HOW TO GO FROM ZERO TO $10 MILLION

WITH MEGA OPEN HOUSES

By: Sheila Fejeran

Why Are Open Houses Critical to Your Success

� The leads are FREE.

� It’s the best way to get in front of “now” buyers.

� It’s a great way to find potential sellers.

� Name recognition in your service area.

� They trigger additional “free” marketing through web portals.

Why are open house leads superior?

� They saw your signs, chose to deviate from wherever they were heading to walk into a hostile sales environment where they know they would be encountering a real estate agent.

� They then looked you in the eye, shook your hand, and gave you their contact information.

� No one chooses to do this unless on some level they have a desire to buy or sell a home.

� Keep in mind, a hot buyer lead does not walk into an open house waving their arms telling you they are in desperate need of your services. You still have to work through each leads reflex “no” to find the serious buyers.

Open house lead conversion model:� Average number of people through open house: 6 � Average number “leads” per open house: 3 � Number of open houses per week: 2 � Total number of leads per week generated: 6 � After 30 days total number of leads generated: 24 � After 90 days total number of leads generated: 72 � Conversion rate at 90 days: 7% � Total number of potential deals after 90 days: 5 � After 6 mo. total number of leads generated: 144 � Conversion rate at 6 months: 10% � Total number of potential deals after 6 months: 14 � After 12 mo. total number of leads generated: 288 � Conversion rate at 12 months: 10% � Total number of potential deals after 12 months: 29

PREPARING FOR THE OPEN HOUSE

MAKE IT AN EVENT!!!

Choosing A House: 7-10 Days Before Open House

� Your Open House is like a Storefront – You want to pick one that has the location, upgrades and a look that will attract buyers and be desirable. Pick the area where you will be allowed to pass out flyers and put up signage to direct people to your open house.

START PROMOTING OPEN� 7 days prior to the open house, start running ads on

facebook.

� Use a video you shoot with your drone footage, iphone or video camera.

� Create a postcard or lead capture page to boost out on facebook. Plan to post on 20-30 pages per day to keep from getting locked out.

� Run Facebook Ads and Boost to generate traffic and lead capture opportunity.

CREATE A VIDEO

CREATE A POSTCARD

CREATE LEAD CAPTURE PAGE

FACEBOOK ADS

FACEBOOK ADS

FACEBOOK STATS

CREATE A BROCHURE TO TAKE TO OPEN

Description: 4 BR/ 4½ BA / 3LA/3 CAR

City/Zip: McKinney / 75069

Subdivision: Serenity

County: Collin

Style: Traditional

School District: Lovejoy ISD

Sloan Creek

Lovejoy

Foundation: Slab

Roof: Composition

Exterior: Brick & Rock/Stone, Siding

Parking: Attached, Covered, Side Swing

Drive

Year Built: 2012

Heat / Air: Central Air—Elec

Central Heat—Gas

Living: 12 x 13

Study/Den: 19 x 11

Living: 12 x 13

Living: 18 x 21

Media Room: 16 x 12

Dining Room: 16 x 12

Kitchen: 15 x 16

Breakfast: 16 x 11

Utility: 12 x 11

Master: 16 x 17

Bedroom 2: 13 x 12

Bedroom 3: 16 x 13

Bedroom 4: 13 x 12

Square Footage:

4631 per Tax

The information contained herein is furnished by the owner to the best of his knowledge, but is subject to verification by the purchaser, and agent assumes no responsibility for the correctness thereof. The sale offering is made subject to errors, omissions, and change of price, prior sale or withdraw without notices. In accordance with the law, this property is offered without respect to race, color, creed, national origin, sex, familial status or disability. This is not intended to solicit property currently listed. Graphic designed & printed by KL Creations 972/248-9678.

Presented by:

Sheila Fejeran VICE PRESIDENT, BROKER ASSOCIATE, CDPE

972.948.0715 Sheila@TheFejeranGroup.com

www.SheilaFejeran.com

SHEILA FEJERAN PRESENTS

901 STONE COTTAGE ] $839,000

5 DAYS PRIOR TO OPEN -CIRCLE CALLING

� Use the Neighborhood Phone Tool – You or your VA contact the neighbors around the open house and let them know of the upcoming open house. (COLE RESOURCES, REDX)

� You might want to consider contacting the local loan officer to see if they want to sit with you at the open house to qualify buyers and answer questions. Ask the loan officer to bring water and cookies, or a prize they can win at the open, etc.

3-4 DAYS PRIOR TO OPEN� Go by the open house and take a flip-cam and video

the property. Describe the home, qualities, price and financial breakdown.

� Submit the video on YOUTUBE, Facebook, CraigsList, My Space and other social sites and repeat on the day of the open house in the morning.

2-3 DAYS PRIOR TO OPEN� Deliver at least 100-200 (minimum) of your open

house flyers to the local neighbors. This is a great way to meet new sellers or tenants who need to buy.

� Use this opportunity to door knock and meet the neighbors. (Make a Move Script)

� Option to have Wine and Cheese Night the Friday night before the Open House. You invite them to preview the open and bring their friends for a private party. ‘Pick Your Neighbor Party.’

OTHER ADVERTISING� Place advertisements on Craigs list, Backpage or

any other internet site.

� You can also deliver flyers to the parents picking their kids up at the local schools that the property would use. This is a great way to talk directly with parents.

� Place open house notice in your local mls, professional photographers site, marketing sites, zillow, realtor.com, etc.

CREATE A FLYERYOU’REINVITED…OPENHOUSE

PLEASEBRINGYOURFRIENDS,FAMILY,CO-WORKERSOR

ANYONELOOKINGTOMOVETOTHEAREA!!!

SATURDAY,March22ndfrom12pm-4pm

5636GroveCoveDr.,McKinneyOfferedat:$335,000

SheilaFejeran

0592964eXpRealtyMobile972-984-0429Sheila@thefejerangroup.comwww.sheilafejeran.com

Welcome to A Designers Dream Home! Stunning Home on a Semi Cul-De-Sac Oversized, Pool-Sized Homesite with a Lushly Landscaped Yard!!!

You will Love This Split 3 Bedroom, 2 Bath, Open-Concept Great Room with Large Living Room, Dining Room and Gorgeous Custom Kitchen with Drop-In Cooktop, Stainless Steel Appliances and Large Center Island. Hand-Scraped Hardwood Floors Throughout The Main Living Areas. Highly Sought After 3 Car Garage.

You'll Love Sitting on the Back Patio Enjoying the Gorgeous Yard or Watching Your Kids Play. MUST SEE!!!!

DELIVERING FLYERS

PREPARE 2-3 DAYS BEFORE� Call the Title Rep and get them to send you a

preliminary title report on the property + area information.

� Call your lender and get them to send you a Lender Rate Card on the property, i.e. payments for VA, FHA, Conventional.

� Keep in mind the title company and lenders have a lot of other information that may be helpful for you to give people. Take the time to talk with them about the tools they have available for you.

PREPARE INFORMATION� Prepare the following to take to the open house:

� 25-50 flyers on heavy card stock to deliver with substantive info about the property, along with your contact info.

� Features and amenities sheet about the property, on heavy card stock.

� A list of all of the ‘detached’ homes for sale in that zip code, regardless of size.

� A list of all ‘Attached’ homes for sale in that zip code, regardless of size.

� A CMA for the subject property – you need to be able to give a clear idea as to “Fair Market Value” for the subject – Have the appraisal available to hand out if the seller had one done prior to listing.

� Be sure you have a complete sales packet ready to write an offer, in case someone wants to buy at the open house.

1 Day Prior to Open� Stock your vehicle on flashlights, Kleenex, napkins,

water bottles, fold up table and chair, dog bisquits, air freshener, open house food items (cookies, etc.), pepper spray, balloons, business cards, loan information.

� Alert seller and listing agent (if not your listing) if it looks like the weather is going to be bad and you believe it is to the sellers and your best interest to cancel the open house.

2-3 HOURS PRIOR TO OPEN� Make sure the location is accessible for lots of signage

leading people to the house.

� Usually over half of our traffic comes from the signage we place out on the road leading people to the open house.

� Use the large signs, so they are easily seen.

� Make sure the signs have the Day and Time on them so people know when it is open.

� Use Open House Flags in front of the House.

� Purchase Balloons for the Open House and put on the sign and railings in front of the open house.

SIGNAGE LOCATION: 15-30

Open House Sign

OPEN HOUSE FLAGS

� Agents must always have a card table and chairs.

� The table should be set up a few feet from the front door inside. The goal is to create a barrier so buyers cannot walk straight into the house.

� Remember, you are auditioning for potential sellers in the neighborhood coming to look at the competition.

� You are the professional and are in charge of this home. Therefore you get to choose who you allow through the front door.

� If a buyer does not want to sign in then you have the right to not allow them inside the home. If they are not going to cooperate up front, what kind of a client do you think they would be?

� On table should be:

� - A clipboard with a sign-in sheet. (I use an app on my computer to do it.)

� - An acrylic sign holder with a sign that says “Seller requests all visitors to sign in”

� - Flyer stand.

� - An acrylic sign holder with a sign that says “Don’t forget to ask us about our list of properties not yet on the market!”

� - 12 clipboards with surveys and pens.

1 HOUR PRIOR TO OPEN:

PREPARING FOR THE

� Before starting the open house – Set the Scene – lights and music on, doors and windows open.

� Hide prescriptions, money, guns, jewelry and any expensive items that could fit in purses or pockets.

� Have useful information for buyers on the marketplace and current articles from major real estate news sources.

� Always have company info. as well as buyer and listing consultation materials.

� Dress and look professional, smile and introduce yourself. Be polite and positive.

� DO NOT BE ON YOUR CELL PHONE. (Stand Up and Engage with them).

How to Get Contact Information from an Open House Lead Every Time:

� Many buyers will give fake info on the sign-in sheet or scribble their information so we can’t decipher what it says…this is OK! (I will fill it out on my computer to do it.)

� The goal of the sign-in sheet is to let them know you are in charge!

� As you greet the lead, you can ask them to fill out a survey of the home so you can share the feedback with the seller.

� Do this while you are handing them the survey sheet.

� When the lead is done touring the home and is about 10—20 feet from the front door, this is when you want to intercept them and retrieve the survey. You will then quickly look down at the survey and if there is something they rated at less than a “10”, you can now ask:

� “I noticed you rated the floorplan at a “5”…what would it need to have to be a “10”?

� The might respond: “We need a bedroom downstairs”.

� “Great, I’m glad you shared that with me because I do know of another home in the area that does have that feature…in fact, why don’t I send it to you…what is the best email for you? Great, and let me get your phone number as well just to make sure you receive the email, what’s the best number?

Survey At Open

Asyoupreviewthishome,pleaseratethefollowingitemsonascaleof1to10.1indicateswheremostimprovementisneededand10indicatesthatno

improvementisneeded.ConditionOfTheInterior:1 2 3 4 5 6 7 8 9 10ConditionOfTheExterior:1 2 3 4 5 6 7 8 9 10LocationOfTheHome:1 2 3 4 5 6 7 8 9 10UpgradesInTheHome:1 2 3 4 5 6 7 8 9 10FloorPlan:1 2 3 4 5 6 7 8 9 10Price:1 2 3 4 5 6 7 8 9 10Iamlookingtobuy:_____1-3months _____3-6months _____6-9months _____9-12+monthsIamlookingtosell:_____1-3months _____3-6months _____6-9months _____9-12+months

Scripts� We don’t want to sign in:

� – I can appreciate that….it just lets the seller know I’m doing my job. (say it with a smile as you extend a hand towards the sign in sheet)

� We still don’t want to sign in:

� - I can promise you I am not going to spam you. I’m sure you can understand why the seller would require us to track all visitors in their home.

� I’m still not signing in:

� - Unfortunately, I’m not able to let you in the home...tell me...how did you find out about the open house? Do you have a home you are looking to sell as well?...prequal and convert!

Making the Most of Your Open House Downtime

� Follow up and reach out to recent clients and/or sphere of influence. Either call, email, or write a note. Your client database is your most valuable source of business.

� Expand your education via webinars or online continuing education. You can obtain many certifications and take classes online during quiet open houses.

� Fine-tune your expertise with social media marketing. You can do blog posts, post new photos, tweet, post to Instagram, Facebook, and even make videos of the house you are holding open.

� Follow up with the buyers who did come by the open house right away. If they left an address or email address, thank them for coming. Carry thank you notes in your open house kit so you can write them right away.

� Use that time for planning and goal setting. Every quarter you can schedule your time and block out meetings, classes, appointments, closings, plan marketing, and the occasional day off. Your goals for the quarter and year should be clearly defined and have an action action plan to achieve them.

IMMEDIATELY AFTER OPEN� Shutting down – close doors and windows, turn off

lights and music and blow out any lit candles.

� Contact the listing agent with a report as to how the open house went.

� Leave the Sellers a hand written note Thanking Them for allowing the open house.

� Take Video of Yourself to Send People that came to Open. Thank them for coming, (let them know if they won the prize if one is offered), let them know you will touch base.

FOLLOW-UP� Email top prospects with teaser emails with your info. by 7pm

the day of the open house.

� Follow up with all prospects. Conclude follow up by the following procedure:

� Day of Open House: tickler email with “Great Opportunity To Take Advantage of”

� Next Day Call Prospect to make sure they received the Email

� Set up Initial Buyer Consultation – takes 1 hour, get buyer broker rep signed. Goal is to set up this appointment.

� Repeat, Repeat, Repeat until you have an appointment, stop this after 20 attempts.

ONCE UNDER CONTRACT� Send every neighbor that has an expired, cancelled

listing the mls sheet showing pending.

� Call back attendees and let them know it is under contract and see if you can help them with another home in the area. Let them know if you have gotten another listing from the people you met.

Where to Find Open Houses:� Hold your own inventory open. It doesn’t matter how long it’s been on the market or how many

times you’ve held it open, you never know who might walk through the door.

� Hold your team’s inventory open.

� Hold a listing in your office open.

� Still can’t find one? Look in your area, pull up the vacant listings and call the agents. 1 out of 10 will let you hold their listing open.

� Call a FSBO and offer to hold it open: Hi! My name is _________ with EXP Realty! I see that you are selling your house! The reason for my visit is NOT to list your property. May I ask you a couple quick questions about your house? Tell me about your house? How soon do you need to move?

� May I ask how the activity has been so far? (Showings/offers) I’m curious- If I were to bring you a buyer, would you be willing to offer a commission? You know, we are finding that in this market, Open Houses are a GREAT way to get exposure for your property. Obviously you know, it can be little awkward to host your own Open House, right? Well, if it would be helpful, I’d be more than happy to hold your Open House for you! That way, I can professionally set it up, inform your neighbors to help find potential buyers, and I can also share all of the feedback AND list of the people that came through directly to you. Do you feel that would be beneficial?

� If no: I can appreciate that. May I ask if anyone is helping you find your next home? If they decline: I’m glad to hear that you’re taken care of! One final thing... My true intention would be to find a buyer specifically for your property. To best serve my clients, I’d like to know of all the properties that are on the market...not just the ones in the MLS. How about we do this: Let’s take a tour of your house and I can get a good idea to see if this property is one that my clients would be interested in. Sound good?

Script� From a seller:

� We don’t want our listing held open.

� - I completely understand where you are coming from. Can I explain why they can be so beneficial to you? When we advertise that we are holding your listing open, it notifies all the buyers who have saved your listing as a favorite on the MLS; as well as all the web portals like zillow, trulia, etc and lets them know it’s going to be held open. This is an excellent way to urge buyers to come see your listing. How great is it if we can group many of the showings to happen on Sunday rather than bothering you all week with showings?