Winter is usually seen as a slower, quieter time in the property market – mainly due to how busy the run up to Christmas is and then the darker, shorter days making viewings feel limited. But when people want to buy in winter, they’re often more motivated to do so, especially in the new year. Sometimes mind-sets and living circumstances can shift over this time, bringing a focus to the market that can be capitalised on.
Clear goals and a desire to get things moving quickly makes January an interesting and fruitful time.
From Festive Browsing to Serious Intent
In December, it’s hard to find any time to yourself, let alone to fit in viewings. Potential buyers might be doing a lot of casual browsing online, but not take any action in terms of enquiries and booking viewings.
With lots of time for relaxing and mulling things over between Christmas and new year, by the time January rolls around, there is a behavioural shift. Properties that will have been looked at casually before, will be looked at with a renewed focus and perspective.
Lifestyle changes drive buying behaviour and there are lots of thoughts and discussions that might have been had over the festive period, internally or amongst family and friends.
Fewer Distractions, Clearer Thinking
Apologies to anyone with a January birthday, but usually it’s a quiet month where not a lot happens! This is usually self inflicted, people are counting the pennies after Christmas, paying bills and generally not going out as much. This is good when you’re selling a property because it means more people are chilling at home and more eyeballs on online listings. There aren’t as many distractions and obstacles to booking a viewing as there are in summer months, such as holidays, festivals and a livelier social life.
Buyers viewing in winter might be more meaningful and thoughtful with their viewings, with a greater chance of making an offer after a viewing. They will be motivated and interested in layout, storage, energy efficiency and overall liveability.
Motivation Over Volume
There might be fewer buyers scouring the market in January but those that are can be more focused and keener to strike a deal. People are more likely to have clear goals and time frames in mind.
This means there’s a slightly different dynamic at play and instead of the net being cast wide and having lots of fleeting attention, properties are being viewed by buyers who are ready to press play if they find the right fit. Making sure your property is in good shape can lead to decisive offers.
Honest Viewing Experience
You can get a very authentic, warts and all viewing experience in winter. Buyers in January are privy to a more realistic view of a property, letting them see how warm it is and how it fares in colder months. It can work in a seller’s favour, as a robust, well structured property might not have the best summer vibe, but comes into its own for the majority of UK living.
Homes that are cosy and energy efficient in the winter are a big plus for buyers and they can really show this off in January. In challenging conditions, your property can shine.
Renewed Confidence
Being able to look at the year ahead and be optimistic gives buyers a new sense of confidence about what they can buy. This might be because they’ve had time to get organised and review their financial situation. A clean slate can make buyers take a pro-active approach and be more decisive in the market.
Turning New Year Motivation Into Momentum
January is about intention – the market might not be the busiest, but buyers are focused and know what they want. They’ve often done more thinking and planning behind the scenes, so if you can meet them half way with a listing that highlights your home’s greatest assets, January can be a success. People are looking for new lifestyles and new opportunities, so make the most of this motivational period.
For more advice and info on buying or selling, get in touch with our team at Home EA today.
