What Successful Agents Are Doing Differently This Holiday Season

December Doesn’t Have to Mean Downtime

While many agents begin to dial down their activity in December, the top performers are doing the opposite. They understand that momentum doesn’t come from a standing start in January. It’s built in the months leading up to it. Staying liquid, strategic, and visible in December can set the tone for the entire first quarter.

Breaking the ‘December Dip’

It’s a long-standing myth that buyers and sellers disappear over the holidays. In reality, the market continues — it’s many agents who switch off.

Industry data consistently shows a spike in online property activity over the Christmas–New Year period, particularly around Boxing Day. The audience is there; what drops off is agent activity.

Agents who remain active — and especially those who take buyer and vendor calls during the break — often build deeper relationships at a time when competition for attention is low. Those relationships convert into real opportunities in January.

Real Estate Coach, Claudio Encina says – “December isn’t the time to go quiet. The agents who stay visible through the break are the first to get the call when vendors are ready in January.”

For elite agents, that insight has become a guiding principle: brand visibility and pipeline building never stop, regardless of the calendar.

Cash Flow as a Lever, Not a Limitation

One of the biggest challenges in December is timing. Many agents hold off on key activities — from launching listings to securing marketing space — simply because settlement income gets pushed into the New Year.

But the highest performers don’t pause their momentum. They make sure they have the working capital available to keep marketing live, stay front-of-mind with prospects, and invest in activity that rolls directly into January success.

With early access to their earned commissions, agents can continue reinvesting through December rather than waiting for the calendar to catch up. It’s a simple shift that creates a real competitive edge.

CEO of Real Estate at The Agency, Matt Lahood says – “If you’re waiting for funds to act, you’re already behind. Success is about speed to market.”

How Top Agents Are Reinvesting Over the Holidays

We’re seeing a consistent playbook among high performers. Their reinvestment activity typically includes:

• Securing January auctions and locking in marketing and staging slots as soon as possible
• Organising team training, planning and strategy days, and getting all your New Year properties ready to launch now in December so you hit start on January 1
• Having all your new and fresh collateral and drops ready to be delivered during Christmas and the New Year
• Locking in admin and VA contracts now to manage the January pipeline
• Pre-building all your January social and email campaigns so you are ahead with your content delivery plan
• Rewarding the team with bonuses and incentives to boost morale before the break

CEO of Real Estate at The Agency, Matt Lahood says – “Consistency and focus is the differentiator. Momentum compounds when others go quiet.”

Real Support for Real Agents

Commission Flow has become the preferred funding partner for thousands of agents across Australia, known for its transparent fees and fast, streamlined process. Throughout December, its seasonal “Pro Pro Pro” campaign includes weekly prize draws and supports agents who want to stay active by reinvesting into listings, marketing, and pipeline-building ahead of the new year.

Agents wanting to stay active over the holidays can explore how early access to their earned commissions can help them reinvest tactically — and turn December activity into January momentum.

This article references insights shared by two respected industry leading figures:
Matt Lahood, CEO of Real Estate at The Agency — theagency.com.au
Claudio Encina, leading real estate coach — claudioencina.com

Investing in your real estate business during a down market can be challenging, but it’s essential for long-term success. By focusing on cost-effective marketing and prospecting techniques, building strong client relationships, and maintaining a strong online presence, you can stay top-of-mind and continue to attract new business even in a challenging market.

In conclusion, while it may be tempting to cut back on marketing and investment during a down market, it’s important to remember that a lack of investment can be detrimental to an agent’s business in the long run. By focusing on cost-effective marketing and prospecting techniques, building strong client relationships, and maintaining a strong online presence, agents can stay competitive and continue to attract new business even in a challenging market.

🎄 “Pro Pro Pro” Christmas Offer

New Commission Flow clients can enjoy no interest until 1st January 2026 on all Pay-On-Sale advances drawn 3rd–24th December 2025 which settle after 26th January 2026.

Every approved and funded advance between 1st–19th December 2025 earns an automatic entry into our weekly prize draw — AirPods Pro, an iPhone 17 Pro, or an iPad Pro. One prize is drawn each week.

Want to get ahead of the new year? [Apply now]

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