Unveiling Open House Mastery and the Art of Relationship-Building

But before I say good morning , because we are recording this in the morning , you may be listening to it at any time I just want to share a few things and then we're going to turn it right over to Kim . Love her background , love her passion , love her enthusiasm for our beautiful city that we do business in and for our industry .

Here are some interesting things for our listeners to put into their queue as we kick off podcast today with Kim Gallo . Number one Kim moved with her family to Charlotte , north Carolina January of 2022 . She entered our new agent training program , which we call Winner's Edge , in October of 2022 .

Calendar year 2023 , we celebrated I believe it was in either late January or early February , where we awarded Kim with the Rookie of the Year for her office , known as Ballantyne , and as I was positioned at the front getting to recognize our folks that day , some numbers were shared that are critical for our podcast today .

Number one rookie of the year $6.9 million of closed volume 12 closed transactions 12 closed transactions . This is where , if I had a drum . I would provide a drum roll and out of 12 closings from open houses , let's give a big reality podcast . Welcome to Kim Gallo , kim , good morning . Good morning Gary . How are you ? I'm good . How are you ? I am good .

I am excited about today . So many things for us to uncover . I didn't even give a preamble to your background prior to moving here in January of 22 . I think you've got one of the most interesting backgrounds and I want you to share it before we kick off backgrounds and I want you to share before we kick off open house strategies .

Moving to a new town not knowing anybody's strategy , how do I get to 6.9 million in 15 months from Winner's Edge ? Tell us a little bit about Kim Gallo , her family and how you got to Charlotte .

I studied in London , so I really had a lot of fun doing that for a long time . That was pretty much my life and we'll talk more about this later . But it's fascinating to me how many similarities there are between being in that business and being in this business in a good way , being in that business and being in this business in a good way .

And when you're in the performing arts , you often need a side job . So I actually got into teaching fitness , but what I've learned about myself is I have a hard time doing anything halfway . So I went from being a fitness teacher to working for the franchise and being a national evaluator for the franchise , again traveling all over .

And then my fitness career ended up taking me to Mexico where I was hired to teach at a very nice resort called Rancho La Puerta , and this is a gorgeous 4,000 acre resort just past San Diego . So I moved there from Los Angeles when I was 43 , because I was a little bit , a little burnt out on acting , a little bit needed a change .

And this opportunity came along and I thought , well , I'm going to just move to Mexico for a year because I can and live and work there . And , much to my surprise , I met my husband there , love of my life , and we started a family right as COVID started . So I spent my pregnancy in Mexico during the pandemic .

The resort where we were living and working was closed . So I had this kind of crazy pregnancy where I just hiked every day on 4,000 acres without any people around anywhere but my husband . And then we had her in October 2020 and thought , well , where are we going to go now ?

So we looked at many , many cities and kind of he , my husband's from Connecticut originally and for me that was just too cold we thought about Arizona , we thought about Austin I have a good friend in Austin , colorado and then Charlotte kind of got on our radar , closer to Connecticut and beautiful weather , and I had already started studying to get my real estate

license in California . I actually got through all the study I needed to take . My exam was just about to take the exam and we decided to move to Charlotte . But I saw the opportunity there and how it was booming and how it was gorgeous . We came and we fell in love with it and we moved here and here we are . Here I am on the podcast .

I believe that you can be seen on TV shows , so I'm not going to let you get away today without describing a little bit about you know how people might be able to go see you on the screen , so share a little bit about that , kim .

What's been fun about moving to Charlotte is that it's very exciting to people here that I've been on TV In LA . Nobody cares because everybody's on TV , but I did do maybe some of your favorite shows . I was on CSI , new York NCIS , and I had a run on General Hospital . I did about 20 episodes or so of that and just some other programs that I did .

And I've always been a singer I've sung my entire life

. And are you going to tell the story about how we met Gary ?

I've already had the opportunity to share today kind of your success in your first full calendar year , and one of the things that we think is so important is staying committed as real estate professionals , to fundamentals , to adding value to the relationships we have with both buyers and sellers , and then also the importance of these relationships .

So what's so interesting is you move here knowing nobody . So I really want to peel the onion back on open house strategies . Kim and I got laughing a little bit because I'm going to share a story about an open house October 10th of 1987 .

I do not want those listening who were not born by then to drive off the side of the road or to step into a hole if you're out on a walk . But the reason I share that is I'm going to share open house success from actually it was 1987 . It's actually 1986 . Excuse me , it was October 10th of 1986 .

And then success that Kim had in the calendar year of 2023 . Lots has changed since then . The internet , you know , buyer agency , due diligence , idx , you name it , but open houses worked 38 years ago and clearly they worked last year for Kim Gallo 10 out of 12 closings . So we're going to peel the onion back .

Share with our audience today what are the keys to success in your open house strategy .

So what I do , if you really want to know the whole process , I write yes , the entire process . Especially for new agents , this might be helpful .

I look at all the Allentate listings pretty much every Sunday night and I kind of see the listings that I think are interesting to me or in a neighborhood that I want to get to know or do know , and I write those agents and I ask them would you like me to hold an open house ? And sometimes I do and sometimes I don't . If they say yes , great .

You do some more research on the neighborhood . If the house is vacant , try to preview it if you can , and that's a great time to make a fun little video or something to get people excited . I do social media postings about two days before and , if possible , put the signs up two days before .

I also make a lot of brochures and flyers and have information there , because when you're at an open house you have to imagine buyers are going around to open houses all day . You want to be the open house where they get some information , where it's more than you just sitting there while they go through the house .

So I get to the open house , I get everything ready , turn on all the lights and I myself . You have to find what works for you , but I like an old fashioned sign in sheet , just a notebook and a pen . And of course you welcome people in , ask them to sign in , let them walk around and the main thing I try to do is just get them to talk to me .

You know I'll ask questions . You have to kind of feel out how they are . Often people are not open because you know they want to go and look and they don't want to be bothered . But I find that if you just start asking some questions , you know how long have you guys been looking ? How'd you find out about the open house ? Was it my balloons ?

You know how long have you guys been looking ? How'd you find out about the open house ? Was it my balloons ? You know that sort of thing . And if people are open , great . You know . If they want to start talking to you , let them talk .

Normally I have a separate notebook , my own notebook , in addition to the sign-in sheet , and as soon as they start talking I will say is it okay with you if I jot this down ? I just want to . You know , remember I have their names down . I jot it down as much as you can get . People like to tell you what they want , you know .

So if you , what are you looking for ? How long have you been looking ? You know , get all the information you can . Oh , do you have a dog ? Oh , you have a golden doodle . Write it all down , you know . And so it doesn't matter if they have a realtor . If they have a realtor , great . You still are interested in getting to know them . You wish them luck .

You might even know about some other houses in the area . Or you say you give them information to give their realtor about this house . You know , this house has been nonstop . Definitely , have your realtor reach out , because I don't know how long it's going to be here . And if they don't have a realtor , even better .

If they don't have a realtor , then you know , you try to see how you can get them interested in buying this house and if you can help them , do it . Now I had a gimme out of those 10 , I will say I had the dream that every agent jokes about . On one of my first open houses I had a buyer walk in and we just hit it off .

We just talked for a while . I got her information get everyone , you know . And then when I called her the next day to follow up , she just said . You know I've been thinking about it . I want to buy this house and put a cash offer in . Can you write it for me ?

That was my first deal , so that has not happened since , but I think that gave me the confidence to know hey , this works . So at the open house , yes , you want to get them to talk . You want to get their information .

If they are buyers without a realtor who are actively looking , my goal is to get them to agree to let me get them set up on RealScout before they go . And if they get , well , I'm on Zillow , I'll say yeah , but I'm on MLS . I guarantee you more than you're on Zillow . And how am I different from Zillow ? You've just told me everything you want .

I'm going to hand pick the listings that I send to you . They're not , you know , they're going to be pre-screened by me , given what you need , we're going to get that fence for your golden doodle , you know , and or find a place where we can put a fence in . Also , I have access to firm exclusives that Zillow does not .

That usually gets them to agree to get you to sign in . I mean to sign up , because often they're saying , oh , I got it , I'm online and you say , no , I've got it because I've got eyes and I'm on it more and I'm going to handpick these listings for you . So that's what I usually try to do . And then the important thing is the follow-up .

You have to follow up with each and every guest , even if they were a neighbor , even if they have a realtor . Just thank them for coming . It's just nice . You never know if they might have a realtor , but maybe they have a friend who needs one and they really liked you and they connected with you and they think you know you'd be perfect for my friend .

So you always want to follow up that night or the next day if possible . Don't wait three days and be very specific in your follow-up . Hey , it was so great meeting you . You know . I really hope you guys find that you know ranch level house in South Charlotte that you're looking for . If this isn't the one , let me know how I can help you .

Just , you will meet people at open houses who want help . You know they they want help and if you approach it that way , then it's a pleasure to talk to them and see if you can help them . And if they don't want help , then that's okay , you know . So that's . I guess that's what I do .

And then you know , have have good music , get balloons that sort of thing . Good music , get balloons , that sort of thing .

So again , just trying to take our audience today on this entire journey . So I'm going to make an assumption that come Sunday night , monday , tuesday , you've made the connection or you've left the message or whatever . You then put them into your system to stay connected with them . Is that accurate ?

You know , I think I don't find as much value in that as I do in putting the time into handpicking listings to buyers who really are needing help . You know . And what's great about ? Well , you can use whatever app you want for the search . The reason I like Real Scout is because you can see their activity .

So if you see someone looking at a house you know say they look at it three times that's the perfect opportunity to reach out again with , you know , an offer to help . Hey , do you want to go see such and such home ? Or hey , what are you doing Thursday ? I've got some time this afternoon .

If you want to go check out this house before the open house Saturday , you know that sort of thing you might have to . And this is where it ties into acting , the tenacity . I have definitely reached out to people seven to 10 times with zero response .

And I think that's where the acting background helps , because if you're an actor , you audition for things millions of times , you get so many no's , so many rejections , you just have to . Basically , if someone doesn't respond , it doesn't mean they're not interested in having your help , it just means they're not responding .

So for me it's a matter of I continue to offer my services , I continue to reach out with some value . I don't just reach out and say hey , what's up . I say you know , hey , did you hear about this ? Oh , did you see this listing , you know ?

Or just anything of interest , even if it's an event in the area and you happen to know they have a kid or something because you connected on that level . Hey , did you hear about this fair that's going on this weekend ? I think I'm going to check it out , keep reaching out and then , on the 10th , reach out . They might say , you know what ?

I do want to go , look at this house , and pretty much any time I've met someone to show them a house . It's become a beautiful relationship from there .

And so you use the word tenacity , perseverance , tenacity , perseverance . And I think the other thing that's really important is because people don't respond back to you , as you said , doesn't mean they don't want help , and I'm going to caution all of us on making assumptions .

I've shared multiple times on this podcast the four agreements Don't assume anything , don't take anything personally , be impeccable with your word and just do your best . What's really interesting ? As you , I've got some follow-up questions , but what's really interesting to me is we began our conversation today about fundamentals .

An open house is about as fundamental as you get in our business . We talked about value and what I heard you is you customize and you personalize the experience and the interaction that you have and I would say it this way with those people that come to your open houses that are kind of swimming to you and you don't spend a lot of time .

There are people that want to walk through the house and they don't want to share anything , and it's clear to me that those who do , you stay connected . You become very curious . I know about the dog and the fence and how long you've been looking and all of those things .

And then I think the other thing is , for those who don't want to engage , it's okay , it's okay . So a couple of questions , and you may not know this answer to a date , number one in the calendar year of 2023 , how many open houses did you do ?

It's never a waste of time unless you waste the time Like if you have an open house , you have the opportunity to learn about a neighborhood .

That's , for me , how I learned about Charlotte . I'm like where's this ? I took every open house I could get when I first started . I'd be driving and going what the heck is this ? And you learn about neighborhoods . I'd be driving and going what the heck is this ? And you learn about neighborhoods .

If no one's there , I will walk around the house and I will look at the notes and see what the agent did to market the house and learn that way . Think of it as an opportunity to be coached by the person who's listening it is and say , oh , they pointed out this . Oh , they said this . Oh , this is interesting .

You learn about types of houses , construction material , what to call things . You can use your time if nobody comes in there . So I never think of it as a waste of time .

So if you go in with that attitude every single weekend , you have an opportunity to learn about a home , learn about a neighborhood , see what's on the market , get a really good idea of what's out there , and then if people come in and you can help that agent sell the house , great , or you can pick yourself up a new buyer even better .

But it's not a waste of time . I love it ? Yeah , you can't think of it as that way . You just have to do them every single weekend .

But there are some other strategies I want to talk about . So I want to ask . So 10 out of 12 closings came from open houses . You told your story and , by the way , I don't want every particularly brand new to the business or considering the business today to think that I'm going to have an open house and get a cash buyer the next day .

I'm just going on the record and , kim , that only happened once . So how many of the homes that you set open did you sell ? Or did you pick up a prospect at an open house that you sold another house ?

adds 10 minutes to my commute , I don't really . And I said , well , let's just look at it . And by the time we walked out of the house they were ready to write an offer . So sometimes you just have to . I fall in love with every house I hold open . I really do , and you have to , I think , to enjoy doing it .

There's always something great about every house . And then you're going to meet the right buyer , whether it's at that one or at another open house , and then you can kind of pair people with houses . Well , a couple of things .

So I think that's really a couple like to have open based on markets , communities , neighborhoods that I either want to learn about or I know about . So I want our listeners to really think about this business plan . This is a very intentional plan .

Then I reach out to those agents because I don't have any listings , because I just moved here in January of 2022 and I don't know anybody , and I offer up my services to sit in an open house and I do one to two , like I'm doing like 60 , 70 , 80 a year . I meet those who are swimming to me . I stay connected with them . Of value .

After the fact , I've sold three houses Two the ones I sat were sold to people that came through them and then I met somebody at one open house and sold them another open house I had . I just want everyone to understand that that happens when you have a plan . Understand that that happens when you have a plan , it does not happen .

When you show up , do an open house and you got the March Madness on or the Carolina Panther . It doesn't work that way . It just doesn't work that way . I think the other thing really , really important I call everyone who gives me their information , even if they're working with a real estate agent .

Here's my question If you find out the agent's name they're working with , do you call that agent proactively and tell them one of their clients came through that ?

But if I can't beat you , I got to join you because you're going to help us in a transaction . So I'm just giving a little add on to your business plan , which would be if Kim Gallo walked in and said , hey , I'm working with Carl Richman , I would call Carl Richman Sunday night .

Hey , carl , it's Gary , just wanted you to know him and her husband came to the open house . I'm just letting you know . There's a bunch of interest . Anything I can do to help you and your client , let me know . Think about , because ultimately Kim's going to become a listing agent .

Ultimately Kim is going to want every real estate professional in the market to want to do business with her Boy . Am I setting the tone as a new person in the business ? So I just add that to your business plan .

Number two is again if your answer is no , I'm okay with it , but I also think it's a learning opportunity for our listeners . Do you do anything proactively to the neighbors either immediate neighbors or neighborhood to invite them or introduce them to your open house before Saturday or Sunday ? I see you nodding your head .

Our listeners don't have the benefit of this live video interaction that Kim and I get to have . I'm seeing her body language . I think it's a really important next step to the intentionality of successful open houses , to the intentionality of successful open houses .

Also , especially if you have to put your sign near , like kind of on someone's yard or like on their corner , I will absolutely leave a note and you say hello . I want to personally invite you to the open house I'm having . I did put a sign in your yard . It'll be gone by 3.30 pm . If you have any questions or concerns about that , let me know .

Or if it's like a little cul-de-sac , I'll write hey , there might be some more cars on your street . I'm having this open house . Please come by . I'd love to meet you and hear what you love about this neighborhood . Neighbors coming in are gold because you can learn about the neighbor . You talk to them for five minutes .

They leave the next person who comes in . You're the neighborhood expert . Everything that neighbor just told me about what they love about their neighborhood I'm sharing with the next people that come in and I have gotten listings . Well , I got my first listing from an open house , so listings come from open houses too .

Sometimes they're coming in because they are thinking of listing and they kind of want to see how this home is being marketed . And there you are marketing the house , well , you know . So , uh , on the rare occasion I don't get an open house , I'll go to other open houses , whether Tate or not , just to see how other people are doing it .

And certainly , when I first started , I went to a bunch to kind of get my confidence up , um , to see and that's when I there's a big difference in how a lot of people do them you know , and so , yes , I do invite the neighbors .

Look , if there's going to be cars on the street and signs in their yard and if you invite people , it just causes more goodwill . Or maybe they have a friend who they would love to move to the neighborhood and now they know they say they call that friend and say , hey , you should go to this open house .

So I do try to do that because , a out of courtesy , they're the neighbors and it's their street or their yard that you're sticking a sign in . And B just because you , just because it gets more excitement around the property . It shows them how well Allentate agents market their property .

So I feel like it's a good thing all around to reach out to the neighbors .

Oh Okay , so that's step number two . Take it a step further . Right , I give them a report as the journey of that particular listing takes its course . Let the top take the 5 , 10 , 5 that you've connected with . Let them know In two days I've got great news for you . I'm going to be putting a under contract .

While I can't send you the sale price , I want you to know the excitement that I experience with people that love your neighborhood .

So I think about this , I think about the open house and I think about the 20 neighbors . I connect with them three to four times as a result of the open house . You said something that I want everybody to just listen to carefully when I would manage . When I managed a real estate office a while ago , I loved the Monday mornings .

Kim , how was your open house ? And my favorite comment was well , it wasn't very good . Only neighbors showed up and I'd say you know darndest thing , they never sell them by . Like seriously , if I had five neighbors come in and nobody else , those were five , you said it . They are golden opportunities .

They're like because I get to show them how I do what I do and if I do put them in my contact management system , I'm highly confident that when it comes their time to buy or sell , I'm on the radar had I not done that open house . I'm not on the radar , so I just I hope everyone can grasp .

You know , this business plan isn't like three steps , it's like 10 steps , it's like 12 steps and it's intentional , it's consistent and I think it's just so important that we grow and expand

. I did tell Kim earlier I was going to share a story October 10th of 1986 , I got in the real estate business September 18th and so really within about three weeks I did an open house and it was in . It was on 310 North Dakota , in Shipley Heights , in Wilmington , delaware .

So if any of my old friends up in the first state are listening to reality , I hope they are . I met 21 people that day and I go old school . You know you talk about a handwritten . I remember the old composition books that we did when we did our final exams in high school and college .

So I took a composition book and I had the address and everybody signed in and it was about as old school as you continue to do . And I know that many of our listeners maybe use Spacio or something . That's all well and good . It's about you said it what's comfortable for me and over the next 24 months . From those 21 people , I had 17 closings . Now .

It wasn't necessarily the people that came in , but I was relentless in the follow-up and follow-through and let me tell you there was no texting , by the way , heck , in 86 , I don't even think there was emailing . It was old school . Pick up the phone . Pick up the phone . Here's another little tidbit . We've come into this age of hiding behind digital .

Call the people that come in and talk to them , people . Covid really created this need and want and desire for community . Take advantage of what the world has kind of asked for , and I think open houses are so dynamic . Boy Kim , great , great stuff . Listen , we're kind of wrapping up and I am going to ask you for some final thoughts .

But I'm a big , I grab quotes , and I grab quotes from everybody , and I thought I would share this story with our audience because I want everybody to think about it when they say to themselves open houses don't work . Well , you might do one or two , and they don't work . So I'll make a long story short . We have a new agent program called Winner's Edge .

I get the opportunity to kick it off , which I love . It's a program called Orientate . I spend about 75 minutes with the history of our company , which is just one of my favorite times of the month . I get to talk to the new people that join our firm and I remember , like it was yesterday .

I was sitting here and if you could see me on video , I was here and three seats to my right in the front row . I'm going to bet a dollar . I'm not a gambler . The audience isn't surprised that Kim Gallo sat up front Let me just go on the record and as I was leaving , shook her hand , said Kim , great to meet you , thanks for joining our company .

We understand you had choices and we're so proud and and honored that you chose the allen tate company to be your partner . And she she made a very kind comment about my voice uh , you know loud , deep , projection , whatever you want to call it . And we got talking about you know speaking , singing . And she says do you sing ?

Which I thought was an interesting question , not knowing her background of artists . And I said you know , I sing really well in two places . I sing really well in my car and really well in the shower . Those are the two places I sing well . I said you know , kim , I can't sing . And the pause you just heard is what happened .

Kim paused , looked at me and said Gary , you have a voice , you can sing . I've told that story , kim , a hundred times . You have a voice , you can sing , you have a mind , you can think , you have a business plan on open houses . It just reminded me that our own limitations are self-imposed .

Now I am going to go on record that Kim has offered to give me singing lessons .

Now , by the way , she did recommend I don't listen . She did say that and then I emailed it to her . I emailed it to her . Now we haven't had a lesson , so I haven't really stepped out of the comfort zone . So think about all the lessons that came out of today . Spectacular , the end of this month .

We're having an open house extravaganza on April 27th and 20th and many people that I've talked to said well , when are the marketing ? When's marketing going to put stuff out ? And I've said don't wait for marketing . And I think everybody before the 27th and 28th has to listen to this podcast , because Kim Gallo just gave you the playbook for success .

So before we wrap up , kim , I have one question for you . Now you're 2024 , full year . You clearly have dialed in to open houses . What are some new things that you are either doing in 24 , or you intend to do in 24 , to continue to build and to grow the incredible start that you've grow , the incredible start that you've gotten in the real estate business .

At this point , and at this point you know one of the people I sold to I also sold a house to their mom , you know . So it's like if you nurture what is in front of you , that's a big plan . I am trying to do more on social media . Social media led to the other sale . That wasn't an open house because it was someone that I knew in California .

You know Facebook friends , we knew each other , but not great . And suddenly she reached out to me and said I'm moving to Fort Mill , you know , and I was like she goes . You're a realtor now , so marketing yourself so that people know , as they say , don't be a secret agent . Make sure everyone that knows you knows that you do this . And I did try again .

Going back to old school , I just walked my neighborhood and hung 225 door hangers again with our QR code . That's kind of old school . I hadn't done that . Yet I might keep doing it because it's nice to walk around the neighborhood anyway .

So I'd like to do more stuff like that kind of farming my my neighborhood , to do more stuff like that kind of farming my neighborhood . But really open houses are going to continue to be my main source and I will trade anyone that tape of Gary Scott for your new listing in Valentine's . I'm just kidding .

Thank you for sharing the playbook for open house on steroids , and I'm going to challenge everyone to listen to this podcast more than one time .

Take notes and write out your business plan and I think I added a couple . I saw Kim take some notes . I think there's some things she's going to do five and five right . I think she's going to connect with those people with some value add during the journey of contract to closing , like guys and gals .

It is what we said when we started If we focus on the fundamentals , we bring value to our buyers and sellers . When I say value , what I heard today from Kim is personalize it , customize it . And then I think she just used one of my favorite words . Remember we said fundamentals value relationships . Nurture , nurture , not prospect .

Think about it Nurture , nurture carries with it a long-term , sustainable , trusting relationship that I can be their trusted advisor in their journey of the American dream buying or selling first time , second time , third time , fourth time . So a big thank you from our listeners . I guarantee it . Kim Gallo , thanks for joining us . What a treat .