Real Estate Talk:
Open houses and ads
Are open houses and advertisements effective in attracting buyers?
By Joseph Marovitch
Updated September 25, 2025
Do open houses and advertisements effectively attract buyers? Open houses are effective to a degree at attracting potential buyers, as well as curiosity seekers and neighbours.
Open houses
With open houses, brokers tend to acquire new clients more than potential buyers. Visitors arrive at the house, leave their coordinates (sometimes false coordinates), visit the property, then depart. The broker would then follow up a day or two later to see if there is further interest. If the response is “no”, the broker will ask why, and then ask what they are searching for. Next thing you know, the broker has acquired a new client for another property.
In today’s climate, buyers are more precise and goal-oriented. Instead of visiting open houses, buyers search online and use brokers to find exactly what they are searching for in terms of location, size, number of bedrooms, style and so on.
In today’s climate, buyers are more precise and goal-oriented. Instead of visiting open houses, buyers search online and use brokers to find exactly what they are searching for in terms of location, size, number of bedrooms, style and so on.
Ads can attract buyers, but they often attract clients more. Advertisements maintain broker visibility and expose the property to the general public. Ads also allow the broker to promote their website so buyers can view other properties they have for sale. Note that if a broker suggests a price for the property based on comparables, the condition of the property, and the current state of the market. The seller still insists on a higher price, the broker will not argue because, first, the broker does not want to lose the potential client. Second, the broker is fully aware that an overpriced property will attract more clients to purchase other properties. This will be discussed further in the next issue.
On occasion, an open house may attract a buyer; however, serious buyers typically contact the listing broker first or consult with a selling broker to assist in their search when they are ready to purchase. The listing broker (the broker selling the house) or selling broker (the broker bringing a buyer to the seller’s property) will vet the client before commencing a search to determine the buyer’s budget, whether the buyer is paying cash or acquiring a pre-approval, and the buyer’s intention, criteria, and timeline to purchase. The broker will also verify the buyer’s identity in advance. These measures ensure that the buyer is serious and qualified. The selling broker will also have the buyer sign a buyer’s contract. No time is wasted, and most of the risk is mitigated.
The most effective way to search for a property is to hire a broker. The buyer provides the criteria, such as preferred location, number of bedrooms and bathrooms, style, and any other items the buyer requires for their future home. The broker can use the brokerage system, Centris, to narrow the search to the desired criteria, thus finding the ideal property much more quickly. The broker arranges visits and researches the house for any issues, such as declarations of problem issues, the length of time the house has been on the market, and outstanding debt. The broker can determine if property taxes have been paid or if there is an assessment, where the property has a certain number of days to pay taxes and/or other debts or face seizure by the bank or government. Once these inquiries are completed, the broker can suggest a price at which to make an initial offer.
‘Following a strategy to sell relevant to today’s market is also very useful. If there are more buyers and less property available, it may be better to price the property slightly lower on the scale to attract more buyers.’
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Real estate advertisements are appealing to clients seeking successful agents. Brokers whose names appear in publications regularly seem to be thriving, which can be a major draw for prospective property shoppers.
The most effective ways to attract buyers are:
- Price within the broker’s recommended market range.
. - Price the property taking into consideration its condition and location.
. - Present the property in its best light.
. - Present on Centris. This system is a tool used by brokers who work with buyers.
. - Broker-to-broker communication, such as calling and emailing to inform other brokers that the property is for sale. Clients want brokers who are proactive within the brokerage community.
. - Use brokers with sizeable databases of potential buyers whom they email, mail and telephone call.
. - Virtual tours on Centris and other social media
. - Ads in targeted locations
Following a strategy to sell relevant to today’s market is also very useful. If there are more buyers and fewer properties available, it may be better to price the property slightly lower on the scale to attract more buyers. The property may be asking for less than its full value; however, buyers will recognize this. With increased interest, the seller can receive more inquiries, visits, and offers, ultimately ending up in a multiple-offer situation. The result can be that the seller gets a higher price than anticipated.
Should you have questions or comments, please refer to the comments section at the bottom of the page. As well, to view past articles, click here.
State of the Market
Montreal’s real estate market continues to outperform other provinces in Canada, with prices rising steadily. Demand across all categories of housing is growing faster than inventory as buyers are attracted both locally and internationally. Downtown and affluent municipalities near downtown have experienced the most significant sales growth. Suburbs further away have also experienced increased sales as buyers seek more reasonably priced properties. Lower mortgage rates and inflation have fueled demand, along with a lack of supply.
‘Montreal’s real estate market continues to outperform other provinces in Canada, with prices rising steadily.’
The current environment favours sellers as prices rise. Once again, multiple offer scenarios are increasing, transactions are closing quicker, and the days on market are decreasing across the city. All these factors provide an opportunity for sellers who are aware of market conditions, risk, and use tactical pricing and targeted campaign strategy depending on their location. Buyers must also use a specific plan to purchase and consider ways to mitigate risk after possession, such as buying through a trust.
Risk remains as international politics and trade remain uncertain. The world is in a precarious place right now, and taking a defensive position should be a consideration, whether buying or selling.
For further discussion, leave a comment or call me directly.
Have a great week.
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