November 09 2018
Are open houses useful? That depends on what you mean by 'useful.' If you mean attracting the eventual buyer of a home, that's debatable. But if you mean, Are open houses useful for filling my sales funnel? then yes, absolutely.
That's what Steve Ford, a Keller Williams agent, discovered when he was assigned to hold an open house for another agent's property at the last minute. With just 24 hours before the event, Ford had to think fast in order to generate interest—and ensure that anyone showed up at all.
He turned to the Open House Toolkit from Listings-to-Leads, which lets agents quickly market their open house with Facebook ads, landing pages, single property websites, and more. Ford ran the ad below for the 24-hour period leading up to the open house to impressive results.
So what can a Facebook ad do in just a day? Here are Ford's results:
Ford ran the ad in four different locations: his Facebook business page, a Facebook community page for his area, Facebook Marketplace, and as a shared post on his personal Facebook profile. Here's a breakdown of how each performed:
Ford paid paid $50 to run the ad on the community page, $25 on his business profile, and nothing on Marketplace or his personal profile. That's $75 for more than 230 leads--or a very impressive (and budget-friendly) 33 cents per lead.
So next time an open house is looming, don't panic. Just turn to Facebook for an efficient, affordable, and very effective way to capture new leads and drive traffic to your event.
Brokers, arm your agents with the tools they need to win more commissions. Learn more about Listings-to-Leads today.