LISTING ATTRACTION MULTIPLIER
Treating Open Houses Like Art Exhibits
Create Beauty, Tell Stories, and Capture Leads
Cari Ann Carter
At a
GLANCE
Cari Ann Carter’s love for design is evident in every aspect of her Open House, from the promotional materials and the staging, to the way she speaks about the property, and even the landing page where she captures contact info. Everything she does turns an Open House from an “empty house” to a beautiful experience – and a busy one!
PRIMARY MARKET
AVERAGE PRICE POINT
2022 PRODUCTION STATS
TRANSACTIONS
SALES VOLUME
GCI
Cari Ann
ON COACHING
“Tom Ferry real estate coaching has transformed my career and continues to drive my success. Through Open House events, I’ve built lasting client relationships and a reliable source of recurring revenue. But when I hit a ceiling, I turned to my coach and the Tom Ferry ecosystem for clarity and focus. Their coaching has had a profound impact on my production and my team’s. With Tom Ferry real estate coaching, I have the strategies and resources needed to continually grow my business and thrive in this competitive industry.”
BY THE NUMBERS
60%
Of total business comes from Open Houses
3-5
Opens per property
15-20
Average attendance per Open
$800
Budget for an Open House on average
7-12
Strong leads generated by each Open House
1-2
Additional closed transactions originate from each Open on average
THE STORY
Besides her willingness to consistently stay on course with a marketing plan and flawless execution, Cari Ann’s deep love for design and architecture means she can tell engaging stories about the homes she shows. She understands that selling real estate is about emphasizing the visual, so she treats each home as a work of art – and she is the docent. Also, because of her eye for design, she has a knack for putting a home in the best light.
Cari Ann’s Open Houses showcase both the home and her own capacity to create beauty, story, and experience. No wonder she has distinguished herself among her peers and established herself as a marketing leader when it comes to Open Houses.
THE STRATEGY
- With a new listing, Cari Ann becomes a designer for the physical space, the marketing materials, and the staging.
- She helps her clients understand the ROI of staging.
- She seeks to evoke a feeling of luxury that translates easily into online marketing.
- Cari Ann’s promotion includes circle prospecting up to 500 residents in the surrounding neighborhood by:
- Sending marketing materials through Mailchimp
- Sending postcard mailers
- Delivering door hangers
- Door knocking
- Creating Google Ad campaigns
- Posting on social media
- Her approach typically results in no less than 25 attendees per Open House
- When interacting with visitors, Cari Ann
- Avoids small talk
- Actively listens to their interests
- Attends to them each as she would a special guest
- Takes notes
- Employs kvCORE and SISU as her CRM system to record notes about interactions and conversations
- Follows up after the Open House
- And she trains her agents to do the same!
- Cari Ann uses QR codes that direct attendees to a landing page where they’ll find:
- Features of the home
- Disclosures
- Giveaways like gift cards
- Because attendees are motivated to scan a QR code and enter their contact information on the landing page, she can easily capture lead details.