Key Takeaways

• Many agents down tools in December, including their canvassing efforts.
• Portal traffic surges on Boxing Day. You want your agency to be the one vendors look up once Christmas is over, which means you can’t wait until January to get in front of them.
• People talk, a lot, over Christmas. Family, friends, neighbours. It’s prime time for word-of-mouth referrals, but only if your agency is top of mind.
• Many potential vendors “pause” their moving plans for the festive season, they don’t abandon them.

December Feels Like Downtime, But It’s Not

You’ve worked hard all year. The team’s in holiday mode, and the temptation to “shut up shop” early is strong, like the smell of a mince pie (if you like those, that is).

But December is a crucial month to keep canvassing.

Vendors Are Pausing, Not Withdrawing

Whether they’ve yet to come to market or they’re already listed but happy to let things tick along until January, most vendors haven’t parked their moving plans completely.

They might want to enjoy Christmas with family, but they’re also eyeing up the new year to relist, refresh, or finally take the plunge.

The same goes for buyers, they know they won’t move in before Christmas, so activity slows. But don’t let that lull tempt you to stop.

Why Brand Familiarity Matters

Picture your average vendor: their age, their property type, how long they’ve lived there, and their encyclopaedic knowledge of local estate agents.

That last one make you a bit nervous? It should. Most vendors don’t keep up with who’s who in agency land until they’re actually thinking about selling.

That’s why brand familiarity matters. You want them to recognise your name, or at least vaguely remember “that pink-branded agent in town… what were they called again?”

Off-market canvassing in November and December is how you stay visible. Most people won’t act immediately, but they will in January. So promote recent sales, mention motivated buyers, and reach out to homes struggling to sell now, not later.

Don’t Overlook Word of Mouth

Think about your own Christmas. You meet up with friends and family you haven’t seen in ages. You talk about the past year:
“Did you hear Susan gave birth?”

and discuss the year to come:
“Oh, I didn’t know you were looking to move!”

Your potential vendors are doing the same.

That’s why word-of-mouth referrals are often more valuable in December than any other time of year.

Your canvassing might not reach a ready-to-sell homeowner, but it might reach someone who’ll talk to one over Christmas.

“Oh, I just got a postcard from Local Agent & Co, have you called them out to value?”

Is the Christmas Card Dead?

Maybe.

When I was a kid, my parents sent and received dozens of Christmas cards. They’d hang them on string up the staircase. These days? We get a handful, mostly from my kids’ school friends.

Maybe that’s down to fewer connections, the rise of digital communication, or being slightly less likeable (I’ll let you decide). But the older generation, your average vendor, still has a soft spot for a physical card.

They’re the ones considering retirement moves or downsizing after years in the same home.

So while they might not pin your 20:20 flyer to their bannister, designing it like a Christmas card could make your marketing stand out.

I even asked ChatGPT to create a few festive overlays for 20:20 cards, so even if you’re short on a design team, there’s no excuse not to get creative this Christmas.

Also consider uploading a list of known addresses into My Lists to create a bespoke audience of past contacts, vendors or applicants. Perfect for a festive postcard.

The Deadline Is Fast Approaching

Mariah is thawing out as you read this. Soon, she’ll be everywhere. And when she is, you’ll know it’s crunch time.

Boxing Day and early January are huge dates in the property calendar. Portals always see massive spikes in traffic, some stats may be inflated, but the opportunity is real.

By then, Christmas is done, and people start semi-planning the year ahead. They browse portals, check house prices, and test “what’s my home worth?” calculators.

It’s the perfect moment to:

Relist slower-moving stock

Launch properties valued in December

Catch the early new-year momentum

When January rolls around, normality returns, calls are made, valuations booked, and viewings restart.

If you’re waiting until January to start canvassing again, you’re already too late.

By then, vendors are calling agents they’ve heard from recently. Maybe your brand presence alone will carry you, but is that a risk you’re willing to take?