For decades, open houses have been a familiar part of real estate marketing, but many people still question whether they actually help sell homes. A long-time Ontario real estate broker says that while statistics suggest open houses rarely lead directly to sales, they continue to play an important role in today’s housing market.
A commonly cited statistic in the real estate industry claims that only about two per cent of homes sell because of open houses. Even updated figures from the National Association of Realtors suggest only a slightly higher number, with roughly four per cent of sales linked to open houses or inquiries from “For Sale” signs.
At first glance, those numbers might make open houses appear ineffective. If they account for such a small percentage of sales, many people wonder why agents still organize them.
However, industry professionals say the numbers don’t tell the full story.
When open houses first became popular in the early 1990s, the housing market operated very differently. The internet was still in its early stages and home marketing was largely local. Real estate agents relied heavily on Multiple Listing Service databases, newspaper advertisements and weekend open houses to connect with buyers.
Open houses served as one of the few opportunities for agents to meet potential buyers face-to-face. In many cases, visitors were not even interested in the property itself but later became clients searching for another home.
Today, technology has changed how buyers search for properties. Most home buyers begin their search online, browsing listings on mobile devices, comparing neighbourhoods and even taking virtual tours before ever stepping inside a home.
Despite this digital shift, open houses have quietly regained importance in some markets.
In Durham Region, for example, real estate professionals say many buyers are coming from Toronto, Mississauga and Brampton, where housing prices are often significantly higher. After browsing listings online during the week, these buyers frequently travel east on weekends to visit homes in person.
For buyers who do not yet have a local real estate agent, open houses provide a simple way to explore multiple properties during a single trip.
This has created what some agents call a “new-old” strategy in the housing market. Buyers first discover properties online, then attend open houses to see the homes and neighbourhoods in person.
In some cases, these visits lead directly to offers.
Real estate professionals in Durham Region report several examples where buyers first discovered a property during an open house before eventually submitting an offer.
In one case, buyers visited a bungalow during an open house and later made an offer after seeing the property just that once. Another home attracted multiple offers after buyers initially viewed it during an open house and returned later with family members.
Open houses can also help buyers learn about neighbourhoods they may not be familiar with.
For people relocating from outside the area, walking through homes in person allows them to better understand the layout, atmosphere and surrounding community in ways that online photos cannot fully capture.
However, experts warn that buyers should still exercise caution when attending open houses without their own real estate agent.
Discussing personal details such as budget limits, timelines or motivation with a listing agent could weaken a buyer’s negotiating position later in the process.
Although statistics suggest open houses account for only a small portion of final sales, many real estate professionals believe they remain a valuable marketing tool when combined with online exposure.
In today’s housing market, successful home sales often come from using multiple strategies together, including digital listings, open houses and professional guidance from experienced agents.
While open houses may not dominate the statistics, many agents say they still open more doors for buyers and sellers than people might expect.
