We are counting down to our Better Homes and Gardens Real Estate national Open House Weekend, March 29 and 30, with a special open house series, starting with Part 1: Getting the Word Out.
Open house showings can be a difficult process to master. Organization and planning are essential keys to a successful open house, and everything you do should focus on two things: getting prospects in the door, and identifying whether these prospects are primary (move within 45 days) or secondary targets. Keeping that in mind, let’s focus on the first important step, which is getting interested clients through the front door.
Before we can think about what we will do or say at the open house, we must have several strategies to get as many prospects through the front door as possible. When advertising for an open house showing, go with the shotgun strategy, try to hit as many contacts and people as possible. It is not enough to just put a sign out, or to send an e-mail out to your contacts in the CRM. In these modern times, there are several tools you can use to get the word out about your showing. With the recent launch of the new Greenhouse, we now have so much technology and marketing tools at our fingertips that will almost seamlessly increase the attendance at your event.
I mentioned the new CRM in the Greenhouse, which is our brand new contact manager which has been tailored to meet the demands of an agent who needs to enter contact information fast, and get marketing information back out just as fast. Managing your CRM to its maximum potential (ex. Creating groups, using reminders and entering every bit of information available about your contacts) is the best way that you can advertise for your open house. Information is power, and the more information you have about your contact sphere, the better you can target your marketing for the specific home that you are showing. If you have not delved into the full potential of the CRM, please visit the learning center in the Greenhouse and watch our training video.
A very good idea for marketing an open house is to canvass the neighborhood of the house that is up for sale. You never know who has friends who may want to move closer to them, or just may admire the neighborhood in which you are showing. We call this strategy “Ask Thirty,” and it is just like it sounds: create a script where you introduce yourself, inform them about the open house and remind them that they should let their friends know about your event.
For prospects who live farther out from the house you are showing, another amazing tool that the Greenhouse has is the Print Marketing Center. We now have 243 branded marketing pieces which you can use and customize. We recommend that you send out 100-200 cards announcing the open house to the surrounding area or subdivision. You can create campaigns in the print marketing center where you can schedule mailings with different messages and frequencies to your contact groups.
Use Pinpoint. Pinpoint utilizes our affiliation with Meredith Corporation to reach out to as many potential buyers and sellers as possible. Agents should use Meredith’s database of over 100 million consumers to advertise their listings, and to attract more clients to use Better Homes and Gardens. No other real estate company has this tool, so it is a big selling point for our agents.
Of course, there are the tried and true strategies including advertising, local paper, include directions, date and time have signs follow directions. Now obviously, you don’t have to use all of these strategies, but picking 3 or 4 of them and getting the word out to as many people as you possibly can, will only help your potential for a sale.
Remember: doing the most you can to get people to your open house is definitely one of the top ways to produce more sales and climb the ladder.
Come back later this week for part two of our Open House Weekend Countdown series, where we’ll discuss prepping and setting up your open house!
Don’t miss part 2 of our Open House Countdown series, Prepping the House and Yourself, later this week.
You can click here for additional information about the BHGRE national Open House Weekend, or find more tools and resources in the BHGRE Greenhouse.