Boosting open house attendance isn’t just about yard signs anymore. In today’s digital age, real estate agents are turning to social media as a powerhouse marketing tool to draw in crowds. In fact, according to the National Association of REALTORS®, over half of agents say social media delivers their highest-quality leads (nar.realtor).
If social media marketing wasn’t part of your pre-licensing training, consider it part of your ongoing continuing education for real estate agents. Mastering Facebook, Instagram, and other platforms can make a dramatic difference in your open house turnout.
Plan Ahead and Start Early
Successful social media promotion for an open house starts well before the event. Plan a content schedule at least a week in advance. For example, you might announce the open house on Monday, share a mid-week teaser on Wednesday, and post a final reminder on Friday for a Saturday event. This means your followers see multiple mentions without feeling spammed. Social media feeds move fast, so a one-and-done post can easily get missed.
To stay organized, consider creating a simple calendar for your posts and schedule them using tools like Buffer or Hootsuite. This helps you post consistently (and consistency is key – Buffer’s data suggests that regular posting can dramatically boost engagement (instagram.com).
Hootsuite even recommends batching and scheduling a week’s worth of posts in one go to save time (blog.hootsuite.com). By planning ahead, you’ll have a steady drumbeat of promotion leading up to your open house, building awareness and excitement.
Choose the Right Social Media Platforms
Not all social platforms are created equal for reaching potential home buyers. Focus your energy on the channels where your target audience spends time. For most agents, Facebook and Instagram are the top choices for open house marketing.
- Facebook’s wide user base (spanning many age groups) and community focus make it ideal for local event promotion.
- Instagram’s visual nature is perfect for showcasing beautiful property photos and short video clips.
- If you’re in a market with many younger first-time buyers, you might also sprinkle in some TikTok or Twitter (now X) posts, but don’t spread yourself too thin.
Remember, it’s better to actively engage on a couple of platforms than to be barely present on five. As one real estate marketing expert put it, “the agent who is everywhere is nowhere” (boxbrownie.com).
Choose platforms that match your demographic: for example, if you’re marketing a luxury condo to professionals, LinkedIn might even be worth a post; but if you’re selling a suburban home, Facebook community groups and Instagram will likely have more impact. The key is to be where your buyers are.
Craft Eye-Catching Visual Content (Photos, Videos & Tours)
On social media, visuals are everything. High-quality photos and videos of the home will stop scrolling thumbs and grab attention. Make sure you have bright, well-lit photos of key rooms (living area, kitchen, master suite, unique features) to share. Better yet, create a short video tour or slideshow.
Video content tends to get higher engagement, and it gives prospective visitors a real feel for the property. You don’t need a Hollywood production – even a quick smartphone video can work if it highlights the home’s best features in a fun way.
Consider filming a 30-60 second teaser Reel for Instagram or a TikTok video. Walk through the home pointing out a couple of “wow” features or do a quick montage set to music (myrealpage.com). For example, film yourself stepping into a gorgeous kitchen saying, “Sneak peek of 123 Maple Street – wait until you see this kitchen!” and then pan around to show it off.
On Facebook, you can upload the same video or even do a Facebook Live walk-through closer to the event for real-time interaction. One marketing blog suggests using Facebook Live to stream a quick tour, giving your followers a taste and telling them why they need to see it in person (collegeofrealestate.net).
Don’t forget about virtual tours or 3D walkthroughs if you have them – those can be a bonus resource linked in your posts. And always include the essential info in the post text or video caption: the open house date, time, and property address. You might even mention “refreshments will be served” or “first 10 visitors get a free coffee gift card” if you plan any little perks, as that can entice people to show up.
Leverage Platform Features: Events, Stories, and More
Each social media platform offers unique features that can amplify your open house promotion – use them! On Facebook, create a Facebook Event for the open house from your business page. This gives you a dedicated page to list all the details (address, date/time, photos, etc.), and people can RSVP or share it with friends.
It also sends reminders to those who mark “Interested” or “Going.” Facebook events are a must for open houses in the social media era (rentspree.com). Be sure to invite your contacts and encourage folks to share the event with anyone house-hunting in the area.
On Instagram, take advantage of Stories and Reels for short-lived but frequent updates. For instance, you could post an Instagram Story each day in the week leading up to the open house – maybe a “countdown” series like “5 reasons to visit this open house.” On day 5, show a photo of the beautiful exterior; day 4, show the spacious backyard; day 3, highlight the renovated bathroom, and so on (myrealpage.com).
These Story posts only last 24 hours, so they have an urgency and you can post repeatedly without cluttering your main feed. Don’t forget to add the location sticker and relevant hashtags on Stories (more on hashtags soon) to increase visibility (curbhe.ro). You can also save these Stories to an Instagram Highlight (e.g., “Open House 123 Maple”) on your profile so latecomers can catch up(myrealpage.com).
Another feature: consider creating a quick Facebook/Instagram Story poll or quiz a couple days before the event (e.g., “Which feature would you check out first? 😍 The pool or the chef’s kitchen?”). This kind of interactive content can boost engagement and subtly remind people about the open house in a fun way.
And let’s not forget hyper-local networks: if your neighborhood has a Nextdoor community or local Facebook Groups for yard sales or community events, share your open house there too. The RentSpree blog notes that hyperlocal platforms are an untapped option to target neighbors who might drop by or spread the word (rentspree.com). Always follow group rules, but many community groups allow real estate open house postings on certain days.
Use Hashtags and Location Tags to Expand Reach
Hashtags can help new people discover your open house posts, especially on Instagram and Twitter. Use a mix of popular real estate hashtags and local-specific tags. For example: #OpenHouse, #YourCityRealEstate (insert your city or neighborhood), #HomesForSale, #NewListing, and so on. On Instagram, you might add tags like #DallasHome or the neighborhood name to catch local eyes. Don’t overstuff with too many hashtags (5-10 relevant ones are plenty), but a few well-chosen tags will make your post visible to users searching those topics.
Equally important is the location tag or geotag. Always tag the location of the property on Instagram posts and Stories – this way, people browsing posts in that area might see your content. On Facebook, ensure the address or neighborhood is mentioned in the post. If you tweet about the open house, consider adding a hashtag for your city or region (e.g., #DallasOpenHouse).
Using location and hashtags essentially puts your open house on the social media map. Someone casually scrolling local content this weekend might stumble on your open house announcement and decide to swing by.
Post at the Right Times (and More Than Once)
Timing can impact how many people see your social posts. Generally, the audience for real estate content might be most active on social media during lunch breaks, evenings, and weekends. If you can, schedule your key open house posts for times when engagement is typically higher – studies often find early afternoon or around 7-9pm in the evening get good results on Facebook and Instagram. That said, don’t stress overly about “perfect” timing; consistency and frequency (without being obnoxious) is more important.
A good practice is to promote the open house multiple times in different ways:
- An initial announcement post (about 5-7 days out)
- A mid-week reminder with a new photo (“Can’t wait to show you the beautiful backyard at 123 Maple St this Sunday! 🌳”)
- A day-before teaser or countdown (“Tomorrow’s the day! Open House starts at 1pm – here’s a sneak peek of the kitchen remodel you’ll love.”)
- Day-of posts (morning of the open house, do a final “Join me today!” post, and maybe a live Story during the event as an extra nudge)
By spacing out a few posts, you greatly increase the odds that people see at least one of them. Algorithms love engagement, so if a few people interact with your earlier posts, later ones might get shown more widely. Also, posting consistently shows you’re an active, attentive agent – part of building your personal brand online.
One more tip: if you have colleagues or friends in the area, kindly ask them to share your open house posts. A wider net of shares can expose your event to a broader local audience. Just two or three shares from others can multiply your reach.
Engage Your Followers and the Local Community
Social media isn’t a one-way broadcast – the “social” part means interaction! When you post about your open house, encourage engagement. Ask questions in your captions (e.g., “What feature of this home would you want to see first?” or “Tag a friend who’s house-hunting in [City]!”). When people comment or tag others, respond to them. Thank them for sharing, answer their questions (“Yes, we’ll have freshly baked cookies at the open house! 🍪Come by!”), and generally be friendly and responsive. This boosts your posts in the algorithm and creates a welcoming vibe that might convince onlookers to meet you in person at the event.
Engaging with commenters on social media – for example, answering questions about the property on an Instagram post – shows potential buyers that you’re an attentive and helpful agent. Prompt responses can pique interest and build trust, making viewers more likely to visit your open house.
Also, engage beyond your own posts. In the days leading up, spend a few minutes each day interacting on local Facebook groups or real estate hashtags – not just pushing your listing, but contributing helpfully. For instance, if someone in a community group asks “Any open houses in [Neighborhood] this weekend?”, you can reply with a friendly mention of yours.
Or share a post about a local event (farmers market, school fair) happening near the listing, then casually mention “If you’re in the area, stop by our open house on 123 Maple as well!” Being a helpful member of the local online community can gently amplify your reach.
Finally, don’t forget the neighbors. Neighbors can be great ambassadors for your open house. Consider posting in the neighborhood’s Nextdoor feed about the open house, inviting local residents to drop in. Often, neighbors are curious and may know friends or family looking to move to the area (rentspree.com).
You might even do a short personal invite – a day before the event, do an Instagram Story saying “Hey [Neighborhood] friends! I’m hosting an open house at 123 Maple St tomorrow. Even if you’re not in the market, come say hi and have a cookie – and feel free to pass along the info to anyone you know who’s looking in our lovely area!” Engaging the community like this can create word-of-mouth buzz that online algorithms can’t match.
(Quick note: Keep a balance in your content. While you want to promote your open house, make sure not every single thing you post that week is a sales pitch. Mix in an unrelated helpful tip or a bit of community news to keep your feed interesting. Many social media gurus suggest the 80/20 rule: about 80% of your content should inform, educate, or entertain (showing you’re a community expert, sharing home tips, etc.), and only 20% should directly promote listings (boxbrownie.com). This keeps your followers engaged without feeling like you’re only advertising to them.)
Consider Targeted Ads for Extra Boost
If your budget allows, paid social media advertising can significantly amplify your open house promotion. Facebook, in particular, offers inexpensive targeted ads that can put your open house in front of exactly the audience you want – for example, people aged 25-45 living within 10 miles of the property who have been browsing Zillow or real estate content.
Even a small boost (say, $20 over a few days) on your Facebook open house post can dramatically increase its reach beyond your followers. Facebook Ads still offer some of the best bang for your buck in terms of precise audience targeting (myrealpage.com).
You have a couple of options: you can “Boost” the open house post you already put on your Facebook page (Facebook will then show it to more people in your chosen demographic), or use Facebook Ads Manager to create a dedicated ad.
If you made a Facebook Event for the open house, you can also promote that event with ad dollars. On Instagram, you can promote a post similarly (Instagram promotions are run through Facebook’s ad system as well).
When running an ad, use an eye-catching image of the home’s exterior or coolest interior feature as the visual. The text should be concise and punchy: “Open House – Sunday 1-4pm! 123 Maple St, Newville. 🎈 Modern 3-bed, great neighborhood, come see it in person!” Include a call-to-action like “Learn More” or “Get Directions” linking to the listing or event page.
Make sure the ad clearly states the date & time and one enticing reason to attend (e.g., “tour this newly renovated gem before it hits the market!”). Experts advise giving viewers at least a couple of key details – the when/where and a compelling why (collegeofrealestate.net).
One more paid tactic to consider: Lead Ads – Facebook has a format where people can RSVP or request info with one click. This might be overkill for a single open house, but if you’re tech-savvy you could capture interested parties’ contact info ahead of time. For most, a simple boosted post does the job of spreading the word.
Day-of Updates and Post-Open House Follow-Up
The day of your open house has arrived – don’t go radio silent now! The morning of the event, post a final reminder on your social media. For example: “Today’s the day! 🎉 Open House at 123 Maple St from 1:00 – 4:00 PM. Come tour this gorgeous home, grab a cookie, and say hi. See you there! [link to Google Maps].” A day-of post can catch those last-minute deciders looking for something to do on a Sunday afternoon.
During the open house itself, consider doing a quick Live update or Story. A short Instagram Story video like “We’re here until 4pm – it’s a beautiful day to find your dream home! Come on by, I’m in the kitchen ready to greet you 😄” with a panorama of the living room can entice people who are out and about.
Facebook Live is another option – you could do a mid-event live video showing the flow of the open house (if it’s busy, that social proof can urge others to hurry over!). Just prop your phone and give a 360° view of the space, or highlight a cool feature (“Check out this pool – wouldn’t you love to host a summer BBQ here? We’re open until 4PM, come take a look in person.”).
One creative idea from a real estate resource: if the home has a stunning sunset view or a unique feature, capture it live – like filming the golden-hour light flooding the living room, to show what attendees are “missing” if they don’t come (showingtimeplus.com).
After the open house, your social media job isn’t quite done. Follow up with a thank-you post or share highlights. That evening or the next day, post something like: “Thank you to everyone who stopped by the open house at 123 Maple Street! We had a great turnout. 🎉 If you missed it, no worries – I’m happy to arrange a private showing or send you a virtual tour. Just send me a message! This beauty is still on the market for now, but probably not for long… 😉”
Accompany this with a nice photo of the home (or a group of happy visitors if you have one, with their permission). This follow-up post serves two purposes: it shows that the event was successful (good for your credibility), and it gives those who couldn’t make it an opening to reach out.
You can also share any fun moments from the event on your Story (“We had three couples fall in love with the backyard garden!” or a boomerang of the fresh cookies you put out – lighthearted stuff to give your followers a sense they missed something cool). It keeps the listing in people’s minds a bit longer.
And of course, promptly respond to any new inquiries that come in from folks who saw your posts but couldn’t attend. Your social media might just net you a buyer who never even set foot at the open house but wants a personal tour later.
Keep Learning and Level Up Your Marketing Skills
Marketing techniques – especially on social media – are always evolving. The more you learn and refine your skills, the better your results will be. In many ways, staying current with digital marketing is a form of real estate continuing education. Each open house you promote online will teach you something new about what works (and what doesn’t) with your audience.
Maybe you discover that Instagram Reels get twice as many clicks as static photos, or that Facebook Ads targeted to renters yielded a great new lead. Apply those insights to your next campaign and keep experimenting.
For a more formal skill boost, consider taking advantage of Real Estate CE courses that focus on marketing and technology. Remember, your required continuing ed doesn’t have to be dry or unrelated to your daily business. There are real estate continuing education classes on social media strategy, digital marketing, and branding that can simultaneously count toward your license renewal and give you actionable marketing ideas.
Many providers offer online real estate CE courses, so you can learn at your own pace from home. (For instance, Empire Learning is a popular option that offers flexible, affordable real estate CE online. Agents can pick topics like social media marketing to fulfill their elective credits as part of their real estate license renewal courses, knocking out requirements and leveling up their marketing game at the same time.)
Investing a bit of time in continuing education for your marketing skills can pay huge dividends. You’ll pick up new tips – maybe a deep dive into Facebook advertising or how to harness YouTube for virtual tours – that set you apart from the average agent.
The result? More eyes on your listings, more attendees at your open houses, and ultimately more sales in your column.