According to the National Association of Realtors, only five percent of buyers have found their home by stumbling across an open house. Yet agents host them multiple times throughout the week and strongly encourage sellers to participate. You might be wondering why. It might seem like a waste of time to spend hours preparing for and hosting an event that rarely produces a direct sale, but open houses serve a much larger purpose in the real estate world.

Realistically, most open house visitors aren’t serious buyers. Still, these events attract valuable foot traffic. Nosy neighbors, for example, might not be ready to buy, but they spread the word and provide helpful feedback about how the home compares to others nearby. Open houses also draw ambitious agents looking to network, see what’s on the market, and gather inspiration for their listings. Statistics suggest open houses aren’t the most “efficient” way to sell, but their true value lies in the exposure and connections they generate. They create momentum that often leads to the right buyer faster than private showings alone.

Who benefits from open houses:

Sellers
● Gain free word-of-mouth promotion.
● Benefit from higher exposure that can shorten the selling timeline and reduce long-term marketing costs.

Listing agents
● Receive direct feedback from visitors and other professionals.
● Boost visibility and connect with potential clients.
● Use open houses as flexible workspaces—when it’s quiet, there’s time to catch up on emails or plan marketing efforts.

Buyers
● Tour multiple homes in one afternoon without pressure or scheduling appointments.
● Use open houses as a low-stress way to start narrowing their search.

Other agents
● Build networks and exchange ideas.
● Offer feedback on pricing, design, and marketing.

However, to be successful, open houses require extensive marketing. Posting on social media, sending emails, joining walking tours, and following up with visitors afterward help build relationships and visibility. Effective open house marketing can save money in many ways—strong upfront exposure means a faster sale and fewer ongoing promotional costs. Location is another key factor. Open houses in desirable or high-traffic areas naturally draw more visitors and buzz, making them more likely to pay off.

Then, there are Broker’s Opens, events similar to open houses but exclusively for brokers and agents. These gatherings allow professionals to evaluate how a home compares on the market, generate peer-to-peer interest, and connect listings to a broader network of clients through fellow agents.

So while an open house might not always sell a home on the spot, it remains one of the most valuable tools in real estate. At their core, open houses are less about immediate results and more about creating opportunities for a successful sale. Opportunity knocks, but during open houses, it walks right in.

Until next time,
Dee Dee Guggenheim Howes

Sources:
● https://www.propertysalesgroup.com/blog/what-percentage-of-homes-sell-from-an-open-house
● https://stephanieyounggroup.com/blog/why-open-houses-are-necessary-to-sell-your-home
● https://www.investopedia.com/terms/b/brokersopenhouse.asp