By: Angel Bueno

The holidays are coming! And I don’t know about you, but this is usually the time of year when I start reflecting on my business, looking at what worked, what didn’t, where my business came from and what I might want to do differently going into the new year. But recently, as I was going through some of my contacts and looking back at my production, I had a couple of pretty big realizations that made me rethink how I’ve been approaching a portion of my marketing.

The realizations:

But this evaluation of where my business is really coming from had me asking myself:

Why am I spending so much time and money trying to get strangers to know me when I haven’t even fully tapped into the people who already know me?

I started scrolling through my contacts on my phone, my Facebook friends, Instagram connections and honestly, I was a little surprised at just how many people I know that I haven’t really stayed connected with. Old coworkers, friends from years ago, people I’ve met at events, through volunteering, community involvement and everyday life.

And the funny part to me is that these contacts are free. They’ve been sitting right there in my phone the entire time.

So with the holidays right around the corner, I’m making a change and focusing on my new farm: my phone, my contacts and my social media connections. Here’s how I’m doing it:

Personalized Connection Points

I invested in a new printer and started creating individualized greeting cards. I’m sending out holiday cards and birthday cards. I will congratulate people on accomplishments, celebrate milestones and I’ll likely send something completely random or funny from time to time. I even thought about sending a card reminder for when daylight saving time ends (and then another one next year when the time changes again).

The whole idea is to find little opportunities to connect with people in a way that feels genuine, rather than sending another real estate marketing piece.

I don’t want people feeling like the only reason I’m reaching out is because I want their business. For me, this is about being more intentional with relationships that already exist. And I want to do it without constantly asking if they’re ready to buy or sell. I think sometimes in this business we get so caught up in chasing the next lead that we forget about the people who are already part of our lives.

Consistency in Branding

If I’m going to send out cards and create these little touch points throughout the year, I need to make sure I’m consistent and that my brand is well established.

I went through my marketing materials to make sure they all have a similar look and feel, while maintaining the personal touch. Not everything we do in marketing has to be another postcard with a house on it or a reminder that we’re real estate professionals.

The Cost Assessment

There are obviously costs associated with the printing, materials and postage that I’m using to send out my cards now. And time goes into creating these cards, but when I compare that to what I was spending trying to reach new people, it really puts things into perspective.

I’m not saying you should just stop farming neighborhoods or investing in new marketing opportunities. But with the information I have now about where my leads come from in my business, I’m focused on finding a better balance between cultivating the relationships I already have and bringing new people into my sphere.

So as you head into the holiday season and start thinking about your business plans for next year, I’d encourage you to take a look at your own production and where your business came from over the last year. Then take a few minutes and scroll through your phone, look at your Facebook friends or those Instagram connections you haven’t interacted with in a while. You might be surprised by how many opportunities for genuine connection are sitting right in front of you.

I know I was. And while I can’t tell you yet exactly what kind of return this new approach will bring, I do know it’s made me look at my business and the relationships I’ve built a little differently. Sometimes we’re so focused on finding the next place to farm that we forget about the one we’ve been building all along.

Angel Bueno is a Tampa Bay real estate professional and community-driven leader committed to equitable housing, meaningful connections and client-centered service. He holds the At Home with Diversity® certification and is a 2024 graduate of the District 6 Leadership Institute. Angel serves as a 2026 Florida REALTORS® State Director for the Suncoast Tampa Association of REALTORS®; Trustee for the STAR Foundation; Vice Chair of STAR’s Young Professionals Network; and Treasurer for the Tampa Chapter of the LGBTQ+ Real Estate Alliance. In 2024, he was honored by the Tampa Bay Business Journal as a Business Leader in Pride for his work advancing fair and equal housing.