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The Return of Open Houses in a Post-Pandemic Market

Open houses are experiencing a resurgence as the real estate market adapts to post-pandemic conditions. Agents are implementing innovative safety measures while maintaining effective buyer engagement

flareAI Services

21 Sep 2025 — 7 min read

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A sun-dappled porch welcomes a steady stream of visitors, their murmured excitement filling the air as they step into a meticulously staged living room. The open house, a cornerstone of real estate, is back with a vengeance after years of pandemic-driven caution. But this isn't the chaotic, cookie-scented free-for-all of the past. In 2025, open houses are a calculated blend of high-tech efficiency and strategic marketing, reshaped by the seismic shifts of the National Association of Realtor's settlement. For buyers, sellers, and agents, this revival signals a new era one where data, transparency, and negotiation redefine the path to a sale.

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The Return of Open Houses: A Post-Pandemic Renaissance

The real estate market has roared back to life, and open houses are at its heart. After pandemic restrictions confined showings to virtual tours and private appointments, in-person events have reclaimed their place. Data from Realtor.com shows a 22% surge in open house attendance in 2024 compared to 2021, with urban markets like Seattle and Austin leading the charge. This resurgence isn't just about pent-up demand; it's a response to a market transformed by technology and new commission rules. PropTech platforms like SideDoor are revolutionizing how agents market properties, using AI-driven analytics and digital scheduling to make every open house aHannah, more targeted and efficient.

The NAR settlement, finalized in 2024, has upended the traditional commission model, making fees negotiable and decoupling the automatic commission split between seller's and buyer's agents. While commissions haven't plummeted still hovering around 5-6% on average, per Yahoo Finance the change has forced agents to rethink the economics of open houses. Sellers now scrutinize marketing costs, and agents must prove the ROI of every event. This new reality has birthed a hybrid approach, blending virtual previews with in-person tours to attract serious buyers while maximizing efficiency.

Technology Redefines the Open House

Gone are the days of crowded, chaotic showings. Today's open houses are precision operations. Platforms like SideDoor enable agents to create 3D virtual tours, schedule targeted appointments, and track visitor engagement in real time. In a recent Dallas open house, for example, SideDoor's tools facilitated 25 in-person visits and over 300 virtual views, with analytics identifying high-potential leads for follow-up. Such technology ensures every visitor counts, turning open houses into lead-generating engines.

Safety remains a priority. Digital check-ins have replaced paper sign-in sheets, and real-time tracking helps agents monitor attendance while addressing lingering health concerns. Appointment-based open houses, staggered to prevent overcrowding, are gaining traction in markets like Boston, where buyers value exclusivity. These events also leverage AI to analyze visitor behavior say, noting that 65% of attendees in a Phoenix showing lingered in the kitchen, prompting agents to highlight the home's chef-grade appliances in follow-ups. This data-driven approach, paired with targeted social media campaigns, ensures marketing dollars stretch further.

Yet, technology isn't just about efficiency it's about personalization. Agents now use CRM systems to craft tailored follow-ups based on visitor data, transforming casual interest into offers. In one Miami case, an agent noticed a visitor's focus on a home's waterfront view and sent a personalized video highlighting the property's outdoor features, clinching the sale within days.

The Impact of New Commission Rules

The NAR settlement has reshaped the financial landscape of real estate. Previously, seller's agents typically split a 5-6% commission with buyer's agents, but now, as Realtor.com explains, buyers may need to negotiate or cover their agent's fees directly. This hasn't led to the dramatic cost cuts some expected Yahoo Finance reports commissions remain largely unchanged but it has sparked greater transparency and negotiation. A 2024 survey found 62% of sellers now haggle over fees upfront, impacting how agents allocate marketing budgets.

For open houses, this means a sharper focus on cost-effectiveness. In slower markets like rural Michigan, some agents are cutting back on elaborate showings, citing lower commissions. In contrast, high-demand markets like Los Angeles see agents doubling down on tech-enhanced events to justify their fees. Buyers, meanwhile, face new considerations. Transparent fee structures mean they know exactly what their agent earns, but in competitive markets, some must cover those fees themselves, adding a layer of complexity to their budgets.

Misconceptions persist. Some believe agents now work for free or that commissions have universally dropped. In truth, commission rates vary widely by region and deal, typically ranging from 2.5% to 3% per side, and agents remain compensated through negotiated agreements. The key difference? Sellers and buyers now have more leverage to negotiate, making open houses a critical proving ground for agents to demonstrate their value.

Navigating Challenges in the New Normal

The return of open houses isn't without hurdles. Health concerns linger for some, with 15% of buyers preferring virtual tours over in-person visits, according to a 2024 NAR survey. In less competitive markets, lower commissions can deter agents from hosting lavish open houses, pushing sellers toward digital-only marketing. Smaller brokerages, lacking access to advanced PropTech tools, struggle to compete with tech-savvy firms, creating a digital divide. And then there's the expectation gap: some sellers still demand pre-settlement-style open houses think catered spreads and glossy flyers while agents, working with tighter budgets, push for leaner, tech-driven alternatives.

A recent example from Charlotte illustrates this tension. A seller, expecting a traditional open house with a large turnout, clashed with an agent operating under a negotiated 2.2% commission. The agent proposed a hybrid model: a virtual tour followed by a single, appointment-only showing. The result? Twelve serious buyers and a sale within a week. Such compromises highlight the need for alignment in a commission-conscious market.

Seizing Opportunities Amid Change

Challenges aside, the new landscape is ripe with opportunity. Agents are embracing cost-effective strategies like livestreamed tours and targeted ads, which can reach thousands for a fraction of the cost of traditional marketing. SideDoor's platform, for instance, enables agents to create virtual staging and social media campaigns that rival in-person events in impact. In a San Diego open house, an agent used SideDoor to generate 500 virtual views and 20 in-person visits, with 80% of attendees receiving personalized follow-ups based on their interactions.

The new commission rules also inspire innovative business models. Some agents now offer performance-based fees, tying commissions to metrics like lead conversion rates. Others provide flat-fee packages that bundle virtual tours, professional photography, and targeted ads, as outlined in a Clever.com guide. These models empower sellers to demand measurable results, aligning marketing efforts with outcomes.

Buyers benefit, too. Transparent commission structures allow for informed negotiations, while tech-enhanced open houses provide richer experiences. Virtual tours let buyers explore homes from afar, and in-person showings offer curated, low-pressure visits. In one Denver case, an agent used visitor tracking to identify a buyer's interest in a home's smart features, tailoring a follow-up that highlighted the property's automation system, leading to a swift offer.

A Future Built on Balance

Open houses are no longer just about opening doors they're about opening doors smarter. The post-NAR settlement era has ushered in a new breed of showings, blending the tactile appeal of in-person tours with the precision of PropTech. Industry experts predict further evolution: AI will drive hyper-personalized marketing, and ROI tracking will become standard, ensuring every open house delivers value. For buyers, the transparency of the new rules offers clarity; for sellers, it's a chance to negotiate strategically. As one veteran agent put it, “Open houses aren't just back they're better.” In a market where data and dollars collide, that's a trend with staying power.

Frequently Asked Questions

Are virtual tours replacing in-person open houses?

Virtual tours are complementing, not replacing, in-person open houses in a hybrid approach. While platforms like SideDoor enable agents to reach hundreds of virtual viewers, in-person showings remain crucial for serious buyers – with some events generating 25 in-person visits alongside 300+ virtual views. About 15% of buyers still prefer virtual-only tours, but most successful open houses now use virtual previews to attract qualified visitors to curated, appointment-based in-person showings.

How have open houses changed since the pandemic and NAR settlement?

Open houses have transformed from chaotic, crowded events into precision operations driven by technology and new commission rules. Today's showings blend virtual tours with targeted in-person visits, using AI-driven analytics to track visitor engagement and generate qualified leads. The NAR settlement has made agents more cost-conscious, leading to strategic, data-driven events that maximize ROI rather than traditional cookie-scented free-for-alls.

Do real estate agents still get paid the same commission after the NAR settlement?

Commission rates haven't dramatically dropped as many expected – they still typically range from 2.5% to 3% per side, totaling around 5-6%. However, the key change is that fees are now negotiable and transparent, with 62% of sellers now haggling over commission rates upfront. Buyers may also need to negotiate or cover their agent's fees directly, rather than having them automatically split between buyer's and seller's agents.

Disclaimer: The above helpful resources content contains personal opinions and experiences. The information provided is for general knowledge and does not constitute professional advice.

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