If you’re a realtor, you’ve probably heard the debate a thousand times: “Do open houses really work anymore?” Some agents swear by them, others think they’re nothing more than a weekend time drain. So, what’s the truth? Let’s take a look at what the data says and what’s really happening behind those “Open House Today” signs.
The Numbers Tell an Interesting Story
According to the National Association of Realtors (NAR), only about 4 to 6 percent of homebuyers find the house they purchase through an open house. That’s a surprisingly low number considering how much effort goes into setting one up—cleaning, staging, printing flyers, and standing around for hours hoping for a good turnout.
Even more eye-opening, a 2024 Zillow Consumer Housing Trends Report found that nearly 70 percent of buyers start their search online, using 3D tours and virtual walk-throughs instead of attending open houses. Buyers want convenience, and scrolling through listings in pajamas beats driving from house to house every weekend.
What Open Houses Actually Do Well
Now, before we declare open houses dead, let’s be fair—they still have some benefits. A Realtor.com survey found that 28 percent of agents say open houses help them meet new clients, even if those clients don’t buy the featured property. So, while it may not sell that house, it could bring in your next big buyer or seller lead.
Open houses also give curious neighbors and “just-looking” attendees a chance to see your marketing skills in action. And sometimes, those same neighbors end up calling you months later when they’re ready to list their own homes.
The Buyer Psychology Angle
There’s something psychological about walking through a home in person that photos just can’t replace. Buyers get to feel the space, check the natural light, and picture their furniture in the living room. In fact, according to a Redfin study, homes that allow in-person tours—even if by appointment—tend to sell 10 to 15 percent faster than those relying solely on virtual tours.
So, while open houses may not always directly sell homes, they can still speed up interest and offer that emotional “spark” buyers need to move forward.
Why Some Agents Are Moving Away from Them
The pandemic accelerated a major shift. During 2020 and 2021, virtual showings exploded, and many agents realized they could close deals without spending entire Sundays waiting for foot traffic. Fast-forward to today, and many experienced agents prefer targeted digital marketing—like Facebook ads, 3D tours, and email campaigns—to reach qualified buyers instead of random drop-ins.
And let’s be honest, some visitors at open houses aren’t even real prospects. They’re just curious, nosy, or looking for design inspiration. That can make your open house feel more like a museum tour than a sales event.
The Bottom Line
So, are open houses a complete waste of time? Not exactly. They’re just not the powerhouse selling tool they used to be. Think of them as one piece of your overall marketing puzzle—great for exposure, networking, and building your personal brand, but not always the best path to a signed offer.
If your listing is in a high-traffic area, an open house can still create buzz and visibility. But for higher-end properties or busy professionals, virtual tours and private showings are far more efficient.
At the end of the day, the smartest agents are the ones who know how to mix the old with the new—pairing open houses with sharp online marketing to meet buyers wherever they are.
Because in 2025, it’s not about whether people come through your front door—it’s about whether you can bring the front door to them.
