Open House Master Class w/ Kasey Gilliam

Kasey’s Open House Secret Sauce: A Step-by-Step Guide

This is a proven method to generate business. It takes more time than simply "showing up" to an open house, but it's much more effective. If you're simply "showing up" to open houses, you are likely wasting your time. If you follow these steps, you will build your pipeline and close more deals!

Checklist and Scoreboard

1. Set the Right Expectations

The main goal of an open house is to generate leads and unrepresented buyers, not to sell the house itself.
Be aware that it is rare to represent the buyer of the house you’re holding open.

2. Choose the Right House

Location Matters: Choose a house close to where you live or in an area you know well. This allows you to speak knowledgeably about the neighborhood, which builds trust.
First Weekend Priority: The highest foot traffic typically happens on the first weekend the home is open, so prioritize scheduling for that.
Look for High-Traffic Areas: Select homes near busy streets where you can place signs to attract more visitors. Plan where to place your signs to maximize visibility.
Median Price Means Traffic You Can Convert: Expensive homes are super fun to hold open, but most luxury buyers have established relationships. Median priced homes will get the most traffic that is open to working with you. The higher you go beyond median, the less buyers you will meet who will be open to working with you.

3. Maximize Visibility with Signs

Use 10-15 signs to direct traffic to the open house.
Make sure to place signs in highly visible, busy areas.
Be prepared for the effort involved: putting out signs can be frustrating, but it’s essential for driving traffic.

4. Create a Comfortable and Inviting Atmosphere

Have a consistent greeting script:
- Greet every visitor with, “Hi, welcome! I’m {your name}. Did you see the open house online or from the signs?”
- Follow up with a casual comment about how much you dislike putting the signs up to make visitors feel at ease and to break the ice.
Focus on building rapport rather than pushing a sale. Help visitors feel comfortable and avoid being overly salesy.

5. Prepare in Advance

Pre-Open House Yard Sign: Place an open house sign in the yard a few days before the open house (Thursday or Friday) to build anticipation among neighbors and passersby.
House Walkthrough: If possible, walk through the house beforehand so you’re familiar with the layout and unique features.

6. Neighborhood Outreach

Door Hangers or Invitations: Hand out 50-60 door hangers or invitations to nearby neighbors. This increases foot traffic, as neighbors are often curious and may refer potential buyers.
Use this opportunity to engage with neighbors. Ask them for insider information about the area that you can share with future visitors.
Encourage neighbors to come through the house and provide you with unique insights about the neighborhood.

7. Create a Party Atmosphere

Aim to make the open house feel like a social event or “house party” with plenty of energy.
The busier the open house feels, the more interested buyers become. People love feeling like they’re getting in on something popular.

8. Offer a Small Incentive

Provide a small treat, such as chocolate (instead of champagne if you feel uncomfortable with alcohol) to make people more inclined to leave their contact information.
Hand out pre-wrapped chocolate in small cups, making it easy for people to grab something and feel more at ease.

9. Be Knowledgeable and Personable

Know the neighborhood well, not just the house.
Be ready to share neighborhood features or nearby amenities that potential buyers might not find online.
Use anecdotes and insider knowledge to position yourself as a local expert.

10. Dress and Act Professionally

Dress appropriately, like you would for a job interview. Avoid casual attire, as it undermines your authority and professionalism.
Stay engaged: avoid sitting down or appearing distracted. Be available to answer questions and guide conversations.

11. Capture Leads and Follow Up

Use a sign-in sheet to gather contact information, but ask for sign-ins after you’ve built rapport with the visitors. This increases the likelihood of getting accurate details.
After the open house, immediately input contacts into Follow Up Boss and send a follow-up email to thank them for visiting.
Offer visitors access to additional information, such as market updates or sold data, to keep them engaged.

Preparation Checklist

Property Selection - New listing and roughly median priced home: Y or N
Preparation - Do you know the neighobrhood and home well: Y or N
10-15 directional signs placed at least one day before: Y or N
Open House Yard Sign 3+ days in advance: Y or N
50+ door hangers 3+ days in advance: Y or N
Treat for visitors (cookies, chocolates, etc): Y or N
Sign up sheet ready to go: Y or N

How did it go? Open House Scoreboard:

Copy this spreadsheet and track your results

How many total names and email addresses? _______
How many total seller/owner market updates did you set up? ______
How many total buyer searches did you set up? _____
How many total active discussions about buying or selling? _____