It’s Saturday morning, and you’ve just pulled into your seller’s driveway. You’ve put up signs around the neighborhood to notify anyone walking or driving by that there’s an open house today. The seller’s purged and decluttered, you’ve advertised on Facebook and in the local paper, and you’ve done one last walk-through. You’re ready.
The planning and preparation to organize your open house serves two purposes:
- Your seller wants you to get lots of traffic to speed up the sale
- You want to use this opportunity to meet potential clients.
Once guests start to arrive, the first objective is simple: Share a few facts about the house and neighborhood. The second objective needs a little more finesse and depth. You have to market yourself and skills, not just the property. An open house script — the chat you have with guests when they arrive — will help you meet both of these objectives.
Whether this is your first open house or you’re a seasoned pro, use the quiet time before your first guest arrives to think about what to include in your script.
Here’s a look at why preparing a script is important and how to create one, along with some examples to get you started.
How your open house script works for you
Open houses give you a unique opportunity to grow your business. Unlike online lead-generation tactics — like display ads, social media posts, and email campaigns — where you reach out to your audience, open houses bring your audience to you. This is a golden opportunity to not just sell your listing but also showcase your skills and knowledge. A well-thought-out open house script is the key to meeting your goals.
An open house script also helps you organize your thoughts beforehand. It’s OK to have a general conversation with guests, but a script has the added benefit of keeping the conversation on track with speaking points. That way, you don’t forget important details — like the types of questions you want to ask or the unique features in the house. Having talking points in mind also helps you look more professional and organized. Remember, you’re not just selling a property, you’re selling yourself as well. Guests want to know you’re reliable, and having a prepared script helps reinforce this.
For example, your script helps you:
- Share the home’s benefits. There’s a growing trend that has people using online resources to find a home, but there’s nothing better than opening the doors of a property to let buyers experience it for themselves. A creative listing description on the MLS or social media will attract attention, but your ability to use your script to sell the features in the house goes further. For example, for listings that have been recently renovated, listing the features online is great, but during the open house, point out the new features and explain why they’re valuable.
- Systematically qualify leads. Not every person that comes through the door is an ideal potential client. Questions help you uncover the type of home guest are looking for, the neighborhoods they’re interested in, their approximate budget, and more. Use your script to ask the same list of questions of every guest. That way, you can compare all guests against the same criteria to figure out which ones are the best leads.
- Capture accurate guest information. If you have a paper sign-in sheet you might encounter instances where people leave a fake number or email address. Consider using a digital sign-in solution like Spacio to protect user privacy and to verify leads and use casual conversation to put guests at ease. People don’t want to feel as though they’re being sold to — they want to browse freely. Your script lets you rehearse what to say so you come across as informed and knowledgeable. It helps you think about what guests need in advance and helps you prepare.
- Increase referrals. If you visit neighbors before your open house to invite them to stop by, use the opportunity to determine whether they’re a potential lead — do they want to sell their home? — or whether they know someone who wants to buy a new house. In addition to attracting local traffic to your open house, you also attract traffic from a wider boundary with referrals. Use your script to help you remember which value points to highlight. This will help neighbors feel comfortable sharing referrals with you.
- Show potential leads how hard you work for your clients. As people walk through the open house, they’ll take note of the subtle touches throughout. For example, do you have professionally printed information sheets? Do you have refreshments? Do you know a lot about the property? This helps guests paint a picture of the type of agent you are and goes further than you simply saying you’re the best. Your script acts as reinforcement for your actions.
Prepare your script in advance, and keep it simple by listing the talking points you want to cover. That way, your script sounds natural and less like a memorized speech. Also think about the types of comments and concerns guests might have, and come up with responses in advance. For example, if they’re worried about prices in their desired neighborhood, talk about how you’ve helped past clients work through their budgets to get their dream homes.
Now that we’ve established how scripts help you sell properties and your services, let’s look at what to include in your open house scripts.
4 components of a successful open house script
Only 7% of buyers say they discovered their new homes by encountering an open house sign. Often, open house guests are curious neighbors who want to see how the house compares to theirs, people who drive by and happen to see your signs, or buyers who are researching the neighborhood.
In order to weed through this group and find serious buyers and potential leads, your script needs to include four essential parts. Combined, these parts help guests open up and share the information you need to segment them.
Keep this brief. The main goal with this is to welcome your guests and introduce yourself. Also use the introduction to guide guests on what to do next. For example, offer them a refreshment, or ask them to sign in, or offer an information sheet to help guide their walk-through:
- Hi, it’s nice to meet you. What brings you to this open house today?
- Good afternoon, and thanks for stopping by. Here’s an information sheet. As you can see, this is a five-bedroom home with a new kitchen. What are you looking for in your next home?
This is the main message you’re sharing. If you’re talking to serious buyers, use this part of your script to highlight special features in the house — like hardwood floors throughout, an upgraded kitchen, or a finished basement.
If you’re talking to guests who might be potential leads, use this part of the script to ask questions to gauge where they are in their home buying journey, what they’re looking for, what their interests are, and whether they’re working with an agent. For example, ask questions like, “How long have you been looking? What do you think about this area? What’s your purchase time frame?”
Examples of what you can say:
- The roof was replaced a year ago, and the master bathroom was remodeled to look more modern.
- Tell me what you’re looking for in your next home?
- How soon are you hoping to buy something?
Just like any other sales pitch, before you close you need to offer something relevant to encourage guests to consider working with you. For example, for buyers who need to sell their current home, offer a free home evaluation or access to a home inspector to point out anything that will affect the sale of their home. Have multiple value propositions that cater to various guest needs — and that you can easily deliver on.
Examples of what you can say:
- I’m running a gift giveaway and would like to enter you into the drawing.
- Thanks for sharing your email address with me. Here’s a $5 coffee gift card.
Call to action
This is the close and acts as a way to get guests to do something other than listen to you talk. Use your closing to ask guests if it’s OK to send them new listings, or schedule a time to show them another property that might be a fit. If they haven’t done so already, this is a good time to ask guests to leave their contact information.
Examples of what you can say:
- Can I follow up with you in a few days?
- I’d like to send you a few listings that might interest you. What’s your email address?
These four parts are the same for every pitch, but since each guest is different, there’s room to be flexible. You can add or remove information based on the feedback you get as you speak with guests. For example, if you discover that some buyers have been looking for the right home for a long time, the body of your script should focus on making sure those buyers are clear on what they’re looking for. Ask questions and point out elements of your listing that match their needs. If another buyer is concerned about the price, use your value proposition to offer freebies, like a gift card to a popular home-decor or furniture store, to help them save money.
Now let’s look at a few examples of this framework in action.
Examples of open house script templates
We’ve covered a lot, so now you’re ready to create your own open house script templates. To help you get started, here are three types of scripts you can use, and examples of what to say:
Script #1: Ask to stay in touch with guests
Agent: Hi, it’s nice to meet you. What brings you to this open house today?
Guest: I saw your open house sign while I was driving, so I figured I’d stop by.
Agent: That’s great! I’m glad you stopped by. Here’s an information sheet with more details about the property. So far, what stands out to you about the house or neighborhood?
Guest: I like the general layout on the first floor, but I’m looking for something with more of an open floor plan
Agent: OK, got it. The high ceilings help the space feel more open. Plus, the living room was recently remodeled to include larger windows. If you’re interested, I’ve also got a few other properties in this neighborhood that might interest you. Can I send you an email with more information?
Why this works: The body of this script focuses on trying to understand what the buyer is looking for. By asking questions, the guest’s “must haves” become clear. Guests who are interested in what you have to offer will leave their contact information. This example template also gives you a chance to discuss alternative properties in more detail and showcase how well you know the area.
Script #2: Offer an incentive
Offer an incentive to leave contact information (e.g., gift cards, free tickets, etc.).
Agent: Hi, I’m glad you stopped by. As one of the first 20 guests today, I’m going to enter you into a drawing for free movie tickets.
Guest: Wow, that’s great! Thanks!
Agent: Sure! I just need your email address so I can let you know if you win.
Guest: OK, sure.
Why this works: This approach gets the interaction between you and the guest started on a positive note. Before they’ve had a chance to look around, guests get something. Another option is to hand out an incentive — like gift cards or vouchers — when guests give you their email address and phone number vs. adding them to a drawing. For buyers interested in the property, you can follow up and nurture the relationship. Even if they don’t buy the open house property, at least they have a good impression of you and might be interested in working with you in the future.
Script #3: Get to know buyers
Agent: Hi, good afternoon, and thanks for stopping by. Here’s an information sheet. As you can see, this is a five-bedroom home with a new kitchen. What are you looking for in your next home?
Guest: Definitely looking for more space.
Agent: OK, that’s great to hear! There’s also a large family room, a playroom for the kids, and a finished basement. When would you like to buy something?
Guest: Sometime in the next three to six months.
Agent: Are you working with an agent?
Guest: Not yet. I’ve only just started my search.
Agent: OK, I see. Would you mind if I send you some information about this neighborhood and other properties that are priced to sell quickly?
Guest: Sure. Thanks!
Why this works: This approach of asking a series of questions gives you a clear picture of what your guests are looking for. If you’re looking for new clients, this helps you position yourself as a knowledgeable source. If your listing has been on the market for a while and you want a quick sale, use your script to highlight the features that match the guests’ needs.
Make your script your own
You’ve got everything you need to make sure your open house scripts have a big impact. Flash back to that open house you’ve prepared for. Instead of entertaining a house full of people you may never see again, you now have a way to grab their attention and turn them into clients or prospects.
Use the contact information you collected to nurture the new relationship so that your properties — and you — stay top of mind. Send regular property updates, market information, or helpful hints about the selling or buying process. Keep providing value long after the open house to improve your chances of meeting your goals.