Unconventional Open House

While a lot of agents will agree that you typically don’t sell a home at an open house, I have found this is the best place for me to sell my product.  I am a licensed Realtor and list my own spec homes, recently I decided to start doing an open house every weekend.Although the goal is to sell the spec home that the open house is being hosted in, my goal is to educate the prospects about new construction, and particularity my product.

In a traditional open house format the agent is pushing the home the event is at heavily.Since my goal is not only to sell this particular house, but move the vacant lots I have, and build to suit on other peoples lots, I perceive the open house as simply a networking event where I can showcase my skills.I have more information about the other homes that we can build than I do information about the home they are in.I think people like being able to touch and feel what the finished product looks like.Having the home properly staged is a huge advantage.So far during the four week marketing of this spec home I have sold two additional build to suits, one on my lot, one next to one of my lots, and have picked up three other very solid future clients.This would never have been possible without having the access to the open house.This is also why I recommend the builder being at the open house.If you hire a Realtor, they want to sell that house, which is great, but they have no vested interest in you doing a build to suit on someone else’s lot as they cannot capitalize on that.In addition even if you are using an agent, being there to answer the questions that come up and being able to overcome objections is critical to a successful sale.

So how do you sell other properties that are just dirt now?First you need to start with a great product to showcase.We use all neutral colors and have the home staged to make it feel homey.You need to have details that can set your home apart from the competition, we have awesome custom made 3 piece base and header molding that people are drawn to.We also put in a massive 6 foot wide subzero refrigerator freezer that is built in.We do different things with some of our flooring, currently this home has super wide plank, 8-1/4” wire brushed white oak flooring (same flooring that is in the background shots of Restoration Hardware’s latest edition).You need to fit the style you are trying to capture, this home is across the street from the beach on the Gulf of Mexico so we make it airy, bright, and beachy.The feedback I have received is that my home is more memorable.You need to spend the time on the selections, if you make it look like everyone else’s people won’t remember you.When all things like quality, price, and size are equal, you are going to buy, or have built the home that makes the most emotional connection with you.That is why I like open houses, you can set the mood, the music, and provide energy to the prospects.If people are just going through your house unguided without explanation they are not going to make the connection you want them to.So the take away, hustle, be there for the open house, answer questions, engage the prospects, add value and you will move more homes.