Benefits of a Christmas listing

There’s a widely-held belief that you don’t put your home on the market at Christmas.

But what if listing your home for sale in the build up to Christmas is exactly what you should be doing?

Think about it. There are buyers out there who want to start their New Year in a new home. Launch your property in the build up to Christmas and you’ll be hitting the market just as there’s often a spike in online activity.

People are revaluating their lives, looking to the future, enjoying some time out and thinking “Why don’t we move to Central Otago”, says Harcourts Queenstown branch manager Priscilla Uhrle.

“It’s actually an ideal time for us to do all the hard work on your property for you, getting all the photos taken, gathering the property information.  You can relax over Christmas and New Year, while we start a ‘coming soon’ teaser campaign and you can hit the ground running with viewings early in the New Year.”

A property sale early this year in Queenstown’s Ada Place, in Lake Hayes Estate, is the perfect example of how well this can succeed.

Agents Jason Drewett and Lydia Bertram worked on the property’s pre-campaign material over December, officially launching it on December 29, 2022. As one of the few properties being proactively marketed at that time, it garnered the lion’s share of interest, attracting over 50 buyer groups through its open homes, and nine private viewings.

Interest came from a mix of Queenstown locals and buyers from around New Zealand looking for a family home, holiday home or investment property.

Jason and Lydia received four offers on deadline, and it sold unconditionally at $165,000 over CV, with the new owners moving in just days later.

Priscilla says the sale demonstrated how a well-coordinated and timely campaign could take the lions share of interest from people looking to buy in the New Year.

“Why wait until after Christmas to start the process and miss capturing all this gold?” she says.

“A good agent can gather and qualify the buyer enquiry for you before the first property viewings, and with an influx of people in the region over the summer holidays we find that FOMO (fear of missing out) often plays a part in driving buyer interest too.”

In addition to increased numbers of visitors to the region, Harcourts also harnesses high levels of national and international targeted marketing through its website (where Harcourts had more unique visitors on average than any other real estate company (June-August 2023)).

Harcourts has incredibly strong international reach, with 879 offices in 11 countries and close to 7,000 sales consultants.

Priscilla also cites Harcourts’ strong auction success figures as a reason to consider a comprehensive campaign.

“To ensure a vendor’s auction success, our work begins long before the bidding starts,” she says. “We’re the proven auction specialists at Harcourts Queenstown, running 70 Queenstown property auctions in the past 12 months with a solid 91% success rate.

“We’re known for taking a team approach to our auctions, calling them more frequently than any others and using geo targeting and dedicated marketing strategies to engage the maximum number of buyers and achieve the best results for our sellers.”