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Marketing Period

By Contributor on September 28, 2019

The marketing period in the real estate industry refers to the period of time from the listing of the property for sale to closing.

This serves as an indicator of how “hot” a market is.

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The shorter the marketing period, the greater the demand as compared to supply. The longer the marketing period, the lower the demand against supply.

This is because in markets experiencing high demand, buyers worry that time delays might open the door to a competing buyer to agree a deal first. And the longer they take to decide on a house to buy, the more property prices would inch upwards.

The reverse would happen to markets with over supply.

The marketing period is also strongly related to the absorption rate.

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Annual industry statistics often take the average of marketing period throughout the year. Which does not show a fair reflection of specific periods where demand was hot or cold.