Every year, spring arrives with a familiar promise for real estate agents: more listings, more buyers, and the potential for a career-defining season. But according to industry leader Matt Lahood, waiting until the sun is shining and the flowers are blooming might already be too late.
“If you are not back into it mid-July, coming into August, the game’s already been run and won,” says Matt. “A lot of agents go away in the school holidays and only start prospecting in August, but the smart ones did all the work before they went away.”
As the CEO of The Agency and a veteran with more than three decades in real estate, Matt has seen enough spring markets to know the difference between agents who thrive and those who fall behind. His advice? Start early, plan smarter, and stop relying on seasonal hype to deliver results.
Spring isn’t always the best time to sell, but it feels like it
While the real estate calendar is shaped by events like school holidays and weather patterns, Matt says spring’s allure is mostly psychological.
“It just seems like people are more comfortable to sell in spring. The homes present well, there’s a lot of sun, the gardens look good. It’s a more pleasant time for open homes, but that doesn’t mean it’s the best time to sell.”
Buyers, he insists, are not seasonal.
“Buyers buy when they see the property they want,” he says. “They’re not sitting around waiting for a nice day. If it’s July and they see a property that ticks the boxes, they’ll go for it. That’s why you’re seeing clearance rates of 80% in Sydney right now.”
Avoiding the August bottleneck
Matt also warns of what he calls the “August bottleneck,” where underprepared agents scramble to re-engage sellers or start prepping campaigns just as their competitors are already going live.
“Your vendors should be getting a timetable and a timeline from you in July,” he says. “If there’s any maintenance, repairs or cosmetic upgrades to do, that should be happening off-season.”
He calls this preparation period “off-season July” – a time to do the groundwork so homes hit the market polished and poised to sell.
Why vendor education is your secret weapon
One of the most common missteps Matt sees? Agents assuming sellers know when to go live.
“Buyers are driven by settlement dates. If someone wants to be in a new home before Christmas, they need to be purchasing in September or October … November’s probably too late. But if agents don’t educate their vendors about that timing, they miss the window.”
In this climate, he says agents must be more than marketers, they must be educators and project managers.
“This is where the real professionals stand out. They understand the nuances of timing, presentation, and buyer psychology. They guide the vendor, not just list the property.”
In a crowded spring market, Matt says one of the best ways to stand out is to avoid the crowd altogether, at least initially.
“At The Agency, we use what we call a ‘soft launch.’ It’s not listed on the portals, there’s no signboard, but we’ve got photos, we know the story behind the home, and we’re showing it to our qualified database.”
He says this strategy builds exclusivity and urgency among buyers, while giving sellers a chance to attract premium offers before going public.
“It’s not off-market. It’s pre-market. And buyers love it. They feel like they’re getting special access, and that emotional edge can lead to a stronger price.”
The two-speed market agents need to watch
With rate cuts on the horizon, Matt says a quiet but important shift is now taking place.
“There are two types of buyers emerging. One group is already approved and will pay a bit more now, knowing rates are coming down. The other group is holding off, waiting for the cut so they can reapply and increase their borrowing power.”
For agents, this means knowing where their buyers are in the financing cycle, and adjusting their vendor strategy accordingly.
“You’ve got to be in tune with your pipeline. If your seller can hold, they might get into a better suburb once rates shift. But that’s not something they’ll hear on the news, they need their agent to tell them.”
For newer agents without an established database, Matt says there’s still plenty of opportunity.
“Focus on listings that have been on the market for a while with a competitor, those are ripe for a re-launch. And look after your buyers. A buyer you help now might be a seller in spring.”
It’s a long-term game, and he knows it well.
“Some of my clients I sold to 30 years ago are still calling me now. I’m getting referrals, estates, and repeat business because I’ve stayed in touch and helped them across multiple chapters of their life.”
Finally, while many agents tie their hopes to the spring surge, Matt says the agents who dominate year after year are those who think ahead, act early, and care deeply
“You’ve got to scan the road ahead – school holidays, public holidays, rate decisions, buyer sentiment. It’s not just about listings. It’s about timing, storytelling, and trust.”
And if you’re wondering what separates a good agent from a great one?
“The great agents don’t just put a property on the market,” he says. “They educate, they plan, and they do what’s right for the client – even if it means waiting. That’s how you get lifelong clients, not just one sale.”
