How to Drive Traffic to Your Open House

The internet has tons of information about properties for sale, so you might think open houses aren’t necessary. Some shoppers may vet a home online and, based on their reaction, opt not to see it in person. But open houses are still important, and always will be.

The question isn’t “Are open houses are still necessary?” It’s “How can you drive the most traffic to your open houses?” A successful open house requires planning and strategizing at least a week before the event.

Here are five tips to help you increase traffic to your open house.

Pick your houses wisely

You should always consider the kinds of houses you want to feature. Watch the market, become familiar with the properties and learn how things work in your favorite neighborhoods.

Watch for new listings in familiar areas with prices you can handle. It’s a waste of two hours if you host an open house in an unfamiliar area. Instead of providing value and serving as a resource for would-be buyers, you’re just standing in. That won’t get you any business.

Explore the local market and keep up with how it is changing. See an ideal new listing, in a prime area by an agent in your office? Reach out right away. Congratulate them on the new listing and offer to help with future open houses or showings. The listing agent may want to do their own open house, at least for the first week. But let them know you’re familiar with the area and make it clear you’re excited about the listing. A listing agent, when looking for someone to stand in for them at an open house, wants to be sure that the agent they pick is knowledgeable and familiar with the listing and the neighborhood/market.

Post your ads early in the week

You should have your open houses planned by Monday. Ask the listing agents to enter their information in the MLS right away to make it easier to capture online shoppers. If the open house gets into the MLS early in the week, it will hit all the major websites, too.

When a potential buyer browses Zillow or Trulia on Monday night and sees an interesting open house on the following Sunday, they’ll be inclined to take note. If they are a new buyer, they may be less likely to make an appointment to see the home with the listing agent. They’re just not far enough along in the buying process to feel comfortable to engage. But when Sunday comes along, and they see a calendar reminder about the open house, chances are they will swing by. The bottom line: If you don't advertise the open house early enough, you could miss the opportunity to meet your new client.

Use social media to help spread the word

Buyers rely on their online resources to find and research homes, not just the Sunday paper. Your open house posted in the MLS may not get fed where you need it to. Because potential buyers are everywhere, you must do your best to get in front of them. Leverage social media to promote your open houses and update your feeds during the event. Share a picture of the listing on Instagram or share the date, location and time on Twitter. If you're feeling fancy, set up a Facebook event!

Put out the A-frame signs early

A-frames signs help direct and drive traffic to open houses. Put out five or six A-frames, strategically positioning them in and around the property, on the morning of the event. Drive around once or twice to make sure that the signs are clear and helpful to the potential shopper. Make sure the signs include the address and price. Someone driving by on Saturday afternoon might see a sign and want to come by the next day. He may not be an active buyer, but he could be a future buyer or seller. In some communities, high school kids make a business out of putting out A-frames for agents.

Anatomy of an open house sign

A good open house sign can make the difference between a well-attended event and a wasted afternoon. While your sign doesn’t sell the home, it can help draw in shoppers — even ones who might be more curious than decisive. Here are some tips to create a sign that gets people through the door.

• Spell it out: Make sure your sign reads “Open House” and not just “for sale” or “just listed.” You want passers-by to know you’re holding an open house event and not simply advertising a home for sale.
• Remember the time: Buyers need to plan their day, so include the hours that your event will be open.
• Introduce yourself: Always make sure your open house sign clearly displays your name and your website.
• Personalize your branding: Since you will likely use your open house sign multiple times, include your corporate colors and logo to match your other marketing materials.
• Point them in the right direction: Include a directional arrow that points to the front door.
• Leverage optional components: If your open house sign can accommodate them, add the house address, price, your brokerage or an informational rider.

Don’t leave your signs up after the open house. It looks bad if they are left to tip over in the wind or block the street or sidewalk.

Be prepared to engage buyers

Even though early buyers may just be gauging the market, they are still real buyers. They probably have questions about what they see online, how this property compares to another and what’s happening in the market. This is your chance to serve as an informed resource and trusted advisor — someone with value to add, as opposed to a “shark.” By doing the opposite of what they expect, you just might gain a new client.

To be successful, you need to work with lots of buyers. The new buyer, testing the waters, researching the market and feeling things out will soon become fully pre-approved for a mortgage. They will want serious advice about how to move forward. Identifying this kind of buyer early is a smart strategy for a newer real estate agent.

Share information with the buyer. Be ready to tell them about the five best comps for the open house and speak with authority. Remember, you’re there to represent the seller or the listing agent. But you should also be ready to respectfully engage buyers and begin a relationship.

Ask simple questions to engage buyers. “Have you been looking for a while?” or “Are you viewing a lot of homes today?” If they answer yes or no without much commentary, this may be a sign they’re not interested in engaging.

If they say they’re just looking, offer up an alternative home to compare. Describe how it’s different, how it shows, or explain why it’s priced that way. Demonstrate that you’re knowledgeable about the area. Continue the conversation if the buyer seems receptive. Ask probing questions like “Have you bought before?” or “How do you look for homes online?”

Also, if you sense they’re not working with an agent, consider asking them to come to your office to talk about the basics of home buying. People like to get free information but only if it’s offered without pressure.

Above all, try to understand who the buyer is and where they are in the buying process.

Be creative

There are so many ways to bring attention to an open house listing. Take advantage of the obvious ones, but think outside the box, too. For example, consider knocking on doors nearby, handing neighbors the property brochure, and telling them about the open house. This doesn’t always work but even a 50 percent success rate gets you ahead of the game.

How do you attract buyers to your open houses? Share them in the comments below!