Sell off to limit your loss before it gets worse. Solid analysis of the actual data shows the downturn is caused by HODL'ers selling - people in here who say "HODL" are probably just looking to sell their own and are trying to convince other not to do so to save their own skin.

The full data showing the HODL'ers are selling can be seen here: https://www.ccn.com/bitcoin-price-decline-caused-by-hodlers-unprecedented-30-billion-sell-off-research/