By Brandon Doyle
When it comes to pioneering a successful real estate business, the power of the open house is not to be underestimated. On one front, staging an open house appeases the seller and stirs up potential buyers. Beyond that, an open house is also a rare marketing opportunity where you and your services enjoy face-to-face time with a host of potential future clients.
Holding a fruitful open house is something of an art form, so below you’ll find a few key methods to make your open house a memorable one.
1. Promote Creatively
In order to make your open house a splash, you must drive traffic to the property. A simple sign posted in the front yard a few days beforehand won’t drum up a meaningful number of visitors. Instead, focus your efforts on cross-promotion, including to online platforms, in order to maximize he number of visitors—and potential clients—who are inclined to visit the property. Identify a few key characteristics that make this property unique, then highlight those in your promotional materials. By doing so, you attract specialized buyers more likely to take a serious interest in the property. Likewise, your open house stands out among the more blandly marketed set.
2. Work a Timeline
Wise real estate agents know that the days leading up to your open house event are just as important as the day of. Use the preceding days to knock on the doors of the homes in the neighborhood. Not only are you being courteous, but you can also spread the word regarding the open house, network within the community, encourage neighbors to invite family and friends, and potentially make a connection with a future client. Also, use this preliminary time to scope out online listings in the area that are throwing their own open houses—posting some of your signs nearby may draw house-hunting traffic your way.
3. Forge a Personal Connection
The day of the open house has finally arrived. How do you prepare? For starters, dressing to impress sends a put-together message to any potential buyers or future clients. Secondly, when engaging with visitors, try to establish a positive narrative that goes beyond the typical sales-pitch: perhaps Google has great restaurants recommendations for this neighborhood, or maybe you’ve researched the local Walk Score or school system. Also remember to provide a means for visitors to get in contact with you, such as an e-mail list, sign-in sheet, or a feedback form. Finally, remember to follow up after the fact. A thank-you note for visiting, or a friendly e-mail summarizing the property’s features is an excellent way to cement a connection between agent and potential client.
Creating an open house that leaves an impression is no small feat. Attention to detail, preparedness, and care are all essential attributes in a successful real estate agent, and they’re just as important when it comes to hosting a noteworthy open house event. Use these tips to your advantage the next time you stage an open house, and in turn, witness your real estate business reap the rewards.
Brandon Doyle, ABR, e-PRO, is a second-generation real estate pro with RE/MAX Results in the Twin Cities. He is also coauthor of the book M3 – Mindset, Methods & Metrics: Winning as a Modern Real Estate Agent available now on Amazon. Learn more about Brandon at www.doylerealestateteam.com.