The Real Power of an Open House (And How to Do It Right!)
Let’s be real—only about 4-6% of homes actually sell because of an open house. So, is it even worth your time?
Absolutely! And here’s why: Open houses aren’t just about selling that one home; they’re about building your business and generating hot leads. When done right, they connect you with the most active buyers and potential sellers in the market. The key? A solid strategy.
HOW TO HOST AN OPEN HOUSE THAT WORKS?
1. Market Like a Pro
Your open house shouldn’t be a last-minute, “stick a few signs out and hope for the best” kind of event. Instead, treat it like a mini marketing campaign. Here’s what you need:
Website - Post the event on your website.
Social Media – Post the event on your social media pages. Create countdown stories to build excitement.
Postcards & Flyers – Send invitations to nearby homeowners.
Door Knocking – Personally invite neighbors (they may know someone looking!).
Directional Signs – Make sure people can easily find you.
Have Something to Offer - Provided branded bottled water.
On-Site Materials – Provide engaging property brochures. Add a link that attendees can easily scan with their phone to add your information to their contacts and view the entire listing information online.
Use a Sign-In System – Collect visitor information digitally with a tablet (using Google Forms) or use a simple printed sign-in sheet. Make it easy for people to leave their contact details without feeling pressured.
Add Something Extra – Ensure visitors walk away with more than just a flyer.
Neighborhood Guide: Include info on local restaurants, parks, and schools.
Mortgage Estimates: Provide a simple breakdown of what monthly payments could look like.
2. Nail the First Conversation
Every person who walks through the door is either a potential buyer or seller—you just need to figure out which.
Start with a warm, open-ended question: “Hi! Welcome! What brings you by today?”
👉 If they say they live nearby: They’re a neighbor, which means they might be considering selling—or know someone who is. Keep the conversation friendly and engaging:
“That’s great! Feel free to take a look around and get a sense of what homes in your neighborhood are selling for. Let me know if you have any questions—or if you know someone who’d love to live here!”
This subtly positions them as an advocate for your listing (and for you!). Neighbors who attend open houses often share what they see with friends and family. Before they leave, make sure they have your contact info so you're the agent they think of first when they—or someone they know—are ready to buy or sell.
👉 If they say they’re house hunting: Chances are, you’re talking to a serious buyer. After all, they didn’t just browse listings online—they made the effort to come in person. That’s a motivated buyer!
Now, find out more about their needs:
“Nice! Are you focusing on this neighborhood, or are you open to exploring other areas?”
Even if this house isn’t the perfect fit, you now have an opportunity to offer other options and schedule a private showing before they leave.
Your goal? Build rapport, get their contact information, and guide them to the next step in their buying or selling journey.
3. Follow Up & Stay Top of Mind
The open house doesn’t end when the last guest leaves. Your follow-up game needs to be strong! Here’s what to do:
✅ Reach out to every attendee – A quick thank-you text or email goes a long way. Let them know how you can help!
✅ Send a note to neighbors – Thank them for their patience with the added traffic. Let them know how the open house went - keep it positive & general.
✅ Keep potential buyers in the loop – If the home goes under contract, inform them—there are always other homes available!
And Then… Repeat!
The more open houses you host, the more connections you make, and the stronger your business grows.
So yes, while only 4-6% of homes sell directly from an open house, the relationships, leads, and referrals you gain make them one of the most valuable tools in your real estate business.
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