'Tis the season: What to consider if you’re selling this winter

The winter months aren't typically the prime time to sell your New York City apartment. The long-accepted guidance is to wait to list until the spring when it's brighter and warmer to coax buyers out. But what if you need or want to sell right away?

"There can be some upsides to selling now—namely, your home will be one of the few on the market, and there will always be motivated buyers who equally need to find their new home," says Aaron Tetzlaff, an agent at Coldwell Banker Warburg.

Guy Hobson, another agent at Coldwell Banker Warburg, agrees. "People do not generally like to move during the winter months, so typically anyone looking is more inclined to buy. They are not just window shopping," he said.

If you can afford to hold off a few weeks, Abigail Palanca, a broker at SERHANT, says the spring selling season starts earlier every single year.

"People are excited to ‘spring clean’ and ‘spring list.’ In real estate, spring is in February. Ideally, I always like to have our marketing materials ready to go as early into the new year as possible so that when the perfect time strikes, we are prepared to list," she said.

As in any season, your priority is to get your apartment seen by as many qualified buyers as possible. Once you do, your next goal is to avoid turning them off with overdone holiday decorations and closets full of winter gear.

For tips on how to sell your apartment in the winter, we've asked NYC brokers to share the advice they are giving sellers right now. Read on for some practical considerations. 

[Editor's note: An earlier version of this post was previously published in December 2020. We are presenting it with updated information for December 2024.]

Make it light and bright

The lack of natural light is one of the most important items buyers are concerned about, Palanco says, making this the biggest challenge in winter viewings.

Adjina Dekidjiev, a broker at Coldwell Banker Warburg, stresses the need to show the home during peak daylight hours, mid-morning to early afternoon.

It's worth investing in a few simple improvements, too. "Bright paint and great lighting definitely make a difference when selling a home during the winter months," Hobson says.

According to Daniel Blatman, a broker at Compass, "Warmer colors like Linen White might work in the summer, but oddly, they darken the space in the winter and make it look tired and in need of a renovation. A very light blue or green, or Decorators White, which has some gray, works better in winter. "

He also sometimes suggests putting reflective paint on a ceiling to help it bounce light around the space. 

Jennifer Dorfman, managing director of sales at real estate firm Modern Spaces, says whites, creams, or very soft pastels—especially in satin or eggshell finish for walls, ceilings, and trim—will have the same effect. Incorporating mirrors as well as glass and metallic finishes can also help amplify light.

(Read "What's the best shade of white to paint your NYC apartment if you're trying to sell?" for more expert tips.)

Tetzlaff, a former architectural/interior designer, says lighting is key no matter the season, particularly in winter. He recommends LED lighting in the 2700 to 3000 Kelvin range, which is a warm, soft light. "Anything cooler or brighter than that should be replaced—trust me on this." 

Keep decorations and scents in check

Brian Letendre, a broker at BOND New York, says to go easy on festive decor and fragrances, both of which can be offputting—a sentiment shared by every broker Brick spoke to.

"Go ahead with taking pictures, which I often send to virtual staging providers; those can be tidied up. But I would minimize holiday decorations so potential buyers can see themselves in the space," he says. 

Palanca likes to take photos before the decorations go up. "Nothing dates a listing quite like a Christmas tree, but technology is a great thing, and luckily, we can photoshop out your holiday décor." 

Both Dekidjiev and Tetzlaff recommend using muted colors rather than the usual bold reds and metallics.

"Keep it as simple and paired back as possible, sticking with natural basics like holly, boxwood, pine, or cedar wreaths and garlands," Tetzlaff says. "You need potential buyers to arrive and imagine the home with their own holiday traditions and tastes on display." 

On the other hand, Julie Gans, an agent at Compass, says not to get too hung up on whether your trimmings will affect a sale.

"Don't worry about decorations and Christmas trees—they add beauty to the listing. Once the holidays are over, you can re-shoot the apartment if you want, without all the decorations," she says.

Decorations or not, stick with a neutral scent. "Avoid anything super cinnamon or pine; light, fresh, and clean is what you want. Using diffusers is a good tip."

Make sure the entryway is clear

Cold weather brings lots of space-hogging gear, which can be a real eyesore for buyers.

And, as Tetzlaff points out, the front hall and the mud room are the most impacted in winter and the first impression a potential buyer has of your home. "A potential buyer should be able to pass through them without brushing against coats or tripping over salt-encrusted snowboots," he says. "It also looks great upon entering if there is a bench or chair for removing their shoes or boots and a spare hook for hanging their coat." 

Kobi Lahav, senior managing director at Living NY, recommends putting a coat rack outside the apartment for stashing coats during a showing, making sure to clear that with your neighbors. The same goes for putting kids' bikes and sleds in the hall or stairwell. "You should also entertain the dog in the lobby or laundry room," he says.

Create a cozy environment

Elizabeth Kohen, co-owner of Garfield Realty, recommends keeping homes warm and inviting, ideally at around 72 degrees.

"If you are fortunate enough to have a fireplace, it should be lit for showings. Any snow should be shoveled along walkways, and steps cleared and salted. Winter staging decor, like faux fur blankets and fresh, fluffy pillows, can go a long way toward creating a cozy, welcoming feeling that buyers desire," she says.

During winter, you are not necessarily focusing on the view, so everything is about bringing the focus inside,  something that can be achieved with plants and a coat of paint, Blatman says. He adds that a tall (real or fake) plant can also bring attention and life into the apartment when it's dark and cold outside.

"There is something about adding greenery—even a little goes a long way," Palanca says. In her experience, details like live plants in photography can cause a potential buyer to linger on the listing a little bit longer, even swaying their opinion to make an appointment.

Tetzlaff is another proponent of using seasonal plants at open houses, leaning into large displays of white orchids, or tucking paperwhites and other forced bulbs on shelves.

"If you're looking for a showstopper, I bring in the 'Festalis Ismene' or 'Peruvian daffodil,' similar to a spider lily. It's a rare sculptural plant with a soft but enigmatic fragrance somewhere between citrus and vanilla. When in doubt, check out your local florist for other single-color arrangements in paler, more muted palettes."

The right lighting can also make an impact. "Never, ever turn on the overhead lighting," Tetzlaff says. Instead, to create cozy and intimate spaces, he opts for table and floor lamps, and places indoor uplighting in a corner or behind plants or sculptures to add drama and make a space feel special.

Dorfmann also suggests using warm, ambient lighting with multiple light sources (e.g., floor lamps, table lamps, and wall sconces), adding dimmers to adjust brightness levels as needed.

"If the apartment has radiant heated floors, showcase that in the marketing materials," she says. Otherwise, "add an area rug to create warmth, especially in spaces that are tiled."

Highlight outdoor spaces 

Don't forget to stage private balconies, terraces, or backyards to be ultra comfy and inviting, too.

"Potted evergreen shrubs and small trees are very effective for staging in colder months and a fantastic way to bring life and vibrancy to outdoor spaces during winter," Dorfmann says. She particularly likes to use boxwoods, junipers, and dwarf spruces for adding structure and greenery that last through the season.  

Prioritize the virtual tour 

Even a little snow can deter what was set to be a great open house, Palanco says. "Gray days can also make a difference in a buyer's first impression of a neighborhood if they are unfamiliar."

That's why Seth Levin, a broker at Keller Williams NYC, emphasizes how important the virtual tour is in winter when buyers might be less inclined to venture out in nasty weather. 

What's more, "now are the shortest days of the year, and kids are often home during the day, so viewing might need to happen in the late afternoon or evening. That means the virtual tour and photography needs to be filmed when it is bright outside because buyers are going to be turning to that."

—Earlier versions of this article contained reporting and writing by Emily Myers.

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