Every year, something predictable happens in real estate:
Most brokerages slow down during the holidays, but holiday real estate email list building is one of the biggest opportunities agents overlook. The smart ones? They double down.
But if you’re a brokerage focused on growing intentionally, this season isn’t a slowdown — it’s a strategic window of opportunity. People are home more. They’re checking email more often. They’re in the mindset to reconnect, reflect, and engage with meaningful content.
That combination makes the holiday season one of the most powerful times of the year to expand your reach, strengthen your database, and position your brokerage for a strong start in the new year.
Here’s how to approach it with intention.
Start With the List You Already Have
Before you focus on attracting new contacts, maximize the relationships already sitting in your database.
This is the perfect time to:
- Clean up email lists and remove outdated information
- Reconnect with past clients or cold contacts
- Segment your list so your messaging feels more personal
- Tag holiday outreach so you can track engagement
A simple “thinking of you this season” message often reignites conversations with people who haven’t heard from you in months. These warm touches compound — and they make your brand feel human.y reflective and relationship-focused.
Create Moments That Invite Connection
Holiday marketing works best when it feels genuine rather than promotional. That’s why community-based activities and seasonal experiences outperform traditional sales messaging this time of year.
A few powerful ways to attract new subscribers without feeling salesy:
Host a light, festive event
Think pie pickups, toy drives, Santa photos, or a winter-themed pop-by. People naturally share their contact info when the event is community-focused and valuable.
Run a holiday giveaway
A simple entry form tied to a small prize can bring in dozens — sometimes hundreds — of new contacts.
Share a downloadable local guide
People love lists of local holiday lights, markets, events, or seasonal recommendations. It positions your brokerage as the local expert, and you grow your list at the same time.
Launch a mini holiday email series
A “12 Days of…” sequence with short, helpful tips or stories is memorable — and a great reason for people to sign up.
These aren’t marketing tactics — they’re connection points.
Send Emails People Actually Want to Read
Your holiday emails should be the opposite of “salesy.”
Focus on:
- Gratitude
- Stories
- Helpful seasonal tips
- Behind-the-scenes moments
- A warm, personal tone
Include photos, local spotlights, or a quick team message. People skim during the holidays — so keep it light, visual, and valuable.
The goal is simple:
Make your emails feel like something they look forward to opening.
Keep it Simple With the Right Systems
The biggest reason holiday outreach falls apart?
Agents (and sometimes brokers) try to wing it.
A few basic systems will save you hours:
- A simple CRM tag for holiday contacts
- A branded Canva folder for seasonal graphics
- One Google Form for giveaways or event RSVPs
- A welcome email automation for new sign-ups
When your systems are clean and consistent, your outreach feels effortless — even during the busiest time of the year.
Don’t Let the Momentum Die in January
Holiday engagement is powerful, but what happens after the holidays is what determines whether those new contacts become true relationships.
Make sure you:
- Add new subscribers to your primary list
- Send a New Year’s email that sets the tone for 2025
- Create a short drip that introduces who you are and what you offer
- Continue posting and emailing consistently once the season ends
Think of the holidays as the spark. How you nurture afterward turns that spark into long-term opportunity.
Final Thought
When everyone else slows down, you have a chance to stand out.
The holidays give you built-in warmth, connection, and visibility. It’s the best time of the year to grow your email list — not because of algorithms or trends, but because people are in the mindset to engage with messages that feel genuine, helpful, and community-driven.
If you use this season intentionally, you’re not just growing a list. You’re growing relationships — and relationships are what scale a brokerage.
Want the full playbook?
Want the full playbook?
📥 Download the November Playbook to get everything you need to show up intentionally this season — from holiday email prompts and community event ideas to CRM organization tips and automation workflows. Build genuine relationships now that turn into opportunities in the new year.