America Answers: No Agent Left Behind
Hosting Properties
Sotheby’s (and me too…on my residential landing pages) uses a fantastic motto, “Every Home is a Masterpiece”, in their marketing. This means a lot of things (and when one is hosting an open house you better remember most of them) but the main thing to remember is that EVERY home is an OPPORTUNITY. Be it a claptrap ticky-tacky rancher in an ancient subdivision or $20M estate property, baby this is our chance to shine because real estate is drama.
If real estate is a theater, sweetie, hosting an open house is our stage, and you're the director, the lighting designer, the stage manager, and the lead all at once. Every detail matters—the temperature of the house, the music playing, whether the front door swings open smoothly or sticks halfway.
Being ready means starting early. Instagram stories behind-the-scenes all week. Thursday: riders, MLS sheets, address strips. Friday: email announcement and driveway signage. Saturday: map out sign placement. Sunday: signs up early, then ninety minutes before open, sweep, check for odors, test your internet, queue your music—get cute you’re about to step on stage.
Or just wing it.
I’ve done both but the one thing that needs to be done consistently is acting as the host for whatever type of party this is going to be. Open houses are important for a couple of obvious reasons and a few not so obvious too.
Open houses generate leads. They build buzz. They create urgency. But they also signal to the market that you're active, professional, and moving inventory.
This is another basic that doesn’t come with instructions. We learn by doing and as the goddess of victory says, “just do it”.
Q: What are the key goals of holding an open house?
America: Well, without overstating the obvious, it’s to sell the house first and foremost; that is always the priority and really important to remember if you are holding an open house for another agent.
You have to know about the house to sell the house so bring a cheat sheet and here’s a phrase that you can take to the bank, “I don’t know but I can find out, I can email or text you the answer after the open house.”.
Beyond that, an open house is a critical opportunity to meet and build rapport with the and neighbors, who can be great advocates or sources of referrals. It’s also a chance to qualify potential buyers—but be careful—most buyers are operating under a BBA already so make sure to ask them if they are working with an agent before anything else.
Finally, open houses are a practice ground to sharpen your skills, answering questions confidently, showcasing the home’s best features, and staying visible in front of as many potential buyers and sellers as possible. The more people you engage, the higher the chances of generating interest in the property and yourself.
Q: What time should I put out signs for an open house?
America: As early as humanly possible while still following all the signage rules and best practices which vary by city and neighborhood; say 10:30-11 am. There will always be someone else who has their signs out earlier and that’s where you want to put your signs, right next to theirs.
The reason for this is simple, agents with signs out earlier most likely have more experience and want to get the best spots before anyone else; there are companies that do sign placement and pick up where I work too.
Early placement maximizes visibility during peak foot and vehicle traffic and lets buyers on their way to another open house know that yours is also open today. Being timely ensures your signs aren’t missed or overshadowed and positioning them alongside colleagues can draw in buyers who are interested in seeing houses in that area. Just be sure to comply with local restrictions to keep your signs legal and respected by the community.
Q: How do I talk about open houses with my clients or the agent I’m doing the open house for?
America: Feedback after an open house is vital, necessary, and expected.
It’s the primary way to gauge buyer interest, get positive, and negative feedback and hear about potential buyer objections—it doesn’t have a lot of storage; feels drafty—that can be immediately remedied; emptying closets and weather-stripping doors and windows are examples of simple fixes.
I keep a notebook with me while doing an open house and keep an attendance of the visitors. I try to keep them in two columns, neighbors and buyers. I write down questions that I’m asked and comments (positive and negative) I hear from the people attending.
After an open house, focus on sharing detailed feedback—not just the number of visitors, but the quality of interest, common questions, and concerns—to quickly adjust marketing or pricing strategies.
For example, two weeks into marketing and little or no interest in the property tells us it’s significantly overpriced, Clear and candid communication builds trust by reporting buyer demographics, potential offers, staging value, and any issues needing attention.
Towards the end of my Sunday open houses, I take an opportunity to give a weekly report to my seller. This report includes analytics from any digital direct or indirect marketing, email blast analytics, property site analytics, the number of calls, emails, texts, showings from colleagues, and a summary of that days open house.
This does a couple of things well. First it demonstrates what we do for our clients to our clients; they have no idea. Second you get into the habit of tracking your work and seeing what does and does not work when marketing a property.
Q: How do I greet people at an open house, is there a script, what should I do?
America: This is such an important question because first impressions are everything and your ability to host is paramount here. This is what I do and what I suggest other agents do too.
My hosting method is based on the Hooters method—yes, that Hooters. I’m not talking about the uniform; I’m talking about the way their hosts are trained to be friendly, approachable, and highly attentive. They create a warm atmosphere that puts guests at ease, they engage without being pushy, and they read body language so they know when to chat and when to give space.
They’re also trained to juggle multiple interactions at once. When a guest enters, make eye contact so they know you’ve seen them. Within six feet, give a quick wave or nod. Within three feet, offer a verbal greeting. If you’re already talking to someone, gently wrap up that sentence or say, “Give me one second, I just want to welcome them in,” then circle back. You can do this with multiple groups at the same time and nobody feels ignored.
In a real estate open house, that translates to greet guests with a smile, offer a flyer or info sheet, and ask one simple, open-ended question like, “What brings you out today?” or “Are you familiar with the neighborhood?” Then let them breathe; you don’t work at the Gap
Don’t ever hard sell; let the home speak while you stay available. The goal is to create a welcoming atmosphere, build rapport, and make it easy for visitors to imagine themselves living there, all while respecting their comfort, their pace, and their privacy.
