Issue Date: April 12, 2006

Spring into Open House Mode

By Jody Zink
Licensed Realtor in Ohio & Michigan

It's isn't exactly a secret that open houses attract curious neighbors. Maybe they're looking for decorating ideas or keeping tabs on property values. Perhaps they're toying with the idea of putting their own home on the market and are comparing. Despite these complaints, remember this: More exposure means more potential buyers.

Open houses are helpful in the marketing of your home. It's part of a bigger plan that includes (but is not limited to) ads, signs, flyers, the internet, the MLS and good 'ol fashioned networking. It's true that open houses can sell a house. In fact, it recently happened to an agent in my office holding one. Does it happen frequently? A majority of the time, probably not. But consider this: Let's say five percent of homes are sold as a direct result of an open house. What if your buyer was in that five percent? You wouldn't want that person to miss your house!

Also consider that neighbors often know people who are interested in moving into the neighborhood. They could potentially help sell a buyer on the area and your house by word of mouth.

It's impossible to know which type of marketing will ultimately assist in the sale of a home. That's why it's important that your marketing plan covers everything. A plan that relies only on newspaper ads won't reach people who don't get the paper. Internet exposure won't reach those who don't use computers. A plan relying on open houses alone won't reach people who leave town each weekend. Diversification is a good strategy. Broad-based exposure creates more awareness of your home.

In general, the more interest generated, the greater potential for a higher final sale price. Sometimes the most effective marketing is not directly to the public, but to other Realtors. By getting other agents interested in your home, your listing agent multiplies your sales force beyond just one person.

It is true that open houses are a way that real estate agents “prospect” for potential clients. If they develop a rapport with guests of your open house, the agent can find out more about their housing needs and sell them a home that meets those needs. Of course, that may not be your home. The person who eventually does buy your home, however, may be visiting someone else's open house.

Some homes aren't as suitable for public open houses. For example, a home with tenants living inside. Or a home with expensive artwork. For the most part, however, a seller is limiting exposure to the market by not allowing open houses.

Good rules of thumb for an open house: Clean, clutter-free, and nice curb appeal. Beware of pet odors and neutralize them. It's also good to have your home held open when it's new on the market. This is when it's most marketable.

Now that spring has sprung, tis' the season for open houses. Are you ready to make the most of yours?

Jody Zink is a licensed REALTOR in Ohio and Michigan with the Loss Realty Group. Her column appears every other week in the Toledo Free Press. She can be reached at jody@jodyzinkrealtor.com or 419-725-1881.