Open Houses Go High Tech With Today’s CRMs – Are You Missing Lead Opportunities?


The Open House has been around a long time. However, most agents don’t work this opportunity as much as they should. And if they are new to the industry, this marketing system offers an excellent opportunity to grow their book of business. Not only are agents selling their current listing, but they are potentially meeting their next clients!  To get the most out of it, though, requires organized prep work and follow up. However, without it, there’s a good chance the agent will be sitting by themselves hoping someone will show up–and when no one does, it’s easy for agents to get discouraged.

The truth is, when you implement a formal Open House plan in your office and your agents do it right, it can be one of the most lucrative prospecting activities in your brokerage’s repertoire. In fact, Weichert reports that 1 in every 3 sales by their agents result from open houses. This is why this sales system is one of many tactics included in the core training provided to all Weichert Real Estate Affiliates, Inc. offices. Offices are coached on best practices, together with the tools and technology needed to lead to successful results. And in a market short on listings, wouldn’t you want to leverage every opportunity?

Using Technology To Attract & Manage Open House Leads

Technology is making a significant impact on the real estate industry in many areas, especially on how brokerages and real estate agents market their listings and find new buyers/sellers. But it can also make open houses easier to plan than ever before while being more effective with more efficient follow-up, so fewer opportunities slip through the cracks.

Most real estate CRM tools are a perfect fit to handle the open house management process. For example, Weichert uses their proprietary CRM, WeichertPRO, to manage the event from pre-planning invitations to post-event follow-ups. By leveraging technology, it makes it easier to plan the event and see successful results.

What Should A Good Open House Management System Include?

The open house management functionality of a good real estate CRM can help with a number of related tasks from marketing to follow up.  Again, using WeichertPRO as an example, a good CRM can help real estate agents promote open houses and streamline the selling process:

  • Send branded emails to all their contacts advertising the open house with the click of a button.
  • Advertise the Open house on Facebook and boost posts to all connections on both their Facebook page, and the office Facebook page.
  • Track all buyer and seller contacts and queries from the open house right in the CRM, along with critical information.
  • Prioritize these contacts for timely and individualized follow up.
  • Add these individuals to the agent’s mailing lists to stay top of mind.

There are many more small and large tasks associated with agents getting the most out of  open houses, but the good news is that the reminders, content creation and communication can indeed be automated by a good real estate CRM tool, such as WeichertPRO.  When you partner powerful technology with great marketing materials such as door hangers, property flyers and brochures, and open house signage, you create a winning combination that is sure to attract new clients into your brokerage.

It helps when your sales activities produce results and this is just one example. If you are a growth-minded broker looking for other ways to make your brokerage more productive and get to the next level of results, talk to the Weichert franchise team today.