Due to social distancing rules and some sellers’ concerns about having a large number of people in their home, open houses were largely neglected during the pandemic. However, open houses have made a strong comeback this spring, with a few of them attracting social media attention for having miles-long lines of eager buyers.
If you play your cards right, open houses can be an absolute goldmine for listings. We have a few strategies for you to engage with when you get a new listing.
Getting back to basics with Open Houses
It’s really important to start marketing and promoting the open house as far in advance as possible. Plan an open house the first weekend the house is listed, if possible, to generate the most traffic.
Advertise the Open House
- The first step to a successful open house is getting the word out. Advertise the event in as many places as possible, including local newspapers, real estate websites, social media platforms, and even with signage around the neighborhood. Use high-quality photos and clear descriptions of the property to grab the attention of potential buyers and encourage them to attend.
Invite Neighbors and Friends
- Don’t forget to invite neighbors and friends to the open house as they might know someone who is interested in buying. Word of mouth is a powerful tool, and by inviting people who live in the area, you can tap into their network and potentially find a buyer who is already familiar with and interested in the neighborhood. PRO TIP: Knock on doors before the open house and after the open house. After you’ve sold the house, circle the neighborhood again. Let people know how many offers you got and that you have an influx of buyers looking in the neighborhood, for example.
A simple script, “Who do you know in this neighborhood who would like to get an extraordinary price for their home right now?” (Pro tip: Always asking, “WHO do you know…” instead of “DO you know…” will garner more of a response and cause them to really think about it.)
We suggest door knocking on the doors of the ten homes to the left, right, front, and back of your listing.
Use Social Media
- Social media is a great way to promote an open house event. Share the event on your personal and business social media profiles and consider using paid advertising to reach a wider audience. Use eye-catching visuals and engaging captions to grab people’s attention and encourage them to attend.
Provide Refreshments
- Providing refreshments can make an open house more welcoming and encourage attendees to linger and explore the property. Consider offering light snacks, drinks, and even branded promotional items like water bottles or keychains. This can help create a positive and memorable experience for potential buyers.
Offer Incentives
- Offering incentives can be a great way to encourage attendance and generate interest in the property. Consider offering a small gift card or prize for attendees who sign in and leave their contact information. This can help you build your database of potential clients and follow up with them after the event.
Just the Facts
6. Having a fact sheet outlining all the specifics of the house is crucial. Examples include the ages of mechanical appliances, neighborhood and association information, improvements that have been made, HOA and/or assessment information, parking, etc.
Open houses are a crucial part of any real estate marketing strategy. By using effective advertising, leveraging social media, inviting neighbors and friends, providing refreshments, and offering incentives, real estate agents can attract more potential buyers and make the most of their open house events.
