Every year, starting on December 26th, a new group of buyers begins their home-buying journey.
This surge typically peaks at the end of January (now coinciding with the new TCPA one-to-one consent requirements), with additional spikes in February (Valentine’s Day) and April (tax season).
Having been in the online real estate space since 1997, I’ve seen this predictable cycle unfold countless times.
But this year feels different and requires even more preparation than usual.
Why January?
The holidays bring families and friends together, and conversations often turn to real estate, interest rates, the economy, and politics.
These discussions ignite what I call the “Aspirational Phase”—where buyers dream about purchasing a home in the coming year (2025) which I’ve discussed in prior presentations.
This group of “aspirational buyers” represents a new pool that will make purchasing decisions over the next 90 days to 18 months.
Here’s why I believe this year’s search volume will be stronger than usual:
- Lower mortgage rates compared to recent peaks.
- FOMO is reignited as buyers see friends who’ve gained massive price appreciation.
- Election season is over, creating more stability for buyers.
I anticipate a 45-50% increase in new lead generation.
Are you ready to manage this influx?
Making the Right First Impression
Your first interaction with a lead is critical—it determines whether they’ll return to you or move on.
✅ Are you prepared to make a lasting first impression?
✅ Can you answer their questions and earn their trust?
Remember, nearly 50% of buyers ready to act will ask for referrals rather than returning to an agent they didn’t trust. Only 1-4% of online leads close with the initial agent.
Navigating the Challenges of 2024
This year brings added complexities due to the NAR settlement. Buyers may encounter varying expectations:
- Some will be asked to sign simple, free tour agreements.
- Others may be presented with buyer representation contracts involving fees.
This inconsistency will likely confuse buyers, prompting them to seek validation from friends—who may offer outdated advice, further compounding uncertainty.
As a result, buyers are likely to reach out to multiple agents across different platforms.
TCPA Compliance Updates
Adding to the challenges, new TCPA one-to-one consent requirements take effect on January 27th.
If you’re purchasing online leads, review their opt-in process to ensure compliance for follow-ups beyond the 27th.
If you’re generating your own leads:
- Confirm your lead flow is TCPA-compliant now.
- Scrub / verify your leads against national Do-Not-Contact lists to maintain long-term follow-up capability.
- Verify email lists to avoid bounce rates exceeding 2%.
Working with partners who prioritize long-standing best practices will be crucial in navigating these changes, which is why we launched a service called Verify by CallAction to easily verify your contact data against the DNC list.
Be Prepared
The best real estate teams and agents I work with have been preparing for this for months. Even during the holiday season, they’re ready to capitalize on the upcoming wave of buyers.
If this post helped, give it a 👍 or drop a comment—I’d love to know if you find this type of insight useful for your business.
If you have questions about our Verify by CallAction product, feel free to start a chat in the bottom right with your live support.
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