6 ways to avoid a costly holiday sales slump
The big slump. That’s often what the holidays are for sales professionals. That may even include even reverse mortgage originators (gasp).
Years ago when working in financial services fellow agents would often ‘go dark’ in December. This was before the age of social media so no ‘proof of life’ photos were available online to soothe my fears that perhaps they had been placed into witness protection or worse.
The truth is too often many believe that no one will be available or wants to hear from them during the holiday. Okay, certainly you could say that on Christmas eve or Christmas day. Beyond that, the need and interest in the reverse mortgage may be heightened as expenses mount, and bank balances dwindle. Perhaps the cash stuck in the bricks and mortar in their home just became that much more important.
A slump in sales in December would certainly be felt in February. With that in mind here are some practical strategies to have optimal engagement with potential borrowers:
- Send a holiday greetings email to those who’ve closed a loan, those who didn’t, and especially to those who are sitting on the fence. Don’t ask for a sale- just include a short and heartfelt message.
- Mail a Christmas card to your top referring professionals. Attorneys, CPAs, and realtors still maintain the tradition of sending holiday cards and are accustomed to receiving them as well. Address your envelopes in your own hand. (See #6)
- Host an open house event. It may be too late to squeeze a date before Christmas, but you can certainly host a New Year’s themed event. Remember the purpose of your open house is not to make sales but to express your gratitude and stay top of mind.
- Email gift ideas for several age groups. While few will admit it, often we find ourselves stumped to find the perfect gift for that special someone.
- Schedule appointments for the new year. If all else fails, schedule a meeting in January after the holiday frenzy has settled. Be sure to make a note in your CRM or calendar to remind them 5 days before your meeting.
- (BONUS): Send a New Years’ card. For the new year? Indeed. You will stand out head and shoulders above the glut of Christmas cards sent by other businesses.
These are just a few ways to beat the holiday sales slump. What strategies would you add to this list? Leave your ideas in the comment section below.