How to Market Properties at Christmas

As the holiday season approaches, many property owners and agents question whether it’s the right time to market properties at Christmas. While December might not seem like the obvious choice, the festive season can present unique opportunities. Here’s a guide to help self-employed agents maximise their property marketing efforts during Christmas.

Is It a Good Time to List a Property?

Contrary to popular belief, Christmas can be a fantastic time to list a property. Here’s why:

Serious Buyers:

While there may be fewer buyers actively searching during the holidays, those who are looking tend to be highly motivated. This could lead to quicker sales and more focused negotiations.

Less Competition:

Many sellers wait until January to list their properties. By marketing a home in December, your client’s property is more likely to stand out in a quieter market.

Festive Charm:

Properties often look their best during the holiday season. A well-decorated home can evoke feelings of warmth and nostalgia, making it more appealing to buyers.

New Year Motivations:

Many buyers plan their moves for the New Year. Getting their attention in December puts your property top-of-mind when they’re ready to act.

How to Market a Property Around Christmas

Having to market properties at Christmas requires a balance of creativity and strategy. Here are some tips:

Showcase Festive Warmth:

Encourage your clients to decorate their homes tastefully for the season. Focus on:

• Neutral Holiday Decor: Avoid overly personal or religious themes to appeal to a wide audience.
• Lighting: Twinkling fairy lights and candles can create a cozy atmosphere that looks stunning in photos.
• Welcoming Entrances: A festive wreath or seasonal plants at the doorway can create a great first impression.

Seasonal Photography:

Invest in high-quality, festive-themed property photos. Consider capturing:

• Properties at dusk with warm interior lights glowing.
• Outdoor spaces with subtle holiday lighting.
• Living areas featuring a beautifully decorated tree or roaring fireplace.
• Capture the property with freshly fallen snow

Tailored Digital Campaigns:

• Social Media: Create posts that highlight the home’s holiday charm, using reels or carousel posts to showcase features.
• Email Marketing: Send festive-themed property newsletters to your client base, complete with virtual tours and seasonal greetings.
• Local Listings: Leverage community websites and forums with a holiday-focused listing description.

Host Festive Open Houses:

Offer mulled wine, mince pies, or hot chocolate to visitors during open houses. A festive atmosphere makes the viewing experience more memorable and welcoming.

When to Launch the Property

Timing is key to getting the most out of a Christmas listing. Here’s how to choose the perfect moment:

Pre-Holiday Launch (Early to Mid-December): This timing targets buyers who want to finalise their plans before the New Year. With fewer competing listings, the property gets maximum visibility.

Boxing Day Surge: Right after Christmas, online property searches spike as people begin planning their moves for the year ahead. If you launch a property just before or on Boxing Day, it can capitalise on this peak in interest.

Avoid Key Holiday Dates: Steer clear of launching on Christmas Eve, Christmas Day, or New Year’s Eve, as these are times when potential buyers are less likely to engage.

What to Do If the Property Is Still on the Market After the Holidays

If the property hasn’t sold by January, it’s not the end of the world. The post-holiday market offers new opportunities:

Refresh the marketing strategy:

• Update the Photos: Replace festive-themed photos with neutral, seasonally appropriate ones to give the listing a fresh look.
• Revise the Description: Highlight New Year motivations such as moving into a new home in time for spring.
• Boost Online Advertising: Run targeted campaigns to reach buyers who are re-energised after the holidays.

Engage with feedback:

Analyse any feedback received from viewings during the festive period. Address any common concerns, whether it’s pricing, presentation, or specific features of the property.

Consider a price review:

If the market has shifted or the property has been listed for a while, reassess the price. A slight adjustment can generate renewed interest.

Leverage the new year market surge:

January is traditionally a busy time for property searches. Ensure the listing is prominently featured on online platforms and marketed to stand out during this peak period.

Re-engage your database:

Reach out to potential buyers who viewed the property before the holidays but didn’t make an offer. They might still be considering their options.

So what should you do?

Christmas offers a unique window of opportunity to market properties creatively and effectively. However, if a property is still on the market after the holidays, there’s no need to worry. By refreshing your approach and capitalising on the New Year market surge, you can ensure that your client’s property gets the attention it deserves.

Make the most of the festive season, and set your clients up for success in the New Year!

Talk to an expert about how to list at Christmas

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