REALTORS® are people too.
Summer in Canada is a time to unwind. Whether it’s weekends at the cottage, lazy days at the beach, or simply spending time with friends and family, most Canadians try to soak up every minute of the season. For REALTORS®, however, summer can also bring a noticeable slowdown. Buyers may hit pause on house hunting, sellers hold off on listing, and overall market activity tends to dip, especially in the months of July and August.
However, don’t be surprised if you find yourself busy too – savvy Home Buyers who take advantage of slower months can often surprise you and boom, you could be sitting on an offer during the most least expected time – true story!
Slower doesn’t have to mean forgotten. In fact, summer can be the perfect opportunity to strengthen your brand, build connections, and plant seeds that will grow into opportunities come fall. With the right approach, you can maintain visibility, deepen relationships, and even enjoy some much-needed rest along the way. Here’s how to do just that.
First, consistency is key. Just because you’re slowing down doesn’t mean your marketing should vanish. A light, steady presence across your digital platforms can keep you top-of-mind without demanding much time. Consider pre-creating social media content in advance using tools like RealEstateContent.ai could help and schedule accordingly.
Mix in lifestyle-oriented posts, like your favourite local hiking trails or summer patio spots, with gentle real estate reminders or market tips. You could also update your blog with a seasonal post, like “What Homeowners Should Know This Summer” or “Preparing for the Fall Real Estate Market.” A quick summer newsletter with light, engaging content, maybe highlighting top local events or easy summer home maintenance tips, can keep your email list warm without being salesy.
Next, get out and connect with your community. Summer is packed with festivals, outdoor markets, and neighbourhood events, all of which present relaxed networking opportunities. Sponsor a local event or community BBQ, even small contributions can get your name on signage or flyers. If possible, set up a booth at a local fair and offer a giveaway, like a draw for a gift card to a local restaurant or garden centre. These interactions don’t need a hard pitch, just your presence, personality, and a smile can do wonders.
Summer is also the ideal season for personal touches. Reach out to past clients with a simple message, “Hope you’re enjoying summer! Let me know if I can ever help with anything.” Drop off a small seasonal gift, like a potted plant, a popsicle coupon, gift card to DQ or even branded sunglasses. These gestures aren’t about pushing a sale; they’re about showing that you’re still around and that you care. You could even host a casual client appreciation event, like an ice cream social or a family-friendly picnic. These experiences strengthen loyalty and increase the chances that when those clients or their friends are ready to make a move, you’ll be the first name they think of.
Don’t overlook your digital channels either. People may not be in buying mode, but they’re definitely scrolling. Use this as an opportunity to educate and entertain. Create short, digestible videos like “3 Myths About Buying in the Summer” or “Top Outdoor Spaces I’ve Seen This Season.” Share spotlights on local businesses, which not only boosts your reach but also positions you as a community expert. Think of content as relationship-building, not just lead-generating. That mindset will help you stand out when it counts.
FACEBOOK or GOOGLE ADS?
Now, let’s address a question many REALTORS® ask: is it worth running Facebook or Google Ads during summer? The answer is, it depends on your strategy. If you’re expecting immediate leads, you may find summer a bit slow. However, digital ads can still be effective for brand awareness and retargeting. Running a low-budget Facebook campaign focused on name recognition, or a Google Ad campaign that keeps your services visible for local real estate searches, can keep you in the mix. Use engaging visuals and calls to action that reflect the season, think “Thinking of Selling This Fall?” or “Start Planning Your Move Now.” You may not close deals today, but you’re staying in front of people so that when the fall market picks up, they remember you. Just be strategic, monitor your ad performance, adjust your targeting, and avoid setting high expectations for ROI during this slower period.
Lastly, use this quieter time to prepare. Refresh your listing presentations, update your CMAs, and fine-tune your marketing materials. Batch-create some fall content now, blog posts, newsletters, social captions, so when business picks up, you’re not scrambling to keep up. Review your database and touch base with clients who expressed interest in buying or selling later in the year. Even a quick check-in can turn into an early opportunity.
At the end of the day, summer is a gift, both for your personal well-being and your professional growth. Use it to reset, reconnect, and stay present in meaningful ways. You don’t need to be everywhere, all the time, you just need to be in the right places. But with thoughtful engagement, a dash of creativity, and a genuine focus on relationships, you can keep your business warm while enjoying the sun.
Because in real estate, staying relevant isn’t about always selling, it’s about always showing up. Even in flip-flops.
BUZZ CONTENT CURATION TEAM
