100 Days of 100 Open Houses

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Having a plan to hit the ground running is a surefire way to get into action quickly. And if anyone personifies this type of behavior, it’s Columbia, South Carolina-based agent Rico Roberts. Rico is new to the real estate industry. In fact, his official start date of August 2023 was just a mere few months ago. And not only was he new to real estate, but he was also new to the location he serves. When he moved from St. Louis to Columbia, he didn’t know anyone. Talk about starting from scratch. But Rico had a plan from day one.

The first three to four months in the business, he invested his time in learning the ropes. Rico spent all of his time on script practices, in classes, joining the Pivot: Shift Ahead mastermind call, and soaking in all the knowledge he could.

And when it came time to focusing on a lead generation strategy, he used this same learning-based approach. Every day since the first of September, his focus has been on open houses. However, he didn’t just start this tactic without learning the ropes. For the first four weeks, he shadowed someone. Then, when he went into the field to run his own open houses, he brought all of his questions back to his coach to help him work through his trepidations.

Rico has since pinpointed 6 key tactics around open houses that have helped him to build his business.

1. Pick the right house.

While Rico has hosted open houses in all types of houses, from those without electric to brand new homes, he’s found it’s important to realize that we can’t just pick any house to be an open house. Rather, we need to determine what our individual personal customer profile is and then pick houses that suits it. Rico, for example, has found that the price point on his open houses matters a great deal: he gets more traction on homes in the $250,000-$300,000 range than in any other price range.

2. Have appropriate marketing materials.

Rio has found that he doesn’t have to spend a lot on marketing for the open houses he holds. In fact, while he does pay for some ads, he doesn’t pay more than $20 in this area. What is important, however, is having plenty of directional signs and flags to lead any prospective buyer to the house easily.

3. Invite your database.

As Rico shared with us, inviting your database is simply the easiest touch you can do for any open house. After all, these are already people who know, like, and trust you – and they may have even indicated they are interested in real estate. A message that is both clear to the point and genuine is the best route. Try saying something along the lines of: “I want to invite you to my open house this weekend. It’s from 12 – 3 and it has everything you told me you’re looking for in a house. I thought you might be interested.”

4. Post on social media.

Social media posts are free, so Rico makes sure he takes full advantage of them. Starting on Wednesdays prior to his open houses, Rico posts twice a day – in the morning and evening. When he’s at the open houses, he goes “live” on Facebook to let people know he is there and what they can expect to see.

5. Knock on doors in the local proximity.

When we door knock, we can make a positive impression on the neighbors, which can benefit our businesses greatly. How? Because we’re coming from contribution. Introduce yourself, invite them to bring their family and friends to the open house you’re hosting in their neighborhood, and give them the chance to pick out their own new neighbors before you find your own buyer for the home. On Fridays, Rico door knocks 50 doors to the left and 50 doors to the right of the open house he’s hosting. At times, he brings a fellow new agent with him, not only because he finds it more comfortable to door knock with company, but also because they are able to reach more doors as a pair.

6. Be highly prepared for each open house you hold.

Almost all of the people who reach out to Rico think that the open houses he holds are his listings. While the open houses are homes that he has gotten the permission to host from agents in his office or from the MLS, people assume they are his listings because of the high level of customer service he brings to each and every open house. He uses the same preparation system in the weekdays that proceed the open houses for every single home. Then, he arrives to the open houses early and puts out between 25-40 directional signs, flags, and balloons to identify it. This requires a minimum of 5 signs on each side of the street. Rico’s goal is to give people the time to read the sign, comprehend what their seeing, slow down, and decide to attend. For each open house he holds, he takes the time to learn about the area he’s in and about the house specifically, such as the types of flooring and systems it has and when things in the home have been replaced.

Rico recognizes that not every open house will be a slam dunk with lines of people waiting to get in the front door. However, he tracks his numbers and results from the open houses every single week. By doing this, he can determine if he will hit his goals or if he will have to re-assess and double down on the work he’s doing. Above all, he knows because he continues to be consistent in his daily activities and keeps an eye on his end goal, his discipline is starting to pay off. Is your approach to open houses systematic and consistent? What standard tactics help you to succeed with this lead generation approach?

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