Hosting a major client event these days is challenging. Between the pandemic limiting some people’s willingness to attend a crowded event and finding a location that has the staffing and space to host, it could be a lot more work than expected and add more stress to an event that should feel like more of a celebration.
Don’t get me wrong, some agents have traditional client events that they host every year and they are highly anticipated and well-attended and result in the much-appreciated repeat and referral business. If this applies to you, by all means, keep doing what works. But if you’re unsure what kind of event to host, can’t decide on a location or theme, don’t give up on finding ways to appreciate your clients and celebrate your successes.
Client events don’t have to mean “all your client” events. As your business grows, it could get very expensive to invite every client. And what about people who have referred you clients but never been the client themselves? Do you include your affiliate partners like lenders? Attorneys? Title partners? Home inspectors? What if you miss inviting someone and they reach out later and wonder why they weren’t invited?
Sometimes Less is More
Maybe in the new year, a better strategy would be to host more “micro” client events and seek more intimate, relevant gatherings with clients and members of your sphere of influence. By making your events smaller, you can better budget for events, spend more facetime with each attendee, and make the events more appealing to attend.
Think about ideas like cocktail parties with a few past clients with similar backgrounds. Maybe you could…
Host a Happy Hour in a certain part of town?
Coordinate a beer tasting for your first-time buyers at a local craft brewery?
Meet for breakfast or brunch with past clients once a month?
Sign up for a class at the community center and invite a few friends or host a Painting with Pinot party?
Rent a lane and take a few clients bowling?
Host a movie night…or maybe a matinee of a family movie on a Saturday afternoon?
Invite a few groups out for an afternoon round of golf or take it less seriously and reserve a bay at your local Top Golf.
Paying attention to detail is always easier when there are less details to pay attention to
These micro-events will give you lots of opportunities to “touch” your most valuable relationships. Earning top-of-mind awareness is critical in today’s fast-paced world where everyone you know probably knows at least 5 other Realtors. What are you going to do to be the name they think of the next time real estate enters the conversation?
Think about ways you can build relationships, solve problems, and have fun in a smaller, more intimate way while still making these events meaningful and memorable.