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Buyer’s agents must manage holiday slowdowns by setting clear expectations, keeping clients prepared, and leveraging motivated vendors in a market of limited opportunities, according to a REB top buyer’s agent.
Winner of REB’s Innovation Award Editor’s Choice for Excellence, Kev Tran from Kev Tran Group said managing client expectations during the holidays will remain key to securing clients’ right investment opportunities and avoiding fear of missing out (FOMO).
Each year, from early December to mid-January, Tran said that property market activity naturally diminishes, with fewer listings, agents on leave, and a slower pace of settlement, which can sometimes test clients’ patience.
He said that although it has been common all year long, buyer agents have to deal with clients’ expectations regarding limited stock and, at times, vendors' unrealistic pricing.
According to Tran, even in softer markets like Melbourne, vendors often anchor their expectations to peak prices, while some agents overpromise to secure listings.
He said that buyer agents will need to assess the whole picture early, evaluating whether vendors are in line with the market’s expectations and brief their clients effectively, ensuring that they can make an informed decision and walk away if it doesn’t align with their strategies.
“By briefing clients clearly on potential opportunities and high vendor expectations, we prevent frustration and ensure informed, strategic decisions," Tran told REB.
“Clients who expect fast results during a seasonal slowdown usually settle once they understand what is and isn’t controllable. We can control our readiness, due diligence, strategy, and negotiation process. We can’t control the number of new listings."
“When clients understand that scarcity is normal for this period, they stay confident and grounded.”
Tran said that while the market slows down, buyer agents need to keep their clients engaged throughout the holidays without being “constantly on” by maintaining regular updates, due diligence outcomes or data analysis.
“We also communicate clearly that there is a normal slowdown in this period, and that our focus remains on securing the right asset, not buying for the sake of buying.”
“They can see the work that continues behind the scenes, even when transactions are slow.”
“When clients are aligned with their long-term plan, FOMO disappears, and the process becomes calmer.”
Tran said the holiday period can also allow buyers to reset their strategy or take a break from the market frenzy.
“The end of the year gives people time to reflect, and we’re here to help with that. Whether it’s validating that the current plan still makes sense or exploring a pivot that better suits their new circumstances, we act as a sounding board.”
Tran said that buyer agents need to support clients who need to take a break, but he emphasised that timing alone doesn’t create good deals, advising them to stay ready.
He said that by having their team around, clients can act on genuine opportunities that arise during the holiday, knowing their strategy, deal breakers, numbers, rental expectations, and due diligence process.
“Being ready means you can act, instead of watching it go to someone else.”
“Once we hit late January, more buyers typically re-enter the market, which increases competition. Staying lightly engaged through December keeps clients in a stronger position without requiring them to be glued to the search every day.”
While the market typically slows down, Tran encouraged buyer agents to stay alert during the holiday season, as vendors who remain active in December signal a desire for certainty, creating leverage for prepared buyers.
“Any vendor who remains active during December is sending a signal. They want certainty before the break, and that creates leverage for a prepared buyer.”
He said that even if the silly season is on, buyer's agents should ensure their clients have a ready-to-go team, including solicitors, inspectors, and finance, to act efficiently.
“When you combine motivation on the vendor side with readiness on the buyer side, December often produces better outcomes than people expect.”
Yet, Tran said that while some vendors will be genuinely motivated to go unconditional or exchange before the break, offering excellent opportunities, most properties won’t be distressed or time-sensitive.
“So the focus remains on finding the right asset, not rushing to buy simply because of the calendar.”
“The goal is always to ensure the property decisions support their long-term financial strategy, not just the next 30 days of market noise,” he concluded.
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