Is Rightmove’s Boxing Day claim a property sales turkey?

Estate agency boss questions portal's claim that the day after Xmas is the best time to launch properties into the New Year market.

adam horton rightmove

East Midlands estate agency Hortons has slammed the oft-heard claim by Rightmove that the best day to launch a property sale is Boxing Day.

The firm’s founder Adam Horton (pictured) says his analysis of previous festive break online searches data shows that, although the largest percentage increase in search activity takes place from Xmas Day to Boxing Day, the real day when home movers get serious is the first proper working day of the New Year – today.

Horton says Rightmove’s claims persuade many agents to erroneously launch properties on Boxing Day, when the best to do this would be a week later.

“After doing some detailed analysis of the data we could see that traffic was a lot higher on the first working day of the year, which was different to what we had previously been told. Therefore, we have decided to launch our Christmas/New Year campaign on Tuesday 4th January so that our vendors can utilise the spike in Rightmove traffic.”

Property launch

“On average 50% of the enquiries/interest any property receives happens in the first two weeks of the market. This means it’s essential to time the launch of a property in line with the uplift in traffic and enquiries.”

The campaign, named ‘Hortons House Party’, will take place today with all new listings and price reductions set to go live at 09:00am over at and across the usual property portals.

Hortons analysis also shows that property search activity doesn’t return to normal levels until the end of this week.

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