Real Estate Open House Tips – Insider Secrets most agents don’t consider
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Real Estate Open House Tips – Insider Secrets most agents don’t consider


Hi I’m Forest Selby with The Firehill Group. A Keller Williams Realty team here in
Leesburg, Virginia. Today we’re going to talk about open houses. Gonna give you two reasons
why you should do an open house when selling your home, gonna give you a few the excuses that
most agents use when they say whether you should or shouldn’t do an open house, and we’re gonna talk
about why you should never ignore someone who is just looking. Number one: it provides valuable real market input from people actually in the real estate market in
that area. This doesn’t matter if they’re “nosy
neighbors” or “looky lous” or the people down the street or
friends or family, it doesn’t matter. Because all of them are gonna give you
feedback. And that feedback is what you need in order to provide the right
product and service to the client and to the consumers that
you serve. If everybody coming through the house
comments that the price is too high, that’s something you should probably pay attention
to. You need to be able to take that information as a real estate
professional back to your sellers. And sellers, you need to take heed of this
information and listen to that and be able to
address that in your marketing plan for how you plan on selling your home. We’ve
all been in the store or been some shopping someplace for someone comes up
to you and asks you “can I help you,” and your answer is probably
“no, we’re just looking.” But you’re not just looking chances are
you didn’t just randomly wander into a store for no apparent reason. You came there for a reason. As the agent
holding the open house it’s important to find out why that is that they came there. It is
not sufficient just to say, “how can I help you?” It gives real estate consumers a glimpse into the real estate market. One of the
main things that you want to do when you’re selling your house is generate
interest. You want to get people talking about it.
Nothing is worse, when you’re selling your house, than to have it be anonymous and have nobody talking about it, and have
no story involved with it. You want people to talk about your house.
You want people to generate interest. You want people the “sneezeers” out there doing their
thing spreading the wild fire. Because people fall at different points
on the life cycle of buying or selling real estate. Not everybody is that the same point. And
as you’ve seen some of my other videos, I believe that most in this industry
focus only on those people who are looking to buy or sell right now and ignore everybody else in the cycle.
That’s obviously the wrong thing to do and it’s wrong from my perspective. But I could tell you why and that’s
because my own personal story. My wife and I would come to open houses
here in Loudoun County on the weekends. We would make it a point
to come up here. We would travel to the wineries. We’d come
out here to enjoy the scenery and go to different places and then we
try and stop by open houses on our way to and from. We started very close [to DC] in to Fairfax and
we started moving our way on north and west because that’s where
it’s so beautiful out here. That we were drawn to this area and just
like” just looking” to see could we do this? Can we move out here and still work there and still make a living and do
all these things? And, well, the answer kept coming back yes yes and yes. But we never would have
considered it had we not gone to an open house in the beginning. Open houses took us from not being in
the market to being in the market. And the next
thing you know we’ve sold our house in Fairfax bought a
house out here. And it’s the best thing that we’ve done,
best move we’ve made as a family…ever. Welcome them, say “what brought your
open house today?” And you know what, don’t say anything until you get an
answer. Agent: “What brought you here?” Guest: “Oh, we saw
the sign we’re in the neighborhood.” Agent: “I’d like to ask you a favor. Two favors really,
one for me and one for the owners of the house. If you
please sign the guestbook for the seller’s they really want to get
an idea of who’s come through their house. This makes them feel a whole lot better.
And it makes me feel a whole lot better that we know that your real live human being that came to this house. And the
second thing is, I really need your help in getting feedback about this
property. If you could think about a couple things that you
really like about this home, and maybe some things that you didn’t like, your overall opinions. I would really
appreciate if you could share those with me so I can take them back to the seller so
we can help them out. I recommend starting the tour downstairs working your way up and
finishing on the deck got some lemonade out there and you can enjoy the view. Thank you for coming, and please let me
know if you have any questions or concerns.” That’s a little bit different approach
than Agent: “Can I help you? No? Okay, well let me know if
you have any questions.” And that’s the last word said and you go
back to your phone back or to your tablet or doing whatever. Back to watching TV which
I’ve seen some agents not even get off the couch while they’re
watching TV in an open house. But…fine….. Lazy agents tell you that open houses
don’t sell houses. Buyers don’t come to open houses. You’re 100 percent guaranteed not to
get a buyer for your home because of an open house if you don’t have an open house. 100% guaranteed. You’re also 100 percent
guaranteed not to get a buyer from Zillow if you don’t put your home on Zillow.
You’re 100% guaranteed not to get a buyer from Backpage or
Craigslist if you don’t put an ad on Backpage & Craigslist. So be aware of what you are getting into
when someone says it just doesn’t work. The lazy agent
doesn’t wanna spend the money on the marketing, doesn’t wanna take the time to do
the marketing, doesn’t wanna spend money on those
things are making the open house worthwhile, doesn’t wanna go through the effort up
making it an event a social event that the people can get
excited about and generate interest in. They don’t wanna spend all morning putting up
directional signs and all afternoon picking them up. I was driving to our neighborhood the
other day and this was Tuesday the signs from a Sunday
open house we’re still out and way down the road. There were still
directional open house signs pointing you on toward this way even
though that open house had ended two days prior. It is
ultimately your decision as a seller whether or not you hold an open house.
But you need to be aware that you will not get a buyer from an
open house if you don’t have one. Greedy agents are looking for one of two
things when they hold open houses: they’re looking to generate leads for
themselves. Capture as many potential buyer clients as they can so they can put them in other e-mail list
to start marketing to them and doing what they do. or they’re trying to increase the
possibility that they can double dip and work both sides of the equation. That is what
we call dual agency. I don’t think dual agency does you as a
seller any good and we won’t do it. We’ll refer it out. By
representing both the buyer and the seller, in my view you have changed your
representation to neither the buyer or the seller and
changed it just to the transaction itself. And that is not
what you are paid to do. You’re paid to represent one or the
other. That’s my view others take a different view they’re
welcome to it. That’s their business model and this is mine! [lion growling] You as the seller are paying top dollar
to have your home marketed. Why would you pay top dollar to have
someone “post and pray” or “set it and forget it?” You
don’t want to do that. You want to get someone who’s gonna
really aggressively pursue that open house. Market it. Create incentives to bring people
there and then once they’re there you want to
give them something of value. Whether or not they’re looking to buy
the particular house, you want that to be an experience that they’ll remember. You want them to talk about that house.
You want them to talk about you as an agent, you was a company, but most importantly you want to
generate interest about that house because that helps everybody. And if you’re looking for win/win and not just one-sided wins or losses, that’s the way to go. With The Firehill Group, we have a very specific open house plan, called the “Ruggedize Your
Open House.” If you like to get that, check out the link below and we’ll be
happy to send that to you no charge no cost. Even if you don’t use us or
can’t use us, you should present this and have this in
your back pocket when you’re talking with your agent or you’re interviewing agents. If you
find videos like this valuable, please let us know we would very much
appreciate a thumbs-up. Subscribe to our channel, comment below,
and share it with a friend. We appreciate your support. Thank you for
watching and see you next time. That’s a little inside baseball….why…I went over there….oops.

26 Comments

  • The Firehill Group: More than just real estate.

    Everyone…thanks for the views and likes. But some of you have "thumbed down" this video….which is GREAT. But I would love to hear your perspective. Comments are encouraged pro, con, or otherwise…..thanks again for watching!

  • Gladys Jeannette

    although this is a good video. you're basically twlling the seller that any agent that double ends is GREEDY.. that's not a way to get thumbs up from other agents, and yes it's your opinion but again you're back slapping other agents. That's the only reason why I think you're getting thumbs down.. I was going to do it too but decided to tell you instead

  • Dawn Franzen

    Thanks so much. I am just getting started in real estate in Georgia and I learned a lot about the purpose of a Open House. I definitely agree with everything you taught. We built our house in a wooded mountain back in 1986 and we're only now considering moving or updating, so we are needing to getting tips about how people think about housing today. As a long time teacher I appreciate your personal, practical and inviting way to treat people with respect. Your approach makes people feel comfortable, and I am sure they feel you are trustworthy because you are warm and intelligent. Your making that experience less stressful and is similar to what we teach students about making friends/relationships that will endure.

  • Steve Portock

    Great tips, as you were talking I remembered other experiences I have had with agents looking at open houses, right on the money on all of this. As a new agent in Georgia, I want to do this right and be of value to my clients rather than just perpetuate the usual derogatory view of agents.

  • shellykp33

    Really great tips here! We are going to be selling our home in a few months and I've been researching online about the best questions to ask when choosing a real estate agent. We've been burned by a bad agent in the past, many years ago. I feel like we learned from some of the mistakes made last time. (the house never sold and we're still in it!) This video gave me some unique ideas that I haven't seen in other videos. Thank you for that! Keep up the good work!

  • Steve Kosylo

    Forest, that was a very good video. I also see great value for open houses and have sold houses through open houses. Actually wrote a contract on a house same day through an open house. Another great thing is it gives an opportunity to knock the doors around the house. I will typically knock anywhere from 50 to 250 doors in prep for an open house. Generated a lot of interest and some great conversations. Thanks for the video. Looking forward to seeing more.

  • D3 BOND

    Great video! Thank you! Only critical comment; dual Agency is a great thing. Why do negotiations have to be a battle of opposing forces. What's wrong with fair compromise?

  • B G

    This video was crap. Totally misleading. This was not a tutorial to learn how to do Open Houses like the title said, but instead was a promotional video for the Firehill Poop "Heres what THEY(other agents) do, but here's what WE do" And why so many edits throughout the video dude? Oh wait, I know why, BECAUSE YOU SUCK!!

  • bryans16202001

    Great video, I am a newer agent (<1 year) and have done a few open houses for other listing agents with mediocre success, I will utilize your tips from the video in the future- B. Allen Smith

  • Bernadette Nadine Almeda

    thank you so much I am new. A realtor called me asking If I can hold an open house on a future listing she might get in my area. She is a bit farther so may not be able to do open house so asking me. What should I request from the listing agent in order to help hold an open house. What is the fair commission split? can she pay me per hour to do an open house for her ? just don't want to waste my time in case I find a buyer at open house and not get something out of it. thanks

  • Practical Faith

    According to NAR, only 7% of buyers found their house as a result of an open house sign or yard sign. I would bet the open house percentage is much lower. I'm considering becoming a discount agent. It seems to me that more people would rather keep an average of $6,000, than have an open house that has about a 1 or 2% chance of bringing in any interested buyers.

    But… if I was paying an agent a full 3% to sell my home, you'd better believe I'd want to see him doing everything possible to sell my home.

  • Linda Perico

    I believe you are doing everyone a disservice in your video and your open houses-buyers, sellers, agents and yourself. I do agree with you that agents who do not do open houses and make excuses of why they don't work are lousy agents and probably have no sales skills. The purpose of doing an open house should be to sell that house or at least put the primary focus on the house. Granted you cannot sell a house to someone who has no interest in it. However, too many agents are sold by the buyer when given objectives. You need to isolate the objection and try to solve it. You did not discuss trying to sell the house by asking the right questions. Bringing the seller feedback is part of the job but it's not the goal. If you have exhausted the possibly of them buying that home then I think you should try to work w/them on other homes. Dual agency I believe in most states means you cannot handle both sides of the transaction with fiduciary responsibility to both. It does not mean you cannot work w/both buyer and seller. I have been a Realtor for nearly 20 years in 3 states and that has always been the case. I do tons of open houses, sometimes 4 per weekend and sell at least 50% myself. The sellers want the home sold at the best possible price. They don't care if it is you or another agent. I don't push my offer on them any more than I push another agents. I simply present and give professional advice on countering or accepting. I recently sold a home at an open house for over asking price by creating an "imaginary" bidding war between 2 neighbors. The asking price was $28K over the previous price that had just expired.

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