Page 5 - Real Estate Now Sept-Oct 2022

The Evolution of Open Houses There’s also a lot that’s changed during
actual open houses. Throughout the
COVID-19 pandemic, hand sanitizing
Ainsley Smith courtesy REALTOR.ca stations, face masks, capacity limits, and
EALTORS® have been conducting open houses for decades. They’re an opportunity for real estate professionals physical distancing became the new
to grow their business, network with other agents, and meet with potential buyers. But over the years, open norm. But as COVID-19 restrictions ease,
Rhouse culture has shifted. REALTORS® are readjusting how they

Open houses used to be simple—a real estate professional would promote the event, have visitors sign-in, offer hold open houses.
brochures and marketing materials, and chat and mingle with potential buyers, agents, and visitors. Now, REALTORS® For example, in Ontario, sellers have the
have adapted to the changing expectations of clients and created open houses that are more of a social event, option to request proof of vaccination,
providing benefits to everyone in attendance. masks, or face coverings for people
entering their home, and they can work
The benefits of open houses
with their REALTOR® to choose how they
In a competitive market, an open house is an opportunity to set a home apart from other listings. It can also increase offer sanitization stations.
exposure and generate more attention, giving the home much-needed visibility, while also bringing potential buyers
directly through the front door. Agents are also heightening the experience for visitors and tapping into the senses as a way to help potential buyers
see what it might be like to live there.
Considering an open house is essentially a mini networking event, there are benefits for both the prospective buyers
and the agents. For starters, real estate professionals to meet interested parties while also sharing the benefits of the It’s not uncommon at open houses to find:
neighbourhood and local amenities in a low-key environment. • soft music to be playing in the background;
• soothing diffusers and scented candles placed by the REALTOR® to create inviting aromas and scents throughout
For prospective buyers, while the internet may be the fastest way to find a home, nothing compares to walking the home; or,
through a house and seeing it first-hand. Open houses also provide an opportunity to browse through a home in a • the tried-and-trusted strategy of warming up cookies in the oven prior to the event.
low-stress environment.
To add a visual element, agents often:
Open houses can also give buyers an opportunity to connect with a REALTOR® who could be perfect for them, • add freshly cut flowers and plants throughout the home;
especially if they’re a first-time buyer and aren’t sure who they should work with. • add décor, accessories, and props;
In addition to traditional open house events, REALTORS® can also benefit by offering private open houses by • light indoor and outdoor fireplaces; and,
appointment. This can provide a more manageable atmosphere and personal experience for each potential buyer, • get rooms professionally staged.
while also ensuring those who attend are in the market and not just browsing. Appointments also give sellers peace How REALTORS® are standing out
of mind when it comes to privacy, as they can keep track of who’s coming and going, and make sure any showings fall
in line with their work, school, and personal schedules. Joel Gwillim, a Calgary-based associate and REALTOR® at CIR Realty, says while his approach to open houses depends
on the property, he will always have custom, quality feature sheets on hand, which represent the property effectively
Another benefit to appointments is a feeling of security for those who are worried about COVID-19 or other viruses and show potential sellers and neighbours what he does to market the property.
during cold and flu season. By scheduling a specific time, potential buyers know they’ll be the only ones in the home
at the time, and sellers don’t need to worry about a packed home for a prolonged period of time. “Floor plans can also help buyer’s navigate and plan the space, while playing music helps set the mood and assist with
any silent awkwardness,” said Gwillim.
Paul Piche, a Maple Ridge-based agent and REALTOR® at Keller Williams Elite Realty, said he also enjoyed being able
to hold open houses by appointment, especially during the height of the pandemic. Gwillim added he usually has bottled water on hand, but in some cases, when he’s had certain open houses, he’s had
the event catered with appetizers, cocktails, and prosecco.
“It ensured safety for my clients and ensured only buyers with representation came through, which gave my clients
some peace of mind they weren’t just there with zero intention to buy.” “This works well with higher-end, luxury listings where you really want to showcase the lifestyle,” added Gwillim.
Piche says he likes to play very light music and sometimes leave snacks out for visitors to enjoy.
How have open houses changed?
“I’ve always found the best experience I can give people is a depth of knowledge in regards to the home, complex,
Considering buyers often look at multiple properties in a day—many of which blend together —REALTORS® have and community,” said Piche.
been turning to new ways to make their open houses memorable – starting with their promotion.
While the internet has surely changed the real estate industry, open houses remain an effective tool for garnering
You no longer just read about upcoming open houses in the newspaper or see signs posted throughout residential interest in a property and generating new leads, and it’s safe to say we’ll continue to see open houses used as an
neighbourhoods. Agents are taking to the internet to market their listing events and are promoting them on websites effective marketing tool for years to come. ■
like REALTOR.ca or posting about them on their personal social media pages for extra exposure.

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