Short answer: send each visitor one short, personal message the same day, built on something they actually said, and match it to who they are: buyer without an agent, buyer with an agent, neighbor or investor. Text only people who agreed to texts; email the rest.
The 4-part rule for every open house text
- Name yourself and the property in the first line.
- Use one detail only that visitor gave you (a question, a room they liked).
- End with an easy question they can answer in one word.
- First text only: add an opt-out line such as "Reply STOP to opt out."
Keep texts under 160 characters when you can, 320 at most. Skip "just checking in" and "this one won't last."
Texts by visitor type (copy and edit)
1. Buyer without an agent who asked a specific question
Answer the exact question (or promise to get it) and offer one easy next step.
Hi Dana, it's Jordan with [BROKERAGE]. Thanks for coming to 42 Juniper today. I'm checking whether the shed stays. What time Sunday works for you to come back? Reply STOP to opt out.
2. Buyer without an agent who was just browsing
No pressure. Reference what they looked at and make it easy to say "not yet."
Hi Ken, it's Jordan with [BROKERAGE]. Thanks for stopping by 42 Juniper. You mentioned spring. Want me to send a few homes like this one now and then, or hold off until closer? Reply STOP to opt out.
3. First-time buyers
Light discovery tone: help them understand the next step, not just the house.
Hi Jess, it's Jordan with [BROKERAGE]. Thanks for touring 5B today. Glad the balcony stood out. If it'd help, I can walk you through what buying a first condo looks like, start to finish. Want a 15-minute call this week? Reply STOP to opt out.
4. Buyer who came with their own agent
Thank them, offer information for their agent, and don't ask them to switch.
Hi Tom and Bea, thanks for coming through 42 Juniper today. Glad you liked the sunroom. Happy to send the disclosures straight to Nina so she has everything.
5. Neighbor
They may sell someday. Be friendly, share only what the seller allows, and offer something useful later.
Hi Ruth, thanks for stopping by today. It's always nice to meet neighbors. If you're ever curious what homes on your street are worth, I'm happy to put together a no-pressure look.
6. Investor
Facts only. Never guess rents or returns; offer a sourced number later.
Hi Mike, thanks for coming by 5B. You asked about renting it out. I'm pulling the HOA's rental rules and I can get comparable leases from [SOURCE]. Want both by email?
7. Visitor who asked about schools or safety
Point to official sources instead of describing the area. That's both Fair Housing-safe and more useful.
Hi Alana, it's Jordan with [BROKERAGE]. Thanks for coming to 18 Birchwood. Want me to send commute times at your actual work hours, plus the school district's official boundary lookup? Reply STOP to opt out.
8. Visitor who said "don't text me"
Switch channels immediately. Email or call only.
(Email) Subject: 5B Harbor View: the rental rules Hi Mike, thanks for coming by today. Here are the HOA rental rules you asked about: [LINK]. No reply needed unless you want more.
What about people who didn't sign in?
You can't follow up with them, and you shouldn't invent records for them. Count them for the seller ("about 14 groups, 2 documented contacts"), and next time put a QR sign-in with a text opt-in box by the door. Our open house email guide covers the email side.
When to send what: a simple 7-day plan
| Visitor | Day 0 | Day 1-3 | Day 5-7 |
|---|---|---|---|
| Buyer, no agent | Text + email with answers | Call: second showing | One new reason, then an easy "not now" |
| Buyer with agent | Thank-you, offer info for their agent | Nothing | Optional light note copying their agent |
| Neighbor | Thank-you | General "what we heard" (if the seller allows) | Offer occasional market updates |
| Investor | The numbers they asked for, with a source | Offer monthly updates |
Common mistakes
- Texting someone who left the text box blank. Email them or call instead.
- Describing the neighborhood by who lives there ("lots of young families"). Describe the home and named places. See Fair Housing words to avoid.
- Sending the same message to everyone. One specific detail beats three paragraphs.
- Pitching a buyer who has an agent. Help their agent instead.
Don't forget the seller
Send the seller a short summary the same evening: total visitors vs documented contacts, what people liked, concerns (anonymous), and what you don't know yet. Keep facts, visitor comments and unknowns in separate sections so nothing reads like a promise.
Want these written for you? The Open House Follow-Up kit ($29) turns your messy notes into one ready message per visitor, a seller summary and a CSV. Try the free demo.