The Season's Greetings Video: How Estate Agents Turn December Into Referrals and January Instructions

December is often written off as a quiet month in property. Viewings slow down, completions bunch up before the year end and many estate agents simply wait for January. But the best agents know something others overlook: the festive season is exactly when many families talk about moving. Around the Christmas table, between looking back on the year and making plans for the next, you hear things like "we really need to sort this out next year" or "we've outgrown this place".

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

Why the festive window matters

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

Plan it now, in October and November

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

• Clean and segment your database (past buyers, past vendors, current vendors on the market, landlords, cold leads).
• Gather the photos of the homes you helped sell or let during the year.
• Pull two or three local market figures (average price, average time to sell, the overall trend).
• Write the script and record your part calmly, in good light, without rushing.
• Set your send dates and schedule the messages in advance.

Video ideas for December

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

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

2. A direct thank-you to clients

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

3. Your local market in 60 seconds

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

4. A festive neighbourhood guide

The best Christmas lights, the local market, the bakery with the best mince pies, where to watch the New Year's Eve fireworks. It shows you know the area inside out and it is easy to share.

5. "Thinking of selling in the spring?"

A gentle video for homeowners: preparing over the winter means coming to market at the best time. It ends with an offer of a free 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 home. 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 figure, a tip for the new year or a local recommendation.
4. Soft ask (5 to 10 seconds): "If anyone close to you is thinking of moving in 2027, I'd be delighted to help." No pressure, no artificial urgency.

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

Produce it quickly with AI

You do not need a film 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 simply add your own message recorded on your mobile.

• Subtitles: most people watch without sound, especially on WhatsApp and Instagram. Always add captions.
• Vertical format (9:16): for Stories, Reels and WhatsApp Status.
• 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.

Personalise 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.
• Vendors currently on the market: thank them for their trust and show the plan for a strong January relaunch. It strengthens the relationship and eases their worries.
• Past vendors and landlords: recall the result you achieved together and wish them well in their new chapter.
• Cold leads and applicants: less personal, more value. The market recap or neighbourhood guide works better than a thank-you.

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

Where to share it

• WhatsApp broadcast lists: the most personal channel; people only receive it if they have saved your number.
• 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 festive neighbourhood guide on social media.
• Before Christmas (15th to 20th): thank-you and year-in-review video to past clients and vendors, by WhatsApp and email.
• New Year (30 December to 2 January): a short happy new year message with the soft ask and a valuation offer.

Following up in January

The video opens 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 of moving this year. Would a no-obligation valuation be helpful?" Log every reply in your CRM so no opportunity slips through.

Metrics to track

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

Common mistakes

• A salesy tone: a festive video that feels like an advert destroys goodwill.
• Generic stock greetings: a stock image saying "Season's Greetings" says nothing about you or the relationship.
• Too long: beyond 90 seconds, hardly anyone watches to the end.
• Sending too late: after 24 December, 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 figures.
4. Write the script: hook, gratitude, value, soft ask.
5. Create the video with imovpro.ai and add subtitles.
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 "season's greetings"?

It depends on your audience. "Season's greetings" and "happy new year" are inclusive and work for everyone; if you know your clients well, you can personalise.

Do I need to appear in the video?

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

What if I had few sales this year?

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

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 season's greetings video is one of the best-value 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 property photos into a festive video in minutes with imovpro.ai and start January with referrals and new instructions.