For Victorian group Jellis Craig, staying open offers a strategic advantage in a market that never truly sleeps. Business and mindset coach Hermione Gardiner, argues for a more balanced approach, warning against the risks of overworking teams or fully shutting down. In this two-sided discussion, we offer insights from both camps on what’s best for clients, staff, and the business itself.
Staying open
While many real estate agencies wind down for the festive season, Jellis Craig is breaking away from tradition, launching property listings on Boxing Day in response to shifting consumer behaviour and rising demand during the holiday period.
This strategy, which proved highly successful in 2023, marks the second year the group has embraced a more active approach to the holiday season, and they are anticipating even greater results this time around.
According to Jellis Craig CEO Andrew McCann, the days between Boxing Day and early January have become pivotal for the real estate market.
“The days between Boxing Day and early January are no longer downtime for the market,” he said.
“We have observed a significant increase in buyer activity during this period, and we want to give our sellers the best possible chance to maximise their sale value before the rush of listings that typically enter the market in February.”
Andrew Keleher, Director of Jellis Craig Manningham and Maroondah, explained that January creates a competitive environment for buyers, with supply dipping significantly while demand surges.
“Our data shows a 50% reduction in available properties in January compared to December and February, yet open house attendances spike by 70%,” he said.
“Buyers don’t stop looking, but they have limited options. We stay open through the holiday season to keep our clients’ properties front and centre during this peak period.”
This evolving buyer behaviour has shaped Jellis Craig’s decision to challenge traditional holiday shutdowns. Further, Managing Director of Jellis Craig North East Group Jamin Silluzio said buyers are more prepared than ever to act quickly.
“Today’s buyers are set up for real-time access. They have alerts set up and are ready to act quickly when a property catches their eye,” he said.
“Last January, we saw a 30% jump in people adding properties to their inspection calendars. Sellers have a real opportunity to leverage that into exceptional results.”
By remaining open and active during a time when most agencies are closed, Mr McCann said the group is giving their clients a distinct advantage.
“We’re challenging industry norms by giving our clients a competitive advantage in a market that doesn’t stop.”
A happy medium
For industry business and mindset coach Hermione Gardiner, the answer lies somewhere in the middle. While real estate professionals deserve a proper break after a hectic year, fully closing shop for two weeks risks alienating clients and missing opportunities.
Instead, agencies can adopt a smarter, hybrid approach, combining thoughtful planning, technology, and reduced staffing to maintain service without burning out their teams.
“Perhaps the idea of an agency shutting down completely, for two full weeks, isn’t just outdated – it’s also a service risk,” says Hermione.
“I’ve seen landlords move their properties to another agency simply because they couldn’t get answers during this time.”
She argues that remaining accessible over the holidays isn’t just about avoiding losses; it’s an opportunity for agencies to step up, stand out, and potentially gain clients left unsupported by their competitors.
However, Gardiner is clear that real estate professionals need rest. “The lead-up to Christmas is a madhouse, with everyone frantically trying to settle properties, finalise leases, and tick every last box (on top of end-of-year catchups and school events),” she said.
“While the world might slow down after December 24th, it doesn’t stop. Landlords still want their properties leased, tenants need homes, and emergencies happen.”
The challenge lies in balancing the demands of the market with the well-being of staff. Preparation and flexibility are key to finding this balance. Agencies don’t need their full team on deck but should consider keeping skeleton staff available, either remotely or on-call—to handle critical tasks.
“There’s often at least one team member who prefers to work during this period or is happy to take their break at another time,” Gardiner points out.
Technology can also lighten the load, ensuring that even reduced teams can meet client needs. Automated tools such as Inspect Real Estate for enquiries and Tapi for maintenance requests can keep essential services running.
Out-of-office responses, Hermione advises, should also be more than a standard Merry Christmas message.
“Out-of-office replies should go beyond the generic ‘we’re closed’ and provide clients with real value: emergency contacts, clear definitions of urgent issues, and links to key forms like vacate notices.”
A well-prepared website can further alleviate pressure. Hosting clear, actionable resources like emergency trade contacts, FAQs, and step-by-step guides ensures clients can resolve many issues independently.
Also, sending personalised messages to tenants and landlords before the holiday period can help manage expectations. “Email works well, but a short video message can make it even more personal,” she said.
Avoiding common pitfalls, such as mid-December lease expirations, is another critical step. Extending lease terms to prevent vacancies during the holidays can save stress for both agencies and clients.
For smaller agencies or solo operators, outsourcing to a call-answering service can provide coverage without requiring staff to work through their break.
Hermione also points to international markets as a guide for modernising Australian practices.
“The Australian real estate industry’s tradition of full shutdowns contrasts sharply with overseas markets, where agencies often stay open apart from public holidays,” she says.
Overseas agencies often adopt hybrid models where core services remain operational with reduced staff, allowing businesses to meet client needs without overwhelming their teams.
For Hermione, the real issue isn’t whether agencies should take a break but how to manage it effectively. “At its core, this debate isn’t about whether or not to take a break. It’s about ensuring clients feel supported, teams feel valued, and businesses remain resilient.”
She reiterates that thoughtful planning, effective use of technology, and clear communication can allow agencies to maintain client satisfaction while ensuring their teams get the rest they deserve.
“At its core, this debate isn’t about whether or not to take a break. It’s about ensuring clients feel supported, teams feel valued, and businesses remain resilient. The middle ground, resting without completely stopping, is where we should aim to be.
“So, as the Christmas frenzy approaches and Mariah Carey starts to play, let’s plan smarter, communicate better, and use technology to lighten the load. Real estate may not sleep, but with the right systems and mindset, we can rest easy knowing we’re delivering the service our clients expect without burning ourselves out.”
