The goal of an open house is to find a buyer — but often not for the house on display.
Keep that in mind as dozens of open houses unfold this weekend, from sub-$1 million condos in Ocean City to single-family homes pushing past $4 million in Stone Harbor.
That’s because open houses often function less as selling events — and more as one of the most effective ways for agents to find prospective clients.
“You’re not there to collect names to show the seller, like ‘look at all the people that came’—that’s ridiculous,” said real estate instructor Rich Casto, who teaches the technique to agents.
The real objective, he said, is to convert foot traffic into follow-up meetings.
“When you leave that open house, you should have three or four or five actual appointments with buyers,” he added. “If I’m there from one to four on a Sunday and don’t book an appointment, I might as well stay home.”
The dynamic is straightforward.
Open houses attract a wide mix of visitors—neighbors considering selling, early-stage buyers, and weekend browsers trying to understand pricing. Many arrive without representation, creating a rare, low-friction setting for agents to initiate relationships.
None of this diminishes their role in selling homes. Open houses create visibility, signal activity, and can lead to follow-up showings or offers.
But more often, they serve as a starting point, drawing buyers into the market even if the purchase happens somewhere else.
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