Estate Agents Christmas marketing

Having looked through some recently arrived estate agents Christmas leaflets at one of our clients houses, as well as several social media campaigns from national agents, I’m beginning to feel a lot like the child in Andersen’s classic tale “The Emperors New Clothes”.

Yet again this year, I’m seeing various versions of the same Rightmove statistics wheeled out to justify clients instructing agents to sell their house during the Christmas festivities. Here’s just one example;

Christmas marketing

According to the reverse of this leaflet, there is a “seasonal surge in activity” that clients “really need to make the most of“.

I showed this leaflet to a colleague who recently joined the industry and even she said she’d heard about a spike of Rightmove activity on Christmas Day.

Christmas marketing

 

Here’s the Emperors New Clothes bit though – the Christmas holidays are the absolute lowest autumn/winter point for activity on Rightmove. Yes, millions of people are on Rightmove over Christmas but its a fraction of their usual traffic. Any “seasonal surge” is really just the public getting back to normal patterns and it happens after New Year not Christmas.

Here’s Rightmove’s own traffic figures from their Winter 2017 Quarterly report to prove it;

Christmas marketing

When you first put your property on the market, you get a honeymoon period of a fortnight or so when you generally get the best activity – the property is fresh and new, buyers have received alerts from various websites about it and viewings are at their peak.

If you put your property on the market on Boxing Day, that honeymoon period is going to be a) during the lowest activity point within a 6 month period and b) exactly when most people have better things to be doing than viewings!

Whilst I admire the creativity of thinking and the sheer chutzpah of some agents marketing departments to spin a narrow selection of statistics to their own advantage, the truth is you’re better off waiting until mid January to launch your property to the market. You’ll get tens of thousands more potential views in the crucial first few weeks of marketing AND you’ll be able to relax and enjoy your holidays.

Happy Christmas from all at Madison Oakley

If you need any advice for January marketing or on other property topics, we’ll be here up until the 23rd and then back from 28th Dec to 30th Dec before returning to work properly on the 2nd Jan. Alternatively, have a look at our other articles on our website or visit us on Facebook