Traditionally, the peak season for lettings in the UK is between July and September. This high demand is driven by students starting the new academic year and when a large majority of rentals are approaching renewal.
The winter months of December to February however, are usually one of the quieter periods in the lettings calendar. Last year, Rightmove reported a 21% reduction in enquiries per rental property in Q4 with a huge 41% decrease in London. During this time, people are visiting their loved ones and relaxing for the festive period, with much fewer planning their next move.
So how can your letting agency increase demand during this infamously quieter period? Here are a few possible methods to consider.
Utilising partnerships
One possible way to beat the winter blues is by improving your agencies’ brand awareness. Depending on the size of your lettings agency, that may be locally or nationally, or maybe a mix of both.
Many agencies get involved in their local communities over the festive period, for example sponsoring the local Christmas market or raising money for charity at the Christmas light switch on. In doing so, you foster trust and loyalty within the community, and are far more likely to be their go-to when renting their next home.
Don’t underestimate the power of good PR. Share your good news stories and important milestones with big publications in the property industry which are viewed by thousands of tenants and landlords every day.
Perhaps you can look to team up with another agency or supplier to the industry to create a podcast or webinar and share your professional insights on a subject. It might be a good idea to focus on one key area, such as compliance, and create a series over the course of a few months to cover a wide range of aspects relating to the subject.
Seasonal marketing campaigns
As you already know the winter season is a quieter period for lettings, allocating sufficient time to prepare a strong marketing campaign in advance is crucial.
Play to the conditions - offer special discounts or reduced fees during the winter season to attract new clients. For example, discounts on rent for the first month or reduced administrative fees for landlords can create a sense of urgency and a unique selling point.
Utilise your social media accounts and listings across Rightmove, Zoopla, and OnTheMarket to promote these discounts and other important winter-friendly features, such as energy efficient heating or cosy living areas.
Embrace new technology
A great New Year’s resolution for your letting agency is embracing new technology to drive results for your business. There are many solutions which can add significant value to your business. flatfair Deposits is a completely free platform which enables letting agents to get more out of their deposit process.
Our all-in-one platform combines traditional deposits with our popular deposit alternative, No Deposit, to provide a variety of benefits to you and your clients:
- Enhanced efficiency; Save 60 minutes per tenancy as we administer all your traditional deposits for you into your preferred scheme, completely free.
- Attract more landlords; By offering market-leading protection of up to 10 weeks for damages and/or rent arrears plus reduced void periods.
- Revenue generation; You generate revenue with each No Deposit plan selected by tenants.
Embracing new technology such as flatfair Deposits is an effective way of achieving a competitive edge during quieter periods in the lettings calendar. To learn more about flatfair Deposits, request a no-obligation demo today.
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