Running an Open House, Kory’s Way!
This past Friday I held a mastermind with 24 absolute superstars. The topic was running an open house on steroids.
And here is the thing. Everyone in that room knew what they were supposed to do going in. Fancy invites, check. Inviting the neighbours, check. A second door knock, check. Circle prospecting around the listing, check. Preparation was sharp across the board. And the majority of them ran a genuinely great open house too.
Here is where it fell apart for almost everyone in that room.
The follow up.
A call. Maybe a text. And that was it. One touch and done.
So I told them straight up. Running an open house the way I teach it is not for the faint of heart.
Day 0, the day of the open house, is just the beginning. Then day 1. Day 3. Day 5. Day 7. Day 10. Day 15. Day 20. Day 25. Day 30. Two full rounds of follow up running in parallel. One sequence for everyone who walked through the door. A separate sequence for the neighbours who did not, but who now know the home is for sale and know who you are.
Every touch delivers something of value. Not a check in call asking if they are ready to buy yet. Something that shows you were actually thinking of them. And you are not relying on one channel. Calls, texts, a handwritten note, an email, whatever it takes to actually reach the person, not just send something into the void.
That was the meat and potatoes of the entire mastermind.
I asked the room directly. Is this a lot of work?
Every single hand went up. Yes.
And I told them, that is exactly the point.
Our market has changed. What got you here will not get you there. The agents who are going to thrive over the next few years are not the ones doing the bare minimum and hoping the deal finds them. They are the ones who are willing to build a new version of themselves, one that follows through long after everyone else has already given up and moved on to the next listing.
One call and a text was never enough. It is just what most agents have been getting away with.
Your action items this week:
- Build your two follow up sequences before your next open house. One for walk ins, one for neighbours. Map out day 0 through day 30 and decide exactly what you will send and when.
- For your next open house, commit to at least one piece of real value in every single touch. Not a check in. A market update, a helpful resource, something that shows you were thinking about them specifically.
- Look back at your last open house and count how many follow up touches each contact actually received. If the answer is one or two, you already know where your next deals are hiding.
Open houses are not the event. They are the start of a thirty day relationship.
Talk soon.