The Holidays are No Holiday in Real Estate

Every year, many homeowners assume the market goes quiet once the holiday season arrives. But Coldwell Banker Premier Realty’s own 20-plus years of data tell a very different story, and it is one every agent should be using in their year-end listing conversations.

Actually, a widely unknown seasonal trend is that the holidays are the best time to have a home on the market for sale. The data backs it up: there is a 38% greater chance of selling your home during the holidays than any other time of year.

December is consistently one of the most strategic months for motivated sellers. Buyer activity remains steady, competition dips, and serious shoppers stay focused on locking in a home before the new year. For agents, this seasonal behavior is an opportunity to bring clarity, confidence, and data-driven guidance to clients who may be on the fence about listing.

What The Data Shows

Instead of a slowdown, December often acts as a momentum builder. Buyers in the market during the holidays tend to be highly intentional, while many potential sellers wait until January, creating a supply gap. That gap gives your clients greater visibility, stronger negotiating conditions, and the chance to get ahead of the annual January surge.

In fact, 15% more homes have historically sold in December than in January, and 51% more homes were listed in January than in December, meaning sellers who wait risk entering a more crowded market with slower buyer activity. Waiting until after the holidays to sell a home would be waiting for a slower market.

This is one of the biggest misconceptions we can help correct in today’s conversations.

December Works in Your Clients’ Favor

From the full report, here are the six most compelling advantages you can share with your prospects:

• Less listing competition, as many homeowners wait until after the holidays.

• Highly motivated buyers who are on strict timelines due to job changes, relocation, or tax planning.

• Serious showing activity because casual browsers typically step back.

• Stronger negotiation leverage with fewer alternatives available on the market.

• Higher online engagement, since buyers spend more time on their devices during travel and downtime.

• Early positioning for the January wave, capturing interest from buyers who want to close early in the new year.

These talking points help shift client mindsets from “wait until January” to “December is a strategic window.”

How Real Estate Agents Should Use The Holidays are No Holiday Report

This is a perfect moment to reconnect with your warm leads, homeowners who paused earlier this year, or clients who expressed interest in selling “after the holidays.” Share the insights, send them the full report, and open the conversation around what a personalized year-end pricing and marketing plan could look like.

Agents who educate early tend to capture the listings before the broader market catches up.

Giving clients real data and a clear plan is the fastest way to convert uncertainty into action.

And remember, the holidays are no holiday at Coldwell Banker Premier Realty. Our trusted advisors are working throughout the holiday season to help their clients take full advantage of this strategic time of year.

Download the Full Report Here.