Why Canvassing Now Matters – Preparing for the Autumn Rush

As we approach the summer holidays and the annual exodus of homeowners to sunnier climates, one thing remains certain for estate agents: September matters.

It’s often one of the busiest months for new instructions. Holidays are over, the tans are fading, the kids are back at school, and homeowners suddenly feel ready to act on the plans they’ve been putting off. The reality of a potential 2025 move kicks in as routines resume and focus returns.

But here’s the crucial part: aside from the occasional spontaneous seller, most people who come to market in September began thinking about it months earlier—right about now, in fact.

They’re noticing sale boards. Asking friends who they used. Quietly browsing the portals. This is the moment they’re most receptive to subtle, well-timed marketing. And while it’s true that listings can dry up during the height of summer, the groundwork for an active September market is laid in the weeks before.

2024 in review

The data tells a clear story: while listings fluctuate throughout the summer, September delivers the biggest bounce of the year – with a 10% increase in new listings, the highest month-on-month rise in 2024.

After an -8.95% dip from May to June, and another -4.99% drop from July to August, many agents may feel the market is slowing. But then comes the September surge, catching many off guard. Agents who’ve been consistently canvassing through the summer months are best placed to capitalise.

From October onwards, listing volumes decline sharply:

-8.78% in October

-17.36% in November

-26.93% in December

That makes September the last major listing opportunity before the winter slowdown – and it doesn’t happen by accident. It happens because of the groundwork you lay in June, July and August.

Writing Letters That Land – Empathy Over Urgency

The goal of your summer canvassing isn’t to pressure someone into listing immediately. It’s to connect at the right moment, with the right tone.

Homeowners right now are juggling work, school holidays, and travel plans. Selling might be on their mind, but so is everything else. That’s why your message needs to meet them where they are—not where you wish they were.

Imagine receiving two letters while you’re still in the middle of booking flights and managing childcare:

• One says: "The market’s hot. We’ve got buyers ready. Let’s get you listed now."
• The other says: "Thinking of moving this year? Once the holidays are over and things settle down, we’ll be here to help you take the next step."

Which one feels more aligned with your current headspace?

This is where empathy cuts through the noise. Not by pulling back on effort, but by dialling up relevance. Your message should reassure, not rush. It should plant a seed, not demand a decision.

"Considering a move this year? With everything going on—school breaks, holidays, and work—it might feel like too much. Take your time. Enjoy your summer. And when you're ready, we’ll be here to help you make the next move."

I worked in sales for a number of years and I wasn’t a natural-born salesman. I learned to win business by understanding timing, by staying present but not pushy. The same applies in agency: the agents who show up with empathy now are the ones sellers remember when the decision point arrives.

Using Your Lead Magnet as a Barometer

Of course, empathy doesn’t mean silence.

While most homeowners won’t respond immediately, many will quietly interact with your marketing—and your Lead Magnet is the perfect tool to catch that signal.

By adding a QR code to your letters—linked to your Seller Lead Magnet—you create a low-pressure way for potential sellers to engage. With a few thoughtful words above the code, you can encourage interaction:

“Curious what your home could be worth in today’s market?”

“See how properties near you are performing this summer.”

Some sellers will still pick up the phone straight away. Others will prefer to dip a toe in first. Either way, every interaction is logged in Propalt’s My Leads, giving you visibility over who’s been engaging—even if they haven’t formally reached out yet.

Looking Ahead: September Starts Now

Back-to-school season doesn’t just bring routine for families—it brings opportunity for agents.

When the chaos of summer subsides and structure returns, that’s when sellers act. But if your letters only land in September, you’ve missed the window. You’re now chasing, not leading.

Canvassing in June and July isn’t about instant results. It’s about being remembered when the decision is made.

The agents who get through the letterbox now—with empathy, with timing, with tools that track early interest—are the ones who start September with a ready-made list of warm leads and the trust to convert them.

Make sure you're one of them.