Between holiday and New Year’s celebrations, inclement weather, and the general malaise that seems to mark the winter season, how do you navigate the real estate market in the slowest weeks of the year?  

By embracing the season and creating environments that appeal to buyers and sellers. In fact, according to real estate coaches, the winter months provide some unique opportunities. Here are five ways for you to stand out in a less-crowded market: 

1. Maximize winter staging – Create a warm, inviting atmosphere in your listings. Emphasize features like brick fireplaces, updated heating systems, and energy-efficient windows. Staging with warm tones, soft lighting, and a fire in the hearth during open houses can help buyers envision the property as a cozy, cold weather retreat. Consider having hot cider on hand to welcome prospective buyers. 

2. Maximize the use of virtual tours – High-quality virtual tours are a great way to draw prospective buyers from the comfort of their own space. They are especially useful for out-of-town buyers or those with tight year-end schedules, especially when daylight hours are shorter, and the weather is unpredictable.  

3. Target social media marketing – Depending upon the market you represent, social media marketing is a great way to target potential buyers, such as those who may be seeking second-homes in winter sports meccas, or those who are looking to trade snowy weather for a more agreeable climate.  

4. Email a new year’s newsletter – It won’t get lost in the glut of Christmas cards, and it’s a good way to highlight why winter can be a great time to buy or sell a home. Focus on topics like life changes such as job transfers, downsizing, or family expansions, that drive real estate needs year-round. 

5. Maintain your momentum – Use slower times to revitalize your business flow. Pick up the phone and call previous clients. Update your database and consider refreshing your email campaigns or social media strategies. Take classes that boost your expertise in special or niche areas. Doing so will enable you to position yourself as a knowledgeable local expert.  

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This material is not intended to be relied upon as a statement of the law, and is not to be construed as legal, tax or investment advice. You are encouraged to consult your legal, tax or investment professional for specific advice. The material is meant for general illustration and/or informational purposes only. Although the information has been gathered from sources believed to be reliable, no representation is made as to its accuracy. Intended for distribution to only one per individual for marketing purposes only on behalf of our company. Not for reproduction. 

About Bobbi Pronin

Bobbi Pronin is an award-winning writer based in Orange County, Calif. A former news editor with more than 30 years of experience in journalism and corporate communications, she has specialized in real estate topics for over a decade.

Bobbi is not an employee of Anywhere Integrated Services or affiliated with its title companies.