Why writing off open houses is a big mistake

  • A major factor that the open house nay-sayers miss is the ROI on a well-planned and executed open house as compared to other lead generation tools.

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

If there were a lead generation program that cost nothing, helped you meet more clients than real estate websites, apps, search engines or social networking, and allowed you to do a face-to-face presentation right now, would you use it? If you said yes, it’s time to revisit doing open houses. In a recent column, I outlined five secrets for digitally marketing your next open house. Several commenters extolled the virtues of virtual open houses using technologies such as Matterport 3-D virtual tours, virtual and augmented reality. I’ve been a huge fan of this technology because it is a tremendous seller conversion tool. When it comes to buyers, however, the reaction I’ve observed repeatedly is, “This is cool, but when can we see the property?” The nay-sayers slam the open house as being outdated, a tool that is no longer necessary in today’s tech environment. The truth of the matter is that there are tangible benefits to both the seller and the real estate agent in o...