I shouldn't make generalizations because, like snowflakes, there's no OPEN HOUSE that's ever the same. Next April will mark 40 years of having been active in Real Estate in some form or another. Along with that comes about a 1,000 Sunday afternoons spent waiting, wishing and hoping for customers to visit my listings. Early on each home had it's own print ads declaring the event in BOLD black & white. A lot has changed about how we get that message out there but the processes of the Open House remain the same, and always will I believe.
During the past two years I have done fewer Open House events but always have at least 5 or 6 associates asking me to put them on my call list if an opening occurs. The normal Sunday 1 to 4 is typical, however we have had them every day, evenings, mornings, mid week and weekend alike. Many with great success and also many "no shows". When people arrive it's almost a given that they are not going to purchase that particular home. On only two occasions (since the onset of being licensed) have visitors ended up being the purchasers. This does not preclude me from always carrying a partially completed Purchase & Sale Contract during these events even with the knowledge that the liklihood of selling to those visitors is a slim prospect.
Speaking of "prospects", this is the key to proper Open Housing, each person over that threshold is YOUR prospect (given that you follow up properly with them). We tell SELLERS "of course I'll do Open Houses for you", all the while knowing that we're building our database of BUYERS because of them and not necessarily for them. Don't forget that I'm ready to pull out the P & S at anytime if conditions warrant it. At last count I had built up an impressive clientele list of ready, willing and able purchasers through Open Houses. Although this post is specific to Opens it's a good idea to track the sources of all of your customers as you progress. There's no set rule how to set this up but mine uses or used probably 15 to 20 separate inputs.
Usually you're on your own although incorporating all listing agents in a neighborhood event can produce excellent results. By doing this you can actually promote more homes for less money and offer various rewards for customer participation. A Poker Run style has brought good turn-outs to otherwise sleepy communities. It's best if you lay down some ground rules so that no "bad form" exists between the associates. A coordinator should be designated that is fair and impartial, most of you will know which one that can be. This type of Open House concept needs at least 7 or 8 home to be effective and more than 15 doesn't allow time to explore each home properly. A sign in sheet with emails and a deck of cards can easily get the party started.
This leads me to Signing In. A policy we've used for several luxury homes dictates that all who enter must sign in and provide contact information prior to viewing. Yes, there will be push back, but it is necessary for your sake due to the responsibility you have to your Seller. Conversely, by implementing a strict guideline to tour the home has brought listings to the forefront also. Owners appreciate that you take responsible measures while overseeing their properties in their absence. Seriosly, I've only had to turn away about a half dozen visitors due to their refusal to provide I.D. These rules can be loosened in a vacant home where no collectibles or valuables are present. On only one occasion have items ever been stolen from a listing during an Open House. In that particular case the items were recovered at a local pawn shop and the thief apprehended the next day at theur home. Their address was conveniently provided on our sign in sheet. Note that that is not always the case and when your profession is thievery and you're successful you tend to get better with experience, to a point.
Always try to give something to your visitors or provide an experience that makes you memorable. No matter what the price of the home is that you sit, anything that can be held, is useful or entertaining can benefit your success. Understand that these offers are not for every Tom Dick & Harry that come to the door, but when available the gesturwe can help establish a rapport and may inadvertantly turn you into their GOTO REALTOR forever. Isn't that your true goal of having an OPEN HOUSE in the first place? A word about exposure, the use of directional signs is always sought however Naples has a very strict policy and only 1 sign is allowed. A patrol by public works will scour neighborhoods and pick-up erroneous signage. After a few misplaced signs there is a possibility of up to a $500 fine. Yes they do enforce it too. Newspapers still command the best response overall, then we utilize REALTOR.com with enhanced listins to get the O.H. message out and thirdly is our OPEN HOUSE of Southwest Florida ,a service provided though participating Broker members of Sunshine MLS. Lastly, and as of yet, completely out of anyone's control is weather. The Outside is not your concern but please do have the sense to keep the inside environment more than comfortable for your potential guests. We're banking on you to do so!
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