Hold an Exclusive Pre-launch Open Home!
If you’ve done everything right, running an open home can be a bit hectic. With people coming and going and asking questions, you’re usually left in a reactive position where all you can do is respond to enquiries. You don’t get the opportunity to ask the potential buyers any questions which leaves you on the back foot. You don’t know where they saw your listing, if they’re genuinely thinking about moving, or if they’re just nosy neighbours.
When people come to your website, you know exactly where they came from. If someone clicks on a Facebook ad, you have a tonne of information about them. So why don’t we expect the same in real life at an open house? I’m not just talking about collecting email addresses – I mean real genuine data.
This is what makes the exclusive open home so brilliant.
I first heard about this idea from Mark Dwyer and I don’t know whether he realises the real genius behind it. Knowing who the people are who turn up at your open is such vital information. But how do you do that? By controlling what info you put out there.
Let’s say you deliver 50 brochures around the property that you are selling. Then you know that the people who turn up live nearby. Now of course you’ve done your homework, so you know that there are X% of owner-occupiers in the area, let’s call it 50/50. If four people turn up at your exclusive open home, you don’t have to be a genius to work out where they came from and how many of them are likely to own a home. And if they are interested in a house near them, maybe there’s a reason?
Sure, delivering brochures is the old way of doing things but there are plenty of other ways to control who comes to an open What if you ran an ad that said if you are thinking of selling and want to compare the value of properties in your area feel free to turn up to 123 Smith St at X time. Boom. That’s data. Which is more than you normally get at an open house.
I reckon this has got to be the simplest tip to execute. When you start to think like this, you will figure out dozens of other ways to to implement it so that you can get measurable information. And remember, what you can measure you can grow!
Just think about it. And if you would like to know more detail about how to implement, measure and get more listings from this strategy, just reach out. I love talking to people and helping them generate more leads.
If you enjoyed this tip or think a friend may – don’t keep it a secret! Go ahead and share it.