Which of the following elements should be included in an open house marketing plan to maximize attendance and leads?

• A. Only online ads with no signage or follow-up
• B. Promote early, web listings, social posts, email invites, neighbor outreach, signage, follow-up scripts, and a structured attendee-to-lead capture process
• C. Rely solely on word-of-mouth
• D. Post signage but no digital promotion

Answer: (B)

A successful open-house plan relies on reaching people through multiple channels while also having a clear system to capture and follow up with attendees. Promoting early and across a mix of online and offline avenues—web listings, social posts, email invitations, neighbor outreach, and prominent signage—maximizes visibility and attracts both active searchers and local potential buyers. Signage draws in local foot traffic, while digital promotions reach those actively looking for properties. A structured attendee-to-lead capture process ensures you collect contact information at the event and have a defined plan for timely follow-up, which turns interest into qualified leads. Follow-up scripts keep messaging consistent and help speed the response, boosting conversion.

The other approaches miss one or more of these critical elements. Relying only on online ads with no signage or follow-up reduces visibility and eliminates a concrete plan to convert interest into leads. Relying solely on word-of-mouth lacks reach and consistency, making attendance and lead generation unreliable. Posting signage without digital promotion misses a broad audience and tracking opportunities.