In today’s Ask the Expert column, we ask Mark Tepper, SeniorVice President of Sales for Open Home Pro® how agents can collect more accurate contact information from open house visitors.
Mark Tepper: Many agents successfully use open houses to meet new prospects and entertain potential buyers. Unfortunately, visitors can get cagey about giving away their contact details, and buyers who feel pressured into registering might provide bogus information.
You’ll collect better leads at your next open house if you focus on three simple things: setting the right tone upfront; making it easy for visitors to sign in; and demonstrating your expertise.
Set the Right Tone
An open house where the agent seems distracted or disinterested can be an awkward experience, as can tours that feel like you’re under a microscope. Creating a comfortable environment is critical to your event’s success, but how do you set the right tone?
Start by warmly and confidently greeting each visitor. Pay attention to your body language, and avoid postures—such as crossed arms—that come across as unwelcoming.
Directly ask visitors to sign in before touring the property. If they resist, explain that it’s a security requirement of the seller, who has opened their home in the hopes of finding a buyer. Legitimate homebuyers should have no problem sharing a few basic details.
Demonstrate interest in each visitor’s home search, but don’t come on too strongly. Allow buyers to explore the home freely (within reason) and adapt your communication style to fit theirs. Putting visitors at ease will result in more promising leads.
Make It Easy
Get more visitors to sign in at your next open house by making the process effortless. Set up a dedicated registration space near the entrance, and have all necessary materials readily available.
You can create a streamlined experience with an open house app, which allows visitors to sign in on a tablet device. The high-tech, professional nature of this format entices more visitors to leave legitimate contact information. In fact, we’ve found that 95 percent of the email addresses collected by agents using the Open Home Pro® app are real. Visitors also automatically receive a follow-up email with agent and property details, saving time and delighting prospective clients.
Whichever method you use, provide clear instructions. Indicate that you would like their name, phone number, email address, and representing agent (if they have one). Try to limit the amount of information required. If visitors have to work too hard, they won’t sign in at all.
Demonstrate Your Expertise
Rather than handing out flashy gifts to visitors, provide them with something that will genuinely assist in their home search and reinforce your position as a local real estate maven.
Consider creating a map of all the open houses being held in the neighborhood that day, including those of competing agents. Other ideas include a booklet of advice for first-time homebuyers or an in-depth analysis of the area. A professionally-designed brochure with details about the property will please your sellers and impress visitors who also have a home to list.
When visitors view you as a helpful expert—instead of a pushy salesperson—they’ll be more willing to sign in, and might even ask you to be their agent.
For more information, visit openhomepro.com.
