Open Houses Don't Usually Sell Homes... And That's Okay

If you ask most sellers what they hope will happen during an open house, the answer is usually pretty simple. They picture someone walking through the front door, falling in love with the home, and deciding on the spot that it's the one.

It makes perfect sense. That's the image many people have in their minds when they think about an open house. The reality, though, is usually much different.

After hosting hundreds of open houses over the years, I can count exactly how many times someone has walked in and immediately wanted to write an offer.

One.

That doesn't mean open houses don't work. It simply means they aren't designed to do what most people expect them to do.

Open Houses Have Changed

Years ago, open houses were one of the primary ways buyers discovered homes. Today, that's rarely the case. Most buyers have already looked through every photo online, studied the floor plan, checked out the neighborhood, and maybe even driven past the property before they ever step through the front door.

By the time they arrive at an open house, they're usually deciding whether the home lives up to what they've already seen online rather than discovering it for the first time. That's why I don't judge the success of an open house by whether someone writes an offer that afternoon.

So Why Do I Still Recommend Them?

Because exposure still matters.

An open house creates another opportunity for buyers to experience the home in person. It reminds neighbors the property is available, sparks conversations, and often encourages buyers who have been watching from a distance to finally schedule a visit.

I never look at an open house as the marketing strategy. Instead, I see it as one piece of a much larger plan. Professional photography, pricing, social media, targeted advertising, email campaigns, mailers, and MLS exposure are all working together. The open house is simply another opportunity to get the right people through the door.

One Drop in the Bucket

One of the first things I tell my sellers is not to put all of their hope into the open house. It's one drop in the bucket, not the bucket itself.

Sometimes it's incredibly busy. Sometimes it's completely quiet. Neither one predicts what will happen next.

In fact, whenever I send my "You're on the Market!" email, I always joke that open houses are like a box of chocolates... you truly never know what you're going to get.

I've hosted open houses where not a single person came through, only to have the home sell shortly afterward. I've also had afternoons where ten or more groups toured the property, yet no offer came from the event itself. That's simply the nature of today's market.

Less Time Can Actually Be Better

One thing that often surprises sellers is when I recommend keeping an open house to about an hour.

Most people assume that more hours automatically mean more opportunities, but I've actually found the opposite to be true. A shorter window creates a little urgency. Buyers know they have a specific timeframe to make it over, and when multiple groups happen to arrive at once, it naturally creates more movement throughout the home.

That energy can be valuable. Walking into a house and seeing other buyers touring often reminds people they aren't the only ones considering it, and sometimes that's enough to encourage someone to take the next step.

What I'm Actually Watching

While buyers are walking through the home, I'm paying attention to much more than whether they say they like it.

I'm watching body language. I'm noticing the smile when they walk into the kitchen or the hesitation in a particular room. I'm listening for the conversations they have with each other rather than the ones they have with me.

One of my favorite things to hear is someone start talking about where they'd put the couch or how they'd arrange the dining room. The moment people begin imagining their own furniture in the space, they're no longer just touring a house... they're beginning to picture it as home.

Those little moments often tell me much more than a simple "We like it."

My Perspective Has Changed

If I'm being honest, I probably value open houses less today than I did when I first started in real estate.

Not because I think they've lost their place, but because online marketing has become the driving force behind how buyers discover homes. Social media, digital advertising, email campaigns, and targeted marketing are reaching buyers long before an open house ever begins.

That said, I still believe every home deserves every opportunity to be seen. An open house may not be the reason a home sells, but it can absolutely create momentum. It can start a conversation, encourage a private showing, or remind someone who's been watching online that it's time to stop scrolling and come see it in person.

The Bottom Line

An open house isn't magic, and I never want my sellers to feel like everything is riding on those few hours.

Instead, I look at it as another opportunity to showcase a home that's already being supported by a thoughtful marketing plan. Will someone walk in and buy the house on the spot? Maybe... but probably not.

 

What it can do is create one more chance for the right buyer to connect with the property. And when it's paired with strong pricing, professional marketing, and a solid strategy from day one, I'd say that's absolutely worth opening the door for.

Ashley Dudley | Broker Owner HomeGrown Real Estate

ashley.dudley@homegrownreva.com

540.271.1655