The State of Open Houses in 2024: Virtual Tours and Safety Protocols Reshape Home Buying

The traditional open house is no longer the default marketing strategy for home sellers. While buyer demand remains strong, the prevalence of open houses has not fully rebounded to pre-pandemic levels. Based on an analysis of market data, a significant and lasting shift has occurred, with virtual tours and stringent safety protocols becoming permanent features of the real estate landscape. This change is driven by health concerns and the proven effectiveness of digital tools, allowing buyers to conduct initial screenings online.

What is the Current National Trend for Open Houses?

Nationwide data indicates a fundamental change in how sellers market their homes. In July 2020, only 6% of new listings held an open house within their first week on the market. While this was a recovery from a low of 1% in April 2020, it remained substantially below the 15-20% rate common before the coronavirus pandemic was declared. This suggests that the convenience and safety of alternatives have reduced the necessity of the traditional group showing. The market has adapted, with many transactions proceeding efficiently without them.

How Have Safety Measures Transformed the Open House Experience?

For sellers and agents who do host open houses, the experience is now governed by rigorous safety measures. Based on our experience assessment, a typical open house now involves:

• Mandatory health screenings: Attendees are often required to sign documents confirming they are free of COVID-19 symptoms.
• Limited occupancy: Strict limits on the number of people inside the property at one time are enforced.
• Personal protective equipment (PPE): Masks and hand sanitizer are mandatory.
• Flow management: An additional agent may be present solely to manage foot traffic.

These protocols are designed to minimize risk but also change the fundamental nature of the event, making it a more controlled and less casual experience.

Why Are Sellers Opting for Open Houses Now?

The primary reason sellers are reconsidering open houses is to manage overwhelming buyer demand. In highly competitive markets, agents receive a high volume of requests for private showings. Hosting a single open house can be a more efficient way to accommodate dozens of serious buyers at once, alleviating the scheduling burden on the seller. However, in the hottest markets, some homes are selling so quickly that any type of showing beyond a virtual tour may be unnecessary.

What Are the Regional Differences in Open House Recovery?

The recovery of open houses has been uneven across the United States, reflecting local regulations and market conditions. As of July 2020:

• The West: Saw the slowest recovery, with just 4% of new listings holding an open house.
• The Midwest: Had a rate of 9%.
• The Northeast: Recorded a 12% rate.
• The South: Saw 7% of listings host an open house. Some areas, including parts of Washington and California, maintained full bans on open houses, relying entirely on appointment-only showings booked through digital platforms.

Are Virtual Tours and Remote Buying the New Normal?

The shift away from open houses has accelerated the adoption of technology. Virtual tours and 3D walkthroughs allow buyers to narrow their choices remotely. This trend appears lasting; a survey found that 45% of buyers who purchased a home in the preceding year had made an offer on a property they had not seen in person. Many industry experts predict that the initial stage of home searching will continue to be conducted online long after health concerns subside.

For today's home buyers and sellers, adaptability is key. Buyers should be prepared to leverage virtual tools for initial screenings and expect safety protocols at any in-person showing. Sellers should consult with their agent to determine if an open house is the most efficient strategy for their specific property and local market conditions, weighing the benefits of exposure against the practicality of digital marketing and private showings.