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Why writing off open houses is a big mistake

10/30/2017

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If there were a lead generation program that cost nothing, helped you meet more clients than real estate websites, apps, search engines or social networking, and allowed you to do a face-to-face presentation right now, would you use it? If you said yes, it’s time to revisit doing open houses. In a recent column, I outlined five secrets for digitally marketing your next open house. Several commenters extolled the virtues of virtual open houses using technologies such as Matterport 3-D virtual tours, virtual and augmented reality. I’ve been a huge fan of this technology because it is a tremendous seller conversion tool. When it comes to buyers, however, the reaction I’ve observed repeatedly is, “This is cool, but when can we see the property?” The nay-sayers slam the open house as being outdated, a tool that is no longer necessary in today’s tech environment. The truth of the matter is that there are tangible benefits to both the seller and the real estate agent in o…

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