When people think of selling homes, an image that often comes to mind is the “Open House” sign sitting in their neighbor’s front lawn. “They must have finally signed up with a Realtor” is the next thought. Many sellers think their agents are neglecting them if those agents shy away from holding open houses. However, recent studies now suggest that open houses less and less are selling homes. Instead, these events can suck up valuable resources that ought be channeled into things that actually help the chances of the home to sell!
Why do sellers still clamor for open houses? It’s because they think that if their agents hold open houses, their chances to sell their house greatly increase. Some even feel that the only reason to enlist a realtor is to have the benefit of open houses! Sellers just want to sell their homes as quickly as possible, for the highest possible gain. They think that open houses work and ask for them constantly, instead of asking for the things that actually get homes sold.
Dr. Jack Harris, a research economist with the Real Estate Center at Texas A&M University, wrote in Tierra Grande, the Real Estate Center Journal, “Sellers see the open house as an indication the agent is actively promoting the listing. Agents know, however, the odds are long that an open house will produce a buyer.” In the book, How to List and Sell Real Estate in the 90’s, the odds are estimated at 250 to 1 that someone attending an open house will buy the home!
Open houses are more and more being shown not to have the intended effect. Holding an open house is a costly effort to get exposure for a home. It requires a great deal of marketing to spread the word and spark interest. Announcements must be made in local newspapers and flyers must be hung in communities, all of which takes money. On the actual day of the open house, additional funds must be devoted to incentives to keep buyers around. Goodies have to be provided and some agents even offer door prizes to maintain interest and attract people.
Open houses also require a large amount of time. Agents, who already see their weeks quickly fill with appointments and showings, must then also devote their weekends to open houses. In addition to all the work in preparation for the event, agents must also be present for the duration of the open house. This can be as long as four hours, during which the agent must sit and wait for the few people that might attend. This time should instead be spent productively and efficiently, doing the things proven to sell houses. Many agents complain that few serious buyers attend their open houses. The people who come are instead curious lookie-loos, not serious about purchasing and looking for a free snack.
Another reason against holding an open house is the dependency on drive-by traffic and good weather. If no one sees the open house sign or the balloons flapping in the wind, no one will come. If a beautiful sunshine-y day turns gray and rainy, no one will come. And no agent can claim control over that situation.
More and more, serious buyers are relying on the Internet to narrow their selections before they head out to be shown homes. The availability of numerous photos and virtual tours online allow buyers a first look at the inside of a home before they ever set foot in it! Studies show that 86% of all home buyres now view homes online before they see the home in person. This begins to eliminate the need or desire to attend open houses. These things have become preferable resources to cultivate, rather than wasting money on open houses. If you are hoping to sell your home, encourage your agent to take good photographs of your home that truly capture its advantages, as well as create a virtual tour that will leave prospective buyers wanting more. This greater Internet exposure will greatly increase the chances of someone finding your home who knows what he wants and is ready to buy.
However, every seller knows (and sometimes hates to consider) the truly most effective way to get their home sold. Dr. Harris notes, “What is the best way to impress on a potential buyer the advantages of buying a specific home? … There appears to be no substitute for a house that is competitively priced and decorated to show well.” Being priced right, especially in a down market, is absolutely crucial to selling a home. Oftentimes, the price is what makes the difference between one home and another entirely different. If the price is right, a buyer will make other sacrifices to have the home of his wallet’s dreams.
Even though an open house may not be the best thing to ask for as a seller, you still deserve to know that your agent is doing everything possible to get your home the exposure and showings it needs. Ask for those better pictures. Ask for that virtual tour. Consider open-mindedly the information your agent presents to you, especially if a price reduction would be most effective. These are the tools that will accomplish your goal. And that is the bottom line: to sell your home as quickly as possibly by the best means necessary.
By Gabriela Frei, Office Manager and Sales Associate, the Bob Oxnard Team
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