Stop Posting Open House Videos During Your Open House. You're Doing It Wrong.
Let me be the one to say it.
If you're posting videos from your open house while you're sitting at the open house...
You're doing it wrong.
And worse, you may actually be costing your seller thousands of dollars.
I know that statement might ruffle a few feathers, but let's talk about buyer behavior for a minute.
The Myth of the "Live Open House Post"
Some agents seem to believe that if they go live on Facebook, post an Instagram Story, or upload a quick Reel from their open house, buyers are suddenly going to drop everything they're doing, jump in their car, and race over to see the property.
That's not how consumers behave.
The reality is that most people scrolling social media are:
Sitting on their couch
Waiting in line somewhere
Watching TV
Killing time between meetings
Browsing homes with no immediate plans to attend an open house
Very few buyers are making same-day decisions because they happened to see your post while scrolling Instagram.
Marketing Happens Before the Open House
The purpose of social media marketing isn't simply to announce an event while it's happening.
The goal is to create anticipation.
Create curiosity.
Create urgency.
Create demand.
The most effective agents begin promoting an open house days before it happens.
They release teaser videos.
They showcase unique features.
They create short-form content highlighting the lifestyle the property offers.
They build excitement.
They make people feel like this is a home they don't want to miss.
Even if the property has already been on the market for several weeks.
"But Everyone Already Knows About The House"
Do they?
You might think so.
But buyers enter the market every day.
Some people weren't looking last week.
Some buyers just expanded their search area.
Others just got pre-approved.
Some are relocating into the community.
Many have never seen the property before.
As agents, we often assume everyone sees what we see because we're immersed in the market every day.
Consumers aren't.
To them, your listing may be brand new.
The Message You're Sending Without Realizing It
Here's the part that bothers me the most.
When you're posting videos from the open house itself, you're unintentionally sending a message.
And it's not the message you think.
Think about it from a buyer's perspective.
If you're standing in an empty living room filming a video during the middle of your open house, what does that suggest?
It suggests you have time.
A lot of time.
Because if the property were packed with buyers, questions, conversations, and activity, you probably wouldn't be pulling out your phone to create content.
Subconsciously, buyers begin to think:
"Maybe there's not much interest."
"Maybe nobody's here."
"Maybe this house isn't as desirable as I thought."
Whether that's true or not doesn't matter.
Perception matters.
And perception influences value.
Scarcity Creates Demand
Buyers want what other buyers want.
That's human nature.
People are naturally attracted to things that appear scarce, competitive, and in demand.
When your marketing communicates excitement before the event, you increase curiosity.
When buyers arrive and see other buyers touring the home, you reinforce demand.
But when you're broadcasting an empty open house in real time, you risk accomplishing the opposite.
A Better Strategy
Instead of posting during the open house, consider this approach:
5-7 Days Before
Release a teaser Reel
Highlight one unique feature
Introduce the neighborhood
3 Days Before
Share another short-form video
Showcase lifestyle benefits
Create curiosity without revealing everything
1 Day Before
Create urgency
Remind buyers of the opportunity
Encourage attendance
During The Open House
Focus on buyers
Build relationships
Gather feedback
Create demand in person
After The Open House
Share activity
Highlight interest levels
Discuss next steps
Create FOMO for buyers who didn't attend
Remember Who You're Working For
Your job isn't to create content for content's sake.
Your job is to generate the highest possible price and best possible terms for your seller.
Every marketing decision should support that objective.
Before posting another video from your open house, ask yourself:
"Does this increase demand for the property, or does it reveal information that could reduce perceived demand?"
The answer may change how you market every listing moving forward.
Because sometimes the most damaging message isn't what you're saying.
It's what you're unintentionally communicating.
