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Jonathan Rolande: How to maximise success in the property market this December

As the temperature drops outside, it can be tempting to think activity in the market is likely to freeze out entirely.

And, of course, there’s little doubt the festive season does bring with it a chilly downturn in activity for many of us.

But, December can also be a month of huge opportunity – you can get a head start when your competitor's attention will be elsewhere.


Here are some ideas to focus on once the all-important pipeline has been chased up to date.

Start by speaking with your clients and sharing your good ideas – you’ll look proactive.  Remind them to be as flexible as possible for viewings at inconvenient times in the Christmas season.

Tell them how much you’re looking forward to working with them in the New Year and try to instil optimism and confidence – the market isn’t that bad!  You will lose fewer instructions as they’ll be less likely to get tempted away.

Remind your clients to drain down empty homes to earn some goodwill.

Go through your buyer and seller list for the year, have they left you a good review online – if not, ask them to.

Think about calling your vendors and asking if you can visit to refresh the photos now the decorations are up, Christmassy homes - cottages and country houses - look at their best right now, just remember to change them back on 2nd January!

Allocate time to schedule your social posts. People will have time to look over the long Christmas days; some engaging posts will reach more people. Consider a pin-drop advert – sponsor it for just a few pounds to help reach a new audience. Social should be a mix of the fun and the informative. Make it personal – boring corporate ads don’t get likes so try to give every few posts some personality.

Remember, Christmas might be slow, but Boxing Day is huge for Rightmove – traffic was up 54% last year. The frenzied market is over, but it will still be the best day to show your properties to the world. Refresh pictures, change wording and adjust prices in time to hit the ground running.

Think about using a social campaign to attract more buyers. ‘Buying in ’24? Register today, and we’ll give you a gift card when you buy from us!’ What’s more, tell your sellers (and crucially, your previous valuations) that you’re doing it and expecting lots of new buyers to be on your books. Then, watch your conversion go up.

There’s still time to run a competition. The prize doesn’t have to be expensive, a donation to a local school or a shopping voucher will get hits and more likes for your social pages. The best Christmas tree or lights, the most ‘Christmassy’ photo of your town – all of these do well on social media.

Share the character of your office with seasonal selfies at the town’s Christmas decorations or on Xmas jumper day. Pet photos do the best and a festive dog pic is a sure-fire winner.

Thin out the applicants. Call as many as you can and bin the binners for a cleaner start in January. 
Drop a Christmas card into your neighbouring shops, offices, and solicitors; you never know who you’ll meet. A fantastic agent I knew said he picked up at least one instruction a week just walking to the car park.

Using every moment of December to push your office forward. It will make such a difference next year when the freeze thaws, the temperatures, and the market starts warming back up.



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