Open houses can be a powerful tool in a real estate agent’s arsenal to showcase a property to potential buyers and create a sense of urgency in the market. When done right, open houses can attract a large pool of interested buyers and generate valuable leads. The key to success with open houses is exposure to the widest possible group of people. Here are some best practices for driving more people to your Open House.
Strategic Timing:
Choosing the right date and time for your open house can significantly impact its success. While typically, weekends are the preferred choice as buyers are more likely to have free time to attend, there are also other creative times that could be very productive. Avoid scheduling your open house on holidays or during major local events that may draw attention away from your listing. Aim for mid-morning to early afternoon time slots to attract a wider range of visitors.
Separate Open House for Neighbors:
One new trend is holding a home open with special timing for the neighbors to view the home. This accomplishes two important goals. First, it gives you a reason to talk to / market to the neighbors. Letting them know that you care about them can lead to more conversations and ultimately business. But secondly, this also allows you to FOCUS on them while they are there and avoiding potential distractions while building rapport with them.
Leverage Online Marketing:
In today’s digital age, online marketing is a game-changer for open houses. It is amazing how much traffic $50 worth of Facebook advertising (for example) will generate. With the right property in the right location, this can be a great way to generate interest.
Eye-catching Signage:
Invest in professional and eye-catching signage to guide visitors to the open house. When it comes to signage, more is better. Place large “Open House” signs with clear directions at key intersections and nearby major streets. Smaller directional signs leading to the property from these main points will also help ensure interested buyers don’t miss your event.
Collaborate with Local Businesses:
Other local businesses that have significant online presences could be a great way to collaborate and be good for their exposure and yours. Things like having a landscape / yard maintenance company help improve the curb appeal and (potentially) a discounted rate, put a sign in the yard and them mentioning it on their social media, is only one small way to help turn getting exposure for your open house into a team sport! Local bakeries would be another example of businesses you could collaborate with.
Utilize Direct Mail:
While digital marketing is essential, don’t overlook the power of traditional methods. Send out direct mail invitations to nearby neighborhoods and qualified leads. Personalized invitations can make potential buyers feel valued and encourage them to attend. This not only shows nearby neighbors that you are having an open house, but also that when you list a home, you are an active marketer. This raises awareness of you as a REALTOR when they might be looking to sell as well.
Special Considerations:
If the home has historical significance, unique architecture or something unique that makes it stand out, consider mentioning the open house on social media on pages or groups that might find that of specific interest. For example, a home designed by a locally influential architect may be especially appealing to people that participate in a group that features their architecture.
There are any number of way to creatively market an open house. You are not limited to one approach. Each home and area offers unique ways to get the word out and there is no one particular right way that will work better than others.
