As we approach the end of the year, it appears that existing home sales in 2025 will be flat, compared with the two previous years. They are also expected to remain near their lowest volume for residential transactions over the past
three decade
. There are 8 million reasons for you to remain focused. Last month, the National Association of Realtors () reported that there were 4 million existing home sales. This equates to 8 million opportunities for representation across all industries. Although the volume is low, there’s still a lot of potential. The most important business asset in uncertain times is your M.A.P.
Your M.A.P. Mindset, attitude and perspective () are the key factors that separate success from struggle. The top performers don’t get distracted by the market noise. It is the decisions that are made now and over the next few weeks which will decide whether or not Q1 2026 starts with momentum, and whether it requires an uphill climb in order to achieve annual targets. Poise among the noise
Despite headlines about a weakened job market, persistent inflation, affordability issues, high mortgage rates, and economic uncertainty the truth is much more nuanced. It isn’t a sign of a stagnant market when there are eight million chances to help buyers and sellers. This is a wake-up call for real estate professionals to remain strategic and engaged. I was watching ESPN College GameDay when Ohio State Football Coach, Ryan Day said that performance during big moments requires “poise among the noise.” This sentiment is a reflection of today’s market. As we move into the last quarter of 2025’s selling season, agents must deal with persistent economic talk, client hesitation, and fatigue in the industry. Data is the antidote. Our most important currency is data, which is fact and not speculation. Understand what the numbers mean for your clients, be calm in the chaos, and act with intention.
Build your business on facts, not feelingsLet’s examine the facts. Q4 2020 was the busiest period in the calendar year. It wasn’t the spring or summer months. Was the reason for this shift? Mortgage rates fell to the lowest level of 2024 in Q3; this was a result of a decline. We are witnessing a similar trend in 2025, with rates currently at their lowest point of the year and buyer activity responding accordingly.This environment demands a shift in mindset. The market and other agents are not your competition, but rather the level of concentration and execution you bring to each transaction. Clients who engage in Q4 are the most motivated. Buyers who tour homes over Thanksgiving are committed. The sellers who maintain show-ready houses through December have a commitment.
Additionally, affordability is improving: mortgage rates have stabilized at their lowest levels in some time, and wage growth is now outpacing home price appreciation. These dynamics are likely to re-engage previously sidelined buyers.
Approach this season with urgency. Take advantage of the social networking and other opportunities that the holiday season offers. Reconnecting with those in your circle of influence, and revisiting prospects that have delayed taking action is a great way to reconnect. It’s time to reconnect with pre-approved sellers and buyers who have delisted. Mortgage rates are down, and the number of new listings has already peaked. Building a sustainable game plan for Q4
The end of the year can feel like an extreme game: you either have to be on top of your game or completely disengaged. To strike a productive balance, consider the following practical tips for Q4 and beyond without risking burnout or missing those end-of-year holiday opportunities:
1. Focus on p
riority management
, not t
ime management
Have you effectively prioritized the activities that create the greatest return? Concentrate on activities that will yield high returns: Client conversations, nurturing of your sphere and conversions from active prospects. Check your calendar to see what activities are driving results and outcomes.
2. Plan recovery.
Take one extra long weekend in this quarter. It is not negotiable. Burnout will occur if you don’t take time to rest. A focus on
routine
and
relationships
ensures success, and that includes a self-care routine that gives you time for a true break. Set up a rhythm of quarterly breaks that include a long weekend to keep your performance at its peak. Set clear boundaries. When my children were small, I created “Waugh Wednesdays”, which was a time block for me to spend with them. The entire company knew that I would be unavailable from 5-9 pm every Wednesday. The people adapted to it and respected its importance. The principle is very simple. When you are able to defend your priorities you will behave more intentionally and have the necessary energy for execution when the time comes. Concentrate on the facts. Be consistent and focused in your engagement with your network. The fourth quarter is a great time to gain momentum. The fourth quarter is a great time to build momentum.