🏡 Open Houses That Actually Work: Proven Scripts & Strategies for Realtors

In a changing market like Northeast Ohio’s — from Cleveland and Akron to Apple Valley Lake and everywhere in between — many agents are wondering: Do open houses still work? The answer, according to Mike Ferrante of the 21 Mike Team at Century 21 HomeStar, is a resounding yes — but only if you do them the right way.

Mike, along with Broker/Owner Tony Geraci, regularly trains Realtors on topics like geo-farming, expired listings, and lead conversion. In this recent Tuesday Training, Mike tackled the truth about open houses — and how to turn them into powerful lead generation tools.

Whether you are a seasoned agent in Westlake or just getting started in Canton, this blog post is your guide to making open houses count.

🎯 The Goal: 2 Buyers + 1 Seller Per Open House

Mike sets a clear objective: each open house should generate at least two buyer leads and one seller lead. Yes, you read that right — open houses are not just for buyers.

So, how do you turn a Sunday open into a listing pipeline? It all starts before the event even begins.

🛎️ Step 1: Pre-Marketing & Neighborhood Door-Knocking

Sure, putting signs out on Thursday or Friday is important, but nothing beats inviting the neighbors face to face. Mike recommends knocking on at least 40 doors nearby.

🔑 Here’s his script:

“Hi, I’m Mike Ferrante. I just wanted to personally invite you to my open house down the street this weekend. The sellers asked me to bring as many buyers as I can, and I hope you can stop by.”

After that intro, shut up and listen — you may discover a hidden seller lead.

But what if they say, “We’re not planning to move”? Perfect. That is your cue to say:

“That’s okay — I consider you my untapped salesforce. You probably know someone who wants to live in your neighborhood.”

💡 Pro Tip: Ask, “When do you think you might be making a move?” instead of “Are you planning to move soon?” This open-ended phrasing keeps the conversation alive — and can uncover long-term seller leads.

🚪 Step 2: Greeting Visitors Like a Pro

Most open house visitors are met with passive agents — maybe a wave from across the room, a clipboard at the door, and little to no conversation.

Not on Mike’s watch.

He positions himself at the front door and asks every guest:

“Hi, are you here for the open house?”

While obvious, it breaks the ice and puts you in control of the interaction.

“Great — let me get you signed in. Name, phone number, and email?”

📋 Don’t hand them the pen. Hold the notepad, look down, and start writing — most people will answer.

If they hesitate, say:

“No worries. I promised the seller I would keep track of everyone who came in the home today.”

🧠 Step 3: Ask Better Questions

Once you have their info, gather insight:

Where are you coming from?
How long have you been looking?
Have you made any offers?
Are you working with an agent?

If they say yes, always ask: “Who are you working with?” If they do not know or are vague, they likely are not under contract — and may be a future client.

Bonus question for listings:

“Do you have a home to sell?”

This is the magic moment when buyer leads turn into seller leads.

🧰 Mike’s Must-Haves for Open Houses:

Branded flyers with your info
Sign-in sheets (or digital tools like Spacio or Open Home Pro)
A short and practiced script
Treats, beverages, or giveaways for a warm atmosphere
Follow-up system in place for after the event

❌ But What About No Soliciting Neighborhoods?

Mike has knocked on hundreds of doors in gated and private communities like Aberdeen. Yes, he has had the police called on him once — and the result? A quick, polite conversation and no issues.

His advice: check with your broker, but do not let fear stop you. Even one new lead makes it worth it.

💬 Final Thought from Mike Ferrante

“If you are doing open houses and not getting leads, you are doing them wrong.”

Whether you are in Solon, Lakewood, Medina, or Mount Vernon, open houses are still one of the most cost-effective lead generation tools — if you put in the work.

Want more scripts and real estate training for Cleveland agents?

📅 Join Tuesday Trainings with the 21 Mike Team
🌐 21Mike.com | 📧 Mike@21Mike.com
💬 Schedule with Tony Geraci at Talk2Tony.net

Stop sitting at open houses hoping for a buyer. Start working them like a listing machine.

For more great Real Estate content:

You can listen to our Podcast FREE BEER AND REAL ESTATE, or on YouTube for Mike’s weekly classes!!!

https://freebeerandrealestate.buzzsprout.com/