A Cooling Market, but Warm Opportunities
As temperatures cool and the pace of life slows, the real estate market quiets down. Around this time, sellers often remove their listings and pause until spring, but winter could be a powerful time to stand out. With fewer listings and more motivated buyers, a smart strategy in a quiet season could be the key to success.
This season offers a valuable opportunity to gain visibility, attract motivated buyers, and price your home in a way that makes your property impossible to overlook. The key is positioning your property strategically while others wait on the sidelines.
The Winter Buyer Mindset
Similar to the sellers, many buyers pause their home search until the spring. Those still searching are typically more serious, intentional and motivated to purchase now. Whether they’re relocating for work, pursuing a year-end investment, or simply eager for a change, these buyers are decisive and ready to buy.
That means sellers who price strategically can attract strong offers with less competition. In a season of less inventory, a well-priced and well-presented property will stand out.
The Power of Strategic Buying
A misconception about winter selling is that you need to heavily discount your price to make a deal, resulting in a loss for the seller. However, that’s not the case at all, and the true goal is to price competitively just below market expectations to draw the right interest. Aim for a price just below market expectations to generate strong interest without undercutting your home’s property.
Use your real estate agent to get access to recent comparable sales, market trends, and the current days on market data to help you identify the right price for your property. A listing priced within 2–3% of market value can often create urgency and even spark multiple offers, in a slower season.
Strategic pricing signals buyers that you understand the seasonalities of the market and are serious about selling.
Make the First Impression Count
The first two weeks on the market are crucial, especially in winter when buyers have the advantage of being more selective. This is not the time to test the market with an inflated price, your best needs to be present immediately.
It’s essential to start with a strong price, and a well-rounded marketing push. Invest in professional photography and warm seasonal staging to enhance your curb (and online) appeal to get buyers in the door. In a quiet season, presentation can make all the difference.
Use Timing to Your Advantage
Houses listed during the winter benefit from reduced competition from both buyers and sellers, and more visibility. Your property won’t be buried beneath the spring inventory rush, and motivated buyers will have fewer distractions.
The buyers who are still searching in the winter are motivated and steadfast in finding a home. When priced right, your home has plenty of opportunities to capture serious attention and move quickly.
Work With the Right Agent
Experience matters in a shifting market. The right agent knows how to position, price, and promote your home effectively during slower months. This is where their marketing exposure, network reach, and negotiation expertise will shine.
At Christie’s International Real Estate | Southern California, our agents understand seasonal market dynamics and use strategic marketing, global reach, and strong negotiation to deliver results.
Smart Doesn’t Mean Undervaluing
Strategic pricing does not mean undervaluing or underselling your home. It means thinking ahead, making it important to remember that your reasonable list price can often yield a higher final sale price due to stronger buyer engagement. Winter buyers are motivated and ready to make a purchase under the right circumstances.
Overpriced listings go stale, and eventually get removed from the market for a revamp and/or they stay on the market with multiple price reductions. Competitively priced homes drive urgency, especially when it’s on par with the surrounding comps. In winter, where serious buyers are watching closely, especially if they’ve been searching since spring, that momentum matters most.
Stand Out by Being Strategic
Winter can be a powerful time to sell your home, if you approach it strategically. Motivated buyers, less competition, and strategic pricing can all work in your favor.
If you’re considering selling this season, reach out to one of our agents to create a custom strategy that positions your home to stand out in a slow market.