Thanksgiving weekend is over, and if you’re feeling a little resistance to diving back into your routine, you’re not the only one. But here’s the thing—the time between Thanksgiving and the New Year is actually a golden opportunity for real estate agents to connect with their database in a meaningful way.
We’re bringing back a simple yet powerful strategy that works: the “Holiday Season Gratitude Call.” Originally shared by Tom Toole, this strategy is a proven way to stay top of mind without being pushy. It’s not about selling—it’s about relationships, appreciation, and setting yourself up for success in the year ahead.
Most agents won’t take the time to do this, but that’s exactly why it’s so effective. If you’re serious about building relationships and starting the new year strong, now’s the time to take action.
The Gratitude Call: Step by Step
Tom Toole breaks the call down into three easy steps:
1. Let Them Talk
Start the conversation by reaching out with a friendly, warm greeting. Use something like:
“Hi, it’s [Your Name] with [Your Brokerage], following up like I said I would. Happy Holidays! How’s everything going?”
Then, let them take the lead. The key here is to listen actively and engage with what they’re saying. Not sure what to ask? Follow the F.O.R.D. method:
- F – Family: How’s the family doing?
- O – Occupation: What’s new at work?
- R – Recreation: Any plans for the holidays?
- D – Dreams: If you know of a personal goal or milestone they’re working toward, ask about it.
The goal is to show genuine interest in their life, which deepens your relationship.
2. Express Gratitude
Once the conversation wraps up, end the call with heartfelt appreciation. Toole suggests saying something like:
“I want you to know I’m really grateful for you. I appreciate our relationship, and if I can ever do anything to help, feel free to reach out. Hope you have an awesome holiday season and a prosperous New Year. We’ll stay in touch.”
This personal touch sets you apart from other professionals who only call when they need something.
3. Repeat the Process
Toole recommends setting a goal of calling 5–10 people a day until you’ve reached everyone in your database. Treat it like a daily priority, and hold yourself accountable.
Why This Call Matters
The gratitude call is about nurturing relationships, not selling homes. By focusing on connection rather than transactions, agents can position themselves as trusted advisors. This call is particularly timely as people reflect on gratitude during Thanksgiving and become busier with holiday obligations in December.
Whether you’re following up with past clients, current leads, or your broader sphere of influence, this call is a powerful way to strengthen your relationships. As Toole puts it: “If you want to do more business in 2025—and engage folks who already know you, like you, and trust you—stop what you’re doing and go make some calls.”
The easiest call you’ll make all week is also one of the most effective. So pick up the phone, follow this script, and make an impact—both for your business and the people you serve.
