Four seasons. The words may have you thinking about the luxury hotel or the musical group from the 1960s. But how about as an annual real estate marketing strategy framework? Each season presents unique opportunities to connect with clients, generate leads, and position yourself as the go-to brokerage. Let Weichert® help you build a year-round marketing plan, starting with the busy spring season.
Spring: The season of opportunity
Spring isn’t just a season—it’s a prime opportunity for real estate professionals. Warmer weather, an influx of eager buyers, and a fresh wave of listings create the perfect conditions for success. According to NAR, the peak buying season from April through June averages:
- 16,500+ existing homes sold per day
- 2,000 new homes sold per day
- 33 days on the market (median)
With increased demand and properties looking their best—green lawns, blooming flowers, and inviting curb appeal—spring is the ideal time to showcase listings and engage motivated buyers.
How do you put more spring in your marketing?
- Highlight new listings: Create social media posts and email newsletters featuring new listings. Really tap into the curb appeal that spring brings. Share high-quality photos and videos that showcase properties in their best light.
- Leverage social media ads: Use Facebook, Instagram, and LinkedIn ads to target specific buyer demographics who are actively looking to purchase a home.
- Host open houses: With so much buyer interest, spring is the perfect time to host open houses. Advertise your open house events through online listings, local community groups, and email invites.
- Send email campaigns: Encourage potential sellers to list their properties by offering advice on staging homes or highlighting current real estate trends.
Summer: The season of nurturing
As the pace of buying and selling slows slightly in the summer, it’s time to focus on nurturing relationships and educating your clients. Take the time to really target your audience in a personalized and relevant way. While many people are on vacation, others are still house-hunting or preparing for the next big move.
Focus on where people are in their life stages. Families may be relocating, new graduates may be looking for homes, and others may be just starting their home-buying journey. Offer value-driven content where it counts. With fewer listings and open houses than in spring, it can be easier to stand out during the summer.
How do you summer up your marketing?
- Share expert content: Create blog posts, videos, and infographics offering helpful tips for buyers and sellers. Focus on long-term planning advice, such as preparing for the fall market or understanding financing options.
- Host webinars or workshops: Summer is a great time to engage with potential clients by offering free webinars or workshops on topics like home-buying strategies or the local market forecast.
- Host client appreciation events: Summer is also a great time to host outdoor social events or participate as an active sponsor. Make sure you wear your best branded swag and have branded banners and signage on display whenever possible.
- Reconnect with past clients: Send personalized messages or a simple email to reconnect. Take advantage of longer daylight hours to conduct pop-bys with some of your top clients to stay top of mind. Offer them an update on their property value or ask if they have any real estate questions. A friendly, check-in approach can lead to referrals.
- Buddy up: Go with a buddy or organize a team door-knocking session to talk to neighbors about the real estate market and answer any questions they might have. Bring plenty of business cards!
- Leverage testimonials and success stories: Share client success stories through videos or social media posts. Showing how you’ve helped clients achieve their goals can inspire trust in your services.
Fall: The season of positioning
Fall is a time when real estate activity tends to pick up again. It’s an excellent opportunity for real estate agents to position themselves for year-end success, especially if you’re in an area where people are preparing for the holiday season and next year’s goals.
People often list their homes before the winter months to avoid missing the opportunity to sell. Buyers also become more serious in the fall as they prepare to move before the year’s end. Fall is a great time to stage homes with cozy decor that appeals to buyers looking for a warm, welcoming atmosphere. Buyers and sellers are often motivated to close deals before the holidays.
How do you fall into marketing success?
- Create fall-themed campaigns: Update your marketing materials with fall visuals like pumpkins, fall leaves, and cozy home settings. These small touches can make your campaigns feel timely and relevant.
- Promote “end-of-year” deals: Offer incentives for clients to close before the year’s end. You might offer discounted commission rates or other bonuses to sellers who list in the fall.
- Market home values: Fall is an excellent time to promote home value assessments. Offer free evaluations for sellers or buyers, helping them make informed decisions before they buy or list.
- Send email or direct mail campaigns: Remind your clients of the opportunity to make a move before the holidays. Target both buyers and sellers with helpful tips to navigate the market in the fall.
Winter: The hunker down and plan season
Just because winter is typically the quietest season in real estate doesn’t mean your marketing should go dormant. Instead, hunker down and use it as a time for reflection, planning, and preparing.
With fewer listings and open houses, it can be a great time to stand out and maintain top-of-mind awareness with your audience. With fewer transactions, brokers have more time to create high-quality, evergreen content that can be used to generate leads all year. Use the winter months to nurture leads and get ready for the busy spring season.
How do you put more win in your winter marketing?
- Refine your marketing strategy: Analyze what worked and what didn’t in your marketing over the past year. Make adjustments and strategize for the upcoming year.
- Create and share valuable content: Create evergreen content (e.g., home maintenance tips, real estate trends, and long-term planning advice) that can continue to engage potential clients all year.
- Use holiday greetings to connect: Send cards or emails to your clients and prospects. Personal connections can help solidify relationships and keep you top of mind.
- Host first-time buyer and seller seminars: Use these events to get in front of those already thinking about a move in the spring.
- Prepare for spring launches: Use the downtime to plan out your spring marketing calendar. You can already start drafting content, scheduling social media posts, and prepping email campaigns for when the busy season kicks off.
So, there you have it: a year-long climate of marketing success, based on a four-seasons approach. Take advantage of spring’s busy season, which is right at our heels, and jump right into these tips.
Let’s talk about how Weichert can help you build a winning seasonal strategy.
