Tips for a more productive open house
When you organize an open house, you're bound to attract a few visitors who have no intention to buy. It may be tempting to dismiss them as a drain on time you'd rather reserve for serious buyers, but not so fast.
If you think of an open house as nothing more than a means to a sale, you may be missing out on big opportunities. An open house can be a great way to grow your business by building new relationships and enlarging your network.
With that in mind, how can you use your open house to engage more effectively with the "just curious" folks who walk through the door? First, it helps to understand what may be driving their exploratory behavior.
Why do people attend open houses if they don't want to buy?
There are a number of reasons that people show up to an open house even when they aren't house hunting. Perhaps your visitors are:
- Thinking of buying a home in the next few years and want to start getting familiar with the process
- Checking out the home for friends who live outside the area but are considering a move
- Considering selling their own home in the future and are getting a feel for the competition
- Looking for renovation inspiration and ideas for their home
Regardless of motivations or intentions, everyone who walks through the door could be a client someday. Treat them as if they already are and you could reap benefits for your business down the road.
Even if a potential lead never comes back, word of mouth is still one of your most powerful marketing tools. People are more likely to refer friends and colleagues to you if they had a positive experience at your event.
What you can do
In today's competitive marketplace, give yourself an edge by providing a level of customer experience that will set you apart. Take a genuine interest in all of your open house attendees. Ask questions to find out where they're from, what they do and what brought them to the open house that day.
You could also offer to provide a neighborhood pricing comparison for them so they can learn more about the value of homes in the area.
Always remember that the people you meet took time out of their day to stop in at your event. Express your thanks, and be proactive about checking in with them again before they leave. Invite them to connect with you on social media, offer your card and let them know you'd love to hear from them again in the future.
You can also point them to Bank of America tools and resources that can help them learn more about home buying:
- Our new First-time Homebuyers website, designed to help clients learn what they need to know about the ins and outs of buying their first home
- The online Bank of America Real Estate Center®, where they can search for available listings and find out the value of homes in their area
- The mortgage payment calculator to help them learn how much home they can comfortably afford
- Information on different types of mortgage loans.
- Better Money Habits®, a financial education website with articles, graphics and videos designed to help people learn everything they need to know about home buying and other important financial topics
In addition to online resources, your local Bank of America lending specialist is here to help every step of the way.