Special Events Show You Care

Courtney Self
Broker, Investor, Author & Occasional Speaker

 

 

I re-created my business ten years ago from hard-core sales working mostly expired and FSBO’s to a friendlier, more rewarding (for me and my clients) relationship based business.  Since then I have incorporated special events into my annual business plan and budget, from client appreciation parties to informative FREE seminars.  Client parties are the perfect way to show my clients how important they are and FREE seminars give them something of value.  Both events are excellent opportunities for developing my relationships with clients.

Targeting the people who need your services is crucial in any successful business.  This means segmenting your audience based on their demographic and psychographic characteristics and creating marketing programs that will attract their attention and fulfill their needs.  Because real estate can be such an emotion driven purchase, it is important to demonstrate to your customer that you understand their needs and will work hard to meet them.

The best way to show your customer that they are important and that you understand their needs is to plan special events based on their interests and background.  We work with lots of investors as well as relocation companies so in addition to our client appreciation parties we have crated investment seminars and have invited, lenders, attorneys and CPA’s to speak and provide useful legal and tax information.  For clients our relocation we have done “lunch and learn’s” at large companies in the area to provide home buying/selling information to their employees who may need relocation services.

Also, when planning your event it is important to have a firm grasp on your client’s lifestyle as you are planning events so that you can tailor it to the expectations of your customer.  If they are exceptionally formal and regularly attend cultural events, planning a backyard barbeque will not be an event that will be of interest.  However, an upscale wine and cheese party at your offices will probably be an effective way to reach this audience.  

When planning a special event, be sure that you’re not giving the impression that you’re only in it for a sale.  While there is a sales element to your event, make sure that this is subtle and your main objective is the enjoyment and satisfaction level of your event attendees.  These events are intended as a Thank You and an added benefit to your clients for selecting you as their agent.  Don’t make sales a priority, just allow the opportunity for sales, remember this is about building your business based on your relationships.  My friend Casey, a Tucson Broker, always says, “People don’t care how much you know until they know how much you care”.  If you genuinely like and care about your clients their business and referrals will follow. 

You may want to consider playing a slide show or video on loop, with photos of past clients.  If you’re new and don’t have many past clients show a video highlighting new or exceptional listings, playing throughout the event.  Use these understated tools to plant seeds for the future.

In this “me” driven society, people are always concerned with what they will get for their efforts.  Special events are no exception.  Make sure that you have a take home gift that is worthy of your client’s attendance at the event.  Each year around Thanksgiving my partner Nadra and I give a Pie Party.  Our clients receive an apple or pumpkin pie and a goodie bag filled with personal promotion products.  Make certain that the gift you give has your contact information.  Also, consider having a raffle or other special giveaway, such as a putter signed by a famous golfer or a weekend retreat at a spa.  Try to tie your giveaway into your events theme to make it cohesive.

No matter what type of event you plan, let your guests do most of the talking.  Getting together in non-sales environments provides the opportunity to really learn about your clients.  Take some time after the event to write down the things you have learned and include them in their file.  Use this information for future special events or as way to personalize future communication.  For example, perhaps you find out that the customer has a three-year-old daughter who likes Elmo.  The next time Elmo comes to town, drop her a line and provide free tickets to the event, or simple send a note alerting her of a great opportunity to be her daughter’s hero!

Special events are a great way to show your customers that you truly understand and care about their needs.  They are also an excellent way to highlight your abilities in a subtle way and learn more about your market.