Win all year: Strategies for every season

This article was produced in partnership with Neighbourhood Holdings

As the summer draws to a close, think back on the last few months. Perhaps you sat poolside, went camping, or otherwise enjoyed the warm weather and sunshine. But how did your business fare?

Those peak summer months from July to September, or quarter 3, is often referred to as slow. But Jessica Yang, marketing manager at Neighbourhood Holdings, disagrees.

“It’s just different,” she says simply, noting that last year through this period monthly mortgage lending remained steady around $6–10B, but it’s the players that shift: relocators, investors, and recreational buyers take centre stage.

What should brokers do? It comes down to smart diversification. Highlight niche products like HELOCs, second-home financing, and rental property loans; run webinars related to property investments to capture curious borrowers; and partner with alternative lenders who specialize in flexible, non-traditional solutions.

“Brokers can win next season by keeping those options in mind,” Yang says.

Next up: Q4 and the renewal goldmine

One way brokers can seize the upcoming fall season, defined as October to December, by tuning into the much-heralded renewal wave. With the Bank of Canada estimating 60% of all outstanding mortgages will renew in 2025 and 2026 and many of those borrowers facing increases of 10% or more, there’s major motivation to strike up the conversation with clients.

And don’t overlook the fact that holiday spending often adds to credit card debt, creating another level of urgency to have a professional help sort things out.

 “Why not take the time to position yourself as the go-to advisor for both refinancing and renewal?” Yang suggests. “Now’s the time to lock in early renewals before year-end, discuss options like extending amortizations to ease payment shock, and prep marketing for January’s debt consolidation spike.”

Bring in the New Year with a bang

We may have just swapped swimsuits for sweaters, but 2026 is already looming — and brokers should be looking ahead. The first quarter of any year, running from January to March, is time for the two Rs: reset and reposition (no rest here!).

As savvy brokers know near the end of quarter 4, January is prime time for debt consolidation. National credit card debt now surpasses $124B and Millennials hold the largest share, making it a great opportunity to roll out mortgage refinancing as a debt relief strategy.

Interest rates drop substantially when switching from credit card to mortgage financing: on a $50,000 high-interest credit card debt, borrowers could save over $7,500 a year by consolidating it into their mortgage.

“This highlights the financial upside for borrowers — and the opportunity for brokers — to advocate for mortgage refinancing as a smart debt consolidation solution in the new year,” Yang says.

Once February rolls around, renewal engagement begins. It’s time to circle back to the foundation you laid at the end of the year as well as engage in new outreach to add value for the clients about to be hit by the anticipated wave.

As another spring season approaches, March is where you see pre-approval acceleration — especially in light of stabilizing mortgage rates and federal policy changes allowing 30-year amortizations and insured mortgage caps raised to $1.5M. These shifts translate to better affordability for first-time buyers, and more potential business for brokers.

“Think of March as the warm-up lap,” Yang says. “It’s the perfect time to push pre-approvals and educate clients before the spring purchase wave hits.”

Spring: The Super Bowl of mortgage brokering

April to June is considered peak purchase season, and for good reason. Look at the numbers from last year: mortgage volumes jumped over 2x from winter lows to spring highs, peaking in May, and nearly 50% of homebuyers used brokers.

Additionally, alternative lenders grew to capture 10–12% of the market share — underscoring the need for brokers to offer fast, flexible, and tech-enabled services.

To put it plainly, “this is when brokers need to shine,” Yang stresses.

“Deliver speed & digital ease; that’s what clients expect, and strengthen realtor partnerships,” she suggests. “Offering flexible options to first-time buyers and property investors alike is also a solid strategy. Ultimately, the spring season is when brokers prove whether they can keep pace — or get left behind for the rest of the year.”

Timing isn’t everything — it’s the only thing

Tuning into timing is a major competitive advantage, because predictable factors from weather and school schedules to financial planning cycles and tax deadlines shape borrower behaviour year after year. While pandemic disruptions and interest rate hikes shook these established patterns temporarily, they’re making a strong reemergence.

Understanding that mortgage activity rises and falls with the seasons, and adjusting your approach accordingly, translates to your year-round advantage. It allows brokers to stop reacting and start anticipating what’s next — aligning marketing, outreach, and product positioning to ensure you don’t just survive during market shifts but thrive.

“Many brokers chase spring. The best? They win all year,” Yang says, adding that her best advice is for brokers to dive into their client data starting immediately.

“Map upcoming renewals. Track who’s asking about refinancing. Look for the patterns and then launch campaigns that meet clients exactly where they are. Because in this business, timing isn’t everything. Timing is the only thing.”