JJ Mazzo is an Executive Vice President at CrossCountry Mortgage, Business Coach, and Author.
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In the dynamic realm of real estate, fostering strong connections with clients goes beyond the transactional aspects. I want to share the strategic and meaningful approach of hosting events to entertain clients I have used in my business.
Why Hang Out With Clients?
Over the past 10 years, my business relationships have grown into meaningful friendships. I've done things as simple as inviting clients to my home for wine and cheese or taking a small group out for a harbor cruise. Hanging out with my clients has allowed me to know them on a personal level that transcends into our business relationship.
• Mutual care: When you care for clients, they'll want to take care of you.
• Expand connections: Face-to-face interactions create opportunities to meet more people.
• Personal bonds: Breaking bread together breaks down walls, fostering personal connections.
Planning Your Event
Consider starting small and working your way up; you can gain confidence and build consistency that gets noticed in your market. On a personal level, you can organize neighborhood events with one of your agents, like a dog photo day, a shredding event after tax season, ice cream trucks in summer, pizza parties before Halloween, food drives before Thanksgiving and toy drives at Christmas.
• Types of events: Choose from theme parties, happy hours, fundraisers, community events, small house parties or open house parties.
• Team collaboration: Discuss ideas with your team for a well-rounded perspective.
• Internet research: Explore online for inspiration and event planning tips.
Choose The Location
One of the first things I look for in a location is how accessible it is for my guests to attend. I try to choose a place 15 to 20 minutes away from their business location, which encourages a good turnout, especially if it's a popular place!
• Event scale: Decide if it's an intimate party, a small VIP gathering or an event for your whole database.
• Venue options: Consider parks, movie theaters, office parking lots, your home or a restaurant.
• Logistics: Ensure the location is easy to get to, has clear directions and is suitable for the number of attendees.
Set A Budget
Considering the inflationary world we live in, I, too, have had to trim my budget, and this affects the types of events I have and the number of people I invite. You can invite small groups and hang out in an area without reserving a space, which helps keep costs down.
• Reasonable budgeting: You don't have to go overboard; plan within your means.
• Frequency considerations: If you plan two events annually, ensure a reasonable budget.
Invitations
One of the best ways I invite guests to my events is during my daily calls; I block out one hour daily to call my referral partners to check in on them and discuss their needs. This is an excellent time to mention that I want to invite them to a mixer. Ensure you have a link to the Evite page handy to provide that for their RSVP.
• Use Evite: It's easy and free, allowing you to track responses.
• Utilize multiple channels: send reminders through email, text and social media.
Follow-Up Invitations
If you’re not too keen on phone calls, I suggest sending an invite via email or SMS and sharing it on social media channels; this means you can keep the event on top of your partners' minds. Yes, many will show up on the event day without RSVP, so add a few extra seats just in case. This is typical when hosting seminars.
• Reminder Evite: Send a follow-up invitation closer to the event.
• Social media: Post event updates to stay in front of your audience.
• Multiple reminders: Use various channels to remind attendees.
Event Details
Attention to detail is critical in executing a successful event. We use an events checklist that starts 90 days out from the event. Each week, we schedule time to manage the details needed to make the event a success.
The Fortune Is In The Follow-Up
One of the reasons events are good for business is getting referrals. At your events, you can let people know that you need their help in finding other like-minded people who could benefit from your services. You can receive 10 to 20 referrals just by asking!
• Critical follow-up: Following up after the event is crucial for success.
• Guest-list tracking: Keep a list of attendees and those who missed the event.
• Personal touch: Call those who missed the event to express regret and appreciation.
• Thank-you notes: Send personalized notes with event photos to attendees.
• Follow-up program: Implement a six-, eight- and 10-week follow-up plan for continued engagement.
Hosting Successful Events
For example, you can have your event at a local Mexican restaurant and call your event Sizzling Seminars: Hot Topics for Real Estate Partners. Be creative, and try not to call them Lunch & Learns. The idea is to create interest so attendees can see the value of spending time with you. Provide guests with education, make the event entertaining and have fun.
Final Thoughts
When you put these tips together, you can build brand recognition and attract business partnerships. It is important to not only throw the event; you will want to leverage it afterward. If done right, you can ride the exposure from these events throughout the year, creating a social buzz with your brand on it. Using leveraged events to grow your business can provide you with knowledge, skills, assets and relationships that you may not have considered.
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