This exclusive guide from Top Producer and REALTOR.com® will give you step- by-step instructions on how to prepare properly for your next open house so you can start converting your walk-in traffic into REAL business.Read on and get energized, because we justgave you the tips you need to turn your nextopen house into a lead generation landslide. 5
50%of buyers usedopen houses as akey part of theirhome search. According to The 2011 National Association of REALTORS® Profile of Home Buyers and Sellers, almost 50% of buyers used open houses as a key part of their home search. Unfortunately, many agents don’t know how to hold an effective open house designed for conversion, so many opens turn into lost opportunities. When hosted properly, open houses are a very effective way to promote your seller’s listing while generating new business opportunities for yourself.
1Step Select the Right Property You want an open house that attracts lots of traffic, so property selection is critical. If you select a property that’s in a higher price range, you may limit the amount eligible buyers due to income. For effective, highly-attended opens, we suggest using a property that’s moderately priced in a highly-trafficked neighborhood. Doing this ensures that your property will be visible and attractive to a large cross-section of eligible buyers, which means more open house prospects for YOU.
2 StepMake your home stand out You’ve selected a home to hold open, and your sellers are excited. The 2011 National Association of REALTORS® Profile of Home Buyers and Sellers tells us that almost 90% of buyers use the internet as part of their home search, so make your listing shine online. Enhance your listing on real estate’s most viewed site,1 REALTOR.com®. Add more pictures, videos and virtual tours, and get a connection point directly to you. To find out how an enhanced listing will help your open house shine, visit: www.realtorenhancedlistings.com comScore Media Metrix, July 2011 1
3Step Create a Local Buzz Get out in the local community. Visit the local hangout and post flyers promoting the open house. Write a blog post about the open house complete with virtual tours and videos, and print up some postcards with a QR code. Leave them at your local coffee shop and start promoting your open house locally to people in a comfortable environment. Talk to local businesses about doing some co-marketing; promote their local business at your open with coupons and giveaways in exchange for promotion of your open house at their establishment.
4 StepPreview the Subdivision While you want to get new clients from any open house, you’ve got to remember that your primary responsibility is to the seller. You should be able to answer any questions buyers have at your open and explain to them why your listing stands apart from the others. Make sure you walk the neighborhood and get a taste of its unique flavor. Preview other homes in the area, and scout out comparables so that you know how your listing stacks up against the competition.
5Step Get a Complete Set of Materials Get the latest data on market trends and recent sales with Market Snapshot™. Include information about the listing you’re holding open and attach your business card. Make sure that you have a complete package of materials to be used as takeaways so that even after buyers leave your open, they remember you as the REALTOR® they need. To learn more about Market Snapshot™, visit: www.topproducer.com/products/market-snapshot.aspx
6 StepInvite the Neighbors for a Sneak Peek When you get a listing, you know there are other folks in the neighborhood who are also thinking of selling. And they’re going to want to see how other homes in their neighborhood compare to theirs. So invite them over for a sneak peek. Create a special “neighbors only” event on a special day. Holding an open on Saturday? Invite the neighbors to a special preview on Thursday night. Don’t do a postcard drop – instead, walk the neighborhood, introduce yourself, and PERSONALLY invite them over. Make sure you have ALL of your listing materials ready – including your listing presentation and neighborhood market stats – to showcase when the neighbors stop by, so that when they think about listing their home, they think about YOU. Don’t have a listing presentation? Get one at: www.marketing.realtor.com/listingpresentation
7Step Be Engaging Don’t sit in a corner at your open house. Set up a “home base” in the kitchen – it’s the most popular place in most homes where buyers congregate, so you’ll have a chance to strike up conversations. Greet people when they walk in, and let them know to stop by the kitchen on the way out to receive more information about the home, recent sales in the area and neighborhood market trends.
8 StepFollow Up Ditch the dusty guest register, and start converting walk-ins with your iPad® or other tablet. Fire up the BrightOpen™ app. Load your open house listing, and have visitors fill out the contact form to receive automatic market updates. You’ll stay in touch and cultivate REAL clients by sending them RELEVANT information. And you’re servicing your seller by ensuring that you follow up with every single person who signed up at the open house, so if there’s interest in a purchase, you’ll be able to find out. It’s a fast and easy way to stay in touch with your open house sign-ups, and a surefire way to turn those walk-ins into real business. To learn more about BrightOpen™, visit: www.topproducer.com/products/smartphone-apps.aspx
9Step Market Your Properties Quickly QR Mobile Marketing System gets all your property marketing done, FAST. The REALTOR.com® QR/Mobile Marketing App is a listing agent’s dream, giving you property specific tools, including: a Mobile Website, QR Code, Shortcode URL, Listing Flyer and Postcards. And did we mention that the app is FREE? Find out more at marketing.realtor.com/mobilelisting/
10 Step Be PreparedLightBulbsTrashBags Create a preparedness kit and keep it in your car. Paying attention to those little details when preparing for your showings andDusting open houses will ensure you give your clients the best possible experience.Cloths And when completed, it will make a difference in impressing that prospectiveMini buyer — making them willing to work only with you!VacuumWindex &Paper Towels