New Trade Me survey shows serious winter demand despite seller hesitation
Winter could be the most overlooked season in New Zealand’s real estate calendar – but savvy buyers and sellers are beginning to see the upside.
New research from Trade Me Property shows a disconnect between perception and reality, with winter presenting a “golden opportunity” to transact in a less competitive market.
These findings come as the broader housing market shows signs of stalling. Recent data from ANZ shows house prices dipped in June, and first-home buyers – who made up 26% of Q2 purchases according to Cotality – are taking advantage of softer conditions and prices still 16% below peak.
Sellers reluctant, but buyers are active
According to a Trade Me survey of over 2,800 prospective buyers and homeowners, just 14% of homeowners believe winter is a good time to sell. But nearly 44% of prospective buyers say they are ready to purchase during the colder months.
“There’s a long-held belief that you should wait until the garden is in bloom to sell your home, but our research shows a large number of buyers are ready to purchase right now,” said Trade Me Property spokesperson Casey Wylde (pictured).
“This creates a classic chicken-and-egg scenario with sellers waiting for buyers, and buyers getting discouraged by the lack of choice. Sellers who break this cycle are likely to be the ones who will benefit the most.”
Less competition and more serious buyers
The top motivations for homeowners who are considering listing in winter include less competition from other sellers (47%) and the presence of more serious buyers (38%).
Meanwhile, buyers are also viewing winter as an opportunity to assess a home’s true condition.
“Winter buyers are using the cold and rain to their advantage, checking to see how well it holds up under the seasonal conditions,” Wylde said.
“If your home is warm, dry, and well-maintained, it will stand out from the crowd and command attention from a pool of highly engaged prospective buyers.”
Winter buyers seek value and clarity
Nearly 47% of winter buyers cited reduced competition as a key reason for entering the market, and 45% said they were hoping to secure a better deal.
Although 73% of sellers expressed concern that their property may not present well in winter, Wylde said that can actually work in favour of well-cared-for homes.
“Forget waiting for spring. If you’re a seller with a great home, you have a captive audience of serious buyers in winter. If you’re a buyer, you have less competition and the perfect conditions to find out what a home is really made of.”
What it means for mortgage advisers
With a pool of motivated winter buyers and fewer listings, brokers may find more engaged clients – both from borrowers looking to move quickly and sellers keen to stand out.
Buyers actively looking in winter may also benefit from pre-approval guidance, helping them act faster in a low-stock environment.
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