It’s officially second home buying and selling season! According to research by Private Communities Registry (PCR), an online resource for real estate shoppers interested in amenity-rich master-planned lifestyle communities, buyers do their most serious research for a second home in the winter. In fact, December 26 is considered the “Black Friday” for master-planned communities in warm weather locations!
PCR says that traffic jumped to its website between December 2017 and January 2018 by 45%, with inquiries up 42% during the same time period. Most new traffic during that time period came from states in the chilly Northeast. With frigid temperatures and piles of snow surrounding them, it’s no surprise that the desire to head south is strong right after Christmas!
In metro Atlanta, communities on Lake Lanier and Lake Oconee are likely to see an influx of shoppers in December, as many buyers begin to look for lakefront homes ideal for weekend getaways. Many of the active adult communities in metro Atlanta, such as those by Del Webb or Kolter Homes, may also see a rise in interested shoppers.
According to Realtor.com, December 28 is one of the busiest days of the entire year for real estate searches in general. Why the influx of interest right after Christmas? Most likely it’s because the fast-paced holiday season has come to an end, so home shoppers have time to devote to their home search. And, for those searching for a second home, starting in winter gives them plenty of time to find and purchase, or even build, the perfect home in time for summer vacations.
“The spike in information requests we receive during the winter months indicates that buyers are seriously searching this time of year. Harsh weather keeps many buyers stuck at home during the winter, so it’s the perfect time to research communities online and make plans to visit them,” says Ben Keal, PCR’s Director of Sales & Operations. “Marketers who focus on the spring buying season could be too late. Lifestyle buyers have a longer sales cycle, but we see an influx of traffic and leads right after the holidays, which lasts through the cold months.”
What does this mean as an agent or builder specializing in lifestyle communities? Now is the time to boost your online presence, because consumers are there researching. Make sure you stay on the list of places to visit once the weather warms up!
And, if you’re searching for a home of any kind, whether it’s your first home, new construction or a weekend getaway, buying on December 26 means you’ll likely spend a median $2,500 less than you would if you purchased any other day of the year!