This Ask the Expert column features Cindy Fauth, the Global Marketing Manager for the National Association of REALTORS®.
Q: How can paying attention to seasonal trends help real estate professionals grow their global business?
A: Seasonality patterns are not universal. Keep in mind that while we’re layering up and cranking up the heat, our friends down under in Australia are enjoying the beach during their summer holidays. If you’ve built your global niche around clients from a specific country or region, it’s smart to be aware of their seasonality trends.
When comparing realtor.com® property search data with National Association of REALTORS® pending sales and existing-home sales reports, it clearly illustrates that most activity in the United States occurs in the spring and summer, while winter is the slowest time of the year.
The same is true for Brazilian buyers and sellers. But remember, summer in Brazil takes place from December – February. So Brazilian buyers are in peak search mode between August and March. On the other hand, Europeans prefer to spend their summer months enjoying warmer temperatures and vacationing, rather than house hunting. Canadians prefer warmer weather, but begin their shopping earlier than the U.S., peaking from March through mid-June.
Marketing Seasonally
Paying attention to seasonal trends in the global real estate market can give you an advantage. While you may not be getting as many U.S. leads in the winter months, if you’re proactively seeking to work with buyers and sellers from outside the United States, the winter doesn’t have to be a sleepy season. Consider developing marketing strategies that are inclusive of seasonal trends. Reach out to your global network and find referral partners abroad who are willing to co-market your listings. If you’re a Certified International Property Specialist (CIPS), now’s the time to use the CIPS network to leverage relationships from around the world. Currently, there are CIPS designees is 50 countries worldwide. If you leverage the network effectively, you’ll be sure to drum up business even during the “slow” season.
Let your competitors fly south for the winter. Now’s the time to grow your global business. Visit realtor.org/ global to get started.
For more information, visit www.realtor.org/global.
