Agents looking to avoid the traditional peaks and troughs of the real estate sales cycle need to look beyond the boom selling periods to drive success.
McGrath West Group principal Kon Stathopoulos says agents should strive to establish a balanced business by creating listing and selling opportunities outside the normal spring and autumn boom periods.
“Real estate doesn’t get transacted on seasons; it gets transacted on moments,” he says.
“Good real estate is transacted regardless of the season. We had a record month this year in July.”
Stathopoulos says the McGrath West Group’s Super Saturday event is the perfect example of anchoring sales in a traditionally quiet time in the market.
Starting six years ago, Super Saturday sees seven McGrath agencies across Sydney’s West , Northwest , Hills and Hawkesbury districts launch homes to the market on Boxing Day, ahead of an auction in January. “We took a time when most people were not on the market to create a new market,” Stathopoulos says.
He says the benefits of advertising and selling homes during what’s normally a lull in the market are many, but not least of which is creating consistent transaction levels all year.
“It creates momentum for agents to try and maintain a balanced business as opposed to the peaks and troughs of real estate,” Stathopoulos says. “Off the back of Super Saturday, February is normally our largest listing month because we’ve captured [both buyers and sellers] and the people we’ve met are going, ‘Well, you’ve already met the buyers so I may as well talk to you guys.’”
Stathopoulos says another benefit of selling properties in a normally quiet market is that it gives vendors the opportunity to stand out from the crowd.
With fewer homes competing for buyers’ attention, individual properties are more likely to stand out, rather than get lost in the flood of listings that typically hit the market in spring and autumn.
This can translate into greater visibility, stronger buyer interest and potentially better sales results for vendors.
“What you want to do is create a moment where your vendors’ properties can shine,” Stathopoulos says.
“With Super Saturday, we also captured fatigued buyers who hadn’t found anything in the preceding year. That creates fresh energy with buyers who have a higher intent [to buy a home] because they’ve already made that decision.”
Listing and selling in a traditionally quiet market can also help agents stand out from the crowd.
Stathopoulos says while competitors often take a break, agents who remain active can increase their visibility through online listings, signboards and ongoing buyer engagement.
“You dominate on the portals because when people are researching listings you’re there, and when they’re walking through the neighbourhood, you’re there,” he says.
Maintaining that presence can also give agents a competitive advantage when market activity picks up again.
“It gives them a head start on the rest of the market,” Stathopoulos says. “It gives them an opportunity to capture sellers that were researching the market.”
Beyond building their profiles, Stathopoulos says maintaining sales activity during traditionally quieter periods helps agents develop consistency, confidence and momentum in their business.
Rather than relying on seasonal peaks and experiencing the inevitable troughs in between, agents can establish a more reliable pipeline of listings and sales.
This not only provides greater financial stability but also keeps agents motivated, productive and engaged with buyers and sellers, positioning them for continued success as market conditions change.
“Consistency builds momentum, momentum builds energy, energy builds confidence – and that’s how you create success,” Stathopoulos says.
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