How to hold a Black Friday Open House and a Cyber Monday Price Reduction!
BLACK FRIDAY OPEN HOUSE!
With Thanksgiving coming, many of us are making serious plans to chill out on a self induced, tryptophan retreat. Then there will be the brave souls that defy all the naysayers and will get out and have their holiday open house. I'd like to suggest something I've done in the past and that is a Black Friday Open House. Now I found out that this doesn't work if you are not all in. This is an all or nothing marketing move that will have you standing out above your peers; everyone will either think you're nuts or a marketing genius. By the way this works really well in a more active neighborhood. The most important part for success is in the ground work. You must begin implementing this several days in advance, using the 7th level open house model (see the model at the bottom of this post). You're also going to be pitching this Black Friday event to your local board of Realtors and sending out a mass of emails, blogs and press releases well in advance.
Now, what this really does for you is to show the neighbors and your sellers that you are serious about getting their home sold and that you are not like any other agent they have ever met before. This is the beginning of gaining space in their minds.
However, if you aren't willing to do the leg work and put in the effort, don't even try this. If you kick your sellers out on the Friday after Thanksgiving, without making a major effort to drive foot traffic to their doorstep, they're going to see to it that you end up like the the Thanksgiving day turkey or one cooked goose!
Oh, don't forget that this is your opportunity to get a Black Friday price reduction, even if it is for one day! This is a must have for this event. If your sellers have been reluctant to drop the price, this may be just the opportunity to show them you are thinking out of the box. It's also a way to create a sense of urgency amoung your sphere and those that pop in for the open house.
CYBER MONDAY 1 DAY PRICE REDUCTION!
If you don't care for open houses or your clients aren't interested, you may want to try a Cyber Monday sale. On Cyber Monday you announce your Cyber Monday 1 day price reduction or a just listed goes out with a Cyber Monday 1 day sale. After this the price goes back up!
To make this work, prior to Cyber Monday you'll send out a mass of promotion that can include a neighborhood postcard telling neighbors to sign up on your website to get the Cyber Monday home price(s). The idea is to blast the Cyber Monday Price and create a sense of urgency with emails to your sphere. You're going to blast all the local real estate agents on your board of Realtors as well posting several online classified ad posts, AR blogs and press releases with as many angles to the story as you can come up with.
You may even want to combine the Black Friday Open House with a Cyber Monday sale! If you try either one of these ideas, or you try both, please come back and share your success with others. Remember, this is about promotion and marketing, so go big, go all in, or stay home and eat another turkey sandwich!
The 7th level open house per the Book "Shift" by Gary Keller, Dave Jenks & Jay Papasan:
Sign in the yard +
Balloons and sign riders +
Directional signs at all corners with balloons and sign riders +
Fliers the week before, email invites and posts on websites +
Door knocking and hand delivered invitations to 100 neighbors (minimum) +
Phone calls the morning of the open house to remind everyone +
Hold 4 other open houses in the area in various price ranges on the same day.