Open House Buyer Campaign

INTRODUCTION

This blueprint provides a structured approach for DealTrail real estate agents on how to maximize the potential of open house events by capturing buyer information, engaging them immediately, and nurturing them effectively afterward. By leveraging automation tools and personalized follow-ups, agents can create a seamless experience that builds trust, keeps buyers engaged, and helps close more deals.

Open houses present an invaluable opportunity to connect with prospective buyers and leave a lasting impression. This guide ensures that every attendee is captured as a lead, receives timely follow-ups, and is guided through a tailored nurture sequence to convert interest into action.

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TOOLS NEEDED

• DealTrail App: for managing contacts, messaging, form building and automating workflows.
• Devices: Tablet or laptop for collecting sign-ins at the open house.

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WORKFLOW

Preparing for an Open House

The success of your Open House Buyer Campaign hinges on meticulous preparation. A well-thought-out setup ensures every lead is captured efficiently and accurately, setting the stage for smooth follow-ups.

Building the Open House Sign-in Form

The open house sign-in form should balance simplicity with effectiveness, capturing only the most essential information to avoid overwhelming attendees.

Follow these steps on how to build them on the DealTrail App:

1. Go to Sites → Forms → Builder in the left-hand menu.
2. Click "Add Form": Choose a blank template or modify an existing one.
3. Make sure the following fields are added:
   • First Name (required).
   • Last Name (required).
   • Phone Number (required).
   • Email Address (optional but recommended).
   • Custom Fields: Add fields like "Are you working with an agent?" or "What are your timeline for buying a home?"
     • Refer to this article on how to create additional custom fields.
4. Design the Form:
   • Use drag-and-drop to rearrange fields.
   • Add a heading (e.g., “Welcome to [Property Address] Open House”) and a short description.
   • Make sure to have a checkbox field for terms/consent, like “I agree to receive communication from [Your Company].” (this will be further discussed in the 
5. Save and Publish: Name the form (e.g., "Open House Sign-In for 123 Happy St") and save it. Generate a shareable link or embed code for use at the open house.

Double-checking your custom fields and templates to align with property details prevents missteps that could make follow-ups feel impersonal. Preparation done right is your foundation for building trust and engagement.

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Setting up Primary Automation

Timely communication is critical in converting open house attendees into engaged leads, and automation makes this possible. Properly configured workflows ensure your attendees receive instant and relevant follow-ups, keeping your communication professional and prompt.

SMS Notification Upon Sign-In and After the Event

1. Go to Automation: Navigate to Automation → Workflows in DealTrail.
2. Create a New Workflow: Start with a blank workflow.
3. Add Trigger:
   • Trigger: Form Submitted.
   • Select the form you created earlier (e.g., "Open House Sign-In for 123 Happy St").
4. Add Action:
   • Action: Send SMS.
   • Use a pre-made template you have, or type in one in the space provided.
5. Add Delay Timer:
   • Action: Wait.
   • Set delay for 3-4 hours after the open house ends.
6. Add SMS/Email Actions:
   • Action 1: Send SMS.
     • Use a pre-made template you have, or type in one.
   • Action 2: Send Email (optional)

 

Sample templates (After Sign-up):

• Hi [First Name], welcome to [Property Address]! Let me know if you have any questions while touring. Enjoy the open house! -- [Agent Name]
• Hi [First Name], welcome to the open house at [Property Address]! Let me know if you’d like more info about the home. Enjoy your visit!
• Hi [First Name], thanks for signing in! Explore [Property Address] at your pace, and feel free to ask any questions. I’m here to help.

Sample templates (After Event):

• Hi [First Name], welcome to [Property Address]! Let me know if you have any questions while touring. Enjoy the open house! -- [Agent Name]

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Setting up Follow-up Automation

Timely communication is critical in converting open house attendees into engaged leads, and automation makes this possible. You can extend your primary open house automation with these actions to further streamline your process.

1. Create a New Workflow or Edit the Primary Workflow you have for the Open House Sign-In
2. Add Delay Timer:
   • Action: Wait.
   • Set delay for 20 hours after the open house ends or more if necessary.

Add If/Else Statement

This branch serves to customize your automation based on certain custom fields added to the Sign-up form. In this case, let's use "Are you working with an agent?" and "What are your timeline for buying a home?".

1. Leads Already Working with an Agent

Objective: Establish value without being intrusive. Position yourself as a resource in case they reconsider their agent.

Follow-Up Workflow:

1. Day 1: Send a thank-you email:

   • Topic: "Thanks for Attending [Open House Address]!"
   • Highlight key property details and offer additional information if needed.

2. Day 7: Send a market update email:

   • Topic: "Here’s What’s Happening in Your Neighborhood Market."
   • Provide local real estate trends and stats, keeping them informed.

3. Day 30: Send a general resource email:

   • Topic: "Tips for Navigating the Home Buying Journey."
   • Share helpful tips on buying, such as understanding contracts or financing options.

4. Frequency After Month 1: Monthly follow-ups:

   • Topics: Market updates, neighborhood highlights, or industry news.
   • Focus on maintaining a soft presence rather than aggressive pitching.

 

2. Not Working with an Agent – Buying in Less than 3 Months

Objective: Prioritize consistent, high-frequency follow-ups to capture immediate interest and secure a client relationship.

Follow-Up Workflow:

1. Day 1: Send a thank-you SMS and email:

   • Topic (SMS): "Thanks for visiting [Open House Address]! Let me know how I can help with your home search."
   • Topic (Email): Recap of the open house with property details and similar listings.

2. Day 3: Send a listing email:

   • Topic: "Homes Like [Open House Address] You Might Love."
   • Showcase properties that match their preferences.

3. Day 7: Send a call-to-action email:

   • Topic: "Let’s Schedule a Home Tour This Week!"
   • Offer to show them additional homes or assist with financing.

4. Frequency After Week 1: Twice per week for the first month:

   • Topics: Listings, market trends, or upcoming open houses.
   • Include a strong CTA in every message (e.g., "Book a Call" or "View This Property").

5. After Month 1: Weekly follow-ups:

   • Topics: Price reductions, new listings, or testimonials from happy clients.

 

3. Not Working with an Agent – Buying in 3-6 Months

Objective: Keep their interest warm with bi-weekly follow-ups, focusing on market trends and readiness tips.

Follow-Up Workflow:

1. Day 1: Send a thank-you email:

   • Topic: "It Was Great Meeting You at [Open House Address]!"
   • Offer to answer questions about the property or the home-buying process.

2. Day 7: Send a resource email:

   • Topic: "Preparing to Buy in 3-6 Months? Start Here."
   • Share tips on budgeting, pre-approvals, and timelines.

3. Frequency After Week 1: Every 2 weeks for 3 months:

   • Topics:
     • Market updates: "How Interest Rates Are Shaping the Market."
     • Buyer readiness: "Your 3-Month Home Buying Checklist."
     • Listings: Highlight homes fitting their preferences.

4. After Month 3: Monthly follow-ups:

   • Topics: Financing options, seasonal market trends, or success stories from clients.

 

4. Not Working with an Agent – Buying in 6-12 Months

Objective: Build trust and nurture interest with monthly updates and educational content.

Follow-Up Workflow:

1. Day 1: Send a thank-you email:

   • Topic: "Thanks for Stopping by [Open House Address]!"
   • Provide a link to view the property details or similar homes online.

2. Day 14: Send an educational email:

   • Topic: "The Home-Buying Process: What You Need to Know."
   • Focus on long-term preparation, like saving for down payments or credit improvement.

3. Frequency After Week 2: Monthly follow-ups:

   • Topics:
     • Market trends: "What to Expect in the Market Over the Next Year."
     • Buyer education: "How to Get Pre-Approved for a Mortgage."
     • Seasonal tips: "Why Spring/Fall Could Be the Best Time to Buy."