It’s the most wonderful time of the year! Winter brings festive holiday activities for families, couples, and friends alike. Unfortunately, this joyous season is also the “slow” season for real estate professionals. You may find that people aren’t as inclined to buy or sell a home when they already have a stacked holiday itinerary.
That doesn’t mean you can’t acquire and nurture leads, though. Winter is an excellent season to experiment with lead generation strategies, especially if you are a new real estate agent.
There are several ways to generate real estate leads during slower months. Below we offer different lead generation techniques for new and seasoned agents to try this winter.
Real Estate Referrals During the Holidays
Now is the perfect time to stay in touch with your previous clients. They are your strongest referrals and the best opportunity to actively grow your real estate business, after all.
Another valuable source for referrals is other vendors within your industry. Working alongside roofers, landscapers, electricians, HVAC technicians, and plumbers to promote your companies is a win-win. We highly recommend partnering with vendors as part of your real estate marketing efforts.
Here are a few ways to reach out to your referrals during the holidays:
- Write a personalized holiday card
- Give a thoughtful gift
- Mail a coupon book or fridge calendar
- Pop-by with cookies and hot cocoa
- Connect with your clients on Instagram and LinkedIn
- Congratulate your clients on any significant milestones
- Create an email campaign for holiday decor tips and recipes
- Mail discount codes for HVAC and snow removal companies
- Host a community holiday potluck
- Cross-promote with a home improvement vendor
- Send some bubbly (or sparkling grape juice) to ring in the New Year
While the real estate housing market tends to slow down during winter, the holiday season and colder months lend plenty of chances to engage your referral network creatively.
Real Estate Winter Lead Generation Strategies
The winter season is a fantastic time for real estate professionals to generate new leads. During these slower months, you can acquire fresh leads and nurture them throughout the holidays. Then, when the real estate market heats up, your potential clients may be ready to buy and sell!
Here are a few winter-themed lead generation strategies:
- Marketing that flips the narrative – show why it’s a good time to sell (less competition, more motivated buyers)
- Host festive evening open houses with cookies and spiked eggnog
- Provide a discount code or free tickets for a local theater production
- Get a booth at a holiday market – bring some sweet treats!
- Mail holiday postcards to your farm area
- Attend local holiday events (Santa Run, Star Lighting, Holiday Parade)
Some cities offer unique holiday marketing opportunities for businesses. For example, Castle Rock, Colorado, places several evergreen trees out on their square for businesses to sponsor and decorate. The sponsoring company can decorate using tinsel, lights, and ornaments. Some companies even place freebie ornaments highlighting with their information or discount codes.
Holiday Email Ideas for Real Estate Agents
You can create engaging holiday email blasts and campaigns for your past clients and your newly generated leads. There is plenty of content to send because the wintertime has so much to offer in terms of events and activities!
Here are some holiday email ideas to get you started:
- Your annual real estate stats and successes
- Your sold listings for the year (highlight the real estate images)
- A local holiday events guide
- Special discount codes for holiday happenings
- Festive decor tips and recipes
- A map of houses with holiday lights shows
- Holiday gift guides – for a partner, for children, for parents
- Holiday movie guide
- Tips on maintaining a home in the winter months
While the real estate market slows in the winter months, there continues to be ample opportunity to grow your business through lead generation and nurturing. So, take advantage of the slower months by attending local festivities, checking in with referrals, and launching holiday email campaigns.
