Forget the Boxing Day bounce as selling in the New Year is far better – claim
Tuesday, January 4, 2022
Hortons has dismissed claims by some estate agents – fuelled in part by a marketing push by the main property portals – that Boxing Day is one of the ‘busiest days of the year’ when it comes to property enquiries.
In the run-up to the festive period, several estate agents and online portals, including Rightmove and Zoopla, launched new advertising campaigns as they braced themselves for an increasingly busy post-Christmas rush of online house-hunting, known as the Boxing Day bounce.
But Hortons rejects the idea that there is a surge of interest in buying homes on Boxing Day, and believes this marketing strategy ‘is detrimental to property sellers’.
The hybrid agency says that it has analysed the latest Rightmove statistics and claims that the first working day in January creates a spike in traffic leading to one of the busiest days since mid-September – the peak of the buoyant Autumn market.
The company has provided the following graph containing data released by Rightmove that it says shows online traffic – and therefore enquiries – is much lower throughout December, but peaks in early January.
Adam Hortons, founding director of Hortons, commented: “After doing some detailed analysis of the data we could see that traffic was a lot higher on the first working day of the year, which was different to what we had previously been told.”
““On average 50% of the enquiries and interest any property receives happens in the first two weeks of the market. This means it’s essential to time the launch of a property in line with the uplift in traffic and enquiries,” he added.
Hortons will launch its own New Year campaign today with all new listings and price reductions set to go live at 9am.
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