Its that time of year where the market opens up its gates and the houses start popping up everywhere.  I was on Realtor tour today, turned down a street and saw 5 houses all for sale. Yikes!  I’d hold some group open houses if I were those agents.  We are in the start of our open house season.

So that leads me to discuss the ever so big question of, “do open houses work?”  I get asked this question a lot.  All across the board I think you’ll find agents come up with different answers and different reasons for those answers.  I think it depends on what the agents ultimate objective is.  Are they looking for buyers to represent?  Are they looking to actually sell the house they’re in?  Are they looking to get as much foot traffic in the house as possible? As a seller, you’ve got to ask yourself would it work in my neighborhood?  Is it worth me being kicked out of my house on Sunday?  Here are a few commonly asked questions regarding open houses.  Every agent is going to have a different story probably depending on their market.  Afterall, all real estate is local and trends in every neighborhood are different.

1. Do open houses sell the house that is open? Directly- usually not.  Indirectly-  possibly.  I know that’s a wishy washy answer, but its a complicated question.  Rarely does a person walk into a house, never having seen it before fall in love with it and buy it.  Sometimes they see it online, go through it with their agent and then go back through it at the open (bringing their friends, family, etc) and then end up buying it (or the order of that could be reversed - go through it, see it online and go back with their agent).  As buyers agents, open houses are nice because some clients are fine checking them out on their own on Sundays and letting you know which ones would work or not for them.  The 2008 NAR study of buyers and sellers says that 15% of buyers found the home they purchased from a yard sign or an open house sign (I wish they would break that statistic down further).  So, its a good idea to have them, it just shouldn’t be your only marketing effort to sell your house.

2. Why do most agents hold Open Houses? 2 reasons: 1. to get traffic through and hope that a buyer will walk through the doors or 2. for the agent to find prospective (unattached) buyers.  The latter is usually the main reason agents hold open houses.  They want to pick up buyers.  So to my sellers I always suggest to hold it open right at the beginning of the listing.  Get the momentum going and get people talking about your house.  Also do them at price reductions, or if significant changes are made. You don’t want to hold your house open every weekend.  It becomes shop worn… If my sellers insist, I will do them, I just let them know up front not to expect a lot.  Its a very passive way of marketing.  These times call for something more aggressive.

3. What is an Broker Open House? This I find is the real way to get your house sold (if you’re going to go with open houses - I’ve sold a couple just from Agent tour).  Its called Agent/Broker tour.  Its not always popular everywhere, but where I work all the agents are extremely tour conscious.  Here in Cincinnati, every Tuesday agents can hold open their listings (or upcoming listings) for other agents to view.  Many Times we have lunch or things to entice agents to make it to our home.   This is a great way for Agents (who are in contact with MANY buyers) to see your home and possilby come back with clients.  Or maybe you don’t have a client yet, but when you do, you can remember that you’ve been through it and recommend it.

4. Open house activity doesn’t correlate with potential buyer activity: Many times (especially as the weather gets nicer) people who aren’t even looking to move will spend their Sundays going to open houses.  Its a nice free way to spend the afternoon.  As the trees bloom so do the ‘tire kickers.’  Make sure your agent knows how to spot the difference between a looker and a keeper.

Over all, Open houses should still be apart of a marketing strategy, but it shouldn’t be the only one.  If that’s all your agent is doing for you, you may want to consider a new agent. On occasion I have been known to coordinate a ‘neighborhood wide’ open house.  Where every agent held their home open at the same time so that buyers could go through them all at once.  Each time I’ve coordinated it, I’ve actually sold the house I had listed.  It wasn’t your average open house, so its not going to produce average results.

What are your thoughts?  As buyers/sellers do you find open houses helpful or not?