Open houses aren’t just for showcasing a property. They’re one of the most powerful lead generation tools in real estate. But the difference between an open house that brings in leads and one that just collects a couple of names on a sign-in sheet comes down to strategy.
The Acree Brothers Realty Team has perfected this process. In just one year, they generated 313 leads and closed 18 transactions—all from open houses. And they didn’t do it with luck or a big budget. They followed a repeatable formula that any real estate agent can implement.
Today, I’m breaking down their exact process into simple, actionable steps you can use right away. And if you want the full behind-the-scenes breakdown, check out my conversation with Stephen Acree and Cody Smith on the Stay Paid podcast:
Want to make it even easier? Grab ReminderMedia’s free open house resource kit, which includes tools and a full event playbook to help you turn open houses into lead magnets.
Step 1: Promote the event for maximum attendance
While an open house is an unpaid lead-generation opportunity, its success depends on the effort you put into promotion.
Post on social media
On the Wednesday before the event, create a short video to build excitement and engagement. A strong post should:
- Use a catchy headline (e.g., “🏡 Open House Alert! Come see this stunning property! 🏡”).
- Highlight key features (location, price, standout details like a pool or remodeled kitchen, etc.).
- Include essential details (date, time, address, and contact info)
- Encourage interaction (e.g., “Tag a friend who’s house hunting!”).
If video isn’t an option, use a carousel of high-quality images with relevant hashtags to boost visibility.
Leverage your CRM and MLS
The Acree Brothers team sends personalized messages to prospects in their CRM and ensures that the event is listed on the MLS. This targeted outreach increases the likelihood of attracting serious buyers.
Invite the neighbors
On the Friday before the event, knock on doors to inform neighbors about the open house. This simple action achieves multiple benefits:
- It garners goodwill by keeping neighbors informed.
- It can increase event attendance since neighbors may invite friends or family looking to buy.
- It generates listing leads—homeowners may become interested in selling after seeing nearby properties.
Place signage strategically
Beyond standard yard signs, the team positions directional signs at high-traffic intersections. Clear arrows and event details help drive in additional walk-ins.
Step 2: Execute a winning open house strategy
As important as boosting foot traffic is, capturing leads is the real goal. To do that, focus on three priorities:
- Collect visitor contact information.
- Engage with prospects to qualify leads.
- Secure exclusive buyer agreements.
Be prepared to showcase your expertise
A well-prepared agent builds credibility and earns trust. Before the open house, do the following:
- Run a CMA so you’re able to discuss home value and neighborhood trends.
- Prepare info on two to three comparable properties, including off-market listings, to give visitors more options.
- Study market trends to confidently answer questions and demonstrate deep local knowledge.
Use a sign-in system
A sign-in system ensures that follow-up is seamless. The team utilizes a Google Form linked to their CRM, but you can also use ReminderMedia’s open house resource kit, which includes:
- A ready-made kit (welcome sign, home survey, kid-friendly activities, and much more)
- A customizable Canva template for branding
- An end-to-end open house playbook
- FREE sign-in landing pages to capture names, emails, and phone numbers
Engage visitors with strategic questions
The right inquiries can reveal key insights:
- “How long have you been looking for a home?” will help you gauge buyer readiness.
- “What do you love about where you live now?” will reveal potential priorities.
- “What attracted you to this house?” will identify features to highlight in follow-ups.
Those who say they are “just looking” often don’t want to be sold to but are still interested—these are high-potential leads.
Observe guest behavior
- Buyers who find faults and ask critical questions are often more serious.
- Those who seem overly positive might just be browsing.
- Less talkative visitors may have high intent while seeking to avoid pressure, which can make them prime candidates for follow-up.
Step 3: Follow up like a pro
Your follow-up system determines whether your open house efforts translate into actual clients.
Same-day touchpoint
Send a personalized text or email thanking attendees shortly after the event. For example:
“Hi [Name], it was great meeting you today! I remember you mentioning how much you loved the backyard—let me know if you’d like to see similar properties!”
Next-day follow-up
Provide value by sending listings that match their preferences. Consider this:
“I found a few properties that match what you liked about the open house. Let me know if you’d like to schedule a private showing!”
Weekly check-ins
Stay top of mind by sending helpful content, such as:
- Market updates
- Homebuying tips
- Invitations to future open houses
Take action
When executed well, an open house can not only sell the home in question but also serve as a powerful tool for lead generation and growth. By following the Acree Brothers Realty Team’s strategy, you can turn a single event into multiple transactions.
For all the details, listen to the Stay Paid podcast episode with Stephen and Cody, and download our free open house resource kit to streamline your process.
