The Effective Broker Open House

By Shannon Ensor

Anyone can host a broker open house, but can you host an effective one? Learn to capitalize on this listing marketing tactic and turn it into a lead generation activity!

You'll also receive access to free downloads:
* Launch Formula for your broker open houses including a social media campaign
* Checklist to help keep you on track and organized!

• Language: English
• Publisher: Shannon Ensor
• Release date: Apr 6, 2017
• ISBN: 9780997086263

Shannon Ensor

Shannon Ensor has been an Austin REALTOR® since 2005, and has earned titles and designations that include Broker, Accredited Buyer’s Representative, Graduate Realtor Institute and Certified Negotiation Expert. In addition to being a top-producing agent, she has mentored a team of agents since 2009. She expands her passion for mentoring agents and for real estate in her books, ensuring that agents around the world have access to the knowledge they need to succeed. In each book she writes, she holds nothing back and gives her readers every secret, strategy and tactic she has learned over her years of building a successful real estate career. Through her experiences with mentoring agents, Shannon has also learned the go-to objections agents create that sabotage their success. She passes along her sabotage-proof mindset to her readers and hopes that each one will gain the knowledge and motivation to become the best agent they can possibly be.

Book preview

Chapter One

The Whats & Whys of a Broker Open

A common listing marketing tool, the broker open house is just that, an open house for brokers and their agents. You’ll notice that I shorten this to broker open or BO, although there’s nothing stinky about this marketing tactic… when used correctly.

Unlike a public open house that’s usually held during the weekend when most buyers are out house hunting, broker opens are usually held during the workweek, during the day, and aimed strictly at agents (exceptions exist, which I’ll explain in the following chapters) as a way to increase your listing’s exposure to the people most likely to bring you a buyer (other agents). Broker opens differ from property tours because they aren’t part of a set schedule (such as monthly meetings in a geographic area, or a mandatory office property tour) hosted by an outside party in which agents typically run in and out each home as if they’re on a scavenger hunt. The broker open is a standalone event (though I’ll discuss strategies on teaming up with other listings later) in which you must entice agents to attend.

The entice part is often the trickiest strategy for agents to learn—that’s why I’ve created this resource for you.

But before I can move on, I know a few of you must move past a couple of objections to BOs first.

Why waste my time holding a broker open house? If an agent wants to see my listing, they can come and see it anytime!

If your listings are flying off the market, then I’d agree, you don’t necessarily need to host a broker open. The agents who have your buyers will flock to the house as soon as you list it, even during the coming soon period in hot markets. Don’t we love those listings that get multiple offers in the first few days of it being listed?! But, not every home will generate a sold sign in a matter of days. Most real estate markets ebb and flow, even within a given season of a hot or slow market. You may price a house dead-on with comps, have it staged to the max and have