Holding an Exclusive Pre-launch Open Home is a smart way for real estate agents to gain valuable information about potential buyers and generate more leads. The idea was first introduced by Mark Dwyer, who emphasizes the importance of knowing who the people are that turn up at your open house. Control the information provided during open homes and gather data on attendees with exclusive open homes. Get valuable insights on potential buyers. Instead of being in a reactive position during an open home, where all the agents can do is respond to enquiries, the exclusive open home allows the agent to ask the potential buyers questions and gather important information about them.
The Benefits of Exclusive Open Homes
When people come to your website, you know exactly where they came from and what information they have provided. By limiting access to exclusive pre-launch open homes and targeting specific audience through targeted advertising, agents can gather valuable information about potential buyers, such as their interest in moving and where they found the listing. This allows agents to ask targeted questions and potentially convert attendees into clients.
How to Implement Exclusive Open Homes
One way to implement exclusive open homes is by delivering brochures only to specific neighborhoods. For example, if an agent delivers 50 brochures around the property that they are selling, they know that the people who turn up live nearby. By gauging the level of interest from that specific group, the agent can make assumptions about the group’s demographics. For example, if the agent knows that there are 50/50 owner-occupiers and renters in the area, and four people turn up at the exclusive open home, the agent can deduce that they are likely owner-occupiers and potentially interested in a property in their own neighborhood.
Another example could be running an ad targeted at people thinking of selling their property and wanting to compare the value of properties in the area. For example, by running an ad that invites potential sellers to compare the value of properties in their area by visiting 123 Smith St at X time, agents can attract interested sellers and gather data on who is potentially looking to sell their property and become a future client.
Measuring and Executing the Strategy
The key to making this process work is to control the data that is coming in. By banning all entry points that are not the online form or the exclusive open home, the agent can ensure that the data is consistent and that their virtual assistants can complete the entire process. This strategy can help save property managers a considerable amount of valuable time by allowing them to focus on more important tasks and only step in where necessary
To ensure success, it may be helpful to connect the virtual assistants to a VoIP phone line, so they can call tenants to chase them up and chase other agencies for references. The agent can also use apps such as inspectRE’s apptracker, which links up with OneForm and has some automation that can help streamline the process.
In conclusion, holding an exclusive pre-launch open home is a smart way for real estate agents to gain valuable information about potential buyers and generate more leads. By controlling the information, you put out and gathering data on who attends the open home, you can ask the right questions and gather important information about potential buyers. With this strategy, agents can also save time and money by moving a significant portion of the application process offshore and focusing on more important tasks.
