Whether you’re selling, buying or both, the winter holidays may actually be an ideal time to stay in the game.

When trying to sell property, people often worry about timing, wondering whether waiting til the new year—or until spring—to list is a better idea. In a recent post on the topic, Zillow blogger Brendon Desimone explains that because the home-buying process isn’t like it used to be—hectic schedules and internet access have changed the market into an always-on game—the idea of keeping your home off the market over the holidays is somewhat outdated.

“Someone who is serious today about buying real estate is always looking.” That might mean browsing listings on a laptop or iPad during a kitchen break or getting important information from your broker while shopping. Like it or not, we’re used to taking care of business around the clock. If you’re trying to sell your home, that’s a good reason to keep it on the radar. And, perhaps most importantly (buyers, take note), the people who are looking are the ones who are more serious. Desimone even advises that sellers list right after Thanksgiving, as people who are spending those days on the hunt are less likely to be wasting anyone’s time. Because there are some people who believe they should take their property off the market at holiday time, inventory is slightly lower, which means less competition. After New Year’s Day, inventory is traditionally still low, but buyers tend to get really serious. And when inventory is low and demand is high, it’s is an ideal time to have your property on the market.

Fiona Dogan of New York Spaces also believes there are unique advantages for both buyers and sellers during the holiday season. Buyers can benefit from the fact that sellers want to close the deal before the year’s end. For sellers who are willing to get creative, a little holiday cheer could be just the thing to make your home look like, well, home. Holiday decorations, special-occasion tableware and anything festive and sparkly translates into just the magical “this is it!” feeling buyers are seeking. Another plus for sellers: Corporate transfers happen more frequently in January, so execs are likely to spend the holidays hunting for a home, under pressure to find something quickly. For both, brokers are less likely to be overwhelmed with clients, and have more of their undivided attention to give.