Using Seasonal and Holiday Content in Real Estate Marketing

Seasonal and holiday content helps you feel timely, local and helpful. It makes people stop, smile and engage. It also gives you an easy plan for what to post each month. This guide shows you how to plan, create and schedule seasonal campaigns that support listing leads, open homes and buyer work in Australia.

Why seasonal content works

• It feels relevant because it connects with what people are doing now

• It is easy to plan because the dates repeat each year

• It builds trust because you show care for the community

• It improves reach because people like to share festive and local posts

• It helps sales because you can tie messages to timely problems and needs

The four seasons in Australia at a glance

• Summer is December to February
  Warm weather, school holidays, coastal activity, backyard living

• Autumn is March to May
  Cooler days, gardens look tidy, families plan moves before winter

• Winter is June to August
  Short days, tax time and end of financial year, cosy home stories

• Spring is September to November
  Gardens bloom, long weekends, peak selling season in many suburbs

Key holidays and moments to plan for

Plan content around moments your local community cares about. Always check your state dates.

• New Year in January

• Australia Day in late January

• Lunar New Year in January or February

• Valentine’s Day on 14 February

• Easter often March or April

• Anzac Day on 25 April

• Mother’s Day in May and Father’s Day in September

• King’s Birthday long weekend in June in many states

• End of financial year on 30 June

• NAIDOC Week in July

• School holidays each term by state

• Spring long weekends by state

• Diwali around October or November

• Christmas in December

You do not need to post for every date. Choose the dates that fit your brand and your area.

Seasonal content ideas you can use right away

Summer ideas

• Backyard living tips that help homes feel sale ready

• Beach suburb spotlight with best local cafes and parks

• Summer maintenance checklist for owners and tenants

• Heat smart open home tips like shade, airflow and timing

• Water smart garden ideas that save money

Autumn ideas

• Pre winter home checks like roof, gutters and drafts

• Garden tidy checklist for better first impressions

• Market wrap for the quarter with simple graphs

• School zone spotlight for families moving soon

• Local footy season guide with fixtures and clubs

Winter ideas

• Cosy styling tips using lighting and soft textures

• End of financial year property tasks like records and receipts

• Simple energy savings that help during colder months

• Rainy day suburb guide with indoor activities

• Vendor story on selling in winter with confidence

Spring ideas

• Street appeal guide with ten quick wins

• Spring cleaning checklist for sellers

• Local flower or market events guide

• Spring auction calendar overview

• Before and after garden transformations

Holiday ideas

• Short video thank you to clients at Christmas

• Easter school holiday family guide

• Anzac Day respectful message and local service times

• Lunar New Year wishes with a focus on luck and welcome

• Diwali message about light and community

Campaign types that work well

• Community guide
  A simple map or list of what to do this weekend with a clear call to action to join your email list

• Seasonal home checklist
  A one page download that helps owners prepare for the season and starts a conversation

• Charity or drive
  Support a local cause like a winter coat drive or Christmas gift appeal with your office as a drop off point

• Photo contest
  Ask locals to share a seasonal photo of your suburb. Offer a small local prize. Always include clear terms

• Countdown series
  Five day series before a long weekend or spring auction day with one tip each day

Seasonal planning workflow

Follow this simple plan every quarter.

1. Pick three dates or themes for the next three months

2. For each date choose one main goal. Examples are build email list, book appraisals, boost open home attendance

3. Choose one hero asset. Examples are guide, checklist, video, map

4. Plan five supporting posts to lead people to the hero asset

5. Book time for creation, approvals and scheduling

6. Add follow up steps like email nurture or thank you calls

7. Measure results and note what to repeat next year

Canva workflow one

Seasonal social tile set in 10 minutes

1. Open Canva and search for Square Social Media templates

2. Choose a clean template set with 3 to 5 matching tiles

3. Set brand colours and fonts in Brand Kit

4. Replace headings with the seasonal theme. Example Spring Curb Appeal Tips

5. Add 3 short dot points per tile. Keep text large and easy to read

6. Insert one local photo per tile for authenticity

7. Add your logo in the corner and your website at the bottom

8. Export as PNG for feed and JPG for email

9. Duplicate for Instagram Story size and tweak text placement

10. Save the set in a Seasonal folder so you can update next year

Canva workflow two

One page seasonal checklist

1. Search Canva for Checklist A4 template

2. Pick a simple layout with boxes and icons

3. Title example Autumn Home Prep Checklist

4. Create four sections Entry Garden Living Maintenance

5. Add five tick items under each section using plain language

6. Insert a small call to action box Contact us for a free sale readiness chat

7. Place your photo, name and phone in the footer

8. Export as PDF for download and PNG for social preview

9. Create a QR code in Canva that links to your landing page and place it on the page

Canva workflow three

Local holiday guide map

1. Start a Poster A3 or Instagram Story size

2. Search Elements for simple map or grid icons

3. Title example Your Guide to Easter in [Suburb]

4. Add five to seven local spots with icons and short notes

5. Use brand colours to group Eat Play Learn

6. Add a small box with trading hours for your office

7. Export Story size for tap through and Poster size for window or handouts

Content angles that turn views into leads

• Problem to solution
  Show a seasonal problem then offer a clear fix. Example Winter drafts then simple sealing tips and a call to book a pre sale walk through

• Local proof
  Use one data point. Example Homes with fresh mulch and simple garden edges can lift first impressions. Then show a local before and after

• Micro offer
  Offer something small and helpful. Example Free Spring Curb Appeal checklist. Collect email in return

• Urgency with care
  Tie to a date. Example Last week before school holidays. Perfect time to get photos done while the garden looks fresh

Inclusive and respectful messaging

• Use simple greetings that include everyone. Example Wishing you a joyful holiday season

• Check cultural dates and meanings before posting

• For days of remembrance keep the tone reflective and avoid sales messages

• Acknowledge Traditional Owners when posting about community or land

• Use inclusive images that reflect your local area

• Avoid assumptions about family type or beliefs

Compliance and risk checks

• Competitions need clear terms and may need permits in some states

• Get written permission before using client or tenant photos

• Manage personal data from downloads with a clear privacy notice

• Be careful with financial statements. Use plain observations and link to official sources if needed

• When mentioning public events or businesses, check names and logos and ask before using brand marks

• If you adjust opening hours on public holidays, update your Google Business Profile and social cover

Measurement and optimisation

• Track one main metric per campaign. Examples are email sign ups, appraisal requests, open home numbers

• Add UTM tags to links so you can see results in analytics

• Use a simple scorecard. Keep date, theme, reach, clicks, leads and notes

• After each season write three things to repeat and one thing to change

• Save all Canva files and captions in a Seasonal folder for next year

A simple 30 day seasonal plan

Week 1

• Day 1 Hero post. Seasonal checklist or guide

• Day 3 Short video. Three quick tips from the guide

• Day 5 Story poll. Ask followers to vote on their biggest seasonal challenge

• Day 7 Community post. Share one local event

Week 2

• Day 9 Carousel. Before and after or tips

• Day 11 Client quote tied to the season

• Day 13 Email to database with the guide and soft call to action

• Day 14 Behind the scenes of you preparing a seasonal open home

Week 3

• Day 16 Local business shout out

• Day 18 Myth versus fact about selling in this season

• Day 20 Live Q and A or short Reel answering two common questions

• Day 21 Reminder post with link to download

Week 4

• Day 23 Photo contest or simple giveaway with terms

• Day 25 Market snapshot for the month in one chart

• Day 27 Thank you post and next month teaser

• Day 30 Results wrap with metric and lesson learned

Caption and hook starters

• Spring is the best time to refresh first impressions. Here are three easy wins you can do this weekend

• Cosy sells in winter. Try these simple styling touches before your photos

• Planning a move after school holidays Here is a checklist to make it smooth

• Your long weekend guide to [Suburb]. Save this and share it with a neighbour

• Free download Autumn Home Prep Checklist. Perfect for owners planning a sale in the next six months

Call to action examples

• Send me a message for the full checklist

• Book a ten minute pre sale advice call

• Comment Spring and I will send the guide

• Join our local list for weekend events and off market alerts

• Get your free price update before the new season begins

AI prompt starters for seasonal content

Copy, paste and edit the parts in brackets.

• Write a friendly Facebook post about [season or holiday] for [suburb]. Make it helpful for [buyers or sellers]. Add a simple call to action to [book an appraisal or download a checklist].

• Create five Instagram Story frames for [holiday weekend] in [suburb]. Use short tips, one per frame, and include a final frame call to action to [join our email list].

• Draft a one page checklist for [season] home prep. Use four sections with five items each. Keep language simple. Add a footer with [agent name], [phone] and [website].

• Write a one minute video script about [seasonal topic]. Include hook, three points and a clear call to action to [book a chat].

• Create three subject lines and preview text for an email about [holiday guide]. Keep subject lines under 45 characters.

Bringing it all together

Seasonal and holiday content is not about posting for every date on the calendar. It is about serving your community at the right time with the right help. Choose a few moments that fit your brand. Make one helpful asset. Support it with a short series of posts. Be inclusive. Stay compliant. Measure what matters. Then save your files so next year is even easier.

Use this guide to plan your next three months today. If you would like, I can turn your next seasonal idea into a ready to post pack with captions, Canva files and a simple landing page.

Author Ken Hobson
ken@agentslibrary.com.au