In the modern, tech-driven world of real estate, holding a traditional open house is a time-tested method of marketing that works. Still, when virtual open houses are available at buyers’ fingertips, sellers find it hard to understand the true value of including an open house in their marketing strategy. Do buyers still come to open houses? Do they sell homes, or just help agents meet prospective clients? The decision to buy a home is almost always an emotional one. So, while looking online is the first step for most buyers, an in-person viewing is often what seals the deal. Don’t close your door to potential buyers. We’re busting these common myths with the TRUTH about open houses: MYTH: Open house attendees are usually just curious neighbors and nothing more. TRUTH: Neighbors can be one of your best assets and mouthpieces when marketing a home for sale. They are interested in finding a good buyer to be their future neighbor. MYTH: Open house visitors are not serious buyers. If they were ready and able to make a purchase they would be working with an agent to schedule private tours. TRUTH: In today’s high-end real estate market, looking is a critical factor in the decision-making process. Many buyers are considering a move if – and only if – they find the perfect place. It can take years before they find a place that piques their interest enough to call their Realtor. Open houses include many of these quiet, yet serious, prospects. MYTH: At an open house potential buyers are only looking at the home itself. As long as things are clean and tidy, the interior décor makes no difference. TRUTH: Thoughtful staging is essential for a successful open house. It allows for a lot of traffic in a two-hour time frame…but you only have to prepare once. A professional real estate agent will help you showcase your home in a way that will resonate most with buyers. MYTH: If an open house doesn’t result in a sale, it was a waste of time. TRUTH: Open houses are fantastic opportunities to assess potential buyers’ reactions and evaluate your marketing strategies. Even those attending an open house with no intention of buying are a great source of unbiased feedback. A good agent will solicit feedback by encouraging visitors to leave comments, provide suggestions, and ask questions.
Briggs Freeman Sotheby’s International Realty is a luxury brokerage headquartered in North Texas. Its award-winning agents achieved a record-breaking sales volume of $3.2 billion in 2016. Independently owned and operated by president and CEO Robbie Briggs, the firm specializes in the purchase and sale of significant properties, from historic and contemporary to waterfront, ranch and land. The company’s deep-rooted connections, superior marketing resources and global strategies, as part of the Sotheby’s International Realty network, bring the extraordinary to every client.