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The Evolution of Open Houses: From Traditional Tours to Social-Media Events

Strategic Insights

— 2 min read

In a shift from traditional open houses, real estate brokerages are hosting events that combine property viewing with social media and professional networking opportunities. The Heaps Estrin Team Brokerage in Toronto recently hosted a tour for over a dozen properties in the upscale Rosedale neighborhood, inviting not only local agents and brokers but also social media influencers with a significant following. This new approach aims to leverage social media and professional networking to attract potential buyers and create buzz around properties. The events often feature themed elements, such as art galleries or classic car shows, designed to appeal to social media creators and generate engaging content.

Key Takeaways:

  • The Heaps Estrin Team Brokerage in Toronto hosted a tour for over a dozen properties in the Rosedale neighborhood, inviting local agents, brokers, and social media influencers.
  • The event was designed to leverage social media and professional networking to attract potential buyers and create buzz around properties.
  • Social media influencers like Taya Day and Matthew Lionetti are being invited to events to help generate exposure for properties.
  • Some real estate agents see value in hosting events that combine property viewing with social media and professional networking opportunities, while others remain skeptical.
  • Paid media remains a more reliable method of gaining exposure for some real estate agents, according to Andre Kutyan.
  • Events can generate significant exposure, but may not always lead to a sale, according to Jane McIver and Cailey Heaps.

Statistics:

  • The Heaps Estrin Team Brokerage has done over $600-million in transactions this year.
  • Jane McIver has organized a variety of open house events, including a classic car show and a photo session for agents.
  • Taya Day has 29,000 followers on Instagram and credits an $10-million home listing she posted to one of her biggest sales.
  • Matthew Lionetti has 528,000 followers and built his following on a mix of comedic content about real estate and high-production value movie-style trailers for his listings.

Sources:

  • "In a world of virtual tours, the need for an agent's or broker's open house has waned."

– Staff

  • Byline: SHANE DINGMAN; Staff
  • "Royal Lepage Real Estate Services Heaps Estrin Team Brokerage in Toronto hosted a tour for brokers and agents of more than a dozen properties in Toronto's upscale Rosedale neighbourhood."

– mid-June

  • "We've been building on our roster of real estate influencers."

– Jane McIver, Director of Marketing & Brand Innovation

  • "I have a background in marketing, so I've always gone in with the understanding that people don't want to get sold to."

– Miranda Caldwell, @meetMiranda

  • "My story is I'd been in the industry for nine years, and the first three were really tough for me and I was weeks away from leaving."

– Matthew Lionetti, @thebrokeagent

  • "I built my career on the public open houses. But the dirty secret is they are more for us [as realtors] than for the seller."

– Andre Kutyan, Broker with Harvey Kalles Real Estate Ltd.

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