Real Estate February 6, 2025

Open Houses – Still the BEST Way to Get Business! Realtor Training

Are Open Houses a Waste of Time or an Incredible

Lead-Generating Strategy?

When it comes to open houses, many real estate agents are split down the middle. Some say, “They do not work; they are a waste of time,” while others claim they are an essential part of their lead generation strategy. So, which is it? Are open houses a smart investment of time, or are they outdated in today’s digital-driven market?

In this post, we will break down exactly why open houses can be an incredible strategy to generate leads, how to execute them successfully, and the biggest mistakes agents make when hosting an open house. If you are a real estate agent this post is for you!


Why Open Houses Still Work

Many agents assume open houses are a thing of the past, but that could not be further from the truth. In fact, recent rule changes regarding buyer representation have made open houses even more important! Buyers want an easy way to walk into a home without having to sign paperwork first, making open houses the last remaining way for them to do just that.

Additionally, open houses offer an excellent way to meet new buyers, connect with potential sellers, and establish yourself as a market expert. When done correctly, an open house can generate multiple leads and even future listings.


The #1 Open House Mistake: Poor Marketing

One of the biggest mistakes real estate agents make when hosting an open house is failing to market it properly. If no one knows about the open house, how can you expect anyone to show up?

Here are some must-do marketing strategies to maximize your open house success:

1. List the Open House on the MLS in Advance

Once you input your open house into the MLS, it will syndicate out to major home search platforms like Zillow, Realtor.com, and Redfin. The earlier you put it in, the better.

2. Utilize Social Media for Maximum Exposure

Social media marketing is a game changer for open houses. Here’s how to use it effectively:

  • Create a Facebook Event – Boost the event with a small ad budget ($10-$25 can get you thousands of views!).
  • Go Live on Facebook or Instagram – Tease the open house by going live a few days beforehand and again on the day of.
  • Tag Your Seller – If your seller is on social media, tag them! This will get their network involved and potentially lead to more exposure.
  • Use Hashtags – Utilize hashtags like #ClevelandHomesForSale, #OpenHouseCleveland, and #NEORealEstate.

3. Leverage Google Business Page Updates

Google loves fresh content, and posting an update about your open house on your Google Business page can increase your visibility in search results. Make sure to include keywords like “Open House in Cleveland,” “Homes for Sale in Northeast Ohio,” and “Cleveland Real Estate.”

4. Engage the Neighborhood

Your biggest allies in getting an open house sold might be the neighbors! Knock on doors or send postcards to let them know about the upcoming event. You can even host a special “Neighbors Only” preview before the general open house starts.

5. Use Directional Signage Effectively

Signage is an underrated yet essential part of marketing an open house. Don’t just put one sign in the front yard; instead, place multiple signs leading up to the property. Aim for at least 10-30 signs in strategic locations to capture drive-by traffic.


How to Capture Buyer Leads at Your Open House

An open house is a golden opportunity to collect buyer leads, but you need the right approach. One of the biggest mistakes agents make is allowing people to walk in and out without getting their contact information.

Here are a few key tactics to ensure you collect leads:

  • Use a Sign-In Sheet (But Don’t Leave It Out) – Instead of a sheet on the counter, hold the sign-in sheet yourself and ask, “Let me get you signed in! What’s your name?” This small change increases compliance dramatically.
  • Ask Open-Ended Questions – Instead of saying, “Are you looking to buy?” ask, “When are you planning to make a move?” This encourages engagement and avoids an easy “no.”
  • Follow Up Immediately – After the open house, follow up within 24 hours with a personalized text, email, or call.

Final Thoughts: Open Houses are a Powerful Tool (If Done Right!)

The truth is, open houses can be an incredible tool for real estate agents looking to grow their business. They provide a direct opportunity to engage with buyers, meet sellers, and establish yourself as the go-to agent in your area.

However, the key to success is execution. If you approach open houses as an afterthought and do the bare minimum, you won’t see results. But if you strategically market, engage attendees, and follow up properly, open houses can become one of your best lead-generating activities.

Are you hosting open houses in Northeast Ohio? Do you need more tips and strategies to make them work for you? Let’s talk! Reach out to Mike Ferrante, at Mike@21mike.com or schedule an appointment at 21mike.com.

Start maximizing your open houses and watch your real estate business grow!

 

 

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