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As the summer season approaches, the Gold Coast experiences a unique surge in buyer activity, particularly in the luxury off-the-plan apartment market. While many take time off over the festive period, serious buyers remain active, presenting a rare opportunity to engage with motivated audiences. Boxing Day, in particular, stands out as a pivotal moment to capture interest and build momentum heading into the new year.
Why Boxing Day is a Key Opportunity for the Gold Coast Luxury Apartment Market
As the summer season approaches, the Gold Coast experiences a unique surge in buyer activity, particularly in the luxury off-the-plan apartment market. While many take time off over the festive period, serious buyers remain active, presenting a rare opportunity to engage with motivated audiences. Boxing Day, in particular, stands out as a pivotal moment to capture interest and build momentum heading into the new year.
A Window of Increased Buyer Engagement
While many look forward to the summer break, buyers are far from switching off. As highlighted by realestate.com.au:
“While many of us are looking forward to the Summer break, we know buyers and our REA audience never stop looking. In Queensland, we observed a substantial increase in lead volumes of +14.7% YoY from Boxing Day 2023, with an even higher surge of +18.7% YoY in January 2024. It is clear this is a pivotal time for property interests and is consistently our busiest time on site. The heightened engagement during this time frame presents a prime opportunity to capture potential buyers and maximise visibility for your Projects.”
This trend aligns with buyer habits on the Gold Coast, where lifestyle-driven property purchases remain strong. During the holidays, buyers are not only browsing but preparing for their next move, making this period essential for standing out in a competitive market.
Why Timing is Everything
- Peak Digital Traffic
Online platforms see a noticeable spike in activity over the festive break. With 121 million monthly visits and an audience that’s 4.9 million stronger than competitors, this surge ensures visibility for projects during a time when buyers are actively researching. - The Aspirational Summer Mindset
Summer is synonymous with new beginnings and lifestyle upgrades. For those considering a move to the Gold Coast, this season is the perfect time to explore properties that deliver on coastal living, luxury design, and world-class amenities. - Creating Urgency and Opportunity
Boxing Day naturally brings a mindset of exclusivity and action. Highlighting limited availability, early-release opportunities, or premium incentives during this time can help build momentum and capture serious interest.
Making the Most of the Opportunity
To ensure projects resonate during this busy period, it’s important to focus on what matters most to buyers:
- High-Impact Visuals: Showcase the luxury, design, and lifestyle appeal of the property through professional imagery and videos. Coastal views, high-end finishes, and resort-style living will speak to buyers’ aspirations.
- Strategic Visibility: Maximise exposure across platforms like realestate.com.au, Instagram, and Google, where buyer engagement is highest over the break.
- Exclusive Offers: Limited-time incentives, priority appointments, or VIP access can create urgency and drive immediate enquiries.
- Be Ready to Follow Up: Interest generated over Boxing Day and January sets the stage for appointments and sales. Ensuring leads are nurtured and responded to quickly is essential to maintaining momentum.
Gold Coast: A Market Primed for Growth
The Gold Coast continues to attract buyers seeking both lifestyle and investment opportunities. Buyer interest in new-build and luxury developments has grown significantly, with new-build enquiries up 32% YoY and property views increasing by 7% YoY.
These numbers reinforce the strength of the market and highlight the importance of leveraging this increased interest over the summer. Projects that deliver on lifestyle, exclusivity, and design will continue to capture the attention of discerning buyers.
Seize the Moment
Boxing Day and the summer holiday period are not just for slowing down—they’re a prime opportunity to connect with highly engaged buyers. The Gold Coast’s luxury apartment market is uniquely positioned to take advantage of this surge, with a well-timed approach ensuring projects remain top-of-mind for those ready to make their next move.
With buyer activity reaching new heights, now is the time to capitalise on the moment and set the stage for a successful year ahead.
