What is a good open house conversion rate?

There is no single number that holds across markets. Track your own: visitors to conversations to consultations. Improving the weakest step matters more than matching anybody else’s figure.

Should I use a drip campaign for open house leads?

For people who are a long way from moving, yes. For anybody who might buy in the next few months, a personal call or text first works far better, with the drip as a backup.

For agents growing their business

Your open house leads are not converting. Here is why, and what to change.

You collect the names, you send the emails, you add everyone to a drip campaign, and almost nobody writes back. That is the usual result, not a sign you are bad at this. Here is where the conversion is actually lost, and what agents who convert well do differently.

Step 1

Sort visitors before they leave

A sign in sheet treats a neighbor, a buyer with an agent and a buyer ready to move this month the same. Ask two questions at the door instead: are you working with an agent, and when are you hoping to move? Then spend your time on the answers that matter.

Step 2

Give them a reason to hear from you

The follow up that works is about them, not the house. Before they leave, offer something specific: a list of homes like this one that are not on the market yet, what the house sells for, or the three others nearby worth seeing this weekend.

Step 3

Call within a day, and text before you email

Interest fades within a day or two. A short, personal call or text that mentions something they said ("you mentioned the yard was too small") gets a reply. A newsletter does not. Save the drip campaign for people who already said they are a year out.

Step 4

Ask for the meeting, not for the business

The next step is a buyer consultation, not "let me know if you need anything." Offer two specific times. The visitors who say yes are your real leads; the rest can go on a longer follow up plan.

Step 5

Track it so you can see where it breaks

Count, for one month: visitors, real conversations, follow ups that got a reply, consultations booked. The step where the number falls off a cliff is the one to fix, and it is rarely the one you assumed.

Your brokerage

Where your brokerage fits

Holding an open house on another agent’s listing in your office? Ask your broker how leads from it are handled. Many offices have a rule about who works an unrepresented buyer.
Your brokerage may already pay for a CRM or a texting tool. Check before buying your own.
Calling and texting rules apply to follow up as well as cold calls. Ask your broker what consent the office needs before you add a visitor to texts.
Advisors on RealAly agree, before they are listed, never to use a session to recruit you to their brokerage or team. You keep your broker; you just get a second opinion from outside the office.

Questions

What agents ask

What is a good open house conversion rate?: There is no single number that holds across markets. Track your own: visitors to conversations to consultations. Improving the weakest step matters more than matching anybody else’s figure.
Should I use a drip campaign for open house leads?: For people who are a long way from moving, yes. For anybody who might buy in the next few months, a personal call or text first works far better, with the drip as a backup.