In the 477th episode of the Mail Right Show, co-hosts Robert Newman (real estate SEO expert and founder of InboundREM) and Jonathan Denwood (WordPress master and founder of Mail-Right) break down open house marketing strategies that are actually effective in 2025.
With tech evolving rapidly, and buyer habits shifting toward voice search and short-form video, many agents are unsure whether open houses are still worth the effort. This episode not only says yes — they are — but gives you a full playbook on how to maximize ROI from your next one.
Whether you’re a solo agent, a growing team, or running multiple listings, you’ll learn how to blend old-school tactics with modern tech to generate real conversations, stronger leads, and real results.
Introduction
The real estate market in 2025 is crowded, competitive, and driven by both face-to-face interaction and digital content. As Robert notes, voice search queries like “open houses near me” are on the rise — and many agents are unprepared.
This episode makes the case that open houses remain one of the last real-world opportunities to meet prospects face-to-face. But to make it worth your time, you need a plan. Jonathan and Robert outline that plan, with everything from video marketing to neighborhood canvassing to local lifestyle content — all tied into SEO and lead capture.
Start With a Plan: Structure Your Open House Strategy
Before you promote anything, you need a plan. Jonathan kicks off the episode by reminding agents: “Open houses work — but only when you treat them like a business strategy, not a favor to the seller.”
Too many agents wing it and get nothing out of it. Others avoid open houses entirely, claiming they’re not worth the time. But the hosts argue the opposite: open houses, when done well, are one of the few ways left to connect with potential buyers face-to-face — and grow your email list, too.
The secret? A repeatable structure for every open house: goals, content, signage, follow-up, and local outreach.
Leverage Short-Form Video + SEO Tags for Search Visibility
Jonathan recommends shooting short-form videos for every open house — walk-throughs, sneak peeks, or just quick “Here’s the details” clips. But Robert adds the key layer: title and description SEO for voice search.
Voice search is booming. And search engines are now indexing local, human-created content — especially video. By including the date, location, and key features in your video title and description (e.g. “Open House: 123 Maple Ave, June 15 – 3BR/2BA – Call for Directions”), you increase your chances of being served in local voice search results.
Bonus: Tools like Google Business Profile and YouTube Shorts are especially useful for this.
Go Old School: Knock Doors with Purpose and Curiosity
Door knocking isn’t dead — it just needs to be smarter.
Robert shares his proven script: a 15-second, non-salesy pitch delivered as a public service. Something like:
“Hi, I’m Robert. We’re hosting an open house 5 doors down this Saturday. Just letting you know in case you want to see how your neighbors live.”
This curiosity hook taps into a universal truth: everyone wants to peek inside local homes. Combine that with a flyer or QR code linking to your digital guide or listing site, and you create a smooth bridge from offline to online marketing.
Jonathan emphasizes: this isn’t about selling — it’s about starting conversations. And that’s the foundation of real estate.
Become the Digital Mayor of Your Community
Want more eyes on your open house videos? Build an audience before you need one.
Jonathan and Robert agree that agents should aim to become “the digital mayor” of their area — producing short, informative videos about local businesses, neighborhoods, and lifestyle perks. This content builds recognition and trust.
Then, when it’s time to promote an open house, your followers are already listening.
Robert gives an example: create a video about your favorite local ski slope or coffee shop, and tag your open house as just a mile away. It turns casual viewers into real prospects — and your listing into a lifestyle opportunity.
Use Keyword Research to Frame Your Video Strategy
Yes, SEO still matters — but not just for websites.
Jonathan encourages agents to research what people are searching for on Facebook, Instagram, TikTok, and YouTube around real estate. Use those terms as the theme of your videos (e.g. “Best starter homes in Reno” or “Homes near top-rated schools”), and then naturally plug your open house within that video.
Robert adds: large language models like ChatGPT use context and bullet points to pull relevant data. The more structured info (price, location, nearby schools, property type) you include in your descriptions, the better your chances of ranking in local AI-powered search.
Offer Neighborhood Guides in Exchange for Real Contact Info
Too many agents complain that open house sign-ups are fake — but they’re not giving visitors a reason to share real info.
Jonathan suggests creating an evergreen neighborhood guide as a lead magnet. Print a sample page or two, and offer to email the full guide (with local videos and downloadable links) in exchange for real contact details.
Make it even better with a feel-good draw: let visitors vote for a local nonprofit you’ll donate to. This builds goodwill and increases sign-ups — while sending traffic back to your site or CRM.
Use Lifestyle Content to Support the Sale
Robert urges agents to think like buyers. After a conversation, prospects want more than just a listing link — they want context.
A quick landing page with videos about local schools, parks, walkability, or family-friendly amenities makes a big difference in decision-making. Create them once, reuse them forever. Even one dedicated content weekend a year can build a year’s worth of sales support material.
And if you’re building that connection in person? Mention these guides during the open house. “Want to know where to get the best coffee nearby? I’ve got a video on it — I’ll send it to you.”
Follow Up After the Sale: Use Momentum to Start New Conversations
The most underused follow-up tactic? Knocking on the same doors again.
Robert calls it “momentum marketing.” After a home sells, canvas the neighborhood again with one message:
“We just sold 456 Oak Street. Want to know what that means for your home’s value?”
Whether it’s fear (prices might drop) or curiosity (maybe it’s time to sell), this conversation reactivates leads you may have missed before.
Done well, one open house — and one successful sale — should spark two more. That’s how great agents turn one listing into multiple closings.