Scripting: How to Say What You Need...to Get What You Want! Holiday Scripting | Ed Laine | S21 E3

Ed Lane led a Scripting Friday focused on holiday-season real estate strategies, clarifying that “holiday scripting” refers to handling listings and clients during the fourth quarter—not holiday parties. He noted that although live attendance was small, most agents watch the replays. Ed emphasized that agents should not mentally “check out” during Q4, as December has historically been one of his strongest production months. He encouraged agents to first understand a seller’s urgency and motivation before giving advice and reminded everyone that many sellers must move regardless of the time of year. Ed also shared a high-performing strategy for January listings: putting homes on the market the third or fourth Thursday of January. He explained that many buyers begin searching immediately after New Year’s, while inventory remains low, giving sellers an edge compared to spring when competition increases. His takeaway was clear—agents shouldn’t discourage fourth-quarter listings, as timing is often outside the seller’s control, and the season offers opportunities for both market share and strong results.