January is often labelled a quieter month on the property calendar, but for buyers who understand the market dynamics and plan ahead, it can be one of the most strategic times of the year to purchase a home. While activity may appear slower on the surface, the conditions often work in favour of serious buyers.
According to Antonie Goosen, principal and founder of Meridian Realty, January tends to attract a very specific type of participant. “The buyers who are active in January are usually highly motivated,” he says. “They’ve spent December reviewing their finances, setting goals and deciding what they want to achieve in the year ahead.”
On the seller side, the same applies. “Sellers who list in January are often doing so for clear reasons, such as relocation, schooling timelines or financial planning,” Goosen explains. “That tends to make them more realistic and more open to negotiation.”
Why January works in your favour
Less competition = more negotiating power.
Many buyers delay their search, assuming that better stock and more opportunities will arrive later in the year. In reality, buyers who act in January often face less competition than they would in peak months like March or April - which can translate into better deal terms and more control in negotiations.
