In-person events build trust faster than any online ad, coach Darryl Davis writes. When your systems, signage and service are dialed in, that trust becomes traction.
There’s nothing “old school” about a great open house. Done right, it’s one of the most effective ways to fill your pipeline with buyers, sellers and referral sources — all in a single afternoon.
The problem? Too many agents still treat open houses like a two-hour obligation instead of the incredible business-building opportunity they are. They throw a few signs in the yard, cross their fingers and hope traffic shows up.
Hope is not a strategy.
That’s why we developed our 38-page open house playbook, where we laid out every detail — from the pre-event marketing plan and room-by-room seller checklist to the follow-up dialogues that turn visitors into clients. I pulled a few of the highlights from that full guide to share with you here.
The open house playbook that actually works
1. Set the stage before anyone shows up
A powerful open house starts long before the first guest arrives.
* Coach your sellers: Walk through the home with a prep checklist and a buyer’s eye. Declutter, brighten, depersonalize. Tell them, “We’re not decorating for living — we’re staging for selling.”
* Market it like an event: Create short, upbeat social clips showing the property’s best features and post them across platforms mid-week.
* Invite the neighbors: They’re not nosy — they’re potential listing leads. Hand-deliver invitations or drop postcards that say, “Curious what homes in your area are selling for? Stop by!”
* Be ready with data: Bring neighborhood market reports and comparable sales. You’re not just opening a door; you’re positioning yourself as the market expert.
2. Make your signage impossible to miss
Before buyers ever step inside, your signage tells the story. It’s visibility, credibility and marketing — all rolled into one.
Here’s what works best:
* Go big: Use tall banners, feather flags, bright balloons and signs that are tall enough and big enough for drivers to see from the road with directional arrows at every intersection leading to the property.
* Go for numbers: Plan your placements strategically and don’t be afraid to use lots of signs. Map all intersections and use the directional signs to pull traffic in from as many directions as possible.
* Start early: Many of our agents put a few signs out on a Monday with day and time of the open house so people have a chance to mark that in their calendars.
* Add QR codes: Let drivers scan and save the property instantly — that’s a 24/7 lead funnel.
* Refresh early: Check your signs before traffic peaks and again mid-event. Faded or fallen signs send the wrong message.
* Extend your visibility: After the sale, swap your open-house signs for “SOLD — Ask Me How I Did It!” riders to keep your marketing momentum alive.
3. Welcome walk-ins with confidence and curiosity
Be the friendly face, not the pushy salesperson.
Try this:
“Hey there! I’m Darryl — thanks for coming by. Feel free to take a look around, and if you’d like, I can share some details about the home or neighborhood while you explore.”
Have a sign-in option ready (digital or paper) and make it conversational:
“We’re keeping track of visitors so I can send you updates or a list of similar homes you might like.”
Ask curiosity-based questions to start a dialogue naturally:
* “How long have you been looking?”
* “What caught your eye about this home?”
* “Are you looking in this area or exploring options?”
The goal isn’t to sell — it’s to connect. Relationships first, representation second.
4. Guide the tour — Don’t dominate it
Once guests are inside, give them space to imagine living there, but stay close enough to add insight when it counts.
Talk in benefits, not features: “This layout keeps the kitchen connected to the family area — perfect for entertaining.”
If neighbors drop by, pivot the conversation: “It’s great to see locals here! Have you thought about what your home might list for in today’s market?”
5. Follow up like a professional (not a pest)
The fortune is in the follow-up — and timing matters.
Within 24 hours, send every visitor a quick text or email: “Thanks for stopping by! I thought you’d enjoy seeing a few similar listings that just came up.”
Then:
* Hot leads: Call personally. Offer to show similar homes.
* Warm leads: Add to your drip or market-update list.
* Neighbors: Send a thank-you and offer a free neighborhood market analysis.
According to most research, it takes five to 12 touches to convert a lead. Most agents stop after one. Don’t.
6. Treat every open house like a campaign
Measure your success, not just your traffic. Track how many sign-ins you collect, how many follow-ups convert to appointments and which marketing pieces get the most engagement.
When you treat open houses as part of your larger marketing system — not as random weekend events — they become one of the most predictable lead sources in your business.
Open houses are back — and better than ever
The digital age didn’t kill open houses; it just changed how smart agents use them.
Use this open house playbook because in-person events still build trust faster than any online ad — and when your systems, signage and service are dialed in, that trust becomes traction.
So next time you set up those feather flags, tall banners and big signs leading to your event, then unlock that front door, remember: You’re not just hosting an open house. You’re hosting an opportunity — one that can turn “just looking” into “let’s work together.”
