Open houses remain an effective strategy for attracting buyers

Houses for sale in Ottawa

With over 1,700 open houses lined up in Metro Vancouver in the coming days, it’s clear that open houses remain a cornerstone of real estate marketing, especially in a slower market. 

While advancements in technology and digital solutions have helped revolutionize the industry, offering a wealth of resources to consumers and professionals alike, recent Royal LePage survey findings reveal that open houses are still vital to many realtors’ strategies.


Buyers value flexibility and personal engagement


Of the more than 600 agents surveyed, approximately 32 per cent reported hosting as many or even more open houses today than they were before the pandemic. Moreover, 46 per cent of these professionals believe that open houses remain as effective as ever in attracting quality buyers.

Shawn Zigelstein, a broker and team leader at Royal LePage Your Community, underscores the unique value of open houses in the digital age. “Technology has advanced our industry by leaps and bounds, from 3D furniture renderings to virtual showings. During the pandemic, when in-person interactions were restricted by social distancing guidelines, technology was the only way many of us were able to help our clients. However, nothing can truly replace the feeling of physically walking through a home that you dream of buying,” Zigelstein notes. 

“Buying a property is a very personal decision, and most purchasers want the experience of being able to view their biggest financial investment in real life, if at all possible.”


Open houses: A flexible and effective strategy


Open houses offer a unique advantage by providing potential buyers with the flexibility to view a property in person without the need for a scheduled appointment. According to the survey, 24 per cent of respondents cited this flexibility as a key reason why open houses remain an effective selling strategy. Additionally, 22 per cent believe open houses offer an opportunity for listing agents to connect with new prospects and maximize the number of potential buyers seeing the property in a short period.



While open houses retain their allure, realtors are not limited to traditional marketing methods. Anne Leger, a chartered real estate broker for the Tremblay Leger team at Royal LePage Humania, emphasized the importance of a holistic marketing approach. This includes professional photography, videography, and a robust social media plan to ensure the best results for property sales.

Leger adds, “Attention to detail is always important, but particularly at a time when buyers are looking for turnkey properties. A well-listed property will give purchasers confidence and make it easier for them to move in.”



Visual and digital tools 


Survey results also revealed what mediums realtors are utilizing the most to promote listings. About 36 per cent of respondents use professional staging in at least half of their listings, while 67 per cent utilize professional videography and 47 per cent use drone footage. A third. of respondents say they use online property ads or listing articles in at least half of their listings.


Print takes a backseat


In the evolving landscape of real estate marketing, print is taking a backseat. The survey reveals that 74 per cent of respondents no longer use newspaper ads in their listings, and 55 per cent have abandoned “just listed” cards or flyers as promotional tools.



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