A lot of people by impulse would answer "During the holidays" because nobody is buying. But even though people are not buying during that time, that's often when the triggering event happens.

• Most people when they advertise just use some best guess targeting (e.g I am going to target this kind of demographics). The problem is that if there is no triggering event, you are not going to necessarily build traction.
• During consideration/selection, people have been already triggered and there is a lot of competition. What happens is that the first who provide value becomes an emotional favourite. At that point the customer looks also for the other solutions but just to see if there is something better compared to the offer he has already selected. For this reason you want to find people as closest to that triggering event as possible.
• Running ads for new homes right after the holidays is actually the best moment because that's when people realize that their home is too small for all the family. This is where you can build awareness by providing value so you can better position yourself than your competition to close the sale later.

The closer you can get to the first thought (the triggering event) the better.