The most challenging time of the year for brokers is the holiday season - not so much because the market slows down, but because agents slack off in November and December.

"November and December is when it is most serious," says California broker James Joseph. "Usually peak season is spring and the non-serious buyer will buy at the regular time of year. But during the holidays, if they buy, they are more serious. They have a different motivation like using vacation time to scout for property. They're doing that because they have to buy, rather than want to buy. They visit with someone and decide they like an area and they have to buy."

Joseph supervises 110 agents, and says he maintains higher productivity during the holidays by creating a 12-month business cycle designed to take the seasonal aspect out of the equation.

"We run contests internally," he shares, "and we offer clients discounts on affiliated business or invite them to participate in contests like drawings to get a free house. You put your name in a box and you win prizes and discounts on services. We try to actively find incentives to keep business moving and clients can take advantage of that."

So what does he tell his agents to keep them motivated during the holidays?

"Corporations move people during the holidays because kids are out of school," he reasons. "Ideally summer is better to move employees across the country, but this is another opportunity to move, if you are relocating, you will do this at a time when you aren't working and there's less stress with a larger increment of free time. They have to have time to look around, and to buy, and to move. A holiday is a time you can scout, this would be a time to move. If you only have 8 days to find a property and make an offer, it's intense, and buyers and sellers say with all of November and December, that isn't the case."

He continues, "On a prospecting level, people are home more during the holiday season. If you are door-knocking and you want to meet people, these are the two months to meet people.

"I remind my agents that Thanksgiving and Christmas are one day apiece," Joseph says. "These are days, not months. So take the day off - not two months off."

Michigan real estate company Real Estate One encourages sellers to list during the holidays. Spokesperson Mike Dunklee says, "A common misconception is that trying to sell a home during the holidays is a bad idea. If you are serious about selling, it can be an excellent time to list."

Here are 10 suggestions to tell sellers:

1. November and December buyers are usually serious:

2. Job transferees use the holidays to house hunt because January is the biggest transfer month.

3. Investors usually want to close escrow by year-end for tax purposes.

4. Nearly half of homebuyers don't have children living at home; there's no need to wait for school to let out.

5. Remodeling, decorating, appliance installation and other services are more available and at less of a premium.

6. There is plenty of mortgage money available for buyers.

7. Lenders aren't as busy and can process loans faster.

8. Homes show well when decorated for the holidays.

9. Showings will be fewer and less intrusive, but more likely to be fruitful with motivated, qualified buyers.

10. There is less competition with fewer homes on the market.

Published: November 16, 2004

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