The 8 most overlooked opportunities in December real estate

It seems that real estate agents fall into one of two camps: Those who assume the market has gone into hibernation during the holidays and the ones who use December to set themselves up for success while everyone else is baking cookies.

I see it all the time with my clients. Some are booking property descriptions for New Year's listings, revamping existing content, creating new content initiatives and pre-paying for content packages to offset their tax burden while others just go radio silent.

If you've ever watched a "slow month" turn into a surprisingly strong one, you know the truth: the December real estate market isn't dead. It's just ignored.

Here are eight opportunities to consider for ending the year on an up note and setting yourself up for success in the new year.

1. Serious sellers with no time to waste

I've dealt with a year-end job relocation, so I know from experience: People listing in December are not playing around. They're relocating, downsizing, settling an estate, chasing tax timelines and navigating mid-year school and work changes.

That creates urgency ... and clients who'll love you forever if you help them make this move seamlessly through stellar transaction management and dialed-in negotiations.

2. Buyers who thought they missed the boat

When those motivated December sellers hit Zillow with a right-priced home, buyers who'd planned to "wait until next year" suddenly get FOMO. If you can reach out to these motivated, educated homeshoppers who've already been stalking their favorite neighborhood for weeks, they'll be primed to get the deal done and get in before their holiday break is over.

3. Corporate relocations that don’t care about the holidays

The jobs numbers have been dismal this year, so job seekers are looking further afield. If they get the right job at the right salary, they're going to say Yes, even if the timing is tight.

End-of-year relocations take a lot of the emotion out of the sell-buy equation; the urgency is baked-in and the deal has to get done. Make sure you're creating content that offers guidance and local information so clients can get up to speed in their new market quickly.

4. Investors trying to make the calendar work for them

Some investors want to close on a new property before year-end for tax positioning; others are on the hunt for properties that sat too long because sellers overpriced them in July. December tends to shake loose the deals that didn’t look so great three months ago.

5. Off-market possibilities your competitors aren’t thinking about

If you're great at striking up conversations, this is your moment. People at parties and holiday events let their guard down and share the truth about divorce, job changes, inheritance updates and retirement dreams. If you're checking in and having real conversations with your SOI, you're bound to pick up leads now.

6. Early spring sellers who need direction now

If you have potential spring sellers in your CRM, you should already be communicating. For a March or April listing (or late February in many markets) staging plans, repair timelines, vendor referrals, photos and property descriptions should already be on the calendar by the time you pop the bubbly on New Year's Eve. December provides a marketing runway that makes that quick spring sale look effortless.

7. Small business owners closing out their books

For many entrepreneurs, thoughts of tax time have them evaluating where real estate fits into their planning. A well-time referral to a commercial agent or an offer to evaluate their real estate holdings can lead to a profitable ongoing relationship.

8. The clients who’ve been quiet all year while dreaming of a December real estate win

Who opens all your emails, clicks your listings but never responds? They're thinking and contemplating; they just need a little push. This is the time to reach out gently, in keeping with the warmth of the season, to re-engage. Send a thoughtful note. Ask them to coffee. Stop by with a sweet treat. You never know what your gesture might spark.

If you want to take it easy, you've earned it (especially in this economy, amirite?). But if you want to make moves before the end of the year and start next year strong, tapping into these eight groups may be just the juice you need to take your real estate business to the next level.