Open houses are one of the most effective ways to showcase a listing, generate interest, and connect with potential buyers in person. But getting people to show up can be a challenge even with the perfect home in the perfect location.
A well-crafted email strategy can make all the difference. Instead of sending a single announcement and hoping for the best, a thoughtful, well-timed email sequence can build anticipation, encourage RSVPs, and remind prospective buyers to attend. A strong email cadence can create urgency, highlight the home’s best features, and make it easy for recipients to share the invitation with others.
This article walks you through the essential elements of high-converting pre-event emails and a proven timeline to maximize attendance. Whether you’re hosting your first open house or looking to improve turnout, these strategies will help you attract more potential buyers and turn interest into offers.
What makes a great open house email? (Before you send)
A successful open house email doesn’t just inform. It entices, engages, and drives action. Here are the six key elements of an effective open house email:
#1. Engaging subject lines – Capture attention and boost open rates
The subject line is your first impression and determines whether your email gets opened or ignored. A compelling subject line grabs attention, sparks curiosity, and encourages the recipient to open your email. Keep it short, to the point, and relevant to the event.
Strong subject line examples:
- Don’t miss this stunning home in [Neighborhood]!
- Your dream home is waiting—RSVP for our open house!
- Just listed! Be the first to tour [Property Address]
- This dream home won’t last—RSVP for the open house!
- Sneak peek: Get an exclusive look inside [Property Address]
- Limited spots available—reserve yours now!
Pro tip: Test different subject lines to see what resonates best with your audience.
#2. High-quality visuals – Use stunning photos or a virtual tour
Prospective buyers are more likely to attend an open house if they can visualize the home’s appeal before they arrive. A well-placed image or a short video tour can increase engagement and create excitement.
What to include:
- Eye-catching photos of key selling points (kitchen, living room, backyard).
- A virtual tour link or short teaser video showcasing the home.
- A branded flyer or graphic that summarizes event details.
Pro tip: Use a short animated image (GIFs) or short video in the email to make it more dynamic and engaging.
#3. Clear call-to-action (CTA) – Guide recipients to RSVP or share the invite
A clear CTA is essential to guide recipients toward the next step. Whether it’s RSVP’ing for the open house, forwarding the email to a friend, or clicking to view the property online, your CTA should be simple and actionable so your recipients know exactly what to do next.
Effective CTAs:
- Click here to RSVP and receive a reminder!
- Save your spot—let us know you’re coming!
- Share this event with a friend who’s house hunting!
Pro tip: Place the CTA near the top of the email and repeat it at the bottom for maximum visibility.
#4. Shareability – Make it easy to spread the word
The more people who hear about your open house, the better. Make it easy for recipients to share your invitation with their network.
Ways to encourage sharing:
- Add a “Forward this email” button.
- Include a Facebook event link so people can RSVP and invite friends.
- Suggest they bring a friend, family member, or neighbor who might be interested.
Pro tip: Consider offering a small incentive for referrals, such as a raffle entry for attendees who bring a guest.
#5. Personalization – Tailor messaging to your audience
Emails that feel personal get higher open and engagement rates. Even small touches, like using the recipient’s first name, can make a big difference.
Ways to personalize your emails:
- Use the recipient’s name in the subject line and greeting (“Hey Sara, check out this beautiful home!”).
- Segment your email list to send targeted invitations (e.g., first-time buyers vs. investors).
- Reference past interactions (“Since you attended our last open house, we thought you might love this one!”).
Pro tip: Customize content based on location or buying preferences for an extra personal touch.
#6. Urgency & Exclusivity – Encourage immediate action
People are more likely to take action when they feel a sense of urgency or exclusivity. Let your audience know why they shouldn’t wait to RSVP or attend.
Ways to create urgency:
- “Only a few spots left—reserve yours now!”
- “Be among the first to tour this just-listed home!”
- “This property won’t last—see it before it’s gone!”
Pro tip: Mention if the home has already received inquiries to create a fear of missing out (FOMO).
With these elements in place, the next step is timing your emails for maximum impact.