The Black Friday to Cyber Monday period has become the biggest retail window of the year in South Africa, according to the Black Friday Index, powered by World Wide Worx research. Shoppers expect deals, and brands are pulling out all the stops to capture attention.
For real estate professionals, this presents a unique challenge: property isn’t a quick-buy item, but that doesn’t mean you can’t tap into the buzz. With the right strategy, you can create a Black Friday campaign that attracts serious clients, builds engagement, and strengthens your brand, without relying on gimmicks or unrealistic discounts.
Getting through common Black Friday challenges
If you’re planning a Black Friday real estate campaign, the first step is understanding the pitfalls that can trip you up. Here are the top three according to property practitioners in Prop Data's poll:
1. Convincing clients that the deal is genuine value
There is hope by showing transparent proof of savings, says Jan-Louis Thomas, National Training Manager of Century 21 South Africa. “When buyers can see the before and after pricing or an independent and accurate price estimation, it builds trust that the offer is a real bargain, not a marketing trick,” he says. “Social proof in the form of testimonials and third-party validation from other South African buyers can reassure new clients that the value is real and others have happily benefited.”
Lesley Saunders, Head of Marketing at Broll Auctions and Sales, emphasises being honest in communications: “Transparency is key. Clearly outline what the benefit is, whether it’s reduced admin fees, enhanced marketing, or other tangible advantages. By avoiding exaggeration, you can maintain trust.”
2. Creating a good Black Friday offering
Getting the mix of incentives right can be tricky. “Aim to directly reduce the financial burden on the buyer,” recommends Thomas. “A great Black Friday property deal offers something substantial rather than trivial perks.”
“Pass over large price cuts and focus on creative perks instead,” says Saunders. “Some good examples include exclusive property previews, value-added services, or bundled incentives that appeal to buyers and sellers alike.”
3. Balancing short-term promos with long-term brand goals
Short-term offers can backfire if they don’t lead to long-term engagement. Thomas highlights the importance of thinking beyond the immediate sale: “Use the Black Friday promotion as a springboard to earn new clients, and plan how you will keep them afterwards. Every buyer or seller who comes through a Black Friday promotion should enter a long-term relationship.”
Ensure any promotion aligns with your overall brand values, adds Saunders. “You should treat Black Friday as a complementary marketing tool rather than a defining strategy to preserve your reputation and client relationships.”
Inside this year's top Black Friday campaigns
Despite the hurdles, some property practitioners are investing in smart, strategic ways to make Black Friday work for them. Instead of chasing retail-style hype, they’re focusing on offers that add real value to clients and strengthen long-term relationships. Here are the top three avenues revealed by Prop Data’s poll:
1. Exclusive property listings
When done right, exclusive listings create urgency and tap into a fear of missing out, which can make them a big draw during Black Friday.
Success with this strategy lies in planning ahead and crafting a sense of urgency, says Thomas. “Position these homes as ‘only available to view or purchase during the Black Friday period’. You can work with sellers ahead of time to pre-approve marketing and pricing so you can encourage potential buyers to take action.”
Saunders agrees that exclusivity can be powerful when used correctly but warns against overhyping it: “Promote the uniqueness of the listing and limited-time access to generate interest, but ensure the exclusivity is genuine to maintain trust.”
2. Referral bonuses
Referrals can promise increased organic reach and quick leads if handled correctly. Thomas says this strategy gives practitioners plenty of options to play with. “Offer vouchers, cash backs on admin fees, or service perks (like free price estimations) for successful referrals,” he says. “Importantly, ensure the referral process is transparent, trackable, and quick to pay out. Building credibility in how you honour rewards is key to building trust.”
Saunders recommends treading carefully. “This is a highly contentious issue in the industry, so you need to put your best foot forward. My advice is to deliver exceptional service to both the seller and buyers who will then refer your services to their own network. Word-of-mouth and reputation remain highly effective in real estate.”
3. Discounts on commission or admin fees
This avenue works well because clients are naturally drawn to promotions that put real savings directly in their pockets. Thomas explains how to communicate these promotions effectively: “Frame these discounts around client savings rather than cutting your value. For example, market it as ‘we’ll cover your R15,000 transfer admin fee this weekend only’. Limit availability so it doesn’t set an expectation of permanent discounts, which will impair future dealings. Also, pair the short-term savings with messaging about your long-term service quality, so your brand isn’t defined by price alone but by a balance of value and professionalism.”
According to Saunders, clarity is key: “Be transparent about what the discount entails and set clear timeframes. Emphasise the value-added benefits rather than just the price reduction to attract serious clients,” she says.
Stand out this Black Friday and beyond
Black Friday is a prime opportunity to spark interest, build brand awareness, and attract quality leads. With the right campaign ideas, you can make this season work for your real estate business and keep momentum going well beyond the shopping rush.
Prop Data offers a full suite of real estate marketing services to help you get there: real estate websites, graphic design, email marketing, organic and paid social media campaigns, search engine advertising, and SEO.
Whether you want to launch a Black Friday promotion or strengthen your marketing throughout the year, we can help you create campaigns that deliver results and support your long-term goals. Get in touch today.