Your Q4 To-Do List: One Action to Take Right Now & Three Big-Picture Tasks! – #TomFerryShow

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Every action you take in Q4 is compounded… not only does it impact how you finish this year, but also how you start the following year.

That’s why I’m putting a lot of emphasis on what you should be doing now – to finish 2020 strong and set yourself up for greatness in 2021.

Today I’ve got four more actions I strongly encourage you to take… the first one you should do now, and the other three should go on your Q4 “To Do” list.

Ready for ‘em?


Q4 To-Do List Item 1: ‘Double Down’ for More Listings

If you really want to finish strong and set yourself up for a powerful early 2021, it’s time to double down on what’s working for you now.

Take a step back, analyze where the bulk of your listings are coming from, and increase those tactics for the rest of 2020.

Also ask yourself:

  • How can I do this better?
  • How much can I increase my frequency?
  • How can I be more consistent with it?


Q4 To-Do List Item 2: Get More Online Reviews (A Lot More!)

I firmly believe that most agents are seriously lacking when it comes to online reviews.

Think about all the hard work and devotion you bring to your clients… and then compare that to the number of reviews you have on the important platforms.

You deserve better, right?

It’s not going to happen just by wishing for it, though.

You’ve got to make it happen. And I challenge you to make it a priority in Q4.

How? You’ve gotta ask for the reviews. Email everyone in your database with that specific “ask.” Something like:

“Thanks so much for being part of my community. If you haven’t taken the time to write a review on your experience working with me, would you take 5 minutes to do so?”

Make it easy by providing a link to the specific page where you need reviews and want them to review you – primarily Facebook, Google, or Zillow (or Yelp if you’re into that).

Don’t doubt the importance of this task! We are living in the “review economy” and it’s critical that you have current, positive reviews singing your praises when consumers conduct their research.


Q4 To-Do List Item 3: Conduct a Marketing Audit of Your Business

Far too many agents are creating brand confusion instead of brand continuity.

That’s where a marketing audit comes into play, forcing you to take a look at everything you’re doing and answer important questions like:

  • Is everything unified across all of your marketing efforts?
  • Are you instantly recognizable from one platform to the next, from one mailer to the next?
  • Is it time for a new photo? A new logo?
  • Are you using consistent fonts and type treatments in everything you do?

The best way I find to conduct a marketing audit is to print out everything – I mean everything, from emails you send to your listing presentation, from your profiles on portals to Facebook ads you’re running, and more – and lay it out in front of you. (A dining room table is good for this.) Then take a step back and see what stands out. Are you using the same color scheme consistently? Would you instantly know that every piece is from you?

The last thing you want is for your brand to work against you by confusing consumers more than it helps.

Reserve some time in your calendar for your marketing audit now!


Q4 To-Do List Item 4: Create Your 2020 ‘Social Proof’ Piece

You might call it your “social proof” piece.

You might call it your “proof of success” piece.

You might call it a “year-end thank you” piece.

Doesn’t really matter… What matters is that you create it and send it!

I talk about this in Q4 every year. (Here’s an example from a couple years ago.) It’s about creating a marketing direct mail piece – a large format postcard works best, but it could be a tri-fold mailer as well – that visually demonstrates how many people’s lives you were able to touch throughout the year and how many homes you sold.

It’s not about bragging. It’s about showing your gratitude for being entrusted with such a significant part of people’s lives. Maybe it’s a headline like this:

I’d like to thank all the families who allowed me to help them buy and sell real estate during this challenging year!

Then, include pictures of your clients (only with their permission), a map indicating all the properties you transacted throughout the year, snippets from reviews, or some combination of all of those!

You’ll want to mail that out to your entire database toward the end of the year. Follow up that mailing with a video version of the same content, maybe even using your mail piece as a visual aid to get your point across.


Get going on number one now and add these other three to your calendar to make sure you devote time specifically to complete and implement these projects. Then hold yourself accountable by posting the dates you scheduled in the comments below!



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