Encouraging Sign-Ins

When to use it:

When you’re greeting attendees as they arrive

The problem it solves:

If you don’t capture the names and contact information of attendees, you’re leaving the open house empty-handed. The script helps you effectively steer an attendee into completing your open house sign-in form, while also creating the right first impression.

The open house script:

“Welcome! I’m [your name]. Thanks for coming by. Before you explore, I’ll get you to quickly fill out this form with your name and email address [present tablet]. It just helps me keep track of who popped in today. Would you like to wander around on your own or would you like a short tour? Happy for you to do either.”

Why it works:

Not every open house script is complex or detailed. The point is that it helps you to confidently cover your bases and not fumble each time — which is hugely important when you’re trying to make a good first impression with a potential buyer. This script works because it’s short, sweet and casual. You’re asking them to fill out your form in a way that feels laidback and you’re engaging them in conversation while they do it.

The script also quietly does two strategic things: it tells, not asks, the attendees to fill out the form and it doesn’t mention that you’re asking for permission to send them emails. The matter of permission should be handled by a checkbox on your form that allows them to opt in or out.

Learning More About Attendees

When to use it:

As you’re circulating during the open house

The problem it solves:

Chatting with open house attendees in a way that feels organic but also helps you gather potential useful information is tricky. Many people are wary of feeling interrogated and pressured at open houses and as such, don’t want to engage in conversation. This open house script helps you navigate that awkwardness while still learning details about the attendees that could help you nurture them into leads down the road.

The open house script:

“Any questions so far that I can answer for you? [If they say yes, respond accordingly. If they say no, proceed]. Just let me know when you do! Quick question for you, though — I’d love to hear what’s standing out to you about the property and what you think it’s missing.”

Why it works:

Asking them if they have questions for you is a soft opening line that they’re expecting. If they do have questions for you, great! By responding and asking follow-up questions, you’ll be able to gather useful details. 

If they don’t have questions and/or if they mention that they’re just looking out of curiosity, this script turns your fact-finding mission into fun, no-pressure dialogue that gives them the floor. By telling you what they think of the property, even if they’re not a prospective buyer, they’re giving you a sense of who they are and what they could be interested in. Plus, the conversation builds rapport. 

Managing a Prospective Buyer

When to use it:

When speaking to an attendee who is showing serious interest in the property

The problem it solves:

A prospective buyer who demonstrates real interest at an open house represents a huge opportunity. It’s a tricky thing — you don’t want them to feel pressured or rushed, but you don’t want to let them get away without committing to the next step.

The open house script:

“Great to hear that this property is checking some boxes for you. There is a lot of interest, so we are expecting several offers to come in by [offer date]. If you are seriously interested, I’d recommend we schedule a time to discuss or book another walk-through in the next couple of days. What works best for you?”

Why it works:

You’re not using scare tactics or exaggeration of interest but you are letting them know that there is some urgency to the situation. You’re also presenting them with options for next steps — a call or another visit to the listing — and asking them to choose, which gives them some autonomy while still helping you get a commitment on the spot.

Managing Non-Interested Buyers

When to use it:

When chatting with attendees who have made it clear that they’re not interested in the property

The problem it solves:

At most open houses, the majority of attendees won’t be truly interested. That’s just the nature of open houses. If you don’t find a way to engage with those attendees, your open house doesn’t give you much in return. This script helps you get something out of the deal. 

Note: this script requires a printed real estate postcard to give attendees as they’re leaving. It should include the following content:

• Your unique real estate value proposition
• Your contact information, website and social media handle(s)
• Calls-to-action, such as a QR code that directs them to your latest listings or to a landing page where they can book a call

The open house script:

“Thanks for coming by! I’ll give you this to take home. If you scan the QR code, you can see what other listings we have right now that might better fit the bill. If you’re looking in this area, we have listings on [street name] and [street name] that are definitely worth looking at. Check them out and if you’re interested, there’s a link there where you can book a walk-through. Hope to hear from you!”

Why it works:

Attendees who aren’t interested want to get out quickly. If you try to get them to commit to something on the spot, they’ll likely balk. 

Handing them a take-home postcard while hinting at other listings that might be more in line with their needs is a better move. You’re giving them a call-to-action they can take in their own time and adding some intrigue to help ensure they do indeed follow it.

Following Up

When to use it:

After the open house, to connect with attendees who complete your sign-in form

The problem it solves:

Whether your open house resulted in any offers or not, following up by email with everyone who attended while you (and the listing) are still fresh in their minds is essential. It’s a prime opportunity to bring them into your funnel. The challenge is what to say. This open house follow-up email script gives your recipient some options to choose from.

The open house script:

“Hi [attendee’s first name],

Thanks for coming by the open house at [property address] on [day of week]. It was great to meet you!

Is that a neighbourhood you’re interested in? If so, I’ve got a pretty comprehensive buying guide for the neighbourhood on my site. It includes demographics, home values, buying tips, and a close look at features like schools, parks, restaurants and shopping. 

You can check it (or my other neighbourhood guides) out here [hyperlink].

If you’re just looking casually, feel free to follow me on Instagram: [username; hyperlinked]. I do weekly roundups of the best local listings, and publish video walk-throughs (for anyone who can’t make an open house).

If you see a listing you’re curious about, send me a note or, if you’d like, book a quick call using this link [hyperlink to call-booking tool].

Hope to hear from you! Have a great day.”

Why it works:

This email is personalized (do not send a mass follow-up email), it’s friendly and it provides a few different calls-to-action that your recipient can choose from, depending on their interest and where they are in their buying journey. Each CTA will bring the recipient into your funnel in some way. The tone is helpful, friendly and free of obligation. 

Want another open house follow-up option? Here are a couple more open house follow-up scripts to consider.