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When Should Agents Prepare Their Prospecting for the Christmas & New Year Break?

  • Writer: @realty Marketing
    @realty Marketing
  • Nov 3
  • 2 min read
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The festive season is often seen as a “slow period” for real estate, but the savviest agents know it’s actually the perfect time to prepare for a strong start in the new year. While many homeowners are winding down, top agents are staying visible, nurturing leads, and laying the groundwork for January momentum.


Here’s how to plan your prospecting, what types of ads to run, and the best dates to increase your spend for maximum engagement.


When to Start Your Christmas Prospecting


Late October to Mid-November is the golden window for preparation. By getting ahead of the holiday rush, you can:


  • Update your database and segment contacts (buyers, sellers, past clients).

  • Plan and schedule your December-January ad campaigns.

  • Set your 2025 goals and align campaigns to support them.


With @realty’s CRM, you can schedule reminders for prospecting calls, automate follow-ups, and track goals, keeping you on top of your pipeline even during the busy festive season.


December: Nurture, Don’t Pressure


During December, most homeowners are busy with family and festivities, so the focus should be on relationship-building rather than hard selling.


Best campaigns for December:


  • Christmas Message Ads: Branded posts or short videos wishing your community a happy holiday.

  • “Thinking of Selling in the New Year?” Ads: Plant seeds for January listings with subtle messaging.

  • Database Nurture Emails: Send automated “Merry Christmas” or “Market Wrap-Up” emails via the @realty CRM.


Timing Tip: Engagement tends to spike in early December and again early January, so plan to increase ad spend during these windows for higher visibility. Be mindful that actual holiday dates (e.g., Dec 25) can see lower engagement.


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January: Hit the Ground Running


The market wakes up in early January, with many homeowners motivated by “New Year, New Home” goals. This is your prime time to convert leads and generate listings.


Best campaigns for January:


  • Market Update Ads: Share fresh suburb insights and local trends.

  • Free Appraisal Offers: Encourage homeowners to find out their property value in the new year.

  • New Year Goal Ads: Position yourself as the expert ready to help achieve property goals in 2025.


Timing Tip: Allocate higher ad spend in the first half of January, as this is when decision-making activity is highest. Use your CRM to automate follow-ups so no lead is missed while you’re enjoying the holidays


How to Structure Your Ad Spend Around the Holidays


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Pro Tips for Agents:


  • Automate Before You Celebrate: Use @realty CRM to schedule social media posts, automate emails/SMS, and track 2025 goals.

  • Shift Your Tone: During actual holiday dates, focus on warm messages and brand awareness, not hard selling.

  • Stay Visible: Many businesses slow down in December, so your presence can stand out more, even with slightly higher ad spend.

  • Monitor Results: Track cost-per-lead during busy or competitive periods; adjust spend if needed to maintain ROI.


Preparation is the key to turning the holiday season into a pipeline-building opportunity. Use December for nurturing relationships, schedule campaigns in advance, and increase ad spend strategically in early December and early January.


The agents who plan ahead don’t just survive the holiday slowdown, they dominate the new year, with a full pipeline and fresh opportunities ready to convert.

 
 
 

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