It’s common for marketing budgets to shrink during summer vacations, fall holidays, or the year-end break. The assumption? Decision-makers are offline, attention is limited, and it’s not worth the spend. But pulling back during these slower seasons can stall leasing momentum and weaken long-term visibility.
The reality: CRE decision-makers don’t disappear—they shift when and how they engage. Maintaining a consistent digital presence during these “quiet” periods helps your assets stand out while competitors fade from view.
Summer: Lower Competition, Higher ROI
Summer is often underestimated. While it’s viewed as a lull, professionals stay highly engaged—especially on mobile. Mornings, evenings, and travel windows become key touch-points. And with fewer advertisers competing for attention, costs drop — making every ad dollar work harder.
For CRE teams, it’s an ideal window to maximize visibility while others scale back.
Fall: When Strategy Turns to Execution
Post-Labor Day, decision-making accelerates. Teams begin finalizing space needs, budgets, and lease commitments for the year ahead.
A recent McKinsey report shows B2B buyers now use 10+ channels before making a decision—more than double from a few years ago. From listing platforms to paid media and email, a consistent omni-channel strategy ensures your property appears across every critical touchpoint.
Winter: Less Noise, More Mindshare
November and December might seem like off months—but they’re prime time for strategic thinking. Professionals use year-end downtime to plan, research, and prioritize upcoming moves.
Ad competition also declines during the holidays, increasing your share of voice. With less noise in the feed and more intentional browsing, your campaigns go further—and tee up stronger pipelines for January.
The Advantage of Always-On Visibility
In CRE, deal cycles are long and timing is everything. Pulling back during seasonal lulls may feel cost-efficient, but it disrupts momentum and limits exposure during critical planning windows.
Staying visible while others pause isn’t just a branding strategy—it’s a leasing advantage.
RealtyAds is helping commercial real estate find, advance, and close more deals by engaging decision-makers and their representation on the world’s most effective customer acquisition channels. For more information, visit RealtyAds.com and follow RealtyAds on LinkedIn, Facebook, and Instagram.