Want an open house guest to make an offer on the house?
Your open house script is key for identifying prospect needs, discovering objections, and ultimately persuading open house guests to make an offer on the house… or to meet you for a follow-up appointment.
First though, let’s dispel a common myth about open houses.
The Open House Myth
HERE’S THE TRUTH about open houses: Even with all of today’s digital lead generation tactics, open houses are still one of the best ways to get instant face-to-face contact with motivated buyers and sellers.
HERE’S THE MYTH some real estate coaches will tell you: open houses are obsolete; they’re a waste of time, etc. Those coaches are only telling you what you want to hear.
Our top-producing team embraces cutting-edge digital marketing methods, but we still bring in many leads and close a lot of sales from open houses.
Before the Open House
A successful open house event starts with preparation.
First, learn as many details as you can. Obviously you’ll want to walk through the house before the open house starts (or even the day before) to learn everything you can about the home’s features.
Review comparable homes. Before the open house begins, get all the info you need to present as an expert on the neighborhood. Know what’s on the market nearby so you can talk to open house attendees about what other properties they might be interested in. Make sure to take note of some properties that are a little higher in price and some that are a little lower in price.
Make sure you research comparable homes that have recently sold in the area, too.
It can also be helpful to be familiar with what schools are nearby, how close the nearest grocery store is, and how far it is to various modes of transportation.
Take notes and print cheat sheets containing all that info so you can keep it on hand at the open house. Having this information ready will help position you as a true professional and an expert on the neighborhood.
Greeting Open House Guests
As guests come in, greet them and ask them to sign in — we find about 90% of guests will leave their information when asked. If you don’t get them right when they walk in, make sure you get them to sign in on their way out.
If your open house is busy, signing in can also help give the guests something to do for a moment while you’re talking to other buyers. You can make this seem very natural:
“Hi, thanks for coming in! Go ahead and sign in there by the door, and I’ll be with you in a few minutes to answer any questions you have!”
At the Open House: Draw Out What Buyers Aren’t Telling You
Your primary goal at an open house is to close the home you’re in.
To accomplish that you’ll need to draw out prospects’ timing, motivation, and true needs. Can you show the prospect how the home solves their problems?
Be sure to connect the home’s features with the prospect’s desired benefits.
Don’t shy away from closing the prospect. Ask:
“Can you see yourself living here?”
You can also draw out objections with:
“Is there anything that would make you NOT want this home?”
If the prospect doesn’t like something about the home, you’ll need to listen carefully to their objections. Example:
YOU: Is there anything that would make you NOT want this home?
PROSPECT: I really don’t like these cabinets. I was really hoping for granite countertops too.
YOU: So after the cabinets and countertops are replaced, you like the unit? The size is good for you?
You may need to creatively solve objections by solving the clients’ needs in unexpected ways.
PROSPECT: I was really hoping for a home with a sunroom.
YOU: Did you know this condo has a rooftop lounge? Lots of sunlight up there. Let’s go up there for a minute and check it out!
When the Open House is the Wrong House: How to Close an Appointment
If the home really isn’t the right one to solve your prospect’s problems, position yourself as the solution to their problems instead.
This is where it pays to have done your homework about what homes are available in the area: if the home you’re in is truly wrong for the prospect, close them on a follow-up appointment with you to tour a more suitable home instead.
“I know of a great place nearby and I’m free after this open house at 4:30; let’s meet up at [NEARBY RESTAURANT] to talk and then we’ll go look at that property!” Meeting at a restaurant lets you set the agenda for the appointment over a meal or drinks.
If you don’t have a specific property in mind, sell them on meeting to talk about pre-market properties, walk them through the whole home buying process, and spend some time with them searching for homes matching the buyer’s criteria.
Open House Follow-Up Call Script
Our team is great at driving traffic to open house events, and sometimes the open houses get so busy that great follow up becomes crucial.
When calling an open house lead who left their information, you’ll first want to say something like:
Hello, this is [YOUR NAME] with [YOUR TEAM’S NAME]. I’m calling you because you came to one of our open houses at [OPEN HOUSE ADDRESS]. We wanted to check in to see how your home search is going?
In follow-up calls to open house attendees, you’ll of course want to adjust your approach based on whether the lead is a first-time home buyer or whether they’ll need to sell their current home first.
Find out whether they’ve been approved by a lender. If not, connect them with your preferred lender.
If the person also needs to sell their home: Get basic info about the number of beds and baths; renovations. You’ll also want to make sure that any other decision makers should also be present.
Connect that lead with services that match their needs: Depending on whether they’re renting or moving up, you may want to connect the prospect with a buyer appointment, a home evaluation, tips for sellers, a first-time home buyer seminar, etc.
Roleplay Practice: Overcome Common Objections
At our HyperFast Agent Digital Summit last year, Ryan Serhant said that practice is key. We couldn’t agree more.
Team up with another agent or a helpful friend and roleplay so that you can practice answering common objections. Update the list as you encounter new ones.
Here are just a few examples you might deal with at open houses and during follow-up calls afterward:
- “Just email me all the info about off-market properties.”
- “I’m just looking.”
- “We’re not selling, we’re just curious.”
- “I’m not buying anytime soon; I just look at homes on Zillow.”
- “I’m busy.”
Open Houses Lead to Closings!
Despite all the digital lead generation techniques that our team uses, open house events continue to be a fast, reliable way to connect with motivated buyers and sellers. For home buyers, there’s just no replacement for getting out to see the home itself.
Good luck at your next open house — get that sign-in info and close that house!
Want to learn how to close 10-12 extra deals a year with open houses? Learn the method that has helped agents on our team exceed their goals! Take our Open House Mastery course at HyperFast Academy.