Issue Date: May 20, 2007

Do Open Houses Really Work?

By Jody Zink
Licensed Realtor in Ohio & Michigan

It's no secret that open houses attract curious neighbors and looky-loos. Maybe they're looking for decorating ideas or keeping tabs on property values. Perhaps they're taking notes, toying with the idea of putting their own home on the market. Despite the complaints, remember: 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. Yes, open houses can sell a house. Does it happen often? Most of the time, probably not. But consider this: What if five percent of all homes are sold as a direct result of an open house. And your buyer was in that five percent? You wouldn't want that person to miss yours!

Since it's impossible to know which type of marketing will ultimately assist in the sale of a home, it's important to diversify. Broad-based exposure creates more awareness of your home. A plan relying 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.

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 exponentially.

It's true that open houses allow Realtors “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.

Beware that too many open houses can make a seller look desperate. And that listings occupied by tenants aren't always the most suitable for open houses. Also, if your home is off the beaten path a bit, buyers typically won't travel more than a half-mile out of their way or follow more than 3 or 4 directional arrows.

It's good to have your home held open when it's new on the market. That's when it's most marketable. For best results, show a clean, clutter-free home with nice curb appeal. Beware of pet odors and neutralize them. Candles can help. And strategically placed Glade Plug-ins.

Munchies never hurt an open house either. Who can't be bribed with a little candy? Or girl Scout cookies? Add some smooth jazz and you've got a sweet recipe for a Sunday open house! Are you ready to make the most of yours?

(Jody prefers Dave Brubeck as her jazz artist of choice for Sunday open houses.)

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.