Model homes are the ultimate sales tool for residential builders, offering potential buyers a tangible glimpse into the lifestyle your properties can provide. But in a competitive market, simply having a beautiful model home isn’t enough. The key to success lies in driving consistent foot traffic and creating memorable open house events that leave a lasting impression.
Here’s how to attract more visitors to your model homes and turn those visits into sales opportunities.
Maximizing Your Marketing Channels
To increase foot traffic, you need to ensure your model homes are highly visible to your target audience. A multi-channel marketing approach can help you reach potential buyers wherever they are.
Digital Advertising
Platforms like Google Ads and Facebook offer powerful tools for targeting specific demographics. Use geotargeting to focus on buyers within your market area and highlight special events like open houses. High-quality visuals, such as professionally staged interior shots or short video tours, can significantly boost engagement.
Social Media Campaigns
Instagram, Facebook, and TikTok are ideal for showcasing the beauty of your model homes. Share behind-the-scenes footage of staging, create reels of walkthroughs, or run contests offering free design consultations to followers who visit the property. Use hashtags and location tags to broaden your reach.
Local Partnerships
Collaborate with local businesses to promote your model homes. Partnerships with interior designers, furniture stores, or home improvement companies can open doors to cross-promotions and attract customers who are already interested in home-related products and services.
Email Marketing
Build a list of potential buyers and real estate agents to share updates about your homes and upcoming open house events. Personalized emails with exclusive invitations can make your audience feel valued and more inclined to attend.
Hosting Memorable Open House Events
A standard open house may not be enough to draw crowds in today’s competitive market. Instead, think of these events as experiences that combine fun, education, and hospitality.
Create an Event Theme
Adding a theme to your open house can make it more engaging. For instance, a “Summer Backyard BBQ” might feature grilling demos and lawn games in the backyard, while a “Cozy Winter Wonderland” could highlight the warmth of the home with hot cocoa and seasonal decor.
Offer Interactive Features
Make your open house an interactive experience by incorporating live demonstrations or DIY workshops. For example, host a “Design Your Dream Kitchen” session where attendees can mix and match design elements on tablets or vision boards.
Provide Refreshments and Entertainment
Offer light refreshments and consider hiring a local musician or creating a playlist to add ambiance. Comfort and entertainment encourage visitors to linger longer, giving you more opportunities to connect and answer questions.
Highlight Key Features
Use the event to showcase unique selling points of the home. Set up guided tours led by knowledgeable sales agents who can highlight details like energy-efficient features, smart home technology, or custom design options.
Building Relationships with Real Estate Agents
Real estate agents can be your best allies when it comes to driving traffic to your model homes. Establishing strong relationships with agents in your area can create a steady stream of potential buyers.
Host exclusive “Agent Preview” events where agents can tour the property and learn about builder incentives. Provide them with high-quality marketing materials, such as brochures and virtual tour links, that they can share with their clients.
Regularly updating agents about new listings, promotions, and available incentives will keep your properties top of mind.
Optimizing the Visitor Experience
Once potential buyers are inside the model home, their experience is critical. Every detail, from how they’re greeted to how the home is staged, influences their impression.
Staging for Your Audience
Tailor the design and decor to reflect the lifestyle of your target buyers. For example, if you’re marketing to young families, highlight family-friendly features like play areas or mudrooms. If your audience includes downsizing retirees, emphasize main-floor living and low-maintenance features.
Streamline the Check-In Process
Set up a welcoming and efficient check-in area where visitors can provide contact information. Use a tablet or digital form to make it quick and easy while also collecting valuable data for follow-up.
Provide Takeaways
Offer branded brochures, floor plans, and design option guides that buyers can take home. Consider creating a digital version of your materials that visitors can access via a QR code during their tour.
Following Up with Leads
Driving traffic is only the first step. Following up with leads after their visit is crucial for converting interest into sales.
Use the contact information gathered during check-in to send personalized follow-ups. A quick email thanking them for attending, along with additional resources like a virtual tour or a reminder about current builder incentives, keeps your homes top of mind.
For visitors who showed strong interest, consider a more personalized touch, such as a phone call or an invitation to a private showing of another property.
Tracking Success and Making Adjustments
Finally, regularly evaluate the success of your strategies to identify what works and what doesn’t. Track metrics like foot traffic, engagement on marketing campaigns, and conversion rates from open house attendees to buyers. Use this data to refine your approach and continually improve.
Closing the Sale
Attracting more visitors to your model homes requires more than just marketing—it’s about creating an experience that connects buyers with the possibilities of living in your properties. By investing in thoughtful strategies and memorable events, you’ll not only increase foot traffic but also foster meaningful interactions that lead to sales.
When your model homes become destinations for potential buyers, the results will follow: greater interest, stronger connections, and, ultimately, more sold homes.
