The Top Myth New Agents Believe About Open Houses

Open houses are a time-honored tradition in real estate—but are they really doing what you think they are? In this guide for new agents, we explore how to make the most of every open house and what seasoned pros already understand about their true value.

Written by Seth Cox

May 21, 2025 / Open Houses

As a new real estate agent, you’ve probably been told that open houses are a classic marketing tool to help get a home sold. You may have even hosted one expecting a buyer to walk in and fall in love.

But here’s the reality: Open houses rarely sell the house. And that’s okay—because that’s not their main purpose.

In this article, we’re going to break down:

Why the "open houses sell homes" narrative is misleading
The real reason experienced agents host them
How to structure your open house for maximum ROI
Proven scripts, sign-in strategies, and follow-up systems
Stats that back it all up, so you can stop wasting time and start building a client pipeline

Debunking the Myth — Open Houses Rarely Sell the Listing

According to the National Association of Realtors (NAR), only 5% of buyers found the home they purchased through an open house. Source: NAR Home Buyers and Sellers Profile 2023
45% of buyers found their home through the internet, and another 28% through their agent.
In a 2022 Zillow study, only 2% of sellers said their home was sold because of an open house.

What It Means: You’re not likely to sell the home during an open house—but you are likely to meet people who are planning to buy or sell soon and haven’t yet committed to an agent.

The Real Strategy — Use Open Houses to Grow Your Pipeline

Experienced agents know that the main purpose of an open house is face-to-face lead generation. You are essentially running a small networking event—at someone else’s house.

Who actually visits open houses:

Neighbors (potential sellers)
Curious buyers
People new to the area
Nosy, but future-intent buyers

According to a 2023 survey by Lab Coat Agents, 67% of agents said they gained at least one future client from every 2–3 open houses they hosted. (Source: Lab Coat Agents Facebook Poll, 2023)

How to Turn Open House Visitors Into Real Leads

If you think your job is done once people walk through the door, you're missing the point. The real work begins when the conversation starts—and that requires a plan.

Use a digital sign-in system.
Paper sheets are easy to fake, forget, or ignore. Tools like Showable ask smart questions and automatically store contacts, making follow-up easier. You’ll also capture more complete and accurate info—crucial when you're building a client base from scratch.

For a comprehensive comparison of digital sign-in tools, explore our Open House Sign-In Apps: The Ultimate 2025 Guide, which reviews top apps, features, and pricing to help you choose the best fit for your needs.

According to Follow Up Boss, agents who use digital sign-ins convert 30% more leads compared to those using paper. - Source: Follow Up Boss, 2023 Lead Conversion Report

Ask questions that qualify—not just “Hi, how are you?”
You’re not just being polite—you’re gathering context. Try:

“Are you looking in this neighborhood specifically?”
“Have you seen many homes already?”
“What’s your timeline for moving?”

This tells you whether they’re a browser, a buyer, or a seller pretending to be a browser.

Don't avoid the "Are you working with an agent?" question.
It can feel awkward—but it’s essential. If they say no, you may have just met your next client. If they say yes, ask how it’s going. Not every agent-client relationship sticks. Your professionalism in that moment could open the door down the road.

Follow-Up Is Where the Real Wins Happen

Think you’ll remember who’s who tomorrow? You won’t. And if you wait three days to follow up, it’s too late.

Follow up within 24 hours.
Send a short email or text thanking them for coming. Include a call to action:

“Would you like a list of similar homes?”
“Want a quick estimate of your home’s value?”
“Can I set you up on alerts for this neighborhood?”

Even if they’re not ready now, you’ve started the relationship.

Agents who respond within the first hour are 7x more likely to qualify a lead. - Source: Follow Up Boss, 2023 Benchmark Report

Discover a step-by-step approach to effective follow-up in our guide, How To Follow Up After An Open House: A Proven Strategy For Real Estate Agents, ensuring you convert visitors into clients.

Don’t Just Host an Open House — Work It Like a Networking Event

Top agents don’t just show up—they show out. They walk the neighborhood beforehand, invite neighbors personally, and post strategically on Instagram and Nextdoor. They don’t sit in the kitchen with their laptop—they greet every guest like they’re meeting a future client. Because they might be.

Learn how to elevate your open house events with our detailed guide, How To Host A Successful Open House In 2025: Proven Steps For Real Estate Agents, covering everything from preparation to post-event follow-up.

According to Inman, listings priced under $750K generate 2x the foot traffic at open houses compared to luxury homes. - Source: Inman 2023 Open House Trends

Choose the right house, at the right price point, in a high-traffic area—and use that to meet people, not just show walls.

Mistakes New Agents Make at Open Houses (And How to Avoid Them)

Mistake #1: Thinking you're there to sell the house.
You’re not. You’re there to meet people. If the house sells, great. But your business is in the follow-up.

Mistake #2: Not greeting people with intent.
“Feel free to look around” is not a conversation starter. You’re there to engage. Think: host, not security guard.

Mistake #3: Letting people leave without next steps.
Always offer value—neighborhood info, other listings, a CMA. Give them a reason to hear from you again.

Final Takeaway: You're Hosting for Your Future Clients

Yes, the open house helps the seller. But it helps you more—if you work it right. Every person through the door is a chance to introduce yourself, build trust, and fill your pipeline. That’s why experienced agents love open houses.

They’re not there to babysit a listing. They’re there to prospect—face-to-face. So are you.