Don't switch off your marketing this Christmas – December could be hot!

Christmas is coming, diaries are filling up and estate agents everywhere are beginning to think about winding down for the festive break.

And quite right too. After another busy year, everyone deserves a little time off.

But while your office might be preparing to close for Christmas, your next potential client could be just getting started.

In fact, our latest figures suggest December might be one of the most rewarding months of the year for generating new leads.

A Christmas bonus worth knowing about

We've analysed Facebook advertising campaigns managed by The ValPal Network for 122 UK estate and letting agents, and the results make interesting reading.

In December 2025, those campaigns generated 11,157 leads, compared with 6,873 in November.

That's an increase of 62%.

Better still, the average cost per lead fell by 28%, from £4.29 to just £3.09.

And before you dismiss that as an unusually good December, there's more.

We've looked back over three consecutive Christmas periods and found that December delivered cheaper leads than November every single year.

In 2023, the average cost per lead fell from £5.74 to £5.03. In 2024, it dropped from £2.97 to £2.80. And last year, of course, we saw that impressive 28% reduction.

Three years, three Decembers, and the same encouraging pattern.

Your customers haven't switched off

Perhaps we shouldn't be surprised. Christmas is one of those rare occasions when families have time to sit down together and talk about their plans.

A bigger home? Somewhere smaller now the children have moved out? A change of location? Or simply finding out what their current property might be worth?

Not everyone discussing a move over the Christmas pudding will be ready to book a valuation in January. But plenty will be taking those important first steps.

And that's precisely when you want your agency to be visible.

We're not suggesting that every agent should suddenly increase their advertising budget. Nor are we claiming that December will deliver the same results for every business.

But our figures do suggest there's a strong case for keeping your marketing activity running while others may be switching theirs off.

Take a break but keep the conversations going

Of course, attracting enquiries is only half the challenge. If a homeowner requests a valuation on Boxing Day, they're unlikely to be impressed by having to wait until the first week of January for someone to get back to them.

That's where technology can make a real difference.

The ValPal online valuation tool helps agents capture homeowners' interest when they're researching their options, while ValPal Pro can respond to enquiries and continue the conversation through automated follow-up, even when the office is closed.

It means your team can enjoy a well-earned Christmas break without leaving potential clients waiting for attention.

And when everyone returns in January, there's already a pipeline of interested homeowners to follow up.

That's a much happier way to start the new year than beginning from scratch.

So, by all means, put your feet up this Christmas. Enjoy the festivities, recharge the batteries and look forward to the year ahead. Just make sure your marketing doesn't take time off, too.

Find out how The ValPal Network can help you generate and nurture more leads – contact team@valpal.co.uk