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Field Guide to Open Houses
(Updated June 2014)
Holding listed properties “open for inspection” has been a key feature in the real estate professional’s marketing toolkit for decades. In Salesmen’s Success Stories (link is external), a collection of marketing ideas published by the National Association in 1963, a REALTOR® from Ohio offered his insights about the value of open houses:
Holding houses open consistently, Sunday after Sunday, can be very rewarding and profitable. You can attract more prospects by investing several hours in this manner than you can in perhaps three or four weeks by the conventional appointment method. Additional benefits are the exposure it gives a salesman to buyers and owners of real estate and the opportunity you have to discuss other properties with them. Last but not least it will sell the property in question.”
The overall goals of an open house haven’t changed much over the years, but the methods for making the property look its best and attracting potential clients are constantly evolving. This Field Guide offers resources to make open house events worthwhile, innovative, and safe for REALTORS®, home sellers, and potential buyers. (R. Carlson, Information Specialist)