How to Host a Broker Open House for a Luxury Listing

This post comes to us from the HomeFinder.com blog:

Did you recently score your first million-dollar listing? If you're looking to reach this niche buyers club, consider hosting a broker open house to help identify potential buyers, and to network with other luxury brokers. Follow the five tips below to host a successful broker open house and enter a new echelon of selling.

1.) Thoroughly research invitees: Do your homework and invite brokers in your area who specialize in the price point or area similar to your listing. Is your listing a million-dollar urban condo with sprawling park views? Or perhaps a historic country farmhouse on a multi-acre estate? Invite brokers that specialize in that specific home type; your attendees will be more interested in what your property offers instead of what snacks you're serving.

2.) Timing is everything: Schedule your broker open houses during a time that won't interrupt client meetings or fall in the middle of the daily grind. A breakfast or cocktail event is likely to attract more attendees than an open house in the middle of the day.

3.) Attract top-producing agents: Offer private tours of the home to work around top producers' busy schedules. If they work with luxury clients from around the globe, use Skype or Google Hangouts to offer a virtual tour of the property. If you have enough details on their high-profile buyers, research them so you know what features the buyer is looking for in a home. For example, if their client is a professional athlete, highlight the home's athletic courts.

4.) Add a feeling of exclusivity: Give your event an invite-only atmosphere to create a feeling of exclusivity. Create buzz by sending physical invitations, then follow up with each invitee individually. Luxe touches like using a car service such as Uber, or offering a high-end raffle will impress guests and show you are serious about selling.

5.) Celebrate your local area: Give your open house a local flair by celebrating businesses and vendors in the area. If your town is home to a craft brewery or winery, choose a sample selection for your guests to try. For appetizers, use farm-to-table vendors that will showcase local produce and products. Brokers will leave your event more knowledgeable about your area and can share that insight with their clients.

6.) Boost your follow-up strategy: Go digital and send important follow up information using an app like Open Home Pro. Attendees will be able to access it immediately from their mobile device and can forward on to their buyers easily. Post-event, send a small thank you gift to guests to help them remember you and the listing.

7.) Maintain valuable connections: Even if a broker does not have a buyer for your listing, connecting with them post-event will strengthen your professional network and could lead to a sale in the future. Make an effort to attend other broker open houses to reciprocate.