Marketing Open Houses
Open houses are major undertakings, but email marketing with the right presentation can make them worth your while. When marketing open houses, you should go above and beyond. First and foremost, you’re asking folks to take time out of their schedule to come to a property, so your marketing should convey why this house is worthy of a special viewing. Use the open house newsletter tips below to maximize the power of your email list and get the most appropriate foot traffic come open house day.
Inspire with presentation.
Statistics show that 90 percent of information transmitted to the brain is visual, so your open house newsletter marketing should be a compelling mix of images and copy, with an emphasis on the visuals.
Be clear from the beginning.
Your subject line here should clearly outline that you’re having an open house, and should list the basic specs of the home and the day and time of the event.
Format your newsletter with conversion in mind.
You’ll want to include some introductory copy that outlines the most important features of the property and states how the property can meet the needs of prospective buyers. Include “teasers” of your professionally shot photography — brief snippets of some highlights that will leave readers craving more. Add a CTA that entices leads to click, like “See more of 100 Park Avenue here” and link to your featured listing, which can be in one of the following formats:
- A blog post or dedicated web page. If you’ve created a strong campaign around a listing, it makes sense to give it a traffic boost by creating a dedicated blog post or landing page. Your leads will want to see as much as possible before committing time to your open house, so include as many high-quality images as possible.
- A Pinterest board. Dedicate a Pinterest board for your listing that will give leads a visual montage of the property and its surrounding area.
- Video. Video can allow you to set a mood and ambiance for your lead. Whether it’s imagery set to music and landscape views, frames accompanied by some descriptive narration, or even a humorous Hollywood-inspired short film, professional video marketing for open houses is an option worth pursuing. Of Internet home buyers, 43 percent ranked video as “very useful” in their buying decisions and marketers who used video in email saw higher click-through rates and increases in the amount of time subscribers spent with an email, the sharing of emails, and conversion rates.
- A listings page on your website. Use this option if you’re in a time crunch and optimize the listing page with as much visual and textual detail as possible.
Seal the deal with storytelling.
In your newsletter and on your landing page or feature post, use effective storytelling to draw your reader in. This doesn’t have to be super theatrical, but it does need to convey what makes this property worth the open house. Features and specs are great, but they aren’t alone going to get folks through the door. Think about your lead and the lifestyle they aspire to, and create terms and language that provide proof they can achieve that with this property. “Large deck” isn’t quite the same as “expansive wrap-around cedar wood deck overlooking Willow Lake, perfect for warm weather party hosting and even some morning yoga,” is it? For the purposes of your newsletters, include shorter, bulleted details and save your fuller story for your landing page. And don’t forget to prominently display the time and location, a link to maps or directions, and your contact information in case leads get lost.
Send and attract at the right times.
How soon and often you send your open house newsletter will vary for everyone, based on client urgency and how much buzz you want to create around your event, so definitely take those factors into consideration when you set your schedule. In general, take a cue from newspaper open house announcements, which publish typically on Friday, Saturdays, and Sundays. Therefore, you should publish your newsletters on weekends, at least 1–2 weeks in advance of your open house, and be sure to send an early reminder on the day of the actual open house. If you’re sending out early invites, create incentives to get people to RSVP to your open house and send them a reminder a couple of days prior.
Grow your newsletter list at the event.
It goes without saying that you should have an email sign-up feature on your website, but open houses provide a deeper in-person connection for newsletter growth. Many folks have a sign-in sheet at their open houses to keep track of who attended. Include a field for email and a box they can check to sign up for your newsletter if they haven’t already. Don’t forget to follow up with folks after the open house and add new contacts to your newsletter mailing lists.