Are Open Houses Worth It?

Open houses remain a vital and highly effective strategy for real estate agents in 2025. Far more than just an event for showcasing properties, they offer unparalleled opportunities to generate leads, build meaningful relationships, and establish a strong presence in the community. In this article, we explore how open houses continue to drive success, offering proven tactics for maximizing their impact and addressing common concerns. Whether you're a seasoned agent or just starting, you'll find actionable insights to help you turn every open house into a powerful marketing tool that boosts your business.

Written by Seth Cox

Jun 10, 2025 / Open House Strategy

Open houses have long been a staple in every realtor’s toolkit, offering buyers a chance to experience a home’s flow and charm in person. In 2024, nearly two-thirds of sellers chose to host at least one open house, up from less than half just a few years ago. That tells you buyers still value the opportunity to walk through a home at their own pace—and agents still count on those visitors to create momentum.

It’s true that only about 5% of homes sell directly as a result of an open house. But as any seasoned agent will tell you, the real magic happens behind the scenes. While offers may not always come through the door on Sunday afternoon, you’re meeting neighbors, building your sphere, and planting seeds that often bloom into future listings and referrals.

Today’s open houses look a lot different than they did even five years ago. We’re swapping paper sign-in sheets for QR-code check-ins and automating follow-up texts and emails so no lead slips through the cracks. When you measure every visitor’s long-term value, you’ll see the true return on your effort far outweighs the cost of refreshments and flyers.

In the sections ahead, I’ll share the latest market data, walk you through a clear cost-vs-ROI breakdown, and highlight real-world examples from agents who have turned open houses into powerhouse lead-generation events. Whether you’re new to hosting or you’ve been doing it for years, you’ll come away with practical tactics to maximize every showing.

The Purpose of Open Houses: More Than Just Selling Homes

Open houses are one of the most powerful tools in a real estate agent’s toolkit. While they certainly serve as an effective way to showcase a property, their true value extends far beyond selling just one home. Open houses are about building relationships, growing your network, and establishing yourself as the go-to expert in the community. Even if a sale doesn’t happen on the spot, the connections made during an open house often lead to long-term success for your real estate business.

In addition to showcasing a property, open houses offer the perfect opportunity to connect with buyers who may not be ready to make an offer yet. It’s about creating an experience that builds trust and positions you as a professional who’s genuinely interested in helping clients make informed decisions. These connections are what ultimately translate into future listings, referrals, and loyal clients.

Building Relationships with Potential Clients

One of the main reasons to host an open house is to build relationships that can last well beyond the event itself. When you meet buyers face-to-face, you have the chance to establish trust, answer questions, and offer advice—things that can’t always happen through digital or phone interactions.

Meet potential clients who might not be ready to buy today but will need an agent in the future.
Connect with neighbors who are thinking about selling or who know someone who is.
Build rapport with buyers by answering their questions and providing helpful advice on the local market.

Creating Brand Exposure and Community Presence

An open house is also an excellent way to build brand exposure and establish yourself as a local expert. Hosting regular open houses shows the community that you’re active in the area, knowledgeable about the market, and engaged in helping people find their dream homes.

Become known as the “go-to” agent in your neighborhood.
Increase visibility and recognition in the local market.
Position yourself as a knowledgeable and trustworthy expert, not just someone trying to sell homes.

Leveraging Open Houses for Long-Term Business Growth

While open houses are a great way to promote a specific listing, they also play a crucial role in growing your business over time. Even if you don’t close a deal on the spot, open houses give you the chance to expand your sphere by meeting future buyers and sellers.
Gather contact information from visitors and nurture them as future leads.

Stay in touch with open house visitors through automated follow-ups (using tools like Showable) to convert them into long-term clients.
Build a reputation for being approachable, knowledgeable, and genuinely interested in helping clients find their perfect home.

Why Open Houses Are Still Effective

Open houses remain one of the most effective ways for real estate agents to generate leads, build relationships, and establish a strong local presence. Even in the digital age, there's something about an in-person interaction that simply can't be replaced by virtual tours or online listings. In 2025, agents who host open houses with the right approach are seeing incredible success—not just in selling homes, but in growing their businesses and networks.

The key to success with open houses lies in treating them as an opportunity to connect with buyers, sellers, and your local community, rather than just a transactional event. With the right tools and strategies, open houses can provide invaluable face-to-face connections and lay the foundation for future opportunities.

The Power of Face-to-Face Connections

While digital marketing and online listings have transformed the industry, nothing can replace the power of personal interaction. Open houses allow you to meet buyers in person, giving you a chance to engage with them directly and build rapport. These interactions can create a lasting impression that makes you their trusted agent when they’re ready to buy or sell.

Buyers have a chance to ask questions and get immediate, personalized responses.
It’s easier to build trust when you can interact face-to-face and showcase your knowledge.
Buyers feel more comfortable making decisions when they can engage with an agent in person, especially in today’s market where personal touch matters.

Building Your Local Brand and Reputation

Hosting regular open houses is a great way to build your brand in a community. It shows potential clients that you’re active, engaged, and always available for support. The more open houses you host, the more visible you become to your local market, reinforcing your reputation as a knowledgeable and reliable agent.

Open houses let you showcase your expertise in front of potential clients, making you the go-to agent when they’re ready to buy or sell.
Regular open houses help you stand out from other agents who may not be as active in the community.
By hosting open houses, you demonstrate that you're not just trying to sell a home—you're committed to providing value to your community.

Creating Long-Term Business Opportunities

Even if a sale doesn’t happen on the spot, open houses help you generate future business. Visitors who attend open houses might not be in the market for a home right now, but they might know someone who is—or they may decide they’re ready to buy later. Open houses create ongoing opportunities to turn casual visitors into long-term leads.

Open houses allow you to build a strong lead pipeline by capturing contact information and following up with visitors.
Neighbors who attend might be considering selling their own property in the future.
Visitors may not be ready to buy now, but your professional handling of the open house could lead to future referrals.

How to Make Your Open House Worth It

Hosting a successful open house goes beyond just showing up and leaving flyers at the door. To make the most out of your open house, it’s essential to promote it properly, capture every lead, and have a clear follow-up strategy in place. With the right preparation and tools, an open house can be a powerful lead-generation machine that brings real results to your business.

From creating buzz on social media to using tools like Showable to track and follow up with leads, there are several ways to enhance your open house experience for both you and your visitors.

Maximize Your Promotion Efforts

A successful open house starts with effective promotion. To drive traffic and ensure a solid turnout, you need to let people know about your event and make it easy for them to attend. Social media platforms, online listings, and even neighborhood groups are all excellent places to get the word out and increase visibility.

Promote on multiple platforms: Use Facebook, Instagram, local community groups, and real estate websites to advertise.
Create eye-catching visuals: Share high-quality photos and videos of the property to build excitement.
Leverage event pages: Create a Facebook event or post on local listing platforms to give potential buyers a way to RSVP and share with others.

Capture Every Lead with Modern Technology

To truly make your open house worth it, you need to capture every lead that walks through the door. Gone are the days of paper sign-ins. Digital tools like QR codes and automated check-ins are perfect for collecting information on every visitor. With Showable, you can track who’s coming, follow up automatically, and never miss an opportunity.

Use QR codes to digitally capture visitor information and automatically store it in your CRM.
With tools like Showable, you can instantly follow up with leads after the open house, nurturing them until they’re ready to make a move.
Segment your leads based on interest level, making it easier to tailor your follow-up communication.

Perfect Your Follow-Up Process

An open house might create initial interest, but your follow-up process is what will turn that interest into long-term leads and ultimately sales. Timing is key—quick follow-up shows professionalism and keeps you fresh in the minds of visitors. The sooner you follow up, the more likely you are to convert leads into clients.

Send a personalized thank-you note or email within 24 hours of the event.
Use a follow-up email sequence to stay top-of-mind, offering additional information about the property or local market.
Consider offering exclusive content, like a neighborhood guide or market trends report, as a value-add to continue the conversation.

Pros and Cons of Hosting Open Houses

While open houses are a powerful tool for real estate agents, like anything in business, they come with their own set of pros and cons. Understanding both the advantages and potential challenges of open houses will help you decide when and how to use them most effectively. When managed correctly, the benefits far outweigh the drawbacks.

By knowing how to mitigate the cons and maximize the pros, you can turn every open house into a strategic opportunity to grow your business.

The Benefits of Open Houses

Open houses are a great way to generate leads, build relationships, and create exposure for your listings. They provide numerous benefits that make them a valuable tool in any agent’s marketing strategy.

Exposure for the Property: Open houses help showcase a listing to a wider audience, including those who might not otherwise schedule a private showing.
Build Client Relationships: Meeting potential buyers in person allows you to establish rapport and gain their trust, which can lead to future business.
Networking Opportunities: Neighbors and other agents often attend open houses, providing opportunities to expand your network and find future listings or referrals.
Low-Cost Marketing: Compared to other marketing methods like paid ads, hosting an open house is a relatively low-cost way to attract attention to a property.

Challenges of Open Houses

While open houses offer many benefits, they aren’t without their challenges. It’s important to be aware of these drawbacks so you can plan accordingly and make the most of your time.

Time and Effort: Hosting an open house requires time, from preparation to the actual event. You’ll need to ensure the property is properly staged, promotional materials are ready, and you're fully present for visitors.
Unqualified Visitors: Not everyone who shows up will be a serious buyer. It’s important to qualify visitors quickly and focus on engaging those who are most likely to make a purchase.
Security Concerns: Open houses can attract people who may not have the best intentions. It’s important to take precautions to safeguard the property and ensure your personal safety during the event.
No Guarantees: While open houses can generate leads, they don’t always result in immediate offers or sales. The results often depend on the property, the market, and the level of promotion leading up to the event.

How to Mitigate the Challenges

While the challenges of open houses are real, they’re far from insurmountable. With the right strategies, you can turn potential downsides into manageable tasks.

Plan Ahead: Proper preparation is key. Ensure the property is in top condition, create engaging promotional materials, and have a clear plan for interacting with visitors.
Qualify Visitors Quickly: Use digital sign-ins to gather visitor information and ask key questions to gauge their level of interest.
Stay Safe: Always have a plan for security, whether it’s a colleague helping out or using technology to monitor activity at the property.
Set Realistic Expectations: Understand that not every open house will lead to a sale, but each one is an opportunity to build your network and gather leads for future business.

Security Risks: Are Open Houses Dangerous?

While open houses are an excellent tool for selling homes and generating leads, they do come with some inherent risks, particularly when it comes to security. Real estate agents are often responsible for ensuring the safety of both the property and the visitors, and in some cases, even their own personal safety. By being aware of potential risks and implementing the right precautions, you can host an open house that is both successful and secure.

Although the majority of open houses proceed without incident, it’s important for agents to be prepared for any situation. Understanding the potential security risks and how to mitigate them will help you run your open houses with confidence and professionalism.

Potential Security Risks at Open Houses

Open houses can attract a variety of people, from serious buyers to curious neighbors, and even individuals with less-than-honest intentions. It’s crucial to understand the types of security risks you might face and how to handle them.

Strangers in the Home: Open houses give anyone access to the property, including individuals who might not have genuine interest in the property. They could be using the event to case the house or look for an opportunity to steal personal items or damage the property.
Unqualified Visitors: Some people attending may not be serious buyers, and in rare cases, individuals may be attending for reasons unrelated to purchasing a property (such as scouting the home for criminal activities).
Personal Safety of the Agent: Agents are typically alone during an open house, which can sometimes present risks. Visitors entering the home, especially if there are few others around, can create potentially unsafe situations for the agent.
Potential for Disputes: Occasionally, you might encounter visitors who feel strongly about pricing, property condition, or other factors. While most open house interactions are friendly, occasionally, these situations can escalate into conflicts that might require intervention.

How to Protect Yourself and the Property

The best way to mitigate risks is through planning and preparation. By setting up certain protocols and using the right tools, agents can ensure both personal safety and the security of the home.

Use Digital Sign-In Sheets: Instead of relying on paper sign-ins, use QR codes or digital sign-in tools like Showable. This way, you have a record of every visitor and can track who attended for follow-up. These tools also provide an additional layer of accountability.
Have a Colleague or Assistant: If possible, bring someone with you to the open house. Having another person present provides an extra layer of security and helps with managing larger groups of visitors.
Limit Access to Certain Areas: Lock off certain areas of the home, especially rooms where valuable or personal items might be stored. For example, secure closets, bedrooms, and home offices that aren’t part of the open house tour.
Install Security Cameras: If permissible, consider installing temporary security cameras or monitoring systems in common areas of the home. These can deter potential thieves and provide a record if something goes wrong.
Keep Personal Items Secure: Always ensure that valuables (such as electronics, jewelry, and documents) are out of sight or locked away. Remind the seller to do the same before the open house.
Stay Aware and Maintain Control: Keep an eye on everyone during the open house. Be aware of where visitors are at all times, and ensure they are accompanied while touring the home. If you’re meeting multiple guests at once, try to keep the flow organized to avoid overcrowding in any particular area.

Best Practices for Handling Safety Concerns

Real estate professionals can take simple steps to reduce risk and increase safety during an open house:

Set Clear Boundaries: Before opening the doors, establish clear guidelines for visitors. Make sure they know which areas of the property are off-limits and that they should check in with you before leaving.
Trust Your Instincts: If someone makes you feel uncomfortable or seems out of place, don’t hesitate to ask questions or request additional information. If a situation feels off, it’s okay to trust your gut and either ask the person to leave or contact the appropriate authorities.
Use a Buddy System: If you’re an agent working solo, ask a colleague or assistant to stop by during the open house or stay in the vicinity. They don’t need to be in the home, but having a backup nearby can help put your mind at ease.
Keep Contact Info Handy: Always have a contact list for emergencies, including the local police and your brokerage’s security team. If you ever feel unsafe, you should be able to quickly contact someone who can help.

Safety in the Digital Age: Tools and Technology

Technology can be a powerful ally in improving safety during open houses. Alongside traditional methods of vigilance, here are a few digital tools that can improve the safety of your open house:

Digital Sign-In Platforms: Tools like Showable allow you to capture contact information from visitors and track their interactions during the open house. This adds a layer of accountability and helps you identify who was in the home at any given time.
Smart Home Security: Consider using smart locks or alarm systems that you can monitor remotely. Many modern systems allow you to lock doors or activate security measures at the touch of a button, even if you're not in the home.
Surveillance Apps: Use apps that allow you to view security footage in real-time. Many home security systems now have mobile apps that let you keep an eye on open house activities from your phone.

Alternatives to Open Houses: What’s Working Today

While open houses for real estate agents remain one of the most effective ways to engage with potential buyers, other strategies can complement or enhance the open house experience. Virtual tours, online marketing, and targeted social media campaigns are valuable tools that can broaden your audience and provide additional exposure for your property. These alternatives don't replace open houses; instead, they expand your marketing efforts to ensure your listing gets the maximum visibility.

In today’s competitive market, the right combination of traditional and digital strategies can lead to even greater success, creating multi-channel exposure that attracts more potential buyers.

Virtual Tours and Video Walkthroughs for Real Estate

Virtual tours and video walkthroughs have become essential tools for real estate professionals looking to provide an interactive and immersive experience for potential buyers. These tools don’t replace the personal connection of an open house, but they enhance your ability to reach a wider audience and pre-qualify leads.

Wider Reach: Virtual tours attract out-of-town or international buyers who may not be able to attend an in-person open house.
Pre-Qualification: Buyers can explore the property at their own pace, which increases the likelihood of attracting serious attendees to the open house.
Convenience for Sellers: Virtual tours reduce the need for multiple in-person showings and give potential buyers the ability to evaluate the property before attending an open house.

Targeted Online Marketing and Social Media Campaigns for Open Houses

Targeted online marketing and social media campaigns are key components of any modern real estate marketing strategy. These tools allow you to promote your open house to the right audience through ads and organic content, increasing engagement and driving traffic to your listing.

Reach Your Ideal Audience: Social media ads allow you to target specific buyer demographics, including first-time homebuyers, investors, and location-based audiences.
Drive Traffic to Your Open House: Use Facebook Events and Instagram posts to generate buzz and encourage potential buyers to attend your open house.
Cost-Effective Exposure: Running ads through platforms like Facebook, Instagram, and Google can be more affordable than traditional marketing methods, providing measurable results.

When to Use Alternatives to Open Houses

There are situations where it makes sense to use alternatives like virtual tours and online marketing alongside traditional open houses. Here’s when these alternatives might be more effective:

Remote or Rural Properties: For properties located in areas with limited foot traffic, virtual tours can bring in buyers from further afield, making your listing accessible to a larger audience.
Busy Sellers: Sellers who prefer fewer in-person visits can benefit from virtual tours that allow buyers to preview the home before committing to a private showing or attending an open house.
Hard-to-Sell Properties: If a property is not receiving sufficient interest through traditional open houses, combining online marketing with virtual tours can increase visibility and attract more serious buyers.

Frequently Asked Questions: Open Houses in Real Estate

Are Open Houses Worth It in 2025?

Open houses are still a valuable tool in 2025, offering increased exposure and the chance to connect with potential buyers. While they may not always lead directly to a sale, open houses generate valuable leads, build relationships, and allow agents to showcase their expertise. They also help create a sense of urgency in competitive markets, attracting serious buyers and ultimately helping agents grow their business over time.

How Long Should an Open House Last?

Typically, an open house should last around 2 to 3 hours. This gives potential buyers ample time to explore the property and ask questions, while also ensuring the event remains focused and efficient. The ideal open house time is usually during late morning or early afternoon on weekends, as these times attract the highest turnout.

Do Open Houses Actually Sell Homes?

While only about 5% of homes are sold directly from an open house, the event plays a critical role in generating leads and building relationships with potential buyers. Open houses provide exposure, give buyers an opportunity to experience the property firsthand, and allow agents to connect with serious prospects, making them a valuable marketing tool for both immediate and future sales.

Are Open Houses Safe for Real Estate Agents?

While open houses can come with security risks, agents can take steps to ensure both personal and property safety. Using digital sign-in tools like QR codes, securing valuables, and having a colleague present can significantly reduce risks. Additionally, staying aware of visitors and ensuring that certain areas of the home are off-limits helps maintain control and safety during the event.

How Do I Promote an Open House?

Promoting an open house involves leveraging both online and offline channels. Use social media platforms like Facebook, Instagram, and local real estate websites to share high-quality images, event details, and engaging content. Consider using paid ads to target specific buyer demographics, and create an event page or listing on local community boards to drive interest and increase attendance.

How Do I Follow Up After an Open House?

Following up after an open house is essential to converting visitors into leads. Send a personalized thank-you note or email within 24 hours, and follow up with a targeted email sequence offering additional information about the property or other listings. Using tools like Showable allows agents to track leads, automate follow-ups, and segment contacts for more personalized communication.

How Do I Handle Low-Quality Leads at an Open House?

Not all visitors will be serious buyers, but you can use sign-in tools like QR codes to quickly qualify leads and gather valuable contact information. For casual visitors, consider sending a general thank-you email while staying in touch through broader marketing efforts, offering information on other properties or general market insights to keep them engaged.

Can I Host an Open House Virtually?

Yes, virtual open houses are an excellent way to reach a wider audience. They allow potential buyers to explore the property remotely at their convenience. Virtual tours, video walkthroughs, and live streams provide a convenient and accessible way to showcase homes, especially for out-of-town buyers or those unable to attend in person, expanding the reach of your open house.

How Do I Measure the Success of an Open House?

Measuring the success of an open house goes beyond immediate sales. Key metrics include lead generation, visitor engagement, and follow-up conversions. Tools like Showable help agents track visitor data, automate follow-ups, and assess the effectiveness of each event by monitoring how many leads convert into showings, future listings, or closed deals.

Final Thoughts: Are Open Houses Worth It?

Open houses remain a powerful tool in a real estate agent’s marketing arsenal, and when used correctly, they offer significant advantages that go far beyond just selling a home. They provide valuable opportunities to build relationships, grow your client base, and establish your reputation as a trusted local expert. In 2025, agents who approach open houses strategically—not just as a one-time event but as an integral part of their marketing plan—are reaping the rewards.

While open houses may not always lead directly to a sale, their ability to generate leads, provide exposure, and create lasting connections makes them an essential part of any real estate strategy. By pairing open houses with digital tools like Showable for lead capture, automated follow-ups, and virtual tours for wider exposure, agents can enhance the impact of their open houses and ultimately drive more business.

The Bottom Line: Open Houses Still Matter

Open houses are far from obsolete in today’s market. They continue to be one of the most effective ways to connect with buyers in-person, build your brand, and expand your network. With proper promotion, follow-up strategies, and the integration of digital tools, open houses can deliver significant returns on your investment in terms of both leads and client relationships.

Boost visibility and establish your brand in the community.
Generate leads and build a strong client pipeline for future business.
Combine traditional methods with digital tools to maximize your ROI.

By treating each open house as a chance to connect with potential clients, showcase your knowledge, and build trust, you’ll find that the benefits far outweigh the time investment. And with tools like Showable to streamline lead capture and follow-up, you can turn each open house into a powerful marketing tool for growing your business.

Maximize Your Open House Success

If you’re ready to make your open houses more efficient and effective, consider incorporating modern tools like Showable for seamless lead capture and follow-up. Streamline your open house process, convert more visitors into long-term clients, and see the ROI of your open houses grow this year.