For many real estate agents, open houses can feel like a total waste of time. You spend your precious weekend standing in someone else’s living room, hoping random strangers might actually be serious buyers (spoiler: most aren’t). But what if those weekend hours could actually build your entire real estate business?
That’s exactly what happened for Katie Catron and Sasha Valdes, who recently shared their open house secrets during a Colibri Real Estate webinar. These two real estate superstars transformed weekend open houses into multi-million-dollar businesses in just three years—Catron closing $38M between 2022 and 2024 (and an additional $31M this year) and Valdes surpassing $30M in sales since 2022, all while starting from scratch.
Key Takeaways
- Open Houses Are Lead Goldmines: One in 15 people who attend open houses is ready to work with an agent, and 87% go with the first agent they meet.
- Consistency Beats Perfection: Catron does two open houses per weekend, three weekends a month. Valdes did 4 to 6 open houses per week when starting as an agent. Both built their businesses primarily through this channel.
- Value First, Sales Second: Both agents focus on providing neighborhood expertise and resources rather than pushing for immediate commitments.
- Follow-Up Is Everything: The magic happens after the open house through personalized follow-up and staying top of mind.
- Neighborhood Expertise Matters: Becoming the go-to expert for specific neighborhoods creates a powerful reputation that generates referrals.
The Numbers Don’t Lie: Open Houses Actually Work
If you’re skeptical about open houses, the stats these agents shared might change your mind.
“Between 2022 and 2024, I sold roughly $38 million in real estate,” Catron said. “This year so far, I’ve closed $31 million.” The kicker? “In 2023, I closed 19 houses, and 10 of them were all from open houses.”
Valdes’ experience was similar: “I have a little over 30 million in closed business and a couple more million in pending. And I know open houses were a massive, massive reason for everything that has taken place.”
Both agents attribute roughly 50% of their business directly to open house leads.
Listen as Valdes explains why she started hosting open houses:
How Many Open Houses Should You Actually Do?
Each agent’s approach to open house events differs based on their personal style and market.
Valdes said she hosts four to six open houses a week (and hosted 10 a week at one point.)
“I have hosted well over 180 open houses since I started the business,” Valdes said.
Catron hosts two open houses a weekend, three weekends of the month. “If I’m going to get dressed and be in an open house, I’m going to knock at least two out on a Saturday.”
The takeaway? Find your sustainable pace. You don’t need to do 10 per week like Valdes (who admitted she felt burned out at one point). But consistency matters more than occasional effort.
The Pre-Open House Hustle That Actually Works
Both agents emphasized that successful open houses start days before the actual event. Both Valdes and Catron use social media to advertise open house events. They also reach out to the neighbors.
“We have a 555 rule: five forward, five backward, five sideways,” Valdes said. “You basically knock on every neighborhood door to let them know, ‘hey, I’m having an open house.’”
This accomplishes multiple goals:
- Prevents neighbor complaints about parking
- Builds knowledge about the neighborhood you can share with potential buyers
- Creates relationships with potential sellers
- Makes you look like the neighborhood expert
Both agents also use signage to draw attention to their open houses. Catron also adds balloons to the sign to draw extra attention. Listen as Catron describes how she prepares for open house events.
The Open House Experience: What Actually Works
The moment someone walks through the door, you have only seconds to make a lasting impression. Here’s how these top producers create an experience that converts.
Set the mood
“I always have music — elevator music. Anything without lyrics,” Valdes said. “I also make sure it smells good. I always have candles or some spray, wall plugs, something, because ambiance is absolutely everything.”
Sign-in sheet or not?
This is where our experts diverge:
Valdes is pro sign-in: “My sign-in sheet is digital, so everything is automated there, and that’s how I also know if they filled it in or not, because I’ll get dinged on my phone that there’s a new Jot form.”
Catron takes a different approach: “I don’t do a sign-in sheet. It’s just not my personality to do so. Am I missing a few people? Probably, but I don’t use a sign-in sheet. I really focus on people coming in the door, talking to them.”
The conversation starter that works every time
Both agents memorize key facts about the house to appear knowledgeable without checking notes.
“I tell them, ‘Hey, welcome to the open house. I’m Sasha, I’m the host. If I’m not listing it, hey, I’m Sasha. I listed this property. Let me give you some details: the age of the roof, HVAC, and water heater.” Valdes said.
Catron adds, “I already have memorized all the stats about the house.” She also engages visitors in conversation, which she describes in this video clip:
The Subtle Art of Finding Out If Open House Attendees Have an Agent
One of the trickiest parts of open houses is determining if visitors already have representation. Both agents have clever approaches:
Catron’s subtle method: “I’m happy to e-mail this to you and your agent, and they say, ‘well, I don’t have an agent,’ and then I know, OK, I can move forward with that.”
Valdes’ direct approach: “It’s on my questionnaire. It says, ‘Are you working with an agent? Yes. Are you committed?’ Because sometimes they might be working with an agent, but they’re not committed because they just kind of got the info from a Zillow or something random.”
The Follow-Up That Actually Converts
Both agents emphasized that what happens after the open house is where the real magic happens.
“I follow up right away that night, that afternoon. I send them what they were looking for,” Catron explained. “If it’s on a Saturday, I’ll call them again on a Monday. ‘Hey, I hope you got that information. I was actually thinking about you yesterday, and I thought about this other house that came up on the market recently that might fit what you’re looking for.’”
Valdes adds: “My follow-up makes them feel like I care about them and not just the transaction.”
Becoming the Neighborhood Expert
Both agents stressed the importance of focusing on specific neighborhoods rather than spreading yourself thin.
“I try to become an expert in that neighborhood,” Catron explained. “If someone has an open house in that neighborhood, I’ll do another person’s open house in the same neighborhood the next weekend, or I’ll rehost that same house again. I want them to know that I’m an expert in that neighborhood.”
This strategy creates a powerful flywheel effect: “You end up seeing the same clients again. So people will come, if they’re focused on that neighborhood, they’ll come to every open house, and you will see them a couple times.”
Your Open House Action Plan
Ready to turn your open houses into a business-building machine? Here’s your game plan:
- Schedule Consistently: Commit to 2-4 open houses monthly at a minimum
- Pre-Market Aggressively: Use social media, door knocking, and early signage
- Create an Experience: Music, scent, and memorized house facts
- Collect Information: Whether through sign-in or conversation
- Follow Up Immediately: Same day with personalized recommendations
- Focus on Neighborhoods: Become the expert in 1-2 areas at a time
- Lead with Value: Offer neighborhood insights, market data, and resources
Ready to Level Up Your Open House Game?
“Business isn’t going to be given to you. You have to create it,” Catron said. Your next open house could be the start of your own eight-figure business.
Watch the full webinar replay for even more tactical advice. To unlock more secrets of successful real estate agents, enroll in Colibri Real Estate’s Survive & Thrive real estate course. It’s risk-free! If you complete the course, take five recommended actions, and don’t close a single deal within 12 months, you’ll get a full refund. No questions asked.
