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Are seasonal sales cycles a thing of the past?

Spring has always been the most popular time of year to think about moving home – the weather is milder which is better for the physical move plus there’s something about the world around us springing back to life that makes us think about new starts, centred around our homes. In the past you could predict the number of enquiries on a development by the time of year, however, those cycles seem to have faded in recent years, perhaps by Covid, but maybe also by other factors.

Are seasonal sales cycles a thing of the past?

Spring has always been the most popular time of year to think about moving home – the weather is milder which is better for the physical move plus there’s something about the world around us springing back to life that makes us think about new starts, centred around our homes. In the past you could predict the number of enquiries on a development by the time of year, however, those cycles seem to have faded in recent years, perhaps by Covid, but maybe also by other factors.

It is true the pandemic has shaken up the market in many ways, forcing developers to use more digital tools and lessening the focus on generating show home visits, but was this a change already underway in the market?

In a world where you can get same-day delivery on thousands of products or arrange for your favourite meal out to come to you within the hour, we’re very used to using digital technology to get what we need and whenever we want it. Shopping for a new home has become as easy as shopping for anything else. From the right developer, you can research your home, get prices, see timescales, work out affordability and even pick your choices and extras – all remotely from home or even on your phone.

“Digital has a big part to play here” explains Annie Huddleston, Director at Antler. “…with everyone constantly connected, they’re happy to ‘view’ property any time of day at any time of the year. You always need to be ready for sales, not just at specific times of the year.”

Providing all the required information online allows potential home-buyer to do the research they need to be able to make a decision. Nothing will replace the value of face-to-face relationships in a high-value purchase such as a new home, but customers who have practically self-sold are less likely to pull out and are usually in a better position to proceed.

Traditionally Christmas, summer holidays and bank holidays were quiet times, but now savvy home-buyers are researching and using the downtime to plan their next steps. “Digital has a big part to play here” explains Annie Huddleston, Director at Antler. “…with everyone constantly connected, they’re happy to ‘view’ property any time of day at any time of the year. You always need to be ready for sales, not just at specific times of the year.”

During the last 12 months, we’ve seen lots of developers switch their focus to digital. Details that might not have been available online are now accessible and customers are directed to digital content rather than the traditional show-home visit. Use and a general acceptance of video communication have enabled sales teams to get the relationships they need with customers whilst working remotely.

If you’d like to up your digital game we’d love to help. We currently support a wide variety of organisations in utilising digital to reach their ideal customer. Call us for an informal chat or arrange a meeting to discuss your needs.

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