The holidays often slow down real estate markets, making it seem like December is not the ideal time to buy or sell a home. However, despite the colder weather and the festive distractions, there are compelling reasons why December could be the perfect month to make your move in the real estate world.
Why December is a Good Time to Buy or Sell
According to Charles Jaque, president and CEO of RDS Brokerage, December offers sellers the opportunity to stand out. With fewer listings and less competition, homes have a better chance of catching the attention of serious buyers. “December tends to be the lowest month for new listings in Toronto, and this trend is seen nationwide,” Jaque explains.
Adrienne Lake, managing broker of Corcoran Horizon Realty, also points out that the lower inventory creates an environment where homes can shine more brightly against the competition. This is especially true if you're selling a property that has no direct competitors in the area, such as a unique condo or a one-of-a-kind home.
However, Jaque advises sellers to manage their expectations, as December pricing is often lower than other months. His research shows that prices in the Greater Toronto Area are among the lowest in December, making it crucial to review market trends and comparables before listing.
Why This December Could Be Busier Than Usual
This year, December’s real estate market is shaping up to be busier than usual due to upcoming changes in federal mortgage rules, set to take effect on December 15. Many buyers and sellers are trying to navigate the market before these changes take place. In fact, November saw an uptick in sales in major cities like Toronto and Vancouver, and many Realtors are noticing a late-season rush of listings as sellers prepare for the spring market while buyers seek to take advantage of favourable conditions.
Benefits for Buyers
For buyers, the holiday season provides an opportunity for a smoother, less competitive home-buying experience. With fewer buyers in the market, there’s a reduced likelihood of bidding wars. Plus, homes listed during this time tend to be sold by motivated sellers, making it easier for buyers to negotiate deals.
Jaque notes that many sellers who list in December must do so for personal reasons, which can create a great chance for buyers to secure a property at a competitive price. Additionally, interest rates are lower and expected to decrease further before June, which could make this a prime time to purchase before rates rise again.
How to Stand Out and Boost Your Performance During the Holidays
1. Decorate, but Don’t Overdo It
If you’re listing a property, keep the holiday decorations tasteful and welcoming. While cozying up a space with some holiday cheer can help, avoid overwhelming potential buyers with overly festive displays that might alienate those who don’t celebrate. The key is to create an inviting atmosphere that appeals to a wide range of people.
2. Client Appreciation Events
Host small client events like a holiday cocktail hour or brunch to stay connected with past clients and build relationships with potential leads. This can be a great way to keep your name top-of-mind while spreading some holiday cheer.
3. Unique Open Houses
Get creative with your open houses by adding festive touches like a visit from Santa Claus, photos with pets, or holiday-themed treats like hot chocolate and cookies. A branded event that stands out from the usual offerings will draw in more visitors.
4. Collaborate and Engage with the Community
Partner with other agents in your area for joint open houses or community events. From toy drives to holiday competitions, showing that you care about your local community can help set your listings apart. Jaque suggests activities like gingerbread house-making contests or charity initiatives to build relationships and strengthen your ties with potential clients.
5. Personal Touches Go a Long Way
Reach out to your clients with personal holiday cards or small gifts to show you care. This simple gesture can keep the lines of communication open and remind them that you are thinking of them. It’s not just about sales; it’s about nurturing long-term relationships.
Consistency Is Key: Think Year-Round
Jaque emphasizes that success in real estate is not about short bursts of activity around the holidays but about year-round consistency. By staying engaged with your clients throughout the year, whether through personalized messages or regular check-ins, you’ll build a stronger foundation for success.
Use Technology to Stay Organized
Both Jaque and Lake agree that successful agents use systems to stay organized and keep track of relationships with clients. Using CRM software and making sure to touch base regularly is crucial for building a sustainable business. While the holiday season is a great time for extra marketing, these efforts should be part of a broader, ongoing strategy.
Take Advantage of the Quiet Market
The quieter December market offers a unique opportunity for agents to put in the work that many others might neglect. By taking advantage of the slower season to establish stronger relationships with clients, plan creative marketing strategies, and stay consistent with outreach, you can set yourself up for greater success when the market picks up in the new year.
Whether you're buying, selling, or working as an agent, December might just be the best-kept secret in real estate. With a little preparation and creativity, you can make the most of the holiday season and position yourself for success in 2025.
