How to Create a Marketing Strategy for Your Open House
In today’s competitive real estate market, the only way to best your competition and make it out on top is to have a solid strategy in place to gain new customers, while keeping your existing customers delighted. Open houses are a great way to meet new clients AND visit with your existing customers. If you don’t already have an open house marketing strategy, you’ll want to keep reading.
What does this look like?
A holistic campaign strategy. NOT a series of “one-off” ads.
Many real estate agents instinctively send postcards or emails to their customers to start. Often times on a whim. Disconnected from a master plan. The problem with this strategy is that a single postcard or e-mail won’t have much of an impact. Here’s a refresher on frequency, in case you missed it.
On the other hand, a campaign that sends out well-timed (and regular) communications with a strategic and consistent message is WAY more likely to catch eyes and make a noticeable impact. Don’t forget to apply your SMART goal strategy to this campaign.
Obviously, for an open house you want to have an awesome turnout and pick up some leads.
With that in mind, you know you want to get as much exposure for your open house as possible. And, relying on a newspaper ad or a directional sign isn’t going to cut it. Here’s what a strategic and consistent campaign might look like:
- Send a “save the date” postcard
- Follow up with an event invitation
- Event reminder card
- Another event reminder card
- Promote the event on your social media sites
- Boosted post
- Ad to enter a drawing
- Event reminder dark post (paid ad)
This is a great plan for an expensive listing or a mega open house. But, maybe it’s a little much for a regular old open house. An alternative campaign could be:
- Knocking on the neighbors doors 5 days before the open house
- Give them an open house flyer
- Invite them to the open house
- Ask if you can put a sign in their yard (if applicable)
- If it’s in your budget, host a neighbors only brunch 2 hours before the open house
- Send an email to your database
- Promote the open house on Facebook
With each and every one of your communications, it is essential to include a clear call to action.
Tell your audience what you want them to do. Maybe it’s to visit your website and RSVP. Or maybe it’s to call your office. Or register for your drawing.
Whatever the goal is with that marketing piece, make sure you clearly state what you want your reader to do.
Hopefully, your open house is fabulous and the listing sells for top dollar. You can then expand on your open house campaign to stay in touch with that same audience, and generate more leads. For example:
- Send a “just sold/under contract” postcard
- Knock on the neighbors doors with an under contract flyer
- Promote the sale on your social media sites
- Boosted post targeted to buyers
- Dark post targeted to sellers
Ideally, you would get another listing in the neighborhood and then you just rinse and repeat. But, maybe you have more buyers for that neighborhood? No problem! Just adjust your campaign to be a quest to find your buyer a house.
These are just some examples you might use. Marketing is getting more complex by the second (thanks, technology!), and you can certainly create and execute an effective open house marketing strategy yourself. After all, you ARE a Savvy Agent!