The Holiday Video: How Real Estate Agents Turn December Into Referrals and January Listings

December often gets written off as a slow month in real estate. Showings slow down, closings bunch up before year end and many real estate agents simply wait for January. But top agents know something others miss: the holiday season is exactly when many families talk about moving. Around the holiday table, between looking back on the year and making plans for the next one, you hear things like "we really need to figure this out next year" or "we've outgrown this house."

A short holiday video, sent at the right moment to your sphere, puts your name into those conversations. It is not an ad. It is a genuine thank-you with real value, reminding people that there is a trusted agent ready to help when they decide to make a move.

Why the holiday window matters

• People are thinking about the year ahead: the end of the year is the natural time for decisions about selling, buying, relocating or finding a home that fits the family better.
• There is less noise from competitors: many agents go quiet in December. A thoughtful message stands out much more.
• Gratitude opens doors: a sincere thank-you is the most natural way to ask for a referral without sounding pushy.
• January is listing season: homeowners who decide to sell over the holidays start calling agents in the first weeks of the year. Whoever showed up in December has the head start.

Plan it now, in October and November

The most common mistake is remembering the video on December 23. By then there is no time to do it right or to send it before people check out. Use October and November instead:

• Clean up and segment your database (past buyers, past sellers, current listings, investors, cold leads).
• Gather photos of the homes you helped sell or lease during the year.
• Pull two or three local market stats (median price, average days on market, the overall trend).
• Write the script and record your part calmly, in good light, without rushing.
• Set your send dates and schedule the messages ahead of time.

Video ideas for December

1. Year in review: "the homes we helped sell"

A quick sequence of the properties sold or leased during the year, with a line of thanks to each family. It is social proof in an emotional format and shows results without sounding like bragging.

2. A direct thank-you to clients

Thirty to forty-five seconds talking to the camera: thank you for your trust, warm wishes for the holidays and a happy new year. Simple, human and highly effective.

3. Your local market in 60 seconds

Three numbers and a plain-English takeaway: what happened to prices, how long homes are taking to sell, what to expect next year. Homeowners value this information and tend to save it.

4. A neighborhood holiday guide

The best holiday light displays, the local holiday market, the bakery with the best cookies, where to watch the New Year's Eve fireworks. It shows you know the area inside and out, and it is easy to share.

5. "Thinking of selling in the spring?"

A low-key video for homeowners: getting ready over the winter means hitting the market at the best time. It ends with an offer of a free home valuation in January.

Script structure: hook, gratitude, value, soft ask

1. Hook (3 to 5 seconds): a strong image and a personal line. "This year we helped 14 families move. Yours was one of them."
2. Gratitude (10 to 15 seconds): say thank you in concrete terms. Mention what made the year special.
3. Value (15 to 25 seconds): a market stat, a tip for the new year or a local recommendation.
4. Soft ask (5 to 10 seconds): "If anyone close to you is thinking about moving in 2027, I'd love to help." No pressure, no fake urgency.

Aim for 45 to 90 seconds total. Anything longer and the message gets lost.

Produce it fast with AI

You do not need a video crew. With imovpro.ai, you upload the photos of the homes you sold this year and the tool turns them into a professional video with motion and transitions. Then just add your own message recorded on your cell phone.

• Captions: most people watch with the sound off, especially on Instagram and Facebook. Always add captions.
• Vertical format (9:16): for Stories, Reels and short-form video.
• Horizontal format (16:9): for email, LinkedIn and YouTube.
• Short cuts: trim a 15 to 20-second version for social media and keep the full one for direct sends.

Personalize by segment

• Past buyers: focus on gratitude and their new home. Ask how the first year has been and invite referrals from friends and family.
• Sellers with active listings: thank them for their trust and share the plan for a strong January push. It strengthens the relationship and eases their worries.
• Past sellers: recall the result you achieved together and wish them well in their next chapter.
• Cold leads and prospects: less personal, more value. The market recap or neighborhood guide works better than a thank-you.

Whenever possible, add a written line with the person's first name in the message that goes with the video. That is what turns a mass send into a personal gesture.

Where to share it

• Text and WhatsApp lists: the most personal channels; a short text with the video link gets opened.
• Email: with a video thumbnail and a short note.
• Instagram and Facebook: Reels, Stories and a pinned post throughout December.
• LinkedIn: the year-in-review and market version works well with professional contacts.
• Google Business Profile: a post with the video strengthens your local presence.

Timing calendar

• Early December (1st to 10th): market recap and neighborhood holiday guide on social media.
• Before Christmas (15th to 20th): thank-you and year-in-review video to past clients and sellers, by text and email.
• New Year (December 30 to January 2): a short happy new year message with the soft ask and a valuation offer.

Following up in January

The video starts the conversation; January closes it. In the second week of the year, reply to everyone who responded, call the homeowners who showed interest and send your warmest contacts something like: "You mentioned you were thinking about moving this year. Would a no-obligation home valuation help?" Log every reply in your CRM so no opportunity falls through the cracks.

Metrics to track

• Number of direct replies to the video.
• Referrals received between December and February.
• Home valuation requests in January.
• New listings attributable to the campaign.
• Views and shares on social media (secondary, but useful).

Common mistakes

• A salesy tone: a holiday video that feels like an ad destroys goodwill.
• Generic stock greetings: a stock image saying "Happy Holidays" says nothing about you or the relationship.
• Too long: past 90 seconds, hardly anyone watches to the end.
• Sending too late: after December 24, attention disappears.
• No follow-up: without contact in January, the effect fades.

Checklist

1. Segment your database in October.
2. Gather photos of the homes sold this year.
3. Pull three local market stats.
4. Write the script: hook, gratitude, value, soft ask.
5. Create the video with imovpro.ai and add captions.
6. Export in vertical and horizontal formats.
7. Schedule sends by segment and channel.
8. Follow up in the second week of January.

Frequently asked questions

Should I mention Christmas or just say "happy holidays"?

It depends on your sphere. "Happy holidays" and "happy new year" are inclusive and work for everyone; if you know your clients well, you can personalize.

Do I need to be on camera?

It is recommended. Even ten seconds talking to the camera makes the message far more personal than images and text alone.

What if I had a slow year?

Lead with the market recap, the neighborhood guide or a thank-you to clients and partners. The value of the message does not depend on your sales numbers.

Can I send the same video to everyone?

You can, but results improve significantly when you tailor at least the written message to each segment.

Conclusion

A well-planned holiday video is one of the highest-return investments of the year: it costs little, strengthens relationships and puts your name into the conversations where moving decisions are made. Plan in October and November, send in early December and before Christmas, and follow up in January.

Turn this year's listing photos into a holiday video in minutes with imovpro.ai and start January with referrals and new listings.