Who Pays For An Open House? Fees, Costs And Considerations

Wondering who’s responsible for paying for an open house? In this guide, you'll learn what agents typically spend, what fees to expect, and how to keep your costs low while still making a great impression.

Written by Seth Cox

Jul 21, 2025 / Open House Prep

If you're a real estate agent, chances are you've asked yourself at some point: Who actually pays for the open house? Is it you? The seller? Your team or brokerage? And beyond that, what does an open house really cost?

The truth is, it depends. Your market, your goals, and your approach all play a role. Some agents spend nothing at all, while others invest hundreds of dollars to create a premium experience for buyers. On top of that, there are important legal rules to keep in mind. For example, can a lender help pay for food or marketing materials? In most cases, the answer is no.

In this guide, you'll get a clear breakdown of who pays, what typical open house fees look like, how to budget effectively, and how to stay compliant with real estate laws like RESPA. Whether you're preparing for your first open house or trying to improve your return on investment, this article will help you make smarter, more confident decisions.

Who Typically Pays for an Open House?

Short answer? You do. In almost every case, the real estate agent covers the cost of hosting an open house.

That includes the signs, the flyers, the snacks, the candles, the water bottles, and anything else you set out to make the place feel warm and welcoming.

Sellers almost never contribute—unless the property is a million-dollar listing or the seller is especially hands-on. Even then, it’s rare. Agents pick up the tab because open houses aren’t just about selling that home. Also, this is what the commission is for.

Open houses are about meeting new buyers, connecting with neighbors, and planting seeds for future listings. It’s a marketing expense, not just a service.

If you're part of a team or brokerage, there might be a shared marketing budget or some reimbursement for materials. Just don’t count on it covering everything. Most agents still pay out of pocket for the little details that make an open house feel personal.

But, what if you’re hosting for another agent? That’s where showing agent fees come in. Maybe another agent on your team needs coverage, or a top producer tosses you a listing to host in exchange for buyer leads. Sometimes there’s a flat fee, sometimes it’s just a handshake deal. Either way, make sure expectations are clear before you show up with pastries and a Bluetooth speaker.

In a nutshell:

Most agents pay their own way
Sellers usually don’t chip in
Teams and brokerages might help, but not always
Hosting for another agent? Set terms upfront

What Does an Open House Actually Cost? A Realistic Look

Ask ten agents what they spend on an open house and you’ll get ten different answers. Some will say it costs nothing but time. Others will tell you about $500 events with food, florals, and folders printed on linen stock.

The truth is, there’s no “right” number—only what makes sense for the kind of event you’re running. Are you farming a neighborhood? Selling a $1.3M home? Trying to impress the seller? Or just doing your job, quietly and efficiently? Your purpose should shape your spend.

Most open houses fall into one of three categories:

Lean or No-Budget Events

This is the most common type of open house. You’re working with what you already have: your signs, your time, and maybe a few bottled waters. There’s no food, no flyers, and no extra spend beyond gas and a good follow-up plan.

These work well for:

Entry-level listings
Repeat events at the same property
Agents who already have foot traffic from signs or social

The goal is efficiency, not wow factor.

Mid-Tier Marketing Efforts ($200 to $500)

This is where a lot of seasoned agents land. You’re putting some money behind presentation without going over the top. You might boost a social post, lay out some snacks, and print a run of clean-looking flyers. You’re doing just enough to elevate the experience without burning through your marketing budget.

These open houses are ideal for:

Homes in competitive price ranges
New listings with decent seller expectations
Events where neighbors or future sellers will likely drop by

The goal here is to make the event memorable and worth your time—without overspending to impress.

Showcase-Worthy Experiences ($500 or more)

Sometimes, you need to go all in. That could mean full staging, a catered spread, mood lighting, and even music. These events aren’t just about selling the home—they’re about positioning yourself as a high-level listing agent.

These are best used for:

Luxury listings or builder model homes
Events designed to generate social content or video walkthroughs
Sellers who expect a premium experience and will judge your marketing

The goal is to make the home—and your brand—unforgettable.

No matter which tier you choose, the key is intention. Some of the most effective open houses are low-budget but high-effort. Others spend more but fail to follow up. It’s not about what you spend—it’s about what you do with it.

Now that you’ve seen the high-level strategy, let’s look at where the money usually goes and what those costs look like in the real world.

The Most Common Open House Fees, Line by Line

Hosting an open house can feel like death by a hundred receipts if you’re not careful. The best way to avoid that? Know exactly where the money tends to go—and decide in advance which expenses are actually worth it for the type of listing you're marketing.

Here’s a complete breakdown of the most common categories where agents spend money, what those costs look like, and what’s usually worth it.

Marketing and Promotion

Getting buyers through the door is half the battle, and strong marketing does most of the heavy lifting. The good news is you can get decent results without blowing your entire budget.

Directional signs and yard signage: $15–$50 each. A one-time investment if you reuse them across listings. Branded signs look sharp, but generic “Open House” signs work just fine in a pinch.
Printed flyers and handouts: $25–$100. These usually include home features, your contact info, and maybe financing details from a preferred lender. Agents often overprint—stick to 15–20 copies unless you’re expecting a crowd.
Postcards to the neighborhood: $100–$250. Useful if you’re farming the area and want to double your event as a listing magnet. Otherwise, skip them.
Social media ads: $25–$100 per boosted post. Target local audiences a few days before the event. For most price points, $40–$60 gets solid reach.
Digital sign-in: $0-$49/month. Helps capture leads cleanly and feeds them directly into your CRM.

Our take: Yard signs and lead capture software are essentials. Flyers and ads can help, but don’t treat them as a flex.

Food and Hospitality

Open house snacks aren't mandatory, but it makes the event feel warmer and less transactional. Buyers stay longer when there’s something to nibble on, and they associate the listing with a positive experience.

Bottled water or soda: $5–$20. Keep it simple and brand-free unless you’re in a luxury market.
Cookies or pastries: $15–$40. Individually packaged snacks work best for ease and hygiene.
Charcuterie board or upscale snacks: $50–$100. Great for mid-range or premium listings, especially afternoon events.
Wine, coffee cart, or catered setup: $150–$300. These belong in the luxury tier or special marketing events.

Worth it? For everyday open houses, a $20 snack station is enough. Save the upscale spread for listings where it truly matches buyer expectations.

Cleaning and Staging

A clean, well-staged home can make the difference between a visitor who glances and one who imagines living there. But don’t assume this always requires a huge spend.

Basic professional cleaning: $75–$150. A one-time cost that instantly improves buyer impressions.
Scented candles or neutral air fresheners: $10–$25. Avoid strong scents—aim for fresh, not perfumed.
Fresh flowers, rugs, throws, or table settings: $25–$75. Targeted props can highlight awkward or underused spaces.
Professional stager (consultation or partial staging): $300–$1,000+. Often negotiated with the seller or bundled into your listing package.

Rule of thumb: Cleaning is always a yes. Light staging is optional but powerful. Full professional staging should be reserved for high-value listings or vacant homes.

Hidden Costs Agents Often Forget

Fuel and travel time: If you’re driving back and forth for prep, signage, and cleanup, the hours add up.
Print test runs or design time: If you’re picky about flyer layout or signage, budget for revisions and reprints.
Last-minute runs to Target or Costco: These are the real budget killers. Plan ahead to avoid them.

Next, we’ll cover one of the most misunderstood questions agents ask: Can a lender pay for your open house? (And what happens if you say yes without knowing the rules.)

Can a Lender Pay for Your Open House? What RESPA Says

It’s tempting. A lender offers to “help out” with snacks, signage, or half the postcard order. You’re busy, the offer sounds generous, and you’ve probably seen other agents accept similar help. But before you say yes, you need to know the rules—because this is one area where a small mistake can create a big compliance issue.

What RESPA Actually Prohibits

The Real Estate Settlement Procedures Act (RESPA), through Regulation X, makes it illegal for settlement service providers—like lenders, title companies, or escrow officers—to give anything of value to a real estate agent in exchange for referrals.

That includes:

Paying for your open house catering
Covering the cost of your printed materials
Buying your signs, folders, or promotional ads
Giving gift cards or “thank you” money for including them in your marketing

Even if no referral is explicitly mentioned, these contributions can still be considered kickbacks under RESPA if there’s a pattern of referrals tied to them.

What Lenders Can Do (With Limits)

Lenders aren’t completely banned from participating in your open house. They just have to do it the right way. Here are a few ways to stay compliant:

Co-host the event: Lenders can attend the open house, greet buyers, and answer questions about financing.
Bring their own materials: They can display their flyers, business cards, or brochures at the event.
Sponsor something clearly branded: If a lender provides food or drinks, it must be obvious that they paid for it. Think labeled boxes or signage that says “Compliments of XYZ Mortgage.”
Receive equal marketing value: If you share costs, the lender must get exposure or services that match what they contributed. And that exchange must be documented.

In short: there must be a legitimate, fair-value business arrangement—not a favor.

How to Stay Safe and Professional

Avoid vague offers: If a lender says, “Let me know what you need and I’ll help out,” say no.
Use formal agreements if sharing marketing: Some brokerages allow co-marketing with disclosure forms or written cost splits. Get it approved first.
Never tie payment to referrals: That’s the line you can’t cross. Not now, not ever.
Ask your broker: If you’re unsure, ask. Don’t guess when compliance is involved.

Bottom line... accepting money for your open house might sound helpful in the moment, but it could cost you your reputation (or worse!) if it violates RESPA. The safest path is to treat your open house as your own business expense, and invite lenders to participate only in ways that are compliant and clearly defined.

How to Maximize Value Without Overspending

If you've hosted more than a few open houses, you already know where the money disappears. You go in thinking you’ll spend fifty bucks, and next thing you know, you’re printing extra flyers at FedEx and grabbing another bag of cookies because the first one “didn’t look full enough.”

That’s why experienced agents get intentional. They don’t cut corners—they cut waste. They know what actually makes a difference and what just looks good in photos.

Spend Where It Pays Off

Here’s the truth no one tells you when you’re starting out: you don’t need to impress everyone who walks in the door. You need to connect with the right people, follow up quickly, and position yourself as a pro.

That’s why agents who host a lot of open houses often invest in:

Lead capture tool so no one leaves without signing in
Reused signage that’s clean and on-brand
Simple, consistent presentation that doesn’t rely on fresh flowers every time
A clean and well-lit space—even more than snacks or candles

You’re not trying to create a showroom. You’re trying to make sure every guest leaves knowing who you are, what you do, and how to reach you.

Don’t Burn Money on Ego

It’s easy to fall into the trap of doing things because other agents do them. Charcuterie boards. Mini branded water bottles. Custom balloons at the door. These things look good on Instagram, but they rarely result in leads.

When in doubt, ask yourself: Would I rather have someone remember the cookies—or remember the conversation we had?

High-ticket events aren’t wrong. They just need a reason. If you’re doing it for a luxury listing, a seller you’re trying to win over, or a piece of content you’re going to use in future marketing—go for it. But don’t treat cost as a metric for success.

Track What Works, and Let the Rest Go

The smartest agents treat every open house like a learning opportunity. They keep a rough log of what they spent, what the turnout was like, and whether it actually generated a lead or follow-up conversation. Over time, patterns emerge.

You’ll learn:

Which neighborhoods pull more walk-ins
Which platforms drive the best turnout
What details buyers notice—and what they ignore
How long people stay based on how you set the home up

That kind of insight makes future events sharper, leaner, and more effective. And that’s where your budget starts to stretch further without sacrificing a thing.

Are Open Houses Worth the Investment?

This is the question every agent has to answer for themselves—sometimes every weekend. Open houses take time, effort, and money. They don’t always lead to offers. And if you’re not careful, they can start to feel like a show you’re putting on just to keep the seller happy.

But when you look a little closer, most seasoned agents would tell you the same thing: yes, they’re worth it—if you treat them like a business tool, not a favor.

You’re Not Just Marketing the Listing

An open house isn’t only about selling that one property. It’s about meeting unrepresented buyers. It’s about farming the neighborhood. It’s about showing potential sellers that you know how to market and follow up like a pro.

Many top producers credit open houses as the thing that helped them build their pipeline early on. Not because every open house generated an offer, but because they got face time with real people at exactly the right moment. For example, Payson Robertson generated 10 listings in just 30 days with open houses alone.

The Real ROI Comes After the Event

This is where new agents often miss the mark. They spend money on food, flyers, or staging—but have no system for what happens next. No follow-up plan. No drip campaign. No reason for someone to remember them after walking out the door.

If you capture every visitor's info, follow up promptly, and build even one good relationship per open house, it pays for itself. If you don’t? It’s just an expensive afternoon.

The Cost Isn’t the Problem—The Strategy Is

Open houses don’t have to be expensive to work. And expensive open houses don’t guarantee results. The variable that matters most is what you do with the leads you generate.

If you're showing up prepared, asking good questions, and following up with intention, then yes, open houses are worth every dollar. If you're doing them to check a box or keep a seller happy, the returns are going to reflect that.

Final takeaway: treat your open house like the listing appointment before the listing appointment. Every guest is a potential client. Every neighbor is a potential lead. And every dollar you spend is an investment—if you have a system in place to make it count.

Conclusion: Spend Smarter, Not Bigger

You don’t need a massive budget to run a successful open house. You need a plan. You need to know who’s paying for what, where the money actually matters, and how to follow up like a pro once the doors close.

Most agents will pay for their own open houses, especially early in their careers. That’s normal. What separates the pros from the rest isn’t how much they spend—it’s how they spend it. A clean space, thoughtful setup, and solid follow-up will outperform catered food and candles every time.

Know the rules, especially when it comes to lenders. Choose your budget based on strategy, not pressure. And remember: an open house isn’t just about selling a home—it’s about building your business.