In the world of real estate marketing, December often feels like a showdown against the jolly man in red. While Santa Claus dominates the spotlight (and ad spend), many real estate investors ask themselves: Is it worth trying to compete? The answer, for most, is no. But that doesn’t mean December has to be a month of lost opportunities—it’s the perfect time to regroup, optimize, and prepare for a stronger start in the new year.
The Reality of December Marketing
December is notorious for high competition and low ROI, especially in paid advertising. Holiday campaigns flood the digital space, driving up costs while audience attention shifts away from real estate and toward holiday celebrations. For real estate investors, this means fewer leads and higher CPL (Cost Per Lead).
Instead of throwing marketing dollars into the Santa Claus vortex, savvy investors use December strategically to clean, optimize, and focus on building a strong top-of-funnel presence.
A Smarter December Strategy
Here’s how real estate investors can use December to their advantage without trying to fight Santa Claus:
1. Scale Back Lower-Funnel Campaigns
Lower-funnel campaigns (like retargeting ads and direct-response mailers) are less effective during December due to the seasonal distractions. Scale these efforts back temporarily and reallocate resources to other areas.
2. Focus on Top-Funnel Awareness
December is ideal for building brand awareness and positioning yourself for the post-holiday surge. Use this time to:
- Publish educational content that targets your ideal audience (e.g., blog posts or social media videos).
- Run light awareness campaigns on platforms like Facebook or Google to stay visible without aggressive CTAs.
3. Clean and Optimize Your Marketing Systems
Take the opportunity to declutter and refine your processes:
- Update your CRM by removing inactive leads and segmenting your lists.
- Optimize landing pages for better performance.
- Split-test email templates and direct mail designs for January campaigns.
4. Prepare for January’s Re-Launch
January is when motivated sellers re-enter the market, making it a prime time for lower-funnel efforts. Spend December preparing for this surge:
- Design your January direct mail campaigns.
- Develop retargeting ads to re-engage leads from previous months.
- Refine your email drip sequences to ensure they’re ready to convert fresh leads.
Why This Works
Competing with holiday marketing is a losing battle for most industries, and real estate is no exception. By taking a step back, cleaning up your systems, and investing in top-funnel activities, you position yourself for success when attention returns to your market in January.
Think Long-Term, Not Just December
This approach aligns with a sustainable marketing strategy. Instead of wasting resources on low-ROI efforts during a high-cost month, you’re setting yourself up for a high-impact start to the new year.
Final Thoughts: Don’t Fight Santa—Work Around Him
The holiday season doesn’t have to be a time of stagnation for real estate marketing. By scaling back lower-funnel efforts, optimizing your systems, and focusing on top-funnel awareness, you’re ensuring that your January campaigns hit the ground running.
Remember: The goal isn’t to fight Santa Claus—it’s to use the downtime wisely and come back stronger.
What’s Your December Strategy?
Do you scale back, clean up, or push through? Share your thoughts in the comments below!
