Hosting a virtual open house increases your digital presence and expands your pipeline of potential leads. Listings become instantly accessible and available, increasing your reach to potential buyers worldwide. Even if a buyer isn’t ready to make an offer on your listing, they may follow you on social media or sign up for updates on your website, filling your sales funnel.
Virtual open houses are here to stay and are a valuable sales and marketing tool. To host yours, all it takes is a little planning and a good internet connection.
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What is a virtual open house—and when should you have one?
A virtual open house is a digital experience (live or pre-recorded) that helps potential buyers understand a home or property more comprehensively than through images alone. Hosted on a video conferencing or social media platform or prerecorded and disseminated, a real estate agent takes buyers through a home, pointing out highlights, explaining the neighborhood, and providing visual insights. If done live, it’s also an opportunity to answer questions and provide an interactive experience for buyers.
Virtual open houses were necessary during the pandemic but have had remarkable staying power due to the following advantages:
- Convenient for far-away, out-of-state, busy, or homebound buyers
- Ideal for a group of leads rather than organizing individual showings
- Less foot traffic and scheduling for sellers
- Restricts showings to serious potential buyers
- Generally higher rates of attendance than in-person
- Offers an opportunity to show off sophisticated digital presence
- Creates marketing content that can be shared on social media
- Provides an opportunity to generate leads
Virtual open houses create a less intrusive way to showcase a home’s best features, generate leads, and help turn just-looking into serious buying. Virtual open houses are an increasingly vital component of the online real estate experience, allowing buyers to tour real estate without getting off the sofa.
How to prep for your virtual open house
You may be wondering how to host an open house virtually, but we have you covered. Before you start rolling, some prep goes a long way. Here are some key steps before filming:
Choose your platform
Decide where to host your virtual open house. Various platforms offer different features that can enhance your event.
- Zoom: straightforward and interactive; you can share your screen, host a large number of attendees, and even record the session for future reference. Facetime, a tool in Apple products, is another popular option.
- Facebook Live or Instagram Live: offer a casual feel and can easily reach your social media followers. Plus, your open house video will be available for replay on your feed.
- Matterport or other 3D Tour Platforms: If you want to go all-in on the virtual experience, platforms like Matterport offer 3D tours, allowing attendees to ‘walk through’ the property at their own pace.
- Virtual and augmented reality providers can enhance the digital experience with cutting-edge technology.
When choosing your platform, be sure to consider your audience and their comfort with the level of technical expertise that is needed.
Make a plan
Plan your flow carefully so you know what information you’ll be sharing, the features of the home you’ll highlight, and the route you’ll take when you walk through. The ideal virtual tour is 10 to 20 minutes long, depending on the home’s size and features. As this may be your only chance to show the home to a potential buyer, make the most of your time.
Promote your virtual open house
You can promote your event through the listing, email blasts to your network and other agents, and social media postings or ad campaigns. Include information on when the virtual open house will be held and how to attend or view it, as well as plenty of information and high-quality images of the property to draw attention. If you’re using luxury real estate marketing services, enlist their help in promoting the event to reach as many potential buyers as possible.What to do during your virtual open house
Throughout the virtual open house, maintain a professional but friendly demeanor. Remember, your role isn’t just to sell the property; you’re also showcasing your expertise and customer service skills. Stay positive, even if technical difficulties arise (they sometimes do with virtual events!). Your ability to handle challenges gracefully will leave a great impression.
By following these tips, you’ll host a virtual open house that’s informative and engaging and demonstrates your effectiveness as a real estate agent in the digital age. Here’s how to shine during the main event:
1. Set the stage
Start by welcoming everyone and laying out expectations. Give a quick rundown of the property and the plan for the virtual tour. Let attendees know when and how to ask questions is also helpful. For pre-recorded tours, make sure it’s clear how your audience can follow up.
2. Give the guided tour
It’s showtime! Take your attendees on a guided tour of the property. Make sure to highlight the property’s best features and unique selling points. If you’re using a 3D virtual tour platform or pre-recording, guide attendees through the space while offering commentary. If you’re going live, ensure the video is stable and clear as you walk through the property.
3. Be interactive
If your virtual open house is live, encourage attendee participation throughout and ask for thoughts on the property. Check the chat regularly and respond to comments or questions as they come up. If pre-recording, throw out trivia about the neighborhood or home’s history. Do your best to anticipate and answer potential questions while giving the tour.
4. Address questions + wrap up
After the tour, set aside time to address questions or comments. If you are recording it to send out later, provide more details about the property, the buying process, and any other relevant information. Being transparent and knowledgeable boosts your credibility and can help potential buyers feel more comfortable. Tell your audience the next steps if they’re interested in the property—schedule private virtual or in-person showings or place an offer. Don’t forget to thank everyone for their time and provide your contact information.
How to convert leads from a virtual open house
Your work isn’t over when your virtual open house wraps up. Follow-up actions are crucial to maximize the event’s impact and maintain momentum with potential buyers. Here are the easy ways to convert your new virtual open house leads:
Send out thank-you notes
Start by sending personalized thank-you notes to all attendees. Express your appreciation for their time and interest. This can be a quick email or a personal video message, adding a warm, human touch.
Share the recording
If your virtual open house was recorded, share it with all attendees and those who registered but couldn’t attend. Post it on your social media channels and your website, too. This ensures that your content works for you long after the event.
Follow-up calls
Schedule follow-up calls or emails with attendees who showed high interest in the property or asked detailed questions. Your thoughtful follow-up could easily convert an interested attendee into a buyer.
Ask for feedback + analyze performance
Send a short survey to ask for feedback on the open house, your presentation style, the chosen platform, and what they liked or didn’t like. Most virtual platforms provide analytics, like how many people attended your open house, the average viewing time, and more. Review these comments and statistics to gauge your event’s success and identify areas for improvement.
Keep attendees informed
If the property status changes (if the price drops or the property is sold), update all attendees. It’s good service and keeps the lines of communication open for future opportunities.
Virtual open houses + Luxury Presence
Embracing the world of virtual open houses is just the beginning. As a real estate agent, you want to ensure your brand is reflected in every interaction, every virtual tour, and every digital touchpoint. Luxury Presence is here to help.
We understand that real estate is more than buying and selling properties; it’s about creating an unforgettable experience for your clients. With our website design and digital marketing services, we can help you elevate your brand, reach more potential customers, and take your online presence to the next level. If you’re ready to stand out from the crowd, get started with a live demo today.