Need to Host a Virtual Open House?

When open houses just won’t work – like in many areas of the world right now and as RE/MAX, LLC is advising all brokerages to halt – it may come time to host a virtual open house instead. After all, homebuyers and sellers still need the expertise of a real estate agent to help guide them through available homes, of course, but also through the entire home-buying and selling process during this unprecedented time.

RE/MAX agents, ready to accommodate any situation thrown their way, took to Facebook recently to share their best practices for digital collaboration with one another. Here’s what they said.

Stick to a Schedule

Start planning now for future Facebook Live tours. It’s important the homebuyers are shown a property in its entirety, so although they can’t be there in person, they feel like they’re walking alongside you through the home.

“I would create an event with a scheduled live walk through and try to create a watch party,” says Victoria Jenkins, an agent with RE/MAX Peninsula in Virginia.

Work Out the Kinks

Drum up interest virtually just as you would in reality. Digital marketing, including e-flyers, help publicize the virtual event. Heather Holliday, a technology and marketing coach with RE/MAX Elite in Florida, suggests being prepared.

“Create a graphic for the event and make sure you won’t have issues going live,” says Holliday. “[Virtual open houses are] a great way to promote and engage with people while showing property and then you also have an engaging video afterward!”

Trial runs are crucial; make sure your video technology is running smoothly before the camera starts rolling. Potential buyers could be turned off by pixelated footage. Gary Kelley, an agent with RE/MAX Executive Realty in Massachusetts, warns that “[There’s] nothing worse than live-streams with a bad connection.”

Be as Descriptive as Possible

While a virtual open house solves the issue of showing the property without technically inviting anyone in, it does create challenges in helping potential homebuyers envision themselves living in the space. Similar to writing a listing description, be sure to use as many factual adjectives as possible. If a room features intricate woodwork, be sure to call attention to the detailed wainscoting or antique crown molding, for example.

Walk and pan slowly while describing the grains in the hardwood floor or the weathered granite countertops – remember, you want to sell the place, but not oversell it. It’s important that buyers are given a realistic impression of the home, just as they would if they were there in person.

Utilize the MLS

After creating an event link on Facebook, Angela Green, a real estate agent with RE/MAX Executive Realty in Massachusetts, recommends turning to a reliable source: the local MLS.

“Grab the event link and reverse prospect in MLS to make sure you hit the buyer agents,” Green says. “I think you’ll need to do a ton of legwork to make sure it’s getting out there though.”

RE/MAX News wants to know: How are you adjusting business during this time? Email news@remax.com to share your ideas.