The Boxing Day bounce – to list or not to list?

Rightmove have recently released their statistics on the 2022 seasonal spike, reporting an 82% increase in visits to the site on Boxing Day alone. 

 

The conversation about people looking at properties online on Boxing Day provokes fierce argument on social media every year. Is this a true representation of new people looking to buy homes? Is the spike in traffic over-hyped by the portals? Is it a tactic used by estate agents in speaking to prospective clients because they have a business drive to level out the December trough in listings? 

 

Our experience of staging homes in the premium market does bear out the theory that a well marketed home launched on Boxing Day will attract significant interest. We have never staged a home for a Boxing Day launch that hasn’t accepted an offer by mid-January. One 2022 launch sold at 10% above guide price, pretty amazing a few weeks after the disastrous Truss/Kwarteng budget. 

 

Wow! That’s a pretty big claim. Why does that happen?

 

It is true that there will be far more window shoppers around, scrolling through Rightmove might be a good alternative to playing Monopoly with Auntie Maud or watching No Time to Die for the 8^th time. Equally, just like on the High Street, a window shopper can be converted into a sale by the right product marketed really well.

 

Families often have more time together over Christmas to talk about big life decisions that get put on the back burner whilst they are juggling work, family and everyday life. The holiday companies traditionally put huge advertising budgets into TV advertising over Christmas. They know that seeing a really tempting holiday at a time when the weather is miserable and a couple have time to dream will convert into sales.

 

Newly gifted gadgets such as the latest phone and a new iPad all add to the urge to search online. BUT, as ever, window shoppers will scroll straight past badly presented listings with poor photos and videography. 

 

If you would like to learn how to boost your business by taking advantage of the Boxing Day bounce, get in touch 01332 987740 or email [email protected]

 

Image Credit – Rightmove, 2023