Jeffrey is a Real Esate Broker,
blogger , big thinker
A Listing Launch Event is not your grandma’s open house. No, no, no. This is the Beyoncé of open houses. It’s the Super Bowl kickoff of home sales. It’s the dating profile picture that makes every other house on the market look like they took theirs in bad lighting with a flip phone.
Here’s how it works:
You list a home.
You tell everyone about it.
You do not allow any showings until the big Listing Launch Event (a.k.a., the ultimate first look).
On the event day, buyers flood in, eyes wide, hearts racing, checkbooks ready.
You create excitement, urgency, and—if you play your cards right—a bidding war hotter than Southwest Michigan in July.
This strategy makes buyers feel like they have to be there. No more sluggish “Oh, we’ll just schedule a showing later” attitudes. Nope. If they want a shot at this house, they need to show up, fall in love, and act fast.
Glad you asked. Let’s break it down:
1. Scarcity = Desire
Ever notice how the last cookie in the jar is always the most delicious? The Listing Launch Event creates a sense of scarcity—buyers know they have one chance to see this home before others make an offer. They don’t have the luxury of “thinking about it.” They either want it, or someone else will snatch it.
2. Creates Social Proof & FOMO
When buyers walk into a house and see other people interested, suddenly, the home feels way more valuable. Seeing five couples whispering to their agents makes buyers think, “Oh crap, we need to move fast!” It’s human psychology at its finest.
3. One Big Showing = Less Hassle
For sellers, this is a dream. Instead of keeping your house spotless for weeks while agents parade strangers through at random hours, you prep once, throw one epic open house, and call it a day.
4. Encourages Stronger Offers
When buyers know competition is fierce, they make stronger offers right away—often above asking. That’s how you get those delicious, over-asking, no-contingency, “let’s sign today” kind of deals.
Alright, let me tell you about the house.
It was a cute, three-bedroom home in Niles, Michigan. The kind of house that had that HGTV, “Pinterest board come to life” feel. My sellers, a young couple named Jake and Lauren, were moving out of state and wanted top dollar—fast.
I told them we weren’t going to do showings right away. Instead, we were going to build up demand like it was Black Friday and this house was a 75-inch TV for $200.
For an entire week, we hyped up the event:
We pushed it everywhere on social media.
We sent out teaser emails with sneak peek photos.
We even did a “Coming Soon” sign to get neighbors buzzing.
When launch day came, we had 23 groups of buyers waiting outside before we even opened the door. TWENTY-THREE.
The energy inside was electric.
Buyers were literally overhearing each other say things like, “Wow, this is perfect” and “We need to write an offer tonight.” And guess what? By the end of the event, we had five offers—all over asking price.
Jake and Lauren ended up selling their home for $27,000 more than their original asking price, and they were absolutely thrilled.
No stressful negotiations.
No price drops.
No lingering days on the market. Just one big event, one perfect buyer, and one fat payday.
How to Throw a Killer Listing Launch Event
Alright, so you’re convinced. You’re thinking, “Wow, this is genius. How do I do it?” Well, let me give you the playbook.
1. The Hype Machine
Start teasing the home a week before it goes live. Use “Coming Soon” signs, social media posts, and emails to drum up interest.
Use high-quality photos and video tours to make people desperate to see it in person.
Tell agents and buyers the date & time—make it an event, not just a random open house.
2. No Early Showings. NONE.
This is crucial. Don’t let anyone sneak in for an early look. If they want to see it, they have to come during the Listing Launch Event.
3. Make It an Experience
Have refreshments, play music, create a welcoming vibe. (Bonus: A cookie-scented candle never hurt anyone.)
Have marketing materials ready—flyers, financing options, the works.
Greet buyers, but let them feel the urgency by seeing others walk through the home.
4. Set a Deadline for Offers
After the event, give buyers 24-48 hours to submit their best and final offers. This keeps the excitement going and forces serious buyers to act fast.
.
Jeff Bucholtz is a Real Estate Broker based in Three Oaks MI.
He has sold more than 100 Million Dollars in Real Estate.
He is the Broker and owner of Freedom Realty.
This will close in 0 seconds
This will close in 20 seconds
This will close in 0 seconds
