By James Todman, Founder of AgentHype. Updated October 2026.
The short answer
Always on, with three big pushes a year. Keep your core campaigns running every month, then lift your activity into spring, again before the summer holidays and again in January and February when homeowners start planning a move. The listings come from the pipeline you built in the months before.
Why always on
Real estate is a pipeline game. The owners you speak to this month list in two, three or six months. If you stop advertising, you stop filling the pipeline, and you feel it a few months later. Retargeting also stops when your ads stop, which means the owners already warming to you stop seeing you.
The three big moments
1. Spring
Spring is when many homeowners list and sell in both Australia and New Zealand, and when they are most actively choosing an agent. If you want listings in October and November, you need to be in front of owners in August and September. Every year we run a dedicated spring campaign for our agents, tailored to what is happening in each market.
2. Before the summer break
November and December is a chance to wrap up the year: your results, the state of the market and what the new year looks like. Homeowners thinking about a move in the new year start their research over the holidays, when they have more time on their phones. Ad costs can be lower too, as other advertisers pull back.
3. January and February
After the holidays, owners return with plans. Portal traffic lifts and people start looking at a move. Agents who stayed visible through December are already familiar when those owners pick an agent.
What about slow markets?
Slow markets reward the agents who keep going. When volumes drop, many agents cut their marketing, which leaves more room for those who stay. Owners who need to sell still sell, whatever the headlines say. They just choose more carefully, which favours the agent with visible proof.
Headlines also lag the market. By the time the news says a market is turning, the agents who kept their pipeline full are already busy.
When should you start?
The best time to start is a few months before you want the listings. If you start now, expect to be speaking with owners in the first month, seeing homes being prepared in the second and listing in the third.
The bottom line
Stay visible all year and push harder at the moments homeowners make decisions. The agents who win spring started in winter.
Next step
Book a free growth audit to plan your next campaign window.
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