Yesterday I was teaching a personal branding class for realtors in the Fraser Valley. One of my favourite parts of teaching is that I often learn as much as I teach. When a room is full of experienced agents, new ideas tend to get tested quickly, and this testing is a good thing. My classes work best when people push back, question ideas, and share their perspectives. When students do this, it means they have considered the information and formulated a response. It shows engagement and synthesis of information and signals that the learner is taking the class seriously. From a personal standpoint, I learn just as much from the students as I hope they learn from me.

So to answer the question of the hour…

Can you realistically expect to gain buyers from an open house?

The answer often depends on the type of property. Based on years of experience in Langley and Surrey, open houses tend to produce buyers more often for entry-level homes than for mid-range properties. In these markets, many buyers moving into mid-range homes are already working with a realtor, often the one who helped them purchase their first property. When people move up within the same region, that relationship typically continues.

As a result, open houses for mid-range homes in these areas often attract neighbours, curious visitors, and buyers who are already working with agents. While these visits can still be valuable, they are less likely to generate new client relationships.

Entry-level homes behave differently. First-time buyers are often still exploring the market and may not yet have committed to working with a specific realtor. This increases the likelihood of meeting unrepresented buyers during an open house.

But during the discussion, someone in the room offered a different perspective. An agent from Chilliwack raised his hand and said something interesting. “I don’t think that’s true in Chilliwack.” Naturally, the room leaned in.

The agent explained that in his market, whether an open house produces buyers has less to do with price and more to do with desirability. In Chilliwack, many buyers are coming from outside the area. They may be moving from Langley, Surrey, Burnaby, or the Tri-Cities in search of more space, larger homes, or a quieter lifestyle. Because of the distance, these buyers don’t always bring their original realtor with them. Instead, they often travel out to tour properties on their own.

Since these buyers are frequently visiting properties without an agent, the open house becomes one of the places where they meet the realtor they eventually choose to work with. But because the trip requires more planning, they rarely visit homes casually. Instead, they tend to choose the most appealing listings to see. In other words, they don’t necessarily come for entry-level homes. They come for the homes that are worth the drive.

This observation sparked an interesting discussion in the room.

Different Market Behaviours

After a thoughtful discussion, the class arrived at a more useful conclusion:

The effectiveness of an open house depends on three factors:

1. The region: Different markets produce different buyer behaviours.
2. The buyer segment: First-time buyers are more likely to be unrepresented than move-up buyers.
3. The desirability of the property: In outer markets like Chilliwack, buyers are more likely to visit properties that stand out.

In other words, the real question isn’t whether open houses work. The better question is:

Under what conditions do open houses work?

A Simple Decision Framework

Before hosting an open house, it may help to ask three questions:

1. Are buyers likely to arrive without their original agent?
   This is common when buyers are relocating or exploring a new area.
2. Is the property attractive enough to justify a special trip?
   Unique homes, views, acreage, or exceptional condition can motivate buyers to visit.
3. Are buyers early in their search process?
   Early-stage buyers are more likely to attend open houses without representation.

When several of these conditions are present, the likelihood of meeting new clients increases.

Why Conversations Like This Matter

One of the things I enjoy most about teaching real estate professionals is that the classroom becomes a place where ideas can be tested against real-world experience.

Every market behaves a little differently. By comparing those experiences, we refine the models we use to make decisions. And sometimes a simple question—like whether an open house produces buyers—turns into a much more useful framework for understanding how our markets actually work.