5 Ways to Keep Your Business Booming During Winter

Many view winter as the most wonderful time of the year, but it's considered the most difficult in real estate. According to the National Association of Realtors (NAR), "transactions and housing prices tend to be above-trend in the summer while activity typically slows down in the winter." However, it doesn't have to be this way; there are ways to keep your real estate business warmed up, even during the coldest months of the year. Let's look at some strategies to ensure your business continues to boom this winter. 

ATTEND COMMUNITY GATHERINGS

Many real estate agents and sales professionals are under the impression that the best time to get out and network in their community is during the summer, but that's not necessarily true. During the winter, and especially during the holiday season, there are many opportunities for you to influence your community. Some gatherings that are great to attend for networking purposes are holiday parties, seasonal festivals, high school sporting events, and community food and clothing drives. 

When attending these gatherings, you should never go empty-handed. Collect prospects' contact info so you can stay in touch after the event. It's also a goo idea to bring flyers or step it up with holiday goody bags, mini chocolates, or baked goods to give out so leads have something to take home and remember you by. 

DO VIRTUAL SHOWINGS AND OPEN HOUSES

Depending on your location, you could be in for some brutal conditions this winter. But instead of letting showings and open houses get canceled due to inclement weather, why not do them virtually?

Virtual tours benefit you as the agent, and buyers are interested in taking them because they are convenient. In fact, customers between the ages of 18 and 34 are 130% more likely to book a tour if there is a virtual option. Plus, they don't appear to negatively affect the buyer's likelihood of purchasing the home. According to a survey by Redfin, in 2022, 63% of homebuyers made an offer on a house they never saw in person.

Virtual open houses are also an option. Just like a regular open house, a virtula open house allows you to show the home to numerous prospects at once. And you can still collect attendees' information and have them sign up and take surveys.

HONE YOUR MESSAGING

Sellers are often afraid to put their homes on the market during winter, thinking they will have to settle for a lower price or not find a buyer at all. On the other hand, buyers think there aren't enough listings for sale and are less motivated to go out and look, especially if they think they have to brace for the freezing cold to do so. Luckily, by honing your messaging, you can eliminate these notions and motivate buyers and sellers to make a move in a minute.

When communicating with potential buyers, let them know they have the upper hand. Homes sold in the winter are typically on the market for a longer time, and therefore sellers are more likely to settle for a lower price. They are also more likely to want to close on the deal sooner, considering more sellers in winter are listing out of necessity due to factors like job relocation, death, or divorce. Plus, buyers have an easier time finding a moving company and getting a good deal on movers considering they aren't as booked up. Thoroughly communicating the pros of buying during the winter in your messaging is sure to drive results.

When it comes to sellers, the pros may not be as apparent. However, you can assure them that just because they decide to list during winter doesn't mean they won't get any good offers. Also, by selling now, they can have peace of mind that their home is sold and they can enjoy the summer without any stress.

'TIS THE SEASON FOR SOCIAL MEDIA

People spend more time on their phones during the winter. This means more time is spent scrolling on social media, making it the best time to work on improving your social presence. The most popular social media platform for real estate marketing is Facebook. With the majority of its users being Generation X and baby boomers, which are the most likely generations to sell a home, it's the perfect place to land new listings. In addition, through paid advertising, Facebook allows you to interact with those who don't follow your page but are just as likely to engage with your content.

The second most popular platform for real estate marketing is Instagram. Popular among millenials, which are the most likely generation to buy a home, it's the best spot to market to buyers. Instagram also offers the ability to reach your target demographic through ads and is a completely visual platform, lending itself extremely well to property photos and video. 

RECONNECT WITH CLIENTS FROM YOUR PAST

The holiday season is the perfect time to reconnect with past clients and stay in touch with leads. Whether you prefer to send a holiday card or share your seasonal greetings in an email, there are plenty of options for ways to connect. Design a traditional hard-copy holiday card and send it directly to your local print shop. 

Although most people love the holidays and the warmth and joy they bring, there are Ebenezer Scrooges out there, and you still want their business, right? Send out a newsletter with valuable information about homeownership, buying, and selling to your entire mailing list! Or make it an email campaign including tips for every season!

So, just because the season is changing doesn't mean you can't still start the new year off strong. You may have to pivot your strategies. Thankfully, there are many tools and features there to help you succeed, no matter the season.