Agents should still prepare for festive leads

It’s a myth that the property market slows over the festive period, The ValPal Network (TVPN) claims.

Data from the lead generation technology provider shows lead levels on Boxing Day were 38% up on 2021 last year, and TVPN director Craig Vile is prediction a busy Christmas season for agents.

Vile said that while 2024 will continue to be tough going for agents, there are signs that things may well improve by the middle of the year.

He said: “If inflation continues to fall there is a chance that mortgage rates will also begin to drop. But agents are going to have to carry on doing the hard yards in the first part of the year, so maintaining or increasing marketing spend over Christmas and New Year holidays is essential.”

Vile said it is a myth that the property market slows down over Christmas.

He added: “We predict that over 80,000 ValPal leads will be created during December and, of these, 20,000 will be generated between 22 December and 31 December.

“People are at home at this time of year and as soon as the Christmas dinner is cleared away, their minds turn to New Year and new starts. As a result, the desire for browsing soars and they want to find out what their homes are potentially worth.

“Obviously, lead levels dip on Christmas Eve and Christmas Day but we can expect a sudden spike on Boxing Day when lead levels double. They continue to rise through the New Year and reach a peak in the second week of January.

“With these sort of numbers, agents should get their plans in order now so they aren’t playing catch-up in the first quarter of 2024.
“Cutting your marketing spend in tough times is high risk – your prospecting pipeline will run dry in months.”

*The ValPal Network is owned by Angels Media, which also owns the Today sites.