equation.

Guest Bio-

Byrd Bergeron is an experienced development manager in real estate and a strategic partnerships manager at dotloop. Currently, she manages the partnerships in real estate at one of the nation’s leading broker softwares and collaborates with top real estate brands in the US and Canada. Her mission is to help agents provide an excellent customer experience for their clients. Go to for more information.

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