Open House Follow-Up: A Step-by-Step Guide

<p><span style="font-weight: 400;"><img alt="realtor® pointing to an open house and writing on paper" src="/images/blog/Open%20House%20Follow%20Up%20Blog%20Image(1200%20%C3%97%20630%20px).png" style="width: 1200px; height: 630px;" /><br /> Do you have a marketing strategy for follow up after your next Open House? You may have a ton of tools at your disposal, but without a strategy in place, you won’t be utilizing them to their full worth. Agents need to follow up with leads after an Open House, and having a plan in place before going in can make all of the difference in conversions.</span></p> <p><span style="font-weight: 400;">Here is a step-by-step guide for marketing to your leads and following up after an Open House.</span><iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/By48AnB6RbE" title="YouTube video player" width="560"></iframe></p> <h2><span style="font-weight: 400;">Before the Open House:</span></h2> <h2>Step 1 - Create A Drip Campaign</h2> <p><span style="font-weight: 400;">A drip campaign, or a series of emails or contact over time (called drips), is the best way to stay in contact with leads after an open house. The first thing you’ll want to do is create a drip campaign to put the leads on that you meet at your open house. </span></p> <p><span style="font-weight: 400;"><a href="https://wiseagent.com/blog/most-powerful-marketing-for-real-estate-agents-build-better-relationships">Drip campaigns</a> can have as many touches as you want and span over any duration of time that you’d like. Your Wise Agent account comes with stock campaigns for you to use for Open House follow up that can be customized to your business. </span></p> <p><span style="font-weight: 400;">Setting them up is easy, but we recommend going in and making them more personal by <a href="https://wiseagent.com/blog/7-reasons-why-real-estate-video-marketing-is-a-wise-choice-for-you">adding text messages and videos</a>. Texts have a 100% open rate, and most texts are read within 15 minutes of a person receiving them. You can simply send a question through a text like:</span></p> <p><span style="font-weight: 400;"> “<em>What time would you be free to meet or talk? Here's a link to my calendar - calendly.link - Let me know if any of those times work for you.</em>“</span></p> <p><span style="font-weight: 400;">Sending a question prompts a response from the lead while sending a link to your calendar also pushes them to take an action. </span></p> <p><span style="font-weight: 400;">You can also add in videos, letters, newsletters and even calls to your campaign. We recommend testing different methods to see what works best for your Open House follow up.</span></p> <p> </p> <h2>Step 2 - Create A Landing Page</h2> <p><span style="font-weight: 400;">The next step to take is to make a landing page with an Open House Sign-in form. This will be how you collect contact information from attendees of your Open House on the day. </span></p> <p><span style="font-weight: 400;"><a href="https://wiseagent.com/blog/capture-leads-with-wise-agents-real-estate-landing-pages">Wise Agent’s Landing Page Wizard</a> gives you access to stock landing page templates that you can easily customize in every way. </span></p> <p><span style="font-weight: 400;">When making a landing page for an Open House Sign-In, you’ll want to make sure that you’re setting your Response Action to ‘Refresh’. This will automatically refresh the page when someone submits their information so that the form is ready for the next person. </span></p> <p><span style="font-weight: 400;">And most importantly, you’ll want to make sure the source set for your landing page is something unique that you’ll recognize. For this page, creating a source with part of the address and the phrase Open House - such as 186 Main Street Open House - will work great.</span></p> <p><span style="font-weight: 400;">You can create forms that capture contact information, as well as additional information that will serve you in the future. Once this information is entered into the form it will be automatically added into your CRM. </span></p> <p> </p> <h2>Step 3 - Create Lead Rules for Your Landing Page</h2> <p><span style="font-weight: 400;">Automation is going to be a major player in this Open House follow up marketing strategy. Curious how? </span></p> <p><span style="font-weight: 400;">Wise Agent allows you to set up <a href="https://wiseagent.com/blog/lead-management-made-simple-save-time">Lead Rules</a> for any of your sources. These rules cover everything from sending automated emails and texts, to placing leads into categories, and so much more.</span></p> <h3><span style="font-weight: 400;">Here’s a breakdown of how you should use the Lead Rules for an Open House:</span></h3> <ul> <li> <h4>Create a Rule for Your Source</h4> </li> </ul> <p style="margin-left: 40px;">First and foremost, you’ll want to make sure the Lead Rules you are making are for the same source that you have attached to your Open House Sign-In landing page. Once leads come into the system from that landing page, the rules for that source that you create next will be applied to them. </p> <ul> <li> <h4>Add To a Drip Campaign</h4> </li> </ul> <p style="margin-left: 40px;">Remember that drip campaign you made earlier? Whether it was from our stock campaigns or one you created yourself, you’ll want to select it here. Once your leads come in they’ll automatically be put into this campaign without any work from you. You can even put these leads on multiple marketing campaigns. </p> <ul> <li> <h4>Add to Call List</h4> </li> </ul> <p style="margin-left: 40px;"><span style="font-weight: 400;">Selecting this option in your Lead Rules will automatically put incoming leads onto your <a href="https://wiseagent.com/blog/wise-agent-crm-call-list-feature">Call List</a> as upcoming calls. The Call List provides you with reminders for calls to be made, and a place to keep notes about clients and call scripts. This is vital for conversion, and we always recommend using this feature after an Open House!</span></p> <ul> <li> <h4>Add to Categories</h4> </li> </ul> <p style="margin-left: 40px;"><span style="font-weight: 400;">This is arguably one of the <a href="https://wiseagent.com/blog/are-the-contacts-in-your-crm-categorized-correctly-for-the-best-roi">most important features</a> of the lead rules. You can automatically add leads to categories when they come into the system. With Wise Agent, you can create as many categories as you would like. Then, when you are marketing to or even retargeting old leads, you can easily pull up all contacts in a category to send an email, send a bulk text, etc. </span></p> <ul> <li> <h4>Email Response</h4> </li> </ul> <p style="margin-left: 40px;"><span style="font-weight: 400;">Lead Automation provides you with an instant connection to your leads by sending out an email right when they come in. Getting your name and face in front of the lead first is a proven way to boost your conversion since most clients work with the first agent that contacts them statistically. We recommend taking that a step farther and including a video made specifically for the Open House. You can thank them for coming, and let them know about yourself and some value you bring to the home buying process. </span><br /> <span style="font-weight: 400;">These kinds of videos create nearly instant credibility and trust with clients. You can include a YouTube video or take advantage of our <a href="https://wiseagent.com/blog/easy-video-emails-with-bombbomb-and-wise-agent-crm">BombBomb</a> integration!</span></p> <ul> <li> <h4>Text Response </h4> </li> </ul> <p style="margin-left: 40px;"><span style="font-weight: 400;">You’ll remember from setting up the drip campaign that <a href="https://wiseagent.com/blog/send-sms-text-messages-now-with-wise-agent-crm">text messages</a> boast a 100% open rate, making them a great marketing tool. However, you need to think it through when you set up a lead rule for an open house to automatically send a text. </span></p> <p style="margin-left: 40px;"><span style="font-weight: 400;">The person will have just put in their information, so you won’t want to simply thank them for coming when you’ll be doing that in person anyway. Use this opportunity to send them something of value! </span><span style="font-weight: 400;">You can easily attach a flyer of the property to a text so that the lead has a copy with them while they tour the house. You can also include a link to where they can find more information. </span></p> <h2><span style="font-weight: 400;">Day of the Open House</span></h2> <h2>Step 4 - Set Up</h2> <p><span style="font-weight: 400;">Now that you’ve done all the prep, the only thing left for you to do on the day is set up an iPad or any smart device with the landing page for people in sign-in on.</span></p> <p><span style="font-weight: 400;">Let everyone who comes through the door know that they can get a flyer of the property texted right to their phone by signing in. </span></p> <p><span style="font-weight: 400;">Once they’ve signed in, they’ll be created as a contact in your Wise Agent account. They’ll also be put on the marketing campaigns, into categories, and right onto your Call List for your Open House follow up. </span></p> <p><span style="font-weight: 400;">All without any effort from you!</span></p> <p> </p> <h2><span style="font-weight: 400;">After the Open House</span></h2> <h2>Step 5 - Follow Up</h2> <p><span style="font-weight: 400;">Now that you’ve got these leads, you need to follow up! Once the leads were created in your Wise Agent account, they will have notes you can go back and look through. These will have answers to the questions on your landing page forms. And what emails and texts they have already received through the marketing campaigns. </span></p> <p><span style="font-weight: 400;">You’ll eventually want to use the Call List to follow up with them, but before making that call here are a few ways to find out more about them.</span></p> <h2>Lead Enhancement Tool </h2> <p><span style="font-weight: 400;"><a href="https://wiseagent.com/blog/wise-agent-crm-new-lead-enhancement-adds-immediate-value-to-your-leads">Wise Agent’s Lead Enhancement tool</a> is a perfect way to get to know more about a lead and what they’re looking for in a home. The tool will pull in information like job title, position, city, and even a photo. </span></p> <p><span style="font-weight: 400;">But most importantly, it will pull in any social media channels associated with the email that they signed up with! Facebook, Instagram, LinkedIn and more will all be available for you in their Contact Summary page. </span></p> <p><span style="font-weight: 400;">You can use social media to find out if they need a large yard for a dog or if they’ll need ample storage for outdoor gear. And if you’re lucky a whole Pinterest board dedicated to their dream kitchen. All of this is useful info you can use to convert this lead into a client. </span></p> <h2>Status, Rank, and Categories</h2> <p><span style="font-weight: 400;">Any information you collect on a lead should be recorded within their notes. That way, wherever they are in your funnel you have up to date and thorough notes. An easy way to quickly judge where they are in the funnel is by checking the status and assigning rank. </span></p> <p><span style="font-weight: 400;">Another best practice is to add contacts to even more categories as you find out about them. Are they an avid gardener? Add them to a category called gardening. You’ll be able to use this insight to market to them later. </span></p> <h2>Buyer Search Criteria</h2> <p><span style="font-weight: 400;"><a href="https://wiseagent.com/blog/your-buyers-wants-and-needs-at-your-fingertips">The Buyer Search Criteria tool</a> is how you can easily search for the leads in your system based on what they are looking for in a property. Each contact will have fields you can fill in for the number of bedrooms, ideal city, minimum square footage and so on. You can even add customizable fields that are all searchable such as preferred school districts. </span></p> <p> </p> <h2>Step 6 - Keep in Touch</h2> <p><span style="font-weight: 400;">You’ve done a lot, and compiled a lot of information, but sometimes leads are just not ready to move forward. That’s fine! The important thing is to keep in touch so that they remember your name when they are ready. </span></p> <p><span style="font-weight: 400;">Your drip campaigns will keep in contact for you, and Wise Agent has over 20+ stock campaigns that you can use to stay in touch. </span></p> <p><span style="font-weight: 400;">Also, <a href="https://wiseagent.com/blog/5-tips-to-improve-your-real-estate-newsletters">monthly newsletters</a> are a great way to stay top of mind with these leads, or even past clients that will refer business to you. </span></p> <p><span style="font-weight: 400;">Plus, remember all those categories you were putting them in? It’s always a great idea to touch base, but without the pressure of selling. Send those avid gardeners helpful planting articles with Wise Agent’s RSS Feed. You can follow as many RSS Feeds as you’d like, and email these articles out to contacts complete with your branding with just the click of a button. </span></p> <p><span style="font-weight: 400;">And finally, you can send quarterly, semi-annually, or yearly CMA subscriptions to your contacts with our <a href="https://wiseagent.com/blog/wise-agent-and-cloud-cma-release-powerful-integration-realtors-need-to-implement-this-immediately">Cloud CMA integration</a>. As your leads automatically flow into your CRM from any source that you get leads from, now you can immediately and automatically send the lead a CMA report. </span></p> <p><span style="font-weight: 400;">Keeping in touch with leads through any of these processes will not only build name recognition but showcase your value as an agent and neighborhood market authority. </span></p>

Open House Follow-Up: A Step-by-Step Guide

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