Agents urged to sustain marketing spend as December leads surge 62%

Estate agents planning to wind down their Christmas marketing could be missing a valuable opportunity, according to new figures from The ValPal Network.

An analysis of Facebook advertising campaigns managed for 122 UK estate and letting agents found that December 2025 generated 62% more leads than November, while the average cost per lead fell by 28%.

And the findings weren't a one-off. Across three consecutive years, December consistently delivered cheaper leads than November, suggesting the festive period may offer better value for agents than traditionally assumed.

The ValPal Network recorded 6,873 leads in November 2025, compared with 11,157 in December. Over the same period, the average cost per lead fell from £4.29 to £3.09.

The pattern was also evident in previous years. In 2023, the average cost per lead dropped from £5.74 in November to £5.03 in December, while in 2024 it fell from £2.97 to £2.80.

Craig Vile, director of The ValPal Network, said: "There's a tendency for estate agents to wind down their marketing as Christmas approaches, but our figures suggest that could mean missing valuable opportunities.

"Homeowners don't necessarily stop thinking about moving just because estate agency offices are quieter. For many families, the Christmas break is an opportunity to sit down together, discuss their plans and consider what they want to achieve in the new year.

"Whether that's upsizing, downsizing or simply finding out what their property might be worth, those conversations often begin long before someone is ready to invite an estate agent into their home.

"The important thing is to make sure your agency is visible when people start researching their options, rather than waiting until January to begin generating interest."

While January is traditionally associated with renewed property market activity, The ValPal Network believes agents should consider the benefits of building their pipelines during December.

Online valuation tools and targeted advertising can capture early interest from homeowners, while automated follow-up technology allows agencies to respond to enquiries even when offices are operating with reduced staffing or are closed for the holidays.

Vile added: "Generating leads is only half the job. If someone requests a valuation over Christmas and doesn't hear anything until the office reopens, there's a risk their interest will have cooled, or they'll have contacted another agent.

"Technology now makes it possible to respond to and nurture those enquiries while agency teams enjoy their Christmas break.

"We're certainly not suggesting agents should dramatically increase their advertising budgets over Christmas. But three consecutive years of cheaper December leads should make them think twice before switching off their marketing altogether.

"After all, wouldn't it be better to return in January with a pipeline of potential clients rather than starting the new year from scratch?"

The findings are based on Facebook advertising campaigns managed by The ValPal Network on behalf of 122 UK estate and letting agents. Results may vary according to location, campaign activity and advertising expenditure.