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Open House Best Practices – The When, The How, And The Mistakes To Avoid

By NICOLE MURRAY

Hosting successful open houses is a huge determining factor of a realtor’s overall success.

However, what’s the best way to attract a crowd? How do you secure relationships with those who attend? And how do you turn prospective buyers into solid leads?

The Mortgage Note spoke with real estate industry professionals to find out the best practices for hosting open houses.

It all begins with marketing.

The first step of any open house starts with marketing the event so people know it exists.

Jules Zaphire, a real estate professional at The Pantiga Group, said it is best to post upcoming weekend events to the MLS at the beginning of the work week.

“Post the listing to the MLS that Monday or Tuesday so buyers have time to see it and plan to attend. It is the same mentality as a new restaurant or club opening – people will want to see what this new home is all about.”

Besides the MLS, Rob Jensen, broker/owner of the Rob Jensen Company said there are multiple other avenues a realtor can take to market an open house.

“The event should be advertised online and in person any way you can: physical signs, digital ads, social media, paid placement for those ads. The more exposure the better,” Jensen said.

Gabriella Lisi, a realtor associate at RE/MAX Revolution, added that while using physical signs to promote an open house may be old school, it is a reliable way to get locals to attend the event at the last minute.

“Those directional signs that are strategically placed throughout the neighborhood are worth doing. There are locals who will change their route to view an open house because even if they are not searching, they may know someone who is,” Lisi said.

Plan to hold open houses on the weekend.

Opinions among real estate industry professionals regarding the best time to host an open house are pretty consistent across the board.

Consumers have been conditioned to expect open houses to be hosted during weekends because it is when most people are free.

However, the most important is the first weekend the home goes on the market.

“I always host an open house that first weekend,” said Zaphire. “You want to create as much buzz as fast as possible.”

“Don’t wait for that first open house,” added Lisi. “That first week and weekend you are on the market is the most important. You want maximum exposure as fast as possible.”

Zaphire adds that an open house should always be scheduled after a price reduction because the new parameters may expose the property to new potential buyers.

“It is as if some buyers are seeing it for the first time because it could now apply to their set price range,” said Zaphire.

Additional open houses during the week are helpful.

Sales associate Katie Jaffe explains that Weichert Realtors has been encouraging agents to host three to four open houses during a property’s opening week to cater to those with abnormal work hours.

“We host your typical weekend open houses but we also incorporate one on a Thursday or Friday evening for people who have unconventional jobs. This way you ensure that all who want to attend can,” said Jaffe.

As far as specific times of day, midday tends to be the sweet spot.

“During the weekend, in the middle of the day – 11 a.m. to 1 p.m., 12 p.m. to 2 p.m., or 1 p.m. to 3 p.m. are the best times,” said Lisi. “Many people have kids with sports in the morning or church. You want to work around that. I don’t usually host an open house past 4 p.m.”

Jensen urges real estate agents to research local events that may interfere with the open house before scheduling.

“Take a look at what is going on around town. If there is a popular game or local event, you will want to work around those. For example, watch for local marathons because those will shut down streets,” said Jensen.

Have a plan for the day of an open house.

Once the open house arrives, there are a few pieces of advice real estate professionals have to offer.

The first is to arrive early so the space can be set up for guests. This includes turning on lights, opening doors, and displaying any documents that attendees may need throughout the process.

Then allow attendees the space to freely roam the property.

“You don’t want them to feel suffocated while viewing a home because this is one of the biggest purchases of their lives,” explains Zaphire. “Give people time to browse, discuss, and think over their decision.”

Lisi attempts to make attendees feel more at home by offering refreshments or complimentary snacks.

“Sometimes I will put out bottles of water, goodies to nibble on, maybe even lunch for a more upscale showing to make people feel more comfortable,” said Lisi.

For higher end listings, Jensen said he has seen different offerings to kick things up a notch.

“I’ve seen agents take things a step further with a food truck, live music, or even a magician. Get creative!” said Jensen.

Jensen added that even though one of the focuses of an open house is to cater to prospective buyers, the seller is ultimately the primary goal.

“As much as we want to make a good impression on potential buyers, our priority is the seller and their home. If a huge family attends that has kids running around, it is our job to keep things like that under control to protect the property,” said Jensen.

Networking is a secondary objective during open houses.

Agents should look at open houses with a “kill two birds with one stone” type attitude. The focus is to sell the home but open houses offer agents the chance to network with future clients.

“You are selling the property but you are also selling yourself,” Jaffe explains. “It’s my job to have the knowledge, be able to answer questions, and showcase what I know and how I can help people.”

“Ultimately, you are building relationships and open houses are great opportunities to meet people face to face,” said Jensen. “This is your chance to make a great first impression for future business.”

Jaffe said that realtors need to remember that patience is key to being successful in the industry.

“You have to treat each interaction like you are just having a conversation. The intention is to always sell but you have to remember this is the biggest purchase of someone’s life. You have to be patient, give them time and space. All you can do is offer knowledge,” she said.

Jaffe said she will follow up with anyone she makes a genuine connection with during an open house within a business day or two.

“Follow up is key – and it is best to follow up right after the open house while the conversations you have had are fresh in their mind. Reach out directly with personalized messages because nine out of 10 people will respond to direct messaging that isn’t an auto text because it builds on that personal relationship.”

Make sure your seller understands the value of open houses.

Believe it or not, it is quite common for sellers to not want to host an open house. The process can be quite intrusive but multiple agents say they are more than worth doing.

“I am in 100% support of hosting open houses,” said Jensen. “I have sold homes through these events. Your agent may be networking but it is also an opportunity for them to meet prospective buyers and create more buzz around the home.”

Open houses can make the home seem more sought after if a prospective buyer walks in as another group of people are walking out, he said.

“Don’t be afraid to catch the attention of nosey neighbors because they might have a friend or family member who wants to move to the area,” added Lisi. “You never know whose attention the open house will catch.”

There are some mistakes to avoid when hosting an open house.

The first may seem obvious, but it is of the utmost importance that the home is clean and tidy.

“I’ve seen people leave their homes a mess,” said Zaphire. “Get rid of clutter, put everything you can away in closets, and get the property as clean as possible.”

One aspect of cleaning a home that sometimes may be overlooked is a home’s scent.

“The worst is a bad smelling house,” said Zaphire. “Pet odors can really permeate so you have to prepare for that. Light a candle, bake cookies, anything so that prospective buyers are greeted with a pleasant smell.”

There is added pressure for smokers, especially if the smell of cigarettes or marijuana still lingers.

“Covering this scent is paramount,” said Zaphire. “I’ve had prospective buyers smell weed and immediately assume the home was in a bad neighborhood because of it and passed on making an offer.”

Lisi added that masking smells is not always the best solution.

“Thoroughly clean the property versus just masking the smell because if I see a candle lit, as a realtor in my mind, my first thought is ‘Why is that there?’”

The second mistake is having the homeowner there.

At times, this may not be an option depending on a seller’s wishes. However, having the homeowner at home while hosting the open house can be a mistake because it applies pressure to those viewing the property.

“This can make prospective buyers feel uncomfortable,” said Lisi. “Attendees need to be able to look at the home by themselves and have their honest opinions without offending anyone.”

Third, be careful what you say.

In today’s world people are recording on their phones as they tour homes and homeowners may have monitoring devices. Make sure to be professional and keep the seller’s best interest at heart when having conversations.