We called it the “Fourth Quarter Push.”
That’s the homebuilding equivalent of describing the final stages of procreation as “labor.”
Oh, it’s that—and a whole lot more.
And sometimes, it nearly kills you.
My boss, the VP of Construction for our Chicago division, called me on the afternoon of Monday, October 6, 2006. We were on pace to miss our year-end closings.
“Any chance you can squeeze eight closings out of Red Wing View for us?” he asked.
“Well,” I said, “we don’t have roads. Or utilities. Or permits. The ground is frozen. And four of my six supers haven’t even been here six months yet.”
I assumed those facts would make his suggestion rather absurd.
My boss went silent.
For so long I finally realized what was happening.
“Ah, right. Okay. Yep. We’ll make it happen, sir.”
And so, we started digging eight holes in the frozen ground with the goal of closing every one of them by New Year’s Eve.
It wasn’t pretty, but we did it.
I just wasn’t around to see it.
A few minutes after 8 p.m. on Thursday, December 21, I collapsed while sweeping out the garage on Lot 108. At the ER, medics performed a spinal tap. For the next 48 hours the working theory was Lou Gehrig’s disease (it wasn’t). I then spent Christmas break battling a vicious five-day migraine, with light sensitivity so severe I slept with a winter beanie pulled over my eyes.
Official diagnosis: Environmental factors.
Translation: A 28-year-old working sixteen-hour days for 81 days in a row so eight families could close on eight quasi-finished homes.
“This is insane,” my fiancée said, unimpressed with the sophistication of the whole operation. “This can never happen again. Right?”
“Well, right,” I said. “At least until next year’s closings.”
The Fourth Quarter Push Is Here Again
Across the country, the push is on. Builders—production and custom builders alike—are scrambling to meet their compressed schedules while the world conspires against their project managers, supers, and their subs.
- Days are shorter.
- Temperatures are dropping.
- Productivity is decreasing.
- Distractions are increasing.
This time of year, however, is a gift for LBM sales pros who want to stand out. Late in the day, when it’s cold and dark and supers are checking every lock, window, heater, and pump—that’s when your help matters most.
It’s also when OTIF deliveries and vigilance against jobsite theft matter more than ever.
But too many LBM sales pros take their foot off the gas at the exact moment their customers are pushing hardest. Between Thanksgiving and Christmas, reps begin coasting—consciously or otherwise—when their best customers are working the longest hours of the year.
You know what the self-deception sounds like:
By Thanksgiving, the year’s basically over.
Everyone is crazy busy, bro.
Their offices are ghost towns!
Deals like this always get pushed to next year.
This is the Dark December trap.
| While everyone else eases off the gas pedal, you can separate yourself through visibility, usefulness, and contrast. Because when everyone behaves the same way, it’s hard to stand out. But when most reps go dark in December—resurfacing only to drop off that dark green Port Authority lightweight jacket with theirlogo on it—the reps who stay visible and helpful become unforgettable. If you’ve ever genuflected in 20-degree weather for thirty straight minutes trying to light a crusty gas heater in a freshly drywalled frame, you know that peculiar misery. So, what can you do? Show up late in the day and help. Walk units and make sure they’re locked. Check that temp heat is running. Help fire up a gas heater. This is real help. This is the stuff no rep does. And when it does? Word travels fast. “Did you hear what sales pro Sam did? You’ll never believe it.” A Second Reason Not to Coast December is reflection season for owners and executives. For many, it’s the first time all year they can step back and think deeply about the business. This is why I love asking a question my own team is working through now: Looking back at the goals you set for this year, what surprised you? And how is that shaping your decisions for 2026? Ask it now, while their minds are already in evaluation mode, and you’ll be far ahead of the reps who wait until late January to pose the same questions. December Is a Choice: Amateur or Professional? Amateur reps treat December like happy hour after a marathon — time to relax. Professional sales reps know there is no finish line. Dark December guarantees Joyless January. Treat December as a bonus month for 2026. The new year has already begun. And somewhere out there, a young project manager will be sweeping out a garage, grinding to get a few last closings in this year. He’ll remember—and reward—the rep who shows up. And if that’s you, showing up now when it’s cold and dark, you’ll be the one on fire in Q1, while everyone else is still blaming the frost. |
| P.S. Dark December makes one thing obvious: most reps vanish when it matters most. If you want to build the habits, tools, and mindset to stand out all year long — not just when it’s easy — join us at the Sales Fundamentals Workshop, April 6–8, 2026 in Fort Worth. Limited seats available at $3,895. If you’re ready to be the rep who stands out — not just in December, but every month — Fort Worth is where it starts. Get your 2026 sales training secured now — your future self will thank you. Secure your spot today by registering online or emailing courtney@bradleyhartmannandco.com. |
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