In real estate, the concept of the open house has always been about visibility: getting potential buyers through the door to imagine themselves living there. But in today’s market, the “door” is often digital—and it’s open 24/7.
The Shift to Screens
I bet you are here because you’ve seen our videos, and that’s not unusual. Everyone is online and it’s not a trend — it’s the new reality of real estate. More than 90% of Buyer searches start online.
Buyers rely on websites, mobile apps, and social media to explore available homes. If your listing isn’t optimized for this digital world, it simply won’t get the attention it deserves. Our digital funnel is built to convert interest into action. That’s why we lead with engaging, high-quality video content that brings your home to life on screen and attracts more serious buyers. However, the key is to translate online curiosity into in-person showings.
Social Media Isn’t Just Exposure—It’s Strategy
Unlike a traditional open house that might attract a few neighbors or weekend browsers, a strong social campaign can generate thousands—sometimes hundreds of thousands—of impressions. The more people that see your home the better, but why? Well, that’s because those views boost the overall visibility so we can then make sure it’s being seen by the right people.
A recent campaign for one of our listings generated over 36,000 views in a single launch weekend. That property? It was under agreement by Monday morning. Hundreds of people had been converted from social media to our landing page for the property, and by the end of the weekend, that page had 1,074 views. That means, people weren’t just quickly looking at the property – they were coming back for more. These are real-time buyers that have strong interest within hours of launch. When markets favor sellers, like they have in Boston for years, time is of the essence. The first weekend on the market is when the seller has the vast majority of control over the price and terms of any offer. So, capitalizing on interest in the first week on the market is paramount.
At Columbus & Over Group, we aren’t just posting fun videos—we’re producing content that makes buyers stop, look, and act. And with full-time videographers and marketing strategists in-house, we’re doing it every day.
Want to see how our social strategy could take that “Scroll” to “Sold” for your home? Learn more about listing with Columbus & Over Group.