For many real estate agents, the Christmas break feels like the only time to finally “catch up” on marketing.
Listings slow down. Phones go quiet. Diaries loosen up. So they sit down with good intentions: “I’ll write some posts, update my website, maybe send an email campaign…” And then January arrives — and nothing has changed.
The problem is writing effective marketing copy requires:
- Clear thinking
- Strategic messaging
- Emotional intelligence
- Creativity
Most agents can write.
But their DIY copy usually sounds like:
- Every other agent in the area
- A list of services instead of benefits
- They are talking about themselves, not their clients.
And let’s be blunt.
If the hourly value as an agent is high (and it should be), then spending hours:
- Writing captions
- Rewriting emails
- Second-guessing headlines
Is a poor use of their time.
A copywriter doesn’t just put words on a page. A copywriter:
- Attracts the right clients
- Positions the agent as the obvious choice
- Creates trust before the first phone call
A copywriter understands how to:
- Speak directly to buyer and seller psychology
- Turn features into outcomes
- Write with intent, not hope
Copywriters don’t just write faster — they write with purpose. What takes the agent three days of frustration might take a professional three hours.
This gives the agent time for:
- Resting
- Spending time with family
- Recharging for a strong January
Energy is an asset. Protect it.
Here are 7 strong, practical reasons real estate agents need a copywriter over the Christmas break:
1. Buyers and sellers are still scrolling
Even if people pause transactions, they don’t stop browsing. Christmas downtime means more phone use, more social media, and more property research. Sellers who list their homes during the holiday season are often more motivated to sell quickly. This could be due to personal circumstances, such as a job relocation or financial needs, or simply a desire to close the deal before the end of the year. For buyers, this can translate into better negotiation opportunities and the potential to secure a favourable deal. A copywriter keeps your listings, emails, and posts visible while competitors go quiet.
2. January success is built in December. 2025’s results hinge on a great final quarter.
Nursing as many of pipeline sales over the line against a backdrop of uncertainty and media messages of doom. 2026’s figures will be massively influenced by the size and quality of the sales pipeline and available stock as at January 1st. A brilliant, robust collection of ongoing sales means the agent avoids playing catch up after a slightly lean Q1. The agent starts with and then increases momentum as soon as Christmas is over. A copywriter can preload listing descriptions, buyer emails, nurture sequences, and social captions so the agent hits January running instead of scrambling.
3. Emotion-driven seasons sell homes Christmas is all about family, belonging, warmth, and “new beginnings.”
A copywriter knows how to tap into those emotions to position homes as lifestyle upgrades—not just properties. It’s not always about the house, location, or price. Sometimes people will buy a house based on what comes with it or just something close to the house
4. Consistent brand presence while you unplug. You deserve a break.
A copywriter ensures your marketing doesn’t disappear when you do—scheduled content, and evergreen copy keeps the agent visible without them lifting a finger. Unlike seasonal content, evergreen content, or timeless content, avoids topical references and remains relevant year-round.
5. Holiday messaging done right (not cringey).
“Merry Christmas from our team!” doesn’t convert. A copywriter crafts seasonal messages that feel human, on-brand, and professional—without sounding desperate, salesy, or generic. The holiday season is the perfect time to express gratitude and strengthen relationships with clients. A thoughtful Christmas message for a client can convey appreciation and foster goodwill that lasts into the new year.
6. Better-quality leads.
Thoughtful copy filters out tyre-kickers and attracts serious buyers and sellers. Over the holidays, this matters even more—attention is limited, so words need to work harder. Property copywriting is an art. It requires acuity, efficiency, brand awareness and local knowledge – or some handy Google Maps work.
7. Your competitors are resting—this is your edge.
Most agents go silent over Christmas. Strategic copy during this lull helps the agent stand out, stay top-of-mind, and quietly dominate attention while others switch off. With people spending more time at home, they start thinking about next year’s plans, which might just include selling their house. So, give them a reason to act now with a timely offer. Highlight a “Free property appraisal” on social media and use countdown to create a sense of urgency. Attract potential sellers by encouraging them to find out what their homes are worth in 2025. It’s a simple way to get people thinking about their home’s value and keep you top of mind when they’re ready to sell.
The Christmas season doesn’t have to mean slowing down your real estate business.
I’m Leon Gettler, a copywriter who specialises in helping real estate agents keep listings fresh, attract buyers, and stay top-of-mind during the holidays.
Don’t let December pass you by — let’s make your marketing work harder this Christmas.
