Broker Open House Email Playbook: Max Attendance Tips
Ashley Blake
Nov 12, 2025

As a real estate agent, you know that broker open houses are more than just events - they're chances to connect with other agents, show off a listing, and spark interest that can lead to offers. But getting agents to show up can be tough. With busy schedules and many listings competing for attention, a simple invite often gets lost in the inbox.
This playbook is your step-by-step guide to using email for open house marketing. We'll cover timing strategies, messaging tips, incentives, templates, and a real case study showing proven results.
Higher open rates with local targeting
Sales increase with digital flyers
More referrals with email campaigns
Why Focus on Broker Open Houses
Broker open houses are events where you invite other real estate agents to preview a listing. They're usually held mid-week, giving agents a chance to see the property before they bring clients. The goal? Get feedback, build buzz, and encourage agents to share the listing with their buyers.
The Numbers Don't Lie
While average open houses see 2.89 attendees, broker events with strong marketing can draw 8-10+ agents. In contrast, 18% of open houses have no visitors without proper promotion.
These events stand out because they target professionals who can drive sales. Email plays a crucial role here - it's cost-effective and reaches agents directly. Real estate email marketing delivers high returns, with agents seeing 2-3 times more opens with targeted, local messages.
Pro Tips for Success
- •Pick weekdays for events - agents are freer then
- •Aim for afternoons to avoid client meetings
- •Track results - note how many emails lead to RSVPs
The Power of Email Marketing
Email is a key part of marketing strategies for real estate agents. It's direct, trackable, and cheap compared to ads or mailers. For promoting real estate events like broker open houses, it shines because you can target specific agents in your area.
Higher open rates for local messages
Increased reach with zip-targeted delivery
Why is it effective? Agents check email often - many before 9 a.m. or after 5 p.m. With open rates significantly higher for local messages, your invite stands out. Plus, emails with flyers or links get more clicks as they're easy to share.
In real estate email marketing for open house announcements, personalization matters. Address agents by name, mention the zip code, and include property highlights. This targeted approach builds trust and encourages attendance.
Timing Strategies That Work
Timing can make or break your email campaign. Send too early, and agents forget; too late, and they're booked. For broker open house invites, aim for a sequence that builds excitement.
Perfect Timeline for Wednesday Event
Week 1, Tuesday
Send initial announcement
Week 2, Sunday
Weekend teaser (agents plan ahead)
Monday
Quick reminder (3 days before)
Tuesday
Day-before nudge (24 hours out)
Common Mistake to Avoid
One-off emails rarely work. Use a series for better results. With good timing, you can double attendance from averages of 2-10 agents.
Crafting Effective Messaging
Messaging is what gets agents to click and attend. Keep it clear, short, and focused on benefits. For real estate email marketing open house announcements, highlight the property, perks, and ease.
Subject Line Formula
"Exclusive Broker Preview: Stunning Home in [Zip] – Join Us Wednesday!"
This grabs attention with specifics and urgency
Essential Elements to Include
✓ Property Details
Beds, baths, unique features
✓ Why It's Special
Motivated seller, quick close
✓ Incentives
Lunch, gift cards, prizes
✓ Clear CTA
RSVP link, time, address
Incentive Ideas That Work
• "Enjoy catered snacks and beverages"
• "Enter to win a $50 Amazon gift card"
• "Bring a buyer lead for extra commission split"
• "Network with top local agents"
Ready-to-Use Email Templates
Here are proven templates for your campaigns. Copy, customize, and send. They're designed for maximum engagement.
Subject Line
Broker Open: Prime Listing in [Zip] – Don't Miss Out!
Hi [Agent Name], I'm hosting a broker open for a motivated seller at [Address]. Details: • 4 beds, 3 baths, [sq ft] • Highlights: [Pool, updated kitchen] • When: [Date/Time] Join us for lunch and networking! RSVP: [Link] Best, [Your Name]
Subject Line
Reminder: Broker Preview Tomorrow – Win a Gift Card!
Hey [Agent Name], Quick reminder: Our open house at [Address] is tomorrow! Come see this gem and enter for a $50 gift card. Time: [Time] Perks: Catered bites, quick tour See you there! [Your Name]
Subject Line
Thanks for Attending – Next Steps on [Address]
Thanks for coming to our broker open! Got feedback? Here's the digital flyer: [Link] Let's chat about potential buyers for this property. [Your Name]
Targeting Tips
Target by zip code or network. Use lists of local agents. Tools like Blastrow automate this process, sending to nearby professionals and increasing relevance for better attendance.
Real Results: Case Study
Sarah's Success Story
Real Estate Agent, Texas
Sarah's broker opens typically drew 3-5 attendees. She decided to try Blastrow to create digital flyers and improve her marketing strategy.
The Strategy:
She picked a template, targeted by zip code, and sent e-blasts. The flyer became a webpage, shared on their co-op hub for maximum visibility.
Agents attended (vs. 3-5 before)
Higher email open rates
More referrals generated
The Outcome:
One event led directly to an offer. Hub exposure added hundreds of additional views. Blastrow's network of 200k+ agents amplified her local promotion significantly.
Additional Tips & Insights
Track Your Metrics
Aim for 20%+ open rates. Use A/B testing for subject lines to optimize performance.
Pro tip: Add videos to emails for higher engagement
Expand Your Reach
45% of attendees are neighbors - don't forget to invite them too!
Remember: Follow email compliance laws (CAN-SPAM)
Frequently Asked Questions
Blastrow
Listing Promotions