Want to succeed in 2026? Stay productive during the slow season
Just because your clients are taking a break from real estate doesn’t mean you should. Smart agents use this time to improve their skills and businesses.
Key points:
- Stay on top of your inquiries — you may not be getting as many, but the ones that do come during this time of year are often from more serious buyers or sellers.
- Make sure you're getting the most out of your CRM, and while you're in there, clean it up and reach out to past clients.
- What do consumers see when they Google you? Take some time to freshen up your online presence, because first impressions count.
The direction of your business depends on decisions you make every day. Agents Decoded can help you by presenting the perspectives of seasoned pros who have been there, made mistakes, and found success.
The traditional "slow season" in real estate is nearly upon us. Regardless of what holidays you may observe, consumers generally pause their buying or selling plans as they prepare to travel, host family gatherings or tend to the myriad of other things that can make our phones and inboxes feel neglected.
In all my years of managing agents, I have viewed this quieter period as an opportunity to work on your business rather than as a mere slowdown in your business.
Here are 9 things a smart real estate agent can do during the off-season to make the best of the lull in the action.
1. Don't ignore inquiries
While the volume of consumer activity might be lower, this is no time to hibernate. Anyone looking at property around the holidays is likely more motivated than a garden variety customer — casual shoppers have other things on their mind. A smart agent recognizes that the inquiries they do receive are higher intent, and they respond accordingly.
2. Make thoughtful connections
This is not the time of year to spam your database with an impersonal email about winter maintenance or tips for storing leftovers. Real phone calls and real handwritten notes wishing your sphere a happy holiday season and a happy 2026 are low-hanging fruit. Even if no one is ready to transact, a warm and authentic communication keeps you top of mind and can generate goodwill and referrals.
3. Clean up that database
The best New Year's resolutions are the ones you finish before January 1. Jump into your contact list and tag all your past clients, warmer prospects, friends, family, businesses you patronize and community organizations you support. Top producers understand the trite but true axiom that "your network is your net worth."
4. Get re-acquainted with your CRM
It's not just a list of people — many CRMs are powered by AI or at least have new bells and whistles you might not be taking advantage of. Set up your campaigns. Plan your market updates and value propositions. I've never met a top producer who wasn't a power user of their CRM. Ahead of the new year, set up your CRM to do more heavy lifting using sensible and planned automation.
5. Polish your online presence
Is it time to update your headshot photo? Or maybe your awards, stats, bona fides or even the brand you now work under? Look at your profile on Zillow, Realtor.com, LinkedIn, your company home page and wherever else your professional story is found online. Make sure your information is accurate and you're projecting a professional image. Bonus: I'll bet there are at least 10 past clients who owe you a 5-star review. Send out those invitations.
6. Work on your continuing education
If your state is like my home state of New York, you are required to have a certain number of CE hours in order to renew your license. Don't wait until the last minute — bang out those credits, and while you're at it, explore something new to you, like a new tech skill or market niche.
7. Make that pet project a reality
Most of us have a project or three we'd love to tackle, but the time and focus haven't been available. If business is slow, take the opportunity to dive in. Start that blog. Launch that YouTube channel. Organize that client appreciation event for next year. Get ChatGPT to write a proposed outline for that seminar you've always thought about hosting. When the spring rush hits, you'll be too busy, so do it now.
8. Prospect, maybe?
You aren't the only one who thinks that 2026 is the year to make your move. The same is true for many consumers who would, with the right professional in their corner, move their mailing address. There's a 90% chance that the FSBO you've been driving past will list with an agent eventually, so make that agent you. Send that mailing to renters. Thousands of your colleagues are sitting on their hands because no one they speak to is eager to move before the New Year. Leapfrog over them by contacting potential spring clients mindfully.
9. Plan ahead
Sit down with your broker or manager and make a real business plan for 2026 so you can hit the ground running in January. Everything you do today is your love letter to Future You. Conspire with your mentor or manager on a realistic, actionable plan.
The slow season is seldom as slow as we think it is, but even when there is a lull in the action, smart agents don't hibernate — they pursue projects that position them for greater success.
Use this time to work on your long game. Come spring, you'll be glad you did.
J. Philip Faranda is a manager and associate broker at Howard Hanna | Rand Realty serving Westchester and Putnam Counties, just north of New York City. He was previously a broker-owner at J. Philip Real Estate, the top independent brokerage in the two counties by transaction sides, which he founded in 2005. He also writes a real estate blog which has been cited by major media outlets. The views expressed in this column are solely those of the author.