3 Best Practices for Turning Open House Browsers into Buyers
Even though today’s buyers are online most of the time, real estate is ultimately still a face-to-face business. The open house is one of the best times to capture visitors’ attention and turn them into buyers. Here are the three best practices for turning open house browsers into buyers:
CONNECT WITH YOUR POTENTIAL BUYERS
I don’t know about you, but I’m much more likely to pay more attention to the house if I feel that it’s the house I can live in. What’s one way to personalize your listing for different audiences? Paying attention to where they’re coming from, who they are, what do they like, what is their lifestyle. If you know the demographic well, you can tailor your staging and marketing to your target buyers.
You can also target potential buyers based on their interests. Certain amenities in the home, like a pool in a city where it’s 90 degrees in the summer will go over very well compare to a home located in a city where the warmest temperature is 30 degrees. A friend of mine works with multi-million dollar homes, and in her market, it is not unusual to see homes with two kitchens: one kitchen for show and the other for the chef to cook in. So highlighting the great selling points of your house will help to convert browsers into buyers.
ACCURATE & PROFESSIONAL PHOTOGRAPHY
A photo like this will be a hard sell to get anyone into the door, let along turning browsers into buyers. (It’s so meta, a photo within a photo!)
I highly recommend hiring a professional photographer, because not only can they shoot well and work with lighting, they also know how to compose a photograph properly. It does make a huge difference, like this set of photos illustrates. Which house do you want to buy?
I also see a lot of real estate listing photos that were shot using the wide-angle lens so the room will appear bigger when potential buyers see them online. However, today’s buyers are savvy and inundated with advertising messages daily. When buyers walk in the home and feel the house is actually much smaller than they anticipated, they will quickly get turned off and want to leave.
SHOW, NOT TELL
This is where home staging comes in for vacant projects. An empty house with 4 blank walls doesn’t say a whole lot. But you can tell the buyers a story visually (like the architecture of the home, lifestyle of the neighborhood, etc.) and make the home more enticing to view with home staging.
One of the most important selling points of a home is also its floor plan, so it is critical to create a great traffic flow that makes the buyers fall in love with the home, not feeling like “Oh, hmm, how do I put furniture in this room?”
Staging will especially help with homes that have tricky floor plans, or rooms with funky shapes (I have seen this happened several times where builders are trying to get as much square footage as possible by creating rooms that are uneven.).