VIP Neighborhood Open Houses are a powerful strategy for converting curious neighbors into solid listing leads. People love to see what the neighbors have been up to and how their home compares, and this is a way to give them that opportunity in a low-pressure environment.

Treat every VIP Open House like an event.

If you wanted to host a birthday party or a holiday get-together, you wouldn’t just put up a couple of signs with arrows on them, unlock the door 5 minutes before it starts, and expect people to start showing up. You’d take some time in advance, come up with a plan to make sure your guests have a great experience, and send invites so they even know about it in the first place.

Here’s a step-by-step guide designed to help you dominate a neighborhood by adding VIP Open Houses to your real estate marketing and lead generation strategy.

Create It: Choose your favorite design from the Single Property Sites gallery. The editor’s MLS Lookup Tool allows you to automatically import the listing photos and information and save a ton of time. Once you’re done customizing, click the “Save & Publish” button at the top of the editor

Get a QR Code: Once you’ve saved the website, the “Share” button at the top of the editor will be accessible. Click it to download a QR code linked directly to your site. You’ll use this in the next steps!

Create It: Use this VIP Open House invitation and update the text to reflect your voice (or use what’s already written). Quickly import the listing photos by using the editor’s MLS Lookup Tool.

Message: Use attention-grabbing language like: “Come see what your neighbors are selling their home for! Get exclusive access an hour before the general public.” Be sure to include the date, time, and address, along with a mention of any food or drinks you’ll be providing to further entice them.

Add QR Code: Replace one of the images on the back with the QR Code from step 1, and reference it in the invitation text by telling recipients to scan it for more photos and information.

Mail It: Once you’ve customized your invitation, click the “Direct Mail” button at the top of the editor. Either upload a list of addresses or use the Address Mapping Tool to create one.

Timing: Make sure it arrives in the neighbors’ mailboxes a couple of days in advance (ideally by Wednesday if your VIP Open House is on Saturday).

Create It: Choose from the pre-designed Open House Door Hangers and customize it based on your preferences.

Message: Use the same (or similar) wording from the invitation you sent, making sure to use phrases that convey exclusivity like, “Be the first to tour your neighbor’s home for sale!” Again, don’t forget to include the actual details and VIP Open House time!

Add QR Code: Replace one of the images on the back with the same QR Code from the previous steps. Include another reference in the text telling people to scan it for more photos and information.

Timing: Deliver the VIP Door Hangers the day before the open house. They should have received the invitation two days earlier, and this additional touch acts as a reminder.

🚨 Pro-Tip 🚨 Instead of just running up to the door, slapping the hanger on the doorknob, and rushing away before anyone sees you, try knocking on the door. If the homeowner answers, simply tell them you’re hosting a VIP Open House down the street for the Smiths and wanted to give everyone in the neighborhood a chance to see it before the general public. You want to be their agent, right? Give them a chance to meet you!

Incentivizing it with a small giveaway (like a $50 gift card to a local restaurant) accomplishes 3 things:

1️⃣ It’s an icebreaker. Starting the conversation with, “please sign in” feels cold and impersonal. Talking about a giveaway is much more fun for everyone.

2️⃣ It provides a reason. People are hesitant to sign in because they know you’re going to follow up. They typically come in with their guard up and won’t willingly provide their info.

3️⃣ It’s an automatic follow-up touch. The winner needs to be notified, right? Tell visitors you’ll draw a winner shortly after the open house and will reach out to let them know if they won. You should still reach out to everyone who didn’t win, tell them you enjoyed meeting them, and ask additional questions about their situation.

Create a Welcome Sign: Choose a Welcome Sign design customize the text/photos, and add the same QR code from step 1. Include a quick “Please Sign In” note to prepare visitors.

Create a Sign-In Sheet: Customize and download a simple Open House Sign-In Sheet.

Location: Place the Welcome Sign near the entrance to the open house, either on the door or a small table, and make sure the Sign-In Sheet is nearby. Consider using high-quality paper for the Welcome Sign or even a frame to create a professional touch.

🚨 Pro-Tip 🚨 Print out a handful of Activity Sheets for any neighbors who bring their kids!

Create a handout offering a free home valuation to further feed their curiosity and move them from nosy neighbor to potential seller. Include a brief market overview of the neighborhood, along with testimonials or examples of how you’ve helped others sell their homes for top dollar.

A call-to-action: “Want to know what your home is worth? Let’s talk!”

Hand these out as neighbors arrive and offer to set up follow-up conversations during the open house. Leave a handful out by the sign-in sheet for guests to pick up as they leave.

Offer Refreshments: Light snacks or coffee can make the experience feel special and encourage neighbors to linger.

Engage in Conversation: Ask about their thoughts on the home and naturally mix some neighborhood market insights into the conversation.

Capture Leads: Have a sign-in sheet to collect names, emails, addresses, and phone numbers. Use this list for future follow-ups with automated postcard campaigns, newsletters, and other helpful info for potential sellers.

Follow Up Quickly: Send a thank-you note or email attendees with additional information about the home and an invitation to learn more about selling their property.

Start implementing VIP Open Houses today and watch as your local influence grows into more listings and stronger relationships. Need help getting started? Visit the Marketing Center for all the tools you need to make your next open house unforgettable!