Should Real Estate Investors Continue Marketing in Q4? Weighing the Pros and Cons
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The fourth quarter poses a dilemma for many real estate investing businesses. As the holidays approach, less homeowners are inclined to sell. Your tried-and-true marketing tactics may falter. Yet deals don't disappear entirely in Q4. Revenue is still vital, especially with year-end fast approaching. So should you maintain your usual marketing efforts, or scale back and batten down the hatches?
There are decent arguments on both sides. Let's dive deeper into the factors to consider if you're debating your Q4 real estate marketing plans:
The Case for Continued Marketing
Keeping up marketing preserves your revenue stream. Even if conversions dip slightly, consistent leads and deals avoid major financial disruption. This steadiness also enables you to meet annual goals. With the right messaging, you may attract new sellers who want to close quickly for tax or personal reasons.
Ongoing marketing also maintains team morale. Many staff rely on regular commissions. Volume dropping leaves them restless and disengaged. Keeping efforts consistent shows them you’re invested in Q4 success. Keep the band together, and you’ll rebuild momentum faster in January.
Certain channels may thrive with lower competition, like Google Ads. Competitors often decrease budgets around the holidays. You can gain share of voice and get quality leads at a lower cost if you lean into platforms where you only pay for actual demand.
Lastly, while inconvenient, deals still happen in November and December! Persistence puts you first in line if a rare gem emerges. While being the only eager buyer on Christmas Eve seems like a long shot, you’ll definitely miss opportunities if you pull the plug on outreach.
Arguments for Scaling Back Marketing
The biggest reason to cut back is lower ROI. Impression and click costs often rise across digital platforms like Facebook, without a matching increase in conversions. You may sink more ad spend only to spin your wheels.
Direct marketing channels also falter. Response rates to direct mail, social outreach, and cold calling tend to decrease as buyers check out for the holidays. These tactics likely require more spend to achieve fewer results.
If your team takes extended time off around the holidays, continuing marketing may waste money. Leads sit unattended, go stale, and hurt future ROI data. Pausing efforts avoids misleading data and frustration.
Lastly, you may wish to simply enjoy some downtime. As a business owner, it's healthy to recharge your own batteries as well. If you can afford it, a brief slowdown lets you relax and prepare for the new year.
As you can see, there are decent points on both sides of this debate. Analyze your specific business situation and goals to decide if scaling back makes sense or if staying the course is your best plan of attack this Q4.
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