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The weather is cold and the property market is too, or so common wisdom would have us believe. But the market doesn’t entirely shut down during the cooler months (and with high clearance rates and strong volumes, it’s actually still bubbling along quite nicely, thank you very much). No matter the time of year, there will always be someone, somewhere, looking to buy or sell. 

So with that in mind, what are the best strategies for focusing your marketing efforts and maximising the opportunities at hand?

Own the space

Now is the time to take advantage of the fact that many of your competitors will be getting lax with their marketing efforts. A quieter market is the ultimate opportunity to seize momentum and get attention for your brand, because consumers have so little else to be distracted by. Make sure anyone looking to sell is aware that you’re still very much open for business; keep brand awareness high.  

Tailor your listings

It’s cold outside, so it goes without saying that any property you’re selling is the ideal cosy escape from the winter chill. Make sure potential buyers know it by making it obvious in the listing, the very first time they clap eyes on the property. Ensure each photograph is warmly lit, and make use of rugs, throws, upholstery and plush carpets. If the house has an open fireplace, light it up. 

Outside the box

With little else to distract consumers, this is the ideal moment to take a marketing risk and really seize attention for your brand and listings. Make the most of this opportunity to try something new and different while you’ve got space to test the waters. 

Think long term

Neglecting your marketing efforts over Winter might make short-term sense, but come Spring you’ll be on the backfoot. While you leap back into the marketing fray after a few months of silence, all your competitors jump in with you, and your message gets lost in all the noise. By making the effort to keep your brand at the forefront of your customers minds, you’ll be way ahead of the pack later on. Think ahead and ensure that your marketing strategy is one that will get your business where it needs to be for the long term.

Position your brand

By playing the long game, you set your brand firmly top of mind. When Spring hits and the market begins to ramp up once more, it’s you sellers think of first – the brands who stopped advertising have been long forgotten. On September 1, the rush of agents suddenly scrambling to get their messages out into the marketplace look disorganised and sloppy, while you appear reliable and consistent.

What marketing strategies are you focusing on this Winter?