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Real Estate Open House Marketing Tips: Open House Scripts & Ideas - YouTube
Channel: Icenhower Coaching
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So through those two activities we're gonna
have an increased likelihood to generate a
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lot of offers so that we can get multiple
offers at played to get the best terms for
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the sale of your home and get you the highest
price and the highest amount of seller proceeds
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hi this is Brian Icenhower and welcome to
our module on open house prospecting I want
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to clarify some things about open houses before
we start because a lot of people you know
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think that they'd understand open houses and
I want to make sure we understand all of the
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rationale for holding open houses and we'd
list those for you pretty well in your materials
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I want to make sure we understand there are
a few key reasons that we have open houses
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and and the first reason probably the most
obvious is kind of to appease our sellers
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right our sellers that we we've got the home
listed whether it's you or another agent you
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know that's allowing you to hold an open house
you know it makes the sellers happy that you've
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got the house open and you know you're trying
to market it for them and get people through
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it to buy their home that's one reason it's
not the best reason but it's one reason the
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second big reason that we hold an open house
is of course to meet buyers it is it is nice
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to have a house open and have a bunch of prospective
home buyers come by that are looking it's
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a pretty infrequent that an open house we
actually find a buyer that wants to buy that
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particular house that we're holding open in
fact some agents will go through an entire
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career and never have one person do that I
know back when I sold real estate it was very
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infrequent I think it might have happened
one or two times but a wasn't very often and
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I did hold a lot of open houses too frequently
when we're working with buyers we are going
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to meet where buyers build rapport with them
and help them to find their next home so we
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can actually convert buyers into clients and
open houses and help them with their home
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search to find a home they do like so that's
the other big reason we hold them to to to
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convert buyers and a lot of us know that too
but oftentimes the best reason to have an
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open house is actually to get listings listings
are often much more valuable than buyers because
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they do generate more buyers and they take
a lot less time to handle to get your name
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out there and give you branding as well too
so because of that listings are a little bit
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more valuable and can use open analysis properly
as a showcase to show off how hard we work
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to market a home we can generate a lot of
listings through open houses as well so top
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expired prospectors know that it's a byproduct
then holding an open house the pieces are
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sellers what we're really trying to do is
generate buyer leads and listing leads as
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a result of the open house one of the main
goals a lot of top producing agents do is
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when they have open houses they they don't
just kind of sit there and hope people come
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through that they come they're clients they
have specific goals so that we want at least
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get 50% of all home open house guests set
up on listing alerts homebuyers we can give
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them a much more efficient way of looking
for property by setting them up on a listing
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alert email drip either we take the contact
information they need and the information
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they need in the house by using our buyer
lead sheet or our seller lead sheet also provided
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in this course and set them up on a listing
alert later we have a laptop up in front of
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us in the open house using the Wi-Fi of the
home or hotspot off your cell phone so that
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you can actually set up a listing alert email
on the computer with them present because
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looking at homes you know by open houses I
mean you're gonna see a very small percentage
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of the homes and oftentimes the homes no one
else wants because the homes that are at the
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best price the highest value sell very quickly
and often don't make it to an open house so
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it's very important that if you really want
to find the best priced homes in the best
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condition that are gonna fit your needs that
you actually become notified real time often
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times before any other realtor see them you
get an email from us that tells you that home
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at the market if you want to see one of those
homes you just give me a holler much easier
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to look through houses and look through all
the photos of the homes and decide if you
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want to take the time to go see them from
the comfort of your own home first and that's
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a feature a lot of people don't know exists
even though we as agents it sold had to us
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very important that we make that we sell our
listing alert feature to every buyer Apple
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that becomes through because then we have
a lot of leads that we collect that are in
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a follow up system when they're in a follow
up system now we have a reason to stay in
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touch rather than just calling and saying
hey are you ready yet hey I'd love to get
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your feedback on the open house now it's we're
calling with customer service hey calling
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to check in on you are you getting too many
emails are those helpful for you do you want
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me to expand your surge so we're calling is
a customer service which means it implies
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that we're working for them already and that
phone call is much more well received than
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just calling to check in and trying to convert
a lead it's it's almost like you're doing
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work and when you're doing work for them it
makes them much more inclined to work for
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you work with you when it comes time to buy
or sell their home down the road as well we
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have found that if we're going to get multiple
offers typically on a property we're gonna
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get them very early on in the first couple
weeks is really our best and only chance at
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getting multiple offers if we get multiple
offers on a home then we can negotiate against
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each other up and to Ana to a situation where
we might get above asking price and we might
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get the very best terms secured for your home
so part of my marketing strategy is to schedule
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two open houses right off the bat because
see one of the things we're going to do is
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it's just a large percentage of a home sell
or represented by another realtor I'm gonna
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market it very active to the other Realtors
and they're gonna bring their clients we're
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gonna get a lot of showings right away I'm
also gonna market very heavily to your neighborhood
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and to the area myself so we can actually
get a chance of bringing an offer ourselves
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to compete against the other Realtors so through
those two activities we're gonna have an increased
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likelihood to generate a lot of offers so
that we can get multiple offers at play to
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get the best terms for the sale of your home
and get you the highest price and the highest
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amount of seller proceeds and what this does
is it creates kind of a feeding frenzy around
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your house that's why even if we start getting
offers the first week we're gonna hold the
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next two open houses anyway and even if we
get the house under contract this weekend
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I'm still gonna want to hold that the next
open they open the house open the following
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weekend because we're gonna be negotiating
inspections well they may request repairs
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be made or money be paid based on what the
inspector finds on the home later on and I
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want them to know that we've got a lot of
willing buyers that are coming through this
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house to really tighten the screws on the
negotiation process the way that works is
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this if we schedule an open house this weekend
then we get an offer before that and we're
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actually negotiating back and forth the home
buyers typically on the weekend will start
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driving by the home and I want to show it
to their brother their family members or their
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best friends and they'll drive them by and
they want to show them the house they're about
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to buy that their encounter offers on and
as they drive them by they're gonna see twenty
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or thirty people going through that house
in my open house and all of a sudden they're
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gonna see people walking through their house
and see that puts you in a very high negotiating
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position on the sale of the home because what
will happen is they're not gonna want other
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people to get that house they're more likely
to just accept your last counteroffer or not
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negotiate too hard because they see all these
other people that are fine to buy their home
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as well too so that really increases our negotiating
position for the purchase of the home and
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the same is true on the second open house
if we get them under contract even though
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we've we've gone under contract and pending
on the home we know they've got an inspector
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coming through when that inspector comes through
he's gonna find a lot of things that they're
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gonna want to negotiate and we want them to
know that we're still collecting backed up
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offers by showing the home until they waive
all their contingencies on the sale and we've
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agreed upon a final condition and price for
the sale to move forward to closing so that
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really keeps the the negotiation positions
strong for my client you the seller and I'm
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willing to go the extra mile to have these
open houses to secure the highest amount of
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sales proceeds for your home people want to
go into an open house that has a lot of people
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in it okay because that means they aren't
going to be one-on-one assaulted by our realtor
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it also shows that boy that agents doing a
great job it just shows a lot of traffic and
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success that my marketing works that my marketing
is a success so all the neighbors see that
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you can have your friends drive by that's
why you'll often see a lot of invitations
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to your SOI to vendors to affiliates it's
more cars more cars means more people and
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you'll see it multiplies and when it rains
it pours if you have four cars out there your
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leg you have an increased likelihood of getting
eight if you have no cars it's very hard to
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get one so it very important we get as many
people to come as possible and park them in
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the street make it hard to park show a large
successful open house it'll increase your
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likelihood of getting more traffic more buyer
leads and impressing more sellers and seller
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leads and getting more listings as a result
now when we talk about your sign in and contact
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information to move forward in your materials
we provide a couple great scripts it is very
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important we get contact information for everybody
that walks in the house we want to have a
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guest list and sign-up sheet we want to make
sure that that's near the front of the house
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in a very public area so we can always stand
by it oftentimes what we'll do is when they
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walk in we'll say could you please sign our
guest book you can even have an iPad that
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has this as well and we use one or both of
the scripts below for security and insurance
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purposes and you'll see the first script says
please sign in on our guest list for security
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purposes I need to keep a record of everyone
that comes through the house and that's valid
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too just so you know it's very common for
people to come through the house and unlock
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a window especially in the bathroom one of
those hi small windows and then leave and
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then come back in the middle of the night
and Rob the house or later on the week because
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people don't check that window it's one of
the most common ways homes are robbed through
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open houses so we need to keep a record that
everyone that comes in and out so you can
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feel comfortable with the truth behind that
script not that you need to tell them them
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number two for insurance purposes please sign
in for insurance purposes I have to keep a
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log of every guest that walks through the
home and that's true too because for our you
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know insurance and real estate brokerages
oftentimes one of the questions that you know
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insurance carriers ask the broker of the property
is do you keep open house house guests with
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sign-in sheets because believe it or not there
is a little bit of liability for things that
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could happen especially theft in an open house
if someone tries to steal someone else's things
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we're doing a little bit higher due diligence
if it's our common practice to keep open house
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guest list sheets so you can feel comfortable
with the truth behind that script is well
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too that we can have everybody sign in for
insurance purposes and quite frankly if someone
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says for security or insurance can you please
sign in that's hard for me to argue that you
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know okay I get it so I'm gonna sign in there
and you still might get fake numbers that's
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fine too remember it's a numbers game you're
gonna get some fake ones to get some good
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ones okay you can also use a flier method
I usually have a flier I always want to have
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fliers to the property with me at all times
so when they come in I'm always gonna say
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sign it I'm almost kind of like holding it
there so when they sign it I give them the
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flier it's like a gift again a quid pro quo
you sign it I throw it to you you can also
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have a digital flyer method for those you
don't like to stay purely digital you can
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have a digital flyer saved as an image on
your phone and when they come through you
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could say if you just give me your cell phone
number I can text it to you right now and
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you can text it to them now you just got their
cell phone number okay you can also say I
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can email it to you as well get their email
address and shoot up to them in both an email
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and a text and that way even got their contact
information and send them a digital flyer
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and appear really techie which is kind of
neat okay so the end of like I said and I
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promised you before the end of all the materials
that are in front of you and your workbook
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are really going to detail about how we sell
the listing alert searches which is real a
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primary step in converting leads give you
all the scripts all the talking points the
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way to follow up with those listing email
alert searches with people that come through
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your open house after the open house as well
too I think you've seen all the benefits of
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this and how open houses can actually be a
major pillar of your business generation plan
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moving forward so good luck holdin lots of
open houses
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