The holidays present a challenge: you want to stay connected with your sphere, but nobody wants to receive a “Just checking in!” email on Christmas Eve. Here’s how to maintain presence without being a pest.
The Cardinal Rule: Add Value or Add Nothing
Every touchpoint during the holidays should either provide value, express genuine gratitude, or spread joy. Never disguise a sales pitch as a holiday greeting. People can smell it a mile away, and it damages your relationship.
Bad: “Wishing you happy holidays! By the way, I have buyers looking in your neighborhood.” Good: “Thank you for trusting me with your real estate needs this year. Wishing your family a wonderful holiday season.”
Thanksgiving Week: Gratitude Only
Send a genuine thank-you note to anyone who:
- Gave you a referral
- Closed a transaction with you
- Attended an open house
- Engaged with your content or services
This can be a handwritten card (most impactful), an email, or a text, but make it specific. “Thank you for referring the Johnsons to me. That meant the world to me and I hope they’re loving their new home” beats a generic “Thanks for your business” template.
Don’t ask for anything. Don’t mention listings. This is pure gratitude.
Early December: Provide Actual Value
Share content that helps people during the holidays:
- “Local Events Guide: Holiday Activities Around [Your City]”
- “Should You Take Your Home Off the Market for the Holidays?” (educational blog post)
- “Property Tax Calendar: Important Dates for Homeowners This Month”
- “Winter Home Maintenance Checklist”
These aren’t disguised ads. They’re genuinely useful information. Post them on social media, send them to your email list, or share them in community groups.
Mid-December: Non-Real Estate Connection
Consider hosting or organizing something with zero real estate angle:
- Toy drive or food bank collection
- Holiday cookie exchange
- Donation match for a local charity
- Christmas caroling for a senior living facility
Promote it, invite people, and never mention real estate. The point is genuine community connection. People remember who shows up for the community, not who sends the most postcards.
The Gift Strategy: Thoughtful, Not Expensive
If you give client gifts, make them meaningful rather than branded. Here’s what works:
Good gifts:
- Local honey or jam from a nearby farm
- Coffee from a local roaster with a handwritten note
- Donation to a charity in their name (ask first)
- Homemade cookies or treats (if you enjoy baking)
- Gift card to their favorite local restaurant
Gifts to avoid:
- Anything with your face on it
- Cheap logo items (pens, notepads, magnets)
- Generic corporate gift baskets
- Wine (unless you know they drink)
If you can’t afford to give thoughtful gifts to everyone, give to no one. A sincere handwritten card is better than a cheap branded item.
Late December: Go Dark
From December 22nd to January 2nd, stop. Post nothing. Send nothing. No market updates. No “new year, new home” campaigns. No content.
People are with family, traveling, or intentionally unplugged. Respect that. Your “helpful” email on December 27th isn’t helpful, it’s intrusive.
This is strategic silence. It shows you respect boundaries and understand people’s lives don’t revolve around real estate.
What About Social Media?
Personal posts are fine, photos of your family, holiday activities, genuine life updates. But avoid:
- Humble brags about your sales numbers
- “I’m working while others are celebrating” posts
- Property listings disguised as holiday content
- Motivational quote graphics (everyone’s posting those)
If you post, make it authentic. “Our family tradition is driving around looking at Christmas lights, where are the best displays this year?” invites engagement without selling anything.
The January 2nd Reset
On January 2nd (or whenever you’re back), send one email:
“Hope you had a wonderful holiday season. I took time away to recharge, and I’m back in the office ready to help. If you’re thinking about buying or selling this year, or if you know anyone who is, I’d love to talk. Here’s to a great 2027.”
That’s it. Short, clear, and appropriately timed. People respect the boundary you set during the holidays, so they’ll respect your return to business.
What This Approach Accomplishes
By pulling back during the holidays rather than ramping up, you:
- Differentiate yourself from every agent bombarding people
- Build trust by respecting boundaries
- Create anticipation for your return
- Demonstrate you’re a human being with a life outside real estate
The agents who push hardest during the holidays are often the ones who need business most desperately. Confidence and security allow you to step back.
Common Objections Answered
“But my competitors will win the business if I’m not visible.” If someone’s ready to buy or sell during the holidays, they’ll reach out to you. If they hire someone else because you weren’t posting content on December 26th, they weren’t your client anyway.
“I need to stay top-of-mind.” You stay top-of-mind by being the agent who respected their holidays, not the one who interrupted them.
“What if someone needs help during the holidays?” They’ll call you. Keep your phone on. Respond when contacted. But don’t initiate.
The Bottom Line
Staying top-of-mind isn’t about frequency, it’s about quality and timing. One heartfelt thank-you note on Thanksgiving means more than fifty “just checking in” emails in December.
Respect the season. Respect people’s time. Show up as a human being who cares about community, not just as an agent who cares about commissions.
When you return in January, people will remember how you made them feel during the holidays. Make sure that feeling is positive.
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Until next time…
