Playbook 6

The Open House Conversion System

Run open houses that serve the seller and build real relationships with every guest.

HomeRun 360 Training: Lisa Vincent · Listing Leverage Philosophy: Philip DeMatteo

What

A system for preparing, hosting, capturing, and following up on public open houses.

Why

Each guest is a person who came because of this home. The quality of your conversation decides what happens next.

Who

Public guests and their agents.

When

After Active status and seller approval of the event.

How

1Prepare: signs, safety plan, flyers, buyer guides, Real Estate Reviews, sign-in cards.
2Greet every guest without pressure, and say you represent the seller.
3Learn why each guest came.
4Ask what they liked and what didn't fit.
5Ask about their own move naturally—do they need to sell first?
6Clarify agency: you represent the seller. Follow buyer-representation rules.
7Offer useful information: similar homes, a Real Estate Review, area info.
8Agree on a specific follow-up step before they leave.
9Record their original property connection in Follow Up Boss the same day.

Poor vs. effective opening questions

Poor: "Are you working with an agent?" (as the first thing you say) — feels like screening.
Poor: "Are you pre-approved?" — feels like a test.
Effective: "What brought you by this particular home?"
Effective: "What caught your eye in the listing?"
Effective: "How does this compare to what you've seen so far?"

Choose your approach

Essential

Clear flyer and seller-approved social post
Personal sphere outreach
Neighbor invitations
Individual follow-up

Growth

Professional media
Designed postcards
Optional Sneak Preview
Buyer and homeowner packets
Coordinated email and social

Advanced

Multi-channel campaign
Vendor-assisted mail
Enhanced property event
Team hosting and follow-up

Tools

Follow Up Boss RealScout MAXA Designs California DRE: Buyer Representation

Completed when

Guests greeted and counted
Notes captured
Follow-ups sent
Seller briefed

Measure

Visitor groups
Meaningful conversations
Buyer and seller consultations requested
Follow-ups booked

Follow-up

Same-day personal follow-up and the HomeRun 360 event score within 24 hours.

Never assume someone is unqualified based on appearance.

Don't assume an unrepresented visitor automatically becomes your buyer client.

Open-house attendance is not consent to marketing. Ask.

Scripts for this playbook

Open House · In person

Open House Greeting

For: Open house guests

Welcome in. I'm [Agent Name], the listing agent representing the seller. Take your time and enjoy looking around. What brought you by this particular home?

Needs personalization · 1 remaining: Agent Name

Original unfilled template

Welcome in. I'm [Agent Name], the listing agent representing the seller. Take your time and enjoy looking around. What brought you by this particular home?

How to personalize: Greet everyone the same way. Don't size people up by appearance.

Reminder: State clearly that you represent the seller. Follow current buyer-representation requirements.

Editable proposed script. Not a verbatim quotation from Cam, Lisa, or Philip.

Open House · In person

Open House Exit Conversation

For: Open house guests

I'm glad you were able to come by. Would it be helpful if I kept you updated on this property or shared some similar homes? What's the best way to do that?

Ready to copy

Original unfilled template

I'm glad you were able to come by. Would it be helpful if I kept you updated on this property or shared some similar homes? What's the best way to do that?

How to personalize: Write down one specific thing each guest said they liked or wanted, so your follow-up is personal.

Reminder: Send only to people who have agreed to hear from you. Open-house attendance is not blanket marketing consent; check permissions in Follow Up Boss.

Editable proposed script. Not a verbatim quotation from Cam, Lisa, or Philip.

Open House · In person

Buyer Who Doesn't Like the Property

For: Open house guest

That makes sense. What would need to be different for a home to be worth considering? If you'd like, I can help you look at some other options that may be a better fit. Are you already working with an agent?

Ready to copy

Original unfilled template

How to personalize: Accept the criticism without defending the house. Pass useful feedback to the seller later.

Reminder: If the guest is represented, respect that relationship. Don't assume an unrepresented guest becomes your client.

Editable proposed script. Not a verbatim quotation from Cam, Lisa, or Philip.

Buyer Follow-Up · Text / email

Post-Open-House Follow-Up

For: Guest who asked for follow-up

Thanks for visiting [Property] today. You mentioned that [Specific Interest or Question]. I wanted to follow up with [Relevant Information]. Let me know if you'd like to discuss the property further or look at a few other options.

Needs personalization · 3 remaining: Property, Specific Interest or Question, Relevant Information

Original unfilled template

How to personalize: Send the same day. Reference the exact thing they said.

Reminder: Send only to people who have agreed to hear from you. Open-house attendance is not blanket marketing consent; check permissions in Follow Up Boss.

Editable proposed script. Not a verbatim quotation from Cam, Lisa, or Philip.

HomeRun 360 Original Training

HomeRun 360 Listing Strategy with Lisa Vincent HomeRun 360 Open House Checklist (DOCX) HomeRun 360 Listing Calendar (DOCX)

Verify current MLS rules, brokerage policies, seller instructions, and applicable laws before executing marketing or showing activities. HomeRun 360 is an agent implementation tool, not legal advice, MLS software, or a substitute for brokerage supervision.