10 Ways to Help Drive More Traffic to Your Next Open House

Want some tips to help turn your open house into a fast close? Follow these marketing strategies designed to maximize the visibility of your open house and help unlock the full potential of this key selling opportunity. 

1. Target & Schedule Strategically. Demographics and timing play a critical role in attracting guests to your event. First, you’ll want to do your research to understand who the potential buyers are for your property. Zillow research shows the median homebuyer in today’s market is 40 years old, partnered or married, has at least some college education, and is most likely to buy a single-family detached house. Most of today’s shoppers are also first-time buyers.
   
   These are median demographics and, of course, buyers in your market wil come with their own specific characteristics. If you think your prospective buyer for a property tends to skew younger, online marketing will likely net the most engagement. Whereas, an older buying demographic may respond better to direct mail and print pieces in addition to online marketing. 
   
   You’ll also want to choose the date and time of your open house wisely. Typically, the best hours are weekends or weekday evenings when prospective buyers are more likely to be available and attend. Some agents make their listings active on a Thursday, block showings on that Thursday and Friday, and then host the event on Saturday to help build a crowd and create a sense of urgency. If you find the initial days and times aren’t drawing a crowd, try changing the time of day to host the event. 
   
   
2. Leverage Showcase Virtual Tours & Floor Plans. With Active Showcase listings driving on average 81% more page views, 75% more saves and 85% more shares,* visual appeal can play a key role in helping your listings stand out, catch the attention of motivated house hunters and draw more buyers to your open house.  
   
   Zillow Consumer Housing Trends Report 2023 research shows that the majority of buyers are more likely to view a home if the listing includes a floor plan that they like (82%). They’re also likely to agree that the only way to really understand the layout of a home is to see it in person (81%). According to the report, these findings indicate that most buyers want all the information they can get when searching for a home: floor plans to decide which homes to tour and an in-person visit for the homes with floor plans that fit their preferences. 
   
   Similarly, surveyed buyers agreed on their preference for 3D and virtual tours; however, buyers were split regarding their preference of using virtual 3D tours in place of in-person viewings.    
   
   As more buyers engage with the high-quality photography and rich media content of your Zillow Showcase listings, It’s likely your open houses will benefit with increased traffic too. 
   
   
3. NEW! Tag Open Houses in Your Showcase Listings. In addition to the rich media visuals, a new open house tag feature within the Showcase listing can help increase the visibility of your open house and lead buyers to your live event. 
   
   Due to popular agent demand, Showcase is introducing an open house tag designed to provide potential buyers with a quick view of the open house days and times directly on the list view within the search results page. 
   
   Viewers to Zillow will also now see upcoming open house details on the Showcase details page above the tour button and Contact Listing Agent button. 
   
   
   Open house tag in list view within Showcase search results page
   
   
   Open house tag on Showcase details page
   
   
4. Use Eye-Catching Signage. Well-designed and strategically placed signage can help attract and direct both passersby and pre-engaged prospects to your open house. Ensure your open house signs are clear, easily visible and provide essential details, including the date, time and property address to capture attention. 
   
   In addition to placing an open house sign directly above the property’s “for sale” sign, try strategically placing additional open house signage across the neighborhood. You might even use a “treasure hunt” approach by placing directional signs with arrows to guide passersby and engaged prospects to the exact location. Look at the competition’s signage in the neighborhood and create something unique that will stand apart.
   
   
5. Leverage Social Media Marketing. Posting your Showcase video reels on social media helps expand your marketing reach by tapping into a broader audience. You can build momentum on your social channels with impressive videos and calls to action designed to drive more traffic to your open house. Tell viewers why they need to see the property in person to fully appreciate its top selling points. 
   
   Create a Facebook, Instagram or YouTube live-stream event to promote the open house. Get creative. If there’s an awesome pool, decorate the pool with floating candles. If the views from the back yard are outstanding, video the sunset. 
   
   Social media has the power to connect your buyers with your listing in real time while amplifying your exposure long after the last guest has left the event.
   
   
6. Spread the News in Email & Websites. Cover all marketing touchpoints by including news of your upcoming open houses in your email newsletters and real estate websites to help generate buzz and reach a broader audience of potential buyers. 
   
   Try teasing your open house with a video email. Pre-record a short video walkthrough of the home’s top selling points and embed it into an email that you send prior to the open house. Research shows video in email can increase engagement by 77% among recipients.  Be sure to link your content to your Showcase listings on Zillow to provide prospective buyers with the full listing experience. 
   
   
7. Partner with Local Businesses. Collaborate with local industry-related businesses like lenders, landscapers and movers to help cross-promote your open house event. Ask your mortgage lender partners who pre-qualify clients to share your open house listings with potential buyers. 
   
   You might display flyers at nearby establishments or arrange for co-hosted events to increase visibility and attract both local residents and newcomers looking to explore the area. Research any local festivals, farmers markets or other events where you can pass out flyers. Also, don’t forget to add your open house announcements to online community calendars.
   
   
8. Host Exclusive Preview Events. Some agents organize exclusive preview events for neighbors, coworkers and industry contacts before the official open house to help build anticipation and generate pre-event buzz. By inviting the neighbors, you can help build a crowd – and potentially more interest – in the home as a result. 
   
   Make sure to video your open house preview to drive more traffic to the actual event. By sharing the preview video on your social channels and sites, you’ll help drive more interest among buyers who are on the hunt for their next home.  
   
   
9. Throw a Party! A great way to create a buzz around your open house is to throw a themed party that everyone will want to attend. Identify the top selling points of the house and play it up with the party theme. Does the house have an outstanding outdoor kitchen? Throw a barbecue. Hire musicians. Appeal to all senses with food, scents and visuals. 
   
   
10. Capture Sign-In Digitally. Lastly, don’t forget to capture leads with a digital sign-in. Paper sign-ins risk messy handwriting that may give you the wrong number or email at the door. Instead, use a digital sign-in sheet on a mobile tablet or laptop. You might also partner with a local coffee shop or other business to spiff guests with a free coupon for those who sign-in to your event.
    
    

*Compared to similar nearby non-Showcase homes on Zillow Showcase listings on Zillow include an interactive floor plan, a virtual tour, and specialized exposure on Zillow (the “Showcase Treatment”). This claim is based on Zillow data analyzed in Showcase markets with at least one For Sale By Agent listing during the initial fourteen day period a listing in these markets with the Showcase Treatment was active on Zillow, up to pending (the “Showcase Listings”) and is limited to listings using the Showcase Treatment on the date the listing went live in the applicable MLS, up to pending.  The Showcase Listings were compared to For Sale By Agent listings on Zillow: (i) without the Showcase Treatment; (ii) of the same home type; (iii) located in the same city and within two miles of the Showcase Listings; (iv) on the market during the same time period as the Showcase Listings or the immediately prior month; (v) containing a similar list price as the Showcase Listings; (vi) having similar square footage as the Showcase Listings; and (vii) having a similar bedroom count.  *The data is from July 20, 2024 and is an average from the immediately preceding six month period.   The data excludes the top 5% and bottom 5% lift of total page views, saves, and shares from each month and the immediately preceding six month average.