Marketing to Neighbors

Open Houses and "Nosy Neighbors"

When I hold Sunday open houses, one of my top, target audiences -- at least the first weekend -- are the neighbors.

Not because a neighbor is likely to buy the home, but because they might know someone who will. Sometimes, an especially motivated neighbor will even recruit a Buyer.

Even if neither is true, there are still other reasons to enlist the neighbors' help.

I can think of two, really good ones:

One. They're more credible selling the neighborhood to prospective Buyers. Think about it -- who would you more readily believe about locals schools, restaurants, etc., someone who lives on the block, or a Realtor trying to sell the home?

I've hosted more than a few open houses when a neighbor will literally interrupt me answering a question about nearby parks, kids on the block, etc. and give their own, enthusiastic and informed answer.

Two. Neighbors help fill up the open house and create "buzz."

The neighbors know who they are, and you know who they are (they always tell you) . . . . but prospective Buyers don't (that is, unless they start fielding questions, per above).

All prospective Buyers know is that the the house is full of people. If they like the house, their natural inclination is to think that the other people going through are prospective Buyers, too.

That kind of nervousness makes people hurry up and write offers.