So, is it worth it to advertise your listings by hosting open houses?

Many sellers demand that their agents have open houses. (Some of them think, well if you don’t have an open house, what the hell ARE you doing to cost me 5% of my sales proceeds?)

Lots of people think agents have open houses not to advertise the listings they already have, but as a way to find new clients – either buyers walking in, or owners poking around to see the competition is, before they list their own homes for sale.

What do you think?

Meanwhile, some agents are giving up on them, completely.

Downtown condo broker John Ford is celebrating the July 4th holiday in fitting fashion – by declaring independence from open houses.

At the same time, Ford is declaring his allegiance to YouTube, of all things.

Ford, who runs a thriving real estate shop selling high-end condos downtown and on Beacon Hill, hopes someday to say goodbye to open houses altogether. He argues they are increasingly ineffective and costly.

In a first step, Ford is cutting the number of open houses he holds each week in half – from four to two. Instead, he will post videos of the units on the popular YouTube Web site.

John Ford is pretty tech-savvy. He knows what he’s doing. If he thinks it’s a good idea to stop open houses, who am I to argue?

Source: Broker lets YouTube make pitch: Spurns open houses – By Scott Van Voorhis, The Boston Herald

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Updated: 1st Q 2018

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