The Open House Problem
The average open house in the GTA attracts 15–30 visitors. The average number of leads captured? Two to three. Most visitors walk in, look around, and leave without providing contact information. The open house "worked" for the listing but did nothing for your pipeline. Let's fix that.
Pre-Event Marketing
An open house shouldn't rely on a sign on the lawn and a MLS remark. Promote it across every channel: Instagram stories with a video walkthrough, Facebook event page, email blast to your database with the property highlights, and a targeted social media ad to the surrounding postal codes. The goal is to attract serious buyers, not just curious neighbours.
Send a personal invitation to agents you know are working with active buyers in the area. Agent-to-agent networking at open houses generates more referral business than most agents realize.
The Sign-In System
Paper sign-in sheets are dead. Use a digital sign-in — a tablet at the entrance with a simple form: name, email, phone, and "Are you currently working with an agent?" A digital system captures accurate contact information (no illegible handwriting), feeds directly into your CRM, and triggers an automated follow-up email within hours.
If a visitor refuses to sign in, be polite but clear: the homeowner requires it for security purposes. This is both true and reasonable.
During the Open House
Don't hover. Let visitors explore the home at their own pace. Position yourself near the kitchen or living area — the natural gathering point — and be available for questions. Have printed feature sheets with neighbourhood data: walkability score, nearby schools, transit access, and recent comparable sales.
Ask open-ended questions: "What brings you to this neighbourhood?" and "What's your timeline?" These reveal motivation and readiness. A visitor who says "We've been looking for six months and our lease ends in August" is a very different lead than "We're just starting to look."
The Follow-Up
This is where most agents fail. Every open house visitor should receive a follow-up within 24 hours. Not a generic "Thanks for visiting" email — a personalized message referencing something they mentioned during the open house. "You mentioned you're looking for a 3-bedroom near a good school — here are two other listings in the area that might interest you."
Visitors who aren't working with an agent are your highest-value leads. Offer a no-obligation buyer consultation. Those who are already represented should still be added to your general database for future marketing — with CASL-compliant consent, of course.