Last year Rightmove recorded 51 million visits between Boxing Day and New Year, a 54 per cent rise on the same period the year before. Although last Christmas we may have been in lockdown, the week between Christmas and New Year has proven critical in previous years also, when Rightmove report that viewership numbers consistently exceed those from throughout the rest of the year.
Social Media outlets also see an uptick in activity, and the Bradley Hall channels are no exception. Over the Christmas period last year, Bradley Hall reached 1.6m people via a single organic post with no additional paid reach, and other posts reached hundreds of thousands of viewers.
So, what does this mean for the property market? Estate agents get specific requests to launch properties on Boxing Day, so they appear at the top of the list on portals when people start their search during this busier period. There may be a reluctance from prospective homemovers to consider listing their home for sale once the tree goes up, but with a bit of forward planning you can capitalise on the extra exposure that others may miss.
Matt Hoy, director of estate agency at Bradley Hall said: “The Rightmove numbers speak for themselves. The busier period when everyone has some time off and the hurdle of Christmas is over makes complete sense, and from there buyers are straight into the ‘New Year, New Home’ mentality. Boxing Day has become a real staple for the property calendar, though prospective purchasers might not get the post-Christmas discounts associated with your typical Boxing Day sales!”
“Christmas like lockdown puts a real focus on the shortcomings of one’s existing accommodation. Hosts may find themselves wishing for a larger entertaining space for instance, or parents more room for children’s toys. The Christmas period might not have you spending much time in your makeshift home-office as was the case in the recent lockdowns, but any extended stint at home is bound to prompt realisations that are otherwise lost in the hustle and bustle of everyday life”
“The boxing day launch strategy isn’t one-size fits all, and if circumstances dictate a listing earlier in December you’re not necessarily missing a trick. The post-pandemic housing market remains very supply scarce, and we’re still seeing strong numbers of viewings and offers on new listings as we head into the festive period. My team would be delighted to discuss a bespoke strategy for your home at a free of charge market appraisal, and we can arrange professional photography, energy performance certification, floorplans and any other extras a listing might require in good time for a launch that suits you”.
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