How To Leverage Open Houses To Drive More Leads

Hey everyone and welcome back. So recently with Tribe, I've been focusing a lot on topics related to content marketing. And just in case you missed it, over the past couple weeks I've shared things like a full 30 day content calendar for you all to swipe along with a GPT that can actually help generate all your blog content for you. Now for this week, I want to circle back to that original 30 day content calendar and dive further into a strategy that I really, really loved. And that's the open houses of the week. And the reason why I love this strategy is because it's value driven, it's actionable, and it doesn't feel like just one big sales billboard, which we all know are the things that are needed in order for your audience to actually listen to you and engage. So for this week's video, here's what we're going to be going over. First, I'm going to share a little background on this strategy and how one of our clients is already succeeding with it. Then we're going to touch on all the items that you'll need to set up on your website, after which I'm going to show you how to create the videos you need for this strategy before wrapping everything up with all the ways you can distribute this offering to almost guarantee a win. Now to get us started here, let's first take a look at how Dave and his brokerage Cummings & Co. Is marketing their open houses. So if you look at their website, they've made open houses its centerpiece and they've done a really great job at positioning themselves as not only the go to resources for people to check out their brokerages open houses, but for all open houses in the markets they serve. And this offering doesn't just stop at their website, it's really become the core of all their marketing efforts because as a brokerage they use this strategy on social media and emails and as a piece of pillar content that their agents leverage every week as well. Now, even if you don't have as many personal open houses as coming to co to market, that actually can work in your favor. This is because you probably serve a more specific audience with a tighter geo footprint, which means you get to curate something that feels even more unique and personal to them. So that's exactly what we're going to be focusing on today. Creating a list of open houses that your audience won't find anywhere else. Now in order to do this, it all starts with your website and a saved search. When it comes to creating this search, I want you to Focus on narrowing down the open houses to be more specific to what your audience is interested in. So the price points, the areas, the features and once you have that saved search created, next you're going to want to take it and add it to a page on your website that also includes things like a description, a call to action to a newsletter subscription for like the open houses of the week, and finally on the listings themselves. You'll also want a CTA to schedule a private tour and maybe force registration enabled there as well to help with conversions. And oh and before I forget, you also want to make sure that this page is in a prime spot inside your navigation as well to drive the most eyeballs you possibly can to it. Now once that page is all set up, the other thing that you might consider creating is a simple lead page for it as well. If you are considering to run some PPC campaigns for this strategy, even if you typically use things like Facebook lead forms, it's still a good idea to have this set up so that you can more easily A B Test okay, so we got that set up and out of the way. Now it's time to create the content that is going to help you distribute this value. And as I mentioned, in that 30 day content calendar every Monday I want you to scan the hot sheets, pick a few standout properties for your saved search and record a quick video about them. So to start, these can just be a simple 60 second talking head style video covering what you think people will love the most about each of these listings where they can find them shouting out that open house of the week and of course offering a private tour if that person wishes to do that instead. But if you really want to step up your game here when it comes to recording these videos, actually go to one of the properties with permission of course, and film there giving a quick tour along the way. And it's not like this needs to be super high production in order to it be valuable to your audience. Jordan Silver is a great example of this. He just narrates a as he walks through these properties like you're touring it with them right then and there. But with that being said, I do still feel it's important to share your face at least at the start and the end of the video to get some of that face to face time with your audience. All right, now that we got the video out the way, we can start distributing the value. And the first thing that you're going to want to do is of course post it on platforms like Instagram and TikTok when doing this, just make sure you're creating an optimized description for each post that also cites the listing agents if needed. And of course include a link to your bio to that saved search page where they can find all the listings on your website. Then you should focus on creating a drip to send out to your buyer database and anyone who subscribed to that newsletter. I actually created a GPT that can just help write this for you because you have to remember here that with this drip you want to ditch the generic newsletter feel and instead send out something that is a little bit more personal as if you're writing that email specific to that buyer in mind. Then finally, if you are deciding to run some ad, I suggest working with a trusted PPC expert so companies like Street, Text Driven Leads and Deputy can all make sure that you get the best ROI from your ad spend. Now there is also one other tip that I do want to mention here and that's to be proactive. You don't just have to wait for your audience to come to you. This is a piece of content that you can use to win in any interaction, both online and offline. So respond to comments, engage with people in your DMs, keep your pulse on Facebook groups and subreddits. If you see an opportunity through a conversation you're having, use it. Because the bottom line here is that a win is almost guaranteed. It's if you put in that little extra effort. With that being said, I think that wraps this kind of strategy up. But before we go, I do want to make this real. So again, step one is to go to your website, set up your safe search page and put it in a prime spot inside your navigation. Step two is to build out a simple lead page. If you plan on using PPPC ads. Step three is to create your first open house of the week video or Open Houses of the week video with Whether it's a simple talking head style one or a full on property tour, just start with whatever you feel you can manage best. Step four is to post it all on social media. Send that drip dot, launch that PPC campaign and be proactive with your audience. And finally step five Rinse and repeat every single week. Consistency is the key here. And that's it. Thanks again for watching. If you have any questions, don't hesitate to reach out. Otherwise I'll see you on the next one.