Disclaimer: The contents of this article are industry best practices which were sourced from StreetEasy data and interviews with our Agent Advisory Board, unless noted otherwise. Any scripts provided are only meant to act as examples and are not required. Nothing in this presentation is intended to be legal advice. For specific questions about any duties or obligations arising out of a real estate transaction, check your local and state licensing laws and regulations, contact your broker, or an attorney.

Planning your next open house? It’s a lot of work — and you may be wondering if it’s worth the effort. But even in today’s digital age, buyers typically expect to see a property in person before making an offer, and many prefer the relative anonymity of an open house over one-on-one showings. When done right, open houses can also be an opportunity to promote yourself as an agent and attract future clients. So let’s look at several ways to host a successful open house in NYC.

Tips for Planning the Event

Research the building’s open house rules

Some buildings, usually co-ops, don’t allow open houses. Others allow them but have strict rules, such as making them appointment-only or requiring at least two agents to be present during it. Your client’s building may not have any of these restrictions, but it’s a good idea to check just in case.

Choose a strategic time and date

Weekends are generally the best days for open houses in NYC, ideally in the late morning or early afternoon for optimal lighting inside the home. You’ll also want to steer clear of major holidays and other events that could detract interest from yours.

Stage the home

Before the open house, you may want to work with the seller to eliminate clutter and make cosmetic repairs. And because space is precious in NYC and buyer tastes differ, consider professionally staging the home. “NYC living is about maximizing every inch,” says Carlo Romero, Senior Strategic Partnerships Manager at StreetEasy. “Use scaled furniture and showcase storage possibilities. It’s about efficient city living.” Regarding decor, Romero suggests a contemporary, sleek, minimalist look and feel.

Ways to Promote Your Open House

Online

Depending on the season, there can be thousands of open houses in NYC per week. You can help yours stand out by promoting it on social media, whether it’s through organic posts, sponsored ads, or a Facebook event. Instagram even has a feature in which your followers can choose to receive reminders for an event you post about.

Screen images simulated

Don’t forget to add the open house to your StreetEasy listing, too — just log in and go to Agent Tools > Listings > Edit Listing, then go to the Marketing tab and add it to the Open House Schedule. Last but not least, your agent newsletter, or perhaps a separate dedicated email blast, can be a great opportunity to promote your open house to all of your contacts.

Signing up for Featured Listings allows you to snag one of the top spots on StreetEasy search result pages for relevant criteria — and can result in more eyeballs on your listing. And if you add your upcoming open house to your Featured Listing, those extra views can translate to more attendees.

Featured Listings allow your listing to show at the top of StreetEasy search results for relevant criteria, meaning more people can see your upcoming open house. (Screen images simulated)

In person

A little IRL marketing can still go a long way these days. You can print flyers to pass out to people in the neighborhood, or put them up at local businesses (with their permission), bulletin boards, etc. If your brokerage has a local office, find out if you can display it in the window for passersby to see.

Strategies for Maximizing the Event

Have a sign-in sheet

Consider having a sign-in sheet at the open house to get attendees’ names, email addresses, and phone numbers so you can add them to your CRM and follow up later. When reaching out, try to include a personal touch, like referencing a question they asked you during the event. Remember, these contacts can be a valuable resource even after you sell your current listing.

Hold a raffle

Attendees may be more willing to provide their contact information if it’s for a raffle. You can offer prizes like gift cards or discounts for nearby restaurants, businesses, and other attractions — which also gives you an opportunity to collaborate with local establishments to promote your open house.

Consider hosting a broker open house

A broker open house is exactly what it sounds like: an open house focused on attracting brokers as opposed to buyers. Why brokers? In NYC, where prices are high and buying can be complex, agents play a large role in helping buyers purchase a home. This tends to be especially true for luxury buyers, so if your listing has a luxury price point, promoting the open house directly to brokers may help you sell faster.

A successful open house should not only draw attendees, but also build your brand, expand your client base, and attract strong offers. Consider following our tips, and yours could achieve all of the above.