Class Overview In this class, Bob Latigona teaches real estate agents how to turn an open house into a complete prospecting campaign before, during, and after the event. Agents will learn that the open house itself is not the entire prospecting activity; it is the reason to prospect. This class shows agents how to prepare the property and neighborhood information, promote the open house, invite the right people, create better conversations with buyers and neighbors, use value-based sign-in, follow up properly, and track every appropriate contact in the CRM. The goal is to help agents stop simply hosting open houses and start working open houses with a plan, a system, and a clear follow-up strategy.
What You Will Learn
- Why an open house should be treated as a full prospecting campaign, not a passive event
- How to prepare before the open house by knowing the property, studying the neighborhood, and creating market resources
- How to promote the open house online and invite sphere contacts and neighbors through appropriate methods
- How to use signs, QR codes, market snapshots, buyer guides, seller guides, and your resource hub to create more value
- What to say when visitors arrive so the conversation feels warm, helpful, and low-pressure
- How to ask better buyer questions and listen for seller clues during the open house
- How to explain buyer representation in a professional, general, and non-pressure way
- How to follow up with buyers, neighbors, sphere contacts, and referral opportunities after the open house
- How to use a 7-day follow-up plan, handwritten notes, social media content, and CRM tracking to keep the conversation going
Class Recording Watch the full Chapter 10 training session below. This class explains how to use the open house as a complete prospecting campaign before, during, and after the event. Agents will learn how to prepare the property, study the neighborhood, promote the open house, invite appropriate contacts, welcome visitors, ask better questions, listen for buyer and seller opportunities, offer useful resources, follow up promptly, and track every permitted contact and next step in the CRM.
Class Resources Use the resources below to review the class, complete the workbook, and put the training into action. Download Chapter 10 Workbook
Action Steps Complete these steps after watching the class:
- Choose or schedule one open house you can work this week.
- Study the property and neighborhood so you know the price, features, recent sales, active listings, pending homes, days on market, and local market context.
- Prepare a neighborhood market snapshot, town search link, QR code, sign-in process, and resource table before the open house.
- Promote the open house at least three days before the event using approved and permitted methods.
- Invite up to five relevant sphere contacts and nearby neighbors when appropriate, while respecting seller instructions, brokerage policy, No Soliciting signs, do-not-contact requests, and local restrictions.
- During the open house, welcome visitors warmly, give them space, ask good questions, listen carefully, and offer helpful resources.
- Use a value-based sign-in process that clearly explains what information is being collected, why it is being requested, and how it will be used.
- Follow up within 24 hours when the visitor requested, welcomed, or permitted follow-up.
- Log every appropriate contact in your CRM with notes, resources sent, communication preference, next action, and follow-up date.
- Turn the open house into future content by sharing approved market observations, buyer questions, neighborhood insights, or available-home search links.
Action Steps
Back to Chapter 9 Back to Summer of Prospecting Go to Chapter 11