Open houses can be the most powerful weapon in your real estate arsenal, or just a wasted afternoon. The key to success lies in preparation, execution, and follow-up. This guide offers a proven framework to help you master the process and convert attendees into clients.

▶️ Watch: The Benefits of Open Houses

By doing the legwork of selecting the right property, researching its features, implementing a marketing plan, and following through on execution, you’ll host an event that not only draws attendees but also converts them into loyal clients.

☝️ The Importance of Preparation & Planning

Criteria for Selection:

• No more than 3 turns off a major intersection.
• Focus on homes at 120% of your target price point.
• Homes on the market for 0–14 days typically attract the most attention.
• Choose a home in a desirable area with features that will draw interest.

For weekend open houses, start by choosing a 2-hour window between 11:00am and 4:00pm. This can vary by market, so choose a time that makes sense for your area.

For more urban areas with heavy foot traffic and active nightlife, consider a “twilight open house” from 5:00pm-7:00pm on a weekday.

Make sure your open house doesn’t conflict with any major local events!

Familiarize yourself with:

• Property details, including HOA rules, renovations, and inclusions.
• Comparable active and recently sold property details, including the number of rooms, amenities, unique features, etc.
• Preview and tour the other active listings in the neighborhood in person if possible.
• Key community features, such as schools, parks, restaurants, and shopping centers.
• Prepare answers to common questions (“Why are the sellers selling?”).

7–10 Days Before:

• Send Open House Postcards to 50-100 addresses near the open house, inviting them to see what their neighbors are selling their home for. Homeowners are curious about how neighboring properties compare, giving you a perfect opportunity to showcase your expertise.

• Add the open house to the listing in the MLS (if it’s not your listing, ask the listing agent to help you out). Make sure it’s showing up on Zillow and other third-party sites for maximum visibility. Keep in mind that Zillow syndication may take up to 72 hours.

• Post open house teaser videos showcasing the property’s best features (“Imagine entertaining in this stunning backyard!”).

48 Hours Before:

• Launch a targeted Open House ad on Facebook or Instagram.

• Email your database a digital flyer or video teaser.

Day Before:

• Deliver an Open House Door Hanger to the same homes you sent the postcard. This serves as a reminder to join you the next day and see what the neighbors are selling their home for.

• Post a countdown on your social media platforms with a sneak peek of the property.

• If there are no HOA restrictions, place open house signs on the main intersections leading to the home with a time rider showing the day and time. This is a simple way to get constant exposure over 24 hours.

🚨 Pro-Tip 🚨 Create a Single Property Site for the listing and automatically import the photos and info using the MLS Lookup Tool. Download the provided QR code and add it to your postcards, then copy the share link to include in your social media posts!

Curb Appeal:

• Clear walkways of snow or debris and add welcoming touches like balloons or a doormat.
• Place a Welcome Sign on or near the front door.

Appeal to the Senses:

• Bake cookies or light a subtle candle. Avoid harsh plug-in air fresheners. Many people are sensitive to those and will just think you’re trying to hide something.
• Play soft, calming music.
• Open curtains and maximize lighting.
• Offer light snacks and/or refreshments like coffee or water.

Set Up an Information Station: Choose a designated area that allows you to see when people enter and exit the home.

• Set out your sign-in sheet, property brochures, flyers, business cards, and feedback forms. Be sure to bring pens and clipboards to hand out with the feedback form!
• Bring an item of value to hand out that makes them remember you:

‣ Provide an Open House Comparison Chart guests can use as they visit other open houses that day, or a House Hunting Checklist.
‣ Build instant rapport with families by handing out a branded Kids Activity Sheet (these have been super popular!).
‣ Bring some copies of the Buyer’s Roadmap and Buyer’s Packet

Signage: Put out as many signs as you possibly can. If you think you only need 10 signs, put out 20. Place them at every major intersection and right-turn in a half-mile radius.

• Welcome each visitor personally with a warm greeting and ask them to sign in.
• Provide an overview of the home and invite them to explore.
• Hand them a clipboard with a feedback form and pen.
• If you typically struggle with getting people to sign in, incentivize it with a drawing for a $25-$50 gift card to a popular local restaurant.
• Read the room. If you have a good initial rapport with someone, guide them through the home and emphasize the highlights. If the vibe isn’t quite right, give them a recommended path to take through the home and remind them you’ll be there if they have any questions.
• Remember the answers to common questions you prepared in advance from step 1. If you don’t know the exact answer, don’t fake it and risk giving false information. Tell them you’ll find out and ask for a good number to call or text.
• Offer alternatives. If the home isn’t for them, tell them about the other active homes nearby and offer to meet them for a showing immediately after the open house if they don’t already have an agent.

Immediate:

• Follow up with everyone on the sign-in sheet. If you incentivized it with a giveaway, they’ll be expecting to hear from you!
• Send personalized thank-you texts or emails referencing specific features they liked. Gather any additional feedback and offer to show them other properties nearby.

Within 48 Hours:

• Send a handwritten thank-you note to neighbors who attended if you were able to get their address. If you at least have their name, look them up in the public records to find the address.
• Send a recap postcard or a letter to the same addresses you sent the VIP open house postcard to. “Thank you for a great neighborhood open house! If you missed it, we are selling the home for $_, we had __ visitors…”

Ongoing:

• Add all contact info from the sign-in sheet to your database. Most real estate CRMs have built-in drip email campaigns you can add to a new lead.
• Provide valuable resources, such as market insights or new listings.

Stand out by thinking beyond the traditional methods. Unique events like twilight tours or exclusive VIP neighbor open houses can help you attract niche audiences, create buzz, and reinforce your reputation as a forward-thinking agent.

Twilight Open House: Host an open house from 5pm-7pm during the week. This allows people coming home from work to stop by and is great for areas with an active nightlife.

VIP Open House Event: Create an invite-only VIP event. Invite the neighbors to see the home an hour before the general public.

Partner with a Local Business: Get creative with your approach. Collaborate with a local restaurant for a tasting or feature a local artist’s work to create a unique experience. Think outside the box to find a mutually beneficial partnership.

We can be in many different vulnerable situations while performing our duties as real estate professionals, so please make your safety a priority. Below are a few tips we hope you’ll use to stay safe while conducting your next open house.

• Don’t make yourself a target. Ask a colleague or mortgage/title partner to join you.
• If you are doing social media marketing, use words like “we”, “our team”, or “come visit us”, to make sure you are not telling people you’ll be alone at the open house.
• Don’t make yourself a target. Let the attendee see the basement by themself if you are alone. Don’t enter rooms first, and always move your attendees through the home, don’t let them move you.
• Have escape routes open. Leave the back door unlocked and make sure you are always aware of your accessible escape routes.
• Listen to your gut! If it feels wrong, get out. Your safety is most important.

Open houses are your opportunity to turn curiosity into conversions, casual visitors into clients, and a single event into a lead-generation powerhouse. This strategy guide equips you with everything you need to host memorable, high-impact open houses that attract the right audience, showcase your expertise, and generate real results. By mastering preparation, execution, and follow-up, you’ll create open houses that leave lasting impressions, generate leads, and grow your business.