It never failed. Every November, my dad would pull out white cue cards with all his past clients and his sphere of influence written on them. These cards were gold. Home phone numbers filled the cards. There was no such thing as an email address, Twitter handle, Facebook or Instagram. It was old-fashioned, and this was his database.
Watching a master at work
As kids, my sisters and I would watch him sit at the dining room table and call client after client. The script was always the same. I’ve got it memorized today, all these decades later: “Hi, it’s Michael Regan calling, and I’m just checking in to see if you’re contemplating a move in the next 12 months?” He said it so seamlessly because he had done it thousands and thousands of times before.
Why November and December matter
When I got into the business, I asked him why he chose to do this in November and December. His answer was twofold. Generally speaking, this is a time of year when the industry slows down, but more importantly, this is the time of year to fill your pipeline for the next year.
If you’re not touching your database at this time of year, how are you going to know what your pipeline is going to look like come Q1 of the following year? How are you going to know who to call after the dust settles and the kids go back to school from holiday vacations? How are you going to budget for that family trip or that renovation you’ve always wanted to do if you have no idea what type of business is coming your way?
The 90-day rule for future business
A sure bet for getting a handle on what your business is shaping up to look like is to start 90 days in advance. Think of it logically. If I were to call a past client today and ask if they’re thinking of making a move in the next 12 months, what might they say? They might say something like, “As a matter of fact, we are thinking of making a move after Johnnie is done high school in September.” Or, “We’re going to be moving to the cottage in June once the weather gets better.” And of course, you’ll get some people who are simply curious to know what their house is worth and aren’t thinking of selling immediately. What a great excuse to see them in person and offer some tips on how they could improve the salability of their home should they decide to sell.
Push while others pause
We’re in the time of year when it’s easy to become a little complacent in our business. While the majority of the industry is beginning to shift into holiday mode, I would suggest you get on the gas pedal. Do this until Dec. 15. Talk to your people. Ask direct questions. Don’t be afraid to call them. After all, they already know who you are and what you do for a living. They would be more surprised that you didn’t call than if you did.
Good luck in your prospecting efforts. And remember: you’re doing a great service by contacting people to see if you can help them. At the end of the day, it’s not about the money. It’s about helping as many people as you can. If you do that consistently, day in and day out, you’ll have more money than you could ever have imagined.
Matthew Regan is a leading luxury real estate professional in Mississauga and Oakville, known for building one of the region’s top teams. An entrepreneur from a young age, he launched his first business at 12 and sold it by 17, later going on to own four real estate-related companies focused on innovation, marketing, and sales.
He began his real estate career at 19 while attending the University of Toronto and is now co-founder of Regan Irish & Associates, a team generating over $600 million in annual sales. The team ranks among RE/MAX’s Top 10 in Canada for GCI, within the top 1% globally, and among the top agents in TRREB for both units sold and total volume. His companies have also been named one of Canada’s Top Growing Companies by The Globe and Mail five times.
Specializing in luxury and lakefront properties across Oakville, Mississauga, and surrounding communities, Matthew is known for high-level service and results. He also volunteers at Christine’s Place, supporting men and families, and lives with his wife and three children on a restored dairy farm.
