With a new year comes a new market. While December is traditionally quiet, the Canadian real estate market tends to pick up after the holidays. This makes now the perfect time to plan ahead for the January surge in market activity. By developing your email and social campaigns in advance, you can stand out from the crowd and get ahead of the game. Here’s how to position yourself for success this January as buyers and sellers begin to re-engage.
Leverage renewed motivation: “New Year, New Home”
January often brings renewed motivation for both buyers and sellers. The start of a new year prompts many Canadians to look for a fresh start, and this may include the purchase of a new home. Seasonal market trends in Canada indicate that January is a month of rebound activity from a collective pause over the holiday season. Pent-up demand, mortgage and policy changes, and interest rates or tax factors all influence the market during this period, ultimately putting an end to seasonal hibernation and creating an uptick in residential sales during the first month of the year.
To benefit from this renewed motivation, you need to make sure that your name, your brand, and your value are top of mind. That starts with some simple but important prep work.
Stop and take stock of your marketing foundation
Before you launch into new campaigns, take time to review your marketing tools and channels. A strong January starts with a clean, organized foundation.
- Review your email lists. Sort through your current contacts and remove outdated or inactive email addresses. Make sure you’re following Canada’s Anti-Spam Legislation (CASL) guidelines so your emails stay compliant. A clean list helps improve open rates and ensures your messages reach the right people.
- Refresh your social profiles. Update your bios and profile photos so everything looks polished and current. Make sure that your contact information is correct and consistent across all platforms. If you haven’t posted in a while, take a moment to re-introduce yourself and warm up your audience.
- Look at your branding with fresh eyes. Does your messaging still reflect who you are? Do your visuals feel current? A small refresh can go a long way in building trust and interest as people head into a new year of decisions.
This early housekeeping ensures that when the market heats up, you’re ready to meet your clients where they already are — online.
Map out several weeks of content ahead of time
January gets busy fast. Instead of scrambling to post or send emails at the last minute, map out your content now. Planning ahead helps you stay consistent and keeps your message focused.
A simple four-week real estate marketing calendar could look like this:
Week 1:
- Email: “Market Outlook 2025” — a short overview of trends you’re watching and what clients should pay attention to.
- Social Post: A quick breakdown of the same insights, with a CTA to read your email or sign up for your list, or message you for a personalized update.
Week 2:
- Share a client testimonial or success story from the past year. This builds trust and reminds your audience of the real people you’ve helped.
Week 3:
- Email: “Thinking of Selling?” — offer 3–5 simple tips to help sellers prepare, plus a CTA to book a consultation.
- Social Post: A short teaser from your email.
Week 4:
- Spotlight a community event, a local business, or a neighbourhood you serve. This helps build connection and shows your involvement in the community.
A simple monthly plan keeps you consistent and present.
Check your analytics and adjust
Once your January campaigns begin, don’t forget to check your analytics. Pay attention to:
- Open rates: Which subject lines worked best?
- Click rates: What content drove the most interest?
- Top-performing posts: Which topics got the most engagement?
These insights help you adjust your timing, topics, and tone as the month goes on. If something resonates, do more of it! If something falls flat, consider shifting your approach. Marketing your real estate business isn’t one-and done, it’s an ongoing relationship builder.
January success starts with the work you do today
The stronger your preparation now, the easier your January will be. When the real estate market wakes up, you want to be ready with a clear message, polished profiles, and a steady stream of helpful content. Planning ahead not only saves time, it sets you apart from other agents who wait until the rush to get organized.
Set aside just one hour this week to review your lists, polish your profiles, and outline your first few campaigns. A little prep now will have you entering the new year strong, memorable, and positioned as the go-to expert when buyers and sellers are ready to take action.
Stephanie Alfonso, Senior Director of Vertical Innovation at Constant Contact, is a seasoned speaker and thought leader in real estate marketing, known for her dynamic energy and ability to drive action.
Email: partners@constantcontact.com
Website: constantcontact.com/buzz-revolution
Socials: @constantcontact
