TREAT EVERY OPEN HOUSE AS AN EVENT
Imagine you are throwing a celebration for one of your kids. The first question I want you to ask is, “How can I put together a birthday party that will blow people away?” I want you to cultivate the response of “WOW!” from every person that walks in the door. Even if the buyers think the house is just OK, the event should exceed their expectations.
GIVE THE NEIGHBORS THE HEADS UP
Build relationships with the neighbors by taking the time to walk door-to-door three or four hours before your event to let them know about the open house. Mention the time, expectation of street parking, and any delays they may encounter. Think of this as an opportunity to invite the community to your open house, using phrases such as, “It’s just a short three-minute walk around the corner. I’d love for you to swing by.” or “We’re hosting an open house for the Johnsons. If you’d like to stop by a few hours before, I’ll make sure it’s open for you.”
DO THE RECON
What do other open houses in the neighborhood or surrounding area look like? To compete in your marketplace and articulate your value proposition better, it’s imperative to familiarize yourself with the competition. Take a friendly, collaborative approach to visiting community open houses.
THE TWO SCRIPTS YOU SHOULD KNOW
Within the first few minutes of greeting new open house guests, there are two pieces of information you want to gather. First, you want to find out how they found the house. “Did you see the signs or find us online?” Try to avoid saying, “What brings you in today?” This script was created over 30 years ago by someone who has never hosted an open house. It is fairly obvious what they are there for and the question doesn’t allow you to find out valuable information about the potential buyers.
IF YOU CAN’T ESCORT, SETUP THE FLOW
Even if you don’t have many of your team members helping and are unable to escort them through each room, do not let your guests wander. Provide them with specific directions that will take them down the most flattering route of the house. Then make yourself available for them to ask questions.
TELL THEM WHERE TO GO NEXT
The more houses you can show your guests under your brand, the quicker you get the win. Curate a path of homes for them, based on what their wants and needs are, and they will look to you as their advisor.
IF THEY DON’T SIGN IN YOU HAVE FAILED
If your guests don’t sign in, you’ve failed. Not being strict here, just honest. Open houses are all about collecting valid buyer leads for your seller.
FOLLOW UP THE SAME DAY
Do not call all the attendees from your open house. Only reach out to those who have opted in to being contacted or receiving more information. Follow up with those potential buyers in a warm way.