TRAINING RESOURCE GUIDE
HOSTING AN EFFECTIVE OPEN HOUSE
HOSTING AN EFFECTIVE OPEN HOUSE
A STEP-BY-STEP GUIDE
PURPOSE OF AN OPEN HOUSE
An Open House is more than a showing — it’s a strategic opportunity to:
• Showcase and sell the home.
• Meet active buyers and potential sellers.
• Grow your database and expand your sphere of influence.
• Establish your presence in a neighborhood.
• Get referrals.
• Increase your referral network.
• Practice buyer conversations in a low-pressure environment.
• Demonstrate activity and connect with your sphere.
CHOOSING THE RIGHT LISTING TO HOST Location
Select a home that does not require a lot of directional signs. Properties that are located in a high turnover area will generate more interest. Look for opportunities in an area you are familiar with, or an area you would like to break into. By consistently holding open houses in the same area, you will start building name recognition.
Time on the Market
New listings create immediate interest. Prospects who have seen most of the available homes wait for new listings to appear. A new listing will prompt a prospect to act.
Price
The home should be priced within market value. If buyers come to an overpriced home, they may suspect that all of your listings are overpriced.
TO
DAY
Open houses are typically hosted on either a Saturday or Sunday.
TIME
2-hour time blocks are the most common. It is recommended to host between 1:00pm - 3:00pm or 2:00pm - 4:00pm.
Consideraddinga hour before start time.
MARKETING THE OPEN HOUSE
ThesuccessofyourOpenHouserestswithyou. It takes more than a sign and a hope — it takes action. With the right promotion and preparation, you can turn curiosity into foot traffic and visitors into offers.
PROMOTE EARLY & OFTEN
• Place signs at the home and key intersections (obtain permission).
• Drop off flyers at local coffee shops or restaurants.
• Door knock or distribute flyers to the surrounding homes, using your discretion and prioritizing your personal safety.
• Post consistently on social media before and day-of.
• Email your Sphere of Influence and active buyers.
• Flag the MLS listing, indicating the date and time of the open house.
• Send eCards, direct mail, or make calls to local apartment renters and neighbors, after checking the National Do Not Call List.
WHAT IS THE SELLER’S ROLE IN PREPARING THE PROPERTY?
Inform the sellers that it’s in their best interest not to be present during the Open House. Coordinate with them in advance to schedule the event, and kindly request that they make arrangements to be away during that time.
HOME PREPARATION CHECKLIST GETTING READY TO SHOW & SELL
Setthestageforagreatfirstimpressionwiththis room-by-roomguide.
GENERAL TIPS FOR THE WHOLE HOUSE
• Give your home a thorough clean – floors, surfaces, and corners included.
• Swap out any broken or dim light bulbs for bright, neutral-white ones.
• Make sure all light switches and outlets are working properly.
• Dust blinds, ceiling fans, and hard-to-reach areas.
• Open the curtains or blinds to let in natural light.
• Neutralize odors with baking soda, diffusers, or a clean linen scent to help the home feel fresh and inviting.
• Touch up any wall scuffs or nail holes where possible.
• Tuck away valuables and anything fragile.
• Remove or secure pets during the open house.
• Hide garbage bins and take out any trash.
• Store away personal items and photos.
HOME PREPARATION CHECKLIST
GETTING READY TO SHOW & SELL
BEDROOMS
• Make all beds neatly with smooth, tucked-in linens.
• Keep closets tidy and clutter-free.
• Store away toys.
• Use neutral bedding and minimal decorations.
BATHROOMS
• Put away all personal items on the counter –keep it clean and clear.
• Clear out the medicine cabinet.
• Organize under the sink and linen storage areas.
• If the shower curtain looks tired or stained, swap it out.
• Use fresh towels in a neutral color and put away bath mats.
• Close the toilet seats.
KITCHEN
• Keep countertops clear
• Organize pantry and cabinets.
• Wipe down all appliances – inside and out.
• Clear the fridge of magnets, photos, or personal notes.
• Take out the trash and put away the can.
LIVING & DINING ROOM
• Declutter shelves, coffee tables, and mantels.
• Turn off TVs and hide remotes; tuck away loose cords.
• Set the dining table with a simple centerpiece or a few place settings.
EXTERIOR CURB APPEAL
• Mow the lawn and tidy up landscaping.
• Sweep the driveway and porch.
• Wipe down the front door and clean the entry area.
• Touch up peeling paint and clean porch railings
• Make sure all exterior lights are working.
• Put out a clean welcome mat.
• Move vehicles out of the driveway to give visitors a clear view.
AGENT ROLE IN PREPARING FOR THE OPEN HOUSE
WHAT YOU SHOULD KNOW BEFOREHAND
Prepare yourself with key details about the property�
Property Information
Be ready to answer potential questions about the property.
Market Information
Stay informed with the local area’s real estate market. Be prepared to answer questions.
Local Comparables
Be knowledgeable about comparable properties in the area.
YOUR OPEN HOUSE KIT
All the supplies you’ll need for setting up and hosting a smooth, professional Open House.
• Property flyer or feature sheet (print and digital).
• Business cards.
• Working With Real Estate Agents (WWREA) brochure.
• Buyer information packets (brokerage information, Prosperity affordability flyer, homebuying steps).
• Market Snapshot or CMA for the neighborhood.
Signage & Visibility
• Open House signs. Check with Managing Broker about local ordinances around signage.
• Balloons or small flags (optional).
• Yard sign rider (1:00 – 3:00, etc.).
Engagement & Tools
• Guest sign-in sheet or tablet with CONNECT Open House App — consider optional fields for feedback on price, condition, and overall appeal.
• Pens and notepads.
• iPad or smartphone with MLS Touch app ready.
• Calendar or scheduling app to book follow-ups.
Prep & Clean-Up
• Paper towels or microfiber cloth.
• Windex or quick-surface cleaner.
• Subtle air freshener or odor eliminator�
• Trash bag.
• Folding chair if it’s a vacant home.
Optional Extras
• Light refreshments if approved by seller.
• Doorstop.
• Portable charger for your devices.
• Bluetooth speaker to play music.
• Copies of Residential Property Disclosure, Mineral, Oil and Gas Disclosure, and LeadBased Paint Disclosure if applicable.
• Small toolkit containing essentials such as scissors, screwdrivers, tape, etc.
SETTING UP THE OPEN HOUSE
BEFORE THE FIRST GUEST ARRIVES
q Place directional signs at key intersections and corners, obtaining permission when needed.
q Set out Open House sign and balloons/ flags in front of home.
q Ensure the home is tidy inside and out (remove clutter, straighten pillows, spot clean surfaces).
q Secure pets in a confined area or ask the seller to remove them for the duration.
q Open all curtains, blinds, and shades to allow in natural light.
q Turn on all interior lights – including lamps and under-cabinet lighting.
q Play soft background music (optional but helps set a comfortable mood).
q Close the garage door and ensure all cars are moved from driveway and in front of the home.
q Unlock all doors, including side gates or backyard entries if applicable.
OPTIONAL (WITH SELLER PERMISSION)
q Set out light refreshments (bottled water, cookies, mints).
q Light a subtle air freshener or candle (avoid strong scents).
MARKETING MATERIALS & TOOLS
q Add 2 – 3 sample names to the guest sign-in sheet to encourage others to sign.
q Set out your marketing materials: property flyers, business cards, neighborhood information, MLS printouts, and Prosperity Home Mortgage co-branded flyer with affordability calculator.
q Have the home pulled up in your MLS app (e.g. MLS Touch) for quick info.
q Have copies of the WWREA disclosure on hand.
q Bring Buyer Packets, but keep them set aside to offer selectively when you connect with a serious prospect.
FINAL PREP BEFORE OPENING UP
q Do a quick walkthrough before the start time to catch any missed details.
q Check for trip hazards (loose rugs, cords, etc.).
q Review key features of the home and neighborhood so you’re prepared to speak confidently.
q Breathe. Smile. Be welcoming and professional – it sets the tone!
PROFESSIONALISM & SAFETY
• Never advertise a property as vacant. This can invite unwanted attention and pose unnecessary risk.
• Use the buddy system when possible. Co-host with another agent or trusted colleague, especially in larger or unfamiliar homes.
• Check phone signal strength ahead of time and keep your phone and keys with you at all times. Program emergency numbers into speed dial.
• Establish and memorize multiple exit routes from each level of the home. Ensure doors and gates aren’t locked in a way that would block a quick exit.
• Avoid entering attics, basements, or enclosed areas where you could be trapped or have limited visibility.
• Position your workspace near the front entrance for maximum visibility of arriving guests and quick access to the exit.
• Have all visitors sign in — collect full names and contact information. This is useful for both safety and follow-up.
• Walk behind guests as you tour the home. Direct them verbally rather than leading — e.g., “The kitchen is on your left.”
• Check in with a designated contact hourly. Let someone know where you are, and ensure they’ll check on you if you miss a check-in.
• Give every visitor a consistent and professional experience. Be mindful of Fair Housing laws and avoid assumptions about who may or may not be a qualified buyer.
HOSTING THE OPEN HOUSE
• Greet visitors with warmth and confidence as they enter.
• Ask them to sign in.
• Allow them to tour freely or give them a guided tour.
OPEN HOUSE QUESTIONS FOR ATTENDEES
Usetheseconversationalpromptstobuildrapport,uncovermotivation,andqualifypotentialleads.
The most inviting way to respond to their questions starts with -
“Would it be helpful if…”
• I shared some market stats with you?
• I shared more about the neighborhood?
• I offered you a quick snapshot of activity to stay up to date on what’s happening in the market?
• I set you up to receive alerts of other potential properties?
• If I offered you a real estate review?
“Do you have a Buyer’s Packet?”
• Would it be helpful if I gave you one?
• If they say yes:
• “If you do not mind; it would be helpful if you could please provide your contact information so that I may track open house attendance.” Provide a copy of the Buyer’s packet.
OPEN HOUSE QUESTIONS FOR ATTENDEES
GETTING TO KNOW THEM
REMEMBER-Beforeexchanginganyconfidential information,youmustreviewtheWorkingWith RealEstateAgentsdisclosure.
• Are you currently working with a real estate agent?
• How long have you been looking for a home?
• What’s your ideal timeline?
• Are you currently renting or do you own your current residence?
MOTIVATION & PREFERENCES
• If you could wave your magic wand, what would your dream home look like?
• Are there any dealbreakers for you?
• Have you seen any properties that you have liked recently?
SEARCH PROCESS
• Which areas are you most interested in?
• How are you currently searching for homesZillow, agent, online tools?
• Would it be helpful if I sent you updates on new listings that match your criteria?
FINANCING
• Have you spoken to a lender yet?
• Do you have questions about the financing process?
• Would it be helpful if I had my mortgage consultant reach out to discuss what works for you? They were ranked #1 by JD Power Associates for customer service over all other mortgage providers.
LAYING GROUNDWORK FOR FOLLOW-UP
• If something came up in this area that checked all your boxes, would you want to know about it right away?
• Would you like for me to send you a few options that align with what you’re looking for?
• For interested buyers: “Can you see yourself living here?”
• If they say yes“That’s wonderful. At what price point would this home be worth it to you?” and then let them know you can write an offer up and present it on their behalf.
• If it’s not a match“What are you looking for?”
• Make notes and let them know you’ll send a list of homes that fit those criteria for possible future showings.
FOLLOWING
ENDING THE OPEN HOUSE
• Turn off the lights and make sure the house is in good condition.
• Make sure all the doors are locked and the home is secure.
• Leave your business card and a thank-you note for the seller.
• Call the property owner, or the listing agent if it is not your listing, and report the results of the Open House. This is crucial in preserving your relationship with the seller or the listing agent.
• Pick up all Open House directional signs and return to the office in a timely manner.
UP WITH ATTENDEES
• Send all attendees a thank-you email, text, or video by end of day (videos are great because it will differentiate you from other agents in the market). If you have their mailing address, send a personal note in addition to immediate email, text or video message.
• Set them up in BHHS Connect and add to Auto-Flow #newsletter, #marketupdate.
• Create a Search Alert in BHHS CONNECT for property search.
• Periodically send a follow-up about the market, interest rates, or things to do in the area.
• Keep tabs on the neighborhood in which you did the open house for at least one to two months afterward and send email/call prospects any new listings that hit the market.
• Continue to follow up with relevant information, along with personal emails and calls to stay top of mind.
OPEN HOUSE SCRIPTS
INVITING NEIGHBORS TO ATTEND
Hi, I’m [Your Name] with Berkshire Hathaway HomeServices [DBA].
I’m hosting an Open House just down the street at [address] this [day] from [time to time]. I’ll have some helpful information about the neighborhood market and would love for you to stop by and take a look.
If they say yes -
Great! I look forward to seeing you. Do you know anyone else who might be looking to move into the neighborhood? Ifyes,offertosharetheopenhouseinformationviatextoremail.
If they say no -
No worries at all. If you think of anyone who might be interested, feel free to pass along my card - and don’t hesitate to reach out if you ever have real estate questions.
REQUESTING YARD SIGN PLACEMENT
Hi, I’m [Your Name] with Berkshire Hathaway HomeServices [DBA].
I’ll be hosting an Open House nearby today and was hoping to place a directional sign at the corner of your yard. It would only be up for a few hours, and I’ll be sure to remove it afterward. Would that be alright?
If they say yes -
Thank you! And feel free to stop by - we’d love to have you. Do you know of anyone who may be thinking of buying or selling in the area?
If they say no -
I understand, but promise it will only be for about 3 hours in total and I’ll be sure to remove it right away. Iftheystillsayno - I appreciate your time and consideration and hope you have a lovely day.
OPEN HOUSE SCRIPTS
WELCOMING GUESTS
Hi there! I’m [Your Name] with Berkshire Hathaway HomeServices [DBA]. Welcome in.
Please sign in. The seller has asked all guests to register, and it also helps me follow up if you have questions afterward.
Make yourself at home as you walk through. Let me know if you have any questions along the way.
IF THEY DON’T HAVE AN AGENT
Are you currently working with an agent?
If not - Sometimes having someone guide you through the process can make everything a lot simpler. If you’d like, we could set up a time to chat more about what you’re looking for and how I can help.
Would a quick meeting later this week work for you?
IF THEY’RE NOT READY YET
Totally understand - it’s a big decision.
If you’re open to it, I can set you up to receive listings that match what you’re looking for, and you’ll be the first to know when something new hits the market.
What is your email address?
IF THEY HAVE AN AGENT
That’s great! I hope your search is going well.
If I can ever be a resource, please feel free to reach out.
BEFORE THEY LEAVE
Thank you again for stopping by today. It was great to meet you.
Here’s my card - please don’t hesitate to reach out with any questions.
KEY TAKEAWAYS
• Strong attendance isn’t just luck — it’s a result of strategic planning and execution.
• The reason you are hosting an open house is to grow your sphere.
• Remember, you are also “interviewing” for potential listings with neighbors.
• Staying in touch is vital. Most business comes after the fifth - twelfth follow up.
FOR SALE BY OWNER
FOR SALE BY OWNER
CONVERTING INDEPENDENT SELLERS INTO CLIENTS
For Sale by Owner (FSBO) refers to a homeowner who decides to market and sell their property without the help of a real estate professional. While many start out confident that they can handle the process on their own, most eventually realize how much is involved in pricing, marketing, negotiating, and closing a sale. That’s where you come in — as the approachable, knowledgeable professional they can trust when they’re ready for support..
WHY YOU SHOULD NOT RULE OUT FSBOS
These sellers are already motivated to sell — they just haven’t partnered with an agent yet. Many will eventually list after weeks or months of trying on their own. Your goal is to be the first person they think of when they’re ready to make that change. Converting for sale by owners matters because:
• You can often help them net more money than they could on their own.
• You’re building a future pipeline of clients who may be ready sooner than later.
WHAT THESE SELLERS ARE THINKING
FSBO sellers usually believe selling a home is straightforward – probably even easier than it really is. Most don’t realize how much behind–the–scenes work goes into a successful sale. They often don’t see the value of a real estate professional until their efforts fall short.
ReasonsaSellerMightChoosetoListWithout anAgent:
• Want to save money on commission.
• Frustration from past experiences with agents.
• Lack of trust in the industry.
• Testing the market without urgency.
• Confidence they can do it themselves.
• Belief they have plenty of time to figure it out.
YOUR APPROACH
Your role isn’t to push or pressure. Instead, focus on being helpful, consistent, and professional. When the seller is ready, you’ll already be positioned as the trusted resource who can get them to the finish line.
On average, 90% of sellers sold with the assistance of a real estate agent. Approximately only 6% were For Sale by Owner sales, an all time low.
For Sale by Owner homes typically sell for less than the selling price of other homes. In 2023, FSBO homes sold for a median of $380,000, while agent-assisted homes sold for a median of $435,000.
63% of all For Sale by Owners did not actively market their home.
MANAGING EXPECTATIONS
These sellers don’t realize how much goes into a successful sale – especially around legal requirements, financing, and realistic pricing. They might get plenty of showings early on, but without knowing how to qualify buyers or negotiate effectively, they can end up frustrated.
WHERE TO FIND THESE LEADS
• For Sale by Owner websites.
• Local classifieds.
• Yard signs spotted while driving different routes.
• Word–of–mouth or referrals.
WATCH FOR SIGNS THAT THE SELLER IS READY TO WORK WITH YOU
• They’re asking more questions.
• They’re open to longer conversations.
• They’re inviting you to see the property.
• They’re open to scheduling a follow-up meeting.
WHAT TO SAY & DO
Your first goal isn’t to “get the listing” – it’s to offer help, stay top–of–mind, and earn trust.
FIRST CONTACT GOALS
1. Ask to preview the property.
2. Offer help – no pressure.
3. Request to stay in touch.
4. Ask for an appointment when the time feels right�
MANAGING EXPECTATIONS
WAYS TO CONNECT
• In person.
• By phone.
• With a short, personal note via mail.
If they say no to a preview, follow up with something useful – a note, market update, financing tip – and always include your contact information and a reminder that you’re here to help.
FOLLOW–UP THAT WORKS
Most agents give up. You shouldn’t.
For sale by owner sellers are often cautious or even skeptical at first, and that’s okay. Your consistency is what sets you apart. Follow up with helpful, relevant information such as market updates or tips for showing their home. Keep your tone friendly and professional, and stay in touch for as long as the home remains unlisted. Consistent, helpful communication shows your commitment and builds credibility.
MANAGING EXPECTATIONS
YOUR FIRST VISIT
Make a good impression by being positive and confident, but never pushy. Focus on connection over conversion, and try to determine their motivation.
• Be curious – ask thoughtful questions, both open and closed–ended.
• Listen more than you talk.
• Take notes.
• Don’t criticize their effort – acknowledge it.
• Build rapport and get a feel for their timeline and goals.
If your first visit is simply to preview the property, keep it just that. Don’t use the preview as an opportunity to launch into a marketing pitch or push for a listing appointment — doing so undermines trust and makes it appear your request wasn’t genuine. When the time feels right, you can ask for a future meeting where you present your marketing plan and pricing strategy.
THE SECOND VISIT
This is your opportunity to educate the seller and demonstrate how your services – and your brokerage – deliver real results.
• Walk them through your marketing strategy.
• Present your Competitive Market Analysis.
• Explain how you’ll position their home to sell effectively.
SAMPLE SCRIPTS
INITIAL CONTACT
Hi, I’m [Your Name] with Berkshire Hathaway HomeServices [DBA]. I noticed your For Sale by Owner sign and wanted to introduce myself.
REQUEST TO PREVIEW THE PROPERTY
As a real estate expert in this area, I pride myself on knowing the available inventory. Would it be okay if I stopped by briefly to preview your home?
LISTING APPOINTMENT ASK
Thisshouldnotbediscussedorrequestedduringyourfirstvisit.
I’d love to share my marketing plan with you – how we attract buyers, price effectively, and get homes sold. Would it be helpful if we set up a time to go over it together?
HELPFUL FOLLOW–UP MATERIALS
Provide resources that add value without pressure. These show what it looks like to work with a professional:
• Neighborhood or market reports — help them see how their property compares.
• Sample marketing flyers — a preview of your professional tools.
• Interest rate updates — position yourself as a market resource.
• Recent newsletters or mailers — examples of how you stay in touch with clients.
• Sample net sheet estimates — demonstrate potential financial outcomes.
• Seller prep checklists — help them get their home market-ready.
• Moving and packing checklists — practical support they’ll actually use.
QUESTIONS TO ASK
• Why did you decide to sell?
• What led you to choose the For Sale by Owner route?
• What do you see as your home’s best features?
• How did you decide on your asking price?
• What kind of marketing have you been doing so far?
• Have you thought about what you’ll do if your home doesn’t sell on its own?
• If you hired an agent, what qualities would matter most?
• Would it be helpful if I shared a report on local market activity?
• What would it take for me to earn your business?
COMMON OBJECTIONS –AND
HOW TO OVERCOME
THEM
1. Idon’twanttopayacommission.
Reframe: I understand wanting to save money. The challenge is that many buyers already factor commission costs into their offer when no agent is involved, so you may not save what you expect. With my marketing reach and negotiation skills, I often help sellers net the same - or even morethan they would on their own.
2. I’ve sold homes before – I can handle it.
Reframe: You clearly have valuable experience. My role is to manage all the moving parts –marketing, legal compliance, buyer qualification – so you can focus on your move, knowing every detail is handled.
3. I’mgettingplentyofinterestalready.
Reframe: That’s great to hear! Interest is a good start, but the real question is whether those buyers are qualified and making strong offers. My job is to turn interest into offers that deliver the best outcome for you.
4. I’mnotreadytolistwithanagentyet.
Reframe: That’s completely fine. Would it be helpful if I shared some market insights and tips in the meantime? That way, if you decide to list later, you’ll already have a solid plan to work from.
THE CONVERSION STRATEGY
1. Connect – Make a warm, no–pressure introduction and offer a small piece of value right away.
2. StayVisible– Check in consistently with useful information, not just “Are you ready yet?” messages.
3. BePresentattheTurningPoint– When sellers become frustrated or their offers fall short, you want to be the first - and ideally the onlyprofessional they call.
AGENT MINDSET FOR SUCCESS
• Be patient – For sale by owner conversion often takes weeks or even months.
• Stay helpful, not pushy – Many for sale by owners avoid agents because they fear aggressive sales tactics.
• Position yourself as a resource – Demonstrate that you can solve the challenges they’re likely to face.
When you approach for sale by owners with patience, consistency, and value, they stop seeing you as “just another agent” and start seeing you as the trusted partner they need to sell successfully.
EXPIRED LISTINGS
EXPIRED LISTINGS
TURNING DISAPPOINTMENT INTO OPPORTUNITY
An expired listing is a property that was listed in the MLS but did not sell during the listing period. These sellers have already invested time, money, and effort – often in photography, staging, and showings – only to see their plans fall short.
THE CASE FOR EXPIRED LISTINGS
These sellers remain motivated. They wanted to sell and, in most cases, still do. They have already shown a willingness to take action, and with the right approach, you can position yourself as the professional who helps them achieve the outcome they expected the first time.
WHAT SELLERS ARE THINKING
Expired sellers may feel frustrated, disappointed, or even embarrassed. Some may question the value of working with an agent or feel unsure about who to trust. ReasonsaListingMayExpire:
• Overpricing or unrealistic pricing strategy.
• Poor property presentation or staging.
• Limited or ineffective marketing exposure.
• Market shifts that weren’t addressed during the listing period.
• Weak communication or follow-through from the previous agent.
AGENT APPROACH
Approach expired sellers with empathy and professionalism. Listen carefully, acknowledge their experience, and avoid criticizing the prior agent. The goal is to build trust and understanding so they see you as the professional who can offer a new approach and a stronger chance of success.
SHAPING A NEW OUTLOOK
Many expired sellers believe their home should have sold simply because it was listed. What they often do not realize is that success depends on the right combination of pricing, presentation, marketing, and consistent follow-through. Even attractive properties can remain unsold if those elements aren’t aligned. Helping these sellers reset expectations and recognize what needs to change is essential to earning their trust and moving them toward a better outcome.
WHERE TO FIND EXPIRED LISTINGS
• MLS* – Check daily for newly expired homes.
• CRM – Track your outreach and follow-up consistently. *Associationrules–confirmwhenalistingisofficiallyexpiredbefore makingcontact.
WHAT TO SAY & DO
Your first outreach is about starting a conversation, building rapport, and positioning yourself as the professional they can turn to when they’re ready. It is not about winning the listing.
FIRST CONTACT GOALS
• Introduce yourself and acknowledge the time and energy they’ve invested.
• Offer support, not pressure.
• Ask a few questions to understand their needs.
• Suggest staying in touch and leave the door open for a future meeting.
WAYS TO CONNECT
• In person.
• By phone.
• With a short, personal note to be sent in the mail.
If they’ve already relisted with another agent, congratulate them and move on. Never criticize their choice.
YOUR FIRST VISIT
Your first in-person meeting is your chance to listen, observe, and build confidence with the seller. The goal is to understand what may have gone wrong before and show that you are focused on solutions rather than a sales pitch.
• Ask about their past listing experience and what they hope to achieve.
• Listen closely and take notes.
• Acknowledge the effort they have already put in.
• Avoid criticism of the previous agent.
• Learn their timing, priorities, and motivation.
• Suggest a future time to reconnect and continue the conversation.
THE SECOND VISIT
The follow-up meeting is your opportunity to demonstrate how a new approach can deliver better results. Keep the focus on solutions and clarity, not pressure.
• Share your Competitive Market Analysis (CMA) and highlight key insights.
• Outline your marketing plan in a clear, practical way.
• Address the challenges that kept the home from selling before and explain how your approach will resolve them.
This visit should leave the seller more confident that a fresh strategy can achieve the results they were hoping for the first time.
SAMPLE SCRIPTS
Initial Contact
Hello, this is [Your Name] with Berkshire Hathaway HomeServices [DBA]. I noticed your home recently came off the market and wanted to check in. I have some updates on what’s happening in your neighborhood and thought you might find them useful.
Acknowledging Their Situation
To end without a sale must have been disappointing after all the effort you put in. I’d be happy to hear more about what you hoped for and share some ideas on how to reach that outcome.
Request for a Visit
If you’re open to it, I’d like to preview the home. That way, I can share specific suggestions that may help generate stronger interest next time. This will allow me to provide specific recommendations that could help generate stronger interest in the future.
Follow-Up Meeting Ask
There’s no rush to make a decision. When you’re ready, I can put together an updated market analysis and strategy to show what a fresh approach could look like.
QUESTIONS TO ASK
• What were your original goals when you decided to sell?
• What do you believe kept the property from selling the first time?
• How was your experience with showings and the feedback you received?
• What qualities matter most to you in an agent going forward?
• How soon would you like to be back on the market?
• What would help you feel more confident about trying again?
• Would you like for me to share an updated market analysis to show how conditions have changed?
• Are there any specific concerns you would like addressed before relisting?
COMMON OBJECTIONS & HOW TO REFRAME THEM
The goal in handling objections is not to win the argument, but to reassure the seller that their concerns are valid and that you have a plan to move forward with confidence.
1. Idon’twanttogothroughthatagain.
Reframe: I understand. My process is designed to overcome the challenges that kept your home from selling and position it for success the next time around.
2. We’lljustwaitforthemarkettoimprove.
Reframe: It may feel safer to wait, but the market is moving. The right strategy can put your home in front of the buyers who are active now.
3. We’retakingabreakfromselling.
Reframe: That makes sense. I can send you occasional updates on nearby sales or market changes. You will be up-to-date when you’re ready.
4. Idon’ttrustrealestateagentsafterlasttime.
Reframe: I understand why you’d feel that way after your experience. My approach is to be clear, consistent, and transparent so you always know what’s happening and can feel confident in the process.
SELLERS
5. Thepricemusthavebeentheproblem.
Reframe: Pricing is important, but it’s just one piece of the puzzle. With the right balance of price, marketing, and presentation, we can make sure your home attracts buyers.
6. Wemighttrysellingitourselvesinstead.
Reframe: I understand the thought. Many sellers start that way, but it can be challenging to handle marketing, negotiations, and buyer qualification alone. My role is to make the process smoother and increase your profits.
7. We’vealreadyputsomuchtimeandmoney into this.
Reframe: I understand your concern. What you’ve invested can still work for you, and we can strengthen it with a few targeted updates.
ACKNOWLEDGE THEIR CONCERNS AND OFFER REASSURANCE WITHOUT PUSHING.
FOLLOW-UP THAT WORKS
HELPFUL FOLLOW-UP MATERIALS
Consistency is rare in follow-up, and that’s why it works.
Many agents reach out to expired sellers once and then move on. Trust, however, is built gradually.
By being a helpful resource instead of a salesperson, you set yourself apart and become the person these customers look to when they are ready to try again.
Provide resources that demonstrate your support and expertise without pressure, giving sellers a clear sense of what it looks like to work with a professional.
• Updated Market Reports – Highlight trends since their home was last listed.
• Competitive Market Analysis – Suggest adjustments for pricing and positioning.
• Sample Marketing Materials – Showcase new strategies you can use the next time around.
• Home Preparation Tips – Offer ideas for ways to improve showings and presentation.
• Buyer Demand & Financing Updates – Keep them informed on current activity and interest rates.
• Neighborhood Activity Reports – Show what has recently sold nearby.
THE CONVERSION STRATEGY
1. CONNECT
Lead with empathy and genuine conversation to open the door and build trust.
2. DEMONSTRATE VALUE
Share insights, resources, and observations that show how working with you will create a better outcome than before.
3. POSITION YOURSELF
Present a clear plan and explain why you are the professional who can guide them successfully this time.
AGENT MINDSET FOR SUCCESS
BE PATIENT
Building trust may take time, but consistency matters more than speed.
FOCUS ON SOLUTIONS
Use data, strategy, and clear steps instead of promises.
STAY PROFESSIONAL
Avoid negative talk about the previous agent or experience.
WHEN YOU SHOW UP WITH CARE, CONSISTENCY & A FRESH PLAN, SELLERS STOP SEEING YOU AS JUST ANOTHER AGENT & START VIEWING YOU AS THE PARTNER WHO CAN GET THE JOB DONE.