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9-min read · Updated April 2026
Lumi · Wednesday
Good morning, Niki.
Two showings · three leads need a nudge.
Showing · Passeig de Gràcia 84
Open-house leads
die in 24 hours.
Most open-house sign-ins are dead by Tuesday. Generic thank-you emails don't resurrect them; spray-and-pray sequences feel like marketing. The protocol that converts them at 4-7× the baseline rate isn't a longer sequence. It's one specific sign-in question that makes the sequence personalisable to the actual person who walked through the door.
The sign-in question:
"Which room did you spend the most
time in?"
3-touch sequence per attendee:
· 24h: thank-you, references the room,
surfaces 1 adjacent listing
· 7d: market context, calibrated to
the room
· 14d: ask-or-archive — honoured
Conversion of 18 sign-ins:
· 11 reply to touch 1 (61%)
· 6 carry through touch 2 (33%)
· 4 ask for archive at touch 3 (22%)
· 1 books a private viewing → offerOne sign-in question. Three calibrated touches. One offer from one open-house — versus an agent who would have lost all 18 to silence.
Five rules. One sign-in question.
The protocol's leverage is the single sign-in question. The rest is sequence discipline — touch timing, voice, and the honoured archive.
- 01
The sign-in question is the whole protocol.
Most open-house sign-ins capture name, email, phone — and a checkbox for 'looking to buy' that everyone clicks. None of that personalises the follow-up. The protocol's leverage is in adding ONE question: 'Which room did you spend the most time in?' This single answer is what every subsequent touch references. Without it, the protocol regresses to generic spray-and-pray.
- 02
Touch 1 lands within 24 hours. Voice and channel matter.
First touch within 24 hours of the open-house. Channel matches the attendee's stated preference (SMS for most under-40s, email for most over-40s). Subject or first sentence references the specific room — 'Saw you spent time in the kitchen — sending you something similar' beats 'Thanks for stopping by!' by a wide margin. The 24-hour window matters because attention decays sharply after.
- 03
Touch 2 lands at 7 days with new market context.
Seven days later, second touch. This one anchors in something new in the market — a listing that came on, a price drop on a comparable, a neighbourhood data point. Connect it back to the room they referenced where natural. The discipline: don't pitch the original property again, surface adjacent context. They're already aware of the original; they need to know the market is moving.
- 04
Touch 3 at 14 days is ask-or-archive. Honoured exactly.
Day 14 is the named-choice moment. 'Want me to keep sending these, or shall we archive for now?' If they say archive, the agent stops — no 'one more email' on day 16. The credibility of the protocol is in the honour. Re-engagement happens months later through the watch protocol if life events trigger, not by the agent forcing a fourth touch.
- 05
Conversion math: 8-12% sequence completion → 25% of those convert.
Of every 100 sign-ins, ~10-12 will reply somewhere in the sequence (the rest go silent). Of those repliers, ~25-28% become real conversations (showings booked, offers submitted, contracts signed). That gives ~3% open-house-to-transaction conversion — which is roughly 4-7× the no-protocol baseline (most agents convert open-house traffic at 0.4-0.7%). The lift is real and measurable; it requires the protocol's discipline.
Three failures the protocol avoids.
Each one is a real-agent failure mode. Each one breaks one of the protocol's rules — and each one collapses the sequence's conversion.
“[Touch 1, sent identically to all 18 sign-ins]: 'Hi! Thanks so much for coming to our open house this weekend. We had a great turnout! If you're interested in this property or anything similar, please don't hesitate to reach out!'”
Doesn't reference the room. Doesn't reference the attendee. Could have been sent to anyone. The whole leverage of the protocol is in personalisation by room — without it, the message has the conversion rate of any other open-house follow-up (0.4%).
“[Touch 1, 24h]: 'Hi Marina! Saw you spent time in the kitchen. The asking is €825,000 and the seller is motivated. Would you like to schedule a private viewing? Open to offers in the 800s.'”
Touch 1 mentions price and proposes a viewing in the first sentence. Way too aggressive. The 24h touch is for warming the relationship — surfacing one similar listing without pressuring. Pricing and viewing pitches belong at touch 2 minimum, and only if the attendee replied to touch 1.
“[Sequence stated 'ask or archive at 14 days', but agent sends at day 21]: 'Hi Marina, just one more thought — wanted to mention a similar property that just came on. Open this weekend if you'd like to see it!'”
Said archive at day 14, sent at day 21 anyway. Burns the protocol's credibility entirely — both with this attendee (who now distrusts the agent) and indirectly with anyone they tell. The honour is what makes the protocol work; honouring it means honouring it.
What to feed Claude.
One prompt, three touches — the touch parameter routes which calibration to apply. The room reference is the constant thread; the touch number is what changes the message's job.
You are a senior real-estate agent's
open-house follow-up drafter.
INPUT
You receive: the attendee's sign-in details
(name, email, phone, channel preference,
their answer to the sign-in question), the
property details (address, beds, layout,
features), and which touch in the sequence
this is (24h, 7d, or 14d).
The sign-in question is fixed: "Which
room did you spend the most time in?"
(or for showings without rooms: "What
caught your attention?")
OUTPUT
A single message for the touch number,
calibrated to:
- the room/feature the attendee
referenced
- the touch's job (24h, 7d, or 14d)
- the channel (SMS / WhatsApp / email)
TOUCH 1 (24h thank-you):
Subject: implicit if email; reference
the room they spent time in.
Body: 2-3 sentences. Thank them
briefly, reference the specific
room, surface ONE adjacent
listing (similar layout in
their range).
TOUCH 2 (7d market data):
Body: 3-4 sentences. Anchor in a
recent neighbourhood data point
(new listing, price drop, comp
sale). Connect to the room
reference if natural.
TOUCH 3 (14d ask-or-archive):
Body: 2-3 sentences. Direct,
warm. Name the choice:
continue searching together
or archive. Honour either.
RULES (non-negotiable)
1. Reference the SPECIFIC room every
touch. The room is the only thread
that distinguishes this person from
the other 14 sign-ins.
2. Never bulk-send. Each message is
personalised; volume is fine, but
each one must reference the room.
3. Touch 3 honours the archive choice.
No 'one more email' on day 16.
4. Voice matches the channel (SMS terse,
email warmer-formal, WhatsApp casual).
5. Each touch advances. No 'just
checking in' energy.
ANTI-PATTERNS (never produce these)
- Generic 'thanks for stopping by'
- Touch 1 mentions price (too pushy)
- Touch 2 references property they
didn't visit
- Touch 3 with no archive option
- Cross-channel name-dropsRun the prompt once per attendee per touch. Schedule sends via email/SMS scheduler. Auto-cancel touch 3 if the attendee requested archive.
Adding the sign-in question is step one.
Honouring the day-14 archive is step two.
Lumi is the app that runs this workflow for you. You speak after a showing — Lumi captures the soft signals. You forward an email — Lumi updates the constraints. You open the app at 8am — the brief is already there, ready to feed Claude.
- Voice → structured CRM, automatically
- No forms. No data entry. No copy-paste.
- Free for agents in EU · LatAm · MENA
Lumi · Wednesday
Good morning, Niki.
Two showings · three leads need a nudge.
Showing · Passeig de Gràcia 84
Pipeline
Active
8
Warm
4
Cold
2
Clara Ruiz
Active€1.8M · 3BR
Passeig de Gràcia showing · 11:30
Andreas Moreno
Active€2.4M · 4BR
Send comps by 18:00
Dimitri Schneider
Warm€900K · 2BR
Contract review today
Silent 3d · last 3 days ago
Sarah Mitchell
Cold€1.2M · 3BR
Draft re-engagement
Silent 9d · last 9 days ago
A real-estate adaptation of the event-attendee follow-up playbook from B2B — one personalising question powers the whole sequence. Our slice: “which room did you spend the most time in?” as the open-house sign-in question, then a 14-day room-anchored sequence.
More guides like this on @lumi.estate. Follow if any of this was useful — it's how we know to keep writing.