Hosting an open house presents a unique opportunity not only to showcase a property but also to connect with potential clients. Even if the property being shown doesn’t match every attendee’s criteria, this doesn’t spell failure for the event.
It is not often that a home sells at the open house or even directly because of it. The key lies in leveraging the open house as a platform to sell your expertise and services to the visitors. Here are strategies to help you convert casual “lookers” into committed clients.
Greet visitors at the Door
One of the things that we tell all of our real estate franchise owners is that first impressions are crucial. That’s why you should welcome each visitor with a smile and a friendly greeting as they step into the open house. This initial interaction can significantly reduce any discomfort or intimidation visitors might feel entering a new space. Hand them a concise info sheet about the property, highlight a few key features verbally, and allow them the freedom to explore at their leisure.
Establish yourself as the local area expert
This next tip is easy while also being very helpful in converting open house visitors into clients. Position yourself as the go-to source for local insights by providing packets of information about the area. Include details on schools, attractions, community events, and even the local climate. This not only aids out-of-towners but can also enlighten locals.
Enhance your credibility further by sharing recent sales data and insights into the local real estate market. And don’t be afraid to bring up this information and show the open house visitors how much you know about the local market. Demonstrating your knowledge can foster trust among prospects.
Ask visitors leading questions
After the open house visitors have had a chance to look around, engage them with questions to understand their needs and preferences better. This step is crucial for keeping them informed about the market and potentially matching them with their ideal property. Here are some great questions to ask:
- Are they interested in the home? What are their likes or dislikes about it?
- Are there any other homes they’re interested in?
- Do they want to set up an appointment for later? You could suggest other properties if you think they’d be a good fit. Just remember, you can’t follow up with visitors if you don’t get their contact information. After you have established rapport, ask the open house visitors to provide basic information. This way you can send them the latest real estate listings and related news. Serious buyers will usually be ok with this as they are looking to buy.
- If you haven’t had success converting open house visitors into clients in a few days, you can set them up on a drip campaign. This way they will receive occasional emails from you with real estate information and listings that are automatically sent. Your prospects may not be ready to use your services right now, but when you stay in touch, you may be the one they think of first when they’re ready.
Gather important information
Asking strategic questions can prompt visitors to recognize the value of having a knowledgeable agent by their side. An experienced agent can help them save time during their house hunting quest.
Queries about recent listings or their experiences at other open houses can uncover their readiness to engage with an agent and help you tailor your assistance. You could ask questions such as, “Have you seen the other properties in the neighborhood?” or “How many other open houses have you attended?”
Embrace the neighbors
Some agents may view the attendance of neighbors at open houses as a nuisance. Those agents need to rethink their business. Savvy real estate professionals see it as an opportunity. Neighbors might be assessing the market for their own plans of listing their home or they may know someone interested in moving into the area. Welcoming them warmly can expand your network and lead to future business. Just don’t forget to get their contact info!
Consistent follow-up is key
Persistence pays off in real estate. And following up with potential leads is no exception to this rule. With studies suggesting that most sales occur after multiple contacts, it’s essential to maintain communication with prospects. In fact, one study showed that 80 percent of sales are made between the 5th and 12th contact, so don’t get discouraged if you get no response early on. These follow-ups can be through immediate follow-up emails after the open house and setting up a drip campaign for ongoing engagement. Keeping in touch ensures you remain their top choice when they’re ready to make a decision. This is why having a great schedule as a real estate agent can help.
By implementing these strategies, you can transform an open house from a mere property showcase into a fertile ground for cultivating future client relationships. Building rapport, demonstrating your expertise, and maintaining consistent follow-up will make visitors more inclined to turn to you for their real estate needs.