I'm Gunnar Blakeway-Walen, Marketing Manager at FLATS(r) where I oversee $2.9M+ in annual marketing spend across multifamily portfolios in Chicago, San Diego, Minneapolis, and Vancouver. While I'm not a real estate agent, I manage lease-up and stabilized property marketing that faces the same winter slowdown challenge--fewer tours, longer decision cycles, colder leads. My winter strategy flips to **rich media saturation and resident feedback mining**. When tour traffic drops 30-40% in January-February, I double down on unit-level video tours stored in YouTube libraries and linked via Engrain sitemaps. This cut our lease-up time by 25% and reduced unit exposure by 50% because prospects pre-qualify themselves before ever scheduling a tour. For agents, this means shooting quick walkthrough videos of your listings now--buyers scrolling Zillow in February want to feel the space without leaving their couch. I prioritize properties based on **move-in friction data from Livly**. We track resident complaints within the first 30 days--recurring issues like "couldn't figure out the oven" signaled a breakdown in our onboarding. That 30% drop in move-in dissatisfaction came from creating maintenance FAQ videos that onsite teams shared immediately. For agents, this translates to monitoring which listings get the most "how does X work?" questions during showings--that's your signal to proactively address it in your listing description or create a simple explainer reel. Winter is when I **renegotiate vendor contracts using historical performance data**. I secured cost reductions and added services like annual media refreshes by showing specific ROI metrics from past campaigns. Agents should do the same with their marketing vendors--February is leverage season. Use your slowest month to audit what actually generated closings in 2024, cut what didn't, and negotiate better rates on what did before spring inventory hits.
I'm Gunnar Blakeway-Walen, Marketing Manager at FLATS(r) where I oversee marketing for 3,500+ units across multiple markets. While I'm not a real estate agent, I manage $2.9M in annual marketing spend and track lead generation metrics daily across lease-ups and stabilized properties--so I see exactly what works when demand drops. **Winter is when I shift budget from broad-reach ILS packages to hyper-targeted geofencing and paid search.** Last winter, I reallocated 18% of our digital spend from Apartments.com to Digible's geofencing campaigns targeting specific employer zip codes and competitor properties. We saw a 10% engagement lift while most properties were posting declining traffic. The key data point I obsess over: **bounce rate by traffic source**. When organic traffic quality drops in December-January, I double down on channels with sub-35% bounce rates and kill underperformers immediately. **For outreach, video tours became our winter differentiator.** We created unit-level YouTube tours linked via Engrain sitemaps--sounds basic, but it cut our lease-up timeline by 25% because prospects could tour from their couch in freezing weather. I also tracked UTM parameters religiously to see that email performed 40% better than social in winter months, opposite of summer. Most marketers keep pushing the same channels year-round; I rebuild the entire mix every quarter based on what converts. **The biggest mistake I see: cutting marketing spend when traffic slows.** We did the opposite--maintained budget but reallocated toward longer-term plays like SEO keyword optimization and maintenance FAQ videos based on Livly resident feedback. That winter prep work drove 4% organic traffic growth over six months and a 7% boost in tour-to-lease conversions. Winter isn't when you pull back; it's when you outwork competitors who went quiet.
I lead strategy for agents and teams across the U.S., mainly in suburban and secondary markets where seasonality's pretty sharp. I focus on pipeline design, lead quality, and follow-up systems, so I see what keeps business moving when the weather turns. In winter, I shift from "volume of new" to "depth with known." The most reliable leads are: past clients and SOI who've mentioned a life change in the last 12-18 months; buyer pipelines that went cold in spring/summer; and "almost-listed" sellers who hesitated on timing. I push agents to mine their CRM notes hard instead of chasing brand-new cold leads. To prioritise homeowners when inventory's tight, I look at: length of ownership (7+ years is a simple, good filter), equity estimates, ageing households (kids recently moved out), and any failed listings from the last 1-2 years. Engagement data matters too: who opened your last market update, clicked a CMA, or replied to a check-in text. Winter messaging shifts from hype to safety, comfort, and control. For sellers: "serious buyers, less competition, flexible timelines." For buyers: "less bidding pressure, more time to think, room for negotiation." The channels that pull best are warm phone calls, short personal texts, and hand-written or hyper-local print (like a 1-page winter market brief). Social is more for staying visible than generating cold leads. To keep momentum when deals drag, I anchor agents to activity metrics they can control: meaningful conversations per day, follow-ups completed, CMAs sent. I also have them stack "micro-wins" like booking strategy sessions with spring sellers now, so the pipeline feels real, not theoretical. The big mistakes: going quiet, cutting outreach, and trying to "reinvent" their brand instead of talking to people they already know. My advice to newer agents: build one tight winter list (100-200 people), contact them in a useful, human way every 30-45 days, and aim for depth, not scale.
Real Estate Investor/ Owner and Founder of Click Cash Home BUyers
Answered 4 months ago
I'm a U.S.-based real estate agent and investor who runs Click Cash Home Buyers (clickcashhomebuyers.com), and my niche is solving "messy" problems: inherited houses, tired landlords, dated homes that won't shine on the MLS, and sellers who need a fast cash close alongside more traditional listings. In winter, my strategy shifts from volume to depth; instead of chasing every new lead, I go hard on my sphere, past clients, and local investors, because they're the ones still motivated when it's cold and dark. My most reliable winter lead sources are: older expired and withdrawn listings that didn't move in the fall, landlords with recent vacancies, and homeowners who've raised their hand online (home-value requests, "what's my house worth" forms, or cash-offer inquiries on our site) but never took the next step. Data-wise, I prioritize owners with high equity, longer ownership (7+ years), recent life events (probate, divorce, downsizing), and properties that sat on the market and then quietly disappeared; those folks are often more realistic and open to creative solutions when inventory is tight. My winter messaging leans into empathy and honesty: I talk about serious buyers, less competition, and how we can structure terms to make winter showings less painful—shorter showing windows, "as-is" sales, or even a direct cash offer from my investment arm if they don't want strangers coming through the house. Warm calls and texts to my database perform best, followed by personalized video emails and a steady drumbeat of social content that reassures people they're not "too late" or "too early" to act. To keep momentum when deals move slowly, I obsess over controllable: daily outbound touches, tightening my follow-up cadence, running CMAs for likely sellers, and walking properties for investors so I'm always near the next deal. The biggest mistake I see is agents going into hibernation—cutting marketing, ghosting their list, and waiting for spring. My advice to newer agents: don't chase the unicorn December closing; use winter to become the most helpful voice in your market, build relationships with investors and problem-solver buyers, and show up consistently so when life happens in January or February, you're the first call.
Absolutely--winter is actually when my creativity ramps up. I focus on connecting with folks who may need to move for personal reasons, like job changes or unexpected life events, because those situations don't pause just because it's cold out. My outreach becomes even more personal--I'll reach out by phone or even stop by with a small care package and a note, showing I'm here to help if they need options. One winter, a family reached out after getting my handwritten letter, and I was able to help them sell quickly for a fair price, which just proves that authentic connection cuts through the seasonal slowdown.
My name is Geremy Yamamoto, and I'm the Founder of Eazy House Sale in LA. I've been investing in real estate for +10 years and currently own a portfolio of 12 residential units and 3 commercial units. I have contributed to articles published on Realtor.com, Yahoo News, and List With Clever. How does your business strategy change during the winter months? What are your most reliable lead sources during this season? During the winter, my focus goes to clients who have a high intent due to relocation or year-end tax benefits. And I shift from broad outreach to hyper-local networking and relationship-building, aiming for "quality over quantity." The sources of my most consistent leads are past client referrals, and expireds. Buyers are still active even in the cold, so I use targeted digital ads to reach those house hunting when inventory is tight and make sure I have a robust lead pipeline for the spring. What data points help you prioritize which homeowners to contact when inventory is limited? I specialize in homes with major life events, such as empty nesters or relocation, homeowners with high equity (who have lived in their home for 10+ years). I also track behavioral signals like searches for home values or interest in neighborhood market reports to detect intent before a property even hits the open MLS (multiple listing system). How do you keep momentum when deals move more slowly? I keep the momentum up by targeting high-intent leads like relocating and doing more within a database. I fill the time auditing my CRM, updating my 2026 marketing plan, and writing handwritten notes. Maintaining an active and visible presence now is the best preparation for a spring market that will ignite.
I'm Erik Egelko, president of Palm Tree Properties in San Diego. I've spent more than a decade in real estate, closing over $150 million across residential and commercial properties, with a focus on houses, multifamily, and retail. My niche is owners who want clarity, not hype, especially those balancing investment goals with long-term management. Winter shifts my strategy from volume to precision. Listings are slow, so I lean into relationships already in motion. Property management clients, past buyers, and small investors become my most reliable winter leads because decisions still happen quietly. I also watch rental turnover and expiring leases since those owners are thinking ahead. When inventory is tight, I prioritize homeowners who can leverage equity growth, have a longer length of ownership, and have zoning flexibility. Data tells me who can move even when the market feels frozen. My winter outreach is calmer and more helpful. Messaging centers on planning, taxes, and timing rather than urgency. Calls and thoughtful emails outperform flashy social posts during this season. Momentum comes from controlling inputs. Daily conversations, tight follow-up, and realistic timelines keep deals alive. The biggest mistake I see is agents disappearing until spring. Winter rewards consistency. Newer agents should treat this season as training camp.
I'm Justin Landis, founder of The Justin Landis Group in Metro Atlanta. I've spent over a decade helping people make smart real estate decisions, especially families navigating big life changes tied to homes. Winter is quieter here than spring, yet it's never idle. My strategy shifts from chasing volume to deepening relationships. I focus on homeowners who have owned for 7 to 10 years, probate situations, and past clients who raised their hands earlier in the year. Those conversations are warmer in winter. When inventory is tight, I lean on data such as length of ownership, equity growth, tax records, and neighborhood turnover. That tells me who is likely to move before listings hit the market. My messaging slows down too. I talk about options, timing, and pressure relief instead of urgency. Calls and personal texts outperform everything in winter because people pick up and actually talk. Momentum comes from controlling what I can. Daily conversations, clean follow-up, and honest pricing guidance keep deals moving even when timelines stretch. The biggest mistake I see agents make is disappearing when activity dips. Winter rewards consistency. Newer agents should use this season to learn their market, call people with purpose, and build trust.
Here's something I've learned in 15 years of selling houses: winter is gold for finding investment properties. While everyone else hibernates, I'm calling owners whose listings expired last fall. Last January alone, I reconnected with a few old leads and picked up two listings that basically made my quarter. For any newer agents out there, this is your chance. Build those relationships now when nobody else is paying attention.
Winter in Michigan is my secret weapon. While other agents take a break, I'm calling my old clients and contractors. I don't mention a deal, I just ask what they're working on lately. Those casual chats lead to the best off-market properties, the kind that keep me busy straight through spring.
Winter is when I focus on finding serious clients, using SEO data and neighborhood info. The people just browsing aren't as active, so real intent is easier to spot. Since everyone's stuck indoors, my emails and online articles work a lot better. I've found that sending a helpful, personal message at the right time is what actually connects you with someone ready to make a move.
Winter slows down, but that's my busy season. I spend more time with agents and watch for tax sale notices and auction filings. Getting to someone early with a real solution pays off. Last January, I called a guy about his tax deadline and we closed by February. My advice is to not take the winter off. Keep checking public records and offer help when people are in a tight spot.
I've done cash offers and quick closes for over 20 years, and winter is my best season. That's when most buyers disappear. I focus on homeowners with sudden deadlines or changes, reaching out by text or direct mail since nobody answers cold calls during the holidays. Don't slow down your follow up. You'll be surprised how many people just want a simple deal before the year ends.
I run Liberty House Buying Group and buy distressed properties from people facing foreclosure or dealing with estates in South Florida so honestly my business does not really slow down in winter because financial disasters do not care what season it is. Most of my leads come from pulling public foreclosure lists every week and mailing those addresses plus checking probate court filings for estate sales where families are exhausted dealing with dead relatives houses and just want them gone. What I look for are properties with foreclosure sales scheduled in the next 60 days because those sellers are desperate, tax liens over two years old showing someone cannot pay their bills, and estate cases sitting open for six months where the family is probably fighting and needs someone to just buy the damn house so they can split the money and stop talking to each other. My messaging stays the same all year because people losing their homes do not care about spring selling season they just need help immediately. When deals slow down I keep working because this business works backwards from traditional real estate where I do better when everyone else struggles since distressed sellers cannot afford to wait for perfect conditions. The biggest mistake agents make is stopping their marketing when things get quiet and then wondering why they have no pipeline three months later when they finally decide to start working again. New agents especially panic and cut spending exactly when they should be mailing more because less competition means your letters actually get read instead of landing in mailboxes already stuffed with 30 other investor postcards.
Tell me a bit about you and your experience and niche as a real estate agent. My experience sits at the intersection of real estate investing and short term rental performance, where I focus on identifying properties that can be repositioned for stronger returns. While my work extends beyond traditional brokerage, my niche is helping owners and investors make smarter decisions around timing, pricing, and operational strategy, particularly for properties that require a more thoughtful approach than a standard retail listing. How does your business strategy change during the winter months? What are your most reliable lead sources during this season? During winter, the strategy becomes more intentional and relationship driven rather than transaction focused. This is the season to slow down conversations and speed up trust, particularly with owners who are evaluating performance, costs, or long term plans. The most reliable lead sources during winter include existing owner relationships, referrals, short term rental owners reviewing year end results, and investors planning acquisitions ahead of peak travel seasons. Winter is when strategic alignment happens before execution. What data points help you prioritize which homeowners to contact when inventory is limited? When inventory is limited, prioritization starts with performance data and ownership intent. I look closely at revenue trends, occupancy stability, operating costs, and length of ownership, especially for short term rental properties that may not be meeting expectations. Regulatory exposure and operational complexity also matter, since these factors often prompt owners to consider selling, restructuring, or partnering differently. How does your outreach messaging change during the winter months? Which channels perform best for you this season? Winter messaging becomes more advisory and less promotional. The focus shifts toward education, planning, and problem solving rather than urgency or competition. Messaging acknowledges that decisions may be gradual while reinforcing the value of early positioning. Direct conversations perform best during winter, particularly phone calls and one to one emails. These channels support deeper discussions and allow for trust building, which aligns well with the slower seasonal pace.
Tell me a bit about you and your experience and niche as a real estate agent. I serve as the Head of Acquisitions for STR Search, where I help investors acquire high performing short term rental properties across the U.S. My niche is data driven deal sourcing and underwriting, with a focus on identifying properties that cash flow based on fundamentals rather than market hype. This approach keeps my business active year round, regardless of seasonality. How does your business strategy change during the winter months? What are your most reliable lead sources during this season? During winter, the strategy shifts from speed to selectivity. Rather than chasing volume, the focus is on identifying motivated sellers and investors who are planning ahead or reassessing performance. The most reliable lead sources during winter include investor databases, owners of underperforming short term rentals, long term holders with strong equity positions, and off market outreach. Winter is when serious conversations happen without the noise of peak season competition. What data points help you prioritize which homeowners to contact when inventory is limited? When inventory is limited, prioritization starts with ownership duration, equity position, and property performance indicators. I focus on properties that have been held long enough for owners to reassess their strategy or capital allocation. For short term rentals specifically, revenue trends, seasonality performance, and local regulation factors help identify owners who may be open to selling or repositioning. How does your outreach messaging change during the winter months? Which channels perform best for you this season? Winter messaging becomes more analytical and consultative. The emphasis is on reviewing options, evaluating numbers, and planning for the upcoming year rather than pushing urgency. Messaging acknowledges that timing is flexible while positioning outreach as a value driven conversation. Direct calls and personalized emails perform best during winter, as they allow for deeper discussions around strategy and numbers. These channels align well with the more thoughtful pace of the season.
Tell me a bit about you and your experience and niche as a real estate agent. I am a real estate broker and investment strategist focused on acquiring and optimizing short term rental properties across the U.S. My niche centers on helping investors and homeowners reposition properties for higher performance rather than relying solely on traditional appreciation cycles. This perspective allows me to approach real estate with an operational and investment mindset that remains active regardless of seasonality. How does your business strategy change during the winter months? What are your most reliable lead sources during this season? During the winter months, the strategy shifts from speed to depth. Instead of chasing transaction volume, the focus moves toward identifying motivated owners and investors who are reassessing performance, costs, or future plans. The most reliable lead sources in winter include existing client databases, short term rental owners reviewing annual results, long term homeowners considering a change in use, and investors planning acquisitions ahead of peak seasons. Winter is ideal for strategic conversations that lead to spring and summer closings. What data points help you prioritize which homeowners to contact when inventory is limited? When inventory is limited, prioritization starts with ownership duration, property usage, and performance indicators. Properties held for several years, underperforming rentals, or homes with high carrying costs tend to signal owners who are more open to discussion. I also pay close attention to zoning, short term rental eligibility, and property layout, since these factors often unlock value that owners may not be actively leveraging. How does your outreach messaging change during the winter months? Which channels perform best for you this season? Winter messaging becomes more advisory and less transactional. The emphasis is on planning, evaluation, and positioning rather than urgency or competition. Messaging acknowledges timing flexibility while opening the door to informed decision making. Direct outreach performs best in winter, particularly phone calls and personalized emails. These channels support longer conversations and trust building, which aligns well with the slower pace of the season.
Tell me a bit about you and your experience and niche as a real estate agent. My work sits at the intersection of real estate, construction, and short term rental performance, where I focus on identifying properties that can be repositioned rather than simply transacted. While my foundation is in hands on construction and property improvement, my niche has evolved into helping owners, investors, and agents recognize value others miss, particularly in properties that need cosmetic or functional upgrades. This perspective allows me to approach real estate less as a seasonal sales business and more as a long term problem solving and relationship driven practice. How does your business strategy change during the winter months? What are your most reliable lead sources during this season? In winter, the strategy becomes more targeted and intentional rather than volume driven. Instead of chasing active listings, the focus shifts to homeowners who are quietly considering change due to maintenance fatigue, renovation costs, or shifting plans for the coming year. The most reliable lead sources during winter are past client re engagement, long term owners of dated properties, short term rental owners evaluating performance, and investors reassessing hold strategies. Winter favors conversations that begin with planning rather than urgency. What data points help you prioritize which homeowners to contact when inventory is limited? When inventory is tight, prioritization starts with property condition indicators, length of ownership, and renovation or maintenance signals. Homes with visible deferred maintenance, older finishes, or prior renovation permits often indicate owners facing future cost decisions. I also look at ownership duration and usage patterns, particularly properties that may no longer align with the owner's lifestyle or investment goals. These signals are more valuable than surface level market activity in winter months. How does your outreach messaging change during the winter months? Which channels perform best for you this season? Winter messaging becomes calmer, more consultative, and more practical. The focus is on options, preparation, and reducing future stress rather than pushing immediate action. Messaging acknowledges the season and positions outreach as a planning conversation, not a sales pitch.
Tell me a bit about you and your experience and niche as a real estate agent. I work closely with real estate agents, investors, and brokerages across the U.S. on lead generation, deal sourcing, and transaction optimization, with a focus on identifying motivated sellers and off market opportunities. My niche sits at the intersection of data driven prospecting and relationship based selling, helping agents convert market slowdowns into strategic advantages rather than treating them as dead periods. How does your business strategy change during the winter months? What are your most reliable lead sources during this season? During the winter months, the strategy shifts from volume driven activity to precision and intent focused outreach. Rather than casting a wide net, winter is about prioritizing homeowners with a higher likelihood of life driven decisions such as relocations, estate planning, or financial restructuring. The most reliable lead sources in winter tend to be database reactivation, expired listings, absentee owners, and homeowners with longer hold periods who may be reassessing their plans for the coming year. Winter is also a strong season for inbound interest when content and messaging are framed around planning, preparation, and early positioning for spring. What data points help you prioritize which homeowners to contact when inventory is limited? When inventory tightens, prioritization becomes critical. I focus on ownership duration, equity position, recent listing history, property condition indicators, and signs of financial or lifestyle transition. Homes owned for seven to ten years or more, properties with high equity relative to local appreciation trends, and homeowners who previously attempted to sell but did not transact tend to surface meaningful conversations. Winter rewards agents who rely on signals, not assumptions. How does your outreach messaging change during the winter months? Which channels perform best for you this season? Winter outreach shifts away from urgency and toward relevance. Messaging focuses on planning, options, and low pressure conversations rather than immediate action. The tone is consultative, acknowledging that timing may be flexible while still opening the door to strategy discussions.
Tell me a bit about you and your experience and niche as a real estate agent. Although I don't come from a classic storefront background, my real estate career has had a strong foundation in buying/selling property, investing and marketing across the U.S. I started RedAwning in 2010 with the aim of helping owners and property managers sell more of their inventory regardless of how seasonal it may be, and I've personally worked with thousands of agents who work on vacation homes, second homes, or income-producing real estate. I'm lucky to have that vantage point, and a practical one at that, which means I get to see what works when markets slow down and attention spans shrink. How does your business strategy change during the winter months? What are your most reliable lead sources during this season? Winter is a time when strategy quiets rather than shouts. The best agents transition from volume based prospecting to relevance-based conversations and they are talking with past clients, warm leads; current owners who have already demonstrated a level of intent through actions like changing their prices, not renting up as quickly as compared to similar properties in the neighbourhood or experiencing listing fatigue. During slow periods, it's less about the new cold leads and more about rekindling existing relationships. What data points help you prioritize which homeowners to contact when inventory is limited? The data points that tell us most are not sexy, but they are telling. Longevity of ownership, recent price reductions, swings in rental income and shortfalls compared with expected returns can all signal owners who might be open to a yield conversation. Agents tuned to these signals don't waste energy but are the ones that engage homeowners who have — very quietly of course — begun reassessing their timing. How does your outreach messaging change during the winter months? Which channels perform best for you this season? Winter messaging is best consultative, not transactional. Outreach expressed with a pinch of "I don't know" and a spoonful of providing value without pushing for urgency, almost always outperforms the "me, me, me" promotional lingo. One-to-one channels such as calls, personalized email and direct text work best this season while winter is the time when people are seeking relevance and trust more than visibility.