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It’s not uncommon for sellers to express concern when fewer groups are attending their open homes than expected. But instead of becoming reactive or defensive, this is a prime opportunity to lead with confidence, revisit the fundamentals, and bring the discussion back to what can be controlled, writes Adrian Bo.
Focus on what you can control
When the turnout at inspections is low, it’s easy for both agents and sellers to feel disheartened. However, the focus should always shift to the three controllable levers in any campaign:
- Marketing
- Presentation
- Pricing
A face-to-face meeting is the most effective way to walk through each of these areas with your client. These conversations are best handled in person to avoid miscommunication, build trust, and work collaboratively on solutions.
Start with a presentation audit
Is the property being showcased in its best possible light? Often, small tweaks can make a significant difference.
For example:
- Has that third bedroom been styled properly, or is it currently being used as a study?
- Are the interiors depersonalised and inviting?
- Would some light staging create more emotional impact?
The goal here is to ensure that when a buyer sees the home – online or in person – it resonates with how they imagine living in the space.
Review the marketing strategy
Not all campaigns are created equal, and sometimes a listing is simply not being promoted widely or effectively enough.
Ask:
- Have we launched a strong social media campaign?
- Are we using video content to boost emotional engagement?
- Is print media being used in a market where it still has traction?
- Has the property been sent to our entire buyer database?
Each of these elements helps amplify reach and ensure that no potential buyer is missed. If any of these are missing or underutilised, it’s time to adjust.
Reassess pricing
This is often the most sensitive conversation, but also the most important.
First, ask: Is there a published price guide?
According to realestate.com.au, 72 per cent of buyers skip over listings that don’t have a price guide. Not publishing one could mean losing nearly three-quarters of your market – before they even view the listing.
Then look at what else is on the market:
- Are there similar properties nearby that are better presented or better marketed?
- Are they priced more competitively?
- How does your listing compare when a buyer is scrolling through results on REA or Domain?
These conversations should be guided by data, not opinion. Showing the seller competing listings can help reframe the conversation in a way that’s logical, rather than emotional.
Bring the strategy back on track
Ultimately, if the number of buyers walking through the door is low, it’s not about waiting for the market to change – it’s about taking action.
By auditing the presentation, marketing and price, and making the necessary adjustments, you give the property its best chance of drawing renewed interest. The key to all of this is communication – not via email or message, but face to face.
Adrian Bo emphasises that leadership in a campaign comes from clarity, calmness, and confident direction. Low numbers don’t mean failure. They mean it’s time to recalibrate.
Adrian Bo is the CEO of Adrian Bo Real Estate Training & Auctions.
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