Maximize ALL Your

1

• Maximize ALL Your
• Open House
• Opportunities

2
Agenda

• Identify the steps to prepare for an Open House
• Show Your VALUE in 5 Minutes!
• Practice the techniques for connecting with
  customers at an Open House
• Specify the importance of efficient and effective
  Open House follow-up

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Open House Components

• Follow up

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How can we invite people to Open Houses?

• Advertise in local newspaper
• Advertise on Weichert.com
• Call people
• Send postcards, emails
• Distribute door hangers
• Post signs

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Open House Kit
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Conducting the Open House

• Apply the Point-of-Sale Key Actions
• Build relationships
• Ask Key QuestionsWhat attracted You to my Open
  House?
• Uncover needs wants
• Show Your VALUE
• Close

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National Association of Realtors Profile of
Home Buyers 2013

• The Home Search Process
• For 42 of home buyers, the first step in the
  home buying process was looking online for
  properties.
• 14 of home buyers first looked online for
  information about the home buying process.
• Real estate agents were viewed as a useful
  information source by 98 of buyers who used an
  agent while searching.
• The typical home buyer searched for 12 weeks and
  viewed 12 homes.

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Better Informed Customers

• Because of the Internet they think they Know
  Everything.
• They perceive our Value as the Key to Get Into
  the Listing.

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It Begins with You

• Believe in yourself.
• Believe in what you have to offer.
• Believe that customers/clients NEED what you can
  provide.

Believe and be confident in yourself.
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Here are some reminders on using the Key Actions
at Open Houses.
Distribute Handout
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Open the door

• Introduction/Registration
• The Clock is ticking
• How did you select this house (signs, internet,
  newspaper)
• What do they already know from signs vs. an OH
  ad?

LocationSizePrice
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Open House Guests
What do I need to learn about each guest?
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Courting Your Guests

• Encourage your guests to talk.
• What brings you to this open house today?
• What is it that you like or dislike about the
  house?
• Avoid interrogating your guests.

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Great Open Ended Questions

• How did you hear about the Open House?
• How well do you know the area?
• Do you currently own a home?
• Where did you grow up? Go to school?
• What brings you to the area?
• What line of work are you in?

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Courting Your Guests

• Work in pairs.
• Discuss and answer the following questions
• What open ended questions do you ask your guests?
• What do you typically share about yourself with
  your guests?
• What do you do or say to stand out from other
  agents?
• You have 5 minutes.
• After 5 minutes, you will recap your discussion
  to the full group.

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More Great Tips

• Be a student of your prospects - Listen to what
  they say and how they say it.
• Offer information to demonstrate you are the
  Neighborhood Specialist get the Mental
  Exclusive.
• Use a notepad or Open House Guest Profile form to
  capture critical details about each guest.
• Make yourself memorable making a lasting
  impression will make your follow up efforts
  easier.

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Close for Business with Every Guest

• A natural end to your conversation
• Make an offer on the home.
• Make an appointment to meet with you. (buyer
  consultation or listing appointment)
• Agree to keep in contact.

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Match the type of open house guest on the left
with the appropriate closing statement on the
right. Take 2 minutes to answer to yourself.
After two minutes, we will review as a group.
Closes
Types of Guests
____
A. I would love to help you understand the value
of your home with a complimentary Price Trend
Analysis. Why dont I stop by after the open
house and we can talk more?
A prospective seller who came to see how this
house compares to hers
____
A prospective buyer who is just starting his home
search, is not ready to buy, and very pointedly
told you hes not ready to come to your office to
meet with you
B. Id like to get a better sense of what youre
looking for so that when I come across homes that
fit your criteria, I can let you know. You
wouldnt want to miss out on your dream home,
right? Why dont we take a few minutes to talk a
little more? We can meet at your place if thats
more convenient for you.
Prospective buyers who seem very interested in
the house
____
Prospective buyers who didnt like the kitchen
but liked the neighborhood
____
C. This seems like everything youve always
wanted in a home. Would you like to buy this
house?...Great, lets go back to my office and
write up the offer.
D. Do you want to buy this house? No? There are
several other houses in this area that might
interest you. Id love to show them to you. We
could meet later today or how does Monday at 7
sound?
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Another Sample Dialogue

• If the guests do not want to place an offer on
  the home
• It was a pleasure meeting you, Mike and Pam, and
  Id like to continue our conversation. I can
  help you target your search and save you time.
  Why dont we meet on Tuesday or Wednesday evening
  - Which day is better for you?

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Give them a reason to Stay!

• Location Why? Live locally? schools/commute/stre
  et/mass transit
• Size Why? Need space/downsizing OR want value
  for resaleInterior AND Lot?
• Price How? Determined by Budget OR Value?

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Close at the Open House

• Close for an offer on the home
• Sell the house
• OR
• Schedule a buyers consultation and show other
  homes
• Close for a listing appointment

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Demo Conducting Open House

• Roles
• Role Play
• Observation Checklist
• Debrief

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Follow Up System
3 out of 4 guests buy a home in 6 months of
visiting an Open House!

• Call all guest within 24 hours!
• Keep contacting past guests frequently set time
  each week for lead follow-up
• Make it memorable
• Personalize it
• Provide them with something of value
• Write everything down and keep good follow up
  notes

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Follow Up System, continued

• Close for the appointment on every follow up
  contact
• Partner with Gold Services Manager
• Offer a no cost, no obligation consultation with
  GSM
• Be consistent and be persistent with all of your
  follow up efforts

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Weicherts Open House Program sells so many homes
because its dynamic before, during and afterward!