Will Anyone Turn Up? The Reality of Open Viewings

At Wishart Estate Agents we are often asked about open viewing events, sometimes called open houses. Sellers see them on TV or hear about them from friends and wonder if they could be the key to unlocking a sale. While open viewings can work brilliantly in some circumstances, they are not a magic wand. Let us look at when they make sense, when they do not, and how to make them successful.

Why Do Agents Hold Open Viewings?

Open viewing events are sometimes promoted as a quick-fix tool. Here is how they are often described and our perspective on each.

Creating excitement is one reason agents hold open viewings. While excitement around a new property is wonderful, we prefer natural excitement, not a manufactured sense of urgency. Pushing buyers into hasty decisions can lead to thoughtless offers and ultimately withdrawals further down the line. Our role is to secure firm, reliable offers that last the course of the sale. If a quick sale is genuinely needed, we can facilitate this with careful consideration of buyer position, risk, and the longevity of the offer.

Maximising exposure is another reason given. An open event can showcase a property to multiple people at once, but true exposure comes from consistency. While some agencies may focus on bursts of promotion at launch, our approach ensures consistent exposure throughout the campaign across a wide range of outlets, keeping your property front of mind for buyers. Its worth considering that hoping to sell quickly in this way only includes buyers from that 2-3 week snapshot of the market, when you consider on average a property takes up to 7 weeks to get an offer at the moment, your perfect buyer might not have been ready to view until week 6.

Simplifying logistics is also cited as a benefit. Some sellers prefer group appointments, though we find many clients appreciate the flexibility of individual viewings tailored to their schedule. At Wishart Estate Agents our smaller, local coverage means we are always on hand to arrange viewings as and when they are required. We also accompany all viewings ourselves, so every potential buyer receives a personal, professional introduction to your property.

When Open Viewings Do Not Work

An open viewing is not automatically a crowd-puller. If a property has been on the market for some time with little interest, simply opening the doors will not change that. If viewers are not booking private appointments, they are unlikely to suddenly appear at an open event without a strong reason to do so.

The main driver for attracting new buyers is price and positioning. A property that is not competitively priced will not draw people in, whether it is a private booking or an open viewing. If the shop window does not tempt a buyer, they will not suddenly go inside just because it is busier on that day.

How to Make an Open Viewing Event Successful

When used correctly, open viewings can be powerful. Success usually comes down to three factors. The property must be priced to attract attention. Holding an open viewing soon after launch or relaunch at a new price, when interest is at its peak, creates momentum. The event also needs to be well marketed, with advance notice across portals, social media, and to registered buyers.

Why We Do Not Hold Open Viewings for the Sake of It

At Wishart Estate Agents we focus on strategies that actually move you closer to a sale. Holding an open event without demand risks leaving you with a quiet house and dashed expectations. We will always advise you honestly on whether an open viewing will add value to your sale or whether another strategy, such as repositioning your price, would be more effective.

Open viewings are not about just seeing what happens. They work best when they are part of a carefully considered marketing plan. Each of our properties has an individual 12 week marketing plan with regular updates and advice for our clients. If you would like tailored advice on whether an open viewing is right for your property or whether other steps would bring better results, we would be happy to talk you through the options.