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This holiday season, Jellis Craig will break from tradition by bucking industry trends and betting big on Boxing Day listings.
While many agencies scale back operations during the seasonal sales slump, Victorian real estate group Jellis Craig is ramping up activity to capitalise on increased demand and changing consumer behaviour over the end-of-year period.
For the second year in a row, Jellis Craig will strategically launch a series of property listings on Boxing Day, with the brand anticipating even greater success than their 2023 trial where a significant portion of listings sold throughout January.
Jellis Craig CEO, Andrew McCann, said that the traditionally quiet period between Boxing Day and early January is “no longer downtime for the market”, with the strategy being designed to “give sellers an early advantage”.
“We have observed a significant increase in buyer activity during this period, and we want to give our sellers the best possible chance to maximise their sale value before the rush of listings that typically enter the market in February,” McCann said.
Director at Jellis Craig Manningham and Maroondah, Andrew Keleher, echoed this sentiment, and noted that the mix of persistently high buyer demand and low supply resulting from industry conventions creates a “strong market dynamic”.
As a result of these conditions, Keleher highlighted that the brand’s data shows a “50 per cent reduction in available properties in January compared to December and February, yet open house attendances spike by 70 per cent”.
“Buyers don’t stop looking, but they have limited options. We stay open through the holiday season to keep our clients’ properties front and centre during this peak period,” Keleher said.
Managing director of Jellis Craig North East Group, Jamin Silluzio, said that the timing of Boxing Day listings aligns with the evolving behaviour of buyers, who he noted are “set up for real-time access” and have alerts that allow them to “act quickly when a property catches their eye”.
“Last January, we saw a 30 per cent jump in people adding properties to their inspection calendars. Sellers have a real opportunity to leverage that into exceptional results,” Silluzio said.
As the spring selling season draws to a close, Jellis Craig’s second round of Boxing Day listings highlights the advantages of a forward-thinking approach to keeping the end-of-year period far from quiet.
“We’re challenging industry norms by giving our clients a competitive advantage in a market that doesn’t stop,” McCann said.
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