How to reactivate real estate sales after the holidays: a guide for agents

Market changes after the holiday period

The return to real estate activity after the holidays involves several adjustments that affect both client behaviour and the dynamics of the sector itself:

Evolution of housing demand in autumn

During September and October, real estate demand usually experiences a notable increase. Many buyers who paused their search over the summer resume it with greater clarity and urgency.

This rise in demand responds to various motives:

• The return to family and professional routines.

• The goal of closing operations before the end of the year.

• Market conditions (price, available supply, mortgages).

This context creates an ideal environment for reactivating property sales after the holidays, especially for well-organised and proactive agents.

Behaviour of buyers and sellers

Buyers return more decisive, realistic and with clear objectives. This requires more personalised attention and a well-segmented portfolio.

Sellers, on the other hand, aim to close deals as soon as possible. Whether for tax, family or planning reasons, many owners prioritise agents who offer visibility, strategy and results.

Impact of the key moment on buying decisions

The last quarter of the year is a turning point. Decisions that were not made in summer are activated now. In addition, the end of the year often comes with incentives (such as price adjustments or tax benefits) that speed up buying intentions.

At Engel & Völkers, we see every year how our most active agents in September and October achieve a significant volume of successful operations before December.

Effective management of the real estate database

One of the first steps to reactivate real estate sales after the summer is to update and strategically work on your contact database. Effective management of this information will allow you to detect real opportunities and act quickly.

Review and segmentation of old contacts

Reviewing the database does not just mean cleaning records, but analysing and classifying them effectively:

• Classify contacts by type (buyers, sellers, investors, landlords).

• Update key data such as areas of interest, budget, property type and contact information.

• Eliminate obsolete records but retain those with future potential if managed with the right strategy.

At Engel & Völkers, we facilitate this process with our own CRM systems that allow you to manage, segment and automate communication with your client network.

Techniques for reactivating potential clients

There are various ways to re-engage contacts who showed interest before the summer but did not move forward in the process. Some effective techniques include:

Personalised email communication

Sending emails tailored to each client’s profile and interests is an effective way to reconnect. Include in the message:

• Relevant market information (prices, high-demand areas).

• New properties that match their criteria.

• Changes in conditions or price reductions on previously viewed homes.

Messages through social media

Platforms like Instagram, TikTok or LinkedIn allow you to connect with your audience through informative, visual and direct content. Share tips, trends and recent success stories to generate new interactions.

Automation with professional tools

Using tools such as CRMs, mailing systems or digital calendars allows you to:

• Schedule regular communications.

• Conduct automated follow-ups.

• Measure engagement levels and adjust your approach based on results.

Real estate marketing strategies for reactivation

A key part of reactivating sales after the holidays is redesigning your marketing strategy, adapting it to the needs and behaviour of the market during this period.

Creating relevant content for your clients

Offering useful and interesting content positions the agent as a trusted advisor. Recommended formats include:

• Blog posts with market analysis or practical guides.

• Post-holiday buying and selling tips.

• Real success stories with testimonials.

At Engel & Völkers, our agents rely on the support of a marketing team that creates graphic resources and digital content aligned with each area’s commercial strategy.

Providing information on energy efficiency and market trends

Buyers increasingly value aspects such as sustainability, energy costs and long-term savings. Highlighting these characteristics:

• Improves the perceived value of the property.

• Increases interest in properties with higher energy ratings.

• Creates differentiation from other listings.

Including this information in product sheets and commercial presentations adds valuable support to your proposal.

Targeted and segmented digital advertising

Investing in online advertising campaigns —or publishing on real estate portals— allows you to expand your reach and attract new clients more effectively. Key points include:

• Use custom audiences in Meta Ads or Google Ads.

• Segment by location, interest level or previous behaviour.

• Highlight messages tailored to each type of client: families, investors, international buyers and more.

Optimise descriptions and photos on portals, as well as relevant keywords, to capture the attention of potential buyers.

Use of technology and data analysis to optimise management

Digitalisation is a strategic ally for agents who want to scale their results and optimise their resources. Here are the keys that will help you stand out:

Implementation of a real estate CRM

Having a professional CRM allows you to:

• Have full control of your client and property portfolio.

• Carry out more effective and scheduled follow-ups.

• Manage the entire buying and selling process from a single environment.

At Engel & Völkers, we offer our agents exclusive technology and ongoing training to get the most out of these tools.

Using Google Analytics to gather information

Data analysis is essential to understand what works, what interests the client and where you should focus your efforts.

• Evaluate the number of visits to your website or specific listings.

• Analyse user behaviour.

• Adjust your strategies based on objective results.

Continuous improvement, based on real data, enables more accurate decisions and faster sales.

Personalisation and customer care as the key to the sales process

Customer experience is what differentiates an average agent from a trusted advisor. Here are some steps you should never forget:

Adapting the offer according to specific needs

Listening and adapting your proposal to each client is essential:

• Analyse the context (budget, family needs, mobility).

• Identify non-negotiable points and flexible preferences.

• Prioritise properties with the highest degree of alignment.

Added value through personalised valuations

A good valuation, well presented, generates immediate trust:

• Provide real comparative market studies.

• Explain the criteria used to set the price.

• Include recommended improvements to increase the property’s value.

Regular follow-ups and long-lasting relationships

Building sustainable relationships is more profitable than seeking new clients every week. Some key actions include:

• Send weekly or bi-weekly updates to maintain contact.

• Ask about changes in the client’s situation that may be relevant.

• Stay present even after the transaction is completed.

Timing optimisation and planning to maximise sales

In addition to the techniques already mentioned, it is important to adapt your real estate marketing plan. This way, you will have a clear set of actions to improve your productivity and increase your closing rate.

Real estate calendar: identify the best moment to act

Taking into account the moment of the year will help you make better decisions:

• September: high demand volume, decisive buyers.

• October: owners with fiscal or planning urgency.

• November: last closings before the Christmas slowdown.

Daily tasks to maintain activity and attract new clients

Consistency is key to achieve results:

• Review and prioritise contacts with the highest potential.

• Publish useful and attractive content on portals and social media.

• Make strategic follow-up calls.

• Set weekly goals for viewings and closings.

Managing seller urgency toward the end of the year

Many owners have specific deadlines. Help them meet these with:

• Defined sales plans.

• Solid pricing arguments.

• Fast-visibility actions (professional photography, targeted campaigns).

Attracting new clients and expanding your portfolio

The last quarter is also ideal for expanding your property portfolio and attracting new clients:

Strategies to attract potential clients

• Sharing recent success stories on social media and blogs helps build trust.

• Running campaigns with free valuation forms opens opportunities to capture new listings.

• Participating in local events or networking initiatives is key to expanding your contacts.

Differentiation through professional service

Make your work stand out above the competition with:

• Personalised marketing proposals.

• Regular activity reports.

• Close and efficient communication.

Creating opportunities from second homes

Of course, don’t forget to analyse areas with high tourist demand or second-residence appeal:

• Identify owners who are no longer using their property.

• Offer them an objective valuation and sales plan.

• Collaborate with local agents to maximise visibility.

Frequently asked questions about reactivating real estate sales after the holidays

Why do real estate sales drop after the summer?Summer is usually a period of pause for both buyers and sellers. When September arrives, many clients reactivate their interest.

What is the best way to re-engage potential clients after the summer slowdown?Personalised contact is key: segmented emails, strategic calls, relevant content and consistent social media presence.

Which strategies help sell faster after the holidays?

• Publishing useful, informative content.

• Optimising your listings with professional photos and strong descriptions.

• Implementing targeted digital campaigns to reach the right audience.

Which technological tools can help me increase my sales?A professional real estate CRM, email marketing tools, Google Analytics and automation platforms are essential to optimise your time, detect opportunities and close more transactions.

Does it make sense to invest in attracting new sellers in autumn?Yes. Many owners want to close deals before the end of the year for tax or planning reasons.

Can I achieve results even if I start late in September?Absolutely. With a clear approach, active follow-up and professional support, you can achieve solid results in just weeks.

Do you want to successfully reactivate your real estate sales?

Reactivating real estate sales after the holidays is not only a necessity — it is an opportunity to stand out. But in an increasingly competitive environment, simply returning to routine is not enough: you need strategy, resources and the right support to shine.

At Engel & Völkers, we support agents like you with ongoing training, high-level technological tools, a premium property portfolio and an internationally recognised brand that opens doors at every contact.

If you want this quarter to truly be different, start by taking the next step. Ready to join Engel & Völkers? Contact us and discover how we can help you reach your full potential.