Historically, the real estate market slows down in winter, with fewer homes listed and sold compared to spring and summer. However, market reports suggest that winter remains a viable season for home sales.
Home sales from December 2024 through February 2025 accounted for approximately 22% of total annual transactions, only slightly lower than the spring peak of 31%.
• Homes Continue to Sell
• Serious Buyers
• Less Listing and Buying Competition
In addition, winter buyers tend to be more serious, with 63% of winter home shoppers making offers within two weeks of viewing a property, compared to 48% in the spring months.
“Selling a home in winter presents opportunities that differ quite a bit from spring and summer,” says Abby Hauke, board chair for the Greater Milwaukee Association of REALTORS® (GMAR). “While many homeowners wait for warmer months to list their properties, those who choose to sell during the winter can benefit from motivated buyers and less competition.”
Winter’s Impact on the Real Estate Market
According to Sarah Cole, a REALTOR® with Landmark Realty, the holiday season historically translates into fewer buyers looking for a new home.
“However, with the current inventory shortage, we’re seeing more buyers than usual and they tend to act fast,” says Cole.
The 2025 Winter Housing Snapshot from the National Association of REALTORS® (NAR) confirms that motivated winter buyers make swift offers. In January and February of 2025, 61% of homes listed nationwide received at least one offer within the first three weeks.
• 35 Days on the Market
• 98% of List Price
In Wisconsin, the Wisconsin Association of REALTORS® reported that median days on market during winter 2024-2025 fell to 35 days, down from 41 the previous year. The average sale price was also 98% of the original list price, indicating strong buyer demand.
How Selling in Winter Differs from Other Seasons
Selling a home in winter brings several advantages to sellers.
“Serious buyers are still out there looking, but they have even less to choose from, allowing sellers to maximize the value of their homes,” says Ryan Stefaniak, a REALTOR with Stefaniak Group Realtors.
Unlike the bustling activity of spring and summer, winter sales involve a smaller pool of buyers, many of whom are motivated by job relocations, life changes or a desire to close before the new year. This urgency tends to translate into quicker sales and fewer drawn-out negotiations.
However, sellers must contend with a few challenges such as inclement weather, shorter daylight hours and the need for a warm and inviting feel, despite the season’s chill. Curb appeal, for instance, is harder to maintain when lawns are dormant and gardens are bare, requiring sellers to be creative in visually appealing alternatives.
Preparing the Home’s Exterior
Stefaniak notes that overall, less showings take place during the winter season, but the showings are higher quality, compared to warmer months when casual lookers come out of hibernation.
First impressions matter all year round, but winter conditions demand extra attention to exterior details. Upgrading outdoor lighting helps compensate for shorter days and well-lit entryways make homes look welcoming even in late afternoon darkness.
“Simple things like shoveling, keeping walkways clear of snow and debris and cleaning gutters go a long way in winter months to give a home an attractive curb appeal,” says Stefaniak. “Tasteful holiday lights, wreaths, potted evergreens, and other decorations also enhance a home’s presentation during this time of year.”
Creating a Warm and Inviting Interior
Inside the home, a warm ambience matters. Clutter can feel more pronounced in winter and, while holiday décor enlivens a home’s interior, it can overwhelm a potential homebuyer.
“Sellers should be cautious to not to overdo it,” says Cole. “Make sure holiday decorations are tasteful and don’t overtake the home.”
Cole adds that open house guests appreciate a welcoming entryway that includes a door mat for shoes and boots and a place to store outerwear. Keeping floors free of mud or salt residue keeps interiors looking fresh and clean.
Staging for the Season
Effective staging helps transform a winter listing into a must-see property. Soft, warm textures and inviting colors work to offset the dreariness of winter. Scented candles or fresh-baked cookies add an appealing aroma, while gentle background music creates a pleasant ambiance and appeal.
• Comfortable Temperature
• Scented Candles
• Background Music
• Soft Pillows & Throws
Adding plush throws, area rugs and soft lighting enhances a cozy atmosphere that encourages visitors to linger. A fresh coat of paint in neutral tones helps to brighten rooms that may appear darker during wintertime’s limited natural light.
A comfortable temperature, ideally between 68°F and 72°F, ensures buyers aren’t distracted by a chilly environment. If the home features a fireplace, it should be cleaned and staged, as it serves as a natural focal point during winter showings.
REALTORS Know How to Sell in Winter
When properly prepared and marketed by an experienced REALTOR®, winter listings move a home just as quickly as those in peak seasons. REALTORS® develop online listings that highlight winter-friendly features, such as energy-efficient windows, modern heating systems or a heated garage.
They also ensure professional photography captures the brightest part of the day, and offer flexible hours and virtual tours to attract buyers who may be reluctant to travel in winter conditions.
Selling a home in winter offers unique advantages for prepared homeowners. By enhancing curb appeal, creating a warm and inviting atmosphere, addressing seasonal maintenance concerns and working with an experienced REALTOR®, sellers can capitalize on the motivated winter buyer market.
The REALTOR® Advantage
A REALTOR® is a member of the National Association of REALTORS®, is committed to a Code of Ethics and has the expertise to find the right home for everyone. Look for the “R” to determine if your agent is a REALTOR®.
Locally, the Greater Milwaukee Association of REALTORS® is a 5,500-member strong professional organization dedicated to providing information, services and products to help REALTOR® help their clients buy and sell real estate. Visit gmar.com for more information.